Brand to learn from: Zappos<br /><ul><li>Challenge: Large-inventory retailer with only an online presence required digitally savvy customer service in order to meet needs of frequent shoppers and mimic their own customer service positioning
Solution: Zappos directed majority of marketing budget into online customer service initiatives, using multiple platforms to reach customers easily
Results: Zappos’ online presence and use of social media is well respected. Use of digital medium to express their personality aligns well with brand mantra of easy to use and quick service
Zappos receives 5,000-7,000 customer service calls a day, and aims to answer 80% of them in less than 20 seconds
Zappos.com does 400+ live chats per day</li></ul>Sources: Zappos.com, Sitepoint.com, Business Week, The Consumerist, The Parature Blog, http://www.slideshare.net/krianbalma/extending-the-customer-experience<br />
Brand to learn from: Ford Fiesta<br /><ul><li>Challenge: Car manufacturer seeks to build buzz among 16- to 24-year-old new drivers in urban markets
Solution: Ford hosted a video contest and gave 100 winners a Ford Fiesta car to drive and review through platforms like Twitter, YouTube and Flickr. Ford also talks to its consumers through social media sites
Results: The car made a huge impression on users
Photos were viewed over 670,000 times on Flickr
50,000 U.S. consumers who interacted with the movement said they wanted more information on Ford Fiesta, and 97% of them did not already own one </li></ul>Sources: Ezinearticles, YouTube, Twitter, SocialMediaInfluence.com, AutoNews.com, Mashable<br />
Brand to learn from: Sweetgreen<br /><ul><li>Challenge: Local DC restaurant chain aims to publicize an event through social media
Solution: Sweetgreen gave out free frozen yogurt from its mobile truck in August 2010 and used social media before, during and after the event:
Before: Sweetgreen used Facebook and Twitter to promote the event
During: Handed out stickers and bracelets with the Twitter address, posted video footage and pictures to Facebook, interacted with customers on Twitter and invited them to come out
3,800 Facebook fans</li></ul>Sources: Sweetgreen.com, Facebook.com, Twitter.com, Washington City Paper, Frugal Friends<br />
Brand to learn from: Whole Foods<br /><ul><li>Challenge: National grocery chain wants to interact with customers but direct the conversation away from service and pricing issues, which vary by region
Solution: Whole Foods responds to customer service inquiries on its corporate Twitter account, but uses other social media channels to discuss areas of interest for their customers:
Individual stores post information on deals and events to their own Twitter accounts
Whole Foods discusses recipes and sustainable living with customers on its Facebook page
Flickr is used to post store pictures and add other users’ pictures to “favorite”
Results: Millions of people interact with Whole Foods through social media
Over 1,000 Facebook “likes”</li></ul>Sources: Twitter, Facebook,<br />
Brand to learn from: Starbucks<br /><ul><li>Challenge: Global food-and-beverage retailer required digitally savvy customer service in order to respond immediately to customer questions and complaints
Solution: Starbucks gathers customer feedback on its “My Starbucks Idea” page, and responds to posters on Facebook and Twitter. It also uses social media to push initiatives like “Free Pastry Day”
Results: Customers feel that Starbucks hears and responds to their concerns through its social media presence
75,000 people submitted ideas to the “My Starbucks Idea” page in 2009, and 25 of those ideas were implemented throughout the year
Starbucks is the most popular brand on Facebook, with over 13 million followers
Starbucks has over 1 million Twitter followers</li></ul>Recommendations<br />Sources: Facebook, Twitter, Brandweek, TheNextWeb, OpenForum<br />
Brand to learn from: BoehringerIngelheim<br /><ul><li>Challenge: Pharmaceutical company wants to launch a multi-year public health initiative to raise awareness of the nations’ 4th leading killer, chronic obstructive pulmonary disease (COPD) and screen people for their risk of COPD.
Solution: Boehringer Ingelheim launched a large scale campaign, DRIVE4COPD, including celebrity drivers with personal ties to the disease.
Tens of thousands of people followed the celebrities on Facebook, Flickr, Twitter and YouTube as they traveled to 14 cities to screen thousands of people for COPD.
The celebrities involved “Tweeted” to update followers of their location and the DRIVE4COPD initiative, creating an online buzz .
Results: The campaigns initiatives were extremely successful resulting in more than 27,000 people completing the validated five-question screener available on the website (DRIVE4COPD.com).</li></ul>Sources: Facebook, Twitter, Flickr, DRIVE4COPD.com, MM&M<br />
Brand to learn from: Old Spice<br /><ul><li>Challenge: Old Spice wants to repackage their brand to both men and women.
Solution: Old Spice launched a series of YouTube videos featuring Isaiah Mustafa (the Old Spice man), based off of their TV campaign.
Old Spice had been marketing through Twitter, YouTube and Facebook where many people (celebrities included) tweeted or commented about the TV commercials.
Old Spice collected peoples questions and responses across various social media sites and launched a video shoot where the shirtless old Spice guy answered questions and responded to comments through creating various YouTube videos.
Results: Old Spice’s social media campaign went viral and was extremely successful.
The commercials that have run since February 2010 have been viewed over 30 million times.