María José Serres  mjserres@gmail.com MSc Digital MarketingSouthampton University  © María José Serres, 2011.
MSc Digital Marketing Dissertation FindingsINTRODUCTIONThe purpose of the dissertation was to investigate to what extent c...
MSc Digital Marketing Dissertation FindingsTHE RESEARCH PROCESSI started this dissertation with the literature review, whi...
MSc Digital Marketing Dissertation FindingsSOCIAL MEDIA EXPERTSI’m very grateful that I obtained more expert’s opinions th...
MSc Digital Marketing Dissertation FindingsLIST OF SOCIAL MEDIA EXPERTSThese are the experts that contributed. The highlig...
MSc Digital Marketing Dissertation FindingsFINDINGSAccording to the experts’ opinions, between 25% and 75% companies useSo...
MSc Digital Marketing Dissertation FindingsThe last category, Economic, collates issues that I thought it could be importa...
MSc Digital Marketing Dissertation FindingsIt’s interesting to see that trend is one of the main reasons for choice of too...
MSc Digital Marketing Dissertation Findings“Pointless measures revealing the little understanding they have of thesocial w...
MSc Digital Marketing Dissertation Findingsthey can get anything to measure. Vanity metrics are easy to see and compare,th...
MSc Digital Marketing Dissertation Findings                          10. Mistakes categories created on the literature rev...
MSc Digital Marketing Dissertation Findingsconversations are going to take place, whether they face it or not. Whencompani...
MSc Digital Marketing Dissertation Findings                                     12. Seven ways to deliver valueThe experts...
MSc Digital Marketing Dissertation Findingsstrategy should allow the company to be open, transparent and genuine but acult...
MSc Digital Marketing Dissertation FindingsIt is interesting to see that the characteristics that allowed companies tosucc...
MSc Digital Marketing Dissertation FindingsCASE STUDIESAs was previously mentioned in the methodology chapter, companies f...
MSc Digital Marketing Dissertation FindingsFour case studies were analysed:                      Multinational technology ...
MSc Digital Marketing Dissertation FindingsCASE STUDY 1: DELL           Social Brand 100 ranking Scores Rank     Social Br...
MSc Digital Marketing Dissertation FindingsCASE STUDY 2: STARBUCKS          Social Brand 100 ranking Scores Rank     Socia...
MSc Digital Marketing Dissertation FindingsCASE STUDY 3: GIFFGAFF           Social Brand 100 ranking Scores Rank      Soci...
MSc Digital Marketing Dissertation FindingsCASE STUDY 4: ZAPPOS           Social Brand 100 ranking Scores Rank      Social...
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To what extent are companies using Social Media within their Digital Communities?

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This is a findings and analysis chapter of a MSc Digital Marketing degree Dissertation by Maria Jose Serres.

The purpose of the dissertation was to investigate to what extent companies are using Social Media within their digital communities.

I also had the opportunity to examine in what ways the company's culture has been affected since it adopted Social Media and to what extent Social Media is allowing companies to deliver value to their Communities, as measured by their own objectives.

Many companies adopted Social Media, but not all of them are now obtaining the results they expected at first. Mistakes are related to misunderstanding and lack of strategy.

The organisations that are succeeding have many characteristics in common that are related to the companies’ values and changes in the culture.

This document contains the findings of my research.
In case you want the details of the data obtained from experts or the discussion of the implications I created, please contact by email.

You can use the information contained in this document, please include a copyright notice and the name of the writer when you do it.

Maria Jose Serres
MSc Digital Marketing
Southampton University
2010 -2011
@mjserres

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To what extent are companies using Social Media within their Digital Communities?

  1. 1. María José Serres mjserres@gmail.com MSc Digital MarketingSouthampton University © María José Serres, 2011.
