Situation:
Audi was the first Super Bowl commercial to feature a Twitter hashtag (#Progressls). In edition to pushing the hashtag on TV, Audi purchased a Promoted Trend ad from Twitter, and it hired Klout, a startup firm that combs through Twitter and Facebook in search of the most “influential” people online. Audi has a full-time team monitoring its presence on social-media sites, it’s constantly posting new content, and it has even held special events for the most devoted members of the online Audisphere
Action:
Klout helped Audi find more than 1,100 people to reach out to about the campaign — 200 of them received an Audi travel mug and flashlight. Klout’s Audiphiles tweeted more than 12,000 times about the hashtag, creating a viral chain of Audi-related chatter online. The company then chose the best tweets containing #ProgressIs; the winner, @jetsetbrunette, won a trip to California to test-drive some Audis, and she also got to choose a charity to which Audi donated $25,000.
Result:
The company will readily admit they don’t know the exact return on investment. ”Today the equation to measure that doesn’t exist,” says Doug Clark, Audi of America’s general manager for social media and customer engagement. However Clark did point to a study by Visibli, a social-marketing analytics company, which recently found that Audi has the most “engaged” fans of any entity on Facebook. Audi’s more than 3 million fans apparently a devoted to pushing the brand forward. Most savvy marketers know that social media is a longer term play of building relationships with customers. Just as organic search engine optimization was a long play ten years ago, the smart companies that do social media well today will see “non-trackable” returns in the years to come.
For more details on this please read the great article at Fast Company by Farhad Manjoo
For more case studies please read: http://bre.ad/02vk5r
Awesome resuts!
No ablity to measure Social Media ROI? Let’s look again?
I’d love to share what I discovered as a result of searching for a way to forecast and measure Socail Media ROI.
There is a tool that can track 18 or so channels for ROI, and benefit before during and after a campaign to tweak the campaign efficiency. Look at Klurig Analytics and tell Dag Holmboe I sent you.
- Jenny Wilmshurst – Tweet Twins Social Media
That is what social media must be about – not tricking the search engines. The thing Audi did was astounding. It does not take rocket science to figure out how a company can rise above the rest – be true and use the right people.
“be true and use the right people” I like your words. Thanks for reading the case study! @equalman