Which Brands are Succeeding with Social

and How are they Doing it?

April 23, 2010

Which Brands are Succeeding with Social

and How are they Doing it?

April 23, 2010

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TOP 10 REASONS WHY IT HURTS TO LIVE IN A VACUUM

1. Facebook and Twitter are not the only shows in town

2. There is life beyond social media case studies from the most popular brands

3. Not everything has been done before

4. You’ve heard of Foursquare, do you know what to do with it?

5. Think of social media trends in ripples, not waves

6. Copycat tools breed innovation

7. There is no secret sauce to social media

8. Build it and thy may not come

9. Yes, minorities are social too, more mobile

10.You can do a lot more than the tools tell you too

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AND NOW, TO INTRODUCE THE CONTENDERS

Online Video: ABSOLUTworld

Ratings and Reviews: Intuit

Crowdsourcing: Starbucks

Applications: Timberland

Social Games: Zynga’s Farmville

Mobile: Gap’s iPad application

Ning Social Networks: Spill aka MTV, BET, SPIKE

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ONLINE VIDEO: ABSOLUTworld

The Program

• Video embodies brand image

• Connects with audience

• Inspires conversation

PR Value

• Showcase content in pitches

• Possibly media opportunities

The Program

• Video embodies brand image

• Connects with audience

• Inspires conversation

PR Value

• Showcase content in pitches

• Possibly media opportunities

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RATINGS AND REVIEWS: INTUIT

The Program

• Give the customer a voice

• Lets customers connect with each other

• Builds loyalty

PR Value

• Identifies brand advocates

• Possibly media spokespersons

The Program

• Give the customer a voice

• Lets customers connect with each other

• Builds loyalty

PR Value

• Identifies brand advocates

• Possibly media spokespersons

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CROWDSOURCING: STARBUCKS

The Program

• Empowers the customer

• Keeps the customer engaged

• Creates connections

PR Value

• Adds to product marketing/PR

• Generates PR ideas for pitching

The Program

• Empowers the customer

• Keeps the customer engaged

• Creates connections

PR Value

• Adds to product marketing/PR

• Generates PR ideas for pitching

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APPLICATIONS: TIMBERLAND

The Program

• Makes online/offline event

• Promotes brand social responsibility

• Shares common good among friends

PR Value

• Potential PR opp

• Builds community of like individuals

The Program

• Makes online/offline event

• Promotes brand social responsibility

• Shares common good among friends

PR Value

• Potential PR opp

• Builds community of like individuals

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SOCIAL GAMES: ZYNGA’S FARMVILLE

The Program

• It’s viral (assuming game is a success)

• Activates audiences

• Gives back to the community

PR Value

• Potential PR opp

• Fosters community

The Program

• It’s viral (assuming game is a success)

• Activates audiences

• Gives back to the community

PR Value

• Potential PR opp

• Fosters community

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MOBILE: GAP’S IPAD APPLICATION

The Program

• Inspires shoppers

• Pushes social commerce

• Sells brand authenticity

PR Value

• Piggy back on iPad press

• Create stories from customer experiences

The Program

• Inspires shoppers

• Pushes social commerce

• Sells brand authenticity

PR Value

• Piggy back on iPad press

• Create stories from customer experiences

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Ning Social Networks: Spill aka MTV, BET, SPIKE

The Program

• Integrates all social media into one channel

• Goes beyond Facebook

PR Value

• Central “press room”

• Shows community, 30K members on this one!

The Program

• Integrates all social media into one channel

• Goes beyond Facebook

PR Value

• Central “press room”

• Shows community, 30K members on this one!

Questions?Questions?