  2. 2. MSc Digital Marketing Dissertation FindingsINTRODUCTIONThe purpose of the dissertation was to investigate to what extent companiesare using Social Media within their digital communities.I also had the opportunity to examine in what ways the companys culture hasbeen affected since it adopted Social Media and to what extent Social Media isallowing companies to deliver value to their Communities, as measured by theirown objectives.Many companies adopted Social Media, but not all of them are now obtainingthe results they expected at first. Mistakes are related to misunderstanding andlack of strategy.The organisations that are succeeding have many characteristics in commonthat are related to the companies’ values and changes in the culture.This document contains the findings of my research.In case you want the details of the data obtained from experts or the discussionof the implications I created, please contact by email.You can use the information contained in this document, please include acopyright notice and the name of the writer when you do it.TABLE OF CONTENTSIntroduction  ..................................................................................................................................................  2  The  research  process  .................................................................................................................................  3  Social  Media  Experts  ...................................................................................................................................  4   List  of  Social  Media  Experts  .................................................................................................................................  5   Findings  ......................................................................................................................................................................  6  Case  Studies  ................................................................................................................................................  16   Case  Study  1:  Dell  .................................................................................................................................................  18   Case  Study  2:  Starbucks  .....................................................................................................................................  19   Case  Study  3:  Giffgaff  ..........................................................................................................................................  20   Case  Study  4:  Zappos  ..........................................................................................................................................  21  María José Serres Page 2
  3. 3. MSc Digital Marketing Dissertation FindingsTHE RESEARCH PROCESSI started this dissertation with the literature review, which contained theresearch I did from books, articles, journals, commercial research and otherdissertations to obtain a wide view of the market and understand trends.Then, I have contrasted my findings with your points of view, people who workas consultants or in some way help companies to get involved with the best andcorrect use of Social Media tools to be applied in their communities.Finally, I have tried to understand how companies, that are delivering value ontheir digital communities with Social Media, are using these tools.Four companies from the top 10 Social Brands 100 Ranking was selected on thebasis of their successful use of Social Media and compared with the previousfindings and opinions.As a result, I have created a framework with recommendations based on theknowledge acquired and examples obtained.María José Serres Page 3
  4. 4. MSc Digital Marketing Dissertation FindingsSOCIAL MEDIA EXPERTSI’m very grateful that I obtained more expert’s opinions than I expected andthe quality of those opinions was priceless for my research.These experts were interviewed through a qualitative questionnaire and semi-structured interviews. Finally, 42 experts contributed with their point of viewabout the way companies are using social media and how the company cultureis affected, amongst other topics. Great insight was gained through theinterviews, specially the barriers that organisations are normally facing.These opinions are summarised, compared and analysed in the this document. 1. Social Media Experts that collaborated with this dissertationMaría José Serres Page 4
  5. 5. MSc Digital Marketing Dissertation FindingsLIST OF SOCIAL MEDIA EXPERTSThese are the experts that contributed. The highlighted were also interviewed.Location Twitter username Complete NameUnited Kingdom @abigailh Abigail Harrison thebluedoor Managing DirectorUnited States @adamzawel Adam Zawel Director, Communities, Palladium GroupUnited States @AliJLamb Ali Lamb Social Media Strategist at The Marketing Zen GroupUnited States @alliemiami Allison Semancik Online Marketing Consultant & Founder at Idea SproutsUnited States @andreavahl Andrea Vahl Author of the Facebook Marketing for Dummies All-in-OneChile @andressilvaa Andrés Silva SMM Senior Consultant at Arancibia GmgroupUnited Kingdom @andrewgrill Andrew Grill CEO PeopleBrowsr UKUnited Kingdom @gandy Andy Gibson Founder and Director, SociabilityUnited States @barbaraanne123 Barbara Steinberg Owner at Barbaras DreamsUruguay @danielcarranza Daniel Carranza Editor at TanConectados.comUnited Kingdom @dmhprior David Prior Head of Digital Marketing, DelineoUnited States @wilsonellis Debra Ellis President at Wilson & Ellis ConsultingUnited Kingdom @eileenb Eileen Brown CEO at Amastra Ltd.Spain @edans Enrique Dans Professor IE Business SchoolUnited States @equalman Erik Qualman Author of SocialnomicsUnited Kingdom @guy1067 Guy Stephens Capgemini, Social Media ConsultantUnited Kingdom @jas Jas Dhaliwal Head of Communities of AVGUnited States @JasonFalls Jason Falls Social Media Explorer/PrincipalUnited Kingdom @jedhallam Jed Hallam Communities director, VCCP Share, jedhallam.com/blogUnited States @jeffsheehan Jeff Sheehan Sheehan Marketing StrategiesUnited Kingdom @socialvation Jon Holloway Digital Director @ The Works SydneyUnited Kingdom @juliusduncan Julius Duncan Senior Consultant - HeadstreamUnited States @socialkwan Kwan Morrow Digital Relations - @SocialKwanUnited States @thelaurenklein Lauren Klein CEO at Executive NetworksUnited States @lizstrauss Liz Strauss Web Strategist, Corporate trainer Inside- Out ThinkingUnited States @lonsafko Lon Safko CEO at Innovative Thinking, Author of the Social Media BibleUnited Kingdom @communisage Mike Cowburn Managing Director at Communisage LtdUnited States @mrowland602 Mike Rowland President of Impact InteractionsCanada @mitchjoel Mitch Joel President at Twist ImageUnited Kingdom @moelnadi Mo Elnadi Head of Social Media StrategyUnited Kingdom @prospereau Orhan Ertughrul Enjenta, Managing DirectorUruguay @pablobuela Pablo Buela Director, PIMODUnited States @PatrickStrother Patrick Strother Founder, Chief Creative Officer at SCGRPUnited States @rhappe Rachel Happe Co-Founder, The Community RoundtableCanada @RandallCraig Randall Craig President, Pinetree AdvisorsUnited Kingdom @raxlakhani Rax Lakhani Freelance Social Media & PR ConsultantUnited Kingdom @renepower Rene Power Management Team (digital strategy) at Barrett Dixon BellUnited States @shama Shama Kabani CEO at The Marketing Zen GroupUnited States @stephaniec2c Stephanie Cross VP of Client Relations for The Marketing Zen GroupUnited States @tamar Tamar Weinberg Community Support, and Project Manager at MashableCanada @tyrellmara Tyrell Mara Digital Marketing Strategy at TekaraUnited States @vdimauro Vanessa DiMauro CEO, Leader NetworksMaría José Serres Page 5
  6. 6. MSc Digital Marketing Dissertation FindingsFINDINGSAccording to the experts’ opinions, between 25% and 75% companies useSocial Media. The size and type of organisation (small, medium or large;Fortune 500, non-profit, one-person company, from heavily regulated sectors,etc.) are not indicative of the use of Social Media and examples of good practicecan be found everywhere, as some experts highlighted. 2. Percentage of the companies that are using Social MediaThe reasons for adopting Social Media are many, but the majority of the writersand consultants agreed that most of the companies are adopting Social Mediabecause they are following a trend or trying to create a competitive advantage. 3. Summary of the reasons to adopt Social MediaThe opinions that were grouped under “Advantage” are the ones that show thatSocial Media is helping business to go further: creating a competitiveadvantage, following competitors, generating revenue or leading generation,getting new customers and engaging with them.Those who are following a Trend not only desire to be there because everybodyis adopting social media, but also fear not doing it. They need to be there to beperceived as good and also to avoid the uncertainty and doubt of traditionalmedia.With “Improve” I grouped the opinions that I consider show businesses thatwant to improve what they are doing right now, like giving better customerservice, brand awareness and wanting to use Social Media as a newcommunication channel.María José Serres Page 6
  7. 7. MSc Digital Marketing Dissertation FindingsThe last category, Economic, collates issues that I thought it could be importantin order to adopt Social Media in an economic crisis, with changes in the marketand economic cuts. However, experts expressed that these are not the mostimportant reasons for getting involved in Social.According to the experts, the reasons why organisations want to contact theircommunities are not very different from the ones to use Social Media.On the one hand, branding, prospects conversion and communication channelsare the main objectives for being in contact with their community. On the otherhand, most companies are not taking advantage of the community to innovateand carry out market research. This tendency is also reproduced in the CaseStudies.“Consumers take control of your brand; and if done right this is abeautiful thing.” Erik Qualman, Author of Socialnomics 4. Companies’ objectives to contact their communitiesExperts were asked about the tools companies use today, with the objective ofunderstanding why they have chosen those specific ones and not others.There is general agreement that Facebook and Twitter are the preferred tools,and that more specific ones such as location based, bookmarking, etc. are lessused. (The numbers inside the boxes show the number of experts that agreed) 5. Summary of the preferred tools chosen by companiesMaría José Serres Page 7
