Mc Donald's | StarBucks | IMdB | The Hollywood Reporter | Airtel - Social Media Case Studies
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Transcript of Mc Donald's | StarBucks | IMdB | The Hollywood Reporter | Airtel - Social Media Case Studies
SOCIAL MEDIA –
CASE STUDIES
Praneeth Marisa @The_Devante
http://in.linkedin.com/in/praneethmarisa
OUTLINE
• Page Highlights
• Name – About – Basic Info
• Growth Story
• Timeline Features
• Post Highlights
• Quantitative Analysis
• Qualitative Analysis
• Handle Highlights
• Name – Bio – Display Picture
• Growth Story
• Tweet Highlights
• Quantitative Analysis
• Qualitative Analysis
FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:
FACEBOOK – PAGE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 20578298 222435
Wk2 25-Jun-12 01-Jul-12 20714659 198060
Wk3 02-Jul-12 08-Jul-12 20870752 205420
Wk4 09-Jul-12 15-Jul-12 21043814 384717
Wk5 16-Jul-12 22-Jul-12 21252831 301539
On an average,
130000-to-170000
People LIKE the ‘Mc
Donald’s’ Facebook
Page every Week
143272 136361
156093
173062
209017
128000
153000
178000
203000
Week 1 Week 2 Week 3 Week 4 Week 5
Fans’ Growth
FACEBOOK – PAGE HIGHLIGHTS
Cover Photos
TIMELINE FEATURES
Uses its LATEST PRODUCTS, OFFERS & BRAND ASSOCIATIONS as its FACEBOOK COVER PHOTOS
FACEBOOK – PAGE HIGHLIGHTS
Cover Photos
TIMELINE FEATURES
FACEBOOK – PAGE HIGHLIGHTS
Cover Photos
TIMELINE FEATURES
FACEBOOK – PAGE HIGHLIGHTS
Comprises of a set of VIDEOS clearly designed to COMBAT
McDONALD’s IMAGE as a greasy antagonist blamed for the
American obesity epidemic
A STORE LOCATOR TAB that provides Info, Updates and Specials
all personalized as per Fans’ respective Cities
A Tab designed to showcase the LATEST PRODUCT RELEASES,
COMBO OFFERS & HAPPY MEALS
TABS
FACEBOOK – POST HIGHLIGHTS
Posts are not made on a daily basis; it can be
1 POST IN 4 DAYS or A WEEK or 15 DAYS
depending quality of the story
QUANTITATIVE ANALYSIS
FACEBOOK – POST HIGHLIGHTS
Up and down the timeline, the page is filled with
more pictures designed to CAPITALIZE ON THE
CALENDAR, Iced Coffees when the weather turns
warm, Shamrock Shakes for St. Patrick’s Day and
Hot chocolate in the winter
There’s also a plethora of VIDEOS presenting
the HEALTHY LIFESTYLES of McDonald’s
customers and the clean conditions of their
cattle
QUALITATIVE ANALYSIS
TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:
TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
Week Start Date End Date Followers Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 514979 59
Wk2 25-Jun-12 01-Jul-12 517045 55
Wk3 02-Jul-12 08-Jul-12 529815 52
Wk4 09-Jul-12 15-Jul-12 554457 87
Wk5 16-Jul-12 22-Jul-12 569897 46
10591
2066
12770
24642
15440
1500
11500
21500
Week 1 Week 2 Week 3 Week 4 Week 5
Followers’ Growth
On an Average,
@McDonalds increases
its Followers at the
rate of 2% Per Week
TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 59 1 9
Wk2 25-Jun-12 01-Jul-12 55 3 8
Wk3 02-Jul-12 08-Jul-12 52 1 11
Wk4 09-Jul-12 15-Jul-12 87 10 26
Wk5 16-Jul-12 22-Jul-12 46 3 6
Re-Tweet Percentage
2%
5%
2%
11%
7%
0%
5%
10%
15%
Week 1 Week 2 Week 3 Week 4 Week 5
On an Average,
@McDonalds makes 5
RE-TWEETS / 100
ORIGINAL TWEETS
TWITTER – TWEET HIGHLIGHTS
Aside from when McD is promoting its newest
products or the comeback of a favorite menu
item, its TWITTER HANDLE RESEMBLES
THAT OF ANY OTHER USER
Tweets are such as, “If we didn’t
have birthdays, you wouldn’t be
you. If you’d never been born, well
then what would you do?’ Happy
Birthday Dr. Seuss!”
