Social Media Case Studies

Dana VanDen Heuvel - MarketingSavant

Kiar Olson – Element Creative

Cases

• Martell Home Builders

• Goodwill, Washington D.C.

• Nicolet National Bank

• Comcast

• Indium

Martell Home Builders uses social media to connect with home buyers

ToolkitBlogFacebook fan pageYouTube VideosTwitter streamSmugMug photos*

Martell Home Builders

3 Lessons:

1) Be Transparent

2) Holistic Strategy

3) Human Relationships

Goodwill uses social media to increase sales of its high-end merchandise

ToolkitBlogFacebook fan pageYouTube VideosTwitter streameBay sales page

Goodwill of Greater Washington

3 Lessons:

1) Incorporate Into Marketing Strategy

2) Regional Execution

3) Entertainment + Trust = Desire to Shop

Nicolet uses a blog and social media to educate and connect with their tribe

ToolkitBlogTwitter (rates)RSS feedsPodcastsBusiness Pulse (thought leadership)

Nicolet National Bank

3 Lessons:

1) Unfiltered Conversation

2) Content Matters

3) Education = Trust

Comcast Cares…Because This Guy Didn’t…

Comcast uses social media to take care of it’s most vocal customers

ToolkitTwitterBlogsSocial Media ListeningCustomer ServiceYouTube Videos

Comcast Cares

3 Lessons:

1) Listen Intently, React Immediately

2) Educate The Team (Internally)

3) Social Media Success + PR =

Momentum

Indium employs social media to generate leads for electronic assembly

components

ToolkitBlogs (10 of them)VideoRSS feedsLinkedInFlickr

Indium

3 Lessons:

1) Focus on Specific Content

2) Start Small With Commitment

3) Create Dialog Where None Exists

Tropicana unit sales decreased by 20% after they implemented the packaging change. The company

received a number of passionate outcries regarding the change in packaging. He stated that although the complaints came from “a fraction of a percent of the people who buy [Tropicana],” they were

from the brand’s “most loyal consumers.” Consequently, after less than two months on themarket, Tropicana announced it was pulling its new “Squeeze” packaging.

Whatever the social media monitor

solution, one thing is clear: As

control of a brand's marketing

messages-and-,indeed, it's very

image- continues to migrate from

tradition media to social media,

companies need to become

increasingly adept at paying

attention to how they're being

perceived in the online world. And

they need to be able to respond

accordingly, based on the insights

they gain. - Aberdeen

“Rahodeb”

• Unethical, covert blogging

by Whole

Foods CEO John Mackey

• According to FTC documents, Mackey

had been posting comments for the

past eight years until last August.

• Accused of hyping his

own company's stock

and running down rivals.

http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks

Other Notable Disasters

But like fighting fire with fire, Domino's smartly chose to fight their social

media nightmare using social media. Patrick Doyle, president of Domino's

USA, quickly posted a video response to the "Disgusting Domino's Pizza

Employees" video on YouTube and setup a Twitter account (@dpzinfo)

answer questions from concerned customers. As a result, Domino's is being

praised for their actions and might be able to spin this public relations

disaster into something slightly positive.

“Content is the new democracy

and we the people, are ensuring

that our voices are heard.”

Brian Solis, “The Social Media Manifesto”

Social Media Case Studies

Dana VanDen Heuvel - MarketingSavant

Kiar Olson – Element Creative