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.
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
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
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
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.
17.
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.
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.
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.
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.
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.
The Social media is no more a medium like Tv or print where info is fed and audience accept it
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