Viv•id – adjective producing powerful feelings and strong, clear images in the mind

London . Hong Kong . Melbourne London . Hong Kong . Melbourne

“Hello Moscva!”

Leveraging Social Networks To connect with your Shoppers

Leveraging Social Networks to connect with your Shoppers

1. Introduction

2. The Social Shopper

3. Integrate Social Cross Channel, to connect with your Shoppers & Consumers

4. Best Practice Examples

5. Top 10 Vivid Brand Tips

1. Introduction

Social Networking is not new....

“I say! Where can I buy one

of those new Telephones Betty? ”

“Ooh Ethel! It says here that

Telephones are only £1.50 at

Selfridges”

So what’s changed?

People still have human and emotional needs

We all love to chat

We like to show off

Everyone wants to be part of something

We are proud of our kids

Money is tight

Digital technology helps us to Connect

2. The Social Shopper

2 billion Social media accounts

are actively used worldwide on a daily basis

Nielsen 2012

Russians are the most avid Social media users in the world.

At 9.8 hours per month, you spend more than twice as much time on social media networks

than the global average

Source comScore data

Social media and e-commerce are growing in Russia...

E-commerce is growing rapidly in Russia...

Source: econsultancy.com 2012

Countries with the largest predicted e-commerce growth by 2013

48% check of 18-34 year olds check their Social profiles as soon as they wake up

Ensure that your Company, Brand and Products are top of mind, first thing in the morning

3. Integrate Social Cross Channel, to connect with your Shoppers & Consumers

Understand how to target your Shopper

- Age - Socio-Demographic - Lightstyle - Device Ownership - Income - Digital savvy-ness

1. Choose your communicational Channels

2. Select Platforms to communicate

3. Consider your Shopper and their lifestyle

4. Think like your Shopper

5. Develop offline and online creative content & tools

Mrs Sarah Case, 36 Married Mum of 3 Children Works Socio Demographic B-C1 Owns an iPhone, Mac and iPad

> Busy > tired >time poor

Identify the key Social Opportunities:

The Shopper’s Multi Channel Journey

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Social Media vs. Traditional Media

Source: econsultancy.com 2012

Integrate Traditional Media with Social Networking

How to Socialise Successfully

Drive Brand Preference

Build Brand Love

Reward Content

& Chat

Enhance Loyalty

Engaging with your Social Followers

Fan Acquisition

Content

Apps

Brand Advocacy

Propensity to

Purchase

Dialogue

Engagement

Offers & Rewards

Brand Love

4. Best Practice Examples

Inspiring everybody: Nike for the London 2012 Olympics

http://www.youtube.com/watch?v=LsXRj89cWa0&feature=player_embedded

Inspiring everybody: Nike for the London 2012 Olympics

Nike were not official sponsors of the games, however by using digital channels and creating quality video content, Nike capitalized upon the Olympic opportunity.

- Nike connected directly with millions of amateur sportsmen and women’s desire to win and be the best.

- 7million + hits on Youtube (10% of UK Population!)

Pepsi had $20million to spend. This was usually used to sponsor the Superbowl. But in 2010, Pepsi USA did something radical....

Giving Back: Pepsi Refresh

- Pepsi gave away $20 million to fund good ideas, big and small, that move communities forward.

- Pepsi became one of the most talked about brands during the Super Bowl, despite not advertising. (Nielsen)

- Generated over 3 billion audience impressions in eight months, more than 140,000 tweets, whilst Facebooks ‘likes’ increased 600%+

http://www.youtube.com/watch?v=21cKRwC_h38

Giving Back: Pepsi Refresh

Building Advocacy: Converse

At shelf there is minimal space to ‘sell’ Sports Shoes. Social media allows the brand to build brand advocacy

- 100 Club Gigs

- Regenerate Skateboard Parks

- Converse Tracks: eg: Gorillaz

- Unique Events via Facebook / Twitter

- Unique Content

The personal touch : Coca-Cola

Via Facebook, Coca-Cola invited Australian shoppers to personalise Coke Bottles

- Traffic on Coke’s Facebook page increased by 870%

- 378,000 custom cans were printed

- Sales went up by 7% - making 2011 Coca-Cola’s most successful summer in Australia

http://www.youtube.com/watch?v=2X8Bd3-G6IU

The personal touch : Coca-Cola

Generate Buzz: Grey Poupon Mustard

Grey Poupon’s Does not want just ANYONE to be a fan. Can you ‘Cut the mustard’ and be accepted into this exclusive society?

- A Facebook app searches and judges potential applicants profiles based on their proper use of grammar, restaurant check-ins, and movie selections, to name a few.

- Those who do not qualify, will have their 'like' deleted, and be asked to refine their profile before trying again."

