One Woman's Search for Everything across  Facebook, Youtube, Twitter…

2010 Social Media Version…

Eat Pray Love

At 32 years old, Elizabeth Gilbert was educated, had a home, a husband, and a successful career as a writer.

However, she was unhappy in her marriage and often spent the night crying on her bathroom floor.

Afterwards, while writing an article on yoga vacations in India, Gilbert met a ninth generation Yogi who told told her she would one day come back and study with him.

After finalizing her difficult divorce, Gilbert spent the next year being online spending all her time on Facebook, Youtube & Twitter. The internet connection was paid for in advance with a book deal from a renowned Social media company called Social Wavelength…

She spent four months on Facebook  (eating and enjoying various food she got from Farmville, Fishville & Café World ("Eat").

She spent four months on twitter finding really amazing ways to connect with GODs like

http://www.twitter.com/Lord_RAM http://www.twitter.com/jesus http://www.twitter.com/sachin_rt

 ("Pray").

She ended the year looking for "balance" of the two and found Youtube ("Love") which she enjoyed a lot and yet was not addicted to…

Ok I think that’s the end of the story… and I may not be that great with humor to pull this entire presentation off like this :P

BottomlineThe modern day equivalent of Eat Pray Love is without a doubt …

Facebook Case Study1- Whopper Burger

King

Case Study II - Lost in Val Sinestra

Twitter #WC2010 Football World Cup

@tastidlite Coupon Case Study

Youtube Google Chrome Case StudyDynoMighty case studyOld Spice case study

Facebook – Whopper Burger Kinghttp://apps.facebook.com/sacrifice/

Facebook – Whopper Burger KingWhat?

To promote their new Whopper Burger, Burger King launched a campaign offering facebook users to promote their chance to ‘sacrifice’ 10 of their Facebook Friends in exchange for a free Whopper coupon

The Whopper Sacrifice Facebook Application makes use of the friend removal feature.

But instead of this happening without a notification, the friends receive a message letting them know they’ve “been sacrificed for a Whopper”

Facebook – Whopper Burger KingHow is it successful?

What is better?? A fake facebook friend or a FREE Burger??

Who of you hasn’t thought of cleaning up their facebook friends list? This campaign gave you the perfect excuse to do so…

The campaign quickly went viral, but was removed by Facebook for ‘privacy reasons’ within 10 days. By this time already more than 82000 people had sacrificed 234000 friends.

23000 coupons were used.

Facebook – Lost in Val Sinestrahttp://www3.lost-in-val-sinestra.com/

Facebook – Lost in Val SinestraWhat?

A trailer for a new upcoming movie ‘Lost in Val Sinestra’, featuring…. Your Facebook Friends!

You can easily choose the friends you want to star in the movie trailer using Facebook Connect

Once the movie is made you can watch it and share it on Facebook and Twitter

How is it successful?

Easy and fun… Personalized app by using friends on facebook. A very good way to market a movie that isn’t…welll… a blockbuster… People are vain and curious, so they’ll watch it. Share it and make their own version…

Link to a sample movie

Twitter - #WC2010 Football

http://www.twentytentweets.com/home.html

Twitter - #WC2010 FootballWhat ?

• During the last World Cup, Twitter was booming with tweets about games, the different teams, the players… A lot of these tweets ended with hashtag #WC2010

• This application for Adidas gathered all those tweets with this hashtag• They are then pulled back onto the jersey of the related country so you could

find out what was being tweeted about their country!• The tweets from specific countries are represented on a 3D Adidas football

instead of a globe. The real reason for this campaign is to sell jerseys and balls from World cup Soccer Shop,

Twitter - #WC2010 Football

How is it successful?• Why was twitter so popular during the World Cup? It gave you a very strong

sense of community connecting fans all over the world.• It connected fans real time.• Sometimes all we need to know is how to connect?? And this app and the

hashtag #WC2010 made it very simple

Twitter - @tastidlite coupons

Twitter - @tastidlite couponsThe popular dessert franchise Tasti D-lite offers customers over 100 flavors of

guilt-free frozen treats. Tasti has been beloved by customers in the greater New York area for over 20 years, growing to 50+ locations and continuing to open new locations while expanding its geographic reach. They weren’t sure initially how to take advantage of Twitter and use it to benefit the business. BJ Emerson is the Director of Information and Social Technologies and and this is how he and his team applied Twitter to their business.

