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
Recommended
