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6. DBS_SocialMediaCaseStudies
This document provides an overview of social media and case studies of how large brands have used social media. It discusses how social media allows for peer-to-peer sharing and interactions, and how this has changed customer behavior and expectations. Several case studies are described, such as how Dell improved customer service through social media engagement after initially refusing, and how Intuit, American Red Cross, Johnson & Johnson, and others have built communities and engaged customers online. Both successful and unsuccessful social media campaigns are examined.
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6. DBS_SocialMediaCaseStudies
- 1. Social Media Overview& Case Studies Keith Feighery: Digital Strategist
- 2. Quick Overview ofSocial 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 platformsare mass enablers of peer to peer conversations, sharing and interactions
- 4. Marketers need tounderstand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
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- 6. 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. Brands & organisationsneed to embrace a more social engagement because it is happening with or without them
- 9. Marketers must understandthe dynamic of communities
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- 11. Potential Benefits ofSocial Engagement • Listening – Crucial to hear what the public is saying about you, competitors, related business areas etc.. (researc) – 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 • Lossof control of the conversation – Two way communication – Openly negative transmissions – Digital Crises • Using social channel as a marketing or PR conduit • Broadcast as opposed to engagement • Little value • 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 socialmedia campaign
- 14. Social Media Campaigns •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
- 15. How to MeasureSocial Media • Prepare the ground – Benchmark Twitter, Facebook, 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
- 16. Metrics to Measure •Online 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 • SEO – 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
- 17. Case Studies ofLarge Brands Using Social Media
- 18. 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
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- 20. Intuit Business ServiceCo. • 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
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- 22. 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
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- 24. 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)
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- 26. Walmart • 11 MomsBlogs – 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
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- 32. Coca Cola “206Expedition”
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- 34. Skittles • In 2009turned 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
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- 36. The Power ofSocial Media
- 37. The Four HourWorking Week
- 38. Tube Worker abusesTraveller
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- 40. Successful Viral &UGC Campaigns
- 41. Walkers “Do usa Flavour”
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- 43. Rage Against TheMachine
- 44. Unsuccessful Viral &UGC Campaigns
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- 46. Digital crisis andreputation management
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- 51. Recent Irish casestudies of brands using social media
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- 55. Yelp – Bars& Restaurants
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- 63. Innovative Case Studiesof Social Media
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- 65. Best Job Inthe World
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- 71. Facebook and TheBig Brands
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