Ultimate Taste Challenge

Social Media

Strategy

Aiman Al Khachi • Michelle Harman • Kevin Zechenelly • Justus James • Matthew Kallstrom-Cho

Agenda

• Introduction & Context

• Strategy & Target Segment

• Paid & Earned Media Tactics

• Owned Media Tactics

• Campaign Integration & Management

Is Social Enough?

Drawbacks Current BBDO Plan

•Heavy traditional media

spending

•Facebook as Hub

•Games

•Promote through events

•Lack of user generated

content and restricted

sharing

•Facebook as “hub”

•Lacking long term

engagement

•Doesn’t resonate with

Millenials.

Is Social Enough?

Revised Plan

•Encourage user generated

content

•Incentivize group behavior

•Reward participants

•Microsite as hub

Overall Strategy

Objectives

Goals

Strategy

Tactics

Engagement • New Fans UTC Participation

Community Building Increase Market Share

Microsite as Hub

Paid • Earned Owned

Target Audience - Millenials

• Age 16-25

• Urban, Lower-share markets

• Toronto & Vancouver

Entertainment Freebies Fun events &interactions

Target Audience Values

Paid Media Tactics

Facebook Promotions ex: events

Twitter Promoted Tweets,

Trends, etc.

Pop up PPC

Earned Media – Generating Buzz

Viral Videos User Generated Content

RedditFacebookTwitter

Content Creation & Viral Sharing

Earned Media

Pranks

Videos

Humor

Retweets & Hashtags Likes Shares

Owned Media

From Microsite

UTC Event Participation

Owned Media – Microsite

Campaign Integration

• Decide on social media channels

• Plan Content

• Plan competitions, events, etc.

• Schedule Publishing of Content

Editorial Calendar

Campaign Integration

Social Media Tools

Solution to monitor and manage your Twitter feeds with powerful filters to focus on what matters. You can also schedule tweets and stay up to date with notification alerts for new tweets.

Unlimited social profiles, enhanced analytics, advanced message scheduling, Google Analytics and Facebook insights integration.

Solution to watch real-time conversation on social media in order to predict the best times for publishing content to capture peak attention from target audiences.

Campaign MaintenanceMeasuring, Evaluating, & Adjusting

Key Performance Indicators

Reach

• Number of fans & followers

• Demographics

Engagement

• Active Followers

• Likes & Shares

• Comments’

• Mentions

Conclusion

• Integrate Media Channels

• Use Microsite as hub

• Promote long term brand growth