1. The Social ImperativeThe Social MediaStudiesCase MasterClass 2011

2. >> Case Study Swift Cover Stuck.>> Case Study Predicting Markets with Twitter.>> Case Study Old Spice Guy.>> Case Study Tell Ten & True Blood. Big Screen Social!>> Case Study Best Buys TwelpForce.>> Case Study Offline Social Media. Just Dial.>> Case Study B2B Social with Symantec.>> Case Study MWEB Free the Web. Copyright 2011 All Rights Reserved 3. Swift Cover gets Stuck!Copyright 2011 All Rights Reserved 4. Problem: Insurance is complicated andboring. How can SwiftCover usesocial media ways of thinking todrive innovation and position their insurance offering as hassle free? Copyright 2011 All Rights Reserved 5. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 6. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 7. Results:10,000 downloads in first 3 months 50 countries152,000+ fans on FaceBook 2 Hikers no longer Stuck!Copyright 2011 All Rights Reserved 8. Can Twitter predict the future?Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 9. Problem: Is it possible to mine social mediafeelings to map consumers moods and even make market predictions?Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 10. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 11. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 12. Results:Dr Bollens algorithm has been licensed to Derwent Capital Markets, a hedge fund based in London. Theyll use it tohelp guide the investments made witha 25m fund that the firm hopes tolaunch in the next few months.Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 13. Old Spice. Smell like a man, man!Copyright 2011 All Rights Reserved 14. Problem: Old brand (74 years) in need of rejuvenation.Market had preconceived notion of target audienceHow to engage with a seemingly non-interactive brand.Copyright 2011 All Rights Reserved 15. Started with a TV commercial, swiftly followed by asecond when they saw the idea hadtraction.Copyright 2011 All Rights Reserved 16. Started with a TV commercial,swiftly followed by a second when saw idea had traction. 17. Started with a TV commercial, swiftly followed by asecond when saw idea had traction. 18. Social media element followed, inviting engagement andanswering several hundredcomments with personalised videos.Copyright 2011 All Rights Reserved 19. Started with a TV commercial, swiftly followed by asecond when saw idea had traction. 20. Started with a TV commercial, swiftly followed by asecond when saw idea had traction. 21. They even found a way to cross sell sister products Copyright 2011 All Rights Reserved 22. Started with a TV commercial, swiftly followed by asecond when saw idea had traction. 23. And like every good campaign ithad a beginning, middle and end. Afinal video saying, I love you!.Copyright 2011 All Rights Reserved 24. Started with a TV commercial,swiftly followed by a second when saw idea had traction. 25. Results:1.4 billion media impressionsOldSpice.com traffic up 300%All Time Most Viewed YouTube ChannelCopyright 2011 All Rights Reserved 26. And before we finishWhat did Old Spice do WRONG?Copyright 2011 All Rights Reserved 27. TellTen. Better on the big screen. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 28. Problem:How do you get movie audiences topromote great films for you? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 29. Copyright 2011 All Rights Reserved 30. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 31. Results:Millions of people are sharing theiropinions online. And thanks to people like Wise Window, all thatdata is now becoming legible.Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 32. Tap into influencers the same way Tell Ten has and use their swaying power.Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 33. Or really get cleverCopyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 34. Or really get cleverCopyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 35. Copyright 2011 All Rights Reserved 36. Copyright 2011 All Rights Reserved 37. Copyright 2011 All Rights Reserved 38. Copyright 2011 All Rights Reserved 39. Results:The first season of True Blood debuted in September 2008 at 1.44 million viewers. By late November 2008, 6.8 million per week.True Blood has reportedly become HBOs mostpopular series since The Sopranos and Sex & the City.Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 40. Best Buy presents The TwelpForce Copyright 2011 All Rights Reserved 41. Problem: 150,000 staffPeople dont understand technologyRealising they werent part of the 25% ofconversations going on IN THEIR STORE! Copyright 2011 All Rights Reserved 42. Results: 2500 engaged employeesLittle to no capital investment35 000 followers (2.9 million fans!) 44 000 customer interactionsGave birth to http://www.bbyfeed.com/Copyright 2011 All Rights Reserved 43. Offline Social Media. Just Dial. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 44. Problem:How can a telecoms company use Web 2.0 principals to become even biggerand better? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 45. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 46. Results: 57 million subscribers.Preferred vendors pay Just Dial from a few 1000 to several 100 000 rupees/month. The recommendations database now comprises more than 2.5m ratings. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 47. Just Dial also plans to introduce a service which will alert the customer of the topdeals in his area, like Groupon, which pioneered online vouchers. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 48. B2B Social with Symantec Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 49. Problem:How can a security software company differentiate themselves from thecompetition using social media?Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 50. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 51. Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 52. Results:46,000 downloadsThe app reached number four in the businessdownload chart Compared to 2009, 69% increase inqualified leads 174% increase in converted opportunities ROI was 31:1Copyright 2011 All Rights ReservedCopyright 2011 All Rights Reserved 53. MWEB.Free The Web (South Africa)Copyright 2011 All Rights Reserved 54. So this works in SA too? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved 55. www.futureworld.co.zaAndy Hadfield (@andyhadfield)Lisa Talia Moretti (@lisatalia)Images, sources and quotes credited in slides/slidenotes where appropriate.All content Copyright FutureWorld, AndyHadfield, Lisa Talia Moretti 2011. All RightsReserved.