Case Studies

Company: Audi 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 it well now will see “non-trackable” returns in the future.

Social Media Case Study: Audi

By Erik Qualman | June 27, 2011

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 monito… Read the rest

Posted in Case Studies, Featured | Tagged Social Media Case Study, Social Media Case Study Audio, Social Media ROI | 3 Responses

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Chrysler Fires Agency over F*** Tweet

By Erik Qualman | March 14, 2011

AUBURN HILLS, Mich. – Chrysler was a shocked as anyone to find this tweet coming from their Twitter account: “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive.” The tweet was posted by an employee of New Media Strategies – the company Chrysler employed to help them with social medi… Read the rest

Posted in Case Studies, Featured, Stories | Tagged chrysler f** tweet, chrysler rogue tweet, chrysler tweet, chrysler twitter | 10 Responses

Chartiy Uses QR Codes to Increase Donations

By Erik Qualman | January 3, 2011

Since it’s the season of giving, we thought it appropriate to highlight a great organization that is using technology to further its cause. Specifically, with demand for emergency food at record high levels, City Harvest is reaching donors with an innovative advertising campaign that uses technology commonly used by for-profit marketers but new… Read the rest

Posted in Case Studies, Non-Profit, Social Media, Uncategorized | Tagged QR Codes by non-profits, QR Codes in Advertising, Social Media Charity, Social Media Non-Profit | 5 Responses

How Wikipedia Makes Money & Exists

By Erik Qualman | December 13, 2009

A quick synopsis on how Wikipedia makes money & keeps the lights on. Read the rest

Posted in Case Studies, Wikipedia | Tagged About Wikipedia, How Does Wikipedia Make Money, Who Owns Wikipedia | 8 Responses

Social Media ROI Examples & Video

By Erik Qualman | November 12, 2009

Social Media ROI with supporting Socialnomics ROI video is discussed at length in this article. Numerous Social Media ROI examples are cited. The video is a follow up to the popular Socialnomics: Social Media Revolution Video. Read the rest

Posted in Case Studies, Social Media, Video, YouTube | Tagged Social Media ROI, Social Media ROI Statistics, Social Media ROI Video, social media statistics, Socialnomics ROI Video, Socialnomics Video | 55 Responses