The document discusses the 5Cs of social media marketing: Consumers, Concepts, Content, Connections, and Conversations. It emphasizes identifying target consumers and creating engaging concepts. Content should be portable, shareable, and connect consumers. Relationships are nurtured through connections on websites, social networks, communities and more. Conversations are managed through blogs, email, and social networks. Case studies provide examples of campaigns that drove awareness, registrations and engagement through competitions, videos and digital strategies.

1. Image Title Here Title: The 5C’s of Social Media Marketing Date: 25th November 2008

2. Introduction The 5C’s

4. Identify your target consumer & create concepts for engaging interactive digital content. Then nurture consumer-brand connections & manage ongoing conversations & relationships.

10. A closer look at what we do… Case Studies

11. The Brief Acquire registrations for the Toyota database using the Toyota sponsorship of Munster Rugby. The campaign timing was the occasion of the match v New Zealand. Our Response Developed a competition Member Get Member mechanic and a HTML email was sent out to a total of 25,000 recipients We created new spaces for the Toyota Munster Rugby sponsorship @ www .toyotarugby.tv plus Bebo, Facebook & YouTube An experiential campaign was designed to drive awareness of the competition and create video content at the games in Thomond Park Toyota Munster Rugby

12. www.lynxcontactzone.ie

13. The Brief Create a digital strategy for Toyota’s future advertising and leverage existing sponsorship properties Our Response Created a space on www.toyota.ie for GAA Football initially featuring a series of 8 ‘mock’ webisodes called MeetMike (see www.meetmike.ie) Shown over 18 weeks with traffic driven by online video ads Maintained dialogue with over 10,000 consumers through online blog Toyota ‘Meet Mike’

15. Introduction Please contact Conor Lynch for more Information: E: conor .lynch @eightytwenty.ie M: +353 8 6 811 8833 Web - www.eightytwenty.ie Blog - www.advertisingforthedigitalage.com