Как за счет социальных медиа усилить ваш потребительский маркетинг

1. Viv•id – adjective
producing powerful feelings and
strong, clear images in the mind
London . Hong Kong . Melbourne

2. “Hello Moscva!”

3. Leveraging Social Networks
To connect with your Shoppers

4. Leveraging Social Networks to connect
with your Shoppers
1. Introduction
2. The Social Shopper
3. Integrate Social Cross Channel, to connect with your Shoppers & Consumers
4. Best Practice Examples
5. Top 10 Vivid Brand Tips

5. 1. Introduction

6. Social Networking is not new....

7. “I say!
Where can I buy one
of those new
Telephones Betty? ”

8. “Ooh Ethel!
It says here that
Telephones are only
£1.50 at
Selfridges”

9. So what’s changed?

10. People still have human and emotional needs

11. We all love to chat

12. We like to show off

13. Everyone wants to be part of something

14. We are proud of our kids

15. Money is tight

16. Digital technology helps us to Connect

17. 2. The Social Shopper

18. 2 billion
Social media accounts
are actively used worldwide
on a daily basis
Nielsen 2012

20. Russians are the most
avid Social media users in the world.
At 9.8 hours per month, you spend more than
twice as much time on social media networks
than the global average
Source comScore data

21. Social media and e-commerce are growing in Russia...

22. E-commerce is growing rapidly in Russia...
Countries with the largest predicted e-commerce growth by 2013
Source: econsultancy.com 2012

23. 48% check of 18-34 year olds check their Social profiles
as soon as they wake up
Ensure that your Company, Brand and Products
are top of mind, first thing in the morning

24. 3. Integrate Social Cross Channel,
to connect with your Shoppers & Consumers

25. Understand how to target your Shopper
- Age
- Socio-Demographic
- Lightstyle
- Device Ownership
- Income
- Digital savvy-ness
1. Choose your communicational Channels
2. Select Platforms to communicate
3. Consider your Shopper and their lifestyle
Mrs Sarah Case, 36
4. Think like your Shopper Married
Mum of 3 Children
5. Develop offline and online Works
Socio Demographic B-C1
creative content & tools
Owns an iPhone, Mac and iPad
> Busy > tired >time poor

26. * *
Identify the key Social Opportunities:
*
* *
* *
* * *
The Shopper’s Multi Channel Journey

27. Integrate Traditional Media with Social Networking
Social Media vs. Traditional Media
Source: econsultancy.com 2012

28. How to Socialise Successfully
Drive Content
Brand Build Brand Enhance
& Reward
Preference Love Loyalty
Chat

29. Engaging with your Social Followers
Content
Brand
Advocacy
Dialogue
Fan Brand
Acquisition Engagement
Love
Apps
Propensity
to
Purchase
Offers &
Rewards

30. 4. Best Practice Examples

31. Inspiring everybody: Nike for the London 2012 Olympics
http://www.youtube.com/watch?v=LsXRj89cWa0&feature=player_embedded

32. Inspiring everybody: Nike for the London 2012 Olympics
Nike were not official sponsors of
the games, however by using
digital channels and creating
quality video content, Nike
capitalized upon the Olympic
opportunity.
- Nike connected directly with millions of
amateur sportsmen and women’s desire to win
and be the best.
- 7million + hits on Youtube
(10% of UK Population!)

