A Few Social Media Case Studies 8-12-10

1,045 views

Published on

Lunch & Learn workshop at USM for the Maine Center of Enterprise Development 8-12-10. Johnson & Johnson's Acuvue; Proctor & Gamble's Max le Tampax; Distinctive Homes Magazine; Jet Blue, BP, Domino's, ShitMyDadSays

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,045
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Results: 1700 fans. Increase in readership 10%; Increase in email sign-ups. 20% of ad business in past year came from FB "fans".
  • A Few Social Media Case Studies 8-12-10

    1. 1. Case Studies Integrating Social Media into Marketing #1 Lynnelle Wilson Bold Vision Consulting [email_address]
    2. 3. <ul><li>It’s Still Business </li></ul><ul><li>and </li></ul><ul><li>It’s Still Marketing </li></ul>Social Media Marketing
    3. 4. who, what, where, when and HOW http://bit.ly/Technographic_Ladder http://www.forrester.com/empowered/tool_consumer.html
    4. 5. <ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Micro-Blogs </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Podcast – Vcast </li></ul></ul><ul><ul><li>Video Sharing </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Presentation and Article sharing </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Location-based </li></ul></ul>Social
    5. 6. There’s a system
    6. 7. Johnson & Johnson <ul><li>Objective: Increase market share among young adult population </li></ul>Acuvue 1-Day Contact Lense <ul><li>Business Case: </li></ul><ul><li>Substantial decline in market share </li></ul><ul><ul><li># of competitive brands doubled from 2 to 4 </li></ul></ul><ul><ul><li>Aggressive competitive pricing - 50% </li></ul></ul><ul><li>Confident of product </li></ul>
    7. 8. Wink & Blink Strategy: Capitalize on demographic interest in social networks <ul><li>Facebook </li></ul><ul><li>Online games </li></ul><ul><li>Free sampling </li></ul>
    8. 9. Wink Campaign – Customer Journey
    9. 10. Social Media – It’s another toolbox Print Advertising Radio Advertising Website Twitter Facebook SEO BLOG Forums Direct Mail Email Mobile LinkedIn Comprehensive Marketing Strategy
    10. 11. Proctor & Gamble
    11. 12. Proctor & Gamble <ul><li>Objective: Change young girls’ (ages 13-17 in France) prejudices about tampons </li></ul><ul><li>Strategy: Develop strong relationships with educate about the benefits of its Tampax brand through an online community created around the character, “Max le Tampax”. </li></ul>
    12. 13. Mobile Campaign <ul><li>Quirky mobile site to support the “Max le Tampax” … </li></ul><ul><li>Tampax-branded videos featuring advice from “Max le Tampax”  </li></ul><ul><li>Offers to send free samples by mail </li></ul><ul><li>Java game – </li></ul><ul><ul><li>3 best scores are displayed </li></ul></ul><ul><ul><li>Prizes - mobile phone </li></ul></ul><ul><li>Easily share with friends via SMS </li></ul>
    13. 14. Community <ul><li>Engagement </li></ul><ul><li>Relationship </li></ul><ul><li>Trust </li></ul><ul><li>Value </li></ul><ul><li>Loyalty </li></ul>
    14. 15. Distinctive Homes Magazine <ul><li>New England niche magazine </li></ul><ul><li>Objectives Increase ad revenue & increase readership </li></ul><ul><li>Challenges Limited print product Maintain SEO / web traffic costs </li></ul>
    15. 16. Facebook Strategy <ul><li>Uploads current magazine content plus: </li></ul><ul><ul><li>Contact info, media kit, searchable properties </li></ul></ul><ul><li>Facebook ad campaigns targeting NE residents & realtors </li></ul><ul><li>Active on related FB pages (other NE focused real estate) </li></ul><ul><li>&quot;Keeps engaged with questions/conversation starters... new links &quot;things that will help them informationally” </li></ul>
    16. 17. Facebook – the online community <ul><li>Vanity FB page URL only URL publicized </li></ul><ul><li>“ Benefits of being a fan&quot; tab is landing page for all traffic... </li></ul>
    17. 18. One Year Results <ul><li>1700 fans </li></ul><ul><li>10% Increase in readership </li></ul><ul><li>20% of ad business from FB &quot;fans” </li></ul>
    18. 19. Social Media – It’s another toolbox Print Advertising Radio Advertising Website Twitter Facebook SEO BLOG Forums Direct Mail Email Mobile LinkedIn Comprehensive Marketing Strategy
    19. 20. Integration
    20. 21. Sh*t Happens
    21. 22. Sh*t Isn’t All Bad
    22. 23. <ul><li>Mobile </li></ul><ul><li>Mobile </li></ul><ul><li>Mobile </li></ul><ul><li>LBS (Foursquare, Gowalla, Whrrl, Yelp, etc.) </li></ul><ul><li>Augmented Reality - https://www.prioritymail.com/simulator.asp </li></ul><ul><li>Designing and planning for “loss of control” </li></ul><ul><ul><li>Corporate organization </li></ul></ul><ul><ul><li>Social media code of ethics / policy </li></ul></ul>
    23. 24. Hugh MacLeod www.gapingvoidgallery.com
    24. 25. Tweet Me Friend Me Link Me Call Me <ul><li>@Lynnelle and @BoldBusiness </li></ul><ul><li>Facebook.com/Lynnelle </li></ul><ul><li>LinkedIn.com/in/LynnelleWilson </li></ul><ul><li>Facebook.com/BoldBusiness </li></ul><ul><li>BoldVisionConsulting.com </li></ul><ul><li>1-207-221-3492 or lbianco on Skype </li></ul>Lynnelle Wilson Bold Vision Consulting, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking Other Projects by BVC, Inc. BOLDBusiness.TV – highlighting people NOT doing business as usual

    ×