5              lessons               learnedthe best of social media in 2010
BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@o...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
5          1. Be Talkworthylessonslearned
Be TalkworthyIn a category taken for granted, how can abrand gain cultural relevance and a humanvoice that incites a visce...
“It’s a no-blink environment for brands.Consumers aren’t always paying attentionto your marketing message, but they are   ...
Be TalkworthyIn a category taken for granted, how can abrand gain cultural relevance and a humanvoice that incites a visce...
Be Talkworthy6     MILLION       video views in one day
Be Talkworthy6     MILLION       video views in one day       (more than Obama’s victory speech)
Be Talkworthy40        MILLION           video views in one week
Be Talkworthy40        MILLION           video views in one week                (OId Spice has 8 of the 11                ...
Be Talkworthy300%increase in traf c to OldSpice.com
Be Talkworthy#   1                body wash for men                after the campaign
Be Talkworthy#   1                body wash for men                after the campaign                 (after 27% YOY incre...
5          1. Be Talkworthylessonslearned
5          1. Be Talkworthy          2. Be Findablelessonslearned
Be FindableWhen a brand is dependent upon autonomousservice providers, how does a brand ensureconsumers are guided on the ...
Be FindableWhen a brand is dependent upon autonomousservice providers, how does a brand ensureconsumers are guided on the ...
Be Findable25,000videos uploaded to On Location in one year
Be Findable2     MILLION       visitors to YouTube channel
Be Findable2     MILLION       visitors to YouTube channel       (2 years after the channel launched)
5          1. Be Talkworthy          2. Be Findablelessonslearned
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessonslearned
Be In-TouchHow can a brand that specializes in providingpassive products and services play a biggerrole in its consumers’ ...
Free 20oz fountain                                                                                                        ...
Free 20oz fountain                                                                                                        ...
STORE LOCATOR     FRESH FOOD   SEND TO A FRIENDSLAM DUNK YOUR COFFEE CUP…GET A FREE ONE!Kick Off March Madness “Quick Chek...
Free 20oz fountaindrink w/ any 6 or12" Quick Cheksub! Try the newBig Bad BaconChicken fromilovemysub.com!PLU 1744 Exp12/12...
Be In-TouchINVALUABLE INSIGHTS
Be In-TouchINVALUABLE INSIGHTS
Be In-TouchINVALUABLE INSIGHTS
Be In-TouchINVALUABLE INSIGHTS
70,000                  Be In-Touch                                                                                       ...
Be In-Touch  80%   in Angus Burger sales after      Facebook promotion
Be In-Touch  80%   in Angus Burger sales after      Facebook promotion      ( rst week sales covered     more than cost of...
Be In-Touch4,297 consumer-generated subs created  at iLoveMySub.com in 6 months
Be In-TouchHow can a brand that specializes in providingpassive products and services play a biggerrole in its consumers’ ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessonslearned
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned
Be ValuableHow can an underdog brand, loosing itsrelevance, deepen its relationship withexisting consumers and dominate a ...
Be Valuable2   MILLION+    registered users of OPEN Forum
Be Valuable2   MILLION+    registered users of OPEN Forum         (in just 3 years of existence)
Be Valuable525%increase in traf c to OPEN Forum
Be Valuable525%increase in traf c to OPEN Forum       (since integrating MeetUp,     Facebook, LinkedIn and Twitter)
Be ValuableHow can an underdog brand, loosing itsrelevance, deepen its relationship withexisting consumers and dominate a ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
Be EvolvingWhen a brand realizes it has completely losttouch with its consumers, how can itdemonstrate it is listening to ...
Be Evolving13,000photo submissions to ShowUsYourPizza.com
Be Evolving55.7%increase in quarterly pro ts after campaign launch
Be Evolving55.7%increase in quarterly pro ts after campaign launch(beat highest ever same-store-sales gain, set by McDonal...
Be EvolvingWhen a brand realizes it has completely losttouch with its consumers, how can itdemonstrate it is listening to ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
5          1. Be Talkworthy          2. Be Findable          3. Be In-Touchlessons          4. Be Valuablelearned   5. Be ...
one more thing...
Be BrilliantIt’s the mantra to live by in 2011. A changedeconomy, healthcare reform and shiftingconsumer behavior requires...
BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@o...
5              lessons               learnedthe best of social media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
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5 Lessons Learned: the Best of Social Media in 2010

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This presentation takes a look at five lessons learned in 2010 from top social media case studies, including Old Spice, Coldwell Banker, Quick Chek, American Express and Dominos. Originally presented to at a group of healthcare professionals, there are key insights to be derived from each of these social media initiatives that either launched or took off during 2010.

Be Talkworthy. Be Findable. Be In-Touch. Be Valuable. Be Evolving. And most of all, Be Brilliant. It’s the mantra to live by in 2011. A changed economy, healthcare reform and shifting consumer behavior requires strategy that drives brand legacy, savvy execution that ignites passion, and results that are truly exceptional.

