Best Overall Brand Presence on Facebook

Archived from the 4th Annual Shorty Industry Awards

Winners

Nickelodeon's 'SpongeBob SquarePants' for Best Overall Brand Presence on Facebook

Produced by: Nickelodeon

In its 13th year, <i>SpongeBob SquarePants</i> is one of Nickelodeon’s most popular shows, touching the lives of consumers well beyond childhood - one third of the show’s audience is 18-49. Every day, Nickelodeon provides fans with bite-sized pieces of SpongeBob joy, hoping to put a smile on the faces of each of the show’s 31 million Facebook fans – more than The Beatles, the Twilight movies, and even President Obama. We’ve helped fans connect to the show through a vertical site with dozens of games; to mobile apps; to Tumblr feeds of user-generated images; Facebook applications, and even daily tweets from SpongeBob himself. The network always provides extreme consumer value to its Facebook fans, rewarding them with SpongeBob experiences that are available nowhere else. Nickelodeon’s philosophy is to be ‘everywhere our audiences are.’ We know our audiences are all multiplatform consumers – they expect more than just what’s presented to them on the television screen.As the 4th largest TV show on Facebook, SpongeBob deserves to win for Best Overall Brand Presence on Facebook because we consistently create compelling content experiences our fans can’t get anywhere else. SpongeBob is the best example of how a property from one medium can move to another and become even bigger on all of them. Nickelodeon is always looking for opportunities to engage fans in new and innovative ways, and deepen the connection with their favorite shows and characters. In January 2011, Nickelodeon broke ground as the first network to premiere an episode on Facebook in advance of its television debut. In July 2011, SpongeBob fans were given direct access the show’s creators during Comic-Con, by U-streaming a live Q&A panel on the show’s Facebook tab. Later that month, Nickelodeon became the first television network to debut an original story on Twitter, written just for that platform by the show’s creative team. The “Twitter-Tale” served as a prequel to “Frozen Face Off,” a prime-time television episode, and was told via multiple tweets and images over the course of four days and was aggregated and housed on the SpongeBob Facebook page. In November 2011, Nickelodeon launched “Yellow Friday,” which gave Facebook fans an exclusive first-look at a SpongeBob merchandise sale, and a free episode download on Amazon.com during the week of Thanksgiving. Nickelodeon encourages fan participation on social media. During Halloween, fans submitted photos of their own SpongeBob costumes and pumpkins. During Thanksgiving, fans submitted photos of the SpongeBob float in the Macy’s Parade and they were highlighted on the Facebook page. In addition, fans were tasked with posting their best SpongeBob-themed UGC to a photo gallery for the “Fan Art Contest” – the best artists were rewarded with the SpongeBob Wii U-Draw game. Additionally, we created a Facebook tab that pulls in a feed of the official SpongeBob Tumblr (aptly titled SpongeBobTumblrPants). By pulling this content into Facebook we were able to give greater exposure to all of the exciting fan artwork and creations being curated on our Tumblr.

Finalists

Fans First: Coca-Cola on Facebook

Coca-Cola is the largest brand on Facebook with 36 million fans worldwide. The community, which was created organically by two fans in 2008, is truly for the fans and by the fans. Since Coca-Cola joined the creators to co-manage the page, the community has flourished and currently serves as a paradigm of how brands can use social to connect with people on a global level. In 2011, Coca-Cola used its “Fans First” mantra in social to invite its global Facebook community to join them in celebrating the brand’s 125th Anniversary. Through the effort, Coke connected with a audience of half a billion people via paid and own impressions and saw fans share tens of thousands of comments with fellow advocates. BACKGROUND -- Fans First. That’s the mantra The Coca-Cola Company lives by when it comes to its online communities. It’s an approach that’s less about big brand advertising and more about enabling consumers to celebrate THEIR love of THEIR brand on THEIR terms in a highly relevant, highly localized way. A perfect illustration of this philosophy is the inception of the brand’s Facebook page, which was created in 2008 by two fans, Dusty and Michael, with no agenda other than to honor their favorite brand. When Facebook later mandated that all pages created within its network be brand-affiliated, Coca-Cola invited Dusty and Michael to co-manage the community alongside the brand. Today, the 36 million member community has more connections than any other brand on Facebook. Connecting with Fans: Across social, The Coca-Cola Company encourages fans to weave their own experiences into the stories of their beverage brands by promoting content sharing and interaction. The top objective for The Coca-Cola Company in social is to cultivate liquid stories that spread online through sharing and link back to the brand objectives -delivering brand love and value. Coca-Cola uses social to connect millions and millions of people with each other around the world – every single day. Coca-Cola’s highly engaged communities have established a paradigm of the best way for our brands to engage in social spaces – by focusing on community, maintaining openness and innovating at every step of the way. The fuel to the strategy lies in organic passion that emanates from the brand’s global following. Coca-Cola’s digital communities – on Facebook, Twitter, YouTube and elsewhere – are for the fans, by the fans. The brand promotes community by inspiring fans to share their experiences with Coca-Cola (and millions of their closest friends), and a robust fan-centric editorial calendar ensures that fans are consistently exposed to new and differentiated content. User-generated content (UGC) is paramount, and the brand works to expand – not squelch – the volume of comments, photos and videos submitted by Coca-Cola lovers in its various communities. Active Fan Engagement: Today, Coca-Cola’s digital communities are comprised of tens of millions of people from around the world. The brand is a consistent leader with regard to engagement, as its communities post hundreds of thousands of expressions (likes, comments, multimedia shares) every month across several social platforms. Sharing is the key, because Coke estimates that its 36 million Facebook fans are connected to around 600 million others – nearly the whole universe of Facebook. The Fans First strategy in social has empowered The Coca-Cola Company to raise awareness of its events and initiatives – such its 125th Anniversary celebration (held earlier this year), which: *Reached a global audience of half a billion people via paid and owned media impressions. *Had hundreds of thousands of views of the concert live stream on the day of the event. *Saw fans share tens of thousands of comments with others watching via a special widget. Messaging and media surrounding the event garnered more than half a million total expressions, defined as clicks, comments, likes, tweets and other social actions. Across the 125th Anniversary initiative and the Company’s other programs, brand engagement goes beyond people liking, tweeting and making other social commentary. Coke’s social media fans are drinking and buying the Company’s beverages. Recent custom research shows that a Coke fan on Facebook is twice as likely to consume Coca-Cola and 10 times more likely to purchase Coca-Cola products than a non-Facebook fan.

