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Social media for integrated marketing!

          Gaurav Mishra | Gauravonomics!
          Asia Director of Social Media,
          MSLGROUP!
Six stages of social media integration!




                              06.29.2010 | P2
Six stages of       Based on interactions with 1500+ marketing and communications
    social media        professionals in Asia, all companies can be mapped across six
                        stages of social media integration.!
     integration!

                        4!                      5!                     6!
                                      Letʼs integrate        Letʼs integrate
               Letʼs integrate
Integration!                          social into our        social into our
               social into our web
                                      marketing and          business
               platforms!!
                                      comms programs!!       processes!!

                        2!                      3!
               Letʼs create a         Letʼs run a
Incubation!    Facebook page or       Facebook contest
!              a Twitter profile!!     or a Twitter
                                      influencer program!!

                         1!
               Letʼs create a
Inaction!      campaign or
               country microsite!!




                    Platforms!             Programs!             Processes!
Stage 1: 

  Let's create a
  campaign or
     country
    microsite!


•  In stage 1, microsites are
   created to push out information
   on a campaign or a topic.!
•  Typically, microsites have a short
   shelf-life and limited content.!
•  The award-winning 2009 Plug
   Into the Smart Grid augmented
   reality microsite has been
   abandoned.!




                                        Source: GE Plug Into the Smart Grid!
Stage 2: 

 Let's create a
Facebook page
  or a Twitter
     profile!


•  In stage 2, Facebook or Twitter
   accounts are created to push out
   news updates about a topic.!
•  Typically, most updates include
   links to news items and
   engagement with followers is
   limited.!
•  The Facebook and Twitter
   profiles of the GE ECLP blog
   merely link to blog posts without
   any engagement.!




                                       Source: GE ECLP on Facebook, Twitter!
Stage 3: 

    Letʼs run a
    Facebook
   contest or a
      Twitter
    influencer
     program  !

•  In stage 3, tactical, short-term,
   channel-specific campaigns are
   run to increase engagement, like
   a Facebook contest, a Twitter
   influencer program, or a blogger
   program.!
•  GE tied up with influencers on
   YouTube and HowCast, who
   asked their fans for eco-friendly
   tips, then filmed and promoted
   their favorite tips.!




                                       Source: GE Tag Your Green!
                                       !
Stage 4: 

 Letʼs integrate
 social into our
 web platforms!

         !


•  In stage 4, the website is
   reimagined as a social hub.!
•  By adding social features into
   the website itself.!
•  By integrating website with
   social platforms like Facebook,
   Twitter, LinkedIn, Slideshare and
   YouTube.!
•  GE showcases the Twitter and
   Tumbler feeds of selected
   experts on its website and
   prominently links to the
   application from the GE.com
   homepage.!



                                       Source: GE Expert Feed,
                                       GE Healthymagination!
Stage 5: 

 Letʼs integrate
 social into our
 marketing and
     comms
   programs!  !


•  Designing marketing programs
   to connect people around a
   shared social heartbeat.!
•  GE is asking consumers,
   influencers, film-makers and
   experts to share their stories on
   what environmental
   responsibility means to them.!




                                       Source: GE Tag Your Green!
Stage 6: 

 Letʼs integrate
 social into our
    business
   processes!  !


•  Leveraging social media as a
   tool for business transformation
   by integrating it with sales,
   support and innovation
   processes.!
•  GE invites and funds ideas to
   improve how we power our
   electricity grids and our homes.!
•  GE has tied up with four VCs to
   create a $200 million fund for
   ecomagination challenges.!




                                       Source: GE Ecomagination!
Social media for integrated marketing!




                             06.29.2010 | P10
The social
    heartbeat
    framework !





Brand         Brand
                                            z
                                           Organizing
persona!      values!       Social         platform!
                            heartbeat!
     Brand Insights!                       Long-Term!



                          
                             z
                              
                            Shared
Evangelist    Evangelist    brand          Energizing
persona!      passions!     story!         programs!

   Evangelist Insights!    The BIG Idea!   Short-Term!
The role of
platforms and
  programs !



                  Programs attract attention!




                                      Program 3!

                         Program 2!
                                                   Platforms
   Attention/   Program 1!                         retain
  Permission!                                      attention!




                             Time!
Week 1!
                       Week 3!
                       Week 5!
                       Week 7!




Social Ads!
                       Week 9!
                                   The role of

                                  owned media  !
                                 paid, earned &




                      Week 11!
                      Week 13!
                      Week 15!




Search Ads!
                      Week 17!
                      Week 19!
                      Week 21!
                      Week 23!
                      Week 25!
                      Week 27!
Influencer Outreach!   Week 29!
                      Week 31!
                      Week 33!
                      Week 35!
                      Week 37!
                      Week 39!
                      Week 41!
Organic Sharing!




                      Week 43!
                      Week 45!
                      Week 47!
                      Week 49!
                      Week 51!
Organic Search!
Case Study: Pepsi Refresh Project
                                !




