Most companies want to adopt social media in their marketing strategy, but have doubts about how it adds to their targets. This slideshow showcases 10 proven social media approaches.

1. 10 case studies
ROI
in Social Media

2. Social Media in numbers
Facebook; more visits than Google; 5.361.200 Dutch members
Hyves; 2.300.000 unique visitors a/d; 9.700.000 Dutch members
Twitter; grown by 60% in 2011 in the Netherlands; 1.260.000 Dutch users
Linkedin; ww 120 new users p/mi; 3.000.000 Dutch members
YouTube; ww 92.000.000 page views a/m; 70,9% reach in the Netherlands
Foursquare; ww 10.000.000 users; 150.000 active Dutch users
What is the ROI in Social Media?
How can we capture this?
Or know its potential?

3. Where do you
want to go?
In 10 proven cases,
we show you how to increase:
1 Loyalty
2 Awareness
3 Conversion
4 Sales
5 Brand engagement
6 Trial
7 Branding

4. How do you want
to get there?
By measuring the following
the following KPI’s:
For Loyalty: resale, memberships
For Awareness: fans, likes, post views,
reposts
For Conversion: sales, participation
For Sales: sales, coupons
For Brand engagement: time spent,
posts, views, interaction level
For Trial: samples
For Branding: recognition level, likes,
time spent

5. 1 Loyalty
• At AJ Bombers, a burger restaurant chain, many
guests stopped checking in on Foursquare because
they felt the rewards for doing so were out of reach
and solely for the Mayor
• As a result, AJ Bombers used its dashboard utility to
AJ Bomber – Loyalty
track the 3 foursquare users with the most check-ins
for the last 30 days
• Those customers could help to create that month’s
Loyalty Royalty menu. A menu, built by them, just for
them, whenever they visit AJ Bombers
• Loyalty Check-ins doubled (including strong customer
Royalty
retention), promoted menu items rose 30%

6. AJ Bomber – Loyalty
Royalty

7. 1 Loyalty
• Lynx, Unilever's UK fragrance brand for young males,
struggled to convert their (high) penetration into long-
term loyalty
• They decided to use Facebook among others to
engage with audiences on their terms in order to
significantly influence spending habits
Lynx
• To keep the buzz and conversation going in between
campaigns Lynx developed an ‘always on’ approach,
delivering a constant stream of content into Facebook
so that the brand could maintain engagement levels
Unilever –
• Loyalty The Facebook page drove 876,400 euros of
additional revenue
Rise

8. Unilever – Lynx
Rise

9. 2 Awareness
• Traditionally Corona is a beach-oriented beer brand. It
has always looked to provide its customers with ways
to relax responsibly in today’s busy world
• The idea behind Share Your Beach (July – September
2011) is that your beach is a place where you can chill
Corona’s Share Your
out, log off and lime in
• Using the Share Your Beach application on Corona’s
Facebook Page, fans uploaded a picture showing
where they like to enjoy their Coronas
• For added flare, they could customize their photos with
limes and Corona bottles
• Awareness 108,207 new Facebook fans, 9,394,193 Wall
Beach
post views, 38,447 fan comments on Corona Extra Wall
posts, 141,510 Share Your Beach Tab views, 1,074 fan
photos uploaded

10. Corona’s Share Your
Beach

11. 2 Awareness
• Ben & Jerry’s knew that many tweeters weren’t using
all of their allotted 140 characters. So every day,
millions of Twitter characters go unused, which Ben &
Jerry’s did not consider ‘fair’
• They developed their Fair Tweets campaign around this
fact and launched a Twitter application to promote
Fairtrade Day on May 14th 2011
• The app turned the unwanted Twitter characters into a
Fairtrade Day
Ben & Jerry’s
message promoting the day
• Awareness 43,600 site visits from over 100 countries,
518,000 Twitter characters contributed, over 1,000 blog
mentions