Ford Motor Company: Social Gets Serious

Ford Motor Company takes social media seriously. So seriously, in fact, that they have created more than 50 Facebook pages, a Ford Social website, and an entire new strategy of how to engage in the social space. Ford believes that there should be a social element to everything that they do, and it shows. Some of Ford’s standout standout Facebook experiences they have created in collaboration with Team Detroit and Buddy Media include: 1) Ford Social: Fans can share a badge to show off what makes them proud to be a Ford fan or customer. Fans can choose a badge that speaks to them, such as "I Drive One," "Built Ford Tough," or "Ford Lifer." 2) National ‘Words With Friends’ Game: Fans were invited to compete against actress Jenny McCarthy, during which Ford slowly revealed new aspects of the 2012 Ford Escape. 3) 2013 Ford Fusion: Ford encouraged Fans to exclusively reveal the look of the new vehicle by uploading pictures/videos to share their opinions of the reveal."At Ford, social media is bigger than advertising," Matt VanDyke, director-U.S. marketing communications for Ford Motor Co. recently told Advertising Age. Beyond having a page full of engaged fans who interact with and support the brand on a daily basis, Ford Motor Company, in collaboration with Buddy Media and Team Detroit, has seen some outstanding results in the programs they have launched on Facebook, including: 1) Ford Social: In November 2011, Ford, Team Detroit and Buddy Media created a badge initiative, as a way for people to show off what makes them proud to be a Ford fan or customer. Sample badges include “I Drive One,” “Ford Lifer,” and “Built Ford Tough.” Once users have downloaded the badge, they are prompted to join Ford Social, where they can get exclusive insider goods, such as access to contests, games, and vehicle reveals. The Ford Badge Initiative used Facebook to create a strong community of brand advocates. Through the viral affects of social sharing, a devoted fanbase has been made. Since the November launch, the badges have been opened over 73,000 times across all of Ford’s 50+ Facebook pages. And, the initiative is still going strong. 2) National 'Words With Friends' Game: On November 15, 2011, Ford and Team Detroit partnered with social gaming giant Zynga to create a “Words With Friends” game, where fans nationwide were invited to play and compete against actress Jenny McCarthy. While the game was played, Ford used the Buddy Media Social Marketing Suite to slowly revealed new aspects of their 2012 Ford Escape – the first time Ford had ever revealed a vehicle through a social game. The livestream of the event could be viewed on the Ford Escape Facebook page, where users could also engage with the Words With Friends game. The Ford Escape officially debuted the next day, November 16, at the Los Angeles Auto Show. 3) 2013 Ford Fusion: Ford partnered with Buddy Media and Team Detroit to exclusively reveal the look of the 2013 Ford Fusion by encouraging users to share their thoughts and any pictures/videos that express their opinions of the reveal. To reveal the new vehicle, Ford leveraged Buddy Media products ProfileBuddy, which creates custom Facebook tab for clients, and ReachBuddy, which places and tracks social content across the open web. Through these technologies, fans of the page were able to upload videos of themselves expressing their opinions of the reveal. Ford Fusion received over 2,800 submissions.

TODAY Facebook

Produced by: TODAY.com, a production of MSNBC.com

TODAY debuted a "Window to the World" 60 years ago – one of the first times a broadcast let viewers peer into the inner workings of a TV show. About 40 years later, TODAY was first to feature a plaza where visitors could share their biggest news and interact with our anchors. TODAY's Facebook page continues in this storied tradition. On our virtual plaza, fans from across the world can weigh in on the day's top stories, meet our personalities, and connect with and inform the show. TODAY’s nine niche brand pages, focused on topics from Food to Parenting, Money and Entertainment, are each cultivating their own communities. Here’s how TODAY gets results: TODAY Facebook has high-profile friends: Ann Curry launched Facebook Timeline and spent the day guest-editing the TODAY page. http://on.today.com/wRefUk and http://on.today.com/y1Q8eq TODAY Facebook puts viewers in touch with TODAY experts: TODAY nutritionist Joy Bauer interacted with users during live chats to answer viewers' weight-loss questions. http://on.today.com/xM1Ybz and http://on.today.com/rsmruQ TODAY Facebook connects users to the show and beyond: A post on the TODAY Moms' Facebook page about the Duggars, a family with 19 kids, generated a massive response that helped inform a TODAY broadcast segment. http://on.today.com/yiwxw6 TODAY Facebook gets users in the game: TODAY’s Home Chef Challenge, launched in July, allows users to submit recipes, get votes and win a spot in TODAY's celebrity chef recipe database. Some winners later made it into a show segment. http://on.today.com/ntmALx TODAY Facebook loves your babies as much as you do: Kathie Lee and Hoda’s Cutest Babies Contest – hosted on their Facebook tab – allowed viewers to submit photos of their adorable babies. Every mother’s dream came true: The fourth-hour hosts cooed over these pictures on air for two weeks, and the five cutest babies as voted by fans won a trip to New York City. Clip starts at 9:50: http://on.today.com/yG0uyE TODAY Facebook pulls back the curtain: TODAY highlighted the humans behind the cameras, letting users get to know the characters who make the morning magic in Studio 1A. http://on.today.com/xfYjNf TODAY's main page alone increased in fans more than 157 percent in 2011. Most section pages were built from scratch. Numbers don't even tell the whole story: Our hyper-engaged community is building our brand, every single day. Links to TODAY’s Facebook pages: TODAY: http://www.facebook.com/today KLG and Hoda: http://www.facebook.com/klgandhoda TODAY Moms: http://www.facebook.com/todaymoms TODAY Food: http://www.facebook.com/todayfood TODAY Health: http://www.facebook.com/todayhealth TODAY Money: http://www.facebook.com/todayMoney TODAY Entertainment: http://www.facebook.com/todayEntertainment The Clicker: http://www.facebook.com/TODAYClicker Scoop: http://www.facebook.com/pages/The-Scoop/164862400192064 Hip2Save: http://www.facebook.com/Hip2Save

Current Entries

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Produced by: G Adventures

• You’ll Never Forget It: Home to our year-long global campaign to find the faces of G Adventures’ brochures for 2013. • G-Meetup: Helps our travellers connect with one another before heading out on a tour. • G-Plus: Showcases new 2012 tours, spotlights unique tours, hosts exclusive deals. • Tours: Visitors can search our tours by price, departure date, region and destination. We include price of the trip and enquiry form to contact our Sales Department for further information. • Google+, Twitter and Instagram tabs.• Our Facebook page has grown tremendously in the last 12 months from just under 10k likes to over 180k+ likes. • We employed Facebook ads, ran giveaways and kept visitors connected to our brand with engaging and interesting content. • Our “12 Days of G” promotion, which provided daily deals on our advent-urous calendar tab was a success with 120 tours booked between December 12-23. We saw an astounding 22,000 individual visits to the tab, 2,000 shares and over 700 emails collected for our newsletter. • We have a worldwide staff monitoring the page 24/7 via our Toronto, NYC, Melbourne and London offices. This has helped us respond to any type of comment or question in under an hour. • Our Facebook page employs Buddy Media software and Tour Radar integration, allowing us to present a very engaging experience for past, present and future customers. We have seen our “talking about us” number increase due to incorporating both platforms into our page. • The G-Meetup Tab has been a great addition to the page in 2010. We noticed that people came to our wall daily to find other people that might be going on the same tour as they were booked on with us. Since adding this innovative tab, it has been a hit with adventurers visiting our page, with many meeting one another now on Facebook before meeting up on the road.

