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SOCIAL MEDIA
A PRESENTATION FOR CADBURY AUSTRALIA
         BY THE TABOO GROUP
PRESENTED BY:                           FRAMEWORK CREATED BY:

Andrew Mackinnon (Managing Director)    Marek Wolski (Social Media Planner)
Richard Hack (Strategy Director)        Maria Gioffre (PR Manager)
Maria GIoffre (PR Manager)              Stephanie Tascon (Project Manager)
Marek Wolski (Social Media Planner)
Andrew Ranger (Guerrilla Innovations)
OVERVIEW
 The Taboo Group

 Social Media 101

 Cadbury in Social Media Landscape

 How to use Social Media

 Measurement and Accountability

 Getting Involved
THE TABOO GROUP
THE TABOO GROUP
The Taboo Group, Est. 2000

Independent marketing & communications agency specialising in non-traditional media

Our motivation & success in non-traditional media comes from youth culture
understanding & consumer insight

Taboo’s experience, regular engagement & open communications with this audience
provide unique insights regarding what new media are effective, how, when & why.

Our goal is to generate value creating solutions for consumers through engagement &
interaction & for clients through results on marketing objectives

Ultimately, Taboo bridges the gap between brands & youth

Among others, work with Carlton United Breweries, NAB, Universal Pictures and
Cadbury.
CHUPA CHUPS
CAMPAIGNS BY THE
  TABOO GROUP
CHUPA CHUPS 50TH BIRTHDAY
CHUPA CHUPS MTV AWARDS
CHUPA CHUPS CHUCK
SOCIAL MEDIA
WAS USED AND INTEGRATED IN EACH
CAMPAIGN

ADDED VALUE TO EACH CAMPAIGN

MADE SUCCESSIVE CAMPAIGNS MORE
SUCCESSFUL
TABOO CASE STUDY
NELSON
The cornerstone of this campaign (and subsequent media ‘hook)’ has
been that NELSON is a beer designed by the people, for the people.


BRIEF
   Publicise the NELSON brand story and develop desired brand associations.
                                                     Blogs:
                                                        Blogs:
   Hand beer over to consumers to discuss, engage and provide feedback.


RESULTS
   Editorial secured placing Nelson in the global arena
   4.9 million worldwide audience exposure
   Viral spread from blogs to Twitter, Facebook & social bookmarking
SOCIAL MEDIA 101
SOCIAL MEDIA EXPLAINED:
    COCKTAIL PARTY
SOCIAL MEDIA ACTIVITIES
OF ONLINE AUSTRALIAN
16m Online Australians
   12m involved in Online Social Media
   12m share photos online
   12m share links online
   12 m read blogs
   10m look at someone else’s profile
   9.5m added comments on websites
   9.5m updated their own online profile
   6.5m share videos online
   3.7m interacted directly with companies in social media

Source; Nielsen Online Consumer Generated Media Report 2009
WHAT IS SOCIAL MEDIA?
Social media are a series of Internet-based
tools which allow consumers to engage with
information on their own terms

Display Advertising vs Social Media Participation
WHAT IS SOCIAL MEDIA?


  ANY ONLINE
 PLATFORM FOR
DISCUSSION AND
    SHARING
POPULAR SOCIAL MEDIA
NETWORKS
                       Social networks facilitate interaction between
                       people that share common interests.



BLOGS
                       Blogs are constructed of articles/images/videos
                       that feature regularly updated content, allowing
                       for comments and social tools to be embedded.



INFORMATION
                       Social information is a point of reference
                       generated through the collaboration and
                       categorisation of information by users.
TWITTER: BASIC OPERATIONS
Twitter a network to follow/be followed by users making
short 140 character updates.


