P&G - Ace Development Proposal
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Transcript of P&G - Ace Development Proposal
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
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