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Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration
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Majestic Social Media Campaigns: Facebook, Twitter, YouTube integration

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A peek at Social Media development and strategy in action for Mac's Convenience and Korea National Tourism Organization

A peek at Social Media development and strategy in action for Mac's Convenience and Korea National Tourism Organization

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  • 1. Confidential Majestic Media Ltd What We Do Social Media Our Capabilities: i) Roll-out Strategy ii) Facebook Fan & Twitter Follower Acquisition iii) Moderation Policy iv) Contest Integration v) Custom Applications vi) Continuous Engagement vii) Branding Standards viii) Feedback Forum ix) Focus Group
  • 2. Social Media: Case Studies Mac’s Convenience: Froster Results The following was implemented for the Mac’s Social Media Campaign i) Roll-out/Implementation Strategy: Various initiatives set out in phases ii) Facebook Fan Page Acquisition Strategy: Led to over 22,000 Ontario-only fans iii) Moderation Policy: Sets the tone for the target demographic iv) Contest Integration: A microsite with Facebook Connect Integration v) Custom Applications: We created an e-Card application that help obtain fans vi) Continuous Engagement: Provided regular status updates to begin conversations around Frosters, promote the contest, the microsite, e-Cards and other in-store initiatives vii) Branding Standards: Ensured that content, images and all items uploaded by Majestic Media met the branding standards of Froster viii) Feedback Forum: Majestic Media leveraged the Fan Base to get ideas and feedback for the next Froster flavour (which WAS recently implemented nationwide). A small contest was held where people would submit Froster names & the winner then received free Frosters for a year. The strategy, concept and implementation was handled by Majestic Media. ix) Pin Point Targeting: Mac’s Convenience only wanted to target users 13-21 years old, with a strong emphasis on 17 years olds. And they only wanted an Ontario audience. x) Deep Engagement: Visitors uploaded custom images that went along with the in-store Froster campaign (Stick It Out There: we asked users to upload pics showing us how they stick their flavoured tongue out. Winner received a PS3 or a Nintendo Wii bundle)
  • 3. Social Media: Case Studies Mac’s Convenience: Froster KEY POINTS: • Started with 0 Fans • In 2.5 months there were 22,000+ Fans • Regional specific campaign: Ontario only • Created a custom moderation policy • Continuous engagement & promotion of Contest /microsite • Initiated viral growth of Facebook Fans BENCHMARK NUMBERS: Froster Fans: 22,000+ Fans (Ontario only) Other brands (National): • Powerade: 4,296 • Caramilk: 14,000 Fans • Corn Flakes: 4,026 Fans • Toys R Us: 5,866 Fans • Twizzlers: 4,939 Fans
  • 4. Social Media: Case Studies This was a microsite implemented for Mac’s that leveraged Facebook Connect . On the microsite, we hosted a contest: “Stick It Out There”. It was an online concept developed by Majestic Media that matched their in-store campaign where users would upload a picture showing how they stuck out their coloured tongue. They would then have to tell all their friends about the contest so they would vote for their picture in order to win a PS3 or Wii bundle. This site was part of the reason we were able to obtain so many fans when we initially launched the Fan Page.
  • 5. Social Media: Case Studies Social Media Optimized Campaign Resulted in: • Deep Brand Engagement • Drove in-store Sales • Viral Growth of microsite & contest • A fun experience for Froster lovers • Online Longevity & continuity of the brand • Holistic marketing efforts in-store Note: the collages show a portion of the Mac’s Convenience: Froster user generated content (UGC) during the MyFroster.ca campaign
  • 6. Social Media: Case Studies Mac’s Convenience: Froster ADVERTISING CAMPAIGN STATS: • Ad impressions: 152 million • Total Cost: $10K Note: Majestic Media optimized the ad campaign so it only targeted the desired demographic within Ontario. We also optimized the CPC bids to find the “sweet spot” that yields the greatest returns. Hence the low cost for a huge number of impressions EQUIVALENT AD CAMPAIGN COST ON ANOTHER NETWORK: If the campaign were implemented on another network, this would be the cost: Yahoo: 150 million impressions = range $300K-$3.75Million Industry CPM Cost: 150 million impressions = minimum $1.5 Million+ Note: Majestic Media has strong experience in monitoring, testing and optimizing ad campaigns for greater click-through rates, cost minimization, while meeting campaign objectives.
  • 7. Social Media: Case Studies Feedback Forum: Majestic Media engaged the Froster fans in their appropriate language (target audience 13-21), to obtain feedback on what they would like to see happen with the brand.
