This presentation provides an overview of social media and how it fits into digital marketing strategies. It discusses key social media platforms and metrics for measuring social media performance. Several case studies of companies using social media successfully and unsuccessfully are also summarized.

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

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

3. Presentation Outline The Changing Digital Landscape Where Social Media fits in with the Overall Digital Landscape Overview of Social Media Platforms and What to Measure Case Studies of Organisatons using Social Media

4. Digital Marketing Mix Social Media Marketing Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts Content & Inbound Marketing Website, blog, social platforms, partnership sites etc… Search Engine Marketing PPC, Display and Affiliates Mobile Marketing Location Based, Text, Advertising, Coupons, Offline-Activation Search Engine Optimisation (SEO) Structured & Planned Content, Optimismed Vocabulary, Links Email Marketing Email Service Providers, Acquisition and Retention, Lead Nurturing Measurement and Analytics Clear Objectives and Benchmarks

5. The Changing Digital Landscape

6. Traditional Marketing Vs Social Engagement

8. Digital Consumption Trends 1.7 Million people currently on Facebook in Ireland The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc. Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player) Approx 200 Million People per month access Facebook on mobile Devices The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010 70% of online adults, ages 55 and older, use social tools at least once a month

9. Where Social Fits in with Inbound Marketing

10. Hubspot – Inbound Marketing Company view

11. 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.

12. How to think about media mix in this changed landscape

13. Differentiated Digital Media Model Owned Media – such as Website, Social Platforms Paid Media – such as PPC, Social Ads, Display & Affiliates Earned Media – Social impressions, Viral

14. Owned Vs Paid Vs Earned Media

15. Social Media Landscape

16. Social Media Landscape

17. 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 Profiles

18. Salient Characteristics of Social Platforms

19. New social platforms are mass enablers of peer to peer conversations, sharing and interactions

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

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

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

23. Marketers must understand the dynamic of communities

24. Potential Benefits of Social Media Listening Crucial to hear what the public is saying about you, competitors, related business areas etc.. Research – understand behaviours, experiences, language patterns etc.. Engagement Communicate directly with prospects and customers (without filters) Provide utility and new communications channels Relationships Build long lasting relationships and trust with customers Build real and valuable communities online and offline (Two way process) Reduce customer acquisition and support costs Increase customer retention rates (Loyalty/Advocacy) Mass feedback loop for your business

25. Potential risks Loss of control of the conversation Two way communication Openly negative transmissions Speed of which Digital Crises can arise Using social channel as a marketing or PR conduit Broadcast as opposed to engagement Proving Little value to customers Informative, Educate, Entertain Can be a difficult for brands to find Tone and Voice Reveal a human voice of a corporate identity What it is that voice?

26. Social Media Relevance

27. Social Media Relevance 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.

28. Measuring Social Media

29. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. Highlight success, or failures, for the objectives you have created for your organization Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

30. Typical Trackable KPIs Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost per Sale Reduce Core Bounce rates Increase Frequency and Return rates Increase Recency Rates Increase Rate & Value of Conversions Increase Average order size (ecommerce apps)

31. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3 rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter and Lead Gen signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

32. Recent Irish case studies of brands using social media

33. Cully & Sully

34. The Good Mood Food Blog

35. Hairybaby

36. Dazzledust

37. Groupon – CityDeal.ie

38. Pat The Baker

39. Beaut.ie

40. The Big Switch

41. Innovative Case Studies of Social Media

42. BlendTec

43. Diet Coke and Mentos

44. Old Spice Campaign

45. Tippex YouTube Campaign

46. Orabrush

47. Best Job In the World

48. Kogi BBQ

49. C-Mon & Kypksi

50. Ikea – Malmo

51. Greater Manchester Police

52. Digital crisis and reputation management

53. Nestle

54. Marks and Spencers

55. Domino’s

56. United Airlines

57. Facebook and The Big Brands

58. 1800Flowers.com

59. Victorias Secrets

60. Starbucks – Frappucino.com

61. TOMS Shoes

62. Red Bull

63. Successful Viral & UGC Campaigns

64. Earned Media - Gillette

65. Evian

66. Walkers “Do us a Flavour”

67. The Power of Social Media

68. Tube Worker abuses Traveller

69. Stuff White People Like

70. The Four Hour Working Week

71. Unsuccessful Viral & UGC Campaigns

72. Danish Single Mother Hoax

73. Case Studies of Large Brands Using Social Media

74. 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)

75. Johnson & Johnson

76. 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

77. Walmart

78. Starbucks

79. Ford - FiestaMovement

80. Charmin “Go” Campaign

81. Coca Cola “206 Expedition”

82. Best Buy

83. 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

84. Skittles

85. Starbucks

86. 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

87. American Red Cross

88. Contact Details

89. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

90. Thank You