social media marketing - overview and case studies (2008)

SOCIAL MEDIAOverview - Case Studies - JFRobinsonConsulting

April 16, 2009

Dominant Mass Market Platforms

JFRobinsonConsult.com

November 2008 Facebook drew 200 million unique worldwide visitors; more than 1 in 5 people who accessed the Internet that month visited the site (22%).

...the world’s default social network

techcrunch.com


Facebook is at heart, a voyeuristic experience

HOME pages offers numerous ways to access information

Key functionalities include firends,photos, videos, group, pages, conversations and suggested new friends

Home Page


FRIENDS page allows sorting of friends, and customizable privacy/access settings

Friends


CONVERSATIONS are saved or can be deleted, it is getting traction as an email replacement.

Conversations



PHOTO SHARING is a core value of Facebook. Facebook is the largest photo sharing site in the world.

Photos are sorted by albums, and access can be customized.

Photographs


GROUPS are can be created for brands, businesses, clubs, schools, affinity groups, fan sites, and micro-niche topics and passionsEXAMPLES:- I burst into spontaneous dance parties in the car- I hit slow-walking people in the back of the Head- Fatal mistakes men make during sex- Kevin Cui is the Worst thing that Ever happened to me- Slutty Shoes Club- Why does anybody eat tripe?- Sweet Sweet Monkey Love- Oklahoma is beter than Texas- Don't you just hate girls who are snobby,catty,gossipers?- My Other Car is a Zamboni

Groups

PagesPages have FANS, the functionality is more one-way. are saved or can be deleted, it is getting traction as an email replacement.

CASE STUDIESHOW COMPANIES ARE MARKETING VIA SOCIAL NETWORKS


- SKITTLES- BEST BUY- FORD- HYUNDAI- SCION (TOYOTA)- BMW

A MultiPlatform Social Media Campaign.They tossed their flash website and linked directly to social networks where customers talk about the product/brand.


SKITTLES


SKITTLES

“Best Buy Connect” showcases the people, behavior and unedited perspectives/ideas of those who power Best Buy. It humanizes the brand, increases accessibility and fuels transparency.

BEST BUY

Launching the new sub-compact model, the Fiesta, Ford is handing a set of keys for the Fiesta to one hundred web savvy drivers. Consumers send in videos for the right to get the cars. The drivers will be given a Fiesta for six months, along with auto insurance and gas, during which time they can post their impressions about the car to such social media services as YouTube, Flickr and Twitter.

FORD

http://www.inquisitr.com/21526/ford-tries-the-ultimate-social-media-experiment/#


http://www.ford.com/about-ford/news-announcements/press-releases/press-releases-detail/pr-ford-targets-100-sociallynetworked-29911






http://twitter.com/

http://twitter.com/

Webpage ties to and incorporates the functionality of YouTube and Flickr

FORD

- HYUNDAI ASSURANCE

Viral web and social network coverage of car payment guarantee, announced on Oscar telecast

- HYUNDAI THINK TANK

1000 customers invited to participate in creation of new products and marketing efforts

HYUNDAI

SCION SPEAK - design your own SCION “CREST” to post on social networking sites.

Ad-Speak for SCION Speak:

“With Scion, we ensured that we deve loped Sc ion Speak in collaboration with the Scion enthusiast audience. In fact, we used some of the leaders of the existing online Scion communities to help us to develop the Scion design language. We also ensured that this brand site was designed for purely social and expressive purposes and did not feel like a corporate or money-generating venture.”

SCION

BMW-THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America.

“What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300-horsepower 1-Series over the Atlantic and into America!"

-THE RAMP Fake Documentary supported by Facebook, YouTube, Blog, Flicker about a giant ramp in a small Bavarian village that will launch the BMW 1 series to America.

“What is Rampenfest? Only the most amazing event in the history of Bavaria. To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantish Ramp to launch a BMW 1-Series into America. Our ramp stands an impressive 454 meters — tall enough to launch a 300-horsepower 1-Series over the Atlantic and into America!"

BMW

a social media “novel” with embedded brand marketing


A 23 day narrative experience, telling a story in the language of todays generation: Email, Text, Facebook, YouTube, Flicker, Twitter, etc. Produced by ZapPictures, LA

The bulk of STORY ADDICT’s story is delivered via text and email

Voyeurism is the driving energy, primed my the audiences activity level in Social Media

(Story Addict is currently in public beta)

Eric -Something’s weird w bf Justin. Seen him? Saw him talking to Stacy. He won’t answr my txts. Frk’d out! – Mandy :<

STORY ADDICT characters are played by professional actors for video, audio and photographic narrative elements.

BRANDS are embedded into the story, as the characters use & discuss their products and visit their stores

Text story is ANNOTATED and ILLUSTRATED via multimedia and social networking conversations.

“Nicole” gets her boyfriend to buy her expensive shoes, and shares it on multiple platforms, as well as in “private” emails.

YouTube videos tell the story, but

also recruit audience

members to get the story

YouTube videos show key plot

points, introduce characters

www.StoryAddict.com

http://www.StoryAddict.com


Characters maintain Twitter feeds, to allow interaction with existing audience and recruitment of new audience members.

Tweets are not NARRATIVE, but EXPAND on the character’s personality and motives.

Characters have a full “life” on social networks.Interact with the audience, other characters

Try it FREE at www.StoryAddict.com, or text “ADDICT” to 77982*

* Text sign-up only available in USA



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social media marketing - overview and case studies (2008)

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