MMM Chocolate: Digital Consumer Experience StrategyCarla Franke
This document outlines a strategy to engage millennials and drive sales of MMM Chocolate through digital experiences. It recommends focusing on millennials as influencers and speaking to them authentically. A mobile app and website would allow users to locate products, share experiences, and feel involved in the brand. If MMM Chocolate builds memorable digital interactions that facilitate sharing, it can increase awareness, loyalty, and sales through word-of-mouth among millennials.
Santander has launched a new SME strategy called Advance to support small and medium enterprises. The strategy has three pillars - Advance Financing which provides financing solutions, Advance Development for training and international expansion support, and Advance Connectivity with resources like Santander Trade and job portals. The goal is to support 200,000 SMEs across key markets like Spain, Mexico, Brazil and UK in the next three years and become their partner of choice for growth. In Spain specifically, Santander aims to provide financing of €30.7 billion and development support to 20,000 SMEs in 2014 through the Advance program.
THE STRATEGIC BUSINESS MODEL CANVAS DESCRIBES THE CORRELATIONS BETWEEN THE COMPONENTS OF OUR STRATEGY. A JOURNEY FROM OUR CURRENT [TRANSIENT] COMPETITIVE ADVANTAGE TOWARDS THE STRATEGIC DESTINATION, WHERE OUR NEW [TRANSIENT] COMPETITIVE ADVANTAGE WILL BECOME EFFECTIVE.
The document summarizes Santander's rebranding process from Abbey National to Santander in the UK. Key points include:
- Engaging employees was a focus, through improved communication, emphasizing the benefits of being part of a global bank, and reinforcing the company values.
- Measuring employee sentiment improved after the rebrand, with understanding of the vision and pride in the Santander brand increasing.
- Lessons learned include the need for employee buy-in, ensuring the rationale is understood, that rebrands require perceived benefits, and timing is important.
Santander is a leading global bank that originated in Spain in 1857. It has over 102 million customers and more than 14,000 branches worldwide, making it the largest international bank by number of branches. Santander first entered the US market in the 1960s and has expanded over the decades through key acquisitions like Sovereign Bank in 2009. Today, Santander operates various banking businesses across the US and continues growing its presence in the country.
The document is a strategy presentation by Ana Botin, Group Executive Chairman of Banco Santander, S.A. given on February 3rd, 2015. It outlines Santander's strategy to be the best retail and commercial bank by earning the lasting loyalty of customers, employees, shareholders, and communities. The presentation discusses the new banking environment, Santander's current position, and strategic priorities around customers, employees, communities, and shareholders. Key goals include growing the number of loyal retail and corporate customers, improving customer satisfaction, and achieving a return on tangible equity of 12-14% by 2017.
2011 SBS Sydney | Kevin Tate, Putting Facebook to Work EffectivelyDachis Group
The document discusses lessons learned from over 300 Facebook marketing campaigns. It notes that Facebook is good for awareness, amplification, activation, and advocacy. It explains that Facebook works by combining media and experiences in a symbiotic relationship. The author argues that marketers need to focus on authentic conversations, customer participation, influencers, and advocates. The summary also states that 90% of the time, growing a Facebook presence involves giving fans things to do, share, and participate in while measuring activity completions, shares, and reach.
2011 SBS Singapore | Putting Facebook to Work Effectively: Lessons From Over ...Dachis Group
The document discusses lessons learned from over 300 Facebook marketing campaigns. It notes that Facebook is good for awareness, amplification, activation, and advocacy. It explains that Facebook works by combining media and experiences in a symbiotic relationship. The author argues that marketers need to focus on authentic conversations, customer participation, influencers, and advocates. The summary also states that 90% of the time, growing a Facebook presence involves giving fans things to do, share, and participate in while measuring activity completions, shares, and reach.
MMM Chocolate: Digital Consumer Experience StrategyCarla Franke
This document outlines a strategy to engage millennials and drive sales of MMM Chocolate through digital experiences. It recommends focusing on millennials as influencers and speaking to them authentically. A mobile app and website would allow users to locate products, share experiences, and feel involved in the brand. If MMM Chocolate builds memorable digital interactions that facilitate sharing, it can increase awareness, loyalty, and sales through word-of-mouth among millennials.
