Social Media Overview & Case Studies

Keith Feighery: Digital Strategist

Overview of social media

• Combination of social interaction and web technologies to:

• Communicate, engage, develop and be part of communities

– Internally and externally for organisations

• Create and share content and information across networks

• Build and extend networks through interaction

• Listen and participate in discussions, threads and develop ideas and relationships

• Learn from community (crowdsourcing)

Benefits of social media

• Listening– Crucial to hear what the public is saying about you

• Both positive and negative– The web now operates in real time – Brands need to hear what is said about

them in real-time

• Engage with Customers– Once you know what is being said about you – you can then interact directly

• Community Advantage– Build real communities online and offline– Build long lasting relationships and trust with customers– Instant polling and research opportunity with customers– Reduce customer acquisition costs– Increase customer retentions

Associated risks

• Loss of control of the conversation– Two way communication

– Openly negative transmissions

• Using social channel as a marketing or PR conduit• Broadcast as opposed to engagement

• Can be a difficult persona for brands to adopt– Reveal a human voice of a corporate identity

• What it is that voice?

• Starting – and then not following through – Inevitable criticism

Social media platforms The Full Spectrum

Social Media Landscape

Key Platforms

Key Customer Engagement Platforms

• Social/Professional Networks– Facebook, MySpace, Bebo, LinkedIn (Main ones in US and Europe)

• Blogging/Micro-Blogging/Lifestreming– WP, TypePad,Twitter

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

• Aggregators/RSS Feeds & Readers– FriendFeed, Feedburner, GoogleProfile, Ping.fm

• Bookmarks/Sharing– Delicious, AddThis, StumbleUpon, Digg

• Collaboration Networks– Wikis, Shared Workspaces, Forums, Commenting Networks

(Disqus)

Recent Irish case studies of brands using social media

The Big Switch

Pix.ie

Pat The Baker

Blacknight

SandTex – Ireland Deserves Sun

Toyota Ireland

Mr Tayto

Murphys Ice cream

HairyBaby

Paddy Power

Digital crisis and reputation management

GM CEO Sacked

Domino’s

United Airlines

Marks and Spencers

The Power of Social Media

Impromptu Facebook Pages

TSA Agent Took My Son (US)

Stuff White People Like

Tube Worker abuses Traveller

Best Job In the World

International case studies of brands engaging with social media

Ikea – Malmo

Evian

Volkswagen

Charmin “Go” Campaign

American Red Cross

Zappos

Ford - FiestaMovement

Coca Cola “206 Expedition”

Skittles

Best Buy

Thank You