Nominate a Campaign: Micro-blog Category

[Janette Toral]

The Micro-Blog category intends to spotlight on campaigns done through the use of micro-blogging sites like Twitter, Plurk, and other similar tools - either as an independent / individual effort or as an advertiser / marketer.

Nominate a site now by posting a comment on or before March 15, 2010. It should include the following:

1. Campaign name:

2. Campaign description / mechanics: (it should have start/end date, campaign objectives)

3. Website url(s) where campaign was launched and related developments (e.g. launch, progress, winners announcement, post-event write-up).

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)

 

(Note: from March 13, the submission of entries got extended to March 15. By midnight, posting of comments shall be closed and no more submission shall be entertained.)
 

Review the judging criteria

Back to DigitalFilipino Social Networking Awards categories

[Micaela Fransesca T. Rodriguez]

1. Campaign name: Bangon Pinoy Twitter Campaign

2. Campaign description / mechanics: The organizers of Bangon Pinoy Campaign encouraged Twitter users to use the #bangonpinoy hashtags which is equivalent to Php 1. Every tweet counts.

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up). http://circles.globe.com.ph/bangonpinoy/2009/11/09/globe-joins-the-...

4. What makes this campaign outstanding? They were able to raise a big amount due to the Tweets of the participants. All proceeds went to Ondoy victims.

[JayL Santiago Aquino]

1. Campaign name:
SMART's #ILoveSMART Twitter Contest!

2. Campaign description / mechanics:
Just use the hashtag #ILoveSMART on Twitter

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up). http://www.facebook.com/notes.php?id=137599377310

4. What makes this campaign outstanding? More than 1,000 responses with no extra promotion needed it's just go viral.

[Abbie Real]

1. Campaign name: @SMARTCares at Twitter - The Official Twitter Account of SMART's Customer Care Group

2. Campaign Description / Mechanics:
SMARTCares is the official account of the Customer Care Group of SMART Communications, Inc. at Twitter. SMART is the first to offer near real-time customer servicing in the Philippines through the Twitter channel. The aim of the campaign is to listen to customer concerns on-line, provide 100% response and acknowledgment, provide resolution, and engage subscribers by providing them relevant information about their subscription and account.

Launched last October 1, 2009, the channel already has 3,600 followers to date and it receives an average transaction (eg. product inquiries, after-sales requests, comments & concerns) of 2,000 per month from followers and subscribers. The account is maintained and monitored by a team of certified Customer Care Representatives from 9:00 am until 10:00 pm, Mondays - Sundays, 7x a week. They process end-to-end resolution of inquiries and concerns. They give the same level of service excellence and efficiency like what SMART Hotline and SMART Wireless Center provides.

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).
http://twitter.com/SMARTCares
http://twitter.grader.com/smartcares
http://twitpic.com/15zw34

4. What makes this campaign outstanding?
The rise of Social Media in the Philippines paved the way for consumers to create real-time consumer-generated contents that were not possible before. Voices of customers which were limited to published articles in the newspapers in the past are now made possible through Social Networking sites and various Web 2.0 tools. SMART recognized this need so it provided a channel for the customers to escalate their concerns on-line and at the same time educate them about relevant information about their subscriptions.

Here are some more success indicators of the project:
- The Public Relations Society in The Philippines (PRSP) recently awarded SMARTCares at Twitter an Anvil Award of Excellence under the Multimedia - Social/New/Viral Media Category for its effective customer servicing and on-line reputation management for SMART Communications, Inc.
- SMART Communications, Inc. is the first company to offer real-time customer servicing on-line through Social Media and Twitter. Other brands have Social Media accounts but they mainly use it for product announcements, news and promos. Some brands started their customer servicing accounts after SMARTCares was launched.
- Over 10,000 Smart on-line concerns were gathered and acknowledged since launch. Customer concerns and complaints were also escalated and resolved.
- The Twitter SMARTCares channel immediately generated 1,000 followers on its 1st month of operation.
- 70% of SMARTCares’ Twitter posts are re-tweeted or re-posted by Twitter users or followers.
- SMARTCares has a 99.5% TwitterGrade according to TwitterGrade.com, which measures Twitter accounts according to influence and followers.

