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Social media case study presentation
- 1. Social Media Case Study Presentation Team Members: Ang Puay Xin Lin Wei Ling Krishna Veni Li Yu Meng
- 2. FORD FIESTA CAMPAIGN Company Overview A global automotive industry leader based in Dearborn, Mich. Manufactures or distributes automobiles across six continents
- 3. FORD FIESTA CAMPAIGN Purpose of social media campaign To generate some buzz about Fiesta, a “supermini” subcompact car before delivering it to dealership To establish a U.S brand identity
- 4. FORD FIESTA CAMPAIGN How did they start? Ran a social media contest to recruit 100 U.S based agents to try out the Fiesta for 6 months People had to submit videos to YouTube to explain why they should be chosen and garner votes Applications were filtered based on their social presence
- 5. FORD FIESTA CAMPAIGN How did they start? More then 4,000 applications earning Ran a social media contest to recruit 100 U.S based agents to try out the Fiesta640,000 more than for 6 months views came in! People had to submit videos to YouTube to explain why they should be chosen and garner votes Applications were filtered based on their social presence
- 6. FORD FIESTA CAMPAIGN What was done for the campaign? Chosen agents would get to try out the car for 6 months Missions to be completed every month Share their experience through Social media platforms Facebook Flickr Twitter YouTube Ford Fiesta Movement website
- 7. FORD FIESTA CAMPAIGN Results of the campaign 11, 000 videos posted 13, 000 photos 15, 000 tweets, not including retweets 5 million engagements on social networks, sharing and receiving 6.5 million views on YouTube 11 million Social Networking impressions
- 8. FORD FIESTA CAMPAIGN Results of the campaign 11, 000 videos postedawareness was An created! 13, 000 photos 15, 000 tweets, not including retweets 5 million engagements on social networks, sharing and receiving 6.5 million views on YouTube 11 million Social Networking impressions
- 9. FORD FIESTA CAMPAIGN SUCCESSFUL! Sold 10, 000 units in the first 6 days of sales 50, 000 people interested, 97% does not own ford
- 12. FORD FIESTA CAMPAIGN What went right? Implemented multiple social media channels to create digital buzz Reached out to those who are listening and let those do the talking for them and to connect to people like themselves “Get On Board” the executive team and the board of directors.
- 13. PEPSI CAMPAIGN Company Overview PepsiCo is a world leader in convenient snacks, food and beverages
- 14. PEPSI CAMPAIGN Purpose of social media campaign To promote Pepsi among the Canadian hockey fans To give Canadian hockey fans their own iconic cheer
- 15. PEPSI CAMPAIGN How did they start? Initiated a contest on Facebook and twitter for fans to create a cheer for Canada’s Hockey Championship and Olympics
- 16. PEPSI CAMPAIGN What was done for the campaign? Allow people to vote for a new cheer on Facebook New cheer selected and advertised on their Facebook page and twitter Forced usage of new cheer despite receiving negative feedbacks
- 17. PEPSI CAMPAIGN UNSUCCESSFUL! Surface of Facebook group – The “Eh! Oh! Canada Go!” chant is a national embarrassment with over 84, 000 members (dated as of 23 may 2011) Being criticized on their own Facebook and twitter pages Numerous articles written on Pepsi’s lack of planning and lack of respect for Canadian’s view in executing this social media idea
- 18. PEPSI CAMPAIGN Original Edited
- 19. PEPSI CAMPAIGN
- 20. PEPSI CAMPAIGN
- 21. PEPSI CAMPAIGN
- 22. PEPSI CAMPAIGN What went wrong? Ignored the views of Canadians and used own employees to support for their new cheer Canada already had a cheer for their hockey team
- 23. THE END
Editor's Notes
- The little car didn’t seem fit for domestic drivers in US but had sold over 10 million overseas.Discontinued sale of subcompact car in the US since 1997.