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Social Media Overview & Case Studies
Keith Feighery: Digital Strategist
Where is everyone?
New digital platforms are mass enablers of peer to peer conversations, sharing and
interactions
Marketers must understand that its not about the specific tools but the changing
consumption and behaviour patterns of the customer
Changing Customer Landscape
Changing Customer Landscape
• The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer
• Companies and organisations have fallen behind in connecting and engaging with customers
• Customers choose to connect and collaborate with each
other without the organisations, disrupting the flow of influence.
Brands & organisations must embrace a more social engagement because it is happening
with or without them
Challenge now is to build engaging digital and social strategies aligned with clear business
objectives
Leveraging Social Media
Marketers must understand the dynamic of communities
Potential Benefits of social engagement
• Listening– Crucial to hear what the public is saying about you, competitors, related business areas
etc.. (researc)– 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
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?
New media platforms
Social Media Landscape
Recent Irish case studies of brands using social media
Crystal Swing
Curious Wines
Puddleducks
GarrenDenny Interiors
MotorCheck.ie
Murphys Icecream
The Power of Social Media
Kogi BBQ
BlendTec
The Four Hour Working Week
Tube Worker abuses Traveller
Successful Viral & UGC Campaigns
Rage Against The Machine
Walkers “Do us a Flavour”
Upside Down Tango
Unsuccessful Viral & UGC Campaigns
Danish Single Mother Hoax
Digital crisis and reputation management
Nestle
Marks and Spencers
Domino’s
United Airlines
International case studies of brands engaging with social media
Ikea – Malmo
American Red Cross
Charmin “Go” Campaign
Evian
Coca Cola “206 Expedition”
Skittles
Best Buy
Volkswagen
Zappos
Ford - FiestaMovement
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
Thank You
