A Few Social Media Case Studies 8-12-10
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Transcript of A Few Social Media Case Studies 8-12-10
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Case Studies
Integrating Social Media into Marketing
#1
Lynnelle WilsonBold Vision Consulting
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Social Media Marketing
It’s Still Business
and
It’s Still Marketing
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who, what, where, when and HOW
http://bit.ly/Technographic_Ladder
http://www.forrester.com/empowered/tool_consumer.html
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Social• Social Networks
• Blogs
• Micro-Blogs
• RSS Feeds
• Podcast – Vcast
• Video Sharing
• Bookmarking
• Presentation and Article sharing
• Photo Sharing
• Mobile
• Location-based
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There’s a system
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Johnson & Johnson
Acuvue 1-Day Contact Lense
Business Case:•Substantial decline in market share
# of competitive brands doubled from 2 to 4Aggressive competitive pricing - 50%
•Confident of product
Objective: Increase market share among young adult population
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Wink & Blink
Strategy:Capitalize on demographic interest in social networks
•Facebook •Online games •Free sampling
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Wink Campaign – Customer Journey
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Social Media – It’s another toolbox
Print AdvertisingRadio Advertising
Website
TwitterFacebook
SEO
BLOG
Forums
Direct Mail
EmailMobile
Comprehensive Marketing Strategy
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Proctor & Gamble
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Proctor & Gamble
• Objective: Change young girls’ (ages 13-17 in France) prejudices about tampons
• Strategy: Develop strong relationships with educate about the benefits of its Tampax brand through an online community created around the character, “Max le Tampax”.
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Mobile Campaign
Quirky mobile site to support the “Max le Tampax” …
• Tampax-branded videos featuring advice from “Max le Tampax”
• Offers to send free samples by mail
• Java game – – 3 best scores are displayed
– Prizes - mobile phone
• Easily share with friends via SMS
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Community
• Engagement
• Relationship
• Trust
• Value
• Loyalty
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Distinctive Homes Magazine
New England niche magazine
• ObjectivesIncrease ad revenue & increase readership
• ChallengesLimited print productMaintain SEO / web traffic costs
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Facebook Strategy
• Uploads current magazine content plus:
– Contact info, media kit, searchable properties
• Facebook ad campaigns targeting NE residents & realtors
• Active on related FB pages (other NE focused real estate)
• "Keeps engaged with questions/conversation starters... new links "things that will help them informationally”
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Facebook – the online community
• Vanity FB page URL only URL publicized
• “Benefits of being a fan" tab is landing page for all traffic...
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One Year Results
• 1700 fans
• 10% Increase in readership
• 20% of ad business from FB "fans”
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Social Media – It’s another toolbox
Print AdvertisingRadio Advertising
WebsiteTwitter
SEO
BLOG
Forums
Direct Mail
EmailMobile
Comprehensive Marketing Strategy
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Integration
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Sh*t Happens
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Sh*t Isn’t All Bad
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• Mobile
• Mobile
• Mobile
• LBS (Foursquare, Gowalla, Whrrl, Yelp, etc.)
• Augmented Reality - https://www.prioritymail.com/simulator.asp
• Designing and planning for “loss of control”– Corporate organization
– Social media code of ethics / policy
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Hugh MacLeodwww.gapingvoidgallery.com
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Tweet Me Friend Me Link Me Call Me
• @Lynnelle and @BoldBusiness
• Facebook.com/Lynnelle
• LinkedIn.com/in/LynnelleWilson
• Facebook.com/BoldBusiness
• BoldVisionConsulting.com
• 1-207-221-3492 or lbianco on Skype
Lynnelle WilsonBold Vision Consulting, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking
Other Projects by BVC, Inc.BOLDBusiness.TV – highlighting people NOT doing business as usual