Documente Academic
Documente Profesional
Documente Cultură
Table of Content
1. Objective 2. Plan
CAMPAIGN
Lay s Flavour World Cup Contest
OBJECTIVE
Lay s India decided to use the Social Web to achieve the following objectives. 1. Build the community around Lay s India. 2. Reach out to Community and engage them . 3. Build brand affinity through presence on relevant platforms. 4. Promote their campaign and ensure greater participation from everywhere.
PLAN
1. Presence Management:
To be present on relevant platforms .
2. Information Management:
Inform users about brand, activity, contests and queries.
3. Engagement:
Engage the community members on various platforms and engage in meaningful conversations.
4. Monitoring:
Monitor the brand on Social Web .
DELIVERABLES
1.Facebook 2. Youtube 3. Social Web [ORM]
Deliverables: Facebook
1. Content
2.
Community Management
3.
Reporting
FACEBOOK: CONTENT
Content Themes: 1. Brand Related 2. Campaign Related 3. Cricket Related
FACEBOOK: CONTENT
Brand Related
1.Posts/day:
1-2
TVC S
2.Types of content :
Wall Posts /TVCs/ Image Related Activity.
3. Examples:
Flavour Chain Six Flavours, Albums with UGC 6 teasers on YouTube Headgear Album was created where all the photos of the users were shared. More than 400 conversations on this activity. Album :Lay s Colour of Flavours World Cup
4. Highlights:
FACEBOOK: CONTENT
Campaign Related:
Lay s Flavour World Cup
1.Posts/ day: 1-2 2.Types of content: Wall Posts about Launch Promote Contest Declaring Winners Images of the Launch 4. Highlights: Two Albums were created: 1.Walk with the Captain: Winners of Lay s Flavour World Cup . 2.Lay s Flavour world Cup, Press launch: Pictures from the press launch were uploaded and shared to promote the new six flavours.
550 Conversations
50 Conversations
FACEBOOK: CONTENT
Cricket Related
1.Posts/ Day: 1/2 posts on brand related. 2.Types of content: 1. Cricket Quiz Cricket Trivia 2. Cricket Puzzle 3. Anagram. 4. Creative for World Cup 4. Highlights: Wall Post wishing Indian Team got 6000 Likes and nearly 1000 Comments. Victory is Our Flavour:
A. B. More than 150 users tagged themselves in the picture . More than 500 conversations during the activity.
Youtube: Content
Campaign Related:
Lay s Flavour World Cup
Million
Constant Monitoring of
the Keywords related to brand
Facebook : Reporting
Reporting
1. Query sheet management: Every day 2. Community management: Weekly 3. Monthly report: Once in a Month 4. 5. Quarterly Report: Every Quarter
Analyze Negative mentions found on Social Web, Twitter, Facebook Page and Forums.(
Report Submitted)
Findings:
Maximum mentions are from Pakistan/or Pakistani websites. Most of them are new comments on the existing threads. There are no new mentions.
Conclusion:
There is no relation between the mentions and Activities by Lay s India.
1. 2. 3. 4.
4. Insights/ Observations:
Positives
S c r e e n s h o t s
1. Platform:
Lays consumers were looking for a platform where they can group around the essence of the brand.
2. Acknowledgement:
Users like interacting given their voice is acknowledged. Meaningful & Planned Content creates Impact.
3. Activities:
Users look forward to activities to bond with the brand such as contests, games and discounts.
4 . Insights/Observations: Achievements
Brand Enthusiasts
3. Integrated Content:
More content will help to make engagement better such as Videos, Livecasting, Location Based Games Podcasts , Features, Food Wiki. The video/pictorial content on the page is lacking. It has been observed that video related content generates greater response than textual content .
Summary: 1. The video/pictorial content on the page is lacking. It has been observed that video content generates greater response than text 2. Response rate of users on weekends is low. 3. Posts put up at night (after 8pm) and at 10am in the morning get minimum response 4. Posts put up around 11 am in the morning and 45pm in the evening generates much response . 5. Few interactive/generic posts on the page.
Feedback
1. Suggestions for Lay s India Roadmap
Feedback
2. Feedback Form
2.
3. On a scale of one to ten how would you rate the content on the fan page? _______ 4. ow relevant are posts to the brand and its attributes? _________
5. Do you find the fan page visually appealing? (Yes/No) 6. On a scale of one to ten how would you rate the interaction between the brand and the fans on the fan page? _____ 7. On a scale of one to ten how would you rate the pre activity (contest, introduction of apps)
Thank You
www.shack.co.in