Old Spice’s Mustafa Campaign ROI

Hi welcome back to my post!

This is week 10 and my last post!

So today i’m going to talk about ROI (Return Of Investment) in using social media marketing. We all might wonder, will we gain additional income by promoting in facebook or twitter or any other social media? The answer is yes!

Old Spice is a very good example of ROI in Social Media Marketing

At 2010, some of you might remember the Mustafa Video campaign by Old Spice, its a campaign by Old Spice that send personalised video messages to social media fans and celebrities. Now this campaign is fairly popular even for someone who is not a fan of Old Spice, because its just hilarious.

It all started when Old Spice’s official twitter account says:

“Today could be just like the other 364 days you log into twitter,” it read. “Or maybe the Old Spice man shows up.”

Thanks to Old Spice there has been a mass halt in productivity, because Old Spice man Usaiah Mustafa began collecting questions posted at him on sites like Twitter, Reddit, Yahoo Answers, etc, and answered them with immediate YouTube video responses. All in all, Old Spice wrote and created more than 115 different video responses. And they were consumed like candy.

The content Old Spice created  wasn’t “good enough”, it was remarkable. It set the bar for the kind of social media campaigns that companies can launch on the Web and encouraged brands to be better.

Here is a video of it:

This videos are fun because once you see one you want to see the rest

and here is a video of Usaiah Mustafa commenting back on Perez Hilton and Biz (Co founder of twitter):

Now imagine it if they send a personalized video only for you, won’t that make your day?

So anyway, this Mustafa campaign is VERY succesful, their sales increased by 55% 3 months after its launching, and 27% over 6 months, and at its last month of campaign – Old Spices campaign gain increase of sales up tp 106%
. Not to mentioned their increase in social media graphic – it is huge.

An article at Advertising Age shows a comparison result of Old Spice sales result compared to other man’s body wash during Mustafa Campaign:

Now here we might see that Old Spice gain significant increase at sales and shares, but apparently it is doubled by Gillette in terms of sales. Not sure how Gilette do it, but they ought to have some mean strategy to boost their sales that much.

As you can see by making a unique, fun, and interactive social media marketing campaign, Old Spice managed to achieve increases in sales and not to mentioned fans.

There is only one problem with these results, Old Spice never want to keep things going despite its ongoing popularity at their time. As we know Social Media campaign depends on its sustainable relationship with the customers and Old Spice discard all of it.

Anw if i have recomendation for Old Spice is that they should have keep their ads cause people did not get bored with it, but its their management decision – maybe the cost finally ouweight the gain.

This is my last post, thanks for reading it. Cheers!

Goodbye of Old Spice man:

References:

Digital Buzz Blog

Next Web

Baekdal

Outspoken Media

Posted in Enterprise 2.0, Week 6- 10 | Tagged , , , | 8 Comments

Grand Theft Auto V: Social Media Monitoring

Hi welcome back to my blog!

Week 9 assignment needs me to use and comments on social media monitoring tools.

So what is social media monitoring tools? According to my lecturer its free/paid tools that allow you to track and measure what people are saying about you, your company, a new product, or any topic across the web’s social media landscape in real-time.

I need to focus on a product,  so i decide on using rockstar’s new flagship game: Grand Theft Auto V to see how well its doing on twitter.

To measure how well its doing at twitter, i use a free twitter monitoring tools called Topsy.

Topsy offers a very simplistic home screen that almost resemble Google search engine which in my opinion, is great compared to other monitoring tools which in my opinion is over complicated.

To use it i simply input name of brand, organization, person, or things i want to search, in this case i search “Grand Theft Auto V”

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At the top bar, there is a standard search and sort options, and the gear on the right side of sorting is an addtional option for advanced search or sharing options. At the left side are result customizing tools that allows us to adjust time range, contents we want to see (links, video, tweets, etc), and results in another language. It can also sorted the result according to Twitter account that gives most influence over the trends, which means you could know which person is influencing people about your brand whether its about good or bad things! Another useful features is Topsy put statistic result about how many people are tweeting about the topic and trends analytics result on a small section at top of the page The design is simple yet usefull, i found this to be user friendly and add some degree of interest and insight, in my opinion Topsy manages their design especially white spaces very well.

