#TTLPresents - Electric Ireland - Justifying Social
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At The Tomorrow Lab Presents on 25th May 2017, Eoin Young talked about how Electric Ireland justify social media marketing as part of their digital marketing strategy.
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#TTLPresents - Electric Ireland - Justifying Social
- 1. Justifying Social An Electric Ireland Story
- 8. SOCIAL MEDIA IS FOR KIDS. OUR CUSTOMERS ARE NOT ON THERE..“
- 10. The Marketing Funnel Education Awareness Conversion 10 TV Radio Display PPC Email Direct Mail Outdoor Social ATL ------------------------ BTL ?
- 11. ATTENTION! 11
- 12. BETWEEN 2.5M – 3M IRISH PEOPLE HAVE A FACEBOOK ACCOUNT “ Sugar plum gummi bears candy canes danish cake bear claw cake. Dessert bear claw powder chocolate Sugar plum gummi bears ” CHIN MO, COMPANY A 12 IPSOS MBRI
- 13. BUSY MARKETPLACE 13 MORE CHOICE MORE NOISE MORE ENTRANTS
- 15. FIRST YEAR 15
- 16. PRIMARY OBJECTIVE ASSIST ATL MARKETING 16
- 17. NO ONE WANTS TO BE FANS OF AN ELECTRICITY COMPANY…“
- 18. WANT TO HEAR ABOUT ENERGY SAVING TIPS?!...“
- 20. BRAND AFFINITY OUR SPONSORSHIP PORTFOLIO DARKNESS INTO LIGHT GAA MINORS ELECTRIC PICNIC 20
- 21. CASE STUDY 2015 GAA MINOR CHAMPIONSHIPS
- 23. ANTHOLOGY 23
- 24. THEAMATIC STORYTELLING MAY LAUNCH VIDEO THEME For players of such a young age and transitional time, this Championship isn’t minor, it’s Major JUNE SHANE KINGSTON STORY An exploration into the bond of Cork Minor Shane Kingston and the Cork GAA legend father he idolizes JULY CIARAN BRADY STORY The heartwarming bond between Galway Minor Ciaran Brady and the single mother who raised him. AUGUST HURLING FINAL THEME Galway Captain Sean Loftus and Tipperary Captain Stephen Quirke on their journey and to understand what GAA means to them. SEPTEMBER FOOTBALL FINAL THEME Charlie McGeever and Jack O'Connor on how they're preparing their teams for the biggest day of their life. 24
- 27. THEAMATIC STORYTELLING MAY LAUNCH VIDEO THEME For players of such a young age and transitional time, this Championship isn’t minor, it’s Major JUNE SHANE KINGSTON STORY An exploration into the bond of Cork Minor Shane Kingston and the Cork GAA legend father he idolizes JULY CIARAN BRADY STORY The heartwarming bond between Galway Minor Ciaran Brady and the single mother who raised him. AUGUST HURLING FINAL THEME Galway Captain Sean Loftus and Tipperary Captain Stephen Quirke on their journey and to understand what GAA means to them. SEPTEMBER FOOTBALL FINAL THEME Charlie McGeever and Jack O'Connor on how they're preparing their teams for the biggest day of their life. 27
- 28. CAMPAIGN STORYTELLING 28 AGONY AND ECSTACY THE THEME OF GROWING UP
- 29. RESULTS 29 • CAMPAIGN AWARENESS INCREASES BY A FURTHER 16% • POSITIVE BRAND AWARENESS FROM CUSTOMERS INCREASES TO 72% • MOST ENGAGED AUDIENCE WAS AGED 30 - 45 • WINS EUROPEAN SPONSORSHIP AWARD IN 2 CONSECUTIVE YEARS •
- 30. OUR COMPANY PEOPLE DON’T BUY WHAT YOU DO. THEY BUY WHY YOU DO IT - SIMON SINEK “ 30 OPPORTUNITY TO WEAVE IN & TELL YOUR BRAND STORY
- 34. THEY’RE JUST THE COLOURING BOOK DEPARTMENT. SOCIAL MEDIA DOES NOT CONTRIBUTE TO THE BOTTOM LINE…“
