Social Media in Fanta Case

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Show how we can exploit the fast growing social media and show the advantage over microsite in ads campaign

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Social Media in Fanta Case

  1. 1. TCV Media Co,Ltd., Social Network Mining
  2. 2. Content <ul><li>Why SNS ( social network service ) ? </li></ul><ul><li>Standalone Micro site vs SNS </li></ul><ul><li>A brief about 2 big players: Facebook and Z i n g me </li></ul><ul><li>How can we mine them? </li></ul><ul><li>Some SNS ideas for Fanta </li></ul><ul><li>Benefit and cost estimation </li></ul>
  3. 3. <ul><li>Social Network Services ( SNS ) is a global trend </li></ul><ul><li>Everyone joins internet nowaday will take part in one or more SNS: </li></ul><ul><li>Photo, video uploading, make connections with friends, playing games... </li></ul><ul><li>The buzz will speard out very quick in community  new tool was born: viral marketing </li></ul><ul><li>Users in SNS become strong communication force, even stronger traditional media like TV </li></ul>Why SNS?
  4. 4. Standalone Micro site vs SNS <ul><li>Standalone micro site: traditional in online marketing </li></ul><ul><li>One way communication: broadcast information to users, hard to process feedback </li></ul><ul><li>If we don’t advert the site, no one knows! We lost money in advertising </li></ul><ul><li>Many heard the ads, but few stick with the site (see the funnel) </li></ul><ul><li>Micro site is a shop, the brand has to find and attract its customers with many efforts </li></ul><ul><li>No built-in communication tool like fan page, forum. Burn efforts on these things. </li></ul>Oneway communication
  5. 5. Standalone Micro site vs SNS <ul><li>SNS apps: modern online marketing </li></ul><ul><li>Engaging the consumer in a conversation, hence building trust and authenticity in a low trust world. </li></ul><ul><li>Using viral marketing “word-of-mouse”: from 1 seed to swamps of users (see the funnel) </li></ul><ul><li>SNS has many users, it seem like a big market and the brand is on shelf </li></ul><ul><li>Built-in many communication tools: instant messenger, bulletin board, fan page… </li></ul>Conversation ready Word-of-mouse
  6. 6. Standalone Micro site vs SNS <ul><li>We no need to build a market to sell a thing, just bring it to sns supermarket and product sells itself </li></ul>
  7. 7. A brief about 2 big players in Vietnam: Facebook and Zing me
  8. 8. How can we mine them? <ul><li>SNS Fan page:Build free fan page and make event around </li></ul><ul><li>SNS Group sharing: Build bulletin board for sharing information about product </li></ul><ul><li>Viral marketing through special content: Make funny clips…then let it run in network </li></ul><ul><li>SNS Apps: Build “hot” apps on SNS platform relate to product and give the message </li></ul>
  9. 9. Some sns ideas for Fanta <ul><li>The treasure map of life </li></ul><ul><li>Shaking for lucky </li></ul><ul><li>Open the mystic bottle (or the can) </li></ul>
  10. 10. Some sns ideas for Fanta <ul><li>The treasure map of life </li></ul><ul><li>User click on the map to find the treasure, and publish on their feed </li></ul><ul><li>If they find the FANTA can on the map, they will get the promotion gift from Fanta </li></ul><ul><li>Built-in bulletin board, Fan page for the apps </li></ul><ul><li>When publish the feed always carry the brand, increase brand awareness for Fanta </li></ul><ul><li>The feed demo: </li></ul>
  11. 11. Some sns ideas for Fanta <ul><li>Shaking for lucky </li></ul><ul><li>Users click and drag the can (or the bottle) of FANTA </li></ul><ul><li>When time out the water come out show the number of luck </li></ul><ul><li>The bigger number users get, the more lucky when will have </li></ul><ul><li>If users get the promotion number, they will get the promotion gift </li></ul><ul><li>When publish the feed always carry the brand, increase brand awareness for Fanta </li></ul><ul><li>The feed demo: </li></ul>
  12. 12. Some sns ideas for Fanta <ul><li>Open the mystic bottle (or the can) </li></ul><ul><li>Users found a mystic can name “fanta”  , they click to the can (or bottle) to open the can. </li></ul><ul><li>They will get random lucky gift from mystic can </li></ul><ul><li>If they get special gift, they will get real promotion gift </li></ul><ul><li>When publish the feed always carry the brand, increase brand awareness for Fanta </li></ul><ul><li>The feed demo: </li></ul>
  13. 13. Thank for your time!

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