Santander has launched a new SME strategy called Advance to support small and medium enterprises. The strategy has three pillars - Advance Financing which provides financing solutions, Advance Development for training and international expansion support, and Advance Connectivity with resources like Santander Trade and job portals. The goal is to support 200,000 SMEs across key markets like Spain, Mexico, Brazil and UK in the next three years and become their partner of choice for growth. In Spain specifically, Santander aims to provide financing of €30.7 billion and development support to 20,000 SMEs in 2014 through the Advance program.
THE STRATEGIC BUSINESS MODEL CANVAS DESCRIBES THE CORRELATIONS BETWEEN THE COMPONENTS OF OUR STRATEGY. A JOURNEY FROM OUR CURRENT [TRANSIENT] COMPETITIVE ADVANTAGE TOWARDS THE STRATEGIC DESTINATION, WHERE OUR NEW [TRANSIENT] COMPETITIVE ADVANTAGE WILL BECOME EFFECTIVE.
The document summarizes Santander's rebranding process from Abbey National to Santander in the UK. Key points include:
- Engaging employees was a focus, through improved communication, emphasizing the benefits of being part of a global bank, and reinforcing the company values.
- Measuring employee sentiment improved after the rebrand, with understanding of the vision and pride in the Santander brand increasing.
- Lessons learned include the need for employee buy-in, ensuring the rationale is understood, that rebrands require perceived benefits, and timing is important.
Santander is a leading global bank that originated in Spain in 1857. It has over 102 million customers and more than 14,000 branches worldwide, making it the largest international bank by number of branches. Santander first entered the US market in the 1960s and has expanded over the decades through key acquisitions like Sovereign Bank in 2009. Today, Santander operates various banking businesses across the US and continues growing its presence in the country.
The document is a strategy presentation by Ana Botin, Group Executive Chairman of Banco Santander, S.A. given on February 3rd, 2015. It outlines Santander's strategy to be the best retail and commercial bank by earning the lasting loyalty of customers, employees, shareholders, and communities. The presentation discusses the new banking environment, Santander's current position, and strategic priorities around customers, employees, communities, and shareholders. Key goals include growing the number of loyal retail and corporate customers, improving customer satisfaction, and achieving a return on tangible equity of 12-14% by 2017.
2011 SBS Sydney | Kevin Tate, Putting Facebook to Work EffectivelyDachis Group
The document discusses lessons learned from over 300 Facebook marketing campaigns. It notes that Facebook is good for awareness, amplification, activation, and advocacy. It explains that Facebook works by combining media and experiences in a symbiotic relationship. The author argues that marketers need to focus on authentic conversations, customer participation, influencers, and advocates. The summary also states that 90% of the time, growing a Facebook presence involves giving fans things to do, share, and participate in while measuring activity completions, shares, and reach.
2011 SBS Singapore | Putting Facebook to Work Effectively: Lessons From Over ...Dachis Group
The document discusses lessons learned from over 300 Facebook marketing campaigns. It notes that Facebook is good for awareness, amplification, activation, and advocacy. It explains that Facebook works by combining media and experiences in a symbiotic relationship. The author argues that marketers need to focus on authentic conversations, customer participation, influencers, and advocates. The summary also states that 90% of the time, growing a Facebook presence involves giving fans things to do, share, and participate in while measuring activity completions, shares, and reach.
This document provides an overview of social networking and its uses and benefits for government. It discusses key statistics about the growth of social media and outlines strategies for government agencies to create an online presence through platforms like Facebook and Twitter. This includes developing goals, engaging customers, creating unified messaging, and establishing policies for social media use.
A presentation that gives some practical tips how to use social media. If you have any questions or you need a presentator with it, that please contact me. Peter
CASE STUDY! KEEPING UP WITH KEY CHANGES IN FACEBOOK & TWITTEREyeforTravel
This document summarizes a presentation about keeping up with key changes on Facebook and Twitter. The presentation was given by Robert Patterson and provides an overview of MMGY Global's social media philosophy and case studies. It discusses developing integrated social media platforms across multiple apps and channels to engage users. Examples provided include interactive Twitter and Facebook applications as well as targeting audiences using Facebook ads. The presentation concludes with results from a campaign that generated over 20,000 Facebook likes and over 1,000 Twitter followers.
