Social Media Fitzwilliam22nd June09
-
Upload
digital-insights -
Category
Education
-
view
171 -
download
3
description
Transcript of Social Media Fitzwilliam22nd June09
Social Media Overview & Case Studies
Keith Feighery: Digital Media 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
create a presence
Social Media Landscape
Platforms to concentrate on
Blogs
Social Networks
Video Sites
Photosharing Sites
Professional Networking
Bookmarking, Sharing & RSS
Collaborative Sharing
Recent Irish case studies of brands
engaging with social media
Bord Gais
• The Big Switch Campaign (TheBigSwitch.ie)– Contacted over 100 influencers before launch of BigSwitch
campaign
– Well received by blogging community – lots of open & public praise
– Set up Twitter and engaged with community
– Community participated in Video campaigns
– Allegedly Bord Gais PR company advised against (protecting interests?)
• Then they lost 75000 customer details• Reverted back to boilerplate PR
• Lost a lot of credibility with community
The Big Switch
Pat The Baker & Bebo
• Unlikely brand to become a template on how to run a social media campaign
• Engaged with their audience (very well)– Blogs, updates, conversational, responded to comments
and questions as they happened
– User Interaction –
• Allowed and encouraged user feedback – solicited their opinions using Polls & questionnaires
– User generated competitions
• Design related (skins, characters), video and merchandise (T-shirts, bags)
– Social capital as well as economic rewards
Pat The Baker
FBD.ie
• Employ a community manager– Engages in conversations on Blogs, Twitter, Forums,
very public presence
• Provides a personal face to the Brand
• Involved with the IIA and chairs on the social media community group
• Participates on IGOPeople
• Launched new website at end of May 09
• Gets a lot of positive feedback from online community for participating
FBD
Listening Online
Listening Tools
• Using third party tools brands can listen online to what is being said about them– Typical Channels covered include:
• Online Forums
• Blogs – Post and Comments
• Social Networks
• Video Sites
• Photosharing sites
• Wikis
– Operate on an Alert system
• Close to real-time notification systems
• Single View of brand and can manage conversations within the Third party tool
• Brands can avail of Free tools and utilities• Do not get single view of brand mentions
Case studies of brands not listening
and managing digital crisis
Domino’s
• Domino’s Pizza Video– Two employees posted video of them “interfering” with food
production
– Posted on a Friday night
– Circulated around Twitter, YouTube and social web over weekend
– No response from company until following Tuesday
– Video received millions of views and large volumes of commentary
– Eventually company release PR statement – not very satisfactory
– On Wednesday President responds with Video – generally, well received
– Classic case-study in failure to respond immediately
Domino’s
Amazon
• AmazonFail– Amazon remove thousands of gay and lesbian literature
from ratings system on a Friday evening
– Outrage amongst online community over weekend
– No response from Amazon until following Tuesday
– #Amazonfail hashtag in top 5 trending topics in Twitter
– A lot of commentary about mismanagement of issue from Twitter and Blogosphere
– Eventually Amazon release a boilerplate PR release –calls incident a “technical glitch”
– Brand tarnished by incident – search Amazon on twitter to see comments – #Amazonfail now part of digital lexicon
Amazonfail
Ryan Air & “Idiot Bloggers”
• No time for bloggers– Blogger notices technical glitch on RyanAir site and blogs
about it
– RyanAir employees respond in heavy-handed fashion
– Affair generates publicity both online and offline – RTE news, Irish Daily newspapers, Blogs
– RyanAir release a harsh press release – calls bloggers “idiots”
– Incident picked up internationally (NY Times, Guardian. Skynews etc…)
– RyanAir position seems to be all publicity good -regardless
Ryan Air & “Idiot Bloggers”
Customer Advocacy & User Generated
Content
Burger King
• Embraced the “BrandJacker” - @theBkLounge&
@whoppervirgins on Twitter
• Considered top 40 best Brands online -
Mashable
• Kudos from Advertising Age and LA Times
• No “Cease and Desist” letters form Burger King
• Crispin Porter used the BKLounge character to
generate conversation – online and offline
Burger King
Snickers “Cease & Desist”
• Snickrz! – set up by agency Poke– Allowed users to upload Snickrz logos
– Very popular – 80,000 users - lots of traffic on Twitter
– Inherently used by Snickers customers who liked the brand
• Mars (Parent Company) issue and enforce a “cease and desist”
• Site has now been taken down - #snickersfail on Twitter
• Should have either co-opted or allowed it to continue
• Recent forays by Mars into social media such as Skittles – show lack of understanding of web– Caused a lot of negative publicity
Snickers
International case studies of brands
engaging with social media
Zappos
Dell
Ford - FiestaMovement
Customer Advocacy & User Generated
Content
Skittles
Whole Foods
Walmart
Starbucks
Thank You