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SOCIAL MEDIA
                 Overview - Case Studies - JFRobinsonConsulting
April 16, 2009
Dominant Mass
Market Platforms




                   JFRobinsonConsult.com
...the world’s default social network




                                                           techcrunch.com

Novem...
Home Page

  Facebook is at heart, a
  voyeuristic experience

  HOME pages offers
  numerous ways to access
  information...
Friends

 FRIENDS page allows
 sorting of friends, and
 customizable privacy/
 access settings




JFRobinsonConsult.com
Conversations

 CONVERSATIONS
 are saved or can be
 deleted, it is getting
 traction as an email
 replacement.




JFRobin...
Photographs

  PHOTO SHARING is a core
  value of Facebook. Facebook
  is the largest photo sharing
  site in the world.

...
Groups
  GROUPS are can be created for
  brands, businesses, clubs, schools,
  affinity groups, fan sites, and micro-
  nic...
Pages have FANS, the functionality is more
one-way. are saved or can be deleted, it is   Pages
getting traction as an emai...
CASE STUDIES
HOW COMPANIES ARE
MARKETING VIA SOCIAL   - SKITTLES
NETWORKS               - BEST BUY
                       ...
SKITTLES
     A MultiPlatform Social
     Media Campaign.
     They tossed their flash
     website and linked
     directl...
SKITTLES




JFRobinsonConsult.com
SKITTLES




JFRobinsonConsult.com
BEST BUY
“Best Buy Connect” showcases the
people, behavior and unedited
perspectives/ideas of those who power
Best Buy. It...
FORD
Launching the new sub-compact model,
the Fiesta, Ford is handing a set of keys for
the Fiesta to one hundred web savv...
FORD




       Webpage ties to and incorporates the
       functionality of YouTube and Flickr
HYUNDAI
- HYUNDAI ASSURANCE
  Viral web and social network coverage of car
  payment guarantee, announced on Oscar telecas...
SCION
SCION SPEAK - design your own
SCION “CREST” to post on social
networking sites.
Ad-Speak for SCION Speak:
“With Scio...
BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian villag...
BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian villag...
BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian villag...
BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian villag...
BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian villag...
BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian villag...
a social media “novel”
with embedded
brand marketing




                         JFRobinsonConsult.com
A 23 day narrative
experience, telling a
story in the language of
todays generation:
Email, Text, Facebook,
YouTube, Flick...
Eric -
                                             Something’s
                                             weird w bf
  ...
STORY ADDICT
characters are played
by professional actors
for video, audio and
photographic narrative
elements.
BRANDS are
embedded into the
story, as the
characters use &
discuss their
products and visit
their stores
Text story is ANNOTATED and
ILLUSTRATED via multimedia
and social networking
conversations.
“Nicole” gets
her boyfriend
to buy her
expensive
shoes, and
shares it on
multiple
platforms, as
well as in
“private” email...
YouTube videos
tell the story, but
       also recruit
          audience
 members to get
          the story
YouTube videos
  show key plot
points, introduce
      characters
www.StoryAddict.com
Characters maintain
Twitter feeds, to allow
interaction with existing
audience and
recruitment of new
audience members.

T...
Characters have a full
“life” on social networks.
Interact with the
audience, other
characters
Try it FREE at www.StoryAddict.com, or text “ADDICT” to 77982*




                                                       ...
JFRobinsonConsulting
JFRobinson@JFRobinsonConsult.com
   www.JFRobinsonConsult.com
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SOCIAL MEDIA MARKETING - Overview and Case Studies by James F. Robinson

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Update on current functionality of Facebook in regards to marketing opportunities, and case studies of Social media marketing efforts and STORY ADDICT a new long-firm new media narrative with embedded brand interaction

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SOCIAL MEDIA MARKETING - Overview and Case Studies by James F. Robinson

