Tag Archives: Social Media Case Study

Fan-Powered PicCollage Contest Drives Impressive Engagement for Starbucks

PicCollage contestIs your brand looking for an effective way to reach teens?  The social media world is buzzing with information about the right social networks for the teen demographic, much of it focusing on Snapchat’s ephemeral messages and Instagram as a visual way to communicate among friends.

These bigger social networks are definitely worthy of attention; but there are other ways to reach teens – often with a high level of engagement – that may have slipped under your radar. Take a look at a recent case study involving PicCollage, a mobile app that draws millions of female users (mostly teens) who create collages and post them publicly.

Users post collages about what they love and get feedback from the PicCollage community. The app has been downloaded by 55 million females, with an average user age of 19.

One user, Poppy_xxx, decided to create a collaging contest on the app. A big fan of Starbucks, she asked PicCollage users to create their own collages featuring the brand, promising to pick a winner and feature him/her in a collage for her followers to check out.

The contest received 132 responses — meaning that each participant took the time and effort to create a collage specifically around the theme of Starbucks, just for fun and to see if they might win.

That’s the response for a contest from one user, with no marketing budget, and no brand backing her efforts or promoting her work. PicCollage did nothing to encourage users to create contests – it simply evolved organically as “an emergent trend.” Imagine what the response might be if the contest was promoted by Starbucks, or if the brand was backing Poppy_xxx as an ‘influencer’ on the platform.

Here’s the announcement from Poppy_xxx for the second round of the contest:

PicCollage contest case study

To see more responses, check out PicCollage’s post featuring its favorite responses to Poppy_xxx’s contest.

What’s the lesson for marketers? Brands should definitely have a presence on bigger social networks where their specific demographic is known to be present; but there are also lots of opportunities with smaller, niche social networks that can lead to impressive levels of engagement.

How the Nuyorican Poets Cafe Used Social Media Marketing to Double Annual Revenues – #RLTM NY Case Study [Best of the Backchannel]

The Nuyorican Poets Cafe Facebook Page touts a 50%-off Google Offers promotionPart 13 of our summary of tweets from #RLTM NY 11 Realtime Conference attendees. These tweets summarize the Case Study titled “The Realtime Small Business: Get Out the Neighborhood,” presented by Daniel Gallant, Executive Director of the Nuyorican Poets Cafe.

Check out more of our Best of the Backannel posts here.

@AmyVernon: And now for something completely different: Daniel Gallant of the Nuyorican Poets Cafe – @NuyoricanPoets #rltm

@AmyVernon: Cafe had been around 35 years, but no one really knew what it was about, what the name meant, etc. @NuyoricanPoets #rltm

@AmyVernon: Had no online presence 2 years ago. Didn’t even know when/where the cafe’s events had been posted online. @NuyoricanPoets #rltm

@AmyVernon: Have more than doubled operating budget in past 3 years (not 2, sorry) & halved marketing budget due to growing online presence. #rltm

@AmyVernon: Like a tweet, FB status update or haiku, Google Adsense gets point across in few words. @NuyoricanPoets #rltm

@AmyVernon: .@NuyoricanPoets posts succinct messages at least once a day – remind fans they’re in biz, they have a story to tell. #rltm

@rachellevi: post when there’s good reason, value and you have a message worth reading – @NuyoricanPoets #rltm

@AmyVernon: Regular use of online platforms has not only saved time, but also enabled @NuyoricanPoets learn fan demographics & shape marketing #rltm

@AmyVernon: Ratio of online fans divided by annual operating budget for @NuyoricanPoets is HUGE compared to larger venues (Kennedy Ctr, NYCOpera) #rltm

@AmyVernon: Don’t ditch old products in favor of making a splash online. Do what makes sense for your brand. @NuyoricanPoets #rltm

@rachellevi: nice case study in getting your business successfully set up in social media from @NuyoricanPoets #rltm

@heathercolby: @NuyoricanPoets Great presentation at #RLTM ! Thanks!  Good luck in evolving your success!

Do You, You…Tweet Like We Do? What AT&T Can Learn From Peter Frampton

This is a guest post by @AnneWeiskopf.  If you’d like to suggest a guest post for The Realtime Report, please email a brief description of your idea to RLTM@modernmediapartners.com or tweet us at @RealtimeReport!

