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Social Media Overview & Case Studies Keith Feighery: Digital Strategist

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www.slideshare.net/kfeighery/DIT-SocialMediaSession

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Presentation Outline <ul><li>The Changing Digital Landscape </li></ul><ul><li>Where Social Media fits in with the Overall Digital Landscape </li></ul><ul><li>Overview of Social Media Platforms and What to Measure </li></ul><ul><li>Case Studies of Organisatons using Social Media </li></ul>

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Digital Marketing Mix <ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Content & Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>

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The Changing Digital Landscape

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Traditional Marketing Vs Social Engagement

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Digital Consumption Trends <ul><li>1.7 Million people currently on Facebook in Ireland </li></ul><ul><li>The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously </li></ul><ul><li>Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc. </li></ul><ul><li>Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player) </li></ul><ul><li>Approx 200 Million People per month access Facebook on mobile Devices </li></ul><ul><li>The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010 </li></ul><ul><li>70% of online adults, ages 55 and older, use social tools at least once a month </li></ul>

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Where Social Fits in with Inbound Marketing

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Hubspot – Inbound Marketing Company view

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Outbound Vs Inbound Marketing Strategies <ul><li>Outbound marketing strategy: </li></ul><ul><li>More traditional approach – can also be referred to as ‘push messaging’. </li></ul><ul><li>Business decides on a particular message and pushes it out into the marketplace. </li></ul><ul><li>Finds customers by building brand awareness through advertising and promotion. </li></ul><ul><li>Inbound marketing strategy: </li></ul><ul><li>New and emerging approach – can also be referred to as ‘pull messaging’. </li></ul><ul><li>Business aims to be ‘get found’ by customers </li></ul><ul><li>Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. </li></ul>

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How to think about media mix in this changed landscape

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Differentiated Digital Media Model <ul><li>Owned Media – such as Website, Social Platforms </li></ul><ul><li>Paid Media – such as PPC, Social Ads, Display & Affiliates </li></ul><ul><li>Earned Media – Social impressions, Viral </li></ul>

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Owned Vs Paid Vs Earned Media

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Social Media Landscape

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Social Media Landscape

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Key Platforms for Customers <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook, LinkedIn (Main ones in US and Europe) </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, TypePad, Twitter, Posterous, Tumblr </li></ul></ul><ul><li>Video, Audio & Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo, Blip etc.. </li></ul></ul><ul><ul><li>Flickr, Photobucket, TwitPic, YFrog </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Bookmarks/Sharing </li></ul><ul><ul><li>Delicious, StumbleUpon, Digg, Google Profiles </li></ul></ul>

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Salient Characteristics of Social Platforms

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New social platforms are mass enablers of peer to peer conversations, sharing and interactions

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Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer

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Brands & organisations must embrace a more social engagement because it is happening with or without them

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Challenge now is to build engaging digital communications and social strategies aligned with clear business objectives

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Marketers must understand the dynamic of communities

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Potential Benefits of Social Media <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you, competitors, related business areas etc.. </li></ul></ul><ul><ul><li>Research – understand behaviours, experiences, language patterns etc.. </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Communicate directly with prospects and customers (without filters) </li></ul></ul><ul><ul><li>Provide utility and new communications channels </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>Build long lasting relationships and trust with customers </li></ul></ul><ul><ul><li>Build real and valuable communities online and offline (Two way process) </li></ul></ul><ul><ul><li>Reduce customer acquisition and support costs </li></ul></ul><ul><ul><li>Increase customer retention rates (Loyalty/Advocacy) </li></ul></ul><ul><ul><li>Mass feedback loop for your business </li></ul></ul>

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Potential risks <ul><li>Loss of control of the conversation </li></ul><ul><ul><li>Two way communication </li></ul></ul><ul><ul><li>Openly negative transmissions </li></ul></ul><ul><ul><li>Speed of which Digital Crises can arise </li></ul></ul><ul><li>Using social channel as a marketing or PR conduit </li></ul><ul><ul><li>Broadcast as opposed to engagement </li></ul></ul><ul><ul><li>Proving Little value to customers </li></ul></ul><ul><ul><ul><li>Informative, Educate, Entertain </li></ul></ul></ul><ul><li>Can be a difficult for brands to find Tone and Voice </li></ul><ul><ul><li>Reveal a human voice of a corporate identity </li></ul></ul><ul><ul><ul><li>What it is that voice? </li></ul></ul></ul>

