dbs-social-media-case-studies
Post on 13-Jan-2015
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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
Where Social Fits in with Online Marketing Mix
Hubspot – Inbound Marketing Company view
Social Media Landscape
Social Media Landscape
Key Platforms for Customers
• Social/Professional Networks– Facebook, LinkedIn (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming– Wordpress, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog
• Mobile– Foursquare, Facebook, Twitter, Yelp
• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profiles
Salient Characteristics of Social Platforms
Marketers must understand that its not about the specific tools but the changing
consumption and behaviour patterns of the customer
Brands & organisations must embrace a more social engagement because it is happening
with or without them
Challenge now is to build engaging digital communications and social strategies aligned
with clear business objectives
Marketers must understand the dynamic of communities
Potential Benefits of Social Media
• Listening– Crucial to hear what the public is saying about you, competitors, related business areas
etc.. – Research – understand behaviours, experiences, language patterns etc..
• Engagement– Communicate directly with prospects and customers (without filters)– Provide utility and new communications channels
• Relationships– Build long lasting relationships and trust with customers– Build real and valuable communities online and offline (Two way process)– Reduce customer acquisition and support costs– Increase customer retention rates (Loyalty/Advocacy)– Mass feedback loop for your business
Potential risks
• Loss of control of the conversation– Two way communication– Openly negative transmissions– Speed of which Digital Crises can arise
• Using social channel as a marketing or PR conduit• Broadcast as opposed to engagement• Providing little value to customers
• Have to be Informative, Educational, Entertaining, Utilitarian
• Can be a difficult for brands to find Tone and Voice– Reveal a human voice of a corporate identity
• What it is that voice?
Social Media Relevance
Social Media Relevance
• 60% of online shoppers already use social media sites and networks regularly
• 56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks
• Only 25% of Top 100 Brands have Facebook Pages• Twitter and Facebook users to spend more than 1.5x
more online than the average Internet user.
Recent Irish case studies of brands using social media
Recent Irish case studies of brands using social media
Hairybaby
Cully & Sully
Yelp – Bars & Restaurants
Groupon – CityDeal.ie
Groupon Points of Note
• Groupon selects the type of deal they wish to offer • One deal per day• Results in competition to provide best discount – usually 50% to
60%• Deal must reach a critical mass before it becomes active• Groupon handle payment and distribute vouchers• They charge approx. 30% of cost – pay out over 60 days in 3
installments• 68% Groupon Users ages 18-34 • 18% Groupon Users ages 35-44 • 77% of their users are female.
Boards Deals
Living Social
The Big Switch
Murphys Icecream
Beaut.ie
GarrenDenny Interiors
Blacknight
Komplett
Innovative Case Studies of Social Media
Ikea – Malmo
Orabrush
Crème Brulee Cart
Best Job In the World
Old Spice Campaign
Tippex YouTube Campaign
The Power of Social Media
The Four Hour Working Week
Tube Worker abuses Traveller
Stuff White People Like
Digital crisis and reputation management
Nestle
Domino’s
United Airlines
Marks and Spencers
Case Studies of Large Brands Using Social Media
Case Studies - Dell
• Dell-Hell Blog– Buzzmachine : Dell refused to engage with him - created a very critical
blog that snowballed– Appalling publicity – made onto cover of Businessweek
• How Dell reacted– Now Dell one of most active social media companies – blogs, twitter,
product ideas/feedback site – Ideas Storm – Customer recommendation platform– Encourages employees to blog and engage with tools like twitter– Monitors brand using Visible Technologies – TruCast
• Benefits– Improved customer service – real-time support using Twitter– Brand Enhancement, product improvement, customer service, employee
empowerment
Dell Case Study
American Red Cross
• Bad Public reputations – After Hurricane Katrina
• Started listening to what public was saying online about them– Blogsearch, twitter, alerts
• Started engaging with public – Initially started commenting to blog posts and other discussion threads and over time
embraced Twitter and Facebook etc…
• Now use Local Twitter Accounts – Connect directly – notify people of warnings/shelters/services etc..– Public update them of safety issues
• Use Flickr and YouTube – So community can share worldwide photos and videos of all experiences and activities
• Facebook Pages – Update users with information
American Red Cross
Skittles• In 2009 turned Hompage into social webstream
– Twitter updates, Facebook page,YouTube• Brand was hijacked initially
– Lots of puerile commentary on twitter stream (expletives etc)• A lot of social media and marketing publicity
– More negative than positive– However, are those who think very brave and only time will tell whether a success or
unmitigated failure• Feeling that Skittles wanted to benefit from Social Media
– Without truly engaging• Interesting case as to how brands should engage through web and social
media• Highlights issue of brochure ware sites for brands
– General feeling there needs to be another form of engagement with customers other than bland websites
• Today, one of the the top 10 brands on Facebook
Skittles
Intuit Business Service Co.
• Provides customer service and advice – Twitter, Blogs, wikis (accessed 2.7 million times) and
dedicated online advice sites• Well crafted web2.0 site
– Embedded customer feedback channels• Two-way transmission of information
– From customers to Accountants, Tax, Business services etc..• Online Peer to Peer communicatin
– Forums and Wikis• Closed member feedback groups
– For research and very frank opinions
Intuit Business Services
Johnson & Johnson
• Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence– Not overtly J&J centric– Discussing issues that matter to families
• Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise– Advice for Mothers– Reflects waning influence of print and TV
• J&J health Channel– Videos of people with real life health issues and lets them tell their stories
• Facebook – Acuminder– Useful Application to allow you to manage vision care routine
• Facebook – ADHD– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000
fans)
Johnson & Johnson
Walmart
• 11 Moms Blogs– Eleven Mom Bloggers who offer advice to families– Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)– Not an overt advert for Walmart brand– Kudos from Analyst community (Jeremiah Owyang)
• Also has difficult online relations– Walmart Watch– Working Families for Walmart– Both very critical of Walmart policies– Facebook page hacked – bad publicity around adoption of web 2.0– Myspace campaign panned – ends after 10 weeks– Walmarting across America – very mixed reviews
Walmart
Ford - FiestaMovement
Starbucks
Charmin “Go” Campaign
Evian
Coca Cola “206 Expedition”
Best Buy
Starbucks – Frappucino.com
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274
Thank You
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