Class 8: Social media case studies

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A discussion of successful social media strategies employed by different organisations.

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Class 8: Social media case studies

  1. 1. Web 2.0 & Online Communities, Summer School 2011 Day 6: Case studies and the power of free
  2. 2. This week (Week 2)Tuesday (day 4):– Internet/Web technologies (web server, HTML, AJAX, ...)Wednesday (day 5):– Diving deeper into Facebook pagesThursday (day 6):– Social media case studies (strategies!)– Power of free (Phil Osborne ‐ Marketing)Miscellany:– Class rep!– Technical hassles update– Blog assignment  1 due tomorrow– Group roles organised ‐ tools & ideas being explored– Inactive students? 2
  3. 3. Programme: http://irgo.otago.ac.nz/programme.html Registration: http://irgo.eventbrite.com 3
  4. 4. 4
  5. 5. 5
  6. 6. Part 1: Social media case studies 6
  7. 7. Case 1 7
  8. 8. 8
  9. 9. Social media numbers 3, 279,102 friends 620,359 friends 1,043, 850 friends 218,172 friends 1,824 videos uploaded  330 videos uploaded  Channel Views: 20,024,491 Channel Views: 2,221,268  137, 206 followers  4, 848 Followers[Source: Rahaf Harfoush 2008] 9
  10. 10. Other numbersOverall funds raised:– McCain $360 million– Obama $639 millionSeptember ($150 million):– 67% online– 33% offline1 million SMS subscribers1 billion emails sent 10
  11. 11. MyBarackObama.com 2 Million profiles created 35,000 volunteer groups 400,00 blog posts 200,000 offline events 70,000 people raised $30  million on personal fund  pages[Source: Rahaf Harfoush 2008] 11
  12. 12. [Source: Edelman, 2009] 12
  13. 13. Case 2 13
  14. 14. Dell’s social media goalsEnter into conversations with customers everyday in every major languageAddress any form of customer dissatisfaction head‐on knowing that not everything will be solved and some of Dell’s weaknesses will be exposedEncourage "crowd sourcing" as the next step in listening to customersUse video to personalize the Dell story  ‐‐John Pope, digital media senior manager
  15. 15. “1 million in 2008”“3 million in 2009”
  16. 16. 16
  17. 17. My anecdote
  18. 18. Case 3 22
  19. 19. ThreadlessOngoing online t‐shirt competitionDesigns submitted by communityBest designs voted on by communityWinning designs then offered for sale
  20. 20. “Threadless sold $6.2  million worth of merch last year and has pretty  much quadrupled in size  each year for the past four  years. This year’s target =  $18‐$20 million.”‐‐http://www.37signals.com/
  21. 21. Why did it work?Self‐sustainingDevoted communityPublicity is free and viralQuality site and productsFun  + playful = engagingLimited editionsDIY = credibilityStrong brand
  22. 22. Case 4 26
  23. 23. 27
  24. 24. Zynga numbers Created in 2007 Obtained 180 million in new investment 156 (206) employees at start of 2009 561 (712 ) employees at end of 2009 Revenue estimated at $300 million 90 percent of revenue selling "virtual goods"[Source: http://blogs.reuters.com/] 28
  25. 25. 29
  26. 26. Case 5 30
  27. 27. ApproachUsed social media for a yearBegan with filmed wine tastingsWine Vault TV = 50,000 views (2009)Website built by Twitter contactsBusiness grew by 20‐25%Gave up all paid advertising (zero advertising budget
  28. 28. Case 6 37
  29. 29. Skittles 38
  30. 30. 39
  31. 31. 40
  32. 32. 41
  33. 33. What have we learned? 42
  34. 34. END OF PART 1 43

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