The links below illustrate how companies are using social media in their marketing and promotional efforts. The articles are in approximate reverse of order of their date, with the newest ones listed first.
Hardees is engaging its customers by asking them to help name a product --
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108849
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Smokey Bones Bar-b-Que uses its employees to drive social media efforts at the local level:
http://adage.com/digital/article?article_id=137595
http://www.dmnews.com/Smokey-Bones-adds-social-media/article/129635/
http://gaspedal.com/case-studies/smokey-bones-bbq-asks-employees-to-engage-fans-in-social-media/
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The new campaign for Sharpie brand markers has a strong social media component:
http://adage.com/cmostrategy/article?article_id=137584
http://adage.com/adages/post?article_id=137235
The "Sharpie Uncapped" URL is:
http://www.sharpieuncapped.com/default.aspx
Much of the social media can be found under "Sharpie Communities" --
http://www.sharpieuncapped.com/community.aspx
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Check this out to see what Mayo Clinic is doing with social media --
http://blogs.openforum.com/2009/06/23/how-to-use-social-media-an-interview-with-lee-aase-of-mayo-clinic/?campaignid=OF2_ola_sb
https://www.openforum.com/idea-hub/topics/the-world/article/how-to-use-social-media-an-interview-with-lee-aase-of-mayo-clinic
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Check this out to see how convenience stores are using social media --
http://www.csnews.com/csn/news/article_display.jsp?vnu_content_id=1003983942
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It looks like Dell's presence on Twitter is paying off:
http://mashable.com/2009/06/11/delloutlet-two-million/
Dell has quite an extensive Twitter presence
http://www.dell.com/twitter
http://blogs.usatoday.com/technologylive/2009/06/twitter-isnt-making-money-but-delltwitter-is.html
http://www.wired.com/epicenter/2009/06/dude-%E2%80%94-dells-making-money-off-twitter/
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Zappos -- Thanks to Dr. Edie Busija for forwarding this article about Zappos and its corporate culture.
http://www.economist.com/people/displaystory.cfm?story_id=13490041&Fsrc=mgttkgnwl
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Andy Sernovitz presents an concise but excellent case study on how a company called Bacon Salt used social media to tap into a heavy-user market --
http://smartblogs.com/socialmedia/2009/04/09/andys-answers-how-bacon-salt-used-social-media-to-create-fantastic-wom/
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DiGiornio -- Kraft Foods practices a form of event marketing by giving away its products at "Tweetups." The hope seems to be that Twitterers will Tweet about the product at the Tweetup.
http://www.chicagobusiness.com/cgi-bin/news.pl?id=33628&seenIt=1
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Fast Company has a good article on Chris Hughes and the Barack Obama campaign's use of social media --
http://www.fastcompany.com/magazine/134/boy-wonder.html
Barack Obama has effectively employed new media in his campaign -- http://www.fastcompany.com/magazine/124/the-brand-called-obama.html
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K-Mart leveraged influential bloggers in their foray into social media. I like the fact that it addresses objectives and outcome metrics.
http://www.wendypiersall.com/influencer-marketing-case-study-kmart-holiday-hoopla-contest/
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Thanks to Chris Wooldridge for sharing this case study about how Eastman Kodak used social media to correct an erroneous report in The Wall Street Journal --
http://www.buffalonews.com/145/story/587524.html
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Comcast -- Companies like Comcast are monitoring social media to enhance customer service and control the damage that can be done when online customers are dissatisfied.
http://abcnews.go.com/Technology/AheadoftheCurve/Story?id=5388404&page=2
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This gives us a brief glimpse into SAP's use of social media --
http://www.enterpriseweb2.com/?p=253
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Victoria’s Secret, Apple, Marley and Me -- DM News article on social media and customer loyalty. This is one of the more strategically intelligent articles I have found on social media.
In the article, Brad Vettese (EVP and managing director, Ipsh) identifies three strategic objectives that are reasonable for many social media campaigns. In this case the campaign was for Victoria's Secret Pink and the objectives were (1) "manage the brand's identity," (2) "communicate with loyal 'friends'", and (3) "strengthen the brand's relevance."
Joe Fullman (Senior analyst, Greater Than One) identifies a important characteristic of good social media campaigns -- "engages the right demographic with the right directly actionable message, and therefore represents best-in-class social marketing." He also points out that social media programs designed to engage customers are "most effective when consumers have something to gain from the engaging, whether it be free music, the latest deal or information on the products they want."