  8. 8. MSc Digital Marketing Dissertation FindingsIt’s interesting to see that trend is one of the main reasons for choice of tools,according to expert opinion, but companies are also aware that these are thetools their community members (or the target they want to reach) are currentlyusing. 6. Motives behind the tools selectionAt the time to measure effectiveness, Jas Dhaliwal, Head of Communities atAVG, states, “There is no easy answer as many businesses are different andlook for different things.”Abigail Harrison, The Blue Door Managing Director, considers that Social Mediaprovides different opportunities for measuring effectiveness, but there are someunreal measures of influence online with “self-fulfilling prophecies” as she said,therefore online measurement provides huge challenges for companies.Most of the experts interviewed agreed that the way companies measure theirefforts is through vanity metrics (likes, fans, etc.). These are superficial metricscompared with the ones closer to revenue sources. 7. Social Media measuring techniquesMaría José Serres Page 8
  9. 9. MSc Digital Marketing Dissertation Findings“Pointless measures revealing the little understanding they have of thesocial web. Short-sighted strategies or no strategy at all” Enrique Dans, IEBusiness School ProfessorExperts’ opinions show that most of the companies found Social Media effortsdifficult to measure. As Liz Strauss, Web Strategist, Corporate trainer Inside-Out Thinking / SOBCon stated, three problems come together when measuringSocial Media efforts: 1. Often companies are trying to measure the wrong things, because they dont understand the culture. 2. The tools are still evolving and no clear agreement exist on terms and definitions of what constitute clear measures. 3. The best tools available are enterprise level, quite expensive, and require some understanding to use well.When experts were asked about how good organisations on this topic are, therewas a general agreement that most of the companies are not competent onmeasuring their efforts. 8. How competent are companies measuring effectiveness“We are still in the early days of measuring effectiveness” Guy Stephens,Social Media Consultant at CapgeminiMany interviewees agreed that just a minority of companies they know have abusiness objective behind metrics therefore many get discouraged when theydo not see how or even if Social Media is affecting their sales.They also come to an agreement that Social Media is very time-consuming anddifficult to understand for companies while many marketers don’t even believeMaría José Serres Page 9
  10. 10. MSc Digital Marketing Dissertation Findingsthey can get anything to measure. Vanity metrics are easy to see and compare,this is one of the main reasons why organisations use them.“Some measures are too intangible” David Prior, Head of Digital Marketing at DelineoLack of measurement and confusing vanity metrics with engagement are two ofthe most usual mistakes companies are making with Social Media, but there aremany more as the experts declared.According to their opinions, the main errors are associated with the absence ofstrategy and engagement with the audience.A word cloud was created with all the experts’ opinions, showing that the biggerthe font, the more concept coincidences that were found. (The biggest the font, the more opinions that matches to each concept) 9. Word Cloud- all the experts’ opinions about company’s mistakes.It can be seen that lack of strategy and understanding as well as the lack ofengaging, listening and conversation creation are the most common opinions.However, there are many opinions that are relevant and perhaps I can looseimportant insight.Therefore, all these opinions were grouped under the categories created in theliterature review in order to facilitate the comparison.María José Serres Page 10
  11. 11. MSc Digital Marketing Dissertation Findings 10. Mistakes categories created on the literature reviewThen, I weighting each category by the amount of answers obtained from theexperts that match each category.It is interesting to see how the previous graphic changes contrasting therelevance of each mistakes category and it also reveals insight that was notshown on the word cloud. (Sizes represent the amount of opinions per category) 11. Mistakes categorised and weighted“What if someone says something mean? - Address it” Lon Safko, Author of TheSocial Media BibleAs some experts expressed that “fear of what might go wrong” is one of thecommon mistakes companies make, Lon Safko, author of “The Social MediaBible” was interviewed specifically about that topic. He advised manycompanies to be transparent and talk about the issues that bother them as theMaría José Serres Page 11
