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Social Media Overview&Case Studies


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Social Media and Business Applications

Social Media and Business Applications

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  • 1. Social Media and Business Applications Keith Feighery: Digital Media Strategist
  • 2. What is Social Media?
  • 3. Quick Overview of Social Media • The use of Technology 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
  • 4. Why should business use social media ?
  • 5. Social media for business • Listening – Crucial to hear what the public is saying about you • Engage with Customers – Once you know what they’re saying and what platforms they are saying it from – you can then interact with them • Cost – Initial set-up costs – low production and media purchase spend – Main overhead is personnel resource & time • Benefits – Build real communities online – Build long lasting relationships and trust with customers – Reduce customer acquisition costs – Increase customer retentions – Instant polling and research opportunity with customers
  • 6. Running a social media campaign
  • 7. Social Media Campaigns • Essentials of a successful campaign – Know your target audience – Plan goals and aims of campaign – Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership – Pick platforms and tools that relate to your identified audience – Implement a pilot programme and monitor and analyse campaign progress – Revise approach and campaign based on feedback – Roll-out on different platforms and business areas incrementally
  • 8. How to measure Social Media • Prepare the ground – Benchmark Twitter, Facebook, Digg Links, existing traffic etc.. – Identify SEO rankings, referrals from sites, customer satisfaction scores – Quantify ROI benchmarks – customer acquisition, advertising spend per channel • Design and develop the campaign – Decide on channels – Stakeholders – Expectations – Pilots – Revision points – Monitoring process – Engagement process
  • 9. Metrics to Measure • Online Traffic – Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc.. • Levels of Interaction – Comments etc… - engaged customers are quality customers • Sales – Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) • Leads/Conversions – If not possible to convert online – therefore create other mesaurable conversions • SEO – Video links – Tagged: YouTube, Vimeo, – Blog Links – trackbacks, comments, direct references – Digg Links • Brand Metrics – Positive Brand Associations – Word of Mouth – Brand Awareness – Propensity to Buy – Brand Recall
  • 10. Social Media Platforms
  • 11. Platform Types • Social Networks – Facebook, MySpace, Bebo • Blogging/Micro-Blogging – WordPress, Twitter, Laconica, Tumblr • Video Sharing – YouTube, Vimeo, Seesmic, 12Seconds, Vidder • Photosharing – Flickr, MugShot, Photobucket • Aggregators – FriendFeed, SocialThing!, Ping, PeopleBrowser, • Bookmarks/Rating – Delicious, StumbleUpon, Reddit, Technorati, Digg
  • 12. Social Networking Sites • Bebo – Age group 14 yrs – 20 yrs – Very effective – but campaign must engage with users – Social capital rewards – User generated content – Incentives • MySpace – Age group 16 yrs – 24 Yrs – More Music based (historically – but becoming Open platform – Success depends on level of engagement
  • 13. Facebook • Functional social networking platform more so than Bebo and MySpace – Emphasis is on keeping in touch with Friends (most users regardless of numbers of friends engage with max 30 users – Less about consuming media than bebo and MySpace – Is the fastest growing SocNet at present (in terms of number of users) – Businesses can create fan, product or group pages (re- worked recently – early March 09) – Enlist members/fans – and then offer them reasons to engage with you
  • 14. Micro-blogging: Twitter • Excellent B2B and B2C networking tool • Great potential for building relationships – Directly with customers – Good examples Zappos, Dell, Comcast • Good listening tool – What is being said about you and most importantly are you hearing it? • Easy to engage with customers – Reach out to them and resolve issues and improve service to them – Opportunity to convey a personal dimension rather than marketing speak • Becoming mainstream but still only 10 million unique users
  • 15. Video Sites • Very useful marketing tool – Blendtec and Diet Coke/Mentos – User-generated content • Run competitions for customers to build video content (see Pat The Baker) • Extending digital footprint and brand-building purposes – Create engaging content, tag videos with keywords and distribute on a wide network – Post all content and video blogs on your website and distribute on free video sharing sites
