3. Tweet A Cause
Gap steps in to help out the American Red Cross with Sandy Relief.
Clothing drive and money donations have been collected and given to the
people affected by the storm.
Tweet them a nice thank you at @RedCross and @Gap
Don't forget to add in #NewhouseSM4!
Sources: https://twitter.com/RedCross
http://www.retailingtoday.com/article/gap-inc-donates-1m-cash-and-clothing-sandy-relief
4. jERRY's Interview:
Andrew Mera
@AndrewMera
Digital Director at MediaCom NYC
Works on the Wyndham Hotels and Brand
USA accounts
"Those who have a mature digital program are Benefits of Social Media for a
focusing on how to measure ROI beyond awareness brand:
whereas those clients who are new, the challenge is
a. Brand advocates
to get them to invest because they need social
presence."
b. Repair bad image or reputation
"Social Media is a great vehicle to get information
about how customers feel about a product and c. Social commerce
service"
5. What brand do you think has the biggest social
media presence?
Kellogg
Nike
Oreo
Tide
Tweet @LadyLanfred with the answer!
6. Case Study #1:
Blue Skittles
Wrigley's Skittles
● Promotional social media campaign
○ Primarily Facebook & Twitter
● Story of foreign trucker - delivery of blue skittles
○ More likes and followers, the "closer" to UK
9. Sarah's Interview:
Sheryl Henderson
Director of Consumer Care and Business Segment Director at Michelin
Previously a Marketing Manager for Life of Georgia
Sheryl comments on social media:
● Gives us additional touch-points to brand messages
● Helps us reach consumers we would not reach otherwise
● Helps identify key influencers
● Have to be careful though - one wrong move and have to go into PR
crisis mode
10. Case Study #2:
Victors & Spoils
@VictorsnSpoils
'Fan Machine'
● Facebook app developed by V&S
● Shares brand's briefs
● Fans submit ideas and vote on submissions
● Tracks valuable data
"Good ideas come from everywhere."
-Andy Nathan, V&S Executive Business Director
@andynathan1
13. Harley-Davidson
● First brand to use Fan Machine
● Brand is based on a fan generated idea
○ 'Out of many, one'
● Misperceptions of Harley riders
● #StereotypicalHarley
● Incorporated the rider's twitter handles
15. Margot's Interview:
Andy Nathan @andynathan1
Victors & Spoils Executive Business
Director
"We want to go where the eyeballs are."
How do you use each social media platform differently?
● Look at the brand and its culture
● Starbucks and Nike vs. smaller brands
● Low interest brands need to entice people
Which V&S campaign has best used social media?
● Harley-Davidson is the most high profile
○ Got its idea from social media
● Smartwool 'Strip to Your Smartwool' campaign
● In both campaigns, social media has provided leverage
18. Best social media
presence?
Kellogg - with 1.89 Billion
impressions last year
Source: http://www.businessinsider.com/the-30-biggest-
social-media-advertisers-of-2012-2012-9?op=1
19. Bonnie's Pearls of
Wisdom:
Bonnie Leung
sd @bonnietweets
Account Planner at TBWA in NYC
Works on accounts like: Vonage & Nicorette
Klout Score: 52
● Traditional media is about the message
● Social Media is about expanding the message and creating a
connection
● Twitter is best used a customer service center
