Navigation conceptbakery llc T: 310 - 356 6624 W: www.conceptbakery.com E: [email protected]Contact Info Web 2.0 Showcases What else Start Top facebook Pages Final thoughts Start SOCIAL MEDIA – SUCCESS STORIES… There is a lot of talk about social media campaigns, but many times no hard evidence of what works and what doesn’t. We gathered some examples of successful web 2.0 marketing.
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SOCIAL MEDIA – SUCCESS STORIES…There is a lot of talk about social media campaigns, but many times no hard evidence of what works and what doesn’t. We gathered some examples of successful web 2.0 marketing.
Pos. Page/Topic URL Number of Fans*1 Barack Obama facebook.com/barackobama 6.403.3212 Vin Diesel facebook.com/VinDiesel 4.899.4073 I love sleep Link too long* 4.513.1864 Pizza Link too long*** 4.438.3895 I need a vacation Link too long*** 4.411.7466 Dr. House Link too long*** 4.272.1017 Facebook facebook.com/facebook 3.659.3198 Will Smith facebook.com/WillSmith 3.482.5279 Coca Cola facebook.com/coca-cola 3.469.12910 Adam Sandler facebook.com/Sandler 3.267.563
Pos. Company URL Number of Fans*1 Coca Cola facebook.com/coca-cola 3.469.1292 Pringles facebook.com/Pringles 2.768.9313 Adidas facebook.com/adidasoriginals 1.950.9984 Starbucks facebook.com/Starbucks 3.123.9455 Apple Students facebook.com/applestudents 1.361.6766 Victoria Secret Pink facebook.com/vspink 1.253.0527 Red Bull facebook.com/redbull 1.107.7678 H&M facebook.com/hm 1.143.7419 Pizz Hut facebook.com/PizzaHut 963.57910 Skittles facebook.com/skittles 1.052.028
StrategyThe company uses Facebook, applications, Twitter etc. Dunkin‘ Donuts is currently running a sweepstakes on the their Facebook Fan Page where fans are being asked to upload a picture of themselves and a Dunkin‘ Donuts product. The company also released the “dunkinrun.com” application. Site visitors can announce their trip to Dunkin‘ Donuts in advance and invite others to submit their orders so the “runner” can get it for them. It is fun, useful creates talk and directly increases store sales as well.
Bottom lineThe close interaction of online (microsite, Facebook, etc.), mobile (iPhone app) and offline (store purchase) creates attention, fun, viral distribution and leads to a direct increase in sales.Source & Additional Infohttp://mashable.com/2009/06/03/dunkin-donuts-facebook-campaign/ http://www.dunkinrun.com/About/HowItWorks.aspx http://www.facebook.com/DunkinDonuts
BackgroundZappos.com is the leading online shoe store in the US. Social media, especially Twitter, are core elements of their marketing mix.
StrategyTony Hsieh, their CEO plus many of his co-workers are active users on Twitter. The feeds of all Zappos Twitter users are agreggated under this account: http://twitter.zappos.com. Zappo is very service oriented and Twitter helps to reach out and be approachable.
Bottom LineZappos’ social media activities include a heavy use of Twitter. Many of their employees are “tweeting” with their own accounts. The online activities of their CEO have strongly added to shape the brand as a very social media conscious company.
Source & Additional Infohttp://twitter.com/zappos http://mashable.com/2009/02/06/social-media-smartest-brands/ Also recommended: The 10 core values of Zappos: http://about.zappos.com/our-unique-culture/zappos-core-values
StrategyBurger King developed an application called “sacrifice your friends”. Anyone who “unfriends” ten of his Facebook friends will receive one free Whopper.
Over 20,000 users added the application to their Facebook profiles within a very short period of time
They dropped over 200,000 friend in total
Facebook then blocked the application. The official version was data protection issues. There are also strong rumors that Facebook simply didn’t like the approach
This only led to more PR for the application. The term “sacrifice your friends Facebook app” shows over 100,000 results in Google
Bottom LineBeing rude can help creating attention and being remembered. Even though the campaign received plenty of criticism and was blocked at the end. It simply created a lot of talk. Of course Burger King feels inspired to do more social media marketing in the future.
BackgroundTravBuddy created a community dealing with everything related to holiday and vacation.
StrategyThe company created a Facebook application. Users can add it to their profile and show others where they’ve already been visiting or vacationing.
Bottom LineThis story clearly shows the power of word of mouth specials in connection with social media. One key success element is that people love to share and talk about themselves in social networks. Traveling is a very popular discussion topic. The Facebook application lets users share interesting information about themselves in an easy and appealing way.
BackgroundBlendtec sells powerful blenders, mainly to private households.
StrategyThe company created a series of inexpensive videos using the main theme “will it blend?”. A number of very unlikely items were thrown into a blender to demonstrate its power. The huge breakthrough came with throwing an iPhone in the blender soon after its launch. Needless to say that it didn’t last very long ;-)
Bottom LineEntertaining content can certainly help with branding and sales efforts - even for lesser known brands. The entire campaign was done on a budget - social media marketing doesn’t need to be expensive. The ROI of this social media marketing story is setting very high benchmarks that won’t be easy to beat.
Source & Additional InfoBook “Groundswell“ by Charlene Li and Josh Bernoff http://en.wikipedia.org/wiki/Will_It_Blend http://www.youtube.com/user/Blendtec
BackgroundThe company provides service phone numbers for B2B clients.
