Social Media Campaign - Avatar Blue Drink

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Information about Social Media Campaign - Avatar Blue Drink
Marketing

Published on March 20, 2014

Author: EricRivas

Source: slideshare.net

Description

The aim was to create a Social Media Campaign for Avatar Blue Drink Twitter Channel.

TWITTER STRATEGY @AvatarBlueDrink

Raise awareness of Avatar blue brand & product portfolio GOAL

STRATEGY

PRODUCT RESEARCH Assessing strengths Challenges Technical elements

USER RESEARCH Spanish user Behavior inTwitter Uso de Twitter en España by aDigital, 2012 User targeting TweetAdder

KEY OPPORTUNITY KEY CHALLENGE KEY INSIGHTS Profile layout and multimedia material Product use cases Engage users Develop a Customer Service Relationship Youth oriented social media potential Website issues No customer engagement Layout design

BENCHMARKING Industry competitors

ADAPTING BEST PRACTICES Combining best practices on social media and competitors’ campaigns, and constant monitoring, analysis, and tweaking of strategy’s effectiveness with Twitter third party applications. Hootsuite PRO Tweet Adder

CAMPAIGN

LAYOUT DESIGN44.3% of the spanish user considers aTwitter account visuals very important. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

BEFORE AFTER

BEFORE AFTER LOGO

BEFORE AFTER COVER PHOTO + BIO Unique Selling Proposal Short - Concise - Direct Curiosity Product Portfolio Product Portfolio Specifications Tagline / Slogan

BACKGROUNDDESIGN

USER RESEARCH

USER RESEARCH Ron Premium Ron Dominicano Premium Whisky Fiesta Copas Gin GinTonic Amigos Compras Online Alcohol

USER RESEARCH Deletion of 286 followings 153 - Inactive or quiet users 99 - Unfollow's 34 - Spammers

USER RESEARCH Following user targeted, opinion leader accounts Why? 70% Spanish users check profiles when is followed by another account 30 - 40% Probability to being followed. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

TWEETS No more than 133 Characters Hashtags with Caps i.e. #ConsejosAvatarBlue Shrink Links SchedulingTweets (time sensitive- hootsuite) Relaxed, youthful tone of voice 8am-10am(50%) / 11am-12 (11%) / 1pm-3pm (40%) / 5pm-10pm(37.57%) 71% users log in to twitter around 3 times a day and less than 10 min. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

USER ENGAGEMENT 61.9% share concerns about products and services. Source: Uso de Twitter en España by aDigital, 2012 http://ow.ly/u6ZJy

TweetAdder - Opinion Leaders

TweetAdder - Opinion Leaders

TweetAdder - Opinion Leaders

TweetAdder - Opinion Leaders

use cases product portfolio recipes benefits & Reviews news

“Your customers don’t care about you, your products, or your services.They care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you” David Meerman Scott

Tweetadder:Talkative followers

Tweetadder: High RatioTweets

BrandValues & Lifestyle

BrandValues & Lifestyle

BrandValues & Lifestyle

OUTCOMES

RETWEETS:

FAVORITES:

FOLLOWERS:

BEFORE AFTER

IEMVDM_TERM2_INTERACTIVEMARKETINGTOOLS_TEAM_B

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