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Using Social Media Tools for Corporate Branding: A Case Study

May 6, 2009 By Kelli Brown View Comments

I had the pleasure of attending and presenting at the PR Newswire seminar in Israel yesterday. We had a great lineup of speakers, including Lisa Ashworth, CEO of PR Newswire Europe.

I was last on the docket to present and we were running a bit late, but was overwhelmed by the number of people who stuck around to hear me speak and asked great questions afterward. Presenting to such a receptive audience really is a delight.

This case study features RADVISION, an Israeli high tech company that is doing a brilliant job at leveraging their web presence with social media tools: blogs, Twitter and a web community. Their strategy allows them to cover both a B2B and B2C demographic at the same time, saving them precious marketing budget.

For those of you who weren’t able to attend, I’ve posted the presentation here for you to view, download or share. As always comments and feedback are welcome.

If I can finagle a little time later this week, I hope to add the mp3 file to the presentation to improve the experience for online viewers.

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Using social media tools – a case study

April 25, 2009 By Kelli Brown View Comments

If you’re in Israel, don’t miss PR Newswire’s “Media Engagement on a Shoestring: Working with Media and Analysts” from 8 a.m. to 1 p.m. Tuesday, May 5, at Rakefet Gallery Hall, Kfar Maccabiah, in Ramat Gan (Tel Aviv area for those outside Israel). You can register for this free seminar by e-mailing prnisrael@yahoo.com by close of business on Wednesday, April 29.

I’ll be presenting on how and why to use social media tools for marketing, as well as a case study of one company in Israel that has had great results in a business-to-business format.

PR Newswire invitation

PR Newswire invitation

The presenters look great! I hope to cover the basics of using social media for business:

  • Corporate blogging: blog benefits, who should be blogging, what to post
  • Twitter: benefits, how to use it, what makes Twitter different
  • Web communities: user groups, forums, conditional knowledgebases – how to use them and what the potential benefits are
  • All the rest: webinars, videos, newsletters and more

The amazing thing is that one Israeli company is already doing all of this and more – and they are doing it well. We’ll learn about their successes.

My hope is that all seminar attendees will go home with something they can implement, whether it’s one new idea or an entirely new strategy for marketing on the Web. There’s also a question and answer session after the presentations.

Look forward to seeing you there!

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Adobe's SMM Facebook success story

April 13, 2009 By Kelli Brown View Comments

It’s always nice when companies post the real numbers. It makes estimating return on investment a heckuva lot easier.

Sample from Adobe "Real or Fake" campaign

Sample from Adobe "Real or Fake" campaign

Facebook, I assume, has motivated some large companies to post their Facebook marketing success stories on the Facebook Marketing Solutions fan page. A case study posted by Adobe is fantastic. From their study:

To do this, we launched “Real or Fake”, a game embedded on our Facebook page that challenged users to determine whether a photo was real or “fake” (edited with Photoshop).

The game lasted for 4 weeks, with 5 photos being posted each week. If a photo had been edited with Photoshop, a tutorial showed how that was done. And, at the end of the game, users were presented with … 3 primary call-to-actions: 1) “Buy Now”, 2) “Play Again” and 3) “Share” the game with others.

Results: This game launched in November 2008 and ran for one month. Social ads on Facebook ran during the first two weeks. About 10% of our page visitors played the game and, of those who played, 6% clicked the “Share” button at the end of the game, and 6% clicked “Buy Now” at the end of the game. Due to this game and media placement, our page received over 6,000 new fans too.

Visit their guest post to learn more about the campaign. While you’re in there, check out what Ben & Jerry’s has been up to.

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