UPDATED: Social Media Overview&Case Studies V1.6


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Social Media Case Studies

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UPDATED: Social Media Overview&Case Studies V1.6

  1. 1. Social Media and Business Applications Keith Feighery: Digital Media Strategist
  2. 2. What is Social Media?
  3. 3. Quick overview of social media • The use of Technology to: – Develop, enable and be part of communities • Internally and externally for organisations – Create and share content and information – Engage in conversations and extend social networks – Connect with people and groups – Listen and participate in discussions, threads and develop ideas and relationships with others – Learn from others
  4. 4. Why should business use social media ?
  5. 5. Business & Social media • Listening – Crucial to hear what the public is saying about you • Engage with Customers – Once you know what they’re saying and what platforms they are saying it from – you can then interact with them • Benefits – Build real communities online – Build long lasting relationships and trust with customers – Reduce customer acquisition costs – Increase customer retentions – Instant polling and research opportunity with customers • Cost – Initial set-up costs are relatively low – reduced production and media purchase spend – Main overhead is personnel resource & time
  6. 6. Running a social media campaign
  7. 7. Elements of a social media campaign • Essentials of a successful campaign – Know your target audience – Plan goals and aims of campaign – Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership – Pick platforms and tools that relate to your identified audience – Implement a pilot programme and monitor and analyse campaign progress – Revise approach and campaign based on feedback – Roll-out on different platforms and business areas incrementally
  8. 8. Implementing a social media campaign • Benchmark existing stats – Current site statistics – Twitter followers, Facebook fans, Digg Links, existing traffic etc.. – Identify SEO rankings, referrals from sites, customer satisfaction scores – Quantify ROI benchmarks – customer acquisition, advertising spend per channel • Design and develop the campaign – Decide on channels – Stakeholders – Expectations – Pilots – Revision points – Monitoring process – Engagement process
  9. 9. Metrics that can be measured • Traffic – Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc.. • Levels of Interaction – Comments etc… - engaged customers are quality customers • Sales – Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) • Leads/Conversions – If not possible to convert online – therefore create other mesaurable conversions • Links – Video links – Tagged: YouTube, Vimeo, Blip.tv – Blog Links – trackbacks, comments, direct references – Digg Links • Brand Metrics – Positive Brand Associations – Word of Mouth – Brand Awareness – Propensity to Buy – Brand Recall
  10. 10. Using Social Media within an organisation
  11. 11. Internal usage of social media • Enables Collaboration and Content Generation – Manage knowledge, share best practices & communicate and co-ordinate company/project activities – Solicit expert advice from internal and external sources • Enables Expert Community Building – Create large scale expert distributed communities – Communicate externally about product development – Brand building and marketing development • Making use of information markets and resources – Broad participation in strategic development and ideas generation – both internally and externally
  12. 12. Social Media Platforms
  13. 13. Platform Types • Social Networks – Facebook, MySpace, Bebo (Main ones in US and Europe) • Blogging/Micro-Blogging – WordPress, Twitter, Laconica, Tumblr, Present.ly, Yammer • Video, Audio & Photo sharing – YouTube, Vimeo, Seesmic, 12Seconds, Vidder – Flickr, MugShot, Photobucket – Blip.fm, Last.fm, Pandora, Spotify – Podcasts&Videocasts • Aggregators/Status management – FriendFeed, SocialThing!, PeopleBrowser, Ping.fm • Bookmarks/Tagging/Rating – Delicious, StumbleUpon, Reddit, Technorati, Digg • Collaboration Networks – Wikis, Shared Workspaces, Forums, Commenting Networks (BackType, Disqus)
  14. 14. Social Networking Sites • Bebo – Age group 14 yrs – 20 yrs – Entertainment based – Very effective – but campaign must engage with users – Social capital rewards – User generated content – Incentives • MySpace – Age group 16 yrs – 24 Yrs – Like Bebo, media and entertainment based – Jan 09 - 124 M unique users – 2% declne in traffic (Comscoore) – 81 Million Users (3% Drop in users over 2008 – Nielsen) – More Music based (historically – but becoming Open platform) – Campaign success depends on level of engagement with users
