Social Media Case Studies [July2-GB_V3.0]

In a social media first, Kmart is combining their online gaming community at MyKmart.com with offline retail activity by taking video game reviews from the site and placing them on store shelves.  Social Media Explorer

USA Network is using social media to market their new "Character Rewards" loyalty program, which lets fans earn points by watching videos, playing games, and reposting content to both Facebook and Twitter.  DMNews

Social media architect for Clorox, Greg Piche, shares how the brand connects with partners and consumers through their Clorox Connects community. Social Media Examiner

LG is using both YouTube and Facebook to launch the second phase of their "Life's Good" campaign, an idea based on a spoof American soap opera that dramatizes the use of social networks in everyday life.  Brand Republic

Jordan Stone from We Are Social gives an analysis of the brilliant Old Spice campaign that took the internet by storm and brought social media to a new level.  We Are Social

In its first Foursquare promotion, Ann Taylor is offering discounts to shoppers who check in to one of the company's eight New York stores.  Mashable

Top executives from Hershey, Best Buy, Del Monte, and more share insights on creating effective corporate social media strategies.  MediaPost

Coca-Cola brought in 86 million Twitter impressions in 24 hours by using Promoted Tweets to tap into the online discussion about the World Cup.  Social Media at Work

Andrew Varga, CMO at Papa John's, speaks about the outcome of their "Specialty Pizza Challenge," a contest asking consumers to submit their own pizza recipes via Facebook. Brandweek


Campbell's used Facebook to launch a new sampling campaign for their V-8 Fusion juice drinks. Consumers who friend their page will get the chance to receive a sample of the brand's new V-8 Fusion + Tea. PROMO

To promote the recent opening of "Sorcerer's Apprentice" in theaters, Disney became the first to try out Twitter's new @EarlyBird service. Advertising Age

Ben & Jerry's has discontinued their email marketing campaigns in favour of social media, asking subscribers to connect with them via Facebook and Twitter.  HubSpot Blog

Xerox's interactive and social marking VP, Duane Schulz, shares how they used a product launch to engage the entire company in social media.  Vimeo

Barbie has joined Foursquare! In celebration of Mattel's new Barbie Video Girl doll, she will use the social media site to promote location-based scavenger hunts.  Online Social Media

Pfizer is the first company in the regulated industry to launch a social media channel on SlideShare, the world's largest online community for sharing presentations.  Business Wire

From content to metrics, Doug Webster, director of strategic communications at Cisco, talks about implementing an effective social media strategy. Econsultancy

GE's private online community, MarkNet, provides a forum where the company's 5,000 global marketing professionals can share best practices, interact, and build relationships.  CNBC

The Director of e-commerce and online marketing for Wyndham Hotel Group answers questions about using social media in the travel industry.  Hospitality Net

The Director of interactive marketing and convergence media at Kodak, shares how the brand got started in corporate blogging and talks about engaging with BtoB and consumer audiences. BtoB

Campbell's used Facebook to launch a new sampling campaign for their V-8 Fusion juice drinks. Consumers who friend their page will get the chance to receive a sample of the brand's new V-8 Fusion + Tea. PROMO

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Goodbuzz creates social media campaigns that entice consumers to play, create, and share brand experiences. We focus on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting.  From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes.  Visit Goodbuzz Inc.

Social Media Case Studies [July-GB_V2.0]

Wheat Thins responded to a fan's Twitter message by surprising her with a truckload of their crackers as part of the Kraft brand's new social media campaign, "The Crunch is Calling." >> Social Fresh

To explore fans' interest in location-based services, Discovery's TLC recently began using Foursquare, which people can use to officially check in and earn badges themed after their TV shows. >> 1to1 Media

Fisher-Price, Estee Lauder, and Target are all featured in an article about some awesome things brands are doing to connect with moms through social media. >> Social Media Today

In an interview with Advertising Age, JetBlue's SVP of marketing, Marty St. George, speaks about managing Twitter feeds and using social media for direct communication with customers. >> Advertising Age 

Domino's is proving that their pizzas don't need photo retouching to look appetizing with its "Real Beauty" campaign, which includes an online component that asks people to send in unedited photos of their pizzas. >> Brandweek

Hyundai will post unscripted video responses from test-drivers of the new 2011 Sonata to their Facebook page as part of a new integrated marketing campaign. >> PR Newswire 

Jeffrey Liedel, chief information officer for GM's OnStar, talks about using Twitter, Facebook, and blogs as support tools and explains how their communications department monitors social media. >> Forbes

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Looking for the top social media campaigns from around the world? Visit Goodbuzz Inc.

