Social media – most used channel in 2013 for most effective campaigns…..…but usually works best in combination with other channels
Most important – always integrate social media• Make it part of your communication plan/ your marketing strategy and mean it!!• Social media might not always be the right choice for every context, but in order to extract more value from the investments in this field you need to know what are you aiming for
Before doing anything…• …answer these 3 questions: • Is the content share worthy and share ready? Do you have some key elements as: taboo breaking, humour, wow creativity etc? • Are you willing to enable consumers to add their voices and content to your idea? Are you ready for a genuine social expression? • Set clear targets (and I mean business targets) from the beginning – prove commercial effectiveness of the investment
Metrics• Always use relevant metrics such as sales or customer penetration, even when it’s not easy to isolate social media’s exact contribution• It is important to understand the link between previous usage/ preference of the brand and any predisposition to engage with the brand on social media
Staropramen Caravan• Objective: Bring the Staropramen spirit all over Romania and offer consumers the chance to try the Staropramen beer• How: 2 Staropramen branded trailers wandered for 2 months throughout Romania main cities offering thirsty consumers the finest Staropramen draught beer in the true spirit of drinking genuine Czech Beer• What else: after consumers enjoy the beer, they are asked to recycle the plastic glasses
How to make people know about us1. Choose already crowded events – go where the people are2. Get the news spread
STAROPRAMEN: CONSUMER PORTRAIT & TARGET AUDIENCE DEFINITIONConsumer Portrait Target Audience DefinitionDemographics: Gender: Men & Women• Young adults (mostly men), Age: 25 – 44 years old in their early 30th, with mid Residence: Urban to upper income, who live Universe = 3,340,000.ind. (source in cities & big towns GfK)Personality:• Optimistic – young at spirit, have sense of humor• Are dynamic & self-confident• Every now and then they want to step out of the routine, try new things & be 10 spontaneous.
Media options • TV – good, but expensive and in decline for premium target All 18+ urban All 18-49 urban All 15-44 urban 8 6.7 7.2 5.3 5.2 5.2 5.8 6.0 6.0 5.3 6.0 5.8 6.3 6.2 Younger urban age groups 6 4.5 5.1 5.2 5.2 5.6 4.8 4.6 5.1 5.1 4.8 5.0 spent on avg. up to 1 hour lessHours/day 4.4 4.3 4.3 4 viewing TV every day, directing 2 their interest more towards consuming digital media. 0 2005 2006 2007 2008 2009 2010 2011 Q1 2011 Q1 2012 • OOH – inefficient to use just for weekend events • Radio – low penetration How often do they use internet? • Digital – the best option 74% of them access the web several times/week to search for information, for e-mail, for entertainment & to read online publications.
How to best tackle digital?• Facebook• Bloggers – engage local communities
Facebook• Interactive map where consumerscan see where the caravan would go next• Weekly posts – Announcement of next event - Pictures from previous events
Blogalinitiative•Mechanism: – Write about Staropramen caravan in your city and welcome it in a original way – Announce the programme of the caravane and meet with the readers and taste together a Staropramen. – Send to email@example.com every time you write something about this contest•Period of the campaign: – For each city the period will be announced according the the routes of the caravans•Prizes – Jury formed of Staropramen representatives and BlogalInitiative.ro grades the post depending on: • Respecting the brief • Creativity – creating buzz • Involvement in the campaign - writing more (without creating spam) in different ways Premiile concursului: – 100 euro – for best welcome in each city
Results• Bloggers campaign – 45 bloggers participated, some with more than one post – according to Zelist, 84.240 impressions & seen by 63.704 visitators• Facebook campaign – 20 total posts – Average likes 40/post – Average shares 4/post – Average comments 5/post – 4 photo albums with an average of 161 likes/ album• Sampling campaign – around 30k people tasted Staropramen
Increase of awareness with no other media investment STAROPRAMEN30% Total Brand Awareness 27% 27% 27% 26%25% 23% 20%20% 19% 17% 14%15% 12%10%5%0% Mar12 Apr12 May12 Jun12 Jul12 Aug12 Sep12 Oct12 Nov12 Dec12