Social Media Presentation - Round Two

Social Media AnalysisRound Two

‘Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real

time.” – Jean-Philippe Maheu, chief digital officer at Ogilvy

Social Media: Industry Analysis

1. Looking to the Future - Gatorade

2. Facebook ‘Ask Question’ feature

3. The Value of a Facebook Fan

4. Social Media Statistics

5. Case Studies

5.1 Pepsi Max

5.2 Coca Cola

5.3 Skittles

5.4 Solo

5.5 Budewieser

5.6 Old Spice

5.7 Ford Territory

New Social Media Office

Social Media: Looking to the Future

Challenge

“Taking the largest brands in the world and turning them into the largest participatory brands in the world” Gatorade’s Sr. Marketing Director, Consumer & Shopper Engagement Carla Hassan.

http://mashable.com/2010/06/15/gatorade-social-media-mission-control/

THE LATEST FROM FACEBOOK

Social Media: Facebook Question

Social Media: Facebook Questions

Facebook Questions has several defining features:

1. Photo questions: For example, if you take a picture of a bird, but don’t know what species it is, you can post the picture on Facebook Questions and get your answer.2. Polling: If you’re simply looking for the answer to which driver is better: Whincup or Murphy? You can get your answer by creating a poll.3. Tagging: Facebook seems to be placing a lot of emphasis on tagging questions based on category or topic. The goal seems to be to make Q&A discovery an easier and faster process by making it simple to look up questions on cooking, clothing, beer, photography, Queensland or a variety of other topics.

Social Media: Facebook Questions

4. Topic exploration: Facebook described this as a roulette-type feature that allows users to browse Facebook’s eventual mountain of Q&A. Under the “Questions about” drop-down menu, there’s a feature called “Everything” that allows users to browse the company’s catalog of questions.5. Following: You can follow specific questions for updates and new answers.6. Updated homepage: Facebook Questions does actually change the homepage, adding a new bar at the top of the page where you can choose to update your status, ask a question, add photos, or post a link.

Social Media: Facebook Question’

What else you need to know: - The entire Question feature is public.- Facebook Questions is not an advertising product. While brands with

Facebook Pages will eventually be able to answer questions, it’s not meant to be a promotional platform; it’s meant to be a useful and insightful product for users.

Where the feature could improve: 1. Linking the question to the wall2. Responses to the questions could link to the wall3. Questions posted by administrators aren’t published in the tab. 4. Can’t comment or like question. Only mark as helpful or unhelpful.

This isn’t consistent across Facebook strategy. 5. Analytics and search are reported not to be up to scratch, so look

for improvement on this front.

The value of a Facebook Fan: An Empirical Review

The study examined six leading contributors to FacebookFan Value:1) Product Spending2) Brand Loyalty3) Propensity to recommend4) Brand Affinity5) Earned Media Value6) Acquisition Cost

Source: Syncapsewww.syncapse.com

Methodology

• A 25 minute survey with over 4000 respondents across North America.

• Research was focused on 20 top consumer brands.


Key Findings

• On average fans spend an additional $71.84 on products for which they are fans compared to those who are not fans.

• Fans are 28% more likely than non fans to continue to use a brand

• Fans are 41% more likely than non fans to recommend a fanned product to friends.

• 81% of fans said they feel connected/empathy with the brand.

• Average annualised value of an individual fan is $136.38


1. Facebook now has over 500 million users!

2. The average Facebook user has on average 130 friends

3. Foursquare has recorded over 100 million Check ins

4. Bloggers who installed the Facebook “like”

widget on their blog sidebar experienced a 50% increase in referral traffic from Facebook.

Some number’s for you…

5. Emails that included options like share on Facebook or Twitter generated a 30% higher click through rate. In addition when emails included at least three different sharing options, publishers experienced a 55% higher CTR on average.

