Transcript
IT3196 – Social Media Case StudyTeam Members : Jansen
Lien Ching Benjamin
Agenda1. Cadbury Case Study – Lien Ching2. Blendtec Case Study – Benjamin 3. British Petroleum Case Study – Jansen 4. Q&A
By Lien Ching
Cadbury Case Study
Company Overview
Company Overview During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.
Company Overview During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.
Incident was widely reported in the media; 40 people became ill
Company Overview During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.
Incident was widely reported in the media; 40 people became ill
Failure of Cadbury to inform Food Standards Agency for 5months resulted in a £1 million fine and told to improve their contamination testing procedures.
Company Overview During mid-2006, Cadbury lines were found to contain salmonella
bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.
Incident was widely reported in the media; 40 people became ill
Failure of Cadbury to inform Food Standards Agency for 5months resulted in a £1 million fine and told to improve their contamination testing procedures.
Affected Cadbury’s sales revenue greatly
Social Media In Action
Social Media In Action TV Advertisement
£6.2 million campaign has been an advertisement featuring an actor in a gorilla suit drumming along with Phil Collins In the Air Tonight
Social Media In Action TV Advertisement
£6.2 million campaign has been an advertisement featuring an actor in a gorilla suit drumming along with Phil Collins In the Air Tonight
Mailing ListWebsite viewer’s could leave their details to be contacted by
Cadbury
Social Media In Action TV Advertisement
£6.2 million campaign has been an advertisement featuring an actor in a gorilla suit drumming along with Phil Collins In the Air Tonight
Mailing ListWebsite viewer’s could leave their details to be contacted by
Cadbury
YouTubeAdvertisement was uploaded to YouTube
Victory
VictoryResulted in a 6.2% rise in their annual sales report
VictoryResulted in a 6.2% rise in their annual sales report
YouTube received 500,000 page views in the first week after the launch; Become a huge internet hit with 6 million viewings on YouTube
VictoryResulted in a 6.2% rise in their annual sales report
YouTube received 500,000 page views in the first week after the launch; Become a huge internet hit with 6 million viewings on YouTube
The advertisement has won total of 11 awards where one of the awards is Film Grand Prix Lion at Cannes Lions 2008
Company Overview
Company Overview Overwhelming response after the gorilla
advertisement
Company Overview Overwhelming response after the gorilla
advertisement
Cadbury spokesman, Tony Bilsborough, said “ The aim was to create commercials that replicated the “feel good” moment of opening a chocolate bar and taking that first bite”
Company Overview Overwhelming response after the gorilla
advertisement
Cadbury spokesman, Tony Bilsborough, said “ The aim was to create commercials that replicated the “feel good” moment of opening a chocolate bar and taking that first bite”
Advertise through word-of-mouth
Social Media In Action
Social Media In Action TV Advertisement
Eyebrows advertisement, costing £3.7 million featuring 2 siblings letting their eyebrows dance in sync with the music
Film was made by Fallon, the same advertising firm, behind the award-winning Drumming Gorilla campaign
Social Media In Action TV Advertisement
Eyebrows advertisement, costing £3.7 million featuring 2 siblings letting their eyebrows dance in sync with the music
Film was made by Fallon, the same advertising firm, behind the award-winning Drumming Gorilla campaign
YouTubeAdvertisement uploaded in YouTube
Social Media In Action TV Advertisement
Eyebrows advertisement, costing £3.7 million featuring 2 siblings letting their eyebrows dance in sync with the music
Film was made by Fallon, the same advertising firm, behind the award-winning Drumming Gorilla campaign
YouTubeAdvertisement uploaded in YouTube
FacebookDiscuss Cadbury’s latest news and updates.
Victory
VictoryTopped website tellyAds.com’s Top 20 TV Ads poll
VictoryTopped website tellyAds.com’s Top 20 TV Ads poll
Viewed more than 4 million times on YouTube and similar sites in its first 3 weeks
VictoryTopped website tellyAds.com’s Top 20 TV Ads poll
Viewed more than 4 million times on YouTube and similar sites in its first 3 weeks
Twice the number of viewings when compared to the firm’s previous cult clip
VictoryTopped website tellyAds.com`s Top 20 TV Ads poll
Viewed more than 4 million times on YouTube and similar sites in its first 3 weeks
Twice the number of viewings when compared to the firm`s previous cult clip
Cadbury stuck a deal with Orange to give away the soundtrack as a mobile phone ringtone, which was downloaded 125,000 times in the first 11 days
Blendtec Case StudyBy Benjamin
Blendtec’s Past Situation
Blendtec’s Past Situation
Blendtec has been in the market for 3 decades.
Blendtec’s Past Situation
Blendtec has been in the market for 3 decades.
