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Social Media Marketing: B2C Success Stories

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Social Media Marketing: B2C Success Stories

  1. 1. Social Media Success Case Studies Kelli Brown | April 2009
  2. 2. About your presenter • Expertise includes web design and development, SEO, social media marketing and strategy • Seven years in newspaper journalism – Created one of the first newspaper blogs – Created first Yahoo! newspaper widget – Captured target audience with Facebook, MySpace • Experienced technical communicator • kelli@pixelpointpress.com
  3. 3. Current state of SMM • Several companies creating SMM initiatives • SMM budgets are on the rise • What creates a successful marketing campaign?
  4. 4. What leads to success? • Three examples share common qualities – Provide a unique experience or content – Facilitate user interaction with the company – Create interaction between users – Allow companies to have a voice – Know your audience and target users
  5. 5. Case studies • Dell: Dell Community and Second Life • Jeep: Jeep Community Home Base • HP: 31 Days of the Dragon
  6. 6. Dell • Twitter accounts by real people at Dell – Using real names • IdeaStorm – Users submit ideas – Other users vote – Best ideas get development • Blogs, forums, wikis, media galleries
  7. 7. Dell and Second Life
  8. 8. Dell • Created an island and store inside Second Life • Selling computers – Virtual computers for use in Second Life – Real computers for use in real life • Engages users where they spend time • Fosters user interaction
  9. 9. Jeep • Community Home Base • Flickr album of user-submitted photos • Links to MySpace and Facebook groups • Links to user-created content and groups • News, events, commercials – Touts the “real” Jeep enthusiasts
  10. 10. Jeep
  11. 11. HP • 31 Days of the Dragon • Challenge: Increase sales of a lagging laptop • 31 laptops given to prominent tech bloggers • Bloggers create contests to give laptops away • Laptops given out one a day for a month
  12. 12. HP: The results • Instant SEO: Top 50 Google entries were for the contest – 380,000 links to 31 sites • Created huge buzz among target market • Sales: Increased 85% on an old product – Exponential ROI
  13. 13. Best practices • Target users where they spend their time • Provide a unique experience or content • Facilitate interaction with the company – Give users a voice • Create interaction between users • Allow employees to have a voice

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