Some things i notice while using Topsy are first, GTA V actually break the record of reaching $1Billion in sales by only 3 days, that is impressive, I mean they reach break-even point in 1 day. Second, people seems to like sharing their achievement in game for some reason. Third, There are a lot of Spanish people tweeting about GTA V, maybe it can be a potential target? Last and not least, the most activities happens on twitter, is when the game is launching and it starts going down very quick, and its mostly tweets about people that has buy the game, and rarely complaints about the game, so maybe they create a really good game.

I don’t really have suggestion for GTA V, its already achieving beyond the expectation.

Its the end of my post this week, cheers.

Posted in Enterprise 2.0, Uncategorized, Week 1- 5, Week 6- 10 | Tagged , , , , , , | 10 Comments

How did multi-national company uses social media

Hi, welcome back to my post! This is week 8 and i am aiming to make a better post from now on!

This week assignment give me the task:

“This week’s activity requires you to select an organisation from the Professional Services Sector (e.g. accounting, advertising and marketing, architecture, management consulting, engineering, IT, legal, and scientific research services).

For your chosen organisation  identify and discuss how they are using a blog, twitter, or a wiki to enhance their business. Make connections to the relevant value levers associated with implementing Enterprise 2.0 as published by McKinsey Global Institute, 2012. You should not copy any case examples directly (word for word) from the McKinsey report or from any other source. This must be your own writing and your own creative input. Hint: this week’s reading may be useful for this activity.”

In short, i need to find professional services company and discuss how they are using social media related to McKinsey…. AGAIN.

After thinking for sometime, i remember my friend who works in Deloitte, so i am going to use it as this assignment company of choice 😀

So what is Deloitte? For those who doesn’t know, it’s a multinational company that has branches over 15 countries and 193.000 employees, Deloitte specialised in performing audit, tax, consulting, enterprise risk, and financial advisory services.

Deloitte is the largest professional services network in the world by revenue and has 193,000 employees in more than 150 countries providing audit, tax, consulting,enterprise risk and financial advisory services.

Proving to be a really successful company Deloitte has been using social media to stay ahead in the competitions. They use a lot social media to interact from facebooktwitteryoutubeLinkedlnRSS, and Blog, but to relate with these assignment i will only discuss how they uses wikis, blogs, and twitter.

After intensive hours of googling and trying out their social media pages, i noticed several things on how they used each of their social media.

They create multiple pages to handle their customers in multiple countries under the name Deloitte <name of country> it is mostly used to promote events around the countries or events that they hosted and contacting with alumni from their universities (yes they have their own universities).

How they uses wiki:

Unfortunately Deloitte doesn’t uses wiki, it is probably because they are such a big company that they think creating wiki may cause security problem. Although, i cannot find any solid reason in the internet, but i think someone inside Deloitte surely have the ideas of creating wiki, but it is somewhat for internal uses only, as for the security reason. But although they don’t use wiki, i think it is enough to gain publicity and building identity in internet by using facebook, twitter, linkedin, blog, and youtube.

How they uses Blog:

Deloitte uses blog intensively, they create multiple blogs for different countries to access and maintained all of it quite regularly. They have 6 blogs alone in US, each with different themes to discuss, such as Deloitte approach on health solutions, Deloitte green business, Deloitte mid-market perspective, and etc.

Deloitte invest a lot of resources into blogs and the discussions held in their blogs are also great.

By doing this, Deloitte gain more than publicity and fame in the internet, they also gain feedbacks from multiple sources including their clients.

I would say Deloitte really make a great choice in using blogs.

How they uses twitter:

Deloitte uses twitter in the same way most big company uses it. Deloitte mostly tweets about business related things from trends, solutions, etc.

Deloitte makes use of twitter by making multiple account and discuss different topics, for example, Deloitte Tech tweets about emerging technologies most of their time while Life at Deloitte features the experiences of professionals at Deloitte.

