Social Media Case Studies Fitzwilliam Dec10th09


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Presentation to Fitzwilliam Institute covering social media and business applications

New case studies include - useage of by Guinness, World Cultural Festival, st patricks day festival, playhouse and reach of Facebook Impromptu pages. Added new to Brand management - re: GM CEO daughter making irate comments on GM fb page.

And lots of international and irish scomed examples

Published in: Technology, Business
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Social Media Case Studies Fitzwilliam Dec10th09

  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 Customer 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, </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>Recent Irish case studies of brands using social media </li></ul>
  10. 10. The Big Switch
  11. 11.
  12. 12. Pat The Baker
  13. 13. Blacknight
  14. 14. SandTex – Ireland Deserves Sun
  15. 15. Toyota Ireland
  16. 16. Mr Tayto
  17. 17. Murphys Ice cream
  18. 18. HairyBaby
  19. 19. Paddy Power
  20. 20. <ul><li>Digital crisis and reputation management </li></ul>
  21. 21. GM CEO Sacked
  22. 22. Domino’s
  23. 23. United Airlines
  24. 24. Marks and Spencers
  25. 25. <ul><li>The Power of Social Media </li></ul>
  26. 26. Impromptu Facebook Pages
  27. 27. TSA Agent Took My Son (US)
  28. 28. Stuff White People Like
  29. 29. Tube Worker abuses Traveller
  30. 30. Best Job In the World
  31. 31. <ul><li>International case studies of brands engaging with social media </li></ul>
  32. 32. Ikea – Malmo
  33. 33. Evian
  34. 34. Volkswagen
  35. 35. Charmin “Go” Campaign
  36. 36. American Red Cross
  37. 37. Zappos
  38. 38. Ford - FiestaMovement
  39. 39. Coca Cola “206 Expedition”
  40. 40. Skittles
  41. 41. Best Buy
  42. 42. <ul><li>Thank You </li></ul>