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DBS-Social-Media-Case-Studies

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Diploma in Online Marketing and Digital Strategy - Walkthrough of Social Media Case Studies

Diploma in Online Marketing and Digital Strategy - Walkthrough of Social Media Case Studies

Published in: Business, Technology

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  • 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  • 2. Where Social Fits in with Online Marketing Mix
  • 3. Hubspot – Inbound Marketing Company view
  • 4. Social Media Landscape
  • 5. Social Media Landscape
  • 6. Key Platforms for Customers
    • Social/Professional Networks
      • Facebook, LinkedIn (Main ones in US and Europe)
    • Blogging/Micro-Blogging/Lifestreaming
      • Wordpress, TypePad, Twitter, Posterous, Tumblr
    • Video, Audio & Photo sharing
      • YouTube, Vimeo, Blip etc..
      • Flickr, Photobucket, TwitPic, YFrog
    • Mobile
      • Foursquare, Facebook, Twitter, Yelp
    • Bookmarks/Sharing
      • Delicious, StumbleUpon, Digg, Google Profiles
  • 7. Salient Characteristics of Social Platforms
  • 8. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • 9. Brands & organisations must embrace a more social engagement because it is happening with or without them
  • 10. Challenge now is to build engaging digital communications and social strategies aligned with clear business objectives
  • 11. Marketers must understand the dynamic of communities
  • 12. Potential Benefits of Social Media
    • Listening
      • Crucial to hear what the public is saying about you, competitors, related business areas etc..
      • Research – understand behaviours, experiences, language patterns etc..
    • Engagement
      • Communicate directly with prospects and customers (without filters)
      • Provide utility and new communications channels
    • Relationships
      • Build long lasting relationships and trust with customers
      • Build real and valuable communities online and offline (Two way process)
      • Reduce customer acquisition and support costs
      • Increase customer retention rates (Loyalty/Advocacy)
      • Mass feedback loop for your business
  • 13. Potential risks
    • Loss of control of the conversation
      • Two way communication
      • Openly negative transmissions
      • Speed of which Digital Crises can arise
    • Using social channel as a marketing or PR conduit
      • Broadcast as opposed to engagement
      • Providing little value to customers
        • Have to be Informative, Educational, Entertaining, Utilitarian
    • Can be a difficult for brands to find Tone and Voice
      • Reveal a human voice of a corporate identity
        • What it is that voice?
  • 14. Social Media Relevance
  • 15. Social Media Relevance
    • 60% of online shoppers already use social media sites and networks regularly
    • 56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks
    • Only 25% of Top 100 Brands have Facebook Pages
    • Twitter and Facebook users to spend more than 1.5x more online than the average Internet user.
  • 16.
    • Recent Irish case studies of brands using social media
  • 17.
    • Recent Irish case studies of brands using social media
  • 18. Hairybaby
  • 19. Cully & Sully
  • 20. Yelp – Bars & Restaurants
  • 21. Groupon – CityDeal.ie
  • 22. Groupon Points of Note
    • Groupon selects the type of deal they wish to offer
    • One deal per day
    • Results in competition to provide best discount – usually 50% to 60%
    • Deal must reach a critical mass before it becomes active
    • Groupon handle payment and distribute vouchers
    • They charge approx. 30% of cost – pay out over 60 days in 3 installments
    • 68% Groupon Users ages 18-34
    • 18% Groupon Users ages 35-44
    • 77% of their users are female.
  • 23. Boards Deals
  • 24. Living Social
  • 25. The Big Switch
  • 26. Murphys Icecream
  • 27. Beaut.ie
  • 28. GarrenDenny Interiors
  • 29. Blacknight
  • 30. Komplett
  • 31.
    • Innovative Case Studies of Social Media
  • 32. Ikea – Malmo
  • 33. Orabrush
  • 34. Crème Brulee Cart
  • 35. Best Job In the World
  • 36. Old Spice Campaign
  • 37. Tippex YouTube Campaign
  • 38.
    • The Power of Social Media
  • 39. The Four Hour Working Week
  • 40. Tube Worker abuses Traveller
  • 41. Stuff White People Like
  • 42.
    • Digital crisis and reputation management
  • 43. Nestle
  • 44. Domino’s
  • 45. United Airlines
  • 46. Marks and Spencers
  • 47.
    • Case Studies of Large Brands Using Social Media
  • 48. 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
  • 49. Dell Case Study
  • 50. 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
  • 51. American Red Cross
  • 52. 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
  • 53. Skittles
  • 54. 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
  • 55. Intuit Business Services
  • 56. 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)
  • 57. Johnson & Johnson
  • 58. 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
  • 59. Walmart
  • 60. Ford - FiestaMovement
  • 61. Starbucks
  • 62. Charmin “Go” Campaign
  • 63. Evian
  • 64. Coca Cola “206 Expedition”
  • 65. Best Buy
  • 66. Starbucks – Frappucino.com
  • 67. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  • 68.
    • Thank You