Viral Video Case Study ~ Old Spice

At the time of the case study below, Old Spice had over 1.4 billion impressions. Here’s the most viewed brand on YouTube (and it might surprize you): Old Spice and it’s campaign “The Man Your Man Could Smell Like.”

Ask anyone what they thought of Old Spice before this video, and 9 out of 10 would say “My Dad wears that cologne. No, thanks!” How does a brand reinvent themselves… overnight? Old Spice did.

Here’s how agency Wieden + Kennedy tackled this problem. They targeted a niche of young men currently using their girlfriends body wash (and no cologne at all) and their girlfriends. Two markets. The results? A humorous viral campaign leveraging attractive celebrity Isaiah Mustafa.

Not only were the writing and the target clever, but it truly embraced social media by creating response videos (186 videos within 2.5 days) that directly addressed fans comments. People loved it! Fans themselves created their own mock videos which added to even more explosive coverage. After only 3 days: 20 million views. After one week; 40 million. They owned 75% of the online conversation in body wash. That’s ROI. And as if that wasn’t enough, they increased sales 27% in the first year. Their sales are continuing to grow, and grow, and grow…

If you’re still interested in learning more, check out the case study below.

CASE STUDY:

Is Social Media a Fad?

Whether you are a social media evangelist (like me) or are still wondering what social media is and why it matters, you’ll enjoy this presentation “Social Media Revolution.” It’s entertaining, informative and amazing; and packed with stats that suggest it’s here to stay.

See what’s happening in the world of social media and business…right here, right now!

10 Worst Home Page Mistakes

Your web site is the centerpiece of your brand. It’s often your first and only chance to make a good impression. Visitors decide in 5-8 seconds if they will stay or go. Here’s a few lessons from those that failed in keeping our attention.

1. No hooks to entice the visitor to dig deeper.
   People go to your web site because they hope you’ll solve a problem, provide an insight, or entertain them. Offer your customers a “hook” or “bait” relating to why they came to your site. This link should connect them to relevant content.
2. You don’t immediately speak to your customers’ wants and needs.
   Even a clever “hook” will fail if you don’t speak to their needs. Have you ever actually asked them? Understand the top three reasons why they go to your web site and make these easy to find.
3. You welcome your visitor.
   Your intentions are good but you may delay your visitors from learning about your company. You have 5-8 seconds. Explain what you do and how they will benefit from working with you instead. Some call this a value proposition.
4. No free resources.
   Free resources are a very pervasive marketing strategy. Do you offer your clients scores of juicy resources and value-packed content? People are always looking for free stuff. To give is to receive.
5. Title isn’t descriptive or Search Engine Optimized.
   “Index” in the title (top of browser) is like calling your company “Name”. Most people put their company name up top. Titles offer an easy free way to improve SEO. Include keywords that describe your business, a tagline, key services and your city. Nielsen/NetRatings claim 24.4 percent of searches include the city. Here’s the HTML code: <TITLE>Put your descriptive title here.</TITLE>
6. No tagline.
   A catch phrase (three to eight words) at the top of your site is an excellent way to communicate what you do and how your customer will benefit from working with you. Help your visitor answer “Where am I and what can I do here?” and you’re golden.
7. No Blog
   Blogs are excellent for SEO and building your reputation as an expert in your field. Blog 3-5 times a week? Pat yourself on the back. Rarely or don’t blog? Think again. The payback is opportunities and leads. No time? Outsource it or publish a few lines or even a picture. It doesn’t always have to be an in-depth article. New content keeps ’em comin’.
8. Mystery Navigation and Flash Introductions
   People will leave if they have to guess what to do next or if something is tricky click on. Just because things move, doesn’t make them good. It may seem impressive but it often delays, frustrates and confuses. Content must be relevant and delivered efficiently. Aim for predictable instead.
9. Your design isn’t distinctive.
   Stand out from the crowd and be different. Communicate your brand’s message. TIP: Avoid the temptation to offer many products or services. It dilutes your brand because it’s confusing. Aim to specialize instead.
10. Not telling people what your services are.
    Learn what your clients need to motivate them to make a commitment. Do you have a services page? You’re on the right track. If it’s loaded with answers to questions they often ask you, enjoy a gold star! A bulleted list is helpful but can leave people wanting more. Give them insight into the process of working with you. Include packages.

BONUS You speak in your words, not your clients.
Mirror your client’s style. Speak in their words and to their needs. Your messages will be understood and have an impact. Write to connect. Value their time and avoid unnecessary details.

Discover how we can partner to create a much better web site that generates scores of leads, builds customer relationships and creates massive profit. Contact us today.

Download PDF to forward or print.

Thanks to Purpleslog for the “Burning Money” image.

Social Media Metrics – TV Shows

Case Study – Social Media CFFS

Case Study: Social Media for CFFS

Situation:

The Canadian Flowers for Food Society goals included generating both awareness and funds to continue programming. The success of the upcoming second annual Art Gala Evening “Bouquet of Hope” was critical in the continuation of the charity and its programming. Canadian Flowers for Food Society empowers the homeless while engaging Vancouver’s senior citizens, youth and artists through sustainable initiatives.

