We have done 7 best practices of the nominees within one of Guldägget’s categories: Interactivity Other Digital Media.

1. 7 Best Practices
on how companies have
gained value by using
Social Media
All nominees for the Swedish
“Golden Egg” award 2010

2. Social networks and online communities offer great possibilities for organisations
and companies to connect with new and existing users, customers, supporters,
donors etc.

3. Social media has a global scope and each person you connect with has the
power to pass your message on and to become an ambassador for your cause.

4. Compared to other traditional media
campaigns, social media campaigns can
be cheap.
All you need is time and consistency
along with a few good ideas and a good
knowledge about how people interact on
social media.

5. Social media allows your
organisation to be open and
transparent. You are in the unique
position of possessing stories that
require no spin or false marketing
in order to make an impact.

6. Guldägget (The Golden Egg) was first
arranged in 1960 and it is the oldest,
largest and most pres<gious award in
Sweden.
Guldägget 2010 will be held the 15th
of April.

7. Here are 7 best practices on how companies
have gained value by using social media.
All nominated at this years Guld gget in the
categories: Interac2vity Other Digital Media.

8. How to Create viral effect via Facebook
Case Facebook Showroom
Company IKEA
Purpose To engage people in the opening of the new
IKEA store in Malm , Sweden and extend the store beyond
the borders of the city by creating a viral campaign
Campaign This campaign was made on Facebook where a
profile account of the store manager was created. During a
two week period the store manager uploaded 12 pictures
of IKEA showrooms to his photo albums. The people who
tagged their name on a product first, won it. An interactive
IKEA catalogue.
Results
• The pictures spread to thousands of people via profile
pages, news feeds and links.
• Worldwide spread and publicity

9. How to Create viral effect and involve
Case How Hetero
Company Stockholm Pride, a non-profit organisation and
Sweden’s annual festival celebrating gay pride.
Target group Both bisexual, homosexual and transsexual
people as well as heterosexual men and women
Purpose To get the discussion of heteronormativity going and
make people understand what it’s all about
Campaign A series of tests that scanned your digital footprints,
such as words on your Twitter profile, music on your Spotify
playlists and pictures on your Facebook. The result told you how
hetero you are according to the norm of how a “real” woman or
man should be and behave.
Results
• Heteronormativity became the most discussed topic on Twitter
for two days (in direct competition with Michael Jackson s death
and the world premiere of the new Harry Potter movie.)
• Reached out to blogs (such as Mashable), celebrities and
headlines on the worlds largest newspapers
• Stockholm pride became the most covered cultural event in
Sweden of 2009

10. How to Create ambassadors
Case Dear Steve jobs
Company SVT Play, a web channel of Swedish public
service television
Target group Already dedicated viewers of SVT Play (and
of course Steve Jobs, VD of Apple)
Purpose To promote the launch of the app and to get SVT www.
Play approved as an iPhone app as soon as possible
Campaign When launching an app it can take some time to
get it approved by Apple. This campaign turned to the
people to get their help to put some pressure on the
approval process. A microsite was created, counting votes
and encouraging people to make their own videos to Steve
Jobs.
The microsite was connected to a series of different social
media platforms, making it easy to share and discover
Results
• Huge publicity
• More then 400,000 votes at the site
• Close to 300 videos on YouTube made by people visiting
the site
• SVT Play is approved as an app and has got great reviews

11. How to Involve and create a buzz
Case Samsung Shakedown
www.
Company Samsung
Purpose To increase the awareness of their new mobile
phone Samsung B2001 and to demonstrate its benefits in a
more amusing way
Campaign The campaign website showed a live-stream of
70 mobiles on a table. To win one of them you had to call a
number followed by the number on the phone. The phone
stared vibrate when getting your call and if it felled off the
table on to the floor or into the aquarium – you won it.
Results
www.
• Demonstration of the mobile was successful - no mobile
was harmed during the test
• Huge buzz online
• Opened up for a wider audience (before popular within a
certain industry)

12. How to Use social network integration
Case Drinkspiration by Absolut
Company The Absolut Company
Target group End users and bartenders
Purpose To make an app that will help users find a perfect
drink based on multiple criteria
Campaign Drinkspiration was created as an iPhone and
Android mobile phone app. It gives you recommendation of
drinks on the basis of personal taste, place, time of day,
background music and so forth. The app has geolocation
and social network integration such as sharing option at
Facebook and Twitter so you can share where you are and
which drink you like.
Results
• The tutorial has close to 24,000 total views
• Publicity in a series of blogs
www.

13. How to Create ambassadors by competition
Case Res Gratis (Travel For Free)
www.
Company Ving, Swedish travelling agency
Purpose To promote their vacations to Thailand by
making people want to share videos of Thailand
Campaign People like to send pictures and videos of
their vacation to their friends to make them a bit
jealous. Even more people like to trick their friends and
this is the main idea for the campaign. You choose a
video from Thailand and record your voice. Then you’re
free to share it on Facebook, via MMS or mail. You also
had the chance of winning a trip to Thailand.
Results
1,267 booked a trip to Thailand. The target goal was
1,000 people.

14. How to Co-create with on- and offline audience
Case The World’s Biggest Signpost
Company Nokia
Purpose To promote and drive interest to the Nokia
navigation service and make people to become a part of it and
start using it via their phone and web.
Campaign One of the world’s largest interactive installations,
the worlds biggest signpost, was build in London. It was
completely driven by people you could text, tweet and much www.
more to make the arrow point out the direction to your
favourite places with your message attached.
The arrow was live streamed at a microsite and synced with a
map. You could also follow everything on their website, on
Twitter and through your mobile at the Nokia Navigation app.
On the website you could see your sign post updates and
easily share it on your social media networks.
Results
Huge publicity in blogs, on social media communities and in on
and offline media
The number of users on Nokia s online navigation service
increased with 129%
862,000 people saw the installation just by walking across
Tower Bridge

16. pe rs
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Our main area of expertise lies within strategic counseling,
development and implementation of social media solutions,
initiated to create value for companies and organizations
www.mindjumpers.com
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