Enterprising use of social media
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17-Oct-2014 -
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Transcript of Enterprising use of social media
The enterprising use of
social media
Tiffany St [email protected]
Linked In / Twitter / Facebook / Skype …..tiffanystjames
Coming up…
• How individuals, small businesses,
government, charities and causes are now
using social media to create, connect,
share and engage with their audiences.
Big businesses
Campaigns
Brands
Who is doing it well?
Ford Fiesta – The campaign
• The Ford Fiesta has come to play on the
American roads. In the ultimate foreign
exchange program, our 100 agents will
spend 6 months behind the wheel of their
own Fiesta, lifestreaming their experiences,
and completing monthly missions to show
you what the Fiesta is all about.
Ford Fiesta – What happened?
• You Tube competition
– why I should be an agent
• Free fiesta and gas for
6 months for posting
1 video a month
• Brand and agent giving and getting
What missions??
Ford Fiesta - Response
• 100 Ford Fiesta agents
• 6.5 million YouTube views
• 3.4 million impressions on Twitter
• 670,000 Flickr photos uploaded
• 50,000 requests for info from non-ford owners
• Sold 10,000 units in first 6 days of release
• Fraction of the cost of national advertising campaign
• Next: Reimagining the way The FF get advertised
Southwest Airlines
Medium and small businesses
Low budget, effective marketing
Blendtec – quintupled sales
Here’s what Blendtec do online
CEO Tom Dickson and the R&D team
had a practice of testing wooden
boards to test product toughness
• Retail sales up 700%
• 5.8million channel views
• 142.3million upload views
• YouTube 330,000 subscribers
• The Today Show, The Wall Street Journal
Local businesses
Government
Local
UK
Local two-way reporting
Collaborative policy making
• NUS and DECC
• Shared vision
• Act on Copenhagen
• Mixed Ink
Data.gov.uk
Charities, voluntary and
third sector
Social for good
Crowdsourcing for good
Ushahidi – how it works
Ushahidi - Haiti
Do the green thing
Not forgetting Amazero.com
Causes
Power to the people
Solidarity
Democracy in action?
Power to the lobby
Trafigura,Twitter & The Guardian
Dutch Transplantation Foundation
Individuals vs Businesses
Showing solidarity - #IAmSpartucus
Showing solidarity - #welovebaskers
Individuals
www.milliondollarhomepage.com
Kyle
What can we learn from all of
this?
The tipping point framework works
‘Recommended’ trust has changed..
And if people think 76% of advertisers lie...
Consider how you can….
• Identify, empower and enable your
advocates
• 90 – 9 – 1
With hundreds of millions of people on social networks..
Estimated monthly usage
And forecast growth..
Only fools rush in without a plan..
Ensure you have good social content:
• Friendly voice and tone
• Consistent language across channels
• Helpful and timely
• Meaningful
• Relevant
• Entertaining
• ..... Would you want to pass it on?
Digital Strategy • Employee Engagement • Digital Training
With kind thanks to..
• Colleen Carrington
• http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-
tipping-point-framework-4539106
• Social Lens
• http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf
• 2009 Yanklovich Survey - People think 76% of advertisers lie
• Global Web Index Oct 2010 - Trust has changed
• Carringtom Quantcast data May 2010 - Social networks how people spend time
• Forrester and Gartner research various