Griffith-Week6-SocialMediaCaseStudies

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

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Griffith-Week6-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. Social Media Landscape
  4. 4. New digital platforms are mass enablers of peer to peer conversations, sharing and interactions
  5. 5. Marketers need to understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  6. 6. Marketers must understand the dynamic of communities
  7. 7. Changing Customer Landscape
  8. 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. 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.. (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. 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. 12. Recent Irish case studies of brands using social media
  13. 13. Cully & Sully
  14. 14. Meteor Facebook Page
  15. 15. Yelp – Bars & Restaurants
  16. 16. Groupon – CityDeal.ie
  17. 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. 18. Boards Deals
  19. 19. Living Social
  20. 20. Blacknight
  21. 21. The Big Switch
  22. 22. Komplett
  23. 23. Beaut.ie
  24. 24. Murphys Icecream
  25. 25. GarrenDenny Interiors
  26. 26. Innovative Case Studies of Social Media
  27. 27. Ikea – Malmo
  28. 28. Orabrush
  29. 29. Crème Brulee Cart
  30. 30. Best Job In the World
  31. 31. Kogi BBQ
  32. 32. Old Spice Campaign
  33. 33. Tippex YouTube Campaign
  34. 34. Digital crisis and reputation management
  35. 35. Domino’s
  36. 36. United Airlines
  37. 37. Nestle
  38. 38. Marks and Spencers
  39. 39. Case Studies of Large Brands Using Social Media
  40. 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. 41. Dell Case Study
  42. 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. 43. American Red Cross
  44. 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. 45. Skittles
  46. 46. Ford - FiestaMovement
  47. 47. Starbucks
  48. 48. Charmin “Go” Campaign
  49. 49. Evian
  50. 50. Coca Cola “206 Expedition”
  51. 51. Best Buy
  52. 52. Starbucks – Frappucino.com
  53. 53. Successful Viral & UGC Campaigns
  54. 54. Walkers “Do us a Flavour”
  55. 55. Upside Down Tango
  56. 56. Rage Against The Machine
  57. 57. Unsuccessful Viral & UGC Campaigns
  58. 58. Danish Single Mother Hoax
  59. 59. The Power of Social Media
  60. 60. The Four Hour Working Week
  61. 61. Tube Worker abuses Traveller
  62. 62. Stuff White People Like
  63. 63. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274
  64. 64. Thank You

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