Usage of Social Media Platforms by Retail Houses in India

Group 14:NileshNaman

Aatish Mathur

Social Media Strategy Review: KFC India

KFC on Facebook

• Extremely high on interactions with customers.

• Used as a medium to educate their customers with new product offerings, discounts and other schemes.

• It is also used as a medium to solve customer grievances.

• The brand is high on product oriented content.

• Online ordering facilities are being promoted on social media.

A look at one FB Post

FB Page: On Republic Day

FB Page: On Republic Day (Contd.)

• Created a sort of an animation to portray as if three MIG fighter planes are travelling across the page.

• Received tremendous response and gave a patriotic appeal to the page.

• helped them connect with the audience on the occasion of Republic Day

KFC on Twitter

• It is as interactive as the Facebook page.

• They were prompt while tackling a customer grievance.

• They used the portal to promote new schemes and discounts.

A Snapshot from KFC Twitter account

KFC on Youtube

• The YouTube Channel of KFC lacks in content.

• There are just advertisements which are aired on the channel.

• KFC’s last year’s campaign- “25 me khao, kha ke bolo WOW” was excellent.

• This medium should be used to attract customers and engage with them.

Social Media Strategy Review: Allen Solly

Facebook Page of Allen Solly

• They are promoting End of Season Sale through the Cover Pic.

Facebook Page of Allen Solly

• Allen Solly uses content to sell their positioning, not products.

Engagement on Posts

Source: Simplify360 – A Social Media Analytics Tool

Facebook Page of Allen Solly

• They use Custom Tabs like:1. Shop Now2. Store Locator3. Allen Solly Trendin

• The brand seems to have turned deaf and has responded to only 16% of the wall posts.

• Ideally, the brand should be responding to every communication that comes their way.

Allen Solly’s Response Rate

Source: Simplify360 – A Social Media Analytics Tool

Allen Solly on Twitter

• Makes 2-3 tweets a day.• They are more responsive here than on Facebook.

• Performance on Twitter for last 30 days.

Engagement Level on Twitter

• Although some tweets are interesting, but lack sharable content.

• There is sparse use of images by Allen Solly on Twitter.

• More than 70% of their tweets get no response at all.

Source: Simplify360 – A Social Media Analytics Tool

Allen Solly on Youtube

• Last Video was posted 7 months back.

• This is really disappointing because a fashion brand that relies heavily on visuals and style.

• Allen Solly had created some insightful videos several months back which have now been discontinued.

Allen Solly on Instagram

• The content is more or less an exact replica of its Facebook posts.

• Allen Solly does not share their Instagram updates on Twitter or Facebook.

• Presence on Instagram is decent.

Recommendations

• Shareable Content: Share quirky fashion tips that increase the interest of your community and compel them to share it with their network.

• Use Videos: . Ideate a themed video series of short videos which are interesting as well as insightful.

Social Media Strategy Review:

Facebook Page of Lifestyle

• More than 43 lakh likes.

• Engagement level is very low.

• Engagement level for the months of July and August 2015

Facebook Page of Lifestyle

• Posts are generally used to promote products and on-going Sale.

Facebook Page of Lifestyle

• The brand also shares posts related to their sense of social awareness.

• Posts regarding its CSR activities are also evidently present.

Lifestyle on Twitter

• Lifestyle International’s Twitter profile reflects the “vibrant and youthful” image.

• It has 38000 followers with only around 8500 tweets.

• The store is not as active on the platform as it should be.

• The brand aggressively uses hashtags on Twitter.

Recommendations

• The brand should use the social media to announce the opening of new stores or the beginning of new promotions.

• Instead of focusing heavily on its own hashtags, the brand should also use other commonly used hashtags on Facebook and Twitter to amplify its reach.

• Retaining a non-active Youtube channel will harm the brand.

• The store should also spend more time on Twitter.