Social Media for Integrated Marketing

Social media for integrated marketing! Gaurav Mishra | Gauravonomics! Asia Director of Social Media, MSLGROUP!

Six stages of social media integration! 06.29.2010 | P2

Six stages of Based on interactions with 1500+ marketing and communications social media professionals in Asia, all companies can be mapped across six stages of social media integration.! integration! 4! 5! 6! Letʼs integrate Letʼs integrate Letʼs integrateIntegration! social into our social into our social into our web marketing and business platforms!! comms programs!! processes!! 2! 3! Letʼs create a Letʼs run aIncubation! Facebook page or Facebook contest! a Twitter proﬁle!! or a Twitter inﬂuencer program!! 1! Letʼs create aInaction! campaign or country microsite!! Platforms! Programs! Processes!

Stage 1:   Lets create a campaign or country microsite!•  In stage 1, microsites are created to push out information on a campaign or a topic.!•  Typically, microsites have a short shelf-life and limited content.!•  The award-winning 2009 Plug Into the Smart Grid augmented reality microsite has been abandoned.! Source: GE Plug Into the Smart Grid!

Stage 2:   Lets create aFacebook page or a Twitter proﬁle!•  In stage 2, Facebook or Twitter accounts are created to push out news updates about a topic.!•  Typically, most updates include links to news items and engagement with followers is limited.!•  The Facebook and Twitter proﬁles of the GE ECLP blog merely link to blog posts without any engagement.! Source: GE ECLP on Facebook, Twitter!

Stage 3:   Letʼs run a Facebook contest or a Twitter influencer program !•  In stage 3, tactical, short-term, channel-specific campaigns are run to increase engagement, like a Facebook contest, a Twitter influencer program, or a blogger program.!•  GE tied up with influencers on YouTube and HowCast, who asked their fans for eco-friendly tips, then filmed and promoted their favorite tips.! Source: GE Tag Your Green! !

Stage 4:   Letʼs integrate social into our web platforms!  !•  In stage 4, the website is reimagined as a social hub.!•  By adding social features into the website itself.!•  By integrating website with social platforms like Facebook, Twitter, LinkedIn, Slideshare and YouTube.!•  GE showcases the Twitter and Tumbler feeds of selected experts on its website and prominently links to the application from the GE.com homepage.! Source: GE Expert Feed, GE Healthymagination!

Stage 5:   Letʼs integrate social into our marketing and comms programs! !•  Designing marketing programs to connect people around a shared social heartbeat.!•  GE is asking consumers, inﬂuencers, ﬁlm-makers and experts to share their stories on what environmental responsibility means to them.! Source: GE Tag Your Green!

Stage 6:   Letʼs integrate social into our business processes! !•  Leveraging social media as a tool for business transformation by integrating it with sales, support and innovation processes.!•  GE invites and funds ideas to improve how we power our electricity grids and our homes.!•  GE has tied up with four VCs to create a $200 million fund for ecomagination challenges.! Source: GE Ecomagination!

Social media for integrated marketing! 06.29.2010 | P10

The social heartbeat framework !Brand Brand  z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term!    z  SharedEvangelist Evangelist brand Energizingpersona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!

The role ofplatforms and programs ! Programs attract attention! Program 3! Program 2! Platforms Attention/ Program 1! retain Permission! attention! Time!

Week 1! Week 3! Week 5! Week 7!Social Ads! Week 9! The role of owned media ! paid, earned & Week 11! Week 13! Week 15!Search Ads! Week 17! Week 19! Week 21! Week 23! Week 25! Week 27!Inﬂuencer Outreach! Week 29! Week 31! Week 33! Week 35! Week 37! Week 39! Week 41!Organic Sharing! Week 43! Week 45! Week 47! Week 49! Week 51!Organic Search!

Case Study: Pepsi Refresh Project ! 06.29.2010 | P14

Pepsiʼs Super Bowl obsession!•  Pepsi spent $142 million on Super Bowl ads in the last decade with ads that were full music videos with top celebrities. Pepsi spends more than half of its marketing budget on TV ads.! Source: Pepsi We Will Rock You!

PepsiCo Performance with Purpose! Indra Nooyi, CEO & Chairman! At PepsiCo, Performance with Purpose means delivering sustainable growth by investing•  In 2009, PepsiCo committed to in a healthier future for people the promise of “performance with and our planet.! purpose”, committed to environmental sustainability, Frank Cooper, Chief Consumer Engagement Ofﬁcer! human sustainability and talent Each of our beverage brands sustainability, and launched Pepsiʼs Refresh rebranding.! has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.! Pepsi Refresh TVC featuring Bob Dylan & Will.i.am! Every generation refreshes the world. Now itʼs your turn.! Source: Pepsi Refresh ad!

Pepsi Refresh Project!Brand Brand sustainability.!  § Environmental, human, talent § Fun for you, better for you, good for you products.! z Organizingpersona! values! § Refreshing thirst, refreshing the Social platform! world.! heartbeat! Brand Insights! Long-Term!    z  SharedEvangelist Evangelist brand Energizingpersona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!

