Innovative Uses of Social Media - Case Studies

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-By Maya Bisineer and Meighan Berberich
Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.

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  • Exlclusive choose people from all phases and aspects of life. Gave cars to different set part. Perceptions brand who they wanted to see driving it.
  • Exlclusive choose people from all phases and aspects of life. Gave cars to different set part. Perceptions brand who they wanted to see driving it.
  • Integration with existing media good scale
  • Innovative Uses of Social Media - Case Studies

    1. 1. Innovative Uses of Social Media <br /> Maya Bisineer<br />Twitter: @thinkmaya<br />Website: http://thinkmaya.com<br />Email: m@thinkmaya.com<br />Meighan Berberich<br />Twitter:@meighanb<br />Email:meighanberberich@blogtalkradio.com<br />LinkedIn: /meighanberberich<br />
    2. 2. Innovative=Creative + Successful <br />
    3. 3. In Social Media, what worked yesterday, Does not ALWAYS work tomorrow. A wholesome strategy and creativity are key.<br />
    4. 4. You plan for success. If you are lucky, it goes viral.<br />
    5. 5. <ul><li>Old Spice
    6. 6. Twestival
    7. 7. Invisible People TV
    8. 8. Pepsi Refresh
    9. 9. Southwest
    10. 10. Ford Fiesta Movement
    11. 11. My Starbucks Idea
    12. 12. IKEA Cats
    13. 13. Dove</li></ul>Innovative campaigns<br />
    14. 14. 1. Old Spice<br />
    15. 15. OLD SPICE<br />Innovative idea, huge team, leveraged many channels― very, very well done.<br />
    16. 16. On July 13, 2010, Creatives, Tech Geeks, Marketers and Writers got<br />together at an undisclosed location in Portland, Oregon to create and share: <br /><ul><li> 87 short comedic YouTube videos
    17. 17. In real time.
    18. 18. Leveraged Twitter, Facebook, Reddit, and blogs. </li></ul>Old Spice – what they DID<br />
    19. 19. <ul><li>July 16th Top 11 most-popular videos on YouTube
    20. 20. July 18th 94 million views  No. 1 all-time most-viewed sponsored channel on YouTube
    21. 21. July 19th Mr. Mustafa had more than 100 million followers.
    22. 22. 80,000 Twitter followers
    23. 23. 630,000 Facebook fans
    24. 24. 800% increase in fan interaction on Facebook page
    25. 25. 300% bump in traffic to OldSpice.com
    26. 26. Inspired a fan to create a website (oldspicevoicemails.com) where people can download voicemail messages that sound like Mr. Mustafa
    27. 27. Inspired a marriage proposal from another fan, which was accepted. </li></ul>Old Spice – The RESULT?<br />
    28. 28. <ul><li>Appealed to egos – people shared them
    29. 29. Short – people watched them
    30. 30. Funny – people had a good time
    31. 31. Quick – instant personalized gratification
    32. 32. Tech, creative and social media worked together – really worked together
    33. 33. Genuinely infectious - FUN
    34. 34. Best combination of PAID, OWNED, and EARNED media</li></ul>OldSpice – the WHY<br />
    35. 35. 2. InvisiblePeople.tv<br />
    36. 36. <ul><li>Mark Hovrath was once homeless
    37. 37. He uses social media tools to tell the story of the homeless in America
    38. 38. The purpose of this vlog is to make the invisible visible.</li></ul>Invisiblepeople.tv – what he DOES<br />
    39. 39. <ul><li>Spoke at 140confLA, Gnomedex 2009
    40. 40. Won Pepsi Refresh SXSW 2010
    41. 41. YouTube recommended channel for a day
    42. 42. Writes at Huffington Post - http://www.huffingtonpost.com/mark-horvath</li></ul>Invisiblepeople.tv – what HAPPENNED<br />
    43. 43. <ul><li>Mark Hovrath is passionate.
    44. 44. Mark is tireless.
    45. 45. Mark is honest.
    46. 46. Mark builds relationships.</li></ul>Invisiblepeople.tv – WHY it works<br />
    47. 47. 3. Twestival<br />
    48. 48. <ul><li>Twestival™ (or Twitter Festival) uses social media for social good.  
    49. 49. Twestival is the largest global grassroots social media fundraising initiative to date.
    50. 50. Twestival Global is a series of offline events hosted on one day for one cause in cities around the world.
    51. 51. Twestival Local is a series of offline events which aim to support local causes over a designated weekend.</li></ul>Twestival – what they DO <br />
    52. 52. <ul><li>$1.2 million within 14 months for 137 nonprofits.  
    53. 53. All local events are organized 100% by volunteers and 100% of all ticket sales and donations go direct to projects.
    54. 54. Seattle raised more than $8K at the last event! </li></ul>Twestival – THE RESULTS<br />
    55. 55. <ul><li>It was the first of it’s kind.
    56. 56. Global and local model.
    57. 57. Community building.
    58. 58. Involves social media influencers.</li></ul>TWESTIVAL – WHY IT WORKS<br />
    59. 59. 4. Ford Fiesta MOVEMENT<br />
    60. 60. <ul><li>Launched in 2009.
    61. 61. The ultimate foreign exchange program.
    62. 62. 100 cars, 100 agents
    63. 63. 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.
    64. 64. Agents: Mostly young, hip drivers who had shown savvy with social-media networking sites, such as Facebook and Twitter.
