social media marketing integration with traditional marketing
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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!
Want to leverage SMM for your Business? Join us in our next Bootcamp
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