Like It Or Spike it: Social Media Case Studies

With your hosts….!

Dave Peck!Meshin!@DavePeck!

David Griner!Luckie & Co.!@Griner!

To help launch Season 2 of “The Colony,” Discovery Channel partnered with creative agency Campfire to make a Facebook-based alternate reality game.!

Results:!

• Coverage in Mashable, Neatorama, MediaPost, AdFreak and more!• Players spent an average of 6 minutes on site, some as long as 20 minutes!• 70% of users chose to allow Facebook Connect!• 59% who reached final “tune in” message went back and re-started the experience!• 350,000 pageviews in 2 weeks leading up to season premiere!

Source: !Campfire!

Peckʼs Take" Grinerʼs Take"

For its first global digital ad campaign, Cosmopolitan created a Facebook Connect app that simulates being in a Cosmo photo shoot.!

Results:!

• Launch coverage in the New York Times — but almost nowhere else!

• 3,800 users in first week (Facebook fan base for Cosmo: 534,000)!

• Positive feedback from international fans on Facebook!

Source: !App user data determined by “Monthly Active Users” as of Oct. 10, 2010!

When American Express declined to sell advance tickets for Pee-wee’s theater revival to its cardholders, the offer went to his Facebook fans instead — kicking off a landslide of social media support.!

Results:!

• Twitter: 590,000 followers!

• Facebook: 230,000 Likes!

• Foursquare: 9,500 Friends (up from 4,000 just days after badge launch)!

• $1.5 million in ticket presales before the first ad ever ran!

• Massive, glowing news coverage !

Sources: !“Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010!! !Social network data updated Oct. 10, 2010!

In September 2010, Edge shaving gel began a Twitter campaign offering to help those who tweeted with a #soirritating hashtag. For some, rewards included iPod Touches, PS3s or gift cards.!

Results:!

• “Tremendous feedback,” according to senior brand manager!

• Campaign extended past September!

• 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10!

• 2,839 tweets using #soirritating AND @EdgeShaveZone!

Sources: !“Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010!! !Hashtag data via Radian6!

In a two-pronged Facebook campaign, PepsiCo’s Naked is soliciting “your personal Naked Truth” for a chance at a Costa Rica vacation and also bringing the effort to college campuses.!

Results:!

• 14,615 active app users in first two weeks!

• 2,000 photos from campuses (uploaded by brand), but only a handful from fans!

• Minimal launch coverage!

• Audience (currently 44,000 fans) likely to grow as print ads and other campaign support begin running!

Source: !Facebook status updated Oct. 11, 2010.!

An hour before the Season 2 premiere of NBC’s sitcom “Community,” the network played out a bonus scene on Twitter, with 80 #nbccommunity tweets posted by characters.!

Results:!

• Extensive preview coverage by Wired, HuffPo, Entertainment Weekly, Fast Company and more!

• 122,492 total followers for character accounts (average of 10,200 per character)!

• Viewership (5 million) was down 2.7 million from Season 1 premiere (after “The Office”) !

• BUT ratings were up 16% from debut in 8 p.m. slot — despite now competing with “Big Bang Theory”!

Sources: !Twitter data updated Oct. 11, 2010.!! !Ratings info: TVByTheNumbers.com, Wikipedia.com!

In a branded charity effort with Canadian underwear label Stanfield’s, a cancer survivor locked himself in his apartment for 25 days. The goal? 25,000 Likes, yielding $25,000 for the Canadian Cancer Society.!

Results:!

• First 9 days: 31,000 Likes (Goal extended to $50K)!

• $1,435 raised through Donation Challenges!

• Clear spike in mentions for Stanfieldʼs: !

Sources: !Facebook and donation data updated Oct. 14, 2010.!! !Conversation data: Radian6!

Closing thoughts:!

• Be clear in your goals, and make it easy for your audience to help you reach them!

• Be original, even it means risking the unknown!

• Base your ideas around the real reasons people like your brand !

Thanks for your time.!Want even more opinions from us? !

Dave Peck"MeshIn.com!TheDavePeck.com!@DavePeck!@MeshIn!

David Griner"TheSocialPath.com!AdFreak.com!@Griner!

Like It Or Spike it: Social Media Case Studies

Technology

Transcript of Like It Or Spike it: Social Media Case Studies