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SOCIAL MEDIA – SUCCESS STORIES…
There is a lot of talk about social media campaigns, but many times no hard evidence of what works and what doesn’t. We gathered some examples of successful web 2.0 marketing.

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INTRODUCTION…

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This document shows examples if social media that actually work It lists the involved companies, strategies and results We used data that is publicly available. In case of our internal showcase we asked for our client’s permission to use the information we provided

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NOTE…

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Social Media requires a unique approach with less cookie cutter solutions and more individual concepts and strategies Therefore the following examples can’t be copied. They merely serve as information and inspiration New technologies evolve daily resulting in new opportunities. Cutting edge campaigns can look “old fashioned” within months

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NOTE…

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The following examples still show many mechanisms and underlying principles that can be applied to future web 2.0 campaigns The focus of these campaigns is usually not on direct sales but rather on brand building and initiation of conversation among potential consumers

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TOP FACEBOOK PAGES…
Top Fan Pages in the leading social network. Who‘s hot. And who‘s not.

TOP TEN FACEBOOK PAGES (TOTAL NUMBER OF FANS)…
Pos. 1 2 3 4 5 6 7 8 9 10 Page/Topic Barack Obama Vin Diesel I love sleep Pizza I need a vacation Dr. House Facebook Will Smith Coca Cola Adam Sandler URL facebook.com/barackobama facebook.com/VinDiesel Link too long* Link too long*** Link too long*** Link too long*** facebook.com/facebook facebook.com/WillSmith facebook.com/coca-cola facebook.com/Sandler Number of Fans* 6.403.321 4.899.407 4.513.186 4.438.389 4.411.746 4.272.101 3.659.319 3.482.527 3.469.129 3.267.563

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* Date 22.06.2009 ** This pages don‘t use a vanity URL. Source: http://www.facebook.com/pages/?browse

TOP TEN FACEBOOK PAGES (POPULARITY)…
Pos. 1 2 3 4 5 6 7 8 9 10 Pringles Adidas Starbucks Apple Students Victoria Secret Pink Red Bull H&M Pizz Hut Skittles Company Coca Cola URL facebook.com/coca-cola facebook.com/Pringles facebook.com/adidasoriginals facebook.com/Starbucks facebook.com/applestudents facebook.com/vspink facebook.com/redbull facebook.com/hm facebook.com/PizzaHut facebook.com/skittles Number of Fans* 3.469.129 2.768.931 1.950.998 3.123.945 1.361.676 1.253.052 1.107.767 1.143.741 963.579 1.052.028

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* Date 22.06.2009 Source: http://www.facebook.com/marketing

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WEB 2.0 SHOWCASES…
Wondering through the world of social media

DUNKIN‘ DONUTS – DUNKINRUN.COM…

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Background Dunkin`Donuts claims to be the largest coffee and bakery seller. The products are being sold in their own stores.

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DUNKIN‘ DONUTS – DUNKINRUN.COM…

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Strategy The company uses Facebook, applications, Twitter etc. Dunkin‘ Donuts is currently running a sweepstakes on the their Facebook Fan Page where fans are being asked to upload a picture of themselves and a Dunkin‘ Donuts product. The company also released the “dunkinrun.com” application. Site visitors can announce their trip to Dunkin‘ Donuts in advance and invite others to submit their orders so the “runner” can get it for them. It is fun, useful creates talk and directly increases store sales as well.

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DUNKIN‘ DONUTS – DUNKINRUN.COM: RESULTS…

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The campaign was relatively new at the time of creating this document. Therefore only a few numbers are available so far Over 800.000 Fans on Facebook Over 7.000 links on Google to dunkinrun.com

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DUNKIN‘ DONUTS – DUNKINRUN.COM…

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Bottom line The close interaction of online (microsite, Facebook, etc.), mobile (iPhone app) and offline (store purchase) creates attention, fun, viral distribution and leads to a direct increase in sales. Source & Additional Info http://mashable.com/2009/06/03/dunkin-donuts-facebook-campaign/ http://www.dunkinrun.com/About/HowItWorks.aspx http://www.facebook.com/DunkinDonuts

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ZAPPOS.COM – AL BUNDY OF WEB 2.0…

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Background Zappos.com is the leading online shoe store in the US. Social media, especially Twitter, are core elements of their marketing mix. Strategy Tony Hsieh, their CEO plus many of his co-workers are active users on Twitter. The feeds of all Zappos Twitter users are agreggated under this account: http://twitter.zappos.com. Zappo is very service oriented and Twitter helps to reach out and be approachable.

