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At home Social Media Case Study and Strategy

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  • 1. @home on Social Media – Before Yrals• Social Media Properties for @HomeGroup on Facebook Twitter Profile YouTube ChannelNo. Of Members: 197 Currently Unavailable No channel currentlyNo. Of Applications: 0 No. Of Tweets: 0 Total Views: 0 No. Of Followers: 0 Total Videos: 0• 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
  • 2. Social Media Goals for @home Before Commencing1. Effective & Comprehensive presence on relevant sites2. Reach to relevant target audience across all Social platforms3. To build effective engagement with our community by - • Further reach • To give product experiences4. Better PR (ORM) & customer relations
  • 3. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 4. • We activated @home on twitter• Increased the number of followers to 54• Increased the following to 257• We did 141 tweets about their products
  • 5. 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@leztah @Home we are glad that 3. Followers share their views aboutyou liked our products and thank their shopping experience atyou for sharing your experience . @home store on twitter
  • 6. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 7. 1. Yahoo Answers is a destination where users share knowledge & information about any topic2. As Social Media Experts we reply to these users and we also cater to their needs
  • 8. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 9. Ways facebook can help a business grow1. 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 Facebook3. 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.
  • 10. @home Facebook page We created a page for @ home on Facebook which was a group
  • 11. @home Facebook Fans 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
  • 12. @home Facebook Updates 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 6Most liked Update
  • 13. @home Facebook Welcome Tab1. Welcome tab are added on the fan page so that every new user who comes on the page gets an idea about the brand2. Welcome tab enables you to showcase your pictures, documents & more on your facebook fan page3. A Welcome tab can acts as a default tab on a page4. Only when a fan likes the creative he can enter and see the offer/product.
  • 14. @home Facebook Welcome Tab1. Once the fan likes the creative he can see the after like creative where he has to fill the details2. We had close to 1000 entries for the @home catalog
  • 15. @home Facebook Product Tab1. 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.
  • 16. @home Facebook (App) Messy Room Contest1. We did a Messy Room Contest for @home where fans had to upload the picture of their messy room and get likes for their entries2. The process was to like the page , upload the entry via facebook album/desktop and share it with your friends to get likes3. The winner with maximum number of likes wins a makeover worth Rs. 30,000
  • 17. @home Facebook (App) Messy Room Contest1. 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 contest3. The winner DEB PANDA got a home makeover of Rs. 30,000
  • 18. @home Facebook (Advertising) Big Sale1. 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% off2. We promoted it online on all social platforms and the result was massive3. Fans replied on the wall and shared their experiences
  • 19. @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
  • 20. @home Facebook (Ads) 9000 8000 Fans 5500 Fans 3500 Fans 1500 Fans 500 Fans FansAug Sept Oct Nov Dec Jan 1. Facebook Ads help to reach your potential customers and grow your fan base 2. Since @home caters to the age group of 25 to 45 we ran ads across India and acquired a fan base of 9000
  • 21. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 22. Reviews1. A review site is a website on which reviews can be posted about people, businesses, products, or services2. The @home store received a positive review from a user who had purchased sofa’s from the Andheri store
  • 23. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 24. 2121 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
  • 25. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 26. 1. Flickr is almost certainly the best online photo management and sharing application in the world2. Brands can upload photos of their products on flickr and share it with the users3. Flickr helps to improve the ranking in search4. It helps to drive awareness among wider audience group and reached out to number of prospects
  • 27. @home on Social Media – After Yrals Micro-blogging Formal Information tool Networking exchange All the Platforms will be connected to a @HomeSocial Bookmark website Content sites Viewing portalsCorporate Blog Social Networks Wikipedia Reviews Social Video and Image Sharing Sites
  • 28. Wikipedia1. Wikipedia is an encyclopedia which contains information on all branches of knowledge2. @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
  • 29. Yrals Strategy for At Home Going Forward
  • 30. 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
  • 31. What’s Missing?Maximize The Social Effect
  • 32. Steps to Maximize CURRENT STATUS1. CREATE AWARENESS2. BUILD REACH3. ENGAGE1. INVOLVE2. BUILD RECALL3. EARN LOYALTY
  • 33. Tweak Existing Approach1. Create Awareness: Optimize Ads & Targeting2. Build Reach: Post Timing + Sponsored Stories3. Engage: Updates & Category Analysis
  • 34. INSIGHT “Social Media Conversations are usually NOT built around Brands.Instead users flock around Preferred Interests.”
