Media Hunter

Social Media Success Stories: Amnesty International Australia

In the lead up to the Beijing Olympics Amnesty International Australia embarked upon a successful social media campaign. Fi Bendall, one of the campaign architects explains how it worked.

Campaign: Chinese Internet Censorship

Agencies: Care Network, Bendalls Group, dgmAustralia

The Challenge:

Amnesty International set the challenge of how they could leverage social media to create a debate confronting issues around Internet Censorship in China, which would educate and engage online communities.

There were hard metrics set in terms of benchmarks, volume of conversations that would demonstrate share of voice and share of mind. Further benchmarks included the number of content pieces published and number of resultant actions, such as signing up to the Amnesty International Chinese Internet Facebook cause, driving traffic to the uncensor.com.au campaign web-site, joining the online Day of Protest and attending the Tear Down The Great Firewall of China protest in Martin Place, Sydney.

Social Media Success Stories: Young and Free Alberta

A small credit union in provincial Canada has embraced social media with stunning results by relating directly to a desired market in an open and friendly manner.

Common Wealth Credit Union in Alberta launched the Young and Free Alberta initiative 12 months ago, searching for a spokesperson for their Under 25's fee free chequing account. The winning candidate was the bright and bubbly Larissa Walkiw who then proceeded the immerse herself, and the Young and Free campaign, in social media.

The execution has been sensational and the response very impressive. In an industry that desperately seeks to attract customers at a young age (remember the piggy banks and school accounts in Australia anyone?) so they can try and keep them for life, the Young and Free Alberta initiative has been remarkable.

For me some of the key observations are that the company has someone totally dedicated to being the voice and face of the campaign. Its not just a token online effort, Larissa is also actively attending events and communicating the Young and Free message at numerous venues and forums.

I recently interviewed Larissa as part of the Social Media Success Stories series. You can also read interviews with Tim Jackson from Masi Cycles and Bryan Inch from RaboPlus.

Social Media Success Stories: Bryan Inch, RaboPlus

Banking is one of the most conservative industries imaginable. The somber pinstripe suits of the finance world have traditionally been reluctant to engage consumers in non-traditional ways, usually sticking to tried and true advertising approaches that rarely make an impact.

Banking is also the last place you would expect to find a General Manager with a social media marketing agenda. Or is it?

Dutch banking giant Rabobank has been in Australia since 1990. In 2007 they launched RaboPlus as a new online banking service. RaboPlus operates exclusively online with no retail outlets or phone banking, with customers accessing and managing their accounts, and buying and selling managed funds, using the RaboPlus self-directed online platform.

Bryan Inch, GM of RaboPlus in Australia, has adopted a social media approach as part of the overall marketing and communications strategy for business. At this stage the strategy is built mainly around blogging from the RaboPlus corporate site and tailored newsletter, but it is encouraging to see the big end of town beginning to embrace a more open and conversational approach.

I recently interviewed Bryan for the Social Media Success Stories series. You can also read Interview 1 with Tim Jackson of Masi Bicyles here:

Social Media Success Stories: Tim Jackson, Masi Bicycles

Social media has grown from a fringe curiosity to a slightly left-of-center marketing tool in just a few short years. It seems now to be only a matter of time before social media techniques and philosophy penetrate the mainstream. 

In what is, hopefully, a long series covering Social Media Success Stories I intend to introduce you to the early pioneers who have adopted social media and translated it into greater success.

I have started by interviewing someone who has taken on a conservative old industry with a small niche brand and a great social media approach: Tim Jackson aka Masi Guy from Masi Bicycles USA.