At home Social Media Case Study and Strategy

@home on Social Media – Before Yrals

Group on FacebookNo. Of Members: 197No. Of Applications: 0

YouTube ChannelNo channel currentlyTotal Views: 0Total Videos: 0

Twitter ProfileCurrently UnavailableNo. Of Tweets: 0No. Of Followers: 0

• Social Media Properties for @Home

• Average number of interactions per post: 0

• Percentage of Interaction with respect to number of Fans: 0

• Youtube Video’s: Average views per video = 0

Social Media Goals for @home Before Commencing

1. Effective & Comprehensive presence on relevant sites

2. Reach to relevant target audience across all Social platforms

3. To build effective engagement with our community by -• Further reach • To give product experiences

4. Better PR (ORM) & customer relations

All the Platforms will be connected to a @Home

websiteSocial Bookmark sites

Corporate Blog

Wikipedia Social Video and Image Sharing Sites

Reviews

Social Networks

Content Viewing portals

Information exchange

Micro-blogging toolFormal

Networking

@home on Social Media – After Yrals

• We activated @home on twitter

• Increased the number of followers to 54

• Increased the following to 257

• We did 141 tweets about their products

Twitter Advanced Search

1. Twitter Advanced Search is done to target the people from various cities who are talking about the Brand

2. Also customized twitter templates are posted to these users to build Brand awareness

3. Followers share their views about their shopping experience at @home store on twitter

@leztah @Home we are glad that you liked our products and thank you for sharing your experience .



Corporate Blog


Reviews

Social Networks




Networking


1. Yahoo Answers is a destination where users share knowledge & information about any topic

2. As Social Media Experts we reply to these users and we also cater to their needs




Corporate Blog


Reviews

Social Networks




Networking

Ways facebook can help a business grow

1. Facebook Pages - Brands can create a facebook page. A page can give a brand an identity on Facebook.

2. Facebook Applications - Applications give you full power to say or promote anything you want about your business on Facebook

3. Advertise - Facebook has a powerful advertising engine that enables businesses to specify a specific demographic target, see how many people that demographic will hit, and advertise to that demographic.

@home Facebook page

We created a page for @ home on Facebook which

was a group

1. We increased the number of fans from 27 to 8078 over past six months

2. An established fan base helps to create growth on the page

@home Facebook Fans

@home Facebook Updates

Most liked Update

1. We made a content strategy and regularly updated the page

2. Reach (It is the number of times people who saw the update) The update reached to 999 fans on 10th January

3. Talking About This ( People who talked about the update either by making a story or liking or commenting on the update )37 people talked about the update

4. The industry average of talking about us is 6

@home Facebook Welcome Tab

1. Welcome tab are added on the fan page so that every new user who comes on the page gets an idea about the brand

2. Welcome tab enables you to showcase your pictures, documents & more on your facebook fan page

3. A Welcome tab can acts as a default tab on a page

4. Only when a fan likes the creative he can enter and see the offer/product.

1. Once the fan likes the creative he can see the after like creative where he has to fill the details

2. We had close to 1000 entries for the @home catalog

@home Facebook Welcome Tab

1. PRODUCT TAB with top 10 products divided into respective categories .

2. Advanced features where fans can like the product, tweet and share the product.

3. To build engagement a comment box added to the tab.

4. More photos can be added to the tab and appearance can also be customized.

@home Facebook Product Tab

1. We did a Messy Room Contest for @home where fans had to upload the picture of their messy room and get likes for their entries

2. The process was to like the page , upload the entry via facebook album/desktop and share it with your friends to get likes

3. The winner with maximum number of likes wins a makeover worth Rs. 30,000

@home Facebook (App) Messy Room Contest

1. The result was 30% from 5000 fans who played the Messy Room Contest.

2. 50% of the users got converted to fans through the makeover contest

3. The winner DEB PANDA got a home makeover of Rs. 30,000

@home Facebook (App) Messy Room Contest

1. The Big Sale in @home store is the biggest sale they have in their calendar year . On all the products people get up to 50% off