There are a lot of Deloitte’s account and i cannot list them all, but some of them are pretty interesting if you want to check it out.

What KcKinsey Levers are used:

In my opinion, levers that are used are:

  1. Marketing and sales: although they did not use it explicitly to sell their services, it is clear that they are using it for market research and customer insight and marketing communication.
  2. Customer care: It can be seen from how they answer business questions on each of their blogs and twitters.
  3. Enterprise-wide level: blogs and twitters are being used for collaborations and communications

I think thats it for this week..

So what do you think about it? Please comment if you have the time.

Thank you for reading! See you next time

References:

Deloitte announces revenue results of US$31.1 billion

Deloitte official website

List of Deloitte Blog

Deloitte Tech

Life at Deloitte AU

Posted in Enterprise 2.0, Uncategorized, Week 1- 5, Week 6- 10 | Tagged , , , | 4 Comments

Global Oneness Project – Social Media Lever by McKinsey

Welcome back to my blog!

Today, i am going share my opinion on how McKinsey value lever is implemented in a non-profit organisation.

Our center of discussion will be Global Oneness Project.

Global Oneness Project is a non-profit organisation found by Emmanuel Vaughan-Lee that focus on creating a free online magazine with topics that connect culture, ecology, and beauty. Global Oneness Project also feature diverse and dynamic voices from around the world through their collection of films, photography, and essays.

McKinsey value lever is demonstrated in the area of executing mission, specifically in educating the public.

Global Oneness Project is spreading the knowledge through their films, photography, and essays for educators to implement it in a curriculum that enforce global themes, environmental issues, or multi-cultural awareness. An example of video they make is ‘Yukon Kings’, its a video depicting how fisherman Ray Waska who lives in a remote Alaskan Yukon Delta teaches his grandkids to fish summer salmon run and how environmental and cultural forces are threatening their existence way of life, and Ray’s hope that what he has teach his grandsons will be passed for generations.

Many of Global Oneness Project’s literature has documented beautiful and enchanting part of the world. Ever since 2006 they have travelled around the world, exploring foreign regions which shows movement in the fields of health, sustainability, social justice, and religious tolerance.

There are a lot of McKinsey value lever that are also shown in Global Oneness Project. They have shown that they are gathering informations and insights from their articles, videos, photos, and essays. They have also shown their value in mobilising resources where they create and expend volunteer network, some of  their works are created by the help of volunteers that empathise with causes.

Global Oneness Projects is a great non-profit organisation that wants the world to see other parts of the world in different kind of perspective. And they are an exemplary organisation to be used to shows how McKinsey value lever is being implemented.

In case you want to see their website and missed the link i left up there.

Thank you for reading, cheers.

Posted in Enterprise 2.0, Uncategorized, Week 1- 5, Week 6- 10 | Tagged , , , , | 2 Comments

Nestle Against the Whole World

Hi everyone, welcome back to my blog!

This week i will talk about legal risk surrounding a company when they dealt with social media.

I am pretty sure that all of us know Nestle, a giant multi-national confectionary company that probably has been around for our whole life. This will be the company we will focus into.

I will start by giving a brief explanation of what nestle did (Most of you will know already)

Nestle is the largest food and beverages in the world if you measure it by their profit. Their products line up starts from baby food, cereals, ice creams, snacks, and even pet food. Needless to say their annual sales are over 1 billion dollar and they have hundreds of factory and employs hundreds of thousand employees. Furthermore, they are also the largest shareholder for L’Oreal, the world’s largest cosmetics company. For more info refer to this link.

You might be thinking how can this strong company faces legal risk? Aren’t they just too powerful? Well, its not the case this time.

This is how the story starts

Around mid-March in 2010, Nestle is having a battle with Greenpeace.  Greenpeace is having a campaign against Nestle using palm oil that literally destroys Indonesian rain forest and ultimately killing orang utan (subspecies of monkey).

Greenpeace’s turnover point starts when they post a video at Youtube, imitating a kit-kat “have a break” catchphrase. What’s so special about this video is, instead of finding the usual kit-kat chocolate, an orang utan’s finger is found inside the wrapping. And yes, the person eat it and the office screams in horror. You might want to see this ad so i put it under here.

