1. Team Name: Two and a half Men
Participants Roll No. Mail ID
Rahul Kumar Gupta 12P157 pg12rahul_g@mdi.ac.in
Dipesh Devani 12P018 pg12dipesh_d@mdi.ac.in
Ravi Kant Singla 12P162 pg12ravi_k@mdi.ac.in

2. METHODOLOGY
To understand the customer expectations and experience wise triggers, barrier and gap
areas we conducted in-depth interviews with a sample of 32 households in Gurgaon. (SEC
A+/A/B+).
MAJOR INSIGHTS
• Major influencers included recommendations by friends or
neighbors
• Despite high brand recall for Asian Paints, low awareness about
Ezycolor AHPS
• When told about Ezycolor AHPS, cost premium turned out to be the
major concern as the brand enjoys high trust quotient among
consumers
• Social media pages are used as platform to check out nice designs
and color combinations
METHODOLOGY

3. TARGET CONSUMER PORTRAIT
With respect to AHPS social media strategy,
Target consumer : 25-40 Years M/F, SEC A+/A/B+,
City: Tier 1 /Tier 2.
TARGET CONSUMER PORTRAIT
Characteristics:
• Time pressed and spends a large amount of time online (>30 minutes/day).
• Seeks appreciation from peer-group when it comes to house décor.
• Has the willingness to pay a premium however along with the fear to
substantiate value not only to one self but to peer-group too.
Implications:
Cognitive dissonance has to be taken care of by the Brand from problem recognition stage to post purchase stage.
Social media represents huge opportunity in this endeavor along with spreading WOM.

4. SOCIAL MEDIA STRATEGY FOUNDATION
Entertainment is the value that appeared most likely to be highly regarded by Social Network Users , followed by informative
value
The users do not have clear demarcation of product and service. If the expectation is high from a brand, it is for both
products and services
Due to uncertainty involved due to human intervention in services, there is a possibility of negative WOM which would affect
brand image of all the fans of particular brand like Royale Play/Apex Ultima
Content expectations and congruity from product and service page is very different which further strengthens the case for
separate page for services
Due to huge overlap between prospects and repeat customers, central coordination is required to cross-promote product
and services with a limit on frequency and type of posts
Social media is a powerful engagement tool and not just an acquisition tool thus it doesn’t make sense to make a separate
page just for Ezycolor AHPS with no long term view for services

5. COMPREHENSIVE SOCIAL MEDIA STRATEGY
Entertaining Content Constant Engagement
Real-Time Reaction
Management
Influence worthy
Treatment
Celebrate instead of
sharing stories
Use of Animations and
Avatars for Blog
Wall of Fame Contest
Quotes/Wits by AHPS
Mascot
Celebrate Evangelists
End to end Criticism
Management
Objective Evaluation of
Influence
Central tracking and
cross-selling/cross-
referring

6. COMPREHENSIVE SOCIAL MEDIA STRATEGY
Entertaining Content
Constant
Engagement
Real-Time Reaction
Management
Influence worthy
Treatment
Users sharing experiences can be informative and re-assuring for prospects but it definitely flunks on building
engagement and interest. Therefore, key to building content should be entertainment. Following are the methods by
which following can be achieved
• Celebrate instead of sharing stories:
Collages, fun videos and pictures with quotes shared on social media (as they ensure high probability of content
consumption rather than simple video/write-ups of experience and moreover such content doesn’t need high
investment from existing customers)
• Use of Animations and Avatars for Blog:
Every customer might not be interested to come out and share their good experience on a public forum. Hence
animation and avatars to represent them can be used to break acceptability barrier to be part of testimony.

7. COMPREHENSIVE SOCIAL MEDIA STRATEGY
Entertaining Content
Constant
Engagement
Real-Time Reaction
Management
Influence worthy
Treatment
To ensure the constant evangelism and amplification of reach of posts, engagement is very important as it decides the
notification on Facebook and search rank for blog along with its popularity. It can be achieved using following:
• Wall of Fame Contest:
Here existing customers can nominate the favorite wall of house for “Wall of Fame” and other users expect to vote
for their favorite Wall of Fame in a limited time window. At the end of it the Wall of Fame award can be given to
customers and service team who painted it.
• Quotes/Wits by AHPS Mascot:
A social media mascot representing Asian Paint Expert would share quotes and wits which users can like and share
on their pages. Some of these wits can be related to realities associated with general confusions and problem with
painting process. It solves two purposes that are 1) in the form of entertainment and 2) value proposition of AHPS.

8. COMPREHENSIVE SOCIAL MEDIA STRATEGY
Entertaining Content
Constant
Engagement
Real-Time Reaction
Management
Influence worthy
Treatment
Importance:
• Negative WOM travels faster than positive word of mouth on social media
• Positive comments and appreciation should be noticed by maximum no. of users
• Celebrate Evangelists: Build conversation around positive appreciation by asking user who posted it by thanking
with in stipulated time window and depending on subjective evaluation of Impact Potential of content (quality and
subject) and objective evaluation of User Influence (e.g. Klout Score) ask the user to send a picture in order to create
Dynamic Content in the form of a picture and comment in the form of a picture.
• End to end Criticism Management:
We recommend 3 step processes for criticism management with defined deadlines to perform each of these.
i. Instant Apology and Assurance: This is a common practice in current social media strategies adopted by reputed
brand pages. Time is of essence here, hence the deadline to respond should be strict which asks for time
window/further information (contact details, Bill Copy etc.) to come up with an explanation
ii. Multiple Channel Explanation: Depending on the severity of customer inconvenience and rationality
explanation/compensation should be provided and announced through message/call/in-person.
iii. Boast Satisfied Critics: Post complaint resolution ratio and satisfied critic comment post action taken by AHPS
Social Media Team

9. COMPREHENSIVE SOCIAL MEDIA STRATEGY
Entertaining Content
Constant
Engagement
Real-Time Reaction
Management
Influence worthy
Treatment
• Objective Evaluation of Influence:
Use metrics like Klout score or customized metrics like no. of fans/followers-Time Spent online and online activity
generated for Asian Paint social media properties. Accordingly tag, publish comments and post thank you pictures
for such users.
• Central tracking and cross-selling/cross-referring:
Due to high reach, high influence users should be tracked centrally across the social media properties of AP to
explore the opportunities of cross selling/cross-referring like tagging into posts and sending preferential invitations
(offering virtual badges)

10. EXPECTED OUTCOME AND BUSINESS METRICS
FINANCIAL PARAMETERS
• Customer Acquisitions: This is the basic metric used to measure leads generated from no. of people reached from social
media. Leads are people who finally call or click on the blog or website. To measure it better no. of registrations on
website and calls can be measured emanating from social media.
• Incremental Customer Satisfaction Score: Another standard parameter which measures incremental customer satisfaction
due to CRM on internet. Internally impact of satisfaction score can be measured on customer Retention Ratio. Financially
it can be measured as
NON-FINANCIAL PARAMETERS
• Share of voice: Brand mentions/Total mentions of competitive companies/brands
• Interaction rate: people talking about / (no. of fans)*100.
Financial Return = Average Customer Acquisition Cost * No. of leads generated from social media
No. of customers impacted * Customer Life Time Value * Quotient of Incremental score and customer retention probability