Who doesn’t love a good case study?
As most brands seek to engage audiences with social media, it’s interesting to see how these campaigns roll out.
Cases in point:
First, an example of how traditional big budget PR/ad campaigns are migrating to the social media format:
The Ford Fiesta Movement: in a campaign to introduce millenials (those born 1979 - 1995) to the new Fiesta, Ford has launched a social media campaign dubbed the ‘Fiesta Movement.’ that targets bloggers and online influencers. The launch event had 20 bloggers and online influencers in test drives across Manhattan, followed by a Twitter ’Tweet-up.” Blogging and social sharing encouraged. Next up, Ford selects 100 car enthusiasts to drive a Fiesta, take part in ‘missions’ and share their experiences on Facebook, Flickr and YouTube.
Also interesting to note Ford’s ‘digital snippets’ social media pressroom format. The campaign has been effective at generating media coverage; will it drive sales? Off to a good start.
Second, a look at using social networks to initiate change on an issue. This presentation illustrates about how a non-profit organization, the Genocide Intervention Network, leveraged social media to influence government policy.
Additional interesting examples can be found on blog postings by Aaron Uhrmacher and ex-Forrester Research analyst Peter Kim.
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