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DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
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DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
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DIT-Social-Media-Session-Jan2011
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DIT-Social-Media-Session-Jan2011
DIT-Social-Media-Session-Jan2011
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DIT-Social-Media-Session-Jan2011

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Social Media Overview and Case Studies Session for DIT on Jan 17th 2011

Social Media Overview and Case Studies Session for DIT on Jan 17th 2011

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  • 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  • 2. www.slideshare.net/kfeighery/DIT-SocialMediaSession
  • 3. Presentation Outline <ul><li>The Changing Digital Landscape </li></ul><ul><li>Where Social Media fits in with the Overall Digital Landscape </li></ul><ul><li>Overview of Social Media Platforms and What to Measure </li></ul><ul><li>Case Studies of Organisatons using Social Media </li></ul>
  • 4. Digital Marketing Mix <ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Content & Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  • 5. The Changing Digital Landscape
  • 6. Traditional Marketing Vs Social Engagement
  • 7.  
  • 8. Digital Consumption Trends <ul><li>1.7 Million people currently on Facebook in Ireland </li></ul><ul><li>The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously </li></ul><ul><li>Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc. </li></ul><ul><li>Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player) </li></ul><ul><li>Approx 200 Million People per month access Facebook on mobile Devices </li></ul><ul><li>The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010 </li></ul><ul><li>70% of online adults, ages 55 and older, use social tools at least once a month </li></ul>
  • 9. Where Social Fits in with Inbound Marketing
  • 10. Hubspot – Inbound Marketing Company view
  • 11. Outbound Vs Inbound Marketing Strategies <ul><li>Outbound marketing strategy: </li></ul><ul><li>More traditional approach – can also be referred to as ‘push messaging’. </li></ul><ul><li>Business decides on a particular message and pushes it out into the marketplace. </li></ul><ul><li>Finds customers by building brand awareness through advertising and promotion. </li></ul><ul><li>Inbound marketing strategy: </li></ul><ul><li>New and emerging approach – can also be referred to as ‘pull messaging’. </li></ul><ul><li>Business aims to be ‘get found’ by customers </li></ul><ul><li>Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. </li></ul>
  • 12. How to think about media mix in this changed landscape
  • 13. Differentiated Digital Media Model <ul><li>Owned Media – such as Website, Social Platforms </li></ul><ul><li>Paid Media – such as PPC, Social Ads, Display & Affiliates </li></ul><ul><li>Earned Media – Social impressions, Viral </li></ul>
  • 14. Owned Vs Paid Vs Earned Media
  • 15. Social Media Landscape
  • 16. Social Media Landscape
  • 17. Key Platforms for Customers <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook, LinkedIn (Main ones in US and Europe) </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, TypePad, Twitter, Posterous, Tumblr </li></ul></ul><ul><li>Video, Audio & Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo, Blip etc.. </li></ul></ul><ul><ul><li>Flickr, Photobucket, TwitPic, YFrog </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Bookmarks/Sharing </li></ul><ul><ul><li>Delicious, StumbleUpon, Digg, Google Profiles </li></ul></ul>
  • 18. Salient Characteristics of Social Platforms
  • 19. New social platforms are mass enablers of peer to peer conversations, sharing and interactions
  • 20. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • 21. Brands & organisations must embrace a more social engagement because it is happening with or without them
  • 22. Challenge now is to build engaging digital communications and social strategies aligned with clear business objectives
  • 23. Marketers must understand the dynamic of communities
