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Posts from the ‘Case Study’ Category

11
Jul

Identifying the Ying and Yang of Social Media Analytics

External and Internal factors effect the online presence of a brand; this interaction is the Ying and Yang of social media analytics.  Both are needed to for successful analysis of a brand, and subsequently any online campaigns the company runs.  Read more »

3
Jul

How Businesses are Using Pinterest as a Promotional Tool

Pinterest is no longer just regular people posting their likes and dislikes. With the growing popularity of Pinterest, it’s no wonder why businesses are now using the virtual pinboard as a way to promote their brand. People are now not only following their friends but specific brands as well.

Read more »

28
Mar

The Power of Peer-to-Peer Sharing (Digital Marketing)

Yesterday, we conducted a webinar on peeer-to-peer sharing.  In the webinar we discussed:

1) Peer-to-Peer advertising (Digital) vs. Traditional advertising

2) The importance of peer-to-peer sharing via social media

3) Industry examples
a. Procter & Gamble
b. Nike

Some of the highlights:

Traditional Marketing:

Traditional marketing is TV, radio, and print (newspapers, magazines).  For the most part, traditional marketing is a forced type of

Traditional marketing is dying!

marketing.  Users of these mediums are looking for passive interaction.  Personally, when I watch TV, I am there at the end of a long day, desiring to relax and shut my mind off for a few minutes.  Basically, I’m there to read, listen, or watch.  In comparison, the objective of an advertisement is to get people to take action.

There is a contradiction of roles. People use TV, radio, and print to relax, while advertisements want people to take action.

The advertisements interrupt the viewer’s focus.  If anything, it is an annoyance more than anything else.  As a result of this, the average conversion rate, or rate at which people take action from traditional marketing is 1-2%.

Ouch.

Peer-to-Peer Sharing – Digital Marketing:

Digital marketing is about creating and fostering relationships with people.  Digital marketing is connected through its relationships with people within their sphere of influence. MavenSocial is able to track social media influencers through our dashboard analyics.

There are two types of Influencers:

1) Mass Connectors: create a number of impressions about brands and services in social networks, like Twitter and Facebook.

2) Mass Mavens: create and share content about products and services in other social channels such as YouTube, blogs, forums, o ratings and review sites.

These two types of people combine influence, trust, relevance, and scale to create powerful advocacy.

The influencers provide a high Return on Investment (ROI) because they produce Social Lift, or free traffic to a campaign.  With MavenSocial, we are able to track social media influencer’s shares with their peers, allowing us to better understand who are the campaign’s (or more importantly BRAND’S) social media influencer.

Digital Marketing vs. Traditional Marketing.Digital Marketing creates more connections and higher conversion rates.

Procter & Gamble: Old Spice campaign

Procter & Gamble has received a lot of press coverage over their $10 billion annual add budget, but with the introduction of digital marketing, P & G is announced that they will be laying off 1,600 staffers.  When asked about digital marketing, CEO, Robert

Old Spice commercial, example of P & G successful digital marketing campaign

Old Spice commercial, example of P & G successful digital marketing campaign

MacDonald told Wall Street analysts that he would have to “moderate” his ad budget because Facebook and Google can be “more efficient” than traditional media.  MacDonald then went on the say that “in the digital space, with things like Facebook and Google and others we find that the Return on Investment of the advertising, when properly designed, when the big idea is there, can be much more efficient.

For the Old Spice campaign, P & G expected 3-5% growth for Old Spice body wash, but actually experienced 38% growth.  Old Spice could not meet demand for their product, thus shelved remained un-stocked.  The overall campaign results saw Old Spice saw their brand channel #1 on YouTube, and the #2 most subscribed to.  There was also 3,000% growth to their Twitter account, and close to 300% growth in traffic on oldspice.com!

Nike Digital Sport:

Nike Digital Sport is a new division of Nike, whose goal is to develop devices and technologies that allow users to track their personal statistics.  An example of their latest product release is Nike+ running sensor. There are now 5 million runners that log on to Nike to check their performance. This is all part of Nike’s plan to adapt their marketing strategy towards digital marketing.  Their bottom line goal is to build an online community to connect and engage consumers.

Nike’s shift to digital marketing is the biggest change since the creation of “Just Do It” or since a graphic design student at Portland University created the Swoosh!

