Marketin

University of World and National Economy

Department: Economics in English

STUDENT PAPER

Topic: Old Spice
(Social Media Impact on Marketing)

Year 2012

Content
1 What is Social Media 2
2 Classification of social media 3
3 How does social media work 4
4 Why is social media so popular 5
5 Social media and marketing 6
6 Old Spice – the Company 7
7 Marketing Strategy 8
8 The beginning of “Smell like a man, man!” campaign 9
8.1 It’s not about Social 10
8.2 Define the right strategy before defining the digital agenda 11
8.3 Leave room for experimentation, even failure 11
9 The Post-Old-Spice principles of social media marketing 11
9.1 Create a persona that is strong and on point 11
9.2 Seed social networks with invitations to interact 12
9.3 Engage the engaged, the famous and the influencers 12
9.4 Personalize the response and people will compete for inclusion 13
9.5 Make it episodic and easy to share 13
9.6 Keep the videos simple and short 13
9.7 Promote it with tie-ins offline 14
10 Conclusion 14
11 Sources 15

What is Social Media
It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact. Social media is defined by Michael Haenlein and Andreas Caplan as: "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."
What about Web 2.0? It is a new generation of internet information and entertainment where the user is not just receiving content but he or she is a part of the web experience.
Today, social media is something established in our lives. It is also a very powerful tool that can influence different groups of people, especially the young.
Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics:... [continues]

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