                          06.29.2010 | P14
Pepsiʼs Super
 Bowl obsession!




•  Pepsi spent $142 million on
   Super Bowl ads in the last
   decade with ads that were full
   music videos with top celebrities.
   Pepsi spends more than half of
   its marketing budget on TV ads.!




                                        Source: Pepsi We Will Rock You!
PepsiCo
  Performance
  with Purpose!                     Indra Nooyi, CEO & Chairman!
                                                     At PepsiCo, Performance with
                                                     Purpose means delivering
                                                     sustainable growth by investing
•  In 2009, PepsiCo committed to                     in a healthier future for people
   the promise of “performance with                  and our planet.!
  purpose”, committed to
  environmental sustainability,     Frank Cooper, Chief Consumer Engagement Officer!
  human sustainability and talent
                                                     Each of our beverage brands
  sustainability, and launched
  Pepsiʼs Refresh rebranding.!                       has a strategy and marketing
                                                     platform that will be less about
                                                     (creating) a moment, more about
                                                     a movement.!
                                     Pepsi Refresh TVC featuring Bob Dylan & Will.i.am!

                                                       Every generation refreshes the
                                                       world. Now itʼs your turn.!



                                      Source: Pepsi Refresh ad!
Pepsi Refresh
    Project!





Brand         Brand
                           sustainability.!           
                           § Environmental, human, talent

                           § Fun for you, better for you,
                           good for you products.!
                                                               z
                                                             Organizing
persona!      values!      § Refreshing thirst, refreshing the
                                    Social                   platform!
                           world.! heartbeat!
     Brand Insights!                                       Long-Term!



                            
                               z
                                 Shared
Evangelist    Evangelist          brand                    Energizing
persona!      passions!           story!                   programs!

   Evangelist Insights!         The BIG Idea!              Short-Term!
Pepsi Refresh
    Project!





Brand         Brand
                                                      z
                                                     Organizing
persona!      values!        Social                  platform!
                             heartbeat!
     Brand Insights!                                 Long-Term!



                          
                             z
                              
                           Pepsi Optimism Project (POP)
                           Survey findings: Young people
                              Shared
Evangelist    Evangelist   in the US believe that the best
                              brand                   Energizing
persona!      passions!    ideas are more likely to come
                              story!                  programs!
                           from "normal people" as
                           opposed to public figures.!
   Evangelist Insights!      The BIG Idea!            Short-Term!
Pepsi Refresh
    Project!





Brand         Brand
                                                  z
                                                 Organizing
persona!      values!          Social            platform!
                               heartbeat!
     Brand Insights!                             Long-Term!



                          
                             z
                              Shared
Evangelist    Evangelist   Refresh the world.!
                               brand             Energizing
persona!      passions!        story!            programs!

   Evangelist Insights!       The BIG Idea!      Short-Term!
Pepsi Refresh
    Project!





Brand         Brand
                                                
                           Pepsi helps young people
                           refresh the world.!
                                                       z
                                                    Organizing
persona!      values!           Social              platform!
                                heartbeat!
     Brand Insights!                                Long-Term!



                          
                             z
                              
                              Shared
Evangelist    Evangelist      brand                 Energizing
persona!      passions!       story!                programs!

   Evangelist Insights!      The BIG Idea!          Short-Term!
Pepsi Refresh
    Project!


                          PEPSI REFRESH PROJECT: !



Brand         Brand
                          Pepsi will give grants of $20
                          million to ideas that can help
                          young people refresh the world.!
                          !
                                                              z
                                                             Organizing
persona!      values!                    Social              platform!
                                         heartbeat!
     Brand Insights!                                         Long-Term!



                                   
                                      z
                                        Shared
Evangelist    Evangelist                 brand               Energizing
persona!      passions!                  story!              programs!

   Evangelist Insights!                The BIG Idea!         Short-Term!
Pepsi Refresh
     Project!





Brand         Brand
                                                             z
                                                            Organizing
persona!      values!                   Social              platform!
                                        heartbeat!
     Brand Insights!                                        Long-Term!



                                  
                                     z
                                      
                        § Monthly contests in which 1000
                        ideas compete for grants worth
                        $1.3m.!          Shared
Evangelist    EvangelistSeries of celebrity campaigns
                        §               brand              Energizing
persona!      passions!to energize movie and sports
                                         story!             programs!
                        fans.!
   Evangelist Insights!                 The BIG Idea!       Short-Term!
Pepsi Refresh
 MTV Roadtrip !




•  MTV VJ SuChin Pak went on
   road trip across America to meet
   the Pepsi Refresh grant
   recipients.!




                                      Source:
                                      http://facebook.com/refresheverything !
Pepsi Refresh
   Celebrity
   Challenge !



•  Pepsi Refresh Celebrity
   Challenge where Demi Moore
   and Kevin Bacon promoted their
   favorite causes. !




