CSM Module 5: Online marketing and social media campaigns

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Social media marketing campaigns

Text of CSM Module 5: Online marketing and social media campaigns

  • 1. Module 5:Online marketing and social media campaigns

2. 3. Case study 1: HPs 31-DayDragon Campaign

  • HP provided its flagship notebook HDX Dragon systems to 31 selected influencers to give away to lucky readers on their sites over 31 days (one per blogger)
  • Worth US$5,500: 500GB HDD, Blu Ray player, games, movies, software.
  • Each blogger was able to create
  • their own unique contest
  • 31 days of ongoing discussions as
  • bloggers also created and shared
  • custom marketing materials,
  • graphics, logos, videos,
  • RSS feeds and then
  • cross-promoted these items.

4. Results

  • Month over month data from HPshopping.com
  • 84% increase in sales on the HDX Dragon system
  • 14% increase in traffic
  • 10% increase in overall consumer PC sales
  • Sales figures for the month of the program set several records.
  • Usually a softer month and does not include channel sales
  • The sales gains continued even 2 months after the program
  • Costs
  • Total cost for systems, shipping, software and paying to offset taxes $250K (costs shared by HP and partners)
  • $0 media spend

5. 6. Google reports well over 380,000 links discussing the 31 sites and giveaways. Virtually no negative comments about HP or the promotion associated with the giveaway Linkbait 7. Enthusiastic reaction

  • 31 participating sites/blogs saw an average 150% increase in traffic, with some increasing as much as 5,000%
  • Estimated reach for the programme is well over 50 million impressions (Alexa data)
  • Coverage reached 123 countries and was translated into 40+ languages
  • Readers/entrants created more than 10,000 videos on sites such as YouTube.com and Blip.tv
  • In excess of 25,000 entries received by participating sites

8. Why it worked

  • HP and Buzz Corps built up real relationships with the influencers: We really know them at a personal level we consider each other friends, not just cards in a rolodex. We spent over a year demonstrating that we were willing to do the right things for, with and by them and therefore earned their trust.
  • Provided the tools, then gave them control:They helped design the rules and helped manage and organize each other.
  • Not just for big boys:Mix of small and large blogs/sites to vary the coverage
  • Social media marketing is about conversation, not news: The HDX Dragon had been shipping for 10 months when the giveaways began


  • Word of mouthis so effective
  • because of the naturalcredibility
  • that comes fromreal peoplewith no
  • profit or agenda tied to their
  • recommendations,
  • Andy Sernovitz, Word of Mouth Marketing

mouse 10. Case study 2: Blendtec 11. Blendtecs viral videos http://www.willitblend.com

  • 6 million views in 5 days
  • Was 3rd most viewed video on YouTube
  • 2006 revenue up 43%
  • Blendtec, little-known blender company spends US$50 to make unusual video

12. Case study 3: Dove Real Beauty

  • Unilever's Campaign for Real Beauty marketing campaign sought to challenge stereotypes.
  • Featured non-models that did not fit in with the idealized images of super-models.
  • Videos went viral online and raised debates in countries it was launched. Mothers were encourages to talk to daughters about self-esteem.
  • Some critics felt the campaign was contradictory because it aimed to convince women to buy Dove's Firming range, a product for reducing cellulite.

13. Dove: Reinventing advertising 14. Viral Marketing

  • One of the most effective new marketing strategies uses viral techniques that spreads through word-of-mouse among members

15. Power of Viral Marketing

  • Builds awareness through low-key product/message placement
  • Lets word-of-mouse spread your message
  • Gets people talking about your product, service or campaign
  • Inexpensive: Others do the distribution
  • No hard sell or interruption: It spreads from peer to peer. Audience chooses to view it and engage in conversation.

16. Viral Marketing: Cons

  • Control
    • You dont control the distribution
    • Randomness to who gets the message
  • Context
    • The context of the message can be distorted since others are distributing it
    • Audience may mash it up and change intent
  • ROI
    • May be difficult to show how it translates into sales

17. GM Chevy Tahoe campaign

  • General Motors invited Internet users to create or remix their own advertisement for the SUV truck Chevy Tahoe
  • A website was created with various elements of video that the user could use to arrange the commercial
  • The user could also add their own text over the video

18. Viral Marketing Campaign Misfires The goal was to let users interact with the product in a fun, unique way. They would then distribute their creation and the message to friends and via their blogs. GM hoped to build brand awareness of the new truck. 19. Success? Or Not?

  • Some Internet users decided to create negative commercials that complained about the environmental impact of the gas-hungry truck.
  • 21,000 user-created ads were submitted
  • 2.4 million page views
  • 80% of the ads were positive
  • However, 20% of ads were critical
    • The media coverage focused on the negative

20. J & J Camp Baby blogstorm

  • Johnson and Johnson invites mommy bloggers a 2-day all-expenses paid event in early April, 2008 at their HQ.
  • Mommy bloggers looked forward to seeing their friends, making new ones, lots of conversation ensues in the blogosphere.
  • Then two well-read moms, Julie Marsh and Stefania Pomponi Butler, were disinvited.
  • Apparently, it was an adults-only event with no child care!

http://getgood.typepad.com/getgood_strategic_marketi/2008/03/camp-baby-blogs.html 21.

  • Women's community" was the most visited and fastest growing Internet category (tied with politics), according to comScore MediaMetrix's report in Feb 2008.
  • 87 percent of mothers use the web regularly (comScore)
  • Mothers are estimated to be responsible for $2.1 trillion of U.S. consumer spending, controlling about 80 percent of household expenditures, according to BSM Media.

Women Rule

  • 60 percent of their online conversations include a mention of brands or products, according to a study by BabyCenter and Keller Fay Group
  • P&G and Walmart have mommy-blogger outreach programmes. J & J continues to woo them with contests and ply them with samples.

22. What not to do: Online Street Teams

  • Boston-based Alt Terrain arranges alternative media marketing campaigns
  • Online street teams infiltrate chat rooms and blogs to post positive information on clients
  • They pose as fans expressing spontaneous opinions, but they are really paid promoters
  • The web community hates fakes!

23. Astro-turfing

  • Avoid such techniques like the plague
  • If outted, there will be a backlash.
  • Online community will beskeptical of future campaigns.

Astro-turfingrefers to a brand of artificial grass. In marketing,is an artificial attempt at gaining grassroots support covertly for a political or commercial entity. 24. Case study: Post-it 25. From prank to marketing campaign? 26. What not to do

  • Dec 2006, pranksters covered a co-workers beloved Jaguar with 14,000 Post-it Notes.
  • Scott Ableman posts photos of prank on Flickr. Idea goes viral online.
  • A year passes before marketing geniuses at 3M Corps Post-it Note thinks to capitalize on the viral success.
  • In spring 2008, they contact Scott photographer to ask about using the photos in a marketing campaign. He quoted an amount for a typical licensing fee.
  • Their response:They tell him theyd rather not pay when they can just recreate the photograph themselves.

http://www.all-about-content.com/2008/09/3m-carjacks-postit-note-jaguar.html 27. 3M Carjacks Idea 28. Mentos-Diet Coke geysers EepyBirds Experiment #4 video of geyser fountain goes viral.Mentos site links to video, then supports record-breaking events around the world. 29. Contrasting reactions

  • Mentos : We are tickled pink by it, says Pete Healy, vp of marketing for company's U.S. division. When they appeared onLate Night with David LettermanandThe Today Show , we were there. The company spends less than US$20 million on U.S. advertising annually and estimates the value of online buzz to be over US$10 million.
  • Coke :We would hope people w