Ray Ban “Never hide” Campaign Social Media Strategy CAMPAIGN MANAGEMENT Rahul Nambiar, Paúl Mato 29/06/09 MDMK 10

Why a social media strategy? Creates engagement Creates experience and life to the brand Creates conversation among our consumers and prospects Helps Co-creation of products Channel to listen to the customers Act as a viral buzz creating engine

Creates engagement

Creates experience and life to the brand

Creates conversation among our consumers and prospects

Helps Co-creation of products

Channel to listen to the customers

Act as a viral buzz creating engine

Never Hide campaign – The Concept Be yourself, don’t feel shy, show yourself as you are

Be yourself, don’t feel shy, show yourself as you are

Proposal Never Hide concept fits perfectly with SM: As SM is making our lives more open As SM is being a way to spread messages The Hub of all communication Using it as a message shuttle Creation of brand awareness Engagement with the brand

Never Hide concept fits perfectly with SM:

As SM is making our lives more open

As SM is being a way to spread messages

The Hub of all communication

Using it as a message shuttle

Creation of brand awareness

Engagement with the brand

Customer Involvement Management is the Key Using Innovative tools to involve customers with the brand and product Social Media Strategy to revolve around following main elements Engagement with brand Act Viral Listening to Customers Responsiveness Actions

Using Innovative tools to involve customers with the brand and product

Social Media Strategy to revolve around following main elements

Engagement with brand

Act Viral

Listening to Customers

Responsiveness

Actions

Steps to Success Facebook ( Creating Engagement) Creation of the Ray-Ban Fan Page Never Hide App on FB We can create competitions (eg. Send us your pic with your Ray Ban sunglasses) Lead Generation is the Key The App will help to share the picture with friends Easy Connect up to online buy of the product Twitter – (Releasing Offers) Creation of the account - @neverhide Updates on offers and discounts Incentivizing Buy through twitter based approach Monitoring Conversation Usage of tools like radian6 to monitor the online conversation of the Never Hide Campaign

Facebook ( Creating Engagement)

Creation of the Ray-Ban Fan Page

Never Hide App on FB

We can create competitions (eg. Send us your pic with your Ray Ban sunglasses)

Lead Generation is the Key

The App will help to share the picture with friends

Easy Connect up to online buy of the product

Twitter – (Releasing Offers)

Creation of the account - @neverhide

Updates on offers and discounts

Incentivizing Buy through twitter based approach

Monitoring Conversation

Usage of tools like radian6 to monitor the online conversation of the Never Hide Campaign

Campaign Metrics Online Property Aim Campaign Metric Facebook App Engagement with Brand Generation of Leads No. of People registered in App No. of Referrals No. of Photo Uploads Twitter Release of Offer Engage with 1-to-1 Communication No. of Followers Click Through on Offers Sales Monitoring Listening and Customer Service Number of Negative Issues Monitored Number of closed issues Achieve Customer Satisfaction Rating of 4 for closed Issues

Engagement with Brand

Generation of Leads

No. of People registered in App

No. of Referrals

No. of Photo Uploads

Release of Offer

Engage with 1-to-1 Communication

No. of Followers

Click Through on Offers

Sales

Listening and Customer Service

Number of Negative Issues Monitored

Number of closed issues

Achieve Customer Satisfaction Rating of 4 for closed Issues

Key Success factors Building the team Dedicated Social Media Project Manager Team of 2 to Monitor Online conversation on a 24/7 basis and Manage the twitter account Hire a Digital Agency to create the application and maintain FB fan pages Automate Automating most of Twitter and FB alert activity will be the key to success Automating as much response to customer queries Tracking Periodic review of the campaign success based on targets mentioned in the Campaign Metrics

Building the team

Dedicated Social Media Project Manager

Team of 2 to Monitor Online conversation on a 24/7 basis and Manage the twitter account

Hire a Digital Agency to create the application and maintain FB fan pages

Automate

Automating most of Twitter and FB alert activity will be the key to success

Automating as much response to customer queries

Tracking

Periodic review of the campaign success based on targets mentioned in the Campaign Metrics

SLIDE CAST BROUGHT TO YOU BY: PAUL MATO ALONSO AND RAHUL NAMBIAR, MASTER IN DIGITAL MARKETING, CLASS OF 2010, IE BUSINESS SCHOOL Thank You!