fitzwilliampresentationsocialmediacasestudies-thurs10thdec09
DESCRIPTION
Overview of Social Media with Case Studies from both Ireland and International. Also cover digital crises and non-commercial case studies of how social media channels can promote and destroy reputations.TRANSCRIPT
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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
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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)
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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
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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
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Social media platforms The Full Spectrum
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Social Media Landscape
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Key Platforms
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Key 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..
• Mobile Apps
– iPhone, Android, Palm etc.. – convergence of content across channels
• Aggregators/RSS Feeds & Readers
– FriendFeed, Feedburner, GoogleProfile, Ping.fm
• Bookmarks/Sharing
– Delicious, AddThis, StumbleUpon, Digg
• Collaboration Networks
– Wikis, Shared Workspaces, Forums, Commenting Networks (Disqus)
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Recent Irish case studies of brands using social media
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The Big Switch
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Pix.ie
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Pat The Baker
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Blacknight
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SandTex – Ireland Deserves Sun
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Toyota Ireland
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Mr Tayto
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Murphys Ice cream
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HairyBaby
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Paddy Power
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Digital crisis and reputation management
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GM CEO Sacked
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Domino’s
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United Airlines
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Marks and Spencers
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The Power of Social Media
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Impromptu Facebook Pages
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Queen Rania
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The Four Hour Working Week
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TSA Agent Took My Son (US)
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Stuff White People Like
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Tube Worker abuses Traveller
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Best Job In the World
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International case studies of brands engaging with social media
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Ikea – Malmo
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Evian
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Volkswagen
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Charmin “Go” Campaign
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American Red Cross
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Zappos
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Ford - FiestaMovement
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Coca Cola “206 Expedition”
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Skittles
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Best Buy
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Thank You