Social Media Case StudyGood & Ugly Examples
Dewmocracy
VictoryDemocracy’s success   Managed to create a buzz within the    community
VictoryDemocracy’s success They understood their audience and   spoke the right voice
VictoryDemocracy’s success   Make consumers part of the marketing    campaign
VictoryDemocracy’s success   They kept the customers engaged by    releasing each stage of the creation    process slowl...
   Victory    Statistics                                                         726, 803                        2,858 DE...
What Dewmocracy is all about
NetflixCompany of Negativity in Social Media
Company Overview An American provider of on-demand Internet   streaming media in the United States. Established in 1997....
Issues Netflix announced it was raising its rates and changing   its service Customers used Netflix Facebook wall to voi...
Disaster       Instead of addressing       customers concern       They replied a cheerful       comment       Thanking th...
Vague                                           response                                           Shown nohttp://blog.net...
Fired back 10 000     comments                         Money - mindedCancel subscriptions                       Pages in F...
Graphic explanation to consider:
MoneyMinded!!!!
Pictures
In July 2011, Netflix (a US streaming and DVD rentalprovider) announced a new price structure which wouldresult in a month...
Social media case study v1
Social media case study v1
Social media case study v1
Social media case study v1
Social media case study v1
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Social media case study v1

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  • Netflix is a subscription-based movie and television show rental service that offers media to subscribers via Internet streaming and via US mail.
  • They did not addressing the problem, did not make sure of the social media platform to explain why is there a raise in the price plan.
  • Social media case study v1

    1. 1. Social Media Case StudyGood & Ugly Examples
    2. 2. Dewmocracy
    3. 3. VictoryDemocracy’s success Managed to create a buzz within the community
    4. 4. VictoryDemocracy’s success They understood their audience and spoke the right voice
    5. 5. VictoryDemocracy’s success Make consumers part of the marketing campaign
    6. 6. VictoryDemocracy’s success They kept the customers engaged by releasing each stage of the creation process slowly over time
    7. 7.  Victory Statistics 726, 803 2,858 DEW Mountain Labs Dew Facebook Facebook fans fans 2,957 Channel 19,010 View on DEW Mountain Lab’s Youtube Dew Channel Followers 2,957 Channel 19,010 View on DEW Mountain Lab’s Youtube Dew Channel FollowersReference Link: http://www.dewmocracymediahub.com/images/DEWmocracybyNumbers.pdf
    8. 8. What Dewmocracy is all about
    9. 9. NetflixCompany of Negativity in Social Media
    10. 10. Company Overview An American provider of on-demand Internet streaming media in the United States. Established in 1997. In April 2011, over 23.6 million subscribers in the United States and 26 million worldwide. By 2011, the total digital revenue for Netflix reached $1.5 billion. Source: http://en.wikipedia.org/wiki/Netflix http://www.imediaconnection.com/article_full.aspx?id=3 0897
    11. 11. Issues Netflix announced it was raising its rates and changing its service Customers used Netflix Facebook wall to voice their unhappiness. Instead to answer complaints with clear explanations, Netflix answered ‘Thank you for your feedback’. Over 11,000 comments left by angry fans went unanswered. Without a dedicated social media team, customers were left feeling ignored and unimportant.
    12. 12. Disaster Instead of addressing customers concern They replied a cheerful comment Thanking their fans for their feedbackshttp://www.imediaconnection.com/printpage/printpage.aspx?id=3089
    13. 13. Vague response Shown nohttp://blog.netflix.com/2011/07/netflix-introduces-new-plans-and.html concern
    14. 14. Fired back 10 000 comments Money - mindedCancel subscriptions Pages in Facebook like “Cancel Netflix” etc
    15. 15. Graphic explanation to consider:
    16. 16. MoneyMinded!!!!
    17. 17. Pictures
    18. 18. In July 2011, Netflix (a US streaming and DVD rentalprovider) announced a new price structure which wouldresult in a monthly bill increase of 60 percent for somecustomers.The same day of the announcement, customersprotested through a social media firestorm: users leftnearly 3,000 posts on the Netflix blog and around10,000 comments on the company’s Facebook page toaccuse Netflix of greediness and to announce that theywould abandon the company’s services.Eventually in September 2011, Netflix had to reviseits expectations following the price increase, as theywere about to lose one million subscribers more thanforeseen. Following this announcement, Netflix stockswere down by 15%.

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