Nike Digital Sport - Nike+ products

Nike Digital Sport - Nike+ products

Overall, Digital marketing is quickly over-taking traditional marketing as the best way for brand’s to create awareness, engagement, and see proven ROI on their marketing campaigns.

For the webinar presentation, check out the links below!

PDF version:

MavenSocial Webinar: Peer-to-Peer Sharing

Slide Presentation:

MavenSocial Webinar: Peer-to-Peer Sharing

20
Mar

MavenSocial Case Study: Canadian Tire Financial

Canadian Tire Corporation is one of Canada’s 60 largest publicly traded companies.  Canadian Tire have services such as retailing hardgoods, apparel, petroleum, financial and automotive services.  MavenSocial ran a campaign with the financial arm of the firm – Canadian Tire Financial.  The campaign objectives and results are below:

Client:

Canadian Tire Financial

Objective:

Build a database of credit card customer emails and email database of non credit card customers.

Canadian Tire Share & Win campaign, an example of Social Lift & Social Media Influencers at work!

Solution:

Influencer recommended a micro-site with access to store coupons, a contest with extra entries for sharing.

Read more »

29
Feb

How to Effectively Crowdsource & Increase Consumer Engagement

The phrase “crowdsourcing” has been thrown around for the past couple of years.  You might have even heard it called out in your marketing or even customer service meetings, but do you actually know what it means, and most importantly, are you able to employ crowdsourcing strategies in your company?

What is crowdsourcing?

Crowdsourcing is a portmanteau (combination of two words) of crowd and outsourcing.  Crowdsourcing decentralizes (goodbye bureaucratic, organizational pyramid) by sourcing tasks performed by specific individuals, group of people, or a community through an open call for contributions.

Unlike the blow horn effect, crowdsourcing goes after people that have a specific interest and skill-set for involvement.  Wikipedia is a good example of crowdsourcing.  Through an open-call, Wikipedia attracts and engages a specific type of person and group of people who contribute to Wikipedia knowledge.

 

Crowdsourcing with MavenSocial

MavenSocial has run campaigns that engage crowdsourcing techniques for our clients.   This past year, MavenSocial powered by

Carhartt, user-generated, or crowdsourcing campaign with MavenSocial

WhiteCloud Marketing, created a crowdsourcing Facebook campaign for Carhartt Inc.

Who is Carhartt?

Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.

The Problem:

Carhartt approached us because they wanted to increase engagement on Facebook by increasing Likes and opt-ins.

Carharrt wanted to approach their loyal followers and have them tell their Carhartt story.  Brand testimonials draw high

Carhartt Crowdsourcing campaign - Sign-up page

engagement and conversion rates for current customers (reminding them of the great benefits of the product, encouraging up-selling opportunities), while also bringing in new customers.

Carhartt understands that customer re-engagement and new customer acquisition is possible on Facebook and other social networking sites.

Our Solution:

MavenSocial recommended a WhiteFire Social User Generated Campaign.  Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes.

The Results:

+Facebook Likes increased by over 100,000 during the campaign

+Almost 6K new email registrations

+50,000 plus consumer voter interactions

+Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers.

+219% Lift on Sharing, Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

We understood that the best way to engage with fans to increase Facebook Likes and opt-ins was through interaction with

Carhartt crowdsouring campaign - Vote Page

people.  The power of social media influencers, or Mavens is apparent, with a 219% WhiteFire Social Lift on sharing.  Social lift is the amount of people that actively participate in the campaign, without the company paying for the direct marketing costs; in other words, these Likes and opt-ins were obtained free of charge for Carhartt.

Carhartt’s social media Mavens are the people who shared Carhartt’s information amongst their friends; who in turn interacted with the campaign.  One of Carhartt’s Mavens is one Influencer who brought in 88 potential customers.

For proper brand engagement and consumer growth, it is important to respect and interact with your current consumer base, while finding new clients.  Crowdsourcing benefits both the brand and the targeted group.  The brand receives positive praise and re-engagement of past customers, which draws in news customers, and the target group receives products and services that desire.

16
Jan

Cougar Boots Goes Viral: “How Far Would You Go For a Great Pair of Boots?”

This morning, the Financial Post featured the viral marketing success of a Canadian classic, Cougar Boots and their latest online campaign. WhiteCloud Marketing, a subsidiary of  MavenSocial, set-up the execution plan for the retro Cougar Boots campaign that is featured.

