Social Media and Marketing. Old Spice Success Story and Statistics. Top Trends in Social Media in 2014

1. Marketing and Social
Media Campaigns
UTSAV OJHA
SCMS, PUNE

2. How to advertise on Social Media Platforms?
 Plan in advance what medium you are going to use. (Facebook, Twitter, Google+ etc.)
 Know your Target Customers. This is a vital step in ensuring you use the correct medium.
 Share Content Regularly. If you are inconsistent with sharing content, you brand might not
take off.
 It is important to maintain a constant brand image, for longevity of the advertisements.
 Keep track of the progress you’re making. Statistics are very important. User Web Analytics
play a vital role in shaping your campaign.

3. How to advertise on Social Media Platforms?
 Create an entertaining campaign, which will help attract Customers. The more catchy the
campaign, the more customers you get!
 If you find that something is creating a buzz, build on it, and give the people what they want.
Be careful not to overdo it though! These are thin lines you’re treading on!
 Be quick and effective! If something is creating a buzz, cash in on it!
 Interact with the audience. This is the make or break part of your advertising campaign. If
someone takes the energy to comment on your campaign, be sure to respond!
 Lastly, know what your customers want, and see areas of improvements through feedback
given by the customers

4. How Social Media Marketing Works?

5. Market Research Using Social Media
 Social Media Monitoring (SMM) tool -- These are the basic platforms for
"listening" to social media users. The primary functions of SMM tools are to
track "mentions" of products, services, brands, observations about
competitors, monitor competitor actions, and watch trending and industry
issues.
 Social Media Engagement (SME) tool -- These platforms invite users to
communicate directly by logging in on the site to gain permission to
contribute or interact. The beauty of these user-friendly platforms is that
they do not require users to leave the social media engagement platform in
order to participate. Users can engage with a brand, interact with each other,
communicate via a social network to which they belong (like Facebook or
Twitter), and post comments on a blog or forum - all from the SME

6. Market Research Using Social Media
 Social Media Relationship Management (SMRM) tool -- Like any customer
relationship management tool, an SMRM aggregates information about users from a
variety of sources in order to create a complete picture of the social media user.
Information may be gathered from all the SME platforms on which a user may
participate.
 Social Media Specialized (SMS) tool -- These tools are supplements to the tools in
the SMM and SME categories. SMS tools are designed to analyze and optimize a
particular component of a social media program.
 Social Media Content Management (SMCM) tool -- These tools are designed to
help with social media online content. Tools in this category facilitate one or more
activities related to social media Web content
creation, optimization, management, or distribution

7. THE OLD SPICE CAMPAIGN CASE STUDY
 Old spice is a brand that was previously associated with Old men, purchased
by Proctor and Gamble in 1990 in order to break into a new market, began
trying to broaden Old Spice to consumers through marketing spin-offs to
younger men in 1999.
 They waited until 2002 to launch a rebrand but began to be edged out of the
12-24 age market by deodorant brand ‘Axe’. In response, they launched
the ‘Swagger’ campaign.
 But the real example of their success is the series of Youtube videos featuring
Isaiah Mustafa aka The Old Spice guy: ‘the man your man could smell like’.

8. Case Study: Social Media Success:
STATISTICS
Twitter
 Old Spice made just 4 tweets about the
ad, all of which were well received.
 Their ‘followers’ on Twitter increased by
80000 within two days of the launch of
the advert
Facebook
 Within Just 6 Days of the ad being
released, the brand added over
17000 new fans.
 What makes the above fact
staggering is that it was 66% more
than the average user addition in
December. (0.03%)
 The number of people talking
about it increased twentyfold.
 Facebook interaction increased by
800%

9.  The above graph shows the increase in the Brand’s Channel Views since the
day the ad was launched (January 6) till January 12, which just goes to show
the success of the Campaign!
 Total number of Views: 236 million which is quite a feat in itself!
 SALES increased by a whopping 107%

10. Reasons for the Success of the Campaign
 One of Old Spice’s biggest achievements was that the videos were very
short, which allowed more people to view it, as it was a crisp and short.
 The put out their ad on YouTube, which gave them access to a larger
audience, perhaps even more than they expected.
 Publishing the Ad on TV, as well as online is what made it an even bigger
success.
 They were everywhere, be it Twitter, Facebook, YouTube, and were spreading
their brands message.
 They responded in real time. Within 24 hours of the video, the Old Spice guy
responded to tweets with 116 YouTube Videos, one of which included a
marriage proposal, which allowed them to keep the conversation rolling.

11. Reasons for the Success of the Campaign
 The used ‘The Ellen Show’, a hugely popular show as a medium, by
responding to their tweet with a video, which was then broadcast on her
show, making the brand even more visible to the consumers.
 Their Marketing was so good, that other mass media mediums picked it up, as
it was funny and quirky.
 They produced 100’s of videos which showed their approach, which was
QUANTITY over QUALITY which made sure that the ad was hugely successful
 The Marketing Team personally responded to tweets with custom video
messages which surprised the audience and led to the campaign going ‘Viral’.
 They added a negative twist, by introducing the ‘New Old Spice Guy’ which
led to several responses stating they liked the ‘Old Old Spice Guy’. They then
started a competition, which the Old Guy, won!

12. Top Trends in Social Media Marketing
 Mobile is about to go Mainstream
 Blogging is the #1 way to generate new business
 Google+ will grow faster than ever!
 Triggered e-mails will increase sales
 Image sharing and Video Sharing Sites will continue to rise
 Influencer Marketing and Word of mouth marketing will be one of the most
powerful ways to attract customers.

13. THANK YOU!