social media campaign archetypes

A BRAVE NEW WORLD

from online marketing perspective

WTF is social media???THIS IS A BRAVE NEW WORLD WE LIVE IN...

Link

YEAH,AMAZING NUMBERS!

IT’S A REAL REVOLUTION

…LET’S DO IT!

IT’S A MESS….WHERE SHOULD I START?

ALWAYS WITH THE STRATEGY…

Tool Output

WHAT is the communication trying to persuade people to believe?

The Objective

HOW is this communicated?

The Creative Mechanism

What ?

How ?

ALWAYS KNOW WHAT YOU WOULD LIKE TO SAY AND DETERMINE HOW WOULD YOU LIKE TO DO THAT?

Tool Output

WHAT is the communication trying to persuade people to believe?

The Objective

HOW is this communicated?

The Creative Mechanism

The seductive power of Axe…

…is brought to life by women unable to control their passion when a man is wearing it.

AXE IS A GOOD EXAMPLE…

message

THE SAME MESSAGE IS USED EVERYWHERE.

360

SOCIAL MEDIA SHOULD BE PART OF THE INTEGRATED 360 COMMUNICATION.

online

SM BUILDS IMAGE, GENERATES TRAFFIC ANDHELPS SEO

WEBSITE

BANNER CAMPAIGN

S

DIGITAL PR

SOCIALMEDIA

MARKETING

TRAFFIC, IMAGE

TRAFFIC,

IMAGE

TRAFFIC, IMAGE

HELP SEO

HELP SEO

HELP SEO

SEO

TRAFFIC

ANALYTICS,ONLINE PRESENCE MONITORING

IT’S THE STRATEGY THAT HELPS YOU

1.FIND CONSUMERS AND POTENTIAL CONSUMERS

ONLINE2. LISTEN TO THEM

3. GET IN TOUCH W THEM

AND FINALLY ENGAGE THEM

WHAT IS SOCIAL MEDIA MARKETING?

A toolbox you can use….

Social Media Do’s and Don’ts

Do-s:– Be on every popular web 2.0

platform – Go where the users are, not ask

users to come to you– Be integrated, be online with the

same message on every platform– Offer Value (Content), Not Self-

Promotion:• To gain an audience, talk about

what you know, not what you sell. – Listen to the Audience.

• Gather as much and as relavant infos as you can

– Follow, Answer and “Retweet.”• Process the information and react

immediately Don’t-s:

– Try to act as real user when you are a company

– Try to lie to users– Spam ppl with content can’t be

intresting for them

Role of Social Mediain marketing campaigns

1.Spread the message: viral

effect

2.Providefunctionalities

Social MediaDrives traffic

to microsites,

articles, applications

Social Mediagenerates traffic itself

on a fanpageor on an account

3. Gives platform for sharing: based on user

generated content

Role of Social Media: 1. Spread the message: viral effect

Goldstar Beer: Park Fight Facebook App: Flash game

1 Go where users are: facebookand make an application. PromoteYour application there.

2 Let users play with it 3 Let them share the pointsAnd wait for the viral effect

Aim: engage users with the brandTools: facebook app.User task: play with a Flash game.Motivation: to win over the women/men

Youtube video

1 Go where users are: facebookAnd make an application. PromoteYour application there,

2 Let users experience the 3D effect 3 Let users share it

Aim: engage users w the brandTools: facebook app.User task: try out the new tech.Motivation: experiencec

Role of Social Media: 1. Spread the message: viral effect

Augmented Reality Microsite

Role of Social Media: 1. Spread the message: viral effect

Lipton Chineese Viral greeting card (microsite)

Youtube video

1

Go where users are:Chineese IM and SNAnd promote your microsite there

2Engage them w smg relevant on the microsite

Let them spread the message: go viral!

3See the results: viral effect, digital PR

4

Aim: engage users w the brandTools: social networks, IMUser task: watch the video and forward itMotivation: gifting season

Role of Social Media: 2.Provide functionalities

2.a: Like button outside FB: Levi’s Like button function

Youtube video

1 Integrate Like button functionality On a webstore 2 Let them find their friends on

the website 3 Bring them to a social network

Aim: make online shopping more intrestingTools: facebookUser task: like jeans and make a friends storeMotivation:a personalized store (only myAnd my friends’ jeans are there)

Role of Social Media: 2.Provide functionalities 2.b: status update function: Dymocs books Tweet A Review

Campaign1 Go where users are: facebook, twitter 2 Collect user base by motivating them 3 Build future activity

on this user base

Aim: build user baseTools: facebook, twitterUser task: tweet in 140 characters about 101 best books reviewsMotivation: win one of the books or all of them

Role of Social Media: 2.Provide functionalities 2.c : delete your friend function: Whopper sacrifice

1 Go where users are: facebook, twitter 2 Give them an application which works differently

3 See the effects

Youtube link

Aim: to prove Americans love WhopperTools: facebookUser task: delete their fake friendsMotivation: win one whopper

Role of Social Media: 2.Provide functionalities 2.d: tagging functionalities: Ikea tagging campaign

Youtube video

1 Go where users are: facebook 2 Use one of the functionalitiesAs noone did before

3 See how users areWaiting for your nextactivities

Aim: to introduce newproductsTools: facebookUser task: tag picturesMotivation: win one of the tagged furniture

Role of Social Media: 3.Gives platforms for sharinguploading photos, videos,blog entries, design contest

1 Promote the campaign in severalmedia

2 Make one platfrom site. F.ex: youtube channel

3 Have users vote for it

4 Have a jury vote for the TOP 10 5 Give a special relevant gift

Aim: to engage users byTeaching the Fanta DanceTools: youtube channelUser task: upload videoMotivation: win a video clip w SP Youtube video

http://mashable.com/2009/06/03/dunkin-donuts-

facebook-campaign/

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