Innovative Uses of Social Media - Case Studies

Innovative Uses of Social Media
Maya Bisineer
Twitter: @thinkmaya
Website: http://thinkmaya.com
Email: m@thinkmaya.com
Meighan Berberich
Twitter:@meighanb
Email:meighanberberich@blogtalkradio.com
LinkedIn: /meighanberberich

Innovative=Creative + Successful

In Social Media, what worked yesterday, Does not ALWAYS work tomorrow. A wholesome strategy and creativity are key.

You plan for success. If you are lucky, it goes viral.

Old Spice
Twestival
Invisible People TV
Pepsi Refresh
Southwest
Ford Fiesta Movement
My Starbucks Idea
IKEA Cats
Dove
Innovative campaigns

1. Old Spice

OLD SPICE
Innovative idea, huge team, leveraged many channels― very, very well done.

On July 13, 2010, Creatives, Tech Geeks, Marketers and Writers got
together at an undisclosed location in Portland, Oregon to create and share:
87 short comedic YouTube videos
In real time.
Leveraged Twitter, Facebook, Reddit, and blogs.
Old Spice – what they DID

July 16th Top 11 most-popular videos on YouTube
July 18th 94 million views  No. 1 all-time most-viewed sponsored channel on YouTube
July 19th Mr. Mustafa had more than 100 million followers.
80,000 Twitter followers
630,000 Facebook fans
800% increase in fan interaction on Facebook page
300% bump in traffic to OldSpice.com
Inspired a fan to create a website (oldspicevoicemails.com) where people can download voicemail messages that sound like Mr. Mustafa
Inspired a marriage proposal from another fan, which was accepted.
Old Spice – The RESULT?

Appealed to egos – people shared them
Short – people watched them
Funny – people had a good time
Quick – instant personalized gratification
Tech, creative and social media worked together – really worked together
Genuinely infectious - FUN
Best combination of PAID, OWNED, and EARNED media
OldSpice – the WHY

2. InvisiblePeople.tv

Mark Hovrath was once homeless
He uses social media tools to tell the story of the homeless in America
The purpose of this vlog is to make the invisible visible.
Invisiblepeople.tv – what he DOES

Spoke at 140confLA, Gnomedex 2009
Won Pepsi Refresh SXSW 2010
YouTube recommended channel for a day
Writes at Huffington Post - http://www.huffingtonpost.com/mark-horvath
Invisiblepeople.tv – what HAPPENNED

Mark Hovrath is passionate.
Mark is tireless.
Mark is honest.
Mark builds relationships.
Invisiblepeople.tv – WHY it works

3. Twestival

Twestival™ (or Twitter Festival) uses social media for social good.
Twestival is the largest global grassroots social media fundraising initiative to date.
Twestival Global is a series of offline events hosted on one day for one cause in cities around the world.
Twestival Local is a series of offline events which aim to support local causes over a designated weekend.
Twestival – what they DO

$1.2 million within 14 months for 137 nonprofits.
All local events are organized 100% by volunteers and 100% of all ticket sales and donations go direct to projects.
Seattle raised more than $8K at the last event!
Twestival – THE RESULTS

It was the first of it’s kind.
Global and local model.
Community building.
Involves social media influencers.
TWESTIVAL – WHY IT WORKS

4. Ford Fiesta MOVEMENT

Launched in 2009.
The ultimate foreign exchange program.
100 cars, 100 agents
6 months behind the wheel of their own Fiesta livestreaming their experiences and completing monthly missions to show you what the Fiesta is all about.
Agents: Mostly young, hip drivers who had shown savvy with social-media networking sites, such as Facebook and Twitter.
Now expanding with Chapter 2
Ford Fiesta – What they DID

4.3 million YouTube views to date
500,000+ Flickr views
3 million+ Twitter impression
50,000 interested potential customers, 97% of which don’t own a Ford currently.
60% brand recognition before the car hit the road.
Successfully repositioned product as young and hip.
Ford Fiesta – the REsults

