Social Media for Integrated Marketing

Social media for integrated marketing!

Gaurav Mishra | Gauravonomics!Asia Director of Social Media, MSLGROUP!

06.29.2010 | P2

Six stages of social media integration!

Six stages of social media

integration!

Based on interactions with 1500+ marketing and communications professionals in Asia, all companies can be mapped across six stages of social media integration.!

Letʼs create a campaign or country microsite!!

1!

Letʼs create a Facebook page or a Twitter profile!!

2!Letʼs run a Facebook contest or a Twitter influencer program!!

3!

Letʼs integrate social into our business processes!!

6!

Platforms!

Letʼs integrate social into our marketing and comms programs!!

5!

Programs! Processes!

Inaction!

Incubation!!

Integration!Letʼs integrate social into our web platforms!!

4!

•  In stage 1, microsites are created to push out information on a campaign or a topic.!

•  Typically, microsites have a short shelf-life and limited content.!

•  The award-winning 2009 Plug Into the Smart Grid augmented reality microsite has been abandoned.!

Stage 1: Let's create a campaign or

country microsite!

Source: GE Plug Into the Smart Grid!

•  In stage 2, Facebook or Twitter accounts are created to push out news updates about a topic.!

•  Typically, most updates include links to news items and engagement with followers is limited.!

•  The Facebook and Twitter profiles of the GE ECLP blog merely link to blog posts without any engagement.!

Stage 2: Let's create a

Facebook page or a Twitter

profile!

Source: GE ECLP on Facebook, Twitter!

•  In stage 3, tactical, short-term, channel-specific campaigns are run to increase engagement, like a Facebook contest, a Twitter influencer program, or a blogger program.!

•  GE tied up with influencers on YouTube and HowCast, who asked their fans for eco-friendly tips, then filmed and promoted their favorite tips.!

Stage 3: Letʼs run a Facebook

contest or a Twitter

influencer program!

Source: GE Tag Your Green!!

•  In stage 4, the website is reimagined as a social hub.!

•  By adding social features into the website itself.!

•  By integrating website with social platforms like Facebook, Twitter, LinkedIn, Slideshare and YouTube.!

•  GE showcases the Twitter and Tumbler feeds of selected experts on its website and prominently links to the application from the GE.com homepage.!

Stage 4: Letʼs integrate social into our web platforms!

!

Source: GE Expert Feed, GE Healthymagination!

•  Designing marketing programs to connect people around a shared social heartbeat.!

•  GE is asking consumers, influencers, film-makers and experts to share their stories on what environmental responsibility means to them.!

Stage 5: Letʼs integrate social into our marketing and

comms programs!!

Source: GE Tag Your Green!

•  Leveraging social media as a tool for business transformation by integrating it with sales, support and innovation processes.!

•  GE invites and funds ideas to improve how we power our electricity grids and our homes.!

•  GE has tied up with four VCs to create a $200 million fund for ecomagination challenges.!

Stage 6: Letʼs integrate social into our

business processes!!

Source: GE Ecomagination!

06.29.2010 | P10

Social media for integrated marketing!

The social heartbeat framework!

Brand persona!

Brand values!

Brand Insights!

Evangelist persona!

Evangelist passions!

Evangelist Insights!

Organizing platform!

z

Energizing programs!

z

Short-Term!

Long-Term!

Shared brand story!

The BIG Idea!

Social heartbeat!

The role of platforms and

programs!

Time!

Attention/ Permission!

Program 1!

Program 2!

Program 3!

Programs attract attention!

Platforms retain attention!

The role of paid, earned & owned media!

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Social Ads! Search Ads! Influencer Outreach! Organic Sharing! Organic Search!

06.29.2010 | P14

Case Study: Pepsi Refresh Project!

•  Pepsi spent $142 million on Super Bowl ads in the last decade with ads that were full music videos with top celebrities. Pepsi spends more than half of its marketing budget on TV ads.!

Pepsiʼs Super Bowl obsession!

Source: Pepsi We Will Rock You!

•  In 2009, PepsiCo committed to the promise of “performance with purpose”, committed to environmental sustainability, human sustainability and talent sustainability, and launched Pepsiʼs Refresh rebranding.!

PepsiCo Performance with Purpose!

Source: Pepsi Refresh ad!

Frank Cooper, Chief Consumer Engagement Officer!

At PepsiCo, Performance with Purpose means delivering sustainable growth by investing in a healthier future for people and our planet.!

Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.!

Indra Nooyi, CEO & Chairman!

Every generation refreshes the world. Now itʼs your turn.!

Pepsi Refresh TVC featuring Bob Dylan & Will.i.am!

Pepsi Refresh Project!

Brand Insights!

Evangelist persona!




z


z

Short-Term!

Long-Term!

Shared brand story!

The BIG Idea!

Social heartbeat!

§ Environmental, human, talent sustainability.!§ Fun for you, better for you, good for you products.!§ Refreshing thirst, refreshing the world.!

Brand persona!

Brand values!


Brand persona!

Brand values!

Brand Insights!


z


z

Short-Term!

Long-Term!

Shared brand story!

The BIG Idea!