  15. 15. Facebook • Functional social networking platform more so than Bebo and MySpace – Emphasis is on Communicating with Friends • Most users regardless of numbers of friends engage with est. 30 users – Largest Social Networking site – Jan 09 – 276 million unique users – increase of 16.6 % (Comscore) – In UK – est. 47% online community use Facebook • Fastest growing user-base is 35-49 Age cohort – Now attracting twice as many users as MySpace (TechCrunch) – Is the fastest growing SocNet at present • in terms of number of users – twitter growing at 1400% over last 12 months – Less advertising friendly than Bebo and MySpace (Nielsen) – Businesses can create fan, product or group pages (re-worked recently – early March 09) – Main markets in North America and Europe – Interestingly, due to cultural and linguistic (as well as regulatory challenges) domestic networks dominate in China and Japan • 51 in China • Mixi in Japan • Orkut 29 times more popular than Facebook in Brazil
  16. 16. Micro-blogging: Twitter • Excellent B2B and B2C networking tool • Great potential for building relationships – Directly with customers – Good examples Zappos, Dell, Comcast • Good listening tool – What is being said about you and most importantly are you hearing it? • Easy to engage with customers – Reach out to them and resolve issues and improve service to them – Opportunity to convey a personal dimension rather than marketing speak • Becoming mainstream but still only 10 million unique users – 1400% growth over past 12 months
  17. 17. Video Sites • Very useful marketing tool – BlendTec and Diet Coke/Mentos – User-generated content • Run competitions for customers to build content (see Pat The Baker example) • Extending digital footprint and brand-building purposes – Create engaging content, tag videos with keywords and distribute on a wide network – Post all content and video blogs on your website and distribute on free video sharing sites
  18. 18. Social Bookmarking & RSS • Add Bookmark Buttons to sites – Sociable, AddThis, Share are widely used • Link all social profiles from website – Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc. • Ensure that RSS is enabled – Feedburner, GoogleReader, MyYahoo, NetVibes • Add rating and individual bookmark buttons – Digg, Technorati, Reddit, StumbleUpon, Delicious • Yahoo Pipes – RSS and Lifestream aggregator
  19. 19. Blogging • Common Blogging Platforms – WordPress, Type Pad, Bloggers, Blogspot • Excellent way of engaging with readers – Inform followers what is of interest to you • Can use an informal style – Show human face of organisation • Participate in wider conversations – Leave comments, interact, generate interest, etc.. • Search Engines – Love regularly updated content • Now MNCs are encouraging employees to Blog and engage with social media – IBM, Dell, Intel and Cisco
  20. 20. Listening Tools • Using the following tools brands can listen online to what is being said about them – Commercial aggregated listening tools • BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic – Twitter • Twittersearch, Tweetbeep, TweetDeck – Blogs • BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch, WhosTalking.com, iceRocket – Alerts • Google Alters – Customise Searches into RSS feeds and subscribe in RSS readers • Using these, brands can listen to what is being said about them and manage reputation
  21. 21. Case Studies
  22. 22. Dell Case Study • Dell-Hell Blog – Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed – Appalling publicity – made onto cover of Businessweek • How Dell reacted – Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site – Ideas Storm – Customer recommendation platform – Encourages employees to blog and engage with tools like twitter – Monitors brand using Visible Technologies – TruCast • Benefits – Improved customer service – real-time support using Twitter – Brand Enhancement, product improvement, customer service, employee empowerment
  23. 23. Dell Case Study
  24. 24. Bebo & Pat The Baker • Unlikely brand to become a template on how to run a social media campaign • Engaged with their audience (very well) – Blogs, updates, conversational, responded to comments and questions as they happened – User Interaction – • Allowed and encouraged user feedback – solicited their opinions using Polls & questionnaires – User generated competitions • Design related (skins, characters), video and merchandise (T-shirts, bags) – Social capital as well as economic rewards
  25. 25. Pat The Baker