Pepsi Refresh Project!Brand Brand  z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term!    z  Pepsi Optimism Project (POP) Survey ﬁndings: Young people SharedEvangelist Evangelist in the US believe that the best brand Energizingpersona! passions! ideas are more likely to come story! programs! from "normal people" as opposed to public ﬁgures.! Evangelist Insights! The BIG Idea! Short-Term!

Pepsi Refresh Project!Brand Brand  z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term!    z SharedEvangelist Evangelist Refresh the world.! brand Energizingpersona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!

Pepsi Refresh Project!Brand Brand  Pepsi helps young people refresh the world.! z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term!    z  SharedEvangelist Evangelist brand Energizingpersona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!

Pepsi Refresh Project! PEPSI REFRESH PROJECT: !Brand Brand Pepsi will give grants of $20 million to ideas that can help young people refresh the world.! !  z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term!    z  SharedEvangelist Evangelist brand Energizingpersona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!

Pepsi Refresh Project!Brand Brand  z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term!    z  § Monthly contests in which 1000 ideas compete for grants worth $1.3m.! SharedEvangelist EvangelistSeries of celebrity campaigns §  brand Energizingpersona! passions!to energize movie and sports story! programs! fans.! Evangelist Insights! The BIG Idea! Short-Term!

Pepsi Refresh MTV Roadtrip !•  MTV VJ SuChin Pak went on road trip across America to meet the Pepsi Refresh grant recipients.! Source: http://facebook.com/refresheverything !

Pepsi Refresh Celebrity Challenge !•  Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes. ! Source: http://facebook.com/refresheverything !

Pepsi Refresh: One Goal in Mind !•  In the run up to the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas! Source: http://ussoccer.com/pepsirefresh!

Pepsi Refresh: NASCAR Contest!•  Pepsi Refresh ran a contest with NASCAR where three drivers promoted their favorite charities.! Source: http://nascar.com/promos/pepsirefresh/ index.html !

Pepsi Refresh: MLB Contest !•  Pepsi Refresh ran a contest with Major League Baseball where their players promoted their favorite charities.! Source: http://mlb.mlb.com/sponsors/pepsi/ refresh/y2010/ !

Pepsi Refresh: MLS Contest !•  Pepsi Refresh ran a contest with Major League Soccer where their players promoted their favorite charities.! Source: http://www.mlssoccer.com/pepsirefresh ! !

Pepsi RefreshDo Good for the Gulf !•  Pepsi Refresh also ran a special contest to fund ideas that can help in the Gulf oil spill crisis.! Source: http://gulf.refresheverything.com! !

Pepsi Refresh: Cherry Goodness !•  Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by ﬁnding one of the 100 specially marked Pepsi Cherry products.! Source: http://refresheverything.com! !

Pepsi Refresh Bonin Bough, Director of Social Media! Project 2010 Results! More people have voted on Pepsi Refresh Project than in the last U.S. presidential election.!•  8 billion impressions! Massimo dAmore, CEO, PepsiCo Americas!•  76 million votes!•  17 million unique visitors! People who know of the Pepsi•  6.5 million registered community Refresh Project have a higher members! intent to purchase Pepsi than•  1.6 million comments! those who dont.!•  2.5 million new Facebook fans!•  25000 volunteers! Anamaria Irazabal, Pepsi Refresh Project Leader!•  $20 million donated to fund 400+ ideas! Pepsi Refresh Project is going to•  1 million people impacted by grantees! be an integral part of the brand•  5-10 daily media reports! going forward, but each market•  Pepsi sales dropped by 6% will execute it differently.! compared to 4.3% for the category.! Figures from December 2010, Pepsi Press Release!

Pepsi Challenge in 2011 !•  Pepsi has relaunched Pepsi Refresh Project as Pepsi Challenge in 2011. !•  Pepsi Challenge has higher number of smaller grants to engage more people, and encourage independent grassroots projects. !•  It focuses on more fun categories like Arts & Music, Communities and Education.!•  A new Pepsi Challenge every month is advertised on bottles and cans and consumers will get power votes via special codes on Pepsi packaging.!

Case Study: Skittles Kindness Mob! 06.29.2010 | P33

Skittles Mob the Rainbow !•  In 2010, Skittles mobilized their millions of fans on Facebook through a series of Mob the Rainbow campaigns to perform fun random acts of kindness. ! Source: http://skittles.com and http://vimeo.com/14649975 !

Skittles Mob #1: Valentine the Rainbow !•  In Mob #1, Skittles invited its 3.5 million fans to send Valentineʼs Day Messages to a someone who never gets love: female parking enforcement ofﬁcer. More than 43,000 people sent Valentineʼs Day messages.! Source: http://youtube.com/watch? v=LYAJwFBma8I !

Skittles Mob #2: Poll the Rainbow !•  In Mob #2, Skittles asked its 5 million fans to vote on the mob they wanted. More than 46,000 fans voted for the Skittles Gifting Tree within a week.! Source: http://youtube.com/watch? v=Poa06ceCcOQ!

Skittles Mob #3:Scholarship the Rainbow !•  In Mob #3, Skittles told its 7 million fans that if they collected 100000 “likes”, Skittles would give $10000 to a young man to attend bowling college. More than 150,000 fans liked the campaign within a week.! Source: http://youtube.com/watch? v=GWQxczqQHto , http://youtube.com/watch?

