Social Media Success

     Case Studies
    Kelli Brown | April 2009
About your presenter
• Expertise includes web design and development,
  SEO, social media marketing and strategy
• Seven y...
Current state of SMM
• Several companies creating SMM initiatives
• SMM budgets are on the rise
• What creates a
  success...
What leads to success?
• Three examples share common qualities
  – Provide a unique experience or content
  – Facilitate u...
Case studies
• Dell: Dell Community and Second Life
• Jeep: Jeep Community Home Base
• HP: 31 Days of the Dragon
Dell
• Twitter accounts by real people at Dell
  – Using real names
• IdeaStorm
  – Users submit ideas
  – Other users vot...
Dell and Second Life
Dell
• Created an island and store inside Second Life
• Selling computers
  – Virtual computers for use in Second Life
  –...
Jeep
•   Community Home Base
•   Flickr album of user-submitted photos
•   Links to MySpace and Facebook groups
•   Links ...
Jeep
HP
•   31 Days of the Dragon
•   Challenge: Increase sales of a lagging laptop
•   31 laptops given to prominent tech blog...
HP: The results
• Instant SEO: Top 50 Google entries were for
  the contest
  – 380,000 links to 31 sites
• Created huge b...
Best practices
• Target users where they spend their time
• Provide a unique experience or content
• Facilitate interactio...
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Social Media Marketing: B2C Success Stories

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Three case studies of successful B2C social media marketing efforts.

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Social Media Marketing: B2C Success Stories

  1. 1. Social Media Success Case Studies Kelli Brown | April 2009
  2. 2. About your presenter • Expertise includes web design and development, SEO, social media marketing and strategy • Seven years in newspaper journalism – Created one of the first newspaper blogs – Created first Yahoo! newspaper widget – Captured target audience with Facebook, MySpace • Experienced technical communicator • kelli@pixelpointpress.com
  3. 3. Current state of SMM • Several companies creating SMM initiatives • SMM budgets are on the rise • What creates a successful marketing campaign?
  4. 4. What leads to success? • Three examples share common qualities – Provide a unique experience or content – Facilitate user interaction with the company – Create interaction between users – Allow companies to have a voice – Know your audience and target users
  5. 5. Case studies • Dell: Dell Community and Second Life • Jeep: Jeep Community Home Base • HP: 31 Days of the Dragon
  6. 6. Dell • Twitter accounts by real people at Dell – Using real names • IdeaStorm – Users submit ideas – Other users vote – Best ideas get development • Blogs, forums, wikis, media galleries
  7. 7. Dell and Second Life
  8. 8. Dell • Created an island and store inside Second Life • Selling computers – Virtual computers for use in Second Life – Real computers for use in real life • Engages users where they spend time • Fosters user interaction
  9. 9. Jeep • Community Home Base • Flickr album of user-submitted photos • Links to MySpace and Facebook groups • Links to user-created content and groups • News, events, commercials – Touts the “real” Jeep enthusiasts
  10. 10. Jeep
  11. 11. HP • 31 Days of the Dragon • Challenge: Increase sales of a lagging laptop • 31 laptops given to prominent tech bloggers • Bloggers create contests to give laptops away • Laptops given out one a day for a month
  12. 12. HP: The results • Instant SEO: Top 50 Google entries were for the contest – 380,000 links to 31 sites • Created huge buzz among target market • Sales: Increased 85% on an old product – Exponential ROI
  13. 13. Best practices • Target users where they spend their time • Provide a unique experience or content • Facilitate interaction with the company – Give users a voice • Create interaction between users • Allow employees to have a voice

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