google home - social media campaign - pierre-clement lihou

Social Media Campaign

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Pierre-Clement LIHOU

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Purpose of Campaign

• Engage new customer• Make customer more aware about this new product• Make customer aware of the differences with Amazon Echo• Utilize social media to gather ideas about improvements• Build a sense of community between Google Home users• Utilize social media to increase consumer loyalty and

participation

General Target Audience

• Large target audience

• Mainly Technophiles and people using the Internet of Things

• Broader indirect target

General Target Audience - Influencers

CNET: 1,270,249 SubscribersProvide the latest tech news, unbiased reviews etc.

TheVerge: 1,290,633 SubscribersProvide product reviews, space explainers, technology news, and more.

TechNews&Tests: 370,516 Subscribers (French)Provide unboxing, reviews etc about different type of technologies.

TecMundo: 2,364,837 Subscribers (Portuguese)Provide information about technology in Brazil and keeps updated in an uncomplicated and simple way!

Consumer Segments Targeted

• Main target population: 18 to 50 years old.• Financial Officers

• Home Product

• Create a Google Home product page or directly do it on Google Facebook Page.

• Link to Website to Create base product• Incentives. A winner Every Week• End of Campaign: 3 best base will be commercialized

• The Facebook page will also be used as a forum type.

• Have a specific hashtag, #GoogleHome or #MyGoogleHome• People will share their “project” using this hashtag.

• New name: #MyGoogleName, like Alexa for Amazon• Incentive: Most popular (retweeted, like etc.) will have the

option to use this name.

• YouTube Gurus to compare Google Home and Amazon Echo

• Explain How it is working• Offer them the chance to make their viewers win a Google

Home Product

Website

Measurement of Success

Measurement - Facebook

Measurement - Twitter

Measurement - YouTube

• Use YouTube Platform and Overview section

• Another Platform

• YouTube, owned by Google

Measurement - Website

Privacy and security

• Privacy will be totally maintained.

• The only private information requested will be for the winner to send the product to.

Resources

• Material• Google Home Device

• Time and People• Website Creation• Maintaining the flow of

interaction • Analyze Data

Contingency planning• 3 different platforms, 3

different campaigns with same purpose • If results not met

• data collected might help find the reason why

• Resources needed for future possible problems

• Google Alerts

Future campaign plans

• Data will help build future campaign• Personalization

• Data from Twitter

• Comments and data, help build and improve Google Home device• Google Home 2.0

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