Ibat Week 3 - Digital Insights Social Media Case Studies

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Social Media presentation for IBAT Diploma in Online Marketing, Sales and Digital Strategy

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Ibat Week 3 - Digital Insights Social Media 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. 11. <ul><li>Key Social Media Platforms </li></ul>
  8. 12. 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. 13. <ul><li>Listening Platforms </li></ul>
  10. 14. 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. 15. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  12. 16. Prosperity
  13. 17. Your Country Your Call
  14. 18. Hairybaby
  15. 19. Murphys Icecream
  16. 20. Puddleducks
  17. 21. Komplett
  18. 22. SandTex – Ireland Deserves Sun
  19. 23. Paddy Power
  20. 24. Pix.ie
  21. 25. Blacknight
  22. 26. The Big Switch
  23. 27. Pat The Baker
  24. 28. Toyota Ireland
  25. 29. <ul><li>The Power of Social Media </li></ul>
  26. 30. Impromptu Facebook Pages
  27. 31. Queen Rania
  28. 32. Best Job In the World
  29. 33. Tube Worker abuses Traveller
  30. 34. The Four Hour Working Week
  31. 35. Stuff White People Like
  32. 36. <ul><li>Successful Viral & UGC Campaigns </li></ul>
  33. 37. Rage Against The Machine
  34. 38. Upside Down Tango
  35. 39. Walkers “Do us a Flavour”
  36. 40. Love of Wispa
  37. 41. <ul><li>Unsuccessful Viral & UGC Campaigns </li></ul>
  38. 42. Danish Single Mother Hoax
  39. 43. Saatchi and Toyota Yaris Fiasco
  40. 44. <ul><li>Digital crisis and reputation management </li></ul>
  41. 45. Vodafone Obscene Tweet
  42. 46. Marks and Spencers
  43. 47. MayTag and @ dooce
  44. 48. TSA Agent Took My Son (US)
  45. 49. Domino’s
  46. 50. United Airlines
  47. 51. GM CEO Sacked
  48. 52. <ul><li>The Dark Side? </li></ul>
  49. 53. Tweet about Sons Death - RealTime
  50. 54. “ Miscarriage Tweet”
  51. 55. <ul><li>IP related </li></ul><ul><li>Issues for Organisations </li></ul><ul><li>What to do? </li></ul>
  52. 56. Forrester Blogging Debate
  53. 57. Edelman
  54. 58. <ul><li>International case studies of brands engaging with social media </li></ul>
  55. 59. Ikea – Malmo
  56. 60. Evian
  57. 61. Volkswagen
  58. 62. Charmin “Go” Campaign
  59. 63. American Red Cross
  60. 64. Zappos
  61. 65. Ford - FiestaMovement
  62. 66. Coca Cola “206 Expedition”
  63. 67. Skittles
  64. 68. Best Buy
  65. 69. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  66. 70. <ul><li>Thank You </li></ul>

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