Social Media Case Studies

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Social Media Case Studies

  1. 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  2. 2. Overview of social media <ul><li>Combination of social interaction and web technologies to: </li></ul><ul><ul><ul><li>Communicate, engage, develop and be part of communities </li></ul></ul></ul><ul><ul><ul><ul><li>Internally and externally for organisations </li></ul></ul></ul></ul><ul><ul><ul><li>Create and share content and information across networks </li></ul></ul></ul><ul><ul><ul><li>Build and extend networks through interaction </li></ul></ul></ul><ul><ul><ul><li>Listen and participate in discussions, threads and develop ideas and relationships </li></ul></ul></ul><ul><ul><ul><li>Learn from community (crowdsourcing) </li></ul></ul></ul>
  3. 3. Benefits of social media <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you </li></ul></ul><ul><ul><ul><li>Both positive and negative </li></ul></ul></ul><ul><ul><li>The web now operates in real time – Brands need to hear what is said about them in real-time </li></ul></ul><ul><li>Engage with Customers </li></ul><ul><ul><li>Once you know what is being said about you – you can then interact directly </li></ul></ul><ul><li>Community Advantage </li></ul><ul><ul><li>Build real communities online and offline </li></ul></ul><ul><ul><li>Build long lasting relationships and trust with customers </li></ul></ul><ul><ul><li>Instant polling and research opportunity with customers </li></ul></ul><ul><ul><li>Reduce customer acquisition costs </li></ul></ul><ul><ul><li>Increase customer retentions </li></ul></ul>
  4. 4. Associated 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><li>Using social channel as a marketing or PR conduit </li></ul><ul><ul><li>Broadcast as opposed to engagement </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><ul><li>Starting – and then not following through </li></ul><ul><ul><li>Inevitable criticism </li></ul></ul>
  5. 5. <ul><li>Social media platforms </li></ul><ul><li>The Full Spectrum </li></ul>
  6. 6. Social Media Landscape
  7. 7. <ul><li>Key Platforms </li></ul>
  8. 8. Key Customer Engagement Platforms <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook, MySpace, Bebo, LinkedIn (Main ones in US and Europe) </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreming </li></ul><ul><ul><li>WP, TypePad,Twitter </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>Aggregators/RSS Feeds </li></ul><ul><ul><li>FriendFeed, Feedburner, GoogleProfile, Ping.fm </li></ul></ul><ul><li>Bookmarks/Sharing </li></ul><ul><ul><li>Delicious, AddThis, StumbleUpon, Digg </li></ul></ul><ul><li>Collaboration Networks </li></ul><ul><ul><li>Wikis, Shared Workspaces, Forums, Commenting Networks (Disqus) </li></ul></ul>
  9. 9. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  10. 10. The Big Switch
  11. 11. Pat The Baker
  12. 12. SandTex – Ireland Deserves Sun
  13. 13. Toyota Ireland
  14. 14. Mr Tayto
  15. 15. Murphys Ice cream
  16. 16. HairyBaby
  17. 17. Paddy Power
  18. 18. <ul><li>Case studies of brands not listening and managing digital crisis </li></ul>
  19. 19. Domino’s
  20. 20. United Airlines
  21. 21. Marks and Spencers
  22. 22. <ul><li>The Power of Social Media </li></ul>
  23. 23. TSA Agent Took My Son (US)
  24. 24. Stuff White People Like
  25. 25. Tube Worker abuses Traveller
  26. 26. Best Job In the World
  27. 27. <ul><li>International case studies of brands engaging with social media </li></ul>
  28. 28. Evian
  29. 29. Volkswagen
  30. 30. American Red Cross
  31. 31. Charmin “Go” Campaign
  32. 32. Zappos
  33. 33. Ford - FiestaMovement
  34. 34. Coca Cola “206 Expedition”
  35. 35. Skittles
  36. 36. Dell
  37. 37. Starbucks
  38. 38. Best Buy
  39. 39. H & M
  40. 40. <ul><li>Thank You </li></ul>

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