Ford Motor Company: Social Gets Serious

Ford Motor Company takes social media seriously. So seriously, in fact, that they have created more than 50 Facebook pages, a Ford Social website, and an entire new strategy of how to engage in the social space. Ford believes that there should be a social element to everything that they do, and it shows. Some of Ford’s standout standout Facebook experiences they have created in collaboration with Team Detroit and Buddy Media include: 1) Ford Social: Fans can share a badge to show off what makes them proud to be a Ford fan or customer. Fans can choose a badge that speaks to them, such as "I Drive One," "Built Ford Tough," or "Ford Lifer." 2) National ‘Words With Friends’ Game: Fans were invited to compete against actress Jenny McCarthy, during which Ford slowly revealed new aspects of the 2012 Ford Escape. 3) 2013 Ford Fusion: Ford encouraged Fans to exclusively reveal the look of the new vehicle by uploading pictures/videos to share their opinions of the reveal."At Ford, social media is bigger than advertising," Matt VanDyke, director-U.S. marketing communications for Ford Motor Co. recently told Advertising Age. Beyond having a page full of engaged fans who interact with and support the brand on a daily basis, Ford Motor Company, in collaboration with Buddy Media and Team Detroit, has seen some outstanding results in the programs they have launched on Facebook, including: 1) Ford Social: In November 2011, Ford, Team Detroit and Buddy Media created a badge initiative, as a way for people to show off what makes them proud to be a Ford fan or customer. Sample badges include “I Drive One,” “Ford Lifer,” and “Built Ford Tough.” Once users have downloaded the badge, they are prompted to join Ford Social, where they can get exclusive insider goods, such as access to contests, games, and vehicle reveals. The Ford Badge Initiative used Facebook to create a strong community of brand advocates. Through the viral affects of social sharing, a devoted fanbase has been made. Since the November launch, the badges have been opened over 73,000 times across all of Ford’s 50+ Facebook pages. And, the initiative is still going strong. 2) National 'Words With Friends' Game: On November 15, 2011, Ford and Team Detroit partnered with social gaming giant Zynga to create a “Words With Friends” game, where fans nationwide were invited to play and compete against actress Jenny McCarthy. While the game was played, Ford used the Buddy Media Social Marketing Suite to slowly revealed new aspects of their 2012 Ford Escape – the first time Ford had ever revealed a vehicle through a social game. The livestream of the event could be viewed on the Ford Escape Facebook page, where users could also engage with the Words With Friends game. The Ford Escape officially debuted the next day, November 16, at the Los Angeles Auto Show. 3) 2013 Ford Fusion: Ford partnered with Buddy Media and Team Detroit to exclusively reveal the look of the 2013 Ford Fusion by encouraging users to share their thoughts and any pictures/videos that express their opinions of the reveal. To reveal the new vehicle, Ford leveraged Buddy Media products ProfileBuddy, which creates custom Facebook tab for clients, and ReachBuddy, which places and tracks social content across the open web. Through these technologies, fans of the page were able to upload videos of themselves expressing their opinions of the reveal. Ford Fusion received over 2,800 submissions.

Trend Hunter

Produced by: Trend Hunter Inc.

Trend Hunter is the world’s largest collection of cutting-edge ideas. With more than 1.4 million Facebook fans and 200,000 Twitter followers, Trend Hunter has cracked the digital space, making it more than just an online magazine, but a worldwide community of innovation-hungry readers and contributors, all tracking the evolution of cool and democratizing trend spotting. What’s more, the Trend Hunter Facebook page guarantees an unparalleled level of exposure for the creators and brands we feature, as well as our advertising clients. Trend Hunter’s Facebook page is heaven for the insatiably curious in an entrepreneurial age when everyone’s looking for his or her next big idea. As the world’s largest, most updated collection of cutting-edge ideas, Trend Hunter’s social media interactions are part of its DNA. With over 1,415,810 million Facebook fans and growing every day, Trend Hunter has more fans than its competitors such as Mashable (804,473) and The Cool Hunter (614,574), as well as more than corporations such as Microsoft (1,306,180), Sears (1,355,603), Ford (1,205,224), HP (1,143,875) and Prada (1,134,767). Furthermore, Toronto-based Trend Hunter has one of the best Facebook presences in all of Canada. By maximizing our Facebook presence, Trend Hunter is able to reach more people than it would through its online community of over 90,000 Trend Hunters alone. Combined with nearly 1 billion views, over 200,000 Twitter fans and a community of 90,000 trend spotters, Trend Hunter’s Facebook page offers one of the most impactful and integrated brand solutions in the world. Facebook is a method to leverage Trend Hunter’s advertising through more traffic to sponsored posts like those with American Express Canada and Intel’s MyLifeScoop. <strong>A look at our impact through our Facebook presence (February 2012):</strong> - Total likes: 1,415,810 - Weekly total reach: 18,485,242 - People talking about Trend Hunter: 21,643 - Friends of fans: 242,660,334 - Post views: 10,022,522 - Like sources: majority (24,751) comes from Facebook recommendations <strong>Growth from September 2010 to September 2011</strong> - 9,226 monthly active users to 769,752 monthly active users - 54 daily new likes to 417 daily new likes - 2,585 daily post views to 7,000,000+ daily post views Trend Hunter has successfully translated our image-centric content to Facebook in a way that invites readers to weigh-in, share, like (and dislike) our posts. Our uniquely styled headlines, which are supercharged two- to four-word titles, allow for fans to get a simple and direct look at our content. The visuals are designed for boundless discoveries into what’s happening in the world, all simultaneously curated through a hip lens and a business-oriented slant. At the epicenter of cool, Trend Hunter’s Facebook page is a tool for budding entrepreneurs, industry professionals and cool hunters alike to come together and share ideas on the latest innovations around the globe.

Women's Health Magazine

Produced by: Women's Health

Women’s Health uses social media to connect our users, bringing our content and philosophy alive on the pages of Facebook. We keep users up to date with the latest in health and fitness news while simultaneously encouraging them to participate in conversations about the news at hand. Above all, we make sure our users know how much we value them. Our users’ interests change, and we make every effort to keep up. Because active, healthy women are everywhere, our brand has a strong presence in all social media outlets. We take particular pride, though, in our Facebook strategy. Our users engage regularly with our editors, providing positive feedback, learning from the information we put out, and encouraging others to live a Women’s Health lifestyle. Year over year, the number of unique users to the Women’s Health website from Facebook has grown 162 percent, and our followers have grown 157 percent—proving that Women’s Health is a brand where positivity runs high and engagement runs deep. While the Women’s Health Facebook page delivers substantial traffic to WomensHealthMag.com, it’s not page views and uniques that drive this social platform—it’s the enthusiasm of our loyal users. Facebook allows us to interact with our users one-on-one and to celebrate our dedication to living a positive and healthy lifestyle. The Women’s Health editors make it a point to respond to our users’ questions and comments. We take pride in interacting directly with our users via Facebook, and we enjoy giving them access to the Women’s Health world. We appreciate each “like,” and as a thank-you for that like, users receive Facebook-exclusive content. For instance, our like-gated tabs offer workouts and celebrity videos, among other special offerings. So when you, as a Facebook user, make the commitment to like our page, we make it worth your while. There are several notable recurring campaigns in which Women’s Health users continually engage. Each campaign brings our users closer to the mission of our brand: empowering women to lead healthy, active lives. In the Weekend Challenge, we outline an exercise challenge (complete with beginner and advanced options) that must be performed before each meal on Saturdays and Sundays. We introduce the challenges on Fridays with the question “Are you in?” Hundreds of likes, shares, and comments quickly follow. Throughout the weekend, we post reminders, trainers’ tips, and questions. The goal: Stay healthy and on track during the weekends. Our users are a source of inspiration for us, and we love to celebrate their accomplishments. In another campaign we frequently run, we ask Women’s Health readers to post photos of themselves along with information about their workout motivation, recipe ideas, exercise outfits, and more. These pictures and content then become slideshows on WomensHealthMag.com. Our users take pride in their inclusion on the website, and we take pride in our awesome users. Everybody wins. The Women’s Health Facebook users also have opportunities to ask our experts and editors questions in real time. In January, we hosted a chat about healthy eating with Women’s Health nutrition expert Keri Glassman, R.D. Keri answered many questions during this hour-long lunchtime session, and—upon request from our Facebook users—will be doing another chat on Wednesday, February 22, 2012.

