social media marketing presentation

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

https://www.youtube.com/watch?v=OKQxE-o9h_Y&index=1&list=PLQq1TgSGqi1nzB0B20SplHs1_y1dpnZ10

https://www.youtube.com/watch?v=4dctsEZhzlA&list=PLQq1TgSGqi1mC4wSrHzZ9JvvpGyC5jrgG&index=1

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

https://www.youtube.com/watch?v=qehqv13PJwI

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


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


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

social media marketing presentation

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