KFC India uses Facebook, Twitter, and YouTube for social media marketing. On Facebook, KFC India posts about new products, discounts, and engages with customers to solve issues. KFC India is also interactive on Twitter, addressing customer complaints and promoting offers. However, KFC India's YouTube channel lacks content beyond advertisements. Allen Solly uses Facebook to promote sales and position its brand identity rather than products directly. Allen Solly responds to a low percentage of customer posts and could improve engagement on Twitter and Instagram by sharing more images and videos. Lifestyle International has over 43 lakh Facebook likes but low engagement levels. It shares posts on products, sales, and CSR activities. Lifestyle is not as active on Twitter as

1. Usage of Social Media Platforms
by Retail Houses in India
Group 14:
Nilesh
Naman
Aatish Mathur

2. Social Media Strategy Review: KFC India

3. KFC on Facebook
• Extremely high on interactions with customers.
• Used as a medium to educate their customers with new product offerings,
discounts and other schemes.
• It is also used as a medium to solve customer grievances.
• The brand is high on product oriented content.
• Online ordering facilities are being promoted on social media.

4. A look at one FB Post

5. FB Page: On Republic Day

6. FB Page: On Republic Day (Contd.)
• Created a sort of an animation to portray as if three MIG fighter planes are
travelling across the page.
• Received tremendous response and gave a patriotic appeal to the page.
• helped them connect with the audience on the occasion of Republic Day

7. KFC on Twitter
• It is as interactive as the Facebook page.
• They were prompt while tackling a customer grievance.
• They used the portal to promote new schemes and discounts.

8. A Snapshot from KFC Twitter account

9. KFC on Youtube
• The YouTube Channel of KFC lacks in content.
• There are just advertisements which are aired on the channel.
• KFC’s last year’s campaign- “25 me khao, kha ke bolo WOW” was
excellent.
• This medium should be used to attract customers and engage with them.

10. Social Media Strategy Review:
Allen Solly

11. Facebook Page of Allen Solly
• They are promoting End of Season Sale through the Cover Pic.

12. Facebook Page of Allen Solly
• Allen Solly uses content to sell their positioning, not products.

13. Engagement on Posts
Source: Simplify360 – A Social Media Analytics
Tool

14. Facebook Page of Allen Solly
• They use Custom Tabs like:
1. Shop Now
2. Store Locator
3. Allen Solly Trendin
• The brand seems to have turned deaf and has responded to only 16% of
the wall posts.
• Ideally, the brand should be responding to every communication that
comes their way.

15. Allen Solly’s Response Rate
Source: Simplify360 – A Social Media Analytics
Tool

16. Allen Solly on Twitter
• Makes 2-3 tweets a day.
• They are more responsive here than on Facebook.
• Performance on Twitter for last 30 days.

17. Engagement Level on Twitter
• Although some tweets are interesting, but lack sharable content.
• There is sparse use of images by Allen Solly on Twitter.
• More than 70% of their tweets get no response at all.
Source: Simplify360 – A Social Media Analytics
Tool

18. Allen Solly on Youtube
• Last Video was posted 7 months back.
• This is really disappointing because a fashion brand that relies heavily on
visuals and style.
• Allen Solly had created some insightful videos several months back which
have now been discontinued.

19. Allen Solly on Instagram
• The content is more or less an exact replica of its Facebook posts.
• Allen Solly does not share their Instagram updates on Twitter or Facebook.
• Presence on Instagram is decent.

20. Recommendations
• Shareable Content: Share quirky fashion tips that increase the interest of
your community and compel them to share it with their network.
• Use Videos: . Ideate a themed video series of short videos which are
interesting as well as insightful.

21. Social Media Strategy Review:

22. Facebook Page of Lifestyle
• More than 43 lakh likes.
• Engagement level is very low.
• Engagement level for the months of July and August 2015

23. Facebook Page of Lifestyle
• Posts are generally used to promote products and on-going Sale.

24. Facebook Page of Lifestyle
• The brand also shares posts related to their sense of social awareness.
• Posts regarding its CSR activities are also evidently present.

25. Lifestyle on Twitter
• Lifestyle International’s Twitter profile reflects the “vibrant and youthful”
image.
• It has 38000 followers with only around 8500 tweets.
• The store is not as active on the platform as it should be.
• The brand aggressively uses hashtags on Twitter.

26. Recommendations
• The brand should use the social media to announce the opening of new
stores or the beginning of new promotions.
• Instead of focusing heavily on its own hashtags, the brand should also use
other commonly used hashtags on Facebook and Twitter to amplify its
reach.
• Retaining a non-active Youtube channel will harm the brand.
• The store should also spend more time on Twitter.