The image above is of one hand clapping. Perhaps it’s coming from the marketing plan that relies on only one type of media.
It makes sense social and traditional media would work better together but, as with any new form of marketing, social media has more to prove so the two are sometimes compared as if they were in competition.
Here are 12 case studies that prove social and traditional media were meant to work together.
1. CLEVELAND CLINIC: Was not the first in healthcare to experiment in social media, but it achieved success where others failed. By structuring a cross-functional team to enable education, collaboration, and smart governance, Cleveland Clinic deepened engagement with its consumers around the globe – both providers and patients. They used Facebook and Twitter for daily wellness tips; LinkedIn for professional recruitment and YouTube for content on diseases and patient stories. Since the Cleveland Clinic established social media as a cross-functional discipline, it has seen a noticeable increase in website traffic, attendance at health lectures and new patients making and keeping appointments.
2. CLOROX: Used traditional media to communicate the many uses for bleach in the home but supplemented with social media to encourage usage in places outside the house. Clorox launched an online community, CloroxClassrooms.com, with blog and Twitter effort on Labor Day weekend at the beginning of the school year. The Twitter page was among the Top 10 trending topics over Labor Day weekend and the blog was recognized by the Marketing to Mom Coalition and mommy bloggers for excellence in terms of delivering sharable information.
2. COCA-COLA: Used social media strategically and achieved the strongest global marketing integration ever with Expedition 206, a social media promotion where a small group of travel ambassadors went to 206 countries over 365 days to “generate happiness” and published on social networks. It enabled global promotion execution and integration among 3,500 Coca-Cola marketers around the world.
4. COLGATE WISP: Changed the target for the launch of a new, disposable toothbrush, from the traditional Moms to young, urban men and women 18-25 who were active daters. They supplemented the traditional media plan with 8 “Be More Kissable” viral videos. They created a Facebook App called “Spin the Wisp” and partnered with 8 online publishers. The videos received over 4.1 million views and the App was downloaded over 40,000+ times. Colgate learned the value of engagement because Colgate’s U.S. market share in the toothbrush category increased 5.6 points to a record 35.6% driven largely by the Wisp.
5. FORD FIESTA: Gave 100 consumers a car for six months and asked them to complete a different mission every month. At the direction of Ford and their own imagination, “agents” used their Fiestas to deliver Meals On Wheels. They used them to take Harry And David treats to the National Guard. They went looking for adventure, some to wrestle alligators, others actually to elope. All of these stories were then lovingly documented on YouTube, Flickr, Facebook, and Twitter. Fiesta got 6.5 million YouTube views and 50,000 requests for information about the car—virtually none from people who already had a Ford in the garage. Ford sold 10,000 units in the first six days of sales. The results came at a relatively small cost. The Fiesta Movement is reputed to have cost a small fraction of the typical national TV campaign.
6. FRITO-LAY: Launched “What’s You Flavor” contest, as part of an integrated campaign, where social media was used as the vehicle for consumers to capture the diverse flavors and the diversity of people’s imagination in India. It leveraged the Frito Lays brand as a household name in India in a way that connected emotionally. The campaign attracted more than 500 press coverage worth 54 crores, the biggest in Frito Lay India’s history.
7. H&R BLOCK: Has learned in the weeks prior to April 15th, every question that is not answered immediately is a lost sales. Tax preparation is a highly seasonal business. H&R used Facebook and Twitter to provide immediate access to a tax professional for Q&A in the “Get It Right” social media campaign. The effort secured 1,500,000 unique visitors and answered 1,000,000 questions for a 15% lift in business versus the prior year when there was no social media in the marketing mix.
8. HARLEY DAVIDSON: (HDTalking.com): Harley owners created a website and social community totally funded by users and user-generated content. Here, Harley owners trades photos, jokes, where to find hard to find parts, advice on Harley models and ownership plus there are at least 7 mechanics on-call at all times. HDtalking.com now has 56,000+ and cost to Harley is negligible.
9. HOULIHAN’S: Showed that social media drives ROI for small businesses. The restaurant showed that social technologies can be used in different ways to drive customers. Houlihan’s in the U.S.has around 100 restaurants, compared to their main competitor Applebees, which has over 2,000. With a small marketing budget, their marketing manager managed to drive sales directly from a private social network, run via Ning. The network was called ‘HQ’ and was launched in early 2008. By combining their social media campaign with email marketing, they managed to quickly build up 10,000 members and estimated that “7,000 to 13,000 people heard about our newest promotion because of an HQ member”. This shows the strength in running your own social network and how sometimes a private network may be the way to go, to offer people exclusivity and also encourage word of mouth.
10. JETBLUE: Started a Twitter account to have more direct relationship with customers and to listen and respond how they could serve them better and deal directly with any complaints. They now have over 1.6 million followers.
11. MTV: Premiered Skins — an Americanized version of the acclaimed British teen drama. In addition to traditional media and Skins.tv, a central community regularly updated with content (including trailers and sneak peeks), a Tumblr blog – we are skins, Twitter handle –@skinsTV and a Facebook Fan Page, MTV used a number of innovative social apps to develop awareness and brand affinity for the show: Skins drew 3.26 million total viewers, outperforming the launches of competitive scripted shows across both cable and network in its core demo (12-34), including CW’s “Gossip Girl” and ABC Family’s “Pretty Little Liars.”
12. OLD SPICE: Managed to gather some pretty impressive stats that show the money where the buzz is. The reach of the Old Spice campaign is not in doubt, but did it actually impact sales? Since the original campaign launched with ‘Mustafa’, sales increased by 27% year on year. But in the 3 months after the height of the campaign, sales were up by 55%, reaching 107% in the final month of the social media campaign. And of course, Old Spice is now the #1 body wash brand for men. However you choose to look at the campaign, these figures stand up to show that a social media campaign, well executed and combined with traditional media, can drive significant ROI.
Do these case studies prove social and traditional media work better together to you?