Network Marketing: Quicksilver Case

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Marketing on Facebook and other social networks: from the point of view of the company. Specific case of Quicksilver.
Advantages and Risks of using social networks for Advertising purposes.
Presentation for Digital Marketing Course. Master in International Management 2009.

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Network Marketing: Quicksilver Case

  1. 1. Network Marketing: The Marketers Quiksilver Group E
  2. 2. Why Situation Solution Company Facebook agenda Tracking Risks Initiatives Success Budget Group E
  3. 3. Why Company Situation Solution Facebook agenda Tracking Risks Initiatives Success Budget Group E
  4. 4. Mission: To become the leading global youth apparel company; to maintain our core focus and roots while bringing our lifestyle message of boardriding, independence, creativity and innovation to this global community. Company brands: Quiksilver, Roxy, DC, Tony Hawk, Leilani…
  5. 5. Why Situation Solution Company Facebook agenda Tracking Risks Initiatives Success Budget Group E
  6. 6. Situation: Current Losses Current losses Global Global Recession Outlook: Continued decline in Recession consumer spending Outlook: Continued decline in consumer spending
  7. 7. Why Solution Situation Company Facebook agenda Tracking Risks Initiatives Success Budget Group E
  8. 8. Advertise through Facebook • Increase brand awareness among key users • Estimated 2% increase in sales
  9. 9. Why Situation Solution Company Facebook? agenda Tracking Risks Initiatives Success Budget Group E
  10. 10. World’s largest online social network: 200+ million active users • Benefits of advertising on Facebook: • Superior targeting capabilities: faster Demographic, Geographic, Psychographic This presentation rulzzzz • Direct access to users Interactive: available 24/7 • Advertising cycle much faster than normal campaigns: increased flexibility • Create virality and massive brand awareness
  11. 11. Why Situation Solution Company Facebook agenda Initiatives Tracking Risks Success Budget Group E
  12. 12. Objective: Link Web Surfing to Wave Surfing • Subtle but honest • FB Applications: gifts, tests, games… • Profile “Fan of” •Events • Upload your best moves • FB Page: discounts, online-sales, reviews Downloads • Links to web page: Special on-line content for registered users: interviews with our stars...
  13. 13. Why Situation Solution Company Facebook agenda Risks Tracking Initiatives Success Budget Group E
  14. 14. Avoid being avoided • Saturation : • 70% think “The less ads the better” • Transparency of users: STP • Brand dilution • Content Control • Needs to be monitored wisely • Easy to copy • Response rate: • As low as 0.04% (BusinessWeek, 11/12/07) • Average 0.2% (BusinessWeek, 7/11/07)
  15. 15. Why Situation Solution Company Facebook agenda Tracking Risks Initiatives Success Budget Group E
  16. 16. Track the success of a campaign •How? •Intangible •ROI? •6 ways of measuring 1. Setting up goals 2. Web analytics 3. Analyzing previous information 4. Tracking the audience 5. Tracking conversations 6. Tracking syndication
  17. 17. Define tangible success measures 1. Define success metrics • Quantitative • Qualitative 2. Set goals based on the metrics 3. Track effects of goals and metrics and review them
  18. 18. Facebook Offers: • Click controls, weekly and real time reports • Number of fans, discounts redeemed at online- sales. • Targeting the right people with the right message
  19. 19. Why Situation Solution Company Facebook agenda Tracking Risks Initiatives Success Budget Group E
  20. 20. Quiksilver’s promotion and advertising budget • $122.1 million • Visitors at Quiksilver surf game online in two months: 20,000  334 viewers/day/application Initiatives in plan  11 applications
  21. 21. Facebook Budget • Bid max  $0.92 • Budget max per day  $700 • Annual budget  700 x 11 x 365 = $2.8 Million • Annual budget for digital marketing  3% x 122.1 Million = $3.66 Million
  22. 22. Igor Artemiev Group E Ahmet Giray Kai Ting Hsu MIM 2009 Farah Hudhud Carina Rial Gondar Virginia Rios Thank you! Lourens Verweij Maria Alejandra Zapata

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