Succeeding With Social Media and FRSocial by For Rent Media SolutionsErica Campbell Byrum
This document provides an overview of social media strategies for real estate companies. It discusses measuring the impact of social media on brand reputation and sales. The presentation recommends developing a social media strategy, creating accounts on key networks like Facebook and Twitter, engaging audiences with compelling visual content and contests, and measuring engagement and reputation through analytics and reputation management tools. It also discusses partnering with For Rent Media Solutions for social media management, advertising, and reporting services.
Thetalkingcirlce - Voka Mechelen social media for B2B workshopthetalkingcircle
This document discusses how social media can be used to build relationships with customers and achieve business objectives. It provides examples of popular social media platforms like Facebook, Twitter, LinkedIn, and tools for monitoring conversations. It emphasizes listening to customers, engaging in conversations, and providing meaningful content. The document also includes examples of how some companies like Ordina and the National Lottery of Belgium are using social media for marketing, recruiting, and community management.
The document provides tips for charities on using Facebook to spread their message and cause. It recommends that charities create a public Facebook page, engage fans by publishing posts and creating social experiences to share, and use page insights to guide content strategy and targeting of posts. It also suggests leveraging the Facebook platform and ads to communicate beyond existing fans.
The document discusses social media marketing. It provides an introduction to social media and its importance for online business. It then lists some famous social media sites like Twitter, LinkedIn, Facebook, Google+, Instagram, Pinterest and MySpace. It also outlines some laws of social media marketing focusing on listening, quality over quantity, and adding value. Finally, it provides examples of social media marketing strategies and case studies of companies that have used social media successfully.
The document discusses how social media can be used to win over more customers. It states that social media has redefined business and relationships at an unprecedented scale. Leading brands now focus on relevancy and engagement over just reach. Social media allows two-way relationships with consumers that influence others and build brand awareness, sales, loyalty and equity. It then provides details on using platforms like Facebook, Twitter and YouTube to engage customers, advertise products and services, share content and drive traffic back to branded pages. The final section discusses social media management and advertising services provided by an agency called Design Larisa to help companies achieve their goals.
Inside Facebook's Facebook Marketing Breakfast San Francisco: Kevin Barenblat...guest1ce0bc
Context Optional is a company that helps brands, agencies, and publishers engage customers through social networks. They discussed how social networks can provide advantages like viral sharing, advocacy, and scale. They presented case studies showing how they helped brands like Target, MTV, the Travel Channel, and Clinique drive engagement on social media through applications, contests, and games on Facebook pages. Their social marketing process involves defining goals, designing applications, developing and deploying them, analyzing results, and making improvements.
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
The document discusses various organizations' use of social media for marketing purposes. It provides statistics on the number of fans, followers, and views organizations like the Desert Botanical Garden and Franklin Park Conservatory have gained through platforms like Facebook, Twitter, and YouTube. It also offers tips for growing social media audiences and converting followers into customers or members.
The document discusses using Facebook for business and marketing purposes. It provides information on building a Facebook page, promoting a page, and using social ads. Key topics include how to define goals for a Facebook page, the differences between official pages, community pages, and groups, how to create and manage a page, and tools for monitoring page performance.
This document discusses a social media marketing strategy called SponsorITSports that leverages the social networks of sports parents to promote local business sponsors. It notes that a single hockey team with 17 players and 34 parents represents immediate access to around 3000 people through their Facebook accounts and contacts. For a $25 sponsorship, a business's ad could reach 3000 people, and for $0.01 per additional reach, they could access 30000 people. This is significantly more cost effective than traditional flyer advertising which has no way to track effectiveness. SponsorITSports allows businesses to get demographic details on viewers, build goodwill, access referral customers, and communicate directly with their growing customer base through sponsored team profiles on the site and Facebook announcements.
This document discusses digital reputation management and social media services. It provides examples of social media campaigns run for various companies across different industries. These campaigns helped companies engage online audiences, build their brands and increase business metrics like website traffic, social media followers and customer inquiries. The document also discusses search engine optimization services to help companies improve their online visibility and rankings.
