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www.digitalvidya.com © Digital Vidya Social Media Marketing Bootcamp Integrating Social and Traditional

Social Media Marketing Integration with Traditional Marketing

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Interested in leveraging Social Media Marketing for Building Brand, Engaging with your Customers? Find out how can you integrate Social Media into your marketing mix through great case studies of Coca Cola and Colgate. Also, an example of underplay of Social Media by Frito-Lays.

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Social Media Marketing

Bootcamp Integrating Social and Traditional

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Advertising.   Advertising is a form of communication intended to

persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.

  http://en.wikipedia.org/wiki/Advertising

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Advertising.   communication

  persuade

  brand.

  No Mention of Medium/ Channel

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Medium/ Media Mix is Agencies Prerogative

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Media Mix.

  Reach

  Message

  Brand

  Cost

Social Media can address.

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Few Examples

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Social Strategy

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The Company/ Brand •  500 brands worldwide in some 206

countries •  3,500 marketers around the world •  One of the largest spenders on Traditional

Media Advertising •  Brand has one of the highest recall

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The Company/ Brand

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Social-Traditional? •  If they were to have a Facebook and

YouTube page for every country in which they market, then moderate and run those pages, investment of $30 to $40 million

•  7 million fans across dozens of social-media sites – On Facebook alone, 5,000 mentions per day,

(99.2% of which is popular) •  Crowd Source Media

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Social-Problem?

•  How to do that as efficiently as reach out to customers in various markets.

•  How to enable 3,500 marketers around the world can create and Run Local Program

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Social-Strategy •  30 people global interactive group (only 4 on

social media) •  KO Social Hub : Social Media tool kit that any of

Coca-Cola's 3,500 marketers around the world can use locally to create programs

•  FB: single presence, central pages http://www.facebook.com/cocacola

•  YouTube: YouTubecom/Coca-Cola country-local social page

•  Partnership: –  "Dusty and Michael" fan page on Facebook

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Social-Strategy •  Engagement: Polls

•  Expedition 206: three ambassadors travel to 206 countries in the course of 365 days "generating happiness."

•  What the ambassadors do in each country

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Social-Strategy

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Social- Launching a New Product Segment

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Colgate Wisp •  Launch a New Product category: Mini

Disposable Toothbrush •  Traditionally: Toothpastes are advertised

to MOMs •  Challenge: Colgate wanted to get Wisp

into the hands of young, urban consumers who are active daters.

•  Urban,18- to 25-year-old men and women

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Colgate Wisp •  Social was the answer •  But who would “friend” or follow a

disposable toothbrush on Facebook!! •  “Be More Kissable” creative platform

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Colgate Wisp- Be More Kissable •  Online Video •  Facebook Application •  Be the Face of Wisp photo contest. •  The photo contest sought to identify the most

kissable person in America: •  Participants who entered the contest uploaded a

photo to colgatewisp.com and received a widget that enabled friends to vote for them.

•  The widget was shared via the Facebook and MySpace networks and via the microsite.

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Colgate Wisp - Videos •  TV Commercial:http://www.youtube.com/watch?

v=yrzzcUzcUFg •  “New Year’s Eve” POV: http://

www.youtube.com/watch?v=4I-x3HkBd6s •  Kissable Lips: http://www.youtube.com/watch?

v=eajIxcf0ZZA •  Real Life Twitter:http://www.youtube.com/watch?

v=BJ2rneJ2yBU

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Colgate Wisp- Results

•  Real Life Twitter video: 1.7 million plus views.

•  “Be More Kissable” series: 4.1 million views.

•  “New Year’s Eve” POV 1,255,872 views. •  “Kissable Lips”: 1,791,352 views

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Social - Under Leveraged

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Frito-Lays What’s your Flavor Contest   Launched October 2009

  Target Flavor Launch May 2010

  Crowd Source Flavor

  The winner would receive a cash prize of Rs. 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the end of May 2010.

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Frito-Lays WYFC- website

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Frito-Lays WYFC- Facebook

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Frito-Lays WYFC- FB-Results

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Frito-Lays WYFC- Results

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Traditional-Social: Key Takeaways

•  Social is just another channel. Albeit it offers better reach and is here to stay.

•  Get your hands wet. •  Look at natural integration and initially do

not try to build your programs around social

•  Partner to acquire skills, if needed.

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Thank You!

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