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Mindshare Leap
 

Mindshare Leap

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    Mindshare Leap Mindshare Leap Document Transcript

    • Social Media Issue 2: August 09
    • Social Media Issue 2: August 09 The LEAP Introduction How social media differs from traditional media : The excitement around social For more info click here media often centers on the technologies — How to set up and manage Facebook, blogs, Twitter and a social network: Myspace. But this is the wrong For more info click here approach. The power of social media is that it's about the What is Twitter? For more info click here relationships it builds and supports, not the technologies. So why include social media/ networks in your media strategy? Experienced marketers understand For more info click here that success in targeting and developing profitable relationships with various audiences comes from developing a 360 degree approach Case Studies with the consumer at the centre. VW. For more info click here Starbucks. For more info click here Rather than think about crafting a strategy around social Cadbury. For more info click here technologies, marketers should be pondering how they can use social Estee Lauder. For more info click here technologies to support a customer relationship. Start with the goal, not the tool. The following will be covered in this edition of the Leap:
    • Social Media Issue 2: August 09 How social media How social media differs from traditional media? differs from traditional media High Traditional If we think of traditional marketing theory, the 4 p‘s (product, price, place Media and promotion) come to mind. However Investment with the introduction of online, and specifically social media, there is a new, 5th P, participation. Social Participation Media If we get our customers to participate with us on an ongoing basis (instead of High Low Time & just talking at them) we learn so much more about them. This will result in Effort increased trust, better • Source http://startupblog.wordpress.com engagement, preference, word of mouth and ultimately brand loyalty. • Strategy needs to be a function of investment availability Today's marketers need to ensure that they do not serve their online customers • Both traditional and social media can in the same way they would traditional live together and complement one media customers. Traditionally another marketers would talk at an audience but with a social network you create a • Social Media needs to be viewed as a community which you talk with and long-term initiative with the option to participate in. Source build in short-term tactical elements www.marketingprofs.com along the way (Keep it fresh and interesting). Stay up to date and know when to get out Traditional media generally runs for a specific period, however, social networks are ongoing. It is therefore important to ensure up-to-date information and ongoing communication. Exit strategies are therefore important when using a social network .
    • Social Media Issue 2: August 09 How to setup and Step 4: Marketing campaigns: driving manage a social interest and consideration of brands by listening to audience needs and network responding to them with content, dialogue and functionality Planning Social media activity should be knowledgeable, useful, desirable, open Social media comes with a new set of and shareable. And it needs to achieve characteristics and behaviours, most this for both the audience and the brand importantly, the active involvement of the audience. This requires new ways of thinking about planning and evaluating So What? media activity. Social networks can offer a brand a Social media should therefore be used to number of benefits, however you need to understand, amplify and influence the understand the following: conversation around products and services. • Are you aware of and monitoring existing conversations about your brand Measuring • Are you there for the right reasons ? The measurement of social media differs • Do you have adequate resources to from traditional media in both its impact develop the campaign and to maintain it? and how the value of that impact can be determined. This is a constantly evolving • Are you prepared for any negative space and it produces new ways for consequences? audiences and brands to engage with each other. • Who and where is the target audience? Setup • Is your chosen solution or content: oOriginal and entertaining Before embarking on a campaign, it is oShareable, desirable or unique important to establish whether your brand is right for social media. oRelevant to the target market oEasy to use Step 1: Situation analysis: understand and quantify the effect social media • Are there systems in place for tracking marketing can have on your brand and and measuring the activity sales • How long do you propose to maintain the Step 2: Research in social activity environments: monitoring audience conversations about the brand or product • Do you have an exit strategy and understanding their effect: what they're saying, why and where they're Source www.warc.com saying it Step 3: Product development: creating social media products that engage the brand's audience and can generate revenues