It even RE-TWEETS UPDATES UNRELATED TO THE COMPANY like “Those small
words someone can say that makes your day ten times better #LittleThings”
QUALITATIVE ANALYSIS
Keep It Positive & Relatable
FACEBOOK – PAGE HIGHLIGHTS
Name: About:
Basic Info:
NAME - ABOUT – BASIC INFO
FACEBOOK – PAGE HIGHLIGHTS
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 30645308 208498
Wk2 25-Jun-12 01-Jul-12 30724229 189871
Wk3 02-Jul-12 08-Jul-12 30807700 157454
Wk4 09-Jul-12 15-Jul-12 30957277 194153
Wk5 16-Jul-12 22-Jul-12 31060033 264662
78741 78921 83471
149577
102756
75000
100000
125000
150000
Week 1 Week 2 Week 3 Week 4 Week 5
GROWTH STORY
On an average,
75000-to-100000
People LIKE the
‘StarBucks’ Facebook
Page every Week
Fans’ Growth
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Uses the images of its STORES, PRODUCTS & COLLAGES as its FACEBOOK COVER PHOTO
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TABS
A ‘WORK WITH US’ App that allows fans to apply for the Job Openings at StarBucks
An ‘eGIFTING’ App that allows fans to gift their friends notional
money, through the StarBucks Card, which they can use at StarBucks
FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts are not made on a daily basis; it can be
1 POST IN 4 DAYS or A WEEK or 15 DAYS
depending quality of the story
FACEBOOK – POST HIGHLIGHTS
Customers don’t always know what’s going on within the Starbucks
corporation, but they are interested. Being able to tell a good
story Always Helps When It Comes To Fan Engagement
SHOW BEHIND THE SCENES INFORMATION
QUALITATIVE ANALYSIS
FACEBOOK – POST HIGHLIGHTS
When Starbucks runs a Specials on Drinks, gives away
products, or offers discounts, it informs its fans
Starbucks Frappuccino Happy Hour campaign (Earlier
this May) alerted fans of the time of day they could
pick some up, as well as the number to text so they’d
never miss one
LET CUSTOMERS IN ON DEALS
ENTICE CUSTOMERS WITH PRODUCT PHOTOS
Many of its status updates include Pictures of Its
Products to get the fans’ mouths watering and
craving its coffee
QUALITATIVE ANALYSIS
TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:
TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
26143
23300
21816
24003 23660
20000
22000
24000
26000
Week 1 Week 2 Week 3 Week 4 Week 5
Week Start Date End Date Followers Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 2609347 78
Wk2 25-Jun-12 01-Jul-12 2632647 140
Wk3 02-Jul-12 08-Jul-12 2654463 135
Wk4 09-Jul-12 15-Jul-12 2678466 111
Wk5 16-Jul-12 22-Jul-12 2702126 60
On an Average,
@StarBucks increases
its Followers at the
rate of 1% Per Week
Followers’ Growth
TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
94% 88%
94% 95% 92%
0%
25%
50%
75%
100%
Week 1 Week 2 Week 3 Week 4 Week 5
Replies Percentage
On an Average,
@StarBucks replies to
92 TWEETS / 100
TWEETS made by their
customers
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 78 1 73
Wk2 25-Jun-12 01-Jul-12 140 8 123
Wk3 02-Jul-12 08-Jul-12 135 3 127
Wk4 09-Jul-12 15-Jul-12 111 1 105
Wk5 16-Jul-12 22-Jul-12 60 1 55
TWITTER – TWEET HIGHLIGHTS
SATISFYING DISGRUNTLED CUSTOMERS
Most of the tweets on the StarBucks’
twitter page are Directed At Users
Many of its tweets start with “Sorry About
That!” or “Sorry To Hear!,” offering
dismayed customers solutions to their
problems
BRINGING THE IN-STORE EXPERIENCE TO TWITTER
StarBucks treats its fans & followers like their own friends,
To Transfer In-Store Experience to The Online Realm,
prompting them to send in pictures with their favourite
drink or asking how they spent Valentine’s Day
QUALITATIVE ANALYSIS
FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:
