Social media in practice –
real examples of campaigns and results
Social Media Afternoon – Brussels, July 9th, 2009
Caroli...
Distribution: BT Broadband Anywhere


    Challenge
•   BTs PR department didn’t understand the value
    of digital and d...
Land Rover
Challenge:
•Landrover had seen a 25% drop in sales attributed
to online activity due to natural search dominanc...
UGC and participation

Challenge:
 Leverage the fun of the Playstation brand by offering a
 pan-European audience the chan...
s
u         Multichannel: The Super Vintage Weekend
l
t
    Challenge:
    To strengthen the identity of the Luxury
    Co...
British Red Cross
Thanks for listening
Social Media: Prince Caspian



 Challenge:
 Build awareness, fan participation and evangelization for the
 HarperCollins ...
Media & PR: Starwood Spa Collection

Challenge:
To raise awareness of the Starwood Spa Collection
and promote its unique r...
The Coca Cola Company
COKE: Recycle Mania
 Challenge:
  Encourage college students to recycle through
  the Recycle Mania ...
Thank You!



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Social Media In Practice

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Social Media In Practice

  1. 1. Social media in practice – real examples of campaigns and results Social Media Afternoon – Brussels, July 9th, 2009 Caroline McGuckian - Global Media Director
  2. 2. Distribution: BT Broadband Anywhere Challenge • BTs PR department didn’t understand the value of digital and didn’t know ow to leverage it. We wanted to evidence the incremental coverage that could be achieved by adding it to the mix. Solution We optimised the press release for search Identified key authority sites based on: Relevance of the audience Publisher authority Potential link value Search engine prominence Result • Over 75 pieces of coverage online • Circulation reach of over 9.5 million users • http://www.bt.com/broadbandanywhere took the number one position for the term “broadband anywhere”
  3. 3. Land Rover Challenge: •Landrover had seen a 25% drop in sales attributed to online activity due to natural search dominance of the blogger “Have your Say” •Our challenge was to depress this blogger while creating positive brand noise for Landrover and driving positions held for their own model and brand terms. Solution: • identified positive Landrover bloggers • We worked with these bloggers of authority to encourage the volume of positive “noise” associated with the Landrover brand online. • Landrover brand and model terms we also optimised with a combined link building and digital PR approach. Result: • “Have Your Say” was removed from the top 10 search results at Google UK and replaced with good news bloggers. • Using our tool iReputation we saw the online brand reputation for Landrover rise inline with our activity.
  4. 4. UGC and participation Challenge: Leverage the fun of the Playstation brand by offering a pan-European audience the chance to be a part of Playstation marketing Solution: We carried out a highly targeted ‘native language’ blogger engagement campaign across Spain, Germany, Italy and France to raise awareness of the competition, drive traffic to the site and encourage entries. Identification of Influencers and advocates allowed us to use a core audience to spread the word Result: • Over 150 pieces of coverage online • More than 3000 photos entered (KPI = 1000) • Over 1.2m page impressions delivered to competition microsite
  5. 5. s u Multichannel: The Super Vintage Weekend l t Challenge: To strengthen the identity of the Luxury Collection brand as ‘destination authorities’ by raising awareness of the Super Vintage Weekend event organised by The Luxury Collection Solution: • LBi identified key influencers and publishers within the luxury travel and wine sectors • We leveraged the opportunity of a European wine bloggers conference taking place in the region to invite the attendees to visit the hotel Result : Featured on 14 sites with a combined reach of over 130,000 highly targeted unique users Around 30 wine bloggers visited the hotel Long-term relationships have now been built with key publishers such as the Mr and Mrs Smith Hotels and Tangodiva
  6. 6. British Red Cross
  7. 7. Thanks for listening
  8. 8. Social Media: Prince Caspian Challenge: Build awareness, fan participation and evangelization for the HarperCollins Chronicles of Narnia book release and movie- tie-in Solution: • Created a Facebook application that provided general information about the novel, linked to a sweepstake • Allowed users to add both an application and a widget Result: • Generated over 5,000 friends, participating fans who downloaded content and acted as evangelists • Produced over 27MM live unique visitors spanning through 50 websites live
  9. 9. Media & PR: Starwood Spa Collection Challenge: To raise awareness of the Starwood Spa Collection and promote its unique range of luxury properties Solution: • Pan-European competitions were set up with major travel sites and portals • Placements were secured where the proposition could be clearly seen and explained • Competitions were also used as a cost-effective means to gather information for future CRM activity • Niche sites were targeted or media activity Results: • Messaging about the Spa Collection hotels reached over 15 million unique users • Over 45,000 people entered the competitions
  10. 10. The Coca Cola Company COKE: Recycle Mania Challenge: Encourage college students to recycle through the Recycle Mania tournament Solution: Developed community strategy that centred a custom RecycleMania MySpace page. This allowed users to sign their school up to participate, receive information about the latest news and view RecyleManiacs in action Created print ads and a promotional video that was show during the NCAA Basketball tournament Result: Social network pages have over 11,150 friends who were actively involved on relevant networks/forums
  11. 11. Thank You! in v era u u So d n m 1 Bd iu 9 us lg s b i Be an 1 ssel 1 44 rem LB rstla Bru e g 1 est Vo 140 e nw ijs-W 1 ste -Den B- se int giu m jk el rtri 1 S e i _B Ko 05 p.b /LB 9 ou m B- igr r.co lb w. witte ww w.t ww

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