DRAFT

BRAND GOALS

CONTENT CONVERSATION

COMMUNITY CURRENT

TARGET

PRACTICAL AND EXPERIENTIAL: LOOKING TO FREE UP TIME FOR THEMSELVES AND FOCUS IS THE FAMILY.

• THEY DON’T WORRY ABOUT CLEANING PROCESS BECAUSE THEY USE PRODUCTS THAT HELP THEM TO FREE UP TIME AND SPEND IT WITH THEIR FAMILY.• SHE CONSIDERS THE CLEANING PROCESS AS SOMETHING VERY IMPORTANT, BUT NOT AS THE MAIN HOUSEHOLD TASK THAT DEFINES HER AS A HW OR AS A WOMAN. • SHE IS A PRACTICAL AND SPONTANEOUS WOMAN.

MARKET: ARGENTINA, CHILE, COLOMBIA, MEXICO, PERU AND VENEZUELA.

WOMEN 18-35

STRATEGIC TARGET: PROUD AND PERFECTIONIST

AWARENESS

CONSIDERATION

ACTION

DIALOG

ADVOCACY

DIGITAL FUNNEL

Be the Brand of Choice

Brand Recognition

Be one of the Purchase Options

Interact with your Community

The Community Defends your Brand

ACE 2012 DIGITAL MATRIX

BLOG

YOUTUBE

FACEBOOK

Campaignactivation

Campaignactivation

Campaignactivation

Campaignactivation

iBranding*Promotional

Apps

*iBranding: Development and management of brand image in digital platforms.

WHY A FACEBOOK STRATEGY?

IN AMERICA LATINA

AT LEAST 50% GO ONLINE EVERY DAY

WHY A FACEBOOK STRATEGY?

HAS

130 FRIENDS

IS CONNECTED TOPAGES, EVENTS AND GROUPS.80

SPENDS

12 HOURS PER MONTHon the site.

78% ACCEPTSRECOMENDATIONS FROMOTHERS USERS.

THE AVERAGE USER

FAN PAGE: INITIAL SET UP

Fanpage Design Product Tabs FB Blog Feed FangateYoutube Videos Q&A Tab

CAMPAIGN ACTIVATIONS

Sweepstakes Favorite Picks Photo Contest Wishlists

Timed TriviaGift CardsAmbassadors Club

CAMPAIGN ACTIVATIONS

WHY AN ONLINE VIDEO STRATEGY?

EVERY MONTH IN LATAM

PEOPLE LOOKVIDEOS ONLINE

SEEN BY PERSON

FIRST OPTION TO SEE VIDEOS

ONLINESecondsearch engine

In LATAM Third most visited site in

LATAM

WHY YOUTUBE?

201160 hrs of video per minute

201024hrs of video per minute

20076hrs of video per minute

WHY YOUTUBE?

CUSTOM CHANNEL PROPOSAL

CAMPAIGN ACTIVATIONCampaign look and feel. Adapted banners.Review categories.Digital dashboard for decision making.

CONTENT STRATEGY ISSUES PRODUCT EXPERIENCES+=

CUSTOM CHANNEL DESIGN

PLAYLIST CATEGORY

SOCIALSHARE

DIFFERENT BY COUNTRY

POSITION YOUR BRAND AS AN OPINION LEADER.

OPTIMIZE YOUR SITE POSITIONING IN SEARCH ENGINES.

BUILD LOYALTY & COMMUNITY WITH UPDATED CONTENT AND COMMENTS.

ADDS CREDIBILITY AND TRANSPARENCY TO THE BRAND IMAGE.

YOU SHOULD HAVE A BLOG IF YOU’RE LOOKING TO:

Target SITE: Visits related to specific product

searches

Which is the best soap for washing clothes

Take advantage of free time with family

Domestic chores

How to remove difficult stains

How to wash delicates clothes

Protect clothing from

moisture

Target BLOG: Visits related to the

problematic your product addresses responds + lifestyle

BETTER BRAND POSITIONING ON SEARCH ENGINES

BLOG PROPOSAL

CAMPAIGN ACTIVATION Campaign look and feel. Adapted banners. Review categories. Development and content update (96 articles per year). Digital dashboard for decision making.

CONTENT STRATEGY ISSUES LIFESTYLE+=

CATEGORIES

BLOG DESIGN

SOCIALSHARE

LOCALBANNERS

INITIAL CONTENTUPLOAD

PLATFORM MAINTENANCE

Adapt look & feel to campaign activations.

Community management.

Digital dashboardfor decision making.

Community Management

DEFINING A STRATEGY OF SOCIAL MEDIA & COMMUNITY MANAGEMENT REQUIRES:

CHOOSING THE ACCURATE CHANNELS

ESTABLISHING HOUSE RULES

AND CRISIS MANAGEMENT

GUIDES

CREATING COMMUNITY,

CONVERSATION & ENGAGEMENT

ANALYZING PERFORMANCE

SETTING GOALS AND

SUCCES METRICS

Community Management

ENGAGE WITH YOUR COMMUNITY IS A MUST.THAT’S WHY OUR APPROACH INCLUDES:

CONTENT CREATION

BEST PRACTICES

FOR POSTING & MODERATION

IDENTIFICATION OF TRENDS AND BRAND

AMBASSADORS

ANALYSIS OF COMMUNITIES

BEHAVIOR

CREATION OF SPACES EXCLUSIVE FOR FANS,

FOLLOWERS & SUSCRIPTORS

iBranding: Adapt look & feel to campaign activations.

iBRANDCOHERENCE

Digital Dashboard

KEY PERFORMANCE ANSWERS, NEEDED TO MANAGE YOUR DIGITAL BRAND.

CONTENT

• WHICH ARTICLES GENERATE MORE INTERACTION?

• WHICH APPS PRODUCE BETTER VIRAL BEHAVIORS?

• WHICH ARE THE MOST SHARED ARTICLES?

• HOW LONG DO THEY STAY ON MY BLOG?

• HOW MANY FANS,  SUBSCRIBERS AND FOLLOWERS DO I HAVE?

• HOW OFTEN DO THEY READ MY BLOG, WATCH VIDEOS OR INTERACT IN FACEBOOK?

• WHAT ARE THE DEMOGRAPHICS OF MY COMMUNITY?

• WHERE ARE MY VISITS COMING FROM?

• WHICH IS THE MOST VIEWED CONTENT?

• WHICH CONTENT IS GETTING MORE SEO VISITS?

• WHAT KIND OF CONTENT IS MY COMMUNITY ASKING FOR?

CONVERSATION COMMUNITY