2. We promoted it online on all social platforms and the result was massive

3. Fans replied on the wall and shared their experiences

@home Facebook (Advertising) Big Sale

@home Facebook (Advertising) Big Sale

1. 20 % of fans liked and commented on the Big Sale updates

2. The Big Sale updates brought engagement and virality on the page

@home Facebook (Ads)

500 Fans

1500 Fans

3500 Fans

5500 Fans

8000 Fans

9000 Fans

Aug Sept Oct Nov Dec Jan

1. Facebook Ads help to reach your potential customers and grow your fan base2. Since @home caters to the age group of 25 to 45 we ran ads across India and

acquired a fan base of 9000




Corporate Blog


Reviews

Social Networks




Networking

1. A review site is a website on which reviews can be posted about people, businesses, products, or services

2. The @home store received a positive review from a user who had purchased sofa’s from the Andheri store

Reviews




Corporate Blog


Reviews

Social Networks




Networking

1. Youtube video views are important to brands

2. A video of a brand gets noticed only when there are enough number of video views

3. @home has 2000 video views for its Kochi store

4. The average number of video views is 1000

2121




Corporate Blog


Reviews

Social Networks




Networking

1. Flickr is almost certainly the best online photo management and sharing application in the world

2. Brands can upload photos of their products on flickr and share it with the users

3. Flickr helps to improve the ranking in search

4. It helps to drive awareness among wider audience group and reached out to number of prospects




Corporate Blog


Reviews

Social Networks




Networking

Wikipedia

1. Wikipedia is an encyclopedia which contains information on all branches of knowledge

2. @home ranks third in search on Google for the key word @home3. An entire description about @home store and products is listed on Wikipedia

with references and links

Yrals Strategy for At Home Going Forward

Current Status

• Current focus primarily on Brand Space i.e. Furniture Care | Be creative | Dr. Decorator | One essential |

Gifting

• Formats are updates / tweets with images

• Goal set to maximize Reach & Engagement and not on Virality

What’s Missing? Maximize The Social Effect

Steps to Maximize

1. CREATE AWARENESS2. BUILD REACH3. ENGAGE

4. INVOLVE5. BUILD RECALL6. EARN LOYALTY

CURRENT STATUS

Tweak Existing Approach

1. Create Awareness: Optimize Ads & Targeting2. Build Reach: Post Timing + Sponsored Stories3. Engage: Updates & Category Analysis

“Social Media Conversations are usually NOT built around Brands.

Instead users flock around Preferred Interests.”

INSIGHT

Target Group Interests

WOMEN

Parenting

Bollywood / Soaps

Fashion

MEN TRADE

Cricket

Bollywood

Gadgets / Auto

Latest Trends

Expos / Décor

Forums

Décor Magazines

Size of Comm

unity

Build A Brand Community

@home

Brand Space

Parents

Fashion

Auto

Cricket

Forums / Tips

Design Trends

Designer Homes | Our Designer Collection

Children’s Room Furniture

Best Seating to watch | Winning Metaphors

Cushions, Design Analogies

In Vogue | International StylesAwards | Events | International Styles

WO

MEN

MEN

TRADE

Time slot : Reach & Interactions

The graph is based on the data for the month of March-April

9:30 11:00 17:30 19:000.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

ReachEngagement

Morning Peak @ 11 AM Evening Peak @ 5:30 PM

Build More Reach

• Updates at 11am in the morning had more reach and engagement compared to 9.30am

So the morning update timing slot should be changed to 11 am from 9.30 am.

• 5.30 pm is the best timing for evening update as it had the highest reach and engagement.

So we should stick to the same time for evening slot.

