The document outlines Kaati Zone's objectives and activities on Facebook from January to June 2011 to build its brand and engage customers, which included posting the menu, information about new stores, campaigns like "Roll N Score", and ads. It shows the growth in fans, page views, and engagement increased significantly from January to June 2011, which it attributes to the Facebook ads campaign launched in June.

1. Kaati Zone on Facebook
Kaati Zone Social Media Report -
Jan to June 2011

2. Objectives of social media engagement
for the Kaati Zone brand
• Build the brand’s presence on Facebook and create a recognizable
identity for Kaati Zone’s products and services
• Engaging with customers of Kaati Zone on any issue required.
• Create a buzz about the products and get the word going around by
creating more online conversations.
• Keep a track of all the online conversations happening and attend to any
problems, if needed.
• Spread word of mouth - Customers need to be assured about the
product before they try it.
• On Facebook, they hear from the people who are customers and they
share their experiences and feedback resulting in a higher probability of
purchase.

3. • Build a more personal relationship with the customer. Here we talk to the
customer as a brand so their queries are solved their complaints are
taken care of, so they would be positive about the brand. Its like taking
feedback and accordingly improving the services. It makes the brand
more accessible to the customer.
• Having various campaigns and driving more footfalls to the outlets
• You can communicate directly to your specific market.
• A great mode of communication - delivering information about latest
happenings and news.
• Keep making regular posts in order to keep the customers updated and
giving them a reminder about the brand.
• It’s a way where communication happens between business and many
potential customers.
• Find out what your customers want - Listen to them.
• Give a chance to let your customers play an active role in the business.
Let them give suggestions and share what they like and what they don’t.
It might even give birth to new ideas and suggestions.

4. Activities Done (Introduction)
• Default landing page, the new fans will land up on this page
which welcomes them and asks them to like us.
• A separate menu application to view the complete menu on
Facebook.
• Location tab to share comprehensive information about
various Kaati Zone locations.
• Various campaigns like the Roll N Score Offer.
• Press releases about new eats and dishes.
• Regular posts about different products and updates to keep
reminding the fans of Kaati Zone, capturing the mind space.
• Poll and questions to know customers preferences, their
likes etc.

5. Menu
• Posting the Menu on the Facebook
page.
• Giving all customers the ability to
browse the menu on Facebook.
• As Kaati Zone does home delivery it
gives the customers an option to see
the menu on Facebook
• The Menu is up and live and the link to
it posted on the wall when uploaded.
• Even now whenever there are some
posts related to the food available,
information about the variety etc the link
to the menu is posted when we
respond to queries.

6. Communication about new store openings
• Announcing the store opening at
Hyderabad.
• Posting the details about the store.
• Created a new tab and posted the
creative.
• Updates about the store moving.
• Posting the details about where its
opening
• Posting the creative of the new store
in Indiranagar.

7. Facebook Campaigns
• Roll N Score offer
– The offer was launched during the World Cup, integrating the on
ground Roll N Score campaign.
– The fans had to fill in a simple form that would add 4 runs to their
score.
– If they wanted 4 more runs then they had to answer some world cup
related questions, i.e Predict the teams for Semi-finals, finals, World
Cup winner and Man of the tournament.
– Two tabs were made for the two rounds on Facebook to score runs
i.e Roll N Score tab and World Cup tab.
– The Roll N Score tab was set as a default landing page.
– The offer details were mentioned in a different note. The note link was
mentioned below the both the offer tabs.
– These entries were then combined at the end of the World Cup
Tournament and the scores were added to the participants scores
that they made by ordering the food from Kaati Zone.

8. Roll N Score Tab - 1
• This tab was set as a default landing
page. It would appear whenever a
person lands up on the page.
• For the non-fans the default landing
page was a creative with the offer info
and said “like us to participate. So they
have to like to participate which would
lead to fan increase.
• Then the fans just had to fill in a form to
get 4 runs added to their account.
• The link to score 4 more runs was given
below the form.
• The detailed contest info note link was
also mentioned below.
• The entries received via the forms
resulted more database.

