Dana VanDen Heuvel, MarketingSavant, Social Media Case Studies
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Transcript of Dana VanDen Heuvel, MarketingSavant, Social Media Case Studies
Social Media Case Studies
Dana VanDen Heuvel - MarketingSavant
Kiar Olson – Element Creative
Cases
• Martell Home Builders
• Goodwill, Washington D.C.
• Nicolet National Bank
• Comcast
• Indium
Martell Home Builders uses social media to connect with home buyers
ToolkitBlogFacebook fan pageYouTube VideosTwitter streamSmugMug photos*
Martell Home Builders
3 Lessons:
1) Be Transparent
2) Holistic Strategy
3) Human Relationships
Goodwill uses social media to increase sales of its high-end merchandise
ToolkitBlogFacebook fan pageYouTube VideosTwitter streameBay sales page
Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop
Nicolet uses a blog and social media to educate and connect with their tribe
ToolkitBlogTwitter (rates)RSS feedsPodcastsBusiness Pulse (thought leadership)
Nicolet National Bank
3 Lessons:
1) Unfiltered Conversation
2) Content Matters
3) Education = Trust
Comcast Cares…Because This Guy Didn’t…
Comcast uses social media to take care of it’s most vocal customers
ToolkitTwitterBlogsSocial Media ListeningCustomer ServiceYouTube Videos
Comcast Cares
3 Lessons:
1) Listen Intently, React Immediately
2) Educate The Team (Internally)
3) Social Media Success + PR =
Momentum
Indium employs social media to generate leads for electronic assembly
components
ToolkitBlogs (10 of them)VideoRSS feedsLinkedInFlickr
Indium
3 Lessons:
1) Focus on Specific Content
2) Start Small With Commitment
3) Create Dialog Where None Exists
Tropicana unit sales decreased by 20% after they implemented the packaging change. The company
received a number of passionate outcries regarding the change in packaging. He stated that although the complaints came from “a fraction of a percent of the people who buy [Tropicana],” they were
from the brand’s “most loyal consumers.” Consequently, after less than two months on themarket, Tropicana announced it was pulling its new “Squeeze” packaging.
Whatever the social media monitor
solution, one thing is clear: As
control of a brand's marketing
messages-and-,indeed, it's very
image- continues to migrate from
tradition media to social media,
companies need to become
increasingly adept at paying
attention to how they're being
perceived in the online world. And
they need to be able to respond
accordingly, based on the insights
they gain. - Aberdeen
“Rahodeb”
• Unethical, covert blogging
by Whole
Foods CEO John Mackey
• According to FTC documents, Mackey
had been posting comments for the
past eight years until last August.
• Accused of hyping his
own company's stock
and running down rivals.
http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks
Other Notable Disasters
But like fighting fire with fire, Domino's smartly chose to fight their social
media nightmare using social media. Patrick Doyle, president of Domino's
USA, quickly posted a video response to the "Disgusting Domino's Pizza
Employees" video on YouTube and setup a Twitter account (@dpzinfo)
answer questions from concerned customers. As a result, Domino's is being
praised for their actions and might be able to spin this public relations
disaster into something slightly positive.
“Content is the new democracy
and we the people, are ensuring
that our voices are heard.”
Brian Solis, “The Social Media Manifesto”
Social Media Case Studies
Dana VanDen Heuvel - MarketingSavant
Kiar Olson – Element Creative