marko njavro social media summit bucuresti 2012
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TRANSCRIPT
Social media & StarBev
Bucharest, February 2012
WHAT ARE THE
BIGGEST DIGITAL
MARKETING
CHALLENGES
…to create relevant content for our consumers.
Digital world challenges
1. Figure out how your brand can fit in Social Media
2. Relationship with clients is real-time. Get geared up before going in digital marketing
3. Be consistent and in line with what you are communicating in traditional media
4. Allocation of communication investments is now more driven by “touchpoints” rather then classical media
5. Where does the traditional owned website fit into this emerging landscape?
6. Consumer decision journey is no longer liniar – significant consideration and social communication takes place post purchase (the evaluate and enjoy stages)
7. What is the ROI compared with traditional media?
Key take aways
Rapidly evolving world
We must be flexible and adapt
Try, learn, move forward
Leverage paid media to connect people to owned media and generate high value earned (brand ambassadors)
BERGENBIER UNFILTERED VS FRESHIS YOUR GANG WITH YOU
December 2011
About the campaign
Our goal was to keep the audience alive, to increase our engagement rate on Facebook.
We did that using Facebook best assets: making users to share willingly our message inviting their friends in the chosen “gang”.
We started from Unfiltered vs. Fresh campaign!
After the viral campaign we wanted to see how will our fans react to a new challenge linked to the previous one.
This time they needed to gather their friends also!
Facebook App & Website visual
“Is your gang with you” Performance
~7.500 New organic Likes
20.000 New Likes (paid Ads)
30.000 fans in total
14.000 “people talking about us” reached just before Christmas.
Our engagement rate increased and indicator went from almost zero up to
Website traffic for Dec 15 – Jan 24:
19.970 visits
70% new visitors.
37% bounce rate
27.169 unique visitors
4.8 average page views per user
3:53 average time spent on site
Facebook results
BECK’SThe Wall
January 2011
Zidul Rezolutiilor – The Wall
Zidul Rezolutiilor – The Wall
Application Description:
Insight:At the beginning of the year we all have big plans, goals that we don’t want to forget.
Idea:For this reason, we created an application that allows you to set your goals for this
year and get reminders for it when you want.
Mechanism:- Select one of the default resolutions, or write a personalized one
- Select a reminder for a certain date when we can e-mail you to make sure you haven’t
forgot your goal for this year.
- Save it
- Get votes for your resolution, and win an inspirational prize.
For the first 3 resolutions with the most votes, we offered the following prizes:
-1st place: a famous book “Design your Self” + 48 cans of Beck’s
-2nd place: 48 cans of Beck’s
-3rd place: 24 cans of Becks
Zidul Rezolutiilor – The Wall
Participation Results (17th – 31st of January)
9.071 new fans
1.767 registered users
243 default resolutions
Social ads campaign:
9.956 generated clicks6.450 new fans64.78% conversion rate (the average medium conversion rate is 30-40%)
2012 – the year we plan to dive
deeply into social media
So what would be first step?
We have a website …
…and an underused international facebook page
Start having a localized Facebook face …
… and lots of action happening there
February 2012 –launch of Staropramen 1L PET
March 2012 – dedicated Facebook contest
Campaign draft visual
So what should be next?
Na zdravi!