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SOCIAL MEDIA
A PRESENTATION FOR CADBURY AUSTRALIA
         BY THE TABOO GROUP
PRESENTED BY:

Andrew Mackinnon (Managing Director)
Richard Hack (Strategy Director)
Maria GIoffre (PR Manager)
Marek Wols...
OVERVIEW
 The Taboo Group

 Social Media 101

 Cadbury in Social Media Landscape

 How to use Social Media

 Measurement a...
THE TABOO GROUP
THE TABOO GROUP
The Taboo Group, Est. 2000

Independent marketing & communications agency specialising in non-
traditional...
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
SUCCES...
TABOO CASE STUDY
NELSON
The cornerstone of this campaign (and subsequent media ‘hook)’ has
been that NELSON is a beer desi...
SOCIAL MEDIA 101
SOCIAL MEDIA EXPLAINED:
    COCKTAIL PARTY
SOCIAL MEDIA ACTIVITIES
  OF ONLINE AUSTRALIAN
 16m Online Australians
      12m involved in Online Social Media
      12m...
WHAT IS SOCIAL MEDIA?
Social media are a series of Internet-based
tools which allow consumers to engage
with information o...
WHAT IS SOCIAL MEDIA?


  ANY ONLINE
 PLATFORM FOR
DISCUSSION AND
    SHARING
POPULAR SOCIAL MEDIA
NETWORKS               Social networks facilitate interaction
                       between people t...
TWITTER: BASIC OPERATIONS
Twitter a network to follow/be followed by users making
short 140 character updates.


Tweep or ...
SOCIAL MEDIA



CONNECTS USERS
OVER A COMMON
   INTEREST
FREQUENCY OF USE OF SOCIAL
NETWORKS




                  Source; Nielsen Online Consumer Generated Media Report 2009
WHICH PLATFORM?
SOCIAL NETWORKING
  Twitter 700,000 (4.3%)
                                                               ...
WHO IS USING SOCIAL MEDIA?



 12 MILLION
AUSTRALIANS
ENGAGEMENT TORNADO
                          LARGE RESULT




                     SHARE

LEVEL 3 - SHARE      ATTITUDE

 ...
THE TORNADO


  SOCIAL MEDIA
EMPOWERS BRAND
 ADVOCATES TO
   SHARE YOUR
    CONTENT
SOCIAL MEDIA CONSIDERATIONS
FOR BRANDS

BRAND BENEFITS                         BRAND WATCHOUTS
  Opens a dialogue:        ...
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...
CADBURY DAIRY MILK
CADBURY DAIRY MILK
ISSUE MANAGEMENT
 1.   Remain transparent
 2.   Monitor your audience
 3.   Know your brand advocates and critics
 4.   Es...
CHUPA CHUPS
VITAL STATISTICS
    1 mention every hour
    79:1 Positive - Negative comment ratio


WHAT ARE YOU DOING RIGH...
HOW BRANDS CAN
USE SOCIAL MEDIA
BRAND PARTICIPATION IN
SOCIAL MEDIA
EXTERNAL COMMUNICATION:    RESEARCH:
  BROADCAST/DISTRIBUTION     CONSUMER INSIGHTS
  ...
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...
MEASUREMENT AND
 ACCOUNTABILITY
REACH AND
ENGAGEMENT
EFFICIENT                                POWERFUL
  Can be a highly targeted MarComm        Reach:
  ...
MEASUREMENT
LEVEL 3 - SHARE
  Social bookmarking
                       Quantitative data
  Link post                     ...
DISCUSSION

 SOCIAL MEDIA IS TOO BIG TO IGNORE

 I CAN’T CONTROL WHAT HAPPENS TO THE BRAND

 I DON’T WANT TO ALWAYS BE UPD...
REVISIT THE PRESENTATION
THIS CADBURY SOCIAL MEDIA PRESENTATION IS AVAILABLE AT:
www.slideshare.net/thetaboogroup


VISIT ...
Cadbury Social Media
Cadbury Social Media
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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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Transcript of "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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