TWO THUMBS UP (or down)
ON SOCIAL MEDIA EFFORTS...       Dan Shust - Resource Interactive
                                ...
A QUESTION TO GET US STARTED




                               © Copyright 2010 Resource Interactive and Luckie & Company
Burberry Art of the Trench
    Social Microsite



                 © Copyright 2010 Resource Interactive and Luckie & Com...
BURBERRY ART OF THE TRENCH




                             © Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH




                             © Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH




                             © Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH



Results:

  7.5 million page views
  150 countries
  5 million minutes spent on the site
  1...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH




      David’s take:      Dan’s take:




                             © Copyright 2010 Reso...
IKEA Photo Tagging
Facebook Engagement



             © Copyright 2010 Resource Interactive and Luckie & Company
IKEA PHOTO TAGGING




         http://www.youtube.com/watch?v=P_K1ti4RU78


                                       © Copy...
IKEA PHOTO TAGGING




Results:

  Lots of PR!




                     © Copyright 2010 Resource Interactive and Luckie &...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
IKEA PHOTO TAGGING




       David’s take:   Dan’s take:




                         © Copyright 2010 Resource Interacti...
Levi’s Friends Store
 Social Commerce



              © Copyright 2010 Resource Interactive and Luckie & Company
LEVI’S FRIENDS STORE




                       © Copyright 2010 Resource Interactive and Luckie & Company
LEVI’S FRIENDS STORE




                       © Copyright 2010 Resource Interactive and Luckie & Company
LEVI’S FRIENDS STORE




                       © Copyright 2010 Resource Interactive and Luckie & Company
LEVI’S FRIENDS STORE




Benefits:

 More engaged shoppers
 Real-time custom shopping experiences
 Enhanced insight into de...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
LEVI’S FRIENDS STORE



         David’s take:   Dan’s take:




                          © Copyright 2010 Resource Inter...
SOCIAL COMMERCE




Resource Interactive Off The Wall
      Social Commerce



                     © Copyright 2010 Resou...
RESOURCE OFF THE WALL




                        © Copyright 2010 Resource Interactive and Luckie & Company
RESOURCE OFF THE WALL




                        © Copyright 2010 Resource Interactive and Luckie & Company
RESOURCE OFF THE WALL




Benefits:

 Reward fans with special offers, etc.
 Allow fans to shop without leaving Facebook
 S...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
RESOURCE OFF THE WALL




      David’s take:     Dan’s take:



                        ABSTAIN



                      ...
Uniqlo UTweet
 Twitter API



          © Copyright 2010 Resource Interactive and Luckie & Company
UNIQLO UTWEET




                © Copyright 2010 Resource Interactive and Luckie & Company
UNIQLO UTWEET




    http://www.youtube.com/watch?v=b5IyQE2AY38&feature=related

                                        ...
UNIQLO UTWEET




                © Copyright 2010 Resource Interactive and Luckie & Company
UNIQLO UTWEET




Results:

 Uniqlo generates fun...again
 Thousands of custom Twitter movies created
 Tens of thousands o...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
UNIQLO UTWEET




      David’s take:   Dan’s take:




                        © Copyright 2010 Resource Interactive and ...
Jimmy Choo Trainer Hunt
     Geolocation



               © Copyright 2010 Resource Interactive and Luckie & Company
JIMMY CHOO TRAINER HUNT




                          © Copyright 2010 Resource Interactive and Luckie & Company
JIMMY CHOO TRAINER HUNT




                          © Copyright 2010 Resource Interactive and Luckie & Company
JIMMY CHOO TRAINER HUNT




Results:

 33% increase in sneaker sales
 40% increase in positive mentions
 4,000 online part...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
JIMMY CHOO TRAINER HUNT



        David’s take:     Dan’s take:




                           © Copyright 2010 Resource ...
Procter & Gamble CauseWorld
 Third Party App Sponsorship



                  © Copyright 2010 Resource Interactive and Lu...
PROCTER & GAMBLE CAUSEWORLD




                          © Copyright 2010 Resource Interactive and Luckie & Company
PROCTER & GAMBLE CAUSEWORLD




Benefits:

 Gives “checking in” a purpose
 Marketers know when a product is in hand
 Game m...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
PROCTER & GAMBLE CAUSEWORLD



