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Semelhante a Google home - Social media campaign - Pierre-clement Lihou
Semelhante a Google home - Social media campaign - Pierre-clement Lihou (20)
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Google home - Social media campaign - Pierre-clement Lihou
- 2. Home.
- 3. Home.
- 4. Home.
- 5. Home.
- 6. Purpose of Campaign • Engage new customer • Make customer more aware about this new product • Make customer aware of the differences with Amazon Echo • Utilize social media to gather ideas about improvements • Build a sense of community between Google Home users • Utilize social media to increase consumer loyalty and participation
- 7. GeneralTarget Audience • Large target audience • MainlyTechnophiles and people using the Internet ofThings • Broader indirect target
- 8. GeneralTarget Audience - Influencers CNET: 1,270,249 Subscribers Provide the latest tech news, unbiased reviews etc. TheVerge: 1,290,633 Subscribers Provide product reviews, space explainers, technology news, and more. TechNews&Tests: 370,516 Subscribers (French) Provide unboxing, reviews etc about different type of technologies. TecMundo: 2,364,837 Subscribers (Portuguese) Provide information about technology in Brazil and keeps updated in an uncomplicated and simple way!
- 9. Consumer SegmentsTargeted • Main target population: 18 to 50 years old. • Financial Officers • Home Product
- 10. • Create a Google Home product page or directly do it on Google Facebook Page. • Link toWebsite to Create base product • Incentives.A winner EveryWeek • End of Campaign: 3 best base will be commercialized • The Facebook page will also be used as a forum type.
- 11. • Have a specific hashtag, #GoogleHome or #MyGoogleHome • People will share their “project” using this hashtag. • New name: #MyGoogleName, like Alexa for Amazon • Incentive: Most popular (retweeted, like etc.) will have the option to use this name.
- 12. • YouTube Gurus to compare Google Home and Amazon Echo • Explain How it is working • Offer them the chance to make their viewers win a Google Home Product
- 13. Website
- 17. Measurement -YouTube • UseYouTube Platform and Overview section • Another Platform • YouTube, owned by Google
- 19. Privacy and security • Privacy will be totally maintained. • The only private information requested will be for the winner to send the product to.
- 20. Resources • Material • Google Home Device • Time and People • Website Creation • Maintaining the flow of interaction • Analyze Data
- 21. Contingency planning • 3 different platforms, 3 different campaigns with same purpose • If results not met • data collected might help find the reason why • Resources needed for future possible problems • Google Alerts
- 22. Future campaign plans • Data will help build future campaign • Personalization • Data fromTwitter • Comments and data, help build and improve Google Home device • Google Home 2.0
- 23. Home.
Notas do Editor
- Google Home is a voice-activated speaker powered by the Google Assistant. This Device has been released by Google in October 2016 as a Home Assistant and work simply by beginning each sentence with “Ok Google”. This device is directly connected to the wireless and indirectly to other devices such as your smartphone, smart TV etc. This Voice activated speaker can access to many things. For example, on the example above, just by saying “Ok Google, play my Friday starts now playlist” Google Home will search on your Spotify account for that specific playlist or song and will either put it directly on the Google Home Product or on your connected Hi-Fi system or Smart TV for example. Google Home can have access to Spotify or YouTube music, Google Play Music. It really depends on your preferences and configuration. https://madeby.google.com/home/?utm_source=en-ha-na-sem&utm_medium=cpc&utm_campaign=googlehome
- In this example, it shows what you can do on a daily basis. With your authorization, Google Home will go into your SmartPhone and have access to your scheduling and will be able to tell you specific information about your day. The weather, what you have planned etc. https://madeby.google.com/home/?utm_source=en-ha-na-sem&utm_medium=cpc&utm_campaign=googlehome
- As explained, Google Home can be connected with different smart devices. In this example, we can see that Google Home is connected to the SmartTV and by requesting specific task, it can either put YouTube music, or video, films etc. Moreover, this is just an example with SmartTV, but for example, if you have a fully “SmartHouse”, you can simply by saying “Ok Google”, control your house temperature, light etc. https://madeby.google.com/home/?utm_source=en-ha-na-sem&utm_medium=cpc&utm_campaign=googlehome
- Then, as it is connected to the internet and use Google algorithm, etc., you can have as many real time answers as possible, for example, the name of the French President, or get a translation of a specific sentence, etc. Moreover, Google Home has been configured in order to have a specific memory. For example, if you ask for the name of the actual French President, you can follow up with a question about his age, or where he is born, without using a specific name, but simply using a pronoun and Google Home will remember of whom you are talking about https://madeby.google.com/home/?utm_source=en-ha-na-sem&utm_medium=cpc&utm_campaign=googlehome
- Google is already one of the biggest and well known company around the world, so what’s the use of doing a social campaign for Google? The purpose of that campaign is not to engage new customers to use Google as a browser or use Google Analytics for example, but it will mainly focus on their new product Google Home which is not known by everyone especially because it has been released after another identical product from Amazon, named Amazon Echo. That’s why this campaign will help make customer more aware about this new product, the possibilities, etc. and how it differentiates against the Amazon Echo. Moreover, this is a totally new product introduced to the market, that’s why by using social media and directly gathering information/opinion from the customers it will help Google shape their product and maybe help them to produce a new version in the future. Then, this Social Campaign also has the idea to help build a community around this new product. In fact, by using call to action, incentive and platform. Customers will not only interact with the product, but also between them, posting images of their product conception, but also asking questions about how the product is working, giving answers etc.