Well-known for its superior product quality.
Blendtec’s Past Situation
Blendtec has been in the market for 3 decades.
Well-known for its superior product quality.
Had prominence, but made little headway in the minds of the consumer.
Blendtec’s Social Media In Action
Blendtec’s Social Media In Action1. Website (www.willitblend.com)
Asked the people what they would like to see “blend”
Blendtec’s Social Media In Action
1. Website (www.willitblend.com) Asked the people what they would like to see “blend”
2. Youtube Uploaded the “blending” videos to Youtube
Blendtec’s Social Media In Action1. Website (www.willitblend.com)
Asked the people what they would like to see “blend”
2. Youtube Uploaded the “blending” videos to Youtube
3. Facebook & Twitter Engaged the people while allowing them to participate in the
latest talks about “blending” Disseminate product information and respond to queries
Blendtec’s Website
Blendtec’s Youtube Profile
Blendtec’s Facebook Profile
Blendtec’s Twitter Profile
Aftereffect Overview
Aftereffect OverviewOver 120 million views on their website
Aftereffect OverviewOver 120 million views on their website
Sales increased by 700%
Aftereffect on Blendtec’s Twitter
A great increase of followers in just 2 years.
Aftereffect on Blendtec’s YoutubeAn increasing amount of subscribers even
after 3 years of the launch of the videos.
Aftereffect on Blendtec’s FacebookAn increasing amount of fans on Facebook
even after 4 years of the launch of the videos.
British Petroleum Case StudyDeepwater Horizon Oil Spill
By Jansen Chew
Company Status
British Petroleum Case Study
Company Status One of the world’s leading oil & gas companies
British Petroleum Case Study
Company Status One of the world’s leading oil & gas companies Operates in over 80 countries
British Petroleum Case Study
Company Status One of the world’s leading oil & gas companies Operates in over 80 countries Vertically-integrated and is active in every area of
oil and gas industry
British Petroleum Case Study
Company Status One of the world’s leading oil & gas companies Operates in over 80 countries Vertically-integrated and is active in every area of
oil and gas industry Provide fuel for transportation, energy for heat and
light as well as petrochemicals products for everyday items
British Petroleum Case Study
Company Status One of the world’s leading oil & gas companies Operates in over 80 countries Vertically-integrated and is active in every area of
oil and gas industry Provide fuel for transportation, energy for heat and
light as well as petrochemicals products for everyday items
Products are combine to satisfy a common need.
British Petroleum Case Study
British Petroleum Case Study
Social Media In Action
British Petroleum Case Study
Social Media In Action BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter.
British Petroleum Case Study
Social Media In Action BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter. During the crisis, BP constantly updated their social
media tools but without any form of engagement to the people.
British Petroleum Case Study
Social Media In Action BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter. During the crisis, BP constantly updated their social
media tools but without any form of engagement to the people.
Comments and mentions were not replied.
British Petroleum Case Study
Social Media In Action BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter. During the crisis, BP constantly updated their social
media tools but without any form of engagement to the people.
Comments and mentions were not replied. Such absence makes it hard for BP to build any
rapport with the people.
British Petroleum Case Study
Social Media In Action BP owns a YouTube channel, Facebook page, Flickr
account, and Twitter. During the crisis, BP constantly updated their social
media tools but without any form of engagement to the people.
Comments and mentions were not replied. Such absence makes it hard for BP to build any
rapport with the people. This resulted in the downfall of their reputation.
British Petroleum Case Study
Disasters
British Petroleum Case Study
Disasters FB page “Boycott BP” has over 688,500 "likes" from
Facebook users.
British Petroleum Case Study
Disasters FB page “Boycott BP” has over 688,500 "likes" from
Facebook users. "Boycott BP“ online petition posted by consumer
advocacy group ‘Public Citizen’ had over 22,000 pledges from people who pledge not to buy any BP products for 3 months.
British Petroleum Case Study
Disasters FB page “Boycott BP” has over 688,500 "likes" from
Facebook users. "Boycott BP“ online petition posted by consumer
advocacy group ‘Public Citizen’ had over 22,000 pledges from people who pledge not to buy any BP products for 3 months.
By 29 June the protests caused sales to decline at some stations by 10% to 40%.
British Petroleum Case Study
Disasters FB page “Boycott BP” has over 688,500 "likes" from
Facebook users. "Boycott BP“ online petition posted by consumer
advocacy group ‘Public Citizen’ had over 22,000 pledges from people who pledge not to buy any BP products for 3 months.
By 29 June the protests caused sales to decline at some stations by 10% to 40%.
Recording artistes and bands such as Lady Gaga also joined to boycott BP during 2010 Mayhem Festival.
Q & A
Thank you for your time
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