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 Customer 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)
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
Murphys Ice cream
HairyBaby
Paddy Power
Digital crisis and reputation management
GM CEO Sacked
Domino’s
United Airlines
Marks and Spencers
The Power of Social Media
Impromptu Facebook Pages
TSA Agent Took My Son (US)
Stuff White People Like
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
Thank You