In a world where everyone can produce and distribute content, and everyone is potentially a media channel competing for attention, we believe that traditional social media campaigns - that occur in fits and starts - are not the answer.
At MSLGROUP Espalhe, we transform brands into subjects in order to create admiration and generate something much more valuable than customers – generate fans.
Here's how we took Guaraná Antarctica from no Facebook presence in 2010 to the biggest Facebook page in Brazil and, more important, the most engaging one.
Guaraná Antarctica’s Fan Page was the first in the country to reach five million fans.
9. PURPOSE
-
Make the brand stories also take place outside
their proprietary profiles.
-
Leverage organic growth.
-
Establish consistency (as opposed to
opportunistic activation).
-
Identify and activate ambassadors
and sensitive profiles.
10. PURPOSE
-
Make the brand stories also take place outside
their proprietary profiles.
-
Leverage organic growth.
-
Establish consistency (as opposed to
opportunistic activation).
-
Identify and activate ambassadors
and sensitive profiles.
PROPRIETARY TOOL
CONTINUOUS RELATIONSHIP
MERIT
EXPERIENCE
13. BASIC
• Constant translation of the
Social Benefit
• Regular content practices
• Micromanagement to produce
learnings
• Focus on engagement
Guaraná:
- Smart sentences about
friendship
- Quizzes featuring the product
- Crowdsourcing pictures
associating Guaraná with food
- Special dates
TESTS
SPECIAL
• New themes, formats and
plataforms
• Owned Media generating
Earned Media
• Focus in memes, news and
trends that can relate to the
brand and originate a real-time
marketing content
• Guerrillla creativity
• PR Focus
• Different kind of reach
• Best ones can be introduced in
the basic content planning
14. BASIC
TESTS
SPECIAL
• Constant translation of the
social profit
• New themes, formats and
plataforms
• Owned Media generating
Earned Media
• Focus on engagement
• Focus in memes, news and
trends that can relate to the
brand and originate a real-time
marketing content
• Guerrillla creativity
• Regular content practices
• Micromanagement to produce
learnings
• PR Focus
• Different kind of reach
• Best ones can be introduced in
the basic content planning
15. BASIC
TESTS
SPECIAL
• Constant translation of the
social profit
• New themes, formats and
plataforms
• Owned Media generating
Earned Media
• Focus on engagement
• Focus in memes, news and
trends that can relate to the
brand and originate a real-time
marketing content
• Guerrillla creativity
• Regular content practices
• Micromanagement to produce
learnings
• PR Focus
• Different kind of reach
• Best ones can be introduced in
the basic content planning
• The first brand in Brazil using
Vine
17. Listening
“Less about us, more about them”
Owned & Earned Media expertises:
relationship, social behavior and campaign
insights
Analysis, crisis management
and official statements
20. Social CRM
“Fans first, not Facebook first”
ALCANCE
FB
POST
ENGAGEMEN
T
POST ORG
REACH
PAGE ORG
REACH
PRE
POST
0,6%
0,1%
11,2%
6,0%
39,7%
30,2
%
ENGAGED
USERS
7,3%
2,0%
21. Social CRM
“Fans first, not Facebook first”
Increase ownership
Campaigns, apps with fishing opportunities
Redefining proprietary platforms to hold and manage this legacy
•
•
•
•
•
Customize (preferences, behavior, target)
Research
Reward
Business/ relationship insights
Sell
26. Heat Mapping
AMBEV
7:00 AM - 8:59 AM
9:00 AM - 10:59 AM
11:00 AM - 12:59 PM
1:00 PM - 2:59 PM
3:00 PM - 4:59 PM
5:00 PM - 6:59 PM
7:00 PM -8:59 PM
9:00 PM -10:59 PM
11:00 PM - 0:59 AM
1:00 AM - 2:59 AM
3:00 AM - 4:59 AM
5:00 AM - 6:59 AM
MON TUE WED THU
FRI
SAT
SUN
32. Take Out
GUARANÁ ANTARCTICA HAS BECOME
“BRAZILIAN MOST SOCIAL BRAND” DUE TO:
– a bold Client: nonconformist, quick decision-maker, results oriented and
courageous brand and people
– a continuous-learning Framework: tireless efforts to understand all social
platforms by measuring everything
– an active content factory: great content, lots of experimentation and
Guerrilla campaigns
– a clear focus on earned media: every campaign is tailored to be spreadable
– micromanaging Paid Media: understanding and focusing on what media
brings better results.
