network marketing: quicksilver case
DESCRIPTION
Marketing on Facebook and other social networks: from the point of view of the company. Specific case of Quicksilver. Advantages and Risks of using social networks for Advertising purposes. Presentation for Digital Marketing Course. Master in International Management 2009.TRANSCRIPT
![Page 1: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/1.jpg)
Network Marketing:
The MarketersQuiksilver
Group E
![Page 2: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/2.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
![Page 3: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/3.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
![Page 4: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/4.jpg)
Mission: To become the leading global youth apparel company; to maintain our core focus and roots while bringing our lifestyle message of boardriding, independence, creativity and innovation to this global community.
Company brands:
Quiksilver, Roxy, DC, Tony Hawk, Leilani…
![Page 5: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/5.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
Initiatives TrackingSuccess
Group E
![Page 6: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/6.jpg)
Current lossesGlobal RecessionOutlook: Continued decline in consumer spending
Outlook:
Continued decline in consumer spending
Situation:
Current Losses
Global Recession
![Page 7: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/7.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
![Page 8: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/8.jpg)
Advertise through Facebook
• Increase brand awareness among key users
• Estimated 2% increase in sales
![Page 9: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/9.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook?
TrackingSuccess
Initiatives
Group E
![Page 10: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/10.jpg)
faster
World’s largest online social network: 200+ million active users
• Benefits of advertising on Facebook:
• Superior targeting capabilities: Demographic, Geographic, Psychographic
• Direct access to usersInteractive: available 24/7
• Advertising cycle much faster than normal campaigns: increased flexibility
• Create virality and massive brand awareness
This presentationrulzzzz
![Page 11: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/11.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
![Page 12: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/12.jpg)
Objective: Link Web Surfing to Wave Surfing
• Subtle but honest
• FB Applications: gifts, tests, games…• Profile “Fan of”•Events• Upload your best moves • FB Page: discounts, online-sales, reviews
Downloads• Links to web page: Special on-line content for registered users: interviews with our stars...
![Page 13: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/13.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
![Page 14: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/14.jpg)
Avoid being avoided
• Saturation : • 70% think “The less ads the better”
• Transparency of users: STP• Brand dilution • Content Control• Needs to be monitored wisely • Easy to copy
• Response rate: • As low as 0.04% (BusinessWeek,
11/12/07)• Average 0.2% (BusinessWeek,
7/11/07)
![Page 15: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/15.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccessInitiatives
Group E
![Page 16: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/16.jpg)
Track the success of a campaign•How?• Intangible• ROI?
•6 ways of measuring1. Setting up goals2. Web analytics3. Analyzing previous information4. Tracking the audience5. Tracking conversations6. Tracking syndication
![Page 17: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/17.jpg)
Define tangible success measures
1. Define success metrics• Quantitative• Qualitative
2. Set goals based on the metrics3. Track effects of goals and metrics and
review them
![Page 18: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/18.jpg)
Facebook Offers:
• Click controls, weekly and real time reports
• Number of fans, discounts redeemed at online-sales.
• Targeting the right people with the right message
![Page 19: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/19.jpg)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
![Page 20: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/20.jpg)
![Page 21: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/21.jpg)
![Page 22: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/22.jpg)
![Page 23: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/23.jpg)
Quiksilver’s promotion and advertising budget
• $122.1 million• Visitors at Quiksilver surf game online in two months:
20,000 334 viewers/day/application Initiatives in plan 11 applications
![Page 24: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/24.jpg)
Facebook Budget • Bid max $0.92• Budget max per day $700• Annual budget 700 x 11 x 365 = $2.8 Million
• Annual budget for digital marketing 3% x 122.1 Million = $3.66 Million
![Page 25: Network Marketing: Quicksilver Case](https://reader034.vdocuments.mx/reader034/viewer/2022052522/54931d2db47959654d8b4787/html5/thumbnails/25.jpg)
Thank you!
Igor Artemiev Ahmet Giray Kai Ting Hsu
Farah Hudhud Carina Rial Gondar
Virginia Rios Lourens Verweij
Maria Alejandra Zapata
Group EMIM 2009