Total Media’s Social Media Breakfast July 2010
Social Media 101 July 2010
Basic Principles <ul><li>Listen – 90% </li></ul><ul><li>Engage – 9% </li></ul><ul><li>Generate – 1% </li></ul>
Case Studies July 2010
Motrin <ul><li>An American, Ibuprofen based pain relief product </li></ul><ul><li>Launched “We feel your pain” campaign fo...
Original Advert <ul><li>Video available online since 30th September </li></ul><ul><li>Campaign had also been in a number o...
Response to Advert <ul><li>November 16th, a Mommy Blogger got asked what she thought of the ad.  </li></ul><ul><li>The res...
#MotrinMoms <ul><li>#MotrinMoms Started trending on Twitter </li></ul><ul><li>Mom Bloggers all started blogging their resp...
Motrin’s Response <ul><li>Removed Video from their website and YouTube </li></ul><ul><li>Publicly apologised </li></ul>
Old Spice Video Campaign <ul><li>'The Man Your Man Could Smell Like' </li></ul><ul><li>TV Advert shown in the US during th...
Old Spice Revised Advert <ul><li>'Should your man smell like an Old Spice man?' </li></ul><ul><li>New Advert uploaded in J...
Custom Video Responses <ul><li>183 Videos </li></ul><ul><li>3 days, working approx 11 hours a day </li></ul><ul><li>averag...
Some Example Responses
Old Spice <ul><li>Twitter Followers: 94k+ </li></ul><ul><li>Number of video views: 116m+ </li></ul><ul><li>Number of comme...
Views  of viral in first 24 hours <ul><li>Fastest growing Video Viral to date </li></ul><ul><li>Established an active comm...
Vitamin Water USA <ul><li>Crowdsourced a new product </li></ul><ul><li>Shortlisted  top 10 flavours being discussed  </li>...
Vitamin  Water USA 100,000 free bottles of Connect to their  1.2 million Facebook fans
Cadburys Creme Egg
Operation Goo on the Loose <ul><li>Recruited Agents to the CIA (Cadbury Intelligence Agency) </li></ul><ul><li>On a secret...
Online and Offline Engagement <ul><li>YouTube Videos </li></ul><ul><li>Twitter Followers </li></ul><ul><li>Photos online <...
How to Succeed with  Social Media July 2010
Define a primary aim/objective for the social media presence - have a clearly documented strategy in place
Actively listen and monitor conversations online  - appropriate monitoring will help you identify influential communities,...
Define the Most Wanted Response (MWR) -be realistic with your targets and expectations
Questions?
Thank you If you have any questions, comments, or would like to contact us, we can be reached on [email_address] or  @tota...
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Total Media Social Media Breakfast Briefing

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An introduction to Social Media, including some basic principles of Social Media, as well as a few case studies illustrating successful case studies, as well as failures

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  • Motrin targetted Moms for back, neck and shoulder relief, from carrying your baby.
  • The Video was available on YouTube as well as Motrin&apos;s website. Show the YouTube video of the original advert.
  • Show the old Old Spice Advert http://www.youtube.com/watch?v=owGykVbfgUE
  • http://www.youtube.com/watch?v=uLTIowBF0kE
  • Show two video responses Ellen 0 http://www.youtube.com/watch?v=0Cs95FmimP0 Marriage Proposal - http://www.youtube.com/watch?v=_-fLV28SkZ8 Ashton Kutcher - http://www.youtube.com/watch?v=00SX-4oppd0
  • Total Media Social Media Breakfast Briefing

