Issue 2: August 09
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
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 following will be covered in this
edition of the Leap:
Issue 2: August 09
How social media How social media differs
from traditional media?
traditional media High
If we think of traditional marketing
theory, the 4 p‘s (product, price, place Media
and promotion) come to mind. However
with the introduction of online, and
specifically social media, there is a
new, 5th P, participation.
If we get our customers to participate
with us on an ongoing basis (instead of
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
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
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 .
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
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?
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
• 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
Step 3: Product development: creating
social media products that engage the
brand's audience and can generate
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
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
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
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
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
Credibility factor: adverts that are not
relevant to the vast majority of
Issue 2: August 09
fans to drive its
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
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
newsworthy, exciting, engaging, and
more importantly prompted a call-to-
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
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
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
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
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.
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
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
As part of the campaign Creme Egg
profiles on Bebo and Facebook were
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
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.