A collection of examples of brands using social media exceptionally well or brands that took a wrong approach.

1. Brand performace
on social media
Q4 2009

2. & Oostervink
Table of contents
Beem
marketing

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Twelpforce
Best Buy encourages hundreds of its
employees to handle customer service
through Twitter.

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Tag Your Furniture
Malmö store manager Gordon Gustavsson
opened a Facebook account and posted
pictures of IKEA livingrooms. The one that
tagged the furniture with his or her name
first would get that piece for free.

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Viral For 50 Cent
Philips had its new Cinema 21:9 tv featured in
a video clip with rapper 50 Cent, guaranteeing
hundreds of thousands of viewers on
YouTube.

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Tweet-A-Poster
Starbucks launched a social media contest
in which it displayed posters in major cities
in the US. People were challenged to be the
first to tweet a picture a each poster. The
Starbucks Twitter account has around
600.000 followers.

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Social Feedback
Ford selected 100 people out of 4000 applicants to receive a new
Ford Fiesta for a period of six months. They would post their
honest opinion on YouTube, Twitter, Facebook and Flickr accounts
that Ford set up for this purpose. The outcome was generally
favorable for Ford after seeing hundreds of videos, photos and
updates being posted online.

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The Streisand Effect
NBA player LeBron James and is sponsored by Nike. In a friendly
match at a college training camp, he got dunked over by a student.
Nike did not want the world to see its star humiliated. It
backfired, the video got on YouTube and has been watched over
375.000 times.

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Get An Ugly Girlfriend
Bacardi launched a campaign to promote its Breezer brand to
women. The campaign suggested that the best thing to have this
summer was an ugly girlfriend. You could find them on Facebook
accounts created for the campaign. The online community was not
amused and Bacardi withdrew all related content.

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An Honest Opinion
UK based bank First Direct embraces social
media by tracking all comments made about
its service. It posts all these comments on
a special website and analyzes whether they
are positive or negative. Until now around
75% is positive.

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Have A Social Flight
Virgin America has a very interactive Facebook account. You can
use a check-in manager, search flights and many more advanced
online services. Customers can review their flights and check the
Virgin loyalty program, Elevate. The page has around 45.000 fans.

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@DellOutlet
Dell uses Twitter as an outlet for its
products. The company’s Twitter account
has around 1.500.000 followers and offers
deals and discounts that cannot be found
elsewhere. Sales through this channel have
surpassed $3.000.000

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BeemOostervink
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