Social Media Case Studies [June-GB_V1.0]

Kodak's Thomas Hoehn led a recent conference discussion on how social media enhanced the launch of their new video camera. He also covered how companies can use social channels to correct false information and rumors.  - BtoB 

ExxonMobil launched a blog called "Perspectives" in which Ken Cohen writes about the BP oil spill as well as his company's feelings on the issues and policies affecting the energy industry.  - Perspectives 

Dave Parsons mentions Morton's The Steakhouse in an article about using Facebook, Twitter, and other social media channels to their full advantage as part of a successful marketing strategy.  - DMNews 

MTV is looking for its first 'TJ', or "Twitter Jockey", who will engage with audiences and act as a liaison between viewers and network executives.  - USA TODAY 

In The New York Times' "In Transit" blog, Allison Busacca writes about TripAdvisor's new Facebook feature that allows fans to combine the site's reader reviews with advice from their Facebook friends.  - The New York Times 

From promoted trends on Twitter to a promotional Facebook app, Disney Pixar has been relying heavily on social media to get people excited about Toy Story 3. - Direct Traffic Media 

RIM has added a social taskbar to BlackBerry.com which allows viewers to share pages and follow the company on multiple networks. - BerryReview 

In a YouTube video titled "Gatorade Mission Control," PepsiCo offers a tour of how they monitor and engage with the brand's fans using social networks.  - YouTube

Kenny Rowe, E-Commerce Manager at ExOfficio, shared his four favourite types of social media content that drive engagement at our recent BlogWell event.  - Vimeo 

ExOfficio: Content is King, presented by Kenny Rowe from GasPedal on Vimeo.

FACEBOOK METRICS MOVING BEYOND INSIGHTS

Facebook has released an ad conversion tracking tool to a limited set of advertisers.  As Facebook describes the service, “Conversion tracking allows you to track activity that happens on your website as a result of someone on Facebook seeing or clicking your Facebook Ad.”

The new service will allow Advertisers the ability to assign a specific value to an action on their own websites and effectively determine the ROI of their Facebook advertising campaigns. This also promises to save a lot of time for advertisers who currently need to dump their data into spreadsheets and cross-reference that data when tracking ad spend ROI (return on investment).  Once the ad conversion tracking tool is fully released to all, Advertisers will be able to track conversions, tag conversion values, and a SKU codes.  Also, rather than providing the type of conversion funnel tracking provided through Google Analytics, Facebook is recommending that, “advertisers use a series of SKU codes for each page on your site”.

Facebook has realized that the more tools they can provide to advertisers, the more likely advertisers will be to spend money on the platform in the future.   And then there was light. ;)

View Conversion Tracking Tutorial (Slideshare)

CHEVROLET TESTS THREE SOCIAL-MEDIA APPLICATIONS AT SXSW

Chevrolet, exclusive automotive sponsor of SXSW music, film and interactive festival for the next three years, will use its freshman presence to get ideas on best practices and emerging technologies in social media. More important to Goodbuzz, Chevrolet is also using the show to test three social-media applications.

The first is a mobile location app from Austin-based Gowalla that tells a cell phone user's contacts where he or she is. When Gowalla users check in at various locations in Austin, they will get text messages with offers from Chevrolet and SXSW, such as a free ride in a new Equinox for those who use Gowalla when they get to the airport.

Chevrolet will also use Quick Response (QR) codes to tout the three vehicles it is featuring at the show. When mobile phone users photograph QR codes on the display vehicles, they will open a microsite detailing vehicle features.  Users who download the Chevrolet iReveal Augmented Reality AR application, available in Beta form, will be able to unlock three-dimensional models of Chevrolet vehicles. The application will provide key specifications of the vehicles, and insert the virtual image of the car over the actual streetscape viewed through the smart phone camera lens.

Finally, Chevrolet will run a team-based road rally called "See the USA in your Chevrolet: A SXSW Road Trip," in which teams will drive to Austin from various places like New York and San Diego while completing missions selected by followers on Twitter, and using social media and user-generated content to record their trips. 

