Ibat-Week4-Social Media Case Studies
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Transcript of Ibat-Week4-Social Media Case Studies
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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
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Where is everyone?
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New digital platforms are mass enablers of peer to peer conversations, sharing and
interactions
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Marketers must understand that its not about the specific tools but the changing
consumption and behaviour patterns of the customer
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Changing Customer Landscape
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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.
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Brands & organisations must embrace a more social engagement because it is happening
with or without them
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Challenge now is to build engaging digital and social strategies aligned with clear business
objectives
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Leveraging Social Media
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Marketers must understand the dynamic of communities
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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
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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?
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New media platforms
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Social Media Landscape
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Recent Irish case studies of brands using social media
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Crystal Swing
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Curious Wines
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Puddleducks
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GarrenDenny Interiors
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MotorCheck.ie
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Murphys Icecream
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The Power of Social Media
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Kogi BBQ
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BlendTec
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The Four Hour Working Week
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Tube Worker abuses Traveller
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Successful Viral & UGC Campaigns
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Rage Against The Machine
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Walkers “Do us a Flavour”
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Upside Down Tango
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Unsuccessful Viral & UGC Campaigns
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Danish Single Mother Hoax
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Digital crisis and reputation management
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Nestle
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Marks and Spencers
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Domino’s
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United Airlines
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International case studies of brands engaging with social media
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Ikea – Malmo
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American Red Cross
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Charmin “Go” Campaign
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Evian
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Coca Cola “206 Expedition”
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Skittles
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Best Buy
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Volkswagen
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Zappos
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Ford - FiestaMovement
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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