A peek at Social Media development and strategy in action for Mac's Convenience and Korea National Tourism Organization

2. Confidential
Majestic Media Ltd
What We Do
Social Media
Our Capabilities:
i) Roll-out Strategy
ii) Facebook Fan & Twitter Follower Acquisition
iii) Moderation Policy
iv) Contest Integration
v) Custom Applications
vi) Continuous Engagement
vii) Branding Standards
viii) Feedback Forum
ix) Focus Group

3. Social Media: Case Studies
Mac’s Convenience: Froster Results
The following was implemented for the Mac’s Social Media Campaign
i) Roll-out/Implementation Strategy: Various initiatives set out in phases
ii) Facebook Fan Page Acquisition Strategy: Led to over 22,000 Ontario-only fans
iii) Moderation Policy: Sets the tone for the target demographic
iv) Contest Integration: A microsite with Facebook Connect Integration
v) Custom Applications: We created an e-Card application that help obtain fans
vi) Continuous Engagement: Provided regular status updates to begin conversations
around Frosters, promote the contest, the microsite, e-Cards and other in-store initiatives
vii) Branding Standards: Ensured that content, images and all items uploaded by Majestic
Media met the branding standards of Froster
viii) Feedback Forum: Majestic Media leveraged the Fan Base to get ideas and feedback
for the next Froster flavour (which WAS recently implemented nationwide). A small contest
was held where people would submit Froster names & the winner then received free
Frosters for a year. The strategy, concept and implementation was handled by Majestic
Media.
ix) Pin Point Targeting: Mac’s Convenience only wanted to target users 13-21 years old,
with a strong emphasis on 17 years olds. And they only wanted an Ontario audience.
x) Deep Engagement: Visitors uploaded custom images that went along with the in-store
Froster campaign (Stick It Out There: we asked users to upload pics showing us how they
stick their flavoured tongue out. Winner received a PS3 or a Nintendo Wii bundle)

4. Social Media: Case Studies
Mac’s Convenience: Froster
KEY POINTS:
• Started with 0 Fans
• In 2.5 months there were 22,000+ Fans
• Regional specific campaign: Ontario only
• Created a custom moderation policy
• Continuous engagement & promotion of
Contest /microsite
• Initiated viral growth of Facebook Fans
BENCHMARK NUMBERS:
Froster Fans: 22,000+ Fans (Ontario only)
Other brands (National):
• Powerade: 4,296
• Caramilk: 14,000 Fans
• Corn Flakes: 4,026 Fans
• Toys R Us: 5,866 Fans
• Twizzlers: 4,939 Fans

5. Social Media: Case Studies
This was a microsite implemented for Mac’s that leveraged Facebook Connect . On the microsite, we
hosted a contest: “Stick It Out There”. It was an online concept developed by Majestic Media that
matched their in-store campaign where users would upload a picture showing how they stuck out
their coloured tongue. They would then have to tell all their friends about the contest so they would
vote for their picture in order to win a PS3 or Wii bundle. This site was part of the reason we were
able to obtain so many fans when we initially launched the Fan Page.

6. Social Media: Case Studies
Social Media Optimized Campaign
Resulted in:
• Deep Brand Engagement
• Drove in-store Sales
• Viral Growth of microsite & contest
• A fun experience for Froster lovers
• Online Longevity & continuity of the brand
• Holistic marketing efforts in-store
Note: the collages show a portion of the
Mac’s Convenience: Froster user generated content (UGC) during the
MyFroster.ca campaign

7. Social Media: Case Studies
Mac’s Convenience: Froster
ADVERTISING CAMPAIGN STATS:
• Ad impressions: 152 million
• Total Cost: $10K
Note: Majestic Media optimized the ad campaign so it only targeted the desired
demographic within Ontario. We also optimized the CPC bids to find the “sweet
spot” that yields the greatest returns. Hence the low cost for a huge number of
impressions
EQUIVALENT AD CAMPAIGN COST ON ANOTHER NETWORK:
If the campaign were implemented on another network, this would be the cost:
Yahoo: 150 million impressions = range $300K-$3.75Million
Industry CPM Cost: 150 million impressions = minimum $1.5 Million+
Note: Majestic Media has strong experience in monitoring, testing and optimizing
ad campaigns for greater click-through rates, cost minimization, while meeting
campaign objectives.

8. Social Media: Case Studies
Feedback Forum: Majestic Media engaged the Froster fans in their appropriate
language (target audience 13-21), to obtain feedback on what they would like to see
happen with the brand.