The GM division will have a Chevrolet Volt Recharging Station for digital devices and a fleet of Camaros, Equinoxes, Malibus, and Traverses for conference attendees. Chevrolet will also offer rides to and from downtown, to exclusive events, and restaurants.  “The idea is to contribute to what people are there to do rather than brand all over the place."  All we can say is "Go GM!" ;)

SOCIAL MEDIA RESOURCE LISTING | Q4-09 CREATIVE

The following list represents all content, articles, news, and resources posted to Goodbuzz.ca in OCT/NOV 2009.

1. The Ripples of Social Media 
2. All Ripples are Good Ripples 
3. Social Media in Plain English (Video) 
4. Understanding the Influencer 
5. The Social Media Revolution (Video) 
6. Casino’s Saving Face Online 
7. How Consumers spend their time online 
8. Why use Social Influence Marketing 
9. Social Influence Marketing Glossary 
10. Creating Synergies Across Multiple Digital Platforms 
11. Top Ten Social Marketing Tips 
12. Fluent: The Razorfish Social Influence Marketing Report 
13. Ten Things Social Media Can't Do 
14. The Ten Commandments of Social Media 
15. Social Media Marketing – Top Three Mistakes 
16. Four Emerging Trends of the Real-Time Web 
17. Social Relevance meets Social Networking 
18. A Pocket Guide to Social Media and Children 
19. Your Social Media IQ and eCommerce 
20. Embracing Social Media Boosts Traffic 
21. 2009-10: State of Social Marketing Report 
22. Top Twenty Five Social Networking Sites – Feb 2009 
23. The 3′Cs Rule For Pharma Marketing 
24. Corporate Monologues are Dead
25. Social Influence Marketing (PPT) 
26. Social Media Influencers are not Traditional Influencers 
27. Social Media Marketing versus Social Influence Marketing 
28. Companies 'approach social media marketing on an ad-hoc basis' 
29. Brand social success fueled by consumer greed 
30. Brands, fans… and online conversations 
31. Where Interactive Marketing Dollars Are Going 
32. Social Media Q&A 
33. Trends in Social Influence Marketing 
34. What Social Search means to your business? 
35. Social Media ROI: Socialnomics (Video) 
36. The New Media Ecosystem: Conversations, Influence and You (PPT)
37. A Brave New World: Social Media and the Economy of Trust 
38. Tips from Coca-Cola’s Social Media Marketing Strategy 
39. Harley Social 
40. Hyatt Hotels Social Media Case Study 
41. Content First 
42. Social Networking Goes Professional 
43. Facebook Location Targeting 
44. Finding your Customers Social Profile (PPT) 
45. JACK-IN-THE-BOX DRIVES CUSTOMER INTERACTIONS VIA SOCIAL MEDIA 
46. CHEVY GETS SOCIAL 
47. ‘JERSEY BOYS’ LEVERAGE MOBILE + SOCIAL MEDIA
48. Five Tips for Optimizing Your Brand’s Facebook Presence
49. Get Real Business Results From Social Media 
50. Will Facebook be the next big online shipping site? 
51. NFL PLAYERS ASSOCIATION (NFLPA) EXPANDS SMS MICROBLOGGING PLATFORM 
52. PBS MediaShift: Social Media Marketing 
53. 2010: "LUXURY SHAME" AND TAKING SOME OF THE GUILT OUT OF Shopping 
54. Slipping under the Radar: Advertising and the Mind 
55. How to bridge the distance between business strategy and design 
56. Taking a Page from Organized Religion 
57. Using UGC Video Example 
58. Online Retailers To Focus On Facebook And Twitter During Holidays 
59. Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More 
60. Twitter Times
61. The Science of Retweets on Twitter 
62. Coca-Cola, Ford, Microsoft, McDonald’s®, SunTrust and Whole Foods Among First To CoTweet 
63. PR Students Need to Learn Social Media Business Strategies 
64. What's the Buzz About PR 2.0/Social Media? (Video) 
65. Social Media and Blogging: PR Power Tools 
66. Pull PR Will Shape Your Future Public Relations Strategy 
67. Is your PR agency Social Media Saavy? 
68. The New Influence Factor in Social Media