IT3196 – Social Media Case StudyTeam Members : Jansen

Lien Ching Benjamin

Agenda1. Cadbury Case Study – Lien Ching2. Blendtec Case Study – Benjamin 3. British Petroleum Case Study – Jansen 4. Q&A

By Lien Ching

Cadbury Case Study

Company Overview

Company Overview During mid-2006, Cadbury lines were found to contain salmonella

bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.

Company Overview During mid-2006, Cadbury lines were found to contain salmonella

bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.

Incident was widely reported in the media; 40 people became ill

Company Overview During mid-2006, Cadbury lines were found to contain salmonella

bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.

Incident was widely reported in the media; 40 people became ill

Failure of Cadbury to inform Food Standards Agency for 5months resulted in a £1 million fine and told to improve their contamination testing procedures.

Company Overview During mid-2006, Cadbury lines were found to contain salmonella

bacteria, originating from a leaking pipe at the company’s factory in Marlbrook.

Incident was widely reported in the media; 40 people became ill

Failure of Cadbury to inform Food Standards Agency for 5months resulted in a £1 million fine and told to improve their contamination testing procedures.

Affected Cadbury’s sales revenue greatly

Social Media In Action

Social Media In Action TV Advertisement

£6.2 million campaign has been an advertisement featuring an actor in a gorilla suit drumming along with Phil Collins In the Air Tonight

Social Media In Action TV Advertisement

£6.2 million campaign has been an advertisement featuring an actor in a gorilla suit drumming along with Phil Collins In the Air Tonight

Mailing ListWebsite viewer’s could leave their details to be contacted by

Cadbury

Social Media In Action TV Advertisement

£6.2 million campaign has been an advertisement featuring an actor in a gorilla suit drumming along with Phil Collins In the Air Tonight

Mailing ListWebsite viewer’s could leave their details to be contacted by

Cadbury

YouTubeAdvertisement was uploaded to YouTube

Victory

VictoryResulted in a 6.2% rise in their annual sales report

VictoryResulted in a 6.2% rise in their annual sales report

YouTube received 500,000 page views in the first week after the launch; Become a huge internet hit with 6 million viewings on YouTube

VictoryResulted in a 6.2% rise in their annual sales report

YouTube received 500,000 page views in the first week after the launch; Become a huge internet hit with 6 million viewings on YouTube

The advertisement has won total of 11 awards where one of the awards is Film Grand Prix Lion at Cannes Lions 2008

Company Overview

Company Overview Overwhelming response after the gorilla

advertisement

Company Overview Overwhelming response after the gorilla

advertisement

Cadbury spokesman, Tony Bilsborough, said “ The aim was to create commercials that replicated the “feel good” moment of opening a chocolate bar and taking that first bite”

Company Overview Overwhelming response after the gorilla

advertisement

Cadbury spokesman, Tony Bilsborough, said “ The aim was to create commercials that replicated the “feel good” moment of opening a chocolate bar and taking that first bite”

Advertise through word-of-mouth

Social Media In Action

Social Media In Action TV Advertisement

Eyebrows advertisement, costing £3.7 million featuring 2 siblings letting their eyebrows dance in sync with the music

Film was made by Fallon, the same advertising firm, behind the award-winning Drumming Gorilla campaign

Social Media In Action TV Advertisement

Eyebrows advertisement, costing £3.7 million featuring 2 siblings letting their eyebrows dance in sync with the music

Film was made by Fallon, the same advertising firm, behind the award-winning Drumming Gorilla campaign

YouTubeAdvertisement uploaded in YouTube

Social Media In Action TV Advertisement

Eyebrows advertisement, costing £3.7 million featuring 2 siblings letting their eyebrows dance in sync with the music

Film was made by Fallon, the same advertising firm, behind the award-winning Drumming Gorilla campaign

YouTubeAdvertisement uploaded in YouTube

FacebookDiscuss Cadbury’s latest news and updates.

Victory

VictoryTopped website tellyAds.com’s Top 20 TV Ads poll

VictoryTopped website tellyAds.com’s Top 20 TV Ads poll

Viewed more than 4 million times on YouTube and similar sites in its first 3 weeks

VictoryTopped website tellyAds.com’s Top 20 TV Ads poll

Viewed more than 4 million times on YouTube and similar sites in its first 3 weeks

Twice the number of viewings when compared to the firm’s previous cult clip

VictoryTopped website tellyAds.com`s Top 20 TV Ads poll

Viewed more than 4 million times on YouTube and similar sites in its first 3 weeks

Twice the number of viewings when compared to the firm`s previous cult clip

Cadbury stuck a deal with Orange to give away the soundtrack as a mobile phone ringtone, which was downloaded 125,000 times in the first 11 days

Blendtec Case StudyBy Benjamin

Blendtec’s Past Situation

Blendtec’s Past Situation

Blendtec has been in the market for 3 decades.

Blendtec’s Past Situation

Blendtec has been in the market for 3 decades.

