The document provides an overview of social media as a tool for organizations to communicate and engage with their communities, emphasizing the importance of real-time listening to both positive and negative feedback. It discusses the benefits, risks, and challenges of using social media, as well as a variety of platforms and listening tools available for brands. Case studies of successful and unsuccessful campaigns illustrate the potential impact of social media on brand reputation and customer relationships.

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

2. Overview of social media Combination of social interaction and web technologies to: Communicate, engage, develop and be part of communities Internally and externally for organisations Create and share content and information across networks Build and extend networks through interaction Listen and participate in discussions, threads and develop ideas and relationships Learn from community (crowdsourcing)

3. Benefits of social media Listening Crucial to hear what the public is saying about you Both positive and negative The web now operates in real time – Brands need to hear what is said about them in real-time Engage with Customers Once you know what is being said about you – you can then interact directly Community Advantage Build real communities online and offline Build long lasting relationships and trust with customers Instant polling and research opportunity with customers Reduce customer acquisition costs Increase customer retentions

4. Associated risks Loss of control of the conversation Two way communication Openly negative transmissions Using social channel as a marketing or PR conduit Broadcast as opposed to engagement Can be a difficult persona for brands to adopt Reveal a human voice of a corporate identity What it is that voice? Starting – and then not following through Inevitable criticism

5. Social media platforms The Full Spectrum

6. Social Media Landscape

7. Key Platforms

8. Key Engagement Platforms Social/Professional Networks Facebook, MySpace, Bebo, LinkedIn (Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreming WP, TypePad,Twitter Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrog Aggregators/RSS Feeds & Readers FriendFeed, Feedburner, GoogleProfile, Ping.fm Bookmarks/Sharing Delicious, AddThis, StumbleUpon, Digg Collaboration Networks Wikis, Shared Workspaces, Forums, Commenting Networks (Disqus)

9. Listening Platforms

10. Listening Tools Using the following tools brands can listen online to what is being said about them Commercial aggregated listening tools BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic Twitter Twittersearch, Tweetbeep, TweetDeck Blogs BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch, WhosTalking.com, iceRocket Alerts Google Alters Customise Searches into RSS feeds and subscribe in RSS readers Using these, brands can listen to what is being said about them and manage reputation

11. Recent Irish case studies of brands using social media

12. The Big Switch

13. Pix.ie

14. Pat The Baker

15. Blacknight

16. SandTex – Ireland Deserves Sun

17. Toyota Ireland

18. Mr Tayto

19. HairyBaby

20. Paddy Power

21. Successful Viral & UGC Campaigns

22. Rage Against The Machine

23. Walkers “Do us a Flavour”

24. Love of Wispa

25. Upside Down Tango

26. Unsuccessful Viral & UGC Campaigns

27. Danish Single Mother Hoax

28. Saatchi and Toyota Yaris Fiasco

29. Westpac

30. Vegemite iSnack2.0

31. Witchery Man

32. Mashups

33. Adidas Facebook GoogleMaps

34. The Dark Side?

35. Tweet about Sons Death - RealTime

36. “ Miscarriage Tweet”

37. Digital crisis and reputation management

38. Vodafone Obscene Tweet

39. MayTag and @ dooce

40. GM CEO Sacked

41. TSA Agent Took My Son (US)

42. Domino’s

43. United Airlines

44. Marks and Spencers

45. IP related Issues for Organisations What to do?

46. Forrester Blogging Debate

47. Edelman

48. The Power of Social Media

49. Impromptu Facebook Pages

50. Queen Rania

51. Stuff White People Like

52. The Four Hour Working Week

53. Tube Worker abuses Traveller

54. Best Job In the World

55. International case studies of brands engaging with social media

56. Ikea – Malmo

57. Evian

58. Volkswagen

59. Charmin “Go” Campaign

60. American Red Cross

61. Zappos

62. Ford - FiestaMovement

63. Coca Cola “206 Expedition”

64. Skittles

65. Best Buy

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

67. Thank You