Social Media Overview & Case Studies

Keith Feighery: Digital Strategist

www.slideshare.net/kfeighery/DBS-SocialMediaSession

The Changing Digital Landscape

Traditional Marketing Vs Social

Engagement

Where is everyone?

Social Media Landscape

Key Platforms for Customers

• Social/Professional Networks– Facebook, LinkedIn (Main ones in US and Europe)

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, TypePad, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog

• Mobile– Foursquare, Facebook, Twitter, Yelp

• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profils

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing Strategies

Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the

marketplace.• Finds customers by building brand awareness through advertising and

promotion.

Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Business aims to be ‘get found’ by customers• Approach tends to be more social and it is more interactive and involving

that the more traditional outbound marketing.

Differentiated Digital Media Model

• Owned Media – such as website

• Paid Media – such as display ads

• Earned Media – such as viral campaign

Owned Vs Paid Vs Earned Media

Social Platforms

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

interactions

Marketers must understand that its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Brands & organisations must embrace a more social engagement because it is happening

with or without them

Leveraging Social Media

Challenge now is to build engaging digital and social strategies aligned with clear business

objectives

Marketers must understand the dynamic of communities

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?

Recent Irish case studies of brands using social media

Cully & Sully

Hairybaby

Dazzledust

The Good Mood Food Blog

Beaut.ie

Pat The Baker

Groupon – CityDeal.ie

Murphys Icecream

The Big Switch

Crystal Swing

Innovative Case Studies of Social Media

BlendTec

Diet Coke and Mentos

Orabrush

Best Job In the World

C-Mon & Kypksi

Old Spice Campaign

Tippex YouTube Campaign

Kogi BBQ

Ikea – Malmo

Greater Manchester Police

Digital crisis and reputation management

Nestle

Marks and Spencers

Domino’s

United Airlines

Facebook and The Big Brands

1800Flowers.com

Victorias Secrets

Starbucks – Frappucino.com

TOMS Shoes

Red Bull

Successful Viral & UGC Campaigns

Earned Media - Gillette

Evian

Rage Against The Machine

The Rise Of The Meme

Hitler Meme

Rick Rolled

Masterchef Re-edit

Don Draper

The Power of Social Media

Tube Worker abuses Traveller

Stuff White People Like

The Four Hour Working Week

Walkers “Do us a Flavour”

Unsuccessful Viral & UGC Campaigns

Danish Single Mother Hoax

Case Studies of Large Brands Using Social Media

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

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

Starbucks

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

Contact Details

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You