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

Chatroulette

• The element of surprise: Chatroulette

Pespi Refresh Project

• What is the project all about?

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