Social marketing case study feature on Lola Techie as presented by Brad Geiser during the Internet Marketing Boot Camp last July 29, 2010.

1. r Busi ness
l Med ia fo
S ocia
iser
B rad Ge

2. Belief and Memory

3. Our Strategic Communication Tools
Positional Online Community
Advocacy Interventions Relations
Buzz & Viral Promotional
Engagement Market
Activations Research
Influencer Strategic
Management Public Events
Relations Management
Media / Sales Stakeholder Issues & Crisis
Trainings Relations Communication

4. What is Social Marketing?

5. Why is this helpful?

6. Social marketing
helps brands get permission
to participate in social behavior

7. How was Project Lola conceived?

8. What is a Positional Advocacy?

9. An
advocacy
relevant
to
Bayan’s
brand
equity
and
corporate
mission:
Let
the
Filipino
Voice
Be
Heard!
Objective:
Empower Filipinos to
teach their Lolas and
Lolos how to use the
Internet to stay in
touch. In doing so, we
can help bring the
senior voice of the
Philippines back to the
family and society,
achieving a greater
sense of
connectedness

10. It was presented in a joint
planning conference

11. And then something
unusual happened…
The ad agency drew inspiration from
the PR campaign!

12. Lola Techie was born!
Advertising Message:
Bayan DSL is so
easy, a grandmother
can use it!

13. Uh Oh,
What do we do?

14. Social Marketing’s Solution:
The Composite Personality

15. • Integrated with the ads
• Integrated with the pr
Active on every
significant social
networking site
An ad you can
talk to
A character you
can connect with
Finally,
a
Teleco
with
a
friendly,
approachable
face.

16. She became a phenomenon

17. A true Internet celebrity
Without the celebrity price tag

18. A media and internet darling

19. Spontaneously parodied

20. Almost
5,000
friends
in
just
over
2
months
120,000+
fans
to
date
250
interac:ons
per
day
4,500
followers
in
Mul:ply

21. About
3,000
followers
on
TwiCer
About
1,884
followers
&
about
500
fans
on
Plurk

22. How does she talk to the public?

23. So what are the advantages?

24. Always reaching out to engage the public,
regardless of budget
Friends Viewers
Participants Followers
Fans

25. Society is open to our campaign

26. 700% Increase in sales inquiries
50% Increase in actual sales

27. Thank you!