       David’s take:    Dan’s take:




                          © Copyright 2010 Resource...
Moosejaw Break Up Service
      Engagement



                © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE




                           © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE




                           © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE




        http://www.youtube.com/watch?v=fnkDt5xq2M4




                                      ...
MOOSEJAW BREAKUP SERVICE




                           © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE




                           © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE




Results:

 Over 200 breakups in progress
 (also a few hookups)
 Moosejaw fans always wonderin...
LET’S VOTE




             © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE




      David’s take:        Dan’s take:




                             © Copyright 2010 Reso...
Our Tips and Takeaways




              © Copyright 2010 Resource Interactive and Luckie & Company
OUR TIPS AND TAKEAWAYS




 David:
 Think beyond the launch

 Empower your customers on the product level

 Engage fans in...
OUR TIPS AND TAKEAWAYS




 Dan:
 Be part of the experience

 Consider tools that are freely available first

 Have fun!

...
Thanks!
For more information about Resource Interactive or Luckie & Company contact:


Dan Shust / Director, Emerging Medi...
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Two thumbs up—or down—on social media efforts

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Dan Shust, Director of Emerging Media, Resource Interactive
David Griner, Social Media Strategist, Luckie & Co.

How to market and sell using social media is one of the hottest topics in online retailing today. Everyone knows that opportunities exist—but few really know how to exploit them. This session will feature two expert—and opinionated—marketing and retailing consultants who specialize in social media. They will review retailers' social media campaigns and tell why in their opinions they succeed—or fail. They won't agree on the successful—or not so successful—elements of each, so be prepared for some spirited give and take as they decide thumbs up or thumbs down on social media campaigns.

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Two thumbs up—or down—on social media efforts