Daina Middletown (SVP of Sunao, Moxie Interactive) identifies why people enter social networks -- "to foster relationships and find items of interest. They expect to have a voice and participate."
http://www.dmnews.com/Social-media-can-boost-customer-loyalty/article/126250/
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Caminito Argentinean Steakhouse -- Jason Falls continues his series of case studies on social media for small business. Here, he presents Caminito Argentinean Steakhouse:
http://www.socialmediaexplorer.com/2008/10/27/social-media-for-small-business-caminito-argentinean-steakhouse/
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Martell Home Builders -- Jason Falls’ case study about Martell Home Builders
In the following post, Jason Falls presents the first in a series of case studies about how small businesses are using social media. This post is about Martell Home Builders in Moncton, New Brunswick, Canada.
http://www.socialmediaexplorer.com/2008/10/20/social-media-for-small-business-martell-home-builders/
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Dawn dishwashing detergent -- Increasing consumers' involvement with a low-involvement product
If you read this article carefully, you will see that P&G is using a digital media tie-in to increase consumers' involvement in a low-involvement product - Dawn dishwashing detergent. It also provides insight about how Dawn is positioned relative to Palmolive.
http://www.brandweek.com/bw/content_display/news-and-features/incentive/e3id1be9498d926d2ac6e0ffbf6268334e3
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Coors -- This is an interesting article about how Coors is using social media --
http://www.nytimes.com/2008/05/28/business/media/28adco.html?_r=2&ref=business&oref=slogin&oref=slogin
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Radiohead is making stems of its music (bass, drums, vocals, etc.) available so fans can remix it as they see fit. I wonder how many artists or marketers would be willing to take a risk like that?
http://blogs.mediapost.com/social_media_insider/?p=12
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Ford is redesigning its F-Series trucks in a way that is likely to generate word-of-mouth and word-of-keyboard communication:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=80126&Nid=41298&p=911887
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Concert violinist Tasmin Little -- This classical music artist is putting her music on the Internet for all to hear. The hope is that more people will become interested in classical music in general, and her classical music in particular. She is also performing in nontraditional venues to, again, expose more people to her work. Sounds like a "market expansion" strategy to me (if you remember your Principles of Marketing class).
http://www.npr.org/templates/story/story.php?storyId=19352442&sc=emaf
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Partida Tequila -- This post addresses an attempt to engage vodka customers and potential customers through a series of video "confessions." The author of the post seems skeptical about whether the campaign does what it is supposed to do.
http://blogs.mediapost.com/media_creativity/?p=76
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Level vodka -- This vodka company has found an interesting way to target influencers and try to generate word-of-mouth about the product.
http://blogs.mediapost.com/media_creativity/?p=38
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Even Swiffer is getting in on the action. In this case, consumers are asked to post music videos on YouTube where viewers will vote on a winner.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=74026&Nid=38116&p=911887
This is a great way to increase awareness and involve consumers and potential consumers. But, now that so many companies are doing it, I wonder how long it will take for people to get bored with the concept?
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Coors is getting in on the social media bandwagon by inviting consumers to submit videos. The videos are supposed to convince the judges to award Super Bowl tickets to the winning contestants. The general idea seems to be to engage consumers or to increase their psychological involvement with the product.
http://www.nytimes.com/2008/01/10/business/media/10adco.html?_r=2&ref=business&oref=slogin&oref=slogin
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Papa Johns -- This is a good example of how Papa Johns is extending traditional consumer promotions in a way that generates a higher level of consumer involvement.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=73740&Nid=37946&p=911887
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DIY Network -- Here are still more examples of increasing consumer involvement by encouraging consumers to generate media.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=72924&Nid=37516&p=911887
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Olay For You -- Still more about engaging consumers. This time, OlayForYou.com (launching in January) will feature skin-care consultations.
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003686042
http://www.brandweek.com/bw/esearch/article_display.jsp?vnu_content_id=1003686042&imw=Y
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Quiznos -- Here are still more examples of companies getting consumers involved.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=72622&Nid=37347&p=911887
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Diesel engines - Mercedes-Benz, Volkswagen, Audi, Honda and BMW -- This is an example of how Consumer Generated Media (CGM) can provide input into companies' product development efforts.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=72640&Nid=37347&p=911887
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Heinz – This is still another example of getting consumers involved in creating the message.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=72747&Nid=37461&p=911887
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Hallmark -- This article is a good follow-up to the previous post. In this case Hallmark is partnering with the "Red" campaign to product consumer generated content. Notice the comment in the last paragraph about consumer generated products as well as consumer generated content and media.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=72839&Nid=37461&p=911887
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Dove -- Check out this story about how Dove (beauty products) is getting consumers involved in creating the message.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=72806&Nid=37461&p=911887
The approach increases consumer involvement, stimulates interpersonal communication, and may result in a better advertising campaign than the agencies would have developed.
Tuesday, July 21, 2009
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