Real Life Experiences with Intrepid

Produced by: Intrepid Travel

The Intrepid Travel fan page was initially set up in December 2009 and although we dipped our toes in the water it soon became obvious that Facebook is made for travel – people just love sharing their stories and experiences. 

We've developed a real sense of community that builds on our style of travel - group travel that gives people a chance to share their experience with likeminded people. Our posts consistently deliver meaningful content that engages and inspires. Our loyal fans participant daily and brand advocates will often respond to another fan’s question without us needing to step into the conversation. We're obviously passionate about travel but we never anticipated how engaged our Facebook fans would be...

 What makes our page stand out? For many of our Facebook promotions, we use our fans as our idea sounding board. It was their ideas and feedback that helped shape our ‘Mystery Trip’ giveaway. We wanted to reward our fans’ curiosity about the world by giving them a chance to step off a plane in a far-flung land with nothing but the anticipation of the adventure that lies ahead. The competition concept proved to be extremely popular with over 20,000 entries from around the world. As our winners now embark on their mystery Intrepid trips they are sharing their experiences and pre-trip anticipation with their fellow fans. We are proud of this real sense of community. 

Every year we receive hundreds of entries for Intrepid's annual Travel Photography Competition and we wanted to share these inspirational travel photos with our fans. The ‘Photo of the Day’ concept provides this outlet. When life gets tedious, people want to dream of being somewhere else for a few minutes – we help make that happen. Our ‘Meet others’ area was designed to help bring the conversation together between Intrepid travellers before their trip. We wanted to provide a central place for travellers to meet up, discuss upcoming Intrepid trips and share the excitement in planning the next adventure, without having to leave the comfort of a universally familiar platform – Facebook.

Carnival Cruise Lines

Carnival Cruse Lines is no stranger to Facebook. Having had an active presence for over three years, Carnival has received numerous accolades for their work. In 2011, Carnival wanted to continue to innovate and expand its Facebook presence, in order to remain a leader in the social space. The company partnered with Buddy Media to develop content to highlight their ship launches and company initiatives, including their two sweepstakes, Live Nation and Fun-A-Thon. For their Live Nation sweepstakes, fans could enter to win VIP seats at concerts in Carnival port cities, while the Carnival Fun-A-Thon sweepstakes awarded fans with 24 prizes in 24 hours. The company also developed content to highlight the launches of their Carnival Magic and Carnival Breeze ships, among others. Each program generated tremendous, positive engagement and helped to develop the largest active community of brand advocates and supporters out of any cruise line. It is a matter of absolute importance to Carnival Cruise Lines that they are facilitating a valuable community for their fans. Fans can come to Carnival’s Facebook page to share memories from past trips, start planning for future vacations, and learn more about Carnival news, features and sweepstakes. The page also saves as a tremendous resource for ‘rookie cruisers’ who are not sure what to expect and want to learn more. They are very focused on content, and ask questions in which they genuinely care about their fans responses. “We don’t really see Facebook as media, as we do with display ads, etc. Facebook is about the community and fostering engagement. It’s not a pure awareness play -- it’s a meeting point for all of our constituents to stay up to date with us. We also see it as a new form of lead generation,” says Jordan Corredera, Director and General Manager, Carnival Cruise Lines. In June 2011, Carnival became the first cruise line to reach one million Facebook fans. Eleven million people viewed their wall during the 24 hours of their Fun-A-Thon sweepstakes, and the page drew more than 20,000 likes and 5,000 comments in 24 hours, all as a result of earned media efforts. Also impressive is that more than 50 percent of their fan base is comprised of daily active users to the Carnival Facebook page, producing an extremely high fan engagement percentage. In July 2011, each brand wall post garnered an average of 2,500 likes per day and 1,700 comments. In one day, the videos celebrating the launch of the Carnival Magic were viewed more than 65,000 times. Carnival Cruise Lines has made major investments in its social media programs. This year’s national television advertising campaign ends with a call-to-action to join the company on Facebook. The launch of another new ship is on the horizon and social media will play a major part in its launch. The team at Carnival Cruise Lines points out that it approaches social media not simply as another channel, but as an integral part of its overall communications strategy. The company has also seamlessly integrated Facebook content on the Carnival.com website, a first for the cruise industry. “We have fully integrated Facebook, and are really excited about what it could do for our brand,” says Jordan.

Ocean Spray Cranberries, Inc.

Shorty Awards Category: Best Overall Brand Presence on Facebook Client: Ocean Spray Agency: Weber Shandwick Date: February 10, 2012 After years of successful marketing and traditional public relations initiatives, Ocean Spray, America’s beloved cranberry cooperative, entered into the social media space by creating its first, official Facebook page. Since the introduction of the page in June 2010, Ocean Spray has welcomed more than 550,000 fans to its Facebook family. Boasting 365 days of content via recipes, photos, polls, sweepstakes and couponing the cooperative has grown its fan base organically by engaging juice lovers through direct, compelling and meaningful content. Major driving tactics for the year included a “Season of Sharing” campaign, the first online launch of Ocean Spray’s new Sparking Juice Drinks; a Red, White and Blue Summer Facebook Sweepstakes, “Out of the Blue” Blueberry product launch and a UStream broadcast, as well as a variety of fan-first content delivered daily. A snapshot of several of these initiatives is below: Sparkling Juice Drink Launch On February 14, 2011, for the first time in its more than 80-year history, Ocean Spray launched a product online by giving away 10,000 free samples of its new Sparkling Juice Drinks. Samples flew off the site within 30 minutes. Within nine days and by popular demand, the cooperative distributed an additional 100,000 samples. The fan base grew 1,267%, and boosted membership for Ocean Spray’s Cranberry Club by 200,000 new members. By the end of the campaign, Ocean Spray distributed 250,000 samples and grew its fan base to more than 400,000 fans. Additional measures are below: • Distributed 110,000 samples in nine days • Increased fan base 1,267% from 11,579 fans to 158,339 in 9 days • Sparkling Facebook tab was visited 989,216 times • Sparkling content garnered 8,225,687 Facebook impressions • Solicited 15,058 interactions on Facebook (this includes likes, comments and wall posts) in addition to the 125,000 fans that hit “request a sample.” • 97M PR impressions (10 million from social media/bloggers) UStream Broadcast In October, as part of Ocean Spray’s 365 day focus on Facebook, the cooperative produced and broadcast its first UStream event LIVE from Rockefeller Center. Hosted by celebrity Chef Ming Tsai and Ocean Spray Grower-Owner Adrienne Mollor, Ocean Spray touted the beauty of a cranberry harvest amidst 2,000 lbs. of floating cranberries. Through a customized UStream tab on its Facebook page, Ocean Spray fans were invited to view cocktail and recipe demos, learn more about the harvest process, get tips about holiday entertaining or join the conversation live by submitting questions via the tab or Twitter hashtag. Earning a special feature on the homepage of ustream.tv, the campaign garnered more than 3,000 live tune-ins, 3 million impressions and 1,500 unique engagements.

