Contenu connexe Similaire à Social Media Marketing Integration with Traditional Marketing (20) Plus de Digital Vidya (20) Social Media Marketing Integration with Traditional Marketing1. © Digital Vidya
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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Media Mix.
Reach
Message
Brand
Cost
Social Media can address.
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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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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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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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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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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!
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