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op yo Sean Cauterman wrote this case under the supervision of Professor Michael Sider solely to provide material for class discussion.
The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca.
Copyright © 2010, Richard Ivey School of Business Foundation

Version: (A) 2010-11-01

It was August 1, 2008, and Maggie Fox, chief executive officer (CEO) of the Social Media Group (SMG), sat at her desk in Dundas, Ontario to review her internal creative team’s initial response to a request from her newest client, ING Direct Canada (ING). After the tremendous success of the Superstar Saver Search
YouTube campaign, ING wanted to respond to the recent economic crisis and launch a second, complementary social media campaign. ING was looking for SMG to help them increase the bank’s online presence. No

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Fox had a meeting scheduled for August 15 with ING’s senior management. Prior to the meeting, Fox needed to work with her team to make a number of key recommendations, including defining the goals of the campaign, choosing a social media platform, estimating the costs of implementation and creating a specific strategy for measuring the success of

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