FINAL CASE STUDY CADBURY

STUDENT :LAURE HERVE - MBA2B

INSTRUCTOR : E.CRAIG

1. CADBURY SOCIAL MEDIA STRATEGY

Cadbury has been an early user of platform on social medias’ networks and very pro-active, they became one of the most successful brands in this field

1 page per product Own competitions & prizes

Fan can chooses his product and receives

information only on the chosen one

10 850 758 J’aime 2 745 476 J’aime

Problem : 1 million fans but only 16% see content that the brand posted on Facebook

Challenge increase the engagement of fans - reach friends of fans and the wider Facebook community

1.1.STUDY OF THE DIFFERENT SOCIAL MEDIAS IMPACTS 1/4

ACTION: test what content users would engage with, with the building a giant Facebook ‘like’ thumb out of pieces of Dairy Milk. up RESULTS are successfulo + 40,000 Facebook fans - 350,000 people actively involved in the campaign. 33% of fans engaged with the

campaign and helped underpin the new Joyville marketing initiatives. A brand campaign based on competition : find a “Joyville Taste”, win a prize. https://www.youtube.com/watch?v=yJJV5FecYk0 https://www.youtube.com/watch?v=CiZCW_lWW0M

Conclusion, the best way to increase reach on Facebook is to offer fans a big reward for minimum effort on their part. While core fans may engage with all your content, to get their friends to become engaged it has to be extremely easy for them to interact. It’s also a clever way of celebrating the community and the posts make a nice change from the usual product promos

Separate Twitter feeds for each product, → less success. Cabbury world has 130,000 followers,

The Dairy Milk (31,000 followers). Mainly repurposed tweets from Facebook or

retweets fromf others The social team occasionally respond to

@mentions, but these appear to make up a small proportion of the activity.

Cadbury provide no customer service on Twitter. → link to customer service contact information

Exception with “Wispa Gold” using Promoted Trend. Result : + 1800%, of 'positive' brand

mentions on social network On “‘Retweet for Sweets’ : + 25%

engagement levels

Cadbury is present but not much pro-active Example : Cadbury Australia. It has created just five boards and

pinned a grand total of 116 images

1.1.STUDY OF THE DIFFERENT SOCIAL MEDIAS IMPACTS 3/4

https://www.pinterest.com/CadburyAU/

1.1.STUDY OF THE DIFFERENT SOCIAL MEDIAS IMPACTS 4/4

Cadbury's activity on the platform so far has been shaped to emphasise the brand's commitment to innovation • Cadbury .co.uk was an early, enthusiastic adopter of Google+. t • Cadbury has over 1.2 million followers - making its page the platform's most

popular in the UK. (the objective owas to have an engaged core of 20,000 people, try out theplatform

Cadbury’s “circles” divide fans by candy preferences including “Creme Egg,” “Wispa,” “Dairy Milk,” - fans ask to join the circles by leaving comments like “Gotta be Wispa – love those bubbles etc..;

CONTEXT • Cadbury has been an early user of platform on social medias’ networks and

very pro-active, they became one of the most successful brands in this field. In 2012 Cadbury, almost self evidently, became one of the sponsors of the Olympic Games, as official treat provider .

OBJECTIVES • Cadbury wanted to reach more intensively a younger audience: people from 18

to 25 who are tech-savvy. They wanted to: Not only connect but to engage with this tech-savvy profile demographic Stand out from the other sponsors Extend their reputation for creativity and innovation (modernize their image)

1.1.2.THE CHOICE : GOOGLE +HANGOUTS

1.1.2.THE CHOICE : GOOGLE +HANGOUTS

WHY HANGOUTS? Existence noticed by Cadbury of

Platforms conversations on Cadbury/Chocolate/ during the Olympic Games 2012

Cadbury wanted Eye-to-eye contact. Jerry Daykin, Cadbury Community Manager. « We can't directly connect with every person who buys our chocolate, but we can connect with some of them. Then more people see the Hangout On Air, and feel they're part of the experience” THE

APPROACH Question of Cadbruy:”How are we going to bring this alive in social media? Is there a way for our fans to become a part of it?’”

Cadbury has been careful to give their followers a reason to come to their Google+ *They supplyed exclusive content on Google+ : for example special edition Google+ chocolate bars were made to feature on the page and they even sculpted a chocolate version of their Google+ page *Used Hangouts to connect to fans *Use of social extensions in AdWord

Sculpting • Cadbury’s first Hangout On Air celebrated reaching 500,000 followers on Google+. The

team wanted to thank this global audience of fans, and to reward these loyalists so that they would become the main channel of promotion. Staged from Cadbury House, the event featured the Cadbury Google+ page sculpted in chocolate, including profile pictures of followers.

