Category: case studies
According to the coordinators of the first international social media marketing awards, The Bees, submissions are indicating smaller agencies are most influential in the burgeoning discipline.
The awards have attracted submissions from companies worldwide, providing a barometer for the increasing use of social media campaigns in business and communication.
Significantly, although 63% of entries for the awards come from large brands, the organisers say 70% of entries come from specialised agencies; adding that small fast growing agencies are making social media marketing their focus and as a result are obtaining key brand accounts.
The Bees Awards will take place in San Francisco on 9th November. The deadline for entries is 1st October 2010.
To share expertise with other professionals in the industry, some companies have allowed their entries to be presented as case studies. This one from SANKO Partners Inc./777 interactive, based in Tokyo presents a case study of a campaign which resulted in a great return on investment for a well known Japanese manga character.
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Company Profile
Freedman International implements marketing campaigns worldwide for leading consumer brands, specialising in bringing new levels of efficiency and innovation to the global marcomms process. Headquartered in London, they employ over 150 staff with overseas offices in New York, Singapore and Atlanta, working for well known global brands including Electronic Arts, InterContinental Hotels Group and Philips.
The Challenge
Disillusioned by previous PR experiences that had delivered piecemeal coverage and failed to prove value and with an international marketing customer base that had no clear media routes to it, Freedman were unconvinced that a PR solution could work for them at all.
What they needed, if it indeed existed, was a PR campaign that could cross international borders and convey a complex, but compelling narrative of their work direct to global marketers, encouraging engagement, raising profile and reputation and ultimately generating new leads.
Following an article on online pr, that Freedman CEO Kevin Freedman had read in a Furlong PR email newsletter, he invited in the company to discuss online pr strategies. More »
Company profile
Cisco is a global technology company providing networks for the Internet, for business, government and home communications. It offers hardware, software and service offerings designed to increase productivity and strengthen competitive advantage. Founded in 1984 by a group of computer scientists from Stanford University, it now has over 65,000 employees worldwide.
The challenge
As a truly global company employing tens of thousands of people, it is important for Cisco to establish systems and processes which allow it to monitor activity on the growing plethora of social media sites. This can help both to assess the reputational impact of the many conversations taking place over the web, and also to ensure that staff are not damaging the brand in any way. The investment community is increasingly relying on social media networks to provide official – and unofficial – insights into publicly listed companies.
The solution
Cisco offers training and certification to employees who wish to speak in social networks on behalf of the company. Laura Graves, director of global investor relations and corporate communications at Cisco, says that it is important to assume that More »