Tweep or Twit: a Twitter user
Tweet: message written on Twitter
Follower: someone who tracks your tweets
Re-Tweet/RT: resending another's tweet
DM: direct message in private to a specific user
@reply: sent to a specific user but visible to all
@mention: used when mentioning another user in message
# hastag: marks a designated topic.
SOCIAL MEDIA



CONNECTS USERS
OVER A COMMON
   INTEREST
FREQUENCY OF USE OF SOCIAL NETWORKS
BY AUSTRALIAN USERS




                  Source; Nielsen Online Consumer Generated Media Report 2009
WHICH PLATFORM?
SOCIAL NETWORKING
  Twitter 700,000 (4.3%)                                                                             DELICIOUS
  Facebook 6.7 million (41.5%)                                                                       DIGG
                                                                                                     LINKDIN
  Myspace 2.6 mil (16.2%)
                                                                                                     TWITTER
  Linkdin 520,000 (3.2%)                                                                             FLICKR
                                                                                                     FACEBOOK
                                                                                                     YOUTUBE
SOCIAL INFORMATION                                                                                   MYSPACE
  Digg 420,000 (2.6%)
  Delicious 300,000 (1.8%)


BLOGS
  Flickr 1.4 million (8.4%)
  Youtube 4.3 million (24%)




                                    2.5%      13.5%                34%             34%           16%
                                 INNOVATORS   EARLY ADOPTERS   EARLY MAJORITY   LATE MAJORITY   LAGGARDS
WHO IS USING SOCIAL MEDIA?



 12 MILLION
AUSTRALIANS
ENGAGEMENT TORNADO
                            LARGE RESULT




                     SHARE

LEVEL 3 - SHARE      ATTITUDE

                     INTEREST
LEVEL 2 - ATTITUDE
                      SHARE
LEVEL 1 - INTEREST     ATTITUDE

                       INTEREST

                           SMALL SEED
THE TORNADO


  SOCIAL MEDIA
EMPOWERS BRAND
 ADVOCATES TO
   SHARE YOUR
    CONTENT
SOCIAL MEDIA CONSIDERATIONS
FOR BRANDS

BRAND BENEFITS                         BRAND WATCHOUTS
  Opens a dialogue:                      Understand the etiquette & operational functions
  Brand-Consumer / Consumer-Consumer     of platforms
  Engagement                             Must be authentic, honest & transparent
  Credibility                            Requires relevant and tailored content
  Third party endorsement                Communication principles still apply
  Viral Amplification
  Cost-effectiveness
SOCIAL MEDIA SPHERE



INTEGRATION OF SOCIAL
MEDIA, DIGITAL & OFFLINE
ACTIVITIES MAXIMISES
RELATIONSHIP-BUILDING
CADBURY IN THE
 SOCIAL MEDIA
  LANDSCAPE
CADBURY DAIRY MILK
TRENDING DISCUSSIONS OVER LAST WEEK
  Dairy Milk goes fair trade in UK: Positive
  Dairy Milk should go fair trade in Aust: Neutral
  Dairy Milk products smaller but same price in Aust: Negative
  Dairy Milk adds palm oil to products in Aust: Negative
CADBURY DAIRY MILK
CADBURY DAIRY MILK
ISSUE MANAGEMENT
 1.   Remain transparent
 2.   Monitor your audience
 3.   Know your brand advocates and critics
 4.   Establish social media presence
 5.   Have a social media crisis strategy ready to
      implement
CHUPA CHUPS
VITAL STATISTICS
    1 mention every hour
    79:1 Positive - Negative comment ratio


WHAT ARE YOU DOING RIGHT NOW?
Telling the world that I am eating a Chupa Chups
HOW BRANDS CAN
USE SOCIAL MEDIA
BRAND PARTICIPATION IN
SOCIAL MEDIA
EXTERNAL COMMUNICATION:    RESEARCH:
  BROADCAST/DISTRIBUTION     CONSUMER INSIGHTS
  INTERACTIVITY              REAL-TIME MONITORING
  CUSTOMER SERVICE           EVALUATION
S2&"MDNG"1&?"<38&"<&6E&%")<"82&"2;?":96"&'&7896)'")783E383&<+"A382"<59B&<"82)8"6&)72&%"
        89")*")66)D"9:"5')8:96(<+")''"9:"A2372"%69E&"79*E&6<)839*"?)7B"89"82&"1&?"<38&"3*"96%&6"89"
        &*@)@&"82&"5&95'&+"&(59A&6"82&"E937&<+"6)3<&"82&"(9*&D")*%"@&8"82&"?998<"9*"82&"

