Magners Social Media With Pass It On Media and Cake PR · cornburyfestival.com/forum/...

Company confidential 1

Magners Social Media

With Pass It On Media and Cake PR


Stats

FACT The largest demographic group online is the 35-44 age group, which accounted for 23.5% of internet visitsSource: Hitwise via E-Consultancy Blog 2007

FACT An emerging rule of thumb in the ‘middle market’ is that if you get a group of 100 people online then 1 will create content, 11 will interact with it and 89 will view itSource: Guardian, July 2006

FACT 77% of UK consumers would use information from blogs and forums to influence their practical and purchase decisionsSource E-consultancy Report Jan 2009

FACT WOM and experiential communications generate an extraordinarily high recall rate (95%) when compared with print, paid search, TV, online, and radio advertising. [ http://blog.mghwom.com/?p=151, april 2008]

http://blog.mghwom.com/?p=151


The Brief


Promote Magners Pear Cider site and new social media focussed sector within online social media

Required:

contextual link-building, UCG ides and the widget ideas and costings in order to:

- Drive traffic to the site;

- Increase awareness of social media section within magners.co.uk/pear;

- Seed links to mobilise the audience;

- Engage with influencers and communities to maintain levels of buzz;

- Increased presence of UGC within site, UGC used to promote brand within key social media venues;

- Develop widget to increase site usage and to take Magners Pear Cider usage off URL and into everyday offline usage;

Brief


Who to target and where?

Automotive: 20-40 year olds, BC2DE, 90:10 Male:female split

Observations:

Primary traffic driver was previously conventional press, PR and DM. Word-of-

mouth recommendations are what have helped support the all-important ‘bar

call’, traffic-driving and awareness of similar brands.

Where:

Automotive, networking, local and global community sites, football and other

sports venues, generic advert sites (gum tree etc)

Audience


The Approach


It is of course important, before attempting to strategise any campaign, to find out who the audience is

Then, when we know who they are and how they tick, we can find out where they gather in social (online

situations)

This allows us to devise a strategy, comms document and supporting assets to see a full ROI in the social

media investment

Initial Steps


Exposure through online community presence:

Increase B2C awareness

Engagement through online influencer, viral and conversational interaction:Accrue B2C commitment

Men’s forums, driving and motorsport forums, social networks, blogging and microblogging community…

The Big Idea


Stage 1 – finding out how men tick…


Social media monitoring system30


Messaging

This allowed us to understand that the key areas of conversation were:

- Social

- Music

- Status

- Sport

- Looking Cool

- Cars/motorsports

- Knowledge

Therefore we could set our messaging parameters and tone accordingly


Venue Outreach and Seeding

PROFILE

Company confidential 13Company confidential 13

Profiles have been created on the following platforms;

95 forums1 microblogging platform (http://twitter.com/magnersuk)5 bookmarking services (e.g. delicious)

An example of venues can be seen below:

Male Venues

Venues

Retrocarclub.co.ukdrinksplanet.com/forums/

beerintheevening.com/ styleforum.net

digitalspy.co.uk/forums/ men.style.com/

cornburyfestival.com/forum/ boards.askmen.com/

50connect.co.uk/ .just-drinks

wine-pages.com/ uktrancealliance.

realalehunter.co.uk/forum/Ukmodifiednetwork.co.uk

Yahoo answers Maxpower

Blogs.cars.com Digitalspy

http://twitter.com/ExchangeMart


We then sought to seed these features out into target conversation dwell points and achieve the following:

- (i) Influencer approval. In leveraging the knowledge aspect, and tapping into the kudos and ego sentiments, we were able to get respected online officionados to buy in to our campaign

- (ii) Networks seeding and conversation stimulation. In support of the influencers it was important to network and create conversation, so that Magners Pear Cider has a voice as well

- (iii) Broadcast and messaging. What we typically refer to as ‘social media 101’, these channels such as Facebook and Twitter act as a good broadcast and engagement tool for those who are not so social media savvy and perhaps do not reside in forums, but whom DO seek two-way communication with brands.