Sucker Free Countdown

Produced by: MTV2

We engage our loyal FB fan base on a daily basis, asking them for Hip Hop opinions, online video clip syndication, take Sucker Freestyle submissions, and make our fans a part of the show. We also promote the FB profile through on air promos with a voice over from our very own DJ Envy!Sucker Free has been an unstoppable force on Facebook with growth of +628%. Weekly online video syndication leads to thousands of unique views every week with strategic partnerships with Thisis50.com/Shade45, XXL Magazine, and Complex Magazine

eHarmony

Produced by: eHarmony

At eHarmony, social is as much about connecting with our friends & users in a deeper and more meaningful way as it is providing customer support or sharing information about our service. Whether it's cheering on an excited eH user with a promising first date, consoling a new friend/follower about a breakup, asking people their opinions about dating/relationship issues or making someone laugh with our humorous take on their eHarmony mention, we always strive to be a force of positivity via our interactions with others in social media. In fact, one of our favorite parts of working in social is getting to have fun with people and let our personalities really shine through. We LOVE to make people laugh, particularly on Twitter, and based on the healthy volume of RT's & Favorites we get, our followers seem to enjoy it as well. The more personal nature of our interactions with people via social is what sets us apart from many other brands & is the basis of our entry for these Shortys.On Facebook, we love engaging with our customers and learning more about their experiences and preferences around dating, both via our site and in general. Whether its a poll, an open-ended question or a sentiment graphic we share (those are extremely popular!) it's absolutely fascinating to see what our friends are thinking and feeling. And, its always an honor to be able to offer them our heartfelt advice on their questions about not just the eHarmony experience but dating and relationship issues in general. Of course, we're always delighted to meet new eHarmony success couples when they visit our page and post photos and their love story as well. Since bringing day-to-day operation of our Facebook page in house about 9 months ago, we've made great strides in increasing engagement levels, employing weekly giveaways, polls, open ended questions, sharing helpful / interesting articles from our site and elsewhere and each week featuring a success story to thank our satisfied customers for sharing their stories with us as well as to inspire singles who are still looking for their person. We've developed fun apps like quizzes and contests (a Viral Video Contest and Love Story Contest, both of which let our Friends vote for the winners). We have many more plans in the works for Facebook. Most exciting and rewarding of all is the deep and strong connection to the people who frequent our page and who regularly comment on our and others posts. It truly is a community of people who support and cheer each other on and we're so proud to be part of it. On Twitter, we work with a team of people from across our company (everything from finance to R & D) and respond to mentions of eHarmony, which range from service inquiries from customers to casual mentions ("this is Twitter, not eHarmony" being the most frequent - we have lots of fun with that one!). When time permits, we also watch for mentions of bad dates so we can reach out and console people and offer them free trials on our sites, in the hopes of finding them someone who'll put their bad date days in the past. We share interesting articles/links, ask questions about dating/relationships, and we enjoy discussing these topics with our followers (and, oftentimes, our followers followers!). Even with so many companies on Twitter, people are often surprised to find us there, so we really relish the opportunity to interact with people in this environment.

BEST FACEBOOK BRAND PRESENCE

Produced by: THE RAMEY AGENCY

Social Media has become the great geographical equalizer. To wit, a small Southern company has grown to dominate the online culinary conversation. That company is Viking Range Corporation based in Greenwood, Mississippi. In one year, the company's Facebook fan base has grown by a multiple of 100x: from 4,000 to 400,000. More than that, Viking has captured the imagination of the fans and engaged them at a level equal to or greater than some of the largest, most successful social media brands operating today. This is most obviously reflected by the percentage of the Viking base "talking about" the company's brand tracking at more than 5%. In the Twittersphere, Viking has grown followers from 700 to 17,000 during this same period, outperforming the company's nearest competitor by 62%. On top of these impressive results, Viking is leading by example. Viking social marketing representatives are becoming more and more sought after in the social media world for her perspective and advice. (As an example, Viking Social Media Manager LeAnne Gault will be a guest panelist at L2's "Innovation Workshop" on November 10 in New York.) With limited resources and precious few social media staffers, Viking is quietly owning the culinary conversation in social media. An iconic brand before, Viking is now expanded its brand presence in a way that brings inspiration to thousands of new culinary enthusiasts.

TED

@TEDTalks - Ideas Worth SpreadingTED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach, transforming into a global enterprise dedicated to transferring ideas across borders and mediums. TED’s official twitter page, @TEDTalks is a social extension of TED.com that boasts over 800,000 followers and 22,500 listings. Frequent tweets with the ever –popular #TED grant instant access to riveting talks by remarkable people. In 140 characters or less, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged tweets are designed to promote conversation and encourage the exchange of ideas. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other.

Burt's Bees

Produced by: Burt's Bees

To foster more sustainable relationships with its customers, Burt’s Bees made a strategic decision to increase its Facebook presence in 2011. Facebook provides an opportunity for Burt’s Bees to engage in meaningful dialogue with its customers, while learning more about its fans, educating about products, sharing who Burt’s Bees is as a company, and inviting conversation and action around congruent values.Through the creation of tabs and engaging wall posts, Burt’s Bees connected with new fans, while deepening relationships with existing fans. Burt’s Bees started 2011 with 200,000 Facebook fans and ended the year with 903,450 fans. Throughout the year, it followed the approach that the most meaningful interactions happen when a brand knows itself and what it stands for, learns what is important to its customers, and engages in activity and authentic conversation around those shared values.This allows the engagement to become more meaningful and center around much more than just product.Burt’s Bees uses Facebook to educate customers about new products and product line updates, and to engage in conversation and ignite action regarding issues that are mutually important to the brand and its fans, issues such as sustainability, giving, friendship, natural beauty, and service to others. Highlights of 2011 Initiatives: • Launched “Lips Go BLOOM!” tab to introduce the new Tinted Lip Balm product line. For every virtual flower fans sent friends, Burt’s Bees donated $1 to the Pollinator Partnership. The brand offered 5,000 product samples on a first-come, first-served basis, and they were gone within 24 hours. And, with the help of a week-long Facebook media campaign, the brand added more than 340,000 new fans. • Launched “A Natural Pick” tab to introduce the new Sensitive Skin line of products. Fans learned how to care for their sensitive skin with the line’s unique key ingredient - cotton. A dermatologist provided credible skin care advice via video, and fans could download a coupon. • Launched “Bee Merry,” a tab that encouraged giving during the holidays. Fans learned about holiday gift sets and were encouraged to upload a tacky holiday sweater over their profile picture. For each sweater uploaded, Burt’s Bees donated $1 to One Warm Coat. Fans were also delighted with the daily opportunity to win a free gift over a 10-day period, which created lots of buzz. The tab experienced high fan engagement, 41% repeat traffic, and increased the fan base by more than 200,000 fans. Throughout the year, Burt’s Bees engaged fans in ongoing conversation on its Facebook wall by sharing things like photos of sustainability efforts and community projects, as well as fun fan challenges like adding creative entries into Burt’s Bees “lip glossary.” Burt’s Bees strikes a great balance between surprising and delighting fans with product samples and special offers, educating about products and how natural ingredients are chosen, and supporting issues that are important to them and their fans – all in a fun, quirky, engaging way that gives a voice to Burt’s Bees in the social space. But they also give fans the opportunity to contribute to mutually important causes like the Pollinator Partnership and One Warm Coat. Over time, this has built deep trust and goodwill with fans, which is leading to more sustainable, long-term, mutually beneficial relationships.