       OBAMA: MYBARACKOBAMA.COM
        @69;*%"*&&%&%"89"A3*"82&"&'&7839*0"
        "
        "
        "
        "
        "                                                                                             “Barack Obama won the presidency in a landslide
                                                                                                      victory.
                                "                                                                     The campaign’s proclivity to online advocacy is a
                                                                                                      major reason for his victory”


                                                                                                      RESULTS
                                                                                                          5 million friends across networks
                                                                                                          8.5 million monthly visitors to MYBO hub.
                                                                                                          400,000 blog posts
                                                                                                          35,000 volunteer groups
                                                                                                          2000 official YouTube videos
                                                                                                          80 million views of YouTube videos
                                                                                                          442,000 user-generated videos on YouTube
                                                                                                          3 million donors contributing 6.5 million times

#"$%&'()*+",--."                                                                                 !"
"
MEASUREMENT AND
 ACCOUNTABILITY
REACH AND
ENGAGEMENT
EFFICIENT                                      POWERFUL
  Can be a highly targeted MarComm              Reach:
  Campaign investments can be large or small    12 million Australians
                                                International audience
                                                Frequency:
                                                High usage of social media (30% use daily/ 50% weekly)
                                                Viral:
                                                Amplification extends reach beyond seeding
                                                Influence:
                                                Distribution of relevant & trusted opinion
MEASUREMENT
LEVEL 3 - SHARE
  Social bookmarking
                                           SHARE
                       Quantitative data
  Link post


LEVEL 2 - ATTITUDE
  Comments             Qualitative data    ATTITUDE
  Ratings
                                           INTEREST
LEVEL 1 - INTEREST
  Site traffic         Quantitative data
                                            SHARE
  Page views                                 ATTITUDE
  Time on site
                                             INTEREST
GETTING INVOLVED
TABOO’S METHODOLOGY
 Social Media Situation Analysis
 Strategy Development
 Campaign Execution
 Evaluation
DISCUSSION

 SOCIAL MEDIA IS TOO BIG TO IGNORE

 I CAN’T CONTROL WHAT HAPPENS TO THE BRAND

 I DON’T WANT TO ALWAYS BE UPDATING OR CREATING CONTENT
REVISIT THE PRESENTATION
THIS CADBURY SOCIAL MEDIA PRESENTATION IS AVAILABLE AT:
www.slideshare.net/thetaboogroup


VISIT OUR WEBSITE:
www.thetaboogroup.com.au


FOLLOW THE TABOO TEAM:

Andrew Mackinnon (Managing Director)
twitter.com/anmackinnon

Maria Gioffre (Public Relations Manager)
twitter.com/justmetagirl

Marek Wolski (Social Media Planner)
twitter.com/marekting

Stephanie Tascon (Project Manager)
twitter.com/stephtascon


                p: +61 3 9827 7844   www.thetabogroup.com.au
                f: +61 3 9826 2287   5 Oxford Street South Yarra Victoria Australia