- 37. 37 SECOND YEAR
- 38. PRIMARY OBJECTIVE ASSIST BTL MARKETING 38
- 39. SOCIAL MEDIA IS FREE, ISN’T IT?… “
- 40. THE END OF FREE ADVERTISING 40
- 42. CASE STUDY 2016 STAY HAPPY CAMPAIGN
- 44. SEGMENTED MARKETING OPTION 1 FEMALE DEMO EMAIL Upload our email database and cross sell to existing customers OPTION 2 MALE DEMO WEBSITE Target anyone who visited our website in the last 90 days OPTION 3 MARRIED BEHAVIOURS Target anyone who was recently married or is a new home owner OPTION 4 SENIOR DEMO FANS Target people who like our Page ad friends of people who like our Page OPTION 5 TOPICAL ENGAGED Targeting anyone who recently engaged with our Halloween competition 44
- 45. SALE STRATEGY 45 • SUITE OF 100CREATIVE IMAGES • FULL WEBSITE TRACKING AND REMARKETING • TEST & LEARN, TEST & LEARN
- 46. RESULTS 46 • FROM16% DIGITAL BUDGET • CAME 40%OF THE ONLINE SIGN UP CONVERSIONS • COST PER ACQUISITON EQUALLED €8 • BEST PERFORMING LEAD GEN CHANNEL •
- 48. 48 THIS YEAR
- 49. SOCIAL MEDIA IS ONLY A SMALL PART OF OUR MARKETING COMMUNICATIONS..“
- 50. The Marketing Funnel Education Awareness Conversion 50 TV Radio Display Google Adwords Email Sponsored Articles Outdoor SEO Social
- 53. CAMPAIGN STORYTELLING MAY LAUNCH VIDEO THEME For players of such a young age and transitional time, this Championship isn’t minor, it’s Major JUNE SHANE KINGSTON STORY An exploration into the bond of Cork Minor Shane Kingston and the Cork GAA legend father he idolizes JULY CIARAN BRADY STORY The heartwarming bond between Galway Minor Ciaran Brady and the single mother who raised him. AUGUST HURLING FINAL THEME Galway Captain Sean Loftus and Tipperary Captain Stephen Quirke on their journey and to understand what GAA means to them. SEPTEMBER FOOTBALL FINAL THEME Charlie McGeever and Jack O'Connor on how they're preparing their teams for the biggest day of their life. 53
- 55. BRAND STORYTELLING 55 STAY HAPPY SAVINGS 25 - 35 Fiona is an Urban Gardener and Electric Ireland Customer. This is her secret to staying happy STAY HAPPY SAVINGS 35 - 45 Emma is a mum of 2, comedienne and Electric Ireland customer. This is her secret to staying happy STAY HAPPY SAVINGS 45 – 65+ Gerald is a Lighthouse Keeper and Electric Ireland customer. This is his secret to staying happy NEST THERMOSTAT EARLY ADOPTERS Ger is a Hairdresser, HOTY finalist and Nest Owner. This is his secret to staying happy.
- 57. KEY TAKEAWAYS 57
- 59. MY CUSTOMERS ARE NOT ON SOCIAL MEDIA…“
- 60. BETWEEN 900K – 1M NORTHERN IRISH PEOPLE HAVE AN ACTIVE FACEBOOK ACCOUNT “ Sugar plum gummi bears candy canes danish cake bear claw cake. Dessert bear claw powder chocolate Sugar plum gummi bears ” CHIN MO, COMPANY A 60 FACEBOOK
- 61. SOCIAL MEDIA DOESN’T DRIVE SALES. IT’S ONLY FOR BRAND AWARENESS… “
- 63. KEEP UP YOUR END OF THE BARGAIN 63 • THINK LONG-FORM BRAND STORYTELLING • THINK SEGMENTED AUDIENCES • THINK CONTENT MARKETING FUNNEL • THINK A SOCIAL MEDIA STRATEGY THAT COMPLIMENTS THE OVERALL STRATGEY
- 64. ATTENTION! 64
- 66. IF AN ELECTRICITY COMPANY CAN DO WELL ON SOCIAL MEDIA, SO CAN YOU... “
- 67. Justifying Social An Electric Ireland Story
- 68. THANK YOU