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Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
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Griffith-Week6-SocialMediaCaseStudies
Griffith-Week6-SocialMediaCaseStudies
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Griffith-Week6-SocialMediaCaseStudies

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Griffith Week 6- Social Media Case Studies - Irish and International

Griffith Week 6- Social Media Case Studies - Irish and International

Published in: Business, Technology
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Transcript

  • 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  • 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. Social Media Landscape
  • 4. New digital platforms are mass enablers of peer to peer conversations, sharing and interactions
  • 5. Marketers need to understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • 6. Marketers must understand the dynamic of communities
  • 7. Changing Customer Landscape
  • 8. Online Brands and Social Media • 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.
  • 9. Leveraging Social Media
  • 10. Potential Benefits of Social Engagement • Listening – Crucial to hear what the public is saying about you, competitors, related business areas etc.. (research) – 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. Potential 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?
  • 12. Recent Irish case studies of brands using social media
  • 13. Cully & Sully
  • 14. Meteor Facebook Page
  • 15. Yelp – Bars & Restaurants
  • 16. Groupon – CityDeal.ie
  • 17. 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.
  • 18. Boards Deals
  • 19. Living Social
  • 20. Blacknight
  • 21. The Big Switch
  • 22. Komplett
  • 23. Beaut.ie
  • 24. Murphys Icecream
  • 25. GarrenDenny Interiors
  • 26. Innovative Case Studies of Social Media
  • 27. Ikea – Malmo
  • 28. Orabrush
  • 29. Crème Brulee Cart
  • 30. Best Job In the World
  • 31. Kogi BBQ
  • 32. Old Spice Campaign
  • 33. Tippex YouTube Campaign
  • 34. Digital crisis and reputation management
  • 35. Domino’s
  • 36. United Airlines
  • 37. Nestle
  • 38. Marks and Spencers
  • 39. Case Studies of Large Brands Using Social Media
  • 40. 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
  • 41. Dell Case Study
  • 42. 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
  • 43. American Red Cross
  • 44. 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
  • 45. Skittles
  • 46. Ford - FiestaMovement
  • 47. Starbucks
  • 48. Charmin “Go” Campaign
  • 49. Evian
  • 50. Coca Cola “206 Expedition”
  • 51. Best Buy
  • 52. Starbucks – Frappucino.com
  • 53. Successful Viral & UGC Campaigns
  • 54. Walkers “Do us a Flavour”
  • 55. Upside Down Tango
  • 56. Rage Against The Machine
  • 57. Unsuccessful Viral & UGC Campaigns
  • 58. Danish Single Mother Hoax
  • 59. The Power of Social Media
  • 60. The Four Hour Working Week
  • 61. Tube Worker abuses Traveller
  • 62. Stuff White People Like
  • 63. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274
  • 64. Thank You

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