This presentation gives an overview of how brands are using social media to reach and engage their target consumers online.

1. February 12, 2013

2. The New Normal
 Paradigm shift – many to many
 Power to the people
 It’s about the conversation
 PLUS:
 Brands relinquishing control of their once fiercely-
protected identities
 Brands participating in conversations with consumers
(dialectic is best way to persuade)
 Brands realizing the power of relationships

3. The “Relationship” Era of Marketing
PRODUCT ERA CONSUMER ERA RELATIONSHIP ERA
Marketing is:
Informing
people about
products
Marketing is:
Persuading
people to buy
Marketing is:
Creating
sustainable
relationships
(1900s-1960s) (1960s-2000s) (2000s-NOW)

4. SM is Crucial for Brands
 Brands constantly challenged to find new ways to
acquire new customers
 Death of :30 second spot + fragmented media
landscape = hard to reach consumers
 Before – brands reached consumers through media
 Now – brands can speak directly to consumers
 EVERY brand in existence is asking, “How do I reach
and engage new & existing consumers through social
media?”

5. Common Threads
 Transparency – brands disclosing & sharing more
information than ever before
 Authenticity – company executives getting “real” with
consumers
 Participation – inviting consumers to participate in the
marketing campaign itself

6. Fiat
 User-submitted
designs
 Community voting
 Winners saw their
design on display at
SEMA show

7. KIA Motors – Who’s Next?
 Campaign for launch of
KIA Soul
 Invited consumers to
submit videos explaining
why they should be the
next YouTube star
 Winner got $10,000 to
develop their own
YouTube channel

8. Skittles
 High degree of
user
participation
 Photo of the
week
 Highly visual
website features
user
submissions,
Twitter stream,
etc.

9. Netflix
 Held contest to improve
its “Cinematch”
recommendation engine
 Prize went to whomever
could increase match
predictions by 10%
(worth $1MM to the
company)
 More than 30,000
hackers worked on it

10. Rickshaw Bagworks

11. Grasshopper.com
 B2B virtual business phone
solution
 Rebranding effort to focus on
entrepreneurs
 Inspiring video + mailing of
chocolate-covered
grasshoppers to journalists
 Encouraged photo-sharing
through social media
 Results: 119 blog posts, 30,000
referrals, 1,500 tweets, 4000%
increase in traffic to website
from social media

12. Comcast
 @ComcastCares – 54K
followers
 Tech support for Comcast’s
23 million subscribers
 Started by Frank
Eliason, Senior Director of
Customer Service
 Opens up a new channel to
address customer
complaints

13. Samsung Mobile

14. Gap
 Decided to update their logo:
 Ran into tremendous backlash on Facebook and
Twitter
 Within one week, decided to switch back to the old
logo as a result
 THAT’s the power of social media!

15. Old Spice Body Wash
 Old Spice Body
Wash launched ad
campaign featuring
Mustafa (the Old
Spice Guy)
 Mustafa created
personal video
responses to
celebrities via
YouTube
 Sales for Body Wash
rose by 107%

16. Domino’s Pizza Brand Promise
“You call us up and invite us to your home; you trust us
to make dinner for you; you invite us to your doorstep.
That's sacred to us, and that's why our people wear full
uniforms. We want you to trust us when your doorbell
rings.”
- Tim McIntyre, vice-president of communications

17. Case Study – Domino’s
 Two Domino’s employees
uploaded a video to
YouTube showing them
putting boogers on
pizzas
 Video spread rapidly
across the Internet and
created a huge PR
nightmare for the
company

18. How Domino’s Responded
 Identified the employees and fired them
 Contacted the Health Department and
local police to file charges against the
two culprits
 The social media team immediately
contacted YouTube to ask that the video
be removed (not that simple)

19. How Domino’s Responded (cont.)
 Didn’t issue a public statement; instead responded to
direct inquiries via Dominos.com, FB, Twitter, etc.
 Domino’s posted its own video to YouTube, featuring
company president who calmly and sincerely vented
his anger and reiterated how sacred the company
holds its customers' trust.
 Purposely used the word “disgusting” in title so that
when people searched on YT, the new Domino’s video
would show up first

20. The Aftermath
 Within three hours of posting the company video
response to YouTube, views of the original video
surged to over one million.
 And for the first time ever, on that day only, search
queries for keyword "Domino's" surpassed those for
"Paris Hilton.“
 The company-posted video also quickly propelled the
story into mainstream US news, then global media –
60 million media impressions

21. The Aftermath (cont.)
 Sales/franchisees suffered - the company reported flat
to slightly positive sales in the second quarter
 Received top honors in the annual American Customer
Satisfaction Index (ACSI) in May.
 Domino’s now a great example for how to handle a
social media crisis the *right* way