1. Social Media Case Studies By: Jaimi Beckerman

2. Dell: Social Media Case Study Main objective, LISTEN: Dell opened a Social Media Command Center where people are watching the 22,000 conversations taking place about the company, tracking the sentiment and pointing different departments toward these conversations. Main Offer: Exclusive deals to their social media community. They also answer complaints and questions. @delloutlet has 1.5 million followers Brilliant: http://www.ideastorm.com/ Tie in their FB presence and twitter pages- using cross linking As their campaign grew this become their motto: Listen. Engage. Act. Dell was not afraid to show the bad, but strategically turn it to good. (otherwise its just an ad)

3. Dell: Results Dell has earned over 3 MILLION dollars. And they are growing! Earning more money monthly. 1.5 MILLION twitter followers Social Media company leader- showing the best rewards and have been doing this the longest. Industry leader! Now giving other companies insight into what to do to be successful with social.

4. The man your man could smell like! Old Spice Men’s Body Wash http://www.youtube.com/watch?v=fD1WqPGn5Ag&feature=player_embedded Wanted to target women! Encourage sales!!! Old Spice had to do another video due to the tremendous response – they turned to the people. Response: 2.5 days filmed 186 clips pulled from facebook, youtube, and twitter,

5. Old Spice: Results (2010) 75% of all conversation about body wash were now all about Old Spice and their new campaign. 5.9 M views on YouTube 1 week post launch 20 M, rising at 50% each week 2700% increase in Twitter followers 800% more FB interactions 300% to move traffic on oldspice.com #1 branded Youtube channel 1.4 billion impressions on the web In the 6 months after launch, Old Spice’s sales increased by 27% Sales are now up 107% - now the #1 brand of body wash for men! #winning- remember the #( hastag we talked about last time)

6. Cost of Social Media- Dell and Oldspice http://welcometojmart.com/wp-content/uploads/2011/05/real-cost-of-social-infographic.png

7. Foursquare Example: Washington Redskins Organization: Washington RedskinsSocial Media Handles & Stats: Website: www.redskins.com Foursquare: 12,800 followers; 20,457 check-ins at FedExField Twitter: 14,909 followers Facebook: 429,510 fans Highlights: The Redskins scored 20,457 check-ins at FedExField across seven home games. Foursquare followers nearly number Redskins Twitter followers, though the team has been on Twitter much longer. Nearly 30 metro area bars and restaurants received a total of more than 30,000 check-ins over the season so far.

8. Foursquare Example, Continued First Foursquare Badge from a professional team- incentive for fans who play the game element of Foursquare. Place for great promotions for fans- uses FS instead of twitter. Encourage fans to support the team while they are playing away.

10. ColdStone: Social Media Case Study In July 2010, Cold Stone starting offering eGifting on Facebook and did a series of coupons and other promotions. Recipients of this gift just needed to print out their coupon and they were able to instantly redeem their gift. (or pull it up on their smart phone- genius) Every gift showed up on each person’s mini feed and viola a viral marketing campaign was born.

11. Cold Stone Continued We’ve sold in just over a month and a half, about 2,000 eGifts and we’ve added roughly $10,000 in incremental sales to the franchisees,” Schutz said. “Franchisees love it because they don’t have to do anything. It’s no extra labor. It’s all done in the virtual world, if you will, and then they just watch the sales come in. So they love it. We love it. Our fans love it. It’s definitely a win-win.” Coupon Boosts Sales more than 1.2% Every campaign Cold Stone runs, they see a spike in more store traffic and sales. Currently, Cold Stone averages a cost of about 39 cents per coupon redeemed, compared to $3.60 per redemption with print advertising. Now more than half of the company’s advertising budget is dedicated to non-traditional activities like social media.