The Power of Integrated Marketing Campaignscristinalepore
The Power of Integrated Marketing Campaigns: How consumer product goods, consumer retail, hospitality and quick service restaurant companies
use integrated marketing campaigns to increase brand awareness, engage customers and drive revenue
The document discusses the importance of digital reputation management for businesses. It highlights how social media can either strengthen a business by building loyalty and attracting customers, or threaten reputations if left unattended. The document then provides examples of digital reputation management campaigns that were successful in increasing engagement for various organizations through content creation and community building on social media platforms.
The document provides a summary of a social media campaign audit for more. Supermarket and Megastore over a period of 1 year and 9 months. Key aspects of the campaign included growing the Facebook fan base to over 45,000, increasing post engagement and reach, developing contests and applications to engage users, maintaining a positive online reputation, and responding to customer queries and complaints. Going forward, the summary recommends continuing to engage existing fans, introducing new content and applications, involving users in interactive activities, building brand recall through puzzles and games, and earning loyalty from the most engaged subset of users.
This is a presentation given to the Oshkosh Business Blitz Group. A networking group of local business leaders and owners. This presentation highlighted how they can reach their audience using social media and mobile marketing.
This document provides an overview of social networking and its uses and benefits for government. It discusses key statistics about the growth of social media and outlines strategies for government agencies to create an online presence through platforms like Facebook and Twitter. This includes developing goals, engaging customers, creating unified messaging, and establishing policies for social media use.
A presentation that gives some practical tips how to use social media. If you have any questions or you need a presentator with it, that please contact me. Peter
CASE STUDY! KEEPING UP WITH KEY CHANGES IN FACEBOOK & TWITTEREyeforTravel
This document summarizes a presentation about keeping up with key changes on Facebook and Twitter. The presentation was given by Robert Patterson and provides an overview of MMGY Global's social media philosophy and case studies. It discusses developing integrated social media platforms across multiple apps and channels to engage users. Examples provided include interactive Twitter and Facebook applications as well as targeting audiences using Facebook ads. The presentation concludes with results from a campaign that generated over 20,000 Facebook likes and over 1,000 Twitter followers.
Succeeding With Social Media and FRSocial by For Rent Media SolutionsErica Campbell Byrum
This document provides an overview of social media strategies for real estate companies. It discusses measuring the impact of social media on brand reputation and sales. The presentation recommends developing a social media strategy, creating accounts on key networks like Facebook and Twitter, engaging audiences with compelling visual content and contests, and measuring engagement and reputation through analytics and reputation management tools. It also discusses partnering with For Rent Media Solutions for social media management, advertising, and reporting services.
Thetalkingcirlce - Voka Mechelen social media for B2B workshopthetalkingcircle
This document discusses how social media can be used to build relationships with customers and achieve business objectives. It provides examples of popular social media platforms like Facebook, Twitter, LinkedIn, and tools for monitoring conversations. It emphasizes listening to customers, engaging in conversations, and providing meaningful content. The document also includes examples of how some companies like Ordina and the National Lottery of Belgium are using social media for marketing, recruiting, and community management.
The document provides tips for charities on using Facebook to spread their message and cause. It recommends that charities create a public Facebook page, engage fans by publishing posts and creating social experiences to share, and use page insights to guide content strategy and targeting of posts. It also suggests leveraging the Facebook platform and ads to communicate beyond existing fans.
The document discusses social media marketing. It provides an introduction to social media and its importance for online business. It then lists some famous social media sites like Twitter, LinkedIn, Facebook, Google+, Instagram, Pinterest and MySpace. It also outlines some laws of social media marketing focusing on listening, quality over quantity, and adding value. Finally, it provides examples of social media marketing strategies and case studies of companies that have used social media successfully.
The document discusses how social media can be used to win over more customers. It states that social media has redefined business and relationships at an unprecedented scale. Leading brands now focus on relevancy and engagement over just reach. Social media allows two-way relationships with consumers that influence others and build brand awareness, sales, loyalty and equity. It then provides details on using platforms like Facebook, Twitter and YouTube to engage customers, advertise products and services, share content and drive traffic back to branded pages. The final section discusses social media management and advertising services provided by an agency called Design Larisa to help companies achieve their goals.
Inside Facebook's Facebook Marketing Breakfast San Francisco: Kevin Barenblat...guest1ce0bc
Context Optional is a company that helps brands, agencies, and publishers engage customers through social networks. They discussed how social networks can provide advantages like viral sharing, advocacy, and scale. They presented case studies showing how they helped brands like Target, MTV, the Travel Channel, and Clinique drive engagement on social media through applications, contests, and games on Facebook pages. Their social marketing process involves defining goals, designing applications, developing and deploying them, analyzing results, and making improvements.