  1. 1. SOCIAL MEDIA Overview - Case Studies - JFRobinsonConsulting April 16, 2009
  2. 2. Dominant Mass Market Platforms JFRobinsonConsult.com
  3. 3. ...the world’s default social network techcrunch.com November 2008 Facebook drew 200 million unique worldwide visitors; more than 1 in 5 people who accessed the Internet that month visited the site (22%). JFRobinsonConsult.com
  4. 4. Home Page Facebook is at heart, a voyeuristic experience HOME pages offers numerous ways to access information Key functionalities include firends,photos, videos, group, pages, conversations and suggested new friends JFRobinsonConsult.com
  5. 5. Friends FRIENDS page allows sorting of friends, and customizable privacy/ access settings JFRobinsonConsult.com
  6. 6. Conversations CONVERSATIONS are saved or can be deleted, it is getting traction as an email replacement. JFRobinsonConsult.com
  7. 7. Photographs PHOTO SHARING is a core value of Facebook. Facebook is the largest photo sharing site in the world. Photos are sorted by albums, and access can be customized. JFRobinsonConsult.com
  8. 8. Groups GROUPS are can be created for brands, businesses, clubs, schools, affinity groups, fan sites, and micro- niche topics and passions EXAMPLES: - I burst into spontaneous dance parties in the car - I hit slow-walking people in the back of the Head - Fatal mistakes men make during sex - Kevin Cui is the Worst thing that Ever happened to me - Slutty Shoes Club - Why does anybody eat tripe? - Sweet Sweet Monkey Love - Oklahoma is beter than Texas - Don't you just hate girls who are snobby,catty,gossipers? - My Other Car is a Zamboni JFRobinsonConsult.com
  9. 9. Pages have FANS, the functionality is more one-way. are saved or can be deleted, it is Pages getting traction as an email replacement.
  10. 10. CASE STUDIES HOW COMPANIES ARE MARKETING VIA SOCIAL - SKITTLES NETWORKS - BEST BUY - FORD - HYUNDAI - SCION (TOYOTA) - BMW JFRobinsonConsult.com
  11. 11. SKITTLES A MultiPlatform Social Media Campaign. They tossed their flash website and linked directly to social networks where customers talk about the product/brand. JFRobinsonConsult.com
  12. 12. SKITTLES JFRobinsonConsult.com
  13. 13. SKITTLES JFRobinsonConsult.com
  14. 14. BEST BUY “Best Buy Connect” showcases the people, behavior and unedited perspectives/ideas of those who power Best Buy. It humanizes the brand, increases accessibility and fuels transparency.
  15. 15. FORD Launching the new sub-compact model, the Fiesta, Ford is handing a set of keys for the Fiesta to one hundred web savvy drivers. Consumers send in videos for the right to get the cars. The drivers will be given a Fiesta for six months, along with auto insurance and gas, during which time they can post their impressions about the car to such social media services as YouTube, Flickr and Twitter.
  16. 16. FORD Webpage ties to and incorporates the functionality of YouTube and Flickr
  17. 17. HYUNDAI - HYUNDAI ASSURANCE Viral web and social network coverage of car payment guarantee, announced on Oscar telecast - HYUNDAI THINK TANK 1000 customers invited to participate in creation of new products and marketing efforts
  18. 18. SCION SCION SPEAK - design your own SCION “CREST” to post on social networking sites. Ad-Speak for SCION Speak: “With Scion, we ensured that we developed Scion Speak in collaboration with the Scion enthusiast audience. In fact, we used some of the leaders of the existing online Scion communities to help us to develop the Scion design language. We also ensured that this brand site was designed for purely social and expressive purposes and did not feel like a corporate or money-generating venture.”
  19. 19. BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!"
  20. 20. BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!"
  21. 21. BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!"
  22. 22. BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!"
  23. 23. BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!"
  24. 24. BMW -THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America. “What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300- horsepower 1-Series over the Atlantic and into America!"
  25. 25. a social media “novel” with embedded brand marketing JFRobinsonConsult.com
  26. 26. A 23 day narrative experience, telling a story in the language of todays generation: Email, Text, Facebook, YouTube, Flicker, Twitter, etc. Produced by ZapPictures, LA
  27. 27. Eric - Something’s weird w bf Justin. Seen him? Saw him talking to The bulk of STORY Stacy. He won’t answr my txts. Frk’d ADDICT’s story is delivered out! – Mandy :< via text and email Voyeurism is the driving energy, primed my the audiences activity level in Social Media (Story Addict is currently in public beta)
  28. 28. STORY ADDICT characters are played by professional actors for video, audio and photographic narrative elements.
  29. 29. BRANDS are embedded into the story, as the characters use & discuss their products and visit their stores
  30. 30. Text story is ANNOTATED and ILLUSTRATED via multimedia and social networking conversations.
  31. 31. “Nicole” gets her boyfriend to buy her expensive shoes, and shares it on multiple platforms, as well as in “private” emails.
  32. 32. YouTube videos tell the story, but also recruit audience members to get the story
  33. 33. YouTube videos show key plot points, introduce characters
  34. 34. www.StoryAddict.com
  35. 35. Characters maintain Twitter feeds, to allow interaction with existing audience and recruitment of new audience members. Tweets are not NARRATIVE, but EXPAND on the character’s personality and motives.
  36. 36. Characters have a full “life” on social networks. Interact with the audience, other characters
  37. 37. Try it FREE at www.StoryAddict.com, or text “ADDICT” to 77982* * Text sign-up only available in USA
  38. 38. JFRobinsonConsulting JFRobinson@JFRobinsonConsult.com www.JFRobinsonConsult.com

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