[Vince]

1. Campaign name: BlueWater Day Spa and WhenInManila.com's "FREE Feb Couple's Massage Giveaway"

2. Campaign description / mechanics:

Win a FREE Couple’s Massage from BlueWater Day Spa EVERY WEEK in Feb 2010!
All you have to do is leave the most memorable comment on our site (WhenInManila.com) or on our Facebook page (Facebook.com/WhenInManila) and we’ll pick one commenter per week to get a free couples massage (meaning good for two people) at the famous BlueWater Day Spa Movie Theater Massage Room!

Not a lot of rules, just try to leave a comment that will stand out to the WhenInManila.com team. Maybe something funny, memorable, or anything really. You can comment as much as you want to increase your odds of winning.

Commenters can be from ANYWHERE in the world as you can transfer the winning prize to whomever you choose. We will announce winners ever week in February 2010. (Winners announced Feb 8, 15, 22 and 28, 2010)


3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up):

http://www.wheninmanila.com/win-free-couples-massage-from-bluewater...

http://Facebook.com/WhenInManila


4. What makes this campaign outstanding?

This was a campaign designed to promote the brand name of BlueWater Day Spa. They were interested in creating an online contest that would help spread the name of their establishment and allow more people to recognize their brand name as a premier name in Health & Wellness Services.

The first sign that marked this as an "outstanding campaign" was the strategy used to disseminate the info of this campaign. A full on blogging and social media campaign really pushed the BlueWater Day Spa brand name into the next level. Contest and Freebie Blogs such as BoyKuripot, NingBuning and MukhangPera were tapped to help spread the word of the BlueWater Day Spa contest, along with other famous blogs such as FlairCandy.com and our own WhenInManila.com. Furthermore a social media frenzy of Twitter, Facebook, Plurk, TwitVid, MySpace, Friendster, Vimeo, Wordpress, Blogger, Tumblr, YouTube, TypePad, LiveJournal and more were all used to further spread the brand name and the contest info.

By asking our audience to simply leave a comment, we strategically opened up the doors for most everyone to be able to join. Thus, allowing everyone to see and hear the brand we were promoting. Furthermore, the implied simplicity of the "just leave a comment" campaign pushed many to join, but still required them to note the brand name of BlueWater Day Spa. With the "leave the most memorable comment" rule, many participants self-motivated themselves to go to BlueWater Day Spa's website to see what kind of services they offered in order to leave an intelligent comment for the contest. Again, furthering the branding and understanding of the BlueWater Day Spa name.

The campaign was ultimately successful in gaining over 450 entries for this contest! Therefore attaining our goal of promoting the brand name of BlueWater Day Spa. The client was also very happy and has enlisted our services for the remainder of the year. In the end, it was a win-win-win situation where BlueWater Day Spa was able to promote their brand name online at a low cost, WhenInManila.com was able to entice more viewers and gain more fans, while our audience was also able to score some free massages.

As Borat would say.... "GREAT SUCCESS!"

[Meg]

1. Campaign Name: Teach Lola
2. Campaign Description/Mechanics:
Bayan Telecommunications’ Teach Lola campaign is an initiative to bridge the communication gap between the younger and older generation of Filipinos by pioneering the drive towards encouraging the younger generation to take the first step to bridge the digital divide by teaching their grandparents how to get connected to the world through the World Wide Web.

Web site urls where the campaign was launched and related developments:
www.lolatechie.com
http://www.facebook.com/teachlola
http://twitter.com/LolaTechie
http://teachlola.blogspot.com/
http://www.plurk.com/lolatechie
3. What makes this campaign outstanding?
The Teach Lola campaign began with an observation of how young people hardly communicate with their grandparents anymore. This compelled Bayan to further investigate through an informal poll conducted through social networking sites such as Plurk and Facebook that showed how 87 percent of respondents would want to continue communicating with their grandparents if they have the chance. The same informal poll revealed that 81 percent of Filipinos are close to their grandparents, and that 57 percent still visit from time to time.

