Social Media Case Studies for Diploma in Online Marketing, Sales and Digital Strategy

1. Social Media Overview & Case Studies
Keith Feighery: Digital Strategist

2. Quick Overview of Social Media
• The use of Technology and Digital Media to:
– Develop, enable and be part of communities
– Create and share content and information
– Engage in conversations and extend social networks
– Connect with people and groups
– Listen and participate in discussions, threads and develop
ideas and relationships with others
– Learn from others

3. New digital platforms are mass enablers of
peer to peer conversations, sharing and
interactions

4. Marketers need to understand that its not
about the specific tools but the changing
consumption and behaviour patterns of the
customer

5. Changing Customer Landscape

6. Changing Customer Landscape
• The relationship between organisations and customers
has traditionally been optimised around the organisation,
not the customer
• Companies and organisations have fallen behind in
connecting and engaging with customers
• Customers choose to connect and collaborate with each
other without the organisations, disrupting the flow of
influence.

8. Brands & organisations need to embrace a
more social engagement because it is
happening with or without them

9. Marketers must understand the dynamic of
communities

10. Leveraging Social Media

11. Potential Benefits of Social Engagement
• Listening
– Crucial to hear what the public is saying about you, competitors, related
business areas etc.. (researc)
– Crowdsourcing – understand behaviours, experiences, language patterns
etc..
• Engagement
– Engage directly with prospects and customers (without filters)
• Relationships
– Build long lasting relationships and trust with customers
– Build real and valuable communities online and offline (Two way process)
– Reduce customer acquisition costs (Media spend)
– Increase customer retentions (Loyalty/Advocacy)
– Mass feedback loop for your business

12. Potential Risks
• Loss of control of the conversation
– Two way communication
– Openly negative transmissions
– Digital Crises
• Using social channel as a marketing or PR conduit
• Broadcast as opposed to engagement
• Little value
• Can be a difficult persona for brands to adopt
– Reveal a human voice of a corporate identity
• What it is that voice?

13. Running a social media campaign

14. Social Media Campaigns
• Essentials of a successful campaign
– Know your target audience
– Plan goals and aims of campaign
– Prepare internal organisation for impact of social media
– Identify stakeholders and task them with ownership
– Pick platforms and tools that relate to your identified audience
– Implement a pilot programme and monitor and analyse
campaign progress
– Revise approach and campaign based on feedback
– Roll-out on different platforms and business areas
incrementally

15. How to Measure Social Media
• Prepare the ground
– Benchmark Twitter, Facebook, Digg Links, existing traffic etc..
– Identify SEO rankings, referrals from sites, customer satisfaction
scores
– Quantify ROI benchmarks – customer acquisition, advertising spend
per channel
• Design and develop the campaign
– Decide on channels
– Stakeholders
– Expectations
– Pilots
– Revision points
– Monitoring process
– Engagement process

16. Metrics to Measure
• Online Traffic
– Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates
etc..
• Levels of Interaction
– Comments etc… - engaged customers are quality customers
• Sales
– Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18
months)
• Leads/Conversions
– If not possible to convert online – therefore create other mesaurable conversions
• SEO
– Video links – Tagged: YouTube, Vimeo, Blip.tv
– Blog Links – trackbacks, comments, direct references
– Digg Links
• Brand Metrics
– Positive Brand Associations
– Word of Mouth
– Brand Awareness
– Propensity to Buy
– Brand Recall

17. Case Studies of Large Brands Using
Social Media

18. 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

19. Dell Case Study

20. 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

21. Intuit Business Services

22. 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

23. American Red Cross

24. 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)

25. Johnson & Johnson

26. 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

27. Walmart

28. Starbucks

29. Evian

30. Ford - FiestaMovement

31. Charmin “Go” Campaign

32. Coca Cola “206 Expedition”

33. Best Buy

34. 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

35. Skittles

36. The Power of Social Media

37. The Four Hour Working Week

38. Tube Worker abuses Traveller

39. Stuff White People Like

40. Successful Viral & UGC Campaigns

41. Walkers “Do us a Flavour”

42. Upside Down Tango

43. Rage Against The Machine

44. Unsuccessful Viral & UGC Campaigns

45. Danish Single Mother Hoax

46. Digital crisis and reputation
management

47. Nestle

48. Marks and Spencers

49. Domino’s

50. United Airlines

51. Recent Irish case studies of brands
using social media

52. Cully & Sully

53. Meteor Facebook Page

54. Bars - Facebook

55. Yelp – Bars & Restaurants

56. Murphys Icecream

57. Blacknight

58. GarrenDenny Interiors

59. Crystal Swing

60. Komplett

61. Beaut.ie

62. Groupon – CityDeal.ie

63. Innovative Case Studies of Social
Media

64. Orabrush

65. Best Job In the World

66. Old Spice Campaign

67. Tippex YouTube Campaign

68. Kogi BBQ

69. Ikea – Malmo

70. Crème Brulee Cart

71. Facebook and The Big Brands

72. Victorias Secrets

73. TOMS Shoes

74. 1800Flowers.com

75. Starbucks – Frappucino.com

76. Red Bull

77. Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274

78. Thank You