Cadbury has been an early adopter and successful user of social media platforms. They tested different types of engaging content on Facebook and found competitions with prizes that required minimal user effort were most effective at increasing reach and engagement. Cadbury also used Google+ Hangouts successfully to interact directly with fans worldwide and thank their global audience. The Hangouts helped increase Cadbury's traffic and followers. Hotels could also use Hangouts to provide customer service, host interactive events like cooking demonstrations, and connect directly with customers around the world at low cost.

1. FINAL CASE STUDY
CADBURY
STUDENT :LAURE HERVE - MBA2B
INSTRUCTOR : E.CRAIG

2. 1. CADBURY SOCIAL MEDIA
STRATEGY
Cadburyhas been an early user of platform on social medias’networks
and very pro-active, they became one of the most successful brandsin
this field

4. 1 page per product
Own competitions
& prizes
Fan can chooseshis
product and receives
information only on the
chosen one
10 850 758 J’aime2 745 476 J’aime
Problem : 1 million fans but only 16% see content that the brand posted on Facebook
Challenge increase the engagementof fans - reach friends of fans and the wider Facebook
community
1.1.STUDY OF THE DIFFERENT SOCIAL MEDIAS IMPACTS 1/4
 ACTION: testwhat content users would engage with, with the building a giant Facebook ‘like’ thumb outof pieces ofDairy Milk. up
 RESULTS are successfulo + 40,000 Facebook fans - 350,000 people actively involved in the campaign. 33% of fans engaged with the
campaign and helped underpin the new Joyville marketing initiatives.Abrand campaign based on competition : find a “Joyville Taste”, win a
prize.
 https://www.youtube.com/watch?v=yJJV5FecYk0 https://www.youtube.com/watch?v=CiZCW_lWW0M
 Conclusion, the bestway to increase reach on Facebook is to offer fans a big reward for minimum effort on their part. While core fans may
engage with all your content, to gettheir friends to become engaged ithas to be extremely easy for them to interact.
It’s also a clever way ofcelebrating the community and the posts make a nice change from the usual productpromos

5.  Separate Twitter feeds for each product,→ less
success.
 Cabburyworld has 130,000 followers,
The Dairy Milk (31,000 followers).
 Mainly repurposed tweets from Facebook or
retweets fromf others
 The socialteam occasionallyrespond to
@mentions,but these appearto make up a
small proportion of the activity.
 Cadburyprovide no customerservice on Twitter.
→ link to customerservice contact information
 Exception with “Wispa Gold” using Promoted
Trend.
 Result : + 1800%, of 'positive' brand
mentions on socialnetwork
 On “‘Retweet for Sweets’ : + 25%
engagementlevels
 Cadbury is present but not much
pro-active
 Example : Cadbury Australia.
 It has created just five boards and
pinned a grand total of 116
images
1.1.STUDY OF THE DIFFERENT SOCIAL MEDIAS IMPACTS 3/4
https://www.pinterest.com/CadburyAU/

6. 1.1.STUDY OF THE DIFFERENT SOCIAL MEDIAS IMPACTS 4/4
 Cadbury's activity on the platform so far has been shaped to emphasise
the brand's commitment to innovation
• Cadbury .co.uk was an early,enthusiastic adopter ofGoogle+.t
• Cadbury has over 1.2 million followers - making its page the platform's most
popular in the UK. (the objective owas to have an engaged core of20,000 people,try
out theplatform
 Cadbury’s “circles” divide fans by candypreferences including “Creme Egg,” “Wispa,”
“Dairy Milk,” - fans ask to join the circles by leaving comments like “Gotta be Wispa – love
those bubbles etc..;

7. CONTEXT
• Cadbury has been an early user of platform on social medias’ networks and
very pro-active, they became one of the most successful brands in this field. In
2012 Cadbury, almost self evidently, became one of the sponsors of the
Olympic Games, asofficial treat provider .
OBJECTIVES
• Cadbury wanted to reach more intensively a younger audience: people from 18
to 25 who are tech-savvy. They wanted to:
Not only connect but to engage with this tech-savvy profile demographic
Stand out from the other sponsors
Extend their reputation for creativity and innovation (modernize their image)
1.1.2.THE CHOICE : GOOGLE +HANGOUTS

8. 1.1.2.THE CHOICE : GOOGLE +HANGOUTS
WHY
HANGOUTS? Existence noticed by Cadburyof
Platforms conversations on
Cadbury/Chocolate/during the
Olympic Games 2012
Cadburywanted Eye-to-eye contact.
Jerry Daykin, CadburyCommunity
Manager.« We can'tdirectly connect
with every person who buys our
chocolate,but we can connectwith
some of them. Then more people see
the HangoutOnAir, and feel they're
part of the experience”
THE
APPROACH
Question of Cadbruy:”How are we going
to bring this alive in social media? Is there
a way for our fans to become a partof
it?’”
Cadburyhas been careful to give their
followers a reason to come to their Google+
*They supplyed exclusive contenton Google+
: for example specialedition Google+
chocolate bars were made to feature on the
page and they even sculpted a chocolate
version of their Google+ page
*Used Hangouts to connectto fans
*Use of social extensions in AdWord