  26. 26. Zappos Online Retailer • Use social media to be – Transparent and provide excellent customer service • Prolific use of Twitter – Over 400 employees use it. CEO Tony Hsieh no.1 user • Use blogs to – Give customers an insight into the company culture • 75% of sales is customer repeat business • Talk with customers – Support them thru sales process – Encourage them to drop by for office and warehouse tours • Promote competitors – If goods not available at that point in time
  27. 27. Zappos
  28. 28. BlendTec • Little known consumer brand (more industrial reputation) in the US • Decided to run some low quality videos of CEO blending incongruous materials – iPhone, steel tins, golf balls • Called it WillItBlend.com – instant success • Over 100Million views • Now have iPhone App • Raised profile of company in US and beyond • Low cost and highly effective
  29. 29. BlendTec
  30. 30. Diet Coke and Mentos • Eepy Bird experiment – Two guys created a video mixing Mentos and Diet coke – • Initial experiment video’ “Bellagio Fountain” Effect – Appearances of Letterman, Today Show – articles in Wall Street Journal and New York Times – By September 2007 – viewed 18 million times on Revver; By 2009 – est. 120 Milllion views – Initially Coke resisted the craze – but then embraced as took off – Mentos (not well know in US at the time) immediately got on board – increase in 20% of sales in 2007 – Coke is now sponsor and partner to Eepy bird – est. minimum free $10M free advertising – Traffic to Coke.com Doubled – Sales of Diet coke up 10% – Now established as a Guinness Book of Record – 1360 Bottles in Leuven Belgium – Replicated across the world – 1000s of copycat videos
  31. 31. Diet Coke and Mentos
  32. 32. Skittles • Recently turned Hompage into social webstream – Twitter updates, Facebook page,YouTube • Brand was hijacked initially – Lots of puerile commentary on twitter stream (expletives etc) • A lot of social media and marketing publicity – More negative than positive – However, are those who think very brave and only time will tell whether a success or unmitigated failure • Feeling that Skittles wanted to benefit from Social Media – Without truly engaging • Interesting case as to how brands should engage through web and social media • Highlights issue of brochure ware sites for brands – General feeling there needs to be another form of engagement with customers other than bland websites
  33. 33. Skittles
  34. 34. Starbucks • Set up a Starbucks idea site – To register user ideas, vote on them and then implement popular ones • Set up a community site to engage – With other socially minded starbucks fans - www.v2v.net • Starbucks (Redcard) – Do something good everyday – HELP OTHERS around the world • Set up http://starbucks.com/sharedplanet/ – To show commitment to the planet (green issues supporting communities outside US) • YouTube, Twitter, Facebook profiles – To connect with customers
  35. 35. Nokia • Mosh – A Nokia site offering free safe content for phones – Applications, games, videos, widgets etc.. • Nokia Conversations – Blogs, news, events, future technologies, new applications, ideas and research – Twitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used) • Noki WOM – http://www.womworld.com – Integrated Nokia infostream to Social Media platforms • Tumblr, Twitter, Flickr, YouTube, Technorati, FriendFeed • Discreet personalised Nokia Facebook profiles – Luca, Jade and Anna (Europe, Japan, US based) – Recording their lifestream on facebook • Not without controversy – Wieden Kennedy’s Nokia Design Competition • Demonstrated crowd-sourcing not without issues
  36. 36. Nokia
  37. 37. Starbucks
  38. 38. Nike • Nike Plus – Integrated runner and nanoPod accelerometer tracking device – Community based training site – tracks runs, compete, train in teams – Route Planners – worldwide • Nike.com – training programs – Create customised training programmes (Jordan program) • Nike 6.0 – Community for skateboarders, X-country bikers, surfers, BMXers, Moto, Snowboarders etc. • NikeRunning – Information based – sharing, connecting with others, advice • Blogs – Nikewomen – video training, program set-up, interviews and stories – NikeID – customised trainers
  39. 39. Nike
  40. 40. Intuit Business Service Co. • Provides customer service and advice – Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites • Well crafted web2.0 site – Embedded customer feedback channels • Two-way transmission of information – From customers to Accountants, Tax, Business services etc.. • Online Peer to Peer communicatin – Forums and Wikis • Closed member feedback groups – For research and very frank opinions
