DIGITALMARKETING NILORMI DAS (A006) NMIMS, HYDERABAD; PGDM 2011-13
Rank 103; Founded: Rank:404;Founded:1894Rank: 59;Founded: 1892 1923(WB);1989(WC);1970(TB) Revenues: $60808 ML Revenue:$ 46,542ML Revenue: $28974 ML Profit: $629 ML Profits:$ 8572 ML Profits: $2886 ML Industry: Food Consumer Industry: Beverage Industry: Entertainment Products Competitors: Competitors Competitors: 1> PepsiCo (41) $66504 1>Coca Cola 1>Walt Disney (Rank:66) ML2>Coca Cola Enterprises $40893ML 2>Kraft foods (50) $54365(Rank:324) $7939 ML 2>News Corp. (Rank:91) ML 3>Dr. Pepper Snapple $33405 ML 3>General Mills (181) Group (Rank:417) 3> Time Warner $14880.2 ML $5903 ML 13>Hershey „s
Hersheys 56,800 talking about Facebook 5,892,679 likes this LinkedIn 11,715 followers Hersheys Kisses Twitter 8045 tweets 6554 Following 18971 followers 17,208 talking about Facebook 2,118,045 likes this Celebrate with Hersheys YouTube 223subscribers 56,715video views Hershey‟s Syrup Facebook 131,382 likes 1,289 talking about thisHersheys Kitchens YouTube 1,801subscribers 216,220video view
Hershey‟s You Tube HERSHEYS Kitchens provides tons of recipes, tips and ideas right at your fingertips Their YouTube Channel offers baking lovers a host of how-to baking videos featuring Linda Stahl, the HERSHEYs Kitchens Director and their resident baking
•Link to recipes: http://hrshys.us/vlfx9u •Creative recipe : http://hrshys.us/vfuw3f (mention of pilsbury also) •Also q/a surveys: •Provides new specialGenerated 868 product offerings andComments links to instagram: http://hrshys.us/1590qh0 Hershey‟s FB • Which also drives in user generated content
Example: Philosophy “more content Hersheys Cocoa Iconic Recipe promotion, generates more engagement” which ran from February to April in 2011, resulted in 34 million media impressions. In Fans‟ questions are answered if the addition, cocoa growth exceeded category company‟s “decision tree” growth rates. Here are a few more results from the effort: determines that they should receive Site visits increased by 20 percent a response – so there‟s a system in Page views increased by 11 percent place to respond to questions, but it Recipe views increased by 24 percent doesn‟t guarantee that each post Mobile views increased by 40 percent will receive a reply. Time on site increased by 5 percent
Hershey‟s social media presence… Having the right „voice‟ is key to establishing an effective and engaging brand presence in social media. Hershey‟s corporation needs multiple voices – for distinct products with their own respective fan bases Hershey‟s has Facebook pages for many of its brands, including Hershey‟s Syrup, Hershey‟s Kisses, Jolly Ranchers While the classic Hershey‟s page has a “genial, friendly tone,” the Reese‟s page is more “conversational” and the Kitchens page posts tips for fans and has a “resident baking expert” to answer questions on the Facebook wall.
Consistency in response to its consumersInteraction with consumers and Users voice General engagement Observation their being opinions encouraged Voicing opinion in turn creates engagement
Time Warner Inc. About Time Warner Inc., a global leader in media and entertainment with businesses in television networks, film and TV entertainment and publishing. Description Time Warner Inc., a global leader in media and entertainment with businesses in television networks, film and TV entertainment and publishing, uses its industry-leading operating scale and brands to create, package and deliver high-quality content worldwide through multiple distribution outlets.
