Lay's India used social media to build their brand community and engage consumers. Their 2011 campaign on Facebook, YouTube, and other platforms for Lay's Flavor World Cup contest had the objectives of reaching consumers, building brand affinity, and promoting participation. The plan involved maintaining a presence, sharing information and engaging consumers on these platforms. Key deliverables and insights included high community interactions from creative posts, activities, and cricket content, as well as opportunities to improve engagement through integrated content like videos.

1. Lay’s India Social Media Marketing 2011

2. Table of Content Objective Plan Deliverables Insights and observations Roadmap

3. CAMPAIGN Lay’s Flavour World Cup Contest

4. 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.

5. PLAN Presence Management:To be present on relevant platforms . Information Management:Inform users about brand, activity, contests and queries. Engagement:Engage the community members on various platforms and engage in meaningful conversations. Monitoring:Monitor the brand on Social Web .

6. Platforms Managed A. Facebook B. Youtube C. Social Web

7. DELIVERABLES Facebook 2. Youtube 3. Social Web [ORM]

8. Deliverables: Facebook Content Community Management Reporting

9. Facebook: Content Content Themes: Brand Related Campaign Related Cricket Related

11. Six Flavours,

12. Albums with UGC

14. More than 400 conversations on this activity.Album :Lay’s Colour of Flavours World Cup

16. Promote Contest

17. Declaring Winners

18. Images of the Launch4. 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

20. Victory is Our Flavour:More than 150 users tagged themselves in the picture . More than 500 conversations during the activity. World cup related posts.

21. Youtube: Content Campaign Related: “Lay’s Flavour World Cup” 1.No of Uploads: 6 2.Types of content: TVCs & Teasers

23. Removal of abusive language

24. Limiting quarrels

25. Answering Queries 3. Brand Critical Activity Grievance Crisis Management

26. Facebook: Community Management Conversation/Interactions 11th January – 10th April Overall there were nearly 1 Million Interactions during the campaign. 1. Daily Logged in Page Views: 1,18,300 2. Daily News Feed impressions: 7,808,235 3. Total Conversations : 49,672 Total Likes: 37,334 Total Comments:12,338 4. Total Wall Posts: 550 5. Video and Photo Views : 8,700

27. Facebook: Community Management Query Management: More than 150 Queries answered More than 75 Daily Reports More than 20 Grievances attended and escalated as per the requirement Prepared a list of more than 10 FAQs for users. More than 25 Critical Posts monitored Response time varied from 24 hrs to 72 Hrs.

30. Constant Monitoring of the Keywords related to brand

32. Facebook : Reporting Reporting Query sheet management: Every day Community management: Weekly Monthly report: Once in a Month Quarterly Report: Every Quarter

34. AnalyzeNegative mentions found on Social Web, Twitter, Facebook Page and Forums.( Report Submitted)

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.

37. 4. Insights/ Observations: Positives Platform:Lay’s consumers were looking for a platform where they can group around the essence of the brand. Acknowledgement:Users like interacting given their voice is acknowledged. Meaningful & Planned Content creates Impact. Activities:Users look forward to activities to bond with the brand such as contests, games and discounts. 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 Screenshots

38. High Impact Conversations 1,107 likes 440 Comments 2,819 Likes 375 Comments 1,234 likes 291 Comments 842 likes 241 comments

39. Response for Content- Thematic Albums 432 Likes 22 comments 302 Likes 32 Comments

40. 4 . Insights/Observations: Achievements Brand Enthusiasts

41. INSIGHTS & OBSERVATIONS: Positives Summary We would to like to emphasize on the following ground: During the Activity /contest period the page has maximum engagement which shows that the users like to participate in the activities and contests. 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. There are a lot of Cricket Enthusiasts on our platform .Maximum number of comments are generated from the cricket /interactive posts . The picture related posts also engage a lot of users on the platform. More than 150 comments are obtained from the pictorial posts .

43. The video/pictorial content on the page is lacking.

45. 4.Insights &Observations: Way Forward Brand Research Mapping Brand Attributes with Attributes of TG Choose Common Attributes Create Platforms (Causes, Campaigns, Long Terms Activity) Reward Loyal Users and Brand Enthusiasts Constant Feedback and Monitoring

46. 4.Insights &Observations: Suggestions & Feedback Suggestions for Lay’s India Roadmap

47. 4.Insights &Observations: Suggestions & Feedback 2. Feedback Form

48. Thank You www.shack.co.in