  • 8. Social Media: Case Studies Mac’s Convenience: Froster Results Build Strong Social Media presence while maintaining Mac’s brand integrity Provide deep engagement with Froster Fans & a forum for discussions while promoting in-store initiatives Re-branded Frosters: Juicy, Fun, Hip, Cool, High Energy, in- touch w/Social Media (perfectly targeted toward demographic) Holistic Campaign (Online = In-Store) Drove Froster sales with social media High ROI on advertising campaign
  • 9. Social Media: Case Studies The Korea National Tourism Organization (KNTO): In Progress The following was implemented for the KNTO Social Media Campaign i) Roll-out/Implementation Strategy: Various initiatives set out in phases ii) Facebook Fan Page Acquisition Strategy: Currently approaching 3,000 fans iii) Moderation Policy: Sets the tone for the target demographic (35+ yrs old) iv) Contest Integration: 40” LCD TV & 5 iPod Touches to be given away v) Custom Applications: A contest Facebook Application (www.apps.facebook.com/visitkorea) vi) Continuous Engagement: Provided regular status updates to promote and begin conversations surrounding Korea Tourism vii) Branding Standards: Ensured that content, images and all items uploaded by Majestic Media met the branding standards of the Korea National Tourism Organization viii) Pin Point Targeting: The KNTO only wanted to target those who were interested in travelling to Asia or abroad, teachers, and individuals over the age of 35 ix) Deep Engagement: We encouraged visitors to not only uploaded content and pictures to the contest, but to come back on a daily basis to vote and encourage their friends to vote for them so they can win the grand prize. We’ve had a total of over 100,000 votes thus far.
  • 10. Social Media: Case Studies The KNTO contacted us that they wanted to implement a social media campaign but had a limited budget and were unsure how to begin. We created the strategy, concept and executed the social media campaign which involved a custom contest application which not only encouraged people to participate, but to become fans and tell their friends about the contest: Incentive-based contest
  • 11. Social Media: Case Studies Korea National Tourism Organization KEY POINTS: • Over 500+ entries • Currently: 2800+ Fans Note: their US office has less than 2500 fans • Active Users of application: 10,000+ • Number of votes by visitors: 100,000+ • Continuous engagement & promotion of Contest and Korea Tourism information • Initiated viral growth of Facebook Fans BENCHMARK NUMBERS: Similar Initiatives: • Discover My Ontario (Gov’t of Canada): 2,677 fans • Discover My Ontario Application: 51 active users Note: They’ve implemented 2 large scale campaigns that began in the summer. The KNTO initiative was a smaller scale campaign to test the social media waters and has only been active for under 2 months. •
  • 12. Social Media: Case Studies The Korea National Tourism Organization: Social Media Campaign Social Media Optimized Campaign Resulted in: • Deep Brand Engagement • Promoted Interest to individuals interested in visiting Korea Note: These screenshots show a small portion of • Viral Growth of contest the user generated content (UGC) during the • Online Longevity & continuity of the brand campaign
  • 13. Social Media: Case Studies The Korea National Tourism Organization: Social Media Campaign ADVERTISING CAMPAIGN STATS: • Ad impressions: 140 million • Total Cost: $15K Note: Majestic Media optimized the ad campaign so it only targeted the desired demographic within Canada. We also optimized the CPC bids to find the “sweet spot” that yields the greatest returns. Hence the low cost for a huge number of impressions EQUIVALENT AD CAMPAIGN COST ON ANOTHER NETWORK: If the campaign were implemented on another network, this would be the cost: Yahoo: 140 million impressions = range $275K-$3.75Million Industry CPM Cost: 140 million impressions = minimum $1.35 Million+ Note: Majestic Media has strong experience in monitoring, testing and optimizing ad campaigns for greater click-through rates, cost minimization, while meeting campaign objectives.
  • 14. Social Media: Case Studies Discussion Forum While Promoting Contest: Majestic Media constantly provides updates to the VisitKorea.ca Fan Page including announcing winners for the contest. While providing these updates and encouraging discussions, we’ve created a peaceful atmosphere and culture within the Fan page where users can feel comfortable to communicate with one another. Please see example.
  • 15. Social Media: Case Studies The Korea National Tourism Organization: Social Media Campaign Build Strong Social Media presence while promoting Korea Tourism in Canada Provide deep engagement & a forum for discussions while promoting Korea tourism initiatives Promote the website: VisitKorea.ca Provided the KNTO the initial fan base and long-term strategy for a social media presence Despite lower Facebook users in Canada vs US and a lower budget for this initiative, we were able to establish a bigger Fan base than their US counterpart office

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