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Lessons in Social Media (BGE)

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Presentation given to Marketing Society of Ireland about Bord Gáis Energy's experiences in Social Media. Highlighting 3 recent Case Studies.

Presentation given to Marketing Society of Ireland about Bord Gáis Energy's experiences in Social Media. Highlighting 3 recent Case Studies.

Published in: Technology, Business

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Transcript

  • 1. Bord Gáis Energy Lessons in Social Media
  • 2. ie.movember.com Donate
  • 3. Bord Gáis Energy • Intro - Background • The Big Switch 2010 - Meet the Last Family • Bord Gáis Energy Under 21 Hurling Championship • Think Beyond App for iPhone Launch • Key learning's
  • 4. Background The Big Switch • 2009 Re-Brand & Big Switch • Bloggers Briefing • Twitter (Promotions & Customer Service) • Company Social Media Strategy
  • 5. 1 - The Big Switch 2010 - Meet the Last Family 2 - Bord Gáis Energy Under 21 Hurling Championship 3 - Think Beyond App for iPhone Launch Goals >> Tactics >> Targets >> Results Case Studies
  • 6. Meet The Last Family
  • 7. The Big Switch 2010 Last Family - Goals • Address the barriers to switching as highlighted by customer research • Support wider Big Switch online marketing campaign • Update online community one year on
  • 8. Last Family – Tactics • Twittter - @young_kubrick @LastSharon • YouTube – SeanOgProductions • Tease & Reveal - Launch Event • Rich media and standard display ads The Big Switch 2010
  • 9. Last Family - Targets • Online switch applications • Online video views and interactions • No. of attendees at launch event • Lead generation The Big Switch 2010
  • 10. The Big Switch 2010
  • 11. Last Family – #LiveAd Case Study 1 The Big Switch 2010
  • 12. Last Family – #LiveAd Case Study 1 The Big Switch 2010
  • 13. breakingthrough.ie
  • 14. U21 Hurling Championship breakingthrough.ie - Goals • Build and engaged community around a dedicated microsite • Build awareness of sponsorship within hurling and GAA community
  • 15. breakingthrough.ie - Tactics Facebook Priority Network, in terms of Target Audience Twitter Second Priority due to less GAA fans on this network, although this will be the most time consuming network as it requires more active engagement. Website Blog Will serve as a Support the user experience on the website, but will not be a priority in terms of active social media engagement YouTube We do not recommend prioritising traffic to the YouTube channel, rather use this as a way to host content that will best be distributed on Facebook and Twitter. U21 Hurling Championship
  • 16. breakingthrough.ie - Tactics • Dedicated microsite with personality driven content - blog (Joe Canning & Marty Morrissey), videos (Ger Cuningham & Joe) • Twitter – Live Commentary & General Update • Fan engagement initiatives Pass it on – video Show your true colours - photo U21 Hurling Championship
  • 17. IPhone App Launch - Goals • Engage with and communicate to as many smart phone users as possible • Maximize launch day coverage by generating conversation/buzz outside of norm • Get the ‘Think Beyond’ name out there and get people associating it with BGE • Get App in to top 10 of free Apps in Irish market and No.1 in free utilities chart Think Beyond App
  • 18. App Launch - Tactics • Twitter - (New Facebook Biz Page) • 4 hour Twitter only promotion • Outline a task every hour, for 4 hours on day of launch, to win IPhone 4 or iTunes vouchers • Task should include where possible logo, brand name, IPhone, Apps • Maximize potential spread and engagement by mixing digital with offline Think Beyond App
  • 19. App Launch – Targets • No of App downloads • No of #ThinkBeyond & brand mentions mentions (positive vs. negative) • User generated content • iTunes App store chart position Think Beyond App
  • 20. Hour 1 – IPhone Background Think Beyond App
  • 21. Hour 2 – Press Ad Think Beyond App
  • 22. Hour 3 – Think Beyond Logo Think Beyond App
  • 23. " Hour 3 – Think Beyond Logo Think Beyond App
  • 24. Hour 4 – Treasure Hunt gimmiefreestuff Bio: “How many things can I win from twitter in a year ....” Think Beyond App
  • 25. App Launch – Results • Reached number 1 in the top free utilities charts on two occasions • Reached a high of 5th in the top free apps charts and also featured in ‘New & Noteworthy’ Think Beyond App
  • 26. Pre Think Beyond Post Think Beyond Change in sentiment around Bord Gáis Energy Pre and Post Think Beyond App Launch
  • 27. The content of the results from the category is analyzed and displayed in a cloud chart. This represents the main ideas of the conversations. Change in conversation around Bord Gáis Pre and Post Think Beyond Pre Think Beyond Themes Post Think Beyond Themes
  • 28. Key Learning's
  • 29. • Customer research – Understanding which segments of your customer base to target with SM etc • Support & Resources – Don’t underestimate resource requirements • Social Media is a two way conversation • Don’t try to be everywhere • Quantifiable metrics – so you can identify what's working and achieve you r goals • Social Media best utilised as part of integrated approach Key Learning's
  • 30. Go raibh maith agaibh – Thank You about.me/eoinos @eoinos /mospace/821774/