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Social Media Case Study : Tasty khana
 

Social Media Case Study : Tasty khana

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TastyKhana 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 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 .

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    Social Media Case Study : Tasty khana Social Media Case Study : Tasty khana Presentation Transcript

    • 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 Axis Title Chart Title 350 300 250 200 150 100 50 0 Oct Posts 96 Comments 28 Reshares 24 Favourites 8 Nov Dec 140 187 32 33 31 23 7 7 Jan 227 62 33 12 Feb Mar Apr May 209 178 92 24 303 133 20 102 141 92 22 103 18 10 7 18
    • Facebook Axis Title Chart Title 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 oct nov Posts 43 86 Comments 76 259 Reshares 168 546 Favourites 363 1661 dec jan feb 78 40 20 224 53 25 821 151 186 5464 1529 1437 mar 16 403 895 9229 apr 14 637 1475 17682 may 5 120 218 3079
    • Applause Rate 7% Amplification Rate 37% Conversion Rate 4% Facebook Amplification Rate 9% Twitter Conversion Rate 56% Note: Applause Rate 87% Conversion Rate – Comments per Post Amplification Rate – Re-Shares per post Applause Rate – Favourites per Post
    • PaidAdvertising 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
    • EmailCampaign 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! alet@myblackbean.com +91 97640 01729 deepti@myblackbean.com +91 99232 1122 myblackbean.com follow us @myblkbean