Ibat-Week4-Social Media Case Studies

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Social media case studies - week 4 of online marketing, sales and digital strategy diploma in IBAT

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Ibat-Week4-Social Media Case Studies

  1. 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  2. 2. Where is everyone?
  3. 3. New digital platforms are mass enablers of peer to peer conversations, sharing and interactions
  4. 4. Marketers must 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 <ul><li>The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer </li></ul><ul><li>Companies and organisations have fallen behind in connecting and engaging with customers </li></ul><ul><li>Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence. </li></ul>
  7. 7. Brands & organisations must embrace a more social engagement because it is happening with or without them
  8. 8. Challenge now is to build engaging digital and social strategies aligned with clear business objectives
  9. 9. Leveraging Social Media
  10. 10. Marketers must understand the dynamic of communities
  11. 11. Potential Benefits of social engagement <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you, competitors, related business areas etc.. (researc) </li></ul></ul><ul><ul><li>Crowdsourcing – understand behaviours, experiences, language patterns etc.. </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Engage directly with prospects and customers (without filters) </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 costs (Media spend) </li></ul></ul><ul><ul><li>Increase customer retentions (Loyalty/Advocacy) </li></ul></ul><ul><ul><li>Mass feedback loop for your business </li></ul></ul>
  12. 12. 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>Digital Crises </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>Little value </li></ul></ul><ul><li>Can be a difficult persona for brands to adopt </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>
  13. 13. <ul><li>New media platforms </li></ul>
  14. 14. Social Media Landscape
  15. 18. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  16. 19. Crystal Swing
  17. 20. Curious Wines
  18. 21. Puddleducks
  19. 23. GarrenDenny Interiors
  20. 24. MotorCheck.ie
  21. 25. Murphys Icecream
  22. 26. <ul><li>The Power of Social Media </li></ul>
  23. 27. Kogi BBQ
  24. 28. BlendTec
  25. 29. The Four Hour Working Week
  26. 30. Tube Worker abuses Traveller
  27. 31. <ul><li>Successful Viral & UGC Campaigns </li></ul>
  28. 32. Rage Against The Machine
  29. 33. Walkers “Do us a Flavour”
  30. 34. Upside Down Tango
  31. 35. <ul><li>Unsuccessful Viral & UGC Campaigns </li></ul>
  32. 36. Danish Single Mother Hoax
  33. 37. <ul><li>Digital crisis and reputation management </li></ul>
  34. 38. Nestle
  35. 39. Marks and Spencers
  36. 40. Domino’s
  37. 41. United Airlines
  38. 42. <ul><li>International case studies of brands engaging with social media </li></ul>
  39. 43. Ikea – Malmo
  40. 44. American Red Cross
  41. 45. Charmin “Go” Campaign
  42. 46. Evian
  43. 47. Coca Cola “206 Expedition”
  44. 48. Skittles
  45. 49. Best Buy
  46. 50. Volkswagen
  47. 51. Zappos
  48. 52. Ford - FiestaMovement
  49. 53. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  50. 54. <ul><li>Thank You </li></ul>

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