  • 35. Target Group InterestsWOMEN MEN TRADEBollywood Latest Cricket / Soaps Trends Size of Community Expos /Fashion Bollywood Décor Forums Gadgets DécorParenting / Auto Magazines
  • 36. Build A Brand Community Fashion WOMEN Parents @home Cricket MENBrand Space Auto Design Trends TRADE Forums / Tips
  • 37. Time slot : Reach & Interactions Morning Peak @ 11 AM Evening Peak @ 5:30 PM 0.12% 6.00% 0.10% 5.00% 0.08% 4.00% 0.06% 3.00% Reach Engagement 0.04% 2.00% 0.02% 1.00% 0.00% 0.00% 9:30 11:00 17:30 19:00 The graph is based on the data for the month of March-April
  • 38. 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.
  • 39. Category-wise Comparison 300 262 250 223 200 170 161 150 100 75 62 55 Engagement 48 53 47 50 32 40 32 26 Negative Feedback 14 8 16 9 8 2 11 5 4 6 4 2 7 No. of updates 0Successful Categories: Home Styling Tips, Celebrations, Current events & Dr. Decorator
  • 40. 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)
  • 41. What More Can We Do? 3 Steps: INVOLVE, REINFORCE, REWARD1. 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
  • 42. Addictive Content1. Rich Short Form Web Videos: a. Interior Decorating Ideas (TV Show like “Extreme Makeovers” on BBC) b. @home-ode of the week1. Personalized Content via Customization App (For Ex. Design Tips Aggregator / Dr. Decorator App)1. Light Games & Challenges (For Ex: Spot The Difference | Real vs. Fake Quiz)
  • 43. Content Idea 1: WOW VIDEOUpload video content on the Best home makeovers & Interiordesigning ideasCreative Ref: “Extreme Makeovers” – BBC Entertainmenthttp://youtu.be/9-nmt4JODIk
  • 44. Content Idea 2: Dr. Decorator Option 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
  • 45. Content Idea 3: ODE Of The Week: Updates on Fabulous Celebrity Homes from around the world Sample Update: A walk through international singer Celine Dions palatial white home is a must! Our "heart will go on and on" for this house!!
  • 46. Content Idea 4: Light GamesOption 1: Spot The DifferenceConcept: User get various rooms with @home: furniture tolook and Immerse in a popular gaming / puzzle format
  • 47. Build Recall1. Build Reminders via Characters & Applications (Dr. Decorator and Foursquare specials)2. Set Foursquare special on the @home venues3. Offline (via Tv, Print, Outdoor, On Ground)4. Mobile Applications & Activation
  • 48. Recall Idea 1: Product ApplicationIdea: Showcase all @home products by categoryAlso allows users to Place the products in asample room for contextApp includes Store locator & Social TabsAccessibility: Tablets, MobileOS: iOS & AndroidLong Term Benefit: App Learns User Preferences& Recommends products
  • 49. Recall Idea 2: Foursquare Special Concept Foursquare 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 Feature These deals will also be promoted to the Facebook Fanbase via updates to create further awareness
  • 50. Sample DealLocked Deal Unlocked Deal
  • 51. Earn Loyalty1. Reinforce Characters & Formats2. Build Rewards for Loyal Users Max Check-ins, Top Fans, Most Active, etc.3. Incentivize Virality with Redemption Models for Virtual Points
  • 52. Loyalty Idea 1: More Character Content More Videos Games Updates Merchandise
  • 53. 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)
  • 54. 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
  • 55. Thank You Rakshit VediaClient Servicing Manager 7498327014

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