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
The document discusses various organizations' use of social media for marketing purposes. It provides statistics on the number of fans, followers, and views organizations like the Desert Botanical Garden and Franklin Park Conservatory have gained through platforms like Facebook, Twitter, and YouTube. It also offers tips for growing social media audiences and converting followers into customers or members.
The document discusses using Facebook for business and marketing purposes. It provides information on building a Facebook page, promoting a page, and using social ads. Key topics include how to define goals for a Facebook page, the differences between official pages, community pages, and groups, how to create and manage a page, and tools for monitoring page performance.
This document discusses a social media marketing strategy called SponsorITSports that leverages the social networks of sports parents to promote local business sponsors. It notes that a single hockey team with 17 players and 34 parents represents immediate access to around 3000 people through their Facebook accounts and contacts. For a $25 sponsorship, a business's ad could reach 3000 people, and for $0.01 per additional reach, they could access 30000 people. This is significantly more cost effective than traditional flyer advertising which has no way to track effectiveness. SponsorITSports allows businesses to get demographic details on viewers, build goodwill, access referral customers, and communicate directly with their growing customer base through sponsored team profiles on the site and Facebook announcements.
This document discusses digital reputation management and social media services. It provides examples of social media campaigns run for various companies across different industries. These campaigns helped companies engage online audiences, build their brands and increase business metrics like website traffic, social media followers and customer inquiries. The document also discusses search engine optimization services to help companies improve their online visibility and rankings.
The Power of Integrated Marketing Campaignscristinalepore
The Power of Integrated Marketing Campaigns: How consumer product goods, consumer retail, hospitality and quick service restaurant companies
use integrated marketing campaigns to increase brand awareness, engage customers and drive revenue
The document discusses the importance of digital reputation management for businesses. It highlights how social media can either strengthen a business by building loyalty and attracting customers, or threaten reputations if left unattended. The document then provides examples of digital reputation management campaigns that were successful in increasing engagement for various organizations through content creation and community building on social media platforms.
The document provides a summary of a social media campaign audit for more. Supermarket and Megastore over a period of 1 year and 9 months. Key aspects of the campaign included growing the Facebook fan base to over 45,000, increasing post engagement and reach, developing contests and applications to engage users, maintaining a positive online reputation, and responding to customer queries and complaints. Going forward, the summary recommends continuing to engage existing fans, introducing new content and applications, involving users in interactive activities, building brand recall through puzzles and games, and earning loyalty from the most engaged subset of users.
This is a presentation given to the Oshkosh Business Blitz Group. A networking group of local business leaders and owners. This presentation highlighted how they can reach their audience using social media and mobile marketing.
2. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Repositioning objectives:
Align social media strategy with brand communications and objectives;
Generate engagement in social media in order to increase our fan base, communicating the value
proposition of Santander Universities;
Increase the brand aweareness and knowledge about our products in social media through creative
contents and relevant discussions to users;
Define the editorial line, personality and tone of voice, in order to personalize the communication and
create more closeness with young audiences;
Manage our social media profiles as a community, in order to generate a sense of belonging;
Viralize contents posting videos in You Tube and generate cross traffic through our website.
Profile April 2011 December 2011 %
3,462 57,030 1,547%
1,150 2,523 120%
3. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Repositioning objectives:
Use the Facebook as our main brand
communications platform and marketing tool Guide the Twitter strategy in this platform
(obtaining market information, feedback and to become a tool of one to one interaction
qualified traffic); Complementary with users;
Channels
Develop applications and games to promote Strategy Generate and promote conversations on
interaction with the students; relevant topics to enable organic
positioning of branded products and
Establish and dynamic cross-talk with related improve customer experience;
accounts (Santander, Universia, etc..) and
strategic alliances such as Microsoft to impact Promote content integration between
more users and spread the conversations; website and social media profiles;
Create and manage Google AdWords Create hashtags and use the trend topics
campaigns and social ads connected to different to spread the conversations.
dynamics and promotions, segmenting
audiences on topics of interest.
4. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Organic Growth Strategy:
ENGAGEMENT + WALL POSTS + ADS = FANS
60.000
Organic Exposure
Implementing the organic
growth strategy, we win a
lot of fans per day with low 50.000
investment.
FANS
40.000
30.000
OCTOBER NOVEMBER DECEMBER
6. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Twitter followers:
Seguidores en Twitter
3,000
2,523
2,500
1,969
2,000 1,868
1,757
1,615
1,460
1,500
1,000
500
0
Jul-11 Ago-11 Sep-11 Oct-11 Nov-11 Dic-11
7. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Content Management:
Products and services: interactive content related to the Bank value proposition;
Financial Education (online games and opportunities for interaction among students) and transversal contents
(tips of how to use products and services connected to the daily routine);
News about Santander Universities and higher
education sector, highlighting our financial (products and
service) and institutional (scholarships, academic support)
offer;
Dissemination of PAES (Program to Support Higher
Education): scholarships, entrepreneur awards and
academic projects aid;
Cultural exchange, testimonials and pictures of
students sharing their experiences of international mobility
in Santander Universities scholarship programs;
Develop career contents, professional tips and links to
job opportunities in the Bank;
Generate content about financial independence and
entrepreneurship, connecting products and services to
create new business.
8. BECAS FÓRMULA SANTANDER
REDES SOCIALES
Game plan:
Repositioning “Lupita” profile in Facebook changing the avatar image by Santander Zero campaign;
“Welcome TAB” to strengthen and promote the editorial line;
Implementation of Santander Zero APP (social sharing buttons to create viral effect) Targeted social ads to increase brand
awareness;
Promotion "Suitcase Awarded - Your first long trip” to increase the interaction and the number of comments (Publication of 2
photos per day from different places around the world and the student had to guess the locations. The first to correctly answer
earn 50 points and the others 10 points. The strategy to score all the participants was intended to expand the number of
comments and reach more people;
Product launches using teasers and viral videos;
Publish contents (products, financial services and scholarship
programs) with the call to action to Web page in order to generate
more traffic;
Cross promotions between Facebook and Twitter to increase the
fan base and estimulate dialogue between the profiles (Promotion
Back to School – "Your first day in the university”);
Promotion "What´s the innovation behind this picture?" to increase
awareness of the Entrepreneurial Award campaign;
Publication on real time of the photos from the promotional actions
“Back to School” in universities in different regions.
9. BECAS FÓRMULA SANTANDER
REDES SOCIALES
Game plan:
2º Semester / 2011
Implementation of Promotional TAB with exclusive offers for the University Segment (the layout of the TAB is customized
according to the current campaign);
Promotion "Win a GPS with Autocompara," which invited students to quote the lowest price on car insurance in Autocompara,
scoring points along each week to win a GPS;
Implementation of Scholarship TAB, with viral video and connection to webpage www.santanderbecas.com.mx;
Changing the avatar image by Supernet Zero campaign, including call to action to follow us on Twitter;
Development of Supernet Zero application that simulates chats presenting the Internet Banking attributes in a fun way and
publication of messages on the wall of the APP users to increase the viral effect;
Social media adversiting campaigns:
Campaña de anuncios Facebook Presupuesto asignado (USD) Objetivos
Historias patrocinadas $ 1,428.57 Incrementar la base de fans, con bajo CPC
Incrementar la base de fans, awareness y link directo para el TAB de
Becas $ 1,071.43
Becas
Incrementar la base de fans, awareness y link directo para la home del
Santander Zero $ 3,214.29
APP Empezar de Zero, con los textos enviados para los anuncios
Incrementar la base de fans, ampliar el conocimiento del producto Súper
Campaña "Tu tarjeta dice mucho de ti" $ 3,857.14
Cuenta Universitaria y apoyar la viralización del nuevo APP
Campaña Historicos patrocinados y 15,000 fans + ampliar awareness de la tarjeta Zero, aprovechando la ola
$ 3,571.43
Empieza 2012 desde Zero del fin de año
Ampliar el conocimiento del servicio Supernet Zero y apoyar la viralización
Supernet Zero $ 1,428.57
del nuevo APP
TOTAL $ 14,571.43
11. SOCIAL MEDIA
App “Empezar de Zero”
(Start from Zero):
Application to generate Buzz Marketing: “Start from Zero” –
a simulation that deletes all contacts, photos and wall posts in
the user profile. The idea is that the game is spread the joke
though Facebook, increasing the awareness about the
campaign and generating producing viral effect. http://ayudasantander.com/facebook/zero/
12. SOCIAL MEDIA
Social ADs on Facebook:
Target:
15.450.840 users that live in Mexico
Age: 18 - 28 years
No connected to Santander Universities profile
Campaign:
Budget: $ 4,400 USD
Cost per click (CPC) : $ 0.08 / 0.10 USD
Cost per fan (like): $ 0.33 USD
Results:
We start with 5,350 Fans (likes) and we reach
20,000 new fans
3.8 millions of impressions
54,850 clicks (Visits/Page Views) and 11,300 Likes
Viral effect: 2,000 new users in the community
14. SOCIAL MEDIA
Quote your car insurance and discover the lowest
price with Autocompara
OBJECTIVE
Users will need to
accumulate points and
interact with us over
5 weeks
HOW TO PARTICIPATE
The user will have to quote the lowest price for
a car insurance, based on the 5 photos
published on our Facebook profile. The first
user that answer correctly the lowest quote get
50 points. The others that post the correct
information also win 15 points.
