ROI on social media – Wispa

Mark Rogers recently did a podcast for the company Knexus looking at the next generation of social marketing. We looked at how to do social marketing using case studies from Cadbury, Sony, Avis and H&R Block, and assessed how to measure the results. Here is the deck to accompany the podcast.

Cadbury have announced the momentous decision to bring back the Wispa bar permanently. The Wispa was originally reintroduced in a limited edition in 2007 after Cadbury’s responded to an online campaign for its return*. 23 million bars were sold in seven weeks and the success of the revival has encouraged Mars to rebrand Snickers as …

The scene is the playground at my wife’s school in Oxford in the 1980s. Two children put their arms around each other’s shoulders, they start chanting: “Anybody want to play kiss-chase?” As each child joins they put their arms around the shoulders of a child at either end of the line they join in with …

Joe Marchese over at MediaPost has a good post on the Watts vs. Keller controversy. He, too, thinks that the truth lies in a middle ground. Influencers are important, but not for viral marketing. Hubs/mavens/folks with high “betweenness centrality” scores are helpful in that case. The experience of our client the UK confectionery manufacturer Cadbury …