FutureWorld. Social Media Case Studies.
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Part of the FutureWorld Social Media Masterclass Series. These are various groundbreaking social media campaigns and services designed to be used as debate during workshops and brainstorm sessions.
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FutureWorld. Social Media Case Studies.
- 1. The Social Imperative The Social MediaStudies Case 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 Buy’s 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 and boring. How can SwiftCover use social media ways of thinking to drive innovation and position their insurance offering as hassle free? Copyright 2011 All Rights Reserved
- 5. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
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- 7. Results: 10,000 downloads in first 3 months 50 countries 152,000+ fans on FaceBook 2 Hikers no longer Stuck! Copyright 2011 All Rights Reserved
- 8. Can Twitter predict the future? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 9. Problem: Is it possible to mine social media “feelings” to map consumers’ moods – and even make market predictions? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
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- 12. Results: Dr Bollen’s algorithm has been licensed to Derwent Capital Markets, a hedge fund based in London. They’ll use it to help guide the investments made with a £25m fund that the firm hopes to launch in the next few months. Copyright 2011 All Rights Reserved Copyright 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 audience How to engage with a seemingly “non-interactive” brand. Copyright 2011 All Rights Reserved
- 15. Started with a TV commercial, swiftly followed by a second when they saw the idea had traction. 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 a second when saw idea had traction.
- 18. Social media element followed, inviting engagement and answering several hundred comments with personalised videos. Copyright 2011 All Rights Reserved
- 19. Started with a TV commercial, swiftly followed by a second when saw idea had traction.
- 20. Started with a TV commercial, swiftly followed by a second 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 a second when saw idea had traction.
- 23. And like every good campaign… it had a beginning, middle and end. A final 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 impressions OldSpice.com traffic up 300% All Time Most Viewed YouTube Channel Copyright 2011 All Rights Reserved
- 26. And before we finish… What 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 to promote great films for you? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
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- 30. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 31. Results: Millions of people are sharing their opinions online. And thanks to people like Wise Window, all that data is now becoming legible. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 32. Tap into influencers the same way Tell Ten has and use their swaying power. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 33. Or really get clever… Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 34. Or really get clever… Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
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- 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 HBO's most popular series since The Sopranos and Sex & the City. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 40. Best Buy presents… The TwelpForce Copyright 2011 All Rights Reserved
- 41. Problem: 150,000 staff People don’t understand technology Realising they weren’t part of the “25% of conversations going on IN THEIR STORE!” Copyright 2011 All Rights Reserved
- 43. Results: 2500 engaged employees Little to no capital investment 35 000 followers (2.9 million fans!) 44 000 customer interactions Gave birth to http://www.bbyfeed.com/ Copyright 2011 All Rights Reserved
- 44. Offline Social Media. Just Dial. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 45. Problem: How can a telecoms company use Web 2.0 principals to become even bigger and better? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 46. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 47. 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
- 48. Just Dial also plans to introduce a service which will alert the customer of the top deals in his area, like Groupon, which pioneered online vouchers. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 49. B2B Social with Symantec Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 50. Problem: How can a security software company differentiate themselves from the competition using social media? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 51. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 52. Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 53. Results: 46,000 downloads The app reached number four in the business download chart Compared to 2009, 69% increase in qualified leads 174% increase in converted opportunities ROI was 31:1 Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 54. MWEB. Free The Web (South Africa) Copyright 2011 All Rights Reserved
- 56. So this works in SA too? Copyright 2011 All Rights Reserved Copyright 2011 All Rights Reserved
- 57. www.futureworld.co.za Andy Hadfield (@andyhadfield) Lisa Talia Moretti (@lisatalia) Images, sources and quotes credited in slides/slide notes where appropriate. All content Copyright FutureWorld, Andy Hadfield, Lisa Talia Moretti 2011. All Rights Reserved.
Notas del editor
- Social Media in 6 sentences.