9. World Cup Quiz Tab - 2
• The second part of the offer
required fans to guess the winning
teams for the QFs, Semi-Finals,
Finals and the winner.
• The fans who had filled in their
details in the form where
compared to the comments
received on the questions and
then given 4 more runs.
• There were approx 15 comments
received on all the questions.
• There were approx 11 people who
had entered their details in the first
tab.

10. Communications - Press Releases
• Posted various press
releases on a regular basis.
• To integrate information
being shared in the offline
media with online media.
• To communicate to people
by posting a third party
reviews.
• Posted the press releases
with a catchy sentence to
grab the audience’s
attention and make them
read it.

11. Location Tab
• The location tab has four buttons.
• The buttons are of the 4 cities i.e
Bangalore, Chennai, Mumbai and
Hyderabad where Kaati Zone
outlets are.
• The addresses of all the outlets
are given to help customers to
find the nearest store.
• The header says “How about a
quick bite?” to entice customers
for a quick grab and it even helps
in positioning the brand as a fast
food joint or a quick service
restaurant (QSR).

12. Online Ordering Application
• We built an amazing application to
give fans the ability to order Kaati
Rolls right from Facebook!
• We embedded the online ordering
application from justeat.in to Kaati
Zone Facebook page
• We created a tab from where the
fan can enter the application. (
Tab picture given on the right)
• The application image is given
below.
• The backend process of the order
reaching the customer is handled
by justeat.in only

13. Complete
look & feel of
the online
ordering
application
Application can
be accessed at:
apps.facebook.com/kaatizone/

14. Roll of the Day (ROTD) Offer
• We promoted the on ground
marketing campaign “Roll of the
Day” on the page.
• We created a separate tab for the
ROTD creative and added
comment box for the fans who want
to comment on the offer.
• For the first week of the offer we
announced the name of everyday’s
roll. The tone initially was
informational and promotional in
nature.
• After a week we started to post
more inviting messages Eg. Have
you have today’s roll?? Or why
don’t you try this roll its available at a
special Roll of the Day price!

15. Offer Updates

16. Feedback Form
• We created a tab with
a feedback form.
• The customer can fill
in this form and it
goes directly to the
marketing heads of
Kaati Zone.
• The feedback form
was designed and
created considering
the customers have
less time.

17. Frequent Updates

18. Kaati Zone Facebook Ads
• We began the Facebook Ad campaign for
Kaati Zone in the month of June.
• The total budget given was Rs. 10,000/- as
this was just a trial period.
• The number of fans before ads was 566 and
after the ads it shot up to over 1,600 in the
month of June and will eventually reach about
1,800 - 1,900.

19. The total number of people who have liked the Page
from January to June 2011
1800 1657
1600 The rise in number of
1400 total number of fans is
due to Kaati Zone Ads
1200
1000
800
533 556 566
600 446 479
400
200
0
Jan Feb Mar April May June

20. No. of new likes every month from January - June 2011
1200 1111
1000 The rise in number
of new fans is due
to Kaati Zone Ads
800
600
400
200 146
39 61
24 14
0
Jan Feb March April May June

21. Daily Page Views from users logged into Facebook
from January to June 2011
2000 1909
1800 The rise in number of
1600
Page Views is due to
Kaati Zone Ads
1400
1200
1000
800 695
639
528
600
374
400 298
200
0
Jan Feb Mar Apr May Jun

22. Daily The number of likes and comments made on
News Feed stories posted on the Page from January to
June 2011
300
266
250
The rise in number of
200 likes and comments is
due to Kaati Zone Ads
150
100
47 44
50 31
16 11
0
Jan Feb Mar Apr May June

23. Fan’s love!!
(Posted on Kaati Zone’s wall)