March 26, 2011

6 Successful Social Media Campaigns Social Enterprise Should See (Pt 1 of 3)



In the middle of writing our upcoming eBook around social media tools (releasing circa April 2011), we've been reviewing numerous case studies that you might want to know about. Every week before our Social Media training on April 9, we'll offer more successful social media case studies your social enterprise should know about.

Are you attending our upcoming training in New York City on, "Social Media for Social Enterprise" training on April 9? There, we'll chat with social entrepreneurs, CEOs and Presidents, CSR leaders, among others, how to use social media for social good. To learn more about all the events Carbon Outreach is organizing here.

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If you're one of the above groups and curious about what's happening in social media and what's next--and are reading our blog--we want to offer YOU a discounted ticket by joining our Marketing & PR for Social Enterprise group on Meetup (@ethicalprnyc on Twitter). Just enter the QR code to the left and you'll have the URL on your phone. There, we have monthly Panels/Talks around multiple issues facing non-profits, green business and corporate social responsibility campaigns.


Without ado, below are 6 Social Media for Social Enterprise Case studies that you should see...

1. Timberland, EarthKeepers Campaign


According to Timberland, their mission is, "to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the communities where we live and work."

Timberland has become an outstanding bootmaker company which walks their talk.


Communications objectives
  • EarthKeeper online presence is another place consumers can learn about being an EarthKeeper and Timberland’s EarthKeeping efforts
  • Timberland is interested in enabling their consumer base to take actions to help the environment
  • Using video, Timberland should enable consumers to learn about key green issues and "join the movement"
  • Provide an avenue to engage with consumers particularly around environmental issues--showing its environmental leadership among peers

Results












2. (RED) World AID's Day, January 2010


According to their YouTube channel, (RED) works with the worlds best brands to make unique (PRODUCT)RED™-branded products and direct up to 50% of their gross profits to the Global Fund.

Current (RED) partners include American Express (UK only), Apple, Bugaboo, Converse, Dell, Emporio Armani, FLOWE(RED) (UK only), Gap, Hallmark, Nike, Penguin and Starbucks.




Communications objectives
  • Partnering with Ushahidi, they could map out the success of their social media campaign in real-time.
  • Allow users of social media to participate in a global campaign to raise awareness of the "AID's Free Generation by 2015" (child will be born with the AIDS)
  • Raise awareness of the "AID's Free Generation by 2015"
  • Partnering with Foursquare (alongside Ushahidi) to provide an enhanced, "sense of community" and expand their audiences, they created a special foursquare badge
Results
Challenges
From the website, I can't find information out about who actually started this initiative? Is this a corporate initiative?


3. Whole Foods


According to their website: Back in 1980, Whole Foods started out with one small store in Austin, Texas. Today, it's the world’s leader in natural and organic foods, with more than 300 stores in North America and the United Kingdom. This is a mainstream social enterprise that recognizes the importance of organic food and other products.



Communications objectives
  • Connect with consumers, influencers and community leaders
  • Learn more about their audience--including demographics of their consumers (later ensuing hot debates between them and their competitor Trader Joe's on Foursquare)
  • Provide outlets for Whole Foods loyal consumers to find their brand online; for potential consumers, social media should offer a place for them to gain trust for the Whole Foods online brand
  • Provide a space to "connect with people" as a mechanism to customer service and corporate identity, said their Interactive Art Director, Maria Erwin to Social Media Examiner
Results
Challenge

Whole Foods does a lot on Foursquare, why isn't a logo put onto their website? Nor was their YouTube channel.


4. Patagonia

According to their website, "Patagonia grew out of a small company that made tools for climbers. Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility."

What was refreshing and interesting to see on their website, "We know that our business activity – from lighting stores to dyeing shirts – creates pollution as a by-product. So we work steadily to reduce those harms. We use recycled polyester in many of our clothes and only organic, rather than pesticide-intensive, cotton."

Communications objectives
  • Connect and engage with loyal customers
  • Provide a space for customer service
  • Provide thought leadership about the "silent sports" which they sell clothes to, namely, for surfers, climbers, fly fisherman, trail runners and canoe and kayak paddlers
Results




5. Goodwill Industries International

Goodwill is my favorite thrift store, so excited it's part of the list. According to their website, "Goodwill Industries International enhances the dignity and quality of life of individuals, families and communities by eliminating barriers to opportunity and helping people in need reach their fullest potential through the power of work."

Communications objectives
  • Interact with loyal and new potential consumers via social media tools
  • Increase opportunities and outlets for online fundraising
  • "Goodwill" local franchise-style companies themselves connect and learn about local communities
Results

6. Starbucks

According to their website, Starbucks started in 1971. "Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market." Today, Starbucks represents an important player in the coffee market internationally. Starbuck's Investor Relations recognized the work by their employees saying, "Starbucks credits our success on the hard work of employees; for delivering strong financial results and positioning the company for long-term, profitable growth.

Communications objectives
  • Connect with consumers in a place many of them already are, especially considering they offer paid wifi and office-like environment
  • Create avenues to provide education around ethical coffee making and distribution
  • Provide industry leadership around ethical coffee making and distribution
  • Interact more times with the potential consumer, investor and community influencers
  • Increase their online brand; enhance their online brand
Results


at 1:27 PM
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1 comments:

  1. Wow, very interesting case studies. Great to know the power of CSR. Because of their power, I think companies really need to take the lead on issues like sustainability.

    Here's a post I wrote on green consumerism: http://2thegreenblog.blogspot.com/2011/03/spn-green-consumerism-behavior-or-myth.html

    And I'm currently reading Jacquelyn Ottman's book "The New Rules of Green Marketing"

    www.2TheGreenBlog.blogspot.com

    ReplyDelete

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