Social media case study v1
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Social Media Case Study Good & Ugly Examples
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Transcript of Social media case study v1
Social Media Case StudyGood & Ugly Examples
Dewmocracy
VictoryDemocracy’s success
Managed to create a buzz within the community
VictoryDemocracy’s success
They understood their audience and spoke the right voice
VictoryDemocracy’s success
Make consumers part of the marketing campaign
VictoryDemocracy’s success
They kept the customers engaged by releasing each stage of the creation process slowly over time
Statistics
Victory
726, 803 Mountain
Dew Facebook fans
2,858 DEW Labs
Facebook fans
2,957 Channel View on DEW Lab’s Youtube
Channel
2,957 Channel View on DEW Lab’s Youtube
Channel
19,010 Mountain
Dew Followers
19,010 Mountain
Dew Followers
Reference Link: http://www.dewmocracymediahub.com/images/DEWmocracybyNumbers.pdf
What Dewmocracy is all about
Netflix Company of Negativity in Social Media
Company Overview
An American provider of on-demand Internet streaming media in the United States.
Established in 1997.
In April 2011, over 23.6 million subscribers in the United States and 26 million worldwide.
By 2011, the total digital revenue for Netflix reached $1.5 billion.
Source: http://en.wikipedia.org/wiki/Netflixhttp://www.imediaconnection.com/article_full.aspx?id=30897
Issues
Netflix announced it was raising its rates and changing its service
Customers used Netflix Facebook wall to voice their unhappiness.
Instead to answer complaints with clear explanations, Netflix answered ‘Thank you for your feedback’.
Over 11,000 comments left by angry fans went unanswered.
Without a dedicated social media team, customers were left feeling ignored and unimportant.
Disaster
Instead of addressing customers concern
They replied a cheerful comment
Thanking their fans for their feedbacks
http://www.imediaconnection.com/printpage/printpage.aspx?id=30897
Vague response
Shown no concernhttp://blog.netflix.com/2011/07/netflix-introdu
ces-new-plans-and.html
Fired back 10 000 comments
Money - minded
Cancel subscriptions
Pages in Facebook like “Cancel Netflix” etc
RATE $$$
Graphic explanation to consider:
@#$%^%&*>;(
Money Minded!!!!
Pictures
In July 2011, Netflix (a US streaming and DVD rental provider) announced a new price structure which would result in a monthly bill increase of 60 percent for some customers.The same day of the announcement, customers protested through a social media firestorm: users left nearly 3,000 posts on the Netflix blog and around10,000 comments on the company’s Facebook page to accuse Netflix of greediness and to announce that they would abandon the company’s services.Eventually in September 2011, Netflix had to reviseits expectations following the price increase, as they were about to lose one million subscribers more than foreseen. Following this announcement, Netflix stocks were down by 15%.
