DBS-Digital Insights-SocialMediaCase Studies
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DBS-Digital Insights-SocialMediaCase Studies

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Presentation on social media for Diploma in online marketing and digital strategy with Dublin Business School

Presentation on social media for Diploma in online marketing and digital strategy with Dublin Business School

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DBS-Digital Insights-SocialMediaCase Studies DBS-Digital Insights-SocialMediaCase Studies Presentation Transcript

  • Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  • Overview of social media
    • Combination of social interaction and web technologies 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 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
    • Community Advantage
      • 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
    • Using social channel as a marketing or PR conduit
      • Broadcast as opposed to engagement
    • 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
    • The Full Spectrum
  • Social Media Landscape
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    • Key Social Media Platforms
  • Key Engagement Platforms
    • Social/Professional Networks
      • Facebook, MySpace, Bebo, LinkedIn (Main ones in US and Europe)
    • Blogging/Micro-Blogging/Lifestreming
      • WP, TypePad,Twitter
    • Video, Audio & Photo sharing
      • YouTube, Vimeo, Blip etc..
      • Flickr, Photobucket, TwitPic, YFrog
    • Aggregators/RSS Feeds & Readers
      • FriendFeed, Feedburner, GoogleProfile, Ping.fm
    • Bookmarks/Sharing
      • Delicious, AddThis, StumbleUpon, Digg
    • Collaboration Networks
      • Wikis, Shared Workspaces, Forums, Commenting Networks (Disqus)
    • Listening Platforms
  • Listening Tools
    • Using the following tools brands can listen online to what is being said about them
      • Commercial aggregated listening tools
        • BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic
      • Twitter
        • Twittersearch, Tweetbeep, TweetDeck
      • Blogs
        • BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch, WhosTalking.com, iceRocket
      • Alerts
        • Google Alters
      • Customise Searches into RSS feeds and subscribe in RSS readers
    • Using these, brands can listen to what is being said about them and manage reputation
    • Recent Irish case studies of brands using social media
  • Prosperity
  • Your Country Your Call
  • Hairybaby
  • Murphys Icecream
  • Puddleducks
  • Komplett
  • SandTex – Ireland Deserves Sun
  • Paddy Power
  • Pix.ie
  • Blacknight
  • The Big Switch
  • Pat The Baker
  • Toyota Ireland
    • The Power of Social Media
  • Impromptu Facebook Pages
  • Queen Rania
  • Best Job In the World
  • Tube Worker abuses Traveller
  • The Four Hour Working Week
  • Stuff White People Like
    • Successful Viral & UGC Campaigns
  • Rage Against The Machine
  • Upside Down Tango
  • Walkers “Do us a Flavour”
  • Love of Wispa
    • Unsuccessful Viral & UGC Campaigns
  • Danish Single Mother Hoax
  • Saatchi and Toyota Yaris Fiasco
    • Digital crisis and reputation management
  • Vodafone Obscene Tweet
  • Marks and Spencers
  • MayTag and @ dooce
  • TSA Agent Took My Son (US)
  • Domino’s
  • United Airlines
  • GM CEO Sacked
    • The Dark Side?
  • Tweet about Sons Death - RealTime
  • “ Miscarriage Tweet”
    • IP related
    • Issues for Organisations
    • What to do?
  • Forrester Blogging Debate
  • Edelman
    • International case studies of brands engaging with social media
  • Ikea – Malmo
  • Evian
  • Volkswagen
  • Charmin “Go” Campaign
  • American Red Cross
  • Zappos
  • Ford - FiestaMovement
  • Coca Cola “206 Expedition”
  • Skittles
  • Best Buy
  • Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
    • Thank You