PRESENTED BY: FRAMEWORK CREATED BY:
Andrew Mackinnon (Managing Director) Marek Wolski (Social Media Planner) Richard Hack (Strategy Director) Maria Gioffre (PR Manager) Maria GIoffre (PR Manager) Stephanie Tascon (Project Manager) Marek Wolski (Social Media Planner) Andrew Ranger (Guerrilla Innovations)
THE TABOO GROUP The Taboo
Group, Est. 2000 Independent marketing & communications agency specialising in non-traditional media Our motivation & success in non-traditional media comes from youth culture understanding & consumer insight Taboo’s experience, regular engagement & open communications with this audience provide unique insights regarding what new media are effective, how, when & why. Our goal is to generate value creating solutions for consumers through engagement & interaction & for clients through results on marketing objectives Ultimately, Taboo bridges the gap between brands & youth Among others, work with Carlton United Breweries, NAB, Universal Pictures and Cadbury.
TABOO CASE STUDY NELSON The
cornerstone of this campaign (and subsequent media ‘hook)’ has been that NELSON is a beer designed by the people, for the people. BRIEF Publicise the NELSON brand story and develop desired brand associations. Blogs: Blogs: Hand beer over to consumers to discuss, engage and provide feedback. RESULTS Editorial secured placing Nelson in the global arena 4.9 million worldwide audience exposure Viral spread from blogs to Twitter, Facebook & social bookmarking
SOCIAL MEDIA ACTIVITIES OF ONLINE
AUSTRALIAN 16m Online Australians 12m involved in Online Social Media 12m share photos online 12m share links online 12 m read blogs 10m look at someone else’s profile 9.5m added comments on websites 9.5m updated their own online profile 6.5m share videos online 3.7m interacted directly with companies in social media Source; Nielsen Online Consumer Generated Media Report 2009
WHAT IS SOCIAL MEDIA? Social
media are a series of Internet-based tools which allow consumers to engage with information on their own terms Display Advertising vs Social Media Participation
POPULAR SOCIAL MEDIA NETWORKS Social
networks facilitate interaction between people that share common interests. BLOGS Blogs are constructed of articles/images/videos that feature regularly updated content, allowing for comments and social tools to be embedded. INFORMATION Social information is a point of reference generated through the collaboration and categorisation of information by users.
TWITTER: BASIC OPERATIONS Twitter a
network to follow/be followed by users making short 140 character updates. Tweep or Twit: a Twitter user Tweet: message written on Twitter Follower: someone who tracks your tweets Re-Tweet/RT: resending another's tweet DM: direct message in private to a specific user @reply: sent to a specific user but visible to all @mention: used when mentioning another user in message # hastag: marks a designated topic.
SOCIAL MEDIA CONSIDERATIONS FOR BRANDS
BRAND BENEFITS BRAND WATCHOUTS Opens a dialogue: Understand the etiquette & operational functions Brand-Consumer / Consumer-Consumer of platforms Engagement Must be authentic, honest & transparent Credibility Requires relevant and tailored content Third party endorsement Communication principles still apply Viral Amplification Cost-effectiveness
CADBURY DAIRY MILK TRENDING DISCUSSIONS
OVER LAST WEEK Dairy Milk goes fair trade in UK: Positive Dairy Milk should go fair trade in Aust: Neutral Dairy Milk products smaller but same price in Aust: Negative Dairy Milk adds palm oil to products in Aust: Negative
REACH AND ENGAGEMENT EFFICIENT POWERFUL
Can be a highly targeted MarComm Reach: Campaign investments can be large or small 12 million Australians International audience Frequency: High usage of social media (30% use daily/ 50% weekly) Viral: Amplification extends reach beyond seeding Influence: Distribution of relevant & trusted opinion
MEASUREMENT LEVEL 3 - SHARE
Social bookmarking SHARE Quantitative data Link post LEVEL 2 - ATTITUDE Comments Qualitative data ATTITUDE Ratings INTEREST LEVEL 1 - INTEREST Site traffic Quantitative data SHARE Page views ATTITUDE Time on site INTEREST
REVISIT THE PRESENTATION THIS CADBURY
SOCIAL MEDIA PRESENTATION IS AVAILABLE AT: www.slideshare.net/thetaboogroup VISIT OUR WEBSITE: www.thetaboogroup.com.au FOLLOW THE TABOO TEAM: Andrew Mackinnon (Managing Director) twitter.com/anmackinnon Maria Gioffre (Public Relations Manager) twitter.com/justmetagirl Marek Wolski (Social Media Planner) twitter.com/marekting Stephanie Tascon (Project Manager) twitter.com/stephtascon p: +61 3 9827 7844 www.thetabogroup.com.au f: +61 3 9826 2287 5 Oxford Street South Yarra Victoria Australia