Terenure Digital Insights Social Technology Overview Case Studies

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Overview of Social Media with accompanying case studies

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Terenure Digital Insights Social Technology Overview 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 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 & Readers </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>Listening Platforms </li></ul>
  10. 10. Listening Tools <ul><li>Using the following tools brands can listen online to what is being said about them </li></ul><ul><ul><li>Commercial aggregated listening tools </li></ul></ul><ul><ul><ul><li>BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic </li></ul></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Twittersearch, Tweetbeep, TweetDeck </li></ul></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><ul><li>BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch, WhosTalking.com, iceRocket </li></ul></ul></ul><ul><ul><li>Alerts </li></ul></ul><ul><ul><ul><li>Google Alters </li></ul></ul></ul><ul><ul><li>Customise Searches into RSS feeds and subscribe in RSS readers </li></ul></ul><ul><li>Using these, brands can listen to what is being said about them and manage reputation </li></ul>
  11. 11. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  12. 12. The Big Switch
  13. 13. Pix.ie
  14. 14. Pat The Baker
  15. 15. Blacknight
  16. 16. SandTex – Ireland Deserves Sun
  17. 17. Toyota Ireland
  18. 18. Mr Tayto
  19. 19. HairyBaby
  20. 20. Paddy Power
  21. 21. <ul><li>Successful Viral & UGC Campaigns </li></ul>
  22. 22. Rage Against The Machine
  23. 23. Walkers “Do us a Flavour”
  24. 24. Love of Wispa
  25. 25. Upside Down Tango
  26. 26. <ul><li>Unsuccessful Viral & UGC Campaigns </li></ul>
  27. 27. Danish Single Mother Hoax
  28. 28. Saatchi and Toyota Yaris Fiasco
  29. 29. Westpac
  30. 30. Vegemite iSnack2.0
  31. 31. Witchery Man
  32. 32. <ul><li>Mashups </li></ul>
  33. 33. Adidas Facebook GoogleMaps
  34. 34. <ul><li>The Dark Side? </li></ul>
  35. 35. Tweet about Sons Death - RealTime
  36. 36. “ Miscarriage Tweet”
  37. 37. <ul><li>Digital crisis and reputation management </li></ul>
  38. 38. Vodafone Obscene Tweet
  39. 39. MayTag and @ dooce
  40. 40. GM CEO Sacked
  41. 41. TSA Agent Took My Son (US)
  42. 42. Domino’s
  43. 43. United Airlines
  44. 44. Marks and Spencers
  45. 45. <ul><li>IP related </li></ul><ul><li>Issues for Organisations </li></ul><ul><li>What to do? </li></ul>
  46. 46. Forrester Blogging Debate
  47. 47. Edelman
  48. 48. <ul><li>The Power of Social Media </li></ul>
  49. 49. Impromptu Facebook Pages
  50. 50. Queen Rania
  51. 51. Stuff White People Like
  52. 52. The Four Hour Working Week
  53. 53. Tube Worker abuses Traveller
  54. 54. Best Job In the World
  55. 55. <ul><li>International case studies of brands engaging with social media </li></ul>
  56. 56. Ikea – Malmo
  57. 57. Evian
  58. 58. Volkswagen
  59. 59. Charmin “Go” Campaign
  60. 60. American Red Cross
  61. 61. Zappos
  62. 62. Ford - FiestaMovement
  63. 63. Coca Cola “206 Expedition”
  64. 64. Skittles
  65. 65. Best Buy
  66. 66. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  67. 67. <ul><li>Thank You </li></ul>

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