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Links 1 through 10 of 36 by Rachel Clarke tagged casestudy

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A Facebook campaign which purports to fight child abuse by asking users to change their profile picture to that of their favourite cartoon character has run into controversy.
The campaign, which urges the image swap, has swept through the social networking site and boasts a group page which has nearly 90,000 fans.

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Last week on December 1st to support World AIDS Day, a small group of celebrities with millions of fans led by Alicia Keyes decided to sacrifice their digital lives to try and save real ones. The campaign, cleverly called "Digital Death" was supported by posters, online ads and a well branded microsite. The premise was simple: a group of celebrities forego using Twitter or Facebook until $1,000,000 in donations are raised for their cause. Anyone involved with the idea might have guessed that this would last for a day or two before the target was met. It has been five days and the donations still haven't even hit $300,000.

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And yet, there are just as many B2B organizations successfully conquering social media. While their stories might not be as well-known, we think these 5 B2B social media winners are doing a pretty doggone good job

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Some lovely lessons on gernating spreadable media:
If It Doesn't Spread, It's Half-dead. Dr. Henry Jenkins once made this now-famous remark about the destiny of content in the age of social media: "If It Doesn't Spread, It's Dead." Having looked at the data, we can now say with a degree of confidence that you'll still get viewers if your link gets picked up by major online publications, but content that's designed to be spreadable can nearly double the referred traffic through re-shares.

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AT&T using channels differently to address cusotmer complaints. No joined up thinking in customer service

"AT&T’s scatter-shot approach to the iPhone 4 #fail, sadly, is the same philosophy adopted throughout much of the corporate world. It can be summed up in one flawed belief: that there are two distinct types of social media channels, the “angry” and the “cheery.” On the former, you can find your everyday trolls, your grouses and your squeaky wheels. (Hint: it rhymes with “bitter.”) And on the latter, you have your sycophants, your fans and your brand boosters. (Right, Facebook.) The logic then is that somehow acknowledging bad news, even the ubiquitous in-your-face stuff, on the happy marketing channel will be upsetting to the community, and so it’s best then to stick with the cheery posts there as if all’s right with the world"

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Virgin Australia using Twitter poorly - a review of what they did, what they could have done. The comments are great as well, wit the agency busy astroturfing.

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Evian Babies: Those exposed to the campaign were 30% more likely to spontaneously mention Evian first than those who were not exposed

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"But the new Stella Artois campaign struck me as such a perfect example of how some Advertising agencies take a bone-headed, campaign-is-king approach to Social Media that it begged for a discussion. "

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