- This campaign will have a large target audience as it will influence most people. In fact, the campaign will not only target people who bought the product. The campaign will, of course target them, but also people which didn’t ear about it before and might be interested about, or might know someone that might be interested about it and desire to give it as a gift etc. The direct message will directly go to people which are mainly technophiles and people using the Internet of Things. As the product is a new technology which is connected to the wireless and other wireless products the product will mainly target them. But as we are talking about Home product its target everyone at home. The idea is to, in the best scenario, have one Google Home device in each house. That’s why the targeted audience might be a child, which only created the product base because it was kind of a game with his friends and at the end talk about the product to his parents that might be interested and decide to purchase the product. Then, as explained, even if we decide to do a social media campaign, we want to indirectly target another group of people like elderly ones. As the main purpose of the device is to help people in the house, to make life easier, a 40 year old son might decide to buy this product to his parents in order to make their life easier. https://dnbfeed.no/bedrift/how-to-reach-your-target-audience-2/
- This campaign will also target influencers on YouTube, technologies Gurus such as: CNET, TheVerge, ThiJoe, TechNews&Tests etc. Power Users (online opinion leaders) have a strong influence on people decision making and innovation adoption. That’s why by contacting important technology friendly YouTube channel Page around the world (few of them presented above), it might increase the number of targeted people and influence them to either purchase the product or maybe just know more about it and then talk about it to his/her online network. https://www.youtube.com/user/TechNewsTests/about https://www.youtube.com/user/baixaki/about https://www.youtube.com/user/CNETTV/about https://www.youtube.com/user/TheVerge/about
- The main target population will go from 18 to 50 years old. This specific target population is the most important has they either have the age and revenue to be considered as Financial Officer in the family, or already user technologies before, Either are born with it (Y generation) or start to know more about it (X generation). Moreover, as we are talking about a smart home device, this 18 to 50 years old target represents either people starting a life and building their “home sweet home” or people which look for improvements in their already existing house. A futuristic object that will make their life easier. http://www.dealerrefresh.com/car-dealer-marketing-segmentation/
- The first and main point will be to either use the already existing Google Page or create a new one, specific to the Google Home Product. This page will either be there for people to participate in the campaign, but also share their opinion about the product, what they like, find answers to their questions etc. Then, the idea is to create an incentive and main campaign where people will be able to win the Google Home Product. This campaign consist of people being able to create their own Google Home Product base, but also being able to win the Google Home device on a weekly basis depending on how popular their base will be. The idea is to let people market the product indirectly. In fact, people will see the idea as a funny design “Game” and in order to win, their base will have to be popular, so people will not only share their projects on the Google Facebook page, but also Twitter, with their friends, on the Facebook wall etc in order to get as any likes as possible and maybe win the weekly Google Home device. This interaction between everyone will increase the brand loyalty and the sentiment of Community spirit. It will also create a huge brand and more importantly, product awareness. At the end of the campaign, the top 3 most voted and popular overall will see their product (with their approval) commercialized as limited edition (for a 3 to 6 months time period). This will entirely be beneficial for Google, as first, it will create brand loyalty and community and product knowledge. But also, on an economical point of view, it will increase their sales as limited edition products are often well seen and considered as scarcity products, pushing people to buy it. http://www.freeiconspng.com/free-images/facebook-icon-png-732
- The idea will be to create and use specific hashtags such as: #GoogleHome or #MyGoogleHome to let people be part of that community. However, this will also help people share their “project” created via the website in order to maybe win the weekly Google Home product. Also, as a Digital Marketer, having specific hashtag, this will be easier for us to analyze the results and measure the success of it. The other idea is to let people interact and share their ideas in a fun, but professional way. In fact, every time people want to use their Google Home product, they need to start every sentence with “Ok Google”. The Amazon Echo, on the other way, start by saying “Alexa” which give a personified image for the product, which is sometimes appreciated by many consumers. That’s why another incentive and idea that can be put in place is: via the hashtag #MyGoogleName, let people (in 140 characters) share their New name idea or sentence that should be said before, in order to activate the device. The final idea for this campaign, is to let people interact between each other, and participate in the Google Home Product community and at the end, the most popular one (Tweet with the most number of likes, retweet etc. using the hashtag #MyGoogleName) will be added to the Google Home Product as an Option. In fact, people will be able to either choose to start the device by saying “Ok Google” or use the winning name or sentence. http://www.userlogos.org/files/logos/Diamond00744/twitter3.png
