Lay s India Social Media Marketing 2011
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 1/33
Lays IndiaSocial Media Marketing
2011
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 2/33
1. Objective
2. Plan
3. Deliverables4. Insights and observations
5. Roadmap
Table of Content
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 3/33
CAMPAIGN
Lays Flavour World Cup Contest
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 4/33
OBJECTIVE
Lays India decided to use the Social Web to achieve
the following objectives.
1. Build the community around Lays India.
2. Reach out to Community and engage them .
3. Build brand affinity through presence on relevant
platforms.4. Promote their campaign and ensure greater
participation from everywhere.
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 5/33
PLAN
1.Presence Management:To be present on relevant platforms .
2. Information Management:Inform users about brand, activity, contests and queries.
3.Engagement:Engage the community members on various platforms and
engage in meaningful conversations.
4.Monitoring:Monitor the brand on Social Web .
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 6/33
Platforms Managed
A. Facebook
B. Youtube
C. Social Web
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 7/33
DELIVERABLES
1.Facebook
2. Youtube
3. Social Web [ORM]
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 8/33
Deliverables: Facebook
1. Content
2. CommunityManagement
3. Reporting
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 9/33
FACEBOOK: CONTENT
Content Themes:
1. Brand Related
2. Campaign Related
3. Cricket Related
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 10/33
FACEBOOK: CONTENT
Brand Related1.Posts/day:
1-2
2.Types of content :Wall Posts /TVCs/ Image Related
Activity.
3. Examples:
� Flavour Chain� Six Flavours,
� Albums with UGC
� 6 teasers on YouTube
4. Highlights: Headgear Album was
created where all thephotos of the userswere shared.
More than 400conversations on thisactivity.
Album :Lays Colour of Flavours World Cup
TVCS
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 11/33
FACEBOOK: CONTENT
Campaign Related:Lays Flavour World Cup1.Posts/ day:
1-2
2.Types of content:
Wall Posts about Launch
Promote Contest Declaring Winners
Images of the Launch
4. Highlights:Two Albums were created:
1.Walkwith the Captain:Winners of Lays Flavour World Cup .
2.Lays Flavour world Cup, Press launch:Pictures from the press launch were uploadedand shared to promote the new six flavours.
550 Conversations
50 Conversations
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 12/33
FACEBOOK: CONTENT
Cricket Related1.Posts/ Day:
1/2 posts on brand related.
2.Types of content:
1. Cricket Quiz CricketTrivia
2. Cricket Puzzle3. Anagram.
4. Creative for World Cup
4. Highlights:
� Wall Post wishing IndianTeam got 6000 Likes and
nearly 1000 Comments.� Victory is Our Flavour: A. More than 150 users
tagged themselves inthe picture .
B. More than 500conversations duringthe activity.
World cup
relatedposts.
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 13/33
Youtube: Content
Campaign Related:Lays Flavour World Cup
1.No of Uploads:
6
2.Types of content:TVCs & Teasers
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 14/33
Facebook: Community Management
1. Initiate interaction on the page .
2. Moderate activity on the Fanpage page by
� Removal of spams
� Removal of abusive language
� Limiting quarrels
� AnsweringQ ueries
3. Brand Critical Activity
a. Grievance
b. Crisis Management
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 15/33
Facebook: Community Management
Conversation/Interactions11th January ± 10th April
Overall there were nearly 1 Million
Interactions during the campaign.1. Daily Logged in Page Views: 1,18,300
2. Daily News Feed impressions:
7,808,235
3. Total Conversations : 49,672
Total Likes: 37,334Total Comments:12,338
4. Total Wall Posts: 550
5. Video and Photo Views : 8,700
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 16/33
Facebook: Community Management
Q uery Management:1. More than 150 Q ueries
answered
2. More than 75 Daily Reports
3. More than 20 Grievancesattended and escalated as
per the requirement
4. Prepared a list of more than
10 FAQ s for users.5. More than 25 Critical Posts
monitored
6. Response time varied from
24 hrs to 72 Hrs.
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 17/33
Facebook: Community Management
Grievances:
� Grievances with regards to
the brand/ contest/ activity
were recorded and sent
across to the concernedauthority.
� Campaign Managed:
Lay¶s Flavour World Cup.
Lay¶s Flavour Chain
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 18/33
Facebook: Community Management
�Lays and Pig Fatsmention
�Constant Monitoring of
the Keywords related to brand
�Crisis was detected within a
minute and escalated.
4.Crisis Management
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 19/33
Youtube: Community Management
1. Video Uploads.
2. Interaction with the Users.
3. Query Management .
4. Monitoring .
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 20/33
Facebook : Reporting
Reporting
1. Query sheet management: Every day
2. Community management: Weekly
3. Monthly report: Once in a Month
4.