  • 24. Potential Benefits of Social Media <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you, competitors, related business areas etc.. </li></ul></ul><ul><ul><li>Research – understand behaviours, experiences, language patterns etc.. </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Communicate directly with prospects and customers (without filters) </li></ul></ul><ul><ul><li>Provide utility and new communications channels </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>Build long lasting relationships and trust with customers </li></ul></ul><ul><ul><li>Build real and valuable communities online and offline (Two way process) </li></ul></ul><ul><ul><li>Reduce customer acquisition and support costs </li></ul></ul><ul><ul><li>Increase customer retention rates (Loyalty/Advocacy) </li></ul></ul><ul><ul><li>Mass feedback loop for your business </li></ul></ul>
  • 25. Potential risks <ul><li>Loss of control of the conversation </li></ul><ul><ul><li>Two way communication </li></ul></ul><ul><ul><li>Openly negative transmissions </li></ul></ul><ul><ul><li>Speed of which Digital Crises can arise </li></ul></ul><ul><li>Using social channel as a marketing or PR conduit </li></ul><ul><ul><li>Broadcast as opposed to engagement </li></ul></ul><ul><ul><li>Proving Little value to customers </li></ul></ul><ul><ul><ul><li>Informative, Educate, Entertain </li></ul></ul></ul><ul><li>Can be a difficult for brands to find Tone and Voice </li></ul><ul><ul><li>Reveal a human voice of a corporate identity </li></ul></ul><ul><ul><ul><li>What it is that voice? </li></ul></ul></ul>
  • 26. Social Media Relevance
  • 27. Social Media Relevance <ul><li>60% of online shoppers already use social media sites and networks regularly </li></ul><ul><li>56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks </li></ul><ul><li>Only 25% of Top 100 Brands have Facebook Pages </li></ul><ul><li>Twitter and Facebook users to spend more than 1.5x more online than the average Internet user. </li></ul>
  • 28. <ul><li>Measuring Social Media </li></ul>
  • 29. Measurement <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measures that help you understand how you are doing against your objectives. </li></ul></ul><ul><ul><li>Highlight success, or failures, for the objectives you have created for your organization </li></ul></ul><ul><li>Business Objectives: </li></ul><ul><ul><li>Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs </li></ul></ul>
  • 30. Typical Trackable KPIs <ul><li>Increase Customer Lifetime Value </li></ul><ul><li>Increase Average Revenue Per User </li></ul><ul><li>Reduce Cost per Lead & Cost per Sale </li></ul><ul><li>Reduce Core Bounce rates </li></ul><ul><li>Increase Frequency and Return rates </li></ul><ul><li>Increase Recency Rates </li></ul><ul><li>Increase Rate & Value of Conversions </li></ul><ul><li>Increase Average order size (ecommerce apps) </li></ul>
  • 31. Metrics <ul><li>Traffic Related Statistics </li></ul><ul><ul><li># Page Views, Visits, Unique Visitors </li></ul></ul><ul><li>Channel Statistics </li></ul><ul><ul><li>Decomposition of Organic, Paid, Email, Direct etc.. </li></ul></ul><ul><li>Social Stats </li></ul><ul><ul><li># of Twitter, FB, Blog, LinkedIn followers/comments </li></ul></ul><ul><li># of 3 rd Party Links </li></ul><ul><ul><li>Partners, Referrals, Promotions, Affiliates </li></ul></ul><ul><li># of Newsletter and Lead Gen signups </li></ul><ul><li># of Site Specific Downloads </li></ul><ul><ul><li>Webinar Views, Articles, Whitepapers, podcasts </li></ul></ul>
  • 32. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  • 33. Cully & Sully
  • 34. The Good Mood Food Blog
  • 35. Hairybaby
  • 36. Dazzledust
  • 37. Groupon – CityDeal.ie
  • 38. Pat The Baker
  • 39. Beaut.ie
  • 40. The Big Switch
  • 41. <ul><li>Innovative Case Studies of Social Media </li></ul>
  • 42. BlendTec
  • 43. Diet Coke and Mentos
  • 44. Old Spice Campaign
  • 45. Tippex YouTube Campaign
  • 46. Orabrush
  • 47. Best Job In the World
  • 48. Kogi BBQ
  • 49. C-Mon & Kypksi
  • 50. Ikea – Malmo
  • 51. Greater Manchester Police
  • 52. <ul><li>Digital crisis and reputation management </li></ul>
  • 53. Nestle
  • 54. Marks and Spencers
  • 55. Domino’s
  • 56. United Airlines
  • 57. <ul><li>Facebook and The Big Brands </li></ul>
  • 58. 1800Flowers.com
  • 59. Victorias Secrets
  • 60. Starbucks – Frappucino.com
  • 61. TOMS Shoes
  • 62. Red Bull
  • 63. <ul><li>Successful Viral & UGC Campaigns </li></ul>
  • 64. Earned Media - Gillette
  • 65. Evian
  • 66. Walkers “Do us a Flavour”
