social media - a bird's eye view
DESCRIPTION
As part of my work as a Teaching Assistant for Professor Nelson's Social Media (MCOM - 3010) class, I helped prepare materials for the classes. This presentation is one of my early works showing some good uses of social media to engage with customers. Professor Nelson changed a few things to help it match her presenting style better, but here is my original presentation before modification.TRANSCRIPT
Social Media Revolution
Social Media Revolution
Social Media – Communications Revolution
Twitter – Pulse of the Internet
Facebook – Identity Redefined
Foursquare – Everywhere Online
Twitter – Pulse of the InternetTwitter Asks:
100 million active users answer• 140 characters at a time
250 million times a day
One Big Conversation
“Follow” other users to hear what they have to say
Personalize your stream by following friends, news sources, and interesting characters
Talk directly to others through replies using the “@” symbol
Listen, learn, then engage
How Much Does a Tweet Cost? Celebrity Endorsements
Celebrities often tweet ads for cash through services such as Ad.ly
Old Navy paid Khloe Kardashian $8,000 for one tweet
CampusLIVE bought Lindsey Lohan’s tweet for $3,500
Internships.com paid Charlie Sheen to promote for his own intern
Buyer Beware: Celebrity Endorsement
Rain Wilson (or Dwight from the TV show “The Office”) parodied this growing trend.
There are smart ways to endorse a product.
Overly commercial or hasty promotions can backfire.
KennethCole Cairo Fiasco
• Kenneth Cole made a joke about the riots in Cairo to grab attention
• Followers and users thought it was poor taste
• People lashed out for blatant baiting
Kenneth Cole made a joke about the riots in Cairo to grab attention
Followers and users thought it was poor taste
People lashed out for blatant baiting
Marc Jacobs’ Rogue Intern
“You guys and gals have no idea how difficult Robert is. I am only an intern. My last day is tomorrow. I wouldn't be tweeting this if not!'
“Good luck! I pray for you all. If you get the job! I'm out of here. See ya! Son't want to be ya! Roberts a tyrant! Seriously! He is tough!”
CEO Robert Duffy hired an intern to run his Twitter account.Things did not go as planned…
Facebook – Identities Redefined
800 million users
Connected worldwide
Users Share• Photos• Events• Interests• News
Facebook is becoming the default online identity
Zappos Interacts with Customers
Aveda’s Sampling App - Conflict and Resolution
Aveda created a contest app on Facebook
Technical difficulties caused the contest to fail
Aveda admitted the mistake and gave even more free samples
Sales rose by 30%
Foursquare – Everywhere Online
Jimmy Choo Treasure Hunt
Jimmy Choo trainers checked in through Foursquare at popular locations across London
Those who got there before they left received free shoes of any style and size
This kept customers on their feet to find a great promotion
Neiman Marcus Hides Free Clutches
Neiman Marcus hid clutches in 15 of their 46 stores
Customers that checked in on Foursquare received hints on where the clutches were hidden
First customers that found the clutch got to keep it
Foursquare Giveaways
Some stores offer small free items to entice visits
Maxie’s Steakhouse in New York offered free dessert with a check-in and an entrée order• Sales rose by 18%
Dr. Nathan Bonilla-Warford offered free items with Check-ins at his practice• Novelty raises word of mouth
(Has your doctor offered Foursquare rewards?)
Questions? Comments?