-By Maya Bisineer and Meighan Berberich Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.

1. Innovative Uses of Social Media Maya Bisineer Twitter: @thinkmaya Website: http://thinkmaya.com Email: m@thinkmaya.com Meighan Berberich Twitter:@meighanb Email:meighanberberich@blogtalkradio.com LinkedIn: /meighanberberich

2. Innovative=Creative + Successful

3. In Social Media, what worked yesterday, Does not ALWAYS work tomorrow. A wholesome strategy and creativity are key.

4. You plan for success. If you are lucky, it goes viral.

6. Twestival

7. Invisible People TV

8. Pepsi Refresh

9. Southwest

10. Ford Fiesta Movement

11. My Starbucks Idea

12. IKEA Cats

13. DoveInnovative campaigns

14. 1. Old Spice

15. OLD SPICE Innovative idea, huge team, leveraged many channels― very, very well done.

17. In real time.

18. Leveraged Twitter, Facebook, Reddit, and blogs. Old Spice – what they DID

20. July 18th 94 million views  No. 1 all-time most-viewed sponsored channel on YouTube

21. July 19th Mr. Mustafa had more than 100 million followers.

22. 80,000 Twitter followers

23. 630,000 Facebook fans

24. 800% increase in fan interaction on Facebook page

25. 300% bump in traffic to OldSpice.com

26. Inspired a fan to create a website (oldspicevoicemails.com) where people can download voicemail messages that sound like Mr. Mustafa

27. Inspired a marriage proposal from another fan, which was accepted. Old Spice – The RESULT?

29. Short – people watched them

30. Funny – people had a good time

31. Quick – instant personalized gratification

32. Tech, creative and social media worked together – really worked together

33. Genuinely infectious - FUN

34. Best combination of PAID, OWNED, and EARNED mediaOldSpice – the WHY

35. 2. InvisiblePeople.tv

37. He uses social media tools to tell the story of the homeless in America

38. The purpose of this vlog is to make the invisible visible.Invisiblepeople.tv – what he DOES

40. Won Pepsi Refresh SXSW 2010

41. YouTube recommended channel for a day

42. Writes at Huffington Post - http://www.huffingtonpost.com/mark-horvathInvisiblepeople.tv – what HAPPENNED

44. Mark is tireless.

45. Mark is honest.

46. Mark builds relationships.Invisiblepeople.tv – WHY it works

47. 3. Twestival

49. Twestival is the largest global grassroots social media fundraising initiative to date.

50. Twestival Global is a series of offline events hosted on one day for one cause in cities around the world.

51. Twestival Local is a series of offline events which aim to support local causes over a designated weekend.Twestival – what they DO

53. All local events are organized 100% by volunteers and 100% of all ticket sales and donations go direct to projects.

54. Seattle raised more than $8K at the last event! Twestival – THE RESULTS

56. Global and local model.

57. Community building.

58. Involves social media influencers.TWESTIVAL – WHY IT WORKS

59. 4. Ford Fiesta MOVEMENT

61. The ultimate foreign exchange program.

62. 100 cars, 100 agents

63. 6 months behind the wheel of their own Fiesta livestreaming their experiences and completing monthly missions to show you what the Fiesta is all about.

64. Agents: Mostly young, hip drivers who had shown savvy with social-media networking sites, such as Facebook and Twitter.

65. Now expanding with Chapter 2Ford Fiesta – What they DID

67. 500,000+ Flickr views

68. 3 million+ Twitter impression

69. 50,000 interested potential customers, 97% of which don’t own a Ford currently.

70. 60% brand recognition before the car hit the road.

71. Successfully repositioned product as young and hip.Ford Fiesta – the REsults

73. Blend of online and offline.

74. Chose the right people (for brand and to fuel spread).FORD FIESTA – WHY it workED

75. 5. PEPSI REFRESH PROJECT

77. Pepsi is giving millions of dollars in grants to help individuals “refresh” the communities they live in.

78. Become a movement instead of ad campaign.

79. About encouraging and enabling small individual acts that contagiously spread.PEPSI REFRESH PROJECT

81. Close to 200 grants made to date.

82. 1,188,273 Facebook Fans to Date

83. Generating consistent social mentions on Facebook, Twitter and across the social web.PEPSI REFRESH PROJECT

85. People are passionate about their causes.

86. Balanced of paid and earned media.PePSIReFRESH – WHY it workED

87. 4. MY STARBUCKS IDEA

89. About reaching out to customers and actively listening to them in order to improve your business. MY STARBUCKS IDEA

91. Over 50 ideas have been put into action.MY STARBUCKS IDEA – the REsults

93. Sends message that Starbucks is listening.MY STARBUCKS IDEA – WHY it workED

94. Dell – excess inventory Zappos – customer serviceIkea – CatsComcast – customer service Chevy – roadtripsStarbucks – MyStarBucksIdea AND MANY, Many More

96. You cannot plan for viral

97. Know your goal

98. Be true to your brand

99. Constraints result in creative campaigns

100. Be quick to respond

101. Be willing to take risks

102. Several innovative ones get lost under the radar – watch for the creative campaigns, not the best known.You want to be innovative with social media?

103. THANK YOU! QUESTIONS! Maya Bisineer Twitter: @thinkmaya Website: http://thinkmaya.com Email: m@thinkmaya.com Meighan Berberich Twitter:@meighanb Email:meighanberberich@blogtalkradio.com LinkedIn: /meighanberberich

104. 5. Dove Campaign for Real Beauty

106. Campaign that started after they learned that only 2% of the women consider themselves beautiful

107. Effectively integrated old and new media

108. Videos, Online tools, Offline workshopsDove – Campaign for Real Beauty

109. Dove – Campaign for Real Beauty Facebook Page – 60K

110. 6. Southwest PASSION AND PERSONALITY

111. Southwest – WHAT THEY DO Holistic approach Twitter, Flickr, Facebook, YouTube and LinkedIn. Southwest produces new video content for YouTube on a weekly basis. Positive impact on their search engine rankings. Blog - �Nuts about Southwest - A team of 30 employee bloggers regularly 70,000 unique visitors each month. � Nuts about Southwest� was also winner of the 2008 PR News Platinum PR award for blogs.

112. 7. Ikea THINK LOW COST – CREATIVITY AS A RESULT OF CONSTRAINTS

114. created a Facebook profile for the store manager, Gordon Gustavsson.

115. Over a two-week period, they uploaded images of IKEA showrooms to his Facebook photo album.

116. The first person to tag their name to a product in the pictures, won it.

118. THANKS TO Twitter FRIENDS ! @cathybrooks @SBuxMel @Lyndit @jeffcarroll @pherring

119. Sources – for Appendix http://adage.com/digitalnext/article?article_id=145603 http://adage.com/digitalnext/article?article_id=145603 http://mashable.com/2009/10/02/fiesta-movement-numbers/ http://twestival.com