  12. 12. MSc Digital Marketing Dissertation Findingsconversations are going to take place, whether they face it or not. Whencompanies followed his advice, the fear level came way down and they start tounderstand they could talk about those issues. The examples he mentionedwhere: Capri Sun Apple Juice by Kraft Foods – One bag got punctured and got black mold in it and a child drunk it and got ill. Safko inspired them to explain that was not their fault; it was the retailer who punctured the bag. https://www.facebook.com/note.php?note_id=46580091974 4 People at Campbell were terrified because everybody was criticising them up because gluten is in every one of their products and gluten can make people really ill. But they cannot take the gluten out of their products. Safko recommended them to address this fact and explain why gluten is in there, why they cannot just take it out and use alternative products. http://campbellsoup.ca/en/products/health.asp?label=glutenfree Merck Pharmaceuticals had a problem with Thimerosal, a mercury- based preservative present in childhood vaccines. Many people thought that it was causing an increase in autism. Safko recommended an open approach not waiting for the discussions to happen, but to publish the studies and reports and have conversations on the subject. http://www.fda.gov/BiologicsBloodVaccines/SafetyAvailability/VaccineSaf ety/UCM096228According to Safko, big and small companies face the same problem and thesolution is to face it, but with a strategy and a means of delivering value.But value is not easily identified and delivered as the Social Media Experts’opinions showed. Specifically two of the interviewees stated that companiesare not delivering value at all.In the literature review, seven ways to deliver value were found. These wereexposed to both experts and the companies examined to obtained theiropinions about it. These concepts were displayed graphically, all of them withthe same size to show the same importance.María José Serres Page 12
  13. 13. MSc Digital Marketing Dissertation Findings 12. Seven ways to deliver valueThe experts suggested that the organisations that best understand the concept,deliver value mainly as rich content and by creating relationships andconversations within their community, recognising that being helpful with thecommunity has its rewards.The same seven ways to deliver value have now different sizes, reflecting theimportance of each way, as expressed by the experts’: 13. Seven ways to deliver value weighted by the amount of opinionsThe ways organisations are delivering value and understanding mistakes arealso part of the characteristics that allows them to succeed with Social Media,as can be seen in the responses obtained.Most of the experts interviewed agreed that having a clear strategy, goals and apurpose is the main factor influencing success of a company with Social Media.They also state that the strategy has to be aligned with the company plan andintegrated with a traditional marketing strategy and traditional tools. ThisMaría José Serres Page 13
  14. 14. MSc Digital Marketing Dissertation Findingsstrategy should allow the company to be open, transparent and genuine but acultural mind-set and understanding of Social Media is required as well as anunderstanding of how communities behave in order to get o it right. “Social media isnt a means to further a corporations strategy; its ameans to help determine it” Manish MehtaVice President, Social Media and Community, DellInc.It is very clear that recovering from some of the mistakes previously describedor even managing not to make them constitutes one of the greatest strengthsthat allows companies to succeed with Social Media.Experts were asked about their opinion about what are the characteristics thatcompanies have that allow them to succeed on Social Media. A word cloud wascreated with all these opinions that shows coincidences by the font size. 14. Characteristics that allow companies to succeed on Social MediaIt is clear the have a Social Media Strategy, to be open, authentic andtransparent as well as to be committed, willing to engage and create valuecontent are the most frequent characteristics that allow companies to succeedon Social Media.People as well as a budget should be assigned to manage this strategy, but asmany experts expressed, most of the employees have to be involved and theboard of directors should be committed with it.María José Serres Page 14
  15. 15. MSc Digital Marketing Dissertation FindingsIt is interesting to see that the characteristics that allowed companies tosucceed with Social Media are also connected with changes in the culture of anorganisation, as can be seen in the experts’ answers that were impacted on aword cloud: 15. How Social Media positively impacted on the company’s cultureFrom the graphic it can be seen that the most common changes on company’sculture that Social Media generated were to be more collaborative, open andtransparent in addition to more aware to customer relationships.However, not all the companies that have become involved with Social Mediahave experienced those changes.“It hasnt yet, but it will, the social business is not far from being thenorm.” Jon Holloway, Digital Director @ The Works SydneyMoreover, most of the experts agreed with Holloway expressing that the culturehas not changed since Social Media was adopted. And also there are manynegative implications as it can be seen in this graphic: 16. Negative implications of Social Media adoptionMaría José Serres Page 15
