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Lay's India: Report


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Frito Lay India's promoted potato chip brand Lay's is the biggest in India. It launched Lay's India Flavour World Cup coinciding with ICC Cricket World Cup.
Shack managed Lay's India facebook fanpage along with Online Reputation Managment.

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Lay's India: Report

  1. 1. Lay’s India <br />Social Media Marketing<br />2011<br />
  2. 2. Table of Content<br />Objective<br />Plan<br />Deliverables<br />Insights and observations<br />Roadmap<br />
  3. 3. CAMPAIGN<br /> Lay’s Flavour World Cup Contest<br />
  4. 4. OBJECTIVE<br />Lay’s India decided to use the Social Web to achieve the following objectives.<br />1. Build the community around Lay’s India.<br />2. Reach out to Community and engage them .<br />3. Build brand affinity through presence on relevant platforms.<br />4. Promote their campaign and ensure greater participation from everywhere.<br />
  5. 5. PLAN<br />Presence Management:To be present on relevant platforms .<br />Information Management:Inform users about brand, activity, contests and queries.<br />Engagement:Engage the community members on various platforms and engage in meaningful conversations.<br />Monitoring:Monitor the brand on Social Web .<br />
  6. 6. Platforms Managed<br />A. Facebook<br />B. Youtube<br />C. Social Web <br />
  7. 7. DELIVERABLES<br />Facebook<br />2. Youtube <br />3. Social Web [ORM]<br />
  8. 8. Deliverables: Facebook<br />Content<br />Community Management<br />Reporting<br />
  9. 9. Facebook: Content<br />Content Themes:<br />Brand Related<br />Campaign Related<br />Cricket Related <br />
  10. 10. Facebook: Content<br />TVC’S<br />Brand Related<br />1.Posts/day: 1-2 <br />2.Types of content :<br />Wall Posts /TVCs/ Image Related Activity.<br />3. Examples:<br /><ul><li>Flavour Chain
  11. 11. Six Flavours,
  12. 12. Albums with UGC
  13. 13. 6 teasers on YouTube</li></ul>4. Highlights:<br /><ul><li>Headgear Album was created where all the photos of the users were shared.
  14. 14. More than 400 conversations on this activity.</li></ul>Album :Lay’s Colour of Flavours World Cup<br />
  15. 15. Facebook: Content<br />Campaign Related:<br />“Lay’s Flavour World Cup” <br />1.Posts/ day: 1-2<br />2.Types of content: <br /><ul><li>Wall Posts about Launch
  16. 16. Promote Contest
  17. 17. Declaring Winners
  18. 18. Images of the Launch</li></ul>4. Highlights: Two Albums were created:<br />1.Walk with the Captain: Winners of Lay’s Flavour World Cup .<br />2.Lay’s Flavour world Cup, Press launch: Pictures from the press launch were uploaded and shared to promote the new six flavours.<br />550 Conversations<br />50 Conversations<br />
  19. 19. Facebook: Content<br />Cricket Related<br />1.Posts/ Day:<br />1/2 posts on brand related.<br />2.Types of content: <br />Cricket Quiz Cricket Trivia<br />Cricket Puzzle<br />Anagram.<br />Creative for World Cup<br />4. Highlights: <br /><ul><li>Wall Post wishing Indian Team got 6000 Likes and nearly 1000 Comments.
  20. 20. Victory is Our Flavour:</li></ul>More than 150 users tagged themselves in the picture .<br />More than 500 conversations during the activity.<br />World cup related posts.<br />
  21. 21. Youtube: Content<br />Campaign Related:<br />“Lay’s Flavour World Cup”<br />1.No of Uploads:<br />6<br />2.Types of content: TVCs & Teasers<br />
  22. 22. Facebook: Community Management<br />Initiate interactionon the page .<br />Moderate activity on the Fanpage page by<br /><ul><li>Removal of spams
  23. 23. Removal of abusive language
  24. 24. Limiting quarrels
  25. 25. Answering Queries </li></ul>3. Brand Critical Activity<br />Grievance<br />Crisis Management<br />
  26. 26. Facebook: Community Management<br />Conversation/Interactions<br />11th January – 10th April<br />Overall there were nearly 1 Million Interactions during the campaign.<br />1. Daily Logged in Page Views: 1,18,300<br />2. Daily News Feed impressions: 7,808,235<br />3. Total Conversations : 49,672<br />Total Likes: 37,334<br />Total Comments:12,338<br />4. Total Wall Posts: 550<br />5. Video and Photo Views : 8,700<br />
  27. 27. Facebook: Community Management<br />Query Management: <br />More than 150 Queries answered<br />More than 75 Daily Reports<br />More than 20 Grievances attended and escalated as per the requirement<br />Prepared a list of more than 10 FAQs for users.<br />More than 25 Critical Posts monitored<br />Response time varied from 24 hrs to 72 Hrs.<br />
  28. 28. Facebook: Community Management<br />Grievances:<br /><ul><li>Grievances with regards to the brand/ contest/ activity were recorded and sent across to the concerned authority.
