Why Social Media


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Case Studies on the Benefits and Burdens of Social Media

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  • Why Social Media

    1. 1. Sponsored by:
    2. 2. Sponsored by: <ul><li>Overview </li></ul><ul><li>Benefits of Being Social </li></ul><ul><li>Burdens of Being Social </li></ul><ul><li>Social Trends </li></ul><ul><li>Why Be Social? </li></ul>
    3. 3. Sponsored by: Benefits of Being Social
    4. 4. Sponsored by: Benefits of Being Social
    5. 5. Sponsored by: Benefits of Being Social Carnival Connections <ul><li>Social Networking community. Bring family and friends together by helping to plan and manage cruise vacations. </li></ul><ul><li>eVite </li></ul><ul><li>ScrapBlog Partnership </li></ul>
    6. 6. Sponsored by: Benefits of Being Social John Heald’s Blog <ul><li>John is Carnival’s Senior Cruise Director. </li></ul><ul><li>Social “Evangelist” </li></ul><ul><li>3 Million Visitors </li></ul><ul><li>25,000 comments </li></ul><ul><li>Proven Customer Interaction Tool! </li></ul>
    7. 7. Sponsored by: Benefits of Being Social <ul><li>http://www.flickr.com/photos/carnivalcruiselines </li></ul><ul><li>500 + photos </li></ul><ul><li>http://www.youtube.com/user/CarnivalFunShips </li></ul><ul><li>13,500+ views </li></ul><ul><li>http://twitter.com/CarnivalCruise </li></ul><ul><li>Over 1,000 followers </li></ul>
    8. 8. Sponsored by: Benefits of Being Social
    9. 9. Sponsored by: Benefits of Being Social Nuts About Southwest Blog <ul><li>A team of 30 employee bloggers update website with new content daily. </li></ul><ul><li>70,000 unique p/m </li></ul><ul><li>Customer communication </li></ul><ul><li>Poll / Feedback </li></ul><ul><li>‘ Social Dashboard’ </li></ul><ul><li>2008 Winner </li></ul>
    10. 10. Sponsored by: Benefits of Being Social http://flickr.com/groups/southwestairlines/ 400 + Members; 3,400+ items http://www.flickr.com/photos/tags /southwestairlines/ 4,500 + photos http://www.youtube.com/user/NutsAboutSouthwest 13,200+ views http://twitter.com/SouthwestAir Over 9,500 followers http://www.linkedin.com/companies/southwest-airlines 3,000 active employees connected
    11. 11. Sponsored by: Benefits of Being Social “ Our brand is suited to social media because it’s a natural progression of our 37 year commitment of having authentic relationships and conversations with our customers” Jeremy Jameson, Corporate Strategist – Strategic Planning for Southwest Airlines Customer Service & Transparency is DNA of Southwest. Social Media channels brings brand to life!
    12. 12. Sponsored by: Summary - Benefits of Being Social <ul><li>Quick turnaround </li></ul><ul><ul><li>Hitting a front page of major social video, news and bookmark sites will send you huge amounts traffic almost instantly. </li></ul></ul><ul><li>Compatible with traditional Marketing </li></ul><ul><ul><li>No one says you have to approach and embrace Social Media marketing full on. Campaigns can be run along side traditional marketing and advertising. </li></ul></ul><ul><li>The power of recommendation </li></ul><ul><ul><li>Would you rather buy from a faceless company or from a company that people recommend? </li></ul></ul><ul><li>Sidestepping ad blindness </li></ul><ul><ul><li>As ad blindness increases, social media marketing has the potential to send visitors to your website without traditional advertising methods. </li></ul></ul>
    13. 13. Sponsored by: Burdens of Being Social Brand Jacking Negative Comments Negative Viral Blog Multimedia Identifying burdens of being Social
    14. 14. Sponsored by: Burdens of Being Social
    15. 15. Sponsored by: Burdens of Being Social Known Brands affected by burden of being Social Motrin CNN Exxon Mobile JC Penny Louis Vuitton Burger King Marvel Comics Target Dell Comcast Hitachi AOL JetBlue Starbucks Wholefoods Taco Bell
    16. 16. Sponsored by: Burdens of Being Social Methods to Answer to Burdens <ul><li>Take It Seriously </li></ul><ul><ul><li>Address the negative feedback when it is just one lone caller/blogger/commenter - try to solve his single problem </li></ul></ul><ul><li>Use the blogosphere </li></ul><ul><ul><li>Any consumer feedback touch point as an early warning system. Track sentiment. Use measurement tools. </li></ul></ul><ul><li>Talk back. Directly. </li></ul><ul><ul><li>Blogs have “comments”, make yours. Tweet back. YouTube response video back. Email back. IM back. Call back. </li></ul></ul><ul><li>Proactive Consumer Touch </li></ul><ul><ul><li>Adopt a process for personal consumer touch that is proactive (think “@Comcastcares” on Twitter). Organize the negative sentiment into monthly reports. </li></ul></ul>
    17. 17. Sponsored by: Social Trends Pew Internet – Jan 14, 2009
    18. 18. Sponsored by: Social Trends Conclusion <ul><li>Social Web is Aging </li></ul><ul><ul><li>Not just for young 18-24 demographic. Older target demographic </li></ul></ul><ul><li>Content Aggregation </li></ul><ul><ul><li>Need for a centralized dashboard of social channels for users. </li></ul></ul><ul><li>The Social Evangelists </li></ul><ul><ul><li>Recognition and organization of who is the brand advocate is or could be. Empowering them. </li></ul></ul><ul><li>Measurement Explosion </li></ul><ul><ul><li>Social Media is measureable. Metric tools become more abundant and intelligent. </li></ul></ul>
    19. 19. Sponsored by: Why Be Social? Image credit - Jennifer Laycock
    20. 20. Thank You Personal: www.cosguru.com twitter.com/cosguru Business: Email: [email_address] com