                                    Source:
                                    http://facebook.com/refresheverything !
Pepsi Refresh:
  One Goal in
     Mind !



•  In the run up to the FIFA World
   Cup, Pepsi Refresh tied up with
   the US soccer team to run a
   contest where three players
   promoted their favorite ideas!




                                     Source:
                                     http://ussoccer.com/pepsirefresh!
Pepsi Refresh:
   NASCAR
    Contest!



•  Pepsi Refresh ran a contest with
   NASCAR where three drivers
   promoted their favorite charities.!




                                         Source:
                                         http://nascar.com/promos/pepsirefresh/
                                         index.html !
Pepsi Refresh:
  MLB Contest !




•  Pepsi Refresh ran a contest with
   Major League Baseball where
   their players promoted their
   favorite charities.!




                                      Source:
                                      http://mlb.mlb.com/sponsors/pepsi/
                                      refresh/y2010/ !
Pepsi Refresh:
  MLS Contest !




•  Pepsi Refresh ran a contest with
   Major League Soccer where
   their players promoted their
   favorite charities.!




                                      Source:
                                      http://www.mlssoccer.com/pepsirefresh !
                                      !
Pepsi Refresh
Do Good for the
     Gulf
        !



•  Pepsi Refresh also ran a special
   contest to fund ideas that can
   help in the Gulf oil spill crisis.!




                                         Source: http://gulf.refresheverything.com!
                                         !
Pepsi Refresh:
    Cherry
   Goodness !



•  Pepsi Refresh contest where
   consumers can win $5000 for
   themselves and $5000 to
   support their favorite charity by
   finding one of the 100 specially
   marked Pepsi Cherry products.!




                                       Source: http://refresheverything.com!
                                       !
Pepsi Refresh                  Bonin Bough, Director of Social Media!
     Project 2010
        Results!                                       More people have voted on
                                                       Pepsi Refresh Project than in the
                                                       last U.S. presidential election.!

•    8 billion impressions!
                                      Massimo d'Amore, CEO, PepsiCo Americas!
•    76 million votes!
•    17 million unique visitors!                       People who know of the Pepsi
•    6.5 million registered community                  Refresh Project have a higher
     members!
                                                       intent to purchase Pepsi than
•    1.6 million comments!
                                                       those who don't.!
•    2.5 million new Facebook fans!
•    25000 volunteers!                Anamaria Irazabal, Pepsi Refresh Project Leader!
•    $20 million donated to fund 400+
     ideas!
                                                       Pepsi Refresh Project is going to
•    1 million people impacted by
     grantees!
                                                       be an integral part of the brand
•    5-10 daily media reports!
                                                       going forward, but each market
•    Pepsi sales dropped by 6%
                                                       will execute it differently.!
     compared to 4.3% for the
     category.!

                                      Figures from December 2010,
                                      Pepsi Press Release!
Pepsi
  Challenge in
     2011 !



•  Pepsi has relaunched Pepsi
   Refresh Project as Pepsi
   Challenge in 2011. !
•  Pepsi Challenge has higher
   number of smaller grants to
   engage more people, and
   encourage independent
   grassroots projects. !
•  It focuses on more fun
   categories like Arts & Music,
   Communities and Education.!
•  A new Pepsi Challenge every
   month is advertised on bottles
   and cans and consumers will get
   power votes via special codes
   on Pepsi packaging.!
Case Study: Skittles Kindness Mob!




                          06.29.2010 | P33
Skittles Mob the
    Rainbow !




•  In 2010, Skittles mobilized their
   millions of fans on Facebook
   through a series of Mob the
   Rainbow campaigns to perform
   fun random acts of kindness. !




                                       Source: http://skittles.com and
                                       http://vimeo.com/14649975 !
Skittles Mob #1:
 Valentine the
    Rainbow !



•  In Mob #1, Skittles invited its 3.5
   million fans to send Valentineʼs
   Day Messages to a someone
   who never gets love: female
   parking enforcement officer.
   More than 43,000 people sent
   Valentineʼs Day messages.!




                                         Source:
                                         http://youtube.com/watch?
                                         v=LYAJwFBma8I !
Skittles Mob #2:
    Poll the
    Rainbow  !



•  In Mob #2, Skittles asked its 5
   million fans to vote on the mob
   they wanted. More than 46,000
   fans voted for the Skittles Gifting
   Tree within a week.!




                                         Source:
                                         http://youtube.com/watch?
                                         v=Poa06ceCcOQ!
Skittles Mob #3:
Scholarship the
    Rainbow !



•  In Mob #3, Skittles told its 7
   million fans that if they collected
   100000 “likes”, Skittles would
   give $10000 to a young man to
   attend bowling college. More
   than 150,000 fans liked the
   campaign within a week.!




                                         Source:
                                         http://youtube.com/watch?
                                         v=GWQxczqQHto ,
                                         http://youtube.com/watch?
Skittles Mob #4:
   Crash the
    Rainbow !



