суслик meerkat

The Simples Approach to Social Media Marketing

BUSTER DOVER

Head of Digital, VCCP

Aleksandr’s 5 Simples of Social Media

Marketing

AWARENESS

ENGAGEMENTNarrative

Utility

ATL Comms : mainstream media

BTL Comms: Social Media

1. “AS WELL AS NOT INSTEAD OF”AWARENESS + ENGAGEMENT

TO RAISE CONTRIBUTIONS

TO RAISE AWARENESS AND BRAND AFFILIATION

TO GET OUT THE VOTE

2. One core idea, multiple connected social platforms

CHANGE

MICRO-BLOGGING140 characters only

Sharing thoughts, links,Participating in chat

PHOTO SHARINGAleks’ visual character

From TVCsFamily portraits

Community connectionsCompetitions

PROFESSIONAL NETWORKING

Digital CVProfessional links

INTELLIGENCE SHARINGPower-point upload

Business leader connections

MUSIC LINKSCollect and share favourite music

Build digital “radio-station”

VIDEO CONTENTBloopers

TCVsFav video content

COMPARISON APPLICATIONViral “comparison” app

COMMUNITY AUGMENTATION

Status Notes

PicturesVideos

1 identity, multiple connected spacesMULTIPLE CONNECTED SPACES

TVC

3. Social Media is a conversation, so give people something to talk about

“CHAT CATALYSTS” – Give people things, ideas,

applications to share and discuss

J F M A M J J A S O N D

LAUNCH DEVELOP ESTABLISH

CTM SITE“Brochure”

CTM BLOGConversation/Aggregation

SLIDESHAREPower-point

IPHONEActivation

BLIP.FMMusic

LINKEDINBusiness

FLICKRPhotos

TWITTERChat

FACEBOOKCommunity

RATE & REVIEW FUNCTIONALITYUPDATED FAQs

I-CARDS/M-CARDSNEW MEERKATSRINGTONE/CALL BACKUGC COMPETITION

LAUNCH: WEEKLY POSTS“BETA” SUGGESTIONSPOLLS“I've found my meerkat” SOC MED WIDGET

YOUTUBEVideo

UGC MEERKATS WINNERS SPECIAL OCCASIONMEERKATS – XMASVIRAL WIDGET

“HOT OR NOT” GAME

BLOOPERS – timing tbcFAV VIDEO UPLOADS

BLOOPERS - Seeding

BLOOPERS - Seeding

STATUS/NOTESUGC COMPETITION

UGC MEERKATS WINNERS

UGC MEERKATS WINNERS

UGC MEERKATS WINNERS

LAUNCH: NEW “OFFICIAL” PIIXUGC UPLOAD COMPETITION

VIRAL XMAS VIDEO

DAILY MONITORING, FRIENDING, CONVERSATION

LAUNCH:

LAUNCH: BUSINESS PROFILECONNECT PROFILE

XMAS VIRAL SEEDING

LAUNCH:

LAUNCH: LINKS TO TWITTERSHARE MUSIC TRACKS

CTM POWER-POINT – BIZ GUIDE

TVC

XMAS VIRAL WIDGET

4. “REMEMBER THE EARS TO MOUTH RATIO”

5. “WHERE DO YOU WANT TO PLAY?”

BRANDNARRATIVE

BRANDUTILITY

REAL PERSON

ADVERTISING CHARACTER

RESULTS

Quote figures have increased by 80% Cost per visit has reduced by 75% Market share has tripled Most popular brand ambassador in UKCost per acquisition is down by almost 60%

Site traffic to Compare The Market.com has gone up by 100% since launch

5,700,000 visits to CompareTheMeerkat.com, of which 21% go through to CompareTheMarket.com

Over 17,000 followers on twitterAlmost 500,000 fans on Facebook Prior to campaign, CTM “owned” 15% of the Social Media conversations about car insurance, they now “own” 55%

RESULTS

1st Spontaneous awareness 20% to 59%

1st Prompted consideration 52%

1st for 1st choice consideration (17%)

More questions?

www.twitter.com/Aleksandr_Orlovwww.facebook.com/comparethemeerkat

BusterD@vccp.comwww.VCCP.com