  29. 29. Campaign Managed:Lay’s Flavour World Cup.Lay’s Flavour Chain</li></li></ul><li>Facebook: Community Management<br />4.Crisis Management<br /><ul><li>Lay’s and Pig Fat’s mention
  30. 30. Constant Monitoring of the Keywords related to brand
  31. 31. Crisis was detected within a minute and escalated.</li></li></ul><li>Youtube: Community Management<br />Video Uploads.<br />Interaction with the Users.<br />Query Management .<br />Monitoring .<br />
  32. 32. Facebook : Reporting<br />Reporting<br />Query sheet management: Every day<br />Community management: Weekly <br />Monthly report: Once in a Month<br />Quarterly Report: Every Quarter<br />
  33. 33. Social Web - ORM<br /><ul><li> Monitoring:Searched negative mentions for Lay’s with regards to Pig fat.
  34. 34. AnalyzeNegative mentions found on Social Web, Twitter, Facebook Page and Forums.( Report Submitted)
  35. 35. Findings: Maximum mentions are from Pakistan/or Pakistani websites. Most of them are new comments on the existing threads. There are no new mentions.
  36. 36. Conclusion:There is no relation between the mentions and Activities by Lay’s India. </li></li></ul><li>INSIGHTS & OBSERVATIONS<br />Positives<br />Missed Opportunities<br />Way Forward<br />Suggestions and Feedback<br />
  37. 37. 4. Insights/ Observations: Positives<br />Platform:Lay’s consumers were looking for a platform where they can group around the essence of the brand.<br />Acknowledgement:Users like interacting given their voice is acknowledged. Meaningful & Planned Content creates Impact.<br />Activities:Users look forward to activities to bond with the brand such as contests, games and discounts.<br />Brand as Extension of Surroundings:High affinity for Local Events, Festivals and Happenings such as Valentine Day, World Cup, IPL, College Fests and Religious Festivals<br />Screenshots<br />
  38. 38. High Impact Conversations<br />1,107 likes<br />440 Comments<br />2,819 Likes<br />375 Comments<br />1,234 likes<br />291 Comments<br />842 likes<br />241 comments<br />
  39. 39. Response for Content- <br />Thematic Albums<br />432 Likes<br />22 comments<br />302 Likes <br />32 Comments<br />
  40. 40. 4 . Insights/Observations: Achievements<br />Brand Enthusiasts<br />
  41. 41. INSIGHTS & OBSERVATIONS: Positives<br />Summary<br />We would to like to emphasize on the following ground:<br />During the Activity /contest period the page has maximum engagement which shows that the users like to participate in the activities and contests.<br />If we talk more about the brand the users after some time get bored and do not want to talk on brand centric posts rather they are very much interested in the Topical/Generic posts which according to their interest. <br />There are a lot of Cricket Enthusiasts on our platform .Maximum number of comments are generated from the cricket /interactive posts .<br />The picture related posts also engage a lot of users on the platform. More than 150 comments are obtained from the pictorial posts .<br />
  42. 42. 4.Insights &Observations: Missed Opportunities<br />Integrated Content Strategy:Content Strategy which is in sync with Lay’s India’s Brand Activity & Campaign on other platforms.<br />Rounded New Media Presence:Presence on platforms such as Twitter , Foursquare and Branded Blog<br />Integrated Content:<br /><ul><li>More content will help to make engagement better such as Videos, Livecasting, Location Based Games Podcasts , Features, Food Wiki.
  43. 43. The video/pictorial content on the page is lacking.
  44. 44. It has been observed that video related content generates greater response than textual content .</li></li></ul><li>4.Insights &Observations: Missed Opportunities<br />Summary:<br />The video/pictorial content on the page is lacking.It has been observed that video content generates greater response than text<br />Response rate of users on weekends is low.<br /> Posts put up at night (after 8pm)and at 10am in the morning get minimum response<br />Posts put up around 11 am in the morning and 4-5pmin the evening generates much response .<br />Few interactive/generic posts on the page.<br />
  45. 45. 4.Insights &Observations: Way Forward<br />Brand Research<br />Mapping Brand Attributes with Attributes of TG<br />Choose Common Attributes<br />Create Platforms (Causes, Campaigns, Long Terms Activity)<br />Reward Loyal Users and Brand Enthusiasts<br />Constant Feedback and Monitoring<br />
  46. 46. 4.Insights &Observations: Suggestions & Feedback<br />Suggestions for Lay’s India Roadmap<br />
  47. 47. 4.Insights &Observations: Suggestions & Feedback<br />2. Feedback Form<br />
  48. 48. Thank You<br /><br />