tag:blogger.com,1999:blog-24784219.post5649245851833039380..comments2024-03-06T03:58:39.540-06:00Comments on The Viral Garden: Blogger Campaign Case Study: HP's 31 Days of the DragonMack Collierhttp://www.blogger.com/profile/02723628321171539590noreply@blogger.comBlogger8125tag:blogger.com,1999:blog-24784219.post-42129238650614867812009-03-09T09:31:00.000-05:002009-03-09T09:31:00.000-05:00very informative post mack, thank you. as for ever...very informative post mack, thank you. as for everyone else: shannon, amber, and mack of course, i am in desperate need in another quantifiable social media success story. can anyone give me pointers to any? it seems that the hp 31 days of the dragon is the only one out there... <BR/>theres this whole list of examples of brands using social media (http://www.beingpeterkim.com/2008/09/ive-been-thinki.html), but i cant find any campaign results... plz help.<BR/>please post here or to : shaymann@gmail.com <BR/>thanks again mackshazmazzhttps://www.blogger.com/profile/11622820595191316484noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-37382840152507491912008-09-29T19:00:00.000-05:002008-09-29T19:00:00.000-05:00First, Mack thank you for posting about this. We ...First, Mack thank you for posting about this. We at Buzz Corps are big fans of yours and it is an honor to be mentioned here.<BR/><BR/>Second, anyone who is interested can see the full slide deck with a lot more detail on this case study here: <A HREF="http://www.slideshare.net/BuzzCorps/hp-and-buzz-corps-31-days-of-the-dragon-case-study" REL="nofollow"><BR/>31 Days of the Dragon </A>.<BR/><BR/>On the reviews/mentions/posts question, we gave them the option to review the product if they wished and many took us up on it.<BR/><BR/>Every one of the sites did post about it to alert their readers about their contests. But more than that, they developed all of their own creative and ran a full online campaign including developing banners, widgets, landing pages and other elements. <BR/><BR/>If you do a search for "31 days of the dragon" you will see the outstanding content they created in the first few pages of results.<BR/><BR/>Thanks againAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-35002289676403272922008-09-29T13:37:00.000-05:002008-09-29T13:37:00.000-05:00Shannon I am there with you, we NEED more case stu...Shannon I am there with you, we NEED more case studies with quantifiable ROIs that we can point to.<BR/><BR/>Travisv you are right, a well-executed blogger program like this will always work, for the reasons you explained. And you're also right in that the WOM from this is a huge additional benefit. But I just want to see companies dig deeper and actually create and cultivate relationships with bloggers, instead of simply giving stuff away.<BR/><BR/>Amber, thanks for the support ;) Deb I'm not sure, but if you go to the 31 Days of the Dragon site that I linked to, I believe they link to the 31 blogs that gave away one of the laptops. I got the impression that they didn't really review the laptop, just blogged about how the giveaway would run on their blog. But some of the blogs may have reviewed the laptop as well.Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-11491494401464179092008-09-29T13:26:00.000-05:002008-09-29T13:26:00.000-05:00Thanks for posting this Mack. What a great example...Thanks for posting this Mack. What a great example of a creative viral campaign. Hopefully it will help others come up with unique ideas too.<BR/><BR/>I am wondering, were there notable reviews, mentions in the participating bloggers' posts? How they reviewed the machine, did they provide both kinds of constructive criticism?I Can't Keep Uphttps://www.blogger.com/profile/00024361673930975995noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-17345804376571910142008-09-29T10:35:00.000-05:002008-09-29T10:35:00.000-05:00What the hell makes this computer so expensive?!What the hell makes this computer so expensive?!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-26493196635984375292008-09-29T10:04:00.000-05:002008-09-29T10:04:00.000-05:00Mack, thanks for sharing this! And thanks to HP fo...Mack, thanks for sharing this! And thanks to HP for sharing the information, too. <BR/><BR/>I do think that ROI is different for every company - it all depends on what you want out of it. HP had a critical piece in place: A goal. They knew they wanted to drive sales for a specific product, and focused their social media efforts on building relationships with customers to drive that. Kudos to them for not only having a clear objective, but for carefully measuring the results.<BR/><BR/>Keep these awesome case studies coming, Mack. We need more pros like you to be shining the spotlight on the hard and fast results, whether sales related or otherwise.Amber Naslundhttps://www.blogger.com/profile/15395093092879352314noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-19882020705092012212008-09-29T10:00:00.000-05:002008-09-29T10:00:00.000-05:00This is an interesting approach. While simply giv...This is an interesting approach. While simply giving free systems away to bloggers might seem a bit like bribery ... giving it to them to give away to readers (on their terms) seems like perfectly fair play. And it's like three generations people touched virally ... the blogger, the blog readers, AND all the people that the winning reader tells about the HP system. That wasn't factored in the ROI, but you gotta believe those 31 winners will tell quite a few people about their awesome experience getting a free ~4k system. Pretty clever.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-28449577998283183602008-09-29T09:47:00.000-05:002008-09-29T09:47:00.000-05:00Thanks for posting this. I love, love, love when c...Thanks for posting this. I love, love, love when companies share ROI information that actually makes sense! <BR/><BR/>The more I hear about social media and blogger-outreach programs that are successful, the more clear it becomes that measuring actual sales and simple site traffic makes the most sense. There's really no need to track contrived promotional downloadable stuff or attempt to make people pay for content to measure ROI. <BR/><BR/>I think the lesson in all of this is for companies to continue measuring ROI for social media the way they measure ROI for everything else - in terms of sales. <BR/><BR/>Thanks again for posting this, Mack. I'm building an arsenal of statistics and this one is definitely a keeper!Anonymousnoreply@blogger.com