FACEBOOK – PAGE HIGHLIGHTS
PAGE PERFORMANCE
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 2575341 53115
Wk2 25-Jun-12 01-Jul-12 2594299 50453
Wk3 02-Jul-12 08-Jul-12 2613777 45203
Wk4 09-Jul-12 15-Jul-12 2632588 44307
Wk5 16-Jul-12 22-Jul-12 2653283 50931
16780
18958
19478
18811
20695
15000
17000
19000
21000
Week 1 Week 2 Week 3 Week 4 Week 5
Fans’ Growth
On an average,
15000-to-20000
People LIKE the
‘IMDb’ Facebook
Page every Week
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Uses only one FACEBOOK COVER PHOTO which is a COLLAGE OF CELEBRITIES
Cover Photos
FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts / Day 5
Likes / Post 230
Shares / Post 25
Comments / Post 65
FACEBOOK – POST HIGHLIGHTS
The Objective of the IMDb Facebook page
is to Drive Traffic Back To Its Website
Only LINKS ARE POSTED on the Facebook
Page of IMDb which leads back to its
official website
QUALITATIVE ANALYSIS
TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:
TWITTER – HANDLE HIGHLIGHTS
4679
5055
5343
4689
4533
4200
4600
5000
5400
Week 1 Week 2 Week 3 Week 4 Week 5
Week Start Date End Date Followers Weekly Increase Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 504099 4679 30
Wk2 25-Jun-12 01-Jul-12 509154 5055 38
Wk3 02-Jul-12 08-Jul-12 514497 5343 34
Wk4 09-Jul-12 15-Jul-12 519186 4689 94
Wk5 16-Jul-12 22-Jul-12 523719 4533 15
GROWTH STORY
On an Average, @IMDb
increases its Followers
at the rate of 1% Per
Week
Followers’ Growth
TWITTER – TWEET HIGHLIGHTS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 30 3 0
Wk2 25-Jun-12 01-Jul-12 38 4 0
Wk3 02-Jul-12 08-Jul-12 34 2 0
Wk4 09-Jul-12 15-Jul-12 94 58 0
Wk5 16-Jul-12 22-Jul-12 15 0 0
QUANTITATIVE ANALYSIS
10% 11% 6%
62%
0% 0%
20%
40%
60%
Week 1 Week 2 Week 3 Week 4 Week 5
Re-Tweet Percentage
On an Average, @IMDb
makes 18 RE-TWEETS
/ 100 ORIGINAL
TWEETS
TWITTER – TWEET HIGHLIGHTS
IMDb’s Twitter Handle has Established Its Own Hashtags which it uses regularly
as per the story along with the Story Link which leads back to the website
#BoxOffice
#BornToday
#NewTrailer
#TrulyTrivial
QUALITATIVE ANALYSIS
FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:
FACEBOOK – PAGE HIGHLIGHTS
GROWTH STORY
On an average, 1200-
to-1300 People LIKE
the ‘The Hollywood
Reporter’ Facebook
Page every Week
1380
1231
1130
1231 1230
1100
1200
1300
1400
Week 1 Week 2 Week 3 Week 4 Week 5
Fans’ Growth
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 101932 5539
Wk2 25-Jun-12 01-Jul-12 103163 5587
Wk3 02-Jul-12 08-Jul-12 104293 8187
Wk4 09-Jul-12 15-Jul-12 105524 7503
Wk5 16-Jul-12 22-Jul-12 106754 8134
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Uses the WEEKLY MAIN STORY of its magazine as its FACEBOOK COVER PHOTO
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TABS
Comprises of instructions to download the THR Mobile APP
Comprises of instructions to subscribe for the Daily Newsletters
Comprises of THR Exclusive Videos
FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts / Day 40
Likes / Post 26
Shares / Post 4
Comments / Post 2
FACEBOOK – POST HIGHLIGHTS
QUALITATIVE ANALYSIS
The Primary Objective of THR Facebook Page
is to Position itself as the only Destination
For All The Latest Hollywood News &
Updates
Only Links are Posted on the Facebook Page
of THR which leads to its Social Reader App
FACEBOOK – POST HIGHLIGHTS
All THR Posts lead to its SOCIAL READER APP:
QUALITATIVE ANALYSIS
TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:
TWITTER – HANDLE HIGHLIGHTS
GROWTH STORY
4257
4885
4232
4500
4611
4000
4300
4600
4900
Week 1 Week 2 Week 3 Week 4 Week 5
