Never Hide Campaign - Social Media

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Social Media Strategy for Never Hide Campaign


Rahul Nambiar
http://rahulnambiar.com , http://twitter.com/rahulnambiar

Paul Mato Alonso

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Never Hide Campaign - Social Media

  1. 1. Ray Ban “Never hide” Campaign Social Media Strategy CAMPAIGN MANAGEMENT Rahul Nambiar, Paúl Mato 29/06/09 MDMK 10
  2. 2. Why a social media strategy? <ul><li>Creates engagement </li></ul><ul><li>Creates experience and life to the brand </li></ul><ul><li>Creates conversation among our consumers and prospects </li></ul><ul><li>Helps Co-creation of products </li></ul><ul><li>Channel to listen to the customers </li></ul><ul><li>Act as a viral buzz creating engine </li></ul>
  3. 3. Never Hide campaign – The Concept <ul><ul><li>Be yourself, don’t feel shy, show yourself as you are </li></ul></ul>
  4. 4. Proposal <ul><li>Never Hide concept fits perfectly with SM: </li></ul><ul><ul><li>As SM is making our lives more open </li></ul></ul><ul><ul><li>As SM is being a way to spread messages </li></ul></ul><ul><li>The Hub of all communication </li></ul><ul><ul><li>Using it as a message shuttle </li></ul></ul><ul><ul><li>Creation of brand awareness </li></ul></ul><ul><ul><li>Engagement with the brand </li></ul></ul>
  5. 5. Customer Involvement Management is the Key <ul><li>Using Innovative tools to involve customers with the brand and product </li></ul><ul><li>Social Media Strategy to revolve around following main elements </li></ul><ul><ul><li>Engagement with brand </li></ul></ul><ul><ul><li>Act Viral </li></ul></ul><ul><ul><li>Listening to Customers </li></ul></ul><ul><ul><li>Responsiveness </li></ul></ul><ul><ul><li>Actions </li></ul></ul>
  6. 6. Steps to Success <ul><li>Facebook ( Creating Engagement) </li></ul><ul><ul><li>Creation of the Ray-Ban Fan Page </li></ul></ul><ul><ul><li>Never Hide App on FB </li></ul></ul><ul><ul><ul><li>We can create competitions (eg. Send us your pic with your Ray Ban sunglasses) </li></ul></ul></ul><ul><ul><ul><li>Lead Generation is the Key </li></ul></ul></ul><ul><ul><ul><li>The App will help to share the picture with friends </li></ul></ul></ul><ul><ul><ul><li>Easy Connect up to online buy of the product </li></ul></ul></ul><ul><li>Twitter – (Releasing Offers) </li></ul><ul><ul><li>Creation of the account - @neverhide </li></ul></ul><ul><ul><li>Updates on offers and discounts </li></ul></ul><ul><ul><li>Incentivizing Buy through twitter based approach </li></ul></ul><ul><li>Monitoring Conversation </li></ul><ul><ul><li>Usage of tools like radian6 to monitor the online conversation of the Never Hide Campaign </li></ul></ul>
  7. 7. Campaign Metrics Online Property Aim Campaign Metric Facebook App <ul><li>Engagement with Brand </li></ul><ul><li>Generation of Leads </li></ul><ul><li>No. of People registered in App </li></ul><ul><li>No. of Referrals </li></ul><ul><li>No. of Photo Uploads </li></ul>Twitter <ul><li>Release of Offer </li></ul><ul><li>Engage with 1-to-1 Communication </li></ul><ul><li>No. of Followers </li></ul><ul><li>Click Through on Offers </li></ul><ul><li>Sales </li></ul>Monitoring <ul><li>Listening and Customer Service </li></ul><ul><li>Number of Negative Issues Monitored </li></ul><ul><li>Number of closed issues </li></ul><ul><li>Achieve Customer Satisfaction Rating of 4 for closed Issues </li></ul>
  8. 8. Key Success factors <ul><li>Building the team </li></ul><ul><ul><li>Dedicated Social Media Project Manager </li></ul></ul><ul><ul><li>Team of 2 to Monitor Online conversation on a 24/7 basis and Manage the twitter account </li></ul></ul><ul><ul><li>Hire a Digital Agency to create the application and maintain FB fan pages </li></ul></ul><ul><li>Automate </li></ul><ul><ul><li>Automating most of Twitter and FB alert activity will be the key to success </li></ul></ul><ul><ul><li>Automating as much response to customer queries </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>Periodic review of the campaign success based on targets mentioned in the Campaign Metrics </li></ul></ul>
  9. 9. SLIDE CAST BROUGHT TO YOU BY: PAUL MATO ALONSO AND RAHUL NAMBIAR, MASTER IN DIGITAL MARKETING, CLASS OF 2010, IE BUSINESS SCHOOL Thank You!

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