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Social Media Case Studies
The document provides an overview of social media and its benefits and risks for organizations. It discusses how social media can be used to communicate, engage communities, share content, and build networks. However, it also notes risks like loss of control of conversations and negative publicity. The document also lists popular social media platforms and provides examples of both Irish and international brands that have successfully and unsuccessfully used social media.
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Social Media Case Studies
- 1. Social Media Overview& Case Studies Keith Feighery: Digital Strategist
- 2. Overview of socialmedia Combination of social interaction and web technologies 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 networks through interaction Listen and participate in discussions, threads and develop ideas and relationships Learn from community (crowdsourcing)
- 3. Benefits of socialmedia 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 Community Advantage 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
- 4. Associated risks Loss of control of the conversation Two way communication Openly negative transmissions Using social channel as a marketing or PR conduit Broadcast as opposed to engagement 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
- 5. Social media platforms The Full Spectrum
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- 8. Key Customer EngagementPlatforms Social/Professional Networks Facebook, MySpace, Bebo, LinkedIn (Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreming WP, TypePad,Twitter Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrog Aggregators/RSS Feeds FriendFeed, Feedburner, GoogleProfile, Ping.fm Bookmarks/Sharing Delicious, AddThis, StumbleUpon, Digg Collaboration Networks Wikis, Shared Workspaces, Forums, Commenting Networks (Disqus)
- 9. Recent Irish casestudies of brands using social media
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- 12. SandTex – IrelandDeserves Sun
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- 18. Case studies ofbrands not listening and managing digital crisis
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- 22. The Power ofSocial Media
- 23. TSA Agent TookMy Son (US)
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- 25. Tube Worker abusesTraveller
- 26. Best Job Inthe World
- 27. International case studiesof brands engaging with social media
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- 34. Coca Cola “206Expedition”
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