- The idea on YouTube is really to show people how the device is working, what are the possibilities, comparison with the Amazon Echo etc. That’s why via the use of YouTube Gurus (some of them presented in slide 8) people will be able to see the comparison between the Google Home and Amazon Echo. Then, those YouTube Gurus or even at Google, we will be able to create not a comparison video but descriptive ones. The YouTube Gurus will receive incentives, not only one Google Home Product to try and share their impressions, but also other product which they will be able to give away to their subscribers etc. People will be able to see how it is working, what are the possibilities, the limits etc and base their opinion about it. In the Description section, a link will be available to the Facebook page, but also the Twitter page and the base creation website. http://3.bp.blogspot.com/-tcXBBmJSzPc/TbI0AdcJgqI/AAAAAAAAAYw/Bg3sqCG9bEs/s1600/youtube-logo.png
- This image is directly coming from the Google Store page about the Google Home Product. This page is dedicated to the different base color available. That’s why the idea is not to create a totally new website, but just another section in the already existing website. It will consist of adding an “Edit Design” button (in the red box), which will bring people to a new page in which they will be able to design their own base. On the Edit Design page, the customer will be able to customize his/her Google Home base and Social Media buttons will be available for the customer to directly share it to the Google Facebook page etc. Moreover, the website will be able to generate a specific URL in order for the customer to use it as an hyperlink for his/her twitter post and being able to share it with as many people as possible. https://store.google.com/config/google_home_base
- This table from the Wordpress blog by Don Bartholomew explains the different social media measurements and what you should look for, depending on the approach based (Paid, Owned, Shared, or Earned) for each element such as exposure, engagement, influence, impact and advocacy. This helps to know what to look for, now as we are using Facebook, Twitter, YouTube and a specific section in a Website, we should know which tool to use in order to analyze the results. https://metricsman.wordpress.com/2014/06/09/social-media-metrics-measurement-continue-to-evolve/
- Concerning Facebook, many solutions are available to us. Either use another tool which can analyze the Facebook page, or a social media tool that analyze every social media account linked to it, or analytical tools owned by Google, but in that case we will see the example of the directly analytical section available on Facebook. This analytical section will help us to measure the results of our campaign, which content is the most popular, what the reach of them, the engagement etc. It will help us to Measure the Volume (Total Number of Likes, Subscribers, etc), but also the new likes, Subscribers, what the Return On Investment made from this campaign, did it create more involvement from customers, did it helps bring more subscribers? It will also help to measure the Engagement, what is the number of re-posts, number of comments, how many people share their base idea, is that creating an important number of comments, likes and interaction? And more importantly as a digital marketer, is our post/campaign are creating an important percent of Click-Through Rate? Do people only look at the post or do they are interested about it and then click on the link to go to the Google Store and create their owned base and why not interact with the site and in the best case, buy other products from the site. https://admin.mashable.com/wp-content/uploads/2013/06/fb-new-insights-1.png
- Concerning Twitter, as Facebook, there are many possibilities in order to analyse the Key Performance Indicators (KPI). In that case we will be using “followerwonk”, an analytical tool created by moz which help us to analyze our followers and impact of our specific tweets etc. As Facebook it will help us to measure the volume and engagement. Concerning the volume, we will be able to see the number of followers, if it increased or not. However, like Facebook, what need to be taken into consideration is not the increase of simple number of followers, but the increase of active followers. Then, the engagement will be analyzed by the hashtags created, what are their popularity, the number of Re-Tweets etc. Is the hashtags created are able to reach the first place? http://pamorama.net/2015/02/21/9-free-social-media-analytics-tools/ https://moz.com/followerwonk/
- As for the other social media. The YouTube performances will be analyzed either on a specific analytical tool/platform or directly on the YouTube analytical platform presented in the screenshot. The YouTube analytical platform regroups many information such as performances (number of views, new subscribers etc), engagement, top videos, demographics etc. However, the difficulty encounter here is the fact that no video will be posted by Google on YouTube but it will go via YouTube’s Gurus selected previously. That’s why in order to analyze the results from YouTube, there are many different metrics to analyze. First, we should analyze the Likes/Dislikes and views on our YouTube’s Gurus videos and analyze maybe the different top comments (comments with most likes and most related to our product), otherwise, it will take months to analyze all the different comments. The other elements which links to our website, is to analyze, on the Google analytics tool, for example, all the views coming from YouTube and from the YouTube channels/videos of the selected representatives and influencer. In fact, as we will request them to put a link in their video description to our the Google Home Product store page and design page, we will be able to track on Google Analytics from where the viewers are coming.