Initial Twitter Use: Using search to listen to what Twitter users were saying about tasti, its products, and its competitors.

He advises a three “m” approach to getting started on Twitter.

1. Monitor: “Using search to listen to what Twitter users were saying about tasti, its products, and its competitors”

2. Mingle: “Jump into the conversation and mingle with customers who were already talking about tasti and their New York dessert needs, using DM or @replies”.

3. Measure: “Create specific codes for each coupon that are entered into the point of sale cash registers at tasti locations to enable the tracking of coupon conversions and the resulting sales”

Twitter - @tastidlite coupons

From the numbers, BJ concluded that Twitter coupon campaigns can outperform similar targeted ads on other social network platforms or certain PPC ads if Twitter is used effectively. However, BJ sees these efforts as merely the beginning of what tasti can do on Twitter. Next stop? Experimenting with paperless mobile coupon options and Twitter accounts for individual stores.

Takeaway: If you approach Twitter like a conversation and think creatively about how you can add value to followers, then you can use it effectively”

Youtube – Google ChromeGoogle Chrome Fastballhttp://youtube.com/chromefastball

Youtube – Google ChromeGoogle Chrome Speed Testhttp://www.youtube.com/watch?v=nCgQDjiotG0

Youtube – Dynomighty Dynomighty: Selling Product Only Through

YouTube

http://www.youtube.com/user/tkelleman

Currently, YouTube referrals represent more than 45% of all the referrals to the Dynomighty site. Company executives used to see even higher percentages prior to ramping up other marketing campaigns… but it still out-weighs everything else.

More importantly, the percentage of referrals from YouTube convert to a sale at around 50% – other site referrals typically convert at around 10%.

This shows that the depth of story telling in a video is far more effective towards making a sale and leads to a better conversion rate.

Youtube – Old Spice Ask the Man

Youtube – Old Spice Ask the ManWhat? This is a very popular campaign world-wide… World famous by now. Isaiah

Mustafa has shown his bare chest to half the world on the Internet… The star in this commercial answered questions on Twitter, facebook and

other social media sites through personal video messages on this Youtube channel

Standing topless in a white towel in a bathroom, with occasional prop, Mustafa, now known as “Old Spice guy”, replied to questions asked by celebrities and ordinary people

Youtube – Old Spice Ask the ManHow is it successful?

• He charmed millions of people doing this. The campaign started on a Tuesday and by Friday the new videos had received +16 million views

• The campaign started of as a traditional commercial but then let social media do precisely what social media does best… Social media is not about broadcasting but about connecting peopls

• Old Spice Response to Viewers: 5.9 Million• Barrack Obama’s Victory Speech: 4.8 Million• George W Bush dodging shoes: 4.4 Million

Credits - BibilographyFollowing sources were used and here are the due

credits.

• http://www.youtube.com/user/oldspice• http://www.slideshare.net/aslabinck/top-10-social-media-c

ase-studies• http://www.interactiveinsightsgroup.com/blog1/social-me

dia-examples-superlist-17-lists-and-tons-of-examples/• http://mashable.com/2008/07/23/corporate-social-media/• http://www.casestudiesonline.com/• http://www.jeffbullas.com/2010/01/18/twitter-5-business-c

ase-studies/• http://www.youtube.com/chromefastball• http://www.youtube.com/user/oldspice

Thank You

Srinivas Kulkarnihttp://www.twitter.com/srinistuff

http://www.srinistuff.com