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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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