c.jimenez@tic-spain.com_Social mediamk casesstudy

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Social Media Strategys

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c.jimenez@tic-spain.com_Social mediamk casesstudy

  1. 1. SOCIAL MEDIA Overview - Case Studies - JFRobinsonConsultingApril 16, 2009
  2. 2. Dominant MassMarket Platforms JFRobinsonConsult.com
  3. 3. ...the world’s default social network techcrunch.comNovember 2008 Facebook drew 200 million uniqueworldwide visitors; more than 1 in 5 people whoaccessed 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 friendsJFRobinsonConsult.com
  5. 5. Friends FRIENDS page allows sorting of friends, and customizable privacy/ access settingsJFRobinsonConsult.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 - Dont you just hate girls who are snobby,catty,gossipers? - My Other Car is a ZamboniJFRobinsonConsult.com
  9. 9. Pages have FANS, the functionality is moreone-way. are saved or can be deleted, it is Pagesgetting traction as an email replacement.
  10. 10. CASE STUDIESHOW COMPANIES AREMARKETING VIA SOCIAL - SKITTLESNETWORKS - 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. SKITTLESJFRobinsonConsult.com
  13. 13. SKITTLESJFRobinsonConsult.com
  14. 14. BEST BUY“Best Buy Connect” showcases thepeople, behavior and uneditedperspectives/ideas of those who powerBest Buy. It humanizes the brand, increasesaccessibility and fuels transparency.
  15. 15. FORDLaunching the new sub-compact model,the Fiesta, Ford is handing a set of keys forthe Fiesta to one hundred web savvydrivers. Consumers send in videos for theright to get the cars. The drivers will begiven a Fiesta for six months, along withauto insurance and gas, during which timethey can post their impressions about thecar to such social media services asYouTube, 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 TANK1000 customers invited to participate in creation ofnew products and marketing efforts
  18. 18. SCIONSCION SPEAK - design your ownSCION “CREST” to post on socialnetworking sites.Ad-Speak for SCION Speak:“With Scion, we ensured that wedeveloped Scion Speak incollaboration with the Scionenthusiast audience. In fact, weused some of the leaders of theexisting online Scion communitiesto help us to develop the Sciondesign language. We also ensuredthat this brand site was designedfor purely social and expressivepurposes and did not feel like acorporate or money-generatingventure.”
  19. 19. BMW-THE RAMP Fake Documentarysupported by Facebook, YouTube, Blog,Flicker about a giant ramp in a smallBavarian village that will launch theBMW 1 series to America.“What is Rampenfest? Only the mostamazing event in the history of Bavaria.To celebrate the launch of the newBMW 1-Series in America, we haveconstructed a gigantish Ramp to launcha BMW 1-Series into America. Ourramp stands an impressive 454 meters— tall enough to launch a 300-horsepower 1-Series over the Atlanticand into America!"
  20. 20. BMW-THE RAMP Fake Documentarysupported by Facebook, YouTube, Blog,Flicker about a giant ramp in a smallBavarian village that will launch theBMW 1 series to America.“What is Rampenfest? Only the mostamazing event in the history of Bavaria.To celebrate the launch of the newBMW 1-Series in America, we haveconstructed a gigantish Ramp to launcha BMW 1-Series into America. Ourramp stands an impressive 454 meters— tall enough to launch a 300-horsepower 1-Series over the Atlanticand into America!"
  21. 21. BMW-THE RAMP Fake Documentarysupported by Facebook, YouTube, Blog,Flicker about a giant ramp in a smallBavarian village that will launch theBMW 1 series to America.“What is Rampenfest? Only the mostamazing event in the history of Bavaria.To celebrate the launch of the newBMW 1-Series in America, we haveconstructed a gigantish Ramp to launcha BMW 1-Series into America. Ourramp stands an impressive 454 meters— tall enough to launch a 300-horsepower 1-Series over the Atlanticand into America!"
  22. 22. BMW-THE RAMP Fake Documentarysupported by Facebook, YouTube, Blog,Flicker about a giant ramp in a smallBavarian village that will launch theBMW 1 series to America.“What is Rampenfest? Only the mostamazing event in the history of Bavaria.To celebrate the launch of the newBMW 1-Series in America, we haveconstructed a gigantish Ramp to launcha BMW 1-Series into America. Ourramp stands an impressive 454 meters— tall enough to launch a 300-horsepower 1-Series over the Atlanticand into America!"
  23. 23. BMW-THE RAMP Fake Documentarysupported by Facebook, YouTube, Blog,Flicker about a giant ramp in a smallBavarian village that will launch theBMW 1 series to America.“What is Rampenfest? Only the mostamazing event in the history of Bavaria.To celebrate the launch of the newBMW 1-Series in America, we haveconstructed a gigantish Ramp to launcha BMW 1-Series into America. Ourramp stands an impressive 454 meters— tall enough to launch a 300-horsepower 1-Series over the Atlanticand into America!"
  24. 24. BMW-THE RAMP Fake Documentarysupported by Facebook, YouTube, Blog,Flicker about a giant ramp in a smallBavarian village that will launch theBMW 1 series to America.“What is Rampenfest? Only the mostamazing event in the history of Bavaria.To celebrate the launch of the newBMW 1-Series in America, we haveconstructed a gigantish Ramp to launcha BMW 1-Series into America. Ourramp stands an impressive 454 meters— tall enough to launch a 300-horsepower 1-Series over the Atlanticand into America!"
  25. 25. a social media “novel”with embeddedbrand marketing JFRobinsonConsult.com
  26. 26. A 23 day narrativeexperience, telling astory in the language oftodays generation:Email, Text, Facebook,YouTube, Flicker, Twitter,etc. Produced byZapPictures, LA
  27. 27. Eric - Something’s weird w bf Justin. Seen him? Saw him talking toThe bulk of STORY Stacy. He won’t answr my txts. Frk’dADDICT’s story is delivered out! – Mandy :<via text and emailVoyeurism is the drivingenergy, primed my theaudiences activity level inSocial Media(Story Addict is currently in public beta)
  28. 28. STORY ADDICTcharacters are playedby professional actorsfor video, audio andphotographic narrativeelements.
  29. 29. BRANDS areembedded into thestory, as thecharacters use &discuss theirproducts and visittheir stores
  30. 30. Text story is ANNOTATED andILLUSTRATED via multimediaand social networkingconversations.
  31. 31. “Nicole” getsher boyfriendto buy herexpensiveshoes, andshares it onmultipleplatforms, aswell as in“private” emails.
  32. 32. YouTube videostell the story, but also recruit audience members to get the story
  33. 33. YouTube videos show key plotpoints, introduce characters
  34. 34. www.StoryAddict.com
  35. 35. Characters maintainTwitter feeds, to allowinteraction with existingaudience andrecruitment of newaudience members.Tweets are notNARRATIVE, butEXPAND on thecharacter’s personalityand motives.
  36. 36. Characters have a full“life” on social networks.Interact with theaudience, othercharacters
  37. 37. Try it FREE at www.StoryAddict.com, or text “ADDICT” to 77982* * Text sign-up only available in USA
  38. 38. JFRobinsonConsultingJFRobinson@JFRobinsonConsult.com www.JFRobinsonConsult.com

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