4. Digital world challenges
1. Figure out how your brand can fit in Social Media
2. Relationship with clients is real-time. Get geared up before going in
digital marketing
3. Be consistent and in line with what you are communicating in
traditional media
4. Allocation of communication investments is now more driven by
“touchpoints” rather then classical media
5. Where does the traditional owned website fit into this emerging
landscape?
6. Consumer decision journey is no longer liniar – significant
consideration and social communication takes place post purchase
(the evaluate and enjoy stages)
7. What is the ROI compared with traditional media?
5.
6.
7. Key take aways
Rapidly evolving world
We must be flexible and adapt
Try, learn, move forward
Leverage paid media to connect people to owned media
and generate high value earned (brand ambassadors)
9. About the campaign
Our goal was to keep the audience alive, to increase our
engagement rate on Facebook.
We did that using Facebook best assets: making users to
share willingly our message inviting their friends in the
chosen “gang”.
We started from Unfiltered vs. Fresh campaign!
After the viral campaign we wanted to see how will our fans
react to a new challenge linked to the previous one.
This time they needed to gather their friends also!
11. “Is your gang with you” Performance
Facebook results
~7.500 New organic Likes
20.000 New Likes (paid Ads)
30.000 fans in total
14.000 “people talking about us” reached just before Christmas.
Our engagement rate increased and indicator went from almost zero up to
Website traffic for Dec 15 – Jan 24:
19.970 visits
70% new visitors.
37% bounce rate
27.169 unique visitors
4.8 average page views per user
3:53 average time spent on site
14. Zidul Rezolutiilor – The Wall
Application Description:
Insight:
At the beginning of the year we all have big plans, goals that we don’t want to forget.
Idea:
For this reason, we created an application that allows you to set your goals for this
year and get reminders for it when you want.
Mechanism:
- Select one of the default resolutions, or write a personalized one
- Select a reminder for a certain date when we can e-mail you to make sure you haven’t
forgot your goal for this year.
- Save it
- Get votes for your resolution, and win an inspirational prize.
For the first 3 resolutions with the most votes, we offered the following prizes:
-1st place: a famous book “Design your Self” + 48 cans of Beck’s
-2nd place: 48 cans of Beck’s
-3rd place: 24 cans of Becks
15. Zidul Rezolutiilor – The Wall
Participation Results (17th – 31st of January)
9.071 new fans
1.767 registered users
243 default resolutions
Social ads campaign:
9.956 generated clicks
6.450 new fans
64.78% conversion rate (the average medium conversion rate is 30-40%)
16. 2012 – the year we plan to dive
deeply into social media
