Zadanie od Fenomem.pl - Analiza komunikacji online marki Carex Polska (Część 1.)

CZAS NA WYKONANIE ANALIZY: 3 dni.

ZLECENIODAWCA: bartek@fenomem.pl --> BARTEK MOSTKOWSKI (Media Director w FENOMEM.PL).

!ATTENTION! To tylko fragment potencjalnej analizy (uwzględniam jedno forum, wybrane działania na facebooku) + przykłady postów !ATTENTION!

TREŚĆ ZADANIA:
"a) Celem jest opracowanie koncepcji komunikacji marki Carex. Marka posiada fan page - www.facebook.com/CarexPolska - oraz stronę www – www.carex.pl - z tych źródeł, jak również z sieci powinieneś zaczerpnąć większość informacji niezbędnych do rozpoczęcia pracy.
b) W skład samego zadania wchodzi:
• Analiza marki Carex pod kątem komunikacji w mediach społecznościowych (max 3 slajdy)
• Analiza marek konkurencyjnych w oparciu o przyjęte kategorie (max 1 slajd na markę)
• Wskazanie dobrych i złych praktyk marki Carex w odniesieniu do kategorii (max 2 slajdy)
• Zaproponowanie aktywacji wprowadzającej nowy wariant Carex Bubble Gum, skierowane do dzieci mydło antybakteryjne o charakterystycznym zapachu gumy balonowej. (max 5 slajdów)
Aktywacja ma za cel:
- zaprezentowanie produktu
- komunikację key messages (antybakteryjność, zapach gumy balonowej)
• Zaproponowanie postów wspierających komunikację nowego warianty na FB (max 3 slajdy)
• Opcjonalnie zaproponowanie innych kanałów komunikacji aktywacji (max 3 slajdy)
• Przygotowanie propozycji 10 postów wraz z propozycjami grafik (mogą być to grafiki referencyjne, zaczerpnięte z Sieci) (max 10 slajdów)"

Tekst - hiperlinki w oryginalnej wersji odsyłają do zródła i autora zdjęcia itp.

Transcript

1. The communication by in social media network
2. Carex via WIZAZ.PL 1 opinion about Bubble Gum hand wash:
3. There are 112 PZ Cussons products in ONLINE WIZAZ.PL CATALOG Key words Quantity of the search results cussons 859 pz cussons 797 carex 297 carex mydlo 107 akademia czystych rak 17 chlip chlap 12 carex polska 10 carex kids 5 carex bubble gum 1 There were only few social media activities (via forum) in 2015! WHAT ABOUT THE WOOM? Well done WORD OF MOUTH b by social media specialists is very hard to identify (by m mm moderators and users of the forums )
4. CATEGORY: PRODUCT PRESENTATION METHOD/PRODUCT PROMOTION Carex vs. Dzidziuś Definitely better – sending fans a clear signal about new liquid soap which neutralize odours Non-product promotion They do not advertise it via fanpage recently Bubble gum hand wash
5. Right and wrong examples of the Carex’s social media activities
6. Parenting – this is an up-and-coming trend via facebook.com/CarexPolska
7. CLEAN HANDS ACADEMY
8. Carex’s YouTube channel Carex’s Google+ profile These profiles should not be empty! CATEGORY: SOCIAL MEDIA PROFILES
9. There are no social media share-buttons via page! I can only make a tweet! 
10. SOCIAL MEDIA RISE OF BUBBLE GUM HAND WASH!
11. SOCIAL COMPETITION: YOUR DREAM BUBBLE GUM How would your DREAM BUBBLE GUM look like? Use your imagination and create YOUR DREAM BUBBLE GUM! S Send us an digital project or create it using pencil, s watercolours, crayons or any other drawing technic. There are no limits! Tag your work: #YourDreamBubbleGum
12. This is a stencil you can use to create your dream bubble gum!
14. #BubbleGumStory Make short video or photo-video (photo-movie – movie made of photos) inspired by bubble gum colour splash and share it via INSTAGRAM! Tag it with #BubbleGumStory What’s your Bubble Gum Story? Show us!
15. What about… Carex Poland Catalog? Online catalog, for example via: issuu.com. There are a lot of catalogues which are connected with beauty care, beauty products and so on. Chosen brands: Hebe, Natura, Rossman, Avon, Oriflame. Account: Clean Hands Academy/Carex Poland
16. Kids ZONE It could be the ZONE OF INSPIRATION for parents and their children. It should be every- week post created with fresh tips and interesting facts. You can share these site notes as posts via social media portals. What do you think about some new categories in Kids ZONE?  SCHOOL TIME  HEALTH CARE TIPS
17. POSTS
18. • Do boys wash their hands with blue Bubble Gum liquid soap? Visit Blog by dozza and find out ---> www.blogbydozza.pl/2015/01/czy-twoje-dziecko-na-pewno-myje- rece.html
19. • Explosion of colours, explosion of clean fun! Is Bubble Gum antibacterial hand wash your number one? • What if… there are no plastic balls but bubble gums? ;) [Short video film or photography of ball-pool (pool which is fulled up with plastic balls)]
20. Social activation via Pinterest.com We create the board of pins made of all press photos, social contest works, hand care inspirations and z s so on. It will be some social brand-board via one of the most popular social site with inspirations
21. The examples of pins in search results of keyword „soap” People also create many graphs about DIY handmade soaps
22. GRAPHIC POSTS (post + photo)
23. Even Marylin Monroe used to chew bubble gum! Go to www.carex.pl and read about our new BIG CONTEST! Artwork by German artist Michael Moebius  post graph
25. The rest of the photos which I would probably use to make some graph posts
26. Can you imagine? We all become kids when we chew bubble gum, don’t we?
27. Clean Hands Academy will be held soon! Are you curious about this edition?
28. Do your children have any favourite cartoons?