The document provides an overview of social media marketing strategies, contrasting traditional advertising with inbound marketing approaches. It highlights the importance of engaging with customers through various platforms and the benefits of building relationships, while also acknowledging potential risks associated with open communication. Case studies of brands utilizing social media effectively and ineffectively illustrate the changing dynamics of consumer behavior and engagement in the digital landscape.

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

2. www.slideshare.net/kfeighery/DBS-
SocialMediaSession

3. The Changing Digital Landscape

4. Traditional Marketing Vs
Social Engagement

6. Where is everyone?

7. Social Media Landscape

9. Key Platforms for Customers
• Social/Professional Networks
– Facebook, LinkedIn (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming
– Wordpress, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing
– YouTube, Vimeo, Blip etc..
– Flickr, Photobucket, TwitPic, YFrog
• Mobile
– Foursquare, Facebook, Twitter, Yelp
• Bookmarks/Sharing
– Delicious, StumbleUpon, Digg, Google Profils

10. Content & Inbound Marketing

11. Hubspot – Inbound Marketing Company view

12. Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy:
• More traditional approach – can also be referred to as ‘push messaging’.
• Business decides on a particular message and pushes it out into the
marketplace.
• Finds customers by building brand awareness through advertising and
promotion.
Inbound marketing strategy:
• New and emerging approach – can also be referred to as ‘pull messaging’.
• Business aims to be ‘get found’ by customers
• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.

13. Differentiated Digital Media Model
• Owned Media – such as website
• Paid Media – such as display ads
• Earned Media – such as viral campaign

14. Owned Vs Paid Vs Earned Media

16. Social Platforms

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

18. Marketers must understand that its not about
the specific tools but the changing
consumption and behaviour patterns of the
customer

19. Brands & organisations must embrace a more
social engagement because it is happening
with or without them

20. Leveraging Social Media

21. Challenge now is to build engaging digital and
social strategies aligned with clear business
objectives

22. Marketers must understand the dynamic of
communities

23. 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

24. Potential risks
• Loss of 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?

25. Recent Irish case studies of brands
using social media

26. Cully & Sully

27. Hairybaby

28. Dazzledust

29. The Good Mood Food Blog

30. Beaut.ie

31. Pat The Baker

32. Groupon – CityDeal.ie

33. Murphys Icecream

34. The Big Switch

35. Crystal Swing

36. Innovative Case Studies of Social
Media

37. BlendTec

38. Diet Coke and Mentos

39. Orabrush

40. Best Job In the World

41. C-Mon & Kypksi

42. Old Spice Campaign

43. Tippex YouTube Campaign

44. Kogi BBQ

45. Ikea – Malmo

46. Greater Manchester Police

47. Digital crisis and reputation
management

48. Nestle

49. Marks and Spencers

50. Domino’s

51. United Airlines

52. Facebook and The Big Brands

53. 1800Flowers.com

54. Victorias Secrets

55. Starbucks – Frappucino.com

56. TOMS Shoes

57. Red Bull

58. Successful Viral & UGC Campaigns

59. Earned Media - Gillette

60. Evian

61. Rage Against The Machine

62. The Rise Of The Meme

63. Hitler Meme

64. Rick Rolled

65. Masterchef Re-edit

66. Don Draper

67. The Power of Social Media

68. Tube Worker abuses Traveller

69. Stuff White People Like

70. The Four Hour Working Week

71. Walkers “Do us a Flavour”

72. Unsuccessful Viral & UGC Campaigns

73. Danish Single Mother Hoax

74. Case Studies of Large Brands Using
Social Media

75. 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)

76. Johnson & Johnson

77. 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

78. Walmart

79. Starbucks

80. Ford - FiestaMovement

81. Charmin “Go” Campaign

82. Coca Cola “206 Expedition”

83. Best Buy

84. 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

85. Skittles

86. Starbucks

87. 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

88. American Red Cross

89. Contact Details

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

91. Thank You