The document discusses the digital marketing strategies of several major companies including Coca-Cola, Hershey's, and Time Warner. It notes that Coca-Cola plans to double its business by 2020 using content marketing to educate and entertain consumers. It also mentions that Hershey's manages multiple brand pages on Facebook and encourages user engagement. Finally, it provides an overview of Time Warner's media properties and their social media presence across platforms like Facebook, Twitter, and YouTube.
Facebook Redesign - What marketers need to knowsalomon dayan
Summarize several articles on how the new Facebook redesign implies challenges in marketing and what marketers need to know and do.
What marketers need to know about Timeline, Ticker, OpenGraph, Applications, Facebook ads.
What Marketers need to know about new Facebook Brands Pagessalomon dayan
On Wednesday February 29th 2012, Facebook made timeline available to all pages
This capability will automatically roll out to all pages on March 30, but Admin can upgrade to timeline right now
Key changes include:
1.- Having a more visual canvas to present the brand history (story)
2.- Admin have more control of post
3.- More social, engaging and retail oriented ads
Facebook Redesign - What marketers need to knowsalomon dayan
Summarize several articles on how the new Facebook redesign implies challenges in marketing and what marketers need to know and do.
What marketers need to know about Timeline, Ticker, OpenGraph, Applications, Facebook ads.
What Marketers need to know about new Facebook Brands Pagessalomon dayan
On Wednesday February 29th 2012, Facebook made timeline available to all pages
This capability will automatically roll out to all pages on March 30, but Admin can upgrade to timeline right now
Key changes include:
1.- Having a more visual canvas to present the brand history (story)
2.- Admin have more control of post
3.- More social, engaging and retail oriented ads
On May 3rd, 2011 MakeMeReach explained how to set up a marketing strategy on Facebook at the conference of the Chamber of Commerce and Industry in Paris.
For people who was not present, let us show you our presentation in 7 points :
- Creation of a fan page
- What is a fan page and how to animate ?
- Applications and Viral Dynamics
- Efficient use of social plug-ins
- How communicate about its fan page ?
- Media campaigns
- Community Management
As Director of Public Relations for McDonald’s USA, Molly (@Molly_McDs) oversees the Public Relations strategy to support McDonald’s U.S. business and brand. She is responsible for developing and leading a strategic, measurable and integrated communications platform to effectively reach and engage defined audiences with McDonald’s story, business and brand actions.
To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
Lithuania Krds How Facebook Is Changing The Way We Interact With Brands -...KRDS
How brands should harness the viral power of Facebook to reach out to users?
Here is a description of Facebook tools for brands: Pages, Applications, Connect and Live Stream, with some concrete case studies.
What Nitro Thinks: The Diabetes Experience by Sanofi USDan Winkler
The DX is Sanofi’s new diabetes experience and a pretty major milestone for Pharma.
This does not mean that the site does not have some points that it could improve upon, but on the whole it is a very positive indicator.
It represents a good few things that Sanofi should be proud of.
With over 500 million users worldwide and unprecedented targeting capabilities, Facebook offers a unique opportunity to efficiently connect with your customers before they even search for your products. In this detailed overview of Ads and Pages, you will learn all about Facebook's product offerings, audience breakdown, best practice and position on gaming. The session will also allow time for a comprehensive Q&A session.
Nikki Lannen, UK & Ireland Representative, Facebook
Social Media marketing is not all about Facebook, Twitter and Youtube. With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. We will explore how social gestures will help make the American Red Cross Blood Services website (www.redcrossblood.org) even more engaging for visitors.
Key Points of Interest:
•What does it mean to add social features to existing websites?
•How to leverage user-centered design to enhance your website with social features
•How to implement and track social features to impact website performance
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
Harnessing the Power of Social Media InfluencersBBDO
Social media influencers are not replacements for celebrities. They are the new celebrities.
This presentation gives an overview of the social influencer market, and demonstrates how brands and their agency partners can best tap into the influencer resource.
Ten Ethical Strategies to Generate Revenue through Blogs, Podcasts, YouTube, Facebook and Twitter!
- Blogging. Podcasting. Twitter. YouTube. What sites and technologies are most important?
- Business applications to deliver bottom line profitability. - Where are prospects hanging out, which sites are important to them?
