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Social Media Case Studies and Best Practices

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Resource/Ammirati
Resource/Ammirati

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... Dan Shust - Resource Interactive David Griner - Luckie & Company © Copyright 2010 Resource Interactive and Luckie & Company
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 & 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 © 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 million Facebook fans 10% increase in same-store sales © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
IKEA Photo Tagging Facebook Engagement © Copyright 2010 Resource Interactive and Luckie & Company
IKEA PHOTO TAGGING http://www.youtube.com/watch?v=P_K1ti4RU78 © Copyright 2010 Resource Interactive and Luckie & Company
IKEA PHOTO TAGGING Results: Lots of PR! © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
IKEA PHOTO TAGGING David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
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 demand signals © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
LEVI’S FRIENDS STORE David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
SOCIAL COMMERCE Resource Interactive Off The Wall Social Commerce © Copyright 2010 Resource Interactive and Luckie & Company
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 Shareable with all commerce capabilities © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
RESOURCE OFF THE WALL David’s take: Dan’s take: ABSTAIN © Copyright 2010 Resource Interactive and Luckie & Company
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 © Copyright 2010 Resource Interactive and Luckie & Company
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 of free brand impressions © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
UNIQLO UTWEET David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
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 participants © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
JIMMY CHOO TRAINER HUNT David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
Procter & Gamble CauseWorld Third Party App Sponsorship © Copyright 2010 Resource Interactive and Luckie & Company
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 mechanics encourage repeat use © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
PROCTER & GAMBLE CAUSEWORLD David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
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 © 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 Results: Over 200 breakups in progress (also a few hookups) Moosejaw fans always wondering “what next?” © Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
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 their daily lives, not in a web browser © Copyright 2010 Resource Interactive and Luckie & Company
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
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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Social Media Case Studies and Best Practices

  • 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. A QUESTION TO GET US STARTED © Copyright 2010 Resource Interactive and Luckie & Company
  • 3. Burberry Art of the Trench Social Microsite © Copyright 2010 Resource Interactive and Luckie & Company
  • 4. BURBERRY ART OF THE TRENCH © Copyright 2010 Resource Interactive and Luckie & Company
  • 5. BURBERRY ART OF THE TRENCH © Copyright 2010 Resource Interactive and Luckie & Company
  • 6. BURBERRY ART OF THE TRENCH © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 9. BURBERRY ART OF THE TRENCH David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 10. IKEA Photo Tagging Facebook Engagement © Copyright 2010 Resource Interactive and Luckie & Company
  • 11. IKEA PHOTO TAGGING http://www.youtube.com/watch?v=P_K1ti4RU78 © Copyright 2010 Resource Interactive and Luckie & Company
  • 12. IKEA PHOTO TAGGING Results: Lots of PR! © Copyright 2010 Resource Interactive and Luckie & Company
  • 13. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 14. IKEA PHOTO TAGGING David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 15. Levi’s Friends Store Social Commerce © Copyright 2010 Resource Interactive and Luckie & Company
  • 16. LEVI’S FRIENDS STORE © Copyright 2010 Resource Interactive and Luckie & Company
  • 17. LEVI’S FRIENDS STORE © Copyright 2010 Resource Interactive and Luckie & Company
  • 18. LEVI’S FRIENDS STORE © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 21. LEVI’S FRIENDS STORE David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 22. SOCIAL COMMERCE Resource Interactive Off The Wall Social Commerce © Copyright 2010 Resource Interactive and Luckie & Company
  • 23. RESOURCE OFF THE WALL © Copyright 2010 Resource Interactive and Luckie & Company
  • 24. RESOURCE OFF THE WALL © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 27. RESOURCE OFF THE WALL David’s take: Dan’s take: ABSTAIN © Copyright 2010 Resource Interactive and Luckie & Company
  • 28. Uniqlo UTweet Twitter API © Copyright 2010 Resource Interactive and Luckie & Company
  • 29. UNIQLO UTWEET © Copyright 2010 Resource Interactive and Luckie & Company
  • 30. UNIQLO UTWEET http://www.youtube.com/watch?v=b5IyQE2AY38&feature=related © Copyright 2010 Resource Interactive and Luckie & Company
  • 31. UNIQLO UTWEET © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 34. UNIQLO UTWEET David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 35. Jimmy Choo Trainer Hunt Geolocation © Copyright 2010 Resource Interactive and Luckie & Company
  • 36. JIMMY CHOO TRAINER HUNT © Copyright 2010 Resource Interactive and Luckie & Company
  • 37. JIMMY CHOO TRAINER HUNT © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 40. JIMMY CHOO TRAINER HUNT David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 41. Procter & Gamble CauseWorld Third Party App Sponsorship © Copyright 2010 Resource Interactive and Luckie & Company
  • 42. PROCTER & GAMBLE CAUSEWORLD © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 45. PROCTER & GAMBLE CAUSEWORLD David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 46. Moosejaw Break Up Service Engagement © Copyright 2010 Resource Interactive and Luckie & Company
  • 47. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  • 48. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  • 49. MOOSEJAW BREAKUP SERVICE http://www.youtube.com/watch?v=fnkDt5xq2M4 © Copyright 2010 Resource Interactive and Luckie & Company
  • 50. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  • 51. MOOSEJAW BREAKUP SERVICE © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. LET’S VOTE © Copyright 2010 Resource Interactive and Luckie & Company
  • 54. MOOSEJAW BREAKUP SERVICE David’s take: Dan’s take: © Copyright 2010 Resource Interactive and Luckie & Company
  • 55. Our Tips and Takeaways © Copyright 2010 Resource Interactive and Luckie & Company
  • 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. 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. 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