GREY POUPON: BRAND CAMPAIGNGrey Poupon launched a marketing campaign on its Facebook pagein which it will screen consumers who attempt to like to page tosee if their tastes are refined enough to become a fan.Consumers would use an application which scans their Facebookpages which learns about their interests, friends, and style to see ifthey are refined enough to become a member of “THE SOCIETY OFGOOD TASTE”. If admitted, and many were not, fans wereaccepted into the society, given a membership score and access tomembership information, deals and specials.
GREY POUPON: OBJECTIVETom Markham, executive creative director at Crispin PorterBogusky, which designed the ad campaign and manages GreyPoupon’s Facebook Page. “We based our Facebook Page on qualityover quantity.”The campaign’s objective was to createa fun, but exclusive community spaceand raise awareness of Grey Pouponand its new Facebook page whilemainlining a sense of exclusivity and aristocrat lineage.
GREY POUPON: OUTCOMEIn the first week, the new Facebook page rose to 20,-0000 fans.Currently the page has almost 60,000 fans.
GREY POUPON: LETS TALK Is your first initial reaction of an exclusive society for a Facebook page positive or negative? Why? Do you agree that this would make a more engaged community? Does this inhibit Grey Poupon’s social media reach?
CHAPSTICK: FACEBOOK #FAILAfter posting an odd picture of a woman searchingthrough a couch, ChapStick’s Facebook page received anumber of negative comments from bloggers and fans.One blogger on reelgirl.com, posted a rant concerningWomen being degraded in social media. Additionally,she posted a comment on the photo. Quickly, ChapStickdeleted her comment, along with any other negativecomments, and continued doing so over the next fewdays as negative comments poured in.Ironically, the ad’s tagline included, “be heard atfacebook.com/chapstick” – exactly the opposite of whatChapStick was allowing fans to do. Nearly a week afterthe initial posting, ChapStick posted an apology (right)but the damage had been done.
HOULIHANS: COMMUNITY LAUNCH In 2008 Houlihans, an outdated Irish pub themed restaurant chain had a wake up call when its customers began to complain about its poor quality in food and service at the establishment. Soon after Houlihans launched its own social-networking site, an invite only brand community. They invited more than 10K ‘Houlifans’ to contribute their opinions and reviews of the restaurant. The feedback of the Houlifans opened the door to helping Houlihans revamp their brand into a lounge-style hangout.
HOULIHANS: LAUNCHHQ members were invited to special events, such astasting new menu items, and other exclusiveInvitations.As part of its recent "Sex in the City 2" promotion, HQmembers were asked to spread the word about twoinitiatives. HQ members who spread the word got achance to participate in a sweepstakes for a free tripto Las Vegas for the "Sex in the City 2" premiere.
HOULIHANS: OBJECTIVE/GOALOffer loyal customers anexclusive experience whileallowing their opinions to beheard and applied to therestaurant’s re-brandingTo engage with loyal and sociallyconnected fans in a open forumand use their reviews and gossipas a way to enhance the brandand gain real world insight
HOULIHANS: PROS/CONSPROS:Allowed for fans voices to be heard, as communitiesshould be about the customer experienceUsed the loyal aspect of customers and paired their socialnetworksCONS:Could have recruited more customers through the wominitiatives during HQs popularityJoining the HQ could have been extended to socialfollowers to keep the momentum strong
HOULIHANS: RESULTSAverage 200 - 400 Houlifans per restaurant weresigned up to HQ = 10K + Members13K + reach for a recent SATC promoProfits increased 12%
PRIVATE SOCIAL NETWORK: #FAIL ASmallWorld.net A private community for the 1% - Members, who pay no fee, induct newcomers on the basis of education, profession and their network of contacts. If you dont know a member with invite powers, youre out of luck. Through various stakeholder mishaps the network is now referred to a trusted community and has 600K members that are a mixture of elite and non.
