Social Media Campaign - Avatar Blue Drink

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The aim was to create a Social Media Campaign for Avatar Blue Drink Twitter Channel.

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Social Media Campaign - Avatar Blue Drink

  1. 1. TWITTER STRATEGY @AvatarBlueDrink
  2. 2. Raise awareness of Avatar blue brand & product portfolio GOAL
  3. 3. STRATEGY
  4. 4. PRODUCT RESEARCH Assessing strengths Challenges Technical elements
  5. 5. USER RESEARCH Spanish user Behavior inTwitter Uso de Twitter en España by aDigital, 2012 User targeting TweetAdder
  6. 6. KEY OPPORTUNITY KEY CHALLENGE KEY INSIGHTS Profile layout and multimedia material Product use cases Engage users Develop a Customer Service Relationship Youth oriented social media potential Website issues No customer engagement Layout design
  7. 7. BENCHMARKING Industry competitors
  8. 8. ADAPTING BEST PRACTICES Combining best practices on social media and competitors’ campaigns, and constant monitoring, analysis, and tweaking of strategy’s effectiveness with Twitter third party applications. Hootsuite PRO Tweet Adder
  9. 9. CAMPAIGN
  10. 10. LAYOUT DESIGN44.3% of the spanish user considers aTwitter account visuals very important. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy
  11. 11. BEFORE AFTER
  12. 12. BEFORE AFTER LOGO
  13. 13. BEFORE AFTER COVER PHOTO + BIO Unique Selling Proposal Short - Concise - Direct Curiosity Product Portfolio Product Portfolio Specifications Tagline / Slogan
  14. 14. BACKGROUNDDESIGN
  15. 15. USER RESEARCH
  16. 16. USER RESEARCH Ron Premium Ron Dominicano Premium Whisky Fiesta Copas Gin GinTonic Amigos Compras Online Alcohol
  17. 17. USER RESEARCH Deletion of 286 followings 153 - Inactive or quiet users 99 - Unfollow's 34 - Spammers
  18. 18. USER RESEARCH Following user targeted, opinion leader accounts Why? 70% Spanish users check profiles when is followed by another account 30 - 40% Probability to being followed. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy
  19. 19. TWEETS No more than 133 Characters Hashtags with Caps i.e. #ConsejosAvatarBlue Shrink Links SchedulingTweets (time sensitive- hootsuite) Relaxed, youthful tone of voice 8am-10am(50%) / 11am-12 (11%) / 1pm-3pm (40%) / 5pm-10pm(37.57%) 71% users log in to twitter around 3 times a day and less than 10 min. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy
  20. 20. USER ENGAGEMENT 61.9% share concerns about products and services. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy
  21. 21. TweetAdder - Opinion Leaders
  22. 22. TweetAdder - Opinion Leaders
  23. 23. TweetAdder - Opinion Leaders
  24. 24. TweetAdder - Opinion Leaders
  25. 25. use cases product portfolio recipes benefits & Reviews news
  26. 26. “Your customers don’t care about you, your products, or your services.They care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you” David Meerman Scott
  27. 27. Tweetadder:Talkative followers
  28. 28. Tweetadder: High RatioTweets
  29. 29. BrandValues & Lifestyle
  30. 30. BrandValues & Lifestyle
  31. 31. BrandValues & Lifestyle
  32. 32. OUTCOMES
  33. 33. RETWEETS:
  34. 34. FAVORITES:
  35. 35. FOLLOWERS:
  36. 36. BEFORE AFTER
  37. 37. IEMVDM_TERM2_INTERACTIVEMARKETINGTOOLS_TEAM_B

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