Brief Intro Case Studies: “Nestle” by Constance Brown “DoSomething” by Cathy Nordstrom

2. Brief Intro • Case Studies: • “Nestle” by Constance Brown • “DoSomething.org” by Cathy Nordstrom • “Tesla” by Fatima Wallin • “Pop Cap Games” by Daryl Summers • “MomsRising.org” by Ruth Schubert • Edgerank

6. Case Studies

7. How bad news became worse: A case study in the importance of having a social media recovery policy Constance Brown

8. Bad News – March 17, 2010 • Greenpeace accuses Nestle of contributing to deforestation as a result of its choice of palm oil suppliers in Indonesia

9. Bad News – March 17, 2010 • Loveable, cuddly, smart, important orangutans are affected by deforestation

10. March 17-28, 2010 • 68 related YouTube videos attract 1.2 Million views

11. March 17-28, 2010 • Nestle tried to close down the video on YouTube. "Thank you Nestle...I would never have seen this video if you hadn`t had it kicked off YouTube. Now I`m forwarding it all my friends, through Facebook, and guess what they are forwarding it all their mates. Fire your PR team. They are muppets." Hey!

12. March 17-28, 2010 “Nestle you are morally reprehensible and think your consumers are fools. Well most of us aren’t” “Look what you did you little jerk” • Nestle’s Facebook Page is overwhelmed with negative comments “Thank Goodness we have mandatory product labeling. I will never knowingly buy another Nestle product EVER!” “Have a Nestle Free Easter”

13. The Response - March 19, 2010 • Nestle responds with a website statement that announces its commitment to using only “Certified Sustainable Palm Oil” by 2015 • Consumers try to engage Nestle on Facebook ... • But its Facebook status updates are pushing people to the website... And pushing fans away...

14. Facebook Fans Want to be Heard

15. Nestle’s Facebook Response To repeat: we welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic – they will be deleted.

16. Nestle’s Facebook Response To repeat: we welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic – they will be deleted.

17. Nestle’s Facebook Comments

18. What Nestle Should Have Done Build relationships Do not censor or delete the content Take channels seriously and respond appropriately

19. DoSomething.org Cathy Nordstrom

20. Non-profit • Started 1993 • Andrew Shue • Age 24 or under Goal:Encourage young people to: • become active citizens – Volunteer! • take action – DO SOMETHING! • create positive change in the world.

21. …National Causes Teens Care About

22. Tie actions to a result…

23. Marketing to Millenials… Tech saavy – always connected 91% 1 hour a month 1.35 hrs a day Can be easily bored Want to be engaged & part of the conversation Enjoy odd humor Quickly scan text looking for value Intelligent and well-informed Very busy!

24. Facebook strategy reflects… • They market using tools millenials already use (TFU). • Make the information very sharable. • Posts are short and easy to understand • Good use of photos – lots of people photos • Fun use of videos… • Creative use of off-beat slogans • Align with celebrities and pop culture • Tie posts to current events - Storm Sandy, Voting, etc.

25. More Facebook Strategies…. • Calls to action • Create 2-way conversations • Good use of contests and polls • Campaigns are simple and easy to understand

26. An impressive following…

27. TESLA motors—a missed opportunity By Fatima wallin

28. Tesla MOTORS—An American Original • Founded in 2003 by a group of Silicon Valley engineers • Goal: to prove that electric vehicles could be awesome • In 2008, Tesla delivered it’s first car, the Roadster • 100% Electric and Emissions Free • Range: about 245 miles per charge (charging takes 3.5 hours using a 220V 80A outlet) • Acceleration: Goes from 0 to 60 MPH in 3.9 seconds • Top speed: 125 MPH

29. Build it, and they will come • Tesla set out to prove that they could deliver a truly unique car. • High-style, completely electric vehicle, lower maintenance, addictively fun to drive • Not for everyone at $109,000 • Agreat value for high style and performance without the cost of gassing it up • ANDit’s green! • Roll-out strategy: After Roadster gained acceptance and sold, roll out increasingly affordable vehicles geared towards more mass market drivers

30. Roadster timeline • Roadster development • 2006 First Roadster unveiled in Santa Monica, CA • 2007 Roadster prototypes built • 2008 Regulatory approvals in place. Production began 2009 Roadster sold out before all the cars could be built • 2010 Tesla went public, sold 13.3 Million shares 2012 Tesla retooled the Roadster for additional sales

31. Early facebook presence • No real strategy except to be on FB and send fans to web site. Treated FB the same as Twitter. • Relied completely on audience wall posts for engagement • Wall posts are not a brand driver— nowhere on the site was their brand’s backstory reinforced • Limited fan engagement • Tesla did not respond publicly to FB comments. They made announcements. • Didn’t take advantage of key influencers.

32. Moving forward • Release of the Model S and Model X on the way • Automobile Magazine’s Car of the Year, 2012

33. recent facebook improvements Timeline format lends well to telling Tesla’s brand story.

34. Photos

35. Teslatv

36. Design studio

37. Events

38. Top tesla fans

40. Facebook: You’re doing it right: Popcap Games! Daryl Summers

42. Be authentic • When Popcap Games needed to change their platform and that was going to affect their committed, paying game players, they spent a great deal of time working on a backstory for why things needed to change and made it fun. • They also planned ahead and not only let the players know how to expect the change but created a special welcome for them.

43. 395,000 Likes

44. Connected Marketing • Popcap Games achieves this by integrating stories with with highly analyzed Social Activation Strategies to activate their ‘channels’. • They have calculated the ‘value of a fan’ and realized that for games that number is 7x. • Meaning if they can engage that fan, the fan is 7x more likely to purchase a game.

45. But that is so easy with a game! • It is true, the challenge for other companies to get that kind of fan may be more difficult, but hopefully that is where we come in. • A fan is a fan. • Give them some value, something fun, a deal, knowledge of a new product they might like, a coupon to try it, in return for their attention. • Use Facebook as a ‘front line’ for your company.

46. PopCap Games was started in 2000

47. Sold for 1.3 Billion!

49. About Moms Rising • Started: 2006 by Kristen Rowe-Finkbeiner and Joan Blades, co-founder of MoveOn.org • Purpose: to organize mothers to speak out in favor of family-friendly policies • Going Viral: In 2009 created a “Mother of the Year” video • Over 12 million views • 1 million new members (from 160k)

50. The Video • http://moty09.cnnbcvideo.com/ • http://moty09.cnnbcvideo.com/?nid=a__bPs1FhRpcGIiPxeHaMjI2NTY5MTc-