  16. 16. MSc Digital Marketing Dissertation FindingsCASE STUDIESAs was previously mentioned in the methodology chapter, companies from theSocial Brands 100 Ranking (Buckley, Sponder & Welch, 2011) were selected togain an understanding about their use of Social Media to reach theircommunities. The findings were then compared with the literature review andthe opinions of the experts’This ranking was chosen because many of the principles identified in theliterature review helped to identify successful companies using Social Media.The principles centred around engagement, conversation and transparency. “A social brand is measured by its ability to engage with a connectedpeople by demonstrating three important social principles, consistentlyand intrinsically, in all it does" Chris Buckley, Head of Consulting of HeadstreamThe Social Media 100 ranking elaborated by Headstream is a list of 100companies that were selected by people’s opinion over a Twitter nomination.Headstream considers that a social brand consists of its ability to comply with aset of social principles:1. To listen and respond to what people care about2. To demonstrate appropriate social behaviours that remain compelling, true, authentic and transparent3. To have the ability to create and sustain a win-win relationship with others.They measured these principles on the visible effects of a brand’s social intentin three phases.The first phase, they examined the brand’s behaviour based on ease with whichpeople could manage, join and start conversations:• Their ability to start conversations• The engaging quality of the content they created and shared• The brand’s responsiveness to comments or questions from the communityThen they used a data analytics tool (Brandwatch) to score each brand basedon the number of times the brand was mentioned on discussion sites as well asthe brand’s interactions and conversations.Finally, a multidisciplinary expert panel reflected on their industry expertisearound a brand’s social activities to score each brand (Buckley, Sponder &Welch, 2011).Only the ones that had contacts who could spare the time to share informationwere selected.María José Serres Page 16
  17. 17. MSc Digital Marketing Dissertation FindingsFour case studies were analysed: Multinational technology company that sell and support a wide range of product on many categories, including desktop PCs, servers and networking products, storage, software and peripherals, and services. Multinational retailer, roaster, and brand of specialty coffee company with focus on the customer experience, adopting the concept of “third place”. British "community-run" mobile phone company, which rewards its customers to spread the word about it and give support to their peers. American online retailer of shoes, handbags, clothing, eyewear, jewellery, luggage, accessories and electronics over 1100 brands. They are centred on customer service and spending more on it than advertising.The information obtained from contacts was complemented with a littleresearch about of each company through articles in order to understand theirstrategy, their culture and how they behave with Social Media.The combined information was summarised and presented in the next session,in a clear and easy to compare structure.María José Serres Page 17
  18. 18. MSc Digital Marketing Dissertation FindingsCASE STUDY 1: DELL Social Brand 100 ranking Scores Rank Social Brand Social Engagement Panel 1 53.10 14.60 38.50Community Started in: 1984Objectives to • Understand customer needs Category: Technologycontact the • Branding CEO: Michael Dellcommunity • Support (@michaeldell) • Customer Service Great at: Innovation • Maintain Customers Headquarters: United States • Communication Channel • Improve Customer Satisfaction Social Media Tools used:Deliver Value • 24/7 support in different languagesby • Promoting Collaboration • Delivering rich content • Creating relationships • Sharing knowledge in both directions • Being helpful with the community Were chosen because: • Looking for insights • Communities members are using these toolsSocial Media • Create Strong SocialStarted using February 2006 after “Dell Hell” incident Presenceit:Use Reasons: • Listen& engage with customers • Track online conversations all over the world to find patterns and promote conversations • Help customers to tell their stories • Real-time Measuring • Amplifies and accelerates word-of-mouthObjectives: • Create a good brand presence on Social Media • Generate meaningful content for customers • Increase connections with customers on Social Media • Tighter integration between Dell Community sites with Social Media presence • Scaling support of Social Media initiatives into the Dell business unitsMeasuring: • Amount of customer insights that drive innovation on Dell’s products • Efficiency on marketing expenditure • Customer lifecycle value: loyalty and recurring investments • Costs savings on support interactionsCultureCompany: • Focus on customersChanges since • Code of Conduct to instruct employees how to behave on Social MediaSocial Media • Social Media Listening Command Centrewas • Employees scattered all over the world are listening, monitoring and activelyintroduced: participating. • Board of directors are involved with Social Media • More than 1,000 employees got formal training on Social Media • Any employee is accountable for the information they shareThey Succeed • Passionate social listenerson Social • Social Media UniversityMedia • Turn customers into brand advocatesbecause: • Dell Executives are social • Community active and involvedMaría José Serres Page 18
