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

– Digital Crises

• Using social channel as a marketing or PR conduit

• Broadcast as opposed to engagement

• Little value

• 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, Digg Links, 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– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process

Metrics to Measure

• Online Traffic– Traffic volumes, PPC, Organic, sources, keywords, affiliates, 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– Digg Links

• 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

Bars - Facebook

Yelp – Bars & Restaurants

Boards Deals

Living Social

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.

The Big Switch

Komplett

Murphys Icecream

GarrenDenny Interiors

Blacknight

Crystal Swing

Beaut.ie

The Power of Social Media

The Four Hour Working Week

Tube Worker abuses Traveller

Stuff White People Like

Innovative Case Studies of Social

Media

Orabrush

Ikea – Malmo

Crème Brulee Cart

Best Job In the World

Old Spice Campaign

Tippex YouTube Campaign

Kogi BBQ

Digital crisis and reputation

management

Nestle

Marks and Spencers

Domino’s

United Airlines

Successful Viral & UGC Campaigns

Walkers “Do us a Flavour”

Upside Down Tango

Rage Against The Machine

Unsuccessful Viral & UGC Campaigns

Danish Single Mother Hoax

Facebook and The Big Brands

Victorias Secrets

TOMS Shoes

1800Flowers.com

Starbucks – Frappucino.com

Red Bull

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

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

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

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

Starbucks

Evian

Ford - FiestaMovement

Charmin “Go” Campaign

Coca Cola “206 Expedition”

Best Buy

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

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You