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Как за счет социальных медиа усилить ваш потребительский маркетинг
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Viv•id – adjective producing powerful feelings and strong, clear images in the mind
London . Hong Kong . Melbourne London . Hong Kong . Melbourne
“Hello Moscva!”
Leveraging Social Networks To connect with your Shoppers
Leveraging Social Networks to connect with your Shoppers
1. Introduction
2. The Social Shopper
3. Integrate Social Cross Channel, to connect with your Shoppers & Consumers
4. Best Practice Examples
5. Top 10 Vivid Brand Tips
1. Introduction
Social Networking is not new....
“I say! Where can I buy one
of those new Telephones Betty? ”
“Ooh Ethel! It says here that
Telephones are only £1.50 at
Selfridges”
So what’s changed?
People still have human and emotional needs
We all love to chat
We like to show off
Everyone wants to be part of something
We are proud of our kids
Money is tight
Digital technology helps us to Connect
2. The Social Shopper
2 billion Social media accounts
are actively used worldwide on a daily basis
Nielsen 2012
Russians are the most avid Social media users in the world.
At 9.8 hours per month, you spend more than twice as much time on social media networks
than the global average
Source comScore data
Social media and e-commerce are growing in Russia...
E-commerce is growing rapidly in Russia...
Source: econsultancy.com 2012
Countries with the largest predicted e-commerce growth by 2013
48% check of 18-34 year olds check their Social profiles as soon as they wake up
Ensure that your Company, Brand and Products are top of mind, first thing in the morning
3. Integrate Social Cross Channel, to connect with your Shoppers & Consumers
Understand how to target your Shopper
- Age - Socio-Demographic - Lightstyle - Device Ownership - Income - Digital savvy-ness
1. Choose your communicational Channels
2. Select Platforms to communicate
3. Consider your Shopper and their lifestyle
4. Think like your Shopper
5. Develop offline and online creative content & tools
Mrs Sarah Case, 36 Married Mum of 3 Children Works Socio Demographic B-C1 Owns an iPhone, Mac and iPad
> Busy > tired >time poor
Identify the key Social Opportunities:
The Shopper’s Multi Channel Journey
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Social Media vs. Traditional Media
Source: econsultancy.com 2012
Integrate Traditional Media with Social Networking
How to Socialise Successfully
Drive Brand Preference
Build Brand Love
Reward Content
& Chat
Enhance Loyalty
Engaging with your Social Followers
Fan Acquisition
Content
Apps
Brand Advocacy
Propensity to
Purchase
Dialogue
Engagement
Offers & Rewards
Brand Love
4. Best Practice Examples
Inspiring everybody: Nike for the London 2012 Olympics
http://www.youtube.com/watch?v=LsXRj89cWa0&feature=player_embedded
Inspiring everybody: Nike for the London 2012 Olympics
Nike were not official sponsors of the games, however by using digital channels and creating quality video content, Nike capitalized upon the Olympic opportunity.
- Nike connected directly with millions of amateur sportsmen and women’s desire to win and be the best.
- 7million + hits on Youtube (10% of UK Population!)
Pepsi had $20million to spend. This was usually used to sponsor the Superbowl. But in 2010, Pepsi USA did something radical....
Giving Back: Pepsi Refresh
- Pepsi gave away $20 million to fund good ideas, big and small, that move communities forward.
- Pepsi became one of the most talked about brands during the Super Bowl, despite not advertising. (Nielsen)
- Generated over 3 billion audience impressions in eight months, more than 140,000 tweets, whilst Facebooks ‘likes’ increased 600%+
http://www.youtube.com/watch?v=21cKRwC_h38
Giving Back: Pepsi Refresh
Building Advocacy: Converse
At shelf there is minimal space to ‘sell’ Sports Shoes. Social media allows the brand to build brand advocacy
- 100 Club Gigs
- Regenerate Skateboard Parks
- Converse Tracks: eg: Gorillaz
- Unique Events via Facebook / Twitter
- Unique Content
The personal touch : Coca-Cola
Via Facebook, Coca-Cola invited Australian shoppers to personalise Coke Bottles
- Traffic on Coke’s Facebook page increased by 870%
- 378,000 custom cans were printed
- Sales went up by 7% - making 2011 Coca-Cola’s most successful summer in Australia
http://www.youtube.com/watch?v=2X8Bd3-G6IU
The personal touch : Coca-Cola
Generate Buzz: Grey Poupon Mustard
Grey Poupon’s Does not want just ANYONE to be a fan. Can you ‘Cut the mustard’ and be accepted into this exclusive society?
- A Facebook app searches and judges potential applicants profiles based on their proper use of grammar, restaurant check-ins, and movie selections, to name a few.
- Those who do not qualify, will have their 'like' deleted, and be asked to refine their profile before trying again."