    1. 1. Total Media’s Social Media Breakfast July 2010
    2. 2. Social Media 101 July 2010
    3. 3. Basic Principles <ul><li>Listen – 90% </li></ul><ul><li>Engage – 9% </li></ul><ul><li>Generate – 1% </li></ul>
    4. 4. Case Studies July 2010
    5. 5. Motrin <ul><li>An American, Ibuprofen based pain relief product </li></ul><ul><li>Launched “We feel your pain” campaign for new Moms during International Baby Wearing Week </li></ul>
    6. 6. Original Advert <ul><li>Video available online since 30th September </li></ul><ul><li>Campaign had also been in a number of US magazines for a few weeks </li></ul>
    7. 7. Response to Advert <ul><li>November 16th, a Mommy Blogger got asked what she thought of the ad. </li></ul><ul><li>The response? </li></ul>
    8. 8. #MotrinMoms <ul><li>#MotrinMoms Started trending on Twitter </li></ul><ul><li>Mom Bloggers all started blogging their responses, and outrage </li></ul><ul><li>Coverage in mainstream as well as online media </li></ul><ul><li>YouTube Videos in response </li></ul>
    9. 9. Motrin’s Response <ul><li>Removed Video from their website and YouTube </li></ul><ul><li>Publicly apologised </li></ul>
    10. 10. Old Spice Video Campaign <ul><li>'The Man Your Man Could Smell Like' </li></ul><ul><li>TV Advert shown in the US during the Super Bowl in Feb 2010, featuring Isaiah Mustafa </li></ul><ul><li>Video available on YouTube </li></ul><ul><li>Featured on US mainstream TV on CBS, and The Ellen Show </li></ul>We're not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it. 16 million+ views
    11. 11. Old Spice Revised Advert <ul><li>'Should your man smell like an Old Spice man?' </li></ul><ul><li>New Advert uploaded in June 2010 </li></ul><ul><li>“ wanted to capitalize on all the YouTube traffic we knew we’d be getting when the new Old Spice spots launched” </li></ul>
    12. 12. Custom Video Responses <ul><li>183 Videos </li></ul><ul><li>3 days, working approx 11 hours a day </li></ul><ul><li>average of 7 minutes per video </li></ul><ul><li>replied to celebrities, and relative nobody's alike </li></ul><ul><li>Approx 116 million views across all You Tube videos </li></ul>
    13. 13. Some Example Responses
    14. 14. Old Spice <ul><li>Twitter Followers: 94k+ </li></ul><ul><li>Number of video views: 116m+ </li></ul><ul><li>Number of comments: 22k+ </li></ul><ul><li>Facebook Fans: 700k+ </li></ul>
    15. 15. Views of viral in first 24 hours <ul><li>Fastest growing Video Viral to date </li></ul><ul><li>Established an active community that is eagerly listening for more content </li></ul><ul><li>Doesn't take into account video responses, or combined reach of friends and celebrities involved </li></ul><ul><li>Only possible because they were actively listening </li></ul>
    16. 16. Vitamin Water USA <ul><li>Crowdsourced a new product </li></ul><ul><li>Shortlisted top 10 flavours being discussed </li></ul><ul><li>Vote for your favourite flavour </li></ul><ul><li>Choose which vitamins go in </li></ul><ul><li>Design the label of the new bottle </li></ul><ul><li>Pick the name of the new flavour and win $5k prize </li></ul>
    17. 17. Vitamin Water USA 100,000 free bottles of Connect to their 1.2 million Facebook fans
    18. 18. Cadburys Creme Egg
    19. 19. Operation Goo on the Loose <ul><li>Recruited Agents to the CIA (Cadbury Intelligence Agency) </li></ul><ul><li>On a secret mission to find the missing twisted bar </li></ul>
    20. 20. Online and Offline Engagement <ul><li>YouTube Videos </li></ul><ul><li>Twitter Followers </li></ul><ul><li>Photos online </li></ul><ul><li>Had to document fulfillment of different missions </li></ul>
    21. 21. How to Succeed with Social Media July 2010
    22. 22. Define a primary aim/objective for the social media presence - have a clearly documented strategy in place
    23. 23. Actively listen and monitor conversations online - appropriate monitoring will help you identify influential communities, individuals, and conversations that matter
    24. 24. Define the Most Wanted Response (MWR) -be realistic with your targets and expectations
    25. 25. Questions?
    26. 26. Thank you If you have any questions, comments, or would like to contact us, we can be reached on [email_address] or @totalmediauk July 2010

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