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Eden Social Media Case Studies

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  1. 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  2. 2. Where Social Fits in with Online Marketing Mix
  3. 3. Hubspot – Inbound Marketing Company view
  4. 4. Social Media Landscape
  5. 5. Social Media Landscape
  6. 7. Salient Characteristics of Social Platforms
  7. 8. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  8. 9. Challenge now is to build engaging digital communications and social strategies aligned with clear business objectives
  9. 10. Marketers must understand the dynamic of communities
  10. 11. Potential Benefits of Social Media <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you, competitors, related business areas etc.. </li></ul></ul><ul><ul><li>Research – understand behaviours, experiences, language patterns etc.. </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Communicate directly with prospects and customers (without filters) </li></ul></ul><ul><ul><li>Provide utility and new communications channels </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>Build long lasting relationships and trust with customers </li></ul></ul><ul><ul><li>Build real and valuable communities online and offline (Two way process) </li></ul></ul><ul><ul><li>Reduce customer acquisition and support costs </li></ul></ul><ul><ul><li>Increase customer retention rates (Loyalty/Advocacy) </li></ul></ul><ul><ul><li>Mass feedback loop for your business </li></ul></ul>
  11. 12. Potential 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><ul><li>Speed of which Digital Crises can arise </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><ul><li>Providing little value to customers </li></ul></ul><ul><ul><ul><li>Have to be Informative, Educational, Entertaining, Utilitarian </li></ul></ul></ul><ul><li>Can be a difficult for brands to find Tone and Voice </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>
  12. 13. Social Media Relevance
  13. 14. Social Media Relevance <ul><li>60% of online shoppers already use social media sites and networks regularly </li></ul><ul><li>56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks </li></ul>
  14. 15. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  15. 16. The Big Switch
  16. 17. Cully & Sully
  17. 18. Hairybaby
  18. 19. Murphys Icecream
  19. 20. Beaut.ie
  20. 21. GarrenDenny Interiors
  21. 22. Blacknight
  22. 23. Komplett
  23. 24. WestCoast Cooler
  24. 25. Review & Offer Sites
  25. 26. Yelp – Bars & Restaurants
  26. 27. Groupon – CityDeal.ie
  27. 28. Groupon Points of Note <ul><li>Groupon selects the type of deal they wish to offer </li></ul><ul><li>One deal per day </li></ul><ul><li>Results in competition to provide best discount – usually 50% to 60% </li></ul><ul><li>Deal must reach a critical mass before it becomes active </li></ul><ul><li>Groupon handle payment and distribute vouchers </li></ul><ul><li>They charge approx. 30% of cost – pay out over 60 days in 3 installments </li></ul><ul><li>68% Groupon Users ages 18-34 </li></ul><ul><li>18% Groupon Users ages 35-44 </li></ul><ul><li>77% of their users are female. </li></ul>
  28. 29. Boards Deals
  29. 30. Living Social
  30. 31. <ul><li>Innovative Case Studies of Social Media </li></ul>
  31. 32. Best Job In the World
  32. 33. Ikea – Malmo
  33. 34. Orabrush
  34. 35. Crème Brulee Cart
  35. 36. Tippex YouTube Campaign
  36. 37. Old Spice Campaign
  37. 38. <ul><li>The Power of Social Media </li></ul>
  38. 39. Tube Worker abuses Traveller
  39. 40. Stuff White People Like
  40. 41. <ul><li>Digital crisis and reputation management </li></ul>
  41. 42. Nestle
  42. 43. Domino’s
  43. 44. United Airlines
  44. 45. Marks and Spencers
  45. 46. <ul><li>Case Studies of Large Brands Using Social Media </li></ul>
  46. 47. American Red Cross <ul><li>Bad Public reputations </li></ul><ul><ul><li>After Hurricane Katrina </li></ul></ul><ul><li>Started listening to what public was saying online about them </li></ul><ul><ul><li>Blogsearch, twitter, alerts </li></ul></ul><ul><li>Started engaging with public </li></ul><ul><ul><li>Initially started commenting to blog posts and other discussion threads and over time embraced Twitter and Facebook etc… </li></ul></ul><ul><li>Now use Local Twitter Accounts </li></ul><ul><ul><li>Connect directly – notify people of warnings/shelters/services etc.. </li></ul></ul><ul><ul><li>Public update them of safety issues </li></ul></ul><ul><li>Use Flickr and YouTube </li></ul><ul><ul><li>So community can share worldwide photos and videos of all experiences and activities </li></ul></ul><ul><li>Facebook Pages </li></ul><ul><ul><li>Update users with information </li></ul></ul>
  47. 48. American Red Cross
  48. 49. Intuit Business Service Co. <ul><li>Provides customer service and advice </li></ul><ul><ul><li>Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites </li></ul></ul><ul><li>Well crafted web2.0 site </li></ul><ul><ul><li>Embedded customer feedback channels </li></ul></ul><ul><li>Two-way transmission of information </li></ul><ul><ul><li>From customers to Accountants, Tax, Business services etc.. </li></ul></ul><ul><li>Online Peer to Peer communicatin </li></ul><ul><ul><li>Forums and Wikis </li></ul></ul><ul><li>Closed member feedback groups </li></ul><ul><ul><li>For research and very frank opinions </li></ul></ul>
  49. 50. Intuit Business Services
  50. 51. Johnson & Johnson <ul><li>Organised Baby Camp – 56 influential mothers and bloggers </li></ul><ul><ul><li>Gain word of mouth infuence </li></ul></ul><ul><ul><li>Not overtly J&J centric </li></ul></ul><ul><ul><li>Discussing issues that matter to families </li></ul></ul><ul><li>Run babycenter.com </li></ul><ul><ul><li>Online community for Mums </li></ul></ul><ul><ul><li>Not 100% J&J branded – competitors advertise </li></ul></ul><ul><ul><li>Advice for Mothers </li></ul></ul><ul><ul><li>Reflects waning influence of print and TV </li></ul></ul><ul><li>J&J health Channel </li></ul><ul><ul><li>Videos of people with real life health issues and lets them tell their stories </li></ul></ul><ul><li>Facebook – Acuminder </li></ul><ul><ul><li>Useful Application to allow you to manage vision care routine </li></ul></ul><ul><li>Facebook – ADHD </li></ul><ul><ul><li>A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans) </li></ul></ul>
  51. 52. Johnson & Johnson
  52. 53. Walmart <ul><li>11 Moms Blogs </li></ul><ul><ul><li>Eleven Mom Bloggers who offer advice to families </li></ul></ul><ul><ul><li>Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) </li></ul></ul><ul><ul><li>Not an overt advert for Walmart brand </li></ul></ul><ul><ul><li>Kudos from Analyst community (Jeremiah Owyang) </li></ul></ul><ul><li>Also has difficult online relations </li></ul><ul><ul><li>Walmart Watch </li></ul></ul><ul><ul><li>Working Families for Walmart </li></ul></ul><ul><ul><li>Both very critical of Walmart policies </li></ul></ul><ul><ul><li>Facebook page hacked – bad publicity around adoption of web 2.0 </li></ul></ul><ul><ul><li>Myspace campaign panned – ends after 10 weeks </li></ul></ul><ul><ul><li>Walmarting across America – very mixed reviews </li></ul></ul>
  53. 54. Walmart
  54. 55. Starbucks – Frappucino.com
  55. 56. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  56. 57. <ul><li>Thank You </li></ul>