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ZAPPOS.COM – AL BUNDY DES WEB 2.0: RESULTS…

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Zappos is one of the most popular online brands in the US Zappos has over 800,000 followers on Twitter Zappos is one of the most quoted examples for successful use of social media Wide spread PR

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ZAPPOS.COM – AL BUNDY DES WEB 2.0… Bottom Line Zappos’ social media activities include a heavy use of Twitter. Many of their employees are “tweeting” with their own accounts. The online activities of their CEO have strongly added to shape the brand as a very social media conscious company. Source & Additional Info http://twitter.com/zappos http://mashable.com/2009/02/06/social-media-smartest-brands/ Also recommended: The 10 core values of Zappos: http://about.zappos.com/our-unique-culture/zappos-core-values

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BURGER KING – FRIENDS VS. WHOPPER…

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Background Why even bother...;-) Strategy Burger King developed an application called “sacrifice your friends”. Anyone who “unfriends” ten of his Facebook friends will receive one free Whopper.

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BURGER KING – FRIENDS VS. WHOPPER: RESULTS…

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Over 20,000 users added the application to their Facebook profiles within a very short period of time They dropped over 200,000 friend in total Facebook then blocked the application. The official version was data protection issues. There are also strong rumors that Facebook simply didn’t like the approach This only led to more PR for the application. The term “sacrifice your friends Facebook app” shows over 100,000 results in Google

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BURGER KING – FRIENDS VS. WHOPPER… Bottom Line Being rude can help creating attention and being remembered. Even though the campaign received plenty of criticism and was blocked at the end. It simply created a lot of talk. Of course Burger King feels inspired to do more social media marketing in the future.

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Contact Info Source & Additional Info http://www.conceptbakery.com/cb-blog-de/2009/01/13/meinemeinung-zu-10-freundschaften-kundigen-fur-einen-gratis-whopper/ Also worth watching http://www.youtube.com/watch?v=Jqgr4UUqdNg
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TRAVBUDDY.COM – OUT TO SEA IN WEB 2.0…

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Background TravBuddy created a community dealing with everything related to holiday and vacation. Strategy The company created a Facebook application. Users can add it to their profile and show others where they’ve already been visiting or vacationing.

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TRAVBUDDY.COM – RESULTS…

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The company could double the number of their community members within 6 months and broke the 1 million user benchmark. The Facebook application was added by 500,000 users The application is being utilized by 10,000 Facebook users per day

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TRAVBUDDY.COM – OUT TO SEA IN WEB 2.0… Bottom Line This story clearly shows the power of word of mouth specials in connection with social media. One key success element is that people love to share and talk about themselves in social networks. Traveling is a very popular discussion topic. The Facebook application lets users share interesting information about themselves in an easy and appealing way. Source & Additional Info http://www.readwriteweb.com/archives/ travbuddy_hits_1_million_users.php

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BLENDTEC – WILL IT BLEND…

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Background Blendtec sells powerful blenders, mainly to private households. Strategy The company created a series of inexpensive videos using the main theme “will it blend?”. A number of very unlikely items were thrown into a blender to demonstrate its power. The huge breakthrough came with throwing an iPhone in the blender soon after its launch. Needless to say that it didn’t last very long ;-)

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BLENDTEC – WILL IT BLEND…

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BLENDTEC – WILL IT BLEND: RESULTS…

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The iPhone video has been viewed over 6.9 million times The top 20 Blendtec videos accounted for 50 million views Sales increased by 700%. Annual sales were around $40 million annually prior to the video releases 200.000 Subscriber on YouTube. They all get updated about new Blendtec videos Plenty of PR across the board: Natinal TV shows plus extensive print, radio and online coverage A Wikipedia entry for the “will it blend” campaign

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BLENDTEC – WILL IT BLEND… Bottom Line Entertaining content can certainly help with branding and sales efforts - even for lesser known brands. The entire campaign was done on a budget - social media marketing doesn’t need to be expensive. The ROI of this social media marketing story is setting very high benchmarks that won’t be easy to beat. Source & Additional Info Book “Groundswell“ by Charlene Li and Josh Bernoff http://en.wikipedia.org/wiki/Will_It_Blend http://www.youtube.com/user/Blendtec

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GRASSHOPPER GROUP – OFFLINE MEETS WEB 2.0…

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Background The company provides service phone numbers for B2B clients. Strategy Prior to its launch the company mailed 5,000 bags to influencers in their line of business. The bags contained grass hoppers covered with chocolate. The bags were used to promote a video.