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Cadbury Social Media

  • 1.
  • 2. SOCIAL MEDIA A PRESENTATION FOR CADBURY AUSTRALIA BY THE TABOO GROUP
  • 3. PRESENTED BY: FRAMEWORK CREATED BY: Andrew Mackinnon (Managing Director) Marek Wolski (Social Media Planner) Richard Hack (Strategy Director) Maria Gioffre (PR Manager) Maria GIoffre (PR Manager) Stephanie Tascon (Project Manager) Marek Wolski (Social Media Planner) Andrew Ranger (Guerrilla Innovations)
  • 4. OVERVIEW The Taboo Group Social Media 101 Cadbury in Social Media Landscape How to use Social Media Measurement and Accountability Getting Involved
  • 6. THE TABOO GROUP The Taboo Group, Est. 2000 Independent marketing & communications agency specialising in non-traditional media Our motivation & success in non-traditional media comes from youth culture understanding & consumer insight Taboo’s experience, regular engagement & open communications with this audience provide unique insights regarding what new media are effective, how, when & why. Our goal is to generate value creating solutions for consumers through engagement & interaction & for clients through results on marketing objectives Ultimately, Taboo bridges the gap between brands & youth Among others, work with Carlton United Breweries, NAB, Universal Pictures and Cadbury.
  • 7. CHUPA CHUPS CAMPAIGNS BY THE TABOO GROUP
  • 8. CHUPA CHUPS 50TH BIRTHDAY
  • 11. SOCIAL MEDIA WAS USED AND INTEGRATED IN EACH CAMPAIGN ADDED VALUE TO EACH CAMPAIGN MADE SUCCESSIVE CAMPAIGNS MORE SUCCESSFUL
  • 12. TABOO CASE STUDY NELSON The cornerstone of this campaign (and subsequent media ‘hook)’ has been that NELSON is a beer designed by the people, for the people. BRIEF Publicise the NELSON brand story and develop desired brand associations. Blogs: Blogs: Hand beer over to consumers to discuss, engage and provide feedback. RESULTS Editorial secured placing Nelson in the global arena 4.9 million worldwide audience exposure Viral spread from blogs to Twitter, Facebook & social bookmarking
  • 14. SOCIAL MEDIA EXPLAINED: COCKTAIL PARTY
  • 15. SOCIAL MEDIA ACTIVITIES OF ONLINE AUSTRALIAN 16m Online Australians 12m involved in Online Social Media 12m share photos online 12m share links online 12 m read blogs 10m look at someone else’s profile 9.5m added comments on websites 9.5m updated their own online profile 6.5m share videos online 3.7m interacted directly with companies in social media Source; Nielsen Online Consumer Generated Media Report 2009
  • 16. WHAT IS SOCIAL MEDIA? Social media are a series of Internet-based tools which allow consumers to engage with information on their own terms Display Advertising vs Social Media Participation
  • 17. WHAT IS SOCIAL MEDIA? ANY ONLINE PLATFORM FOR DISCUSSION AND SHARING
  • 18. POPULAR SOCIAL MEDIA NETWORKS Social networks facilitate interaction between people that share common interests. BLOGS Blogs are constructed of articles/images/videos that feature regularly updated content, allowing for comments and social tools to be embedded. INFORMATION Social information is a point of reference generated through the collaboration and categorisation of information by users.
  • 19. TWITTER: BASIC OPERATIONS Twitter a network to follow/be followed by users making short 140 character updates. Tweep or Twit: a Twitter user Tweet: message written on Twitter Follower: someone who tracks your tweets Re-Tweet/RT: resending another's tweet DM: direct message in private to a specific user @reply: sent to a specific user but visible to all @mention: used when mentioning another user in message # hastag: marks a designated topic.
  • 20. SOCIAL MEDIA CONNECTS USERS OVER A COMMON INTEREST
  • 21. FREQUENCY OF USE OF SOCIAL NETWORKS BY AUSTRALIAN USERS Source; Nielsen Online Consumer Generated Media Report 2009
  • 22. WHICH PLATFORM? SOCIAL NETWORKING Twitter 700,000 (4.3%) DELICIOUS Facebook 6.7 million (41.5%) DIGG LINKDIN Myspace 2.6 mil (16.2%) TWITTER Linkdin 520,000 (3.2%) FLICKR FACEBOOK YOUTUBE SOCIAL INFORMATION MYSPACE Digg 420,000 (2.6%) Delicious 300,000 (1.8%) BLOGS Flickr 1.4 million (8.4%) Youtube 4.3 million (24%) 2.5% 13.5% 34% 34% 16% INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS
