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Social Media Marketing A look at 5 Canadian campaigns & 3 Telecom campaigns
Luca Petruccelli November 5, 2016
World’s 2nd largest paediatric research hospitalHeavily rely on philanthropy for funding $355M in donor-endowed funds (2015)
Filmed stories of 6 kids
who’s lives had been “put
on pause”
Ad videos would
suddenly pause
Viewer could “unpause” video by making
donation
Get to see end of the story
Achieved 2.7M viewsSocial Media Impressions 74.5M
Increase in online donations 20%
Money raised in 6 weeks $49M
Life Unpaused
$
Convert goodwill into donations• Give instant gratification• Show “social proof”• Increase awareness
Donut & coffee chain4,413 Canada
650 USA113 Middle East
~68% Canadian coffee marketStarbucks ~7%
Transformed house into fully functional
restaurant
Invitations sent to neighbours
Helped with chores
The Next-door nut
#TimsNextDoorFacebook
TwitterInstagram
Campaign Budget $80K
Media Impressions 78MSocial Media Impressions 12M
Pop-up Visitors 500News Stories 200
Tims Next Door#TimsNextDoor
$Tims is a neighbour• Spark conversation about brand• Positive PR• Keep Tims top of mind
Non-profit interbank network
*National debit card service65,000 ABMs
879,000 Merchants
Online & digital payment services, e.g. Interac e-
Transfer
Created online content
program Daily tips & tricks on
reducing credit card dependence
Used reality TV finance
personalities
21 Day Challenge
Paid social & digital media
Blogger support
Twitter Lead Generation cardsTapped into fan base of
reality TV finance personalities
Daily email open rate 41%Video content completion rate 93%
Social media impressions 1.9M
No. Canadians completed challenge 4K
Interac 21 Day Credit Free Challenge
#21DaysCreditFree
Paved way for future Online Initiatives• Spark national conversation
about personal debt• Instruct people on how to
have better finances and less stress
Multinational Bank19th largest bank in the
worldService 22M clients
worldwideCanada & Eastern USA
Challenged them to make a
difference in their community within
24h
Surprised people with $30K on a TD
Comfort Card
85K employees
Documented Everything
#MakeTodayMatter Facebook
TwitterYouTube
Campaign Site
Identified local heroesGoogle Insight Survey
Social mediaEmployee interviews
Focus group interviews
Make Today Matter#MakeTodayMatter
Increased brand awareness through differentiation• Increase emotional
connection with customers• Increase positive brand
sentiment
Increase Google Brand Arc to 29%(Leader amongst Canadian banks)
Impressions generated by videos 300MVideo views >5M
Genuine/Positive Sentiment 51%
Diversified EntertainmentMovie theatres, gaming,
online165 theatres & 1,683 screens coast to coast
Lily & the Snowman
online movieSocial media
supported releaseFacebook &
YouTubePre-show in theatres
77M guests annually
#SeeTheBigPictureFacebook
TwitterInstagram
Online media budget $150K
No. Views 21.8MNo. Shares 300K
Organic Views 92%Positive Sentiment 98%
Cineplex.com visits 51%Facebook followers 31%
Twitter followers 51%Ticket sales 25%
Lily & the Snowman#SeeTheBigPicture
$ Create emotional connection between brand & customers• More to life than working
and how entertainment is meaningful
• Attach emotion to the brand that transcends its utility
The Social Media Activities of 3 Telecom Companies
Social Media Marketing
Instagram ComparisonBell Rogers Telus
1,861 Followers
Photos from Rogers products & sponsored events/contests
Post ~5x per weekContains UGC
User comments generally positive
Most engaging post: Promotional ad for iPhone7
160 Likes11 Comments
2,845 Followers
Photos from Bell sponsored events & contests, videos on fun ways to use your phone
Post only for eventsContains UGC
Last post was 107w ago!
Majority of comments negative
Most engaging post: Happy Thanksgiving video; use your
phone as oven timer for turkey
221 Likes180 Comments
10.6K Followers
Photos/videos from Telus sponsored events & contests
Post once per weekMostly UGC
User comments generally positive
Most engaging post: Photo of Justin Trudeau (PM) & Kate Middleton/Prince William
during Royal visit527 Likes
19 Comments
Social Media Marketing
Instagram ComparisonBell Rogers Telus
1,861 Followers
Photos from Rogers products & sponsored events/contests
Post ~5x per weekContains UGC
User comments generally positive
Most engaging post: Promotional ad for iPhone7
160 Likes11 Comments
2,845 Followers
Photos from Bell sponsored events & contests, videos on fun ways to use your phone
Post only for eventsContains UGC
Last post was 107w ago!
Majority of comments negative
Most engaging post: Happy Thanksgiving video; use your
phone as oven timer for turkey
221 Likes180 Comments
10.6K Followers
Photos/videos from Telus sponsored events & contests
Post once per weekMostly UGC
User comments generally positive
Most engaging post: Photo of Justin Trudeau (PM) & Kate Middleton/Prince William
during Royal visit527 Likes
19 Comments
Social Media Marketing
Instagram ComparisonBell Rogers Telus
1,861 Followers
Photos from Rogers products & sponsored events/contests
Post ~5x per weekContains UGC
User comments generally positive
Most engaging post: Promotional ad for iPhone7
160 Likes11 Comments
2,845 Followers
Photos from Bell sponsored events & contests, videos on fun ways to use your phone
Post only for eventsContains UGC
Last post was 107w ago!
Majority of comments negative
Most engaging post: Happy Thanksgiving video; use your
phone as oven timer for turkey
221 Likes180 Comments
10.6K Followers
Photos/videos from Telus sponsored events & contests
Post once per weekMostly UGC
User comments generally positive
Most engaging post: Photo of Justin Trudeau (PM) & Kate Middleton/Prince William
during Royal visit527 Likes
19 Comments
Social Media Marketing
Facebook Comparison
16
Bell Rogers TelusEngage customers to use
their devices & Rogers entertainment
Post dailyEncourage UGC
User comments often not topical & express
dissatisfaction
Most engaging post: photos from a concert (M. Bublé) for
contest winners (#ShareEverything)
5.1K Likes121 Shares
90 Comments
Advertise new devices, upcoming Bell content &
brand building (#tbt)
Post 3x per weekNo UGC
User comments are often complaints
Most engaging post: video about Bell sponsoring the NBA
and donating money to refurbish community courts
42K Views/124 Likes13 Shares/2 Comments
Advertise new devices & post branding ads
Post 3x per monthNo UGC
User comments are often complaints
Most engaging post: sustainability ad with Telus collaborating with WWF to
protect environment711K Views/4.7K Likes
1,708 Shares/231 Comments
Social Media Marketing
Blog Comparison
17
Bell Rogers TelusMixed Content (Career
profiles, Device info, Software tips, Promotions, Customer
Support)
SporadicallyNo UGC
Few user comments
Most engaging post: Career Profile: Bell Mobility’s VP of
Marketing Claire Gillies 2 Comments
Mixed Content (Community involvement, Technology,
Rogers in the news)
2-5x per monthNo UGC
Few user commentsMostly complaints
Most engaging post: Internet speed tests confirm Rogers is
the best for surfing and streaming
5 Comments3 Facebook Likes
Focused on customers and community
~5x per monthNo UGC
User comments are generally topical
Most engaging post: Pokémon Go: Tips you need to know
6 Comments445 Shares
Thank You