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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
Quick Overview of Social Media
• The use of Technology and Digital Media to:
– Develop, enable and be part of communities
...
New digital platforms are mass enablers of
peer to peer conversations, sharing and
interactions
Marketers need to understand that its not
about the specific tools but the changing
consumption and behaviour patterns of ...
Changing Customer Landscape
Changing Customer Landscape
• The relationship between organisations and customers
has traditionally been optimised around...
Brands & organisations need to embrace a
more social engagement because it is
happening with or without them
Marketers must understand the dynamic of
communities
Leveraging Social Media
Potential Benefits of Social Engagement
• Listening
– Crucial to hear what the public is saying about you, competitors, re...
Potential Risks
• Loss of control of the conversation
– Two way communication
– Openly negative transmissions
– Digital Cr...
Running a social media campaign
Social Media Campaigns
• Essentials of a successful campaign
– Know your target audience
– Plan goals and aims of campaign...
How to Measure Social Media
• Prepare the ground
– Benchmark Twitter, Facebook, Digg Links, existing traffic etc..
– Ident...
Metrics to Measure
• Online Traffic
– Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bo...
Case Studies of Large Brands Using
Social Media
Case Studies - Dell
• Dell-Hell Blog
– Buzzmachine : Dell refused to engage with him - created a very critical
blog that s...
Dell Case Study
Intuit Business Service Co.
• Provides customer service and advice
– Twitter, Blogs, wikis (accessed 2.7 million times) an...
Intuit Business Services
American Red Cross
• Bad Public reputations
– After Hurricane Katrina
• Started listening to what public was saying online...
American Red Cross
Johnson & Johnson
• Organised Baby Camp – 56 influential mothers and bloggers
– Gain word of mouth infuence
– Not overtly ...
Johnson & Johnson
Walmart
• 11 Moms Blogs
– Eleven Mom Bloggers who offer advice to families
– Different types of Mom (Geek, Classy, Frugal,...
Walmart
Starbucks
Evian
Ford - FiestaMovement
Charmin “Go” Campaign
Coca Cola “206 Expedition”
Best Buy
Skittles
• In 2009 turned Hompage into social webstream
– Twitter updates, Facebook page,YouTube
• Brand was hijacked init...
Skittles
The Power of Social Media
The Four Hour Working Week
Tube Worker abuses Traveller
Stuff White People Like
Successful Viral & UGC Campaigns
Walkers “Do us a Flavour”
Upside Down Tango
Rage Against The Machine
Unsuccessful Viral & UGC Campaigns
Danish Single Mother Hoax
Digital crisis and reputation
management
Nestle
Marks and Spencers
Domino’s
United Airlines
Recent Irish case studies of brands
using social media
Cully & Sully
Meteor Facebook Page
Bars - Facebook
Yelp – Bars & Restaurants
Murphys Icecream
Blacknight
GarrenDenny Interiors
Crystal Swing
Komplett
Beaut.ie
Groupon – CityDeal.ie
Innovative Case Studies of Social
Media
Orabrush
Best Job In the World
Old Spice Campaign
Tippex YouTube Campaign
Kogi BBQ
Ikea – Malmo
Crème Brulee Cart
Facebook and The Big Brands
Victorias Secrets
TOMS Shoes
1800Flowers.com
Starbucks – Frappucino.com
Red Bull
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feigher...
Thank You
6. DBS_SocialMediaCaseStudies
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Social Media Case Studies for Diploma in Online Marketing, Sales and Digital Strategy

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Transcript of "6. DBS_SocialMediaCaseStudies"

  1. 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  2. 2. Quick Overview of Social Media • The use of Technology and Digital Media to: – Develop, enable and be part of communities – Create and share content and information – Engage in conversations and extend social networks – Connect with people and groups – Listen and participate in discussions, threads and develop ideas and relationships with others – Learn from others
  3. 3. New digital platforms are mass enablers of peer to peer conversations, sharing and interactions
  4. 4. Marketers need to understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  5. 5. Changing Customer Landscape
  6. 6. Changing Customer Landscape • The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer • Companies and organisations have fallen behind in connecting and engaging with customers • Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence.
  7. 7. Brands & organisations need to embrace a more social engagement because it is happening with or without them
  8. 8. Marketers must understand the dynamic of communities
  9. 9. Leveraging Social Media
  10. 10. Potential Benefits of Social Engagement • Listening – Crucial to hear what the public is saying about you, competitors, related business areas etc.. (researc) – Crowdsourcing – understand behaviours, experiences, language patterns etc.. • Engagement – Engage directly with prospects and customers (without filters) • Relationships – Build long lasting relationships and trust with customers – Build real and valuable communities online and offline (Two way process) – Reduce customer acquisition costs (Media spend) – Increase customer retentions (Loyalty/Advocacy) – Mass feedback loop for your business
  11. 11. Potential Risks • Loss of control of the conversation – Two way communication – Openly negative transmissions – Digital Crises • Using social channel as a marketing or PR conduit • Broadcast as opposed to engagement • Little value • Can be a difficult persona for brands to adopt – Reveal a human voice of a corporate identity • What it is that voice?
