Social Media Overview & Case Studies Keith Feighery: Digital Strategist Strategist

Overview of social media Combination of social interaction and digital media to: Communicate, engage, develop and be part of communities Internally and externally for organisations Create and share content and information across networks Build and extend social networks through interaction Listen and participate in discussions, threads and develop ideas and relationships Learn from community (crowdsourcing)

Combination of social interaction and digital media to:

Communicate, engage, develop and be part of communities

Internally and externally for organisations

Create and share content and information across networks

Build and extend social networks through interaction

Listen and participate in discussions, threads and develop ideas and relationships

Learn from community (crowdsourcing)

Benefits of social media Listening Crucial to hear what the public is saying about you Both positive and negative The web now operates in real time – Brands need to hear what is said about them in real-time Engage with Customers Once you know what is being said about you – you can then interact directly Benefits Build real communities online and offline Build long lasting relationships and trust with customers Instant polling and research opportunity with customers Reduce customer acquisition costs Increase customer retentions

Listening

Crucial to hear what the public is saying about you

Both positive and negative

The web now operates in real time – Brands need to hear what is said about them in real-time

Engage with Customers

Once you know what is being said about you – you can then interact directly

Benefits

Build real communities online and offline

Build long lasting relationships and trust with customers

Instant polling and research opportunity with customers

Reduce customer acquisition costs

Increase customer retentions

Associated risks Loss of control of the conversation Two way communication Openly negative transmissions Brands criticised for using social channel as a marketing or PR conduit Can be a difficult persona for brands to adopt Reveal a human voice of a corporate identity What it is that voice? Starting – and then not following through Inevitable criticism

Loss of control of the conversation

Two way communication

Openly negative transmissions

Brands criticised for using social channel as a marketing or PR conduit

Can be a difficult persona for brands to adopt

Reveal a human voice of a corporate identity

What it is that voice?

Starting – and then not following through

Inevitable criticism

Social media platforms Where brands need to listen and engage

Social media platforms

Where brands need to listen and engage

Social Media Landscape

Recent Irish case studies of brands using social media

Recent Irish case studies of brands using social media

SandTex – Ireland Deserves Sun

Toyota Ireland

Mr Tayto

Murphys Ice cream

HairyBaby

Paddy Power

The Big Switch

Pat The Baker

Case studies of brands not listening and managing digital crisis

Case studies of brands not listening and managing digital crisis

Domino’s

United Airlines

Marks and Spencers

The Power of Social Media

The Power of Social Media

Transportation Security Administration

Stuff White People Like

Wiggly Wigglers

Tube Worker abuses Traveller

Best Job In the World

International case studies of brands engaging with social media

International case studies of brands engaging with social media

Evian

Volkswagen

American Red Cross

Charmin “Go” Campaign

Zappos

H & M

Coca Cola “206 Expedition”

Ford - FiestaMovement

Skittles

Dell

Starbucks

Best Buy

Thank You

Thank You