SlideShare a Scribd company logo
1 of 40
Download to read offline
Supported by Bord Gáis Energy




                                Celebrating the best of social media

                                Winners Case Studies
2011 Irish Social Media Awards - Winners Case Studies
ContentS
Introduction & Foreword                       2    Best Customer Care using Social Media
Best Twitter Account eircom                   3    Vodafone                                      24

Best Facebook Page for a Business Spin 1038   8    Best Business Twitter Account
                                                   Blacknight Solutions                          27
Social Media Effectiveness Award
Morning Ireland                               12   Best Integrated Facebook Campaign Maltesers   29

Best Facebook Page Meteor Mobile              15   Best Use of Social Media for a Sponsorship
                                                   Campaign Bank of Ireland, Leinster Rugby      32
Most Innovative Use of Social Media
the Rumour Room                               18   Acknowledgements                              35

Best Online PR Campaign WeddingDates.ie       21   2011 Winners                                  36
2   Social Media Awards 2011 Winners Case Studies




    Introduction
    The first year of the Social Media Awards saw a fantastic number of quality entries,
    and we wanted to share submissions from just some of the winners in the various
    categories. It took us much longer than expected to get these together; but we
    decided to match the quality entries by putting a quality document together to
    show off these case studies.

    We’d like to thank the sponsors, the judges and those who came along on our
    first outing for their support. A very special thanks goes to everyone that works
    to promote social media in their organisations, and who sometimes have to turn
    around a whole organisation that might not see the value in social media to
    start with.

    Damien Mulley @damienmulley
    Social Media Awards Organiser




    Foreword
    It is evident from this year’s entries, shortlisted entries and winners that there is a
    top tier of Irish companies who have moved beyond ‘social media marketing’ and
    have become truly social organisations. this permeates across everything they do
    - from how they communicate internally and externally, to how they service and
    market to their customers.

    Content, king and all as it is, should no longer be the sole driver of strategy. Pushing
    content out across social media without any communications strategy is all well and
    good, but outside of it being a relatively cheap channel to ship content, it drives
    little value. It is now clear that you must pay equal, if not more, attention to the
    non-content driven challenges and opportunities that come with running a social
    media program.

    We’re looking forward to the 2012 Social Media Awards, and we are delighted to
    be in a position to support these great awards for the second year running. We
    are especially looking forward to seeing a few new names being in the running for
    Ireland’s most auspicious social media honours.

    Eoin Ó Súilleabháin @eoinos
    Digital & Social Media Manager




    * Stats quoted are as per awards submissions, screenshots are more recent.
Best Twitter Account eircom                                                                                          3




                                                                                             Best
                                                                                             Twitter
                                                                                             Account       S
                                                                                              Support, CM




                              OvERvIEW
    @eircom                   Eircom is Ireland’s largest telecommunications company controlling over 60%
    2,155 followers           of the fixed line telephony market and 47.5% of the country’s 1.66m broadband
                              subscriptions. Its subsidiaries Meteor and eMobile are both significant players
w   Case Study:               in the mobile communications market. Gina Bowes is the group’s head of social
    Gina Bowes                media and is responsible for the social media presence for all three companies.
    Head of Social Media
    Eircom Group                   the purpose of the @eircom twitter account is to be first and foremost a
                                   customer service channel.

                                   We want to be able to listen and respond promptly and personally to our
                                   customers and allow them to help us to understand their needs.
w
                                   our twitter presence forms a part of the overall social media strategy within
                                   the organisation. one of the very first steps to approaching our twitter set-up
                                   was to be very clear in our overall social and business objectives, understand
                                   where our customers were and what they wanted from us in this space,

                                   Gina Bowes
                                   Head of Social Media, Eircom Group

                              Like many other businesses with an online presence, eircom allow their customers
                              to help themselves in the first instance by providing a ‘self-help’ section on their
                              website with tutorials for customers, a visible frequently asked questions section,
                              and an online customer service forum.




Supported by Bord Gáis Energy
4                   Best Twitter Account eircom




                                                  their social media team also run a twitter account,
    We are flexible in relation                   a Facebook account and they maintain an official
                                                  presence on Boards.ie. they are also in the process
    to on-going changes to the                    of uploading support tutorials to Youtube.
    opening hours given Twitter is
                                                How Social Media Works at Eircom
    ‘always on’. Our customers and              Led by Gina, the social media customer care team
    their demand will ultimately                consists of four full-time agents; tony, Mark, Ant &
                                                Steve, who listen, monitor, respond and engage in
    decide our opening hours.                   social conversations across all platforms on a daily
                                                basis. the team manages all of the social channels with
                    the exception of Facebook & Youtube, although any CRM queries on these channels
                    are flagged up and responded to by one of the four agents.

                    the team monitor social media and are open for queries from 9am to 8pm Monday
                    to Friday, opening hours which were amended based on feedback and demand.
                    the team were even open to respond to queries on twitter over Christmas 2010 to
                    offer customers their services during off-peak hours and help parents/kids with the
                    wireless set up of some of Santa’s presents.

                         We are flexible in relation to on-going changes to the opening hours given that
                         twitter is ‘always on’. our customers and their demand will ultimately decide
                         our opening hours.

                         each morning they log on to all of the customer care systems and social
                         channels and check for mentions of the brand and other key search words.
                         Customers with general queries which can be managed by the team are
                         categorised as ‘queries’, while those needing additional technical assessment
                         are categorised as ‘escalations’. the interactions with customers across all
                         platforms are captured on an internal system manually, and reported. Agents
                         are set up with access to the same systems as call centre agents and even have
                         some additional tech support systems based on the frequently asked questions
                         they receive.

                         the social media customer care team have a number of key performance
                         indicators to measure their impact and ensure a consistent level of service
                         to all customers who interact with the brand across all media. Agents must
                         adhere to a response time of 20-30 minutes for each direct customer query
                         received within their opening hours.

                         the team also have a second-level support team at their disposal which is
                         made up of subject matter experts across the company. If a social media
                         agent cannot resolve the customer query at first point of contact, the team
                         escalate the query via email to the tech support team. We have set time frames
                         for resolution once a query cannot be resolved at first point of contact and
                         requires further investigation.

