SOCIAL MEDIA MARKETING - Overview and Case Studies

SOCIAL MEDIA Overview - Case Studies - JFRobinsonConsulting April 16, 2009

Dominant Mass Market Platforms JFRobinsonConsult.com

...the world’s default social network techcrunch.com November 2008 Facebook drew 200 million unique worldwide visitors; more than 1 in 5 people who accessed the Internet that month visited the site (22%). JFRobinsonConsult.com

Home Page Facebook is at heart, a voyeuristic experience HOME pages offers numerous ways to access information Key functionalities include ﬁrends,photos, videos, group, pages, conversations and suggested new friends JFRobinsonConsult.com

Friends FRIENDS page allows sorting of friends, and customizable privacy/ access settings JFRobinsonConsult.com

Conversations CONVERSATIONS are saved or can be deleted, it is getting traction as an email replacement. JFRobinsonConsult.com

Photographs PHOTO SHARING is a core value of Facebook. Facebook is the largest photo sharing site in the world. Photos are sorted by albums, and access can be customized. JFRobinsonConsult.com

Groups GROUPS are can be created for brands, businesses, clubs, schools, afﬁnity groups, fan sites, and micro- niche topics and passions EXAMPLES: - I burst into spontaneous dance parties in the car - I hit slow-walking people in the back of the Head - Fatal mistakes men make during sex - Kevin Cui is the Worst thing that Ever happened to me - Slutty Shoes Club - Why does anybody eat tripe? - Sweet Sweet Monkey Love - Oklahoma is beter than Texas - Don't you just hate girls who are snobby,catty,gossipers? - My Other Car is a Zamboni JFRobinsonConsult.com

Pages have FANS, the functionality is more Pages one-way. are saved or can be deleted, it is getting traction as an email replacement.

CASE STUDIES HOW COMPANIES ARE - SKITTLES MARKETING VIA SOCIAL NETWORKS - BEST BUY - FORD - HYUNDAI - SCION (TOYOTA) - BMW JFRobinsonConsult.com

SKITTLES A MultiPlatform Social Media Campaign. They tossed their ﬂash website and linked directly to social networks where customers talk about the product/brand. JFRobinsonConsult.com

SKITTLES JFRobinsonConsult.com

BEST BUY “Best Buy Connect” showcases the people, behavior and unedited perspectives/ideas of those who power Best Buy. It humanizes the brand, increases accessibility and fuels transparency.

FORD Launching the new sub-compact model, the Fiesta, Ford is handing a set of keys for the Fiesta to one hundred web savvy drivers. Consumers send in videos for the right to get the cars. The drivers will be given a Fiesta for six months, along with auto insurance and gas, during which time they can post their impressions about the car to such social media services as YouTube, Flickr and Twitter.

FORD Webpage ties to and incorporates the functionality of YouTube and Flickr

HYUNDAI - HYUNDAI ASSURANCE Viral web and social network coverage of car payment guarantee, announced on Oscar telecast - HYUNDAI THINK TANK 1000 customers invited to participate in creation of new products and marketing efforts

SCION SCION SPEAK - design your own SCION “CREST” to post on social networking sites. Ad-Speak for SCION Speak: “With Scion, we ensured that we developed Scion Speak in collaboration with the Scion enthusiast audience. In fact, we used some of the leaders of the existing online Scion communities to help us to develop the Scion design language. We also ensured that this brand site was designed for purely social and expressive purposes and did not feel like a corporate or money-generating venture.”

BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!quot;

a social media “novel” with embedded brand marketing JFRobinsonConsult.com

A 23 day narrative experience, telling a story in the language of todays generation: Email, Text, Facebook, YouTube, Flicker, Twitter, etc. Produced by ZapPictures, LA

Eric - Something’s weird w bf Justin. Seen him? Saw him talking to The bulk of STORY Stacy. He won’t answr my txts. Frk’d ADDICT’s story is delivered out! – Mandy :< via text and email Voyeurism is the driving energy, primed my the audiences activity level in Social Media (Story Addict is currently in public beta)

STORY ADDICT characters are played by professional actors for video, audio and photographic narrative elements.

BRANDS are embedded into the story, as the characters use & discuss their products and visit their stores

Text story is ANNOTATED and ILLUSTRATED via multimedia and social networking conversations.

“Nicole” gets her boyfriend to buy her expensive shoes, and shares it on multiple platforms, as well as in “private” emails.

YouTube videos tell the story, but also recruit audience members to get the story

YouTube videos show key plot points, introduce characters

www.StoryAddict.com

Characters maintain Twitter feeds, to allow interaction with existing audience and recruitment of new audience members. Tweets are not NARRATIVE, but EXPAND on the character’s personality and motives.

Characters have a full “life” on social networks. Interact with the audience, other characters

Try it FREE at www.StoryAddict.com, or text “ADDICT” to 77982* * Text sign-up only available in USA

JFRobinsonConsulting JFRobinson@JFRobinsonConsult.com www.JFRobinsonConsult.com

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SOCIAL MEDIA MARKETING - Overview and Case Studies

by James F. Robinson on Apr 17, 2009

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