Coach -- Crowd Sourcing with Social Media - Know of anyother great examples?
The Coach team crowd sourced its product development of a Tote while holding onto to their brand. I heard from Vanessa Flaherty, Jamie Dicken, and Stephanie Rohlfs on Coach at BlogHer!
A Simple, crowd sourced campaign.
Coach wanted to reach a new and younger market. They wanted to engage the younger generation in a new way. They wanted the consumer to put their DNA onto the next bag. They launch a "design the next Coach tote" contest. It was a completely viral campaign. They received 3200 entries in less than 6 weeks.
People were spending the whole night on designing bags. They replaced focus groups with the natural language. They were about the distribution not the destination. They wanted everyone to use Twitter, Facebook, MySpace, etc. It traveled across 8000 URLs in 6 weeks.
BrickFish's Viral Map:
Key bloggers wrote about the contest. There were over 30 blogs that constantly commented on it . The image was that Coach Cared about what their clients wanted. Brickfish Tracked a viral map of each entry and where all the interactions happened with the brand.
They generated over 6M customer images over 6 weeks! On average people spent 7 minutes on the site and each person influenced over 1,729 people with the viralness of the campaign.
Coach was brave in the way they allowed people interacted with the brand. They ended up on the front page of Google.
They sold out this bag in all stores (small runs!) and the designer's name is inside the bag itself!
Is this long lasting?
Is this novelty or long lasting? I think that people like to co create. We are now in the Generation C world. Generation C is different than the baby boomers, and gen x. Generation C wants to co create, collaborate, etc. I think this will become more important important in fact, perhaps being the primary form of product development.Others doing this?
Do you know of other co creation case studies?
- IBM with development of its WebSphere sMash product.
- NFL football on their advertising.
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aDiasas on their viral campaign with University students
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WD40 on their work on a product for women.
Check it out here!
http://www.brickfish.com/fashion/Coach?tab=overview
BlogHer -- Fiskar's Use of Fiskateers!!! Great social networking case study!
Fiskars! 360 year old brad is the second case study at BlogHer. Three talented women spoke: Angela Daniels,
Carrie Woodward, and Suzanne Fanning
How did social media start at Fiskars? They started with what do people think of when they think of the brand Fiskars. They wanted to build an emotional bond with Fiskars.
They decided to go after the passion about scrapebooking and sharing their lives. Fiskars used Brains on Fire to find 5 people that are passionate about scrapebooking. It was kind of like like American Idol!
They found 5 top women and brought them up to Fiskar to teach them about Fiskar's products. They met with all the key folks there and they were able to "play" with the materials for scraping! We got to see our business through their eyes. These women were so excited to see the building, the development, and it was that moment of seeing their excitement that I knew we had done the right thing!
Now, they paid their advocates because of the amount of time they would spend on this project of blogging about the Fiskars products. They paid them for 20 hours, but they loved it so much they did more than 80 hours. They were clear in their disclosure on the blog itself. They are not paid to positively blog about the company. They are paid to plan contests, crafts, and projects.
Interesting point to this case study. They created Fiskar- Teers! They gave these cool and different scissors -- so that even when someone didn't want to talk about the Social Network and Blogs on Fiskar, people would ask...where did you get those scissors? (Note over 60K comments about the coolness of the scissors!!)
The Fiskateer site launched in 2006! They wanted 200 people to talk about their products. They had 200 within the first 24 hours. 1100 by the end of 2006 and today they have over 6417 active Fiskateers -- 70 countries and all 50 States!!!
Gallery of pictures gets 11K comments, and 7K uploads of pictures of the work itself.
Fiskar increased their brand image a lot! 600x mentions in other sites outside their own site!!! WOW!
Fiskar started this as a PR action. However, now they use the information in product development, marketing, and service and support.
Another great case study! Stores that had Fiskar participants had 3x the sales for the company!!
They are using as well in some of their other areas. Examples included teacher community but not a special group.
Their best advice...they did this from the grassroots effort. They did a countdown to the FiskarTeer launch! They had 24K visits in the first day! What did they do to get people there? They did a grass roots effort. They reached out to those who were excited about their program.
BlogHer Update! Best practice! AllState's Lizzie Schreier
I am here in Chicago using to Blogging Best practices in 5 Case studies!
Here is case study #1! AllState!
My key take aways
1) Issues in regulated industries. Discussion of liability if someone takes advice from a Allstate message board. Seek advice from legal in these industries.
2) Have a strategy - don't just "do social media"
3) Advise with others need to "approve" social media stategy. Her example was with legal:
a) First educate them on what social media is
b) Do your homework -- know your facts. For instance, Lizzie from AllState went in with guidelines she wanted based on Farmer's Insurance etc.
c) Show it don't just tell it. Lizzie showed legal other message boards.
d) Prove, communicate, enhance, and repeat. Update the team!
3) Communications to the entire company -- not just marketing is critcial!
4) Take baby steps, and then move forward to next strategy when success in one!
5) Track the results.
6) Lizzie leveraged resource from Blogging Council.
Some cool questions:
a) What's your resource? One person.
b) What's your next step beyond the message blog? Texting Tessa! Twitter and Gaming!
c) What are your results? Lizzie gave conversion rates of 50% plus to buy insurance! Online closure is moving higher.
d) How did you start ? They did no internal work first, they went to message board first.
e) How is the overall outlook in the company now? Yes, almost too much so. We do not want to go overboard. We are still an insurance company and we need to do many critical things in traditional ways.
f) What has this progressed? We have an internal board now to share best practices.
g) How do you quantify success? We measure acquisition of new customers and conversion in all tactics. Other groups in AllState are looking at it based on their stategy in terms of brand and loyalty.
h) Do you allow other companies to come in and share best practices? Not yet but I have used Walmart internally to move faster inside Allstate.
Bottom line to me is that regulated industries can use social media like Lizzie did and use her collaborative techniques to gain buyin throughout her company!
From BlogHer's New Social Media study!
I am in Chicago at the Blogher conference, speaking and meeting with customers and partners!
They shared their latest social media study. Some interesting facts!
* 43M women read/write blogs (from from 35M last year)
* Time shift to social media continues. Women using social media use between 20-40% less TV, papers, etc.
* 75% of women online and using social media use blogging as a tool.
* Bloggers are the most prolific social media users.
* Bloggers perceive themselves as tech savvy, tippers, influencers, and experts. They crave that cross influence.
* Bloggers consider online relationships equal to those offline! Wow!
* Bloggers are twice as likely to turn to their social media source for information.
* 78% are considering their purchases more carefully.
* 25% buy more from companies they "know"
The bottom line is that blogging is growing in importance in influence, size, and fun!