•  In Mob #4, Skittles asked its 10
   million fans to crash a 85 year
   old grandmaʼs party by sending
   her gifts and messages, or
   showing up for her party. !




                                      Source:
                                      http://facebook.com/skittles?
                                      v=app_105689832803145!
Skittles Mob the
   Rainbow
     Results
           !



•  Many of these campaigns went
   viral and Skittles has grown from
   3.5 million to 15 million fans on
   Facebook in a year. The
   campaign also won a 2010
   Cannes Cyber Lion Bronze for
   Skittles. !




                                       Source: http://facebook.com/skittles!
Case Study: Starbucks Itʼs Bigger Than
               Coffee!




                             06.29.2010 | P40
Starbucks V2V!




•  In 2008, Starbucks created the
   V2V volunteer network to
   connect people and actions
   around local Starbucks stores.!




                                     Source: http://www.v2v.net/starbucks !
Starbucks Vote!




•  Starbucks offered a free coffee
   to people who voted in the 2008
   US elections.!




                                     Source:
                                     http://www.youtube.com/watch?
                                     v=a2J8KJDsqqY!
Starbucks
     Plegde 5
            !




•  In 2009, Starbucks started the
   Pledge 5 campaign to
   encourage young people to
   volunteer.!




                                    Source:
                                    http://www.youtube.com/watch?
                                    v=fom57XAEYWI!
Starbucks Red!




•  Starbucks tied up with Bonoʼs
   Red initiative to donate 5 cents
   for every drink to save lives in
   Africa.!




                                      Source:
                                      http://www.youtube.com/watch?
                                      v=kkC5qYH0ln0 !
Starbucks
 Reusable Mug!




•  Starbucks encourages its
   consumers to switch from paper
   cups to reusable travel mugs.!




                                    Source:
                                    http://starbucks.com/thebigpicture and
                                    http://youtube.com/watch?
                                    v=gMqH_c1zY_8!
The new marketing communications
           ecosystem!




                         06.29.2010 | P46
The marketing
   comms
  ecosystem!

                       Advertising
                       agencies!
                       -  Creative!




      Media buying
      agencies!              z!         Public relations
                                         agencies!
      -  Paid media!                     - Earned media!




                       Event agencies!
                       -  Experiences!
Shift 1: Digital
media to social
      web !

                      Advertising
                      agencies!
                      -  Creative!


                                             From digital
                                        1!   media to the
                                             social web!
     Media buying
     agencies!              z!              Public relations
                                             agencies!
     -  Paid media!                          - Earned media!




                      Event agencies!
                      -  Experiences!
Shift 2: Word of
     mouth
   marketing !
                        Advertising
                        agencies!
                        -  Creative!


                                               Digital media to
                                          1!   social web!


       Media buying
       agencies!              z!              Public relations
                                               agencies!
       -  Paid media!                          - Earned media!

                                               Conversations are
                                          2!   measurable !

                        Event agencies!
                        -  Experiences!
Shift 3:
Everyone is an
  influencer !
                      Advertising
                      agencies!
                      -  Creative!


                                             Digital media to
                                        1!   social web!


     Media buying
     agencies!              z!              Public relations
                                             agencies!
     -  Paid media!                          - Earned media!

                                             Conversations are
                                        2!   measurable !
                                             Everyone is an
                      Event agencies!   3!   influencer!
                      -  Experiences!
Shift 4: Viral
multiplier effects
                 !
                                  Advertising
                                  agencies!
                                  -  Creative!


                                                         Digital media to
                                                    1!   social web!


          Media buying
          agencies!                     z!              Public relations
                                                         agencies!
          -  Paid media!                                 - Earned media!

     4!      Multiplier effect                           Conversations are
             via viral sharing!                     2!   measurable !
                                                         Everyone is an
                                  Event agencies!   3!   influencer!
                                  -  Experiences!
Shift 5:
Experiences
   trigger                      Advertising
conversations
            !                   agencies!
                                -  Creative!


                                                       Digital media to
                                                  1!   social web!


        Media buying
        agencies!                     z!              Public relations
                                                       agencies!
        -  Paid media!                                 - Earned media!

   4!      Multiplier effect                           Conversations are
           via viral sharing!                     2!   measurable !
                                                       Everyone is an
                                Event agencies!   3!   influencer!
                                -  Experiences!
                                                       Experiences lead
                                                  5!   to conversations!
Shift 6: Brands
creating owned
     media!                    Advertising
                               agencies!
                               -  Creative!           Brands creating
                                                 6!   owned media!
                                                      Digital media to
                                                 1!   social web!


        Media buying
        agencies!                    z!              Public relations
                                                      agencies!
        -  Paid media!                                - Earned media!
          Multiplier effect                           Conversations are
   4!                                            2!
          via viral sharing!                          measurable !
                                                      Everyone is an
                               Event agencies!   3!   influencer!
                               -  Experiences!
                                                      Experiences lead
                                                 5!   to conversations!
MSLGROUPʼs social media offering!




