Social Media & Business Applications Keith Feighery: Digital Media Strategist

Overview of social media Use of social technologies to: Communicate, engage, develop and be part of communities Internally and externally for organisations Create and share content and information across networks Build and extend social networks through interaction Listen and participate in discussions, threads and develop ideas and relationships Learn from community (crowdsourcing)

Use of social technologies to:

Communicate, engage, develop and be part of communities

Internally and externally for organisations

Create and share content and information across networks

Build and extend social networks through interaction

Listen and participate in discussions, threads and develop ideas and relationships

Learn from community (crowdsourcing)

Benefits to small business Directly engage with existing and potential customers Reduce media spend Relative ease of set up and engagement Big investment of time Freely available tools and utilities As well as proprietary third party tools Measurable statistics to gauge impact and success (or lack of) Facebook Insights, GoogleAnalytics, Twitter Apps, Url Shorteners etc.. Social media allows small business to create a presence online that outweighs offline

Directly engage with existing and potential customers

Reduce media spend

Relative ease of set up and engagement

Big investment of time

Freely available tools and utilities

As well as proprietary third party tools

Measurable statistics to gauge impact and success (or lack of)

Facebook Insights, GoogleAnalytics, Twitter Apps, Url Shorteners etc..

Social media allows small business to create a presence online that outweighs offline

Associated risks Loss of control of the conversation Two way communication Openly negative transmissions Brands criticised for using social channel as a marketing or PR conduit Can be a difficult persona for businesses to adopt Reveal a human voice of a corporate identity What it is that voice? Starting – and then not following through Very common as social media is time consuming Inevitable criticism

Loss of control of the conversation

Two way communication

Openly negative transmissions

Brands criticised for using social channel as a marketing or PR conduit

Can be a difficult persona for businesses to adopt

Reveal a human voice of a corporate identity

What it is that voice?

Starting – and then not following through

Very common as social media is time consuming

Inevitable criticism

Social Media Landscape

Key Platforms Social Networks Facebook, MySpace, Bebo (Main ones in US and Europe) Blogging/Micro-Blogging/RSS WordPress, TypePad, Twitter, Tumblr, Yammer, GoogleReader Video, Audio & Photo sharing YouTube, Vimeo, Blip.tv, etc.. Flickr, MugShot, Photobucket Podcasts & Videocasts Profile/Status management GoogleProfile, Ping.fm, Bookmarks/Tagging/Rating Delicious, Sharing and Rating Widgets, StumbleUpon Collaboration/Document based Networks Wikis, Shared Workspaces, Forums, Commenting Networks, Slideshare.net

Social Networks

Facebook, MySpace, Bebo (Main ones in US and Europe)

Blogging/Micro-Blogging/RSS

WordPress, TypePad, Twitter, Tumblr, Yammer, GoogleReader

Video, Audio & Photo sharing

YouTube, Vimeo, Blip.tv, etc..

Flickr, MugShot, Photobucket

Podcasts & Videocasts

Profile/Status management

GoogleProfile, Ping.fm,

Bookmarks/Tagging/Rating

Delicious, Sharing and Rating Widgets, StumbleUpon

Collaboration/Document based Networks

Wikis, Shared Workspaces, Forums, Commenting Networks, Slideshare.net

Blogs

Twitter

Social Networks

Professional Networking

Video Sites

Photosharing Sites

Bookmarking, Sharing & RSS

Documentation

Aggregators, Status & Profiles

Recent Irish case studies of brands engaging with social media

Recent Irish case studies of brands engaging with social media

The Big Switch

Blacknight

Pat The Baker

SandTex – Ireland Deserves Sun

Toyota Ireland

Murphys Ice cream

HairyBaby

Paddy Power

Case studies of brands not listening and managing digital crisis

Case studies of brands not listening and managing digital crisis

Domino’s

United Airlines

Marks and Spencers

The Power of Social Media

The Power of Social Media

TSA – Agent took my child (US)

Stuff White People Like

Tube Worker abuses Traveller

Best Job In the World

International case studies of brands engaging with social media

International case studies of brands engaging with social media

Evian

Volkswagen

American Red Cross

Charmin “Go” Campaign

Zappos

Ford - FiestaMovement

Coca Cola “206 Expedition”

Skittles

Dell

Starbucks

Best Buy

H & M

Thank You

Thank You