PPT provides the insights about how the retail houses in India use Social Media for Marketing.

1. Usage of Social Media Platforms
by Retail Houses in India
Group 14:
Nilesh
Naman
Aatish Mathur

2. Social Media Strategy Review: KFC India

3. 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.

4. A look at one FB Post

5. FB Page: On Republic Day

6. 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

7. 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.

8. A Snapshot from KFC Twitter account

9. 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.

10. Social Media Strategy Review:
Allen Solly

11. Facebook Page of Allen Solly
• They are promoting End of Season Sale through the Cover Pic.

12. Facebook Page of Allen Solly
• Allen Solly uses content to sell their positioning, not products.

13. Engagement on Posts
Source: Simplify360 – A Social Media Analytics
Tool

14. Facebook Page of Allen Solly
• They use Custom Tabs like:
1. Shop Now
2. Store Locator
3. 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.

15. Allen Solly’s Response Rate
Source: Simplify360 – A Social Media Analytics
Tool

16. 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.

17. 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

18. 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.

19. 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.

20. 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.

21. Social Media Strategy Review:

22. Facebook Page of Lifestyle
• More than 43 lakh likes.
• Engagement level is very low.
• Engagement level for the months of July and August 2015

23. Facebook Page of Lifestyle
• Posts are generally used to promote products and on-going Sale.

24. 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.

25. 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.

26. 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.