Swimming • The second Hangout On Air, was a chat with Olympic swimmer and Cadbury brand

ambassador Rebecca Adlington,. Besides entertaining followers and enhancing the Cadbury brand, this event subtly demonstrated the chocolate brand’s historic ties to Great Britain and its support of the London 2012 Olympic & Paralympic Games

Sampling • The Tasters Circle Hangout On Air, the third event of the month, included specially invited

followers from Cadbury’s highly engaged “Tasters” Circle. During the event, Circle members chatted with a Cadbury product developer, commented on their own chocolate preferences, and sampled various Cadbury products live. It was a relaxed, friendly moment among widely dispersed chocolate lovers.

EXAMPLES OF G+ HANGOUTS

Cadbury egg cake from January 31, 2014 had a remarkable success Results 7.9 million views on social platfor m- 3 million organic views and 36,000 engagements, including 3,000 comments, 5,000 shares and 28,000 +1s with a fivefold increase in organic reach.

social actions on G+ increased to six times the pre-campaign level Its +Post Ads campaign delivered a 2.5% engagement rate

https://www.youtube.com/watch?v=taDLIe_L8xo

Baking : Cadbury egg cake

CONCLUSION : a sweet success

Cadbury has fully embraced Hangouts On Air and will continue hosting them regularly for its followers. “Hangouts On Air are a chance to do something that you can’t do on another platform,” Daykin says. The results were • 17% uplift in click-through rate (CTR) across all their AdWords campaigns • Drove a consistent 10,000 new Google+ followers per day • An increase of 7.5% of traffic from Google URLs • In over 500 posts, Cadbury’s Google+ page has registered impressive metrics: • Total +1s on posts: 39,759 • Average +1s per post: 74.4 • Total shares: 11,243 • Average shares per post: 21.3 • Total comments: 18,182 • Average comments per post: 34.5 • Most popular post: 495 comments and 902 reshares

Promote: Google+ Badge, Social Extensions, Direct Connect

• The brand used Google+ to unveil a brand-new product launch, the Dairy Milk Bubbly bar. Cadbury's Bubbly launch through social networks such as Google+ achieved a strong impact; already sales are over £8m. And they have started using social extensions in AdWords too, which links Cadbury's Google+ page to its AdWords campaigns.

• And since Cadbury installed the Google+ badge on its homepage, it's now easier than ever for fans to follow the brand.They have 10,000 new followers per day," and an increase of 7.5% of traffic from Google URLs - outside of general search and campaigns

2. HANGOUTS APPLIED TO THE HOSPITALITY INDUSTRY

Technology may have revolutionized the traditional meeting, but that doesn’t mean it’s doing away with face-to-face communication all-together

Forbes.com contributor Gene Marks said: “ Google+ Hangouts on Air provides the best of both worlds,” citing the ability

share slides in a video chat format. Webinars are just one of the ways businesses are using Google+ Hangouts. Google Hangouts is one of the fastest growing video chat services for businesses looking to connect with their customers”.

Hangouts are a new way of communicating to the customers. After Instagram, Twitter Facebook, how better way to have

direct contact with followers than through an internet event where people do not have to move from where they are : home, country, office etc

Possible events or services that a hotel could offer via hangouts are :

• Accessible video chat technology could lead to the next shift in customer service. Google+ Hangouts enable business to respond to customer concerns in a more personal way. When one of the customers complains through Google+ or any other social platform, respond with an offer to chat on Google+ Hangout and search for a solutio;

• For example at the Royal Monceau a boutique of Pierre Hermé has opened. An event like direct cooking of pastery or a macaron made by Pierre Hermé could be done, with followers cooking directly also.

• On mobile, Hangouts are simple of use and it is possible to have conversation up to 10 people. Applications can be added. A simple means of direct connection to customerrs for Hotels for promotion of their hotel and speicial offers

The aim for the Hospitality industry is to get in direct contact (“eye-to-eye” and face-to-face) with customers throughout the

whole world and thus get a far better awareness through social media at minimum cost. To accomplish this the Hotel would need to invest in a Community Manage

THE END It's Friday - let's dance! #FreeTheJoy https://www.youtube.com/watch?v=et1Wv_-fZ7g