SOCIAL MEDIA CASE STUDIES [GB_V43.0]

American Express, PepsiCo, and Disney share how they're using location-based services to connect with their fans. - Inc. Technology  

McDonald's discuss how they turned negative chatter on Twitter into a positive, trending experience for all of the restaurants' fans. - Chief Marketer 

During their 2011 Summer Scoop Truck Tour, Ben & Jerry's is delivering ice cream to local fans who tweet a request to stop near their locations. - Ben & Jerry's 

Orange who are becoming known for their creative uses of Twitter, are at it again with their campaign that has a movie voiceover guy reading tweets from fans. - Adweek  

MTV are exploring Tumblr, a platform they hope to use to feature niche content. - AdWeek 

InterContinental Hotels are welcoming and engaging guests directly on Twitter to ensure a pleasant stay. - Communications Passionista 

Boeing has launched a YouTube channel to give fans an inside look at how their products are designed, built, tested, and delivered. - YouTube 

An interesting evolution of social integration (at point-of-purchase), Diesel have introduced QR codes into their retail stores that enable customers to “Like” a product just by scanning a QR code (which then posts to your Facebook wall) – Video

 As a part of their Click For Kids campaign, Northwestern Mutual is donating a total of $200,000 to three nonprofits. Each time a fan likes their Facebook page, they are giving $10 to a nonprofit of the fan's choice. - Facebook 

According to a study by Buddy Media and L2 Think Tank - BMW, Clinique, Audi, and Lexus top the list of luxury brands on Facebook based on how they used the social networking site to grow their business. - Buddy Media Blog 

Paramount is using Twitter's Promoted Trends to drive movie ticket sales for Super 8 by offering sneak-peek viewings and easy access to tickets. - ClickZ 

JAYS.se's 'Behind The Wall' Promotion - To demonstrate the significant difference in binaural sound recordings (on Jays.se headphones) 10 interactive sound installations (by Hyper Island students) were placed around Stockholm providing listeners with a unique brand experience – Video 

Nike's newest campaign is encouraging athletes to submit videos of their team on Facebook. Winners will travel with the Nike team and will be determined by fan support, Nike, and Nike athletes. - EyeballHQ 

CNN incorporated social media into the GOP debate coverage by allowing viewers to comment on the issues via Twitter and Facebook. - SocialTimes 

JCPenney is challenging student designers to submit runway styles for today's modern women on YouTube so others can vote and pick the winning design. - YouTube 

To amplify the STOCKHOLM PRIDE FESTIVAL in a fun, viral way, a FB app (http://bit.ly/kXQ3li) was developed that allows users to (figuratively and metaphorically) "get on the bus" - by uploading their photo and sharing with friends. Kudos to Hyper Island's Mikael Näslund on his first live project at his Saatchi & Saatchi internship - Video

  

Procter & Gamble is giving Facebook Commerce another try and adding "shop" buttons to several of their brands' Facebook pages. - Ad Age 

As the championship series plays out, the NBA shares tips on how their social media team engages fans on Twitter and Facebook. - Fast Company 

Intel's new "Museum of Me" app lets fans create a visual archive of their social life by gathering photos, data, and quotes from their personal Facebook page. - PCWorld 

H&R Block shares how they are focusing their social site efforts on the customer experience - Vimeo 

Part of the chain’s in-store “Summer of Beer” push; T.G.I. Friday’s extended fans a “Buy a Beer” Facebook tab and app that allows users to send their Facebook friends a virtual gift card for a beer at T.G.I. Friday’s.  They’ve seen a 25% lift in page ‘likes’ since running the promotion - Facebook 

Tracking Down Twitter's Best Rumor Spreaders - A new approach could help marketers target users with the most influence – More 

Renault brought Facebook liking to life at the AutoRAI motorshow using RFID-equipped smartcards. Whenever a visitor liked the car they were viewing, they swiped their smartcard on the nearby reader and the action was updated on their Facebook page. - TNW 

The ROI of Social Media - Slideshare 

Tiffany & Co. is using Facebook, Twitter, Google Maps and other social tools to lure couples in-love to buy an engagement ring  - More 

'Diesel Cam' Facebook Integration - Interactive installations (by Fullsix) at Diesel Stores in Spain let customers share and show the garments they purchased (and tried on) with their Facebook profile from the store –Video 

Magnotes' by Sharpie - Social Annotations - A 2011 Future Lions finalist, 'Magnotes' by Sharpie (by Miami Ad School) is a social annotations app that allows iPad users to make their own interactive annotations, doodles and sketches while reading their favorite magazine – Video 

Pushing the Ad industry to invest in Passion and Ideas - In the new advertising and marketing economy, it’s a shame to let all that talent and creativity to be directed solely by the client. In this panel, we’ll hear three top agencies discuss how they’re generating their own IP, and with it, new revenue sources – Video 

