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.

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

• According to the Council of Public Relations Firms, 158K+ people have registered as EarthKeepers since the launch
• Over 950,000 trees planted on the EarthKeeper Facebook application with 109,862,099 impressions since June 2008
• On Facebook, Timberland has 352K+ fans on Facebook
• On YouTube, Timberland received 68K+ views on YouTube
• On Twitter, Timberland has 7.4K+ Followers
  

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

• According to the (RED) website, it's generated $160M+ for the Global Fund and 5M+ have been by HIV/AIDS programs supported by (RED) purchases
• On Foursquare, (RED) has 38K+ Followers
• On YouTube, they've received 5M+ total upload views
• On Twitter, they've received 1M+ Followers

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

• Foursquare has separate stores on Foursquare; their main headquarters alone has 24K+ Check-ins to date
  
• On Twitter, they have 1.8M+ Followers via Whole Foods HQ; their 150+ other local Twitter channels feature local initiatives and hundreds of thousands of other followers
  
• On Facebook, they have 508K+ Fans
  
• On YouTube, they have 1.4M+ total upload views
  

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

• On Twitter, they have 25K+ Followers
  
• On Facebook, there are 88.8K+ Fans
  
• On YouTube, there are 3.3M+ total upload views
  
• Numerous blogs have recognized the great job Patagonia did using social media tools like Ignite (2009), Collaborative Thinking
  (2008)
• Outdoor USA Magazine included Patagonia as a winner of it's Social Media Award in 2010
  

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

• In 2009 alone, total revenue generated by Goodwill organizations was $3.6M+
  
• On Twitter, they have 4.4K+ Followers
  
• On Facebook, they have 28K+ Fans
  
• On YouTube, they have 20K+ total upload views
  
• Goodwill social media efforts have been recognized at Social Media Club Detroit, as well as the Network Solutions Blog, also presented on a SlideShare deck on behalf of Goodwill Northern New England
  

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

• On Twitter, they have 1.3M+ Followers, their @MyStarbucksIdea campaign itself has 20K+ Followers
  
• On Facebook, they have 20M+ Fans
  
• On YouTube, they have 6.2M+ total upload views
  
• Starbucks social media efforts have been praised by the Next Web as the, "Starbucks Formula", as well as Directory JournalMashable (May 2009), Social Media Examiner (May 2010), the Brand Channel (June 2010) among many others (May 2009),
  

20 Social Media Statistics Social Enterprise Should Know

As always, we're busy at Carbon Outreach. While creating Marketing & PR for Social Enterprise in New York City, we've also organized a series of trainings, focused around social media for social enterprise, non-profits and corporate social responsibility leaders. As well, we're writing several eBooks on the subject, including topics on video and mobile campaigns.

During our research, we've encountered numerous statistics that might help you think critically about your next online marketing campaign (including how to integrate it with your offline efforts).


The following are reasons to start and continuously revitalize your social media marketing efforts:

Facebook (infographic via DigitalSurgeons)

1. Facebook generates a staggering 770 Billion page views per month (via Social Media Today)

2. 71% of U.S. web users have Facebook accounts (via iStrategyLabs)

3. 30 Billion pieces of content (ie. links, photos and blogposts) are shared on Facebook each month (via Royal Pingdom)

4. The average user spends 55 minutes a day on Facebook (via tthompson's SlideShare deck)

5. The average user is connected to 80 community pages, groups and events (via Social Media Today). For companies, around 43% of users will 'like' a brand on Facebook and and there is at least a 17% increase in likelihood of purchase (via MarketingProfs)

5. In Feb 2011: 134,078,221 unique visitors, 3,542,770,228 visits (via SiteAnalytics). That's a lot of visits, what could it mean for your social enterprise, non-profit or CSR campaign?

Twitter (infographics via DigitalSurgeons)

6. For companies, around 25% of users will follow a 'brand' and 67% will purchase from that brand. Versus Facebook where 40% of users 'like' a brand and 51% of those who like that brand will purchase (infographic and info via DigitalSurgeons). This means when your business is on Twitter, your followers are more likely to buy.

7. On Twitter, 22.5% of Twitter users accounted for 90% of activity in 2010 (via kcorrick's SlideShare deck). In this, there's room for your business to align yourself with those power users!

8. In Feb 2011, Twitter had 27,281,814 unique visitors and 174,670,683 visits (via SiteAnalytics). That's a lot!

9. There are 14 Million daily active Twitter accounts, 40 Million active monthly (via kcorrick's SlideShare deck). There's opportunity to connect with active users where they visit daily!

10. Twitter still has great uptake. Last month alone, there were around 460K new Twitter accounts PER DAY created [as of February 2011] (via KissMetrics)


YouTube

11. YouTube increased in importance by 20% from 2009 to 2011 (via HubSpot SlideShare deck)

12. YouTube viewership continues to grow (see left Quantcast statistics graph as of March 2011)

13. The average American Internet user watches 30 minutes of video online per day (increased 40% over 2009). This is not to say that social media shouldn't be used in conjunction with television--as the average television consumption per day is still at give hours. (via ArikHanson.com)

14. In March, total video streams see significant year-over-year growth up 31.5% to 14.5 Billion streams (via Nielsen Blog). If you don't use YouTube, use video!

15. Visitors who watch product videos are 85% more likely to buy than if they didn't watch the video (via Invodo of Internet Retailer, April 2010)

16. With proper optimization, video increases the chance of getting front-page results by 53x, and is the "easiest way to a first-page ranking" (via Forrester Blog, January 2009)

17. Video useage is likely to increase sevenfold from 2009 to 2014 (Cisco Visual Networking Index, June 2010). Many customers are looking out for what your company is doing through video. When will you start taking advantage of that space?


LinkedIn


18. LinkedIn is the world's largest professional network. In Feb 2011: 15,229,622 unique visitors, 51,630,216 visits (via SiteAnalytics)

19. LinkedIn has 101 Million users worldwide, including 44% from the US (via amover's SlideShare deck). Worldwide, LinkedIn hovers at the 10th most popular sites across Europe and India according to AppApeal.

20. Of active members, 17.8 Million are in LinkedIn Groups, with 1.5 Million new members per week and 1.2 Million new posts and comments happening weekly (via Mashable)

Article Contributors

Erica Grigg, Carbon Outreach
Aliza Burns, Carbon Outreach