  19. 19. MSc Digital Marketing Dissertation FindingsCASE STUDY 2: STARBUCKS Social Brand 100 ranking Scores Rank Social Brand Social Engagement Panel 3 51.10 12.60 38.50CommunityObjectives to • Maintain Customerscontact the • Communication Channelcommunity • Improve Customer Satisfaction Started in: 1971 • Co-Creation Category: CoffeeDeliver Value • Promote Collaborationby • Deliver rich content CEO: Howard • Create relationships Schultz • Share knowledge in both directions Great at: Customer • Be helpful with the community Experience • Look for insights Headquarters: United StatesSocial MediaStarted using • 2007 Globally, 2009 in United Kingdomit: Social Media Tools Used:Use Reasons: • To build meaningful relationshipsObjectives: • Promotes Co-Creation through “My Were chosen because: Starbucks Idea” • Community members are using that tool/these tools.Measuring: • Likes / Fans / Friends / Followers / Re-tweets / Visitors / Posts, Conversations / Engagement / InfluenceCultureCompany: • Focus on customer experience, the third place between work and home (Starbucks, 2011) • Mission Statement: To inspire and nurture the human spirit - One person, One cup, and One Neighbourhood at a time. (Shearing, 2010)Changes since • Focus more on relationships than traditional marketing.Social Mediawasintroduced:They Succeed • Have willingness to take smart risks.on Social Media • Understanding throughout the business of the importance of these relationships.because: • Drive to deliver the best customer experience possible.María José Serres Page 19
  20. 20. MSc Digital Marketing Dissertation FindingsCASE STUDY 3: GIFFGAFF Social Brand 100 ranking Scores Rank Social Brand Social Engagement Panel 4 50.60 15.60 35.00Community Started in: 2009 Category: Mobile phoneObjectives to “Community is central to Giffgaffs business”contact the • Branding CEO: Mike Fairmancommunity • Prospects Conversion (@mikefairman) • Support Great at: Crowd-sourcing • Maintain Customers customer • Communication Channel service • Improve Customer Satisfaction Headquarters: United Kingdom • The aim of interacting with it is to give what customers want, a voice and a real form of interaction with the business. Social Media Tools used:Deliver Value • Promote Collaborationby • Deliver rich content • Generate conversations • Create relationships • Share knowledge in both directions Were chosen because: • Be helpful with the community • Communities members • Look for insights are using these tools • Easiest ones to manageSocial MediaStarted using From launch2009 – Social Media was part of the customer service strategyit:Use Reasons: • Create a Competitive Advantage • Promote Changes in the Market • Deliver a Better Customer Service • Social Media enables real dialogue and two-way communication, which genuinely involves customers in business decisions and business functions.Objectives: • Create real and meaningful engagement for those customers who want to get involved • Allows customers to help others as in many cases they know more about an issue that the staffMeasuring: • Likes / Fans / Friends / Followers / Re-tweets / Visitors / Posts • Net Promoter Score (NPS) • They think trying to attribute ROI to Social Media is a mistakeCultureCompany: • They want to create real and meaningful engagement for those customers who want to get involved.Social Media: • Fully integrated in the company’s culture, an integral part of the company from the startThey Succeed • Authentic voice. Participating as real people and not as a branded voiceon Social • Honesty in content. Sharing real information, admitting mistakesMedia • Speed of response. Picking things up and responding very quickly (inside 20because: minutes)María José Serres Page 20
  21. 21. MSc Digital Marketing Dissertation FindingsCASE STUDY 4: ZAPPOS Social Brand 100 ranking Scores Rank Social Brand Social Engagement Panel 6 48.70 10.20 38.50Community Started in: 1999Objectives to • Branding Category: Online Retailcontact the • Supportcommunity • Maintain Customers CEO: Tony Hsieh • Communication Channel (@zappos) • Improve Customer Satisfaction Great at: Customer ServiceDeliver Value • Promoting Collaborationby • Delivering rich content Headquarters: United States • Creating relationships • Sharing knowledge in both directions • Being helpful with the community Social Media Tools used: • Looking for insightsSocial Media Were chosen because:Started using 2006 – previously use only forums & phone • Communities membersit: are using these toolsUse Reasons: • To provide Better Customer Service • Easiest ones to manage • Listen and Engage • Most known /trendy • Because is Trendy tools at the momentObjectives: • Give the best customer experience ever • Drive awareness and engagement by providing useful, engaging content that showcases the Zappos Family culture, top-notch service, breadth of product, and impactful community efforts while supporting brand marketing campaignsMeasuring: • Conversations/ Engagement/ Influence • Likes / Fans / Friends / Followers / Re-tweets / Visitors / PostsCultureCompany: • 10 core values: from WOW service to Be humble • Hire people consistent with this culture of service • Open • Transparent • Easy to engage • Conversations creatorsChanges since • Most of the employees have Twitter accountsSocial Media • Staff is exposed on Social Media initiatives, showing the company is realwas • The CEO leads by example he communicates about his passions on Social Mediaintroduced:They Succeed • They have Human voiceon Social • Their cultureMedia • Top-notch service levelbecause: • Customer service representatives watching Twitter 24/7 • Being proactive and building relationshipsMaría José Serres Page 21

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