                         the social media team inform the customer of the time frame and log the
                         interaction as an ‘escalation’ on the system. this escalation is then tracked




                    Social Media Awards 2011 Winners Case Studies
5




     and monitored by the social media team until the tech support team update
     the system and give a technical response. the customer is then contacted via
     email/phone call or DM – whichever is the customer’s preference.

other KPIs include a commitment to resolving customer queries at the first point
of contact, conducting a keyword search refresh every 30 minutes, driving traffic
to website content, escalating queries within a specific time frame if necessary and
increasing online interactions and community growth.

the social media team capture the reason for contact across all the social platforms
on their internal customer care tool, and feed this data back into the organisation
on a weekly basis. there is also a weekly dashboard with all of the KPIs tracked and
measured; and while the team used to email customers for feedback, they are now
planning to launch nPS (net Promoter Score) across all of their social platforms to
give a robust measurement of their customers’ satisfaction.

the team also make use of free analytical tools to help them listen and monitor
online conversations, such as Google alerts, tweetdeck, Klout, tweetstats, and
hashtags.org. they have also used several paid-for social listening tools and
services and are currently working with a third-party vendor to implement a robust
social platform to allow in depth social listening capability for all social channels,
including twitter.

eircom provides ongoing training for the team on new twitter trends, competitor
SWot analysis and through weekly feedback sessions. they have also set up ‘teach
and tweet’ sessions for wider areas of the Group so that everyone can become
familiar with twitter, the benefits of twitter for eircom, and to update them on the
twitter team’s progress. there is an internal intranet site set up for employees to
access the twitter feeds, access the customer comments, and also to educate them
on the company’s social media and twitter guidelines.

eircom also integrates its social channels into its marketing and content calendars.

     Given our objective is to extend our reach and engage with our customers,
     we realise that sharing information about new products works well socially,
     particularly via twitter — but only when the content is relevant and timely.
     We continuously look to share interesting content and tweak this on a weekly
     basis to ensure we are adding value to the community.

the social media customer care team receive an internal advanced update on
launches, messages, and offline/online campaigns weekly. they are also updated on
the quarterly business objectives across Customer Service, Marketing and online;
and assess how twitter and other social channels can assist in the delivery of key
business objectives in order to maximise the benefits of the company’s social
media presence.

the team have a weekly content calendar they populate with key social messages
and themes. these are aligned with the marketing calendar and campaigns. Specific
metrics are put in place to measure the success of the activity in the twitter channel.




Supported by Bord Gáis Energy
6   Best Twitter Account eircom




     vOlUME

     • With 2,155 followers currently on twitter, the @eircom social media team deal
       with approximately 75 queries and escalations per week through around 320
       tweets and DMs.

     • Shortened links for self-help tutorials and FAQs generate an average of 250+
       click-thrus to their support forum and website on a weekly basis. the same
       traffic increases tenfold if the account runs a competition.

     • there are 5,000 registered users of the customer service forum (eircom
       connect) making 1,200 visits per week. A further 150 queries are resolved on
       Boards.ie, also on a weekly basis.

     • When the team recently clashed a sample list of registered active users on
       their forums and customers who gave account details on other social sites
       against the call centre data, they found that 70% of this sample of social
       customers did not call the call centres post-social interaction.



    Gina’s Advice for Social Media Newbies


     Know your own business goals, vision and values.




     Understand your customers – who they are, where they are and
     what matters to them.


    Gina believes that before a business can know what type of persona to create in the
    realm of social media, they should first get to know their customers.


     Talk to them, email them and send them a questionnaire – ask
     as many questions as possible! Use the social media sites to
     understand the landscape and get a feel for the conversations.
     Ask the experts, ask people who are working in social media,
     ask other businesses – it’s a sharing environment and there are
     lots of clever people out there willing to give you the benefit of
     their experiences.




     Decide your content, marketing activity and social channels
     based on the above and define your social media strategy in
     collaboration with the key stakeholders of your business and
     agree social media objectives.




    Social Media Awards 2011 Winners Case Studies
7




 Have someone co-ordinating the multiple areas/activities.
 There are many stakeholders and it needs to have someone
 driving the agenda pulling it all together and championing/
 listening to your customer at all times.




 Set up tools to measure the social media objectives (these can
 be free Facebook analytics/Google alerts/Tweetstats/bit.yl or
 paid-for social monitoring services).




 Ensure social media policies/governance/escalation processes/
 crisis management procedures are all in place.




 Make sure you have the right amount of resources in place and
 make sure they are customer focused and social media savvy.




 lastly, in the words of Nike – Just Do It! It’s not an exact
 science, it’s not going to be perfect, you don’t have control over
 the outcome but you can be prepared as much as possible.




 Be authentic, be personable, be social!




 WINNER’S STATEMENT
 the recognition, at peer and industry level, that our social media presence is
 having a positive impact was a huge boost for the internal team and for the
 brand. It can help internally champion the social media message to those less
 engaged and it re-energises the cross-functional social media teams.

 Putting the information together for submission made me evaluate and review
 the operational structure of the social media activity across both eircom and
 Meteor and really take stock of our processes and achievements to date. It also
 gave the business an opportunity to reflect on the social objectives set, bench-
 mark our progress and align our metrics.

 At times we are so engrossed in our daily routines we forget to look up and
 around and share our experiences both positive and negative, this can help
 strengthen the social media community in Ireland.




Supported by Bord Gáis Energy
8                    Best Facebook Page for a Business Spin 1038




                                                                                   Best
                                                                                   Facebook
                                                                                   Page for a
                                                                                   Business
                                                                                                 gn
                                                                                     Non-Campai




                     OvERvIEW
    facebook.com/    Spin 103.8fm is an independent radio station based in Dublin catering for the
    spin1038         capital and the surrounding areas with a target listenership of those under 30.
w
    112,139 fans
                          We place a huge emphasis on interactivity and audience participation from
    Case Study:           song requests to talk show discussions.
    Jamie Crawford
    CEO, Spin 1038        traditionally, radio stations use text and phone calls to interact with their
                          audience, and until the birth of Facebook, Spin 1038 was no different. However,
                          Facebook now enables us to engage our audience in a new way, and to a level
                          that was previously not possible.
w
                          Jamie Crawford
                          CEO, Spin 1038

                     Spin 1038’s Facebook page is now used on a number of different levels, primarily,
                     Jamie says, to engage in a conversation with their audience. But, he says, the station
                     is increasingly using the page to generate listener-driven content for shows such as
                     the breakfast show and talk show.