Action:

Marrett Green, CEO of Canadian Flowers for Food Society, turned to Joanne Probyn of ReadyGo Media to promote their second annual Art Gala Evening “Bouquet of Hope” at Gallery Gachet. Joanne lead a team of four specializing in public relations, marketing, web design, event promotion and graphic design. She effectively sourced group show artists, consulted on art curation and marketing, and booked headliners including internationally acclaimed painter James Picard and musician Lisa O’Neill. Primary focus was to develop and implement a powerful Social Media Marketing Strategy.

Results:

“Bouquet of Hope” was a huge success. The event was well attended and Canadian Flowers for Food was exposed to a wide range of new people. Due to growth in attendance, profits and exposure, the charity and its programming will continue and expand. Expansion includes hosting in a new city. Canadian Flowers for Food has also been approved to host the next Gala in the prestigious Roundhouse Community Centre for 2011.

Metrics:

• Increased number of art sales by 1200%
• Increased gross sales by 780%
• More than doubled attendance from previous year
• 66 Twitter followers (starting number 7), 11 listed
• 181 Facebook Group members, 31 Facebook Page fans

*Website:

• 231% increase in referring website traffic
• 193% increase in unique visitors
• 184% increase in overall website visits
• 157% increase in “search” traffic

*Based on same three month period for the previous year.

Testimonials:

Alison Doyle, Web Design and Media Consultant, Canadian Flowers For Food Society
“Joanne was an essential component to the success of The Bouquet of Hope Art Exhibit at Gallery Gache last May. She plugged away at as many outlets as possible to spread word about the event. She exposed CFFS to many new people and did a fantastic job raising awareness about homeless/marginalized groups in the Lower Mainland. Joanne is organized, on the ball and great at what she does. If she ever decides to pursue another career choice, I recommend Project Manager; for her ability to communicate.”

5 Keys to Great Facebook Fan Pages

Here’s a few remarkable stats on the world’s #1 social network, Facebook:

· Top 2009 Google search term was “Facebook” (Google Insights)
· 2nd most visited site next to Google at #1 (Alexa)
· 350 million users and increasing rapidly
· Fastest growing demographic age 30+
· 700,000+ local active business Fan Pages

Facebook Pages (aka Fan Pages) are much like a second, more interactive, website. They are SEO. I don’t want you to miss this so I’ll say it again. They are Search Engine Optimized and that means that your Page can be found through powerful search engines like Google… driving traffic and generating leads! You can send mass messages, promote events and share a wide range of engaging and educational content. It’s really more like an event than a site or brochure. It’s a great opportunity to share your company’s message and build relationships.

Check out how these Pages are doing it right:

Customized Landing Page

Victoria’s Secret Pink has a great landing page. By default, all Facebook landing pages are set to the “Wall”. You can easily change this by adjusting the settings under “Wall”. You could offer viewers a more attractive and engaging welcome. Pink’s landing page offers free stuff, promotes sales, entices with internal links (polls, photo gallery) and even offers cell phone wallpaper when you text your phone.

Build credibility. Share the workload.

Orange Salon. They take care of basics in their Information panel (hours of operation, phone, address) and share customer reviews on their “Wall” and in “Photos”. Fans are really engaged and grateful. A “Reviews” tab would also be good here, too. There’s nothing more powerful than a loyal fan. They posted what seems to be a customer submitted video. After a closer look, it’s made by the salon. In any case, it’s great to have video to help build personality and credibiliy. Even better if it’s a real fan video. For example, Coca Cola found a “real” Fan Page and made it official. They acknowledged them publically then supported them to do the work.

Fun with video.

Dunkin Donuts. A talking coffee bean may not be what comes to mind when considering what makes a great Page, but hey… social media is best when it’s fun! Dunkin Donuts added a custom tab called “Maurice”. You can make Maurice the bean say some funny things and send it to a friend or post it to someone’s wall (viral). You may want to consider an attractive custom tab page including a welcome video introducing your company. Post it on YouTube to take advantage of additional SEO benefits.

Trick our your page.

Alicia Keys. There’s a ton of apps out there and choosing the right small selection depends on your business. If music is your thing, enhance your Page with iLike, an app (tab) which allows you to post audio, video, bulletins, links, “sounds like” tags and tour dates, all on one page! Pizza Hut actually has an app so you can order a pizza without ever leaving the comfort of your Facebook site. Make interacting with your business easy.

Become a resource to you clients.

The Wilson Law Firm. What caught my eye with this Page was their effective use of “YouTube” and “Discussions” tabs. Postings such as “10 Biggest Mistakes People Make Following a DUI Arrest and How to Avoid Them” and “What to Look For in a Virginia DUI Lawyer” build credibility while offering help and giving people a reason to return and share. Many other law firms including Fenwick & West LLP also offer a “Documents” tab which is a great way to share pdf articles.

Discover how we can partner to create a much better web site that generates scores of leads, builds customer relationships and creates massive profit at this link: www.readygomedia.com (www.joanneprobyn.com until official ReadyGo Media launch).