Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine

by Felicity Stewart on Oct 22, 2010

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Reckitt Benckiser presentation on engaging Generation Y at Social Media in a Corporate Context conference, held in Manchester 2010. Organised by Communicate magazine. Presentation given by
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Reckitt Benckiser presentation on engaging Generation Y at Social Media in a Corporate Context conference, held in Manchester 2010. Organised by Communicate magazine. Presentation given by
Drew Spencer, digital communications strategy director, Blackbridge Communications
Claudia Bach, marketing and pr manager, Reckitt Benckiser

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Reckitt Benckiser’s presentation at Social Media in a Corporate Context, organised by Communicate magazine — Presentation Transcript

Engaging GenY Raising Corporate Brand Awareness with a Facebook game

Social Media in a Corporate Context conference

Manchester 19 th October 2010

Reckitt ….. Who?

Welcome to Generation Y Source: Wooimg Generation Y, Cable Daniel Dreyfuss (WPP Atticus Award Winner 2008) My 23 year old half French, half American cousin has a great life. She speaks 4 languages, travels around the world staying with friends she meets on Myspace.com and creates opportunities to work on music videos as a producer by networking, networking, networking. When asked if she would ever consider working for a corporate company, she says only if they respect her If they couldn’t meet her needs then she would leave or work for herself. interests, goals and lifestyles.

Who are Generation Y?

So what characterises them? 83% sleep with their phone on or next to their bed 28% think a smartphone is necessary to have a good social life 68% keep track of what friends are doing on social networking sites Source: Pew Research centre 2010, Mintel 2010, eMarketers 2009 ‘Frequent social networking site activities’, L2 Brand ranking survey 2010, PWC 2008 71% say that being unique individuals within a group is important 42% say that appearing clever on sites like Facebook is important 26% are publishing their own blog 62% consider themselves brand conscious. Only 2% do not. 1 in 5 are a fan of a brand on Facebook and 1 of 10 follow a brand on twitter 72% said they would have to feel happy with their employer’s ethical record before agreeing to work for them 86% would consider leaving an employer whose behaviours no longer met their CSR expectations Constantly connected Self expressive Brand aware Socially conscious

Drive awareness whilst target in ‘play’ mode

Actively pursuing a role or not, the company provides a level of engagement that the target wants to be involved & a part of

Learn Play Search Awareness modes

Drive awareness whilst target in ‘search’ mode

Actively pursuing a job, and RB needs to ensure they are top of mind by having a continuous quality presence

Drive awareness whilst target in ‘learn’ mode

Not actively pursuing a role / company however learning about the industry & credibility within will drive positive association

Learn Play Search Campus Brand Manager

Why an online game?

As at Oct 09 social gaming, especially on social networks has skyrocketed in popularity & is increasing

42% of our target audience play casual games online 3-4 times a week

It gives people the strongest possibility of experiencing the claims we make about RB culture

Friend-get-friend mechanism is central so has the opportunity to go viral quickly and to large scale

Offers opportunity to include Powerbrands and leverage brand equity & recognition

It’s different to what our peers are doing

SOCIAL GAMING FAVORITES These are the top 10 most popular social games and sites on Facebook (in millions per month), as of October 14: FarmVille - 56.1 Mafia Wars - 26.0 Pet Society - 19.5 YoVille - 18.9 Farm Town - 18.7 Texas HoldEm Poker - 18.1 Restaurant City - 16.2 Cafe World - 15.9 MindJolt Games - 14.8 Happy Aquarium - 10.2

http://apps.facebook.com/powerbrands

Listen 13

Invite them in http://www.reckittbenckiser.jobs (no longer live) 14

Spread the news Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 15

Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16

Invite them back 17

Results so far … 21,800 fans/likes on Facebook 161,000 monthly active users 798 In Top Ranking of >89,000 facebook games 365 mentions online 60% of players are in target audience, 20% younger

Thank You

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Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine

by Felicity Stewart on Oct 22, 2010

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Reckitt Benckiser’s presentation at Social Media in a Corporate Context, organised by Communicate magazine — Presentation Transcript