To co-promote the movie “Super 8”, 7-Eleven is using FourSquare to unlock prizes. Everyone who checks-in is entered to win a trip to space. Every 88th check-in who participates can win a free movie ticket and every 88,888th check-in can win a Zero-G Experience weightless flight to suborbital space – More 

“Establishing and Maintaining Brand Relevance” – A discussion with David Aaker - Author, Professor Emeritus at Berkeley’s Business School, and Vice Chairman of the brand consulting firm Prophet - on the state of brands today - Podcast 

Orange's 'The Feed' Campaign - Feeling your summer plans lack a little gravitas? Just tweet them to #thissummer and a professional voiceover artist will give them that iconic summer blockbuster sound. More fun from Poke London for Orange – Overview 

"The Art of Immersion" - Frank Rose - How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories - More 

Unilever's 'Share Happy' Vending Machine (by Sapient Nitro)- Facial recognition technology determines gender, age, and whether you're smiling. If big enough, users get a free ice cream and share their (AR modified) picture with Facebook – Video 

'Le Club Perrier' Campaign - Perrier has just launched a pretty stunning campaign on YouTube that incorporates the concept of group buying, and turns it into group viewing. Its new YouTube channel features a video of a club scene, accompanied by a thermometer on the right hand side. The more that people watch the video, the more scenes will get unlocked and the hotter the video will become. – YouTube Channel 

Nine Lessons From Successful Brands on Twitter - Twitter is a crucial part of any social communication plan. Here are nine companies that know their stuff, along with lessons you can put to use – Article 

Intranet 3.0 - SharePoint® and the Social Intranet – Article 

The Evolution of Transmedia Storytelling- What’s transmedia storytelling? In transmedia storytelling, content becomes invasive and fully permeates the audience's lifestyle. A transmedia project develops storytelling across multiple forms of media in order to have different "entry points" in the story – Video 

BMW 1M vs Concrete Walls Viral Video - BWM Canada have released this video, which has had over 450,000 views (at time of posting) in a few short days. It became the number one worldwide auto video on YouTube after just 2 days – Video 

Kalles "Egg Timer" Mobile App - This app has already has more than 50,000 downloads and is the third most downloaded in the free app section in the Swedish iTunes AppStore – Video 

“Love is out there, if we’re organized” - It’s not the first of it’s kind (i.e. http://bit.ly/izGEyY) but Zonacitas.com’s ‘Singles Finders’ app (by Ogilvy Argentina) identifies the exact amount of single people at any given bar/ club location at any given time -  Video 

The 'Atavist' and the Future of long form Journalism - Atavist is a term meaning “the reappearance of a characteristic in an organism after several generations of absence”. In this case, we’re talking about journalism longer than typical magazine articles but shorter than books – Video 

NOTE: For more articles and posts from the last week please visit us on Twitter at both @goodbuzz and @disruptbureau.  Also, if you have info, articles, case studies or other examples of 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.

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Pushing the Ad industry to invest in Passion and Ideas

In the new advertising and marketing economy, it’s a shame to let all that talent and creativity to be directed solely by the client.  In this panel, we’ll hear three agencies discuss how they’re generating their own IP, and with it, new revenue sources, operating models, and a portfolio of innovative work to expand their expertise and client offerings.  The video's below are from a panel discussion at Creativity and Technology Conference (CaT) in NYC featuring Ed Brojerdi, Chief CD, Kirshenbaum, Bond, Senecal + Partners, Michael Lebowitz, Founder and CEO, Big Spaceship, and Chris Vance, Managing Director, ZAG NY, BBH Labs.  Note: The discussion is moderated by Ad Age’s Kunur Patel. 

The 'Atavist' (and the future of original nonfiction and narrative journalism)

Atavist is a term meaning “the reappearance of a characteristic in an organism after several generations of absence”.  In this case, we’re talking about journalism longer than typical magazine articles but shorter than books.  The Atavist website therefore publishes original nonfiction and narrative journalism that are longer than typical magazine articles but shorter than books.  Articles are written by experienced reporters and authors and optimized digitally for multiple platforms.  Each story is layered and embedded with supplementary video, audiobooks, information and a host of other features.  

Evan Ratliff is the Editor and Co-founder of “The Atavist” website.  His presentation (attached in two video's below) discusses the impetus for starting the “The Atavist” and the current long-form writing platform. An award-winning journalist and contributing editor at Wired, Evan's writing appears in The New Yorker, Outside, Men’s Journal, National Geographic, and many other notables - as well as co-authoring “Safe: the Race to Protect Ourselves in a newly dangerous world.”  

