Best social media campaigns, well, my favourite case studies anyway.

Michael Watkins over at Mudo Media isn’t impressed. He thinks –via Digital Ministry – that social media strategists are all talk and no media. Is he right? Probably. But irrespective of whether anyone is actually hiring consultants, employing traditional agencies or just dumping it on the junior Gen Y to get it all happening, it is happening in Australia. My fave ones so far:


Future of Melbourne

Future of Melbourne

Future of Melbourne is excellent. Engagement is not using YouTube as a broadcast medium (shove up a video of Ruddles and ignore it) but actually asking for, and responding to community involvement. All good. (my post)

It would be tricky to say our government is not involved, though everyone always wants more. Malcolm Turnbull (active) and Kevin Rudd (less so) are on Twitter. Malcolm also blogs. Stephen Conroy referenced #nocleanfeed on Twitter on the temporary blog.

EDUCATION SOCIAL MEDIA have set up a social network for teachers called can create a group to share your profile (Identity), blog (content) and communities (groups). Even more betterer than the other gov stuff in my book! 😉 great for Australian teachers.


I really like Seb’s work at Powerhouse museum. What’s not to love? Here’s his presentation:

Close second is probably War Memorial guys, or National Library Flickr photo groups or the Australian National Dance collection.

NOT FOR PROFITS social media case studies

Dunno how to choose – Amnesty International Chinese censorship thingie? Lots of conversation there (20,000 threads I think?) By Care Network, Bendalls Group, dgmAustralia. Solidariti‘s work with Native Title (cross community promotional stuff) – actually, read her blog for all the non-profit campaigns in Australia. Priscilla, if you’re not busy, why not put together your fave NFP campaigns for last year?

Oh, I’ll settle on While there is no doubt that they promote their own causes and get the community to rally behind their agenda, rather than giving the tools to the community to create and support the communities priorities, there’s no doubt that they are effective at using social media to motivate happy-go-lucky Australians. Except me. I just sit here blogging about them. In a happy-go-lucky way.

MILITARY Case Studies

That Defence force game by Visual Jazz?

attracted over 1.1 million unique players (one-third of our target audience of Australians aged 15 – 35!) 8.46% of all Defencejobs enquirers have a gamer profile on the DJ Games site, equating to approximately 6,000 job enquiries since launch.

Games where we get to kill each other are good no? 😛 Or maybe it was peeling potatoes or something?

Australian Navy has a wiki.

Crisis Management social media case studies

The Department of Fisheries used social media sites (Facebook, Blogs) to manage the Equine flu panics. They had to, the incorrect information flying around couldn’t be managed through traditional means.

TV and Entertainment

Too many to mention. Maybe – editing bits of UGC into the Sunday evening telemovie on Nine didn’t make it any worse than usually Sunday evening telly viewing, honest! Heh.

Fitness case study

Too many to mention. Maybe Blackmores B YourBest Campaign? online community for fatties. Oops, was that politically incorrect?

Retail social media case study

Shoppers at Sportsgirl could vote their fave item, add it to Facebook. Yada yada. Pretty good though, if you are a materialistic, hair flicking, Gen Y who needs to share fashion with other materialistc, hair flicking Gen Y’s. And let’s face it, that’s all of ’em. God bless their materialistic, hair flicking, Gen Y souls 😀

I’ve deliberately stayed away from too much agency created content (though a few like Amnesty are there). But I love Fnuky in Adelaide. Irreverent and even irrelevant, they embody the soul of social media in agency form. Google “The Story of Ye Olde Adelaide Town” <- they nearly got the agency MD elected . *laughs* Oops, I just undid all the good work I did of putting Australian social media into a serious position on the media map. Ah well, never mind. For PR. Miraworld PR did a bunch of work:

National Tourism Board of Peru, Cinque Terre National Park, Great Wall of China, Fiordland in New Zealand and the Blue Mountains.

across LinkedIn, Xing, Plaxo etc.

Anyway, I ran those off the top of my head – getting tired of ‘experts’ who don’t do research so proclaim stuff isn’t working. Or kids who think they discovered social media, don’t do research and leave important aspects out of their unqualified pronouncements. Oops, was that a rant? Maybe we should ask the experts. Leaders like Gavin Heaton (servantofchaos), trib (acidlabs), lee hopkins (better communication), gary hayes ( – wonder if they have any fave Australian Social Media case studies? I’d love Darren Rowse (ProBlogger) and Paull Young. Oh, and YOU.