6. 22% of time online is spent on social media. To put that in perspective 1 in every 4.5 mins is spent on social networks- Australian web users spend the most time on social networks averaging 7 hours 19 minutes per month (April 2010).- Australian users spend on average 7hrs: 45min: 28sec per month (April 2010).

7. In April 30 billion videos were viewed online. 42% of which were hosted on Google (YouTube). On average each viewer watching 171 videos with an average viewing time around 2 mins each clip.

Some number’s for you…

CASE STUDIES

Pepsi MaxOverview: - An On pack Promotion to support Pepsi’s sponsorship of Top Gear. The promotion lived on pack but was supported online. - Pepsi Max’s partnership with SBS includes billboard sponsorship, spot advertising created by Clemenger BBDO Sydney during the TV show and logo association on SBS Top Gear promotions.

Mechanics:- Purchase specially marked product, submit your barcode number online or SMS to enter competition. - Winners are drawn daily & Major Prize is drawn 1st October

PrizesMajor Prize -1. A free holiday for the winner and three mates to the UK for a track session with the Stig valued at a maximum of $86,600 (“UK Trip”)- 2. $50,000 “cash”.Minor Prize: 80 daily winners collecting $1000 each

Pepsi Max

Mediums:

- Point of Sale, Online, Facebook, Outdoor Advertising

Insights:

- Having the option of submitting entries both online and immediately during purchase via SMS increased activity.

- Having a single minded approach ensured fans were not confused with additional promotions running on alternative sites such as Facebook. This created a clear, concise & consistent message to fans.

Pepsi Max

Early Campaign – June 4 Mid Campaign – 1st July

Pepsi Max Online

Pepsi Max Competition Homepage

Pepsi Max Online

Pepsi Max Online

Entry Mechanic Prize description

Pepsi Max Online

Daily Winners list Instant wins in store

Pepsi Max Online

Pepsi Max: Campaign coverage

www.netrewards.com.au

Coca ColaOverview:

- Coca Cola have plenty of activity on their Facebook site. Majority of activity is non promotional, such as; Secret Formula, Smile-izer& the Ahh Giver.

Campaigns:

1. Secret Formula was a campaign to build hype about Coca Cola releasing their secret recipe which has remained a mystery since the beginning. This campaign covered numerous touch points such as Facebook, YouTube, twitter & Online.

2. Smile-izer was a reward application to support the Happiness campaign. Where visitors online could record their laugh and were then prompted to share this with their friends on Facebook.

3. Ahh Giver was once again another example of how Coca Cola give back to their fans. A simple pick me up to pass onto your friends. A custom made message could be sent to your friends using the famous Coca Cola PolaBear.

Coca Cola

Insights:

- Using multiple touch points to generate awareness and capture a broader audience to drive brand advocacy.

- Rewarding fans with a something for nothing experience to build brand loyalty amongst adorers. Generating positive WOM for the brand.

- Redirecting fans from their website application to their Facebook site to increase engagement and drive awareness through social media.

Coca Cola: Facebook

1. Secret Formula

Secret Formula - YouTube

Secret Formula - Twitter

Secret Formula – URL secret links

Secret Formula – Web Video link

Coca Cola – Secret Articles

Overview

2. Smile-izer – Web Application

Smile-izer – Web Application

Smile-izer – Web Application

Smile-izer - Web Application

3. Ahh Giver – Facebook Application

Ahh Giver- Step One

Ahh Giver – Step Two

Ahh Giver – End Result

Skittles

Overview:

- Skittles set out on a mission to reward their fans if they managed to get over 100K likes on their Facebook fan page.

Mechanics:

- Creating a separate Tab on their Facebook page, Skittles promoted the campaign through the use of a ‘Like’ counter & online video to build awareness & increase WOM.

Prizes

- A $10,000 Scholarship for Bowling school

Skittles – Scholarship Campaign

Skittles – Creative Examples

Skittles – Creative Examples

Skittles - End Result

Skittles

Insights:

- If your number one objective is to grow your fan base with a short time frame and low budget then something like this would work for you.

