This document provides an analysis of social media strategies used by various brands. It discusses Pepsi Max's on-pack promotion supporting a Top Gear sponsorship which allowed entries online or via SMS. It also discusses Coca-Cola's "Secret Formula" campaign across multiple platforms and applications to reward fans. Skittles' campaign to get over 100k Facebook likes in exchange for a scholarship prize is summarized. Solo's promotion during the World Cup to have fans pledge support virtually or via lucky undies, Budweiser's Facebook app allowing fans to customize photos, and Old Spice's viral video responses are briefly outlined. Finally, Ford's 100% social media launch of the new Explorer via insights and influencers on Facebook is mentioned.

1. Social Media AnalysisRound Two ‘Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time.” – Jean-Philippe Maheu, chief digital officer at Ogilvy

2. Social Media: Industry Analysis 1. Looking to the Future - Gatorade 2. Facebook ‘Ask Question’ feature 3. The Value of a Facebook Fan 4. Social Media Statistics 5. Case Studies 5.1 Pepsi Max 5.2 Coca Cola 5.3 Skittles 5.4 Solo 5.5 Budewieser 5.6 Old Spice 5.7 Ford Territory

3. New Social Media Office

4. Social Media: Looking to the Future Challenge “Taking the largest brands in the world and turning them into the largest participatory brands in the world” Gatorade’s Sr. Marketing Director, Consumer & Shopper Engagement Carla Hassan. http://mashable.com/2010/06/15/gatorade-social-media-mission-control/

5. THE LATEST FROM FACEBOOK

6. Social Media: Facebook Question

7. Social Media: Facebook Questions Facebook Questions has several defining features: 1. Photo questions: For example, if you take a picture of a bird, but don’t know what species it is, you can post the picture on Facebook Questions and get your answer. 2. Polling: If you’re simply looking for the answer to which driver is better: Whincup or Murphy? You can get your answer by creating a poll. 3. Tagging: Facebook seems to be placing a lot of emphasis on tagging questions based on category or topic. The goal seems to be to make Q&A discovery an easier and faster process by making it simple to look up questions on cooking, clothing, beer, photography, Queensland or a variety of other topics.

8. Social Media: Facebook Questions 4. Topic exploration: Facebook described this as a roulette-type feature that allows users to browse Facebook’s eventual mountain of Q&A. Under the “Questions about” drop-down menu, there’s a feature called “Everything” that allows users to browse the company’s catalog of questions. 5. Following: You can follow specific questions for updates and new answers. 6. Updated homepage: Facebook Questions does actually change the homepage, adding a new bar at the top of the page where you can choose to update your status, ask a question, add photos, or post a link.

10. Facebook Questions is not an advertising product. While brands with Facebook Pages will eventually be able to answer questions, it’s not meant to be a promotional platform; it’s meant to be a useful and insightful product for users.Where the feature could improve: Linking the question to the wall Responses to the questions could link to the wall Questions posted by administrators aren’t published in the tab. Can’t comment or like question. Only mark as helpful or unhelpful. This isn’t consistent across Facebook strategy. Analytics and search are reported not to be up to scratch, so look for improvement on this front.

11. The value of a Facebook Fan: An Empirical Review The study examined six leading contributors to Facebook Fan Value: Product Spending Brand Loyalty Propensity to recommend Brand Affinity Earned Media Value Acquisition Cost Source: Syncapsewww.syncapse.com

12. Methodology A 25 minute survey with over 4000 respondents across North America. Research was focused on 20 top consumer brands. Source: Syncapsewww.syncapse.com

13. Key Findings On average fans spend an additional $71.84 on products for which they are fans compared to those who are not fans. Fans are 28% more likely than non fans to continue to use a brand Fans are 41% more likely than non fans to recommend a fanned product to friends. 81% of fans said they feel connected/empathy with the brand. Average annualised value of an individual fan is $136.38 Source: Syncapsewww.syncapse.com