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The Evolution of Transmedia Storytelling

What’s transmedia storytelling?  In transmedia storytelling, content becomes invasive and fully permeates the audience's lifestyle.  A transmedia project develops storytelling across multiple forms of media in order to have different "entry points" in the story; entry-points with a unique and independent lifespan but with a definite role in the big narrative scheme. Each distinct element makes distinctive contributions to a fan's understanding of the story world; "entry-points" through which consumers can become immersed in a story world. 


The three video’s below are from a recent discussion between Frank Rose, author of "The Art of Immersion" (and a contributing Editor at Wired) and Jeff Gomez, President and CEO of Starlight Runner Entertainment at Ad Age's "Creativity and Technology" (CaT) Conference in NYC June 9th, 2011.

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SharePoint® and the Social Intranet

Microsoft SharePoint is a powerful enterprise solution and platform that is designed to be very flexible.  It offers solutions to many business challenges faced in organizations today. This flexibility, however, drives a certain amount of complexity for deployment planning and execution. 

Implementing SharePoint requires a clear definition of the desired end result to avoid user frustration, improper organization of corporate information (and possible challenges with future enhancements or upgrades) - all things that lead to reduced ROI.  In order to address these concerns and drive overall implementation success, a comprehensive approach to deploying SharePoint is required that leverages experience and best practices developed over many implementations.

Our approach is specific to SharePoint and includes the following components:

1. Strategy
2. Architecture
3. User Engagement
4. Execution
5. Governance 

1.  Strategy

The deployment begins with a comprehensive analysis of your business objectives in order to develop the strategy for the solution. The strategy provides guidance and direction for the implementation team and your organization throughout the lifecycle of the solution – not just the implementation.

2.  Architecture

The architecture represents the physical and logical structure for the solution. Since the physical and logical architecture are interrelated and critical to solution adoption, we typically focus on this directly after developing the strategy to ensure alignment.

3.  User Engagement

User engagement includes both how users will interact with the solution such as the interface and overall look and feel as well as the management of change within the project. In our experience, projects are successful when there is a strong partnership with the users and our approach is to begin building this partnership at the inception of the project.

4.  Execution

The execution focuses on developing a detailed plan for achieving project objectives. We leverage the tools, templates and processes included in our True North Methodology to ensure that a plan is developed that will move in the direction dictated by the strategy and achieve project objectives.

5.  Governance

Governance relates to the processes used during the project execution as well as the ongoing processes developed and deployed for the management of the overall solution. Governance represents the framework for the project and is a critical component to the success of the solution after deployment.

6.  Methodology

Complex technology projects are delivered successfully when you combine a detailed development and implementation process with a highly capable and disciplined team. Goodbuzz leverage an industry-leading team of business analysts, BI consultants, project managers, SharePoint and .NET developers, creative designers, quality assurance engineers, trainers and related personnel to repeatedly drive measurable ROI for our clients. 

We bring the people and the process to the table to guarantee a successful engagement.  The diagram (below) graphically represents a high-level overview of our Methodology.

By combining business and technology expertise, Goodbuzz extend value-added solutions for our clients across the North America.  Our partnerships extend strong expertise with enterprise Microsoft technologies and platforms including SharePoint, the .NET framework, SQL Server, ASP.NET, Windows Server, Exchange, OCS, and other related technologies.  Below is an overview of our capabilities, solutions, management services and training offerings.  Note:  Additional information is available by specific capability by request.

The Big Picture

Goodbuzz extend enterprise excellence through collaboration, productivity and business insight solutions as well as the ongoing support, management, and monitoring in a flexible model that provides results and proven ROI.  What can we help you with?  For more information, please contact info@goodbuzz.ca.

SOCIAL MEDIA CASE STUDIES [GB_V42.0]

Sony Ericsson is giving away tickets to the Uefa Champions League final game in London to fans that check in at designated locations on Foursquare. - Brand Republic 

Tiffany & Co. is using social media to share its recently launched website about love with the intention of luring in-love couples to store locations or to the brand's Web site to buy an engagement ring - Website

To launch a new smart phone bundle, TURKCELL made a gift box covered with post-its. Using a live video feed, they asked the twitter crowd to unpack the box by tweeting what was written on the post-its using a hashtag #turkcelltweet – Video 

Honda's SuperCivicQuest is a digital scavenger hunt. There are 5 levels, each with a series of clues (and prizes) scattered across the web leading up to you (Cesar) fighting the dreaded 'El Burrito' – App 

T-Moblie's "Royal Wedding" video spoof has gone viral with over 21 million views on YouTube. - Ad Age 

American Express' discuss how they're using Facebook and Foursquare to target business owners and dedicated fans. - ClickZ


The FWA’s Site of the Month is the ‘MAGNUM Pleasure Hunt’ (by Lowe Brindfors/B-Reel/Plan8) where users play an interactive game across multiple websites collecting chocolates – Website

