The document summarizes various social media case studies of different brands' usage of platforms including Facebook, LinkedIn, Google+, Twitter, Snapchat, YouTube, and Pinterest. It explores how FitBit, Philips Healthcare, H&M, Taco Bell, Sour Patch Kids, Dollar Shave Club, and Wayfair have effectively utilized features and engaged audiences on these respective platforms. Key reasons for success included knowing the target audience and choosing the appropriate platform, using platform features to engage and inspire, and producing creative and entertaining content.

1. SOCIAL MEDIA CASE STUDIES:
VARIOUS PLATFORMS
FINAL PROJECT
DALLAS FLETCHER
#GCWEB16

2. SOCIAL MEDIA CASE STUDIES
• I will explore eight different social media platforms through case
studies of various brands that exemplifying successful use of social
media.
Here’s an overview:
Platform: Case Study:
Facebook FitBit
LinkedIn Philips Healthcare
Google+ H&M
Twitter Taco Bell
Snapchat Sour Patch Kids
YouTube Dollar Shave Club
Pinterest Wayfair

3. PLATFORMS
• There are so many different social media platforms to choose from which
makes it hard to choose the platform that’s best to use to execute your
campaign or strategy.
• Each platform has various features that contribute to the make up of the
network. Not every platform is right for every company, there are several
factors that should be considered when choosing your platform.
• Many companies use multiple platforms but excel more in one platform over
the others. I’m going to explore different brands and campaigns to
determine why the platform and case study was successful.

4. FACEBOOK
• Facebook is one of the largest social media networks in the world. If
your target audience uses this platform and you use it correctly, you’re
guaranteed success. I’m going to explore a newer brand’s use on this
platform.

5. FITBIT
• FitBit is a relatively new fitness brand that sells fitness watches that
track various information. They are doing exceptionally well with their
social media presence especially on Facebook.
• There are several reasons why FitBit is doing so well and the main
reason is the brand started off building a community around fitness.

6. FITBIT
• FitBit currently has 1.5M “likes” on Facebook.
• FitBit engages with their audience in various ways
using Facebook.

7. FITBIT
• Why does Facebook work for FitBit?
• FitBit created a fitness community using this platform by posting tips and stories
and encouraging engagement between their followers.
• FitBit has even answered customer service uestions on the page.
• The brand encourages their users to connect with their Facebook friends and
challenge each other using the bands.
• The page caters to more than just FitBit customers, anyone that is interested in
health and fitness can benefit from this page which is why FitBit has attracted so
many followers.
• On the previous slide, I’ve included examples of these factors.

8. LINKEDIN
• LinkedIn is a professional social networking platform that allows you to
connect professionally.
• Many businesses whose target audience is other businesses or
professionals will use LinkedIn as their main social media platform.
• The platform creates a sense of reliability and trustworthiness
because it is a professional network.

9. PHILIPS HEALTHCARE
• Philips looked to LinkedIn to build a community because that’s where
their audience connected. Philips knew they needed to build
connections with professionals in the media field, therefore LinkedIn
was the best platform to use.
• Based on the screenshot of the profile I’ve provided on the next slide,
Philips has a little more than 660K followers. According to Link
Humans, when Philips first took to LinkedIn their audience grew by
11K.

10. PHILIPS HEALTHCARE
LinkedIn worked because Philips went to the platform where their
audience connected to build a community. The reputable content
that Philips posted also contributed to their success.

11. GOOGLE+
• Google+ is a social media network that’s based on interest owned by
Google.
• Many brands use this platform to connect their interest and their
target audiences interest.
• I’ve explored H&M’s Google+ account to see how the brand uses this
platform to engage with their audience.

12. H&M
• H&M is a fashion retailer that uses Google+ to engage, inspire and
connect with their 466,000 followers. According to Think with Google,
social media manager, Miriam Tappert, explained that H&M wanted to
use Google+ to inspire their followers with exclusive content.
• On the next slide, I’ve provided examples of content from H&M’s
Google+ page. These examples show how diverse their post are which
I think contributes to their success.

13. H&M

14. H&M
• Below are results from a Google case study from 2012 when H&M put
their social media strategy in drive using Google+:

15. H&M
• Why does Google+ work for H&M?
• The Google+ account allows for H&M to engage with their customers.
The brand also creates a sense of exclusiveness because the post are
only for the Google+ account, which encourages customers to follow
their account.
• H&M uses this platform to inspire their customers with creativity in
style and fashion because that’s what their target audience enjoys.

