Presentation given to Marketing Society of Ireland about Bord Gáis Energy's experiences in Social Media. Highlighting 3 recent Case Studies.

1. Bord Gáis Energy
Lessons in Social Media

2. ie.movember.com
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3. Bord Gáis Energy
• Intro - Background
• The Big Switch 2010 - Meet the Last Family
• Bord Gáis Energy Under 21 Hurling Championship
• Think Beyond App for iPhone Launch
• Key learning's

4. Background
The Big Switch
• 2009 Re-Brand & Big Switch
• Bloggers Briefing
• Twitter (Promotions & Customer Service)
• Company Social Media Strategy

5. 1 - The Big Switch 2010 - Meet the Last Family
2 - Bord Gáis Energy Under 21 Hurling Championship
3 - Think Beyond App for iPhone Launch
Goals >> Tactics >> Targets >> Results
Case Studies

6. Meet The Last Family

7. The Big Switch
2010
Last Family - Goals
• Address the barriers to switching as
highlighted by customer research
• Support wider Big Switch online
marketing campaign
• Update online community one year on

8. Last Family – Tactics
• Twittter - @young_kubrick @LastSharon
• YouTube – SeanOgProductions
• Tease & Reveal - Launch Event
• Rich media and standard display ads
The Big Switch
2010

9. Last Family - Targets
• Online switch applications
• Online video views and interactions
• No. of attendees at launch event
• Lead generation
The Big Switch
2010

10. The Big Switch
2010

11. Last Family – #LiveAd
Case Study 1
The Big Switch 2010

12. Last Family – #LiveAd
Case Study 1
The Big Switch 2010

13. breakingthrough.ie

14. U21 Hurling
Championship
breakingthrough.ie - Goals
• Build and engaged community around a
dedicated microsite
• Build awareness of sponsorship within
hurling and GAA community

15. breakingthrough.ie - Tactics
Facebook
Priority Network, in terms of Target Audience
Twitter
Second Priority due to less GAA fans on this network, although this will
be the most time consuming network as it requires more active
engagement.
Website Blog
Will serve as a Support the user experience on the
website, but will not be a priority in terms of active
social media engagement
YouTube
We do not recommend prioritising traffic to the
YouTube channel, rather use this as a way to host
content that will best be distributed on Facebook
and Twitter.
U21 Hurling
Championship

16. breakingthrough.ie - Tactics
• Dedicated microsite with personality
driven content - blog (Joe Canning &
Marty Morrissey), videos (Ger
Cuningham & Joe)
• Twitter – Live Commentary & General
Update
• Fan engagement initiatives
Pass it on – video
Show your true colours - photo
U21 Hurling
Championship

22. IPhone App Launch - Goals
• Engage with and communicate to as many smart phone users as possible
• Maximize launch day coverage by generating conversation/buzz outside of norm
• Get the ‘Think Beyond’ name out there and get people associating it with BGE
• Get App in to top 10 of free Apps in Irish market and No.1 in free utilities chart
Think Beyond
App

23. App Launch - Tactics
• Twitter - (New Facebook Biz Page)
• 4 hour Twitter only promotion
• Outline a task every hour, for 4 hours on day of launch, to win IPhone 4 or iTunes
vouchers
• Task should include where possible logo, brand name, IPhone, Apps
• Maximize potential spread and engagement by mixing digital with offline
Think Beyond
App

24. App Launch – Targets
• No of App downloads
• No of #ThinkBeyond & brand mentions mentions (positive vs. negative)
• User generated content
• iTunes App store chart position
Think Beyond
App

25. Hour 1 – IPhone Background
Think Beyond
App

26. Hour 2 – Press Ad
Think Beyond
App

27. Hour 3 – Think Beyond Logo
Think Beyond
App

28. "
Hour 3 – Think Beyond Logo
Think Beyond
App

29. Hour 4 – Treasure Hunt
gimmiefreestuff Bio: “How many things can I win from twitter in a year ....”
Think Beyond
App

30. App Launch – Results
• Reached number 1 in the top free utilities charts on two occasions
• Reached a high of 5th in the top free apps charts and also featured in ‘New & Noteworthy’
Think Beyond
App

31. Pre
Think
Beyond
Post
Think
Beyond
Change in sentiment around Bord Gáis Energy
Pre and Post Think Beyond App Launch

32. The content of the results from the category is analyzed and displayed in a cloud chart.
This represents the main ideas of the conversations.
Change in conversation around Bord Gáis
Pre and Post Think Beyond
Pre Think Beyond Themes
Post Think Beyond Themes

33. Key Learning's

34. • Customer research – Understanding which segments of your customer base to target
with SM etc
• Support & Resources – Don’t underestimate resource requirements
• Social Media is a two way conversation
• Don’t try to be everywhere
• Quantifiable metrics – so you can identify what's working and achieve you r goals
• Social Media best utilised as part of integrated approach
Key Learning's

35. Go raibh maith agaibh – Thank You
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