Outreach and Engagement


Stage 2 - Portal Management

Facebook


-

Facebook

Magners UK Facebook account set up to share campaign information amongst fans and to to encourage user generated content. Competitions, videos, photos and discussions have all been seeded within this online community to increase brand awareness and acquisition of new customers:


Twitter


Twitter account entailed building and fostering high levels of engagement in order to drive conversation, and conversion of users into brand advocates.

Twitter also enabled us to build relationships with highly influential users and bloggers aimed at generating awareness of the brand's participation on the social web.

Sourcing and coordinating offline sponsorships opportunities aimed at generating high levels of brand related conversation on the social web (e.g. sponsorship of #cozytweetup)

Twitter


Youtube


Branded Youtube account created in order to seed all Magners Videos including commercials and rants.

Youtube


Youtube Channel promoted on other social platforms:

Youtube


Flickr/UGC


Flickr account is set up to provide people with a place to upload their brand photos. We have encouraged users to take interesting photos of themselves with Magners Pear Cider. We can then share these pictures within Facebook and Twitter and increase conversation and engagement.

Flickr


Twitter followers engaging in call-to-actions to send Magners pictures for the Magners UK Flickr page:

User Generated Content


Spotify


Spotify, the subscription based music service, is being used as a means of creating content that is relevant and easily shared with the audience and across many platforms.

We have set up a Spotify account, created playlists of artists that participated in the Somerset House concert giveaways, and then promoted them on Magners UK branded social spaces.

Spotify


Example of Spotify playlist promoted via Facebook page and accompanying fan comments:

Spotify


Forum Outreach


Magners League Predictor has been placed in various Rugby Forums: Administrators of high Page Ranking Rugby forums have been posting banners and threads on various sites in order to drive traffic and brand awareness: http://europeanrugbyfans.com/index.php/board,5.0.html

Outreach


Competitions and Events


Magners Taste TesterTwitter and Facebook profiles used in order to drive traffic and increase conversation surrounding the current Magners Taste Testing competition. Examples of posts from Magners on both profiles can be seen below:


Magners Taste TesterThe following are examples of users engaging with the content we have seeded within the online community – 36,000 people have since signed up


BitchBuzz


Influencer


Magners UK community broadcasting and passing on positive word-of-mouth about Magners UK engagement:

Organic word-of-mouth about Magners UK fan page on a fan’s wall (this individual has 1,317 friends and runs student nights in prestigious London venues):

Influencer


Example of outreach to influencer sites. Site now included direct link to Magners UK Facebook page(http://tonightinmycity.com- 341k – 3-month average visitors as per Alexa):

Influencer


Exampleof forum post written by Pendulum.live administrator (http://pendulumlive.com - 2138 members:

Influencer


Measurement


Twitter Followers: 1,708

Facebook Fans: 1,369

Youtube Views: 6,117

Based on the total units of conversation we have pushed on the social web (2,976 units), 32,736 will engage with the seeded content and a further 2,913,504 people will view the conversation.

Statistics


We get this figure through assessing the engagement factor and using the model:1-11-89 (i.e. that is 1 person creates content, 11 will engage in it and a further 89 will view it (Buzzmetrics).

Content Views

0

5000

10000

15000

20000

25000

30000

35000

Units of Content

Engagement


Here we see how the conversation levels have increased over time and the specific peak rises as and when the competitions and assets have been released. And the drop off since the campaign ended!

Forum Conversations Over Time


Here we see how the conversation levels have increased over time and the specific peak rises as and when the widget assets have been released and on weekends.

Blog Conversations Over Time


Twitter reach for Magners UK showing total amount of people reached via 50 @MagnersUK tweets:

Tweetreach


Engagement: with an engagement ratio of 53.74%, @MagnersUK is the second most engaging brand on Twitter after @MagnersNI, which commanded a 85.45% engagement ratio.

However, it should be noted that @MagnersUK had a approximately 20 times more updates than @MagnersNI - which could be reinterpreted by saying that @MagnersUK's engagement ratio of 53.74% reached out to about 20 times more people than @MagnersNI's engagement.

Summary - Twitter


Any Questions…?

Magners Social Media With Pass It On Media and Cake PR · cornburyfestival.com/forum/...

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