                         06.29.2010 | P54
MSLGROUPʼs            MSLGROUP has created a fully integrated social media offering
 social media         across the PLAN-BUILD-ENGAGE phases.!
   offering!




           1!                       2!                         3!
PLAN!                    BUILD!                     ENGAGE!
Insights, Strategy,      Web, Mobile, Social        Content, Community,
Enterprise Change!       Applications               Conversations
MSLGROUPʼs              MSLGROUPʼs PLAN offering includes insights, strategy, and
 social media           enterprise change across the consumer activation, corporate
                        reputation, and employee engagement use cases.!
   offering!



           1!                          2!                          3!
PLAN!                      BUILD!                      ENGAGE!
Insights, Strategy,        Web, Mobile, Social         Content, Community,
Enterprise Change!         Applications                Conversations


       •  Distill actionable insights and   •  Link back participation and
          foresights from conversations        action to business objectives
          and communities using our            through our proprietary
          proprietary What IF People's         VERITE measurement
          Lab approach.!                       approach.!
       !
       •  Discover a shared purpose         •  Provide strategic counsel
          and brand story that connects        across the consumer
          the brand values with                activation, corporate
          evangelists passions.!               reputation, and employee
       !                                       engagement use cases.!
       •  Create platforms and
          programs to organize and          •  Design and deliver training
          energize brand evangelists,          programs to help build
          co-create shareable content,         enterprise capabilities to
          and trigger participation and        participate in the conversation
          action.!                             economy.!
MSLGROUPʼs             MSLGROUPʼs BUILD offering includes designing and developing
 social media          web, mobile, and social applications, through in-house specialists
                       and partners.!
   offering!



           1!                        2!                            3!
PLAN!                     BUILD!                       ENGAGE!
Insights, Strategy,       Web, Mobile, Social          Content, Community,
Enterprise Change!        Applications                 Conversations


       •  Design and develop private or     •  Set up, optimize and manage
          public community platforms           digital assets across channels
          using our proprietary What IF        and geographies.!
          white label community tool.!      !
       !                                    •  Leverage on-site and off-site
       •  Design and develop social            search engine optimization for
          applications using the               higher search rankings.!
          Facebook, LinkedIn and
          Twitter APIs.!
       !
       •  Design and develop mobile
          applications on the Apple,
          Android, and Blackberry
          platforms.!
MSLGROUPʼs             MSLGROUPʼs ENGAGE offering includes managing content,
 social media          communities, and conversations, through dedicated specialists and
                       integrated communications teams.!
   offering!



           1!                         2!                         3!
PLAN!                     BUILD!                      ENGAGE!
Insights, Strategy,       Web, Mobile, Social         Content, Community,
Enterprise Change!        Applications                Conversations


       •  Build long-term relationships    •  Track and participate in
          with key online influencers          conversations related to the
          beyond the "big-box" blogs          brand, the category or the
          using our proprietary               social heartbeat on the
          Multiloguer influencer               broader social web.!
          relationship management tool.!   !
                                           •  Leverage targeted paid
       •  Leverage creative storytelling      media, primarily social
          and rich multimedia content to      advertising and search
          bring alive the brand story.!       advertising, to support owned
                                              media and earned media.!
       •  Create triggers for community
          members to participate and
          act, on the community
          platforms owned by the brand.!
Letʼs stay in touch!

         mslgroup.com | gauravonomics.com
         gauravonomics on Google/ Skype!
         Facebook/ Twitter/ LinkedIn/ SlideShare!

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Social Media for Integrated Marketing

