Social Media Marketing Proposal for Volvo - New Media Drivers License Course Project

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This is my final presentation for my New Media Drivers License Course at Michigan State University. The project is to develop a digital marketing proposal for a brand of your choice. I chose Volvo as my brand because I love cars and I consistently pay attention to auto industry. This presentation is listed as one of the top ten proposals among 150 peers.

Find detailed proposal on the website of New Media Drivers License (Under the tag "Example Work").
http://newmediadl.com/homework/0/365

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Social Media Marketing Proposal for Volvo - New Media Drivers License Course Project

  1. 1. “Transformation Happens” Volvo (U.S.) Social Media Marketing Proposal – 2011
  2. 2. “Tradition” VS. “Transformation”
  3. 3. Brands Perceptual Map The battlefield is up to Volvo
  4. 4. CHARM QUALITY LINK ENGAGELISTEN DESIGN Volvo on Social Media: WhereAre We?
  5. 5. “A Way of LIFE”
  6. 6. What are people saying about Volvo? Listening Impression Experience Like & Dislike Problems Complaints Comments & Replies Blog + Facebook + Twitter + Forum = Showing expertise Building thought leadership Monitoring Participation Leadership “Volvo” “Car Safety” “C30”, “S60” … What are people think about others who own a Volvo?
  7. 7. Media Relations 2.0 Blog – automobile, lifestyle, professional Blogger – experts, enthusiasts, anyone Blogging – cars, life, travel, city, test, fun…
  8. 8. Flavor it! “City Spirit” “Naughty Test” “Express Yourself” “Inside Story” “Me and Volvo” “Come Together”
  9. 9. IT IS TIME TO GO VIRALA two-month tour in U.S. - Vlogging - Live Tweet -Fans Photo/Video - Naughty test …
  10. 10. Evaluation & Measurement Online Tools - Google Alert - YouTube Insight - Twitter Search - TweetMeme - Technorati - Trendpedia Offline Approaches - Consumer Survey - Questionnaire
  11. 11. 4th Quarter 2nd Quarter 3rd Quarter 1st Quarter Listening, monitoring, engaging “Viral tour”, blogging, live tweeting, photo/video sharing, buzzing Blogging, outreach, build relations Evaluation, optimization, planning 30% Budget 20% Budget 40% Budget 10% Budget Timeline & Budgeting - $1,000,000
  12. 12. READY TO GO? Lexie – Zi Liang

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