Social Media: A Story

@sosticky

Once upon a time, brands were king

Their images were created & activated through one-way [brand consumer] marketing communications

And then social media exploded

Customers talking about and interacting with brands on their own terms, in real time [customer brand customer]

TWIT-

ZAM!

FACE-

BOOM!

And everyone flipped the

eff out

TWIT-

ZAM!

FACE-

BOOM!

Brands were used to having

complete control over

their messages

And then...

Social media pulled back the curtain

And things changed

So brands began exploring new spaces

Some brands are doing this well

But many are not

They’re unfamiliar with how to use social & digital media

And hopping on the wagon without asking where to sit,

Following a “If you build it, they will come” mentality…

No, actually … they probably won’t

How will people find out about it? How will they get there? Will there be beer?

Ergo:

Define your goals

Locate your target

audience

Listen to what they’re

saying

Know your competitors’

activities

Stay Current Invest in &

create some sweet contet

Implement measurement

tools

Drive to your content

Evaluate

Building a social media strategy Brought to you by: Jackie Prince of So Sticky

Media is not social

People Are

Always consider your passengers first

Digital media are the vehicles for communication and engagement

Open up. Don’t be afraid to lose control.

Or without you

The conversation is happening with,

Where do you fit in?

Get in there and show us your sweet nunchuck skills

Be: Useful, Relevant, Entertaining

Marketing with the Stars

Some Case Studies

Reach out to your customers

Vitamin Water: Flavor Creator

•  Vitamin Water’s Flavor Creator application leveraged the crowd sourcing function of social media to engage with consumers in a fun way Facebook Page has 1,090,874 (end of Dec ‘09)

•  Encouraged users to submit and vote for a new flavor and vitamin combination, as well as package design, with a $5,000 incentive

•  A‘buzzmeter’ (an aggregation of Twitter, Foodgawker, Google and Flickr feeds) to monitored which flavour was being spoken about the most

•  Ability to share widgets and games and post to profile encouraged pass-along potential

Vitamin Water: Flavor Creator

Have fun & champion your advocates

The Marsh: Foursquare “Special Mayor Offer”

The Marsh: Foursquare “Special Mayor Offer”

•  The Marsh Café in San Fransisco spotted a business opportunity on Foursquare, and implemented a “special mayor offer” whereby the mayor of the café drinks for free

•  As a result, The Marsh has experienced a surge in demand, and has hired more staff to serve their growing community

•  Created a socially competitive atmosphere and loads of subsequent buzz

Start a movement

Nike Plus: “The Human Race”

Nike Plus: The Human Race

•  The Human Race is an international movement, uniting all runners (from amateur to professional) in a series of global events

•  Different strategies for different markets, but with the same overall enthusiasm and vigor

•  Created a community around the brand, encouraging users to support, challenge and share with each other online

•  Promotes passion around running and associates the sport with the brand

Crowdsource

Starbucks: “My Starbucks Idea”

Starbucks: My Starbucks Idea

•  Starbucks created their own community and invited users to help shape the future of the brand with their ideas

•  Submissions are voted on by other customers and the most popular ones are considered by the brand

•  The site showcases the ideas that Starbucks has selected [There’s currently 475 pages of submissions, with up to 25 ideas per page…]

•  Also leverages Twitter [10,190 followers]

Be Transparent

McDonalds: “Make up your own mind”

McDonalds: Make Up Your Own Mind

•  McDonalds was being attacked for suspicion of their restaurants, food and practices

•  They created an open online environment and invited people to ask them questions about their organisation

•  Enlisted “real people” as Quality Scouts to examine, document and share every aspect of the food process

•  Since it launched in 2006, the site has received over 20,600 questions and visitors spend between 4-10 minutes on the site

Facilitate a conversation

Best Buy: Twelpforce

Best Buy: Twelpforce

•  Best Buy illustrates their commitment to their customers by building online relationships through forums, blogs, video and Twitter

•  Created the “Twelpforce” [@twelpforce] as a customer service engagement platform [currently 16,045 followers]

•  Best Buy employees address issues and promotions via Twitter

•  TV ads drove to “Twelpforce” instead of the Best Buy site

Make it easy to share

Adidas: Star Wars Death Stat Superlaser

•  Adidas Star Wars Death Star application integrates Google Maps and Street View with Facebook Connect, for a personalized experience

•  The app locates you (based on the city specified in your Facebook settings) and shoots a laser at you, leaving behind a giant Adidas-shaped hole in your place

•  You’re then encouraged to join the Adidas Facebook Fan Page, view their Star Wars collection, and blow up your friends, which encourages a viral pass-along

Adidas: Star Wars Death Star Superlaser

And they all lived happily ever after…

@sosticky

linkedin.com/in/jackieprince

jackieprince@rogers.com

www.sosticky.com

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