Case: To design a Social Media strategy that builds and engages with a large user base to drive Colgate Brand equity. Organization: Colgate-Palmolive

1. Awareness Campaigns
Facebook, Instagram & Google+
Social movements
Product & product launches
Social CEO
Partnerships
YouTube & LinkedIn
Partnership campaigns
B2B activation campaigns (MNC)
Facebook group engagements
Brand tie-ups
Omnichannel Events
Facebook, Twitter & Google+
Creating event buzz
Promoting events
Invite exclusive events for
closed groups
Team Straight Line
IMT Ghaziabad
Colgate
Transcend 2018
Digital Engagements
Facebook, Twitter, Snapchat,
Google+ & Quora
Contests & giveaways
Donations per share campaigns
Polls and forum engagements
Chatbot engagements
Platform Mix
Modular and intermittent tools and campaigns for
constant relevancy
What
Heighten awareness | Growing use of social media
reach | Gaps in communication
Why
Superior and targeted content | Influencer Marketing | Geo targeting
How
Constant monitoring and uploads| Capture trends |
Phased approach to launches
When
Broad target: Everyone using social media
Narrower targets: Demographic segmentation | Usage Analysis
Who
?
?
?
?
?
An innovative set of sound, futurist and audience-driven content for
every social media space the consumer accesses, created for the busy,
choosy audience with relevant, customized content
Social Media Marketing Model: Listen | Influence | Network | Drive
Facebook | Instagram | Twitter | YouTube | Snapchat |
Google+ | LinkedIn | Mobile Advertising
Where
?

2. Milestone
01
Milestone
02
Milestone
03
Milestone
04
Objective: Monitor
public perception of
Colgate
Strategy: Social Listening
Actions: Use Sentiment
Analysis tools and Content
curation methodologies,
create the feedback loop
Drive Awareness
Objective: Create a platform
for users to interact with the
brand and each other
Strategy: Social media
campaigns
Actions: Tooth Mascot,
Verbatim, ‘Cause’ marketing and
crowd sourcing campaigns
Engage Users
Objective: Drive opinions
and boost organic and
inorganic traffic for Colgate
Strategy: Social Influencing
Actions: Influencer marketing by
curating video content, sponsoring
web series and rewards
Influence Users
Social Media Strategy
Timelines & Objectives
Objective: Engage a larger
user base, brand promotion
and create brand advocates
Strategy: Social Networking
Actions: Drive offline and
online interactions using
#ColgateHero, #GiftASmile
Sustain Conversations
Increase awareness through Digital
Engagements and influencer marketing
Specific
Increase the number of instances of the
videos being watched to 8%, have post
reach of at least 8%
Measurable
Omni-channel approach with specific
milestones to increase engagements
Attainable
Attracting the target audience with the
help of some promotional and exclusive
events
Realistic
All the campaigns will run in a phased
approach over the first twelve months
Time Sensitive
S
M
A
R
T
A Social Media Strategy to boost brand
engagement and build a community of
advocates over the next 12 months.

3. Hire 10-12 globally people to actively
monitor.
WHAT people are saying about Colgate
Tools: Keyword search (Long-tail)
Google’s ‘Me On The Web’ tool.
HOW they are reaching out to Colgate
Tools: @monitoring. IFTTT. Filter
instant searches.
Monitor
3 golden rules:
▪ Respond quickly
▪ Empathize
▪ Connect personally
Positive comments: Acknowledge,
Celebrate & Thank you
Negative comments: Immediate
action by being present and accessible
Respond
Curate content: Using the 80 / 20
rule of social media posts and social
automation tools.
Brand Image Monitoring: Identify
brand-customer relationship matrix
and track it closely using expected
ratings vs actual ratings
Lead Generation: Apply geo-
targeting using LeadShift, Radian6 &
NetBreeze.
Manage Perception
Primary Goal: Crisis Management
through triage i.e. respond with ‘you
have been heard’ and direct to
▪ Customer Care
▪ Content Team
▪ Product Team
Secondary Goal: Insight Gathering,
capturing buying signals, direct and
indirect ways for consumer feedback
and experience sharing
Feedback Loop
Primary Challenge: Achieve a workable
signal-to-noise ratio and geo-targeting
Aim: Sustainable Social Media Strategy and a
strong foundation for each of the next 3 steps.
Social
Listening
Track public perception of Colgate
Define metrics to measure impact and
plan milestones
Keep a pulse on the industry
Perform customer and competitive
research.
Goals
Metrics
Reputation score & Sentiment Level
Retention Rate
Product gaps
Content gaps identification

4. Goals
Lead and direct followers
Drive opinions, attitudes and
behaviors
Boost traffic to website / campaign
pages
Social
Influencing
One-on-one engagement
Social media audit
No. of interactions | No. of inbound links |
No. and description of earned media
mentions| No. and description of earned
strategic partnerships
Metrics
02
03
04
Social
Networking
For Facebook: Longer posts |
Conversational | Educational
For Twitter: Brief | Big ideas / links|
Drive conversations
For Instagram: Occasion specific | High
frequency | Hard hitting
Create native posts
01
Email Marketing: Automation driven|
Segment and target | Relevancy and
personalization
Negative Sentiment Management:
Respond to sentiments and conversations
| Give feasible, desirable and viable
solutions
Empower customers: Geo-target |
Educate in local languages
Continuous Review | Analyze each
campaign and social media platform |
Remove what is failing | Retarget |
Increase relevancy
Thought leaders and key opinion
leaders
Reward action
Site engagement rates| Traffic by
channel | Retargeting list growth
Metrics
02
03
04
Voice of Authority: Adding Colgate’s
authority voice to trending topics and
conversations
New Launches: Focus on social
selling| Leverage brand power to drive
conversations
Conversations
01
Identify: Young, sprightly and
opinionated thought leaders ad
influencers. E.g. Rega Jha , Prajakta Koli,
Lilly Singh, Zakir Khan, Raj Shamani
Engage: Video content | Instagram Posts
|Web Series | Blogs | Podcasts | Op-Eds
Gamification: Boost views, traffic and
engagement with campaigns by using
gamification
Call-to-action: Reward call-to-action
such as buy-ins, donations, views,
shares, etc.
Goals
Share relevant content
Drive conversations
Create goodwill
Transform partnerships

5. Social Media
Campaigns
Goal: Thought leadership in the
oral care industry
Educational video campaigns
for children via YouTube TrueView and
Instagram Stories, where an animated
tooth mascot shares information on
oral hygiene, dentist information &
benefits of using Colgate.
Colgate Tooth Mascot
Goal: Create moments of truth
with the brand
‘Cause’ marketing to donate
1% of quarterly revenue to
national causes like Kerala floods,
domestic violence, women health.
This creates a lasting memory and
feeling of mutual goodwill with
the brand for the consumer.
#GiftASmile campaign
Goal: Generate likes & shares for
the Colgate Scholarship
A verbatim campaign with the
winners of Colgate Scholarship
showcasing their journey post
scholarship. This will create
awareness, and remarket the
existing scholarship campaign.
Scholarship Journey
Goal: Create an engagement forum
to support emerging technologies
A crowdsourcing campaign to raise
funds for eco-friendly
FMCG support businesses –
such as Indian startups in
FMCG packaging, logistics, retailing
sectors.
Colgate Ventures
An organ donation campaign to further the brand
message, drive conversations & actions
Call to
Action
#ColgateHero
Brand
recall