A decades old family business, brothers Steve and Ron Sedlbauer, decided that it was time to freshen up their marketing, business, and brand strategy as things reached a plateau two years ago.  The brothers understood the power of online, especially when wanting to reach their target audience of young 18 to twenty-something year olds.

Cougar Boots make a comeback with the question: "How Far Would You Go For a Great Pair of Boots?"reaching their target audience of young 18 to twenty-something year olds.

The premise:

“How Far Would You Go For a Great Pair of Boots?” People were asked to create videos and post them on Livedress.com, explaining what they would do for a pair of limited edition Cougar Boots from the 1970’s and ‘80’s that were relaunched in 2011.  Little did they know that Cougar Boots would show up at their door and get them to do it!  Entrants really had to ante up!

The campaign focused on a fashion-savvy niche market on Livedress.com, pulling in contestants that truly enjoyed the 1970’s and ‘80’s vibe of the limited edition Cougar Boots – but with a refined, up-dated twist.

Livedress.com founder, Jonathan Davids, explains, “it’s all about fun and getting people involved. People love fashion, it’s “about getting a fashion brand into the younger mindset. “We thought, let’s just ask our followers what crazy things they would do to win a pair of boots, pick our favourites, show up at the door with a camera crew, and make them do it. It had to be spontaneous for it to work.”

Cougar Boots make a comeback with the question: "How Far Would You Go For a Great Pair of Boots?"

The Results:

The campaign attracted hundreds of qualified entrants.  To date, each winning video has garnered more than 30,000 views to date. Davids explains “Cougar also had a bump in its organic search results, leading to even more visits to its site.”

The campaign took four months to execute, and cost less than $100,000.

Overall, Cougar Boots’ viral marketing campaign success lies in one key component: to not make it about selling the boots, Mr. Sedlbauer says. “It was about engaging pop culture and generating excitement at the retail level.”

16
Jan

MavenSocial Case Study: Sharp and the Toronto Blue Jays

Ever wondered how to increase Facebook ‘Likes’ and interaction on your company’s Facebook Page?  MavenSocial, a subsidiary of WhiteCloud Marketing worked with Sharp to create a Facebook campaign with the Toronto Blue Jays, and saw great results.

 

The Objective:

The objective was to increase Facebook ‘Likes’ and activity on their Facebook Page, we executed this by providing the with an user-generated Facebook campaign.

 

Hit a Home Run Sharp and Toronto Blue Jays Campaign

The Program:

The program consisted of four specific things:

 

  1. On-line Interactive Facebook Baseball Quiz

The Facebook quiz engaged Facebook fans, asking them specific questions about baseball.  The grand prize was a 70’ LCD TV.  Other prizes to be won were a HTSB600 sound bar home system, an IGBC2UB Plasmacluster Ionizer, and a XLHF200P microsystem, and more!

  1. Weekly questions/play against your friends on Facebook

    Hit a Home Run Sharp and Blue Jays Quiz Question

The more questions entrants entered correctly, the more ballots an entrant received.  Weekly questions brought people back and kept the participant rate high.

  1. See your success on the Leaderboard

A leaderboard is extremely important for a campaign like this.  People are naturally competitive, and like to see themselves at the top of the game.

The leaderboard also acts as a way to have people come back the contest week after week.

  1. Share the event for a chance to win free VIP Jay’s Tickets

Entrants were encouraged to share the event with friends for a chance to win free Toronto Blue Jay’s VIP tickets.  The contest combined baseball and electronics for a killer combination.

 

Campaign KPI’s:

KPI’s are what we measure the success of the campaign against, based on stated objectives.  We were able to provide some amazing results.  Using MavenSocial, we were able to track and manage the campaign results.  MavenSocial is a software the increases walk-in and online traffic to the local retail outlet or eCommerce site. MavenSocial increases visits, opt-ins and FB ‘Likes’ through digital and traditional channels.

Hit a Home Run Sharp and Blue Jays Conversion Rate – Visitor to Opt-in

The contest saw:

  • Over 8M impressions
  • Over 39,584 votes and user interactions
  • Generated 5,000 new “Likes’
  • 25,000 visitors
  • 4,000 New email opt-ins
  • Over 22,000 sharers and Facebook referrals

We were able to create an ROI of over 4x of the initial investment.

We’ll keep you posted on additional MavenSocial case studies, as 2012 evolves into a great year!