1. Christianna Giordano
Jana Peri
Masha Murakhovsky
Advanced Social Media Marketing
2012
SOCIAL
NETWORKS
and how consumers and brands are using them
NOW!

2. SOCIAL NETWORKS

3. SOCIAL NETWORKS

4. SOCIAL NETWORKS

5. FACEBOOK

6. FACEBOOK: STATISTICS

7. FACEBOOK: STATISTICS

8. FACEBOOK: STATISTICS

9. GREY POUPON: BRAND CAMPAIGN
Grey Poupon launched a marketing campaign on its Facebook page
in which it will screen consumers who attempt to like to page to
see if their tastes are refined enough to become a fan.
Consumers would use an application which scans their Facebook
pages which learns about their interests, friends, and style to see if
they are refined enough to become a member of “THE SOCIETY OF
GOOD TASTE”. If admitted, and many were not, fans were
accepted into the society, given a membership score and access to
membership information, deals and specials.

11. GREY POUPON: OBJECTIVE
Tom Markham, executive creative director at Crispin Porter
Bogusky, which designed the ad campaign and manages Grey
Poupon’s Facebook Page. “We based
our Facebook Page on quality
over quantity.”
The campaign’s objective was to create
a fun, but exclusive community space
and raise awareness of Grey Poupon
and its new Facebook page while
mainlining a sense of exclusivity and aristocrat lineage.

12. GREY POUPON: OUTCOME
In the first week, the new Facebook page rose to 20,-0000 fans.
Currently the page has almost 60,000 fans.

13. 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?

14. CHAPSTICK: FACEBOOK #FAIL
After posting an odd picture of a woman searching
through a couch, ChapStick’s Facebook page received a
number of negative comments from bloggers and fans.
One blogger on reelgirl.com, posted a rant concerning
Women being degraded in social media. Additionally,
she posted a comment on the photo. Quickly, ChapStick
deleted her comment, along with any other negative
comments, and continued doing so over the next few
days as negative comments poured in.
Ironically, the ad’s tagline included, “be heard at
facebook.com/chapstick” – exactly the opposite of what
ChapStick was allowing fans to do. Nearly a week after
the initial posting, ChapStick posted an apology (right)
but the damage had been done.

15. PRIVATE SOCIAL
NETWORK

16. 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In 2008 Houlihans, an outdated Irish pub themed restaurant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.

17. HOULIHANS: LAUNCH
HQ members were invited to special events, such as
tasting new menu items, and other exclusive
Invitations.
As part of its recent "Sex in the City 2" promotion, HQ
members were asked to spread the word about two
initiatives. HQ members who spread the word got a
chance to participate in a sweepstakes for a free trip
to Las Vegas for the "Sex in the City 2" premiere.

18. HOULIHANS: OBJECTIVE/GOAL
Offer loyal customers an
exclusive experience while
allowing their opinions to be
heard and applied to the
restaurant’s re-branding
To engage with loyal and socially
connected fans in a open forum
and use their reviews and gossip
as a way to enhance the brand
and gain real world insight

19. HOULIHANS: PROS/CONS
PROS:
Allowed for fans voices to be heard, as communities
should be about the customer experience
Used the loyal aspect of customers and paired their social
networks
CONS:
Could have recruited more customers through the wom
initiatives during HQs popularity
Joining the HQ could have been extended to social
followers to keep the momentum strong

20. HOULIHANS: RESULTS
Average 200 - 400 Houlifans per restaurant were
signed up to HQ = 10K + Members
13K + reach for a recent SATC promo
Profits increased 12%

21. 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 don't know a member
with invite powers, you're 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.

22. GOOGLE+

23. GOOGLE+: STATISTICS

24. GOOGLE+: STATISTICS

25. GOOGLE+: STATISTICS

26. GOOGLE+: ABOUT
“Google+ brings the benefits of personal
recommendations across Google products, delivering
recommendations when people need them most and
making it easy to start conversations with those who
care about your brand. Linking your site to your page
unifies your +1s across search, ads, your Google+ page,
and your home page. Google+ pages let you share your
content with new audiences and connect with them in
more engaging ways.”
- Google

27. GOOGLE+: CURRENT PERCEPTION
“The broad consensus is that Google+ is an empty city
where the masses go to set up a profile but then seldom
return.”
--Advertising Age, May 21, 2012

28. 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

29. 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

30. GOOGLE+: CADBURY
Founded in 1824, Cadbury is one of the world’s
leading names in chocolate.
Cadbury is the UK’s number one chocolate brand
and its flagship Cadbury Dairy Milk bar is the
best-selling chocolate bar.
The brand is headquartered in Birmingham, UK
and has been owned by Kraft Foods since 2010.

31. GOOGLE+: CADBURY

32. GOOGLE+: CADBURY
Jerry Dakin, Social Media and Community Manager at Cadbury London 2012 and
Kraft Foods Europe personally plans and runs all of the activity on the Cadbury UK
Google+ 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 to
tailored activity. Our strategy has been to try to build an engaged community that
we can both share our London 2012 [Olympic Games] story with and actively bring
closer to the general Cadbury brand through dialogue.”

33. GOOGLE+: CADBURY LONDON 2012

34. 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

35. 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

36. GOOGLE+: HEROES HANGOUT
“What’s different about a Hangout is that it’s eye-to-eye, face-to-face contact. We
can’t directly connect with every person who buys our chocolate, but we can
connect with some of them. Then more people see the Hangout and feel they’re
part of the experience. It’s a new frontier.” --Jerry Dakin
http://www.youtube.com/watch?v=DjZEYgduoGk

37. GOOGLE+: RESULTS
Cadbury’s Google+ page gained 200,000 new
fans during the Olympic Games, which saw it
break through the two million fans mark.
Today, the page has nearly 2,764,000 fans.

38. GOOGLE+: ROI
By promoting their hangouts, Cadbury grew their Google+ follower base
by 150,000 people.
They also used circles to segment their followers according to their chocolate preferences
and unveiled a brand-new product launch, the Dairy Milk Bubbly Bar, which has achieved a
strong impact. Already sales are over £8M.
Since they started using social extensions, which links Cadbury’s Google+ page to its
AdWords campaigns, they have achieved a 17% uplift in CTR across all their AdWords
campaigns. Now when you search for “Cadbury” and see the relevant ad,
recommendations from your friends are displayed directly with it, making the ad much
more relevant to you. By clicking on the social extension, you directly land on Cadbury’s
Google+ 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 for
fans to follow the brand; Cadbury gains 10,000 new followers on average per day and have
had an increase of 7.5% of traffic from Google URLs.
--Google Adwords Blog, May 23, 2012

39. GOOGLE+: MITT ROMNEY = #FAIL
Goals
• 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 candidate
Why Campaign Failed
• Didn‘t successfully engage enough people
• Didn't 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 Cadbury's does

40. QUESTIONS?