Buster
Transcript of Buster
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The Simples Approach to Social Media Marketing
BUSTER DOVER
Head of Digital, VCCP
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Aleksandr’s 5 Simples of Social Media
Marketing
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AWARENESS
ENGAGEMENTNarrative
Utility
ATL Comms : mainstream media
BTL Comms: Social Media
1. “AS WELL AS NOT INSTEAD OF”AWARENESS + ENGAGEMENT
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TO RAISE CONTRIBUTIONS
TO RAISE AWARENESS AND BRAND AFFILIATION
TO GET OUT THE VOTE
2. One core idea, multiple connected social platforms
CHANGE
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MICRO-BLOGGING140 characters only
Sharing thoughts, links,Participating in chat
PHOTO SHARINGAleks’ visual character
From TVCsFamily portraits
Community connectionsCompetitions
PROFESSIONAL NETWORKING
Digital CVProfessional links
INTELLIGENCE SHARINGPower-point upload
Business leader connections
MUSIC LINKSCollect and share favourite music
Build digital “radio-station”
VIDEO CONTENTBloopers
TCVsFav video content
COMPARISON APPLICATIONViral “comparison” app
COMMUNITY AUGMENTATION
Status Notes
PicturesVideos
1 identity, multiple connected spacesMULTIPLE CONNECTED SPACES
TVC
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3. Social Media is a conversation, so give people something to talk about
“CHAT CATALYSTS” – Give people things, ideas,
applications to share and discuss
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J F M A M J J A S O N D
LAUNCH DEVELOP ESTABLISH
CTM SITE“Brochure”
CTM BLOGConversation/Aggregation
SLIDESHAREPower-point
IPHONEActivation
BLIP.FMMusic
LINKEDINBusiness
FLICKRPhotos
TWITTERChat
FACEBOOKCommunity
RATE & REVIEW FUNCTIONALITYUPDATED FAQs
I-CARDS/M-CARDSNEW MEERKATSRINGTONE/CALL BACKUGC COMPETITION
LAUNCH: WEEKLY POSTS“BETA” SUGGESTIONSPOLLS“I've found my meerkat” SOC MED WIDGET
YOUTUBEVideo
UGC MEERKATS WINNERS SPECIAL OCCASIONMEERKATS – XMASVIRAL WIDGET
“HOT OR NOT” GAME
BLOOPERS – timing tbcFAV VIDEO UPLOADS
BLOOPERS - Seeding
BLOOPERS - Seeding
STATUS/NOTESUGC COMPETITION
UGC MEERKATS WINNERS
UGC MEERKATS WINNERS
UGC MEERKATS WINNERS
LAUNCH: NEW “OFFICIAL” PIIXUGC UPLOAD COMPETITION
VIRAL XMAS VIDEO
DAILY MONITORING, FRIENDING, CONVERSATION
LAUNCH:
LAUNCH: BUSINESS PROFILECONNECT PROFILE
XMAS VIRAL SEEDING
LAUNCH:
LAUNCH: LINKS TO TWITTERSHARE MUSIC TRACKS
CTM POWER-POINT – BIZ GUIDE
TVC
XMAS VIRAL WIDGET
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4. “REMEMBER THE EARS TO MOUTH RATIO”
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5. “WHERE DO YOU WANT TO PLAY?”
BRANDNARRATIVE
BRANDUTILITY
REAL PERSON
ADVERTISING CHARACTER
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RESULTS
Quote figures have increased by 80% Cost per visit has reduced by 75% Market share has tripled Most popular brand ambassador in UKCost per acquisition is down by almost 60%
Site traffic to Compare The Market.com has gone up by 100% since launch
5,700,000 visits to CompareTheMeerkat.com, of which 21% go through to CompareTheMarket.com
Over 17,000 followers on twitterAlmost 500,000 fans on Facebook Prior to campaign, CTM “owned” 15% of the Social Media conversations about car insurance, they now “own” 55%
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RESULTS
1st Spontaneous awareness 20% to 59%
1st Prompted consideration 52%
1st for 1st choice consideration (17%)
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