Well-known for its superior product quality.

Blendtec’s Past Situation

Blendtec has been in the market for 3 decades.

Well-known for its superior product quality.

Had prominence, but made little headway in the minds of the consumer.

Blendtec’s Social Media In Action

Blendtec’s Social Media In Action1. Website (www.willitblend.com)

Asked the people what they would like to see “blend”

Blendtec’s Social Media In Action

1. Website (www.willitblend.com) Asked the people what they would like to see “blend”

2. Youtube Uploaded the “blending” videos to Youtube

Blendtec’s Social Media In Action1. Website (www.willitblend.com)

Asked the people what they would like to see “blend”

2. Youtube Uploaded the “blending” videos to Youtube

3. Facebook & Twitter Engaged the people while allowing them to participate in the

latest talks about “blending” Disseminate product information and respond to queries

Blendtec’s Website

Blendtec’s Youtube Profile

Blendtec’s Facebook Profile

Blendtec’s Twitter Profile

Aftereffect Overview

Aftereffect OverviewOver 120 million views on their website

Aftereffect OverviewOver 120 million views on their website

Sales increased by 700%

Aftereffect on Blendtec’s Twitter

A great increase of followers in just 2 years.

Aftereffect on Blendtec’s YoutubeAn increasing amount of subscribers even

after 3 years of the launch of the videos.

Aftereffect on Blendtec’s FacebookAn increasing amount of fans on Facebook

even after 4 years of the launch of the videos.

British Petroleum Case StudyDeepwater Horizon Oil Spill

By Jansen Chew

Company Status

British Petroleum Case Study

Company Status One of the world’s leading oil & gas companies

British Petroleum Case Study

Company Status One of the world’s leading oil & gas companies Operates in over 80 countries

British Petroleum Case Study

Company Status One of the world’s leading oil & gas companies Operates in over 80 countries Vertically-integrated and is active in every area of

oil and gas industry

British Petroleum Case Study

Company Status One of the world’s leading oil & gas companies Operates in over 80 countries Vertically-integrated and is active in every area of

oil and gas industry Provide fuel for transportation, energy for heat and

light as well as petrochemicals products for everyday items

British Petroleum Case Study

Company Status One of the world’s leading oil & gas companies Operates in over 80 countries Vertically-integrated and is active in every area of

oil and gas industry Provide fuel for transportation, energy for heat and

light as well as petrochemicals products for everyday items

Products are combine to satisfy a common need.

British Petroleum Case Study

British Petroleum Case Study

Social Media In Action

British Petroleum Case Study

Social Media In Action BP owns a YouTube channel, Facebook page, Flickr

account, and Twitter.

British Petroleum Case Study

Social Media In Action BP owns a YouTube channel, Facebook page, Flickr

account, and Twitter. During the crisis, BP constantly updated their social

media tools but without any form of engagement to the people.

British Petroleum Case Study

Social Media In Action BP owns a YouTube channel, Facebook page, Flickr

account, and Twitter. During the crisis, BP constantly updated their social

media tools but without any form of engagement to the people.

Comments and mentions were not replied.

British Petroleum Case Study

Social Media In Action BP owns a YouTube channel, Facebook page, Flickr

account, and Twitter. During the crisis, BP constantly updated their social

media tools but without any form of engagement to the people.

Comments and mentions were not replied. Such absence makes it hard for BP to build any

rapport with the people.

British Petroleum Case Study

Social Media In Action BP owns a YouTube channel, Facebook page, Flickr

account, and Twitter. During the crisis, BP constantly updated their social

media tools but without any form of engagement to the people.

Comments and mentions were not replied. Such absence makes it hard for BP to build any

rapport with the people. This resulted in the downfall of their reputation.

British Petroleum Case Study

Disasters

British Petroleum Case Study

Disasters FB page “Boycott BP” has over 688,500 "likes" from

Facebook users.

British Petroleum Case Study

Disasters FB page “Boycott BP” has over 688,500 "likes" from

Facebook users. "Boycott BP“ online petition posted by consumer

advocacy group ‘Public Citizen’ had over 22,000 pledges from people who pledge not to buy any BP products for 3 months.

British Petroleum Case Study

Disasters FB page “Boycott BP” has over 688,500 "likes" from

Facebook users. "Boycott BP“ online petition posted by consumer

advocacy group ‘Public Citizen’ had over 22,000 pledges from people who pledge not to buy any BP products for 3 months.

By 29 June the protests caused sales to decline at some stations by 10% to 40%.

British Petroleum Case Study

Disasters FB page “Boycott BP” has over 688,500 "likes" from

Facebook users. "Boycott BP“ online petition posted by consumer

advocacy group ‘Public Citizen’ had over 22,000 pledges from people who pledge not to buy any BP products for 3 months.

By 29 June the protests caused sales to decline at some stations by 10% to 40%.

Recording artistes and bands such as Lady Gaga also joined to boycott BP during 2010 Mayhem Festival.

Q & A

Thank you for your time