                          each topic on the talk show is communicated to our Facebook fans to allow
                          them to get involved and give us their valued opinion. But our Facebook page
                          isn’t just a forum for interaction; users can also listen to Spin 1038 and watch
                          Spin 1038’s online tV channel Spin tV.




                     Social Media Awards 2011 Winners Case Studies
9




How Social Media Works at Spin 1038
                                                             Within our social network
     Social media is a vital component of our
     marketing strategy, so much so that in 2010             we have our own community
     we developed a new role within the company              of staff working on our
     of Social Media editor
                                                             page, which we feel reflects
     this function is cross-departmental and the             the nature and ethos of
     Social Media editor liaises daily with the
     marketing, programming and sales departments            social networking
     within Spin 1038. He also patrols all of the
     Facebook activity from our fans ensuring there are
     no extreme comments, bullying or spam from other
     brands being posted on our page.

However, the Social Media editor is not the only person within Spin 1038 who
updates their Facebook Page. Spin have designated over 20 administrators for the
page ranging from the marketing department, to presenters, to the Ceo.

     Within our social network we have our own community of staff working on our
     page, which we feel reflects the nature and ethos of social networking. each
     presenter has their own style, plays their own music and therefore it is critical
     that their identity and personality is reflected on the Facebook page during
     their shows, where they use it to get people to request songs and get people
     to read their blogs on our website or participate in on-air competitions,

they do not do this without guidelines however. Spin 1038 has developed a strict
Social Media Policy which is issued to all users and monitored closely by the Social
Media editor, Webmaster and Programming Director.

     We take care to avoid annoying our users and we do not allow more than one
     post per hour, unless there is breaking news which we feel our users want to
     hear about. We also have banned straight marketing messages. every single
     post on Spin 1038 is designed to encourage participation, feedback and
     engagement. Should any member of staff post a straight marketing message
     on the wall, the Social Media editor will remove the post immediately,

Weekly fan targets are set by the management team and the page is currently
exceeding approximately 1,250 new fans per week. Management have a monthly
Facebook strategy meeting with the Social Media editor, marketing department
and programming department to develop plans to hit these targets each month.
the Spin 1038 Facebook page is also promoted on Spin 1038 via 30-second promos
and live mentions. Where relevant, all marketing material (ranging from print ads to
merchandise) carries the Spin 1038 Facebook page address.




Supported by Bord Gáis Energy
10   Best Facebook Page for a Business Spin 1038




     Unique Content

          We also use our Facebook page to inform, entertain and reward our loyal fans.
          Recently a pair of tickets for Bruno Mars received over 2000 comments in
          two hours. After two minutes, the post received over 120 comments, that’s
          one comment per second which demonstrates an extremely active and
          responsive community.

     Spin 1038 have also teamed up with Universal Pictures to provide their fans
     with exclusive content, such as the online premier for the trailer of Bridesmaids.
     Rewarding their fans with such current content is also beneficial to Universal, which
     uses the community Spin 1038 has built as a forum for feedback on Universal
     movies prior to release.



     Jamie’s Advice to Social Media Newbies

          Whether through twitter or Facebook (or a combination of both) social media
          can be an exciting way to engage with your customer and create positive
          brand awareness. It is important however to get this right as using social media
          badly can turn people off very quickly.

     Here are some tips on how Spin 1038 have used Facebook effectively:


       Keep it simple. Nobody likes to see long-worded updates pop
       up on their wall, and the eye generally skims over paragraphs.
       Try to keep an update down to one or two snappy sentences.
       Get your point across in bite-sized form and the response rate
       will increase.




       Respond and listen to your followers. Keep an eye on what
       people are saying to and about your company. Try to respond to
       any queries posted on your wall and keep the dialogue open.




       Do what you do well. Focus on what you would like to achieve
       with social media and have a clear idea of what your company
       is ‘about’. We focus on entertainment stories and competitions,
       our Facebook followers know what to expect from us, and we
       deliver on that expectation.




     Social Media Awards 2011 Winners Case Studies
11




 Be a friend rather than a faceless brand. Don’t push your brand
 or product too much — social media users will see through
 a hard-sell tactic straight away. Update with something that
 has interested you today or kick-off a discussion as you would
 with friends. We often post something as simple as ‘what do
 you prefer, baked beans or mushy peas?’ which starts a chat
 amongst our followers and brings Spin 1038 into the centre of
 a fun chat online. This vibe of a casual friend creates a positive
 feeling toward the brand.




 Competitions are a great way to reward your followers. Some
 companies use competitions as a blatant means to increase
 their followers — ‘get five friends to follow us and you could be
 in a draw’ etc. We feel it is better to reward the followers we
 have with great prizes and the good word about the brand will
 naturally spread.




Supported by Bord Gáis Energy
12                      Social Media Effectiveness Morning Ireland




                                                                                     Social
     @morning_ireland
                                                                                     Media
                                                                                     Effective-
     25,000 followers

w
                                                                                     ness
     facebook.com/
     morningireland
w
     427 fans




w
w




Case Study:             OvERvIEW
lisa Pereira            Morning Ireland is Ireland’s most popular current affairs radio programme with
Studio & Web            an average daily listenership of 450,000. The show is one of Ireland’s longest
Producer                running too; having been on air for over 27 years.
Morning Ireland
                        Appointed two years ago, Lisa Pereira, Morning Ireland’s studio and web producer,
                        has overseen the development and delivery of the show’s social media and online
                        presence. Lisa has worked closely with RtÉ’s technical and publishing departments
                        to provide content for new platforms such as podcasting the show, allowing listeners
                        to watch the studio via live webcam and interact with the show via social media. the
                        programme also engages listeners through a weekly news quiz.