GOOGLE+: ABOUT“Google+ brings the benefits of personalrecommendations across Google products, deliveringrecommendations when people need them most andmaking it easy to start conversations with those whocare about your brand. Linking your site to your pageunifies your +1s across search, ads, your Google+ page,and your home page. Google+ pages let you share yourcontent with new audiences and connect with them inmore engaging ways.” - Google
GOOGLE+: CURRENT PERCEPTION“The broad consensus is that Google+ is an empty citywhere the masses go to set up a profile but then seldomreturn.” --Advertising Age, May 21, 2012
GOOGLE+: STATISTICS• 48% of Fortune Global 100 companies are now on Google+ --Burson-Martseller, July 17, 2012• 75 of the top 100 brands are on Google+ --BrightEdge, July 31, 2012• 1,400% increase in Google+ brand page followers between December 2011 and February 2012 --Bright Edge, February, 2012• 35% of the Interbrand Top 100 have a circler count of more than 5,000, compared to 21% in February 2012 and 13% in December 2011• Total circlers of brand pages on Google+ increased by 138% between February and May 2012• 43% of the Interbrand Top 100 with Google+ pages post more than 3 times per week, up from 15% in February 2012 --Simply Measured, May 9, 2012
GOOGLE+: WHO’S USING IT EFFECTIVELY? Brands and companies have been using Google+ since November 2011 when the network rolled out to businesses and other non-individual entities. The new social arena provided an opportunity to strengthen relationships with consumers and make up for any lack of success on other social networks, such as Facebook or Twitter. 10 Brands Dominating Google+ 1. ESPN 2. Cadbury UK 3. Zagat 4. Hello Kitty 5. Glamour 6. PlayStation 7. Ferrari 8. H&M 9. Burberry 10. Samsung USA --Mashable.com, May 28, 2012
GOOGLE+: CADBURYFounded in 1824, Cadbury is one of the world’sleading names in chocolate.Cadbury is the UK’s number one chocolate brandand its flagship Cadbury Dairy Milk bar is thebest-selling chocolate bar.The brand is headquartered in Birmingham, UKand has been owned by Kraft Foods since 2010.
GOOGLE+: CADBURYJerry Dakin, Social Media and Community Manager at Cadbury London 2012 andKraft Foods Europe personally plans and runs all of the activity on the Cadbury UKGoogle+ page, posting content and responding to comments across the network.He keeps the page fresh and up-to-date, adding content once or twice every day.“We’ve found that the Google+ community, like any, really responds best totailored activity. Our strategy has been to try to build an engaged community thatwe can both share our London 2012 [Olympic Games] story with and actively bringcloser to the general Cadbury brand through dialogue.”
GOOGLE+: GOALS• Engage with a younger audience of customers aged 18 to 25 years old/Interact with tech-savvy demographic• Stand out from other sponsors• Extend the brand’s reputation for creativity and innovation
GOOGLE+: STRATEGY• Share exclusive content that followers can’t find anywhere else• Allow fans to connect with interesting personalities, from Olympic athletes to chocolate experts
GOOGLE+: HEROES HANGOUT“What’s different about a Hangout is that it’s eye-to-eye, face-to-face contact. Wecan’t directly connect with every person who buys our chocolate, but we canconnect with some of them. Then more people see the Hangout and feel they’repart of the experience. It’s a new frontier.” --Jerry Dakin http://www.youtube.com/watch?v=DjZEYgduoGk
GOOGLE+: RESULTSCadbury’s Google+ page gained 200,000 newfans during the Olympic Games, which saw itbreak through the two million fans mark.Today, the page has nearly 2,764,000 fans.
GOOGLE+: ROIBy promoting their hangouts, Cadbury grew their Google+ follower baseby 150,000 people.They also used circles to segment their followers according to their chocolate preferencesand unveiled a brand-new product launch, the Dairy Milk Bubbly Bar, which has achieved astrong impact. Already sales are over £8M.Since they started using social extensions, which links Cadbury’s Google+ page to itsAdWords campaigns, they have achieved a 17% uplift in CTR across all their AdWordscampaigns. Now when you search for “Cadbury” and see the relevant ad,recommendations from your friends are displayed directly with it, making the ad muchmore relevant to you. By clicking on the social extension, you directly land on Cadbury’sGoogle+ page and can start following all the great content they are posting.Since Cadbury installed the Google+ badge on its homepage, it’s now easier than ever forfans to follow the brand; Cadbury gains 10,000 new followers on average per day and havehad an increase of 7.5% of traffic from Google URLs. --Google Adwords Blog, May 23, 2012
GOOGLE+: MITT ROMNEY = #FAILGoals• Rally supporters• Engage voters; encourage them to vote• Provide forum for sharing political ideology and vision for the future• Provide opportunity for users to interact directly with the candidateWhy Campaign Failed• Didn‘t successfully engage enough people• Didnt respond directly to users’ posts, but sometimes edited them• Preached to the choir• Message too negative; constantly criticized Obama• His brand does not resonate with the tech-savvy the way that Cadburys does