Social media case study presentation

Social Media Case Study Presentation

Team Members:Ang Puay XinLin Wei LingKrishna VeniLi Yu Meng

Company Overview A global automotive industry leader based in

Dearborn, Mich. Manufactures or distributes automobiles across

six continents

FORD FIESTA CAMPAIGN

Purpose of social media campaign To generate some buzz about Fiesta, a

“supermini” subcompact car before delivering it to dealership

To establish a U.S brand identity


How did they start? Ran a social media contest to recruit 100 U.S

based agents to try out the Fiesta for 6 months People had to submit videos to YouTube to

explain why they should be chosen and garner votes

Applications were filtered based on their social presence


How did they start? Ran a social media contest to recruit 100 U.S

based agents to try out the Fiesta for 6 months People had to submit videos to YouTube to

explain why they should be chosen and garner votes

Applications were filtered based on their social presence


More then 4,000 applications

earning more than 640,000 views

came in!

What was done for the campaign? Chosen agents would get to try out the car for 6

months Missions to be completed every month Share their experience through Social media

platforms Facebook Flickr Twitter YouTube Ford Fiesta Movement website


http://chapter1.fiestamovement.com/videos/

Results of the campaign 11, 000 videos posted 13, 000 photos 15, 000 tweets, not including retweets 5 million engagements on social networks,

sharing and receiving 6.5 million views on YouTube 11 million Social Networking impressions


Results of the campaign 11, 000 videos posted 13, 000 photos 15, 000 tweets, not including retweets 5 million engagements on social networks,

sharing and receiving 6.5 million views on YouTube 11 million Social Networking impressions


An awareness was created!

SUCCESSFUL! Sold 10, 000 units in the first 6 days of sales 50, 000 people interested, 97% does not own

ford




VIDEO

What went right? Implemented multiple social media channels to

create digital buzz Reached out to those who are listening and let

those do the talking for them and to connect to people like themselves

“Get On Board” the executive team and the board of directors.


Company Overview PepsiCo is a world leader in convenient snacks,

food and beverages

PEPSI CAMPAIGN

Purpose of social media campaign To promote Pepsi among the Canadian hockey

fans To give Canadian hockey fans their own iconic

cheer

PEPSI CAMPAIGN

How did they start? Initiated a contest on Facebook and twitter for

fans to create a cheer for Canada’s Hockey Championship and Olympics

PEPSI CAMPAIGN

What was done for the campaign? Allow people to vote for a new cheer on

Facebook New cheer selected and advertised on their

Facebook page and twitter Forced usage of new cheer despite receiving

negative feedbacks

PEPSI CAMPAIGN

UNSUCCESSFUL! Surface of Facebook group – The “Eh! Oh!

Canada Go!” chant is a national embarrassment with over 84, 000 members (dated as of 23 may 2011)

Being criticized on their own Facebook and twitter pages

Numerous articles written on Pepsi’s lack of planning and lack of respect for Canadian’s view in executing this social media idea

PEPSI CAMPAIGN

PEPSI CAMPAIGN

Original Edited

PEPSI CAMPAIGN

PEPSI CAMPAIGN

PEPSI CAMPAIGN

What went wrong? Ignored the views of Canadians and used own

employees to support for their new cheer Canada already had a cheer for their hockey

team

PEPSI CAMPAIGN

THE END

Technology

Social media case study presentation