Social Media Overview & Case Studies

Keith Feighery: Digital Strategist

Where Social Fits in with Online Marketing Mix

Hubspot – Inbound Marketing Company view

Social Media Landscape

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 Profiles

Salient Characteristics of Social Platforms

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

Challenge now is to build engaging digital communications and social strategies aligned

with clear business objectives

Marketers must understand the dynamic of communities

Potential Benefits of Social Media

• Listening– Crucial to hear what the public is saying about you, competitors, related business areas

etc.. – Research – understand behaviours, experiences, language patterns etc..

• Engagement– Communicate directly with prospects and customers (without filters)– Provide utility and new communications channels

• Relationships– Build long lasting relationships and trust with customers– Build real and valuable communities online and offline (Two way process)– Reduce customer acquisition and support costs– Increase customer retention rates (Loyalty/Advocacy)– Mass feedback loop for your business

Potential risks

• Loss of control of the conversation– Two way communication– Openly negative transmissions– Speed of which Digital Crises can arise

• Using social channel as a marketing or PR conduit• Broadcast as opposed to engagement• Providing little value to customers

• Have to be Informative, Educational, Entertaining, Utilitarian

• Can be a difficult for brands to find Tone and Voice– Reveal a human voice of a corporate identity

• What it is that voice?

Social Media Relevance

Social Media Relevance

• 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.

Recent Irish case studies of brands using social media

Recent Irish case studies of brands using social media

Hairybaby

Cully & Sully

Yelp – Bars & Restaurants

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.

Boards Deals

Living Social

The Big Switch

Murphys Icecream

Beaut.ie

GarrenDenny Interiors

Blacknight

WestCoast Cooler

Komplett

Innovative Case Studies of Social Media

Ikea – Malmo

Orabrush

Crème Brulee Cart

Best Job In the World

Old Spice Campaign

Tippex YouTube Campaign

Southwest Airlines

The Power of Social Media

The Four Hour Working Week

Tube Worker abuses Traveller

Stuff White People Like

Digital crisis and reputation management

Nestle

Domino’s

United Airlines

Marks and Spencers

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

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

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

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

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

Ford - FiestaMovement

Starbucks

Charmin “Go” Campaign

Evian

Coca Cola “206 Expedition”

Best Buy

Starbucks – Frappucino.com

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You