суслик meerkat
TRANSCRIPT
The Simples Approach to Social Media Marketing
BUSTER DOVER
Head of Digital, VCCP
Aleksandr’s 5 Simples of Social Media
Marketing
AWARENESS
ENGAGEMENTNarrative
Utility
ATL Comms : mainstream media
BTL Comms: Social Media
1. “AS WELL AS NOT INSTEAD OF”AWARENESS + ENGAGEMENT
TO RAISE CONTRIBUTIONS
TO RAISE AWARENESS AND BRAND AFFILIATION
TO GET OUT THE VOTE
2. One core idea, multiple connected social platforms
CHANGE
MICRO-BLOGGING140 characters only
Sharing thoughts, links,Participating in chat
PHOTO SHARINGAleks’ visual character
From TVCsFamily portraits
Community connectionsCompetitions
PROFESSIONAL NETWORKING
Digital CVProfessional links
INTELLIGENCE SHARINGPower-point upload
Business leader connections
MUSIC LINKSCollect and share favourite music
Build digital “radio-station”
VIDEO CONTENTBloopers
TCVsFav video content
COMPARISON APPLICATIONViral “comparison” app
COMMUNITY AUGMENTATION
Status Notes
PicturesVideos
1 identity, multiple connected spacesMULTIPLE CONNECTED SPACES
TVC
3. Social Media is a conversation, so give people something to talk about
“CHAT CATALYSTS” – Give people things, ideas,
applications to share and discuss
J F M A M J J A S O N D
LAUNCH DEVELOP ESTABLISH
CTM SITE“Brochure”
CTM BLOGConversation/Aggregation
SLIDESHAREPower-point
IPHONEActivation
BLIP.FMMusic
LINKEDINBusiness
FLICKRPhotos
TWITTERChat
FACEBOOKCommunity
RATE & REVIEW FUNCTIONALITYUPDATED FAQs
I-CARDS/M-CARDSNEW MEERKATSRINGTONE/CALL BACKUGC COMPETITION
LAUNCH: WEEKLY POSTS“BETA” SUGGESTIONSPOLLS“I've found my meerkat” SOC MED WIDGET
YOUTUBEVideo
UGC MEERKATS WINNERS SPECIAL OCCASIONMEERKATS – XMASVIRAL WIDGET
“HOT OR NOT” GAME
BLOOPERS – timing tbcFAV VIDEO UPLOADS
BLOOPERS - Seeding
BLOOPERS - Seeding
STATUS/NOTESUGC COMPETITION
UGC MEERKATS WINNERS
UGC MEERKATS WINNERS
UGC MEERKATS WINNERS
LAUNCH: NEW “OFFICIAL” PIIXUGC UPLOAD COMPETITION
VIRAL XMAS VIDEO
DAILY MONITORING, FRIENDING, CONVERSATION
LAUNCH:
LAUNCH: BUSINESS PROFILECONNECT PROFILE
XMAS VIRAL SEEDING
LAUNCH:
LAUNCH: LINKS TO TWITTERSHARE MUSIC TRACKS
CTM POWER-POINT – BIZ GUIDE
TVC
XMAS VIRAL WIDGET
4. “REMEMBER THE EARS TO MOUTH RATIO”
5. “WHERE DO YOU WANT TO PLAY?”
BRANDNARRATIVE
BRANDUTILITY
REAL PERSON
ADVERTISING CHARACTER
RESULTS
Quote figures have increased by 80% Cost per visit has reduced by 75% Market share has tripled Most popular brand ambassador in UKCost per acquisition is down by almost 60%
Site traffic to Compare The Market.com has gone up by 100% since launch
5,700,000 visits to CompareTheMeerkat.com, of which 21% go through to CompareTheMarket.com
Over 17,000 followers on twitterAlmost 500,000 fans on Facebook Prior to campaign, CTM “owned” 15% of the Social Media conversations about car insurance, they now “own” 55%
RESULTS
1st Spontaneous awareness 20% to 59%
1st Prompted consideration 52%
1st for 1st choice consideration (17%)
