SOCIAL MEDIA CASE STUDIES [GB_V58.0]

McDonald's gained 60,000 impressions on Facebook with their digital "Kick the Trash" campaign that let fans envision themselves doing amazing football tricks in personalized videos. - Simply Zesty

Not to be outdone by Facebook’s Marketing Solutions platform, Twitter has now launched ‘Twitter Stories’ – a website showcasing Case Studies of some of the most innovative and inspirational uses of tweeting – Website

We love campaigns that integrate real-world social (api) data to enhance the user experience (i.e. Intel's 'Museum of Me' and Toyota's "Your Other You"). ‘TAKE THIS LOLLIPOP' is a PSA for internet privacy however that takes the concept to a whole new level – Website

Warner Bros., Lionsgate, Miramax, Paramount, and others are using Facebook applications to turn watching movies into a social experience. - Ad Age

PepsiCo is connecting fans of "The X Factor" with Pepsi Pulse -- a real-time digital visualization of the conversations taking place on the social web about the show. - Pepsi Sound Off

DSW share how they measure ROI and make the business case for social media. - SmartBrief

The original fundraising campaign only reached $2k of the $20k goal - so they decided to try something different. The results? After just a few weeks and significant buzz - the filmmaker raised $120k and turned his short film into a feature length movie thanks to all the donations! Very impressive work (by OneBigAgency, Amsterdam) - Video

Eddy's Twitflicks Case from OneBigAgency on Vimeo.

Chevrolet used the power of online social networking to literally launch their new car off of a 9-story structure. - PSFK 

IBM discusses how large companies can embrace social to create new business value and opportunities. - Forbes

The Guardian Newspaper has launched a Twitter-based search bot that allows users to search for content on the publication's website by tweeting a question or keywords to @GuardianTagBot. - The Guardian

Volkswagen (Netherlands) www.fanwagen.com (by Achtung Agency) - by allowing users to vote for their favorite retro VW to be rebuilt “socially”. If it wins – your name will be added to the vehicle and you could win it - Website

Rickard's (beer) brand is supporting the Movember cause with a Mo-Duel social game that encourages friends to raise money and challenge each other's mustache -growing abilities - Facebook

L'Oreal is helping salons connect with customers online with their new Salon Facebook program that includes how-to videos, appointment booking services, and more. - MediaPost

Quaker Oats celebrated National Oatmeal Day with a contest on Facebook and Twitter that encouraged fans to post their ideas on what other foods should have their own special day. - National Oatmeal Day

Branded Utility 101 - In this case a simple 'Taco' finder app (by Big Spaceship) that uses GPS and peer reviews to ensure you're never without a Taco. Michael Lebowitz, Founder and CEO discusses the app, the Future of the Ad Agency model and alternate revenue streams at this years Creativity and Technology (CaT) Conference in NYC - http://bit.ly/vld4jC

Creating a Brand as a Social Movement - Psychologically, this sense of community is also one of the major tenants of self-definition, as being part of a group gives meaning, emotional safety, and identification. The influence is also bi-directional and reinforcing - Article

Real-time Marketing is about more than just Twitter - it’s live video streams, Facebook competitions, digital response mechanics in retail and even the unexpected runaway success that is (or was) BlackBerry Messenger. All examples of real-time in action. Here’s an extract from the 2011 Contagious 'Real Time Marketing Report'

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SOCIAL MEDIA CASE STUDIES [GB_V57.0]

The U.S. Labor Department is teaming up with Facebook to form a Social Jobs Partnership that will help connect the jobless with companies that are hiring - LA Times

Dunkin' Donuts is inviting their Twitter followers to share photos of their best jack-o-lantern creations with hashtag #carveDD for a chance to win a $50 gift card - The Sacramento Bee

The Evolution of 'Participatory' Marketing - As tactics rise and fall, a more sophisticated approach is emerging - Article

Toyota's new Facebook game lets users test drive their new vehicle, create and host their own races, and compete in community-wide competitions with other fans - All Facebook

Razorfish Report on Connecting with the Digital Mom - Report

Lenovo's Space Lab initiative is challenging teens to design a science experiment that can be performed in space. The videos can be submitted to their YouTube channel and the winning experiments will be streamed live as they are conducted in space - ClickZ

How Do Google AdWords Work? -Infographic

To promote the upcoming release of their action-comedy "Tower Heist," Universal Pictures is giving away up to one million Facebook credits by hiding them all around the social network on various characters' pages for fans to find and collect - Ad Age

Volkswagen (by Red Urban) adds some serendipity to a static print campaign for the new Beetle using Augmented Reality (#AR) – Overview

Beeri - This tech mashup uses Siri's voice recognition, Twitter, an Arduino Uno w/wifi and a Twitter API querie to 'pour' beers (albeit crudely) for employees.  Check out the video below.

