Post on 29-Oct-2014
description
Social Media Overview & Case Studies
Keith Feighery: Digital Strategist Strategist
Overview of social media
• Combination of social interaction and digital media 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 social 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
• Benefits– 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
• Brands criticised for using social channel as a marketing or PR conduit
• 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 Where brands need to listen and
engage
Social Media Landscape
Recent Irish case studies of brands using social media
SandTex – Ireland Deserves Sun
Toyota Ireland
Mr Tayto
Murphys Ice cream
HairyBaby
Paddy Power
The Big Switch
Pat The Baker
Case studies of brands not listening and managing digital crisis
Domino’s
United Airlines
Marks and Spencers
The Power of Social Media
Transportation Security Administration
Stuff White People Like
Tube Worker abuses Traveller
Best Job In the World
International case studies of brands engaging with social media
Evian
Volkswagen
American Red Cross
Charmin “Go” Campaign
Zappos
H & M
Coca Cola “206 Expedition”
Ford - FiestaMovement
Skittles
Dell
Starbucks
Best Buy
Thank You