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  • 1. SOCIAL MEDIA MARKETING- STRATEGIC APPROACH B Y T Y L E R G A U LT
  • 2. PRE-CASE STUDYContext AdwareLocation MarketingGeo- fences
  • 3. CONAN O’BRIEN • @ConanOBrien • April, 2010 announcement • 1.8 Million twitter followers • NBC- Late Night with Conan O’Brien • TBS- Conan • 11:35 p.m. to 12:05 a.m. • Currently 7.1 Million twitter followers
  • 4. CHALLENGE• Build awareness /Viewership- Leveraging social media• Generate buzz- Conan blimp• Focused on building strong relationships with fan base• 21,000 check-ins• 51,000 people on Foursquare• Media attention• Physical Impression
  • 5. PHILADELPHIA
  • 6. FIRST CONSTANTLY MOVING CHECK-IN
  • 7. COMMENTS FROM FANS• Its pure awesome!• Im with Coco and I am getting this badge• Totally a marketing win!!!• I want to know why the west coast is totally left out! We got robbed in the 4square badge game!• Makes me almost want to give a crap about Foursquare. Im with Coco!• Absolutely love the idea• This is cool, Im glad he is back and stood up for his workers
  • 8. CITATIONShttp://gigaom.com/2010/10/14/o2-turns-on-geo-fencing-for-starbucks-loreal- in-uk/http://breakfastny.com/projects/2010/conan-foursquare-ing-blimp/http://tech.fortune.cnn.com/2011/02/10/conan-2-0/http://gigaom.com/2010/10/14/o2-turns-on-geo-fencing-for-starbucks-loreal- in-uk/https://twitter.com/ConanOBrien/followers