dit-socialmediasession
DESCRIPTION
DIT Social Media Session - overview of social media platforms and channels along with Irish and International Case StudiesTRANSCRIPT
![Page 1: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/1.jpg)
Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
![Page 2: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/2.jpg)
www.slideshare.net/kfeighery/DBS-SocialMediaSession
![Page 3: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/3.jpg)
The Changing Digital Landscape
![Page 4: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/4.jpg)
Traditional Marketing Vs Social
Engagement
![Page 5: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/5.jpg)
![Page 6: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/6.jpg)
Where is everyone?
![Page 7: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/7.jpg)
Social Media Landscape
![Page 8: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/8.jpg)
![Page 9: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/9.jpg)
Key Platforms for Customers
• Social/Professional Networks– Facebook, LinkedIn (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming– Wordpress, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog
• Mobile– Foursquare, Facebook, Twitter, Yelp
• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profils
![Page 10: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/10.jpg)
Content & Inbound Marketing
![Page 11: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/11.jpg)
Hubspot – Inbound Marketing Company view
![Page 12: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/12.jpg)
Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the
marketplace.• Finds customers by building brand awareness through advertising and
promotion.
Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Business aims to be ‘get found’ by customers• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.
![Page 13: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/13.jpg)
Differentiated Digital Media Model
• Owned Media – such as website
• Paid Media – such as display ads
• Earned Media – such as viral campaign
![Page 14: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/14.jpg)
Owned Vs Paid Vs Earned Media
![Page 15: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/15.jpg)
![Page 16: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/16.jpg)
Social Platforms
![Page 17: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/17.jpg)
New digital platforms are mass enablers of peer to peer conversations, sharing and
interactions
![Page 18: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/18.jpg)
Marketers must understand that its not about the specific tools but the changing
consumption and behaviour patterns of the customer
![Page 19: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/19.jpg)
Brands & organisations must embrace a more social engagement because it is happening
with or without them
![Page 20: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/20.jpg)
Leveraging Social Media
![Page 21: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/21.jpg)
Challenge now is to build engaging digital and social strategies aligned with clear business
objectives
![Page 22: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/22.jpg)
Marketers must understand the dynamic of communities
![Page 23: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/23.jpg)
Potential Benefits of social engagement
• Listening– Crucial to hear what the public is saying about you, competitors, related
business areas etc.. (research)– 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
![Page 24: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/24.jpg)
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?
![Page 25: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/25.jpg)
Recent Irish case studies of brands using social media
![Page 26: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/26.jpg)
Cully & Sully
![Page 27: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/27.jpg)
Hairybaby
![Page 28: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/28.jpg)
Dazzledust
![Page 29: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/29.jpg)
The Good Mood Food Blog
![Page 30: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/30.jpg)
Beaut.ie
![Page 31: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/31.jpg)
Pat The Baker
![Page 32: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/32.jpg)
Groupon – CityDeal.ie
![Page 33: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/33.jpg)
Murphys Icecream
![Page 34: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/34.jpg)
The Big Switch
![Page 35: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/35.jpg)
Crystal Swing
![Page 36: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/36.jpg)
Innovative Case Studies of Social Media
![Page 37: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/37.jpg)
BlendTec
![Page 38: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/38.jpg)
Diet Coke and Mentos
![Page 39: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/39.jpg)
Orabrush
![Page 40: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/40.jpg)
Best Job In the World
![Page 41: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/41.jpg)
C-Mon & Kypksi
![Page 42: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/42.jpg)
Old Spice Campaign
![Page 43: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/43.jpg)
Tippex YouTube Campaign
![Page 44: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/44.jpg)
Kogi BBQ
![Page 45: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/45.jpg)
Ikea – Malmo
![Page 46: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/46.jpg)
Greater Manchester Police
![Page 47: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/47.jpg)
Digital crisis and reputation management
![Page 48: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/48.jpg)
Nestle
![Page 49: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/49.jpg)
Marks and Spencers
![Page 50: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/50.jpg)
Domino’s