  • 16. Social Bookmarking & RSS • Add Bookmark Buttons to sites – Sociable, AddThis, Share are widely used • Link all social profiles from website – Twitter, Facebook, FriendFeed,, YouTube, MySpace, Bebo, • Ensure that RSS is enabled – Feedburner, GoogleReader, MyYahoo, NetVibes • Add rating and individual bookmark buttons – Digg, Technorati, Reddit, StumbleUpon, Delicious • Yahoo Pipes – RSS and Lifestream aggregator
  • 17. Blogging • Common Blogging Platforms – WordPress, Type Pad, Bloggers, Blogspot • Excellent way of engaging with readers – Inform followers what is of interest to you • Can use an informal style – Show human face of organisation • Participate in wider conversations – Leave comments etc.. • Search Engines – Love regularly updated content • Now MNCs are encouraging employees to Blog and engage with social media – IBM, Dell, Intel and Cisco
  • 18. Listening • Using the following tools brands can listen online to what is being said about them – Commercial aggregated listening tools • BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic – Twitter • Twittersearch, Tweetbeep, TweetDeck – Blogs • BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch – Alerts • Google Alters – Customise Searches into RSS feeds and subscribe in RSS readers • Using these, brands can listen to what is being said about them and manage reputation
  • 19. Case Studies
  • 20. 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
  • 21. Dell Case Study
  • 22. Bebo & Pat The Baker • Unlikely brand to become a template on how to run a social campaign • Engaged with their audience (very well) – Blogs, updates, conversational, responded to comments and questions as they happened – User Interaction – • Allowed and encouraged user feedback – solicited their opinions using Polls & questionnaires – User generated competitions • Design related (skins, characters), video and merchandise (T-shirts, bags) – Social capital as well as economic rewards
  • 23. Pat The Baker
  • 24. Zappos Online Retailer • Use social media to be – Transparent and provide excellent customer service • Prolific use of Twitter – Over 400 employees use it. CEO Tony Hsieh no.1 user • Use blogs to – Give customers an insight into the company culture • 75% of sales is customer repeat business • Talk with customers – Support them thru sales process – Encourage them to drop by for office and warehouse tours • Promote competitors – If goods not available at that point in time
  • 25. Zappos
  • 26. BlendTec • Little known consumer brand (more industrial reputation) in the US • Decided to run some low quality videos of CEO blending incongruous materials – iPhone, steel tins, golf balls • Called it – instant success • Over 100Million views • Now have iPhone App • Raised profile of company in US and beyond • Low cost and highly effective
  • 27. BlendTec
  • 28. Diet Coke and Mentos • Eepy Bird experiment – Two guys created a video mixing Mentos and Diet coke – the “Bellagio Fountain” Effect – Appearances of Letterman, Today Show – articles in Wall Street Journal and New York Times – By September 2007 – viewed 18 million times on Revver; By 2009 – est. 120 Milllion views – Initially Coke resisted the craze – but then embraced as took off – Mentos (not well know in US at the time) immediately got on board – increase in 20% of sales in 2007 – Coke is now sponsor and partner to Eepy bird – est. minimum free $10M free advertising – Traffic to Doubled – Sales of Diet coke up 10% – Now established as a Guinness Book of Record – 1360 Bottles in Leuven Belgium – Replicated across the world – 1000s of copycat videos
  • 29. Coke and Mentos
  • 30. Skittles • Recently 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
  • 31. Skittles
  • 32. Intuit Business Service Co. • Provides customer service and advice – Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites • Well crafted web2.0 site – Embedded customer feedback channels • Two-way transmission of information – From customers to Accountants, Tax, Business services etc.. • Online Peer to Peer communicatin – Forums and Wikis • Closed member feedback groups – For research and very frank opinions
  • 33. Intuit Business Services
  • 34. Starbucks • Set up a Starbucks idea site – To register user ideas, vote on them and then implement popular ones • Set up a community site to engage – With other socially minded starbucks fans - • Starbucks (Redcard) – Do something good everyday – HELP OTHERS around the world • Set up – To show commitment to the planet (green issues supporting communities outside US) • YouTube, Twitter, Facebook profiles – To connect with customers