Social heartbeat!

Evangelist persona!



Pepsi Optimism Project (POP) Survey findings: Young people in the US believe that the best ideas are more likely to come from "normal people" as opposed to public figures.!


Brand persona!

Brand values!

Brand Insights!

Evangelist persona!




z


z

Short-Term!

Long-Term!

Shared brand story!

The BIG Idea!

Refresh the world.!

Social heartbeat!


Brand persona!

Brand values!

Brand Insights!

Evangelist persona!




z


z

Short-Term!

Long-Term!

The BIG Idea!

Social heartbeat!

Shared brand story!

Pepsi helps young people refresh the world.!


Brand persona!

Brand values!

Brand Insights!

Evangelist persona!




z

Short-Term!

Shared brand story!

The BIG Idea!

Social heartbeat!

PEPSI REFRESH PROJECT: !Pepsi will give grants of $20 million to ideas that can help young people refresh the world.!!


z

Long-Term!


Brand persona!

Brand values!

Brand Insights!

Evangelist persona!




z

Long-Term!

Shared brand story!

The BIG Idea!

Social heartbeat!

§ Monthly contests in which 1000 ideas compete for grants worth $1.3m.!§ Series of celebrity campaigns to energize movie and sports fans.!


z

Short-Term!

•  MTV VJ SuChin Pak went on road trip across America to meet the Pepsi Refresh grant recipients.!

Pepsi Refresh MTV Roadtrip!

Source: http://facebook.com/refresheverything !

•  Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes. !

Pepsi Refresh Celebrity Challenge!

Source: http://facebook.com/refresheverything !

•  In the run up to the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas!

Pepsi Refresh: One Goal in

Mind!

Source: http://ussoccer.com/pepsirefresh!

•  Pepsi Refresh ran a contest with NASCAR where three drivers promoted their favorite charities.!

Pepsi Refresh: NASCAR Contest!

Source: http://nascar.com/promos/pepsirefresh/index.html !!

•  Pepsi Refresh ran a contest with Major League Baseball where their players promoted their favorite charities.!

Pepsi Refresh: MLB Contest!

Source: http://mlb.mlb.com/sponsors/pepsi/refresh/y2010/ !!

•  Pepsi Refresh ran a contest with Major League Soccer where their players promoted their favorite charities.!

Pepsi Refresh: MLS Contest!

Source: http://www.mlssoccer.com/pepsirefresh !!

•  Pepsi Refresh also ran a special contest to fund ideas that can help in the Gulf oil spill crisis.!

Pepsi Refresh Do Good for the

Gulf!

Source: http://gulf.refresheverything.com !!

•  Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products.!

Pepsi Refresh: Cherry

Goodness!

Source: http://refresheverything.com!!

•  8 billion impressions!•  76 million votes!•  17 million unique visitors!•  6.5 million registered community

members!•  1.6 million comments!•  2.5 million new Facebook fans!•  25000 volunteers!•  $20 million donated to fund 400+

ideas!•  1 million people impacted by

grantees!•  5-10 daily media reports!•  Pepsi sales dropped by 6%

compared to 4.3% for the category.!

Pepsi Refresh Project 2010

Results!

Figures from December 2010, Pepsi Press Release!

People who know of the Pepsi Refresh Project have a higher intent to purchase Pepsi than those who don't.!

Anamaria Irazabal, Pepsi Refresh Project Leader!

Pepsi Refresh Project is going to be an integral part of the brand going forward, but each market will execute it differently.!

Massimo d'Amore, CEO, PepsiCo Americas!

More people have voted on Pepsi Refresh Project than in the last U.S. presidential election.!

Bonin Bough, Director of Social Media!

•  Pepsi has relaunched Pepsi Refresh Project as Pepsi Challenge in 2011. !

•  Pepsi Challenge has higher number of smaller grants to engage more people, and encourage independent grassroots projects. !

•  It focuses on more fun categories like Arts & Music, Communities and Education.!

•  A new Pepsi Challenge every month is advertised on bottles and cans and consumers will get power votes via special codes on Pepsi packaging.!

Pepsi Challenge in

2011!

06.29.2010 | P33

Case Study: Skittles Kindness Mob!

•  In 2010, Skittles mobilized their millions of fans on Facebook through a series of Mob the Rainbow campaigns to perform fun random acts of kindness. !

Skittles Mob the Rainbow!

Source: http://skittles.com and http://vimeo.com/14649975 !

•  In Mob #1, Skittles invited its 3.5 million fans to send Valentineʼs Day Messages to a someone who never gets love: female parking enforcement officer. More than 43,000 people sent Valentineʼs Day messages.!

Skittles Mob #1: Valentine the

Rainbow!

Source: http://youtube.com/watch?v=LYAJwFBma8I !!

•  In Mob #2, Skittles asked its 5 million fans to vote on the mob they wanted. More than 46,000 fans voted for the Skittles Gifting Tree within a week.!

Skittles Mob #2: Poll the Rainbow!

Source: http://youtube.com/watch?v=Poa06ceCcOQ!

