The document summarizes three case studies presented by a team. It begins with a Cadbury case study presented by Lien Ching about a salmonella outbreak in 2006 due to a leaking pipe. It discusses Cadbury's social media response including a successful TV ad campaign. Next it outlines a Blendtec case study by Benjamin, describing how the company used social media platforms like YouTube and its "Will it Blend" videos to increase sales by 700%. Finally it summarizes a British Petroleum case study by Jansen about the 2010 Deepwater Horizon oil spill and BP's lack of engagement on social media during the crisis, hurting its reputation.

1. IT3196 – Social Media Case Study
Team Members : Jansen
Lien Ching
Benjamin

2. Agenda
1. Cadbury Case Study – Lien Ching
2. Blendtec Case Study – Benjamin
3. British Petroleum Case Study – Jansen
4. Q&A

3. Cadbury Case Study
By Lien Ching

4. Company Overview

5. Company Overview
 During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in
Marlbrook.

6. Company Overview
 During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in
Marlbrook.
 Incident was widely reported in the media; 40 people became ill

7. Company Overview
 During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in
Marlbrook.
 Incident was widely reported in the media; 40 people became ill
 Failure of Cadbury to inform Food Standards Agency for 5months
resulted in a £1 million fine and told to improve their
contamination testing procedures.

8. Company Overview
 During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in
Marlbrook.
 Incident was widely reported in the media; 40 people became ill
 Failure of Cadbury to inform Food Standards Agency for 5months
resulted in a £1 million fine and told to improve their
contamination testing procedures.
 Affected Cadbury’s sales revenue greatly

9. Social Media In Action

10. Social Media In Action
 TV Advertisement
£6.2 million campaign has been an advertisement featuring
an actor in a gorilla suit drumming along with Phil Collins In
the Air Tonight

11. Social Media In Action
 TV Advertisement
£6.2 million campaign has been an advertisement featuring
an actor in a gorilla suit drumming along with Phil Collins In
the Air Tonight
 Mailing List
Website viewer’s could leave their details to be contacted
by Cadbury

12. Social Media In Action
 TV Advertisement
£6.2 million campaign has been an advertisement featuring
an actor in a gorilla suit drumming along with Phil Collins In
the Air Tonight
 Mailing List
Website viewer’s could leave their details to be contacted
by Cadbury
 YouTube
Advertisement was uploaded to YouTube

14. Victory

15. Victory
 Resulted in a 6.2% rise in their annual sales report

16. Victory
 Resulted in a 6.2% rise in their annual sales report
 YouTube received 500,000 page views in the first week
after the launch; Become a huge internet hit with 6
million viewings on YouTube

17. Victory
 Resulted in a 6.2% rise in their annual sales report
 YouTube received 500,000 page views in the first week
after the launch; Become a huge internet hit with 6
million viewings on YouTube
 The advertisement has won total of 11 awards where
one of the awards is Film Grand Prix Lion at Cannes
Lions 2008

20. Company Overview

21. Company Overview
 Overwhelming response after the gorilla
advertisement

22. Company Overview
 Overwhelming response after the gorilla
advertisement
 Cadbury spokesman, Tony Bilsborough, said “ The
aim was to create commercials that replicated the
“feel good” moment of opening a chocolate bar and
taking that first bite”

23. Company Overview
 Overwhelming response after the gorilla
advertisement
 Cadbury spokesman, Tony Bilsborough, said “ The
aim was to create commercials that replicated the
“feel good” moment of opening a chocolate bar and
taking that first bite”
 Advertise through word-of-mouth

24.  Social Media In Action

25. Social Media In Action
TV Advertisement
Eyebrows advertisement, costing £3.7 million featuring 2
siblings letting their eyebrows dance in sync with the music
Film was made by Fallon, the same advertising firm, behind
the award-winning Drumming Gorilla campaign

26. Social Media In Action
TV Advertisement
Eyebrows advertisement, costing £3.7 million featuring 2
siblings letting their eyebrows dance in sync with the music
Film was made by Fallon, the same advertising firm, behind
the award-winning Drumming Gorilla campaign
YouTube
Advertisement uploaded in YouTube

27. Social Media In Action
TV Advertisement
Eyebrows advertisement, costing £3.7 million featuring 2
siblings letting their eyebrows dance in sync with the music
Film was made by Fallon, the same advertising firm, behind
the award-winning Drumming Gorilla campaign
YouTube
Advertisement uploaded in YouTube
Facebook
Discuss Cadbury’s latest news and updates.

