Social Media Case Studies Ireland International
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Transcript of Social Media Case Studies Ireland International
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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist Strategist
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Overview of social media
• Combination of social interaction and digital media 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 social 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
• Benefits– 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
• Brands criticised for using social channel as a marketing or PR conduit
• 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 Where brands need to listen and
engage
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Social Media Landscape
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Recent Irish case studies of brands using social media
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SandTex – Ireland Deserves Sun
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Toyota Ireland
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Mr Tayto
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Murphys Ice cream
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HairyBaby
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Paddy Power
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The Big Switch
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Pat The Baker
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Case studies of brands not listening and managing digital crisis
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Domino’s
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United Airlines
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Marks and Spencers
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The Power of Social Media
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Transportation Security Administration
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Stuff White People Like
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Tube Worker abuses Traveller
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Best Job In the World
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International case studies of brands engaging with social media
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Evian
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Volkswagen
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American Red Cross
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Charmin “Go” Campaign
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Zappos
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H & M
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Coca Cola “206 Expedition”
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Ford - FiestaMovement
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Skittles
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Dell
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Starbucks
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Best Buy
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Thank You