SocialMedia andAdveRtising By: LSMJ (Lethal Social Media Junkies) Lannie Hartley, Sarah Brandt, Margot Scharfe, and Jerry Lange #SMAdv
A Look AtTraditional Ads Source: http://www.youtube.com/watch?v=xOJEW1KQl34
Tweet A CauseGap steps in to help out the American Red Cross with Sandy Relief.Clothing drive and money donations have been collected and given to thepeople affected by the storm.Tweet them a nice thank you at @RedCross and @GapDont forget to add in #NewhouseSM4! Sources: https://twitter.com/RedCross http://www.retailingtoday.com/article/gap-inc-donates-1m-cash-and-clothing-sandy-relief
jERRYs Interview: Andrew Mera @AndrewMera Digital Director at MediaCom NYC Works on the Wyndham Hotels and Brand USA accounts"Those who have a mature digital program are Benefits of Social Media for afocusing on how to measure ROI beyond awareness brand:whereas those clients who are new, the challenge is a. Brand advocatesto get them to invest because they need socialpresence." b. Repair bad image or reputation"Social Media is a great vehicle to get informationabout how customers feel about a product and c. Social commerceservice"
What brand do you think has the biggest socialmedia presence?KelloggNikeOreoTide Tweet @LadyLanfred with the answer!
Case Study #1:Blue SkittlesWrigleys Skittles ● Promotional social media campaign ○ Primarily Facebook & Twitter ● Story of foreign trucker - delivery of blue skittles ○ More likes and followers, the "closer" to UK
Sarahs Interview: Sheryl Henderson Director of Consumer Care and Business Segment Director at Michelin Previously a Marketing Manager for Life of GeorgiaSheryl comments on social media: ● Gives us additional touch-points to brand messages ● Helps us reach consumers we would not reach otherwise ● Helps identify key influencers ● Have to be careful though - one wrong move and have to go into PR crisis mode
Case Study #2:Victors & Spoils@VictorsnSpoilsFan Machine ● Facebook app developed by V&S ● Shares brands briefs ● Fans submit ideas and vote on submissions ● Tracks valuable data"Good ideas come from everywhere."-Andy Nathan, V&S Executive Business Director@andynathan1
Go to Harley-Davidsons Facebookpage and check out their Fan Machine
Harley-Davidson● First brand to use Fan Machine● Brand is based on a fan generated idea ○ Out of many, one● Misperceptions of Harley riders● #StereotypicalHarley● Incorporated the riders twitter handles
Margots Interview: Andy Nathan @andynathan1 Victors & Spoils Executive Business Director "We want to go where the eyeballs are."How do you use each social media platform differently? ● Look at the brand and its culture ● Starbucks and Nike vs. smaller brands ● Low interest brands need to entice peopleWhich V&S campaign has best used social media? ● Harley-Davidson is the most high profile ○ Got its idea from social media ● Smartwool Strip to Your Smartwool campaign ● In both campaigns, social media has provided leverage
Who Remembersthe TV ad?And the socialmediaengagement? Whatbrand was it?
Best social mediapresence?Lets see the scores HERE
Best social mediapresence?Kellogg - with 1.89 Billionimpressions last yearSource: http://www.businessinsider.com/the-30-biggest-social-media-advertisers-of-2012-2012-9?op=1
Bonnies Pearls ofWisdom: Bonnie Leungsd @bonnietweets Account Planner at TBWA in NYC Works on accounts like: Vonage & Nicorette Klout Score: 52● Traditional media is about the message● Social Media is about expanding the message and creating a connection● Twitter is best used a customer service center