Post on 01-Nov-2014
description
Social Media Brand Strategy
Evaluating the impact of social media brand strategy on
marketing efforts.
Key Question
What are some successful ways for businesses to leverage social media,
and who should we reach out to?
Table of Contents
• I. Industry:– What is expected in the future of social media
marketing• II. Case studies:– Oreos: Daily Twist / Dunk in the Dark– The Economist: Interpret the World– Wendy’s: Pretzel Bacon Cheeseburger Love
Songs• III. Key Takeaways• IV. Media Agencies to reach out to
I
Industry:What is expected in the future of social
media marketing?
What the Industry Says
• In a survey of CMOs conducted by Adweek*…– 27% agree that earned media will be more
important than paid and owned media– 32% agree that marketing campaigns will
begin unfolding in real time• Channel effectiveness growth from 2012-2014– Social media [48%/56%]– Online display ads [49%/59%]
Source: Hoffman, Melissa. "CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets." AdWeek. Adweek, 1 July 2014. Web. 04 Aug. 2014.
Facebook Advertising
• Facebook ads have become more about target audience and efficiency, less about creative appeal/emotion.
• “The ads may work, but can they move people to tears or create an authentic response?”
• “Where Facebook outdoes other big media companies is its ability to target ads based upon its users activities on the site” – The New Yorker
Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet. "Facebook Advertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. Web. 4 Aug. 2014.
Social Marketing Objectives
Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet. "Facebook Advertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. Web. 4 Aug. 2014.
II
Case Studies
Oreos: Daily Twist
• http://draftfcb.info/oreo-daily-twist/
Oreos: Daily Twist
• Title: Oreo: Daily Twist• Source: Cannes Creative Lions 2014• Agency: FCB Garfinkel New York / 360i• Brand: OREO• Country: USA• Spotlight on: use of real-time tweets relating to
current events
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: Daily Twist
• Campaign Objective:– Brand image: evolve brand perception: from
traditional cookie to contemporary player in today’s world
– Business objective: meeting/exceeding category growth
– Engagement: at least double current engagement rate
– Brand Saliency: achieve at least 75M media impressions in 3 month course
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: Daily Twist
• Social Media Strategy:– Social networks = everyday conversation– Involves most contemporary media and
content– A chance to start a dialogue with a wide
audience (not just traditional target of moms)
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: Daily Twist
• Creative– Daily Twist: 100
ads in 100 days to reflect contemporary culture and real-time events
– Inspired by trending news stories
– Used Facebook, Twitter and Pintrest
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: Daily Twist
• Results– Top 10 twists generated total reach of 35M
individuals– Seen over 434M times globally– AdWeek’s Brand Power Index: OREO = highest
increase in buzz in 2012 (+49%), worldwide – Oreo grew 1.9% in Q3, surpassed category
growth of 1.6%– Gained 1.3M Facebook followers 150% increase
in total FB reach– Doubled engagement rate of over 1.3M
interactions Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: Daily Twist
• Results– “We believe our campaign was truly effective
because it made culture”– “…long term campaign made of share-
worthiness”
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: Superbowl Tweet• “You can still dunk in the dark”• Effective use of real time
marketing and trending topics (super bowl blackout)
• Bonin Bough, VP for global media and consumer engagement at Mondelez International: “It’s about speed. It’s about delivering products that deliver on impulse. So where are the channels that allow us to deliver that in the most impactful way? Social channels happen to be that.”
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
The Economist: Interpret The World
• http://theinspirationroom.com/daily/2010/the-economist-interpret-the-world/
The Economist: Interpret The World
• Title: The Economist: Interpret The World• Source: Cannes Creative Lions 2011• Agency: Ogilvy and Mather• Brand: The Economist• Country: India• Spotlight on: Use of Facebook quizzes and shares
to promote knowing world news
The Economist: Interpret The World
• Campaign Objective:– Use media to build measurable brand
engagement– Boost paid subscriptions as a direct result of
campaign– Boost competitive advantage: “brand intellect”
The Economist: Interpret The World
• Social Media Strategy:– Encourage readers to “interpret the
communication” through interactive image campaign on social media, mobile and web
– Approach: highlight relevant connections of global issues and its effects on day to day life.