Flashback:   it’s 1976 and America is celebrating our Bicentennial, marking our independence from England. Simultaneously, we are rejoicing over the release of British rocker Peter Frampton’s seminal album, “Frampton Comes Live.” With his gorgeous long blond locks and his amazing skill on the guitar, every girl wanted to date Frampton and every guy wanted to be Frampton. It was the best-selling album of 1976, selling over 6 million copies in the US alone.

Flashforward: it’s 2011 and Peter Frampton is on tour in the US and treating his fans to a “Frampton Comes Alive” performance 35 years later. I went to the Frampton concert this past weekend at the Bank of America Pavilion in Boston. His voice and his guitar playing are as good as they were in 1976.

Alas, the same cannot be said for his hair. The crowd, as you might expect, had a median age of about 55.

So you can imagine my surprise when I saw a representative from AT&T, a sponsor of the event, walking around with t-shirts saying: “Tweet with Me!”

When I inquired about what AT&T was promoting, she told me they wanted the concert goers to tweet to AT&T’s Twitter wall. Given that the average age of Twitter users is well below the attendee demographic, and, based upon the fact that I was one of 3 people out of entire audience that was checked into Foursquare, the odds for an active Twitter audience were far from realistic.

Standing outside the AT&T sponsor area I encountered confusion from the concert goers:   “Is AT&T trying to sell me a cell phone plan?” (There were sample phones on the table.)  “What is Twitter, and why should I sign up for an account?” and “Am I supposed to stand in front of the screen and have my picture taken?” and finally “How does AT&T make money off of getting me to twitter?”

The ladies from AT&T tried their hardest but they knew they had the same odds of getting this crowd to tweet as I had of getting them name a single song that Peter Frampton performed.

Speaking of which, Frampton played every song from Frampton Comes Alive, which was the main draw for many who attended the concert. It brought them way back to 1976, and the crowd was on their feet the entire first half of the show. After a break, Frampton returned and exposed the crowd to a body of newer work, where his passion now lies. For me, I liked the back half better, but everyone they got what they came for, and then even more than they expected.

So what can AT&T can learn from Peter Frampton?

  1. Know your audience, and understand what your audience expects from your brand. Frampton knew who his fans were, and why they were there.  AT&T trying to get Frampton’s fans to tweet?  Not so much.
  2. Take your audience to where your brand is evolving–but don’t let them forget why they became loyal fans in the first place. Frampton gave his fans what they loved, and then asked them to go on a journey and check out his newer material.  AT&T took its customers to a place that was completely unfamiliar (Twitter walls???) without helping them make a connection to what they knew about the brand.

If AT&T can find a way to learn from Frampton, we will all be singing “Baby I Love Your Way.”

Loopt Promotion Results in Fifth-Highest Revenue Day for Virgin America

TechCrunch reports that a Loopt promotion Virgin America promotion appears to have been extremely succesful.

On Tuesday, August 31, 2010, Virgin America and location network Loopt partnered to offer two-for-one tickets from California to Cancun or Los Cabos.  To earn the deal, customers had to check in on Loopt at SFO, LAX, or at one of a variety of taco trucks in San Francisco and Los Angeles in a 4-hour window.

According to Loopt, 1,300 people checked in to a single taco truck in San Francisco, and 80% of those people have already bought tickets on Virgin America for flights. Loopt claims that it was Virgin’s fifth-highest revenue day ever. Continue reading

FreshBerry and Camille's Use 15x Increase in Digital Engagement to Get Out the Vote

SmartBlog’s Megan Conniff has published an interview with David Rutkauskas, the founder, president and CEO of Beautiful Brands International, who is responsible for the successful launch of worldwide, franchised restaurant brands, including Camille’s Sidewalk Café and FreshBerry Frozen Yogurt Cafe.

Rutkauskas reports that, in the last 90 days, Freshberry has increased its Twitter followers from 750 to more than 9,000, while Camille’s follower count has increased from  900 with Camille’s to currently more than 12,000.  With Facebook and Twitter alone, FreshBerry and Camille’s now has potential digital connection with more than 45,000 consumers.

More interestingly, the brands’ engagement and Web mentions have grown from less than 1,400 per month to more than 21,000 digital mentions, including Retweets, @mentions, Facebook posts and Web mentions in the same period. Rutkauskas equates this with massive success in store openings and local store marketing.

Continue reading