    65. 65. Now expanding with Chapter 2</li></ul>Ford Fiesta – What they DID<br />
    66. 66. <ul><li>4.3 million YouTube views to date
    67. 67. 500,000+ Flickr views
    68. 68. 3 million+ Twitter impression
    69. 69. 50,000 interested potential customers, 97% of which don’t own a Ford currently.
    70. 70. 60% brand recognition before the car hit the road.
    71. 71. Successfully repositioned product as young and hip.</li></ul>Ford Fiesta – the REsults<br />
    72. 72. <ul><li>Innovative concept.
    73. 73. Blend of online and offline.
    74. 74. Chose the right people (for brand and to fuel spread).</li></ul>FORD FIESTA – WHY it workED<br />
    75. 75. 5. PEPSI REFRESH PROJECT<br />
    76. 76. <ul><li>Launched in February 2010.
    77. 77. Pepsi is giving millions of dollars in grants to help individuals “refresh” the communities they live in.
    78. 78. Become a movement instead of ad campaign.
    79. 79. About encouraging and enabling small individual acts that contagiously spread.</li></ul>PEPSI REFRESH PROJECT<br />
    80. 80. <ul><li>In first month, hit 1,000 submission limit in less than 72 hours
    81. 81. Close to 200 grants made to date.
    82. 82. 1,188,273 Facebook Fans to Date
    83. 83. Generating consistent social mentions on Facebook, Twitter and across the social web.</li></ul>PEPSI REFRESH PROJECT<br />
    84. 84. <ul><li>Integrates wide range of social tools to empower community to contribute and fuel the spread of ideas and the movement as a whole.
    85. 85. People are passionate about their causes.
    86. 86. Balanced of paid and earned media.</li></ul>PePSIReFRESH – WHY it workED<br />
    87. 87. 4. MY STARBUCKS IDEA<br />
    88. 88. <ul><li>MyStarbucksIdea is a site where Starbucks customers from around the world can submit and prioritize ideas for improving Starbucks. 
    89. 89. About reaching out to customers and actively listening to them in order to improve your business.  </li></ul>MY STARBUCKS IDEA<br />
    90. 90. <ul><li>Over 96, 000 ideas submitted to date.
    91. 91. Over 50 ideas have been put into action.</li></ul>MY STARBUCKS IDEA – the REsults<br />
    92. 92. <ul><li>Provides forum to collect valuable customer feedback.
    93. 93. Sends message that Starbucks is listening.</li></ul>MY STARBUCKS IDEA – WHY it workED<br />
    94. 94. Dell – excess inventory Zappos – customer serviceIkea – CatsComcast – customer service Chevy – roadtripsStarbucks – MyStarBucksIdea<br />AND MANY, Many More<br />
    95. 95. <ul><li>Do not throw away what you know
    96. 96. You cannot plan for viral
    97. 97. Know your goal
    98. 98. Be true to your brand
    99. 99. Constraints result in creative campaigns
    100. 100. Be quick to respond
    101. 101. Be willing to take risks
    102. 102. Several innovative ones get lost under the radar – watch for the creative campaigns, not the best known.</li></ul>You want to be innovative with social media?<br />
    103. 103. THANK YOU! QUESTIONS!<br /> Maya Bisineer<br />Twitter: @thinkmaya<br />Website: http://thinkmaya.com<br />Email: m@thinkmaya.com<br />Meighan Berberich<br />Twitter:@meighanb<br />Email:meighanberberich@blogtalkradio.com<br />LinkedIn: /meighanberberich<br />
    104. 104. 5. Dove Campaign for Real Beauty<br />
    105. 105. <ul><li>Since 2004 with Integrated Social Media
    106. 106. Campaign that started after they learned that only 2% of the women consider themselves beautiful
    107. 107. Effectively integrated old and new media
    108. 108. Videos, Online tools, Offline workshops</li></ul>Dove – Campaign for Real Beauty<br />
    109. 109. Dove – Campaign for Real Beauty<br />Facebook Page – 60K<br />
    110. 110. 6. Southwest<br />PASSION AND PERSONALITY <br />
    111. 111. Southwest – WHAT THEY DO <br />Holistic approach<br />Twitter, Flickr, Facebook, YouTube and LinkedIn.  <br />Southwest produces new video content for YouTube on a weekly basis.  <br />Positive impact on their search engine rankings.  <br />Blog - �Nuts about Southwest - A team of 30 employee bloggers regularly 70,000 unique visitors each month. �<br />Nuts about Southwest� was also winner of the 2008 PR News Platinum PR award for blogs.  <br />
    112. 112. 7. Ikea<br />THINK LOW COST – CREATIVITY AS A RESULT OF CONSTRAINTS<br />
    113. 113. Ikea<br /><ul><li>IKEA opened a new store in Malmo, Sweden
    114. 114. created a Facebook profile for the store manager, Gordon Gustavsson.
    115. 115. Over a two-week period, they uploaded images of IKEA showrooms to his Facebook photo album.
    116. 116. The first person to tag their name to a product in the pictures, won it.
    117. 117. Store got wildly popular in just 2 weeks!</li></li></ul><li>Ikea - fun<br />100 cats in an IkeaLondon store.<br />
    118. 118. THANKS TO Twitter FRIENDS !<br />@cathybrooks @SBuxMel @Lyndit @jeffcarroll @pherring<br />
    119. 119. Sources – for Appendix<br />http://adage.com/digitalnext/article?article_id=145603<br />http://adage.com/digitalnext/article?article_id=145603<br />http://mashable.com/2009/10/02/fiesta-movement-numbers/<br />http://twestival.com<br />

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