Social Media Culture Bombs with TaylorMade — Liz Philips (Social Fresh WEST 2012)
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Transcript of Social Media Culture Bombs with TaylorMade — Liz Philips (Social Fresh WEST 2012)
ADDING A
SOCIAL LAYER TO YOUR MARKETING MIX
Liz Philips@iizLizSocial Marketing ManagerTaylorMade-adidas Golf
CHECKBOX MARKETING (BAD)
http://www.planetware.com/picture/nevada-red-rock-canyon-national-conservation-area-us-nvlv246.htm
THE SOCIAL LAYER
http://dwindy1-walkingeagle.blogspot.com
PRACTICAL ADVICE FOR SOCIAL
Have a game plan and now how it fitsinto the rest of the marketing mix
Taking an existing marketing campaign and finding ways
to make it social and shareable for your audience can have more impact than executing a
standalone social idea
BEST PRACTICE FOR SOCIAL
Who are you talking with?
How are they using new media?
What are they telling you, either directly or indirectly?
R11S
CASE STUDY: PRODUCT LAUNCH
DRIVER LOVE CAMPAIGN
DRIVER LOVE CAMPAIGN
DRIVER LOVE CAMPAIGN
DRIVER LOVE CAMPAIGN
DRIVER LOVE CAMPAIGN
R11S TOUR LAUNCH
R11S TOUR LAUNCH
R11S TOUR LAUNCH
SHARE THE LOVE
SHARE THE LOVE
SHARE THE LOVE
SHARE THE LOVE
ENABLING FANS
SOCIAL CAMPAIGN RESULTS• Biggest weekend of fan growth on both Facebook and
Twitter ever – no like gate, minimal ad spend• 100+ people submitted fan Driver Love photos• The launch weekend, #DriverLove and R11sLove received
a combined 2,644 mentions; 150K impressions
MEDIA COVERAGE
CASE STUDY: PRODUCT LAUNCH
ANTICIPATING THE CONVERSATION
Phase 1 (short):Reaction to product name
Phase 2:Product benefit
TOUR ACTIVATION: “+17” as focus
TOUR ACTIVATION: “+17” as focus
TOUR ACTIVATION: “+17” as focus
TOUR ACTIVATION: “+17” as focus
TOUR ACTIVATION: “+17” as focus
DEMO EVENTS: RBZ FACTOR
DEMO EVENTS: RBZ FACTOR
DEMO EVENTS: RBZ FACTOR
DEMO EVENTS: RBZ FACTOR
CASE STUDY: MAJOR EVENT
CONNECTING WITH AUDIENCE
CONNECTING WITH AUDIENCE
CONNECTING WITH AUDIENCE
CONNECTING WITH AUDIENCE
CASE STUDY: MAJOR EVENTCASE STUDY: CULTURE BOMBS
#REDFORE16
Takeaways
WRAP UP
• Have a Game Plan: Vision, Objectives, How Measured• Live your Mantra• Embrace the Community: know them, feed them,
delight them• No silos! Integrate social in your marketing mix