    • Social Media Issue 2: August 09 mission statement or value proposition What is Twitter? here. It doesn't have to be perfect or transcend generations, because it will Twitter is a micro-blogging site that evolve as you proceed. allows you to post mini-messages called Source Social Media 101 tweets. Opportunities: The heading on the message-entry form in Twitter is "What are you doing?" That • Using well-known people as brand question is deceptive. No one really ambassadors? cares what you are doing unless it is really interesting. Instead, use Twitter as • Creating dialogue and debate around a communication and conversation tool. an ATL campaign? Twitter is not an advertising medium. Posting one marketing message after Twitter vs Facebook another isn't effective. It doesn't attract prospects or engage customers. If you Facebook appeals to people looking to are not going to use it to establish reconnect with old friends and family relationships, stay away—far, far, away. members, or find new friends online. Includes features like email, instant messaging, image and video sharing, etc. Why should you use it? Twitter, on the other hand, encourages Twitter is the fastest-growing social- you to grab ideals in byte-size chunks media site, with an estimated 14 million and use your updates as ―jumping off unique visitors in March 2009, compared points‖ to other places, or just let others with 2.6 million in August 2008. Most of know what you‘re up to at any given the users are age 25-54, with the largest moment. segment the 45-54 age group (Interestingly, not the youth). (Source: comScore Media Metrix) How do you use Twitter You need a plan, because building a following requires a consistent message and continual updates. If you are not actively tweeting, your base won't grow. You'll be talking to yourself… Start by defining your purpose for tweeting. You are not creating your
    • Social Media Issue 2: August 09 people, are annoying and affect the So why include credibility of the advertising space. social media/ Interruption advertising: that‘s not to networks in your say it‘s bad, but prospects are not in that mindset where they‘re actively looking for media strategy? what you‘re offering. However this can be combated by including search engine Social networks have a number of risks marketing. This is great because you and rewards. However before deciding attract people who are actively typing in whether or not to utilise social networks keywords and phrases related to your the following need to be examined: products and/or services. Overly intrusive marketing messages Benefits of social media Marketers need to realise the risks of Social networks can offer brands 4 overly intrusive marketing messages if advantages over other forms of online they are to succeed in communicating media: positive brand messages. Harassing 1. Users spend relatively long average users can damage the reputation of a times per visit on networking sites. brand. For this reason marketers need to ensure that the relevant databases are 2. Networkers are typically connected to used for specific messages. An large numbers of fellow users/ important note, users must have opted in groups. This provides the potential for to receive the content. rapid viral campaigns with relatively low media spend by advertisers. Source http://nmk.co.uk 3. Consumers use such sites for semi- public communication, content So What? sharing and relationship building. This allows for personal two way Only include social media in your future interactions, relating to their target plans if a strategy has been developed markets behaviours and passions. including an exit strategy. It is important to understand that a social media 4. Generally more involved and campaign requires continuous updates engaged, therefore, highly and monitoring - failure to do so may attentive, and captive market. damage your brands‘ online credibility Source www.warc.com and affect your offline business. Risks associated with social networks Credibility factor: adverts that are not relevant to the vast majority of
    • Social Media Issue 2: August 09 Source www.utalkmarketing.com Volkswagen gets fans to drive its marketing via social media. Volkswagen launched a new marketing campaign for its Tiguan model driven by its fans through social media channels. ‗The People's Reviewer‘ involves the search for a new type of car reviewer who will put the VW Tiguan through its paces. Over 1,000 people applied for the post via YouTube video auditions and email entries on thepeoplesreviewer.com. From that list, nine contestants were given one week to try out the Tiguan and its many features as well as record a short video review. These user generated videos were to be voted on by the public, with the winner driving off with the Tiguan. The marketing campaign was driven by the contestants who were faced with the task of building followers and winning votes. Contestants were taught how to tell their stories using Twitter, Facebook, YouTube and Flickr. The campaign serves as a great example of combining social media with an off-line experience. The campaign was enhanced by the hook i.e. winning a Tiguan. This made ‗The People‘s Reviewer‘ campaign newsworthy, exciting, engaging, and more importantly prompted a call-to- action.