12. Fairtrade Day
Ben & Jerry’s
http://www.youtube.com/watch?feature=player_embedded&v=QX7busQUJo0#!

13. 3 Conversion
Dutch transplant Foundation -
• The Dutch transplant Foundation developed an online
activation to recruit new transplant donors
• Hyvers saw a banner with the question asking them
directly “whether they wanted to save a life?”
• When answered yes, the question followed whether
they wanted to become a donor, with a possibility to
share this decision with their friends
• The campaign incorporated the strength of social
desirability when becoming a donor and sharing this
on social media
yes or no
• Conversion 25,000 registered Hyvers, 20,000 new
donors

14. Dutch transplant Foundation -
yes or no

15. 4 Sales
• Summer is usually somewhat of a slow period for IKEA
in Belgium. IKEA wanted to change that
• Instead of traditional advertising with IKEAs summer
Catch the Swedish Light
offers, they created an interactive campaign around
the products. An interactive YouTube game where the
audience, by viewing 48 different ads, was challenged
to catch the Swedish light
• As you can’t do ‘frame-by-frame’ on YouTube people
had to pause the spot in the exact right moment when
the light hits a product
• In that unique frame, a yellow code will appear in the
IKEA –
top right corner. The first to enter the code on the
summer microsite won the price
• Sales Sales reached a record for the time of year

16. Catch the Swedish Light
http://www.youtube.com/watch?v=WgINMSENZa0
IKEA –

17. 4 Sales
• 89% of VW Passat’s audience is male and 75% of this
group is interested in leasing
• So VW Passat developed an online game ‘LinkedOut’
on the Linkedin platform, the social media platform for
professionals
• Via LinkedOut, Linkedin profile information of the
challenger and challenged connection were compared
• Players battled against each other based on education,
Volkswagen -
work experience, references and connections
• For each section points were won. The battle lasted 3
LinkedOut
minutes and the outcome was shared on FB & Twitter
• Sales 16,500 players, 27,850 battles played, sales
target reached by +25%

18. Volkswagen -
LinkedOut

19. 5 Brand engagement
• Labello introduced the Labello Moodsisters Hyves
platform to engage with their fans
• First Labello grouped their products around six moods
(cheerful, sexy, romantic, energized, relaxed and
adventurous)
Labello Moodsisters
• A mood & music player was designed for use in Hyves
profiles: now Hyvers could share their moods and
create their own music playlists
• As a result, each Labello represented a certain
(emotional driven) music repertoire
• Brand engagement 121,772 unique visitors, 26,875
profiles pimped, 5,819 selfmade playlists

20. Labello Moodsisters

21. 6 Trial
• “Taste & convince your girlfriend” was the slogan of
Lipton’s sample campaign
• Hyvers could request a free sample of a Pickwick tea
bag for themselves or for their friends
• Subsequently they could become a Lipton Hyves fan
member
• Trial more than 70,000 samples requested in four
Dutch Tea Blend
weeks
Pickwick -

22. Pickwick -
Dutch Tea Blend

23. 7 Branding
• Balteco, a Bahrain telecom company, wanted to build
global brand recognition and establish their new
positioning of ‘Bringing Ideas to Life’ with a corporate
film
• Therefore, Balteco created INFINITY – a viral film on
Facebook played through a Facebook app enabling
Balteco’s Infinity
webcams
• Feeding off the tagline, “Bringing ideas to life”, the
campaign featured elaborate thoughts that
represented people’s boundless ideas being fulfilled
• Viewers saw themselves in the film integrated with the
idea. A snapshot was uploaded on Facebook
• Branding 237,000+ Facebook fans from 110+ countries,
2,430,000+ wall impressions, 83,000 daily post views,
2,200 daily Likes

24. Balteco’s Infinity
www.youtube.com/watch?v=qvl7kG82EfI&feature=player_embedded

25. Interested in what Social
Media can contribute to
your objectives?
Your company
Please contact strategist Susanne van Maanen at online
agency Qi [Susanne@qi-ideas.com]. For more
information and inspiration – in Dutch – you’re more
than welcome to visit qi-ideas.com