social media campaign archetypes
DESCRIPTION
A short presentation about how to exploit social media tools in 2010? The presentation tries to categorize social media campaigns in different archetypes.TRANSCRIPT
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/
fin