                        Before going go on air at 7am each day, Lisa publishes the news bulletin on their
                        website (rte.ie/morningireland), then tweets the link and posts it on Facebook.
                        She does the same with the link to the studio webcam. During the course of the
                        programme, Lisa says she tweets as much as possible, although admits;




                        Social Media Awards 2011 Winners Case Studies
13




     this is subject to how busy we are.
                                                              We wanted to hear what our
     Lisa Pereira
     Studio & Web Producer
                                                              listeners had to say; we wanted
     Morning Ireland                                          their views, their feedback, and
After the programme, Lisa will tweet links to
                                                              their input into stories
interviews that were on the programme, and
posts them on the show’s Facebook page.

     Morning Ireland knew that it needed to adapt to the new media landscape.
     Listeners are no longer passive recipients of news and current affairs,
     and they no longer listen in the traditional way (at home or in the car, via
     analogue radio).

     our aim was to bring the programme to people in whichever way they chose to
     listen, and at whatever time. We also wanted to hear what they had to say; we
     wanted their views, their feedback, and their input into stories which we were
     trying to cover.



Impact

     our campaign has been more effective than we could have imagined. not only
     have we established a dialogue with our listeners which we never had before
     (almost 20,000 followers on twitter, hundreds of letters to the Letters to the
     editor page, several pages of blogs, photo galleries including pictures taken
     by our listeners, some 80,000 podcasts per month, a news quiz which gets
     hundreds of respondents every week) but we have also tapped into a vast
     source of contacts and information which were not available to us before.

     With the earthquake and tsunami in Japan, we were able, via twitter, to
     contact people, including Irish people, very quickly. Social media has made
     it much easier for us to find people around the world who can give us
     information. nowadays when we Google a person, more often than not, their
     entry will come up first on Facebook, twitter or LinkedIn.

Lisa says it’s difficult to measure the effect of social media on the programme’s
listenership figures. the latest JnLR figures have the show at a listenership of
450,000, an increase of 23,000 on the previous figure. But Lisa says it’s hard to
know what caused this.

     It has been crucial, and very instructive, for us to be able to measure precise
     responses to our programme. We can now count exactly how many times
     a particular interview was streamed, or how many times our webcam was
     viewed, or how many podcasts were downloaded.

     We know, for example, that during last winter’s snow disruption, the number
     of hits to our website went up dramatically when we published links to the




Supported by Bord Gáis Energy
14   Social Media Effectiveness Morning Ireland




          different transport operators (Bus eireann, Dublin Bus, Luas, Iarnrod eireann
          etc.). these measurements guide us on what’s important to our listeners, and
          help us design the ways in which we deliver our information in a way which
          suits listeners best.



     lisa’s Advice to Social Media Newbies


      I’d advise people to get to know how Twitter and Facebook
      work before using them for your company.




      Set up a personal account and experiment with how the
      interaction works. It’s better to make a mistake as an individual
      than as a company. The other piece of advice I’d give is, don’t
      put anything online that you wouldn’t be happy to see on the
      front page of a newspaper.




     Social Media Awards 2011 Winners Case Studies
Best Facebook Meteor                                                                                         15




                                                                                      Best
                                                                                      Facebook
                                                                                      Page




                          OvERvIEW
    facebook.com/         Meteor is one of Ireland’s main mobile telecommunications providers and is part
    meteor                of the Eircom group. Caitriona O’Connell is a member of the marketing team at
w
    66,909 fans           Meteor and manages the Facebook page on behalf of the company.

    Case Study:                 the purpose of Meteor’s Facebook
    Caitriona O’Connell                                                CAMPAIGN STATS
                                page is to communicate with
    Marketing Team                                                     (May 2011)
                                our customers in a space where
    Meteor Mobile               they are active and engage with
                                                                       • new Likes per month         4,391
                                them by providing fun, interesting
                                content which is relevant to them.     • Monthly unique
w
                                                                         page views                 13,628
                                We aim to bring the Meteor brand
                                                                       • Monthly active users       33,101
                                to life online and encourage and
                                generate genuine brand advocates.      • Monthly Likes & Comments 3,221

                                Caitriona O’Connell
                                Marketing Team, Meteor Mobile

                          the Meteor Facebook page is managed and run internally by one full-time resource
                          solely focused on the brand’s Facebook page and other social media channels.
                          Caitriona believes managing the Meteor Facebook page internally, especially by
                          someone inherently involved in social media, allows for real time interaction with
                          fans; as well as the ability to be slightly more edgy and much less ‘corporate’.




Supported by Bord Gáis Energy
16              Best Facebook Meteor




                                               Caitriona ensures that comments are quickly
 At Christmas we gave                          responded to and says there is regular ‘friendly banter’
                                               between the Meteor Facebook team and their fans.
 away ‘Xmas pressies’ to our
 Facebook fans. They could
                                               Driving Traffic and Sales
 choose between a ¤10                          Meteor’s Facebook page now forms a part of any
 voucher off a phone or mobile                 integrated marketing campaign run by the company.
                                               Caitriona liaises with a digital agency to create bespoke
 broadband. We ran this                        artwork and media for Facebook competitions and
 through an application on our                 games which support the relevant campaigns such as
                                               the latest BlackBerry launch.
 Facebook page
                                             We work closely with our product marketing and
                      handset teams to ensure we capture any important Meteor product and
                      service news, and new handset releases, in our schedule. We also try to keep
                      our content relevant. We monitor pop culture trends, Irish news, events, etc.
                      and post updates pertinent to those.

                      to drive awareness of our Facebook page we incorporate links to our page
                      on all online touch points with customers — on our customer forums (forums.
                      meteor.ie), our Goodie Bag website (meteorgoodiebag.ie), e-zines and online
                      store order confirmation emails.

                      We recently launched our ‘Meteor Mighty top Up Deals’ campaign which
                      included PR activity and on street activity. We used our Facebook page to
                      announce to fans the location and times at which the team would be visiting
                      our retail stores and giving away free call credit. this helped to drive foot fall
                      to stores and sign up to our new pre pay offers.

                      At Christmas we gave away ‘Xmas pressies’ to our Facebook fans. they could
                      choose between a ¤10 voucher off a phone or mobile broadband. We ran this
                      through an application on our Facebook page. Fans submitted their name and
                      email address and were then sent a promotional code which they could use
                      in store or online to redeem against the cost of a phone or mobile broadband
                      device. this helped to drive sales in the busy Christmas period, as fans used
                      the vouchers to purchase gifts for friends and family.

