This document discusses social media and provides two case studies - Nestle and Zappos. Nestle struggled with social media when a parody advertisement went viral and received negative feedback. In contrast, Zappos embraced social media by developing a personal connection with customers and living their brand culture. The document concludes with tips for using social media, emphasizing authentic engagement over pure marketing.

1. 29 June 2010 Social Media: Threat or
Colin Daniels Business Opportunity?

2. Social Media Revolution: http://bit.ly/9NZuOh

3. Case
Study
#1: N
estlé

4. Corporate Giant.

5. But it doesn’t get
social media.

6. A
parody
turns
ugly

7. Kit Kat advert (Work Like A Machine): http://bit.ly/d6Zb5N

8. Greenpeace - Have a break?: http://bit.ly/avWXoG

10. Suprise!
People
vent on
social
media

14. But it gets
worse...

17. Case Study #2: Zappos

18. Passionate Start-up.

19. Which does get
social media.

20. Take a
passionate
CEO.

26. “The primary purpose of the blogs and
twitter is so that outsiders can get a glimpse
into our company culture. We don’t really
think of them as marketing channels so
much as ways to develop a more personal
connection with people, whether they are
other employees or our customers.”
- Zappos.com

27. Tips
#1: Live the brand!
#2: Create a personality for your company
#3: Follow and interact with your customers
#4: Ask your customers for help
#5: Monitor what people say about your brand
on different platforms and take action!

28. Tips
#6: Don’t censor or remove comments/links/
videos as it draws even more attention to them
#7: Be sincere & don’t insult your customers
#8: Using social media purely for PR/marketing
purposes will always backfire
#9: Buy your brand name/keywords on Google
and SM channels
#10: Examine your company culture & ensure
your target audience is a fit before jumping in

29. Thank You!
e: colin.daniels@gmail.com
w: colindaniels.co.za
t: twitter.com/youngBLOOD