Ibat Week 3 - Digital Insights Social Media Case Studies
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Transcript of Ibat Week 3 - Digital Insights Social Media Case Studies
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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 Social Media 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.. – 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)
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Listening Platforms
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Listening Tools
• Using the following tools brands can listen online to what is being said about them– Commercial aggregated listening tools
• BuzzMetrics, TNS Cymphony, Biz360, DJ insight, Visible, Radian6, TrackUr, BuzzLogic
– Twitter • Twittersearch, Tweetbeep, TweetDeck
– Blogs • BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch,
WhosTalking.com, iceRocket– Alerts
• Google Alters– Customise Searches into RSS feeds and subscribe in RSS readers
• Using these, brands can listen to what is being said about them and manage reputation
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Recent Irish case studies of brands using social media
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Prosperity
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Your Country Your Call
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Hairybaby
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Murphys Icecream
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Puddleducks
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Komplett
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SandTex – Ireland Deserves Sun
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Paddy Power
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Pix.ie
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Blacknight
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The Big Switch
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Pat The Baker
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Toyota Ireland
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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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Best Job In the World
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Tube Worker abuses Traveller
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The Four Hour Working Week
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Stuff White People Like
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Successful Viral & UGC Campaigns
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Rage Against The Machine
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Upside Down Tango
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Walkers “Do us a Flavour”
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Love of Wispa
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Unsuccessful Viral & UGC Campaigns
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Danish Single Mother Hoax
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Saatchi and Toyota Yaris Fiasco
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Digital crisis and reputation management
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Vodafone Obscene Tweet
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Marks and Spencers
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MayTag and @dooce
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TSA Agent Took My Son (US)
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Domino’s
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United Airlines
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GM CEO Sacked
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The Dark Side?
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Tweet about Sons Death - RealTime
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“Miscarriage Tweet”
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IP related
Issues for Organisations
What to do?
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Forrester Blogging Debate
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Edelman
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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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Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
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Thank You