promotional playbook for social success
The Web has become social.
Leading brands need to be part of their customers’ social circle
1997 .COM
2009
is the 4th most visited site in the world
More than 200 million active users +50% of users log on at least once each day Fastest growing demographic: 35+ year olds Women (60% of users) are much more active Average user has +120 friends
users spent 13.9 billion minutes on 4/09
Consumers are now the media. Empowered with viral tools to spread experiences Active 18-34 FB users have +500 friends*
*Source: “Sobrevive las Justas con Coca-Cola� Facebook promotion
How can brands successfully exploit social media’s powerful networking capabilities to engage consumers?
Branded Apps allow marketers to become part of their customers’ social network Create an engaging brand experience Quickly grow a dynamic community of brand friends Empower users to become brand ambassadors Drive awareness, interest and loyalty
Leading brands are partnering with
19,200 users participated in Malta Polar’s promotional Branded App
36,000 shakes were gifted in the 1st wk of Baskin Robbins’ Escape to the Tropics Branded App
5 minute – average time users spent interacting with Tic Tac’s Así Soy Branded App
+4 million brand messages were sent by users to friends through Coca-Cola’s Branded App
7,500 Baby Books were created using Nestle Nutrition’s Branded App
8,300 users want to live healthier lives with MCS Steps to Wellness Branded App
What factors influence a Branded App’s viral strength and breadth across the social media space?
1. Brands need to attract consumers by providing a powerful social experience App must connect friends in a new & valuable exchange Chance to win a very popular prize desired by female users Strong creative concept from a friendly brand App interactions offer users immediate gratification Provides venue for self-expression through the brand
2. Generate App awareness and motivate user to user brand dialogue Run social ads to drive new users Poke previous brand friends Make users look cool for participating and sharing Provide users with multiple viral tools to bring their friends Broadcast user interactions in their newsfeed and profile wall Recruit and manage influential ambassadors to spread the word
3. Grow users’ interest in strengthening their profile status in the Branded App Send weekly e-mail newsletter to users with participation tokens Post tips in App’s wall to help users become better, more viral brand advocates Refresh copy in social ads to address time left in contest Publish positive Branded App experiences by users Tag branded pictures of users
4. Close strong and continue to grow community of brand friends Build up excitement and glamour of prize(s) Challenge and square off star users Announce winner through all brand properties Document and share winner’s positive brand experience Continue to build relationship with brand friends
About Chat.
Chat is a leading social media agency that creates marketing programs that convert consumers into brand friends.
chatagency.com contact@chatagency.com http://twitter.com/chatagency 787.360.1622