Innovative concept.
Blend of online and offline.
Chose the right people (for brand and to fuel spread).
FORD FIESTA – WHY it workED

5. PEPSI REFRESH PROJECT

Launched in February 2010.
Pepsi is giving millions of dollars in grants to help individuals “refresh” the communities they live in.
Become a movement instead of ad campaign.
About encouraging and enabling small individual acts that contagiously spread.
PEPSI REFRESH PROJECT

In first month, hit 1,000 submission limit in less than 72 hours
Close to 200 grants made to date.
1,188,273 Facebook Fans to Date
Generating consistent social mentions on Facebook, Twitter and across the social web.
PEPSI REFRESH PROJECT

Integrates wide range of social tools to empower community to contribute and fuel the spread of ideas and the movement as a whole.
People are passionate about their causes.
Balanced of paid and earned media.
PePSIReFRESH – WHY it workED

4. MY STARBUCKS IDEA

MyStarbucksIdea is a site where Starbucks customers from around the world can submit and prioritize ideas for improving Starbucks.
About reaching out to customers and actively listening to them in order to improve your business.
MY STARBUCKS IDEA

Over 96, 000 ideas submitted to date.
Over 50 ideas have been put into action.
MY STARBUCKS IDEA – the REsults

Provides forum to collect valuable customer feedback.
Sends message that Starbucks is listening.
MY STARBUCKS IDEA – WHY it workED

Dell – excess inventory Zappos – customer serviceIkea – CatsComcast – customer service Chevy – roadtripsStarbucks – MyStarBucksIdea
AND MANY, Many More

Do not throw away what you know
You cannot plan for viral
Know your goal
Be true to your brand
Constraints result in creative campaigns
Be quick to respond
Be willing to take risks
Several innovative ones get lost under the radar – watch for the creative campaigns, not the best known.
You want to be innovative with social media?

THANK YOU! QUESTIONS!
Maya Bisineer
Twitter: @thinkmaya
Website: http://thinkmaya.com
Email: m@thinkmaya.com
Meighan Berberich
Twitter:@meighanb
Email:meighanberberich@blogtalkradio.com
LinkedIn: /meighanberberich

5. Dove Campaign for Real Beauty

Since 2004 with Integrated Social Media
Campaign that started after they learned that only 2% of the women consider themselves beautiful
Effectively integrated old and new media
Videos, Online tools, Offline workshops
Dove – Campaign for Real Beauty

Dove – Campaign for Real Beauty
Facebook Page – 60K

6. Southwest
PASSION AND PERSONALITY

Southwest – WHAT THEY DO
Holistic approach
Twitter, Flickr, Facebook, YouTube and LinkedIn.
Southwest produces new video content for YouTube on a weekly basis.
Positive impact on their search engine rankings.
Blog - �Nuts about Southwest - A team of 30 employee bloggers regularly 70,000 unique visitors each month. �
Nuts about Southwest� was also winner of the 2008 PR News Platinum PR award for blogs.

7. Ikea
THINK LOW COST – CREATIVITY AS A RESULT OF CONSTRAINTS

Ikea
IKEA opened a new store in Malmo, Sweden
created a Facebook profile for the store manager, Gordon Gustavsson.
Over a two-week period, they uploaded images of IKEA showrooms to his Facebook photo album.
The first person to tag their name to a product in the pictures, won it.
Store got wildly popular in just 2 weeks!

Ikea - fun
100 cats in an IkeaLondon store.

THANKS TO Twitter FRIENDS !
@cathybrooks @SBuxMel @Lyndit @jeffcarroll @pherring

Sources – for Appendix
http://adage.com/digitalnext/article?article_id=145603
http://adage.com/digitalnext/article?article_id=145603
http://mashable.com/2009/10/02/fiesta-movement-numbers/
http://twestival.com

Innovative Uses of Social Media - Case Studies

by Social Media Club Seattle on Sep 22, 2010

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Innovative Uses of Social Media - Case Studies — Presentation Transcript