Zmot

•SM – Facts
Traditional
Vs.Now

Social media is part of
Our Life

1/3 of the Global
Population
is now online
Source: worldometers.info
Worldwide Social Media facts

Global Social Media Stats
Facebook 1,11 billion active users
Youtube 1 billion
Twitter 500 million
Google+ 343 million
LinkedIn 225 million
Instagram 100 million
Pinterest 48,7 million
Foursquare 33 million
WebData: May/June 2013

Hours per week used
on Media Consumption
MEDIA EU AVERAGE ROMANIA
TV 16,8 hours 15,7 hours
Online 15.9 hours 4,9 hours
Radio 12,7 hours 11,1 hours
Newspapers 4,6 hours 4,3 hours
Magazines 4 hours 3,6 hours

What used to work, it’s not a sure bet
anymore
Disruptive marketing practices like
30-second television commercials and print
advertisements don’t have the same
effective vibe as 20 years ago.

There is
a Communication Gap
Traditional media
is heading down

SAW OUR
TV AD
REACHING
80% OF
THE
AUDIENCE

Source: Nielsen Report 2012
Till the present…
What and how much I trust?
Series 1,
Banner Ads,
33%
Series 1,
TV/Magazine
Ads, 47%
Series 1,
Search
Finds, 56%
Series 1,
Word of
Mouth, 92%

Where Simultaneous
Device Usage is the Norm

Consumer Behavior has Changed!
Google Oct 2012

I believe
my online
friends”
“they tell me the truth,
unlike advertisement”
“

95%
of the Content is
User Generated
Content!
and the size of
the digital
universe
doubles every
two years.

Attention Span Time
Dropped from 12
mins to 5 sec!
in the Last 7 years
Source: Media Bistro March 2012

Hard to be Heard
Everybody is Talking Now

Traditional 3 Step Mental Model
of Marketing
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
FMOT: was coined by Procter & Gamble in 2005

Consumer Behavior has
Changed!
Pre-shopping before buying has
become a huge, huge part of
Customer Behavior.

ZMOT is that moment when You Grab
your Laptop, Mobile phone or some
other Wired Device and Start Learning
about a Product or Service
-or poten al girlfriend J - you’re
Thinking about Trying or Buying.

The New Marketing Model
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-home
At shelf
In-store
Experience
Which becomes the
next person’s ZMOT

86%
Of all Shoppers use ZMOT
Sources in the path to purchase

You Can’t Control Your Brand
But You Can Control the Agenda

the golden social media rule:
more about them, less about us

It’s About
Content
In the Right Context

Main Facebook KPIs
Recruit
Fans
Increase
Engagement
Increase time spent interacting
with the brandBuild Our Fan Base
REACH
How many fans receive our
content
ENGAGEMENT
How many fans interact with
our content
↓ ↓

HOW TO… Get more Visibility/Reach
– Test to find out how often you should post on your Brand’s
Social Media accounts.
– When you find out, keep up the rhythm so you remain “Top
of Mind” for your fans.
01 Be Consistent

– Best time to post depends on your Business.
I.e. retailers’ posts work best in the mornings.
02 Time it Right!

– And alternate visual content with text-only updates.
03 Use Eye-catching
Images

– Keep your posts between 100-150 characters – these get
around 60% more likes, comments & shares than longer
posts.
04 Keep it Short

– Your Content should always have your audience assured
that you know who they are
05 Be Relevant

– People are your friends and fans because they like what
you do, so keep your Social Media voice true to your
brand.
06 Use your authentic voice

– Asking your fans to like, share or comment most of the
times makes it more likely for them to do so.
07 Always include
a Call To Action

– Use not only Contests and promo apps, but also surveys
and forms to strengthen bonds with your fans.
08 Be Creative with Apps

– Include the latest tips & tricks, make sure your audience
can see you are on top of your game every minute!
09 Have a Sense of Urgency

– Ask yourself before posting “would I, as a fan, find this post
valuable for me?”
10 Offer Value

Google search results for Barilla and it’s
competitors
Brand Mentions in Google
Paste Baneasa 106.000
Pambac 55.300
Barilla 41.800
Monte Banato 12.200
Arnos 4520

• Mixed messages regarding
the search results:
• Positive – MasterChef
finalists and the winner of
Barilla contest are leaving
for Italy
• Neagative – Barilla owner –
regarding the implication of
gay couples in
communication campaigns
• Neutral – Richard Hutton – a
Romanian Barilla like
investor
• 41.800 results

• 55.300 results
• 106.000 results
• Better search results in Google for
Pambac and Paste Baneasa

