Cadbury Social Media

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Presented on 31.July.09 by The Taboo Group to Cadbury Australia. …

Presented on 31.July.09 by The Taboo Group to Cadbury Australia.

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  • 1. SOCIAL MEDIA A PRESENTATION FOR CADBURY AUSTRALIA BY THE TABOO GROUP
  • 2. 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)
  • 3. OVERVIEW The Taboo Group Social Media 101 Cadbury in Social Media Landscape How to use Social Media Measurement and Accountability Getting Involved
  • 4. THE TABOO GROUP
  • 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. CHUPA CHUPS CAMPAIGNS BY THE TABOO GROUP
  • 7. CHUPA CHUPS 50TH BIRTHDAY
  • 8. CHUPA CHUPS MTV AWARDS
  • 9. CHUPA CHUPS CHUCK
  • 10. SOCIAL MEDIA WAS USED AND INTEGRATED IN EACH CAMPAIGN ADDED VALUE TO EACH CAMPAIGN MADE SUCCESSIVE CAMPAIGNS MORE SUCCESSFUL
  • 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. SOCIAL MEDIA 101
  • 13. SOCIAL MEDIA EXPLAINED: COCKTAIL PARTY
  • 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. 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. WHAT IS SOCIAL MEDIA? ANY ONLINE PLATFORM FOR DISCUSSION AND SHARING
  • 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. 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. SOCIAL MEDIA CONNECTS USERS OVER A COMMON INTEREST
  • 20. FREQUENCY OF USE OF SOCIAL NETWORKS BY AUSTRALIAN USERS Source; Nielsen Online Consumer Generated Media Report 2009
  • 21. 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
  • 22. WHO IS USING SOCIAL MEDIA? 12 MILLION AUSTRALIANS
  • 23. ENGAGEMENT TORNADO LARGE RESULT SHARE LEVEL 3 - SHARE ATTITUDE INTEREST LEVEL 2 - ATTITUDE SHARE LEVEL 1 - INTEREST ATTITUDE INTEREST SMALL SEED
  • 24. THE TORNADO SOCIAL MEDIA EMPOWERS BRAND ADVOCATES TO SHARE YOUR CONTENT
  • 25. 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
  • 26. SOCIAL MEDIA SPHERE INTEGRATION OF SOCIAL MEDIA, DIGITAL & OFFLINE ACTIVITIES MAXIMISES RELATIONSHIP-BUILDING
  • 27. CADBURY IN THE SOCIAL MEDIA LANDSCAPE
  • 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. CADBURY DAIRY MILK
  • 30. CADBURY DAIRY MILK
  • 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. 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. HOW BRANDS CAN USE SOCIAL MEDIA
  • 34. BRAND PARTICIPATION IN SOCIAL MEDIA EXTERNAL COMMUNICATION: RESEARCH: BROADCAST/DISTRIBUTION CONSUMER INSIGHTS INTERACTIVITY REAL-TIME MONITORING CUSTOMER SERVICE EVALUATION
  • 35. S2&"MDNG"1&?"<38&"<&6E&%")<"82&"2;?":96"&'&7896)'")783E383&<+"A382"<59B&<"82)8"6&)72&%" 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&" OBAMA: MYBARACKOBAMA.COM @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 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. MEASUREMENT AND ACCOUNTABILITY
  • 37. 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
  • 38. 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
  • 39. GETTING INVOLVED
  • 40. TABOO’S METHODOLOGY Social Media Situation Analysis Strategy Development Campaign Execution Evaluation
  • 41. 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
  • 42. 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