This is a really interesting presentation on the shift of traditional marketing towards social media marketing. Presented by Andrea Harrison of Razorfish Brazil, a lot of the information she presents aligns with what I’ve been talking about with friends and colleagues. Social marketing is all about the experience and connection with the consumer, using these platforms as a vehicle to deliver and communicate that message. I like the example she uses of Starbucks and how the company used social media to turn around its brand image into something positive. When I attended the Mashable conference earlier this year in NYC, Chris Bruzzo, VP Brand, Content & Online at Starbucks, spoke about the different social campaigns that Starbucks has run successfully. The one that sticks in my mind is the “Free Pastry Day” – where consumers had to download and print out a coupon in order to get this free pastry from Starbucks. This campaign was promoted through social media means, and it was one of their most successful.
What have been your favorite social influence campaigns and why? Let me know in the comments!
View the presentation from Andrea Harrison here: Digital Age 2.0, Social Influence Marketing – SlideScene.com.
Image courtesy of Andrea Harrison on slidescene.com.