Of course Nestle immidiately asked youtube to take it down and issue a news release

replaced the Indonesian company Sinar Mas as a supplier of palm oil with another supplier for further shipments,” and insisted that no palm oil from Sinar Mas had been used outside Indonesia. However, the company admitted that it could not guarantee that Sinar Mas palm oil wasn’t finding its way into the shipments of other suppliers it used.

Of course, Greenpeace is not satisfied so they starts hijacking Nestle Facebook page (talk about tough competitor). They take Kitkat original logo and change it into something else. Into something like this:

Long story short, Nestle is not satisfied with it and starts to delete comments on their own and say things like:

Thanks for the lesson in manners. Consider yourself embraced. But it’s our page, we set the rules, it was ever thus.

And this is the comment that Nestle used to respond to but it obviously backfired

Well if you want to read the story from the link i will post at the end of this blog it is clear that the people at that time is very angry, but eventually Nestle’s moderator apologise for everything.

This (deleting logos) was one in a series of mistakes for which I would like to apologize. And for being rude. We’ve stopped deleting posts, and I have stopped being rude.

In the end, thanks to this issues, Greenpeace won against Nestle in their campaign.

If you want to read the story you might want to search in google or read this link.

It can be seen from this story, that there will be a disaster if we do not manage and respond properly to social media. Social media is instantaneous and you almost cannot take back what you said or post, therefore you might face legal risk and furthermore it can affect your personal life.

Thanks for reading, cheers.

Posted in Enterprise 2.0, Uncategorized, Week 1- 5 | 14 Comments

Unilever: McKinsey Value Lever

Hi welcome back to my blog! 😀

This week’s topic is about McKinsey value levers and i’m supposed to choose one company and discuss the major benefits and value levers which is associated with implementing enterprise 2,0.

The value lever i want to discuss is product development. Here i will show a company that by implementing enterprise 2.0 successfully involved and integrated their customer’s ideas into their new product development.

I will use Unilever as my example.

.

Story is, this big multi-national company starts to invest 148 million Euro back in 2009 for advertising their brands through social media, and the higher up there has this brilliant idea where they thought “Hey instead of racking our brain what to develop next, why don’t we use social media to asked our customer directly what they want?”. And so they went with this idea, and it was a huge success.

They first try this with their lynx in UK and US, then as they get more confidence they start to use it on their other products such as Magnum, Pot Noodle, their hair products ,etc.

Unilever did this by making an invite-only only community from their customer, why invite only? My guess is to limit unnecessary spam or they just want it to be a small dedicated group. Next, they start to collect ideas from this group of customers and select the best 16 to carried out their market research and discussions. Finally, the idea from these enthusiastic users was turned into a product by Unilever.

So what happens here is Unilever involves their customers in the development of their products and it works! It reduce costs in market research and since it is done online, all sorts of people are able to join and chances are there will be a lot of unique ideas.

Here is all for today, see you next time! 😀

Posted in Enterprise 2.0, Uncategorized, Week 1- 5 | Leave a comment

Make the Most of Web 2.0

For those who read my first post, thank you very much 😀

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We enjoy using facebook, twitter, instagram, gmail, youtube, etc for fun – but do you know that web 2.0 is not limited to only these websites? Do you know that there are a lot of untapped potential  in Web 2.0?

There are a lot of good things it can do to help us – even personally.

So here are three things i think web 2.0 can do to assist our personal productivity:

1. Storage 

Don’t kid yourself by saying “Keeping data isn’t important…” cause IT IS IMPORTANT.

The better you know the better you are – keeping documents intact are useful therefore a lot of web 2.0 provides storage services.

After searching and registering into some services that provide this particular feature i finally found some that in my opinion is quite good!

The first one is the infamous Google Docs!

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So what does Google Docs do? Easy! You upload your files there – documents, musics, pictures, even videos and they will store it for you till the end of world! (Or until google goes bankrupt or something)

Its easy to use and can be accessed anywhere which makes you like a walking databank

And of course there are a lot of other popular storage service such as dropbox etc which also makes a great substitutes 😀

The second one is called del.icio.us!

delicious-1

This is quite a unique way of using web 2.0.

