We’re here at the SWAT Summit in San Francisco, a conference on advertising and marketing inside social networks. This morning’s session is on Social Advertising Case Studies. Presenting are:
- Helen Har, VP of Advertising Sales, imeem
- Warren Ackerman, Principal and VP, Affinitive
- Mike La Rotonda, CEO & CPO, Votigo
- Will Price, CEO, Widgetbox
Each case study involves Facebook in different ways. Here are notes from their case study presentations:
Helen Har, VP of Advertising Sales, imeem
- We built a highly creative branded profile area for the Diet Coke Plus launch. It contains a lot of branded content. Like other brands Coke is almost a music label themselves, going directly to the entertainment audience.
- We’re promoting live webcasts of music festivals like Coachella.
- For Tag body spray, they’ve actually created a record label with Jermaine Dupre, and they’re using imeem to drive traffic to Tag artists.
Case Study: Acura TSX
- Target audience: 25-29 year old males
- Objectives: awareness, engage a qualified and receptive audience through their passion points, offer unique experiences
- They syndicated content created on to our Facebook and MySpace pages.
- Give users a community experience and invite them to events.
- Gave editorial featuring on imeem pages.
- Video, photos, playlists created on imeem page – show engagement.
Warren Ackerman, Principal and VP, Affinitive
Case Study: Hey! Nielsen
- Branded social network, buzz tracker, opinion tracking – trying to figure out what’s happening in entertainment and why
- Nielsen doesn’t have a lot of B2C experience and there were multiple divisions involved, which made the decision making process more complicated
- User experience: discover new entertainment products, express your opinion – people get very passionate about entertainment, share – can put your opinions on your blog or Facebook, learn – see data derived from Hey! Nielsen users
- Users can react to entertainment properties or opinions themselves
- Objectives: Brand Nielsen to the 18-34 demographic as listening and inviting conversation. Create a platform for engaged users. Study the participants. Crystallize the “One Nielsen” approach. Recruit participants into other panels – higher conversion rate.
- Process/Approach: Sourced feedback from each division. Stressed content of users running the show. Iterative development process. Clearly defined reasons for being. Stay focused, don’t try too many things. Don’t compete, be unique.
- Launch Strategy: Employee alpha. Viral initiatives – blogger outreach.
- Numbers: 120,000 registered users in first 10 months. 60/40 female/male. Average age 35. 13,000 books/movies/shows. 125,000 opinions, 500k comments, 4.4M reactions. 32 minutes/visit – highly engaged entertainment audience.
Mike La Rotonda, CEO & CPO, Votigo
Case study: Ethanol Promotions and Information Council
- Objectives: educate consumers on the benefits of ethanol. Get quality content to use in future marketing campaigns. Test the social media waters.
- Solution: “Fuel the Change” video contest with integrated sweepstakes. If creating a video was a high barrier, you could vote and be entered in the sweepstakes.
- Engagement features: customizable profiles, entries and comments, friend connections, people browsing.
- Results: 33,000 votes, 2,700 comments, 9 PV/user. These are great for an ad campaign.
- Viral tools and distribution: voting widget, address book import, custom email alerts and notifications, RSS feeds.
- Admin and analytics tools: pre-screen entry tool, moderation tools, web analytics and reporting.
Will Price, CEO, Widgetbox
Case study: Music Video Widget
- Allows you to search by genre and play music videos
- Promoted it on Widgetbox.com, via a dropdown in other relevant widgets, and on Facebook/Bebo – converted into social applications. We make 15% of the Facebook/Bebo apps out there.
- We were able to increase hits and uniques by many times
- Since the campaign: still viral and growing
- People pay us on a CPI basis
- The first Google customer was a Maine lobster fisherman, it wasn’t brands. They don’t feel comfortable giving up their branding in a little Google ad. I’m hoping that smart brands won’t make the same mistake again. The price that you can get for impressions, reach, and distribution through a widget campaign are attractive.