Zoetis | Social Media Case Study
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This document presents a case study about the recent launch of EQStable, the Zoetis social media program for its Equine pharmaceutical business: from strategy to content to over 100,000 likes with high engagement in just a few months.
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Zoetis | Social Media Case Study
- 1. CASE STUDY: ZOETIS EQSTABLE EQ (EQUINE) STABLE: MUTUAL PASSION CONNECTS BRAND TO CONSUMER EXECUTIVE SUMMARY -
- 3. SOCIAL ARCHITECTURE PROGRAM - - VALUE-DRIVEN CONTENT - IDENTIFYING THE CULTURAL MODEL Connect Build their businesses Stay current CHOOSING A PLATFORM OWNER
- 4. HANDLER / TRAINER INTRODUCING.... EQSTABLE Based upon the established cultural model and venue determination, LiveWorld developed a comprehensive social content programming plan, launch strategy, and growth plan; followed by launch, ongoing management, content programming, engageinsights gleaned as the program evolved. The “About” page sets the stage in this mission statement: “Zoetis Equine is driven by our passion for horses and their well-being, and for the equine industry and those it supports; this is the force behind our Facebook page. The consequences of disease and lameness impact not only the animal but the owner as well. We stand with you to provide you and your veterinarian with the best products to help your horses enjoy long, healthy lives.” LAUNCH PLAN
- 7. TOP POSTS
- 8. THE RESULTS GOAL 1 - CREATE A DIRECT DIALOGUE WITH HORSE OWNERS GOAL 2 REINFORCE BRAND CHANGE FROM PFIZER ANIMAL HEALTH TO ZOETIS sition GOAL 3 EXTENDED PREMIUM CUSTOMER EXPERIENCE -
- 9. Contact us at: +1 (800) 301-9507 or by email at hello@liveworld.com
Notes de l'éditeur
- Title slide
- Agency backgroundRole in Australia – challenged the US and they said….Current role and scope; Social and Mobile
- SXSW quote about Coke & Oreos.You can do it for 1 of these 3 reasons…and the ALL relate back to business objectivesGrow Revenue: Direct selling promotion, Marketing Campaigns Reduce costs: ‘owned’ channel, Build a CommunityImprove satisfaction: customer service, Consumer Insights, Inform Your Marketing StrategiesYour strategy might fall in 1 in might actually fall in all 3. But what is most important to remember about social is that when I ‘like’ your page you are joining my best friend from school, my best man and my mother – this is an inner circle I am inviting you into, so don’t abuse the privilege and stay relevant – just talking about yourself wont gain you fans – lessen the product speak and start talking like human beings.social (including email)Over 50% of internet time spent is now on Social
- It is great to see the legal and regin the room today Mutual respect and trust = loveYou will only succeed if you have a good partnership with your regBut you guys need to work on the relationship as much as they do – and buying them dinner tonight is a great start.