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Social Media Relevance

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Social Media Relevance <ul><li>60% of online shoppers already use social media sites and networks regularly </li></ul><ul><li>56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks </li></ul><ul><li>Only 25% of Top 100 Brands have Facebook Pages </li></ul><ul><li>Twitter and Facebook users to spend more than 1.5x more online than the average Internet user. </li></ul>

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<ul><li>Measuring Social Media </li></ul>

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Measurement <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measures that help you understand how you are doing against your objectives. </li></ul></ul><ul><ul><li>Highlight success, or failures, for the objectives you have created for your organization </li></ul></ul><ul><li>Business Objectives: </li></ul><ul><ul><li>Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs </li></ul></ul>

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Typical Trackable KPIs <ul><li>Increase Customer Lifetime Value </li></ul><ul><li>Increase Average Revenue Per User </li></ul><ul><li>Reduce Cost per Lead & Cost per Sale </li></ul><ul><li>Reduce Core Bounce rates </li></ul><ul><li>Increase Frequency and Return rates </li></ul><ul><li>Increase Recency Rates </li></ul><ul><li>Increase Rate & Value of Conversions </li></ul><ul><li>Increase Average order size (ecommerce apps) </li></ul>

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Metrics <ul><li>Traffic Related Statistics </li></ul><ul><ul><li># Page Views, Visits, Unique Visitors </li></ul></ul><ul><li>Channel Statistics </li></ul><ul><ul><li>Decomposition of Organic, Paid, Email, Direct etc.. </li></ul></ul><ul><li>Social Stats </li></ul><ul><ul><li># of Twitter, FB, Blog, LinkedIn followers/comments </li></ul></ul><ul><li># of 3 rd Party Links </li></ul><ul><ul><li>Partners, Referrals, Promotions, Affiliates </li></ul></ul><ul><li># of Newsletter and Lead Gen signups </li></ul><ul><li># of Site Specific Downloads </li></ul><ul><ul><li>Webinar Views, Articles, Whitepapers, podcasts </li></ul></ul>

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<ul><li>Recent Irish case studies of brands using social media </li></ul>

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Cully & Sully

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The Good Mood Food Blog

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Hairybaby

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Dazzledust

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Groupon – CityDeal.ie

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Pat The Baker

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Beaut.ie

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The Big Switch

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<ul><li>Innovative Case Studies of Social Media </li></ul>

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BlendTec

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Diet Coke and Mentos

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Old Spice Campaign

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Tippex YouTube Campaign

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Orabrush

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Best Job In the World

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Kogi BBQ

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C-Mon & Kypksi

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Ikea – Malmo

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Greater Manchester Police

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<ul><li>Digital crisis and reputation management </li></ul>

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Nestle

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Marks and Spencers

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Domino’s

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United Airlines

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<ul><li>Facebook and The Big Brands </li></ul>

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1800Flowers.com

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Victorias Secrets

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Starbucks – Frappucino.com

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TOMS Shoes

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Red Bull

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<ul><li>Successful Viral & UGC Campaigns </li></ul>

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Earned Media - Gillette

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Evian

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Walkers “Do us a Flavour”

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<ul><li>The Power of Social Media </li></ul>

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Tube Worker abuses Traveller

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Stuff White People Like

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The Four Hour Working Week

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<ul><li>Unsuccessful Viral & UGC Campaigns </li></ul>

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Danish Single Mother Hoax

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<ul><li>Case Studies of Large Brands Using Social Media </li></ul>