  1. 1. TWO THUMBS UP (or down) ON SOCIAL MEDIA EFFORTS... Dan Shust - Resource Interactive David Griner - Luckie & Company © Copyright 2010 Resource Interactive and Luckie & Company
  2. 2. A QUESTION TO GET US STARTED © Copyright 2010 Resource Interactive and Luckie & Company
  3. 3. Burberry Art of the Trench Social Microsite © Copyright 2010 Resource Interactive and Luckie & Company
  4. 4. BURBERRY ART OF THE TRENCH © Copyright 2010 Resource Interactive and Luckie & Company
  5. 5. BURBERRY ART OF THE TRENCH © Copyright 2010 Resource Interactive and Luckie & Company
  6. 6. BURBERRY ART OF THE TRENCH © Copyright 2010 Resource Interactive and Luckie & Company
  7. 7. BURBERRY ART OF THE TRENCH Results: 7.5 million page views 150 countries 5 million minutes spent on the site 1 million Facebook fans 10% increase in same-store sales © Copyright 2010 Resource Interactive and Luckie & Company
  8. 8. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  9. 9. BURBERRY ART OF THE TRENCH David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  10. 10. IKEA Photo Tagging Facebook Engagement © Copyright 2010 Resource Interactive and Luckie & Company
  11. 11. IKEA PHOTO TAGGING http://www.youtube.com/watch?v=P_K1ti4RU78 © Copyright 2010 Resource Interactive and Luckie & Company
  12. 12. IKEA PHOTO TAGGING Results: Lots of PR! © Copyright 2010 Resource Interactive and Luckie & Company
  13. 13. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  14. 14. IKEA PHOTO TAGGING David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  15. 15. Levi’s Friends Store Social Commerce © Copyright 2010 Resource Interactive and Luckie & Company
  16. 16. LEVI’S FRIENDS STORE © Copyright 2010 Resource Interactive and Luckie & Company
  17. 17. LEVI’S FRIENDS STORE © Copyright 2010 Resource Interactive and Luckie & Company
  18. 18. LEVI’S FRIENDS STORE © Copyright 2010 Resource Interactive and Luckie & Company
  19. 19. LEVI’S FRIENDS STORE Benefits: More engaged shoppers Real-time custom shopping experiences Enhanced insight into demand signals © Copyright 2010 Resource Interactive and Luckie & Company
  20. 20. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  21. 21. LEVI’S FRIENDS STORE David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  22. 22. SOCIAL COMMERCE Resource Interactive Off The Wall Social Commerce © Copyright 2010 Resource Interactive and Luckie & Company
  23. 23. RESOURCE OFF THE WALL © Copyright 2010 Resource Interactive and Luckie & Company
  24. 24. RESOURCE OFF THE WALL © Copyright 2010 Resource Interactive and Luckie & Company
  25. 25. RESOURCE OFF THE WALL Benefits: Reward fans with special offers, etc. Allow fans to shop without leaving Facebook Shareable with all commerce capabilities © Copyright 2010 Resource Interactive and Luckie & Company
  26. 26. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  27. 27. RESOURCE OFF THE WALL David’s take: Dan’s take: ABSTAIN © Copyright 2010 Resource Interactive and Luckie & Company
  28. 28. Uniqlo UTweet Twitter API © Copyright 2010 Resource Interactive and Luckie & Company
  29. 29. UNIQLO UTWEET © Copyright 2010 Resource Interactive and Luckie & Company
  30. 30. UNIQLO UTWEET http://www.youtube.com/watch?v=b5IyQE2AY38&feature=related © Copyright 2010 Resource Interactive and Luckie & Company
  31. 31. UNIQLO UTWEET © Copyright 2010 Resource Interactive and Luckie & Company
  32. 32. UNIQLO UTWEET Results: Uniqlo generates fun...again Thousands of custom Twitter movies created Tens of thousands of free brand impressions © Copyright 2010 Resource Interactive and Luckie & Company
  33. 33. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  34. 34. UNIQLO UTWEET David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  35. 35. Jimmy Choo Trainer Hunt Geolocation © Copyright 2010 Resource Interactive and Luckie & Company
  36. 36. JIMMY CHOO TRAINER HUNT © Copyright 2010 Resource Interactive and Luckie & Company
  37. 37. JIMMY CHOO TRAINER HUNT © Copyright 2010 Resource Interactive and Luckie & Company
  38. 38. JIMMY CHOO TRAINER HUNT Results: 33% increase in sneaker sales 40% increase in positive mentions 4,000 online participants © Copyright 2010 Resource Interactive and Luckie & Company
  39. 39. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  40. 40. JIMMY CHOO TRAINER HUNT David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  41. 41. Procter & Gamble CauseWorld Third Party App Sponsorship © Copyright 2010 Resource Interactive and Luckie & Company
  42. 42. PROCTER & GAMBLE CAUSEWORLD © Copyright 2010 Resource Interactive and Luckie & Company
  43. 43. PROCTER & GAMBLE CAUSEWORLD Benefits: Gives “checking in” a purpose Marketers know when a product is in hand Game mechanics encourage repeat use © Copyright 2010 Resource Interactive and Luckie & Company
  44. 44. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  45. 45. PROCTER & GAMBLE CAUSEWORLD David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  46. 46. Moosejaw Break Up Service Engagement © Copyright 2010 Resource Interactive and Luckie & Company
  47. 47. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  48. 48. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  49. 49. MOOSEJAW BREAKUP SERVICE http://www.youtube.com/watch?v=fnkDt5xq2M4 © Copyright 2010 Resource Interactive and Luckie & Company
  50. 50. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  51. 51. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  52. 52. MOOSEJAW BREAKUP SERVICE Results: Over 200 breakups in progress (also a few hookups) Moosejaw fans always wondering “what next?” © Copyright 2010 Resource Interactive and Luckie & Company
  53. 53. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  54. 54. MOOSEJAW BREAKUP SERVICE David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  55. 55. Our Tips and Takeaways © Copyright 2010 Resource Interactive and Luckie & Company
  56. 56. OUR TIPS AND TAKEAWAYS David: Think beyond the launch Empower your customers on the product level Engage fans in their daily lives, not in a web browser © Copyright 2010 Resource Interactive and Luckie & Company
  57. 57. OUR TIPS AND TAKEAWAYS Dan: Be part of the experience Consider tools that are freely available first Have fun! © Copyright 2010 Resource Interactive and Luckie & Company
  58. 58. Thanks! For more information about Resource Interactive or Luckie & Company contact: Dan Shust / Director, Emerging Media - Resource Interactive dshust@resource.com twitter: @getshust David Griner / Social Media Strategist - Luckie & Company david.griner@luckie.com twitter: @griner © Copyright 2010 Resource Interactive and Luckie & Company
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