Hertz's most recent Facebook campaign brought 145,000
interactions and 800 new likes in the first week and won them Travel + Leisure
magazine's first-ever Social Media + Tourism Award for best use of a social
media platform - PR Daily
NASA is using Twitter and
YouTube to help build buzz and excitement online for the Curiosity rover's
upcoming visit to Mars - The NY Times
Pepsi,
BOS Ice Tea, and The Coca-Cola Company are combining
social media with vending machines to create a new experience for customers - Social Commerce
Today
Qatar
Airways has launched their global
"Tweet a Meet" social media campaign that gives their Twitter
followers the chance to team up and win travel miles and plane tickets - Creativity
Online
Tide is running a social campaign through the 2012
Olympic Games that encourages fans to submit their own stories about what the
American flag means to them on Facebook and Twitter - Chief Marketer
Citi discuss how they use social media to deliver
better customer service - Useful Social
Media
Starbucks,
7-Eleven, Chick-fil-A, and Dippin' Dots are using social media to
drive buzz around their giveaways this summer - USA TODAY
Revlon's talk about their new Facebook initiative that
offers monthly beauty tasks and allows participants to post and share their
experiences with friends - WWD.com
Virgin
America is looking to increase their
Facebook and Twitter engagement with the announcement that Boo, the Internet's
cutest dog, has become their official pet liaison - Socialbakers
THE TAKEAWAY
BE FOUND - Search is still the killer
app. It’s more location-based (knows where you are), personalized (offers to
you), visual (Google Goggles) and real-time (price, availability, news) than
ever. Roy’s Restaurants introduced hyperlocal ads, delivering clickable,
down-to-the-block level information about a business at the right place and at
the right moment – and got an 800 percent ROI on their
advertising investment.
BE ENGAGING - You could be dull in
another era. Not this one. For creativity, look at American Express mastering
the art of the live stream – a newly potent medium. Their live-streamed
concerts, ‘Unstaged: An Original Series from American Express,’ created an
absorbing environment on the web and in the arena, engaging users with the
music of Arcade Fire and John Legend – and with their brand.
BE RELEVANT - Real-world, real-time
relevance matters more than ever. A Google client in the auto insurance
business uses click-to-call so that when a potential customer searches their
mobile phone for car insurance, the company shows them an ad that can
immediately connect the customer to its call center and begin the application
process on the spot. The consumer, right there on the lot, could get their
insurance before they drive away.
BE ACCOUNTABLE - Ford has identified five
key buying actions based on closely measured online behavior. If someone
configures a car online, Ford now knows they are more likely to buy one. The
car company uses this information to target digital advertising, generating
high-value leads and test-drive registrations for its dealers. Unlike
traditional local media, Ford can measure the exact return on this investment.
Accountability pays.
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