Two and a half men_MDI_CANVAS1
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The document outlines a social media strategy for an Asian Paints product called Ezycolor AHPS. It discusses conducting consumer interviews to understand expectations and pain points. Major insights found consumers are influenced by friends, aware of but not the product, and concerned about cost. The target consumer is outlined as urban Indians aged 25-40, upper-middle class, who spend a lot of time online and seek peer approval. The strategy proposes entertaining content, constant engagement, and real-time response management. Specific tactics include celebrating customers instead of just stories, using animations, contests, quotes from a mascot, and addressing criticisms promptly. Objectives include increasing acquisitions, satisfaction, and share of voice.
Two and a half men_MDI_CANVAS1
- 1. Team Name: Two and a half Men Participants Roll No. Mail ID Rahul Kumar Gupta 12P157 pg12rahul_g@mdi.ac.in Dipesh Devani 12P018 pg12dipesh_d@mdi.ac.in Ravi Kant Singla 12P162 pg12ravi_k@mdi.ac.in
- 2. METHODOLOGY To understand the customer expectations and experience wise triggers, barrier and gap areas we conducted in-depth interviews with a sample of 32 households in Gurgaon. (SEC A+/A/B+). MAJOR INSIGHTS Major influencers included recommendations by friends or neighbors Despite high brand recall for Asian Paints, low awareness about Ezycolor AHPS When told about Ezycolor AHPS, cost premium turned out to be the major concern as the brand enjoys high trust quotient among consumers Social media pages are used as platform to check out nice designs and color combinations METHODOLOGY
- 3. TARGET CONSUMER PORTRAIT With respect to AHPS social media strategy, Target consumer : 25-40 Years M/F, SEC A+/A/B+, City: Tier 1 /Tier 2. TARGET CONSUMER PORTRAIT Characteristics: Time pressed and spends a large amount of time online (>30 minutes/day). Seeks appreciation from peer-group when it comes to house d辿cor. Has the willingness to pay a premium however along with the fear to substantiate value not only to one self but to peer-group too. Implications: Cognitive dissonance has to be taken care of by the Brand from problem recognition stage to post purchase stage. Social media represents huge opportunity in this endeavor along with spreading WOM.
- 4. SOCIAL MEDIA STRATEGY FOUNDATION Entertainment is the value that appeared most likely to be highly regarded by Social Network Users , followed by informative value The users do not have clear demarcation of product and service. If the expectation is high from a brand, it is for both products and services Due to uncertainty involved due to human intervention in services, there is a possibility of negative WOM which would affect brand image of all the fans of particular brand like Royale Play/Apex Ultima Content expectations and congruity from product and service page is very different which further strengthens the case for separate page for services Due to huge overlap between prospects and repeat customers, central coordination is required to cross-promote product and services with a limit on frequency and type of posts Social media is a powerful engagement tool and not just an acquisition tool thus it doesnt make sense to make a separate page just for Ezycolor AHPS with no long term view for services
- 5. COMPREHENSIVE SOCIAL MEDIA STRATEGY Entertaining Content Constant Engagement Real-Time Reaction Management Influence worthy Treatment Celebrate instead of sharing stories Use of Animations and Avatars for Blog Wall of Fame Contest Quotes/Wits by AHPS Mascot Celebrate Evangelists End to end Criticism Management Objective Evaluation of Influence Central tracking and cross-selling/cross- referring
- 6. COMPREHENSIVE SOCIAL MEDIA STRATEGY Entertaining Content Constant Engagement Real-Time Reaction Management Influence worthy Treatment Users sharing experiences can be informative and re-assuring for prospects but it definitely flunks on building engagement and interest. Therefore, key to building content should be entertainment. Following are the methods by which following can be achieved Celebrate instead of sharing stories: Collages, fun videos and pictures with quotes shared on social media (as they ensure high probability of content consumption rather than simple video/write-ups of experience and moreover such content doesnt need high investment from existing customers) Use of Animations and Avatars for Blog: Every customer might not be interested to come out and share their good experience on a public forum. Hence animation and avatars to represent them can be used to break acceptability barrier to be part of testimony.
- 7. COMPREHENSIVE SOCIAL MEDIA STRATEGY Entertaining Content Constant Engagement Real-Time Reaction Management Influence worthy Treatment To ensure the constant evangelism and amplification of reach of posts, engagement is very important as it decides the notification on Facebook and search rank for blog along with its popularity. It can be achieved using following: Wall of Fame Contest: Here existing customers can nominate the favorite wall of house for Wall of Fame and other users expect to vote for their favorite Wall of Fame in a limited time window. At the end of it the Wall of Fame award can be given to customers and service team who painted it. Quotes/Wits by AHPS Mascot: A social media mascot representing Asian Paint Expert would share quotes and wits which users can like and share on their pages. Some of these wits can be related to realities associated with general confusions and problem with painting process. It solves two purposes that are 1) in the form of entertainment and 2) value proposition of AHPS.
- 8. COMPREHENSIVE SOCIAL MEDIA STRATEGY Entertaining Content Constant Engagement Real-Time Reaction Management Influence worthy Treatment Importance: Negative WOM travels faster than positive word of mouth on social media Positive comments and appreciation should be noticed by maximum no. of users Celebrate Evangelists: Build conversation around positive appreciation by asking user who posted it by thanking with in stipulated time window and depending on subjective evaluation of Impact Potential of content (quality and subject) and objective evaluation of User Influence (e.g. Klout Score) ask the user to send a picture in order to create Dynamic Content in the form of a picture and comment in the form of a picture. End to end Criticism Management: We recommend 3 step processes for criticism management with defined deadlines to perform each of these. i. Instant Apology and Assurance: This is a common practice in current social media strategies adopted by reputed brand pages. Time is of essence here, hence the deadline to respond should be strict which asks for time window/further information (contact details, Bill Copy etc.) to come up with an explanation ii. Multiple Channel Explanation: Depending on the severity of customer inconvenience and rationality explanation/compensation should be provided and announced through message/call/in-person. iii. Boast Satisfied Critics: Post complaint resolution ratio and satisfied critic comment post action taken by AHPS Social Media Team
- 9. COMPREHENSIVE SOCIAL MEDIA STRATEGY Entertaining Content Constant Engagement Real-Time Reaction Management Influence worthy Treatment Objective Evaluation of Influence: Use metrics like Klout score or customized metrics like no. of fans/followers-Time Spent online and online activity generated for Asian Paint social media properties. Accordingly tag, publish comments and post thank you pictures for such users. Central tracking and cross-selling/cross-referring: Due to high reach, high influence users should be tracked centrally across the social media properties of AP to explore the opportunities of cross selling/cross-referring like tagging into posts and sending preferential invitations (offering virtual badges)
- 10. EXPECTED OUTCOME AND BUSINESS METRICS FINANCIAL PARAMETERS Customer Acquisitions: This is the basic metric used to measure leads generated from no. of people reached from social media. Leads are people who finally call or click on the blog or website. To measure it better no. of registrations on website and calls can be measured emanating from social media. Incremental Customer Satisfaction Score: Another standard parameter which measures incremental customer satisfaction due to CRM on internet. Internally impact of satisfaction score can be measured on customer Retention Ratio. Financially it can be measured as NON-FINANCIAL PARAMETERS Share of voice: Brand mentions/Total mentions of competitive companies/brands Interaction rate: people talking about / (no. of fans)*100. Financial Return = Average Customer Acquisition Cost * No. of leads generated from social media No. of customers impacted * Customer Life Time Value * Quotient of Incremental score and customer retention probability