Intel’s ‘The Museum of Me’ is by far the most impressive visualization we’ve seen to date (using Facebook images.) Period. The integration and delivery is amazing - especially for those of you who’ve been active on Facebook for a few years – More


GRAACC - The Great Banner Sale Campaign - People and companies were invited by email to buy a banner they could customize (and pay whatever they wanted for.) Websites displayed the banners for a whole week and all the money was directed to GRAACC - producing 3,000,000+ impressions and increasing annual donations by 260% - More 

This clever campaign for UNICEF (by Miami Ad School students) utilizes the spelling feature inside Google Chrome to trigger donation prompts. Each miss-spelt word adds a “Donate This Word To UNICEF” option (where users can then right-click the red underline to amend spelling mistakes) - More  

HBO has launched HBO Connect -- a one-stop social TV site for all of HBO's programs that invites fans to join the conversation about their favorite shows. - The Futon Critic

Namechk - One source to check to see if your desired username (or vanity URL) is still available at dozens of popular Social Networking and Social Bookmarking websites - www.namechk.com 

NuFormer's latest lets users interact and manipulate the actual 3D projection (in real-time) using gesture based tracking (via Kinect). All types of branded content, logos or product placement can thereby be incorporated – More 

Here’s a clever way to build intrigue and peak interest around the launch of a new Batman movie, The Dark Knight Rises. If you visit this website, it appears to simply be a black page with some audio. However, (nerd alert) if you play back the audio file in a program that supports spectrograms - hidden text in the form of a twitter hashtag appears (http://bit.ly/iKUKBl). It’s the first piece of a puzzle that leads to the next clue. How very J.J. Abrams - Website 

Bacardi is turning their Facebook fans' likes into real life concert experiences for thousands of fans across the country. - BarBizMag

MERRELL has launched a new website (by The Minimart) to support the creation the world's largest panoramic picture. Users are asked to upload their outdoor shots to the website - More 

Instead of asking people to donate money this (Miami Ad School) concept lets people donate their air miles to transport RED CROSS staff.   Adding a “Donate your miles” button to flight booking websites people can donate their unwanted or unused air miles instead of donating money. This donation would lead to the Red Cross microsite where users can log in with their Twitter or Facebook account to track and share their donation - More

Don’t forget!  The CREATIVITY AND TECHNOLOGY CONFERENCE (CaT) is on next week in NYC. June 9th, 2011 at the New World Stages (340 West 50th Street, New York, New York – More  - We’ll see you there.

Social television research company, Bluefin Labs, has named Fox, ABC, and MTV as the top three most socially engaging broadcast and cable TV networks. - Lost Remote

SUBWAY’S ‘COMMIT TO FIT’ SWEEPSTAKES garnered 900,000 new ‘Likes’ in a week asking users to commit to a healthy lifestyle for a chance to win cash. To peak interest and drive Facebook engagement, Subway ran a sweepstakes on their landing tab allows users to make a commitment to be healthy for a chance to win $25,000.

As a part of their Apps for Change campaign, Nokia is continuing to encourage idea submissions in their IdeasProject Community that can be reviewed and discussed by fans. - IdeasProject 

The New York Times is experimenting with replacing their automatic Twitter feed with real people to improve their engagement with fans. - The Wall

Yahoo! is integrating social media into their email service. Users will be able to send and receive Facebook and Twitter updates directly from their inbox. - ZDNet 

SAMSUNG’S ‘LIKE IT, REVEAL IT, WIN IT’ Contest features a weekly product giveaway that incentivizes users to invite their friends to participate (and to check-in regularly.)  Users are asked to unlock a certain amount of pixels each week to reveal a photo of the Samsung Television prize for the week and can potentially win instant prizes.  The key mechanic here however is the fact that users enter by unlocking a pixel, thus, the more pixels unlocked the easier it is to see the prize, creating an incentive for users to share with friends.  In two weeks Samsung has garnered 12,000 new fans.

SCHOLASTIC share how they connected bloggers and the online community to create a successful corporate blog and influential online voice. - Vimeo 

Here’s a fun interactive outdoor campaign (by DDB Stockholm) for MCDONALDS. Pick N’ Play lets users play a game on a large interactive billboard using their mobile phone.  A product coupon is sent to the phone after playing - Video 

The MINI ‘Space’ ‘Patterns & Places’ Design Competition lets users submit visual interpretations by way of design, photography or illustration of what moves you – be that geometric or asymmetrical, stripes and polka dots.  Winners can win cool prizes from Apple, Rayban, and others – More 


Here a clever MINI ‘Bingo’ Direct Response Campaign that leverages technology to amplify activities - Video

NOTE: For more articles and posts from the last week please visit us on Twitter at both @goodbuzz and @disruptbureau.  Also, if you have info, articles, case studies or other examples of 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.


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