1. more. - Social Media Campaign
Audit

2. Introduction
Account Name: more. Supermarket + more. Megastore
Account Active Since: 18th Feb 2011
Campaign Duration: 1 Year, 9 Months
Campaign Retainer: INR 40,000
Period of Audit: 1st January- 30th September

3. Summary of Monthly Deliverables
• 4500 Fans on Facebook fan page
• 60 Updates
• 20 reviews
• Online Reputation Maintenance
• Customer Relationship Maintenance
• Applications Development (Value accrued monthly)
• Every month, applications worth INR 3,500 can be developed. If in any
month, apps are not developed, the value is accrued

4. Pillars of the campaign
Engagement
with Users
Online Social
Growth
Reputation Media
Maintenance in Reach
Campaign
Customer
Relationship
Management

5. Growth in Reach
The first and foremost task on Social Media was to build a Reach
for the Fan Page. Without people to talk to, the purpose of
communication becomes invalid. Two things are inherently
important for generating reach:
• Increase the Fan Base
• Increase the Reach that every update on Facebook gets

6. Increase in Fan Base
Trend of Increase in Fans
Fans Added
9,000
8,000 7,871
7,000
6,000
5,602
5,000
4,409 4,460
4,000
3,000 3,373 Fans Added
2,000 1,941 2,152
1,440
1,000
-

7. Reach of Page Posts
Trend of the Reach of Updates
Total Reach
180,000
160,000 160,233
140,000 135,147 145,432
120,915
120,000
97,431 110,436
100,000 103,530
80,000 98,313
60,000 Total Reach
40,000
20,000
-

8. Pillars of the campaign
Engagement
with Users
Online Social
Growth
Reputation Media
Maintenance in Reach
Campaign
Customer
Relationship
Management

9. Engagement with Users
Social Media is a Two Communication medium. Not only does a
Brand communicate with the users, even the users react back.
Responses by users on Facebook is termed as Engagement.
There are Four Major Types of Engagement:
• Likes
• Shares
• Comments
• Clicks on Posts
• Logged In- Page Views

10. Engagement with Users
Growth of Engagement over the last 6 months
Engaged Users
14,000
12,348 11,279
12,000
11,157
10,000
8,000
7,522 7,223
6,000
6,568 Engaged Users
5,474
4,000 4,451
2,000
-
January February March April May June July August

11. Logged in Page Views
Number of People who came to the page
Logged in Page views
8,000
7,000 7,332
6,000 6,386
5,603
5,000 5,174
4,000 4,259
2,796
3,000
2,332 Logged in Page views
2,000 2,206
1,000
-

12. Major Applications/Contests for Fans

13. Know more. Get more.
Contest

14. What was Know more. Get more.
Contest?
Need for the Contest:
• The contest was developed to promote the Private Labels of More. And
engage users in an activity which enhances Brand Recall
Challenge:
• To use Facebook to create mass awareness through engagement and
social sharing about more.’s Private Label
• To achieve ROI in terms of large number of contest entries and providing
an end to end social sharing integration model

15. Know more. Get more. Contest-
Concept
• Users were asked to submit their name, email and
contact number to engage in a quiz contest
• 3 Questions related to the brand’s private labels had
to be answered
• The users were chosen on the basis of merit as well
as a lucky draw
• Tasks in the application were:
– Answering from 3 MCQ’s
– Write a one-liner about why they like to shop at more.
– Inviting their Friends to the Application
– Sharing participation via Facebook updates and Tweets

16. Mediums for Promotion
S.R NO Medium Number
1 60
Status Updates
2 Fans Through Facebook Ads 6146
3
More’s Email Database 2000

17. Step 1: Sharing personal info

18. Step 2: Answering the Quiz

19. Step 3: One-liner Step 4: Click to
invite friends

20. Step 6: Write an
Step 5: Choose friends
update to share
and send request
contest with friends on
Facebook

21. Munchy Moments Contest

22. What was Munchy Moments
Contest?
Need for the Contest:
• The contest was developed to promote the Munchy Moments Festival.
The festival had offers on Snacks and namkeens category of products
• The core thought of Festival was sharing of namkeens and snacks
Challenge:
• To conceptualize a contest which reflects the Core thought of Munchy
Moments Festival
• To involve users on Facebook in an activity which is at once capitivating
and a clear reflection of the festival

23. Munchy Moments Contest-
Concept
• Users were asked to perform simple Social tasks on
Facebook to earn points
• These points tallied to their final Score in the
Application Leaderboard
• The leaders on this leaderboard were selected as the
winners
• Tasks in the application were:
a. Inviting their Friends on the Application
b. Tagging Friends in pictures of Munchy Moments
Festival

24. Mediums for Promotion
S.R NO Medium Number
1 15
Status Updates
2 Fans Through Facebook Ads 4283

25. Key Metrics
Total Points Scored by Users: 1,57,92,395
Total People Invited on the Application:
1,59,275
Total tagged friends: 14,99,602
Daily Active Users: 2,206
Lifetime Total
Users: 401
Total
winners 10

26. Summary of the Contest
• With over 400 entries to the contest in a span of 30 days shows that this has been
one of the biggest success stories for the page
• A staggering 1 lakh and more people were invited to the application
• Close to 15 lakh tags on pictures were made. This meant an equivalent number of
impressions for the Application creatives
• About 2000 people actively used the application daily in the span of 30 days
• Created a lot of Buzz and Hype about the Munchy Moments Festival

27. Pillars of the campaign
Engagement
with Users
Online Social
Growth
Reputation Media
Maintenance in Reach
Campaign
Customer
Relationship
Management