The result: 5x average fan engagement
Meet Alexsandr Orlov, An Aristocratic Meercat from Russia
- Fun / Irreverent Market brand mascot - Treated as a ‘real’ individual - Amplified via social media and Yotube - Supporting App ‘iSimples’ - Hello magazine supported campaign - Compare the Meerkat spoof website - Highly shareable - Get toys from website / Facebook page - Consistent ‘tone of voice’ (Russian Style)
Be fun: Compare the Market.com / Meercat
http://meerkat.comparethemarket.com/history/
http://comparethemarket.com
Be fun: Compare the Market.com / Meercat
http://www.youtube.com/watch?v=a1s7o_LVU2o
Be fun: Compare the Market.com / Meercat
http://www.youtube.com/user/CompareTheMeerkat?feature=relchannel
Clever Engagment: Burberry
Burberry have introduced several devices to engage lovers of their brand involving the Trench coat
1. The Art of the Trench
- Browse a selection of trench coat images
- Like and comment on the style
- Share
Clever Engagment: Burberry
Burberry have introduced several devices to engage lovers of their brand involving the Trench coat
1. Create your own Trench
- Interest canvassed via e-mail
- Facebook app
- Links to the website to purchase
Bring the brand to life: Old Spice
Old Spice is an aftershave that has been around for generations. ‘ The man, your man could smell like’ campaign re-invented the product with humour.
- Youtube was used to share the TV adverts
- Spook ads were created by users
- Old Spice responded with further spoof Ads in response on Viral Channels.
Bring the brand to life: Old Spice
http://www.youtube.com/watch?v=owGykVbfgUE
Tweet Shop: Kelloggs
To support the launch of new Special K Crackers Crisps, Kellogg’s set up a pop-up “Tweet Store” in Soho, London
- Tweets became social currency - Shoppers tweeted to get free Crisps - Cheap Activation - Promoted on Twitter and Facebook - Merging physical with digital - Letting consumers become the advocates
Images and Video Sharing: Pinterest
Pinterest is the fastest growing and 3rd largest social network
It is the second highest driver of traffic to retail sites, accounting for over 11%. The average order for a buyer referred by Pinterest is $168, vs. $94 for Facebook. 83% of Pinners are women.
- Diesel pin Fashion shots, behind the scenes images and magazine spreads. - Pins are themed clearly. - Diesel considers what pinners browse for.
- Cutler and Gross are utilising pins to re-inforce their quirky immage. - Surrealist images are pinned with very arty images and also trendy magazine layout shots
The Power of Viral: “Gangnam Style”
South Korean rapper Psy has received over 460 million Youtube hits, via his hit “Gangnam Style” (or Rublovkla Style!!)
- The song’s dance has become a viral hit, parodied by politicians, sportsmen and the general public alike
- It is the most ‘liked’ video in Youtube history - Showing the power of viral video networks to spread the word, worldwide.
- Spawned hundreds of spooks - Philippine Prisoners ganging style, Western Gingham, etc..
The Power of Viral: “Gangnam Style”
http://www.youtube.com/watch?v=9bZkp7q19f0
Vivid Brand’s Top Tips
1. Don’t leave your social media in the hands of the Intern!
- Clear Strategy: content & engagement - Brand expression - Values, attributes, style - Tone of voice - Writing style - Content
Leaving your accounts to an intern is tantamount to handing them the keys to your most important PR assets.
2. Choose your Platform and Channel
- Who is your Shopper? - What does she like to do / share? - What devices does she have? - What websites does she visit? - What eCommerce sites does she shop on?
Make it easy for her to see your brand or your content and for her to Pin / Share / Digg / Like your content with HER friends
3. Create quality, unique content
Amplification Engagement
- A smaller network of fans, who engage with and share your content, is a more valuable asset than a larger, less focused spread.
- By offering well curated content alongside offers and promotions, shopper are more likely to act as brand advocates.
- Video - Events - Rewards - Comments - Links to like minded events - Activations
4. Use the ‘like’ function/re-tweets as a gate to offers
By asking fans to share posts. . Providing them a genuine incentive
- Friends of fans are assets to accrue! - Content ‘ Liked’ by your fans will be viewed by their extended network.
5. Engage in a conversation
- Shoppers are reluctant to follow brand pages which function as direct marketing - Driving conversation is critical to the success of social sites - Ask you fans questions and encourage discussion
Be relevant. Talk about stuff that is brand appropriate. Talk in the tone that is brand appropriate. Don’t PUSH the brand. Engage This is a DIALOGUE Allow freedom of speech... But censor rude bits!
Social media platforms are increasingly enabling cross-media sharing - for example, Youtube links are instantly embedded on Facebook timelines and Twitter feeds can be linked to other accounts.
- Your Social should be relevant to the big idea and wider campaigns. - Integrate across online and offline channels - Mobile is your friend!
6. Multi Channel Approach
Jack Wills, London
92% of shoppers check online reviews, recommendations and price comparison sites before they buy anything
Google ZMOT 2012
- Ensure that your Website product pages Feature a ratings and recommendations platform.
- Make it easy for your customer to share, like and tweet about product
7. Include social widgets on eCommerce and Brand sites
8. Monitor and respond
Always monitor and manage you’re your social sites!
www.Amazon.com
Bic for her Biro reviews
-Topical issues account for over 50% of Social Media chatter - Reacting to current events is an effective way of generating discussion and buzz
During the London 2012 Olympics, the North Korean women’s football team came onto the pitch to be greeted by a South Korean flag - such was their indignation, that they walked off the pitch and only returned an hour later, after the error was corrected.
In a masterstroke of ambush marketing, Specsavers immediately ran an ad which sent up the incident - the image quickly went ‘viral’ and subsequently spread across the major social networks.
9. React to current events
Online reviews are the most trusted source of information after friends and family...
Source: Nielson
10. Develop your social presence now!
London . Hong Kong . Melbourne
Rachel Wilkinson +44 (0)20 7421 1750
[email protected] www.vividbrand.com
Is it time to make your brand Vivid?