SOCIAL MEDIA MIX

SOCIAL MEDIA MIX
- SOMO awards-
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BRAND STORY
Irresistible smell of Doncafe
brings people together,
to pause, share and recharge
IDEA
WOULDN’T it BE GREAT IF
we COULD drink coffe online?
WAY TO DO THAT
BUILD ONLINE COMMUNITY
OF COFFE LOVERS AND GIVE
THEM SPACE TO ENJOY THEIR
COFFEE TIME
HOW WE DID IT
DONCAFE ENTERED THE LOCAL DIGITAL
SPACE BY BUILDING PRESENCE ON
4 SOCIAL NETWORKS
WHY FACEBOOK
Female facebook users,
doncafe core target group,
login to facebook first thing
in the morning while having
their cup of coffee
WHY TWITTER
They move on through THEIR daily
activities fast, so we tend to
stay connected with them
on the go
WHY FLICKR
DURING THEIR DAILY COFFEE BREAKS, THEY
CATCH UP AND SHARE THE LATEST PHOTOS,
DISPLAYING VARIOUS CONTENT FROM TWEETUP
EVENTS TO ORIGINAL COFFEE COCKTAIL RECIEPES
WHY YOUTUBE
WHILE RELAXING AND HAVING THEIR SPECIAL
MOMENTS, THEY ENJOY TV COMMERCIALS,
BEHIND THE SCENES MATERIALS AND OTHER
EXCLUSIVE VIDEO CONTENT
THE LINK
COFFEE LOVERS ARE NOT EASILY ENTERTAINED ; )
by GIVING THEM CONVERSATION PIECES ON
DIFFERENT CHANNELS, they WILL ENJOY EVERY
DROP OF THEIR COFFEE WHILE BEING ONLINE
HOW WE TALK
TO PEOPLE
from the very first morning cup of coffee,
we are boosting the interaction with our fans
HOW WE TALK
TO PEOPLE
We keep the crowd engaged by continuosly
organizing contests, entertaining
Apps and challenges
HOW WE TALK
TO PEOPLE
First thing in the
morning, we share
our favorite ritual:
coffee!
Likes
Shares
Comments
607
252
183
HOW WE TALK
TO PEOPLE
ENTERTAIN FOLLOWERS
WITH COFFEE READING
UPON THEIR
TWEETPICS
HOW WE TALK
TO PEOPLE
BRIGHTEN UP Monday
By posting weekly
Doncafe horoscope
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756
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120
HOW WE TALK
TO PEOPLE
We like to ask fans
and gather insights
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HOW WE TALK
TO PEOPLE
And promote our
Facebook contests
Likes
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HOW WE TALK
TO PEOPLE
GIVE OUR SUBSCRIBERS
SNEAK PEAK OF
EXCLUSIVE VIDEO
CONTENT
HOW WE
COMMUNICATE
SHARE PHOTO
SETS FROM OUR
TWEETUP
EVENTS
HOW WE TALK
TO PEOPLE
We are traditional
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HOW WE TALK
TO PEOPLE
but also
fashionable ;)
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HOW WE TALK
TO PEOPLE
Our fans say
we’re kinda funny
Likes
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Comments
4139
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HOW WE TALK
TO PEOPLE
and they seem to like
mouthwattering
recipes we share
Likes
Shares
Comments
2044
1872
350
IDENTITY
WE KEEP IT CONSISTENT
IDENTITY
MATCHING
IDENTITY
SEASONALLY
REFRESHED
IDENTITY
TAILOR-MADE
DURING CAMPAINGS
IDENTITY
IN LINE
WITH OTHER
COMMUNICATION
channels
RESULTS | Facebook
8 USER ACTIVATIONS
RESULTS | Facebook
120, 971 NEW FANS
RESULTS | Facebook
1 .332.304 POST LIKES
RESULTS | Facebook
167. 015 POST SHARES
RESULTS
in previous year...
RESULTS | Facebook
69 .244 COMMENTS
RESULTS | Facebook
Up to 33 .000 PEOPLE
TALKING ABOUT
RESULTS | Facebook
TOTAL REACH 31 .198.237
RESULTS | Facebook
VIRAL REACH
5.393.299
RESULTS | Twitter
4 USER ACTIVATIONS
RESULTS | Twitter
2.210 new followers
RESULTS | Twitter
1896 MENTIONS
RESULTS | Twitter
4.408 FAVS
RESULTS | YouTube
TOTAL Views: 75.809
RESULTS | YouTube
Estimated
minutes
watched:
22.433
RESULTS | Flickr
TOTAL Views:
26,498
RESULTS | Events
WE ORGANIZED 4 Tweetup events, TAKE A LOOK...
RESULTS | Events
GUESTS TWEETED 1.245 tweets using
#kafaup
RESULTS | Events
AND GENERATED TOTAL REACH
661. 516
RESULTS | Events
Along with
1.423.952
TOTAL IMPRESSIONS
By going through this
presentation ...
... you have increased our reach +1,
generated 49 impressions flipping
through slides, and by watching for approx.
5 minutes you have increased our
engagement with at least 2 clicks
So thanks for that!