Social Media Case Studies
Dana VanDen Heuvel - MarketingSavant
Kiar Olson – Element Creative

Cases
• Martell Home Builders
• Goodwill, Washington D.C.
• Nicolet National Bank
• Comcast
• Indium

Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
SmugMug photos*
Martell Home Builders uses social media to connect with home buyers

Martell Home Builders
3 Lessons:
1) Be Transparent
2) Holistic Strategy
3) Human Relationships

Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page
Goodwill uses social media to increase sales of its high-end merchandise

Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop

Toolkit
Blog
Twitter (rates)
RSS feeds
Podcasts
Business Pulse (thought leadership)
Nicolet uses a blog and social media to educate and connect with their tribe

Nicolet National Bank
3 Lessons:
1) Unfiltered Conversation
2) Content Matters
3) Education = Trust

Comcast Cares…Because This Guy Didn’t…

Toolkit
Twitter
Blogs
Social Media Listening
Customer Service
YouTube Videos
Comcast uses social media to take care of it’s most vocal customers

Comcast Cares
3 Lessons:
1) Listen Intently, React Immediately
2) Educate The Team (Internally)
3) Social Media Success + PR =
Momentum

Toolkit
Blogs (10 of them)
Video
RSS feeds
LinkedIn
Flickr
Indium employs social media to generate leads for electronic assembly
components

Indium
3 Lessons:
1) Focus on Specific Content
2) Start Small With Commitment
3) Create Dialog Where None Exists

Whatever the social media monitor
solution, one thing is clear: As
control of a brand's marketing
messages-and-,indeed, it's very
image- continues to migrate from
tradition media to social media,
companies need to become
increasingly adept at paying
attention to how they're being
perceived in the online world. And
they need to be able to respond
accordingly, based on the insights
they gain. - Aberdeen
Tropicana unit sales decreased by 20% after they implemented the packaging change. The company
received a number of passionate outcries regarding the change in packaging. He stated that although
the complaints came from “a fraction of a percent of the people who buy [Tropicana],” they were
from the brand’s “most loyal consumers.” Consequently, after less than two months on the
market, Tropicana announced it was pulling its new “Squeeze” packaging.

“Rahodeb”
• Unethical, covert blogging
by Whole
Foods CEO John Mackey
• According to FTC documents, Mackey
had been posting comments for the
past eight years until last August.
• Accused of hyping his
own company's stock
and running down rivals.
http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks

Other Notable Disasters

But like fighting fire with fire, Domino's smartly chose to fight their social
media nightmare using social media. Patrick Doyle, president of Domino's
USA, quickly posted a video response to the \"Disgusting Domino's Pizza
Employees\" video on YouTube and setup a Twitter account (@dpzinfo)
answer questions from concerned customers. As a result, Domino's is being
praised for their actions and might be able to spin this public relations
disaster into something slightly positive.

“Content is the new democracy
and we the people, are ensuring
that our voices are heard.”
Brian Solis, “The Social Media Manifesto”

Social Media Case Studies
Dana VanDen Heuvel - MarketingSavant
Kiar Olson – Element Creative