This document provides an overview of social media and case studies of brands leveraging social media. It discusses how social media allows for communities, content sharing, and conversations. It also covers how marketers must understand changing customer behaviors and dynamics of online communities. Potential benefits of social media engagement include listening, engagement, relationships, and reducing costs. However, there are also potential risks like loss of control and not engaging audiences. The document analyzes case studies of brands using social media and outlines metrics to measure social media campaigns.

1. Social Media Overview & Case Studies
Keith Feighery: Digital Strategist

2. Quick Overview of Social Media
• The use of Technology and Digital Media to:
– Develop, enable and be part of communities
– 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

3. New digital platforms are mass enablers of
peer to peer conversations, sharing and
interactions

4. Marketers need to understand that its not
about the specific tools but the changing
consumption and behaviour patterns of the
customer

5. Marketers must understand the dynamic of
communities

6. Changing Customer Landscape

7. Changing Customer Landscape
• The relationship between organisations and customers
has traditionally been optimised around the organisation,
not the customer
• Companies and organisations have fallen behind in
connecting and engaging with customers
• Customers choose to connect and collaborate with each
other without the organisations, disrupting the flow of
influence.

8. Online Brands and Social Media
• 60% of online shoppers already use social media sites
and networks regularly
• 56% of those online shoppers friend or follow retailers,
but they can only do so, if the retailer is actively
engaging within those networks
• Only 25% of Top 100 Brands have Facebook Pages
• Twitter and Facebook users to spend more than 1.5x
more online than the average Internet user.

10. Leveraging Social Media

11. Potential Benefits of Social Engagement
• Listening
– Crucial to hear what the public is saying about you, competitors, related
business areas etc.. (research)
– Crowdsourcing – understand behaviours, experiences, language patterns
etc..
• Engagement
– Engage directly with prospects and customers (without filters)
• Relationships
– Build long lasting relationships and trust with customers
– Build real and valuable communities online and offline (Two way process)
– Reduce customer acquisition costs (Media spend)
– Increase customer retentions (Loyalty/Advocacy)
– Mass feedback loop for your business

12. Potential Risks
• Loss of control of the conversation
– Two way communication
– Openly negative transmissions
• Using social channel as a marketing or PR conduit
• Broadcast as opposed to engagement
• Can be a difficult persona for brands to adopt
– Reveal a human voice of a corporate identity
• What it is that voice?

13. Running a social media campaign

14. Social Media Campaigns
• Essentials of a successful campaign
– Know your target audience
– Plan goals and aims of campaign
– Have specific goals for each channel and platform
– 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

15. How to Measure Social Media
• Prepare the ground
– Benchmark Twitter, Facebook, 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
– Define Projections
– Monitoring process
– Engagement process

16. Metrics to Measure
• Online Traffic
– Traffic volumes, PPC, Organic, sources, keywords, 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
• SEO
– Video links – Tagged: YouTube, Vimeo, Blip.tv
– Blog Links – trackbacks, comments, direct references
• Brand Metrics
– Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to Buy,
Brand Recall

17. Recent Irish case studies of brands
using social media

18. Cully & Sully

19. Meteor Facebook Page

20. Bars - Facebook

21. Yelp – Bars & Restaurants

22. Boards Deals

23. Living Social

24. Groupon – CityDeal.ie

25. Groupon Points of Note
• Groupon selects the type of deal they wish to offer
• One deal per day
• Results in competition to provide best discount – usually 50% to
60%
• Deal must reach a critical mass before it becomes active
• Groupon handle payment and distribute vouchers
• They charge approx. 30% of cost – pay out over 60 days in 3
installments
• 68% Groupon Users ages 18-34
• 18% Groupon Users ages 35-44
• 77% of their users are female.

26. Blacknight

27. The Big Switch

28. Komplett

29. Murphys Icecream

30. GarrenDenny Interiors

31. Crystal Swing

32. Beaut.ie

33. The Power of Social Media

34. The Four Hour Working Week

35. Tube Worker abuses Traveller

36. Stuff White People Like

37. Innovative Case Studies of Social
Media

38. Orabrush

39. Ikea – Malmo

40. Crème Brulee Cart

41. Best Job In the World

42. Old Spice Campaign

43. Tippex YouTube Campaign

44. Kogi BBQ

45. Digital crisis and reputation
management

46. Nestle

47. Marks and Spencers

48. Domino’s

49. United Airlines

50. Successful Viral & UGC Campaigns

51. Walkers “Do us a Flavour”

52. Upside Down Tango

53. Rage Against The Machine

54. Unsuccessful Viral & UGC Campaigns

55. Danish Single Mother Hoax

56. Facebook and The Big Brands

57. Victorias Secrets

58. TOMS Shoes

59. 1800Flowers.com

60. Starbucks – Frappucino.com

61. Red Bull

62. Case Studies of Large Brands Using
Social Media

63. Case Studies - Dell
• 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

64. Dell Case Study

65. 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

66. Intuit Business Services

67. 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

68. American Red Cross

69. 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)

70. Johnson & Johnson

71. 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

72. Walmart

73. Starbucks

74. Evian

75. Ford - FiestaMovement

76. Charmin “Go” Campaign

77. Coca Cola “206 Expedition”

78. Best Buy

79. Skittles
• In 2009 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
• Today, one of the the top 10 brands on Facebook

80. Skittles

81. Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274

82. Thank You