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  1. February 22, 2010 7:21 pm

    Great Post! I found more than what I’m looking for. Definitely informative. Thanks a lot!

  2. February 22, 2010 11:18 pm

    I think you make some good points in this article, however you missed the biggest incentive of all….offering a $100,000 job in paradise. Who wouldn’t want that! or to pass that on to their friends.

  3. February 23, 2010 9:39 am

    All the above things are really worthy! On a whole any social campaign though it may not have a unique product, if the members in the network feels it’s a genuine one, you will meet the success! As always seeing it is all the credibility that matters!!

  4. February 23, 2010 8:05 pm

    Good post. Advice very much in line with general best practices. As for the Queensland example, I am in total agreement with skfox56. The success of this campaign was due in significant part to the incentive offered, a paid six-month gig on a tropical island with worldwide attention. 99% of other brands that want to leverage social media do not have this kind of carrot to dangle in front of people’s noses. In those cases, brands need to understand why their customers are online and how their brand attributes, benefits or values smartly translated across the social web, can help customers achieve their goals.

  5. March 10, 2010 2:33 pm

    Great and informative post, the Queensland campaign was a great but like others have said it certainly helps to be offering $100k to chill out on a beautiful island. most campaigns don;t have the luxury of offering that. How about an example of a good campaign that didn’t offer money

  6. April 30, 2010 11:38 am

    Running a successful social media campaign can be time consuming and challenging. This case study as well as the other posts were very useful to our organization, a marketing outsourcing company. Reading all your other posts.

  7. May 5, 2010 11:30 pm

    Good one. I have been struggling with how to connect the dots a bit. I think what I need to do is reexamine my crossover strategy and embed my digital profile into more of my shrinking print media.
    Thanks for sharing.

  8. May 10, 2010 1:30 pm

    A great post. Truly viral content is priceless, but not that easy to come up with. Planning a viral marketing campaign can be a little like a book I was given once ‘1000 way to make £1,000,000’ it was full of great ideas, like: ‘write a best-selling book’ – all true, but not really useful.

    Here is the last video I made that went viral – it did pretty well, but the problem I have now is I need to think of a better idea for next time!
    Social Media reaches the South Pacific.

  9. June 4, 2010 10:57 pm

    If the objective is to raise awareness then reach, coverage and hits are success factors – if however, like in the case of the ‘best job in the world’ the objective was to raise tourism sales, then the fact the campaign didn’t, is something that should be looked into.

    With no disrespect to Quinn & Co (and every other agency that takes credit for being the one who ‘came up with it’), the objectives of raising sales trump even the most incredible youtube stats…

  10. June 6, 2010 5:06 am

    Awesome STUFF! Thanks for sharing this wonderful value here. You’ve helped me so much! God Bless Your Success!

  11. June 15, 2010 12:35 am

    Superb. Shows how solid PR skills get turbocharged with the tools of social media.


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