  • 23. WHO IS USING SOCIAL MEDIA? 12 MILLION AUSTRALIANS
  • 24. ENGAGEMENT TORNADO LARGE RESULT SHARE LEVEL 3 - SHARE ATTITUDE INTEREST LEVEL 2 - ATTITUDE SHARE LEVEL 1 - INTEREST ATTITUDE INTEREST SMALL SEED
  • 25. THE TORNADO SOCIAL MEDIA EMPOWERS BRAND ADVOCATES TO SHARE YOUR CONTENT
  • 26. SOCIAL MEDIA CONSIDERATIONS FOR BRANDS BRAND BENEFITS BRAND WATCHOUTS Opens a dialogue: Understand the etiquette & operational functions Brand-Consumer / Consumer-Consumer of platforms Engagement Must be authentic, honest & transparent Credibility Requires relevant and tailored content Third party endorsement Communication principles still apply Viral Amplification Cost-effectiveness
  • 27. SOCIAL MEDIA SPHERE INTEGRATION OF SOCIAL MEDIA, DIGITAL & OFFLINE ACTIVITIES MAXIMISES RELATIONSHIP-BUILDING
  • 28. CADBURY IN THE SOCIAL MEDIA LANDSCAPE
  • 29. CADBURY DAIRY MILK TRENDING DISCUSSIONS OVER LAST WEEK Dairy Milk goes fair trade in UK: Positive Dairy Milk should go fair trade in Aust: Neutral Dairy Milk products smaller but same price in Aust: Negative Dairy Milk adds palm oil to products in Aust: Negative
  • 32. ISSUE MANAGEMENT 1. Remain transparent 2. Monitor your audience 3. Know your brand advocates and critics 4. Establish social media presence 5. Have a social media crisis strategy ready to implement
  • 33. CHUPA CHUPS VITAL STATISTICS 1 mention every hour 79:1 Positive - Negative comment ratio WHAT ARE YOU DOING RIGHT NOW? Telling the world that I am eating a Chupa Chups
  • 34. HOW BRANDS CAN USE SOCIAL MEDIA
  • 35. BRAND PARTICIPATION IN SOCIAL MEDIA EXTERNAL COMMUNICATION: RESEARCH: BROADCAST/DISTRIBUTION CONSUMER INSIGHTS INTERACTIVITY REAL-TIME MONITORING CUSTOMER SERVICE EVALUATION
  • 36. S2&"MDNG"1&?"<38&"<&6E&%")<"82&"2;?":96"&'&7896)'")783E383&<+"A382"<59B&<"82)8"6&)72&%" 89")*")66)D"9:"5')8:96(<+")''"9:"A2372"%69E&"79*E&6<)839*"?)7B"89"82&"1&?"<38&"3*"96%&6"89" &*@)@&"82&"5&95'&+"&(59A&6"82&"E937&<+"6)3<&"82&"(9*&D")*%"@&8"82&"?998<"9*"82&" OBAMA: MYBARACKOBAMA.COM @69;*%"*&&%&%"89"A3*"82&"&'&7839*0" " " " " " “Barack Obama won the presidency in a landslide victory. " The campaign’s proclivity to online advocacy is a major reason for his victory” RESULTS 5 million friends across networks 8.5 million monthly visitors to MYBO hub. 400,000 blog posts 35,000 volunteer groups 2000 official YouTube videos 80 million views of YouTube videos 442,000 user-generated videos on YouTube 3 million donors contributing 6.5 million times #"$%&'()*+",--." !" "
  • 38. REACH AND ENGAGEMENT EFFICIENT POWERFUL Can be a highly targeted MarComm Reach: Campaign investments can be large or small 12 million Australians International audience Frequency: High usage of social media (30% use daily/ 50% weekly) Viral: Amplification extends reach beyond seeding Influence: Distribution of relevant & trusted opinion
  • 39. MEASUREMENT LEVEL 3 - SHARE Social bookmarking SHARE Quantitative data Link post LEVEL 2 - ATTITUDE Comments Qualitative data ATTITUDE Ratings INTEREST LEVEL 1 - INTEREST Site traffic Quantitative data SHARE Page views ATTITUDE Time on site INTEREST
  • 41. TABOO’S METHODOLOGY Social Media Situation Analysis Strategy Development Campaign Execution Evaluation
  • 42. DISCUSSION SOCIAL MEDIA IS TOO BIG TO IGNORE I CAN’T CONTROL WHAT HAPPENS TO THE BRAND I DON’T WANT TO ALWAYS BE UPDATING OR CREATING CONTENT
  • 43. REVISIT THE PRESENTATION THIS CADBURY SOCIAL MEDIA PRESENTATION IS AVAILABLE AT: www.slideshare.net/thetaboogroup VISIT OUR WEBSITE: www.thetaboogroup.com.au FOLLOW THE TABOO TEAM: Andrew Mackinnon (Managing Director) twitter.com/anmackinnon Maria Gioffre (Public Relations Manager) twitter.com/justmetagirl Marek Wolski (Social Media Planner) twitter.com/marekting Stephanie Tascon (Project Manager) twitter.com/stephtascon p: +61 3 9827 7844 www.thetabogroup.com.au f: +61 3 9826 2287 5 Oxford Street South Yarra Victoria Australia