This document presents a case study about the recent launch of EQStable, the Zoetis social media program for its Equine pharmaceutical business: from strategy to content to over 100,000 likes with high engagement in just a few months.
Agency backgroundRole in Australia – challenged the US and they said….Current role and scope; Social and Mobile
SXSW quote about Coke & Oreos.You can do it for 1 of these 3 reasons…and the ALL relate back to business objectivesGrow Revenue: Direct selling promotion, Marketing Campaigns Reduce costs: ‘owned’ channel, Build a CommunityImprove satisfaction: customer service, Consumer Insights, Inform Your Marketing StrategiesYour strategy might fall in 1 in might actually fall in all 3. But what is most important to remember about social is that when I ‘like’ your page you are joining my best friend from school, my best man and my mother – this is an inner circle I am inviting you into, so don’t abuse the privilege and stay relevant – just talking about yourself wont gain you fans – lessen the product speak and start talking like human beings.social (including email)Over 50% of internet time spent is now on Social
It is great to see the legal and regin the room today Mutual respect and trust = loveYou will only succeed if you have a good partnership with your regBut you guys need to work on the relationship as much as they do – and buying them dinner tonight is a great start.
Zoetis | Social Media Case Study
EQ (EQUINE) STABLE:
MUTUAL PASSION CONNECTS BRAND
SOCIAL ARCHITECTURE PROGRAM
IDENTIFYING THE CULTURAL MODEL
Build their businesses
CHOOSING A PLATFORM
HANDLER / TRAINER
Based upon the established cultural model and venue determination, LiveWorld developed a comprehensive social content
programming plan, launch strategy, and growth plan; followed
by launch, ongoing management, content programming, engageinsights gleaned as the program evolved.
The “About” page sets the stage in this mission statement:
“Zoetis Equine is driven by our passion for horses and their well-being, and for the equine industry and those it supports; this is the
force behind our Facebook page. The consequences of disease and
lameness impact not only the animal but the owner as well. We stand
with you to provide you and your veterinarian with the best products
to help your horses enjoy long, healthy lives.”