StrategyPrior to its launch the company mailed 5,000 bags to influencers in their line of business. The bags contained grass hoppers covered with chocolate. The bags were used to promote a video.
Bottom LineSocial media and word of mouth special were perfectly combined on a limited budget. The results came in due to an unusual idea and a smart implementation of it.
BackgroundStarbucks has changed the world of coffee shops - not just in the US but around the globe.
StrategyStarbucks used http://mystarbucksidea.force.com to improve its image and to tie its customers closer to the brand. Everyone can post suggestions on what could be improved or done differently at Starbucks. Consumers can also submit wish lists for new products. The site users get to vote on what will eventually be turned into reality.
Bottom LineThe interactive integration of users in the marketing efforts and product development is a perfect social media showcase. It helps to save cost (i.e market research) and increases the loyalty of Starbucks’ customers.
Backgroundwww.beinggirl.com was created by Procter & Gamble, the world’s leading supplier of consumer goods.
StrategyBeing Girl shows a new approach by P&G. Their products are kept in the background. The entire discussion us spun around a common interest: How does it feel to go through adolescence and turn into a young woman? Female hygiene products are of part of the process and there is discussion around it at Being Girl.
Bottom LineAvoiding any direct sales effort at first has proven to be highly successful for P&G. It is one of the key ingredients to many successful marketing campaigns. We recommend it to our clients in almost any scenario related to web 2.0.
Source & Additional InfoBook “Groundswell“ by Charlene Li and Josh Bernoff
BackgroundDell has long been known to be aleading computer manufacturer.
StrategyThe company has been a social media pioneer. It struggled initially but eventually got it irght. Dell spreads their activities over multiple platforms but has them all closely tied together. Their own community and their Facebook activities are at the core. Users can receive support and get assistance with their purchases. Twitter, YouTube, Flickr etc. are being used to provide additional information.
Dell claims that their Twitter presence led to three million dollars of sales that can be tracked down to their efforts on the platform. This number might not be huge at first but it certainly exceeds the cost of Dell’s Twitter presence. Plus the story provided for plenty of free PR
The most active user in the Dell community has already posted over 20,000 replies. All of this at no cost for Dell since he is not an emlpoyee. His postings have been read over 2 million times. This led to additional sales and huge savings in tech support
Bottom LineBeing able to tie multiple platforms together is one of the big benefits of social media. Even though the ROI can’t be predicted in advance sales results can eventually be tracked down. In many cases the conversion path is hardly visible. A direct correlation between the results of user involvement and word of mouth propaganda to sales increases can be hard to prove.
BackgroundWe manage the social media presence of the automotive division of TÜV Rhineland (comparable to the DMV in the US). The goal is to reach out to influencers in the car tuning scene and to improve the image of the brand. Instead of a natural enemy the TÜV should be perceived as a supporter.
StrategyStep 1: Use of multiple platforms such as Facebook, Twitter, YouTube, Flickr and integrating all the latest activities into the main website of the organization: www.tuv.com/tuning. Creating word of mouth specials and combining online activities with offline events. Step 2: Building a separate highly interactive community with web 2.0 features and adding new word of mouth specials on a regular base.
Constant flow of fresh content due to embedding the Twitter, YouTube and Flickr feeds on TÜV main site, the Facebook fan page and the tuning fan community
Overwhelmingly positive feedback from tuning community and beyond: Bloggers, press, etc.
Users are in direct contact with TÜV experts online and can clarify any open suggestions prior to the technical inspection of their cars
Increase of web traffic by 100%. On average users spend 3 times more time on the site. A word of mouth special let to a short time traffic increase of 1,000%.
The strategy is a perfect showcase for reaching out to a target group and yielding or exceeding the expected results - stated by one of our contacts at TÜV Rhineland
Bottom LineSocial Media is serving as a major rebranding tool in this case. The target group was taken off guard and didn’t expect the TÜV to reach out. Interlacing multiple platforms greatly enhances the results of the program - online and offline.
Skittles is an extreme example for the use of external feeds on your own website. They replaced all the content on their homepage with content pulled from YouTube, Twitter & Co.Skittles is now one of the most popular brands on the web. It is listed among the top ten brands on Facebook.
Actor Vin Diesel decided to provide some exclusive content on his Facebook Fan Page. As a result he gained 500,000 new fans in one day and 1,000,000 over the course of one week.
35 examples on how to use social mediahttp://mashable.com/2008/07/23/corporate-social-media/ (these examples are from mid 2008 - this list would be quite a bit longer today)
Nielsen states that social networking is by now more popular than email
Social networking is currently growing 3 times faster than rest of the web. It also grows twice as fast as other popular areas such as games or online search
A McKinsey study states that 2/3 of all purchasing decisions are being influenced by word of mouth - mostly taking place on the web
Many key target groups are spending more time on their computers than at the TV
There are many truly exciting opportunities in the world of social media and web 2.0
Your goals always need to be kept in mind
Social media works best as part of an integrated concept
Don’t be afraid to communicate!
Great results and plenty of fun could be coming your way
Unfortunately the ROI can’t be forecasted in a reliable manner at the time of launching a social media project
Please note that this presentation is just a little snapshot and is most probably outdated by the time you read it since this dynamic area is changing every day.