9. Social Media: Case Studies
Mac’s Convenience: Froster Results
Build Strong Social Media presence while maintaining Mac’s
brand integrity
Provide deep engagement with Froster Fans & a forum for
discussions while promoting in-store initiatives
Re-branded Frosters: Juicy, Fun, Hip, Cool, High Energy, in-
touch w/Social Media (perfectly targeted toward demographic)
Holistic Campaign (Online = In-Store)
Drove Froster sales with social media
High ROI on advertising campaign

10. Social Media: Case Studies
The Korea National Tourism Organization (KNTO): In Progress
The following was implemented for the KNTO Social Media Campaign
i) Roll-out/Implementation Strategy: Various initiatives set out in phases
ii) Facebook Fan Page Acquisition Strategy: Currently approaching 3,000 fans
iii) Moderation Policy: Sets the tone for the target demographic (35+ yrs old)
iv) Contest Integration: 40” LCD TV & 5 iPod Touches to be given away
v) Custom Applications: A contest Facebook Application
(www.apps.facebook.com/visitkorea)
vi) Continuous Engagement: Provided regular status updates to promote and begin
conversations surrounding Korea Tourism
vii) Branding Standards: Ensured that content, images and all items uploaded by Majestic
Media met the branding standards of the Korea National Tourism Organization
viii) Pin Point Targeting: The KNTO only wanted to target those who were interested in
travelling to Asia or abroad, teachers, and individuals over the age of 35
ix) Deep Engagement: We encouraged visitors to not only uploaded content and pictures to
the contest, but to come back on a daily basis to vote and encourage their friends to vote for
them so they can win the grand prize. We’ve had a total of over 100,000 votes thus far.

11. Social Media: Case Studies
The KNTO contacted us that they wanted to implement a social media campaign but had a limited
budget and were unsure how to begin. We created the strategy, concept and executed the social
media campaign which involved a custom contest application which not only encouraged people to
participate, but to become fans and tell their friends about the contest: Incentive-based contest

12. Social Media: Case Studies
Korea National Tourism Organization
KEY POINTS:
• Over 500+ entries
• Currently: 2800+ Fans
Note: their US office has less than 2500 fans
• Active Users of application: 10,000+
• Number of votes by visitors: 100,000+
• Continuous engagement & promotion of
Contest and Korea Tourism information
• Initiated viral growth of Facebook Fans
BENCHMARK NUMBERS:
Similar Initiatives:
• Discover My Ontario (Gov’t of Canada): 2,677 fans
• Discover My Ontario Application: 51 active users
Note: They’ve implemented 2 large scale
campaigns that began in the summer. The KNTO
initiative was a smaller scale campaign to test the
social media waters and has only been active for
under 2 months. •

13. Social Media: Case Studies
The Korea National Tourism Organization: Social Media Campaign
Social Media Optimized Campaign
Resulted in:
• Deep Brand Engagement
• Promoted Interest to individuals
interested in visiting Korea Note: These screenshots show a small portion of
• Viral Growth of contest the user generated content (UGC) during the
• Online Longevity & continuity of the brand campaign

14. Social Media: Case Studies
The Korea National Tourism Organization: Social Media Campaign
ADVERTISING CAMPAIGN STATS:
• Ad impressions: 140 million
• Total Cost: $15K
Note: Majestic Media optimized the ad campaign so it only targeted the desired
demographic within Canada. We also optimized the CPC bids to find the “sweet
spot” that yields the greatest returns. Hence the low cost for a huge number of
impressions
EQUIVALENT AD CAMPAIGN COST ON ANOTHER NETWORK:
If the campaign were implemented on another network, this would be the cost:
Yahoo: 140 million impressions = range $275K-$3.75Million
Industry CPM Cost: 140 million impressions = minimum $1.35 Million+
Note: Majestic Media has strong experience in monitoring, testing and optimizing
ad campaigns for greater click-through rates, cost minimization, while meeting
campaign objectives.

15. Social Media: Case Studies
Discussion Forum While Promoting
Contest:
Majestic Media constantly provides
updates to the VisitKorea.ca Fan Page
including announcing winners for the
contest. While providing these updates
and encouraging discussions, we’ve
created a peaceful atmosphere and
culture within the Fan page where
users can feel comfortable to
communicate with one another.
Please see example.

16. Social Media: Case Studies
The Korea National Tourism Organization: Social Media Campaign
Build Strong Social Media presence while promoting Korea
Tourism in Canada
Provide deep engagement & a forum for discussions while
promoting Korea tourism initiatives
Promote the website: VisitKorea.ca
Provided the KNTO the initial fan base and long-term strategy
for a social media presence
Despite lower Facebook users in Canada vs US and a lower
budget for this initiative, we were able to establish a bigger
Fan base than their US counterpart office