Three successful social media marketing case studies

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As a result of this strategic move, the request for more IKEA furniture grew quickly. The campaign was an instant success with minimal expense. Additionally, the Facebook campaign caused quite a stir in the marketing community, gaining the attention of marketing specialists as examples of ideas to use in other marketing campaigns.

[image-1]Case Study #2 - Einstein Bros. Bagels

Einstein Bros. needed a way to promote its delicious and scrumptious food- and used Facebook to do it. Its social strategy campaign used targeted Facebook advertising to promote its free "bagel and schmear" offer. Initially, the company offered the free products to non-fans to create an interest from new users and to get them to "become a fan" of the restaurant. As the company gained fans, it switched tactics. To increase the likelihood of fan conversions, it required new users to become fans of the page before displaying the offer. This increased the fan base significantly for Einstein Bros. Bagels.

The social strategy was a complete success and helped gain the company over 400,000 fans. The business page gained 250,000 fans in a single day. Since the offer was such a success, the bagel company decided to give away more offers for the remainder of 2010 to continue its marketing success.

Case Study #3 - Kohl's [image-2]

The targeted demographic of Kohl's social strategy were women between the ages of 25-54. Kohl wanted to develop a social networking forum that included the conversations of these women in their daily routines. The company coupled with CafeMom, a leading social networking site for moms, to highlight its efforts.

Kohl's gave moms a $250 gift card and asked each one to use it to shop for her "favorite personal color." In return, the company asked participants to share their shopping experience on a blog post. The idea and the experience got moms talking and intrigued. Traffic spiked at the online Kohl's site. The strategy created more than just conversation. It helped establish brand awareness, brand association, and increased sales for the company.

These three case studies are not the only ones in existence that show the power of social media. Once you get locked into that perfect strategy, it's only up from then on- it's just finding that "perfect" strategy that takes a lot of planning and brainstorming. Remember, think about what your target audience wants- and find a smart, witty or informative way to bring it to them.

Developing social strategy in a business takes skill and creativity. The goal of networking is to provide a unique way to connect to the users and consumers, while capturing their attention and increasing their loyalty to your business.

I've decided to showcase three case studies of businesses that achieved this goal, creating life-long customers and a strong brand image online in the process.

Case Study #1 - IKEA Furniture

IKEA used a compelling idea to attract customers to its brick-and-mortar establishment by using social strategy tools online. The company used photo tagging, which sparked a successful viral campaign. The promotion helped with a new store opening in Malmo.

For two weeks, marketers followed the new store manager and posted status updates about his daily actions. In addition to showcasing the manager's personal life, the company showcased its furniture. There were 12 photos of the furniture showrooms uploaded to his profile and shared with the readers. IKEA gave away items in the showroom photos to the first person who tagged himself on any of the items in the photos. This created a tagging frenzy!

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