Here are 2 social media break out case studies I presented at ad:tech SF. It profiles how iCrossing helped Billboard.com and bebe achieve their marketing goals, leveraging social media.
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Social Media Break Out Case Studies: bebe and Billboard.com
1. April 20, 2010
Two Social Media Break Out Case Studies
And Lessons That You Can Apply Today
Edmund Wong
SVP, Strategy
iCrossing
Ad:tech San Francisco
2.
3. Goal Increase traffic + referrals to billboard.com
Objective Leverage social media to achieve their goals
Create a social media strategy married to editorial
Solution Define a governance structure
Establish community management and training (e.g., playbook)
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4. • “Art meets science”
• Tactical communications planning, ongoing analysis and optimization
& Results
Learnings
required for success
• Engagement requires LOTS of planning and human solution. Pretty
Facebook Pages alone don’t drive activity and traffic
• New kind of workflow
• Internal community manager and training for editors key to long-term success
• Social media becomes nexus of integration between editorial and marketing
teams
• Engagement works!
• More than doubled social traffic in 6 months
• Referrals from Facebook and Twitter increased over 300% and SEO traffic
increased significantly
5.
6. Goal Launch new Kardashians by bebe collection
Objective Leverage social media to achieve their goals
(without any media buys on social networks)
Establish Facebook and Twitter community management
Solution Blogger outreach
Engage with the Kardashians on their blogs, Facebook, & Twitter
7. Brand Keyword Impressions
Kim
Kardashian
Twitter 2/5/2010 2/6/2010 2/7/2010 2/8/2010 2/9/2010 2/10/2010
Account
• Search + social synergy
• Twitter referral traffic increased significantly to bebe.com
• Engagement with Kardashians increased paid search brand
& Results
Learnings
impressions by 28%
• Celebrity connections
• Leverage celebrity connections to drive fan engagement
• 23% increase in Facebook fans and 59% increase in Twitter
followers during the 2-week campaign
• Kim Kardashian tweeted links routinely received 10-20K clicks
• Real sales ROI
• Launch collection exceeded sales expectations!
8. Edmund Wong
@edmundw
SVP, Strategy
iCrossing
Thank you
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