5. Quarterly Report: Every Quarter
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 21/33
Social Web - ORM
� Monitoring:Searched negative mentions for Lays with regards to Pig fat.
� Analyze
Negative mentions found on Social Web, Twitter, Facebook Page and Forums.(Report Submitted)
� Findings:Maximum mentions are from Pakistan/or Pakistaniwebsites. Most of them are
new comments on the existing threads. There are no newmentions.
� Conclusion:There is no relation between the mentions and Activities by Lays India.
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 22/33
INSIGHTS & OBSERVATIONS
1. Positives
2. Missed Opportunities
3. Way Forward
4. Suggestions and Feedback
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 23/33
4. Insights/ Observations: Positives
1.Platform:Lay¶s consumers were looking for a platform where they can
group around the essence of the brand.
2.Acknowledgement:Users like interacting given their voice is acknowledged.
Meaningful & Planned Content creates Impact.
3.Activities:Users look forward to activities to bond with the brand
such as contests, games and discounts.4.Brand as Extension of Surroundings:
High affinity for Local Events, Festivals and Happenings
such as Valentine Day, World Cup, IPL, College Fests and
Religious Festivals
S
c
r
ee
n
sh
o
t
s
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 24/33
1,107 likes
440 Comments
1,234 likes291 Comments 842 likes241 comments
2,819 Likes
375 Comments
High Impact Conversations
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 25/33
Response for Content-
Thematic Albums
302 Likes
32 Comments
432 Likes
22 comments
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 26/33
4 . Insights/Observations: Achievements
Brand Enthusiasts
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 27/33
We would to like to emphasize on the following ground:
1. During the Activity /contest period the page has maximum
engagement which shows that the users like to participate
in the activities and contests.
2. If we talk more about the brand the users after some timeget bored and do not want to talk on brand centric posts
rather they are very much interested in the Topical/Generic
posts which according to their interest.
3. There are a lot of Cricket Enthusiasts on our platform.Maximum number of comments are generated from the
cricket /interactive posts .
4. The picture related posts also engage a lot of users on the
platform. More than 150 comments are obtained from the
pictorial posts .
INSIGHTS & OBSERVATIONS: Positives
Summary
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 28/33
4. Insights &Observations: Missed Opportunities
1. Integrated Content Strategy:Content Strategy which is in sync with Lay¶s India¶s
Brand Activity & Campaign on other platforms.
2.Rounded New Media Presence:Presence on platforms such as Twitter , Foursquare and
Branded Blog
3. Integrated Content:� More content will help to make engagement better such as
Videos, Livecasting, Location Based Games Podcasts ,
Features, Food Wiki.� The video/pictorial content on the page is lacking.
� It has been observed that video related content generates
greater response than textual content .
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 29/33
1. The video/pictorial content on the page is lacking.
It has been observed that video content generates
greater response than text
2. Response rate of users onweekends is low.
3. Posts put up at night (after 8pm) and at 10am in
the morning get minimum response
4. Posts put up around 11 am in the morning and 4-
5pm in the evening generates much response .
5. Few interactive/generic posts on the page.
4. Insights &Observations: Missed Opportunities
Summary:
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 30/33
Brand Research
Mapping Brand Attributes with Attributes of TG
Choose Common Attributes
Create Platforms (Causes, Campaigns, Long Terms Activity)
Reward Loyal Users and Brand Enthusiasts
Constant Feedback and Monitoring
4. Insights &Observations: Way Forward
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 31/33
1. Suggestions for Lays India Roadmap
4. Insights &Observations: Suggestions &Feedback
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 32/33
2. Feedback Form
4. Insights &Observations: Suggestions &Feedback
Feedback & SuggestionsWe would appreciate if you kindly take some time out and let us know how we have
done so far, and which areas we need to improve upon. Your feedback will be of
immense help in helping us getting better at what we do. Thank you!
(Please rate us on the various parameters mentioned below in a scale of 1 to 10, where 1 is the least
and 10 excellent.)
1. On a scale of one to ten how would you rate the landing page of your
B fan page? _______
2. ¡ ow relevant do you find the various tabs in the fan page?_______
3. On a scale of one to ten how would you rate the content on the fan page? _______
4. ¡ ow relevant are posts to the brand and its attributes? _________
5. Do you find the fan page visually appealing? (Yes/No)
6. On a scale of one to ten how would you rate the interaction between the brand and the fans
on the fan page? _____
7. On a scale of one to ten how would you rate the pre activity (contest, introduction of apps)
8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02
http://slidepdf.com/reader/full/shack-lays-india-social-media-marketing-110620070020-phpapp02 33/33
Thank Youwww.shack.co.in