33. Thank you!
Top 50 Creative Companies in the World
(AdAge/ July 2012)
Notas del editor
The brand belongs to Ambev, witch is the biggest company in Brazil since the end of last year, when it surpassed Petrobras, the national oil company. Ambev is very well known for it’s corporate culture, based on LEAN and high-performance teams, meritocracy and metrics.
At MSLGROUP Espalhe, we always approach challenges considering these three pillars: Earned Media is our DNA. We transform brands into subjects in order to create admiration and generate something much more valuable than customers – generate fans. Owned Media is where we manage this legacy of fans.And Paid Media is here to broaden and accelerate reach and awareness.Today, I’ll try to show you how, using this mindset, we manage to pick up a brand that by the end of two thousand ten had no Facebook page and no relevant digital presence and helped it to become a reference as the biggest Facebook page in Brazil and, more important, the most engaging one.
The Guarana Antarctica social presence was established using what we call a Content Factory – as opposed to the tradicional model (mountains). There’s always something happening - campaigns and activations of all sizes, that help translate the brand proposition and establish a relevant and dinamic conversation. Thesecampaigns are the vertical steps. The horizontal steps are the owned media interactions.> Archive <We believe that, in a world where everyone can produce and distribute content, where everyone is potentialy a media channel competing for attention, campaigns in fits and starts are not the answer. There are no valleysto rest. You must have a plataform where you can combine these activations with constant interaction to manage your legacy of fans.
Here’s is a snapshot of Guarana Antarctica Content Factory from July 2011 to July 2012.We have small and big campaigns with ambassadors of the brand, like the football player Ronaldo. We have actions to raise engagement, while for others, the main goal was PR. And we also can see that with this strategy, we managed to grow the fan base (yellow) and the engagement (light blue). Whenthetendencyistheopposite, sinceengagementis a percentage.
It’s a homemade video, an activation that is very simple, bul also very alligned with the social media dynamics and the brand’s proposition.The reason we’d like to show it is because here we have the April Fool’s Day YouTube data. Andthisisthe data fromanothervideoofthesamebrand, butproducedandpromotedwiththemass media mindset.Theywereuploaded in thesamemonthandthenumberofviewsconsider similar periods.But the diference is obvious. April Fool’s Day has a much more organic growth curve. It started with as insight that is real, uses the platform in a clever way and respects the social environment. That’s why we have much more ratings, comments and favorites in the April Fool’s Day video.For us, this is conversation – not just using the platform to broadcast.
In earned media, we also have a team that develops strategies to impact online opinion makers.
We developed a proprietary tool to help us identify relevant profiles. We never pay these people to talk about us. Our work is based in providing experiences, history, something to talk about.
So, we transformed the brand into subject of conversation, we conquered fans. Now we have to manage this legacy.
So, wesaw some examplesofthe vertical steps, theearned media steps. But a veryimportantpartofthejobiswhatyou do withthesepeople in betweenthem. Howtoturnconsumersintofansandhow do youreachthefriendsofyourfans, torealytakeadvantageoftheplataform social script. And, more recently, howtoincreaseyourownershipofthesefans, toknow more aboutthemanddevelopoportunities in research, business insights, selling.