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Johnson & Johnson <ul><li>Organised Baby Camp – 56 influential mothers and bloggers </li></ul><ul><ul><li>Gain word of mouth infuence </li></ul></ul><ul><ul><li>Not overtly J&J centric </li></ul></ul><ul><ul><li>Discussing issues that matter to families </li></ul></ul><ul><li>Run babycenter.com </li></ul><ul><ul><li>Online community for Mums </li></ul></ul><ul><ul><li>Not 100% J&J branded – competitors advertise </li></ul></ul><ul><ul><li>Advice for Mothers </li></ul></ul><ul><ul><li>Reflects waning influence of print and TV </li></ul></ul><ul><li>J&J health Channel </li></ul><ul><ul><li>Videos of people with real life health issues and lets them tell their stories </li></ul></ul><ul><li>Facebook – Acuminder </li></ul><ul><ul><li>Useful Application to allow you to manage vision care routine </li></ul></ul><ul><li>Facebook – ADHD </li></ul><ul><ul><li>A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans) </li></ul></ul>

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Johnson & Johnson

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Walmart <ul><li>11 Moms Blogs </li></ul><ul><ul><li>Eleven Mom Bloggers who offer advice to families </li></ul></ul><ul><ul><li>Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) </li></ul></ul><ul><ul><li>Not an overt advert for Walmart brand </li></ul></ul><ul><ul><li>Kudos from Analyst community (Jeremiah Owyang) </li></ul></ul><ul><li>Also has difficult online relations </li></ul><ul><ul><li>Walmart Watch </li></ul></ul><ul><ul><li>Working Families for Walmart </li></ul></ul><ul><ul><li>Both very critical of Walmart policies </li></ul></ul><ul><ul><li>Facebook page hacked – bad publicity around adoption of web 2.0 </li></ul></ul><ul><ul><li>Myspace campaign panned – ends after 10 weeks </li></ul></ul><ul><ul><li>Walmarting across America – very mixed reviews </li></ul></ul>

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Walmart

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Starbucks

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Ford - FiestaMovement

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Charmin “Go” Campaign

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Coca Cola “206 Expedition”

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Best Buy

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Skittles <ul><li>In 2009 turned Hompage into social webstream </li></ul><ul><ul><li>Twitter updates, Facebook page,YouTube </li></ul></ul><ul><li>Brand was hijacked initially </li></ul><ul><ul><li>Lots of puerile commentary on twitter stream (expletives etc) </li></ul></ul><ul><li>A lot of social media and marketing publicity </li></ul><ul><ul><li>More negative than positive </li></ul></ul><ul><ul><li>However, are those who think very brave and only time will tell whether a success or unmitigated failure </li></ul></ul><ul><li>Feeling that Skittles wanted to benefit from Social Media </li></ul><ul><ul><li>Without truly engaging </li></ul></ul><ul><li>Interesting case as to how brands should engage through web and social media </li></ul><ul><li>Highlights issue of brochure ware sites for brands </li></ul><ul><ul><li>General feeling there needs to be another form of engagement with customers other than bland websites </li></ul></ul><ul><li>Today, one of the the top 10 brands on Facebook </li></ul>

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Skittles

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Starbucks

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American Red Cross <ul><li>Bad Public reputations </li></ul><ul><ul><li>After Hurricane Katrina </li></ul></ul><ul><li>Started listening to what public was saying online about them </li></ul><ul><ul><li>Blogsearch, twitter, alerts </li></ul></ul><ul><li>Started engaging with public </li></ul><ul><ul><li>Initially started commenting to blog posts and other discussion threads and over time embraced Twitter and Facebook etc… </li></ul></ul><ul><li>Now use Local Twitter Accounts </li></ul><ul><ul><li>Connect directly – notify people of warnings/shelters/services etc.. </li></ul></ul><ul><ul><li>Public update them of safety issues </li></ul></ul><ul><li>Use Flickr and YouTube </li></ul><ul><ul><li>So community can share worldwide photos and videos of all experiences and activities </li></ul></ul><ul><li>Facebook Pages </li></ul><ul><ul><li>Update users with information </li></ul></ul>

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American Red Cross

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Contact Details

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Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

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<ul><li>Thank You </li></ul>