33. Giving Back: Pepsi Refresh
Pepsi had $20million to spend.
This was usually used to sponsor
the Superbowl. But in 2010, Pepsi
USA did something radical....
- Pepsi gave away $20 million to fund good ideas,
big and small, that move communities forward.
- Pepsi became one of the most talked about
brands during the Super Bowl, despite not
advertising. (Nielsen)
- Generated over 3 billion audience impressions
in eight months, more than 140,000 tweets,
whilst Facebooks ‘likes’ increased 600%+

34. Giving Back: Pepsi Refresh
http://www.youtube.com/watch?v=21cKRwC_h38

35. Building Advocacy: Converse
At shelf there is minimal
space to ‘sell’ Sports Shoes.
Social media allows the brand
to build brand advocacy
- 100 Club Gigs
- Regenerate Skateboard Parks
- Converse Tracks: eg: Gorillaz
- Unique Events via Facebook / Twitter
- Unique Content

36. The personal touch : Coca-Cola
Via Facebook, Coca-Cola invited
Australian shoppers to
personalise Coke Bottles
- Traffic on Coke’s Facebook page increased by
870%
- 378,000 custom cans were printed
- Sales went up by 7% - making 2011 Coca-Cola’s
most successful summer in Australia

37. The personal touch : Coca-Cola
http://www.youtube.com/watch?v=2X8Bd3-G6IU

38. Generate Buzz: Grey Poupon Mustard
Grey Poupon’s Does not want just
ANYONE to be a fan.
Can you ‘Cut the mustard’ and be
accepted into this exclusive
society?
- A Facebook app searches and judges potential
applicants profiles based on their proper use of
grammar, restaurant check-ins, and movie
selections, to name a few.
- Those who do not qualify, will have their 'like'
deleted, and be asked to refine their profile
before trying again."
The result: 5x average fan engagement

39. Be fun: Compare the Market.com / Meercat
Meet Alexsandr Orlov,
An Aristocratic Meercat
from Russia
http://comparethemarket.com
- Fun / Irreverent Market brand mascot
- Treated as a ‘real’ individual
- Amplified via social media and Yotube
- Supporting App ‘iSimples’
- Hello magazine supported campaign
- Compare the Meerkat spoof website
- Highly shareable
http://meerkat.comparethemarket.com/history/
- Get toys from website / Facebook page
- Consistent ‘tone of voice’ (Russian Style)

40. Be fun: Compare the Market.com / Meercat
http://www.youtube.com/watch?v=a1s7o_LVU2o

41. Be fun: Compare the Market.com / Meercat
http://www.youtube.com/user/CompareTheMeerkat?feature=relchannel

42. Clever Engagment: Burberry
Burberry have introduced several
devices to engage lovers of their
brand involving the Trench coat
1. The Art of the Trench
- Browse a selection of trench coat images
- Like and comment on the style
- Share

43. Clever Engagment: Burberry
Burberry have introduced several
devices to engage lovers of their
brand involving the Trench coat
1. Create your own Trench
- Interest canvassed via e-mail
- Facebook app
- Links to the website to purchase

44. Bring the brand to life: Old Spice
Old Spice is an aftershave that
has been around for generations.
‘ The man, your man could smell
like’ campaign re-invented the
product with humour.
- Youtube was used to share the TV adverts
- Spook ads were created by users
- Old Spice responded with further spoof Ads in
response on Viral Channels.

45. Bring the brand to life: Old Spice
http://www.youtube.com/watch?v=owGykVbfgUE

46. Tweet Shop: Kelloggs
To support the launch of new
Special K Crackers Crisps,
Kellogg’s set up a pop-up “Tweet
Store” in Soho, London
- Tweets became social currency
- Shoppers tweeted to get free Crisps
- Cheap Activation
- Promoted on Twitter and Facebook
- Merging physical with digital
- Letting consumers become the advocates

47. Images and Video Sharing: Pinterest
Pinterest is the fastest growing
and 3rd largest social network
It is the second highest driver of traffic to retail
sites, accounting for over 11%.
The average order for a buyer referred by
Pinterest is $168, vs. $94 for Facebook.
83% of Pinners are women.
- Diesel pin Fashion shots, behind the scenes
images and magazine spreads.
- Pins are themed clearly.
- Diesel considers what pinners browse for.
- Cutler and Gross are utilising pins to re-inforce
their quirky immage.
- Surrealist images are pinned with very arty
images and also trendy magazine layout shots

48. The Power of Viral: “Gangnam Style”
South Korean rapper Psy has
received over 460 million
Youtube hits, via his hit
“Gangnam Style” (or Rublovkla
Style!!)
- The song’s dance has become a viral hit,
parodied by politicians, sportsmen and the
general public alike
- It is the most ‘liked’ video in Youtube history
- Showing the power of viral video networks to
spread the word, worldwide.
- Spawned hundreds of spooks - Philippine
Prisoners ganging style, Western Gingham,
etc..

