Integrating Social Media Into Your Marketing Plan The Acuvue® Wink on Facebook® Mandeep Grover Erik Ingvoldstad Marketing Manager Executive Creative Director Australia & New Zealand McCann Worldgroup Sydney Johnson & Johnson Vision Care

1. Integrating Social Media Into Your Marketing Plan The Acuvue ® Wink on Facebook ® Mandeep Grover Marketing Manager Australia & New Zealand Johnson & Johnson Vision Care Erik Ingvoldstad Executive Creative Director McCann Worldgroup Sydney

2. The importance of being social www.somegreybloke.com by Mike Booth

3. “ Prior to the internet, the last technology that had any real effect on the way people sat down and talked together was the table” Prof. Clay Shirky http://www.shirky.com

4. Understanding our ever-changing landscape

5. Consumers force us to evolve and open our brands and branding: Brand story telling Brand engagement Talk To Consumer Talk With Consumer Trad. media The more REACH you buy the more your campaign can create ENGAGEMENT New media: The more ENGAGEMENT your platform creates the more REACH you win

6. You can‘t buy reach, you can‘t buy market share, you can‘t buy advocacy, can‘t buy me (or your brand) love .

17. The Facebook Wink-The Consumer journey 2. Add wink to profile 3. Select wink type 4. Send wink 1. Click on the banner 5. Try Moist in AUS or US US Trial 6.AUS Trial 4. Spread the word 6.Purchase & get $20 voucher

19. Campaign Metrics Granular results leading to measurable business impact