That’showwe organizethe social media presenceofourclients.We start studyingthebrandproposition, making a deepdivetounderstandvalues, target, challenges.Then, weneedtoestablishwhatwecallthe Social Benefit – whatamIgoingtooffertothecommunity? Webasicallyhavetoansweronequestion (ler).The Guaraná Social Benefitisallaboutmakingthemomentswithmyfriendsevenbetter.Oncewehavethe social benefit, ournorth, ourCreativeNewsroomisabletodevelopthe editorial guidelines
ThisisthejobofourCreativeNewsroom, wherethefirstruleistoproduce a conversationallignedwiththe atributes that are importanttotheproduct. Herewehave some examplesand in thisexercicewehavescenesof ATL commercialsand posts.Celebritieson TV andcheering for a new surf celebritythat drinks Guaraná. InnovativeandFunisactualyrelatedtothewhole case, but it isalsohave a tactictranslation in posts.
ThisisthejobofourCreativeNewsroom, wherethefirstruleistoproduce a conversationallignedwiththe atributes that are importanttotheproduct. Herewehave some examplesand in thisexercicewehavescenesof ATL commercialsand posts.Celebritieson TV andcheering for a new surf celebritythat drinks Guaraná. InnovativeandFunisactualyrelatedtothewhole case, but it isalsohave a tactictranslation in posts.
ThisisthejobofourCreativeNewsroom, wherethefirstruleistoproduce a conversationallignedwiththe atributes that are importanttotheproduct. Herewehave some examplesand in thisexercicewehavescenesof ATL commercialsand posts.Celebritieson TV andcheering for a new surf celebritythat drinks Guaraná. InnovativeandFunisactualyrelatedtothewhole case, but it isalsohave a tactictranslation in posts.
OurCreativeNewsroomproducesthreetypesofcontent: Basic, TestsandSpecial. The Basic oneisthedaybydayconversation, wherewemicromanageeverythingtoproduceconstantlearningandfocusonengagement.
Testsistotry new themes, formatsandplatformsandseeif it works for thiscommunity. Andtomakeconversationaboutthedailynews, internet memes.AndtheSpecialshoudbringanotherkindofreachandawarness, whenwhatwe post in owned media generatesearned media.
Someexamples:Guaraná Antarctica wasthefirstbrand in Brazilto use Vine. Hereweseethisinformation in animportant portal. A fewweeksago, thetomatowasreallyexpensive, and it became a relevantsubject. So, oneofourbrands, teachedhowto prepare a tradicional saucewithouttomato.
Well, concluding the owned media part, I think we can just overlook Listening, Crisis Committee and Social CRM.
That’s how we understand Listening. You have monitoring and reports. Then you have agencys than are very good in analysing the results. We can take it to another level. Let’s see a case that started here.
This is a fluxogramthat we use with the Listening Team, to show how it starts – we see here collection comments of Facebook, Collection Tool. We have some check points, like Is it negativeIs it an opportunity?But we can go deeper into this later.
Last year we also feel the need to formalize a Crisis Committee that has weekly meetings, is constantly studying and producing literature. This is something the fee normally doesn’t include. The brand pays when it’s necessary.
And Social CRM, that became an important subject because, in the end of the day, OUR fans belong to Facebook.
We are right now developing theGuaraná Antarctica Social CRM. To increase ownership, we are recreating their site.
And last, but not least, the importance of a continuous learning framework.There’s this great thing about digital: you can track and monitor everything. But you also have to consider that things change all the time: the platform, the metrics, the community behavior, rules chance from brand to brand.
Thisgraphic shows how we track content practices performance. A content practice is a theme or format that work like an editorial column. They build this basic line of conversation. The team have weekly meetings to discuss this: is it still working, let’s adapt, let’s bring new ones.
To conclude, here we are looking to two Ambev brands. Guaraná and Skol, the biggest beer brand, young, digital, very rich.In the begging of our work, Skol was the unreachable benchmark. And for a while now, not only Skol, but all other Ambev brands are learning from Guaraná.
Ambev leads the way. At the very begining (2011) it was not the most important company. Now it is. BasedmostlyonGA’s performance. These numbers are from IndexSocial. Our focus on performance and learning led us to develop a proprietary tool called IndexSocial. With IndexSocial, we can keep track, identify movements, compare hundreds of brands. Index Social will be the subject of a presentation tomorrow.
And the take outs. What was important in the process.