9. Sculpting
• Cadbury’s first HangoutOn Air celebrated reaching 500,000 followers on Google+.The
team wanted to thank this globalaudience offans, and to reward these loyalists so that
they would become the main channelofpromotion. Staged from CadburyHouse,the
event featured the Cadbury Google+ page sculpted in chocolate, including
profile pictures of followers.
Swimming
• The second HangoutOnAir, was a chatwith Olympic swimmerand Cadburybrand
ambassadorRebeccaAdlington,.Besides entertaining followers and enhancing the
Cadburybrand,this event subtly demonstrated the chocolate brand’s historic ties to Great
Britain and its support of the London 2012 Olympic & Paralympic Games
Sampling
• The Tasters Circle HangoutOn Air, the third event of the month, included speciallyinvited
followers from Cadbury’s highly engaged“Tasters” Circle. During the event, Circle
members chatted with a Cadburyproductdeveloper,commented on their own chocolate
preferences,and sampled various Cadburyproducts live. It was a relaxed,friendly moment
among widely dispersed chocolate lovers.
EXAMPLES OF G+ HANGOUTS
 Cadbury egg cake from January 31, 2014 had a remarkable success
Results 7.9 million views on social platfor m- 3 million organic views
and 36,000 engagements, including 3,000 comments, 5,000 shares
and 28,000 +1s with a fivefold increase in organic reach.
 social actions on G+ increased to six times the pre-campaign level
 Its +Post Ads campaign delivered a 2.5% engagement rate
https://www.youtube.com/watch?v=taDLIe_L8xo
Baking : Cadbury egg cake

10. CONCLUSION : a sweet success
Cadbury has fully embraced Hangouts On Air and will continue hosting them regularly for its followers.
“Hangouts On Air are a chance to do something that you can’t do on another platform,” Daykin says. The
results were
• 17% uplift in click-through rate (CTR) across all their AdWords campaigns
• Drove a consistent 10,000 new Google+ followers per day
• An increase of 7.5% of traffic from Google URLs
• In over 500 posts, Cadbury’s Google+ page has registered impressive metrics:
• Total +1s on posts: 39,759
• Average +1s per post: 74.4
• Total shares: 11,243
• Average shares per post: 21.3
• Total comments: 18,182
• Average commentsper post: 34.5
• Most popular post: 495 commentsand 902 reshares
Promote:Google+Badge, Social Extensions, Direct Connect
• The brand used Google+ to unveil a brand-new product launch, the Dairy Milk Bubbly bar. Cadbury's Bubbly launch
through social networks such as Google+ achieved a strong impact; already sales are over £8m. And they have
started using social extensions in AdWords too, which links Cadbury's Google+ page to its AdWords campaigns.
• And since Cadbury installed the Google+ badge on its homepage, it's now easier than ever for fans to follow the
brand.They have 10,000 new followers per day," and an increase of 7.5% of traffic from Google URLs - outside of
general search and campaigns

11. 2. HANGOUTS APPLIED TO THE HOSPITALITY
INDUSTRY
 Technologymay have revolutionized the traditional meeting, butthat doesn’tmean it’s doing away with face-to-face
communication all-together
 Forbes.com contributorGene Marks said: “ Google+ Hangouts onAir provides the bestof both worlds,” citing the ability
share slides in a video chatformat. Webinars are just one of the ways businesses are using Google+ Hangouts.Google
Hangouts is one of the fastest growing video chatservices for businesses looking to connectwith their customers”.
 Hangouts are a newway of communicating to the customers.After Instagram, Twitter Facebook,howbetter way to have
direct contact with followers than through an internet event where people do nothave to move from where they are : home,
country, office etc
 Possible events or services that a hotel could offer via hangouts are :
• Accessible video chattechnology could lead to the nextshift in customerservice. Google+ Hangouts enable business
to respond to customerconcerns in a more personalway. When one ofthe customers complains through Google+ or
any other social platform, respond with an offer to chat on Google+ Hangoutand search for a solutio;
• Forexample at the Royal Monceau a boutique ofPierre Hermé has opened.An eventlike directcooking of pastery or
a macaron made byPierre Hermé could be done,with followers cooking directly also.
• On mobile,Hangouts are simple of use and it is possible to have conversation up to 10 people.Applications can be
added.Asimple means of direct connection to customerrs for Hotels for promotion of their hotel and speicialoffers
 The aim for the Hospitality industry is to get in direct contact(“eye-to-eye” and face-to-face) with customers throughoutthe
whole world and thus get a far better awareness through socialmedia atminimum cost. To accomplish this the Hotel would
need to invest in a Community Manage

12. THE END
It's Friday - let's dance! #FreeTheJoy
https://www.youtube.com/watch?v=et1Wv_-fZ7g