- Without any surprise. As we are talking about Google, which owned Google Analytics, the performances of the website and what people choose and do on the website, which design they choose etc. Everything can be analyzed via Google Analytics or any other more powerful platform owned by Google. Thanks to Google Analytics we will be able to see the consumer journey, and especially the success of the campaign, if it brings many new users, and especially if it brings new interested users, which interact with the website and buy products and more especially, consumers that might become loyal ones. https://ceblog.s3.amazonaws.com/wp-content/uploads/2016/03/screenshot-analytics.google.com-2016-03-29-12-27-22.png
- The privacy will be totally maintained as the customer information will only be the one available by everyone on each specific platform. In fact, as we are targeting via social media, by registering to these platforms, the consumers already agree to give his/her information. Moreover, by liking a specific page (the Google Facebook page, or Google Home product page, or following Google on Twitter) the consumer accept to be marketed by the company. That’s why no further information will be requested from the consumer by Google. However, the only private information requested will be for the one which won the specific Google Home product and we will send them a direct message or inbox or email requesting for their home address to which the product will be shipped to, if they accept of course. Otherwise, the second winner on the list will then receive the message and might be the new winner which will receive the product. https://www.upcounsel.com/blog/wp-content/uploads/2014/10/Data-Security.jpg
- The resources will be divided into different elements. First, the material product, so all the Google Home device that will be given on a weekly basis but also for testing to the YouTube Gurus and free devices for them to share with their viewers. That might represent a total of 100 Google Home device. Then the other cost, will be for the website’s creation, more precisely the edit design section. There will be a need to create that section and not create a totally new website. That’s why it might reduce the cost of the project, but it will require time and people. That’s where comes the last resources needed, time and people. Concerning the website creation, with the capacity of Google employees, it can be done in less than a week. What might takes time will be to wait to have enough data to analyze them, and also have people to maintain the flow of interaction of Facebook and Twitter, to be able to act as moderator.
- The good part about this campaign is that we not only target a large amount of people by targeting different platforms, but we also ensure back plan if anything goes wrong on one of the social media used. By using 3 different platforms with 3 different ideas regrouped in the same purpose, we are reducing the risk of being in a bad situation if anything goes wrong. Also, if the results are not met, with the data collected on the different analytical platforms, there is the possibility to see what might be the problem and maybe do another incentive or slightly change our strategy. That’s why some resources (money, time and people) need to be kept in mind and in the final calculation in order to be able to quickly react to any problems. In fact, as we are targeting social media, any problems can spread really quickly, so as soon something goes wrong or we see bad reviews, actions should be taken. Thanks to many tools owned by Google such as Google alerts, these types of problems can be easily identified and fixed.
- All the data collect during this campaign will helps build future campaign. In fact, we will be able to see if the personalization was a good idea and if people are really looking for personalized product and if the ROI of letting people create their own base is good enough to keep it or if we want to continue with the campaign and commercialized 3 most popular base or not. Moreover, the results from twitter will help redesign the product and maybe add other options like the name/sentence that can be said in order to activate the device. Also, the total results from all comments and platform will help to see what might be the problems, what options should be added for creating a Google Home 2.0 drove by Google Technology but also by consumer needs and wants. This campaign will also help to have information to know if in the future, as Google will launch new product, know if the personalization is a good part or not, if that campaign should be done with other products or what need to be changed in the future.
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