  • 35. Starbucks
  • 36. 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
  • 37. American Red Cross
  • 38. Johnson & Johnson • Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence – Not overtly J&J centric – Discussing issues that matter to families • Run – Online community for Mums – Not 100% J&J branded – competitors advertise – Advice for Mothers – Reflects waning influence of print and TV • J&J health Channel – Videos of people with real life health issues and lets them tell their stories • Facebook – Acuminder – Useful Application to allow you to manage vision care routine • Facebook – ADHD – A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)
  • 39. Johnson & Johnson
  • 40. Whole Foods • Social initiatives – Wholefoods Foundation – Local producer loan foundation (lends up to $10M PY) – Engage with local communities – 5% giving days • Social Platforms Used – Blogs, Twitter (165,000 Followers), Facebook (52,000 fans) • Engage with customers – Feedback – Customer Service • Mediums used – Runs competitions (videos, photos) – Broadcast cooking video – Photos
  • 41. Whole Foods
  • 42. Wall Street Journal • Over 40 Blogs of wide ranging content – Individual tone rather than journalistic – E.g. Tracking 8 execs laid off in 2007/08 – Management, Foreign Affairs, Markets, Digital Media etc… • Twitter – Mainly News Feed • Tepid response from Analysts of social media adoption to date
  • 43. Wall Street Journal
  • 44. New York Times • 60 Blogs integrated with RSS feeds – Very broad content focus • Created realtime share repository for NYT articles - TimesPeople • Links to external story sources (direct competitors) • Facebook Profile – Video, Photos, Comments, Individualised and local content – Discussions • Twitter Account – Newsfeed • Getting some Analyst credit since launched TimesPeople and external links
  • 45. New York Times
  • 46. Walmart • 11 Moms Blogs – Eleven Mom Bloggers who offer advice to families – Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) – Not an overt advert for Walmart brand – Kudos from Analyst community (Jeremiah Owyang) • Also has difficult online relations – Walmart Watch – Working Families for Walmart – Both very critical of Walmart policies – Facebook page hacked – bad publicity around adoption of web 2.0 – Myspace campaign panned – ends after 10 weeks – Walmarting across America – very mixed reviews
  • 47. Walmart
  • 48. Southwest Airlines • YouTube Channel – Reasonably Humorous – Tries to be transparent – company information etc.. – Mantra: Low Fares. No Hidden Fees. • Nuts About Southwest Flickr – 1000s of photos of planes – plane-spotter friendly – User generated content • SouthWest Blog – Informal and irreverent – Integrated YouTube, Flickr, Twitter etc.. – Best Tweet of the day – Dave the Rappin attendant – Run regular Polls – feedback loops • Well manned presence of Twitter – Kudos from online community
  • 49. Southwest Airlines
  • 50. Nokia • Mosh – A Nokia site offering free safe content for phones – Applications, games, videos, widgets etc.. • Nokia Conversations – Blogs, news, events, future technologies, new applications, ideas and research – Twitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used) • Noki WOM – – Integrated Nokia infostream to Social Media platforms • Tumblr, Twitter, Flickr, YouTube, Technorati, FriendFeed • Discreet personalised Nokia Facebook profiles – Luca, Jade and Anna (Europe, Japan, US based) – Recording their lifestream on facebook
  • 51. Nokia
  • 52. Nike • Nike Plus – Integrated runner and nanoPod accelerometer tracking device – Community based training site – tracks runs, compete, train in teams – Route Planners – worldwide • – training programs – Create customised training programmes (Jordan program) • Nike 6.0 – Community for skateboarders, X-country bikers, surfers, BMXers, Moto, Snowboarders etc. • NikeRunning – Information based – sharing, connecting with others, advice • Blogs – Nikewomen – video training, program set-up, interviews and stories – NikeID – customised trainers
  • 53. Nike
  • 54. Future Developments
  • 55. Looking to the Future • Using social and demographic graph information • Single CustomerID and information – Data Federation (user controls and owns personal info) • Proliferation and ubiquity of Mobile Apps • Increased aggregation across all social applications • Semantic and social search – Relate search to previous search patterns, what friends like, registered personal information