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Social Media Marketing Presentation
- 1. Social Media Marketing A look at 5 Canadian campaigns & 3 Telecom campaigns Luca Petruccelli November 5, 2016
- 2. World’s 2nd largest paediatric research hospital Heavily rely on philanthropy for funding $355M in donor-endowed funds (2015) Filmed stories of 6 kids who’s lives had been “put on pause” Ad videos would suddenly pause Viewer could “unpause” video by making donation Get to see end of the story
- 3. Achieved 2.7M views Social Media Impressions 74.5M Increase in online donations 20% Money raised in 6 weeks $49M Life Unpaused $ Convert goodwill into donations • Give instant gratification • Show “social proof” • Increase awareness
- 4. Donut & coffee chain 4,413 Canada 650 USA 113 Middle East ~68% Canadian coffee market Starbucks ~7% Transformed house into fully functional restaurant Invitations sent to neighbours Helped with chores The Next-door nut #TimsNextDoor Facebook Twitter Instagram
- 5. Campaign Budget $80K Media Impressions 78M Social Media Impressions 12M Pop-up Visitors 500 News Stories 200 Tims Next Door #TimsNextDoor $ Tims is a neighbour • Spark conversation about brand • Positive PR • Keep Tims top of mind
- 6. Non-profit interbank network *National debit card service 65,000 ABMs 879,000 Merchants Online & digital payment services, e.g. Interac e-Transfer Created online content program Daily tips & tricks on reducing credit card dependence Used reality TV finance personalities 21 Day Challenge Paid social & digital media Blogger support Twitter Lead Generation cards Tapped into fan base of reality TV finance personalities
- 7. Daily email open rate 41% Video content completion rate 93% Social media impressions 1.9M No. Canadians completed challenge 4K Interac 21 Day Credit Free Challenge #21DaysCreditFree Paved way for future Online Initiatives • Spark national conversation about personal debt • Instruct people on how to have better finances and less stress
- 8. Multinational Bank 19th largest bank in the world Service 22M clients worldwide Canada & Eastern USA Challenged them to make a difference in their community within 24h Surprised people with $30K on a TD Comfort Card 85K employees Documented Everything #MakeTodayMatter Facebook Twitter YouTube Campaign Site Identified local heroes Google Insight Survey Social media Employee interviews Focus group interviews
- 9. Make Today Matter #MakeTodayMatter Increased brand awareness through differentiation • Increase emotional connection with customers • Increase positive brand sentimentIncrease Google Brand Arc to 29% (Leader amongst Canadian banks) Impressions generated by videos 300M Video views >5M Genuine/Positive Sentiment 51%
- 10. Diversified Entertainment Movie theatres, gaming, online 165 theatres & 1,683 screens coast to coast Lily & the Snowman online movie Social media supported release Facebook & YouTube Pre-show in theatres 77M guests annually #SeeTheBigPicture Facebook Twitter Instagram
- 11. Online media budget $150K No. Views 21.8M No. Shares 300K Organic Views 92% Positive Sentiment 98% Cineplex.com visits 51% Facebook followers 31% Twitter followers 51% Ticket sales 25% Lily & the Snowman #SeeTheBigPicture $ Create emotional connection between brand & customers • More to life than working and how entertainment is meaningful • Attach emotion to the brand that transcends its utility
- 12. The Social Media Activities of 3 Telecom Companies
- 13. Instagram Comparison Social Media Marketing Bell Rogers Telus 1,861 Followers Photos from Rogers products & sponsored events/contests Post ~5x per week Contains UGC User comments generally positive Most engaging post: Promotional ad for iPhone7 160 Likes 11 Comments 2,845 Followers Photos from Bell sponsored events & contests, videos on fun ways to use your phone Post only for events Contains UGC Last post was 107w ago! Majority of comments negative Most engaging post: Happy Thanksgiving video; use your phone as oven timer for turkey 221 Likes 180 Comments 10.6K Followers Photos/videos from Telus sponsored events & contests Post once per week Mostly UGC User comments generally positive Most engaging post: Photo of Justin Trudeau (PM) & Kate Middleton/Prince William during Royal visit 527 Likes 19 Comments
