Best In Class Presentation

BEST IN CLASS &FUTURE OF SOCIAL MEDIAAugust 17, 2009

MIA CAROSI

CHELSEA CLEMENTS

“This is Now

”

Agency: We Are SocialLaunched September 2008

Zeitgeist

[tsahyt-gahyst] – noun German.

The spirit of the time; general trend of thought or feeling

characteristic of a particular period of time

SUBMIT YOUR OWN DEFINITION OF “NOW”

STARTart design fashion photography

music cinema

40,000 images and videos submitted2nd biggest sponsored group on Flickr

150 blog posts

1,050,000 Europeans

Red Dot Award International Product Design

FORD FIESTA

But not everyone was happy

“Now car companies are trying to get free photos from

Flickr members?”

free advertising

contribute work without some reciprocal value

performing jobs for free

= FiestaMovement.com

TRAVEL TECHNOLOGYSTYLE & DESIGN

ENTERTAINMENTADVENTURESOCIAL ACTIVISM

* http://www.slideshare.net/chimoose/the-freewheelin-social-media-campaign

CREATE BUZZ

BUILD AWARENESS

DEMOCRATIC AND REPUBLICAN NATIONAL

CONVENTIONS

Invited Bloggers to Join

* http://www.slideshare.net/chimoose/the-freewheelin-social-media-campaign

* http://www.slideshare.net/chimoose/the-freewheelin-social-media-campaign

* http://www.slideshare.net/chimoose/the-freewheelin-social-media-campaign

10,000 unique site visits

1,500+ picturessubmitted to Flickr which generated 17,000 views

600+ Twitter followers

400+ Facebook followers

FREEWHEELIN’

“We love this innovative program. Cycling is a great fit with NSGA’s mission of active lifestyles and Freewheelin’ concept of sharing bicycles to get around to the various venues at the Games or out into the local community will be a significant contribution to our sustainability and eco-friendly initiatives that are so important.”

Phil Godfrey, National Senior Games Association President and CEO

FAILED TO CAPITALIZE ON THEIR INITIAL SUCCESS

“Bring Slow Dancing Back”

Doritos

BBDO Argentina

Make consumers the co-creators of a social engineering plan leading to a genuine dialogue about slow dancing

MEDIA PACKET

502,000+ petition signatures

250 blogs picked up the subject

320 discos now playing slow tracks

1 slow dancing digital radio station

DORITOS

“Joffery’s Beta Test”Joffery’s Coffee & Tea

Company

TRAFFIC BUZZ PROMOTION

Talked to bloggers & techies in their own language

PRE-BETA BUZZ

1,500+ blogs participating

2,340 results on Google

Hundreds of links Comments, responses and feedback

JOFFERY’S

Rewind

If you could create a new flavor or coffee,

what would it be?

herbs and spice highly caffeinated

medium extra strong rich floral

bold blend aromatic smooth balanced mild

COFFEE 2.0

PRESIDENT OBAMA:

THE SOCIAL MEDIA PRESIDENT

$6.5 milli n individual online donations totaling

to $500 milli n raised online through social media efforts f rever changing

campaigning.

MyBarackObama.com– 2 million profiles created.

– 200,000 planned offline events

– 400,000 blog posts written

– 35,000+ volunteer groups made through site

http://www.slideshare.net/socialmedia8/case-study-the-barack-obama-strategy

Communication

Transparency

Participation

Obama’s New Media Team• Macon Phillips Director of New Media

• Cammie Croft Deputy New Media Director

• Jason Djang Deputy Director for Video

• Jesse Lee Online Programs

Director

• Katie Stanton Director of Citizen Participation

CITIZEN’S BRIEFING BOOK

http://www.slideshare.net/socialmedia8/case-study-the-barack-obama-strategy

MyBarackObama.com

Facebook•6,494,717 supporters,the number one Facebook page•1,042,352 members of One Million Strong for Barack Obama•255,454 members of Students for Obama

Twitter898,832 - White House1,940,632 - Obama

OBAMA

www.barackobama.comhttp://casemovies.wordpress.com/2009/06/04/bring-slow-dancing-back-doritos/http://www.coynepr.com/healthcare/humana_freewheelin.htmlwww.facebook.comwww.flickr.comwww.freewheelinwaytogo.comhttp://www.goingsocialnow.com/2008/07/last-week-i-was-quoted.htmlhttp://www.ignitesocialmedia.com/future-social-media/www.linkedin.comhttp://mashable.com/2009/08/04/augmented-reality-twitter/http://mashable.com/2009/07/01/obama-live/http://mashable.com/2009/07/04/obama-social-media-scorecard/http://mashable.com/2009/06/01/social-media-future-tech/http://www.mobilemarketer.com/cms/news/advertising/2462.htmlhttp://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/barack-obama-the-first-social-media-president.html http://www.slideshare.net/chimoose/the-freewheelin-social-media-campaignhttp://www.slideshare.net/socialmedia8/case-study-the-barack-obama-strategyhttp://www.slideshare.net/wearesocial/fords-european-social-media-campaign-for-the-fiesta-1435103http://www.socialmediaexplorer.com/2009/01/12/social-media-case-study-humanas-freewheelin/http://www.switched.com/2009/01/21/obama-team-revamps-whitehouse-gov-starts-crowdsourcing/http://www.techdirt.com/articles/20090519/1030204931.shtmlhttp://thefuturebuzz.com/2008/06/03/case-study-building-buzz-blogosphere-joffreys-coffee/http://www.thenation.com/blogs/state_of_change/410988/obama_announces_white_house_internet_teamwww.twitter.com www.whitehouse.govhttp://www.slideshare.net/wearesocial/fords-european-social-media-campaign-for-the-fiesta-1435103

Special thanks to the following people for great kickoff ideas and discussion:

Erica Minton - WonderGroupAlisa Pitocco - WonderGroup Alyssa Mayer – Travers CollinsMichael E. Rubin - Empower MediaMarketingJason Falls – Social Media Explorer