Followers’ Growth
On an Average, @THR
increases its Followers
at the rate of 1% Per
Week
Week Start Date End Date Followers Weekly Increase Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 301034 4257 509
Wk2 25-Jun-12 01-Jul-12 305919 4885 515
Wk3 02-Jul-12 08-Jul-12 310151 4232 402
Wk4 09-Jul-12 15-Jul-12 314651 4500 623
Wk5 16-Jul-12 22-Jul-12 319262 4611 570
TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
14%
17% 18%
24%
21%
0%
10%
20%
30%
Week 1 Week 2 Week 3 Week 4 Week 5
Re-Tweet Percentage
On an Average, @THR
makes 19 RE-TWEETS
/ 100 ORIGINAL
TWEETS
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 509 70 3
Wk2 25-Jun-12 01-Jul-12 515 87 4
Wk3 02-Jul-12 08-Jul-12 402 72 3
Wk4 09-Jul-12 15-Jul-12 623 147 2
Wk5 16-Jul-12 22-Jul-12 570 122 3
TWITTER – TWEET HIGHLIGHTS
THR’s Twitter Handle Only Tweets Links Of All Its Stories That Are Posted
On Its Official Website, along with the H/L of those stories which is same
as the ones carried on their website
QUALITATIVE ANALYSIS
FACEBOOK – PAGE HIGHLIGHTS
NAME - ABOUT – BASIC INFO
Name: About:
Basic Info:
FACEBOOK – PAGE HIGHLIGHTS
Week Start Date End Date Fans Average PTAT / Day
Wk1 18-Jun-12 24-Jun-12 1218055 11656
Wk2 25-Jun-12 01-Jul-12 1297265 11260
Wk3 02-Jul-12 08-Jul-12 1319340 12608
Wk4 09-Jul-12 15-Jul-12 1325301 13081
Wk5 16-Jul-12 22-Jul-12 1329730 17589
5652
79210
22075
5961 4429 4000
24000
44000
64000
84000
Week 1 Week 2 Week 3 Week 4 Week 5
GROWTH STORY
On an average, 4000-
to-6000 People LIKE
the ‘Airtel India’
Facebook Page every
Week
Fans’ Growth
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Uses the GENERIC TACTICAL BRAND CAMPAIGNS as its FACEBOOK COVER PHOTO
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
TIMELINE FEATURES
Cover Photos
FACEBOOK – PAGE HIGHLIGHTS
A contest that aims to build the WORLD’s BIGGEST FRIENDSHIP BAND. Participants need to add as many friends as they can, the more friends you add the greater chances of winning a ROAD TRIP IN SPAIN
One stop destination for mobile handsets, Digital TV and
Broadband Connections
TABS
FACEBOOK – POST HIGHLIGHTS
QUANTITATIVE ANALYSIS
Posts / Day 6
Likes / Post 176
Shares / Post 6
Comments / Post 21
FACEBOOK – POST HIGHLIGHTS
All the Posts made on the Airtel’s Facebook are directed towards only
Promoting ALL Its Products & New Releases
QUALITATIVE ANALYSIS
TWITTER – HANDLE HIGHLIGHTS
NAME – BIO – DISPLAY PICTURE
Name:
Bio:
Display Picture:
TWITTER – HANDLE HIGHLIGHTS
255
194 200
195
246
180
200
220
240
260
Week 1 Week 2 Week 3 Week 4 Week 5
Week Start Date End Date Followers Weekly Tweets
Wk1 18-Jun-12 24-Jun-12 20162 1841
Wk2 25-Jun-12 01-Jul-12 20356 1631
Wk3 02-Jul-12 08-Jul-12 20556 1707
Wk4 09-Jul-12 15-Jul-12 20751 1569
Wk5 16-Jul-12 22-Jul-12 20997 1585
GROWTH STORY
Followers’ Growth
On an Average,
@Airtel_Presence
increases its Followers
at the rate of 1% Per
Week
TWITTER – TWEET HIGHLIGHTS
QUANTITATIVE ANALYSIS
97% 97% 98% 97% 97%
0%
30%
60%
90%
Week 1 Week 2 Week 3 Week 4 Week 5
Replies Percentage
Week Start Date End Date Tweets Re-Tweets Replies
Wk1 18-Jun-12 24-Jun-12 1841 0 1794
Wk2 25-Jun-12 01-Jul-12 1631 4 1574
Wk3 02-Jul-12 08-Jul-12 1707 0 1673
Wk4 09-Jul-12 15-Jul-12 1569 0 1522
Wk5 16-Jul-12 22-Jul-12 1585 4 1542
On an Average,
@Airtel_Presence
replies to 97 TWEETS /
100 TWEETS made by
their customers
TWITTER – TWEET HIGHLIGHTS
Airtel uses its Twitter Handle only
to Keep A Track Of All Its
Dissatisfied Customers,
resolving their issues and
eventually ensuring that their
problems are solved
QUALITATIVE ANALYSIS
THANK YOU
Praneeth Marisa @The_Devante
http://in.linkedin.com/in/praneethmarisa