•  In Mob #3, Skittles told its 7 million fans that if they collected 100000 “likes”, Skittles would give $10000 to a young man to attend bowling college. More than 150,000 fans liked the campaign within a week.!

Skittles Mob #3: Scholarship the

Rainbow!

Source: http://youtube.com/watch?v=GWQxczqQHto , http://youtube.com/watch?v=WjEnVfFmFtA !!

•  In Mob #4, Skittles asked its 10 million fans to crash a 85 year old grandmaʼs party by sending her gifts and messages, or showing up for her party. !

Skittles Mob #4: Crash the Rainbow!

Source: http://facebook.com/skittles?v=app_105689832803145!

•  Many of these campaigns went viral and Skittles has grown from 3.5 million to 15 million fans on Facebook in a year. The campaign also won a 2010 Cannes Cyber Lion Bronze for Skittles. !

Skittles Mob the Rainbow Results!

Source: http://facebook.com/skittles!

06.29.2010 | P40

Case Study: Starbucks Itʼs Bigger Than Coffee!

•  In 2008, Starbucks created the V2V volunteer network to connect people and actions around local Starbucks stores.!

Starbucks V2V!

Source: http://www.v2v.net/starbucks !

•  Starbucks offered a free coffee to people who voted in the 2008 US elections.!

Starbucks Vote!

Source: http://www.youtube.com/watch?v=a2J8KJDsqqY!!

•  In 2009, Starbucks started the Pledge 5 campaign to encourage young people to volunteer.!

Starbucks Plegde 5!

Source: http://www.youtube.com/watch?v=fom57XAEYWI!

•  Starbucks tied up with Bonoʼs Red initiative to donate 5 cents for every drink to save lives in Africa.!

Starbucks Red!

Source: http://www.youtube.com/watch?v=kkC5qYH0ln0 !!

•  Starbucks encourages its consumers to switch from paper cups to reusable travel mugs.!

Starbucks Reusable Mug!

Source: http://starbucks.com/thebigpicture and http://youtube.com/watch?v=gMqH_c1zY_8!

06.29.2010 | P46

The new marketing communications ecosystem!

The marketing comms

ecosystem!

Advertising agencies!-  Creative!

Media buying agencies!-  Paid media!

Public relations agencies!- Earned media!

z!

Event agencies!-  Experiences!

Shift 1: Digital media to social

web!




z!


From digital media to the social web!

1!

Shift 2: Word of mouth

marketing!Advertising agencies!-  Creative!



z!


Digital media to social web!1!

Conversations are measurable !2!

Shift 3: Everyone is an

influencer!Advertising agencies!-  Creative!



z!




Everyone is an influencer!3!

Shift 4: Viral multiplier effects!




z!





Multiplier effect via viral sharing!

4!

Shift 5: Experiences

trigger conversations!




z!





Multiplier effect via viral sharing!

4!

Experiences lead to conversations!5!

Shift 6: Brands creating owned

media ! Advertising agencies!-  Creative!



z!





Multiplier effect via viral sharing!4!

Experiences lead to conversations!5!

Brands creating owned media!6!

06.29.2010 | P54

MSLGROUPʼs social media offering!

MSLGROUPʼs social media

offering!

MSLGROUP has created a fully integrated social media offering across the PLAN-BUILD-ENGAGE phases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!


offering!

MSLGROUPʼs PLAN offering includes insights, strategy, and enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.!




2! 3!1!

•  Distill actionable insights and foresights from conversations and communities using our proprietary What IF People's Lab approach.!

!•  Discover a shared purpose

and brand story that connects the brand values with evangelists passions.!

!•  Create platforms and

programs to organize and energize brand evangelists, co-create shareable content, and trigger participation and action.!

•  Link back participation and action to business objectives through our proprietary VERITE measurement approach.!

•  Provide strategic counsel across the consumer activation, corporate reputation, and employee engagement use cases.!

•  Design and deliver training programs to help build enterprise capabilities to participate in the conversation economy.!


offering!

MSLGROUPʼs BUILD offering includes designing and developing web, mobile, and social applications, through in-house specialists and partners.!




•  Design and develop private or public community platforms using our proprietary What IF white label community tool.!

!•  Design and develop social

applications using the Facebook, LinkedIn and Twitter APIs.!

!•  Design and develop mobile

applications on the Apple, Android, and Blackberry platforms.!

•  Set up, optimize and manage digital assets across channels and geographies.!

!•  Leverage on-site and off-site

search engine optimization for higher search rankings.!

2! 3!1!


offering!

MSLGROUPʼs ENGAGE offering includes managing content, communities, and conversations, through dedicated specialists and integrated communications teams.!




•  Build long-term relationships with key online influencers beyond the "big-box" blogs using our proprietary Multiloguer influencer relationship management tool.!

•  Leverage creative storytelling and rich multimedia content to bring alive the brand story.!

•  Create triggers for community members to participate and act, on the community platforms owned by the brand.!

•  Track and participate in conversations related to the brand, the category or the social heartbeat on the broader social web.!

!•  Leverage targeted paid

media, primarily social advertising and search advertising, to support owned media and earned media.!

2! 3!1!

Letʼs stay in touch!

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Social Media for Integrated Marketing