Bayan Telecommunications saw this as an opportunity to pioneer the drive towards encouraging the younger generation to take the first step in bridging the generation divide by teaching their grandparents how to use the Internet.

To propagate the message of the Teach Lola campaign, introduced an internet-savvy character, Lola Techie, through a TV commercial that linked its viewers to its website www.lolatechie.com. The website then served as a platform for users to connect with the Lola Techie character through social networking sites such as Facebook, Twitter, Plurk and Multiply. The campaign also sought to engage active participation among the online media through this initiative.

o Viral Videos – The two were shot in digital format and was made as a follow up for their two TVCs. The videos were shared and linked by [INSERT LIST OF NOTABLE WEBSITES and FORUMS].The Teach Lola campaign through Lola Techie was also discussed in forums and blog sites such as [INSERT PROMINENT FORUMS and BLOGS].

o Social Networking Sites – Memberships on social networking sites such as Facebook, Twitter, Plurk and Multiply allowed the younger users of the internet to interact with the Lola Techie character. Since the target audience of the campaign are the youth, interacting with them online as Lola Techie will show them how fun and easy it could be if they can also communicate the same way with their grandparents. It has gathered a huge following of over 95, 000 fans in Facebook, more than 2, 000 friends and fans in Plurk and Twitter and almost 4, 500 community members in Multiply—all in a span of two months after the profiles were built. The current community generates more than [insert number] million page views and replies every month and still growing. Through the social networking sites, the campaign has a wider reach among online consumers.

o Meanwhile, daily inquiries through the Bayan DSL hotline and the website grew by 700%.During the campaign period, the Bayan DSL subscriber base expanded by 45%.Because of these initial figures, Bayan is expected to end the year with more than 100,000 DSL customers, or about a 50% growth over the previous year.

[Carl Vinson carlos]

1. Campaign name: BANGON PINOY HASHTAG CAMPAIGN

2. Campaign description / mechanics:

With just a simple tweet, you can become part of this sharing of hope, help, and happiness! Put #BangonPinoy after your tweets starting October until November 15, 2009. For every #BangonPinoy hashtag used, Globe Telecom, in partnership with the Philippine Blog Awards, will guarantee a P30 donation to be spent for typhoon victims. Our target is to reach 400,000 PHP by November 15, 2009!

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).
http://tattoo.globe.com.ph/bangon_pinoy.php

4. What makes this campaign outstanding?

It was so phenomenal that total tweet-donations even exceeded the target P400,000. The program collected and donated more than P409,000. Plus, the hashtag #BangonPinoy became a local trending topic in Twitter for weeks.

Bangon Pinoy isn’t just a Twitter campaign; it’s a campaign for a cause, which at the time the country desperately needed. The Bangon Pinoy program is Globe’s initiative to help rebuild and rehabilitate the country in the wake of the disastrous typhoons Ondoy and Pepeng. This action will culminate in re-planting activities in several Gawad Kalinga farms in Tarlac, Pangasinan, Nueva Vizcaya, Pampanga, and Isabela on November 6.

Moreover, the program culminated with another program --- TECH TANOD. Tech Tanod is all about the Digital Barangay. With funds from the Bangon Pinoy campaign, Globe and PBA have been conducting a four-month educational course on writing, blogging, and information advocacies.

[Carl Vinson carlos]

1. Campaign name: TALK2GLOBE

2. Campaign description / mechanics:

Talk2Globe is a cross-channel campaign to bring customer support right at the customers' fingertips. Talk2Globe addresses Globe-related concerns posted on Twitter and Facebook. It was launched on November 16, 2009 and had been receiving commendations from users. All users have to do is to tweet @Talk2Globe (on Twitter) or post their concern on Globe's official fan pages (on Facebook) and a Customer Service Representative will address them.

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).
http://www.twitter.com/talk2globe
http://www.facebook.com/globePH

4. What makes this campaign outstanding?
Customer support on Social Media channels is new in the Philippines. Talk2Globe is one of the first programs in the country to extend customer service in two social networks --- Twitter and Facebook, making it a lot more convenient for Filipinos, who are one of the top Internet nations in the world. The program increased Globe Twitter's population from 700 to almost 4000 to date while Facebook from 5000 to over 24,000.