Skittles Mob #4: Crash the Rainbow !•  In Mob #4, Skittles asked its 10 million fans to crash a 85 year old grandmaʼs party by sending her gifts and messages, or showing up for her party. ! Source: http://facebook.com/skittles? v=app_105689832803145!

Skittles Mob the Rainbow Results !•  Many of these campaigns went viral and Skittles has grown from 3.5 million to 15 million fans on Facebook in a year. The campaign also won a 2010 Cannes Cyber Lion Bronze for Skittles. ! Source: http://facebook.com/skittles!

Case Study: Starbucks Itʼs Bigger Than Coffee! 06.29.2010 | P40

Starbucks V2V!•  In 2008, Starbucks created the V2V volunteer network to connect people and actions around local Starbucks stores.! Source: http://www.v2v.net/starbucks !

Starbucks Vote!•  Starbucks offered a free coffee to people who voted in the 2008 US elections.! Source: http://www.youtube.com/watch? v=a2J8KJDsqqY!

Starbucks Plegde 5 !•  In 2009, Starbucks started the Pledge 5 campaign to encourage young people to volunteer.! Source: http://www.youtube.com/watch? v=fom57XAEYWI!

Starbucks Red!•  Starbucks tied up with Bonoʼs Red initiative to donate 5 cents for every drink to save lives in Africa.! Source: http://www.youtube.com/watch? v=kkC5qYH0ln0 !

Starbucks Reusable Mug!•  Starbucks encourages its consumers to switch from paper cups to reusable travel mugs.! Source: http://starbucks.com/thebigpicture and http://youtube.com/watch? v=gMqH_c1zY_8!

The new marketing communications ecosystem! 06.29.2010 | P46

The marketing comms ecosystem! Advertising agencies! -  Creative! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Event agencies! -  Experiences!

Shift 1: Digitalmedia to social web ! Advertising agencies! -  Creative! From digital 1! media to the social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Event agencies! -  Experiences!

Shift 2: Word of mouth marketing ! Advertising agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Conversations are 2! measurable ! Event agencies! -  Experiences!

Shift 3:Everyone is an inﬂuencer ! Advertising agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Conversations are 2! measurable ! Everyone is an Event agencies! 3! inﬂuencer! -  Experiences!

Shift 4: Viralmultiplier effects ! Advertising agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! 4! Multiplier effect Conversations are via viral sharing! 2! measurable ! Everyone is an Event agencies! 3! inﬂuencer! -  Experiences!

Shift 5:Experiences trigger Advertisingconversations ! agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! 4! Multiplier effect Conversations are via viral sharing! 2! measurable ! Everyone is an Event agencies! 3! inﬂuencer! -  Experiences! Experiences lead 5! to conversations!

Shift 6: Brandscreating owned media! Advertising agencies! -  Creative! Brands creating 6! owned media! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Multiplier effect Conversations are 4! 2! via viral sharing! measurable ! Everyone is an Event agencies! 3! inﬂuencer! -  Experiences! Experiences lead 5! to conversations!

MSLGROUPʼs social media offering! 06.29.2010 | P54

MSLGROUPʼs MSLGROUP has created a fully integrated social media offering social media across the PLAN-BUILD-ENGAGE phases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations

MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and social media enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations •  Distill actionable insights and •  Link back participation and foresights from conversations action to business objectives and communities using our through our proprietary proprietary What IF Peoples VERITE measurement Lab approach.! approach.! ! •  Discover a shared purpose •  Provide strategic counsel and brand story that connects across the consumer the brand values with activation, corporate evangelists passions.! reputation, and employee ! engagement use cases.! •  Create platforms and programs to organize and •  Design and deliver training energize brand evangelists, programs to help build co-create shareable content, enterprise capabilities to and trigger participation and participate in the conversation action.! economy.!

MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing social media web, mobile, and social applications, through in-house specialists and partners.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations •  Design and develop private or •  Set up, optimize and manage public community platforms digital assets across channels using our proprietary What IF and geographies.! white label community tool.! ! ! •  Leverage on-site and off-site •  Design and develop social search engine optimization for applications using the higher search rankings.! Facebook, LinkedIn and Twitter APIs.! ! •  Design and develop mobile applications on the Apple, Android, and Blackberry platforms.!

MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content, social media communities, and conversations, through dedicated specialists and integrated communications teams.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations •  Build long-term relationships •  Track and participate in with key online inﬂuencers conversations related to the beyond the "big-box" blogs brand, the category or the using our proprietary social heartbeat on the Multiloguer inﬂuencer broader social web.! relationship management tool.! ! •  Leverage targeted paid •  Leverage creative storytelling media, primarily social and rich multimedia content to advertising and search bring alive the brand story.! advertising, to support owned media and earned media.! •  Create triggers for community members to participate and act, on the community platforms owned by the brand.!

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Social Media for Integrated Marketing

by Gaurav Mishra on Nov 07, 2010

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Social Media for Integrated Marketing — Presentation Transcript