Campaign Summary

Through strategic use of social media surveillance and monitoring,we were able to discover and rectify a public internet posting that waspotentially damaging to one of our clients. The intentions of our efforts were threefold: Educate the user and regain his trust; Put out any

potential res stemming from the same issue before they even start;Generate foot trafc and customer loyalty.

Insights

+ BC Clark Jewelers, Mitchell Clark, 405.232.8806, mitchell@bcclark.com+ Promotional Period - November to December 2009+ Immediate increase in sales, 213% increase in Facaebook fans, 785 total socialinteractions+ Like most Christmas-celebrating Oklahomans, the BC Clark Anniversary Sale

Jingle signies the beginning of our holiday season... Except, for us, it starts abouttwo months before anybody else even dreams of having visions of sugar plumsdancing in their heads, what with all the planning, strategizing, and one-upping from

the year before.

This year, the rst of our many new media Jingle initiatives was to make the Jingleavailable as a ringtone on iTunes. To do so, we got rid of the outdated Jingle podcastand submitted the Jingle’s instrumental and full-sing versions to iTunes as individualsongs and, together, as an album. This made it possible for Jingle fans to downloadthe songs and create an iPhone ringtone out of one or both of them. Unfortunately,iTunes, who sets the cost to download songs and ringtones, gave them a $.99pricetag.Because we constantly monitor what people are saying online about our clients,we discovered an iTunes review soon after it was posted that publicly chastisedBC Clark for charging people to download the Jingle.We quickly located the user on Twitter by simply searching his iTunes usernameand began building a strategy. Overnight, we lined out our actions, proposed themto the client, got approval to move forward, and put it all into motion.Our initiatives were: Thank the user for bringing the “issue” to our intention; De

bunk his belief that BC Clark was trying to make money off the Jingle’s popularity;Offer him a $50 gift certicate so he wouldn’t make good on his promise to do hisChristmas shopping at a competing jeweler; Offer anybody else who downloadedthe Jingle a at reimbursement or $10 gift certicate, their choice.

Insights

To carry out our initiatives: We penned an in-depth Facebook Note explaining theiTunes charges and offering the download reimbursement/$10 gift certicate, andposted it on the Jingle Facebook Fan Page and the BC Clark Facebook Fan Page;We wrote an abbreviated version of the note and posted it as a Status Update onthe Jingle and BC Clark Facebook Fan Pages; We sent a series of public “at-replies”to the user via Twitter that covered all the initiatives mentioned above.Responses were immediate and numerous. One Jingle fan commented in responseto the status update, “BC Clark personies the Oklahoma Standard. Thank you.”Another defended BC Clark with his own iTunes review. The guy who started it allremoved his negative iTunes review, publicly apologized on Twitter, and used his giftcerticate to purchase a Christmas present from BC Clark (not from a competing jeweler as he originally promised).It is also worth mentioning that because our subject made a substantial purchasefrom BC Clark, he will now receive their monthly newsletter. Which of coursemeans BC Clark will be at the top of his jewelry-buying mind for the rest of his jewelry-buying days.And who are the wise, young men who made all this social media magic happen?That would be Tyler Smith and Tanner Tate, both of Traction Marketing Group.Together, they shared the creative, strategic, and account management responsibili