                 Caitriona regularly uses Facebook ads to drive ‘Likes’ to the Meteor page as well as
                 create awareness of current marketing campaigns.

                      When launching our page, we found Facebook Ads were a great way of
                      creating awareness of our page. During months where we run Facebook Ads
                      we see a spike in the number of ‘Likes’ we receive. We have seen good results
                      from Facebook Ads with a low CPC in comparison to other online advertising.
                      We don’t focus solely on the number of ‘Likes’ as we don’t feel the actual
                      numbers are as important as an active and engaged fan, but we monitor our
                      active users and aim to keep a high percentage of our fan base.




                Social Media Awards 2011 Winners Case Studies
17




Caitriona also says she occasionally uses the bit.ly service to track clicks on links,
mainly those pointing to the Meteor online store.

      We also use Google Analytics to analyse traffic sources coming to meteor.ie
      from Facebook. Facebook Insights also tells us a lot about views of our page.



Caitriona’s Advice to Social Media Newbies


  Put the resources behind it – people and budget.




  If you are going to set up a presence on Facebook or Twitter, it
  needs to be monitored daily and updated regularly.




  Prepare for and be willing to accept positive and negative
  feedback from customers and put the processes in place to
  resolve any customer queries or complaints quickly.




  Use social media for research – ask customers what they think,
  what they like and don’t like, but don’t just do it for the sake of
  it, be prepared to act on their responses.




  WINNER’S STATEMENT
  We gained awareness of our page and of our effort in the social media space
  through the Social Media Awards. It boosted the morale of staff working in the
  area and allowed those who attended the awards to meet others in the industry.

  We also got the chance to see what other brands are up to through the social
  media awards website and we learned that while we have made good inroads
  into the social space, there is more that can, and will, be done. A lot done, more
  to do, as they say!




Supported by Bord Gáis Energy
18                                 Most Innovative use of Social Media the Rumour Room




                                                                                                Most
                                                                                                Innovative
                                                                                                use of
                                                                                                 Social
                                                                                                 Media




                                   OvERvIEW
     @therumourroom**              Through social media, RTE’s The Rumour Room aimed to connect with its young
     2,479 followers               audience on their level. It offered a live and interactive platform for them to
                                   contribute their opinions on issues and topics that related to them while the show
w    facebook.com/                 was both on and off air. The show aired three times a week from October 2010
     The-Rumour-Room**             until April 2011.
w
     4,718 fans
                                   the team say they always tried to let the teenagers watching feel they were as much
     Case Study:                   a part of the show as the presenters; and for them to feel the presenters Sinead,
     Stephen Byrne                 Stephen, Katie and Jarlath were their friends.
     TV Presenter
     The Rumour Room                    the objective was always to allow young people to voice their opinions
w                                       and give them control from the comfort of their couch through creating
                                        a 360-degree media experience. Viewers knew to have their twitter and
w                                       Facebook accounts open either on their lap with a laptop or in the palm of
                                        their hand with their phone when they were watching.

                                        Stephen Byrne
                                        TV Presenter, The Rumour Room

                                   Stephen believes that what made the Rumour Room innovative was a constant
                                   connection with its audience. A topic was introduced at the top of the show and
                                   it would be discussed and concluded by the end. Katie Van Buren, one of the
                                   presenters, would let viewers know the results of the polls conducted on twitter
                                   through twitpoll.com which were run throughout the show.
**   Please note: These profiles
     are no longer active




                                   Social Media Awards 2011 Winners Case Studies
19




Stephen was always on his iPad delivering comments,
opinions and ideas from the viewers through twitter              All throughout the week,
and Facebook.
                                                                 morning, day and evening, the
     It was exciting because viewers would, at times,            presenters stayed present
     change the direction of the entire show, A guest
     would also be present, allowing the viewers at
                                                                 online discussing various
     home to have a conversation with them, asking               relevant teenage topics so
     questions and putting them on the spot with
     information that couldn’t be rehearsed.
                                                                 that the viewers really felt they
                                                                 were just like a friend
A key thing for Stephen and the team was the show
didn’t end when the studio lights dimmed.

     All throughout the week, morning, day and evening, the presenters stayed
     present online discussing various relevant teenage topics so that the viewers
     really did feel that they were just like a friend they could text and talk to with the
     click of a keyboard.

even Stephen’s involvement in the show was the product of his own innovation with
social media. He began his career producing Youtube videos with a webcam in
his bedroom as a teenager, going on to reach 22,000 twitter followers, five million
Youtube views and 77,000 subscribers to his content.



Impact

     the social media presence definitely had an impact on viewing figures, both
     online and on television. It immediately turned what was a national Irish show
     into an international one with both the live streams and Rte catch-up attracting
     daily audiences in the UK, Sweden, the netherlands and the United States.

Stephen says 15% of the people who participated in conversation with the presenters
on twitter and Facebook during the show were from outside of Ireland.

     the results were phenomenal, and the response from teenagers watching the
     show was a real testament to how important social media is in their lives today,

on twitter, the show twice reached the top ten Irish trending topics; beating out the
general election itself to top spot the week of polling. It even once broke into the
worldwide top 10 back in February 2011. the week which saw the highest number of
interactions had over 3,000 @replies received, with 1,700 of them coming in the space
of a 30 minutes live show.

on Facebook, things were just as impressive; with the show receiving over 13,300 post
responses since January 2011 alone and over 650,000 post views on the page since
January 2011. the page now stands at just over 4,700 likes. Content produced in the
show also went viral through mediums such as Youtube. the music video Sk8r Gurl
reached 46,000 views and Super emo Disco Party 20,000 views.




Supported by Bord Gáis Energy
20   Most Innovative use of Social Media the Rumour Room




     Stephen’s Advice to Social Media Newbies


      First off you need to know your audience and where they are
      online. What do they use? How can you make social interaction
      with your brand less of a chore for them to be involved with?
      You should always try to make your demographic feel like
      they’ll miss out on something if they don’t investigate what it is
      you’re doing.




