Program: EMC's mega launch
Why we chose it: You don't find many campaigns that are this multidimensional. From influencer relations to promotional mailings to live events to YouTube, the EMC campaign used almost every channel at its disposal. The theme of “Breaking records” was carried through a direct mail puzzle with a corresponding interactive game on Facebook. Virtual simulcasts were supported by videos featuring storage-related Guinness World Records that EMC broke. A Breaking Records Tour traveled to more than 50 cities. The 250,000-member customer community held an open, live Q&A session with engineers. There was even an interactive on-line game just for employees. And the results were impressive: More than 700,000 views on YouTube, more than 40 posts by influential bloggers, 2,500 partici-pants in the community event and more than 1,500 tweets, which helped the #EMCBreaksRecords hash tag briefly break into the top trending topics on Twitter. The total Face-book fan base more than doubled in two weeks. An impressive 28% of all traffic to the event registration page originated from social media sites and/or social media engagement.
Program: The Cisco IPv6 integrated social media campaign
Why we chose it: Cisco Systems has thrown the weight of its impressive marketing operation squarely behind online video, and its social activities demonstrate that the company walks the walk. The IPv6 campaign was intended to show how Cisco's service-provider clients can address customers' problems transitioning from an earlier version of the Internet protocol that is rapidly running out of address space to the new IPv6 standard. The video portion of the campaign centered upon a satirical YouTube video (“IPv6: Are You Ready?”) with a “Sky is falling” theme and featuring a unique twist: Viewers could select the ending and see how the story played out. There were also topical blogs, an ongoing Facebook conversation in the page for Cisco's myPlanNet (winner in the Integrated [Tech] category of last year's BtoB Social Media Awards), Twitter account and LinkedIn group. Cisco's customer-only support forums were also used to engage in a direct dialogue with (and between) customers. A rewards program encouraged customers to spread awareness to their colleagues. There was even a game that challenged the service-provider community to guess the date IPv4 addresses run out. Results: The video logged more than 50,000 views in the first three months, exceeding its goal by 400%. Related topics on the blog received more than 120,000 views. For a campaign focused on raising awareness, those aren't small numbers.
Omni Hotels & Resorts
Program: Omni Understands Meetings & Events social media campaign
Agency: Affect Strategies, New York
Why we chose it: Blogs are a core tool for b-to-b social media marketers because of their flexibility, search engine performance and capacity to support the kind of in-depth con-versations that business buyers demand. Omni Hotels understands this, and its blogger outreach campaign to promote its meetings and events business hit a home run with the kind of influencers that competitors ignored. Affect Strategies conducted significant research to identify the top 50 social media influencers for meeting planners. It also researched popular Twitter hash tags for planners and the most active contribu-tors for each hash tag. In all, 50,000 people were identified on Twitter and Facebook as having responsibility for events or meetings. Omni set up a custom landing page to provide a one-stop-shop for meeting plan-ners. It also launched a Facebook group to serve as an industry news resource surrounded by information about the company's services. The blogger outreach campaign centered on an aggressive commenting strategy. The program resulted in more than 290 conversations with meeting planners and their influencers, with 14% of the conversations relating to Omni services. An estimated 70% of the key influencers were contacted, and six large sales leads have resulted. It's safe to say that with groundwork like that, the biggest payoffs are still to come.
Program: Brightstar Mobile World Congress Campaign
Agency: Fleishman-Hillard Inc., Chicago
Why we chose it: Brightstar chose the 2011 Mobile World Congress in Barcelona, Spain, as the place to engage with a new class of online influencers and to build its image as a source of useful information. Attendees were invited to subscribe to daily Brightstar Conference Reports, which included news, updates on industry trends, videos and images. Agency personnel identified top-tier bloggers and used Twitter to engage both those influencers and industry reporters for potential interview opportunities. The team also tapped into the large quantity of YouTube videos that were posted from the floor by recording four of its own. Finally, they adopted a social media press release format for announcements from the event, betting that readers would take advantage of the easy sharing features. Brightstar exceeded all its social media goals. Its Twitter follower count grew 28%, and the company added 15 followers it defined as influential. The email open rate of 11% was more than twice the stated goal. Nearly 350 media placements resulted from the show, and website traffic climbed 41%, well above the targeted increase of 15%. We were impressed by Brightstar's attention to goal-setting and its use of such monitoring tools as Cision, CoTweet and Radian6 to track performance. You can't have ROI without measurement, and you can't declare success without knowing your objectives. Brightstar had both.
Program: Mongoose Metrics Twitter marketing campaign
Why we chose it: The results of Mongoose Metrics' Twitter campaign were solid, but what impressed us most about this story was the close attention the company paid to metrics and being a good member of the Twitter community. Mongoose Metrics works in a niche market—call tracking—that is commonly misunderstood. The company's objectives in using Twitter were to raise awareness about the value of its service to the sales process and to position itself ahead of competitors that were less active in social media. The company selected a well-defined set of metrics to evaluate success: site traffic, conversions, number of followers, retweets, mentions, favorites and Klout Score (a measurement of online influence as determined by metrics company Klout). Mongoose Metrics devoted about three hours each day to tending its Twitter account and participating in conversations using hash tags like #measure, #SEO, #CRO (conversion rate optimization) #usguys and #PPC. It used conversation monitoring tools to track its competitors and to identify new prospects. Over an eight-month period, it grew its follower base from 211 to almost 8,500 and counted more than 3,200 mentions in social channels.
Program: Vistaprint Twitter strategy
Why we chose it: Vistaprint has been a standout in its use of social platforms to reach small busi- nesses. Its 33,000 Facebook fans and nearly 9,000 Twitter followers are a testament to that. Last year, the company raised its already substantial Twitter presence a notch by making microblogging an essential part of its customer service practice. Most notable is a new policy that requires the company to provide a personal response to all social mentions—positive, neutral and negative. Last year, the customer support organization was tied into the company's CoTweet platform to enable faster response both to opportunities and to complaints. In fact, Vistaprint customer service representatives sent more than 800 tweets in the last half of 2010, resolving hundreds of issues and boosting Net Promoter Score ratings. Vistaprint's Twitter following more than doubled during that time, indicating that its customers approve of this new rapid-response vehicle.