TED - Brand Presence Facebook

TED - Ideas Worth SpreadingTED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach, transforming into a global enterprise dedicated to transferring ideas across borders and mediums. TED’s official Facebook page, a social extension of TED.com, boasts over 1.8 million likes and 45,000 mentions. The page grants instant access to riveting talks by remarkable people. It introduces fans to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – through short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. Frequently updated custom navigation tabs invite you to view, share and discuss TEDTalks and blog posts, stay abreast of TED happenings and events, track TED-related activity within your own network and discover TED exclusives such as behind-the-scenes photos. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other.

CNN Facebook fan page

The page publishes the most talked about stories, inviting fans to respond and express their opinions. Breaking news from around the world is integrated into the page and posted automatically, regardless of day or time, so that CNN fans are always well informed. Also, the CNN community is able to formally participate in the news through the News Tip tab, where they can submit tips from their area. Boasting the most followers in news organizations, CNN continues to be one of the most trusted news sources across social media. Monitored around-the-clock, the CNN fan page acknowledges and listens to fans’ comments and takes that feedback into consideration when programming the page’s content.Currently the “most liked” news brand on Facebook and fastest growing page worldwide, CNN uses the platform to engage its over 3.3 million fans with the news stories that affect them daily. In 2011, CNN published 3 of the top 5 most shared articles on the social platform, reaching beyond its current fan base.

The Glee Project on Facebook

Produced by: NBC Universal/Oxygen Media

With nearly half a million fans and counting, The Glee Project Facebook page (http://www.facebook.com/thegleeproject) is a hub of conversation that connects Oxygen's target audience of social media obsessed young women with a plethora of digital content (photo galleries, bonus footage, blogs, etc.), custom tabs, apps and multi-platform extensions that build upon Oxygen's "live out loud" tenets. During the first season of “The Glee Project”, the Facebook page also facilitated unparalleled interaction between fans and on-air talent via featured likes linking to contenders' individual Facebook pages and live streaming video chat events. For “The Glee Project” premiere, Oxygen partnered with Facebook to develop the first fully personalized live streaming application on the Facebook platform. Fans were able to RSVP to a one-hour live streaming video event and could chat and interact with all 12 contenders via a tab on our Facebook page. Fans could personalize the event by installing the application on their own Facebook pages and inviting only their friends, while still being able to access to the live stream and interact with talent. Throughout the season, fans were able to vote for their favorite contenders in a Fan Favorite poll application on the Facebook page that was part of a cross-platform Bing sponsorship, and could share their votes with Facebook friends and Twitter followers-creating an engaging component for the sponsor's program and new revenue generator for the brand. Other custom tab implementations allowed fans to view an exclusive shout-out video from the contenders, watch weekly previews, access full episode video on Oxygen.com, connect with the show on Twitter, and access opportunities to earn exclusive content, sign up for casting updates, and enter sweepstakes. For “The Glee Project” finale, fans were treated to a two-hour live video steaming event with the Final Four and several fan favorite contenders via the Ustream application. Post-season, engagement continues with news stories featuring contenders’ current activities. As the show entered its second open casting process, fans of the Facebook page were treated with an exclusive video from “Glee” and “The Glee Project” Casting Director Robert Ulrich urging them to audition, and were able to use the Facebook page as a hub of support and camaraderie for both those attending open casting calls and auditioning via online video submissions. Fans were able to access live feeds of photos from open calls in NYC, Chicago and Nashville, allowing those at home an early glimpse at the potential future stars of “The Glee Project”. Results The Glee Project Facebook page experienced spectacular growth throughout the show's first season, growing 325% from roughly 70K fans when the show premiered on 06/12/11 to nearly 300K fans after the show's finale on 8/21/11, marking the greatest number of Facebook fans for an Oxygen freshman series. This growth has helped boost additional traffic to Oxygen.com. During this period, Facebook was the #2 external referring domain of all Oxygen.com traffic behind Google. (source: Omniture SiteCatalyst, 06/12/11-8/21/11) Furthermore, Facebook posts generated 53.7 million impressions on the page's wall and in fans' news feeds throughout the season. In the three months since the Season 1 finale, the number of total fans of the page has grown an additional 53%. Our live streaming video events were extremely engaging. Our premiere live stream drew 1,530 participants who spent an average of 17 minutes engaging with the application - a collective total of three weeks time! Our finale live stream was watched by over 37,446 unique viewers who spent an average of 19 minutes engaging with the stream across platforms. Our Facebook page continues to drive high levels of awareness supporting on-air ratings growth. Since its premiere on 6/12/11, the series has posted impressive triple-digit growth with +172% in total viewers and +167% among W18-49. Additionally, "The Glee Project" has reached almost 39 million viewers on multiple platforms, including on-air, Oxygen.com, Hulu.com and VOD. (source: Nielsen Media Research, Omniture, Hulu Partner Portal, Rentrak.)

RetailMeNot.com

Produced by: www.RetailMeNot.com

RetailMeNot.com is the top consumer destination for collaborative coupon, deal and promotional code hunting and sharing. The company’s mission is to help consumers save money and enjoy a hassle-free discount shopping experience. By encouraging users to upload deals and help grow the site, RetailMeNot.com has established a passionate user base that has differentiated the site from its competition. Since November of 2006, the site’s community has shared millions of deals at more than 140,000 top retailers. RetailMeNot.com has taken note that social media channels play a key role in how companies communicate with customers and thus has created an online social media presence that allows users to actively participate and influence the RetailMeNot.com brand. By highlighting the importance of consumer interaction, RetailMeNot.com has successfully grown their Facebook brand to a community of more than 1.3 million fans. In an effort to help consumers shop smart and save money throughout the year, RetailMeNot.com uses Facebook to get the word out about popular deals. The company regularly posts information and links to deals that members of the RetailMeNot.com community are likely to be interested in. In December 2011, RetailMeNot.com launched its Facebook app – “Today’s Top Deals.” The curated, hand selected and often exclusive offers are constantly updated to help drive visibility for the the best performing merchant offers available. Fans of the RetailMeNot.com Facebook page not only get updates about coupons and deals that they are likely to use, but they are also actively engaged with continuous Facebook contests and promotions. For example, for the “Top Daily Deals” application launch, fans are able to view popular deals and actively participate by posting comments about their favorite deals. For the first month after launch, RetailMeNot.com instituted “flash 24 hour promotions where anyone who commented on their favorite deal had an opportunity to win a gift card. To promote use of the application at launch, RetailMeNot.com provided selected participants with gift cards to help with their holiday shopping. Through following RetailMeNot.com on Facebook, fans are able to save money, engage with both the brand and community members to get savings tips, and stay up to date on shopping trends. In fact, using RetailMeNot.com leads to an average savings of nearly $20 on products and services every time consumers use an active coupon or promotional code, which they are often notified about through social media channels.

