This document discusses effective and ineffective social media brand promotion strategies. It provides examples of Axe deodorant's effective strategy of constantly monitoring youth culture and conveying trends to its target audience. In contrast, Dove's "Ad Makeover" Facebook app aimed to replace competitors' weight-loss ads with positive messages but failed to meet its objectives. The document recommends marketers have a clear strategy based on research and invest in social media given its growing importance.

1. @DevikaSingh

2. Agenda
1. #Background
2. #Topic
3. #EffectiveExecution
4. #IneffectiveExecution
5. #ProsandCons
6. #Recommendations
7. #Questions

3. #Background
• Last 20 years have entirely
revolutionized the entire
concept of communication and
information sharing
• Social media has established
itself as an integral part of our
lives
• Implemented as a unique way
of building brand loyalty
@DevikaSingh

4. #Topic
• 65,000 multinational
companies
• Global market place evolved
to become highly competitive
• Powerful marketing tool at the
behest of these organizations
@DevikaSingh

5. #Topic
• Turn simple one-way traditional
communication into effective
multi-dimensional dialogue
(Consumer-Brand Engagement)
• Brand portfolios: Total collection
of trademarks that a company
applies to its products and
services
• Results this technique generates
depend entirely on its application
@DevikaSingh

6. #EffectiveExecution
• Axeman by Unilever
• This promotion generated a lot
of interest
• Marketing team had to
understand not only the desires
of young men, but also how
they try to fulfill them
@DevikaSingh

7. #EffectiveExecution
• Continued successes came
from constantly monitoring
youth culture's subtle shifts and
effectively conveying it to their
target audience
• Target market consists mostly of
young, tech-savvy males
• Axe took a number of trend
setting initiatives
@DevikaSingh

9. #IneffectiveExample
• The Ad Makeover Facebook
app by Dove
• Only 4% of women actually
consider themselves as
beautiful
• Decided to make target
women audience feel good
about themselves
@DevikaSingh

10. #IneffectiveExample
• Claimed to create a Facebook
application that, could
“replace” the diet and weight-
loss advertisements of their
competitors
• “Replace” with Dove’s positive
messages
• Failed in its stated objectives
@DevikaSingh

13. #ProsAndCons
• Utilization of social
media for brand
promotion is like
playing for high
stakes
@DevikaSingh

14. #Recomendations
• Marketers need to have a clear
strategy based on relevant market
research
• This comprehensive effort has to
be linked to the marketing budget
• Growing importance of social
media, organizations must invest in
this field
@DevikaSingh

15. Thank You"