Social Media Case Study : Tasty khana

TastyKhana Case Study The Online Food Mall

The Brief

The Online Ordering Experience

• TastyKhana should be an experience rather than just a new way to order food:

online.

• TastyKhana should help users to order better and smarter by helping them to

discover new places, experience popular and trending joints and save money

by highlighting restaurant offers.

• TastyKhana should help restaurants by increasing orders through marketing

and easing the process of ordering. TastyKhana provides a popular channel for

small, local restaurants to be discovered by foodies in their catchment area.

Challenges

• TK is a new way of getting food home-delivered

• In new markets customers already know where they want to order from. They

don’t want to change the way they get home-deliveries from the same places

• We are no longer addressing a service gap i.e. getting food home delivered

Scope of Work

• Develop website content strategy encompassing online and offline touch points

including website, social and mobile

• Develop strategies for geographic targeting, remarketing and retargeting strategies

• Implemented a mobile marketing strategy

• Develop and execute online marketing strategies utilizing SEM, SEO, Social Media,

Email, Affiliate, CRM and Display advertising

• Evolve the email marketing strategy from data to delivery

• Manage, analyze and report generation for all marketing campaigns across social

networks, social media activities, blog networks, viral media publishers and sites, etc

• Develop a strategy to handle the online reputation management

Website - Oct 2012

Website - May 2013

How we got the conversation going on social!

• Gift a Meal

– Sitting at one end of the globe and want to gift a sumptuous meal to your family? TastyKhana comes to your rescue, just order from our partner restaurants at your leisure and get piping hot meal delivered at the doorstep!

• New Year Order on Tasty Khana for a chance to win.

– This New Year’s Eve we gave away Rs. 50,000/- to one lucky winner for one massive New Year’s Eve party. Every time an order was placed on Tasty Khana the order number was enteered into a sweepstakes and on the morning of 31st December we picked a lucky order number who takes it all away!

Twitter

• Contests and promotional offers were put through by using Twitter as a social media

platform.

• Tuesday Unscramble Contest - Names of various types of food were given in a

scrambled format for people to unscramble and win TastyKhana gift vouchers.

• Your Favourite Restaurant - Favourite restaurants for specific food dishes in

opinionated question format were asked and people would have the chance to win

TastyKhana food vouchers

• Fortune Tweet - After placing an order on TastyKhana, each person would receive a

certain fortune (e.g. Fortune Cookie). They would then send these fortune tweets out

to their friends.

Tuesday Unscramble and Your Favourite Restaurant Tweets

Fortune Tweet

Social Media

Trends

Twitter

Oct Nov Dec Jan Feb Mar Apr May

Posts 96 140 187 227 209 178 92 24

Comments 28 32 33 62 303 133 20 102

Reshares 24 31 23 33 141 92 22 103

Favourites 8 7 7 12 18 10 7 18

0 50

100 150 200 250 300 350

Axi

s Ti

tle

Chart Title

Facebook

oct nov dec jan feb mar apr may

Posts 43 86 78 40 20 16 14 5

Comments 76 259 224 53 25 403 637 120

Reshares 168 546 821 151 186 895 1475 218

Favourites 363 1661 5464 1529 1437 9229 17682 3079

0 2000 4000 6000 8000

10000 12000 14000 16000 18000 20000

Axi

s Ti

tle

Chart Title

Conversion Rate 56%

Amplification Rate 37%

Applause Rate 7%

Twitter

Conversion Rate 4%

Amplification Rate 9%

Applause Rate 87%

Facebook

Note: Conversion Rate – Comments per Post Amplification Rate – Re-Shares per post Applause Rate – Favourites per Post

Paid Advertising

Google Display, Yotube Ads, Mobile Marketing, Facebook Ads

Targeting strategy

• Interest categories + Demographic

– run of network

– Medium impressions + medium CTR

• Placements + Demographics

– high traffic sites – youtube, quickr, olx, slideshare, goodreads, magicbricks, mumbai mirror

– High impressions + low CTR

• Keyword Contextual – Only on specific keyword pages

– Brand specific, recipes, food specific

– Low impressions + high CTR

Office focused ads – lunch – 10-2

Restro focused ads

Valentines Day Campaign

Bachat Campaign

Remarket and Retargeting

Sponsored Stories/Posts

KFC

General

Ads for TK Apps

Email Campaign

From Data to Delivery to Conversions

Results

Quick Look

• 2x increase in monthly customer acquisition rate for TastyKhana while ensuring

a low CPA using social, banners and content marketing.

• Increased customer retention from 2% to 12% for TastyKhana

• Increased monthly app downloads from 200 to 3700 monthly downloads

• Increased daily website traffic from 800 to 4000

Thanks for your time!

If you think anyone of this is interesting

Or most of it is just plain confusing

Or generally would like to meet us

Then do drop us a line!

[email protected] +91 97640 01729

[email protected] +91 99232 1122

myblackbean.com

follow us @myblkbean