business success stories in social media

Business Success Stories In Social Media And New Trends To Be FollowedPEN8Eva BranderKatariina LindstedtJuho KoskiJuho Seppä

Twitter success story:Walt Disney Co. – Pinocchio 70th anniversary

• Company: Based in Burbank, California, The Walt Disney Company (NYSE: DIS)

• Operates as a diversified entertainment company worldwide.


•Challenge:▫For the release of the 70th Anniversary Platinum

Edition of its movie ▫Spur sales in a non-traditional format▫They wanted consumers to talk about the product.

•How to be achieved….?▫Conversational marketing

Bloggers typically are compensated for posting comments about a brand.

▫Company should be transparent and authentic


•Solution:▫Instead of using a blogger, Disney turned its sights on

Twitter.▫They ended up approaching Melanie Notkin

entrepreneur who runs SavvyAuntie.com, a website community for so-called “PANKS” (Professional Aunt, No Kids).

Notkin helps single professionals buy gifts for their nieces and nephews. More than 8,000 followers

Three-week sponsorship deal in which she would post conversational tweets


•Tweeting…▫On March 2, she announced the agreement to her

followers: The next sponsor for Savvy Auntie - I am VERY proud to say - is......DISNEY!! 2:47 PM Mar 2nd from web

▫ In the next 21 days Notkin held trivia contests; gave away 2-disc Pinocchio packages; and posted links to Disney video clips online. Posted links to Disney’s Pinocchio micro-site With each entry, she included the hashtag “#disneysa” (for Disney-SavvyAuntie). Used trackable links to see in real time what interested her followers.


•Results:▫Campaign was a big success.▫No financial results published▫Notkin posted more than 300 tweets about the

campaign▫Notkin’s followers soared by more than 1,000 to 8,000▫Company was very pleased with the results and

comments.


•Business Lessons Learned:

1. Consider conversational marketing as a tactic.

2. Instead of blogs, try a prominent Twitter user that fits your brand.

3. Be incredibly transparent, or things might backfire.

•Notkin’s comment:

“Throughout the whole campaign, Disney trusted me and let me take the lead. They always appreciated the fact that I know how to talk to my audience and how to engage them. It was always a positive experience (for Disney). They got really excited by some of the reactions they saw.”

—Melanie Notkin, Owner, SavvyAuntie.com


Facebook success story:Bing

•Bing is a search engine•Campaign on Zynga´s hit game Farm Ville•The Bing ad was located on the bottom of the

Farmville landing page• If user became a fan of Bing´s Facebook Page by

clicking on a Bing ad, they woudl receive Farmville cash

Facebook success story:Bing

•Bing´s Facebook page went from 100,000 to 500,00 users in only one day

• Integrating a Facebook social game into a marketing strategy is a great idea▫Farmville has 83 million monthly users and 28 million

daily active users

Facebook success story

•How to create an effective Facebook ad campaign?▫Target precisely and experiment▫Stick to the point▫Add a photo▫Provide a compelling reason to click▫Make it interactive▫Encourage sharing

YouTube success story

• “Quiksilver designs, produces and distributes clothing, accessories and related products for young-minded people and develops brands that represent a casual lifestyle driven from a boardriding heritage.”

• Focus on surfing and skating products.

Challenge called YouTube• Most brands have been left behind in the shadows.• YouTube does represent a great opportunity for marketers to

reach consumers who are searching for information about a brand or related products and services

• YouTube can also be a powerful direct marketing tool, provided that it is considered as part of the marketing mix rather than a tactic in a vacuum.

• long-term success on YouTube are the ones that consistently and frequently publish refreshing content that has intrinsic value for audiences online.

Success and how they did it?•Use of briliant marketing voice: International

surf/skate/snowboarding rockstars•Understanding the zeitgeist of collective content

generation and some of the clever marketing tactics they are using to build their presence on the site

•Consistently and frequently publish refreshing content

How to capture attraction

•The fantastic aesthetic of wicked waves and big beautiful swells help make Quiksilver and Roxy’s content hypnotically captivating.

How to add value• The marketers at Quiksilver Inc. are bringing consumers value

by offering them a look behind the scenes and giving them access to free content that, in the past, might not have been available at all or would only be available by purchasing surfing or skating DVDs.

• At the same time they are also extending the value of their sponsored Surf, Skate and Snowboarding event marketing dollars by using these events as opportunities for filming exciting videos.

• The video selection also features video blogs by the pros, lifestyle profiles of up and coming musicians and a potpourri of other content.

Recaping main points•To success in YouTube marketing:1.Consistently and frequently publish refreshing

content2.Bringing consumers value by offering them a look

behind the scenes and giving them access to free content that, in the past, might not have been available

3.Consider use of YouTube as part of the marketing mix rather than a tactic in a vacuum.

Social media trends to follow• Last year was an extraordinary year for social media

growth and adoption •You can find dozens of predictions of the future

social media trends •Here I´ve gathered a few interesting points of view

that companies should take into consideration

• Group buying▫ Sites like Groupon and Living Social negotiate with businesses to

work out a price for a certain amount of items▫ big discounts▫ Sites keep in contact with consumers seeking for exclusive

discounts• Geo-social applications▫ Location based services like Gowalla and Facebook▫ Using their mobile phones, people share their physical locations

with their networks, broadcasting where they are and what they are doing by “checking in” to stores, offices, nightclubs etc and leaving tips about their experiences.

▫ Huge opportunities for companies to examine the use of their services

•Social search▫Partnerships between search engines and social

networks▫Search engines get your “social graph” from social

networks▫Indicators like the “Like” and “Tweet”-buttons ▫Influences for example your Google-searches

•Content aggregation will boom▫Searching for content takes a lot of time▫Companies can benefit from investing in content

aggregation (gathering together information)▫Concentrate on content!

Thank you for your attention!

•Any questions?