Tagged: media campaign

China Mist’s Social Media Efforts Yield Tea Tweetup Tour

n52095747330_1827641_8318China Mist hits Arizona Purely by Social Media Marketing

China Mist Brands introduced a bottled organic tea line, China Mist Pure, late last year.  Social media outlets have created interest and social buzz for the glass-bottled teas, and have been the main source for growing the new brand.

The ever-increasing popularity of social media sites, like Twitter.com and Facebook.com, have proven to be beneficial avenues for introducing the new brand to the community.  In just a few weeks of being online, ChinaMistTea has over 800 Twitter followers and China Mist Brands holds over 200 Facebook friends.

China Mist Brands Facebook friends were given a discount code to use at the chinamist.com online store for the month of April.  A strong rate of return on the coupon code was captured, giving China Mist strong confidence in the dedication of its social media friends and followers.

“China Mist is a great brand and has a following to begin with, activating the word-of-mouth marketing campaign on Twitter and Facebook was focused on authentic empowerment of those who are already fans of China Mist, to reach out and promote the newest line, China Mist Pure,” said Kevin Spidel of ActivatingWOM.com.

China Mist followers who regularly comment on the brand and new bottled tea have become a sort-of friend group via Twitter.  China Mist Brands is holding a “Tweet Up” for these newly made social friends at their corporate offices in the Scottsdale Airpark.

“We really appreciate all the twittering our new friends have been doing for the bottled tea,” said China Mist Brands Marketing Manager Kiley Biggins.  “We just want to invite them to our plant, let them see how our teas are made, give them the opportunity to meet each other face-to-face and personally thank each of them for promoting our China Mist Pure so diligently.”

The Tweet Up will be at China Mist Brands Corporate on June 25th, 6 – 8pm.  Social and Traditional Media are invited to attend.You can RSVP here: http://twtvite.com/4xxtjs

Authentic Word of Mouth is not a Campaign

David Berkowitz wrote an article yesterday discussing the fact that the one word you can not mention in a social media conference is “campaign.”

If you approach word of mouth advertising as a traditional media campaign, you will fail and do damage to your brand. Social networks are for social engagement, not for you to spam users. Don’t get confused by the technology, social networks are gatherings of individuals… much like a cocktail party. If you approach these networks as such you will succeed.

Here is a video about Whuffie and Tara Hunt. Take a moment and listen to her background at the end:

Our firm identifies authentic influencers on the social web and engage them with quality brands that are interesting to those individuals.

Again, thinking of the cocktail scenario, your impressions of various people at that cocktail party is defined by honesty, influence, your history with them, and their background. The same thing is true about social interaction on the web. These influencers have the same variables. Authentic word of mouth comes from these relationships and influencers; not a campaign, pure visibility, and traditional marketing strategies.

In Activating Word of Mouth we determine the influences for your brand and develop strong relationships with these individuals. Their mentions and marketing of your brand is authentic.

Ford = Social Media Win!

By Kevin Spidel

A few months ago I was contacted by Ford to create a video of why I should be given one of their new cars to drive  for 6 months. At first, I was thinking this was another big company trying to capitalize on social media leaders’ networks. I wrongly opted to skip making the video.

That was dumb.

A few weeks went by and I started noticing all my friends in social media (professional and hobbyists) begin posting their videos for Ford. These are people I trust. I was surprised that they were falling for such a scam. It was me that was being naive.

Nearly all of the top 100 people that Ford awarded cars to I know through the web and my work. I missed out.

Being upset at myself for missing out on the fun (and the free car) I started following this social media campaign closer. Today there was another write up: http://mashable.com/2009/05/18/ford-social-media

This article showcases the best data to date on a successful social media campaign by a large company.
Here is a winning video submission from one of my colleagues / friends.

This video captures true authentic word of mouth marketing, not paid shrills.  Participants are enthusiastic about an opportunity to drive a new car and are rewarded for marketing Ford online.

This is a solid example of how and why Ford is winning on the social media game.