Social Media Marketing
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Walmart's 2007 Facebook campaign failed because it did not engage with users and considered Facebook only a promotional platform. General Motor's viral video campaign backfired after environmentalists and critics created videos criticizing SUVs. Dove's "Real Beauty" campaign succeeded through viral videos that started important conversations about beauty standards, garnering over 30,000 testimonials and $60 million in free media. Old Spice's 2010 viral response videos engaged influencers, received over 400 million views, and boosted sales by over 100%. Social media requires listening to users, adapting brands authentically, and leveraging conversations rather than just promoting.
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Social Media Marketing
- 1. S o c ia l M e d ia M a r k e t in g • Sarika Suresh • Seencha Bhutia • Shivani Sharma • Smita Pawar • Srimoyee Dasgupta • Vishakha Pithwal • Yasmin Hussain
- 2. THE SOCIAL SIDE OF MEDIA AND HUMAN SIDE OF MARKETING
- 4. Social Media ≠ Medium The Social media is no more a medium like TV or print where info is fed and audience accept it
- 5. Today, the Social Media has become a human in itself It connects to everyone who interacts with it.
- 6. Example of Kolaveri : 1. It gave people something to talk about – it was different and yet people could relate to it ‘cause it was music. 2. But after weeks of its popularity, today if you hear it you would get bored and irritated!! The Infamous Kolaveri
- 7. The currency of Social Media Marketing investment- invest in people- give people something to talk about your brand. Technology changes but people don’t. Give people a reason to talk about it
- 8. The Rainbow Theory -Nick Decrock
- 9. ‘If you want to spot a rainbow, you need to know where it starts and ends’, marketers need to define where they want to start, and what they want to achieve in the end
- 10. Viral campaigns: Linking it to the Rainbow Theory
- 11. Successful Social Media Campaigns
- 12. Dove Real Beauty Campaign
- 14. Results Concluded from the studies conducted • Potrayals of female beauty in popular culture were helping to perpetuate an idea of beauty that was neither authentic nor attainable. • What women learn about beauty can have a negative or positive impact on how they feel about themselves and their lives. • 92% of young women want to change something about the way they look and that mothers can play a powerful role in nurturing a positive body image and self esteem.
- 15. Dove launched the ‘Dove Self Esteem Fund’ (DSEF) in 2005. Dove then launched the ‘DSEF Real Beauty Workshops for Girls’
- 16. • To amplify these workshops and drive registration, two viral movies were developed – ‘Daughters’ and ‘Evolution’. • In ‘Evolution’, Dove captivatingly shows how distorted our perceptions of beauty are.
- 18. Response • The week of the launch the traffic to the international campaign site increased with 8,000%. • More than 7,000,000 viewers on YouTube and is still counting • More than 30,000 testimonials about ‘real beauty’ on the campaign website and the movie is now launched in more than 40 countries.
- 19. • A targeted PR and Media campaign was developed to coincide with LA Fashion Week to maximize share of conversation for the campaign, stirring up the skinny models debate. • In total, $60 million of media value was generated.
- 20. Results • Respondents who have viewed the film, have developed more sympathy for the Dove brand (42% among ‘young women’ and 52% among ‘role models’) and talked to others about the brand in a more positive way (‘young women’ 21% and ‘role models’ 23%). • 19% of the ‘role models’ say that they are more on the lookout for other Dove communication due to being exposed to the movie.
- 21. Old Spice Campaign 2010
- 24. C reated a persona that was strong and on point Seeded social networks with invitations to interact E ngaged the engaged, the famous and the influencers Personalized the response and people competed for inclusion
- 25. More people watched its videos in 24 hours than those who watched Obama’s Presidential victory speech Total video views reached 40,000,000 in a week Campaign impressions: 1,400,000,000 Since the campaign launched, Old Spice body wash sales are up 27%; in the last three months up 55%; and in the last month up 107%
- 26. The number one most viewed sponsored channel on YouTube 236 million YouTube Views 80,000 Twitter followers in 2 days Facebook Interaction increased 800% with the personalized videos (Fans now total over 1.5 million)
- 27. The campaign worked so well because it was super-direct, nearly-instantaneous viral marketing that costed next to nothing. It targeted people who were influential in the online sphere: people who would blog about it and share the videos on their own channels and sites. Those people then acted as brand advocates, spreading the gospel of Old Spice to their followers.
- 28. Failed Social Media Campaigns
- 29. Walmart Facebook Campaign 2007
- 30. No engagement with the members Considered Facebook as a promotional platform only Missed the opportunity of social media which is all about leveraging conversations. Did not stick with its offline Brand Identity – offering deep discounts, rather focused its Facebook page on s t y l e , which was not accepted by people
- 31. Wal-mart was more strict and tried to moderate the comments and interaction. Wal-mart even had their discussion panel closed which immediately gave a negative vibes to the community. Instead of coming up with a creative way to disarm the critics, they decided to engage in a one-way conversation and restrict dialogue with the audience.
- 32. If they would have come up with a creative way to diffuse the negativity about their brand, then their Facebook campaign could have been a success.
- 33. General Motors Campaign
- 34. Viral that Backfired • General Motors had invited the general public to create their own ads for the new Chevy Tahoe. They’ve provided a decent amount of footage of the new SUV and some sound beds and told folks to go crazy. • Thousands of environmentalists and other SUV critics have gone Adbusters and created viral videos criticizing the SUV for contributing to global warming and for injuring and killing those who choose not to drive SUVs.
- 35. CONCLUSION
- 36. • Social media is a risky step for bigger brands if they don’t do it properly. You need a right DNA for it. • Brand identity should not modified or adapted simply because of the medium you use. It is vital that your brand is easily identified and that the target audience can relate well with its core values. • Offline and online marketing strategies are concurrent and not contradictory.
- 37. • Social media allows friends and users to converse and share information in real time. This means that it is a powerful medium of communication. • A business can expect both positive as well as negative feedback from its customers. • How it chooses to handle this is what separates a successful campaign from an unsuccessful one
- 38. • Talking isn’t the only thing that makes social media social. Just like adding Facebook, Twitter and other sharing buttons will not magically transform static content into shareable experiences. • Listening, learning and adapting is where the real value of social media will show its true colors. Listening leads to a more informed business. Engagement unlocks empathy and innovation. But it is action and adaptation that leads to relevance. And, it never ends.
- 39. Thank You
Editor's Notes
- #5: The Social media is no more a medium like Tv or print where info is fed and audience accept it
- #10: The Continuum Theory of Social Media http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/ Rainbow Theory http://www.slideshare.net/ndecrock/social-media-the-rainbow-theory