Woolies Lovebirds

A big corporate's first,
cautious steps into the world of social media
So how did it all begin?
Donations
1 Feb: Start
2 Feb: R9,000
4 Feb: R17,500




5 Feb: R50,600
9 Feb: R66,600
10 Feb: R79,000
12 Feb: R92,000
14 Feb: R100,000
But they were missing an

'S'
People got talking
Online Newspapers
Mail & Guardian
Daily Maverick
My Digital Life
Ideate
Bizcommunity
News24
Fin24
Radio
567 Cape Talk (John Cherry)
94.7 Highveld with Jeremy Mansfield
SAFM Michelle Constance
Classic FM with Reuben Goldberg

PUBLICITY VALUE
(please take with a pinch of salt)
+R3 million hostage situation coverage

This is a ransom
situation...
1) Listen & understand
2) Apologise without defense
3) Correct the complaint
4) Fix & communicate fix
5) Do something extra
1) Listen across all channels (Twitter, Blogs, reviews, complaints)
2) Enable fast responses & empower employees
3) Improve processes to ensure legitimate future positive buzz
Where should you spend?
Our complaint approach
SUMMARY
Enter
Jeremy Mansfield
2,000 registered participants at woolieslovebirds
10,000 visitors to Woolies competition website

TRAFFIC
SPEND
Advertising Agency
Digital Agency
Nationwide Instore Posters
Custom Web Build
R50,000 Prize
Staff
Woolies
vs
Yuppiechef
Domain Registration: R70
Ransom note generator: R0
Woolies
Yuppiechef
17,000 visitors to the Yuppiechef blog
Traffic to Yuppiechef.co.za tripled over the period 
LEAD TIME
Woolies: months of planning 
BANDWAGON
Tricky Terrain
THOUGHTS
Management or Monitoring?
Story submitted to Cannes for awards, but not by us...
TV
CNBC Africa: Media & Money
RAISED AWARENESS
How do traditional agencies
respond to this new environment?
How quickly can your organisation
respond? Do you want to respond?
Cluetrain Manifesto 1999
Markets are conversations
People are able to connect again
Hierarchy is subverted by hyperlinks
"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies."
More about the Cluetrain Manifesto
A HOSTAGE SITUATION
www.woolieslovebirds.co.za
was available...
So we registered it.
For both Soil for Life & Yuppiechef
Woolies received much online kudos, too.
But we want to work together
Ithankyou.
Yuppiechef: 24hr turnaround