BUILDING PROMOTER COMMUNITY FOR EZYCOLOR SOLUTIONS Kyuki har fan bhi kuch kehta hai

TEAM ONE UNITED Viplav Gupta Mohnish Bhatia Siddharth Sudharsan

Agenda

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

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Where do we stand : current state and key issues Customer lifecycle phases Facebook will continue to be the driving force for social media engagement Creating a net positive Word of Mouth on social media Minimizing reaction to a negative sentiment Why will a customer want to go through the hassle? We recommend a standalone Facebook application for APHS A Facebook application fulfils the different objectives

Other social platforms should also be leveraged

Brand Awareness, Sentiment, Engagement and Advocacy help measure social media impact

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WHERE DO WE STAND : Current state and key issues

Online Presence Overview
BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

Key Issues in the Case

Actively present on 6 social media platforms Over 5lac+ online followers across different platforms Facebook engagement level (0.4% by fanpagekarma.com)
Asian Paints Facebook Fan Analysis
Gender Distribution

Large amount of negative WOM on Social Media

Age Distribution
13.29%

Lack of experience sharing and positive WOM by satisfied customers

13-20 21-30

Female, 36.24% Male, 63.76%

32.94%
18.32%

31-40 40+

Common content for prospects, existing customers as well as serviced customers

35.45%

Low Engagement

Separate pages or unified pages for Products and Services

How to measure the worth of fans on Social media

Source: Social samosa.com

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CUSTOMER LIFECYCLE PHASES

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

PROSPECTS
[Potential Customers] Generate positive sentiment for them Shared experiences and testimonials important Positive WOM required since this is a high involvement service

CURRENT CUSTOMERS
[Customers who are experiencing the service] Enhance the customer service experience Interested into advisory on interior design Should be activated to share positive experiences immediately

SERVICED CUSTOMERS
[Customers who have previously experienced the service] Could be active influencers Active engagement required between purchase cycles Customer loyalty would lead to higher customer life time value

Customer Lifecycle

Objectives

Brand Awareness/ + WOM

Customer Satisfaction + CPA

Engagement

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Facebook will continue to be the driving force for social media engagement, with Twitter providing able support. A consistent content strategy should be implemented
Current State
BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

Our view Excellent website with engaging content.

Suggestions No significant changes

Website

Ranked 1728 in India, 4mins spent per user* (Alexa)

Mobile Apps

287 downloads on Android , Rated 4.3/5

Rich features and visually impressive

Improve reach by spreading on Fb, Twitter. Reply to comments on Google+. Launch new apps - Paint Budget calculator Supports long testimonials/experiences. Fb apps can drive engagement.

Facebook

2.8L likes, 3.8k talking about

Average engagement levels, Lack of experiences / testimonials

Twitter
Google+ Youtube Pinterest/ Instagram

3113 followers
357 followers 811 subscribers 276 pins / 83 followers

Good engagement and various contests

Low no of fans Relevant content Still not significant in India

Contests should be across platforms

Used for Google SEO, so increase the followers and frequency of posts Continue posting latest TVCs and also post videos on APHS At a nascent stage, few posts a month are enough

OVERALL

Lack of cohesion across platforms

Need to have a consistent content strategy

Contests and posts should have similar themes across platforms

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Creating a net positive Word of Mouth on social media can influence prospects and engage serviced customers thus creating long term advocates for APHS

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

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Social media listening tools can speed up reaction to a negative sentiment social media crisis. We must also separate positive and negative mentions, take complaints offline and use advocates to tackle complaints

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

REACT QUICKLY
Customers complaining about services can very quickly induce a negative sentiment crisis that can spread virally. Social media listening tools can crawl the web and automate the process of tracking brand mentions as well as detect negative sentiment.

SEPARATE POSITIVE AND NEGATIVE MENTIONS AS MUCH AS POSSIBLE

Two twitter handles/ Facebook pages: One for Corporate communications, contests, testimonials and engagement. Another dedicated customer care handle/page.

TAKE SOCIAL MEDIA COMPLAINTS OFFLINE FOR RESOLUTION. USE ADVOCATES/INFLUENCERS TO LESSEN IMPACT
Once we respond to complaints, the resolution process must be completed offline via customer care calls and visits. The nature of issues must be kept offline to prevent others from viewing nitty-gritty's. Also, building influencers and advocates will help tackle negative mentions via earned media.

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Increasing positive WOM: Why will a customer want to go through the hassle?

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

EASE - Make it as easy as possible for the customer to share their experience

PICTURES TO SHOW OFF - Take high quality pictures of the house. These pictures could then be sent to the customer and shared on the Facebook page by the customer and other users as well INFLUENCERS - APHS can also explore the social media landscape and identify influencers who have a large base of followers on Facebook and twitter and continuously engage with them.
TYPES OF INFLUENCERS Experts :
Designers Design thinkers Architects Advertising professionals Fashion Interior design Product design, typography, graphics

Source: mouthshut.com

Celebrities Brand advocates

Verify influencers via Klout MozRank Kred

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We recommend a standalone Facebook application for APHS

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

Separate Facebook Page

Facebook App on Main Page

Facebook App Benefits

The posts shared by users are visible not only to the Asian Paints followers but also to the friend circle of the customer

There is a total control over the information thereby moderating negative WOM.

Effective tool for lead generation

We can reuse the information from current sources (Web site) and use this app as a new interface for sharing information

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A Facebook application fulfils the different objectives defined for prospects, current customers and serviced customers
Prospects
1. Create a personality test and suggest colors that suits 2. Use insights from Color Next 2013 to enhance the quality of test feedback 3. A call to action to book an appointment for APHS at the end 4. Extend the color-pro app facility to Facebook platform

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

Current Customer

Serviced Customer
1. Engage the serviced customers on the corporate page

1. The customer can track the progress of the entire project

2. Use a semi professional photographer to click few great photographs

3. Ask the customers to share those pictures and provide a feedback on app Positive WOM Influencer

2. Would give a variety of content and a break from overdo of colored wall
3. Keep top of mind recall high for the brand 4. Will keep the brand visible but unintrusive

Repurchase

Acquiring New Customer

Net effect of positive and negative WOM strongly influences the buying decision

Retaining Customers
Need for active engagement on periodical basis High engagement would lead to repeat purchase

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Other social platforms can be leveraged while keeping Facebook as the primary platform

BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

Call to action tweets for visiting FB App Separate corporate communication handle and customer grievance handle (@askaparna) Hashtag competition should be continued

Provide information Include images and make it easy for users to share content Engage with users using the app Keep things positive Availability important Ideal for images, good fit for Asian Paints Wait for user base to increase & become active Customer shared home images should be pinned Multiple colors images get 3X pins higher reach

Full size images to be shared Links to FB app to be shared Utilize hashtags to increase reach of the post Relevant communities are more active

Upload APHS videos on youtube Make a mini movie on a house transformation and upload on youtube

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Fans on social media can be measured based on Brand Awareness, Sentiment, Engagement and Advocacy
Brand Awareness
BUILDING PROMOTER COMMUNITY ON EZYCOLOR SOLUTIONS

Number of visitors tracked by the number of referrals Share of voice

Sentiment Analysis
Brand mentions classified into positive/ negative/ neutral

Engagement
Based on number of shares and comments on APHS posts

Advocacy
Number of active advocates and their influence

Cost per Acquisition

Number of leads converted to customers Customer life time value

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coz when colors unite, CANVAS comes alive