starbucks & ford motorcar company case study
TRANSCRIPT
IT3196-SOCIAL MEDIA CASE STUDY
LEADER: GERALD CHOO
MEMBER: KANG TAIPING RAJKUMAR WU XIANGXIANG
CONTENT
Starbucks Current Situation Social Media in action Victory or Disaster Screenshots
Ford motorcar company Current Situation Social Media in action Victory or Disaster Screenshots
STARBUCKS
Overview• Founded on March30, 1971• Back then was a roaster and retailer of whole bean and ground coffee, tea and
spices.• The name was taken from “ Moby-dick”• 1st Starbuck location : Tokyo Japan 1996
CURRENT SITUATION To gain more popularity among the competitors (eg. Coffee Bean ) using social
media rather than traditional marketing.
Environment Stewardship• Share’s customers commitment to the environment• Carrying for a planet and encouraging others to do the same
• Minimize the usage of paper cups• Energy and water conversation• Green Building
SOCIAL MEDIA IN ACTION
Uses twitter to engage the public in participating in the event
Uses Facebook to engage in the event by creating event in Facebook
VICTORY
Starbucks reputation in social media was a boost since the introduction of social media.
VICTORY
Improve in the target of the environment stewardship
VICTORY
Improve in the target of the environment stewardship
VICTORY
Improve in the target of the environment stewardship
VICTORY
Improve in the target of the environment stewardship
SCREENSHOT
Twitter (global)
SCREENSHOT Facebook (Singapore)
SCREENSHOT Facebook (Global)
Ford motorcar company was the first American automaker company, they started in 1903 and have lasted till present. Currently there are ranked 8th among the top flight of companies in America.
For the past ten years, Ford has come out with a series of compact cars under the FORD FOCUS title. These cars have some of the best sales record in the past years due to conventional marketing tactics.
COMPANY OVERVIEW
Traditionally used marketing ways• TV advertisements• Banners and Roadshows
Why upgrade from conventional ways and try social media?• Reach out to a larger group of consumers• Stay hip, don’t want be left behind• Cheaper
From 2010 onwards, Ford has become one of the best social media marketing stint (Ford fiesta movement)
But before success, they stumble upon failure (Lion man of Tanzania)
CURRENT SITUATION
In 2007-2008, Ford decided to take step in faith and tried out marketing through social media. They directed a mini movie titled " Lion man of Tanzania " and they uploaded it on YouTube. They even had fake news articles to support the mini movie.
• Mini movie became viral on
• Unable to send their message across to consumers accurately.
• The viral video was misleading.
• Waste of resources (Funds)
SOCIAL MEDIA MARKETING
VICTORY OR DISASTER ?
FORD COMMERCIAL IN
Negative over Positive
Likes
Dislikes68.75%
31.25%
Taken from the total amount of votes.
PERCENTAGE OF CHART
FORD VS. CHEVROLET
The 2008 Ford Focus, unfocused? In October 2007, online ads were seen about a man who roars, moves and behaves like a lion. ‘Fake’ news articles were found as well; “The Lion-Man Escapes From High-Security University Research Centre”.The relation between the ‘The Lion-Man’ and the Ford Focus stayed undiscovered by the big public. The viral failed because it was too hard to figure out what it was about. It also seems to have no purpose – there’s no payoff. There are no clear call-to-action events, no ‘go out and buy this’, nothing.A lot of wasted money that ended up in an ad that looks more like a practical joke, rather than a viral campaign. Ford’s attempt on putting up a Facebook page featuring the “Lion-Man of Tanzania” ended up having 0 subscribers.
AN ARTICLE WROTE BY AN AUTHOR IN 2008
?
COMMENTS TAKEN FROM
Without further ado, let us show you the video
OfFord Focus 2007
Commercial:
The Lion Man Of Tanzania
FORD's sales for ford Dropped by a fair bit for 2007-2008. Better marketing stint would have to help improve sales.
CONCLUSION
Drop in value of company
Loss in profits
possibly occurred
Tarnish of
reputation
CONCLUSION
THE END …THANK YOU