Cadbury Social Media

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In July of 2009 the marketing department at Cadbury requested Taboo to help educate their team on the fundamentals of social media in Australia. This is the resulting presentation.

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Cadbury Social Media

  1. 1. SOCIAL MEDIA A PRESENTATION FOR CADBURY AUSTRALIA BY THE TABOO GROUP
  2. 2. PRESENTED BY: Andrew Mackinnon (Managing Director) Richard Hack (Strategy Director) Maria GIoffre (PR Manager) Marek Wolski (Social Media Planner) Andrew Ranger (Guerrilla Innovations)
  3. 3. OVERVIEW The Taboo Group Social Media 101 Cadbury in Social Media Landscape How to use Social Media Measurement and Accountability Getting Involved
  4. 4. THE TABOO GROUP
  5. 5. 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.
  6. 6. CHUPA CHUPS CAMPAIGNS BY THE TABOO GROUP
  7. 7. CHUPA CHUPS 50TH BIRTHDAY
  8. 8. CHUPA CHUPS MTV AWARDS
  9. 9. CHUPA CHUPS CHUCK
  10. 10. SOCIAL MEDIA WAS USED AND INTEGRATED IN EACH CAMPAIGN ADDED VALUE TO EACH CAMPAIGN MADE SUCCESSIVE CAMPAIGNS MORE SUCCESSFUL
  11. 11. 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
  12. 12. SOCIAL MEDIA 101
  13. 13. SOCIAL MEDIA EXPLAINED: COCKTAIL PARTY
  14. 14. 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
  15. 15. 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
  16. 16. WHAT IS SOCIAL MEDIA? ANY ONLINE PLATFORM FOR DISCUSSION AND SHARING
  17. 17. 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.
  18. 18. 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.
  19. 19. SOCIAL MEDIA CONNECTS USERS OVER A COMMON INTEREST
  20. 20. FREQUENCY OF USE OF SOCIAL NETWORKS Source; Nielsen Online Consumer Generated Media Report 2009
  21. 21. WHICH PLATFORM? SOCIAL NETWORKING Twitter 700,000 (4.3%) DELICIOUS Facebook 6.7 million DIGG (41.5%) LINKDIN Myspace 2.6 mil (16.2%) TWITTER FLICKR Linkdin 520,000 (3.2%) 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
  22. 22. WHO IS USING SOCIAL MEDIA? 12 MILLION AUSTRALIANS
  23. 23. ENGAGEMENT TORNADO LARGE RESULT SHARE LEVEL 3 - SHARE ATTITUDE INTEREST LEVEL 2 - ATTITUDE SHARE LEVEL 1 - INTEREST ATTITUDE INTEREST SMALL SEED
  24. 24. THE TORNADO SOCIAL MEDIA EMPOWERS BRAND ADVOCATES TO SHARE YOUR CONTENT
  25. 25. SOCIAL MEDIA CONSIDERATIONS FOR BRANDS BRAND BENEFITS BRAND WATCHOUTS Opens a dialogue: Understand the etiquette & operational Brand-Consumer / Consumer-Consumer functions 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
  26. 26. SOCIAL MEDIA SPHERE INTEGRATION OF SOCIAL MEDIA, DIGITAL & OFFLINE ACTIVITIES MAXIMISES RELATIONSHIP-BUILDING
  27. 27. CADBURY IN THE SOCIAL MEDIA LANDSCAPE
  28. 28. 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
  29. 29. CADBURY DAIRY MILK
  30. 30. CADBURY DAIRY MILK
  31. 31. 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
  32. 32. 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
  33. 33. HOW BRANDS CAN USE SOCIAL MEDIA
  34. 34. BRAND PARTICIPATION IN SOCIAL MEDIA EXTERNAL COMMUNICATION: RESEARCH: BROADCAST/DISTRIBUTION CONSUMER INSIGHTS INTERACTIVITY REAL-TIME MONITORING CUSTOMER SERVICE EVALUATION
  35. 35. 7);<&<"82)8"A&6&"%&&(&%"82&"(9<8"3(5968)*8"89":;':3''3*@"82&"7)(5)3@*?#"&'&7896)'" <86)8&@D0"" S2&"MDNG"1&?"<38&"<&6E&%")<"82&"2;?":96"&'&7896)'")783E383&<+"A382"<59B&<"82)8"6&)72&%" OBAMA: MYBO.COM 89")*")66)D"9:"5')8:96(<+")''"9:"A2372"%69E&"79*E&6<)839*"?)7B"89"82&"1&?"<38&"3*"96%&6"89" &*@)@&"82&"5&95'&+"&(59A&6"82&"E937&<+"6)3<&"82&"(9*&D")*%"@&8"82&"?998<"9*"82&" @69;*%"*&&%&%"89"A3*"82&"&'&7839*0" " " " “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 - 3 million on Facebook alone. 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
  36. 36. MEASUREMENT AND ACCOUNTABILITY
  37. 37. REACH AND ENGAGEMENT EFFICIENT POWERFUL Can be a highly targeted MarComm Reach: Campaign investments can be large or 12 million Australians small 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
  38. 38. MEASUREMENT LEVEL 3 - SHARE Social bookmarking Quantitative data Link post SHARE LEVEL 2 - ATTITUDE Comments Qualitative data ATTITUDE Ratings INTEREST LEVEL 1 - INTEREST Site traffic Quantitative data SHARE Page views ATTITUDE Time on site INTEREST
  39. 39. 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 HANDLING ISSUES COMMUNICATION: DAIRY MILK EXAMPLE
  40. 40. 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 Andrew Ranger (Guerrilla Innovations) facebook.com/andrewranger p: +61 3 9827 7844 www.thetabogroup.com.au f: +61 3 9826 2287 Oxford Street South Yarra Victoria Australia 5

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