49. The Power of Viral: “Gangnam Style”
http://www.youtube.com/watch?v=9bZkp7q19f0

50. Vivid Brand’s Top Tips

51. 1. Don’t leave your social media in the hands of the Intern!
- Clear Strategy:
content & engagement
- Brand expression
- Values, attributes, style
- Tone of voice
- Writing style
- Content
Leaving your accounts to an intern is tantamount
to handing them the keys to your most important
PR assets.

52. 2. Choose your Platform and Channel
- Who is your Shopper?
- What does she like to do /
share?
- What devices does she have?
- What websites does she visit?
- What eCommerce sites does she
shop on?
Make it easy for her to see your brand or your
content and for her to Pin / Share / Digg / Like
your content with HER friends

53. 3. Create quality, unique content
- Video
- Events
- Rewards
- Comments
- Links to like minded events
- Activations
- By offering well curated content alongside offers
and promotions, shopper are more likely to act as
brand advocates.
- A smaller network of fans, who engage with and
share your content, is a more valuable asset than a
larger, less focused spread.
Amplification Engagement

54. 4. Use the ‘like’ function/re-tweets as a gate to offers
- Friends of fans are assets to
accrue!
- Content ‘ Liked’ by your fans
will be viewed by their
extended network.
By asking fans to share posts.
.
Providing them a genuine incentive

55. 5. Engage in a conversation
- Shoppers are reluctant to
follow brand pages which
function as direct marketing
- Driving conversation is critical
to the success of social sites
- Ask you fans questions and
encourage discussion
Be relevant.
Talk about stuff that is brand appropriate.
Talk in the tone that is brand appropriate.
Don’t PUSH the brand. Engage
This is a DIALOGUE
Allow freedom of speech... But censor rude
bits!

56. 6. Multi Channel Approach
- Your Social should be relevant to
the big idea and wider
campaigns.
- Integrate across online and
offline channels
- Mobile is your friend!
Social media platforms are increasingly enabling
cross-media sharing - for example, Youtube links
are instantly embedded on Facebook timelines
and Twitter feeds can be linked to other
accounts.
Jack Wills, London

57. 7. Include social widgets on eCommerce and Brand sites
92% of shoppers check
online reviews,
recommendations
and price comparison
sites before they buy
anything
- Ensure that your Website
product pages
Feature a ratings and
recommendations platform.
- Make it easy for your customer
to share, like and tweet about
product
Google ZMOT 2012

58. 8. Monitor and respond
Always monitor and manage
you’re your social sites!
www.Amazon.com
Bic for her Biro reviews

59. 9. React to current events
-Topical issues account for over 50%
of Social Media chatter
- Reacting to current events is an
effective way of generating
discussion and buzz
During the London 2012 Olympics, the North Korean
women’s football team came onto the pitch to be
greeted by a South Korean flag - such was their
indignation, that they walked off the pitch and only
returned an hour later, after the error was corrected.
In a masterstroke of ambush marketing, Specsavers
immediately ran an ad which sent up the incident -
the image quickly went ‘viral’ and subsequently
spread across the major social networks.

60. 10. Develop your social presence now!
Online reviews
are the most
trusted source of
information after
friends and
family...
Source: Nielson

61. Is it time to make your brand Vivid?
Rachel Wilkinson
+44 (0)20 7421 1750
Rachel@vividbrand.com
www.vividbrand.com
London . Hong Kong . Melbourne