• Barilla has more results comparing with
Monte Banato and Arnos
• 41.800 results
• 4520 results

Keywords related with pasta
Consumer Searches Mentions in Google
Retete de mancare 4.840.000
Retete paste 1.990.000
Sos paste 1.490.000
Paste cu sos 1.330.000
Paste la cuptor 948.000
Paste cu sos 242.000

“Retete mancare ” is one of the most
searched key word combination when
it comes to pasta according to Google
ad words.
There is no mention of Barilla, it could
be opportunity to try and gain this
territory
4.840.000

“Retete paste ” – again, a popular
keyword where Barilla is not
present
1.99.000

“Sos paste” – no mention of
Barilla
1.490.000

Overall trend in
Google of Barilla
Until 2011 it didn’t
appear on the Google
radar

Barilla behavior in the
last 12 months
A communication flight
appears between
February and June

Baneasa and Barilla are the
only 2 pasta brands that
have relevant numbers in
Google
It seems that Baneasa has
regular campaigns once a
year in the same period

Baneasa
Barilla
Pambac
Monte Banato

What Google Suggests
Most Popular Searches
One of the suggestions is
the type of pasta Barilla 47
but the links are towards
fishing sites.
It seems that Barilla 47 is
favorite among the
fishermen because they
use it as bait

It hasn’t been a good PR year
for Barilla.
Negative post, about the GM
controversy decision about
using gay couples in advertising
for Barilla.
People talking
about Barilla
Stirile pro tv/adevarul/iqads and many more

People talking
about Barilla
Stirile pro tv/adevarul/iqads and many more

People talking
about Barilla
They also made a spoof on Conan O’Brien

Only 2 pasta brands have a Facebook Page, but with
32 fans Baneasa Paste is like it doesn't exist.
Pambac on the other hand has a good fan base and
they are posting quite actively.
What about the presence in social
media?

Pambac is also present on
YouTube where it is they
are posting the TVC. They
are not very active but
they made a first step into
this direction.
Mentioning's of Pambac
also appear on Twitter
even if they don’t have
Twitter account
What about the presence in social
media?

Conclusions
• Barilla is missing an important communication channel from the media
mix, social media is a great tool to rise awareness and communicate
with the fan base
• Get consumers insight about your product
• React to negative PR in a active manner
• Grow online consumer base who interact with the Brand
• Indirectly help the sales department

Case studies
Challenge
Goodyear Tire & Rubber Company wanted to test the waters of
social media with their well-known and iconic Goodyear Blimp. The
goal was to create a Facebook environment to foster fan
engagement and develop a platform for publishing real-time
content from the pilots.
Solution
In order to continue to foster interaction and engage new fans,
Terralever developed a custom Facebook application, “Message in
the Sky,” giving users the ability to send a message to their friends
on the Goodyear Blimp.
Result
Terralever began by setting the foundation for the Goodyear Blimp
Facebook page and within the first week of launch, fans grew to
over 2,000. The application is widely used and continues to foster
the mission and vision of the Goodyear Blimp. Terralever supports
Goodyear by providing ongoing social media consulting.
01 Message in the
sky/Goodyear

"My Nat Geo Covershot"
Nat Geo launched a contest on Facebook where fans can experience the thrill of having their own
photo on a National Geographic magazine. Fans simply upload their photos through Facebook,
caption it, and then are entered to win a travel package. Seems like a great image generator that
fans will also want to share on their own Facebook pages.
02 /My Nat Geo
Covershot

http://www.youtube.com/watch?v=pBOajYbnk1s
Case studies 03/Nokia:The8N8Twitter
Campaign
•The8N8 was a twitter based
activation campaign where you
were required to get 8 popular
celebrities to follow you on twitter
to win a new Nokia N8.
•After enlisting top celebrities to
help tweet various questions, clues
and features… You would have to
find them, follow them and then
answer or respond to those tweets
correctly and in the fastest time to
earn a follow.
•With the first 8x people to get 8x
celebrities following them claiming
a phone.
http://www.youtube.com/watch?v=pBOajYbnk1s

Case studies 04 /The Nike Chalkbot
• The Nike Chalkbot campaign
• Chalkbot posted over 36,000 user
generated messages and helped raise
$4 million over the event with a 46%
sales increase for Livestrong!
• Users submitted 40 character messages
by SMS, Twitter, Web Banners and the
Nike Livestrong website.
• Each message would be send to the
Chalkbot, printed on a section of the
course, instantly photographed, tagged
with GPS coordinates and then emailed
to the person who submitted it. http://www.youtube.com/watch?v=HmW-eGCrSxs#t=17

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