- Call to Action was large & obvious. This single minded message left it clear to the fans what they had to do to partake.

- Tailored messaging depending on number of likes so far in campaign. Prompting fans that have already liked to spread the message to their friends.

- Engagement throughout the campaign was maintained through the release of online videos &comms encouraging fans to hit the target to send one of them to Bowling College.

Solo Lucky Undies

Overview:

- A promotion to support the sponsorship of Solo during the World Cup Soccer.

Mechanics:

- A campaign specific web page, Facebook page urged fans to support the socceroos by donning a pair of Solo Lucky undies. This could either be done virtually online or be sent a pair of limited edition lucky undies.

- Fans could either record a video, take a photo or make a pledge online to show their support.

Mediums:

- Online, Facebook& Outdoor Advertising

Solo - Lucky Undies

Solo - Lucky Undies

Solo - Lucky Undies

Solo - Lucky Undies

Solo – Lucky Undies

Insights:

- Having so many options for fans to send their message of support added confusion for myself. However, this could also be a positive for fans with more time than myself to submit their support in varying levels of effort.

- Connecting the web page to the Facebook page allowed fans to like the page and saw fan number increase during campaign.

Budweiser

Overview:

- Leveraging their sponsorship during the Soccer World Cup, Budweiser launched a supporters App on their Facebookallowing fans to show their support for their country.

Mechanics:

- The Application lived on Facebook and allowed fans to select a picture from their Facebook profile &customise the photo with face pain from their country of origin.

Budwieser - Paint your face

Budwieser - Step One

Budwieser: Step Two

Budwieser: Step Three

Budwieser: Step Four

Budwieser: Step Five

Budwieser: Step Six

Budwieser: End Result

A flag of your selected country was populated with each specific profile pic that was submitted. Showing the enormity of the application and your countries support.

Old Spice

Overview:

- In real time Old Spice leveraged twitter, Facebook, Youtube, reddit, blogs & numerous channels online. Producing over 180 videos in only a few days.

- The campaign started with a singular video ‘The man your man could smell like’. Attracting around 19 million views.

- Following this a second video was produced ‘The return of the man your man could smell like’. Which to date has had 6.9 million views.

- A few weeks later the brand launched a response campaign. Creating video responses to fans online.

Old Spice

Mechanics:

- Using social media such as twitter, Facebook&Youtube ‘Old Spice’ made personalised video for fans, randoms& prominent bloggers and online influencers.

Reward:

- Have your question answered by Isaiah Mustafa

Old Spice

Old Spice

Old Spice

Whilst fans are engaged online the brand also has set up an ecommerce platform to capitalise on the opportunity to increase sales.

Old Spice

End Result: - Sales have increased 107% in the past month. - Total web views reached 110 million views.

Old Spice

Old Spice Intern: Something similar for the Roving Reporter.

Ford Explorer Launch

Overview: - Ford historically launch their new models in a very sophisticated and business like way. In 2010 they launched the new Ford Explorer 100% via Social Media.

Mechanics:- Setting up a Facebook page they interacted fan during the months of production to revelatips and insights of what Ford were producing in the work shop. - During this process they tapped into some key influencers to talk about some of the features that this new model will include. - They ran a competition on the page: “Get to 30,000 fans and we will reward a fan” - In the few days leading up to the launch they began sending out teasers of activity via comms& online videos.

Prizes- 2011 Ford ExplorerMediums: - Social Media

Ford Explorer Launch 2011

Example of Comms

Ford Explorer Launch 2011Example of Comms

Ford Explorer Launch 2011Example of Comms



Timeline of activity during launch.


THE END

“I hear YouTube, Twitter and Facebook are merging to form a super-social media site – YouTwitFace.” –

Conan O’Brien, The Tonight Show

Documents

Social Media Presentation - Round Two