Social Media Overview & Case Studies

Keith Feighery: Digital Strategist

Where is everyone?

New digital platforms are mass enablers of peer to peer conversations, sharing and

interactions

Marketers must understand that its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Changing Customer Landscape

Changing Customer Landscape

• The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer

• Companies and organisations have fallen behind in connecting and engaging with customers

• Customers choose to connect and collaborate with each

other without the organisations, disrupting the flow of influence.

Brands & organisations must embrace a more social engagement because it is happening

with or without them

Challenge now is to build engaging digital and social strategies aligned with clear business

objectives

Leveraging Social Media

Marketers must understand the dynamic of communities

Potential Benefits of social engagement

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

business areas etc.. (researc)– Crowdsourcing – understand behaviours, experiences, language patterns

etc..• Engagement

– Engage directly with prospects and customers (without filters)• Relationships

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

Potential risks

• Loss of control of the conversation– Two way communication– Openly negative transmissions– Digital Crises

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

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

• What it is that voice?

New media platforms

Social Media Landscape

Recent Irish case studies of brands using social media

Groupon – CityDeal.ie

Crystal Swing

Beaut.ie

Hairybaby

Komplett

Blacknight

Puddleducks

Yelp – Bars & Restaurants

Bars - Facebook

GarrenDenny Interiors

Murphys Icecream

Innovative Case Studies of Social Media

Old Spice Campaign

Tippex YouTube Campaign

Kogi BBQ

Crème Brulee Cart

Ikea – Malmo

Best Job In the World

BlendTec

Diet Coke and Mentos

Facebook and The Big Brands

1800Flowers.com

Victorias Secrets

Starbucks – Frappucino.com

TOMS Shoes

Red Bull

The Power of Social Media

The Four Hour Working Week

Tube Worker abuses Traveller

Stuff White People Like

Successful Viral & UGC Campaigns

Rage Against The Machine

Walkers “Do us a Flavour”

Upside Down Tango

Unsuccessful Viral & UGC Campaigns

Danish Single Mother Hoax

Digital crisis and reputation management

Nestle

Marks and Spencers

Domino’s

United Airlines

Case Studies of Large Brands Using Social Media

American Red Cross

Evian

Charmin “Go” Campaign

Zappos

Coca Cola “206 Expedition”

Skittles

Best Buy

Ford - FiestaMovement

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You