      What worked for The Rumour Room was the fact that the
      audience could not only participate in the show from their
      Twitter feed, but they were interacting directly with the
      presenters void of any filtering system or prior moderation by
      a production team. It opened up a conversation through the
      television set, from their phone or computer straight to the
      studio iPad.




      Any brand should definitely look at making the person or group
      tweeting for them familiar to their audience. Why would I want
      to just read something a brand says? You have to know that
      there is a person there and know what it is they know and do.
      If its multiple people, then create a personality and character
      that can be maintained by them all. It’s the difference between
      talking to a friend and talking to a robot.




      WINNER’S STATEMENT
      We definitely entered the awards to see how our attempts in social media
      compared to those across Ireland. We would consider ourselves to be well
      informed on social media trends and the process it takes to build a well-
      structured campaign and maintain it.

      one of the great things about social media is that everyone has a different
      experience of it. For some people it can create new worlds that bridge different
      cultures and societies, while for others it just takes the form of a free text
      message service.




     Social Media Awards 2011 Winners Case Studies
Best Online PR Campaign WeddingDates.ie          21




                                          Best
    @weddingdates
    1,285 followers                       Online
                                          PR
                                          Campaign
w   facebook.com/
    weddingdates
w
    1,880 fans

    youtube.com/
    weddingdates
    13,392 views


w
w




Supported by Bord Gáis Energy
22                  Best Online PR Campaign WeddingDates.ie




                    OvERvIEW
Case Study:         WeddingDates.ie is a directory website which helps Irish couples select a venue
Ciara Crossan       for their wedding celebrations. Run by MD, Ciara Crossan, the website won Best
Managing Director   Online PR Campaign at the Social Media Awards in 2011 for their participation in
WeddingDates.ie     the World Wife-Carrying Championships in July 2010.

                    As part of the campaign the
                                                                 CAMPAIGN STATS
                    WeddingDates.ie team travelled
                                                                 (1st June 2010 - 31st July 2010)
                    across europe in a camper van and
                    documented the whole journey and the
                                                                 • Website traffic 2,165 Page views
                    event itself over an eight-day period
                                                                                  to ‘Wife Carrying’
                    by filming, editing and uploading daily
                                                                                     section of blog
                    videos to their Youtube channel, and
                    by updating Facebook and twitter and         • Facebook Likes Increased by 80
                    interacting with followers at home in
                                                                 • Facebook Page views         3,549
                    Ireland. the trip involved two full-time
                    staff members and took two weeks’
                    travel time.

                    Ciara and her team raised ¤5000 in sponsorship from the Carlton Hotel Group
                    who ran a special offer on the back of the campaign, which helped to increase
                    the exposure of the campaign for WeddingDates.ie by teaming up with a
                    related business.

                    the campaign was sponsored by a number of other companies who also highlighted
                    the campaign on their social media channels including Celtic Campervans, Fastnet
                    Line, Maxroam, tom Murphy Menswear, Hairy Baby and Red Fly Marketing.

                                                 In all, the team created eight videos which can all
 We became known as a                            be found on the WeddingDates.ie Youtube channel
                                                 (youtube.com/weddingdates) or on their dedicated
 company that embraces quirky,                   blog (weddingdates.ie/wifecarrying). they also kept
 fun events and this has enabled                 people at home up to date with progress by tweeting
                                                 and updating their Facebook page as well as posting
 us to relate to our customers,                  photos from the trip.
 venues and suppliers
                                                  the campaign received a large amount of attention
                                                  back home over its duration. Much of this traffic
                    Ciara puts down to a high volume of mentions and retweets on twitter during the
                    travelling period including mentions by two users with high follower counts:
                    @RickoShea and @CarltonHotels.

                         the campaign was a huge success. the story was picked up by Irish examiner
                         journalist eoin english (@eoinBearla), and we did ten radio interviews (local
                         and national) as a result including 2FM, today FM, newstalk, 4FM, Red FM.

                         We also became known as a company that embraces quirky, fun events and
                         this has enabled us to relate to our customers, venues and suppliers who want




                    Social Media Awards 2011 Winners Case Studies
23




     to reach out to quirky brides and do unusual weddings. We are seen in the
     industry as an alternative to some of the more traditional wedding sites.

     Ciara Crossan
     Managing Director, WeddingDates.ie

Ciara says the campaign objective was to increase the profile of the business rather
than acting as a direct sales tool, pointing to the exposure in the national and
local press.

     We make sales by signing up hotels to the website. there were no additional
     sales that were directly attributed to this campaign alone, but the goodwill and
     positive feeling as a result of the campaign were high.



Ciara’s Advice to Social Media Newbies


  Make it engaging — try to think of things that have not been
  done before for large scale campaigns. Try things in a small
  way first to test them and then invest if the response to the test
  is good.




Supported by Bord Gáis Energy
24                       Customer Care using Social Media Vodafone




w                                                                        Customer
     linkedin.com/
     vodafone-ireland                                                    Care using
     1,228 connections                                                   Social
     facebook.com/                                                       Media
     vodafoneireland
w
     68,443 fans
w
     @vodafoneireland
     13,473 followers

w


w




w




                         Social Media Awards 2011 Winners Case Studies
25




OvERvIEW
As one of Ireland’s largest mobile communications companies, it’s not surprising      Case Study:
vodafone’s Joanne Jenkinson, one of the company’s social media executives,            Joanne Jenkinson
believes social media has an important role to play in how the company interacts      Social Media
with its customers.                                                                   Executive
                                                                                      Vodafone Ireland
     the objectives of customer care through social media is to interact with
     customers on a more in-depth level and provide them with a comprehensive
     level of service. Using social media as an in depth customer care tool has
     shown to be extremely useful, greatly enhancing a customer’s ability to easily
     contact us about any issue they may be having and have it dealt with in a
     timely manner; while also informing new and existing customers of new offers,
     promotions and news related to Vodafone services.

