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Why Social Media Succeeds or Fails
The document discusses four case studies of social media marketing campaigns. The NavyForMoms campaign was successful by facilitating listening, energizing, embracing and supporting through a social network that allowed mothers to connect over having children in the Navy. The MadMen campaign added value by personalizing avatars that could be shared, incorporating social validation. However, Skittles and Burger King campaigns failed by not adding value and lacking listening, talking, embracing, energizing or supporting aspects. The key lessons are that social media requires facilitating positive social interactions and adding value in order to be effective.
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Why Social Media Succeeds or Fails
- 1. 3point7designs.com Social Media Marketing Where we are today...
- 2. 3point7designs.com Who the hell am I? And why am I qualified to talk about internet marketing?
- 3. 3point7designs.com What comes tomind? When you hear “Social Media” in relation to marketing?
- 4. 3point7designs.com Wheresocial media is today The common approach to social media today Lets discuss What social media isn’t What social media is The good, the bad and the ugly...
- 5. 3point7designs.com Social Media is actually... pretty old
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- 7. 3point7designs.com Social Media onthe Web ...also old (relatively)
- 8. 3point7designs.com BBS Usenet Forums Chat Instant Messaging
- 9. 3point7designs.com Most business do itbecause they feel like they should, rather than because they know how they should
- 10. 3point7designs.com When you havea hammer... everything looks like a nail
- 11. 3point7designs.com Social Media isNOT Creating a Facebook page Sending periodic messages through Twitter Posting your commercials to YouTube Creating your own “Social Network”
- 12. 3point7designs.com Social Media is... ADDING VAL U E in a social way or to social interactions
- 13. 3point7designs.com This is donethrough: Listening Talking Embracing Energizing Supporting
- 14. 3point7designs.com Case Study1 NavyForMoms.com
- 15. 3point7designs.com The Navy hada problem recruiting Apparently, that problem was mothers
- 16. 3point7designs.com The Navy createda social network Invited “Navy Mom Bloggers”
- 17. 3point7designs.com Motherscould... • Talk to other moms who had children in the Navy • Help mothers with a hard decision • Connect and share regarding having children in the Navy...
- 18. 3point7designs.com THE RESULTS • A new mom joins the site every 21 minutes • She will post 4.2 photos • She will respond to 16 topics • She will watch 11 videos • She will invite four other moms • She will change her mind about the Navy on her 8th day
- 19. 3point7designs.com You could saythis was a huge success Why do you think it worked?
- 20. 3point7designs.com FACILITATED Listening, Energizing, Supporting, Embracing
- 21. 3point7designs.com HIGH LEVEL of emotion, engagement and involvement
- 22. 3point7designs.com WOULDTHIS WORK for recruiting new employees to work at Walmart?
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- 24. 3point7designs.com Skittles wanted touse social media So they redesigned their website
- 25. 3point7designs.com A collection ofall current skittles discussion on twitter....
- 26. 3point7designs.com Rather than displayinggreat conversation about how incredible skittles candies are...
- 27. 3point7designs.com The page was filled with responses like... “Skittles are made of people” “Skittles give you cancer” “L Ron Hubbard hates skittles”
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- 30. 3point7designs.com There was no... Listening,talking, embracing, energizing or supporting
- 31. 3point7designs.com Case Study3 “MadMen” Yourself
- 32. 3point7designs.com TV ShowMadMen Looking to promote viewership for their next season premier
- 33. 3point7designs.com Created A simple applicationwhere users could make MadMen representations of themselves Sharable End up with a link to a personal webpage of it, along with facebook, linkedin and twitter icons....
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- 35. 3point7designs.com THE RESULTS •They knew • 56% of people who looked for info before a show were twice as likely to watch it • 70% of people who watched a show after looking for info before a premier ended up watching the show regularly • 1 million unique visitors came to the site and 600,000 visitors created avatars • Thats an impressive 60% conversion rate • Contributed to the 3.3 million viewers for the premier
- 36. 3point7designs.com You could saythis was a huge success Why do you think it worked?
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- 38. 3point7designs.com ADDED VALUE It waspersonalized, sharable, incorporated social validation
- 39. 3point7designs.com Case Study 4 Burger King’s “What would you do for a Whopper?”
- 40. 3point7designs.com Unfriend 10 people onFacebook... ...And you get a free Whopper
- 41. 3point7designs.com Posted your action to your wall...
- 42. 3point7designs.com Lose 10 friendsto save $3?
- 43. 3point7designs.com Only 23,000 peopleparticipated
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- 48. 3point7designs.com There was no... Listening,talking, embracing, energizing or supporting
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- 50. 3point7designs.com If you can’t do it right... ie: not enough resources, ideas, or understanding...
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- 52. 3point7designs.com Tools available tojust see what people say about terms, words, brands, etc...
- 53. 3point7designs.com Social Media is... ADDING VAL U E in a social way or to social interactions
- 54. 3point7designs.com This is donethrough: Listening Talking Embracing Energizing Supporting
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