15. SOCIAL MEDIA
Promotion Autocompara –
Photos published (from 14th November to 16th December)
16. SOCIAL MEDIA
Personalized link to Autocompara Promotion
bit.ly/Autocompara
1,137 clicks in
5 WEEKS
378 208 223 181 147
17. SOCIAL MEDIA
Results – Promotion Autocompara (14 /11 - 16/12)
Reach: unique users who have
Engaged Talking seen the post.
Week Reach Virality
Users about this
14 -18/11 9,623 211 54 0.56% Engaged users: unique users who
have interacted with the post
21 - 25/11 12,045 231 69 0.57%
Talking about this: unique users
28/11 - 2/12 13,902 215 53 0.38% who have created a story about
our fanpage
5 - 9/12 16,795 284 80 0.48%
Virality: unique users who have
12 - 16/12 18,629 295 89 0.48% created a history of our fanpage /
percentage of people who have
seen the post
Total 70,994 1,236 345 0.48% (Talking about this / Reach)
19. SOCIAL MEDIA
More than 90 participants
in the promotion
Reward:
1 GPS per week
20. SOCIAL MEDIA
30 different text ads on Facebook (TAB Autocompara Promotion)
Target: 18-32 years
Period: 14th November – 19th December
Budget: USD 1,538.36
Campaign Type IMPRESSIONS CLICKS CONNECTIONS CTR CPC (USD)
AUTOCOMPARA Social Ads 24,458,132 14,681 3,395 0.06% 0.09
The campaign generated
3,395 new fans.
14,681
8,394
Clics propuestos
clics obtenidos
Clics propuestos clics obtenidos
21. SOCIAL MEDIA
Preview del anuncio Conexiones Clics Preview del anuncio Conexiones Clics
400 1687 179 950
295 1461 171 839
203 902 84 327
Análisis de los anuncios
Advertising on Facebook - Analysis
The AD with more clicks (1.687) has the greater promotional impact (Contract your car insurance and win a car every
month!)
Ads with customized messages have great response;
Savings of up to 50% was the product attribute that most attracted Facebook users.
22. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
Sharing photos from BTL Back to School Actions to engage local audience
23. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB Schoolarships
TAB to invite students to apply to
scholarships sponsored by Santander
Video to engage the audience on
social media
Video:
http://www.youtube.com/watch?v=a3V_wXDiraQ&feature=youtube_gdata_player
24. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB Promotions:
Special promotions and
benefits targeted to students
25. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
APP Supernet Zero:
http://ayudasantander.com/facebook/supernet/
Facebook Application
that simulates a chat about the advantages of using
Internet Banking (Supernet Zero), using a young
language to communicate financial services
benefits in a funny way.
26. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
APP Supernet Zero:
Social sharing functionality
to generate viral effect
Post in the wall of your
Facebook friends
27. BECAS FÓRMULA SANTANDER
SOCIAL MEDIA
TAB SCU – – Your card design reflets your personality:
Card design customization to share with
Facebook friends
Promotion inviting the customers to create a
card design