Social Media Case Study: Amway India Becamethe #1 Indian Brand for Page-Post Engagement

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Social Media Case Study on how Amway India Became #1 Indian brand for Page-Post Engagement on Facebook among 200 Brands within just 3 months of its launch

Social Media Case Study on how Amway India Became #1 Indian brand for Page-Post Engagement on Facebook among 200 Brands within just 3 months of its launch

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  • 1. KRDS Case Study: How Amway India reached 30k users and became the number one Indian brand for page-post engagement on Facebook in 3 months of its launch
  • 2. Background and objectives In May 2013, the Indian branch of the multinational direct selling company Amway awarded its Social Media duties to international Social Media agency KRDS after a multi-agency pitch process. The American multinational company goals included:     Recruiting a large fan database Interacting and creating an effective relationship with the ‘young’ fans Creating brand awareness and spreading Amway’s core values on Facebook Identifying and rewarding the online brand ambassadors KRDS Case Study: Amway India’s Community Management
  • 3. Our Solution KRDS created Amway India’s Facebook Page from scratch and started:  Posting on behalf of the American multinational company on Facebook two or three times a day  Interacting with fans through messages, timeline posts, quiz polls  Developing tabs such as Welcome, Community Guidelines and other applications  Moderating the received comments on an hourly basis  Supervising the Page’s Crisis Management KRDS Case Study: Amway India’s Community Management
  • 4. Results Amway India’s community grew from 0 to over 30k fans in just 3 months, without any media purchase. KRDS Case Study: Amway India’s Community Management
  • 5. Results Increase in number of fans (Jun-Aug ‘13) 35000 30000 29742 25000 20000 19109 15000 13293 10000 5000 0 June KRDS Case Study: Amway India’s Community Management July Aug
  • 6. Results Average Engagement (Likes, Shares & Comments Jun- Aug) 25000 22622 20000 17590 15000 10000 6301 5000 0 June KRDS Case Study: Amway India’s Community Management July Aug
  • 7. Results Average reach* of posts (Jun-Aug) 12000 10965 10000 8000 7523 6000 5560 4000 2000 0 June July Aug *Reach: number of people who see the posts KRDS Case Study: Amway India’s Community Management
  • 8. Top publications Very quickly, Amway India’s Facebook publications generated very high engagement rates and extremely positive feedbacks. Some posts received over: 1000 Likes 1000 Shares 4.7% Engagement Rate 1000 Comments KRDS Case Study: Amway India’s Community Management 1421 Likes 152 Comments 1101 shares
  • 9. Top publications 3.3% 1410 114 1174 Likes Comments Engagement Rate Shares KRDS Case Study: Amway India’s Community Management 2.1% 1204 101 904 Likes Comments Shares Engagement Rate
  • 10. Global fans’ feedbacks (June to August 2013) KRDS Case Study: Amway India’s Community Management
  • 11. Global Results 10 million 4 million of social impressions generated in the users’ newsfeed between June and August! out of these social impressions have been generated by the posts virality KRDS Case Study: Amway India’s Community Management
  • 12. In June 2013, the provider of media analytics Socialbakers ranked Amway India as the number one Indian brand for page-post engagement on Facebook among 200 brands “Why is Engagement Rate the #1 Social Metric? When we talk about Engagement, we are referring to the activity on your page, to fan interactions to your post types, etc. There are several types of Engagement metrics: Interactions – Like, Comments, Shares, Replies, Rewteets, and so on. Reach – the percentage of fans that have seen your post from your Page. Engagement Rates – a formula for quantifying brands’ success” Source: socialbakers.com KRDS Case Study: Amway India’s Community Management
  • 13. THANK YOU www.krds.com feed.krds.com KRDS Case Study: Amway India’s Community Management twitter.com/KRDS facebook.com/KRDS