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GRASSHOPPER GROUP – RESULTS…

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Website traffic increased by 4,911 % within a month 144.843 video views with 162 comments 1,500 messages on Twitter 120 blog posts within a month Tweets by influencers Guy Kawasaki, Kevin Rose andJason Calacanis Mentioned on national TV seven times

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GRASSHOPPER GROUP – OFFLINE MEETS WEB 2.0…

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Bottom Line Social media and word of mouth special were perfectly combined on a limited budget. The results came in due to an unusual idea and a smart implementation of it. Source & Additional Info http://mashable.com/2009/06/15/grasshopper-campaign/

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STARBUCKS CLIENTS = IDEA PROVIDERS… Background Starbucks has changed the world of coffee shops not just in the US but around the globe. Strategy Starbucks used http://mystarbucksidea.force.com to improve its image and to tie its customers closer to the brand. Everyone can post suggestions on what could be improved or done differently at Starbucks. Consumers can also submit wish lists for new products. The site users get to vote on what will eventually be turned into reality.

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STARBUCKS CLIENTS = IDEA PROVIDERS: RESULTS...

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70.000 suggestions from Starbucks clients The top idea received 95,000 votes and over 1,000 comments Starbucks has over 1,7 million fans on Facebook The fans on Facebookmostly use engaging applications such as the event calendar, discussions and notes

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STARBUCKS CLIENTS = IDEA PROVIDERS… Bottom Line The interactive integration of users in the marketing efforts and product development is a perfect social media showcase. It helps to save cost (i.e market research) and increases the loyalty of Starbucks’ customers. Source & Additional Info http://mystarbucksidea.force.com http://www.facebook.com/Starbucks http://mashable.com/2009/02/06/social-media-smartest-brands/

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BEINGGIRL.COM – COMMUNITY BUILDING…

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Background www.beinggirl.com was created by Procter & Gamble, the world’s leading supplier of consumer goods. Strategy Being Girl shows a new approach by P&G. Their products are kept in the background. The entire discussion us spun around a common interest: How does it feel to go through adolescence and turn into a young woman? Female hygiene products are of part of the process and there is discussion around it at Being Girl.

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BEINGGIRL.COM – COMMUNITY BUILDING: RESULTS…

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Over 2 million visitors per month P&G states that their community approach is 4 times more effective than traditional marketing efforts By now beinggirl.com has reached a global audience and is now available in 50 different languages

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BEINGGIRL.COM – COMMUNITY BUILDING…

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Bottom Line Avoiding any direct sales effort at first has proven to be highly successful for P&G. It is one of the key ingredients to many successful marketing campaigns. We recommend it to our clients in almost any scenario related to web 2.0. Source & Additional Info Book “Groundswell“ by Charlene Li and Josh Bernoff

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DELL.COM – EMPOWER YOUR CUSTOMERS… Background Dell has long been known to be a leading computer manufacturer. Strategy The company has been a social media pioneer. It struggled initially but eventually got it irght. Dell spreads their activities over multiple platforms but has them all closely tied together. Their own community and their Facebook activities are at the core. Users can receive support and get assistance with their purchases. Twitter, YouTube, Flickr etc. are being used to provide additional information.

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DELL.COM – EMPOWER YOUR CUSTOMERS: ERGEBNISSE…

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Dell claims that their Twitter presence led to three million dollars of sales that can be tracked down to their efforts on the platform. This number might not be huge at first but it certainly exceeds the cost of Dell’s Twitter presence. Plus the story provided for plenty of free PR The most active user in the Dell community has already posted over 20,000 replies. All of this at no cost for Dell since he is not an emlpoyee. His postings have been read over 2 million times. This led to additional sales and huge savings in tech support

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DELL.COM – EMPOWER YOUR CUSTOMERS… Bottom Line Being able to tie multiple platforms together is one of the big benefits of social media. Even though the ROI can’t be predicted in advance sales results can eventually be tracked down. In many cases the conversion path is hardly visible. A direct correlation between the results of user involvement and word of mouth propaganda to sales increases can be hard to prove. Source & Additional Info http://mashable.com/2009/02/06/social-media-smartest-brands/ http://en.community.dell.com/

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TUV.COM – TUNING ON THE WEB 2.0…

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Background We manage the social media presence of the automotive division of TÜV Rhineland (comparable to the DMV in the US). The goal is to reach out to influencers in the car tuning scene and to improve the image of the brand. Instead of a natural enemy the TÜV should be perceived as a supporter.