     Joanne Jenkinson
     Social Media Executive Vodafone Ireland

Using social media as a channel to resolve customer queries about their products
and services is not by any means a new phenomenon, but what makes Vodafone’s
approach so successful? Vodafone currently deals with
around 360 customer queries via their Facebook page
with another 500 (approximately) via their twitter           Using social media as an in-
account every month.
                                                             depth customer care tool has
Both networks are used to interact with and point            shown to be extremely useful,
customers to support forums where frequently asked
questions can be browsed and searched by the
                                                             greatly enhancing a customer’s
customer themselves. However, when issues cannot             ability to easily contact us
easily be dealt with publicly and require more in depth
levels of customer care, these queries are moved to
                                                             about any issue they may
either direct messages, private messages or email.           be having
     once a comment or query is posted on the
     Facebook wall, twitter feed or Boards.ie forum, the social media team will
     check the issue and respond to the customer in a timely manner.

     Sometimes we need to refer customers to email addresses which will allow for
     each query to be dealt with personally and privately given the often sensitive
     nature of details. If an issue is more simply responded to, it is sometimes
     referred to tech support for further assistance, and a comment assisting or
     answering a query is posted or tweeted.

Going forward, Joanne says Vodafone are planning to measure the impact their
social media presence has on the volume of calls they receive to their helpdesk.

     We’re currently in the process of implementing a new CRM system that will
     allow us to directly link post views on our social media channels and call
     prevention to the helpdesk so we’ll have hard metrics soon.




Supported by Bord Gáis Energy
26   Customer Care using Social Media Vodafone




     Joanne’s Advice to Social Media Newbies
     So what advice does Joanne have for those starting out on the social media path?


      Before setting out, a company needs to define clear objectives
      and decide what they want to achieve through social media —
      be it to improve customer care, raise brand awareness and
      loyalty or deliver on sales targets. This will help a company
      manage expectations and ensure that it is measuring its activity
      to meet its overall objectives.

      They shouldn’t look at social media as a broadcasting tool but
      rather approach each interaction and initiative on a case by
      case basis.




     Social Media Awards 2011 Winners Case Studies
Best Business Twitter Account Blacknight                                                                       27




                                                                                       Best
                                                                                       Business
                                                                                       Twitter
                                                                                       Account        keting
                                                                                           Sales & Mar




OvERvIEW
Blacknight is an Irish company specialising in web hosting and co-location and             @blacknight
has over 120,000 domains hosted on their servers. Run by MD Michele Neylon,                7148 followers
the company have used Twitter for both sales and marketing and customer
care purposes.                                                                         w   Case Study:
                                                                                           Michele Neylon
     We don’t track the number of interactions on a weekly basis as this isn’t a           Managing Director
     useful metric for what we are doing. our twitter account is a core part of our        Blacknight Solutions
     customer service and sales strategy. We use it to assist clients with queries,
     deal with customer service issues, technical service updates as well as pushing
     out promotions and special offers and company news.

     Michele Neylon                                                                    w
     Managing Director, Blacknight Solutions

Michele estimates he and his team tweet on average 24 times per day.

     there’s a mixture of announcements and replies to customer queries.

the account is recommended by twitter as
one of the ‘must-follow’ accounts for Ireland.              Either do social media
                                                            properly, or don’t do it at all
When asked about sales conversions from tweets,
Michele says measuring such statistics is not an
exact science for his team.




Supported by Bord Gáis Energy
28   Best Business Twitter Account Blacknight




          It’s hard to track direct increases, but we have promoted twitter-specific
          promotions that have converted directly into sales. We promote several sites
          via social media channels and we segment them, for example; our discount
          codes and promotions are all on domainoffers.me.

          Looking at our account, we appear to be getting a couple of thousand referrals
          per month from twitter, but the exact percentage of sales that convert is hard
          to say, as a coupon code or other offer is only traceable as part of the overall
          campaign and not a specific source.



     Michele’s Advice to Social Media Newbies


      Either do it properly or don’t do it at all. What I mean by that is
      that social media is all about engagement and relationships. You
      can’t expect it to be an ‘overnight success’ so you need to be
      ready and willing to stick with it over a long period of time, as it
      will eventually (if done correctly) reward you.




      WINNER’S STATEMENT
      our social media presence is a team effort and getting recognition for it is
      an achievement that we as a company are extremely proud of. We are not a
      marketing company, so entering the awards forced me to focus on what we were
      actually tracking and has probably made me think more about what we could
      and should do to track it better in the future.

      However, having said that, I don’t think that social media, for us at least, is purely
      a sales channel. It’s an integral part of our customer service and communications
      and marketing.

      Seeing so many different organisations at the awards ceremony was fascinating
      and exciting. When you go to ‘industry’ events, there’s an awful tendency
      to see the same people time and again, while with the Social Media Awards
      there was a much wider and more diverse cross-section of people, businesses
      and organisations.




     Social Media Awards 2011 Winners Case Studies
Best Integrated Facebook Campaign Mars Ireland                                                                      29




                                                                                          Best
                                                                                          Integrated
                                                                                          Facebook
                                                                                           Campaign
                                                                                                            Ads
                                                                                              Page, App &




OvERvIEW
This was Mars Ireland’s first foray into social media, and as such the campaign               facebook.com/
budget was very small. Mars saw the campaign as a pilot for their social media                maltesersireland
                                                                                          w
engagement. Dena and her team went about developing a campaign in which                       3,181 fans
Maltesers could position itself as the brand which brings a little light-heartedness
to nights in.                                                                                 Case Study:
                                                                                              Dena Walker
     our brief was to create a reason for consumers to interact with the brand and            Irish International
     begin to develop a community of Maltesers advocates that we would build an
     engagement programme around.

     After Christmas, as the new Year starts, our target audience (women aged
                                                                                          w
     18–34) are limited in their consumption of confectionery by two things: they’ve
     just started to diet as part of their new Year’s resolutions, and they’re strapped
     for cash after the indulgences of the festive season. As a result, they’re staying
     in at weekends, more than they normally would and it gets a bit boring.

     Dena Walker
     Irish International

Dena and her team went about developing a campaign in which Maltesers could
position itself as the brand which brings a little light-heartedness to nights in.

