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Social Media for Business (Lola Techie Case Study) by Brad Geiser
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Social Media for Business (Lola Techie Case Study) by Brad Geiser

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Social marketing case study feature on Lola Techie as presented by Brad Geiser during the Internet Marketing Boot Camp last July 29, 2010.

Social marketing case study feature on Lola Techie as presented by Brad Geiser during the Internet Marketing Boot Camp last July 29, 2010.

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Transcript

  • 1. r Busi ness l Med ia fo S ocia iser B rad Ge
  • 2. Belief and Memory
  • 3. Our Strategic Communication Tools Positional Online Community Advocacy Interventions Relations Buzz & Viral Promotional Engagement Market Activations Research Influencer Strategic Management Public Events Relations Management Media / Sales Stakeholder Issues & Crisis Trainings Relations Communication
  • 4. What is Social Marketing?
  • 5. Why is this helpful?
  • 6. Social marketing helps brands get permission to participate in social behavior
  • 7. How was Project Lola conceived?
  • 8. What is a Positional Advocacy?
  • 9. An  advocacy  relevant   to  Bayan’s  brand   equity  and  corporate   mission:   Let  the  Filipino   Voice  Be  Heard!     Objective: Empower Filipinos to teach their Lolas and Lolos how to use the Internet to stay in touch. In doing so, we can help bring the senior voice of the Philippines back to the family and society, achieving a greater sense of connectedness
  • 10. It was presented in a joint planning conference
  • 11. And then something unusual happened… The ad agency drew inspiration from the PR campaign!
  • 12. Lola Techie was born! Advertising Message: Bayan DSL is so easy, a grandmother can use it!
  • 13. Uh Oh, What do we do?
  • 14. Social Marketing’s Solution: The Composite Personality
  • 15. • Integrated with the ads • Integrated with the pr Active on every significant social networking site An ad you can talk to A character you can connect with Finally,  a  Teleco  with  a  friendly,  approachable  face.    
  • 16. She became a phenomenon
  • 17. A true Internet celebrity Without the celebrity price tag
  • 18. A media and internet darling
  • 19. Spontaneously parodied
  • 20. Almost  5,000  friends  in  just   over  2  months   120,000+  fans  to  date   250  interac:ons  per  day   4,500  followers  in  Mul:ply  
  • 21. About  3,000   followers  on   TwiCer       About  1,884  followers  &   about  500  fans  on  Plurk      
  • 22. How does she talk to the public?
  • 23. So what are the advantages?
  • 24. Always reaching out to engage the public, regardless of budget Friends Viewers Participants Followers Fans
  • 25. Society is open to our campaign
  • 26. 700% Increase in sales inquiries 50% Increase in actual sales
  • 27. Thank you!