  • 1. Social media for integrated marketing! Gaurav Mishra | Gauravonomics! Asia Director of Social Media, MSLGROUP!
  • 2. Six stages of social media integration! 06.29.2010 | P2
  • 3. Six stages of Based on interactions with 1500+ marketing and communications social media professionals in Asia, all companies can be mapped across six stages of social media integration.! integration! 4! 5! 6! Letʼs integrate Letʼs integrate Letʼs integrate Integration! social into our social into our social into our web marketing and business platforms!! comms programs!! processes!! 2! 3! Letʼs create a Letʼs run a Incubation! Facebook page or Facebook contest ! a Twitter profile!! or a Twitter influencer program!! 1! Letʼs create a Inaction! campaign or country microsite!! Platforms! Programs! Processes!
  • 4. Stage 1: 
 Let's create a campaign or country microsite! •  In stage 1, microsites are created to push out information on a campaign or a topic.! •  Typically, microsites have a short shelf-life and limited content.! •  The award-winning 2009 Plug Into the Smart Grid augmented reality microsite has been abandoned.! Source: GE Plug Into the Smart Grid!
  • 5. Stage 2: 
 Let's create a Facebook page or a Twitter profile! •  In stage 2, Facebook or Twitter accounts are created to push out news updates about a topic.! •  Typically, most updates include links to news items and engagement with followers is limited.! •  The Facebook and Twitter profiles of the GE ECLP blog merely link to blog posts without any engagement.! Source: GE ECLP on Facebook, Twitter!
  • 6. Stage 3: 
 Letʼs run a Facebook contest or a Twitter influencer program ! •  In stage 3, tactical, short-term, channel-specific campaigns are run to increase engagement, like a Facebook contest, a Twitter influencer program, or a blogger program.! •  GE tied up with influencers on YouTube and HowCast, who asked their fans for eco-friendly tips, then filmed and promoted their favorite tips.! Source: GE Tag Your Green! !
  • 7. Stage 4: 
 Letʼs integrate social into our web platforms!
 ! •  In stage 4, the website is reimagined as a social hub.! •  By adding social features into the website itself.! •  By integrating website with social platforms like Facebook, Twitter, LinkedIn, Slideshare and YouTube.! •  GE showcases the Twitter and Tumbler feeds of selected experts on its website and prominently links to the application from the GE.com homepage.! Source: GE Expert Feed, GE Healthymagination!
  • 8. Stage 5: 
 Letʼs integrate social into our marketing and comms programs! ! •  Designing marketing programs to connect people around a shared social heartbeat.! •  GE is asking consumers, influencers, film-makers and experts to share their stories on what environmental responsibility means to them.! Source: GE Tag Your Green!
  • 9. Stage 6: 
 Letʼs integrate social into our business processes! ! •  Leveraging social media as a tool for business transformation by integrating it with sales, support and innovation processes.! •  GE invites and funds ideas to improve how we power our electricity grids and our homes.! •  GE has tied up with four VCs to create a $200 million fund for ecomagination challenges.! Source: GE Ecomagination!
  • 10. Social media for integrated marketing! 06.29.2010 | P10
  • 11. The social heartbeat framework !  Brand Brand  z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term!     z  Shared Evangelist Evangelist brand Energizing persona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!
  • 12. The role of platforms and programs ! Programs attract attention! Program 3! Program 2! Platforms Attention/ Program 1! retain Permission! attention! Time!
  • 13. Week 1! Week 3! Week 5! Week 7! Social Ads! Week 9! The role of owned media ! paid, earned & Week 11! Week 13! Week 15! Search Ads! Week 17! Week 19! Week 21! Week 23! Week 25! Week 27! Influencer Outreach! Week 29! Week 31! Week 33! Week 35! Week 37! Week 39! Week 41! Organic Sharing! Week 43! Week 45! Week 47! Week 49! Week 51! Organic Search!
  • 14. Case Study: Pepsi Refresh Project ! 06.29.2010 | P14
  • 15. Pepsiʼs Super Bowl obsession! •  Pepsi spent $142 million on Super Bowl ads in the last decade with ads that were full music videos with top celebrities. Pepsi spends more than half of its marketing budget on TV ads.! Source: Pepsi We Will Rock You!
  • 16. PepsiCo Performance with Purpose! Indra Nooyi, CEO & Chairman! At PepsiCo, Performance with Purpose means delivering sustainable growth by investing •  In 2009, PepsiCo committed to in a healthier future for people the promise of “performance with and our planet.! purpose”, committed to environmental sustainability, Frank Cooper, Chief Consumer Engagement Officer! human sustainability and talent Each of our beverage brands sustainability, and launched Pepsiʼs Refresh rebranding.! has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.! Pepsi Refresh TVC featuring Bob Dylan & Will.i.am! Every generation refreshes the world. Now itʼs your turn.! Source: Pepsi Refresh ad!
  • 17. Pepsi Refresh Project!  Brand Brand sustainability.!  § Environmental, human, talent § Fun for you, better for you, good for you products.! z Organizing persona! values! § Refreshing thirst, refreshing the Social platform! world.! heartbeat! Brand Insights! Long-Term!     z  Shared Evangelist Evangelist brand Energizing persona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!
  • 18. Pepsi Refresh Project!  Brand Brand  z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term!     z  Pepsi Optimism Project (POP) Survey findings: Young people Shared Evangelist Evangelist in the US believe that the best brand Energizing persona! passions! ideas are more likely to come story! programs! from "normal people" as opposed to public figures.! Evangelist Insights! The BIG Idea! Short-Term!
