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  1. 1. Social Media Overview & Case Studies Keith Feighery: Digital Strategist
  2. 2. www.slideshare.net/kfeighery/DIT-SocialMediaSession
  3. 3. 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>
  4. 4. 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>
  5. 5. The Changing Digital Landscape
  6. 6. Traditional Marketing Vs Social Engagement
  7. 8. 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>
  8. 9. Where Social Fits in with Inbound Marketing
  9. 10. Hubspot – Inbound Marketing Company view
  10. 11. 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>
  11. 12. How to think about media mix in this changed landscape
  12. 13. 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>
  13. 14. Owned Vs Paid Vs Earned Media
  14. 15. Social Media Landscape
  15. 16. Social Media Landscape
  16. 17. 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>
  17. 18. Salient Characteristics of Social Platforms
  18. 19. New social platforms are mass enablers of peer to peer conversations, sharing and interactions
  19. 20. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  20. 21. Brands & organisations must embrace a more social engagement because it is happening with or without them
  21. 22. Challenge now is to build engaging digital communications and social strategies aligned with clear business objectives
  22. 23. Marketers must understand the dynamic of communities
  23. 24. 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>
  24. 25. 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>
  25. 26. Social Media Relevance
  26. 27. 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>
  27. 28. <ul><li>Measuring Social Media </li></ul>
  28. 29. 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>
  29. 30. 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>
  30. 31. 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>
  31. 32. <ul><li>Recent Irish case studies of brands using social media </li></ul>
  32. 33. Cully & Sully
  33. 34. The Good Mood Food Blog
  34. 35. Hairybaby
  35. 36. Dazzledust
  36. 37. Groupon – CityDeal.ie
  37. 38. Pat The Baker
  38. 39. Beaut.ie
  39. 40. The Big Switch
  40. 41. <ul><li>Innovative Case Studies of Social Media </li></ul>
  41. 42. BlendTec
  42. 43. Diet Coke and Mentos
  43. 44. Old Spice Campaign
  44. 45. Tippex YouTube Campaign
  45. 46. Orabrush
  46. 47. Best Job In the World
  47. 48. Kogi BBQ
  48. 49. C-Mon & Kypksi
  49. 50. Ikea – Malmo
  50. 51. Greater Manchester Police
  51. 52. <ul><li>Digital crisis and reputation management </li></ul>
  52. 53. Nestle
  53. 54. Marks and Spencers
  54. 55. Domino’s
  55. 56. United Airlines
  56. 57. <ul><li>Facebook and The Big Brands </li></ul>
  57. 58. 1800Flowers.com
  58. 59. Victorias Secrets
  59. 60. Starbucks – Frappucino.com
  60. 61. TOMS Shoes
  61. 62. Red Bull
  62. 63. <ul><li>Successful Viral & UGC Campaigns </li></ul>
  63. 64. Earned Media - Gillette
  64. 65. Evian
  65. 66. Walkers “Do us a Flavour”
  66. 67. <ul><li>The Power of Social Media </li></ul>
  67. 68. Tube Worker abuses Traveller
  68. 69. Stuff White People Like
  69. 70. The Four Hour Working Week
  70. 71. <ul><li>Unsuccessful Viral & UGC Campaigns </li></ul>
  71. 72. Danish Single Mother Hoax
  72. 73. <ul><li>Case Studies of Large Brands Using Social Media </li></ul>
  73. 74. 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>
  74. 75. Johnson & Johnson
  75. 76. 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>
  76. 77. Walmart
  77. 78. Starbucks
  78. 79. Ford - FiestaMovement
  79. 80. Charmin “Go” Campaign
  80. 81. Coca Cola “206 Expedition”
  81. 82. Best Buy
  82. 83. 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>
  83. 84. Skittles
  84. 85. Starbucks
  85. 86. 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>
  86. 87. American Red Cross
  87. 88. Contact Details
  88. 89. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  89. 90. <ul><li>Thank You </li></ul>