6. Griffith-Social-Media-Case-Studies-2010

Social Media Overview & Case Studies

Keith Feighery: Digital Strategist

Quick Overview of Social Media

• The use of Technology and Digital Media to:– Develop, enable and be part of communities– Create and share content and information– Engage in conversations and extend social networks– Connect with people and groups– Listen and participate in discussions, threads and develop

ideas and relationships with others– Learn from others

New digital platforms are mass enablers of peer to peer conversations, sharing and

interactions

Marketers need to understand that its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers must understand the dynamic of communities

Changing Customer Landscape

Changing Customer Landscape

• The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer

• Companies and organisations have fallen behind in connecting and engaging with customers

• Customers choose to connect and collaborate with each

other without the organisations, disrupting the flow of influence.

Online Brands and Social Media

• 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.

Leveraging Social Media

Potential Benefits of Social Engagement

• Listening– Crucial to hear what the public is saying about you, competitors, related

business areas etc.. (research)– Crowdsourcing – understand behaviours, experiences, language patterns

etc..• Engagement

– Engage directly with prospects and customers (without filters)• Relationships

– Build long lasting relationships and trust with customers– Build real and valuable communities online and offline (Two way process)– Reduce customer acquisition costs (Media spend)– Increase customer retentions (Loyalty/Advocacy)– Mass feedback loop for your business

Potential 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?

Running a social media campaign

Social Media Campaigns

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Have specific goals for each channel and platform– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified audience– Implement a pilot programme and monitor and analyse

campaign progress– Revise approach and campaign based on feedback– Roll-out on different platforms and business areas

incrementally

How to Measure Social Media

• Prepare the ground– Benchmark Twitter, Facebook, Existing traffic etc..– Identify SEO rankings, referrals from sites, customer

satisfaction scores– Quantify ROI benchmarks – customer acquisition,

advertising spend per channel• Design and develop the campaign

– Decide on channels– Define Projections – Monitoring process– Engagement process

Metrics to Measure• Online Traffic

– Traffic volumes, PPC, Organic, sources, keywords, time spent on site, bounce rates etc..

• Levels of Interaction– Comments etc… - engaged customers are quality customers

• Sales– Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter

in 18 months)• Leads/Conversions

– If not possible to convert online – therefore create other mesaurable conversions• SEO

– Video links – Tagged: YouTube, Vimeo, Blip.tv– Blog Links – trackbacks, comments, direct references

• Brand Metrics – Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to Buy,

Brand Recall

Recent Irish case studies of brands using social media

Cully & Sully

Meteor Facebook Page

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

Blacknight

The Big Switch

Komplett

Beaut.ie

Murphys Icecream

GarrenDenny Interiors

Innovative Case Studies of Social Media

Ikea – Malmo

Orabrush

Crème Brulee Cart

Best Job In the World

Kogi BBQ

Old Spice Campaign

Tippex YouTube Campaign

Digital crisis and reputation management

Domino’s

United Airlines

Nestle

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

Ford - FiestaMovement

Starbucks

Charmin “Go” Campaign

Evian

Coca Cola “206 Expedition”

Best Buy

Starbucks – Frappucino.com

Successful Viral & UGC Campaigns

Walkers “Do us a Flavour”

Upside Down Tango

Rage Against The Machine

Unsuccessful Viral & UGC Campaigns

Danish Single Mother Hoax

The Power of Social Media

The Four Hour Working Week

Tube Worker abuses Traveller

Stuff White People Like

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

[email protected]

086 6070274

Thank You