15. Facebook now has over 500 million users! 2. The average Facebook user has on average 130 friends 3. Foursquare has recorded over 100 million Check ins Bloggers who installed the Facebook “like” widget on their blog sidebar experienced a 50% increase in referral traffic from Facebook. Some number’s for you…

16. Some number’s for you… Emails that included options like share on Facebook or Twitter generated a 30% higher click through rate. In addition when emails included at least three different sharing options, publishers experienced a 55% higher CTR on average. 6. 22% of time online is spent on social media. To put that in perspective 1 in every 4.5 mins is spent on social networks - Australian web users spend the most time on social networks averaging 7 hours 19 minutes per month (April 2010). - Australian users spend on average 7hrs: 45min: 28sec per month (April 2010). 7. In April 30 billion videos were viewed online. 42% of which were hosted on Google (YouTube). On average each viewer watching 171 videos with an average viewing time around 2 mins each clip.

17. CASE STUDIES

21. 2. $50,000 “cash”.Minor Prize: 80 daily winners collecting $1000 each

24. Pepsi Max Online Pepsi Max Competition Homepage

25. Pepsi Max Online

26. Pepsi Max Online Entry Mechanic Prize description

27. Pepsi Max Online Daily Winners list Instant wins in store

28. Pepsi Max Online

29. Pepsi Max: Campaign coverage www.netrewards.com.au

33. 1. Secret Formula

34. Secret Formula - YouTube

35. Secret Formula - Twitter

36. Secret Formula – URL secret links

37. Secret Formula – Web Video link

38. Coca Cola – Secret Articles Overview

39. 2. Smile-izer – Web Application

40. Smile-izer – Web Application

41. Smile-izer – Web Application

42. Smile-izer - Web Application

43. 3. Ahh Giver – Facebook Application

44. Ahh Giver- Step One

45. Ahh Giver – Step Two

46. Ahh Giver – End Result

48. Skittles – Creative Examples

49. Skittles – Creative Examples

50. Skittles - End Result

52. Call to Action was large & obvious. This single minded message left it clear to the fans what they had to do to partake.

53. Tailored messaging depending on number of likes so far in campaign. Prompting fans that have already liked to spread the message to their friends.

55. Fans could either record a video, take a photo or make a pledge online to show their support. Mediums: - Online, Facebook & Outdoor Advertising

56. Solo - Lucky Undies

57. Solo - Lucky Undies

58. Solo - Lucky Undies

59. Solo - Lucky Undies

62. Budwieser - Step One

63. Budwieser: Step Two

64. Budwieser: Step Three

65. Budwieser: Step Four

66. Budwieser: Step Five

67. Budwieser: Step Six

68. Budwieser: End Result A flag of your selected country was populated with each specific profile pic that was submitted. Showing the enormity of the application and your countries support.

70. The campaign started with a singular video ‘The man your man could smell like’. Attracting around 19 million views.

71. Following this a second video was produced ‘The return of the man your man could smell like’. Which to date has had 6.9 million views.

73. Old Spice

74. Old Spice Whilst fans are engaged online the brand also has set up an ecommerce platform to capitalise on the opportunity to increase sales.

75. Old Spice End Result: - Sales have increased 107% in the past month. - Total web views reached 110 million views.

76. Old Spice Old Spice Intern: Something similar for the Roving Reporter.

78. During this process they tapped into some key influencers to talk about some of the features that this new model will include.

79. They ran a competition on the page: “Get to 30,000 fans and we will reward a fan”

81. Ford Explorer Launch 2011 Example of Comms

82. Ford Explorer Launch 2011 Example of Comms

83. Ford Explorer Launch 2011 Example of Comms

84. Ford Explorer Launch 2011

85. Ford Explorer Launch 2011 Timeline of activity during launch.

86. Ford Explorer Launch 2011

87. THE END“I hear YouTube, Twitter and Facebook are merging to form a super-social media site – YouTwitFace.” – Conan O’Brien, The Tonight Show