Beeri from redpepper on Vimeo.

The Weather Channel is developing new ways to reach their local audiences using Twitter, Facebook, video, and a new, interactive iPad application - Lost Remote

Have you ever wondered what online channels you should be targeting in order to reach the perfect audience for your product? Check out “Social Consumers and the Science of Sharing” – Infographic

The CONCEPT: Building brands as Social Movements. The BOOK? Leo Burnett’s “HUMANKIND” - advocates focusing, not only on advertising, but on people. Moreover, letting human activities and beliefs actually drive brand strategy – More

Burberry kept fans up-to-date during London Fashion Week by hosting a "Tweetwalk" on Twitter, streaming video and interviews on Facebook, and actively posting on Instagram - The Social CMO Blog

Nestea has a new Facebook application that lets fans create videos to inspire friends to embrace something they haven't done before - PSFK

Just in time for Halloween, Sony is featuring a collection of horror films that encourages fans to watch, rate, discuss, and keep count of their favorite horror moments on the Crackle entertainment network - Dread Central

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NOTE:  For more articles and posts from the last week please visit us on Twitter @goodbuzz.  If you have info, articles, case studies, or other examples of (TTL) participatory marketing bliss - please feel free to either post via Facebook or send via e-mail and we’ll take care of it for you. ;)  Please identify if you find a dead link (as they were all live at the time of this posting).

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WHAT IS 'PARTICIPATORY' MARKETING?

To be clear, we’ve heard ‘it’ called 360˚, integrated, through-the-line (TTL) marketing and numerous other terms.  Whatever you call ‘it’ - it builds and adopts cross-channel tactics based upon user behavior, context and reaction to past content and consistently delivers the most compelling message (and experience) to each customer at the perfect moment through the perfect channel – across inbound and outbound, online and offline, or traditional or emerging.

As tactics rise and fall, a more sophisticated approach is emerging.  Instead of thinking tactic by tactic, marketers are beginning to think strategically across three major areas of social content:  owned (what they create), earned (what customers create), and paid (what marketers spend money for.) 

OWNED

Media, content, and channels that the company directly delivers, has control over, or owns.  For example:

• Traditional – Direct Mail (DM), call center, branch/store, ATM, Kiosk/POS
• Digital – Email, website, microsites, blog, Facebook.

EARNED

Media, content, and channels delivered through a 3rd Party without exchange of payment.  While your control factor is low, credibility is high.  Examples include:

• Traditional – Public Relations, generated new, analyst coverage.
• Digital – Twitter, Blogs, Product Reviews

PAID

The most familiar terrain for most marketers; this is media, content, and channels that are delivered through a 3rd party or intermediary in exchange for payment.  For example:

• Traditional – TV, Radio, Print, Out-of-home (OOH)
• Digital – Display ads, PPC, Sponsored Content.

What emerges is a non-linear, integrated, interactive, and immersive (platform-agnostic) approach to marketing that is driven by real-time data and intelligence. 

ACTION

Our chief task as Marketers, both internally and externally, is therefore to get people to engage with and be active participants (i.e. play, create, and share) in our brand story.  Interacting effectively with customers in the digital era has implications beyond marketing products and services. Customers can now find out where and how a company makes its products; how it treats its employees, retired workers and suppliers; how much it pays its top executives; how seriously it takes its environmental responsibilities and the like. This knowledge can affect their buying decisions. Each company has a corporate ‘character’ or ‘personae’ – the differentiating attributes that make it a distinct enterprise. In other words, what an organization stands for is as important as what it sells.

Savvy marketers therefore need to focus on relationships, not just transactions. They need to become change “agents”, drive innovation, push their companies to reboot, and teach our peers how to listen and how to talk to customers.

SERVICES

To help CMO’s facilitate this task, Goodbuzz Inc. has partnered with (Toronto-based) Brand Strategy think-tank LEVEL 5 to capitalize on their world-class proprietary Brand DNA Mapping.  We have additionally partnered with (New York City-based) Buyology Inc. to utilize their MindLink™ measurement and analytics platform for understanding brand relationships. From this mapping, Goodbuzz articulates a comprehensive social brand ‘character’ or ‘personae’ that acts as a template for all partners when engaging along participatory channels.  

To further investigate this mapping and articulation process, please contact us directly.

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