The result: 5x average fan engagement

Meet Alexsandr Orlov, An Aristocratic Meercat from Russia

- Fun / Irreverent Market brand mascot - Treated as a ‘real’ individual - Amplified via social media and Yotube - Supporting App ‘iSimples’ - Hello magazine supported campaign - Compare the Meerkat spoof website - Highly shareable - Get toys from website / Facebook page - Consistent ‘tone of voice’ (Russian Style)

Be fun: Compare the Market.com / Meercat

http://meerkat.comparethemarket.com/history/

http://comparethemarket.com

Be fun: Compare the Market.com / Meercat

http://www.youtube.com/watch?v=a1s7o_LVU2o

Be fun: Compare the Market.com / Meercat

http://www.youtube.com/user/CompareTheMeerkat?feature=relchannel

Clever Engagment: Burberry

Burberry have introduced several devices to engage lovers of their brand involving the Trench coat

1. The Art of the Trench

- Browse a selection of trench coat images

- Like and comment on the style

- Share

Clever Engagment: Burberry

Burberry have introduced several devices to engage lovers of their brand involving the Trench coat

1. Create your own Trench

- Interest canvassed via e-mail

- Facebook app

- Links to the website to purchase

Bring the brand to life: Old Spice

Old Spice is an aftershave that has been around for generations. ‘ The man, your man could smell like’ campaign re-invented the product with humour.

- Youtube was used to share the TV adverts

- Spook ads were created by users

- Old Spice responded with further spoof Ads in response on Viral Channels.

Bring the brand to life: Old Spice

http://www.youtube.com/watch?v=owGykVbfgUE

Tweet Shop: Kelloggs

To support the launch of new Special K Crackers Crisps, Kellogg’s set up a pop-up “Tweet Store” in Soho, London

- Tweets became social currency - Shoppers tweeted to get free Crisps - Cheap Activation - Promoted on Twitter and Facebook - Merging physical with digital - Letting consumers become the advocates

Images and Video Sharing: Pinterest

Pinterest is the fastest growing and 3rd largest social network

It is the second highest driver of traffic to retail sites, accounting for over 11%. The average order for a buyer referred by Pinterest is $168, vs. $94 for Facebook. 83% of Pinners are women.

- Diesel pin Fashion shots, behind the scenes images and magazine spreads. - Pins are themed clearly. - Diesel considers what pinners browse for.

- Cutler and Gross are utilising pins to re-inforce their quirky immage. - Surrealist images are pinned with very arty images and also trendy magazine layout shots

The Power of Viral: “Gangnam Style”

South Korean rapper Psy has received over 460 million Youtube hits, via his hit “Gangnam Style” (or Rublovkla Style!!)

- The song’s dance has become a viral hit, parodied by politicians, sportsmen and the general public alike

- It is the most ‘liked’ video in Youtube history - Showing the power of viral video networks to spread the word, worldwide.

- Spawned hundreds of spooks - Philippine Prisoners ganging style, Western Gingham, etc..

The Power of Viral: “Gangnam Style”

http://www.youtube.com/watch?v=9bZkp7q19f0

Vivid Brand’s Top Tips

1. Don’t leave your social media in the hands of the Intern!

- Clear Strategy: content & engagement - Brand expression - Values, attributes, style - Tone of voice - Writing style - Content

Leaving your accounts to an intern is tantamount to handing them the keys to your most important PR assets.

2. Choose your Platform and Channel

- Who is your Shopper? - What does she like to do / share? - What devices does she have? - What websites does she visit? - What eCommerce sites does she shop on?

Make it easy for her to see your brand or your content and for her to Pin / Share / Digg / Like your content with HER friends

3. Create quality, unique content

Amplification Engagement

- A smaller network of fans, who engage with and share your content, is a more valuable asset than a larger, less focused spread.

- By offering well curated content alongside offers and promotions, shopper are more likely to act as brand advocates.

- Video - Events - Rewards - Comments - Links to like minded events - Activations

4. Use the ‘like’ function/re-tweets as a gate to offers

By asking fans to share posts. . Providing them a genuine incentive

- Friends of fans are assets to accrue! - Content ‘ Liked’ by your fans will be viewed by their extended network.

5. Engage in a conversation

- Shoppers are reluctant to follow brand pages which function as direct marketing - Driving conversation is critical to the success of social sites - Ask you fans questions and encourage discussion

Be relevant. Talk about stuff that is brand appropriate. Talk in the tone that is brand appropriate. Don’t PUSH the brand. Engage This is a DIALOGUE Allow freedom of speech... But censor rude bits!

Social media platforms are increasingly enabling cross-media sharing - for example, Youtube links are instantly embedded on Facebook timelines and Twitter feeds can be linked to other accounts.

- Your Social should be relevant to the big idea and wider campaigns. - Integrate across online and offline channels -  Mobile is your friend!

6. Multi Channel Approach

Jack Wills, London

92% of shoppers check online reviews, recommendations and price comparison sites before they buy anything

Google ZMOT 2012

- Ensure that your Website product pages Feature a ratings and recommendations platform.

- Make it easy for your customer to share, like and tweet about product

7. Include social widgets on eCommerce and Brand sites

8. Monitor and respond

Always monitor and manage you’re your social sites!

www.Amazon.com

Bic for her Biro reviews

-Topical issues account for over 50% of Social Media chatter - Reacting to current events is an effective way of generating discussion and buzz

During the London 2012 Olympics, the North Korean women’s football team came onto the pitch to be greeted by a South Korean flag - such was their indignation, that they walked off the pitch and only returned an hour later, after the error was corrected.

In a masterstroke of ambush marketing, Specsavers immediately ran an ad which sent up the incident - the image quickly went ‘viral’ and subsequently spread across the major social networks.

9. React to current events

Online reviews are the most trusted source of information after friends and family...

Source: Nielson

10. Develop your social presence now!

London . Hong Kong . Melbourne

Rachel Wilkinson +44 (0)20 7421 1750

Rachel@vividbrand.com www.vividbrand.com

Is it time to make your brand Vivid?