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Social Media and AdveRtising
By: LSMJ (Lethal Social Media Junkies)
Lannie Hartley, Sarah Brandt, Margot Scharfe, and Jerry Lange
#SMAdv
A Look At Traditional Ads
Source: http://www.youtube.com/watch?v=xOJEW1KQl34
Tweet A CauseGap steps in to help out the American Red Cross with Sandy Relief. Clothing drive and money donations have been collected and given to the people affected by the storm.
Tweet them a nice thank you at @RedCross and @GapDon't forget to add in #NewhouseSM4!
Sources: https://twitter.com/RedCrosshttp://www.retailingtoday.com/article/gap-inc-donates-1m-cash-and-clothing-sandy-relief
jERRY's Interview:Andrew Mera@AndrewMeraDigital Director at MediaCom NYCWorks on the Wyndham Hotels and Brand USA accounts
"Those who have a mature digital program are focusing on how to measure ROI beyond awareness whereas those clients who are new, the challenge is to get them to invest because they need social presence."
"Social Media is a great vehicle to get information about how customers feel about a product and service"
Benefits of Social Media for a brand:
a. Brand advocates
b. Repair bad image or reputation
c. Social commerce
What brand do you think has the biggest social media presence?
Kellogg
Nike
Oreo
Tide
Tweet @LadyLanfred with the answer!
Case Study #1: Blue Skittles
Wrigley's Skittles● Promotional social media campaign
○ Primarily Facebook & Twitter
● Story of foreign trucker - delivery of blue skittles○ More likes and followers, the "closer" to UK
Case Study #1: Blue Skittles
Sarah's Interview:
Sheryl Henderson Director of Consumer Care and Business Segment Director at Michelin
Previously a Marketing Manager for Life of Georgia
Sheryl comments on social media:
● Gives us additional touch-points to brand messages
● Helps us reach consumers we would not reach otherwise
● Helps identify key influencers
● Have to be careful though - one wrong move and have to go into PR crisis mode
Case Study #2: Victors & Spoils@VictorsnSpoils
'Fan Machine'● Facebook app developed by V&S● Shares brand's briefs● Fans submit ideas and vote on submissions● Tracks valuable data
"Good ideas come from everywhere." -Andy Nathan, V&S Executive Business Director @andynathan1
Go to Harley-Davidson's Facebook page and check out their Fan Machine
Harley-Davidson
● First brand to use Fan Machine● Brand is based on a fan generated idea
○ 'Out of many, one'● Misperceptions of Harley riders● #StereotypicalHarley ● Incorporated the rider's twitter handles
#StereotypicalHarley
Margot's Interview:Andy Nathan @andynathan1Victors & Spoils Executive Business Director
How do you use each social media platform differently?● Look at the brand and its culture ● Starbucks and Nike vs. smaller brands ● Low interest brands need to entice people
Which V&S campaign has best used social media?● Harley-Davidson is the most high profile
○ Got its idea from social media● Smartwool 'Strip to Your Smartwool' campaign● In both campaigns, social media has provided leverage
"We want to go where the eyeballs are."
Who Remembers the TV ad?
And the social media engagement? What brand was it?
Best social media presence?
Kellogg - with 1.89 Billion impressions last year
Source: http://www.businessinsider.com/the-30-biggest-social-media-advertisers-of-2012-2012-9?op=1
Bonnie's Pearls of Wisdom:
Bonnie Leungsd @bonnietweets
Account Planner at TBWA in NYC Works on accounts like: Vonage & Nicorette Klout Score: 52
● Traditional media is about the message
● Social Media is about expanding the message and creating a connection
● Twitter is best used a customer service center
So how do brands create social media magic?