    • Social Media Issue 2: August 09 $100 million - the biggest spend on a Starbucks turns to product launch for the restaurateur since it introduced breakfast in the 1970s. fans to drive Source www.utalkmarketing.com marketing online Starbucks is encouraging its fans to drive its marketing online. The aim of the campaign is to lure a new generation of drinkers and then get them to tell their story through social networks. According to the New York Times, the company claims it has 1.5 million Facebook fans and 183,000 followers on Twitter. The drive was led by posters – a radical move for a company that has to date avoided traditional advertising platforms. Consumers were encouraged to hunt the posting sites down and be the first to post a photo on Twitter. According to the company, it was simply developing an already established trend of fans competing to be the first to post photos of Starbucks stores decorated for the Christmas holidays online. The social media activity was supported via a series of YouTube videos with coffee experts talking about Starbucks coffee and a competition for company employees to submit headlines for future ads. The campaign was spurred on by a major offensive from McDonalds in a bid to promote its McCafe coffee drinks. The new McCafe outlets were positioned as coffee-friendly hang outs for drinkers looking for a direct alternative to Starbucks. The McCafe campaign was backed by TV, radio, print, outdoor and online, reportedly costing more than
    • Social Media Issue 2: August 09 built, a well as, a blog-based website at Cadbury Creme www.cremeegg.com which includes a highly addictive game, and a YouTube Egg social media channel at www.youtube.com/user/CremeEggGooT campaign ube Background and challenge 2. Creme egg online game and email driving traffic to site to encourage playing Cadbury Creme Eggs are only available of game for a limited period every year, and so it is important that their marketing has An online game was created - The Great impact and generates interest and sales. Eggscape – for Cadbury Creme Egg . The central character is Sir Eggbert The advertising agency was briefed to Shellby who is chief curator at the create a playful campaign around ‗goo‘ Museum of Eggs. for the 2009 Easter season. Social media was used to engage the target Eggbert Shelby is a collector of rare eggs audeince of 16-24 year old Creme Egg and for this reason Creme Eggs, which fans and social networking users. are only available from January 1st until Easter, are a highly prized item. The campaign was developed with three main strands – a DM (Direct Mail) The game illustrates the tension between pack, digital push including a the Creme Eggs, which are driven to website/game/social media and an online release their goo – it‘s in their DNA – and ad campaign. Eggbert Shellby, who wants to preserve these rare ‗eggy‘ exhibits at all costs. Implementation Results 1. DM Pack and website - 10% increase in the number of unique A limited edition direct mail pack was visitors YOY launched, with the aim of driving - 41% increase in the average dwell time recipients online to social media sites YOY such as Bebo and Facebook to talk - Double the number of average visits about Creme Eggs. per user YOY - 54% of visitors played 'The Great Recipients of the packs were chosen on Eggscape' game the basis of their engagement in the 2008 campaign, with only the biggest Source www.utalkmarketing.com online brand advocates receiving the package, which contained free Creme Eggs. As part of the campaign Creme Egg profiles on Bebo and Facebook were
    • Social Media Issue 2: August 09 Two big learnings arise from this Liz Hurley fronts campaign: Breast Cancer 1. Always keep your message relevant, remember the brand is in social media drive their world . Model and actress Elizabeth Hurley 2. Never underestimate the power of fronted a new campaign from Estée user generated content to engage Lauder to raise awareness of its Breast with the target market. Cancer Awareness campaign, that ran online and across social media websites. Source www.utalkmarketing.com Estée Lauder (which also owns the Clinique and Aramis brands), partnered with a number of social media and networking sites in a bid to target younger audiences and raise awareness of its campaign, which highlights the importance of the early detection of breast cancer. The campaign included a viral user- generated content based campaign themed around the title, ‗Share a Survivor Story, Inspire the World.‘ The viral was created in partnership with social media company Brickfish. This public service social media contest encouraged individuals to share inspirational stories, photos and videos about how breast cancer has affected them or someone they love. The campaign illustrated the willingness of social media users to share their lives with a brand, as long as the content was relevant to them. The campaign utilized an ever increasing source of content (that being user generated content) to engage with their market.