  12. 12. Running a social media campaign
  13. 13. Social Media Campaigns • Essentials of a successful campaign – Know your target audience – Plan goals and aims of campaign – Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership – Pick platforms and tools that relate to your identified audience – Implement a pilot programme and monitor and analyse campaign progress – Revise approach and campaign based on feedback – Roll-out on different platforms and business areas incrementally
  14. 14. How to Measure Social Media • Prepare the ground – Benchmark Twitter, Facebook, Digg Links, existing traffic etc.. – Identify SEO rankings, referrals from sites, customer satisfaction scores – Quantify ROI benchmarks – customer acquisition, advertising spend per channel • Design and develop the campaign – Decide on channels – Stakeholders – Expectations – Pilots – Revision points – Monitoring process – Engagement process
  15. 15. Metrics to Measure • Online Traffic – Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc.. • Levels of Interaction – Comments etc… - engaged customers are quality customers • Sales – Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) • Leads/Conversions – If not possible to convert online – therefore create other mesaurable conversions • SEO – Video links – Tagged: YouTube, Vimeo, Blip.tv – Blog Links – trackbacks, comments, direct references – Digg Links • Brand Metrics – Positive Brand Associations – Word of Mouth – Brand Awareness – Propensity to Buy – Brand Recall
  16. 16. Case Studies of Large Brands Using Social Media
  17. 17. Case Studies - Dell • Dell-Hell Blog – Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed – Appalling publicity – made onto cover of Businessweek • How Dell reacted – Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site – Ideas Storm – Customer recommendation platform – Encourages employees to blog and engage with tools like twitter – Monitors brand using Visible Technologies – TruCast • Benefits – Improved customer service – real-time support using Twitter – Brand Enhancement, product improvement, customer service, employee empowerment
  18. 18. Dell Case Study
  19. 19. Intuit Business Service Co. • Provides customer service and advice – Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites • Well crafted web2.0 site – Embedded customer feedback channels • Two-way transmission of information – From customers to Accountants, Tax, Business services etc.. • Online Peer to Peer communicatin – Forums and Wikis • Closed member feedback groups – For research and very frank opinions
  20. 20. Intuit Business Services
  21. 21. American Red Cross • Bad Public reputations – After Hurricane Katrina • Started listening to what public was saying online about them – Blogsearch, twitter, alerts • Started engaging with public – Initially started commenting to blog posts and other discussion threads and over time embraced Twitter and Facebook etc… • Now use Local Twitter Accounts – Connect directly – notify people of warnings/shelters/services etc.. – Public update them of safety issues • Use Flickr and YouTube – So community can share worldwide photos and videos of all experiences and activities • Facebook Pages – Update users with information
  22. 22. American Red Cross
  23. 23. Johnson & Johnson • Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence – Not overtly J&J centric – Discussing issues that matter to families • Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise – Advice for Mothers – Reflects waning influence of print and TV • J&J health Channel – Videos of people with real life health issues and lets them tell their stories • Facebook – Acuminder – Useful Application to allow you to manage vision care routine • Facebook – ADHD – A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)
  24. 24. Johnson & Johnson
  25. 25. Walmart • 11 Moms Blogs – Eleven Mom Bloggers who offer advice to families – Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) – Not an overt advert for Walmart brand – Kudos from Analyst community (Jeremiah Owyang) • Also has difficult online relations – Walmart Watch – Working Families for Walmart – Both very critical of Walmart policies – Facebook page hacked – bad publicity around adoption of web 2.0 – Myspace campaign panned – ends after 10 weeks – Walmarting across America – very mixed reviews
  26. 26. Walmart
  27. 27. Starbucks
  28. 28. Evian
  29. 29. Ford - FiestaMovement
  30. 30. Charmin “Go” Campaign
  31. 31. Coca Cola “206 Expedition”
  32. 32. Best Buy
  33. 33. Skittles • In 2009 turned Hompage into social webstream – Twitter updates, Facebook page,YouTube • Brand was hijacked initially – Lots of puerile commentary on twitter stream (expletives etc) • A lot of social media and marketing publicity – More negative than positive – However, are those who think very brave and only time will tell whether a success or unmitigated failure • Feeling that Skittles wanted to benefit from Social Media – Without truly engaging • Interesting case as to how brands should engage through web and social media • Highlights issue of brochure ware sites for brands – General feeling there needs to be another form of engagement with customers other than bland websites • Today, one of the the top 10 brands on Facebook
  34. 34. Skittles
  35. 35. The Power of Social Media
  36. 36. The Four Hour Working Week
  37. 37. Tube Worker abuses Traveller
  38. 38. Stuff White People Like
  39. 39. Successful Viral & UGC Campaigns
  40. 40. Walkers “Do us a Flavour”
  41. 41. Upside Down Tango
  42. 42. Rage Against The Machine
  43. 43. Unsuccessful Viral & UGC Campaigns
  44. 44. Danish Single Mother Hoax
  45. 45. Digital crisis and reputation management
  46. 46. Nestle
  47. 47. Marks and Spencers
  48. 48. Domino’s
  49. 49. United Airlines
  50. 50. Recent Irish case studies of brands using social media
  51. 51. Cully & Sully
  52. 52. Meteor Facebook Page
  53. 53. Bars - Facebook
  54. 54. Yelp – Bars & Restaurants
  55. 55. Murphys Icecream
  56. 56. Blacknight
  57. 57. GarrenDenny Interiors
  58. 58. Crystal Swing
  59. 59. Komplett
  60. 60. Beaut.ie
  61. 61. Groupon – CityDeal.ie
  62. 62. Innovative Case Studies of Social Media
  63. 63. Orabrush
  64. 64. Best Job In the World
  65. 65. Old Spice Campaign
  66. 66. Tippex YouTube Campaign
  67. 67. Kogi BBQ
  68. 68. Ikea – Malmo
  69. 69. Crème Brulee Cart
  70. 70. Facebook and The Big Brands
  71. 71. Victorias Secrets
  72. 72. TOMS Shoes
  73. 73. 1800Flowers.com
  74. 74. Starbucks – Frappucino.com
  75. 75. Red Bull
  76. 76. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274
  77. 77. Thank You
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