- How to build and nurture a personal brand
- How to monetize blogs, podcasts and social networks
- The Britney Spears Strategy
- The Cascading Content Strategy
- My 100% Guarantee for how to succeed in Social Media if you have no extra time
On May 3rd, 2011 MakeMeReach explained how to set up a marketing strategy on Facebook at the conference of the Chamber of Commerce and Industry in Paris.
For people who was not present, let us show you our presentation in 7 points :
- Creation of a fan page
- What is a fan page and how to animate ?
- Applications and Viral Dynamics
- Efficient use of social plug-ins
- How communicate about its fan page ?
- Media campaigns
- Community Management
As Director of Public Relations for McDonald’s USA, Molly (@Molly_McDs) oversees the Public Relations strategy to support McDonald’s U.S. business and brand. She is responsible for developing and leading a strategic, measurable and integrated communications platform to effectively reach and engage defined audiences with McDonald’s story, business and brand actions.
To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
Lithuania Krds How Facebook Is Changing The Way We Interact With Brands -...KRDS
How brands should harness the viral power of Facebook to reach out to users?
Here is a description of Facebook tools for brands: Pages, Applications, Connect and Live Stream, with some concrete case studies.
What Nitro Thinks: The Diabetes Experience by Sanofi USDan Winkler
The DX is Sanofi’s new diabetes experience and a pretty major milestone for Pharma.
This does not mean that the site does not have some points that it could improve upon, but on the whole it is a very positive indicator.
It represents a good few things that Sanofi should be proud of.
With over 500 million users worldwide and unprecedented targeting capabilities, Facebook offers a unique opportunity to efficiently connect with your customers before they even search for your products. In this detailed overview of Ads and Pages, you will learn all about Facebook's product offerings, audience breakdown, best practice and position on gaming. The session will also allow time for a comprehensive Q&A session.
Nikki Lannen, UK & Ireland Representative, Facebook
Social Media marketing is not all about Facebook, Twitter and Youtube. With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. We will explore how social gestures will help make the American Red Cross Blood Services website (www.redcrossblood.org) even more engaging for visitors.
Key Points of Interest:
•What does it mean to add social features to existing websites?
•How to leverage user-centered design to enhance your website with social features
•How to implement and track social features to impact website performance
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
Harnessing the Power of Social Media InfluencersBBDO
Social media influencers are not replacements for celebrities. They are the new celebrities.
This presentation gives an overview of the social influencer market, and demonstrates how brands and their agency partners can best tap into the influencer resource.
Ten Ethical Strategies to Generate Revenue through Blogs, Podcasts, YouTube, Facebook and Twitter!
- Blogging. Podcasting. Twitter. YouTube. What sites and technologies are most important?
- Business applications to deliver bottom line profitability. - Where are prospects hanging out, which sites are important to them?
- How to build and nurture a personal brand
- How to monetize blogs, podcasts and social networks
- The Britney Spears Strategy
- The Cascading Content Strategy
- My 100% Guarantee for how to succeed in Social Media if you have no extra time
Social Media Overview_VML_Oct. '09 IABC Professional DevelopmentPaul Arnhold
social media deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media
What is Your Brand's Social Media Diet?Coy Caballes
Brands today have been either undernourished or overusing social media for marketing purposes. For you to get just the right amount of social media goodness into your system, do this social media diet with today’s menu.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
AJ Gerritson, Founder of 451 Marketing and thought leader in the social media and digital public relations space, will teach attendees how to acquire fans, foster interaction and conversation, and convert these interactions into foot traffic in this free webinar. Using industry statistics, step-by-step instructions, and industry case studies, AJ will teach attendees how to optimize their Facebook presence and interactions to create new business and convert current customers into digital brand evangelists.
A presentation to facilitate a discussion about the benefits of social media for SMEs at a meeting of the North Midlands Group of the Institute for Independent Business (IIB)
Our new Digital Trends Report for November 2015, is out and it looks cooler.
In this report we discuss a little bit about how to utilise Facebook as a B2B marketing tool, Twitter's new heart and interesting content on Halloween 2015.
