Be Social: How brands are leveraging social media for competitive advantage.

1. Social Media Case
Study Workbook
1

2. Pepsi Refresh Project: cause marketing magnified
and socialized
Objective
To connect with their audience bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb
Activity Overview
• Year-long marketing effort that Pepsi will support
that applies grants from $5,000-$250,000 to one
of six areas: health, arts and culture, food and
shelter, the planet, neighborhoods and
education for a total of $20MM distributed.
• Fully integrated program, but launch was done
exclusively with social media/online support.
• About finding the most innovative, refreshing
IDEAS not necessarily cause.
Sucess/Metrics
• 840MMM online edit impressions.
• 45MM blog impressions, 70MM tweets.
• #pepsirefresh trended on twitter during the Super
bowl without running an ad.
•
2

3. The Nike+ experiment: how the shoe giant unleashed
the power of personal metrics
Objective
To sell runners a product that would tell them how far and fast they had run.
Activity Overview
Sucess/Metrics
• By combining a dead-simple way to amass data
with tools to use and share it, Nike has attracted
the largest community of runners ever assembled—
more than 1.2 million runners who have collectively
tracked more than 130 million miles and burned
more than 13 billion calories.
• After five runs, consumers are hooked on what their
data tells them about themselves.
• Nike has done more than create a successful
product; it has fundamentally changed the way
more than a million people think about exercise.
3

4. Best Buy goes all Twitter crazy with Twelpforce and
humanizes the organization
Objective
To let customers know all that Best Buy knows as fast as they know it.
Activity Overview
• Best Buy employees go to http://search.twitter.com
and search for questions customers have.
• It all starts with a simple post- yoshimac tweets:
“need to buy a new tv for bedroom so i can watch
what i want no desprate housewifes
blaaaaaaaaaaaaaa”
• Best Buy employee responds: @yoshimac “If you
need some help figuring what to get, let me know. I
work at Best Buy in the Home Theater Dept and
could give you some opinions. If not, thats cool
too.”
Sucess/Metrics
• As of 1/11/09, @twelpforce has provided over
19,500 answers to customer inquiries.
• They've had a tremendous response from
employees as well, with over 2,300 signed up to
answer questions.
4

5. Whole Foods: one company, 200 Facebook fan pages
Objective
To provide a platform that allows the community to interact with their local Whole Foods.
Activity Overview
• Whole foods interacts with consumers and
provides them with relevant content.
• Each page is managed at the store level. Stores are
given a guide to know what is appropriate to post.
• Example of a FB post-tree:
Mondays: Special recipes
Tuesdays: Tips on how to stay healthy with your
food
Wednesdays: Career opportunities
etc…
Sucess/Metrics
• Amazing engagement: more than 100,000 fans on
Facebook.
• Some super stories: Whole Foods Market Mountain
Brook, AL has 2,190 fans.
• Videos featuring local employees add
humanization and authenticity to the brand.
5

6. My Starbucks Idea: how Starbucks leverages the crowd
Objective
To provide a interactive platform that allows the community to share,vote, discuss and see what’s going on at Starbucks.
Activity Overview
• Customers sign in to mystarbucksidea.com and
post a comment.
• Comments are broken down into product,
experience or involvement ideas.
• Customers vote the ideas up or down.
• Starbucks idea partners listen online to your ideas,
ask questions, tell you what we're doing behind the
scenes and make sure things run smoothly.
Sucess/Metrics
• Since inception, My Starbucks Idea has generated
88,272 customer-driven ideas for starbucks.
• Customers asked for more locations where they
could use their mobile device to pay. On April 1,
2010 Starbucks announced that the card was now
good at all Target stores in the U.S.
• The crowd saves Starbucks time and money.
• My Starbucks Idea builds relationships and
loyalty. Consumers feel connected and
important.
6

7. Dunkin’ Donuts ties the offline brand experience with
the online social media promotion
Objective
To build massive brand loyalty and enhance the offline brand experience.
Activity Overview
• Dunkin’ Donuts has done a great job building out its
Facebook presence and separating itself from the
competition.
• Has "fan of the week," where it highlights that fan in its
Facebook profile picture.
• Introduced “Maurice” the talking coffee bean to
entertain.
• Fans celebrate promotions that are going on in the
different tabs.
- Keep It Coolatta Promotion
- Design their own donut (leading to hundreds of
thousands of likes and comments by fans).
- Fans upload photos taken in stores or with Dunkin'
Donuts products.
Sucess/Metrics
• Gathered over 1.3 million brand fans on Facebook.
• Customers are actively engaged with the brand.
• The crowd saves Dunkin’ Donuts time and money
by promoting its products.
• Social media extends and reinforces other
traditional marketing efforts.
7

8. Foursquare: The Wynn Las Vegas’ unique approach to
top notch service
Objective
To compliment and improve the overall service provided by the hotel.
Activity Overview
• Foursquare guests get perks.
• Exclusive tips, facts and stories are seeded in
various locations throughout the hotel.
• Specials prompt checked-in guests with
exclusive opportunities, like a glass of
champagne at the Blush Boutique nightclub
on the house
• The hotel goes above and beyond to cater to the
wishes of guests who express their needs publicly
via Foursquare but not directly to the hotel.
Sucess/Metrics
• Foursquare allows The Wynn to better achieve its
brand objective: catering to guests with refined
interests.
• Customer response has been positive.
• Senior management plans to use the metrics to
service and learn more about its guests.
8

9. Jetblue uses Twitter to take care of customers.
Objective
To get closer to customers in environments they are comfortable with.
Activity Overview
• Someone is dedicated to monitoring and
responding to what’s being said about JetBlue in
the twittersphere.
• Twitter offers a more immediate and casual
approach and conversation than other more
conventional methods.
Sucess/Metrics
• 1.6 million Twitter followers.
• 116,675 customers being followed by Twitter.
• Near instant response to customer issues.
• 2009 recipient of “Highest in Customer Satisfaction
Among Low-Cost Carriers in North America" by
J.D. Power and Associates.
• Has resulted in massive WOM praise for the brand.
9