SOCIAL MEDIA
A PRESENTATION FOR CADBURY AUSTRALIA
BY THE TABOO GROUP

PRESENTED BY: FRAMEWORK CREATED BY:
Andrew Mackinnon (Managing Director) Marek Wolski (Social Media Planner)
Richard Hack (Strategy Director) Maria Gioffre (PR Manager)
Maria GIoffre (PR Manager) Stephanie Tascon (Project Manager)
Marek Wolski (Social Media Planner)
Andrew Ranger (Guerrilla Innovations)

OVERVIEW
The Taboo Group
Social Media 101
Cadbury in Social Media Landscape
How to use Social Media
Measurement and Accountability
Getting Involved

THE TABOO GROUP

THE TABOO GROUP
The Taboo Group, Est. 2000
Independent marketing & communications agency specialising in non-traditional media
Our motivation & success in non-traditional media comes from youth culture
understanding & consumer insight
Taboo’s experience, regular engagement & open communications with this audience
provide unique insights regarding what new media are effective, how, when & why.
Our goal is to generate value creating solutions for consumers through engagement &
interaction & for clients through results on marketing objectives
Ultimately, Taboo bridges the gap between brands & youth
Among others, work with Carlton United Breweries, NAB, Universal Pictures and
Cadbury.

CHUPA CHUPS
CAMPAIGNS BY THE
TABOO GROUP

CHUPA CHUPS 50TH BIRTHDAY

CHUPA CHUPS MTV AWARDS

CHUPA CHUPS CHUCK

SOCIAL MEDIA
WAS USED AND INTEGRATED IN EACH
CAMPAIGN
ADDED VALUE TO EACH CAMPAIGN
MADE SUCCESSIVE CAMPAIGNS MORE
SUCCESSFUL

TABOO CASE STUDY
NELSON
The cornerstone of this campaign (and subsequent media ‘hook)’ has
been that NELSON is a beer designed by the people, for the people.
BRIEF
Publicise the NELSON brand story and develop desired brand associations.
Blogs:
Blogs:
Hand beer over to consumers to discuss, engage and provide feedback.
RESULTS
Editorial secured placing Nelson in the global arena
4.9 million worldwide audience exposure
Viral spread from blogs to Twitter, Facebook & social bookmarking

SOCIAL MEDIA 101

SOCIAL MEDIA EXPLAINED:
COCKTAIL PARTY

SOCIAL MEDIA ACTIVITIES
OF ONLINE AUSTRALIAN
16m Online Australians
12m involved in Online Social Media
12m share photos online
12m share links online
12 m read blogs
10m look at someone else’s profile
9.5m added comments on websites
9.5m updated their own online profile
6.5m share videos online
3.7m interacted directly with companies in social media
Source; Nielsen Online Consumer Generated Media Report 2009

WHAT IS SOCIAL MEDIA?
Social media are a series of Internet-based
tools which allow consumers to engage with
information on their own terms
Display Advertising vs Social Media Participation

WHAT IS SOCIAL MEDIA?
ANY ONLINE
PLATFORM FOR
DISCUSSION AND
SHARING

POPULAR SOCIAL MEDIA
NETWORKS
Social networks facilitate interaction between
people that share common interests.
BLOGS
Blogs are constructed of articles/images/videos
that feature regularly updated content, allowing
for comments and social tools to be embedded.
INFORMATION
Social information is a point of reference
generated through the collaboration and
categorisation of information by users.

TWITTER: BASIC OPERATIONS
Twitter a network to follow/be followed by users making
short 140 character updates.
Tweep or Twit: a Twitter user
Tweet: message written on Twitter
Follower: someone who tracks your tweets
Re-Tweet/RT: resending another's tweet
DM: direct message in private to a specific user
@reply: sent to a specific user but visible to all
@mention: used when mentioning another user in message
# hastag: marks a designated topic.

SOCIAL MEDIA
CONNECTS USERS
OVER A COMMON
INTEREST

FREQUENCY OF USE OF SOCIAL NETWORKS
BY AUSTRALIAN USERS
Source; Nielsen Online Consumer Generated Media Report 2009

WHICH PLATFORM?
SOCIAL NETWORKING
Twitter 700,000 (4.3%) DELICIOUS
Facebook 6.7 million (41.5%) DIGG
LINKDIN
Myspace 2.6 mil (16.2%)
TWITTER
Linkdin 520,000 (3.2%) FLICKR
FACEBOOK
YOUTUBE
SOCIAL INFORMATION MYSPACE
Digg 420,000 (2.6%)
Delicious 300,000 (1.8%)
BLOGS
Flickr 1.4 million (8.4%)
Youtube 4.3 million (24%)
2.5% 13.5% 34% 34% 16%
INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS

