Like It Or Spike it: Social Media Case Studies
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Like It Or Spike it: Social Media Case Studies

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Tired of hearing the same old social media marketing case studies? David Griner and Dave Peck introduce you to seven diverse and recent efforts.

Tired of hearing the same old social media marketing case studies? David Griner and Dave Peck introduce you to seven diverse and recent efforts.

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http://www.thesocialpath.com 442
http://www.socialmedia.biz 349
http://socialmedia.biz 79
http://elearningedge.edu20.com 16
http://webcache.googleusercontent.com 4
http://crosspollinationmedia.com 3
http://edicolaeuropea.blogspot.com 3
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http://translate.googleusercontent.com 2
http://myfever.info 1
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Like It Or Spike it: Social Media Case Studies Like It Or Spike it: Social Media Case Studies Presentation Transcript

  • With your hosts….! Dave Peck! David Griner! Meshin! Luckie & Co.! @DavePeck! @Griner!
  • To help launch Season 2 of “The Colony,” Discovery Channel partnered with creative agency Campfire to make a Facebook-based alternate reality game.!
  • Results:! • Coverage in Mashable, Neatorama, MediaPost, AdFreak and more! • Players spent an average of 6 minutes on site, some as long as 20 minutes! • 70% of users chose to allow Facebook Connect! • 59% who reached final “tune in” message went back and re-started the experience! • 350,000 pageviews in 2 weeks leading up to season premiere! Source: !Campfire!
  • Peckʼs Take" Grinerʼs Take"
  • For its first global digital ad campaign, Cosmopolitan created a Facebook Connect app that simulates being in a Cosmo photo shoot.!
  • Results:! • Launch coverage in the New York Times — but almost nowhere else! • 3,800 users in first week 
 (Facebook fan base for Cosmo: 534,000)! • Positive feedback from international fans on Facebook! Source: !App user data determined by “Monthly Active Users” as of Oct. 10, 2010!
  • Peckʼs Take" Grinerʼs Take"
  • When American Express declined to sell advance tickets for Pee-wee’s theater revival to its cardholders, the offer went to his Facebook fans instead — kicking off a landslide of social media support.!
  • Results:! • Twitter: 590,000 followers! • Facebook: 230,000 Likes! • Foursquare: 9,500 Friends (up from 4,000 just days after badge launch)! • $1.5 million in ticket presales before the first ad ever ran! • Massive, glowing news coverage ! Sources: !“Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010! ! !Social network data updated Oct. 10, 2010!
  • Peckʼs Take" Grinerʼs Take"
  • In September 2010, Edge shaving gel began a Twitter campaign offering to help those who tweeted with a #soirritating hashtag. For some, rewards included iPod Touches, PS3s or gift cards.!
  • Results:! • “Tremendous feedback,” according to senior brand manager! • Campaign extended past September! • 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10! • 2,839 tweets using #soirritating AND @EdgeShaveZone! Sources: !“Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010! ! !Hashtag data via Radian6!
  • Peckʼs Take" Grinerʼs Take"
  • In a two-pronged Facebook campaign, PepsiCo’s Naked is soliciting “your personal Naked Truth” for a chance at a Costa Rica vacation and also bringing the effort to college campuses.!
  • Results:! • 14,615 active app users in first two weeks! • 2,000 photos from campuses (uploaded by brand), but only a handful from fans! • Minimal launch coverage! • Audience (currently 44,000 fans) likely to grow as print ads and other campaign support begin running! Source: !Facebook status updated Oct. 11, 2010.!
  • Peckʼs Take" Grinerʼs Take"
  • An hour before the Season 2 premiere of NBC’s sitcom “Community,” the network played out a bonus scene on Twitter, with 80 #nbccommunity tweets posted by characters.!
  • Results:! • Extensive preview coverage by Wired, HuffPo, Entertainment Weekly, Fast Company and more! • 122,492 total followers for character accounts (average of 10,200 per character)! • Viewership (5 million) was down 2.7 million from Season 1 premiere (after “The Office”) ! • BUT ratings were up 16% from debut in 8 p.m. slot — despite now competing with “Big Bang Theory”! Sources: !Twitter data updated Oct. 11, 2010.! ! !Ratings info: TVByTheNumbers.com, Wikipedia.com!
  • Peckʼs Take" Grinerʼs Take"
  • In a branded charity effort with Canadian underwear label Stanfield’s, a cancer survivor locked himself in his apartment for 25 days. The goal? 25,000 Likes, yielding $25,000 for the Canadian Cancer Society.!
  • Results:! • First 9 days: 31,000 Likes (Goal extended to $50K)! • $1,435 raised through Donation Challenges! • Clear spike in mentions for Stanfieldʼs: ! Sources: !Facebook and donation data updated Oct. 14, 2010.! ! !Conversation data: Radian6!
  • Peckʼs Take" Grinerʼs Take"
  • Closing thoughts:! • Be clear in your goals, and make it easy for your audience to help you reach them! • Be original, even it means risking the unknown! • Base your ideas around the real reasons people like your brand !
  • Thanks for your time.! Want even more opinions from us? ! Dave Peck" David Griner" MeshIn.com! TheSocialPath.com! TheDavePeck.com! AdFreak.com! @DavePeck! @Griner! @MeshIn!