Kalazone Silk Mill's social media activities from July 28th to September 10th saw significant growth across multiple platforms. On Facebook, posts reached over 5,000 impressions and generated 3,500 likes and comments. New members increased tenfold to over 3,300. Contests and ads helped boost organic growth. The YouTube channel saw a doubling of female viewers to 27%. A blog and new website were also launched, with social media promotion driving traffic and orders to the site. Overall, social media engagement increased the brand's "Passion score" from 45% to 72%. Future recommendations will focus on continued growth.

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Kalazone Silk Mill
SMM Activity Report
28 July to 10 September 2011
Presented by:
I Knowledge Factory Pvt. Ltd
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Contents
1. EXECUTIVE SUMMARY .................................................................................................................... 3
2. FACEBOOK ...................................................................................................................................... 3
2.1 Messages ....................................................................................................................................... 3
2.2 Generating new members ............................................................................................................ 4
2.3 Hosting Contest ............................................................................................................................. 5
2.4 Chat ............................................................................................................................................... 5
3. Twitter ............................................................................................................................................. 5
4. YOU TUBE ACTIVITIES .................................................................................................................... 5
5. Blog ................................................................................................................................................. 6
6. Support to new Website .................................................................................................................. 6
7. Offline activity ................................................................................................................................ 7
8. Results ............................................................................................................................................. 7
9. Recommendations and Future work ............................................................................................... 9
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1. EXECUTIVE SUMMARY
Kalazone Silk Mill’s social media activities
were taken over by ikf on 20th June 2011.
The Kalazone Brand was promoted on
various social media platforms like
Blogger, Wordpress, twitter, flickr,
google+, youtube and mainly facebook to
start with. The activities of Kalazone have
gained recognition over the social media
domain and it has created a buzz with the
international followers and multicity fans in
India. The activities have been appreciated
online and user engagement has been really
good. The details of different activities carried from 28thJuly to 10st September have been
highlighted in this report along with the future recommendations.
The Social Mention gave the Brand “Kalazone” a Passion score of 72% (up from 45%) for its
social media activities.
2. FACEBOOK
www.facebook.com/kalazone
www.facebook.com/kalazones
2.1 Messages
A total of 57 messages and many albums were posted on facebook and the impressions
went as high as 5681. This shows the level of involvement we have generated with
our users. All the posts were also accompanied by pictures to keep users involved. Most of the
posts involved Praises of Kalazone and different issues on which Kalazone fans could be kept
engaged.
Some of the messages were reposted time and again by the users and helped us to generate a good
organic growth. The continuous liking and commenting on our posts helped also helped us to
increase our Organic growth through Viral Marketing. Another help in organic growth happened
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through contests. A “Most
Friendly Fan” contest and “My
favorite Saree” Contest (ongoing)
were conducted to keep fan
engaged and help us reach their
Kalazone had a total of 209,237 post views (which was 4 times more than last time) and 3495
feedbacks in the form of likes and comments which is 8 times higher than the last month
readings.
2.2 Generating new members
The page currently has 3371 members
which is 10 times the number of users as
on 27th July. The new members have
increased the overall genre ratio of the
page, which has a 84% female population
(up 18% by previous records) and the
target audience has been maintained with
the female population between the age of
18 – 35 years being maximum. Also, we
had many fan from international arena
also.
One important reason for the increase in fans
was because of the Facebook ads that we used.
The ads helped us to generate 1320 fans with 6
lakh impression and 2247 clicks. Advertising
budget of Rs 10,000 was used to generate this
lead.
Also, the continuous activities helped us to gain
access of search engine and there were many
search engine referring back to our Facebook
page.
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2.3 Hosting Contest
The “Most Friendly Fan-2” contest hosted on the page was highly successful and it was
conducted using continuous monitoring. The current “My favorite Saree Contest” has already got
exciting with 38 participants and nearly 270 people tagged in the album.
2.4 Chat
The friends were responded on chats from time to time and an average of 2 chats per day. All the
friends were wished on their birthdays also.
3. Twitter
http://twitter.com/kalazone
The Twitter page currently has 42 followers. A conscious effort to attract target population on this
channel is being worked upon. But due to our continuous updating activities, Twitter page of kalazone
is amoung the first 10 searched results for the important keywords of kalazone.
4. YOU TUBE ACTIVITIES
www.youtube.com/kalazonesilkmill
There were a total of 17,656 views of our videos in the given time range. Some more of our videos got
hot attention and were seen and shared again and again. Also, now 27% of the females saw our
video, which is more than double from the last record of 12%. Here, we have added the link to our
new website in most of the videos. The videos were promoted on facebook page, twitter and blogs.
The channel link to website has been changed.
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5. Blog
We created a wordpress blog with the name of Miss Pari and have slowly started posting articles
related with saree and fashion on it. The blog has got quick attention and is really appreciated by our
fans. An independent URL has been booked for the blog by the name www.kalazone.net.in . Four
Articles have been posted on it till date. We will continue to post things here as well as on blogspot.
All the old posts in blogspot have been edited with the link to new website.
6. Support to new Website
Kalazone has launched the new website www.kalazonesaree.com. The website has a better appeal
than the previous one but has not gained a lot of recognition even after showing it on TVC. But we
made it possible for the website to get traffic through Facebook. Result, The traffic of the website
made upward shift since it has been linked to the facebook page (first posted on 17th July which
could be seen with the first peak). A female made purchase from it the same day it was posted.
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In staying with our promise to deliver, we even used Google ads worth Rs 3000 to increase the traffic
on this page. The result paid off as more meaningful traffic came and we had orders on 8th and 9th of
Septemper. We even identified loopholes in the website and positioned it in a manner to decrease
the bounce rate which was as high as 29% and increase the page view. The performance also helped
website to get among the first 10 pages in google search once.
7. Offline activity
 Kalazone had promoted the facebook page and new website through TV advertisement.
 Discount coupons were given to fans but the response was poor with a total of 98 coupons getting
subscribed.
8. Results
Kalazone gained a good recognition among fans. It was able to engage fans and we had many sales
lead (which was kept through the phone route, emails and website). We were able to convert many
negative sentiments to positive.
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Coupons getting shared
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9. Recommendations and Future work
 We strongly recommend Kalazone Silk Mill to allocate certain funds for facebook advertisements
to make page a good success in a short time. Its easy to find target fans on internet directly rather
than directing them from other offline activities to online.
 We also recommend some SEO activities to increase the rank of page kalazonesaree.com.
 Some ads could be used for important keywords. This make the consumercourt page go down.
We can have 3 of our ads, one of website, other facebook etc.
 We would work on your suggestion of uploading more photos in the form of videos.
 Adding all the Kalazone stores across India on Google maps.
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