  • 67. <ul><li>The Power of Social Media </li></ul>
  • 68. Tube Worker abuses Traveller
  • 69. Stuff White People Like
  • 70. The Four Hour Working Week
  • 71. <ul><li>Unsuccessful Viral & UGC Campaigns </li></ul>
  • 72. Danish Single Mother Hoax
  • 73. <ul><li>Case Studies of Large Brands Using Social Media </li></ul>
  • 74. Johnson & Johnson <ul><li>Organised Baby Camp – 56 influential mothers and bloggers </li></ul><ul><ul><li>Gain word of mouth infuence </li></ul></ul><ul><ul><li>Not overtly J&J centric </li></ul></ul><ul><ul><li>Discussing issues that matter to families </li></ul></ul><ul><li>Run babycenter.com </li></ul><ul><ul><li>Online community for Mums </li></ul></ul><ul><ul><li>Not 100% J&J branded – competitors advertise </li></ul></ul><ul><ul><li>Advice for Mothers </li></ul></ul><ul><ul><li>Reflects waning influence of print and TV </li></ul></ul><ul><li>J&J health Channel </li></ul><ul><ul><li>Videos of people with real life health issues and lets them tell their stories </li></ul></ul><ul><li>Facebook – Acuminder </li></ul><ul><ul><li>Useful Application to allow you to manage vision care routine </li></ul></ul><ul><li>Facebook – ADHD </li></ul><ul><ul><li>A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans) </li></ul></ul>
  • 75. Johnson & Johnson
  • 76. Walmart <ul><li>11 Moms Blogs </li></ul><ul><ul><li>Eleven Mom Bloggers who offer advice to families </li></ul></ul><ul><ul><li>Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) </li></ul></ul><ul><ul><li>Not an overt advert for Walmart brand </li></ul></ul><ul><ul><li>Kudos from Analyst community (Jeremiah Owyang) </li></ul></ul><ul><li>Also has difficult online relations </li></ul><ul><ul><li>Walmart Watch </li></ul></ul><ul><ul><li>Working Families for Walmart </li></ul></ul><ul><ul><li>Both very critical of Walmart policies </li></ul></ul><ul><ul><li>Facebook page hacked – bad publicity around adoption of web 2.0 </li></ul></ul><ul><ul><li>Myspace campaign panned – ends after 10 weeks </li></ul></ul><ul><ul><li>Walmarting across America – very mixed reviews </li></ul></ul>
  • 77. Walmart
  • 78. Starbucks
  • 79. Ford - FiestaMovement
  • 80. Charmin “Go” Campaign
  • 81. Coca Cola “206 Expedition”
  • 82. Best Buy
  • 83. Skittles <ul><li>In 2009 turned Hompage into social webstream </li></ul><ul><ul><li>Twitter updates, Facebook page,YouTube </li></ul></ul><ul><li>Brand was hijacked initially </li></ul><ul><ul><li>Lots of puerile commentary on twitter stream (expletives etc) </li></ul></ul><ul><li>A lot of social media and marketing publicity </li></ul><ul><ul><li>More negative than positive </li></ul></ul><ul><ul><li>However, are those who think very brave and only time will tell whether a success or unmitigated failure </li></ul></ul><ul><li>Feeling that Skittles wanted to benefit from Social Media </li></ul><ul><ul><li>Without truly engaging </li></ul></ul><ul><li>Interesting case as to how brands should engage through web and social media </li></ul><ul><li>Highlights issue of brochure ware sites for brands </li></ul><ul><ul><li>General feeling there needs to be another form of engagement with customers other than bland websites </li></ul></ul><ul><li>Today, one of the the top 10 brands on Facebook </li></ul>
  • 84. Skittles
  • 85. Starbucks
  • 86. American Red Cross <ul><li>Bad Public reputations </li></ul><ul><ul><li>After Hurricane Katrina </li></ul></ul><ul><li>Started listening to what public was saying online about them </li></ul><ul><ul><li>Blogsearch, twitter, alerts </li></ul></ul><ul><li>Started engaging with public </li></ul><ul><ul><li>Initially started commenting to blog posts and other discussion threads and over time embraced Twitter and Facebook etc… </li></ul></ul><ul><li>Now use Local Twitter Accounts </li></ul><ul><ul><li>Connect directly – notify people of warnings/shelters/services etc.. </li></ul></ul><ul><ul><li>Public update them of safety issues </li></ul></ul><ul><li>Use Flickr and YouTube </li></ul><ul><ul><li>So community can share worldwide photos and videos of all experiences and activities </li></ul></ul><ul><li>Facebook Pages </li></ul><ul><ul><li>Update users with information </li></ul></ul>
  • 87. American Red Cross
  • 88. Contact Details
  • 89. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  • 90. <ul><li>Thank You </li></ul>

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