Social Media Marketing Integration with Traditional Marketing

© Digital Vidya Advertising.   Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.   http://en.wikipedia.org/wiki/Advertising www.digitalvidya.com

© Digital Vidya The Company/ Brand •  500 brands worldwide in some 206 countries •  3,500 marketers around the world •  One of the largest spenders on Traditional Media Advertising •  Brand has one of the highest recall www.digitalvidya.com

© Digital Vidya Social-Traditional? •  If they were to have a Facebook and YouTube page for every country in which they market, then moderate and run those pages, investment of $30 to $40 million •  7 million fans across dozens of social- media sites –  On Facebook alone, 5,000 mentions per day, (99.2% of which is popular) •  Crowd Source Media www.digitalvidya.com

© Digital Vidya Social-Problem? •  How to do that as efficiently as reach out to customers in various markets. •  How to enable 3,500 marketers around the world can create and Run Local Program www.digitalvidya.com

© Digital Vidya Social-Strategy •  30 people global interactive group (only 4 on social media) •  KO Social Hub : Social Media tool kit that any of Coca-Cola's 3,500 marketers around the world can use locally to create programs •  FB: single presence, central pages http:// www.facebook.com/cocacola •  YouTube: YouTubecom/Coca-Cola country-local social page •  Partnership: –  "Dusty and Michael" fan page on Facebook www.digitalvidya.com

© Digital Vidya Social-Strategy •  Engagement: Polls •  Expedition 206: three ambassadors travel to 206 countries in the course of 365 days "generating happiness." •  What the ambassadors do in each country www.digitalvidya.com

© Digital Vidya Colgate Wisp •  Launch a New Product category: Mini Disposable Toothbrush •  Traditionally: Toothpastes are advertised to MOMs •  Challenge: Colgate wanted to get Wisp into the hands of young, urban consumers who are active daters. •  Urban,18- to 25-year-old men and women www.digitalvidya.com

© Digital Vidya Colgate Wisp- Be More Kissable •  Online Video •  Facebook Application •  Be the Face of Wisp photo contest. •  The photo contest sought to identify the most kissable person in America: •  Participants who entered the contest uploaded a photo to colgatewisp.com and received a widget that enabled friends to vote for them. •  The widget was shared via the Facebook and MySpace networks and via the microsite. www.digitalvidya.com

© Digital Vidya Colgate Wisp - Videos •  TV Commercial:http://www.youtube.com/watch? v=yrzzcUzcUFg •  “New Year’s Eve” POV: http:// www.youtube.com/watch?v=4I-x3HkBd6s •  Kissable Lips: http://www.youtube.com/watch? v=eajIxcf0ZZA •  Real Life Twitter:http://www.youtube.com/watch? v=BJ2rneJ2yBU www.digitalvidya.com

© Digital Vidya Colgate Wisp- Results •  Real Life Twitter video: 1.7 million plus views. •  “Be More Kissable” series: 4.1 million views. •  “New Year’s Eve” POV 1,255,872 views. •  “Kissable Lips”: 1,791,352 views www.digitalvidya.com

© Digital Vidya Frito-Lays What’s your Flavor Contest   Launched October 2009   Target Flavor Launch May 2010   Crowd Source Flavor   The winner would receive a cash prize of Rs. 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the end of May 2010. www.digitalvidya.com

© Digital Vidya Traditional-Social: Key Takeaways •  Social is just another channel. Albeit it offers better reach and is here to stay. •  Get your hands wet. •  Look at natural integration and initially do not try to build your programs around social •  Partner to acquire skills, if needed. www.digitalvidya.com

© Digital Vidya Thank You! Want to leverage SMM for your Business? Join us in our next Bootcamp www.digitalvidya.com twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com www.digitalvidya.com

Social Media Marketing Integration with Traditional Marketing

by Digital Vidya on Jul 26, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 78

Statistics

Social Media Marketing Integration with Traditional Marketing — Presentation Transcript