![Page 51: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/51.jpg)
United Airlines
![Page 52: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/52.jpg)
Facebook and The Big Brands
![Page 53: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/53.jpg)
1800Flowers.com
![Page 54: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/54.jpg)
Victorias Secrets
![Page 55: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/55.jpg)
Starbucks – Frappucino.com
![Page 56: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/56.jpg)
TOMS Shoes
![Page 57: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/57.jpg)
Red Bull
![Page 58: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/58.jpg)
Successful Viral & UGC Campaigns
![Page 59: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/59.jpg)
Earned Media - Gillette
![Page 60: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/60.jpg)
Evian
![Page 61: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/61.jpg)
Rage Against The Machine
![Page 62: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/62.jpg)
The Rise Of The Meme
![Page 63: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/63.jpg)
Hitler Meme
![Page 64: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/64.jpg)
Rick Rolled
![Page 65: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/65.jpg)
Masterchef Re-edit
![Page 66: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/66.jpg)
Don Draper
![Page 67: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/67.jpg)
The Power of Social Media
![Page 68: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/68.jpg)
Tube Worker abuses Traveller
![Page 69: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/69.jpg)
Stuff White People Like
![Page 70: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/70.jpg)
The Four Hour Working Week
![Page 71: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/71.jpg)
Walkers “Do us a Flavour”
![Page 72: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/72.jpg)
Unsuccessful Viral & UGC Campaigns
![Page 73: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/73.jpg)
Danish Single Mother Hoax
![Page 74: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/74.jpg)
Case Studies of Large Brands Using Social Media
![Page 75: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/75.jpg)
Johnson & Johnson
• Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence– Not overtly J&J centric– Discussing issues that matter to families
• Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise– Advice for Mothers– Reflects waning influence of print and TV
• J&J health Channel– Videos of people with real life health issues and lets them tell their stories
• Facebook – Acuminder– Useful Application to allow you to manage vision care routine
• Facebook – ADHD– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)
![Page 76: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/76.jpg)
Johnson & Johnson
![Page 77: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/77.jpg)
Walmart
• 11 Moms Blogs– Eleven Mom Bloggers who offer advice to families– Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)– Not an overt advert for Walmart brand– Kudos from Analyst community (Jeremiah Owyang)
• Also has difficult online relations– Walmart Watch– Working Families for Walmart– Both very critical of Walmart policies– Facebook page hacked – bad publicity around adoption of web 2.0– Myspace campaign panned – ends after 10 weeks– Walmarting across America – very mixed reviews
![Page 78: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/78.jpg)
Walmart
![Page 79: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/79.jpg)
Starbucks
![Page 80: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/80.jpg)
Ford - FiestaMovement
![Page 81: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/81.jpg)
Charmin “Go” Campaign
![Page 82: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/82.jpg)
Coca Cola “206 Expedition”
![Page 83: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/83.jpg)
Best Buy
![Page 84: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/84.jpg)
Skittles• In 2009 turned Hompage into social webstream
– Twitter updates, Facebook page,YouTube• Brand was hijacked initially
– Lots of puerile commentary on twitter stream (expletives etc)• A lot of social media and marketing publicity
– More negative than positive– However, are those who think very brave and only time will tell whether a success or
unmitigated failure• Feeling that Skittles wanted to benefit from Social Media
– Without truly engaging• Interesting case as to how brands should engage through web and social media• Highlights issue of brochure ware sites for brands
– General feeling there needs to be another form of engagement with customers other than bland websites
• Today, one of the the top 10 brands on Facebook
![Page 85: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/85.jpg)
Skittles
![Page 86: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/86.jpg)
Starbucks
![Page 87: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/87.jpg)
American Red Cross
• Bad Public reputations – After Hurricane Katrina
• Started listening to what public was saying online about them– Blogsearch, twitter, alerts
• Started engaging with public – Initially started commenting to blog posts and other discussion threads and over time
embraced Twitter and Facebook etc…
• Now use Local Twitter Accounts – Connect directly – notify people of warnings/shelters/services etc..– Public update them of safety issues
• Use Flickr and YouTube – So community can share worldwide photos and videos of all experiences and activities
• Facebook Pages – Update users with information
![Page 88: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/88.jpg)
American Red Cross
![Page 89: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/89.jpg)
Contact Details
![Page 90: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/90.jpg)
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
![Page 91: DIT-SocialMediaSession](https://reader035.vdocument.in/reader035/viewer/2022070315/55510affb4c9057b478b5558/html5/thumbnails/91.jpg)
Thank You