So here you can add web link from your bookmarked page and it will be shared to others there.

You can see what link is popular and is bookmarked by a lot of people.

In other words, its a place to store, share, and find great pages!

2. Planning 

You cannot call yourself being productive if you didn’t know when to do what you supposed to do.

There are a lot of things you can store in your mind but not all. So here i found Google Calendar may helped us!

google-calendar_logo

Google Calendar synced your calendar from your other social media to create a time table for you (never again forget birthdays!). You can create event, task, and even reminder! It has nice interface and is also easy to use.

Moreover, google calendar supports mobile platform thus giving a more flexible options for people that didn’t have time to open their computer.

3. New Ideas

You might be thinking “Can web 2.0 really help me get new ideas??” the answer is yes.

You might be familiar with mind mapping, it is a really famous technique which is used by people to map an idea and generate or improve idea.

I have been taught to used this technique once to create and presents ideas to one bank in Indonesia – and the result is quite satisfying.

Mind mapping is easy to used but it might take a lot of physical space and it has to be interactive, so here comes Mindomo, an online mind mapping service that is easy to used and can be shared everywhere!

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Mindomo is used by thousands of people everyday, and it is a great addition to increase our efficiency. By understanding how our mind works we can work more efficiently – and mindomo might gives you that solution.

And of course you can get new ideas from other source, even just light browsing or watching videos might gives you new inspiration – cause idea is free 🙂

Whew… its the end of my post this week and i hope this gives you a new perspective on using web 2.0 to increase your productivity

Thank you for reading my post, have good day!

Posted in Enterprise 2.0, Uncategorized, Week 1- 5 | 8 Comments

Blogging Your Way Up

funny-friday-kfc-chicken-sign

My first post in this blog is dedicated to the chicken that faces fear and shows bravery.

How do we get a blog to rise up in rank? How do we make it so popular that people notices it?

I have Three points that in my opinion all popular blog shares.

First rule of blogpedia! MAKE IT INTERESTING!

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How we define interesting is different for each person. Each person have a different taste as what is interesting for them. That’s why its important to know your reader and makes it interesting for them.

There are several ways to pull people into your blog: follow the trend, make a specialized blog, add interesting moments, or commercialize your blog.

I think there are still lot of ways to make a heart-capturing blog that I still haven’t mentioned because i don’t know it. What do you think?

Second rule of blogpedia! MAKE IT COMFORTABLE TO READ!

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All popular blogs I have read share the same characteristics which is easy on the eye. A blog needs to be simple and comfortable to be read by its reader, and that’s what some of the less popular blog have missed.

If you are confused whether your blog is comfortable or not, try ask for outside opinion or try to read your own blog from a third party perspective.

Third and last rule of awesome blogpedia!! MAKE AND MAINTAIN CONNECTION WITH OTHER BLOGGERS!

istockphoto_9778993-happy-children-friends-girls-boys-group-holding-hands-cartoon-illustration

Blogging is like socializing, the more people you know the merrier your blog will be.

Veteran blogger will most likely have a link of other people’s blogs in their own page which in return will also promote his/her blog.

As you read other people blog, you will learn new stuff and it can be used to make yours even better!

To sum up here is the three things that i think makes a successful blog: Interesting, comfortable, and connection!

You may be asking that i say all that but really can you give me some example? i would recommend you to check themovieblog.com.

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Themovieblog is one of the blogs that i like, mainly because i like to watch movies and this blog gives a pretty good review. It gives a pretty detailed explanation of the movies and it seems that the bloggers makes some research before they actually post it.Furthermore, this blog is nice to see, its easy to navigate and it categorized the movies pretty neatly. Although i find the ads are annoying but the contents are interesting enough to make me read it.

Here is the end of my post, i hope you find it interesting, better yet it help you 😀

Posted in Enterprise 2.0, Uncategorized, Week 1- 5 | 3 Comments