  • 19. Pepsi Refresh Project!  Brand Brand  z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term!     z Shared Evangelist Evangelist Refresh the world.! brand Energizing persona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!
  • 20. Pepsi Refresh Project!  Brand Brand  Pepsi helps young people refresh the world.! z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term!     z  Shared Evangelist Evangelist brand Energizing persona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!
  • 21. Pepsi Refresh Project! PEPSI REFRESH PROJECT: !  Brand Brand Pepsi will give grants of $20 million to ideas that can help young people refresh the world.! !  z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term!     z  Shared Evangelist Evangelist brand Energizing persona! passions! story! programs! Evangelist Insights! The BIG Idea! Short-Term!
  • 22. Pepsi Refresh Project!  Brand Brand  z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term!     z  § Monthly contests in which 1000 ideas compete for grants worth $1.3m.! Shared Evangelist EvangelistSeries of celebrity campaigns §  brand Energizing persona! passions!to energize movie and sports story! programs! fans.! Evangelist Insights! The BIG Idea! Short-Term!
  • 23. Pepsi Refresh MTV Roadtrip ! •  MTV VJ SuChin Pak went on road trip across America to meet the Pepsi Refresh grant recipients.! Source: http://facebook.com/refresheverything !
  • 24. Pepsi Refresh Celebrity Challenge ! •  Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes. ! Source: http://facebook.com/refresheverything !
  • 25. Pepsi Refresh: One Goal in Mind ! •  In the run up to the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas! Source: http://ussoccer.com/pepsirefresh!
  • 26. Pepsi Refresh: NASCAR Contest! •  Pepsi Refresh ran a contest with NASCAR where three drivers promoted their favorite charities.! Source: http://nascar.com/promos/pepsirefresh/ index.html !
  • 27. Pepsi Refresh: MLB Contest ! •  Pepsi Refresh ran a contest with Major League Baseball where their players promoted their favorite charities.! Source: http://mlb.mlb.com/sponsors/pepsi/ refresh/y2010/ !
  • 28. Pepsi Refresh: MLS Contest ! •  Pepsi Refresh ran a contest with Major League Soccer where their players promoted their favorite charities.! Source: http://www.mlssoccer.com/pepsirefresh ! !
  • 29. Pepsi Refresh Do Good for the Gulf ! •  Pepsi Refresh also ran a special contest to fund ideas that can help in the Gulf oil spill crisis.! Source: http://gulf.refresheverything.com! !
  • 30. Pepsi Refresh: Cherry Goodness ! •  Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products.! Source: http://refresheverything.com! !
  • 31. Pepsi Refresh Bonin Bough, Director of Social Media! Project 2010 Results! More people have voted on Pepsi Refresh Project than in the last U.S. presidential election.! •  8 billion impressions! Massimo d'Amore, CEO, PepsiCo Americas! •  76 million votes! •  17 million unique visitors! People who know of the Pepsi •  6.5 million registered community Refresh Project have a higher members! intent to purchase Pepsi than •  1.6 million comments! those who don't.! •  2.5 million new Facebook fans! •  25000 volunteers! Anamaria Irazabal, Pepsi Refresh Project Leader! •  $20 million donated to fund 400+ ideas! Pepsi Refresh Project is going to •  1 million people impacted by grantees! be an integral part of the brand •  5-10 daily media reports! going forward, but each market •  Pepsi sales dropped by 6% will execute it differently.! compared to 4.3% for the category.! Figures from December 2010, Pepsi Press Release!
  • 32. Pepsi Challenge in 2011 ! •  Pepsi has relaunched Pepsi Refresh Project as Pepsi Challenge in 2011. ! •  Pepsi Challenge has higher number of smaller grants to engage more people, and encourage independent grassroots projects. ! •  It focuses on more fun categories like Arts & Music, Communities and Education.! •  A new Pepsi Challenge every month is advertised on bottles and cans and consumers will get power votes via special codes on Pepsi packaging.!
  • 33. Case Study: Skittles Kindness Mob! 06.29.2010 | P33
  • 34. Skittles Mob the Rainbow ! •  In 2010, Skittles mobilized their millions of fans on Facebook through a series of Mob the Rainbow campaigns to perform fun random acts of kindness. ! Source: http://skittles.com and http://vimeo.com/14649975 !
  • 35. Skittles Mob #1: Valentine the Rainbow ! •  In Mob #1, Skittles invited its 3.5 million fans to send Valentineʼs Day Messages to a someone who never gets love: female parking enforcement officer. More than 43,000 people sent Valentineʼs Day messages.! Source: http://youtube.com/watch? v=LYAJwFBma8I !
  • 36. Skittles Mob #2: Poll the Rainbow ! •  In Mob #2, Skittles asked its 5 million fans to vote on the mob they wanted. More than 46,000 fans voted for the Skittles Gifting Tree within a week.! Source: http://youtube.com/watch? v=Poa06ceCcOQ!
  • 37. Skittles Mob #3: Scholarship the Rainbow ! •  In Mob #3, Skittles told its 7 million fans that if they collected 100000 “likes”, Skittles would give $10000 to a young man to attend bowling college. More than 150,000 fans liked the campaign within a week.! Source: http://youtube.com/watch? v=GWQxczqQHto , http://youtube.com/watch?
  • 38. Skittles Mob #4: Crash the Rainbow ! •  In Mob #4, Skittles asked its 10 million fans to crash a 85 year old grandmaʼs party by sending her gifts and messages, or showing up for her party. ! Source: http://facebook.com/skittles? v=app_105689832803145!
