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Social Media and Online Branding Tom Ollerton, Skive @mrtomollerton [email_address]
 
<ul><li>“ oh yes you can” </li></ul>
<ul><li>3 main campaign objectives:  </li></ul>
<ul><li>3 main campaign objectives:  </li></ul><ul><li>1.Introduce “Skinny Cow” the brand </li></ul>
<ul><li>3 main campaign objectives:  </li></ul><ul><li>1.Introduce “Skinny Cow” the brand </li></ul><ul><li>2. Position Sk...
<ul><li>3 main campaign objectives:  </li></ul><ul><li>1.Introduce “Skinny Cow” the brand </li></ul><ul><li>2. Position Sk...
<ul><li>microsite? </li></ul>
<ul><li>microsite? </li></ul>Budget = Traffic + Build
<ul><li>microsite? </li></ul>Budget = Traffic + Build But what about  content ?
Our Solution: <ul><li>A facebook page that sits at the heart of the campaign </li></ul>
<ul><li>Audience = 3.9M </li></ul>
What Were the Advantages?
What Were the Advantages? <ul><li>1. Talkability </li></ul>
What Were the Advantages? <ul><li>1. Talkability </li></ul><ul><li>2. Additional Budget for Content </li></ul>
What Were the Advantages? <ul><li>1. Talkability </li></ul><ul><li>2. Additional Budget for Content </li></ul><ul><li>3. C...
Confession Book, Cowculator, Collectible Cow
Centralised Facebook Hub
Digital Display Centralised Facebook Hub
Digital Display Facebook Ads Centralised Facebook Hub
Digital Display Facebook Ads Print and Outdoor  Centralised Facebook Hub
Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor  Centralised Facebook Hub
Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor  Centralised Facebook Hub
<ul><li>Results:  </li></ul><ul><li>32,000 Fans in 3 months </li></ul>
<ul><li>Results:  </li></ul><ul><li>32,000 Fans in 3 months </li></ul><ul><li>KitKat which is a household name had 100K fa...
<ul><li>How Can We Take The Brand Forward? </li></ul>
The Brief <ul><li>Create renewed “buzz” in the online space </li></ul><ul><li>Tie in an online and offline event </li></ul...
<ul><li>Skinny Cow Swap Shop </li></ul>
 
 
 
Key Elements Marie Curie Donation Celebrity Cast-Offs Voucher  Media Player
<ul><li>Offline events can be quite daunting </li></ul>
 
 
 
Entries For Skinny Dip = 3,254
<ul><li>The fans asked us to do it again.. </li></ul>
Entries For Skinny Dip 2 =  10,200
Entries For Skinny Dip 2 =  10,200 With no media spend!
 
<ul><li>Swap Shop and Skinny Dip grew the facebook page by 20K fans and interactions with the page grew by 5x in one month...
<ul><li>“ We would like to place our activities and brands where people are, rather than dragging them to our platform” </...
<ul><li>Facebook use Skinny Cow as a New Business case study </li></ul>
Conclusion <ul><li>1. Offline is the biggest driver of online </li></ul><ul><li>2. Beware of being subservient to the plat...
<ul><li>@mrtomollerton </li></ul><ul><li>[email_address] </li></ul>
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2010.06 Social Media and Online Branding

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Interact Congress Barcelona 2010
Branding Online: The Time Is Now

Social Media and Online Branding

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2010.06 Social Media and Online Branding

  1. 1. Social Media and Online Branding Tom Ollerton, Skive @mrtomollerton [email_address]
  2. 3. <ul><li>“ oh yes you can” </li></ul>
  3. 4. <ul><li>3 main campaign objectives: </li></ul>
  4. 5. <ul><li>3 main campaign objectives: </li></ul><ul><li>1.Introduce “Skinny Cow” the brand </li></ul>
  5. 6. <ul><li>3 main campaign objectives: </li></ul><ul><li>1.Introduce “Skinny Cow” the brand </li></ul><ul><li>2. Position Skinny Cow as “permissible indulgence” </li></ul>
  6. 7. <ul><li>3 main campaign objectives: </li></ul><ul><li>1.Introduce “Skinny Cow” the brand </li></ul><ul><li>2. Position Skinny Cow as “permissible indulgence” </li></ul><ul><li>3.Drive engagement and break category norms. </li></ul>
  7. 8. <ul><li>microsite? </li></ul>
  8. 9. <ul><li>microsite? </li></ul>Budget = Traffic + Build
  9. 10. <ul><li>microsite? </li></ul>Budget = Traffic + Build But what about content ?
  10. 11. Our Solution: <ul><li>A facebook page that sits at the heart of the campaign </li></ul>
  11. 12. <ul><li>Audience = 3.9M </li></ul>
  12. 13. What Were the Advantages?
  13. 14. What Were the Advantages? <ul><li>1. Talkability </li></ul>
  14. 15. What Were the Advantages? <ul><li>1. Talkability </li></ul><ul><li>2. Additional Budget for Content </li></ul>
  15. 16. What Were the Advantages? <ul><li>1. Talkability </li></ul><ul><li>2. Additional Budget for Content </li></ul><ul><li>3. Compliment Existing Skinny Cow Website </li></ul>
  16. 17. Confession Book, Cowculator, Collectible Cow
  17. 18. Centralised Facebook Hub
  18. 19. Digital Display Centralised Facebook Hub
  19. 20. Digital Display Facebook Ads Centralised Facebook Hub
  20. 21. Digital Display Facebook Ads Print and Outdoor Centralised Facebook Hub
  21. 22. Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor Centralised Facebook Hub
  22. 23. Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor Centralised Facebook Hub
  23. 24. <ul><li>Results: </li></ul><ul><li>32,000 Fans in 3 months </li></ul>
  24. 25. <ul><li>Results: </li></ul><ul><li>32,000 Fans in 3 months </li></ul><ul><li>KitKat which is a household name had 100K fans at the same time. </li></ul>
  25. 26. <ul><li>How Can We Take The Brand Forward? </li></ul>
  26. 27. The Brief <ul><li>Create renewed “buzz” in the online space </li></ul><ul><li>Tie in an online and offline event </li></ul><ul><li>Drive further engagement with the FB page </li></ul><ul><li>Further amplify the BCI </li></ul>
  27. 28. <ul><li>Skinny Cow Swap Shop </li></ul>
  28. 32. Key Elements Marie Curie Donation Celebrity Cast-Offs Voucher Media Player
  29. 33. <ul><li>Offline events can be quite daunting </li></ul>
  30. 37. Entries For Skinny Dip = 3,254
  31. 38. <ul><li>The fans asked us to do it again.. </li></ul>
  32. 39. Entries For Skinny Dip 2 = 10,200
  33. 40. Entries For Skinny Dip 2 = 10,200 With no media spend!
  34. 42. <ul><li>Swap Shop and Skinny Dip grew the facebook page by 20K fans and interactions with the page grew by 5x in one month </li></ul>
  35. 43. <ul><li>“ We would like to place our activities and brands where people are, rather than dragging them to our platform” </li></ul>
  36. 44. <ul><li>Facebook use Skinny Cow as a New Business case study </li></ul>
  37. 45. Conclusion <ul><li>1. Offline is the biggest driver of online </li></ul><ul><li>2. Beware of being subservient to the platform </li></ul><ul><li>3. Social Media needs a strong creative idea </li></ul><ul><li>4. You must reward your visitors with engaging content or they’ll dump you </li></ul>
  38. 46. <ul><li>@mrtomollerton </li></ul><ul><li>[email_address] </li></ul>

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