28. Online Reputation Maintenance
(ORM)
Online Reputation Maintenance is upkeep of Brand’s reputation
on Social Media Channels and Consumer Forums. This is done by
posting positive service or product reviews on relevant listings
on such platforms. When these many positive reviews are posted
on such platforms it yields in two ways:
• Better ratings and reviews by actual users
• Better ranking and Hygiene of the brand in Search Results

29. Work done for ORM: Asklaila.com

30. Work done for ORM: Mouthshut.com

31. Work done for ORM: Burrp.com

32. Pillars of the campaign
Engagement
with Users
Online Social
Growth
Reputation Media
Maintenance in Reach
Campaign
Customer
Relationship
Management

33. Customer Relationship
Management
Customer Relationship Management Entails the following
activities:
• Replying to Queries and Complains by users on the Fan Page
• Managing Spam/ Irrelevant Attacks against the Brand
• Bridging the Gap between Social Media Users and Brand
teams

34. Customer Relationship
Management
Interactions on the Page
35
30
30
25
20 19
20
16
15 14 14 13 Interactions on the Page
10 9 8
5
0
Jan Feb March April May June July Aug Sept

35. Customer Relationship
Management
Feedback by Users (About Services, Experiences, Suggestions)

36. Complains

37. Queries

38. The Way Forward
Focus has to be maintained on the following areas in the coming
Days-
INTRODUCE
ENGAGE with
Relevant
the existing
applications
Fan Base
and Content
Social Media
Campaign
EARN
INVOLVE
LOYALTY of
users in these
users on
activities
Social Media
BUILD
RECALL
through
repeated
activities

39. The Way Forward
The Way Forward is to be divided in Five Steps:
STEP 1- Engagement With Users
STEP 2- Introduction of New Content and Applications
STEP 3- Involving Users in these applications
STEP 4- Building Recall Amongst Users
STEP 5- Earning Loyalty of a Subset of such users

40. STEP 1- Engagement With Users
As can be seen from graphs in previous slides, the number of
people who engage with the brand has been on the rise
consistently. To support this trend, we will need to ensure:
• Continual of Analysis of response received to different types
of content
• Introduction of fresh categories every quarter
• Healthy Balance of Brand and Non Brand Related content

41. STEP 2- Introduction of New
Content and Applications
New Content and applications will be developed for two purposes-
• Utility Applications and Hygiene Content
These applications and content themes will be centered around the brand
and act as medium to either communicate the Brands Message or to address
concerns for users
• Rich Content and Engagement Based Apps
These applications and interfaces will form part of larger, more intrinsic
communication with users.

42. STEP 3- Involving Users in these
applications
Types of Applications that can be developed to involve users-
• Customer Complaint Redressal Module
• Sweepstakes and Competitions
• Thematic Contests based on Offers or Festivals
Types of Content to be developed to involve users-
• Internet Meme’s
• Interactive puzzles and Games
• Interlinking Offers with Household Maintenance Tips

43. Customer Complaint Redressal
Module
The Need?
• To aid the CRM measures
• Mechanization of the process will ensure prompt replies
• It will also ensure all complaints are being replied too
• It will reduce the lead time in replying to users
• It will enhance the look of the page by reducing the number of Negative
posts
• by other users

44. Wire Frame for the Application- Page 1
Welcome Creative
Branding Branding
Space Space
Customer Details Auto-Fill
Form
Enter Button

45. Wire Frame for the Application: Page 2
Complain / Query Form
Store selector
Megastore
Supermarket
Store name
Branding Area Branding
Space City
Space
Clubmore ID
E Mail ID Auto- Fill
Mobile Number Auto- Fill
Complain
Submit

46. Flowchart of the App
User Registers App forces users to
provide important details
Complain on the
like contact information
Application and venue of complain
The complain is
Users can repeat The Reply to these
directly sent to
the process after users is also sent to
relevant Brand
initial education their E Mail Id
Head via E Mail

47. STEP 4- Building Recall Amongst
Users
Building recall entails users to visit the Page, or seek content that comes on
the page
We have already tasted success in building recall in the past with activities
like:
Hamesha Extra Personality Category of Updates
Know more. Get more. Contest
Munchy Moments Contest

48. Building Recall Amongst Users
We can introduce a new format in Content: Picture puzzles

49. STEP 5- Earning Loyalty of a Subset
of users
How Updates are seen by users?
Updates are primarily seen only by Users of Facebook who like the
Fan Page
The Fans who see the update in their Newsfeed. This is
called Reach
People who are reached interact with the
Update. This is called Engagement
People who interact regularly are
called Involved users
People who come back
repeatedly are termed
as Brand Loyalists
Brand loyalist <
Total Reach <
Fans

50. Earning Loyalty of a Subset of users
Earning Loyalty is the ultimate goal of the Social Media Campaign.
Loyal users not only interact with the brand most often, they spread the word
about the brand amongst their peer groups
Earning loyalty is first step of creating Virality. Every loyal user adds to the
engagement, which helps the campaign attain ‘tipping point’
‘Tipping Point’ is the point when information, from being shared organically
within a group, spreads beyond it (For Eg: Kolaveri Di)

51. Earning Loyalty of a Subset of users
Ways to earn Loyalty-
• Interactive and Engaging content (Of Viral Meme’s and
Puzzles)
• Quizzes and Sweepstakes (Know more. Get more. Contest)
• Contests and competitions tied around Offers and Festivals
(Munchy Moments Contest)
• Healthy CRM initiatives
• Daily Games and Puzzles through applications and Updates

52. Thank You!
Umang Jaketia
umang@yrals.com
9820132127