- 14. Instagram Comparison Social Media Marketing Bell Rogers Telus 1,861 Followers Photos from Rogers products & sponsored events/contests Post ~5x per week Contains UGC User comments generally positive Most engaging post: Promotional ad for iPhone7 160 Likes 11 Comments 2,845 Followers Photos from Bell sponsored events & contests, videos on fun ways to use your phone Post only for events Contains UGC Last post was 107w ago! Majority of comments negative Most engaging post: Happy Thanksgiving video; use your phone as oven timer for turkey 221 Likes 180 Comments 10.6K Followers Photos/videos from Telus sponsored events & contests Post once per week Mostly UGC User comments generally positive Most engaging post: Photo of Justin Trudeau (PM) & Kate Middleton/Prince William during Royal visit 527 Likes 19 Comments
- 15. Instagram Comparison Social Media Marketing Bell Rogers Telus 1,861 Followers Photos from Rogers products & sponsored events/contests Post ~5x per week Contains UGC User comments generally positive Most engaging post: Promotional ad for iPhone7 160 Likes 11 Comments 2,845 Followers Photos from Bell sponsored events & contests, videos on fun ways to use your phone Post only for events Contains UGC Last post was 107w ago! Majority of comments negative Most engaging post: Happy Thanksgiving video; use your phone as oven timer for turkey 221 Likes 180 Comments 10.6K Followers Photos/videos from Telus sponsored events & contests Post once per week Mostly UGC User comments generally positive Most engaging post: Photo of Justin Trudeau (PM) & Kate Middleton/Prince William during Royal visit 527 Likes 19 Comments
- 16. Facebook Comparison Social Media Marketing16 Bell Rogers Telus Engage customers to use their devices & Rogers entertainment Post daily Encourage UGC User comments often not topical & express dissatisfaction Most engaging post: photos from a concert (M. Bublé) for contest winners (#ShareEverything) 5.1K Likes 121 Shares 90 Comments Advertise new devices, upcoming Bell content & brand building (#tbt) Post 3x per week No UGC User comments are often complaints Most engaging post: video about Bell sponsoring the NBA and donating money to refurbish community courts 42K Views/124 Likes 13 Shares/2 Comments Advertise new devices & post branding ads Post 3x per month No UGC User comments are often complaints Most engaging post: sustainability ad with Telus collaborating with WWF to protect environment 711K Views/4.7K Likes 1,708 Shares/231 Comments
- 17. Blog Comparison Social Media Marketing17 Bell Rogers Telus Mixed Content (Career profiles, Device info, Software tips, Promotions, Customer Support) Sporadically No UGC Few user comments Most engaging post: Career Profile: Bell Mobility’s VP of Marketing Claire Gillies 2 Comments Mixed Content (Community involvement, Technology, Rogers in the news) 2-5x per month No UGC Few user comments Mostly complaints Most engaging post: Internet speed tests confirm Rogers is the best for surfing and streaming 5 Comments 3 Facebook Likes Focused on customers and community ~5x per month No UGC User comments are generally topical Most engaging post: Pokémon Go: Tips you need to know 6 Comments 445 Shares
- 18. Thank You
Editor's Notes
- Ihttp://promoawards.strategyonline.ca/Winners/Winner/2016/?w=sickkids-lifeunpaused https://www.youtube.com/watch?v=OKQxE-o9h_Y&index=1&list=PLQq1TgSGqi1nzB0B20SplHs1_y1dpnZ10 https://www.youtube.com/watch?v=4dctsEZhzlA&list=PLQq1TgSGqi1mC4wSrHzZ9JvvpGyC5jrgG&index=1
- http://promoawards.strategyonline.ca/Winners/Winner/2015/?w=timhortons-timsnextdoor
- https://www.youtube.com/watch?v=qehqv13PJwI