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TUV.COM – TUNING ON THE WEB 2.0…

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Strategy Step 1: Use of multiple platforms such as Facebook, Twitter, YouTube, Flickr and integrating all the latest activities into the main website of the organization: www.tuv.com/tuning. Creating word of mouth specials and combining online activities with offline events. Step 2: Building a separate highly interactive community with web 2.0 features and adding new word of mouth specials on a regular base.

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TUV.COM – TUNING ON THE WEB 2.0: RESULTS… Constant flow of fresh content due to embedding the Twitter, YouTube and Flickr feeds on TÜV main site, the Facebook fan page and the tuning fan community Overwhelmingly positive feedback from tuning community and beyond: Bloggers, press, etc. Users are in direct contact with TÜV experts online and can clarify any open suggestions prior to the technical inspection of their cars Increase of web traffic by 100%. On average users spend 3 times more time on the site. A word of mouth special let to a short time traffic increase of 1,000%. The strategy is a perfect showcase for reaching out to a target group and yielding or exceeding the expected results - stated by one of our contacts at TÜV Rhineland

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TUV.COM – TUNING ON THE WEB 2.0…

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Bottom Line Social Media is serving as a major rebranding tool in this case. The target group was taken off guard and didn’t expect the TÜV to reach out. Interlacing multiple platforms greatly enhances the results of the program - online and offline. Source & Additional Info http://www.legmichtiefer.com/

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WHAT ELSE…
A few more information bites

SKITTLES.COM – WEB 2.0 YOURSELF…

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Skittles is an extreme example for the use of external feeds on your own website. They replaced all the content on their homepage with content pulled from YouTube, Twitter & Co. Skittles is now one of the most popular brands on the web. It is listed among the top ten brands on Facebook. Source http://mashable.com/2009/03/02/skittles-social/ http://www.facebook.com/marketing

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GROUNDSWELL BLOG – SOCIAL MEDIA GROWTH…

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95% of all marketers will either keep their social media budgets steady or increase them during our current economic crisis. Source: http://blogs.forrester.com/groundswell/

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VIN DIESEL – WEB 2.0 CELEBRITY…

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Actor Vin Diesel decided to provide some exclusive content on his Facebook Fan Page. As a result he gained 500,000 new fans in one day and 1,000,000 over the course of one week. Source http://www.facebook.com/marketing

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MASHABLE.COM – BEST SOCIAL MEDIA PRACTICE…

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35 examples on how to use social media http://mashable.com/2008/07/23/corporate-social-media/ (these examples are from mid 2008 - this list would be quite a bit longer today)

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GROWTH OF SOCIAL NETWORKING…

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SOCIAL NETWORKING & MARKETING TRENDS…

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SOCIAL MEDIA – FACTS & STATEMENTS…

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Statement IAB Platform Status Report: “If you are not on a social networking site you are not on the Internet“ 57% of all web users have joined at least on social network The number increases to 96% with teenagers and young adults 85% of all college students are active members of Facebook 2/3 of them logs in at least once a day 18-24 year olds spend 38% of their total online time on Facebook or similar networks specific to other countries

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SOCIAL NETWORKING TRENDS & DEVELOPMENTS…

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Nielsen states that social networking is by now more popular than email Social networking is currently growing 3 times faster than rest of the web. It also grows twice as fast as other popular areas such as games or online search A McKinsey study states that 2/3 of all purchasing decisions are being influenced by word of mouth - mostly taking place on the web Many key target groups are spending more time on their computers than at the TV

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TREND – EXPONENTIAL GROWTH OF FACEBOOK… Facebook doubled their number of members from 100 million to 200 million within a year and just surpassed 250 million users Over 100 million users log in at least once a day. The average user has about 120 friends Over 20 million users update their profile daily Over 4 millions users join a fan page each day 850 million pictures and 8 million videos are being uploaded monthly Over 1 billion updates are being shared per week (links, news, etc.) Over 250 million groups exist on Facebook Facebook is now growing faster internationally than domestically Over 70% of its users already reside outside the US About 30 million users are already accessing Facebook via mobile devices

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FINAL THOUGHTS...
You most probably know all of this by now already...

FINAL THOUGHTS (FOR NOW) – WHY SOCIAL MEDIA…

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There are many truly exciting opportunities in the world of social media and web 2.0 Your goals always need to be kept in mind Social media works best as part of an integrated concept Don’t be afraid to communicate! Great results and plenty of fun could be coming your way Unfortunately the ROI can’t be forecasted in a reliable manner at the time of launching a social media project Please note that this presentation is just a little snapshot and is most probably outdated by the time you read it since this dynamic area is changing every day.

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MANY THANKS...
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