  41. 41. Intuit Business Services
  42. 42. Southwest Airlines • YouTube Channel – Reasonably Humorous – Tries to be transparent – company information etc.. – Mantra: Low Fares. No Hidden Fees. • Nuts About Southwest Flickr – 1000s of photos of planes – plane-spotter friendly – User generated content • SouthWest Blog – Informal and irreverent – Integrated YouTube, Flickr, Twitter etc.. – Best Tweet of the day – Dave the Rappin attendant – Run regular Polls – feedback loops • Well manned presence of Twitter – Kudos from online community
  43. 43. Southwest Airlines
  44. 44. Flying Dog Brewery • “Irreverent, provocative and purposeful” interactions • Use Twitter, Blog, Facebook and Flickr – Chat and share sense of humour with followers – Organise meet ups with fans and customers – Take snap polls of customer likes and dislikes – Engage with followers real-time on Twitter – Show photostream on Flickr – having a good time with real customers – Non-sanitised interactions on their blog • Good template on how to use social media for small/medium sized businesses
  45. 45. Flying Dog Brewery –
  46. 46. Johnson & Johnson • Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence – Not overtly J&J centric – Discussing issues that matter to families • Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise – Advice for Mothers – Reflects waning influence of print and TV • J&J health Channel – Videos of people with real life health issues and lets them tell their stories • Facebook – Acuminder – Useful Application to allow you to manage vision care routine • Facebook – ADHD – A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans) • Motrin Ads caused furore with online “Mommy” Bloggers – J&J withdrew Ads (showing mothers suffering back problems from carrying baby)
  47. 47. Johnson & Johnson
  48. 48. Walmart • 11 Moms Blogs – Eleven Mom Bloggers who offer advice to families – Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) – Not an overt advert for Walmart brand – Kudos from Analyst community (Jeremiah Owyang) • Also has difficult online relations – Walmart Watch – Working Families for Walmart – Both very critical of Walmart policies – Facebook page hacked – bad publicity around adoption of web 2.0 – Myspace campaign panned – ends after 10 weeks – Walmarting across America – very mixed reviews
  49. 49. Walmart
  50. 50. American Red Cross • Bad Public reputations – After Hurricane Katrina • Started listening to what public was saying online about them – Blogsearch, twitter, alerts • Started engaging with public – Initially started commenting to blog posts and other discussion threads and over time embraced Twitter and Facebook etc… • Now use Local Twitter Accounts – Connect directly – notify people of warnings/shelters/services etc.. – Public update them of safety issues • Use Flickr and YouTube – So community can share worldwide photos and videos of all experiences and activities • Facebook Pages – Update users with information
  51. 51. American Red Cross
  52. 52. Whole Foods • Social initiatives – Wholefoods Foundation – Local producer loan foundation (lends up to $10M PY) – Engage with local communities – 5% giving days • Social Platforms Used – Blogs, Twitter (165,000 Followers), Facebook (52,000 fans) • Engage with customers – Feedback – Customer Service • Mediums used – Runs competitions (videos, photos) – Broadcast cooking video – Photos
  53. 53. Whole Foods
  54. 54. New York Times • 60 Blogs integrated with RSS feeds – Very broad content focus • Created realtime share repository for NYT articles - TimesPeople • Links to external story sources (direct competitors) • Facebook Profile – Video, Photos, Comments, Individualised and local content – Discussions • Twitter Account – Newsfeed • Getting some Analyst credit since launched TimesPeople and external links
  55. 55. New York Times
  56. 56. Wall Street Journal • Over 40 Blogs of wide ranging content – Individual tone rather than journalistic – E.g. Tracking 8 execs laid off in 2007/08 – Management, Foreign Affairs, Markets, Digital Media etc… • Twitter – Mainly News Feed • Tepid response from Analysts of social media adoption to date – General Gartner
  57. 57. Wall Street Journal
  58. 58. Future Developments
  59. 59. Looking to the Future • Using social and demographic graph information • Single CustomerID and information – Data Federation (user controls and owns personal info) • Proliferation and ubiquity of Mobile Apps • Increased aggregation across all social applications • Semantic and social search – Relate search to previous search patterns, what friends like, registered personal information