05.Online marketing and social media campaignsPresentation Transcript
Module 5: Online marketing and social media campaigns
Case study 1: HP’s 31-Day Dragon Campaign
HP provided its flagship notebook HDX Dragon systems to 31 selected influencers to give away to lucky readers on their sites over 31 days (one per blogger)
Worth US$5,500: 500GB HDD, Blu Ray player, games, movies, software.
Each blogger was able to create
their own unique contest
31 days of ongoing discussions as
bloggers also created and shared
custom marketing materials,
graphics, logos, videos,
RSS feeds and then
cross-promoted these items.
Month over month data from HPshopping.com
84% increase in sales on the HDX Dragon system
14% increase in traffic
10% increase in overall consumer PC sales
Sales figures for the month of the program set several records.
Usually a softer month and does not include channel sales
The sales gains continued even 2 months after the program
Total cost for systems, shipping, software and paying to offset taxes $250K (costs shared by HP and partners)
$0 media spend
Google reports well over 380,000 links discussing the 31 sites and giveaways. Virtually no negative comments about HP or the promotion associated with the giveaway Linkbait
31 participating sites/blogs saw an average 150% increase in traffic, with some increasing as much as 5,000%
Estimated reach for the programme is well over 50 million impressions (Alexa data)
Coverage reached 123 countries and was translated into 40+ languages
Readers/entrants created more than 10,000 videos on sites such as YouTube.com and Blip.tv
In excess of 25,000 entries received by participating sites
Why it worked
HP and Buzz Corps built up real relationships with the influencers: “We really know them at a personal level – we consider each other friends, not just cards in a rolodex. We spent over a year demonstrating that we were willing to do the right things for, with and by them and therefore earned their trust.”
Provided the tools, then gave them control: They helped design the rules and helped manage and organize each other.
Not just for big boys: Mix of small and large blogs/sites to vary the coverage
Social media marketing is about conversation, not news: The HDX Dragon had been shipping for 10 months when the giveaways began
Blendtec, little-known blender company spends US$50 to make unusual video
Case study 3: Dove “Real Beauty”
Unilever's “Campaign for Real Beauty” marketing campaign sought to challenge stereotypes.
Featured non-models that did not fit in with the idealized images of super-models.
Videos went viral online and raised debates in countries it was launched. Mothers were encourages to talk to daughters about self-esteem.
Some critics felt the campaign was contradictory because it aimed to convince women to buy Dove's Firming range, a product for reducing cellulite.
Dove: Reinventing advertising
“ Viral” Marketing
One of the most effective new marketing strategies uses “viral” techniques that spreads through “word-of-mouse” among members
Power of Viral Marketing
Builds awareness through low-key product/message placement
Lets word-of-mouse spread your message
Gets people talking about your product, service or campaign
Inexpensive: Others do the distribution
No hard sell or interruption: It spreads from peer to peer. Audience chooses to view it and engage in conversation.
Viral Marketing: Cons
You don’t control the distribution
Randomness to who gets the message
The context of the message can be distorted since others are distributing it
Audience may mash it up and change intent
May be difficult to show how it translates into sales
What not to do
GM “Chevy Tahoe” campaign
General Motors invited Internet users to create or remix their own “advertisement” for the SUV truck “Chevy Tahoe”
A website was created with various elements of video that the user could use to arrange the commercial
The user could also add their own “text” over the video
Viral Marketing Campaign Misfires The goal was to let users interact with the product in a fun, unique way. They would then distribute their creation and the message to friends and via their blogs. GM hoped to build brand awareness of the new truck.
Success? Or Not?
Some Internet users decided to create negative commercials that complained about the environmental impact of the gas-hungry truck.
21,000 user-created ads were submitted
2.4 million page views
80% of the ads were positive
However, 20% of ads were critical
The media coverage focused on the negative
J & J Camp Baby blogstorm
Johnson and Johnson invites mommy bloggers a 2-day all-expenses paid event in early April, 2008 at their HQ.
Mommy bloggers looked forward to seeing their friends, making new ones, lots of conversation ensues in the blogosphere.
Then two well-read moms, Julie Marsh and Stefania Pomponi Butler, were “disinvited”.
Apparently, it was an adults-only event with no child care!
Mentos-Diet Coke geysers EepyBird’s Experiment #4 video of geyser fountain goes viral. Mentos site links to video, then supports record-breaking events around the world.
Mentos : “ We are tickled pink by it,” says Pete Healy, vp of marketing for company's U.S. division. “When they appeared on Late Night with David Letterman and The Today Show , we were there.” The company spends less than US$20 million on U.S. advertising annually and estimates the value of online buzz to be “over US$10 million.”
Coke : “We would hope people want to drink (Diet Coke) more than try experiments with it,” says Coke spokeswoman Susan McDermott. She adds that the “craziness with Mentos ... doesn't fit with the brand personality”.
“ In the world of the Internet, you don't own your brand. Your customers and your users own your brand,” David Sifry, founder Technorati
Idea 1: Using Flickr.com
Memories come alive in photos
The Star and Federal Hotel KL organises “1957 Photo Album” project in June 2007.
Readers submit old photos with creative captions.
Received close to 150 photographs.
Held for over 12 weeks.
The photo album was available for viewing at the hotel and online at Flickr at visiting www.flickr.com/photos/the1957album
Idea 2: Reaching out to fans http://www.chevroncarsblog.com/
Idea 3: Adopt-A-Pilot http://adoptapilot.blogs.com
Idea 4: Southwest Airlines viral video contest
US airlines Southwest asked people to post a 20-second clip of something embarrassing or humiliating happening to them, with the winning video to be used in Southwest's official "Wanna Get Away" campaign.
Contestants signed up and posted video at http://www.youtube.com/group/Southwestcontest
Winning videos and honourable mentions were cross-posted at www.southwestwannagetaway.com.
Idea 5: Doritos chips contest
Doritos’ “Crash the Super Bowl” contest encouraged wanna directors to produce an ad that would be aired during Super Bowl 2007.
More than 1,000 submissions were uploaded to Yahoo! Video and Jumpcut, and voted on by consumers at CrashTheSuperBowl.com
Two winners were aired: ‘Live The Flavor’ and ‘Check Out Girl’.
Dale Backus, 21, and Wes Phillips, 22, shot the 30-second spot, featuring Dale’s wife Cori, with borrowed equipment, a skateboard and total expenditure of 12 dollars. They were awarded a prize of $10,000 and a trip to the Super Bowl in Miami, where the winning entry was announced and aired during the game for est. US$1.25m. http://www.crashthesuperbowl.com/ Production cost: US$12
Case study: Robert Scoble
"He has succeeded where small armies of more conventional public-relations types have been failing abjectly for years; he has made Microsoft, with its history of monopolistic bullying, appear marginally but noticeably less evil to the outside world,“ The Economist
Case study : Scobleizer
Posted 700 videos of employees in 60,000-staff company
Videos shot with US$750 camera without any scripting, little preparation, editing