IMC: Social Media Marketing Success Stories

Techvibes is hanging out at the Internet Marketing Conference today in Vancouver.

One of the morning sessions was presented by Darren Barefoot and Julie Szabo of Capulet Communications, who spoke on the many-armed starfish of social media marketing.

Andre Charland, Darren Barefoot and Julie Szabo

In 25 minutes, Darren and Julie whipped the audience through 5 arms of the social media starfish.

1. Blogs

Darren presented a case study of Brother Canada who used Capulet Communications for a blogger outreach campaign. They were looking for 20 bloggers who would review one of the new Brother printers. You can see one of Darren’s outreach posts here. By using originality in their posts to 20 bloggers (in particular they personalized the pitches by making a comic strip with Flickr photos of the blogger and speech bubbles), they were able to get 17 of 20 bloggers interested in test driving a printer.

2. Twitter

Julie used the CommonCraft video for Twitter to illustrate what Twitter is and then went on to talk about Carnival Cruise and how they use Twitter as a customer service tool for announcing sales and discounts and new features based on customer feedback.

KPBSNews also used Twitter during the California wild fires to sent out status alerts on evacuation announcements.

3. YouTube

EA Sports found themselves needing to formulate a response to a fan video regarding a glitch that appeared in Tiger Woods PGA TOUR 08, where Woods appeared to be walking on water. EA Sports used YouTube to demonstrate that the “glitch” YouTube user Levinator25 thought he found in the game, is not a glitch at all. It’s an interesting way to approach public relations.

The other 2 arms were Flickr and MySpace. More to come …


Back from some great afternoon sessions and I wanted to finish this post because the examples for Flickr and MySpace were worth mentioning.

4. Flickr

DeSmogBlog wanted to find a way to engage with their audience and talk about climate change without necessarily talking about climate change. They used Flickr to run a “Green Photo” contest. The green photo could be something green, someone green (with envy perhaps) or enviro-green. As a non-profit they were not required to pay for this type of use. (Nikon Stunning Gallery would be an example of a paid use for a contest.)

5. MySpace

Gretsch Guitars is celebrating their 125 year anniversary and are using their MySpace profile (perfect for music, guitars, fans) to direct fans to their Next Gretsch Greats contest page. The key take away with this example is that instead of developing a separate fan community or network site, they went where their fans are already interacting. The contest cost them people hours and resulted in 55,000 votes, which means 55,000 visits to their site.

To review, the top 3 talking pints:

1. Go where your users are.

2. Do your research.

3. Be original in your pitch.