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.

1. 5 lessons
learned
the best of social media in 2010

2. BEN GROSSMAN
communications strategist
602 741 0314
@bengrossman
www.ben-grossman.com
www.slideshare.net/bengrossman
bgrossman@oxfordcommunications.com
www.oxfordcommunications.com

3. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

4. 5
1. Be Talkworthy
lessons
learned

5. Be Talkworthy
In a category taken for granted, how can a
brand gain cultural relevance and a human
voice that incites a visceral and emotional
connection with a infamously ckle target?

6. “It’s a no-blink environment for brands.
Consumers aren’t always paying attention
to your marketing message, but they are
paying attention to each other.”
Yael Taqqu
Principal
McKinsey & Co

7. Be Talkworthy
In a category taken for granted, how can a
brand gain cultural relevance and a human
voice that incites a visceral and emotional
connection with a infamously ckle target?

8. Be Talkworthy
6 MILLION
video views in one day

9. Be Talkworthy
6 MILLION
video views in one day
(more than Obama’s victory speech)

10. Be Talkworthy
40 MILLION
video views in one week

11. Be Talkworthy
40 MILLION
video views in one week
(OId Spice has 8 of the 11
most popular videos online)

12. Be Talkworthy
300%
increase in traf c to OldSpice.com

13. Be Talkworthy
#
1
body wash for men
after the campaign

14. Be Talkworthy
#
1
body wash for men
after the campaign
(after 27% YOY increase
in sales within 6 months)

15. 5
1. Be Talkworthy
lessons
learned

16. 5
1. Be Talkworthy
2. Be Findable
lessons
learned

17. Be Findable
When a brand is dependent upon autonomous
service providers, how does a brand ensure
consumers are guided on the right path in a
fragmented media environment?

24. Be Findable
When a brand is dependent upon autonomous
service providers, how does a brand ensure
consumers are guided on the right path in a
fragmented media environment?

25. Be Findable
25,000
videos uploaded to On Location in one year

26. Be Findable
2 MILLION
visitors to YouTube channel

27. Be Findable
2 MILLION
visitors to YouTube channel
(2 years after the channel launched)

28. 5
1. Be Talkworthy
2. Be Findable
lessons
learned

29. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
learned

30. Be In-Touch
How can a brand that specializes in providing
passive products and services play a bigger
role in its consumers’ lives, while also growing
closer to a younger demographic?

31. 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 Bacon
SLAM DUNK YOUR COFFEE CUP… Chicken from
ilovemysub.com!
GET A FREE ONE! PLU 1744 Exp
12/12/10 Txt QC
Kick Off March Madness “Quick Chek Style” STOP to stop.
Quick Chek will mark the start of the NCAA March Madness Basketball
Tournament with free coffee for customers who “slam dunk” a coffee
competitor’s cup into Quick Chek’s in-store “SlamDUNK” basketball hoop
on 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 important
combination 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 to
10 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

33. 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 Bacon
SLAM DUNK YOUR COFFEE CUP… Chicken from
ilovemysub.com!
GET A FREE ONE! PLU 1744 Exp
12/12/10 Txt QC
Kick Off March Madness “Quick Chek Style” STOP to stop.
Quick Chek will mark the start of the NCAA March Madness Basketball
Tournament with free coffee for customers who “slam dunk” a coffee
competitor’s cup into Quick Chek’s in-store “SlamDUNK” basketball hoop
on 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 important
combination 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 to
10 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

36. STORE LOCATOR FRESH FOOD SEND TO A FRIEND
SLAM 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 Basketball
Tournament with free coffee for customers who “slam dunk” a coffee
competitor’s cup into Quick Chek’s in-store “SlamDUNK” basketball hoop
on 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 important
combination at your local Quick Chek store and you are all set!

37. Free 20oz fountain
drink w/ any 6 or
12" Quick Chek
sub! Try the new
Big Bad Bacon
Chicken from
ilovemysub.com!
PLU 1744 Exp
12/12/10 Txt QC
STOP to stop.

40. Be In-Touch
INVALUABLE INSIGHTS

41. Be In-Touch
INVALUABLE INSIGHTS

42. Be In-Touch
INVALUABLE INSIGHTS

43. Be In-Touch
INVALUABLE INSIGHTS

44. 70,000
Be In-Touch
52,500
Number of Facebook Fans
35,000
17,500
Apr 1, 2009Jun 17, 2009
Sep 2, 2009
Nov 18, 2009
Feb 3, 2010
Apr 21, 2010 0
Jul 7, 2010
Sep 22, 2010
COMMUNITY OF EVANGELISTS

45. Be In-Touch
80%
in Angus Burger sales after
Facebook promotion

46. Be In-Touch
80%
in Angus Burger sales after
Facebook promotion
( rst week sales covered
more than cost of promotion)

47. Be In-Touch
4,297
consumer-generated subs created
at iLoveMySub.com in 6 months

48. Be In-Touch
How can a brand that specializes in providing
passive products and services play a bigger
role in its consumers’ lives, while also growing
closer to a younger demographic?

49. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
learned

50. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned

51. Be Valuable
How can an underdog brand, loosing its
relevance, deepen its relationship with
existing consumers and dominate a niche in
a highly commoditized industry?

57. Be Valuable
2 MILLION+
registered users of OPEN Forum

58. Be Valuable
2 MILLION+
registered users of OPEN Forum
(in just 3 years of existence)

59. Be Valuable
525%
increase in traf c to OPEN Forum

60. Be Valuable
525%
increase in traf c to OPEN Forum
(since integrating MeetUp,
Facebook, LinkedIn and Twitter)

61. Be Valuable
How can an underdog brand, loosing its
relevance, deepen its relationship with
existing consumers and dominate a niche in
a highly commoditized industry?

62. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned

63. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

64. Be Evolving
When a brand realizes it has completely lost
touch with its consumers, how can it
demonstrate it is listening to their feedback
and growing from the experience?

67. Be Evolving
13,000
photo submissions to ShowUsYourPizza.com

68. Be Evolving
55.7%
increase in quarterly pro ts after campaign launch

69. Be Evolving
55.7%
increase in quarterly pro ts after campaign launch
(beat highest ever same-store-sales gain, set by McDonald's)

70. Be Evolving
When a brand realizes it has completely lost
touch with its consumers, how can it
demonstrate it is listening to their feedback
and growing from the experience?

71. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

72. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

73. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

74. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

75. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

76. 5
1. Be Talkworthy
2. Be Findable
3. Be In-Touch
lessons
4. Be Valuable
learned 5. Be Evolving

77. one more thing...

78. 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.

79. BEN GROSSMAN
communications strategist
602 741 0314
@bengrossman
www.ben-grossman.com
www.slideshare.net/bengrossman
bgrossman@oxfordcommunications.com
www.oxfordcommunications.com

80. 5 lessons
learned
the best of social media in 2010