Social Media Strategy & Case Studies

Keith Feighery: Digital Strategist

Outline

• Overview of Social Media• Social Media Relevance• Where it fits in, in the Digital Marketing Mix• Running Social Media Programmes• Integrated Case studies• Overview of core platforms and specific case studies• Questions and Answers

Social Media Relevance

Social Media Relevance

• 60% of online shoppers already use social media sites and networks regularly

• 56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks

• The number of users who consume no social media has fallen from 44% in 2007 to 18% by end 2010

• 70% of online adults, ages 55 and older, use social tools at least once a month

People LIKE to Follow Business Online

Online Shoppers Active Social Media

Numbers of Brands Followed

Reasons you Liked

Where Social Fits in with Online Marketing Mix

Core Social Media Applications

Key Platforms for Customers

• Social/Professional Networks– Facebook & LinkedIn

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, Instagram

• Mobile– Foursquare, Facebook, Twitter, Yelp

Think about of Age Distribution

Running a social media campaign

Social Media Campaigns

• Essentials of a successful campaign– Know your target audience– Plan aims and goals of campaign– Have specific goals for each channel and platform– Prepare internal organisation for impact of social media – Identify and task best suited resources to manage presence

• Good communicators

– Pick platforms and tools that relate to your identified audience– Implement a pilot programme and monitor and analyse campaign progress– Measure and iterate constantly– Roll-out on different platforms and business areas incrementally

Metrics to Measure• Online Traffic

– Traffic volumes, Organic sources, keywords, time spent on site, bounce rates from shared urls

• Levels of Interaction– Comments, likes, tweets, re-tweets etc… - engaged customers are quality

customers• Sales/Leads

– If not possible to convert within platforms – use trackable urls and monitor click throughs and track conversions on owned sites

• SEO– Monitor rankings within Google for social activity– Blog Links – trackbacks, comments, direct references– Video links – Tagged: YouTube, Vimeo, Blip.tv

• Brand Metrics – Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to

Buy, Brand Recall

Salient Characteristics of Social Platforms

It’s Social – You’re Meant to Talk to PEOPLE

Be Entertaining, Informative or Offer Something of VALUE to Followers

Interact with People & Solicit Feedback and Responses

Potential Benefits of Social Media

• Listening– Crucial to hear what the public is saying about you, competitors, related business areas

etc.. – Research – understand behaviours, experiences, language patterns etc..

• Engagement– Communicate directly with prospects and customers (without filters)– Provide utility and new communications channels

• Relationships– Build long lasting relationships and trust with customers– Build real and valuable communities online and offline (Two way process)– Reduce customer acquisition and support costs– Increase customer retention rates (Loyalty/Advocacy)– Mass feedback loop for your business

Potential risks

• Loss of control of the conversation– Two way communication– Openly negative transmissions– Speed of which Digital Crises can arise

• Using social channel as a marketing or PR conduit• Broadcast as opposed to engagement• Providing little value to customers

• Have to be Informative, Educational, Entertaining, Useful

• Can be a difficult for brands to find Tone and Voice– Reveal a human voice of a corporate identity

• What it is that voice?

International Case Studies

BlendTec

Best Job In the World

Old Spice Campaign

Tippex YouTube Campaign

Early Irish Adopter

The Big Switch

Social Bites Back Too

Aviva

Nestle

Marks and Spencers

Social Media Platforms Case Studies

Facebook Pages

Case Studies

WestCoast Cooler

Westcoast Cooler

Cully and Sully

Cully and Sully

Click Like to Vote

Wright Venue

Wright Venue – Like Us

Wright Venue - Wall

Wright Venue - YouTube

CopperFace Jacks

Charities & Non-Profits

(Some before and afters)

Irish Wildlife Trust - Before

Irish Wildlife Trust - Now

Barnardos - Before

Barnardos - Now

Twitter

Twitter

• Microblogging platform• Can be incredibly powerful tool for business owners and

marketers• BUT takes time, effort and persistence to build up a

community• It is much more chatty (Dialogue) than Facebook• Businesses need to think about all their constituencies

when using Twitter• Not just for customers – partners, media, pr etc…• Great for thought leadership

What is it?

• Tweet = 140 Characters• @someone – talk to someone (everyone sees it)• DM Someone – prviate message - only the people

FROM and TO see it• RT – retweet – a lot of people retweet content that

others have writter•

It’s a Different Medium Than Facebook – and it can be difficult

Must know what you want to achieve through it and who you will be talking to

Find someone with a function, who has something interesting to say – and can say it

well

And get them to engage at a granular level

Build up community overtime

SME Case Studies

Pat Whelan Butchers

Fallon and Byrne

Donal Skehan - Has a Theme

Provides Entertainment & Utility

Donal Skehan

Video Sites

YouTube, Vimeo, Blip.tv

YouTube

Realex Corporate Video

Photosites

Flickr

Instagram

Twitpic

LinkedIn

The Profile

Company Page

Company Services

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You