Post on 12-Apr-2017
Social Media Campaign
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Pierre-Clement LIHOU
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Purpose of Campaign
• Engage new customer• Make customer more aware about this new product• Make customer aware of the differences with Amazon Echo• Utilize social media to gather ideas about improvements• Build a sense of community between Google Home users• Utilize social media to increase consumer loyalty and
participation
General Target Audience
• Large target audience
• Mainly Technophiles and people using the Internet of Things
• Broader indirect target
General Target Audience - Influencers
CNET: 1,270,249 SubscribersProvide the latest tech news, unbiased reviews etc.
TheVerge: 1,290,633 SubscribersProvide product reviews, space explainers, technology news, and more.
TechNews&Tests: 370,516 Subscribers (French)Provide unboxing, reviews etc about different type of technologies.
TecMundo: 2,364,837 Subscribers (Portuguese)Provide information about technology in Brazil and keeps updated in an uncomplicated and simple way!
Consumer Segments Targeted
• Main target population: 18 to 50 years old.• Financial Officers
• Home Product
• Create a Google Home product page or directly do it on Google Facebook Page.
• Link to Website to Create base product• Incentives. A winner Every Week• End of Campaign: 3 best base will be commercialized
• The Facebook page will also be used as a forum type.
• Have a specific hashtag, #GoogleHome or #MyGoogleHome• People will share their “project” using this hashtag.
• New name: #MyGoogleName, like Alexa for Amazon• Incentive: Most popular (retweeted, like etc.) will have the
option to use this name.
• YouTube Gurus to compare Google Home and Amazon Echo
• Explain How it is working• Offer them the chance to make their viewers win a Google
Home Product
Website
Measurement of Success
Measurement - Facebook
Measurement - Twitter
Measurement - YouTube
• Use YouTube Platform and Overview section
• Another Platform
• YouTube, owned by Google
Measurement - Website
Privacy and security
• Privacy will be totally maintained.
• The only private information requested will be for the winner to send the product to.
Resources
• Material• Google Home Device
• Time and People• Website Creation• Maintaining the flow of
interaction • Analyze Data
Contingency planning• 3 different platforms, 3
different campaigns with same purpose • If results not met
• data collected might help find the reason why
• Resources needed for future possible problems
• Google Alerts
Future campaign plans
• Data will help build future campaign• Personalization
• Data from Twitter
• Comments and data, help build and improve Google Home device• Google Home 2.0
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