[Carl Vinson carlos]

1. Campaign name:
The Yugatech Great Gadget Giveaway

2. Campaign description / mechanics:
Tech blogger Yugatech partnered with Globe Telecom for a gadget giveaway contest conducted by Yugatech on his blog. The mechanics were composed by Yugatech for his readers and fans. Globe supported this by providing the prizes such as Modu phones, a couple of 3G-capable MSI Wind netbooks, hundreds of 3G dongles and Php120,000 worth of pre-paid load cards.

1) Follow @abeolandres and @talk2globe on Twitter.
2) Post a tweet “Just entered to win a Modu Phone. Quick! Go follow @abeolandres and @talk2globe and retweet: http://bit.ly/6e2q7O #thanks2yugatech”
OR
1) Blog about the “YugaTech Great Gadget Giveaway”. Include the photo I posted here and link to this contest page.
2) Don’t forget to include in your post the mechanics for the Twitter contest above.
3) Leave a comment here with the URL of your entry.

Round 2:
Go to the most crowded place and have your picture taken holding the sign “Follow @abeolandres and @talk2globe on Twitter! “.


3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).
http://www.yugatech.com/blog/contests/the-yugatech-great-gadget-giv...
http://www.yugatech.com/blog/contests/yugatech-contest-1-merry-twee...
http://www.yugatech.com/blog/contests/giveaway-round-2-gimme-your-b...


4. What makes this campaign outstanding?
The contest page alone received 700 responses and the campaign immediately became viral on Twitter over a short period of time.

[Michelle Pestano]

1. Campaign name: Philippine Red Cross Appeals to donors and volunteers for Ondoy and Pepeng victims

2. Campaign description / mechanics: Philippine National Red Cross tapped social networking sites: Facebook, Twitter, to appeal to those who are willing to donate to aid relief and rescue operations via: 1) Paypal [e-mail] (for international donors); 2) Mobile credits (donate-a-load service for Globe and Smart subscribers allowed mobile users to send as little as PHP10 up to PHP 500 of their mobile load as donations); and 3) Shopandshare.ph auctions spearheaded by Philippine Red Cross ambassadors Angel Locsin and Anne Curtis in partnership with Ebay.ph. Local celebrities generously donated their designer bags, clothes and other items up for auction; where proceeds would be donated to the victims of Ondoy and Pepeng.

Through Facebook and Twitter, the Philippine Red Cross also gathered thousands of volunteers nationwide who went to their respective chapters for repacking and other operations. Social networking sites also allowed the Philippine Red Cross to respond to rescue requests or answer inquiries for mobilizing volunteers and post updates on rescue operations, and details of drop off points for non monetary donations.

3. Website url(s) where campaign was launched and related developments
http://twitter.com/redcross143
http://twitter.com/philredcross
http://www.facebook.com/pages/Philippine-National-Red-Cross/9633492...
http://www.redcross.org.ph/Site/PNRC/wtd.aspx (Ways to Donate includes instructions for SMS)
http://www.youtube.com/watch?v=45pyxBQJRL8 --> A video that David Guerrero of BBDO created as an appeal for donors
http://shopandshare.ph
http://twitter.com/143redangel
http://twitter.com/annecurtissmith

4. What makes this campaign outstanding?
The appeal to donors ran solely on social networking sites and relied on Retweets and Reposts by volunteers, and other concerned followers. At the height of the Ondoy and Pepeng disaster, after posting the appeal to donate via text and Paypal, the Red Cross received over PHP 5M worth of donations within the first 5 days. The Shopandshare.ph auctions have gathered over 200 items worth USD500,000, where 15% of the inventory have already been successfully sold and proceeds amounting to PHP1.2M has been donated to the Philippine Red Cross, to aid rescue and relief operations.

The Philippine National Red Cross has been known to tap the most widely-used web and mobile technologies in pursuit of their mission as the country's premier humanitarian organization. As early as 2004, it has mobilized mobile platforms in raising funds for victims of twin typhoons Winnie and Yoyong, as well as the victims of the Great Asian Tsunami.