  • 39. Skittles Mob the Rainbow Results ! •  Many of these campaigns went viral and Skittles has grown from 3.5 million to 15 million fans on Facebook in a year. The campaign also won a 2010 Cannes Cyber Lion Bronze for Skittles. ! Source: http://facebook.com/skittles!
  • 40. Case Study: Starbucks Itʼs Bigger Than Coffee! 06.29.2010 | P40
  • 41. Starbucks V2V! •  In 2008, Starbucks created the V2V volunteer network to connect people and actions around local Starbucks stores.! Source: http://www.v2v.net/starbucks !
  • 42. Starbucks Vote! •  Starbucks offered a free coffee to people who voted in the 2008 US elections.! Source: http://www.youtube.com/watch? v=a2J8KJDsqqY!
  • 43. Starbucks Plegde 5 ! •  In 2009, Starbucks started the Pledge 5 campaign to encourage young people to volunteer.! Source: http://www.youtube.com/watch? v=fom57XAEYWI!
  • 44. Starbucks Red! •  Starbucks tied up with Bonoʼs Red initiative to donate 5 cents for every drink to save lives in Africa.! Source: http://www.youtube.com/watch? v=kkC5qYH0ln0 !
  • 45. Starbucks Reusable Mug! •  Starbucks encourages its consumers to switch from paper cups to reusable travel mugs.! Source: http://starbucks.com/thebigpicture and http://youtube.com/watch? v=gMqH_c1zY_8!
  • 46. The new marketing communications ecosystem! 06.29.2010 | P46
  • 47. The marketing comms ecosystem! Advertising agencies! -  Creative! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Event agencies! -  Experiences!
  • 48. Shift 1: Digital media to social web ! Advertising agencies! -  Creative! From digital 1! media to the social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Event agencies! -  Experiences!
  • 49. Shift 2: Word of mouth marketing ! Advertising agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Conversations are 2! measurable ! Event agencies! -  Experiences!
  • 50. Shift 3: Everyone is an influencer ! Advertising agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Conversations are 2! measurable ! Everyone is an Event agencies! 3! influencer! -  Experiences!
  • 51. Shift 4: Viral multiplier effects ! Advertising agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! 4! Multiplier effect Conversations are via viral sharing! 2! measurable ! Everyone is an Event agencies! 3! influencer! -  Experiences!
  • 52. Shift 5: Experiences trigger Advertising conversations ! agencies! -  Creative! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! 4! Multiplier effect Conversations are via viral sharing! 2! measurable ! Everyone is an Event agencies! 3! influencer! -  Experiences! Experiences lead 5! to conversations!
  • 53. Shift 6: Brands creating owned media! Advertising agencies! -  Creative! Brands creating 6! owned media! Digital media to 1! social web! Media buying agencies! z! Public relations agencies! -  Paid media! - Earned media! Multiplier effect Conversations are 4! 2! via viral sharing! measurable ! Everyone is an Event agencies! 3! influencer! -  Experiences! Experiences lead 5! to conversations!
  • 54. MSLGROUPʼs social media offering! 06.29.2010 | P54
  • 55. MSLGROUPʼs MSLGROUP has created a fully integrated social media offering social media across the PLAN-BUILD-ENGAGE phases.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations
  • 56. MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and social media enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations •  Distill actionable insights and •  Link back participation and foresights from conversations action to business objectives and communities using our through our proprietary proprietary What IF People's VERITE measurement Lab approach.! approach.! ! •  Discover a shared purpose •  Provide strategic counsel and brand story that connects across the consumer the brand values with activation, corporate evangelists passions.! reputation, and employee ! engagement use cases.! •  Create platforms and programs to organize and •  Design and deliver training energize brand evangelists, programs to help build co-create shareable content, enterprise capabilities to and trigger participation and participate in the conversation action.! economy.!
  • 57. MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing social media web, mobile, and social applications, through in-house specialists and partners.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations •  Design and develop private or •  Set up, optimize and manage public community platforms digital assets across channels using our proprietary What IF and geographies.! white label community tool.! ! ! •  Leverage on-site and off-site •  Design and develop social search engine optimization for applications using the higher search rankings.! Facebook, LinkedIn and Twitter APIs.! ! •  Design and develop mobile applications on the Apple, Android, and Blackberry platforms.!
  • 58. MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content, social media communities, and conversations, through dedicated specialists and integrated communications teams.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations •  Build long-term relationships •  Track and participate in with key online influencers conversations related to the beyond the "big-box" blogs brand, the category or the using our proprietary social heartbeat on the Multiloguer influencer broader social web.! relationship management tool.! ! •  Leverage targeted paid •  Leverage creative storytelling media, primarily social and rich multimedia content to advertising and search bring alive the brand story.! advertising, to support owned media and earned media.! •  Create triggers for community members to participate and act, on the community platforms owned by the brand.!
  • 59. Letʼs stay in touch! mslgroup.com | gauravonomics.com gauravonomics on Google/ Skype! Facebook/ Twitter/ LinkedIn/ SlideShare!