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

Danish Single Mother Hoax

Unsuccessful Viral & UGC Campaigns

Saatchi and Toyota Yaris Fiasco

Westpac

Vegemite iSnack2.0

Witchery Man

Mashups

Adidas Facebook GoogleMaps

The Dark Side?

Tweet about Sons Death - RealTime

“Miscarriage Tweet”

Digital crisis and reputation management

GM CEO Sacked

Domino’s

United Airlines

Marks and Spencers

The Power of Social Media

Impromptu Facebook Pages

Queen Rania

The Four Hour Working Week

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