How Big Brands use Social Media Marketing – GasPedal
Just stumbled upon a wonderful resource for gleaning insight into how large brands use Social Media marketing and Word of Mouth marketing (WOMM) to reach and engage audiences around their products and brands. The resource is GasPedal, a consultancy that specializes in Word of Mouth Marketing. The real find, however, was the collection of videos from events that GasPedal hosts where industry experts and leading brands talk about their advice and experience in Social Media Marketing and WOMM. GasPedal also runs the Social Media Business Council, which is a community for social media leaders at large companies to share their insights, experiences, and best practices around social media.
To access the collection of video presentations at GasPedal events, please see the GasPedal site on Vimeo. Many of the slide decks from these presentations can be found on the GasPedal Slideshare URL.
My favorite videos
The are a lot of really excellent video presentations to choose from, but here are a couple of my favorites. My favorite is Geno Church of Brains on Fire delivering a presentation in October 2010 talking about helping Fiskars create a passionate, loyal group of Brand Ambassadors:
Church is also a co-author of the book Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements.
I’ll highlight five additional presentations (but there are MANY other excellent videos). The first is by Jake McKee titled Diving into LEGO’s Strategy Behind Connecting Their Amazing Network of Fans:
I thought this presentation was particularly insightful, because McKee travels back to the days of the late 1990’s/early 2000’s, and talks about how they initiated a new conversation with Lego’s customers – whom Lego no longer knew very well – largely based on the principles of the Cluetrain Manifesto.
The second is by Virginia Miracle from Ogilvy PR titled How to work with Bloggers and Influencers:
The slides from Miracle’s presentation can be found here.
The third is by Kira Wampler of Intuit from December 2009 titled How Intuit is Creating Word of Mouth by Connecting Small Business Leaders:
Great insights around Customer Insight and “elevating the conversation above your product or brand” into some “higher calling”, or some topic your customers can become passionate about. For Intuit, this higher calling is Small Business Success. Wampler also talks about how this focus on the “higher calling” of small business success did wonders for employee engagement.
And I loved this part in the talk. Quoting Wampler:
But the most important thing, and I think this goes back to the Customer Insight [is that], for us, the way that you really drive customer engagement, and the way you really drive business results, is that it’s not about Intuit. In fact it has nothing to do with us. We’re not the hero. The small business owner is the hero. And we ALWAYS succeed when we put them first.
The fourth is by Beth Reilly of Kraft Foods from October 2010 titled How Oreo Learned to Fish Where the Fish Are:
The slides for the Reilly’s presentation can be found here.
And finally a presentation by Alex Wheeler of Starbucks from May 2010 titled Starbucks: Powering Product Launches, Building a Sense of Community, and More:
The slide deck for the presentation can be found here.
As I mentioned, GasPedal has a whack of great presentations at their Vimeo site. Nokia, Scholastic, Pfizer, GM, Coca-Cola, Whirlpool, Xerox, Intel, Dell, Microsoft, Johnson & Johnson, and a whack of other large brands share their experience in Social Media Marketing and WOMM. It’s a great resource if this is your cup of tea.