- Motor insurance Swiftcover.com: UK’s first insurance mobile site, the first mobile phone quote insurance system and developed My Swift Space a feature that gives policy holders complete control over their insurance using the internet. Stuck app is a game. Social media ideas connects stuck users to one another. No adverts. make life hassle free. 10 000 downloads in 50 countries within three months of launching!
- Motor insurance Swiftcover.com: UK’s first insurance mobile site, the first mobile phone quote insurance system and developed My Swift Space a feature that gives policy holders complete control over their insurance using the internet. Stuck app is a game. Social media ideas connects stuck users to one another. No adverts. make life hassle free. 10 000 downloads in 50 countries within three months of launching!
- I-NET bridge
- In the Autumn and Winter of 2008, Dr Johan Bollen from Indiana University Bloomington collected Tweets and other online data and rated them for their emotional content. When him and his team analysed the data, they found that Twitter users’ collective mood sings coincided with national events. Happiness shot up around Thanksgiving.
- But DrBollen took this one step further. When he compared trends in the national mood with movements of the Down Jones Industrial Average (DJIA) he noticed that changes in anxiety predicted swings in the share-price index. Spikes in anxiety levels were followed around three days later by dips in the price of shares. Reasons for this are not 100% clear. One possible explanation is that the falling prices were caused by traders’ tendency to exit risky positions when feeling strung up.
- I-NET bridge
- Tell Ten is a brand of Universal Pictures International UK and Ireland. Users sign up as Tell Ten subscribers and are then put through a lottery to win tickets to see films for free, before they’re released. The idea is that film lovers get rewarded for loving the film industry by receiving free tickets. In return, Tell Ten hope that they’ll tell ten friends to see the film. Recent research shows that word-of-mouth is still the best form of marketing out there and that 15% of all brand conversations refer to marketing or media that’s led by the Internet. Social media encourages word-of-mouth.
- Wise Window is a marketing firm based in California. They use social media activity to forecast demand for products. One of its clients include Paramount Pictures.
- To launch True Blood, HBO launched a series of websites that effectively helped develop the back story and set the tone for this new world where vampires co-exist with humans. These sites include a dating site, a real-time website where viewers from all over the world discuss what's happening on True Blood, a blog written from a vampires perspective, an anti-vampire coalition, and a website for the manufacturers of TruBlood.
- To get the buzz started in the blogging community they sent two messages. First a nicely crafted letter with unusual gothic packaging and then they actually sent them a sample of TruBlood.
- I-NET bridge
- 1996 set-up; 95% request info sms’d; more like location based social network; preferred vendors; recommendation service; tag friends
- I-NET bridge
- Symantec wanted to differentiate itself from the competition by creating an interactive, technologically innovative conference experience that raised awareness of the brand and generated sales leads. The conference took place in London in April of this year. Symantec InfoSecurity mobile app was created for iPhone and Blackberry, allowing delegates to plan their day, select presentations and receive notifications. The app included travel updates, local information, exhibitor information, corporate information such as white papers and podcasts and details about Symantec’s augmented reality instant-win game.
- The game was designed to drive people to the stand to win a prize with the iPad topping the bill. Flyers featuring a black-and-white augmented reality symbol were distributed, inviting delegates to stand on the stage and hold their flyer in front of the webcam to view the image revealing their prize. Delegates waited up to 40 minutes to play and the Symantec team held topical panel discussions, presentations, and digital whiteboard sessions for the captive audience.
- The target of a 1000 app downloads was far exceeded, with more than 46,000 achieved – 10, 482 delegates attended the conference.The app also reached number four in the business download chart. Compared to 2009, there was a 69% increase in qualified leads and a 174% increase in converted opportunities. The overall ROI was 31:1.
- The target of a 1000 app downloads was far exceeded, with more than 46,000 achieved – 10, 482 delegates attended the conference.The app also reached number four in the business download chart. Compared to 2009, there was a 69% increase in qualified leads and a 174% increase in converted opportunities. The overall ROI was 31:1.