Topics Covered:
Whats New
Digital Landscape
Digital Insights
Platform Overview: Twitter Updates
New Bytes
Digital 101
HashTag Cloud
Top Favourite Picks
Hot Discussion Topics on Digital
Trending Videos to Watch
2. Rank 103; Founded: Rank:404;Founded:1894
Rank: 59;Founded: 1892 1923(WB);1989(WC);1970(TB) Revenues: $60808 ML
Revenue:$ 46,542ML Revenue: $28974 ML Profit: $629 ML
Profits:$ 8572 ML Profits: $2886 ML Industry: Food Consumer
Industry: Beverage Industry: Entertainment Products
Competitors: Competitors
Competitors:
1> PepsiCo (41) $66504
1>Coca Cola 1>Walt Disney (Rank:66) ML
2>Coca Cola Enterprises $40893ML 2>Kraft foods (50) $54365
(Rank:324) $7939 ML 2>News Corp. (Rank:91) ML
3>Dr. Pepper Snapple $33405 ML 3>General Mills (181)
Group (Rank:417) 3> Time Warner $14880.2 ML
$5903 ML 13>Hershey „s
4. Hershey's
56,800 talking about
Facebook 5,892,679 likes this
LinkedIn 11,715 followers
Hershey's Kisses
Twitter 8045 tweets 6554 Following 18971 followers
17,208 talking about
Facebook 2,118,045 likes this
Celebrate with Hershey's
YouTube 223subscribers 56,715video views
Hershey‟s Syrup
Facebook 131,382 likes 1,289 talking about this
Hershey's Kitchens
YouTube 1,801subscribers 216,220video view
5. Hershey‟s You Tube
HERSHEY'S Kitchens provides tons
of recipes, tips and ideas right at your
fingertips
Their YouTube Channel offers baking
lovers a host of how-to baking videos
featuring Linda Stahl, the
HERSHEY's Kitchens Director and
their resident baking
6.
7. •Link to recipes:
http://hrshys.us/vlfx9u
•Creative recipe :
http://hrshys.us/vfuw3f
(mention of pilsbury
also)
•Also q/a surveys:
•Provides new special
Generated 868 product offerings and
Comments links to instagram:
http://hrshys.us/1590qh0
Hershey‟s FB • Which also drives in
user generated content
8. Example:
Philosophy “more content
Hershey's Cocoa Iconic Recipe promotion,
generates more engagement” which ran from February to April in 2011,
resulted in 34 million media impressions. In
Fans‟ questions are answered if the
addition, cocoa growth exceeded category
company‟s “decision tree” growth rates. Here are a few more results from
the effort:
determines that they should receive
Site visits increased by 20 percent
a response – so there‟s a system in
Page views increased by 11 percent
place to respond to questions, but it
Recipe views increased by 24 percent
doesn‟t guarantee that each post
Mobile views increased by 40 percent
will receive a reply.
Time on site increased by 5 percent
9. Hershey‟s social media
presence…
Having the right „voice‟ is key to establishing an effective and engaging brand
presence in social media.
Hershey‟s corporation needs multiple voices – for distinct products with their
own respective fan bases
Hershey‟s has Facebook pages for many of its brands, including Hershey‟s
Syrup, Hershey‟s Kisses, Jolly Ranchers
While the classic Hershey‟s page has a “genial, friendly tone,” the Reese‟s page
is more “conversational” and the Kitchens page posts tips for fans and has a
“resident baking expert” to answer questions on the Facebook wall.
10. Consistency
in response
to its
consumers
Interaction with
consumers and Users voice
General
engagement
Observation
their
being opinions
encouraged
Voicing
opinion in
turn creates
engagement
11. Time Warner Inc.
About
Time Warner Inc., a global leader in media and entertainment with businesses
in television networks, film and TV entertainment and publishing.
Description
Time Warner Inc., a global leader in media and entertainment with businesses
in television networks, film and TV entertainment and publishing, uses its
industry-leading operating scale and brands to create, package and deliver
high-quality content worldwide through multiple distribution outlets.