Category-wise Comparison

Successful Categories: Home Styling Tips, Celebrations, Current events & Dr. Decorator

Be Crea

tive

Dr. Deco

rator

Furn

iture

Care

Gifting

Home styl

ing tips

Interacti

ve questi

ons

One Esse

ntials

Celebrati

ons/Curre

nt Eve

nts/Others

Woman

's Day

Contest

0

50

100

150

200

250

300

75

161

62 55

262

4053

223

170

1426

1632

48

4 832

47

5 8 4 6 9 2 2 7 11

EngagementNegative FeedbackNo. of updates

Engage

• Categories that Worked: Home styling tips, Celebrations, current events & Dr. Decorator

• Categories that Hurt: Contest and Gifting

• Learning: 1. Informative & interactive Categories work really well 2. Daily Repeats of Content / Updates Hurt (ex: Contest Updates)

• New category Suggestion: @home-ode of the week: A walk through the house with best

designed interiors (Similar to MTV Cribs)

What More Can We Do?

3 Steps: INVOLVE, REINFORCE, REWARD

1. Build more RICH CONTENT that builds INVOLVEMENT & furthers Virality.

2. Create Experiences that deepen RECALL as a ‘Home Decor Destination’ and Heighten Virality.

3. Converting Engagement to EARNED LOYALTY

Addictive Content1. Rich Short Form Web Videos:

a. Interior Decorating Ideas (TV Show like “Extreme Makeovers” on BBC) b. @home-ode of the week

2. Personalized Content via Customization App (For Ex. Design Tips Aggregator / Dr. Decorator App)

3. Light Games & Challenges (For Ex: Spot The Difference | Real vs. Fake Quiz)

Content Idea 1: WOW VIDEO

Upload video content on the Best home makeovers & Interior designing ideas

Creative Ref: “Extreme Makeovers” – BBC Entertainmenthttp://youtu.be/9-nmt4JODIk

Content Idea 2: Dr. DecoratorOption 1: Expert

Name: Dr. Decorator

Job Profile: Gives home styling tips & creative ideas

USP: Expert in Home Décor

Benefit: Can become defacto Agony Aunt who gets users to engage via Q & A

Content Idea 3: ODE Of The Week:

Sample Update:A walk through international singer Celine Dion's palatial white home is a must! Our "heart will go on and on" for this house!!

Updates on Fabulous Celebrity Homes from around the world

Content Idea 4: Light GamesOption 1: Spot The Difference

Concept: User get various rooms with @home: furniture to look and Immerse in a popular gaming / puzzle format

Build Recall

1. Build Reminders via Characters & Applications (Dr. Decorator and Foursquare specials)

2. Set Foursquare special on the @home venues

3. Offline (via Tv, Print, Outdoor, On Ground)

4. Mobile Applications & Activation

Recall Idea 1: Product Application

Idea: Showcase all @home products by categoryAlso allows users to Place the products in a sample room for contextApp includes Store locator & Social Tabs

Accessibility: Tablets, Mobile

OS: iOS & Android

Long Term Benefit: App Learns User Preferences & Recommends products

Recall Idea 2: Foursquare Special

ConceptFoursquare Special Deals will run perpetually at the @home outlets. Building awareness in the Whole Region. Deals can be unlocked only by Visiting the Store creating ‘Walk Ins’

Special FeatureThese deals will also be promoted to the Facebook Fanbase via updates to create further awareness

Unlocked DealLocked Deal

Sample Deal

Earn Loyalty

1. Reinforce Characters & Formats

2. Build Rewards for Loyal Users Max Check-ins, Top Fans, Most Active, etc.

3. Incentivize Virality with Redemption Models for Virtual Points

Loyalty Idea 1: More Character Content

More VideosGames

UpdatesMerchandise

Loyalty Idea 2: Jaage Raho

• Most Active Fans (Top Fans): Likes, Comments & Shares• Play All Games (Win / Collect Points)• Most Page Visits• Create User Generated Content (ex: Messy Room contest)

Loyalty Idea 3: Invite2Win

• Users Invite Friends to Earn Rewards• Users Tag Friends to Page Photos / Posts• Users Share Dr. Decorator Tips• Share Character Content

Thank You

Rakshit VediaClient Servicing Manager

7498327014

At home Social Media Case Study and Strategy

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