Onstar- Facebook

OnStar has an emotional connection with customers - providing help at the press of a blue button. We continue that feeling by extending the experience online by letting fans know they will reach a real person. Facebook is the main vehicle to achieve clear goals: create ardent supporters, convert the dissatisfied and generate brand interest where our efforts have generated 400,000+ loyal fans. Even dissatisfied customers—like Travis—became ardent supporters of the brand. Travis was angry. He turned to Facebook to vent. In minutes, he received an answer from CE employees who used their real names to ensure his trust. Travis is now one of our most influential fans, and is quick to point out that “Stacy, Jen or Lisa will help you” often faster than they can respond themselves. We’ve had great initiatives, contests and social engagements. We’ve created Facebook ads that drove interactions. We launched a new product that drove people to Facebook to experience more. OnStar stands for many things, but first and foremost, it stands for connections. Connections to help, connections to safety and connections to real people. What better place to demonstrate that than the social space? There are several reasons behind our success. In 2011, we increased our fan base by 127% with a focus on continued engagement. One of the biggest caveats of a page is getting fans to come back and interact with you after that initial “like”. We have implemented an intense engagement strategy when writing status updates. Monthly Active Users jumped 306% and drove engagement up 128%. Fan engagement is of particular focus - as we engage in 80% of conversations. This helps us to assist with issues and building strong relationships that have often evolved into ambassadors for the brand. Our page has become an engaged community where often times other fans answer questions for others before we are even given the opportunity. When responding to fans, we don’t just answer their question. We also ask other questions, prompting them to engage more and creating authentic conversation. Fans are eager to share their experiences/stories because well, someone actually asked! We hosted a sweepstakes to get our new product in our fans hands first, and build awareness. This sparked excitement and engagement by fans and helped us to increase fan growth for the month by 21%, 320% increase in tab views, and generated 24% of the brand hand raisers. It also helped to spark interest in fans that asked about pricing and compatibility on their own vehicles. In another relationship building strategy, we create “purposeful polls’. Posing fun, provocative questions: “What’s the strangest things use you’ve found for OnStar?” and “What’s the scariest road trip to take?” and use the answers as demographic info to encourage more sharing and engagement. OnStar was one of the first brands to use Facebook’s Expandable Ad Units. By choosing the right status update, we received high engagement and with click through rates beating the average established by Facebook. Creating that kind of fan loyalty and dedication is the goal of our work in the social space. Yes, we desire the big numbers of a huge social campaign, but it all comes down to how you engage with the individual. How you treat the everyday person on an everyday basis. OnStar’s product services help many on a personal, 1-on-1 bases. And our social media is a direct and successful reflection of that philosophy.

Nickelodeon's 'SpongeBob SquarePants' for Best Overall Brand Presence on Facebook

Produced by: Nickelodeon

In its 13th year, <i>SpongeBob SquarePants</i> is one of Nickelodeon’s most popular shows, touching the lives of consumers well beyond childhood - one third of the show’s audience is 18-49. Every day, Nickelodeon provides fans with bite-sized pieces of SpongeBob joy, hoping to put a smile on the faces of each of the show’s 31 million Facebook fans – more than The Beatles, the Twilight movies, and even President Obama. We’ve helped fans connect to the show through a vertical site with dozens of games; to mobile apps; to Tumblr feeds of user-generated images; Facebook applications, and even daily tweets from SpongeBob himself. The network always provides extreme consumer value to its Facebook fans, rewarding them with SpongeBob experiences that are available nowhere else. Nickelodeon’s philosophy is to be ‘everywhere our audiences are.’ We know our audiences are all multiplatform consumers – they expect more than just what’s presented to them on the television screen.As the 4th largest TV show on Facebook, SpongeBob deserves to win for Best Overall Brand Presence on Facebook because we consistently create compelling content experiences our fans can’t get anywhere else. SpongeBob is the best example of how a property from one medium can move to another and become even bigger on all of them. Nickelodeon is always looking for opportunities to engage fans in new and innovative ways, and deepen the connection with their favorite shows and characters. In January 2011, Nickelodeon broke ground as the first network to premiere an episode on Facebook in advance of its television debut. In July 2011, SpongeBob fans were given direct access the show’s creators during Comic-Con, by U-streaming a live Q&A panel on the show’s Facebook tab. Later that month, Nickelodeon became the first television network to debut an original story on Twitter, written just for that platform by the show’s creative team. The “Twitter-Tale” served as a prequel to “Frozen Face Off,” a prime-time television episode, and was told via multiple tweets and images over the course of four days and was aggregated and housed on the SpongeBob Facebook page. In November 2011, Nickelodeon launched “Yellow Friday,” which gave Facebook fans an exclusive first-look at a SpongeBob merchandise sale, and a free episode download on Amazon.com during the week of Thanksgiving. Nickelodeon encourages fan participation on social media. During Halloween, fans submitted photos of their own SpongeBob costumes and pumpkins. During Thanksgiving, fans submitted photos of the SpongeBob float in the Macy’s Parade and they were highlighted on the Facebook page. In addition, fans were tasked with posting their best SpongeBob-themed UGC to a photo gallery for the “Fan Art Contest” – the best artists were rewarded with the SpongeBob Wii U-Draw game. Additionally, we created a Facebook tab that pulls in a feed of the official SpongeBob Tumblr (aptly titled SpongeBobTumblrPants). By pulling this content into Facebook we were able to give greater exposure to all of the exciting fan artwork and creations being curated on our Tumblr.

TODAY Facebook

Produced by: TODAY.com, a production of MSNBC.com

TODAY debuted a "Window to the World" 60 years ago – one of the first times a broadcast let viewers peer into the inner workings of a TV show. About 40 years later, TODAY was first to feature a plaza where visitors could share their biggest news and interact with our anchors. TODAY's Facebook page continues in this storied tradition. On our virtual plaza, fans from across the world can weigh in on the day's top stories, meet our personalities, and connect with and inform the show. TODAY’s nine niche brand pages, focused on topics from Food to Parenting, Money and Entertainment, are each cultivating their own communities. Here’s how TODAY gets results: TODAY Facebook has high-profile friends: Ann Curry launched Facebook Timeline and spent the day guest-editing the TODAY page. http://on.today.com/wRefUk and http://on.today.com/y1Q8eq TODAY Facebook puts viewers in touch with TODAY experts: TODAY nutritionist Joy Bauer interacted with users during live chats to answer viewers' weight-loss questions. http://on.today.com/xM1Ybz and http://on.today.com/rsmruQ TODAY Facebook connects users to the show and beyond: A post on the TODAY Moms' Facebook page about the Duggars, a family with 19 kids, generated a massive response that helped inform a TODAY broadcast segment. http://on.today.com/yiwxw6 TODAY Facebook gets users in the game: TODAY’s Home Chef Challenge, launched in July, allows users to submit recipes, get votes and win a spot in TODAY's celebrity chef recipe database. Some winners later made it into a show segment. http://on.today.com/ntmALx TODAY Facebook loves your babies as much as you do: Kathie Lee and Hoda’s Cutest Babies Contest – hosted on their Facebook tab – allowed viewers to submit photos of their adorable babies. Every mother’s dream came true: The fourth-hour hosts cooed over these pictures on air for two weeks, and the five cutest babies as voted by fans won a trip to New York City. Clip starts at 9:50: http://on.today.com/yG0uyE TODAY Facebook pulls back the curtain: TODAY highlighted the humans behind the cameras, letting users get to know the characters who make the morning magic in Studio 1A. http://on.today.com/xfYjNf TODAY's main page alone increased in fans more than 157 percent in 2011. Most section pages were built from scratch. Numbers don't even tell the whole story: Our hyper-engaged community is building our brand, every single day. Links to TODAY’s Facebook pages: TODAY: http://www.facebook.com/today KLG and Hoda: http://www.facebook.com/klgandhoda TODAY Moms: http://www.facebook.com/todaymoms TODAY Food: http://www.facebook.com/todayfood TODAY Health: http://www.facebook.com/todayhealth TODAY Money: http://www.facebook.com/todayMoney TODAY Entertainment: http://www.facebook.com/todayEntertainment The Clicker: http://www.facebook.com/TODAYClicker Scoop: http://www.facebook.com/pages/The-Scoop/164862400192064 Hip2Save: http://www.facebook.com/Hip2Save