Time WarnerFacebook 18,690 likes 255 talking about this Twitter 1261 tweets 495 following 6693 followersLinkedIn 34,832 followers HBOFacebook 9,535,328 likes 46,669 talking about thisYouTube 285,810subscribers 129,980,376video views Warner Bros. EntertainmentFacebook 1,155,818 likes 12,127 talking about this Time Warner CableFacebook 1,353,217 likes 30,103 talking about thisYouTube 2,627subscribers 3,385,160video views
Time Warner Facebook Video teaser HBO http://www.timewarner.com/blog/pos http://itsh.bo/ZeZ08X ts/20130307-DC-Comics-Launches- Time Warner cable Fan-Family-Blog/ Integrated with all their Links to their blog service/product related website: http://t.co/JwmVvBKgq4 Websitehttp://www.twc.com Career links http://www.twcableuntangled.com http://www.twitter.com/twcablehelp http://www.linkedin.com/jsearch?co http://www.YouTube.com/TimeWarn mpany=time-warner- erCable inc%2E&trk=careers_promo_module http://www.facebook.com/TimeWarn erCable http://www.facebook.com/TimeWarn erCableB... http://www.facebook.com/TimeWarn erCableJobs
Policies Maintain a consistent look andCoordinate web projects across feel throughout the site and Copyedit and proofread all web departments. external communications about content uploaded to the site. the site. Assign and manage team Working with a cross- member to oversee campaigns departmental team (publicityPrepare „sales‟ materials/pitches and ensure that all campaign and audience development) to for the WB Word network of management deliverables are maintain and develop the master bloggers to potential clients. being met per the campaign content calendar for the site. procedure docs. Develops best practices and social media strategies alongside TV publicity to market all Ongoing evaluation of new and WBTV shows to consumers emerging social media while taking advantage of fan platforms. sites, blogs, social media platforms.
Time Warner Inc. social media policies observationWork in tandem with publicity and photodepartment to proactively pitch and placesimilar online photos in every social media In sync with Publicity on consumer facing Social Media PR Stunts and campaigns
Coca ColaFacebook 60,752,911 likes 933,432 talking about this Sprite 177,564 talking aboutFacebook 12,258,433 likes · this Fanta 170,875 talkingFacebook about this 7,010,142 likesYouTube 112,678subscribers 129,253,124video views 683,766 Twitter 74, 460 tweets 67719 following FollowersLinkedIn 196,923 followers
1. Create „Liquid‟ and „Linked‟ content 2. The case for change Double the size of their business Distribution of Creativity•To double worldwideconsumption of Coca Cola by Empowered consumersthe year 2020, and they plan onusing content marketing to take 3.The evolution of story tellingthem there. Goal: Educate+ Entertain•They have consistently been at Content Typethe forefront of new ideas andmarketing techniques 70:20:12“Consumer-generated storiesoutnumber their stories on mostof their brands.” - JonathanMildenhall — the Coca-ColaCompany’s Vice President ofGlobal Advertising Strategy andCreative Excellence
Coca Cola‟s Social Media Policies According to Jonathan Mildenhall, the vice president of global advertising and creative excellence for Coca Cola that they chose to release the information because it would require too much effort to keep their new marketing plan away from public knowledge. Instead, they chose to release the information and benefit from the publicity.Insights Taken from Coca Cola‟s Content Marketing:Liquid and Linked Referring to two aspects of content marketing approach when they say this: Liquid- They plan on consistently creating content so remarkable that it goes viral and wanders endlessly around the web. They won‟t waste time on „good‟ or even „great‟ content. They will push out only the very best- generating high levels of interest across social networks as well as direct links. Linked- This outlines the importance of ensuring their content remains close to the heart of their underlying business goals.
Coca Cola Twitter https://twitter.com/CocaCola_GB https://twitter.com/cokescholarshttps://twitter.com/search?q=%23GoodDeedsDay&src=hash
Coca Cola Facebook Links to their ads http://cokeurl.com/5tru Links to their other products page Generates ads, topics which will drive to user generated content Generated 285 comments on Fun, Freedom, women‟s day topicand Refreshment
Conclusion Customer Engagement Company Customers High Coca Cola Hershey’s Time Coca Hershey’s Time Warner Cola WarnerPromotions NeedsEducation Characteristics MediumEntertainment ResourcesProduct Offers Attitudes LowService BehaviorsCustomization