Colgate Transcend 2018 | Round 2
- 1. Awareness Campaigns Facebook, Instagram & Google+ Social movements Product & product launches Social CEO Partnerships YouTube & LinkedIn Partnership campaigns B2B activation campaigns (MNC) Facebook group engagements Brand tie-ups Omnichannel Events Facebook, Twitter & Google+ Creating event buzz Promoting events Invite exclusive events for closed groups Team Straight Line IMT Ghaziabad Colgate Transcend 2018 Digital Engagements Facebook, Twitter, Snapchat, Google+ & Quora Contests & giveaways Donations per share campaigns Polls and forum engagements Chatbot engagements Platform Mix Modular and intermittent tools and campaigns for constant relevancy What Heighten awareness | Growing use of social media reach | Gaps in communication Why Superior and targeted content | Influencer Marketing | Geo targeting How Constant monitoring and uploads| Capture trends | Phased approach to launches When Broad target: Everyone using social media Narrower targets: Demographic segmentation | Usage Analysis Who ? ? ? ? ? An innovative set of sound, futurist and audience-driven content for every social media space the consumer accesses, created for the busy, choosy audience with relevant, customized content Social Media Marketing Model: Listen | Influence | Network | Drive Facebook | Instagram | Twitter | YouTube | Snapchat | Google+ | LinkedIn | Mobile Advertising Where ?
- 2. Milestone 01 Milestone 02 Milestone 03 Milestone 04 Objective: Monitor public perception of Colgate Strategy: Social Listening Actions: Use Sentiment Analysis tools and Content curation methodologies, create the feedback loop Drive Awareness Objective: Create a platform for users to interact with the brand and each other Strategy: Social media campaigns Actions: Tooth Mascot, Verbatim, ‘Cause’ marketing and crowd sourcing campaigns Engage Users Objective: Drive opinions and boost organic and inorganic traffic for Colgate Strategy: Social Influencing Actions: Influencer marketing by curating video content, sponsoring web series and rewards Influence Users Social Media Strategy Timelines & Objectives Objective: Engage a larger user base, brand promotion and create brand advocates Strategy: Social Networking Actions: Drive offline and online interactions using #ColgateHero, #GiftASmile Sustain Conversations Increase awareness through Digital Engagements and influencer marketing Specific Increase the number of instances of the videos being watched to 8%, have post reach of at least 8% Measurable Omni-channel approach with specific milestones to increase engagements Attainable Attracting the target audience with the help of some promotional and exclusive events Realistic All the campaigns will run in a phased approach over the first twelve months Time Sensitive S M A R T A Social Media Strategy to boost brand engagement and build a community of advocates over the next 12 months.
- 3. Hire 10-12 globally people to actively monitor. WHAT people are saying about Colgate Tools: Keyword search (Long-tail) Google’s ‘Me On The Web’ tool. HOW they are reaching out to Colgate Tools: @monitoring. IFTTT. Filter instant searches. Monitor 3 golden rules: ▪ Respond quickly ▪ Empathize ▪ Connect personally Positive comments: Acknowledge, Celebrate & Thank you Negative comments: Immediate action by being present and accessible Respond Curate content: Using the 80 / 20 rule of social media posts and social automation tools. Brand Image Monitoring: Identify brand-customer relationship matrix and track it closely using expected ratings vs actual ratings Lead Generation: Apply geo- targeting using LeadShift, Radian6 & NetBreeze. Manage Perception Primary Goal: Crisis Management through triage i.e. respond with ‘you have been heard’ and direct to ▪ Customer Care ▪ Content Team ▪ Product Team Secondary Goal: Insight Gathering, capturing buying signals, direct and indirect ways for consumer feedback and experience sharing Feedback Loop Primary Challenge: Achieve a workable signal-to-noise ratio and geo-targeting Aim: Sustainable Social Media Strategy and a strong foundation for each of the next 3 steps. Social Listening Track public perception of Colgate Define metrics to measure impact and plan milestones Keep a pulse on the industry Perform customer and competitive research. Goals Metrics Reputation score & Sentiment Level Retention Rate Product gaps Content gaps identification
- 4. Goals Lead and direct followers Drive opinions, attitudes and behaviors Boost traffic to website / campaign pages Social Influencing One-on-one engagement Social media audit No. of interactions | No. of inbound links | No. and description of earned media mentions| No. and description of earned strategic partnerships Metrics 02 03 04 Social Networking For Facebook: Longer posts | Conversational | Educational For Twitter: Brief | Big ideas / links| Drive conversations For Instagram: Occasion specific | High frequency | Hard hitting Create native posts 01 Email Marketing: Automation driven| Segment and target | Relevancy and personalization Negative Sentiment Management: Respond to sentiments and conversations | Give feasible, desirable and viable solutions Empower customers: Geo-target | Educate in local languages Continuous Review | Analyze each campaign and social media platform | Remove what is failing | Retarget | Increase relevancy Thought leaders and key opinion leaders Reward action Site engagement rates| Traffic by channel | Retargeting list growth Metrics 02 03 04 Voice of Authority: Adding Colgate’s authority voice to trending topics and conversations New Launches: Focus on social selling| Leverage brand power to drive conversations Conversations 01 Identify: Young, sprightly and opinionated thought leaders ad influencers. E.g. Rega Jha , Prajakta Koli, Lilly Singh, Zakir Khan, Raj Shamani Engage: Video content | Instagram Posts |Web Series | Blogs | Podcasts | Op-Eds Gamification: Boost views, traffic and engagement with campaigns by using gamification Call-to-action: Reward call-to-action such as buy-ins, donations, views, shares, etc. Goals Share relevant content Drive conversations Create goodwill Transform partnerships
- 5. Social Media Campaigns Goal: Thought leadership in the oral care industry Educational video campaigns for children via YouTube TrueView and Instagram Stories, where an animated tooth mascot shares information on oral hygiene, dentist information & benefits of using Colgate. Colgate Tooth Mascot Goal: Create moments of truth with the brand ‘Cause’ marketing to donate 1% of quarterly revenue to national causes like Kerala floods, domestic violence, women health. This creates a lasting memory and feeling of mutual goodwill with the brand for the consumer. #GiftASmile campaign Goal: Generate likes & shares for the Colgate Scholarship A verbatim campaign with the winners of Colgate Scholarship showcasing their journey post scholarship. This will create awareness, and remarket the existing scholarship campaign. Scholarship Journey Goal: Create an engagement forum to support emerging technologies A crowdsourcing campaign to raise funds for eco-friendly FMCG support businesses – such as Indian startups in FMCG packaging, logistics, retailing sectors. Colgate Ventures An organ donation campaign to further the brand message, drive conversations & actions Call to Action #ColgateHero Brand recall