Fans First: Coca-Cola on Facebook

Coca-Cola is the largest brand on Facebook with 36 million fans worldwide. The community, which was created organically by two fans in 2008, is truly for the fans and by the fans. Since Coca-Cola joined the creators to co-manage the page, the community has flourished and currently serves as a paradigm of how brands can use social to connect with people on a global level. In 2011, Coca-Cola used its “Fans First” mantra in social to invite its global Facebook community to join them in celebrating the brand’s 125th Anniversary. Through the effort, Coke connected with a audience of half a billion people via paid and own impressions and saw fans share tens of thousands of comments with fellow advocates. BACKGROUND -- Fans First. That’s the mantra The Coca-Cola Company lives by when it comes to its online communities. It’s an approach that’s less about big brand advertising and more about enabling consumers to celebrate THEIR love of THEIR brand on THEIR terms in a highly relevant, highly localized way. A perfect illustration of this philosophy is the inception of the brand’s Facebook page, which was created in 2008 by two fans, Dusty and Michael, with no agenda other than to honor their favorite brand. When Facebook later mandated that all pages created within its network be brand-affiliated, Coca-Cola invited Dusty and Michael to co-manage the community alongside the brand. Today, the 36 million member community has more connections than any other brand on Facebook. Connecting with Fans: Across social, The Coca-Cola Company encourages fans to weave their own experiences into the stories of their beverage brands by promoting content sharing and interaction. The top objective for The Coca-Cola Company in social is to cultivate liquid stories that spread online through sharing and link back to the brand objectives -delivering brand love and value. Coca-Cola uses social to connect millions and millions of people with each other around the world – every single day. Coca-Cola’s highly engaged communities have established a paradigm of the best way for our brands to engage in social spaces – by focusing on community, maintaining openness and innovating at every step of the way. The fuel to the strategy lies in organic passion that emanates from the brand’s global following. Coca-Cola’s digital communities – on Facebook, Twitter, YouTube and elsewhere – are for the fans, by the fans. The brand promotes community by inspiring fans to share their experiences with Coca-Cola (and millions of their closest friends), and a robust fan-centric editorial calendar ensures that fans are consistently exposed to new and differentiated content. User-generated content (UGC) is paramount, and the brand works to expand – not squelch – the volume of comments, photos and videos submitted by Coca-Cola lovers in its various communities. Active Fan Engagement: Today, Coca-Cola’s digital communities are comprised of tens of millions of people from around the world. The brand is a consistent leader with regard to engagement, as its communities post hundreds of thousands of expressions (likes, comments, multimedia shares) every month across several social platforms. Sharing is the key, because Coke estimates that its 36 million Facebook fans are connected to around 600 million others – nearly the whole universe of Facebook. The Fans First strategy in social has empowered The Coca-Cola Company to raise awareness of its events and initiatives – such its 125th Anniversary celebration (held earlier this year), which: *Reached a global audience of half a billion people via paid and owned media impressions. *Had hundreds of thousands of views of the concert live stream on the day of the event. *Saw fans share tens of thousands of comments with others watching via a special widget. Messaging and media surrounding the event garnered more than half a million total expressions, defined as clicks, comments, likes, tweets and other social actions. Across the 125th Anniversary initiative and the Company’s other programs, brand engagement goes beyond people liking, tweeting and making other social commentary. Coke’s social media fans are drinking and buying the Company’s beverages. Recent custom research shows that a Coke fan on Facebook is twice as likely to consume Coca-Cola and 10 times more likely to purchase Coca-Cola products than a non-Facebook fan.

Facebook.com/MTV

MTV is currently ranked the #5 brand on Facebook with over 30 million ‘likes,’ and it is the 2nd most-liked entertainment brand on Facebook right behind Disney. A source for exclusive music and show content, MTV’s brand page has incredible levels of engagement – despite not being the largest brand page on Facebook, MTV's viral content offering generates more impressions than any other brand page, doubling those of second-place holder YouTube. MTV was also named second in overall audience engagement quality.

Would You *Like* A Pepsi?

Produced by: Deep Focus

Everyone’s got one of those friends on Facebook--you know, the one that posts up that clip of kittens with mohawks as soon as it hits the web, or encapsulates a great moment in one hilarious status? Pepsi on Facebook is just that: one of your coolest friends on Facebook, who just also happens to be a can of soda. From getting fans pumped up for the weekend, to sharing the coolest tunes, Pepsi on Facebook is a cultural cyclone bringing the good times to all members of the Pepsi Generation. Digging down to the essence of what a can of Pepsi would sound like, Deep Focus worked with Pepsi to develop a distinct voice and mentality to represent their brand. Fleshing out the Pepsi voice gave way to a distinct Pepsi personality--a music junkie, always in the know about the latest hits in nearly all genres and forms. This is your friend with a direct line to all the latest memes and trends, and eager to share this great stuff with all their friends. Building out this personality through a series of programs around music, pop culture and the brand, the Pepsi Facebook page has become a home for all members of the Pepsi Generation. Along with thematic content, Deep Focus dove into whatever fans were already talking about—like dressing up a can of Pepsi with a Harry Potter scar and glasses, planking a Pepsi can around the office and more. Beyond finding and building out content for Pepsi’s Facebook page, Deep Focus is on the front line of what Pepsi’s customers are talking about. From chants of “Bring back Crystal Pepsi!” to dealing with product issues, Deep Focus worked with Pepsi to give customers an outstanding customer experience consistent with Pepsi’s brand personality. Deep Focus was also attentive to posts from fans, engaging with nearly all relevant posts made to the wall. The result: Over the course of 6 months, Pepsi’s Monthly Active Users jumped 315%, while likes and comments shot up nearly 400%, all the while growing the page by nearly 2 million fans. As well, AllFacebook.com recognized Pepsi’s page as 5th on its list of Top 100 Most Engaging Brands on Facebook.