Case Studies

Integrating Social Media into Marketing

#1

Lynnelle WilsonBold Vision Consulting

Lynnelle@BoldVisionConsulting.com

Social Media Marketing

It’s Still Business

and

It’s Still Marketing

who, what, where, when and HOW

http://bit.ly/Technographic_Ladder

http://www.forrester.com/empowered/tool_consumer.html

Social• Social Networks

• Blogs

• Micro-Blogs

• RSS Feeds

• Podcast – Vcast

• Video Sharing

• Bookmarking

• Presentation and Article sharing

• Photo Sharing

• Mobile

• Location-based

There’s a system

Johnson & Johnson

Acuvue 1-Day Contact Lense

Business Case:•Substantial decline in market share

# of competitive brands doubled from 2 to 4Aggressive competitive pricing - 50%

•Confident of product

Objective: Increase market share among young adult population

Wink & Blink

Strategy:Capitalize on demographic interest in social networks

•Facebook •Online games •Free sampling

Wink Campaign – Customer Journey

Social Media – It’s another toolbox

Print AdvertisingRadio Advertising

Website

TwitterFacebook

SEO

BLOG

Forums

Direct Mail

EmailMobile

LinkedIn

Comprehensive Marketing Strategy

Proctor & Gamble

Proctor & Gamble

• Objective: Change young girls’ (ages 13-17 in France) prejudices about tampons

• Strategy: Develop strong relationships with educate about the benefits of its Tampax brand through an online community created around the character, “Max le Tampax”.

Mobile Campaign

Quirky mobile site to support the “Max le Tampax” …

• Tampax-branded videos featuring advice from “Max le Tampax” 

• Offers to send free samples by mail

• Java game – – 3 best scores are displayed

– Prizes - mobile phone

• Easily share with friends via SMS

Community

• Engagement

• Relationship

• Trust

• Value

• Loyalty

Distinctive Homes Magazine

New England niche magazine

• ObjectivesIncrease ad revenue & increase readership

• ChallengesLimited print productMaintain SEO / web traffic costs

Facebook Strategy

• Uploads current magazine content plus:

– Contact info, media kit, searchable properties

• Facebook ad campaigns targeting NE residents & realtors

• Active on related FB pages (other NE focused real estate)

• "Keeps engaged with questions/conversation starters... new links "things that will help them informationally”

Facebook – the online community

• Vanity FB page URL only URL publicized

• “Benefits of being a fan" tab is landing page for all traffic...

One Year Results

• 1700 fans

• 10% Increase in readership

• 20% of ad business from FB "fans”

Social Media – It’s another toolbox

Print AdvertisingRadio Advertising

WebsiteTwitter

Facebook

SEO

BLOG

Forums

Direct Mail

EmailMobile

LinkedIn

Comprehensive Marketing Strategy

Integration

Sh*t Happens

Sh*t Isn’t All Bad

• Mobile

• Mobile

• Mobile

• LBS (Foursquare, Gowalla, Whrrl, Yelp, etc.)

• Augmented Reality - https://www.prioritymail.com/simulator.asp

• Designing and planning for “loss of control”– Corporate organization

– Social media code of ethics / policy

Hugh MacLeodwww.gapingvoidgallery.com

Tweet Me Friend Me Link Me Call Me

• @Lynnelle and @BoldBusiness

• Facebook.com/Lynnelle

• LinkedIn.com/in/LynnelleWilson

• Facebook.com/BoldBusiness

• BoldVisionConsulting.com

• 1-207-221-3492 or lbianco on Skype

Lynnelle WilsonBold Vision Consulting, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking

Other Projects by BVC, Inc.BOLDBusiness.TV – highlighting people NOT doing business as usual