How brands have evolved their marketing strategies to leverage social media. Cinematic references with current and relevant case studies.

1. @sosticky
Social Media:
A Story

2. Once upon a time, brands were king
Their images were created & activated through
one-way [brand  consumer] marketing communications

3. And then social media exploded
-
T WIT
ZAM
!
-
FACE !
M
BOO
Customers talking about and interacting with brands on
their own terms, in real time
[customer  brand  customer]

4. -
T WIT
ZAM
!
-
FACE !
M
BOO
And everyone
flipped the
eff out

6. Brands were
used to having
complete
control over
their messages
And then...

7. Social media pulled back the
curtain

8. And things changed

9. So brands began exploring new
spaces

11. Some brands are doing this well
But many are not

12. They’re unfamiliar with how to use
social & digital media

13. And hopping on the wagon without
asking where to sit,

14. Following a “If you build it, they will
come” mentality…

15. No, actually … they probably
won’t

16. How will people find out about it?
How will they get there?
Will there be beer?
Ergo:

18. Building a social media strategy
Brought to you by: Jackie Prince of So Sticky
Define your
goals
Locate your
Evaluate target
audience
Listen to
Drive to your
what they’re
content
saying
Implement Know your
measurement competitors’
tools activities
Invest in &
create some Stay Current
sweet contet

19. Media is not social

20. People Are

21. Digital media are the vehicles for
communication and engagement
Always consider your passengers first

22. Open up. Don’t be afraid to lose control.

23. The conversation is happening with,
Or without you

24. Where do you fit in?
Get in there and show us your sweet
nunchuck skills

25. Be: Useful, Relevant, Entertaining

27. Marketing with the Stars
Some Case Studies

28. Reach out to your customers

29. Vitamin Water: Flavor Creator

30. Vitamin Water: Flavor Creator
• Vitamin Water’s Flavor Creator application leveraged the
crowd sourcing function of social media to engage with
consumers in a fun way  Facebook Page has 1,090,874 (end
of Dec ‘09)
• Encouraged users to submit and vote for a new flavor
and vitamin combination, as well as package design,
with a $5,000 incentive
• A‘buzzmeter’ (an aggregation of Twitter, Foodgawker,
Google and Flickr feeds) to monitored which flavour was
being spoken about the most
• Ability to share widgets and games and post to profile
encouraged pass-along potential

31. Have fun & champion your advocates

32. The Marsh: Foursquare “Special Mayor Offer”

33. The Marsh: Foursquare
“Special Mayor Offer”
• The Marsh Café in San Fransisco spotted a business
opportunity on Foursquare, and implemented a “special
mayor offer” whereby the mayor of the café drinks for
free
• As a result, The Marsh has experienced a surge in
demand, and has hired more staff to serve their growing
community
• Created a socially competitive atmosphere and loads of
subsequent buzz

34. Start a movement

35. Nike Plus: “The Human Race”

36. Nike Plus: The Human Race
• The Human Race is an international movement, uniting
all runners (from amateur to professional) in a series of
global events
• Different strategies for different markets, but with the
same overall enthusiasm and vigor
• Created a community around the brand, encouraging
users to support, challenge and share with each other
online
• Promotes passion around running and associates the
sport with the brand

37. Crowdsource

38. Starbucks: “My Starbucks Idea”

39. Starbucks: My Starbucks Idea
• Starbucks created their own community and invited
users to help shape the future of the brand with their
ideas
• Submissions are voted on by other customers and the
most popular ones are considered by the brand
• The site showcases the ideas that Starbucks has
selected  [There’s currently 475 pages of submissions, with up
to 25 ideas per page…]
• Also leverages Twitter [10,190 followers]

40. Be Transparent

41. McDonalds: “Make up your own mind”

42. McDonalds: Make Up Your Own
Mind
• McDonalds was being attacked for suspicion of their
restaurants, food and practices
• They created an open online environment and invited
people to ask them questions about their organisation
• Enlisted “real people” as Quality Scouts to examine,
document and share every aspect of the food process
• Since it launched in 2006, the site has received over
20,600 questions and visitors spend between 4-10
minutes on the site

43. Facilitate a conversation

44. Best Buy: Twelpforce

45. Best Buy: Twelpforce
• Best Buy illustrates their commitment to their customers
by building online relationships through forums, blogs,
video and Twitter
• Created the “Twelpforce” [@twelpforce] as a customer
service engagement platform [currently 16,045 followers]
• Best Buy employees address issues and promotions via
Twitter
• TV ads drove to “Twelpforce” instead of the Best Buy site

46. Make it easy to share

47. Adidas: Star Wars Death Stat Superlaser

48. Adidas: Star Wars Death Star
Superlaser
• Adidas Star Wars Death Star application integrates
Google Maps and Street View with Facebook Connect,
for a personalized experience
• The app locates you (based on the city specified in your
Facebook settings) and shoots a laser at you, leaving
behind a giant Adidas-shaped hole in your place
• You’re then encouraged to join the Adidas Facebook Fan
Page, view their Star Wars collection, and blow up your
friends, which encourages a viral pass-along

49. And they all lived happily ever after…

50. Say hello
@sosticky
linkedin.com/in/jackieprince
jackieprince@rogers.com
www.sosticky.com