– Communicate that Economist is a required read, credible, extensive source of information on global issues
The Economist: Interpret The World
The Economist: Interpret The World
• Leveraging social media to build interactivity:– Web banner teases – Engaging Facebook application in a quiz game
format – App automatically linked to 2 other images and
asked user to make the connections, providing hints– Leveraged the power of Facebook to connect and
share, users could challenge their friends to solve the quiz
– Main point: all communication elements encouraged readers to think, interpret events and make connections.
The Economist: Interpret The World
• Results– During campaign period (Nov 2009), website
achieved a per day increase of 25% in registrations as compared to pre-campaign levels
– Post campaign: increased by 16% compared to pre-campaign levels sustained increase in registrations
– The microsite received a total of 66,851 UVs in the 3 week campaign 134,431 page views
– Paid subscriptions increased by 44% on www.economist.com during campaign period
– No discounts offered during campaign
The Economist: Interpret The World
• Results– “Through a strong brand and an appealing
customer proposition, The Economist translated a great idea, which was uniquely brought to live through the use of conventional media in unconventional ways”
– “The aspect of creating intrigue and engagement in a cluttered media environment to facilitate individual dialogue with consumers to dispel the brand messages was key in achieving the business goals”
Pretzel Bacon Cheeseburger Love Songs
• Title: Pretzel Love Songs• Source: Shorty Awards• Agency: Starcom MediaVest Group• Produced by: VML• Brand: Wendys• Country: USA• Spotlight on: use of Facebook video and audience
interactivity
Pretzel Bacon Cheeseburger Love Songs
• Campaign Objective:– Achieve 3% same-restaurant-sales growth– Get consumers, specifically millennials, to
come to Wendy’s instead of another Quick Serve Restaurant
– reach an additional 3% of consumers online
Pretzel Bacon Cheeseburger Love Songs
• Social Media Strategy:– Facebook = primary digital media platform to
showcase “love song” videos– Twitter = platform to gather audience feedback
to include in the song lyrics– Used influencer Nick Lachey to be one of the
stars of the over-the-top videos– Instead of discounts, gave away “virtual fame”:
cited biggest fans and their comments in the Love Songs • sparked massive audience engagement and
increased capacity to share
Pretzel Bacon Cheeseburger Love Songs
• Leveraged Facebook and Youtube:– Video assets could be made highly visual in
news feed, especially on mobile (~50% of the traffic)
– Maximized media buy: created custom target audience that had a high propensity to share and engage with Wendy’s socially helped kick off the “viral” activity
– Live tasting on The Today Show, streamed online
– Broadened media buy to Youtube
Pretzel Bacon Cheeseburger Love Songs
• Creative
Incorporated real tweets from fans into the lyrics;“virtual fame” encouraged audience participation
Influencer Nick Lachey
Pretzel Bacon Cheeseburger Love Songs
• Results– According to Wendy’s: the Pretzel Bacon Cheeseburger
was the most successful LTO in the company’s 40-year history (as measured by same-restaurant sales and unit sales)
– Stock price increased 41% during campaign– Facebook survey of those who saw ad indicated the ad
was effective in increasing awareness – Facebook confidentially shared that it was 2-3 times
more efficient than comparable QSR campaigns– 84% positive consumer opinion about the sandwich,
according to Facebook survey– Met 3% sales growth objective
III
Key Takeaways:What do successful
campaigns have in common?
Newsjacking / Culturejacking
• The idea of interjecting a business’ marketing message or ideas into a current news story in order to garner additional attention from both customers and the media. Culturejacking is similar, but applies to events like The Superbowl
• Example: Oreo’s Dunk in the Dark Tweet
Source: http://www.shopify.com/blog/7589919-the-secret-behind-oreos-social-media-marketing
Real Time sharing
• Encouraging social media users to engage in the excitement of seeing an event unfold in real time
• Live tweeting keeps the interest: users are updated and informed on a real-time event
Simple Graphics
• When the graphic is easy to interpret, but challenging enough to raise questions, it piques interest.
• Infographics are quick, concise and visually appealing