The document discusses four case studies of social media marketing campaigns. The NavyForMoms campaign was successful by facilitating listening, energizing, embracing and supporting through a social network that allowed mothers to connect over having children in the Navy. The MadMen campaign added value by personalizing avatars that could be shared, incorporating social validation. However, Skittles and Burger King campaigns failed by not adding value and lacking listening, talking, embracing, energizing or supporting aspects. The key lessons are that social media requires facilitating positive social interactions and adding value in order to be effective.

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Social Media Marketing
Where we are today...

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Who the hell am I?
And why am I qualified to talk about internet marketing?

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What comes to mind?
When you hear “Social Media” in relation to marketing?

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Where social media is today
The common approach to social media today
Lets discuss
What social media isn’t
What social media is
The good, the bad and the ugly...

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Social Media is
actually... pretty old

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Predates the internet

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Social Media on the Web
...also old (relatively)

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BBS
Usenet
Forums
Chat
Instant Messaging

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Most business
do it because they feel like they should, rather
than because they know how they should

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When you have a
hammer... everything looks like a nail

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Social Media is NOT
Creating a Facebook page
Sending periodic messages through Twitter
Posting your commercials to YouTube
Creating your own “Social Network”

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Social Media is...
ADDING
VA L U E in a social way or to social interactions

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This is done through:
Listening
Talking
Embracing
Energizing
Supporting

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Case Study 1
NavyForMoms.com

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The Navy had a problem recruiting
Apparently, that problem was mothers

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The Navy created a social network
Invited “Navy Mom Bloggers”

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Mothers could...
• Talk to other moms who had children in the Navy
• Help mothers with a hard decision
• Connect and share regarding having children in the Navy...

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THE RESULTS
• A new mom joins the site every 21 minutes
• She will post 4.2 photos
• She will respond to 16 topics
• She will watch 11 videos
• She will invite four other moms
• She will change her mind about the Navy on her 8th day

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You could say this
was a huge success
Why do you think it worked?

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FACILITATED
Listening, Energizing, Supporting, Embracing

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HIGH LEVEL
of emotion, engagement and involvement

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WOULD THIS WORK
for recruiting new employees to work at Walmart?

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Case Study 2
Skittles Redesign

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Skittles wanted to use social media
So they redesigned their website

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A collection of all current skittles
discussion on twitter....

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Rather than displaying great conversation
about how incredible skittles candies are...

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The page was filled with responses like...
“Skittles are made of people”
“Skittles give you cancer”
“L Ron Hubbard hates skittles”

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WHY DID THIS FAIL?

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Didn’t add any value

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There was no...
Listening, talking, embracing, energizing or supporting

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Case Study 3
“MadMen” Yourself

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TV Show MadMen
Looking to promote viewership
for their next season premier

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Created
A simple application where users could make
MadMen representations of themselves
Sharable
End up with a link to a personal webpage of
it, along with facebook, linkedin and twitter
icons....

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THE RESULTS
• They knew
• 56% of people who looked for info before a show were
twice as likely to watch it
• 70% of people who watched a show after looking for info
before a premier ended up watching the show regularly
• 1 million unique visitors came to the site and 600,000
visitors created avatars
• Thats an impressive 60% conversion rate
• Contributed to the 3.3 million viewers for the premier

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You could say this
was a huge success
Why do you think it worked?

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FACILITATED
Energizing & Embracing

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ADDED VALUE
It was personalized, sharable, incorporated social validation

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Case Study 4
Burger King’s “What would you
do for a Whopper?”

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Unfriend 10 people
on Facebook...
...And you get a free Whopper

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Posted your action
to your wall...

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Lose 10 friends to save $3?

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Only 23,000 people participated

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230,000 friendships ruined

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Anti-social media?

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WHY DID THIS FAIL?

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NEGATIVE VALUE

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There was no...
Listening, talking, embracing, energizing or supporting

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TAKE AWAYS

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If you can’t do it right...
ie: not enough resources, ideas, or understanding...

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You can just
LISTEN!

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Tools available to just see what
people say about terms, words,
brands, etc...

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Social Media is...
ADDING
VA L U E in a social way or to social interactions

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This is done through:
Listening
Talking
Embracing
Energizing
Supporting

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Questions? Comments? High-fives?