12. Time Warner
Facebook 18,690 likes 255 talking about this
Twitter 1261 tweets 495 following 6693 followers
LinkedIn 34,832 followers
HBO
Facebook 9,535,328 likes 46,669 talking about this
YouTube 285,810subscribers 129,980,376video views
Warner Bros. Entertainment
Facebook 1,155,818 likes 12,127 talking about this
Time Warner Cable
Facebook 1,353,217 likes 30,103 talking about this
YouTube 2,627subscribers 3,385,160video views
13. Time Warner Facebook
Video teaser HBO
http://www.timewarner.com/blog/pos http://itsh.bo/ZeZ08X
ts/20130307-DC-Comics-Launches-
Time Warner cable
Fan-Family-Blog/
Integrated with all their
Links to their blog
service/product related website:
http://t.co/JwmVvBKgq4
Websitehttp://www.twc.com
Career links http://www.twcableuntangled.com
http://www.twitter.com/twcablehelp
http://www.linkedin.com/jsearch?co
http://www.YouTube.com/TimeWarn
mpany=time-warner-
erCable
inc%2E&trk=careers_promo_module
http://www.facebook.com/TimeWarn
erCable
http://www.facebook.com/TimeWarn
erCableB...
http://www.facebook.com/TimeWarn
erCableJobs
16. Policies
Maintain a consistent look and
Coordinate web projects across feel throughout the site and Copyedit and proofread all web
departments. external communications about content uploaded to the site.
the site.
Assign and manage team Working with a cross-
member to oversee campaigns departmental team (publicity
Prepare „sales‟ materials/pitches
and ensure that all campaign and audience development) to
for the WB Word network of
management deliverables are maintain and develop the master
bloggers to potential clients.
being met per the campaign content calendar for the site.
procedure docs.
Develops best practices and
social media strategies alongside
TV publicity to market all Ongoing evaluation of new and
WBTV shows to consumers emerging social media
while taking advantage of fan platforms.
sites, blogs, social media
platforms.
17. Time Warner Inc. social media
policies observation
Work in tandem with publicity and photo
department to proactively pitch and place
similar online photos in every social media
In sync with Publicity on consumer
facing Social Media PR Stunts and
campaigns
18.
19. Coca Cola
Facebook 60,752,911 likes 933,432 talking about this
Sprite
177,564 talking about
Facebook 12,258,433 likes · this
Fanta
170,875 talking
Facebook about this 7,010,142 likes
YouTube 112,678subscribers 129,253,124video views
683,766
Twitter 74, 460 tweets 67719 following Followers
LinkedIn 196,923 followers
20. 1. Create „Liquid‟ and „Linked‟ content
2. The case for change
Double the size of their business
Distribution of Creativity
•To double worldwide
consumption of Coca Cola by Empowered consumers
the year 2020, and they plan on
using content marketing to take
3.The evolution of story telling
them there. Goal: Educate+ Entertain
•They have consistently been at Content Type
the forefront of new ideas and
marketing techniques 70:20:12
“Consumer-generated stories
outnumber their stories on most
of their brands.” - Jonathan
Mildenhall — the Coca-Cola
Company’s Vice President of
Global Advertising Strategy and
Creative Excellence
21. Coca Cola‟s Social Media Policies
According to Jonathan Mildenhall, the vice president of global advertising and creative
excellence for Coca Cola that they chose to release the information because it would
require too much effort to keep their new marketing plan away from public knowledge.
Instead, they chose to release the information and benefit from the publicity.
Insights Taken from Coca Cola‟s Content Marketing:
Liquid and Linked
Referring to two aspects of content marketing approach when they say this:
Liquid- They plan on consistently creating content so remarkable that it goes viral and
wanders endlessly around the web. They won‟t waste time on „good‟ or even „great‟
content. They will push out only the very best- generating high levels of interest across
social networks as well as direct links.
Linked- This outlines the importance of ensuring their content remains close to the heart
of their underlying business goals.
22.
23. Coca Cola Twitter
https://twitter.com/CocaCola_GB
https://twitter.com/cokescholars
https://twitter.com/search?q=%23Goo
dDeedsDay&src=hash
24. Coca Cola Facebook
Links to their ads
http://cokeurl.com/5tru
Links to their other products page
Generates ads, topics which will
drive to user generated content
Generated 285 comments on
Fun, Freedom,
women‟s day topic
and Refreshment
25.
26. Conclusion
Customer Engagement
Company Customers
High
Coca Cola Hershey’s Time Coca Hershey’s Time
Warner Cola Warner
Promotions Needs
Education Characteristics Medium
Entertainment Resources
Product Offers Attitudes
Low
Service Behaviors
Customization