5 Lessons Learned: the Best of Social Media in 2010

  1. 1. 5 lessons learnedthe best of social media in 2010
  2. 2. BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@oxfordcommunications.comwww.oxfordcommunications.com
  3. 3. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  4. 4. 5 1. Be Talkworthylessonslearned
  5. 5. Be TalkworthyIn a category taken for granted, how can abrand gain cultural relevance and a humanvoice that incites a visceral and emotionalconnection with a infamously ckle target?
  6. 6. “It’s a no-blink environment for brands.Consumers aren’t always paying attentionto your marketing message, but they are paying attention to each other.” Yael Taqqu Principal McKinsey & Co
  7. 7. Be TalkworthyIn a category taken for granted, how can abrand gain cultural relevance and a humanvoice that incites a visceral and emotionalconnection with a infamously ckle target?
  8. 8. Be Talkworthy6 MILLION video views in one day
  9. 9. Be Talkworthy6 MILLION video views in one day (more than Obama’s victory speech)
  10. 10. Be Talkworthy40 MILLION video views in one week
  11. 11. Be Talkworthy40 MILLION video views in one week (OId Spice has 8 of the 11 most popular videos online)
  12. 12. Be Talkworthy300%increase in traf c to OldSpice.com
  13. 13. Be Talkworthy# 1 body wash for men after the campaign
  14. 14. Be Talkworthy# 1 body wash for men after the campaign (after 27% YOY increase in sales within 6 months)
  15. 15. 5 1. Be Talkworthylessonslearned
  16. 16. 5 1. Be Talkworthy 2. Be Findablelessonslearned
  17. 17. Be FindableWhen a brand is dependent upon autonomousservice providers, how does a brand ensureconsumers are guided on the right path in afragmented media environment?
  18. 18. Be FindableWhen a brand is dependent upon autonomousservice providers, how does a brand ensureconsumers are guided on the right path in afragmented media environment?
  19. 19. Be Findable25,000videos uploaded to On Location in one year
  20. 20. Be Findable2 MILLION visitors to YouTube channel
  21. 21. Be Findable2 MILLION visitors to YouTube channel (2 years after the channel launched)
  22. 22. 5 1. Be Talkworthy 2. Be Findablelessonslearned
  23. 23. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessonslearned
  24. 24. Be In-TouchHow can a brand that specializes in providingpassive products and services play a biggerrole in its consumers’ lives, while also growingcloser to a younger demographic?
  25. 25. Free 20oz fountain drink w/ any 6 or STORE LOCATOR FRESH FOOD SEND TO A FRIEND 12" Quick Chek sub! Try the new Big Bad BaconSLAM DUNK YOUR COFFEE CUP… Chicken from ilovemysub.com!GET A FREE ONE! PLU 1744 Exp 12/12/10 Txt QCKick Off March Madness “Quick Chek Style” STOP to stop.Quick Chek will mark the start of the NCAA March Madness BasketballTournament with free coffee for customers who “slam dunk” a coffeecompetitor’s cup into Quick Chek’s in-store “SlamDUNK” basketball hoopon Thursday, March 19.A QUICK CHEKLIST FOR MARCH’S BASKETBALL BEDLAM! Quick Chek Offers Tips for a Successful Celebration Snack Attack: The average basketball fan will host six guests during a March Madness game. Make sure you have enough party snacks to satisfy all of your guests, following this easy guide! dipping sauces (order early!)Quick Chek’s Final Four: Subs are one of the most importantcombination at your local Quick Chek store and you are all set!Cut them up into sections and serve alongside Quick Chek chili,chicken tenders and chips! This combination will satisfy up to10 of the hungriest of fans.Join us on Buy 1, Get 1 Free FREE 6-inch Sub FREE Medium Soup with purchase of a with purchase of a 6” Sub Portuguese Roll Sandwich! Offer expires 4/13/09. Limit one per Offer expires 4/13/09. customer. Not to be combined with Limit one per customer. PLU 1916 any other offer. PLU 1901 quick-chek.com quick-chek.com
  26. 26. Free 20oz fountain drink w/ any 6 or STORE LOCATOR FRESH FOOD SEND TO A FRIEND 12" Quick Chek sub! Try the new Big Bad BaconSLAM DUNK YOUR COFFEE CUP… Chicken from ilovemysub.com!GET A FREE ONE! PLU 1744 Exp 12/12/10 Txt QCKick Off March Madness “Quick Chek Style” STOP to stop.Quick Chek will mark the start of the NCAA March Madness BasketballTournament with free coffee for customers who “slam dunk” a coffeecompetitor’s cup into Quick Chek’s in-store “SlamDUNK” basketball hoopon Thursday, March 19.A QUICK CHEKLIST FOR MARCH’S BASKETBALL BEDLAM! Quick Chek Offers Tips for a Successful Celebration Snack Attack: The average basketball fan will host six guests during a March Madness game. Make sure you have enough party snacks to satisfy all of your guests, following this easy guide! dipping sauces (order early!)Quick Chek’s Final Four: Subs are one of the most importantcombination at your local Quick Chek store and you are all set!Cut them up into sections and serve alongside Quick Chek chili,chicken tenders and chips! This combination will satisfy up to10 of the hungriest of fans.Join us on Buy 1, Get 1 Free FREE 6-inch Sub FREE Medium Soup with purchase of a with purchase of a 6” Sub Portuguese Roll Sandwich! Offer expires 4/13/09. Limit one per Offer expires 4/13/09. customer. Not to be combined with Limit one per customer. PLU 1916 any other offer. PLU 1901 quick-chek.com quick-chek.com
