DIGITAL SOCIAL MEDIA STRATEGY Prepared by: Salim Mhunzi
Overview The objective of this deck is to provide digital social media strategy for the Crest 3D White Strips marketing cycle. Evaluating technologies and trends in social media, I have prepared insight on how to leverage todays social space using burgeoning technologies and joining with genuine human connection.The outcomes of this campaign will generate new lanes for engagement, provide increased product visibility and drive end user demand towards sales.
Today’s information society has become reliant on consumer production. The concurrent emergence of advanced mobile technology and media networks that use consumer content are defining a new type of media ecosystem- social media. - Zachary McCune ( Consumer Production in Social Media Networks)
Mobile Devices are better, faster stronger with a rapidly increased user consumption. Faster Processor Quality Camera Robust OS Wifi/3G/4G GPS: Location Based Social Integration Mobile : Hardware
Amateur photographers, designers and artists have become budding iPhoneographers thanks to the insta-styling and sharing of iPhone App Instagram and i ts burgeo ning user base . - “Mashable”, Februa ry 2011
instagram <ul><li>7 Million Users </li></ul><ul><li>1.3 Million Photos Uploaded Daily </li></ul><ul><li>15 Photos Uploaded per second </li></ul><ul><li>Real Time </li></ul><ul><li>Visual </li></ul><ul><li>Social Integration with Twitter, Facebook & Tumblr </li></ul><ul><li>Influential Social Platform </li></ul>
<ul><li>The key motivations emerging for why people love to use Instagam To Share, To Document & To See the world through another perspective </li></ul><ul><li>Second key motivators Community, Creativity and Therapy - The opportunity to develop a sense of well being, community and validation </li></ul><ul><li>The allure and feeling of empowerment is agnostic to age, physique, profession, life stage or even geography </li></ul><ul><li>Successful Instagram users must both publish content (photos) and interact/comment on the images of other users (engage) </li></ul><ul><li>Photo “ Likes” Constitute the majority of interactions , Longer comments engage interaction </li></ul><ul><li>The users largest point of pride comes in unique representations of each shot </li></ul><ul><li>There is an offline/ online relationship </li></ul><ul><li>Source: - Zachary McCune ( Consumer Production in Social Media Networks) </li></ul><ul><li>via PSFK: http://www.psfk.com/2011/08/why-is-instagram-so-addictive.html#ixzz1UAGnrnbY </li></ul>Research and Key Findings : Why People Love Instagram
Crest + Oral B will authentically engage by embracing this community with innovation and creativity.
How We Can Use It <ul><li>#Hashtags + Keywords a feature that allows users to categorize and organize photos around a particular hashtag identifier </li></ul><ul><li>Storytelling use the visual component of instagram to tell a story </li></ul><ul><li>Real time search - one key component to instagram is the instant real time flow of images from the community. </li></ul><ul><li>Browse- Curating a collection of images on instagram or supporting the curation of images on instant gram </li></ul><ul><li>Contests - Create contests around user content and themes that connect with Crest Oral B brand themes. </li></ul>
Case Study : Walls Ice Cream “Share Happy” <ul><li>Worlds First Smile Activated Ice Cream Machine </li></ul><ul><li>The Ice Cream Machine Engages with Users granting Ice Cream in exchange for a Smile and photo. </li></ul><ul><li>Users are prompted to share their photo with their social networks </li></ul><ul><li>Uses facial recognition software and augmented reality to create interaction between users and machine </li></ul>Facial Recognition Software Source http://www.psfk.com/2010/06/unilevers-smile-activated-ice-cream-machine.html#ixzz1U10cmVW5 Walls Ice Cream
Traditional Crest 3D White Strips VS Messaging: Teeth Whitening Guilt: Coffee and Cigarettes have ruined your teeth. Use our product. We Can Help You OR Exclusivity: Movie stars. The Rich & famous, they all have white teeth because they pay to get them whitened. Live like the Stars. Capture your best smile every day. Use Crest 3D whitestrips for quick results and a happy healthy smile. “ Smiles can change the world”
Crest + Oral B Believe in the power of smiles.
Research and Key Findings The Untapped Powers of the Smile <ul><li>Researches have found that Smiling can be as stimulating as receiving up to 25,000 dollars in cash or eating 2,000 bars of chocolate </li></ul><ul><li>More than 30% of us smile more than 20 times a day and less than 14% of us smile less than 5 times a day. </li></ul><ul><li>A smile is also one of the most basic, biologically uniform expressions of all humans </li></ul><ul><li>Smiling has documented therapeutic effects , and has been associated with: reduced stress hormone levels (like cortisol, adrenaline, and dopamine), increased health and mood enhancing hormone levels (like endorphins), and lowered blood pressure. </li></ul>The Untapped Power of Smiling By: Ron Gutman , founder and CEO of HealthTap
Flash Your Best Smile Photo Contest How to Enter 1.) Capture a smile using instagram or picplz on your mobile phone. 2.) Add the Hashtag #CrestSmiles 3.) Curate a collection of photos that exhibit smiles 4.) All photos tagged with that #hashtag will be entered into the Crest Smile for the World Contest. 5.) Be entered to receive online product coupons and samples 6.) At the end of every month a user photo or curated collection will be chosen and entered in as a finalist. 7.) The campaign will conclude with a winner being chosen to be the face of the Crest Smiles for the world campaign and get an trip to any place in the world.
Contest: Benefits <ul><li>Instant, Easy and Effective way to allow users to participate. Users will use photography to creatively express themselves while engaging with the Crest brand and the campaign for healthy smiles. </li></ul><ul><li>Creates beautiful visuals of Crest customers </li></ul><ul><li>Interaction with passionate user base </li></ul><ul><li>Social Audience Amplification </li></ul><ul><li>Measurable results </li></ul>
We have the opportunity to inspire. Working hand in hand with users to show how we can change the world through Smiles