Social Media Marketing, Development of Brand Influencers utlilizing blogs, Facebook, Twitter and Pinterest.

latest case studies

ignite young Ketel One Facebook, Twitter and Instagram communities

challenge:

maximize engagement across three key platforms while growing the communities by multiples

strategy:

analyze engagement patterns to optimize content and publishing strategy

program:

develop social communication strategy and ongoing content calendar across all platforms
utilize social monitoring and reporting tools to test and refine messaging on an ongoing basis
7-day a week real-time community management

results:

rapid fan growth – up 1,650+%, from 17,875 - 312,826
best in category engagement – up 300+%, from 0.16% - 0.66%
best in category content engagement – up 2,100+%, from 23 - 521 engagements
generated extensive earned media – up 5,600+%, from 210 - 12,005 month engagements - a greater % of fans than 5 of the 6 competitors

influencer activation for 2011 holiday season promotion

challenge:

increase awareness and participation in Safeway's Fuel Rewards program during cluttered holiday season

strategy:

leverage social media influencers to educate consumers about program features & benefits

program:

DEI identified and recruited 40 top social media influencers from key territories to experience the program
participants blogged, posted and tweeted about their experiences to their entire digital footprints, highlighting program features and benefits

results:

1,464,603 total Impressions
308,781 earned media impressions
855,235 blog impressions
178,598 Twitter impressions
430,770 Facebook impressions

program duration: 4 weeks

online reputation management & shifting brand sentiment

challenge:

LifeLock’s reputation online was overwhelmingly negative after the CEO had his identity stolen 3 times due to an advertising campaign gone awry
DEI was brought in to improve LifeLock’s online brand sentiment

strategy:

humanize the voice
broaden discussions beyond narrow definition of identity theft
position LifeLock as an expert on data breaches by providing a real-time utility

program:

enlisted a dedicated team of Brand Ambassadors
participated in a lunch and learn event with CEO
proudly displayed digital badge on their blogs
regularly published informative, helpful content
integrated Twitter parties around broader financial securities topics

results:

positive sentiment grew from 43% to 64%
negative sentiment decreased from 53% to 32%

ongoing program, results from 3/1/11-12/31/11; data source Radian6

engaging the Pinterest audience with a visual contest

challenge:

inspire new usage occasions for Domino Sugar

strategy:

introduce Domino audience to rich visual platform to tap into innate desire of bakers to share recipes and food photography

program:

the "Sweet As Domino Pin2Win" sweepstakes asked pinners to create their own Domino Sugar-inspired pinboards
pinned recipes featured Domino Sugar as an ingredient
pinners entered for a chance to win $200 VISA gift cards, by using hashtag “DominoPin2Win” in the description of every pin

results:

over 1,320 pins containing #DominoPin2Win
sweeps generated over 388,000 impressions
161 consumer-created pinboard entries

optimizing Facebook and Twitter community base

challenge:

increase fan engagement rate
drive fan growth
encourage travel bookings

strategy:

establish a fully-integrated, holistic social media presence that inspires two-way conversations between fans and the brand

program:

DEI manages all of Royal Caribbean’s social assets since 2010, providing:

all social strategy across existing & emerging platforms
daily community optimization & moderation
editorial content development (posts/tweets)
optimization of Royal Caribbean blog

results:

Facebook page doubled in 6 months to 1 million (as of 6/2012)
now 2nd largest Facebook community among cruise competitors
generated highest engagement in category for 2011
DEI relationship expanded from domestic responsibilities to international and LACAR (Latin America) markets