  27. 27. STORE LOCATOR FRESH FOOD SEND TO A FRIENDSLAM DUNK YOUR COFFEE CUP…GET A FREE ONE!Kick Off March Madness “Quick Chek Style”Quick Chek will mark the start of the NCAA March Madness BasketballTournament with free coffee for customers who “slam dunk” a coffeecompetitor’s cup into Quick Chek’s in-store “SlamDUNK” basketball hoopon Thursday, March 19.A QUICK CHEKLIST FOR MARCH’S BASKETBALL BEDLAM! Quick Chek Offers Tips for a Successful Celebration Snack Attack: The average basketball fan will host six guests during a March Madness game. Make sure you have enough party snacks to satisfy all of your guests, following this easy guide! dipping sauces (order early!)Quick Chek’s Final Four: Subs are one of the most importantcombination at your local Quick Chek store and you are all set!
  28. 28. Free 20oz fountaindrink w/ any 6 or12" Quick Cheksub! Try the newBig Bad BaconChicken fromilovemysub.com!PLU 1744 Exp12/12/10 Txt QCSTOP to stop.
  29. 29. Be In-TouchINVALUABLE INSIGHTS
  30. 30. Be In-TouchINVALUABLE INSIGHTS
  31. 31. Be In-TouchINVALUABLE INSIGHTS
  32. 32. Be In-TouchINVALUABLE INSIGHTS
  33. 33. 70,000 Be In-Touch 52,500 Number of Facebook Fans 35,000 17,500Apr 1, 2009Jun 17, 2009 Sep 2, 2009 Nov 18, 2009 Feb 3, 2010 Apr 21, 2010 0 Jul 7, 2010 Sep 22, 2010COMMUNITY OF EVANGELISTS
  34. 34. Be In-Touch 80% in Angus Burger sales after Facebook promotion
  35. 35. Be In-Touch 80% in Angus Burger sales after Facebook promotion ( rst week sales covered more than cost of promotion)
  36. 36. Be In-Touch4,297 consumer-generated subs created at iLoveMySub.com in 6 months
  37. 37. Be In-TouchHow can a brand that specializes in providingpassive products and services play a biggerrole in its consumers’ lives, while also growingcloser to a younger demographic?
  38. 38. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessonslearned
  39. 39. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned
  40. 40. Be ValuableHow can an underdog brand, loosing itsrelevance, deepen its relationship withexisting consumers and dominate a niche ina highly commoditized industry?
  41. 41. Be Valuable2 MILLION+ registered users of OPEN Forum
  42. 42. Be Valuable2 MILLION+ registered users of OPEN Forum (in just 3 years of existence)
  43. 43. Be Valuable525%increase in traf c to OPEN Forum
  44. 44. Be Valuable525%increase in traf c to OPEN Forum (since integrating MeetUp, Facebook, LinkedIn and Twitter)
  45. 45. Be ValuableHow can an underdog brand, loosing itsrelevance, deepen its relationship withexisting consumers and dominate a niche ina highly commoditized industry?
  46. 46. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned
  47. 47. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  48. 48. Be EvolvingWhen a brand realizes it has completely losttouch with its consumers, how can itdemonstrate it is listening to their feedbackand growing from the experience?
  49. 49. Be Evolving13,000photo submissions to ShowUsYourPizza.com
  50. 50. Be Evolving55.7%increase in quarterly pro ts after campaign launch
  51. 51. Be Evolving55.7%increase in quarterly pro ts after campaign launch(beat highest ever same-store-sales gain, set by McDonalds)
  52. 52. Be EvolvingWhen a brand realizes it has completely losttouch with its consumers, how can itdemonstrate it is listening to their feedbackand growing from the experience?
  53. 53. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  54. 54. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  55. 55. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  56. 56. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  57. 57. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  58. 58. 5 1. Be Talkworthy 2. Be Findable 3. Be In-Touchlessons 4. Be Valuablelearned 5. Be Evolving
  59. 59. one more thing...
  60. 60. Be BrilliantIt’s the mantra to live by in 2011. A changedeconomy, healthcare reform and shiftingconsumer behavior requires strategy that drivesbrand legacy, savvy execution that ignitespassion, and results that are truly exceptional.
  61. 61. BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@oxfordcommunications.comwww.oxfordcommunications.com
  62. 62. 5 lessons learnedthe best of social media in 2010

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