Engaging GenY
Raising Corporate Brand Awareness
with a Facebook game
Social Media in a Corporate Context conference
Manche...
Reckitt ….. Who?
5
Welcome to Generation Y
Source: Wooimg Generation Y, Cable Daniel Dreyfuss (WPP Atticus Award Winner 2008)
Who are Generation Y?
So what characterises them?
Constantly connected
Self expressive
Brand aware
Socially conscious
83% sleep with their phone...
Drive awareness whilst target in ‘play’ mode
• Actively pursuing a role or not, the company
provides a level of engagement...
LearnPlay Search
Campus Brand Manager
http://apps.facebook.com/powerbrands
13
Listen
13
14
Listen
13
15
Invite them in
http://www.reckittbenckiser.jobs (no longer live)
14
16
Spread the news
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications...
17
Content Strategy
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communication...
18
Content Strategy
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communication...
19
Content Strategy
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communication...
20
Content Strategy
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communication...
21
Content Strategy
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communication...
22
Content Strategy
Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communication...
23
Invite them back
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24
Invite them back
17
25
Invite them back
17
26
Invite them back
17
27
Invite them back
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28
Invite them back
17
29
Invite them back
17
30
Invite them back
17
31
Results so far …
fans/likes on Facebook
monthly active users
In Top Ranking of >89,000 facebook games
mentions online
o...
Thank You
Find out more about us on:
Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine
Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine
Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine
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Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine

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Reckitt Benckiser presentation on engaging Generation Y at Social Media in a Corporate Context conference, held in Manchester 2010. Organised by Communicate magazine. Presentation given by
Drew Spencer, digital communications strategy director, Blackbridge Communications
Claudia Bach, marketing and pr manager, Reckitt Benckiser

Published in: Business
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Reckitt Benckiser's presentation at Social Media in a Corporate Context, organised by Communicate magazine

  1. 1. Engaging GenY Raising Corporate Brand Awareness with a Facebook game Social Media in a Corporate Context conference Manchester 19th October 2010
  2. 2. Reckitt ….. Who?
  3. 3. 5 Welcome to Generation Y Source: Wooimg Generation Y, Cable Daniel Dreyfuss (WPP Atticus Award Winner 2008)
  4. 4. Who are Generation Y?
  5. 5. So what characterises them? Constantly connected Self expressive Brand aware Socially conscious 83% sleep with their phone on or next to their bed 28% think a smartphone is necessary to have a good social life 68% keep track of what friends are doing on social networking sites Source: Pew Research centre 2010, Mintel 2010, eMarketers 2009 ‘Frequent social networking site activities’, L2 Brand ranking survey 2010, PWC 2008 71% say that being unique individuals within a group is important 42% say that appearing clever on sites like Facebook is important 26% are publishing their own blog 62% consider themselves brand conscious. Only 2% do not. 1 in 5 are a fan of a brand on Facebook and 1 of 10 follow a brand on twitter 72% said they would have to feel happy with their employer’s ethical record before agreeing to work for them 86% would consider leaving an employer whose behaviours no longer met their CSR expectations
  6. 6. Drive awareness whilst target in ‘play’ mode • Actively pursuing a role or not, the company provides a level of engagement that the target wants to be involved & a part of Learn Play Search Awareness modes Drive awareness whilst target in ‘search’ mode • Actively pursuing a job, and RB needs to ensure they are top of mind by having a continuous quality presence Drive awareness whilst target in ‘learn’ mode • Not actively pursuing a role / company however learning about the industry & credibility within will drive positive association
  7. 7. LearnPlay Search Campus Brand Manager
  8. 8. http://apps.facebook.com/powerbrands
  9. 9. 13 Listen 13
  10. 10. 14 Listen 13
  11. 11. 15 Invite them in http://www.reckittbenckiser.jobs (no longer live) 14
  12. 12. 16 Spread the news Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 15
  13. 13. 17 Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16
  14. 14. 18 Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16
  15. 15. 19 Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16
  16. 16. 20 Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16
  17. 17. 21 Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16
  18. 18. 22 Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications 16
  19. 19. 23 Invite them back 17
  20. 20. 24 Invite them back 17
  21. 21. 25 Invite them back 17
  22. 22. 26 Invite them back 17
  23. 23. 27 Invite them back 17
  24. 24. 28 Invite them back 17
  25. 25. 29 Invite them back 17
  26. 26. 30 Invite them back 17
  27. 27. 31 Results so far … fans/likes on Facebook monthly active users In Top Ranking of >89,000 facebook games mentions online of players are in target audience, 20% younger
  28. 28. Thank You Find out more about us on:

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