WHO IS USING SOCIAL MEDIA?
12 MILLION
AUSTRALIANS

ENGAGEMENT TORNADO
LARGE RESULT
SHARE
LEVEL 3 - SHARE ATTITUDE
INTEREST
LEVEL 2 - ATTITUDE
SHARE
LEVEL 1 - INTEREST ATTITUDE
INTEREST
SMALL SEED

THE TORNADO
SOCIAL MEDIA
EMPOWERS BRAND
ADVOCATES TO
SHARE YOUR
CONTENT

SOCIAL MEDIA CONSIDERATIONS
FOR BRANDS
BRAND BENEFITS BRAND WATCHOUTS
Opens a dialogue: Understand the etiquette & operational functions
Brand-Consumer / Consumer-Consumer of platforms
Engagement Must be authentic, honest & transparent
Credibility Requires relevant and tailored content
Third party endorsement Communication principles still apply
Viral Amplification
Cost-effectiveness

SOCIAL MEDIA SPHERE
INTEGRATION OF SOCIAL
MEDIA, DIGITAL & OFFLINE
ACTIVITIES MAXIMISES
RELATIONSHIP-BUILDING

CADBURY IN THE
SOCIAL MEDIA
LANDSCAPE

CADBURY DAIRY MILK
TRENDING DISCUSSIONS OVER LAST WEEK
Dairy Milk goes fair trade in UK: Positive
Dairy Milk should go fair trade in Aust: Neutral
Dairy Milk products smaller but same price in Aust: Negative
Dairy Milk adds palm oil to products in Aust: Negative

CADBURY DAIRY MILK

CADBURY DAIRY MILK

ISSUE MANAGEMENT
1. Remain transparent
2. Monitor your audience
3. Know your brand advocates and critics
4. Establish social media presence
5. Have a social media crisis strategy ready to
implement

CHUPA CHUPS
VITAL STATISTICS
1 mention every hour
79:1 Positive - Negative comment ratio
WHAT ARE YOU DOING RIGHT NOW?
Telling the world that I am eating a Chupa Chups

HOW BRANDS CAN
USE SOCIAL MEDIA

BRAND PARTICIPATION IN
SOCIAL MEDIA
EXTERNAL COMMUNICATION: RESEARCH:
BROADCAST/DISTRIBUTION CONSUMER INSIGHTS
INTERACTIVITY REAL-TIME MONITORING
CUSTOMER SERVICE EVALUATION

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"
"
"
"
" “Barack Obama won the presidency in a landslide
victory.
" The campaign’s proclivity to online advocacy is a
major reason for his victory”
RESULTS
5 million friends across networks
8.5 million monthly visitors to MYBO hub.
400,000 blog posts
35,000 volunteer groups
2000 official YouTube videos
80 million views of YouTube videos
442,000 user-generated videos on YouTube
3 million donors contributing 6.5 million times
#"$%&'()*+",--." !"
"

MEASUREMENT AND
ACCOUNTABILITY

REACH AND
ENGAGEMENT
EFFICIENT POWERFUL
Can be a highly targeted MarComm Reach:
Campaign investments can be large or small 12 million Australians
International audience
Frequency:
High usage of social media (30% use daily/ 50% weekly)
Viral:
Amplification extends reach beyond seeding
Influence:
Distribution of relevant & trusted opinion

MEASUREMENT
LEVEL 3 - SHARE
Social bookmarking
SHARE
Quantitative data
Link post
LEVEL 2 - ATTITUDE
Comments Qualitative data ATTITUDE
Ratings
INTEREST
LEVEL 1 - INTEREST
Site traffic Quantitative data
SHARE
Page views ATTITUDE
Time on site
INTEREST

GETTING INVOLVED

TABOO’S METHODOLOGY
Social Media Situation Analysis
Strategy Development
Campaign Execution
Evaluation

DISCUSSION
SOCIAL MEDIA IS TOO BIG TO IGNORE
I CAN’T CONTROL WHAT HAPPENS TO THE BRAND
I DON’T WANT TO ALWAYS BE UPDATING OR CREATING CONTENT

REVISIT THE PRESENTATION
THIS CADBURY SOCIAL MEDIA PRESENTATION IS AVAILABLE AT:
www.slideshare.net/thetaboogroup
VISIT OUR WEBSITE:
www.thetaboogroup.com.au
FOLLOW THE TABOO TEAM:
Andrew Mackinnon (Managing Director)
twitter.com/anmackinnon
Maria Gioffre (Public Relations Manager)
twitter.com/justmetagirl
Marek Wolski (Social Media Planner)
twitter.com/marekting
Stephanie Tascon (Project Manager)
twitter.com/stephtascon
p: +61 3 9827 7844 www.thetabogroup.com.au
f: +61 3 9826 2287 5 Oxford Street South Yarra Victoria Australia