29. Victory

30. Victory
 Topped website tellyAds.com’s Top 20 TV Ads poll

31. Victory
 Topped website tellyAds.com’s Top 20 TV Ads poll
 Viewed more than 4 million times on YouTube and
similar sites in its first 3 weeks

32. Victory
 Topped website tellyAds.com’s Top 20 TV Ads poll
 Viewed more than 4 million times on YouTube and
similar sites in its first 3 weeks
 Twice the number of viewings when compared to the
firm’s previous cult clip

33. Victory
 Topped website tellyAds.com`s Top 20 TV Ads poll
 Viewed more than 4 million times on YouTube and
similar sites in its first 3 weeks
 Twice the number of viewings when compared to the
firm`s previous cult clip
 Cadbury stuck a deal with Orange to give away the
soundtrack as a mobile phone ringtone, which was
downloaded 125,000 times in the first 11 days

36. Blendtec Case Study
By Benjamin

37. Blendtec’s Past Situation

38. Blendtec’s Past Situation
 Blendtec has been in the market for 3 decades.

39. Blendtec’s Past Situation
 Blendtec has been in the market for 3 decades.
 Well-known for its superior product quality.

40. Blendtec’s Past Situation
 Blendtec has been in the market for 3 decades.
 Well-known for its superior product quality.
 Had prominence, but made little headway in the
minds of the consumer.

41. Blendtec’s Social Media In Action

42. Blendtec’s Social Media In Action
 1. Website (www.willitblend.com)
 Asked the people what they would like to see “blend”

43. Blendtec’s Social Media In Action
1. Website (www.willitblend.com)
 Asked the people what they would like to see “blend”
2. Youtube
 Uploaded the “blending” videos to Youtube

44. Blendtec’s Social Media In Action
 1. Website (www.willitblend.com)
 Asked the people what they would like to see “blend”
 2. Youtube
 Uploaded the “blending” videos to Youtube
 3. Facebook & Twitter
 Engaged the people while allowing them to participate in the latest
talks about “blending”
 Disseminate product information and respond to queries

45. Blendtec’s Website

46. Blendtec’s Youtube Profile

47. Blendtec’s Facebook Profile

48. Blendtec’s Twitter Profile

49. Aftereffect Overview

50. Aftereffect Overview
 Over 120 million views on their website

51. Aftereffect Overview
 Over 120 million views on their website
 Sales increased by 700%

52. Aftereffect on Blendtec’s Twitter
A great increase of followers in just 2 years.

53. Aftereffect on Blendtec’s Youtube
An increasing amount of subscribers even
after 3 years of the launch of the videos.

54. Aftereffect on Blendtec’s Facebook
An increasing amount of fans on Facebook
even after 4 years of the launch of the
videos.

58. British Petroleum Case Study
Deepwater Horizon Oil Spill
By Jansen Chew

60.  One of the world‟s leading oil & gas companies

61.  One of the world‟s leading oil & gas companies
 Operates in over 80 countries

62.  One of the world‟s leading oil & gas companies
 Operates in over 80 countries
 Vertically-integrated and is active in every area of
oil and gas industry

63.  One of the world‟s leading oil & gas companies
 Operates in over 80 countries
 Vertically-integrated and is active in every area of
oil and gas industry
 Provide fuel for transportation, energy for heat and
light as well as petrochemicals products for
everyday items

64.  One of the world‟s leading oil & gas companies
 Operates in over 80 countries
 Vertically-integrated and is active in every area of
oil and gas industry
 Provide fuel for transportation, energy for heat and
light as well as petrochemicals products for
everyday items
 Products are combine to satisfy a common need.

66.  BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter.

67.  BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter.
 During the crisis, BP constantly updated their social
media tools but without any form of engagement to
the people.

68.  BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter.
 During the crisis, BP constantly updated their social
media tools but without any form of engagement to
the people.
 Comments and mentions were not replied.

69.  BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter.
 During the crisis, BP constantly updated their social
media tools but without any form of engagement to
the people.
 Comments and mentions were not replied.
 Such absence makes it hard for BP to build any
rapport with the people.

70.  BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter.
 During the crisis, BP constantly updated their social
media tools but without any form of engagement to
the people.
 Comments and mentions were not replied.
 Such absence makes it hard for BP to build any
rapport with the people.
 This resulted in the downfall of their reputation.

72.  FB page “Boycott BP” has over 688,500 "likes" from
Facebook users.

73.  FB page “Boycott BP” has over 688,500 "likes" from
Facebook users.
 "Boycott BP“ online petition posted by consumer
advocacy group „Public Citizen‟ had over 22,000 pledges
from people who pledge not to buy any BP products for
3 months.

74.  FB page “Boycott BP” has over 688,500 "likes" from
Facebook users.
 "Boycott BP“ online petition posted by consumer
advocacy group „Public Citizen‟ had over 22,000 pledges
from people who pledge not to buy any BP products for
3 months.
 By 29 June the protests caused sales to decline at some
stations by 10% to 40%.

75.  FB page “Boycott BP” has over 688,500 "likes" from
Facebook users.
 "Boycott BP“ online petition posted by consumer
advocacy group „Public Citizen‟ had over 22,000 pledges
from people who pledge not to buy any BP products for
3 months.
 By 29 June the protests caused sales to decline at some
stations by 10% to 40%.
 Recording artistes and bands such as Lady Gaga also
joined to boycott BP during 2010 Mayhem Festival.

78. Q&A

79. Thank you for
your time 