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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
Overview of social media
• Combination of social interaction and web technologies to:
• Communicate, engage, develop and be part of communities
– Internally and externally for organisations
• Create and share content and information across networks
• Build and extend networks through interaction
• Listen and participate in discussions, threads and develop ideas and relationships
• Learn from community (crowdsourcing)
Benefits of social media
• Listening– Crucial to hear what the public is saying about you
• Both positive and negative– The web now operates in real time – Brands need to hear what is said about them
in real-time• Engage with Customers
– Once you know what is being said about you – you can then interact directly• Community Advantage
– Build real communities online and offline– Build long lasting relationships and trust with customers– Instant polling and research opportunity with customers– Reduce customer acquisition costs– Increase customer retentions
Associated 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?
• Starting – and then not following through – Inevitable criticism
Social media platforms The Full Spectrum
Social Media Landscape
Key Platforms
Key Engagement Platforms
• Social/Professional Networks– Facebook, MySpace, Bebo, LinkedIn (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreming– WP, TypePad,Twitter
• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog
• Aggregators/RSS Feeds & Readers– FriendFeed, Feedburner, GoogleProfile, Ping.fm
• Bookmarks/Sharing– Delicious, AddThis, StumbleUpon, Digg
• Collaboration Networks– Wikis, Shared Workspaces, Forums, Commenting Networks
(Disqus)
Listening Platforms
Listening Tools
• Using the following tools brands can listen online to what is being said about them– Commercial aggregated listening tools
• BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic
– Twitter • Twittersearch, Tweetbeep, TweetDeck
– Blogs • BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch,
WhosTalking.com, iceRocket– Alerts
• Google Alters– Customise Searches into RSS feeds and subscribe in RSS readers
• Using these, brands can listen to what is being said about them and manage reputation
Recent Irish case studies of brands using social media
The Big Switch
Pix.ie
Pat The Baker
Blacknight
SandTex – Ireland Deserves Sun
Toyota Ireland
Mr Tayto
HairyBaby
Paddy Power
Successful Viral & UGC Campaigns
Rage Against The Machine
Walkers “Do us a Flavour”
Love of Wispa
Upside Down Tango
Unsuccessful Viral & UGC Campaigns
Danish Single Mother Hoax
Saatchi and Toyota Yaris Fiasco
Westpac
Vegemite iSnack2.0
Witchery Man
The Dark Side?
Tweet about Sons Death - RealTime
“Miscarriage Tweet”
Digital crisis and reputation management
Vodafone Obscene Tweet
MayTag and @dooce
GM CEO Sacked
TSA Agent Took My Son (US)
Domino’s
United Airlines
Marks and Spencers
IP related
Issues for Organisations
What to do?
Forrester Blogging Debate
Edelman
The Power of Social Media
Impromptu Facebook Pages
Queen Rania
Stuff White People Like
The Four Hour Working Week
Tube Worker abuses Traveller
Best Job In the World
International case studies of brands engaging with social media
Ikea – Malmo
Evian
Volkswagen
Charmin “Go” Campaign
American Red Cross
Zappos
Ford - FiestaMovement
Coca Cola “206 Expedition”
Skittles
Best Buy
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274
Thank You
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