SOCIAL MEDIA MARKETING - Overview and Case Studies by James F. Robinson

SOCIAL MEDIA
Overview - Case Studies - JFRobinsonConsulting
April 16, 2009

Dominant Mass
Market Platforms

JFRobinsonConsult.com

...the world’s default social network

techcrunch.com

November 2008 Facebook drew 200 million unique
worldwide visitors; more than 1 in 5 people who
accessed the Internet that month visited the site (22%).

Home Page

Facebook is at heart, a
voyeuristic experience

HOME pages offers
numerous ways to access
information

Key functionalities include
ﬁrends,photos, videos,
group, pages, conversations
and suggested new friends


Friends

FRIENDS page allows
sorting of friends, and
customizable privacy/
access settings


Conversations

CONVERSATIONS
are saved or can be
deleted, it is getting
traction as an email
replacement.


Photographs

PHOTO SHARING is a core
value of Facebook. Facebook
is the largest photo sharing
site in the world.

Photos are sorted by albums,
and access can be customized.


Groups
GROUPS are can be created for
brands, businesses, clubs, schools,
afﬁnity groups, fan sites, and micro-
niche topics and passions
EXAMPLES:
- I burst into spontaneous dance parties in the car
- I hit slow-walking people in the back of the Head
- Fatal mistakes men make during sex
- Kevin Cui is the Worst thing that Ever happened to me
- Slutty Shoes Club
- Why does anybody eat tripe?
- Sweet Sweet Monkey Love
- Oklahoma is beter than Texas
- Don't you just hate girls who are snobby,catty,gossipers?
- My Other Car is a Zamboni


Pages have FANS, the functionality is more
one-way. are saved or can be deleted, it is Pages
getting traction as an email replacement.

CASE STUDIES
HOW COMPANIES ARE
MARKETING VIA SOCIAL - SKITTLES
NETWORKS - BEST BUY
- FORD
- HYUNDAI
- SCION (TOYOTA)
- BMW


SKITTLES
A MultiPlatform Social
Media Campaign.
They tossed their ﬂash
website and linked
directly to social
networks where
customers talk about
the product/brand.


SKITTLES


BEST BUY
“Best Buy Connect” showcases the
people, behavior and unedited
perspectives/ideas of those who power
Best Buy. It humanizes the brand, increases
accessibility and fuels transparency.

FORD
Launching the new sub-compact model,
the Fiesta, Ford is handing a set of keys for
the Fiesta to one hundred web savvy
drivers. Consumers send in videos for the
right to get the cars. The drivers will be
given a Fiesta for six months, along with
auto insurance and gas, during which time
they can post their impressions about the
car to such social media services as
YouTube, Flickr and Twitter.

FORD

Webpage ties to and incorporates the
functionality of YouTube and Flickr

HYUNDAI
- HYUNDAI ASSURANCE
Viral web and social network coverage of car
payment guarantee, announced on Oscar telecast
- HYUNDAI THINK TANK
1000 customers invited to participate in creation of
new products and marketing efforts

SCION
SCION SPEAK - design your own
SCION “CREST” to post on social
networking sites.
Ad-Speak for SCION Speak:
“With Scion, we ensured that we
developed Scion Speak in
collaboration with the Scion
enthusiast audience. In fact, we
used some of the leaders of the
existing online Scion communities
to help us to develop the Scion
design language. We also ensured
that this brand site was designed
for purely social and expressive
purposes and did not feel like a
corporate or money-generating
venture.”

BMW
-THE RAMP Fake Documentary
supported by Facebook, YouTube, Blog,
Flicker about a giant ramp in a small
Bavarian village that will launch the
BMW 1 series to America.

“What is Rampenfest? Only the most
amazing event in the history of Bavaria.
To celebrate the launch of the new
BMW 1-Series in America, we have
constructed a gigantish Ramp to launch
a BMW 1-Series into America. Our
ramp stands an impressive 454 meters
— tall enough to launch a 300-
horsepower 1-Series over the Atlantic
and into America!"

a social media “novel”
with embedded
brand marketing


A 23 day narrative
experience, telling a
story in the language of
todays generation:
Email, Text, Facebook,
YouTube, Flicker, Twitter,
etc. Produced by
ZapPictures, LA

Eric -
Something’s
weird w bf
Justin. Seen
him? Saw him
talking to
The bulk of STORY Stacy. He
won’t answr
my txts. Frk’d
ADDICT’s story is delivered out! –
Mandy :<
via text and email

Voyeurism is the driving
energy, primed my the
audiences activity level in
Social Media

(Story Addict is currently in public beta)

STORY ADDICT
characters are played
by professional actors
for video, audio and
photographic narrative
elements.

BRANDS are
embedded into the
story, as the
characters use &
discuss their
products and visit
their stores

Text story is ANNOTATED and
ILLUSTRATED via multimedia
and social networking
conversations.

“Nicole” gets
her boyfriend
to buy her
expensive
shoes, and
shares it on
multiple
platforms, as
well as in
“private” emails.

YouTube videos
tell the story, but
also recruit
audience
members to get
the story

YouTube videos
show key plot
points, introduce
characters

Characters maintain
Twitter feeds, to allow
interaction with existing
audience and
recruitment of new
audience members.

Tweets are not
NARRATIVE, but
EXPAND on the
character’s personality
and motives.

Characters have a full
“life” on social networks.
Interact with the
audience, other
characters

Try it FREE at www.StoryAddict.com, or text “ADDICT” to 77982*

* Text sign-up only
available in USA

JFRobinsonConsulting
JFRobinson@JFRobinsonConsult.com
www.JFRobinsonConsult.com

SOCIAL MEDIA MARKETING - Overview and Case Studies by James F. Robinson

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