Social Media Break Out Case Studies: bebe and Billboard.com

April 20, 2010 Two Social Media Break Out Case Studies And Lessons That You Can Apply Today Edmund Wong SVP, Strategy iCrossing Ad:tech San Francisco

Goal Increase traffic + referrals to billboard.com Objective Leverage social media to achieve their goals Create a social media strategy married to editorial Solution Define a governance structure Establish community management and training (e.g., playbook) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

• “Art meets science” • Tactical communications planning, ongoing analysis and optimization & Results Learnings required for success • Engagement requires LOTS of planning and human solution. Pretty Facebook Pages alone don’t drive activity and traffic • New kind of workflow • Internal community manager and training for editors key to long-term success • Social media becomes nexus of integration between editorial and marketing teams • Engagement works! • More than doubled social traffic in 6 months • Referrals from Facebook and Twitter increased over 300% and SEO traffic increased significantly

Goal Launch new Kardashians by bebe collection Objective Leverage social media to achieve their goals (without any media buys on social networks) Establish Facebook and Twitter community management Solution Blogger outreach Engage with the Kardashians on their blogs, Facebook, & Twitter

Brand Keyword Impressions Kim Kardashian Twitter 2/5/2010 2/6/2010 2/7/2010 2/8/2010 2/9/2010 2/10/2010 Account • Search + social synergy • Twitter referral traffic increased significantly to bebe.com • Engagement with Kardashians increased paid search brand & Results Learnings impressions by 28% • Celebrity connections • Leverage celebrity connections to drive fan engagement • 23% increase in Facebook fans and 59% increase in Twitter followers during the 2-week campaign • Kim Kardashian tweeted links routinely received 10-20K clicks • Real sales ROI • Launch collection exceeded sales expectations!

Edmund Wong @edmundw SVP, Strategy iCrossing Thank you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

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Social Media Break Out Case Studies: bebe and Billboard.com

by Edmund Wong on Apr 20, 2010

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