16. TWITTER
• Twitter is a social media network that allows users to send “tweets”
that contain 180 characters or less.
• Many brands use this platform to engage with customers because it
has fun features you can use to interact, such as “retweets” and
“hashtags”.

17. TACO BELL
• Taco Bell is very active across all social media platforms but the
company is exceptionally well at using Twitter. Taco Bell uses humor
and creative content to engage with their followers.
• According to Social Media College, Taco Bell engages in
conversations with users with more than 10K followers which
influences their followers to engage with Taco Bell.

18. TACO BELL
• Below are some examples of Taco Bell using humor to engage with
other brands, celebrities, and popular Twitter accounts:

19. CURRENT TACO BELL TWITTER

20. TACO BELL
• Why does Twitter worked for Taco Bell?
• Taco Bell implemented a strategy to have conversations with high
ranking twitter profiles to encourage their followers to engage with
Taco Bell which was very successful.
• The brand uses humor to entertain their target audience.
• Taco Bell has a strong Twitter presence because the account stays
up to date and is always tweeting out content that their followers
enjoy.

21. SNAPCHAT
• Snapchat is a social media application that allows users to share
photos, videos and text that is only allowed to be viewed for less than
ten seconds.
• According to Business Insider, it is the third most popular platform
among millennials.
• Brands are starting to really figure out how to successfully use this
platform but one brand has it figured out.

22. SOUR PATCH KIDS
• Sour Patch Kids launched a five day campaign on Snapchat that
featured pranks which was brilliant. Each day the story on the account
would have a different theme, either “sour” or “sweet.”
Here is an example of
day three of the
campaign:

23. SOUR PATCH KIDS
• According to Digital Training Academy, these are the results of the
campaign:
• The Sour Patch Kids Snapchat account gained 120,000 followers.
• On day one, Sour Patch Kids had 583K impressions growing to 6.8M
impressions on the final day.
• There were 26K screenshots during the campaign.
• The campaign received close to 2K mentions on Twitter.

24. SOUR PATCH KIDS
• Why did Snapchat work for Sour Patch Kids?
• Sour Patch Kids knew that Snapchat was a huge platform that their
target audience used, therefore that’s where the campaign would
have a higher success rate.
• The brand created entertaining content that incorporated their
brand’s “personality” and had the audience anxious to know what the
account’s story would entail the next day.

25. YOUTUBE
• YouTube is a network that allows users to upload and share videos for
free.
• Most compaiens use this platform for their video content to share
across all their social media accounts.
• YouTube gives brands the ability to share content that could
potentially go virial just as the video on the next slide did.

27. DOLLAR SHAVE CLUB
• The video on the previous slide is the video that Dollar Shave Club
posted to their YouTube channel. It was a huge successful for them
because in the first 12,000 people signed up.
• Why was DSC successful on YouTube?
• DSC studied their competitors and identified what set them apart
which was affordability, therefore they used this to sell their product.
They also made sure to break through the “noise” on social media by
producing something funny and different not bland and boring.

28. PINTEREST
• Pinterest is a social media network that allows users to explore new
interests and share with their followers.
• Brands use this social media platform to engage with their audience,
promote brand awareness, and increase sales.
• This is the perfect platform for brands to really engage with their
audience based on their interests.

29. WAYFAIR
• Wayfair is a home goods retailer who used Pinterest to build cliental
and create brand awareness for their brand.
• Chris Horton quoted that CEO Niraj Shah said Pinterest shoppers are
10% likely to make a purchase and also spend an average of 10%
more.

30. WAYFAIR
• Here are some of Wayfair’s boards on Pinterest:

31. WAYFAIR
• Why does Pinterest work for Wayfair?
• Wayfair knew how to market to potential customers and get traffic to move
from Pinterest to the website for customers to make purchases.
• Pinterest was used to engage and inspire customers by creating boards
with pins that gave customers ideas which influenced the customers to
make purchase to achieve the look Wayfair had put together. For example,
the previous slide shows just how specific their boards can be so there’s
something for everyone.

32. • What can we learn from these case studies?
• Know your audience so that you know which platform to use to best
execute your campaign or strategy.
• Utilize all of the features of the platform you choose.
• Engage with your audience.
• Know your competitors.
• Be creative so your message doesn’t get lost in the “noise.”

33. • Tweet me at @dallasfjessi for my reference list.