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Posts Tagged ‘social media marketing’

How Old Spice Man Campaign from Procter & Gamble Redefined Social Media Marketing

Posted by Mrityunjay on August 15, 2010

What is the similarity between Dell, Coke, P&G, Nestle and of course, BP? No, they all are world renowned corporate giants and operate as segment leaders in their respective categories. What else? Did you say, Social Media? Bang on! Yes, the fortunes of these companies have been greatly affected with their social media marketing strategies. Though, not all of them can claim to have garnered positive reviews. The bottom-line is, some of these companies have greatly benefited from smart use of social media platforms and some others have definitely learnt a lesson or two. I will be talking about two sides of the same social media coin in two posts. This post will largely focus on the parts that present a wonderful example of how best to use social media marketing.

Dell, as we all know is a leader in notebook market. It is also credited with launching new modes of sales and marketing. So what happens when Dell started its own Facebook fan page? Stats show a tremendous increase in Dell’s brand loyalty and certainly consumer appeal. Dell runs several blogs related to customer service, product launch etc with great effect. Same with Coke. Needless to say, these two giants had the wisdom to take initiative and are making good use of their brand name. However, the real shining light is P&G. The way it unleashed a social media blitz, there is bound to have multiple repercussions on the landscape of social network marketing. Viral marketing was redefined with marketing of the old and forgotten Old Spice brand.

Old Spice marketing gimmick was an example for start-ups in regards to how to apply basic marketing practices in social media networks. No, it was not just the budget that made the campaign a huge hit. It was rather a low cost opportunity that was fully exploited by P&G. The company launched its brand character the “Old Spice Man” in a Super Bowl ad last February. What this character did was to promise women that he was “The Man Your Man Could Smell Like”. The character was played by “Isaiah Mustafa” who possessed perfect abs and not to forget, a very polished sense of humor and timing.

The popularity of ad spread like a wild fire in the jungle. Till the date, it has been viewed approximately 14-15 million times on YouTube. The ad was created by popular ad agency Wieden + Kennedy. Once the word of mouth publicity spread across the YouTube, the agency posted a simple (but miraculous) message on the Twitter and Facebook pages of Old Spice. It reads, “Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice.”

And that’s how a viral phenomenon started. Netizens started to ask questions to the Old Spice Man who responded to the queries with video vignettes. The replies had everything; good dosage of humor, witty lines presented by a bare-chested man with abs to die for. More than 180 videos were produced within a span of two days.

Even top Hollywood celebrities, gadget geeks, Olympians etc posed queries and got video answers. However, the real clincher was Old Spice Man’s response to Kevin Rose, the founder of social network Afterwards, Rose made a simple tweet “Holy sh*t, best get well video EVER from Old Spice” and message went out to his million-plus Twitter followers. And the rest is history.

Stats show the massive popularity of the ad. More than 7,50,000 FB users ‘liked’ the ad and its Twitter followers increased exponentially. The inclusion of celebrities with huge number of followers on social media network definitely helped the cause. The Old Spice commercials have received millions (it’s pointless to count the number anymore) of views. And what do you think was the cost of the media? Nothing actually.

This entire narration offers a wonderful resource of social media marketing lessons for other firms, especially the likes of BP and Nestle.

P.S- This Post wouldn’t have been possible without going through several corporate social media case studies and opinions expressed by SMM analysts.


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Social Media Marketing Dilemma

Posted by Mrityunjay on August 9, 2010

While reading this beautiful article on Aided or forced social media engagement, I wondered over start-ups or established brick and mortar companies who are trying hard to go visible on social media radar but with inadequate success. What recourses do these firms have when their carefully or should we say, impulsively devised social media plan fails to bring the desired results?

Before venturing any further, let’s clear the basic premises. One, social media has emerged as an absolutely essential part of marketing division of an organization. It would be catastrophic to ignore this aspect of marketing and promotion that has completely redefined the way marketing strategies are being formulated and implemented. In simplest terms, the success of a business depends upon its ability to acquire new customers and retain the existing ones. However, the competition is extremely stiff and marketing avenues are limited. In that light, arrival of social media marketing has turned out to be a boon for companies that were willing to make a mark for themselves but had struggled with the need of finding new channels.

But what if, despite spending millions, so many companies, large and small are not actually able to register a satisfactory return on investment on the puzzle named, social media marketing. Some actually believe it to be a hype that has only benefited those who joined the bandwagon early on. Social media marketing tools like YouTube, Twitter, Facebook, LinkedIn etc have turned out to be great money-spinners for quite a good number of companies who were smart and savvy enough to make the most of opportunities offered by these tools. But, same cannot be said for many other firms who either are struggling with their inability to unlock the vast potential offered by social media tools or who simply lack the planning and strategy blueprints.

Let’s term it Social Media Dilemma on the presumption that most of the firms, trying to take a dive in the treasure ocean named social media are expecting to come out with a handful of gold (read followers) are, actually trying to follow an oft-treaded path. Yes, Facebook and Twitter are quite influential but there is more to SMM than these two. It is not just about growing number of followers. It is also not just about making a fan page or starting a community or creating a profile and you start expecting overnight surge in numbers of clients who are looking desperately for you.

What’s the game plan here? Sending out 100’s of tweets everyday to your double digit followers and expecting your social media profile to become a cash cow in a double quick time? Social media is not rocket science that you fail to decipher. Like in an offline business plan, you think of all the relevant fundaments including 4 P’s, demography, target customers, investment, time horizon, ROI and expected results after a certain point of time. It works the same way in social media. Number of followers is nothing but a metric here that doesn’t actually define the total success or failure of your social media plan. Yes, you must try to reach out, connect and establish relationships with potential consumers but are you using the right platforms?

The idea of growth must be intentional in nature. You create a profile on Facebook (of course, its free), offer schemes/vouchers/coupons to your consumers and well, the next thing you start visualizing is bombardment of calls on your customer care service inquiring about your products and services? Wish, life could be that simple! You just can’t hope for things to happen on their own.

How about paying a bit of attention to some of other corporate that had to pour significant amounts of time and money to convert netizens into loyal followers? If you have money then spend it wisely and with purpose and intent. Order fresh cappuccinos and sit down with your social media consultant and play the game of Devil’s Advocate. What are the specific plans with regards to increasing Facebook Fans, attracting Twitter followers, creating a blog(s), focusing on newsletter subscribers and feeds, motivating your followers to influence their respective connections, investing a bit on online reputation management, hiring a team of bloggers, using keyword rich stuff, back linking, encouraging your users to discuss more on your products and services in diverse forums and interacting with consumers!

It takes time to register a significant increase in your bottom-line, whether it’s traditional media or social media marketing but you got to have a sound business plan, appropriate campaign strategies and renewed focus on diverse channels. As you start experiencing growth, you will have a far clearer roadmap of how to leverage to its optimum.

View Mritunjay Kumar's profile on LinkedIn

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