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Lunch & Learn workshop at USM for the Maine Center of Enterprise Development 8-12-10. Johnson & Johnson's Acuvue; Proctor & Gamble's Max le Tampax; Distinctive Homes Magazine; Jet Blue, BP, Domino's, ShitMyDadSays
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Case Studies
Integrating Social Media into Marketing
#1
Lynnelle WilsonBold Vision Consulting
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
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
SEO
BLOG
Forums
Direct Mail
EmailMobile
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