     Consumers within our target understand Maltesers to be the most diet-friendly
     option when it comes to sneaking in a little chocolate indulgence. From mid-




Supported by Bord Gáis Energy
30                Best Integrated Facebook Campaign Mars Ireland




                                               January 2010, Mars Ireland ran a price promotion on
 Our page was to be the                        all confectionery products within their range (M&Ms,
                                               Maltesers, Mars, Galaxy & twix).
 hub of all campaign activity,
 with the sole intention of                    We decided to encourage our consumers to ‘Celebrate
                                               the Great Indoors’, because after all, when it’s
 generating engagement                         cold outside, there’s not much that’s better than
 and brand advocacy                            putting your feet up and enjoying company, craic
                                               and chocolate,

                       Given the 9-week duration of the campaign and the target audience that we
                       were seeking to engage with, Facebook was felt to be the best platform for
                       activity. our page was to be the hub of all campaign activity, with the sole
                       intention of generating engagement and brand advocacy, and obviously
                       encouraging sales where possible,



                  Among the tools used to generate engagement was an
                  ‘excuse Generator’ application.

                       the excuse generator was a playful tool that our audience could use to
                       generate an excuse for them to stay in, rather than go out. the application
                       randomised a selection of excuses and allowed the user to publish their wacky
                       excuse to their wall (and thus share within the news feeds of their networks).

                       In addition to this, we also ran a competition where users were able to upload
                       pictures of themselves ‘celebrating the great indoors’ via our application, to
                       enter a weekly prize draw to win a ‘Great Indoors Prize Pack’ featuring sharing
                       pouches, fleece blankets, slipper socks and a DVD box set or a Rock Band
                       starter kit.

                  the day-to-day management of the page involved: moderation of user-generated-
                  content within the application, moderation of posts to the main page wall, selecting
                  weekly winners for the competition, and posting scheduled daily updates about fun
                  indoor activities.

                  All of the engagement initiatives were executed in the hope of sparking
                  conversations and encouraging interaction with the page.

                  Dena and her team created a content plan that detailed the volume of updates from
                  the brand, so they could strike a balance between engaging and overkill.

                       We scheduled posts based around current news and pop culture stories, to
                       ensure that the content of the page was always current, and always light-
                       hearted, in keeping with the Maltesers brand.

                       Campaign objectives were established before we went live, which detailed the
                       number of ‘Likes’ we aimed to achieve as well as the level of interactions and
                       competition uploads that we believed would determine success.



                  Social Media Awards 2011 Winners Case Studies
31




engagement levels throughout the 9-week campaign remained relatively consistent
according to Dena with ‘new page likes’ averaging approximately 50 per day, although
Dena says this was heavily skewed towards the start of the campaign when a low-
volume ASU campaign was also running.

overall Mars Ireland spent around ¤4,000 on the campaign, most of which was limited
to an ASU budget which comprised of two one-week bursts in Weeks one and three
of the campaign. there was also some low-level PR in addition, with a small group of
influential bloggers who were offered ‘Great Indoors Packs’ to give away on their blogs.




Supported by Bord Gáis Energy
32                     Best Use of Social Media for a Sponsorship Campaign Bank of Ireland, Leinster Rugby




                                                                                   Best Use
     @bluemagicrugby                                                               of Social
     686 followers
                                                                                   Media for a
w
w                                                                                  Sponsorship
                                                                                   Campaign
     bluemagic.ie
     32,634 views




w
w




                       OvERvIEW
Case Study:            Bank of Ireland has sponsored the leinster Rugby club since the 2007/8 season
Dena Walker            when they first launched ‘Blue Magic’. According to Dena at Irish International the
Irish International    term ‘Blue Magic’ stands for the flashes of brilliance that are unique to leinster
                       Rugby, and which set them apart from the opposition.


                            Very quickly the phrase ‘Blue
                            Magic’ became part of the               CAMPAIGN STATS
                            Leinster Rugby vernacular, with
                            the team and media adopting it.         • Supporter Uploads
                            the adoption of ‘Blue Magic’ by           to Website                   800+
                            the Leinster Rugby team and fans        • iPhone App Downloads        3,028
                            was seen as very successful, but
                            it was felt by the bank that they       • Blue Magic
                            could do more to leverage their           Moment Views             30,000+




                       Social Media Awards 2011 Winners Case Studies
33




     sponsorship to Leinster fans across the province,
     rather than just at the matches.                        We set out to create a site
     our brief was to develop an online presence
                                                             that was full of rich, engaging
     and programme of engagement that would                  content that would speak to
     enable Bank of Ireland to develop a community
     of Leinster fans beyond matches, and ultimately
                                                             the hearts of Leinster fans
     increase consideration of the bank from within          across the province
     the community of fans.

     Dena Walker
     Irish International

Before developing the website, Dena and her team created some user personas, so
they could fully understand the habits, needs and requirements of various types of
rugby fan. this enabled them to develop content that would really excite and inspire
fans to engage with the site.

Dena and her team created several areas within the site, including:

Blue Magic Moments
An area in the site where Leinster players reviewed specific Blue Magic Moments, to
give fans an insight into how they did what they did and what was going through
their heads at the time; thus bringing them closer to the action.

Your Blue Magic
An area where fans can upload their own blue magic examples whether as a fan at a
match, or playing rugby within the province of Leinster.

The locker Room
A private area within the website dedicated to bank customers. they are given a log
in code to access the area, where they can enter exclusive competitions and gain
access to exclusive content.

     We also created an iPhone application based around the popular top trumps
     game, called Leinster Legends, which was available for free download from the
     itunes store.

the game saw past and present Leinster players pitted against each other. Game
players were able to play against the computer as well as their friends.

Dena and her team also created an engagement piece called Wear the Blue Jersey,
where site visitors could upload their photo to appear in a video as Leinster’s newest
signing. throughout the site, social media integration was key, with Facebook
Connect being used to enable users to share content that they liked and to spread
the word across their own networks.

to date the campaign’s growth has been purely organic, as Bank of Ireland have not
yet invested in any above-the-line media, limiting promotion to featuring the URL on




Supported by Bord Gáis Energy
34   Best Use of Social Media for a Sponsorship Campaign Bank of Ireland, Leinster Rugby




     general club sponsorship communications.

     the website and iPhone app were promoted through a soft launch on Leinster
     Rugby’s Facebook page, with some voluntary support from key online bloggers.

          We set out to create a site that was full of rich, engaging content that would
          speak to the hearts of Leinster fans across the province and compel them
          to visit the site, becoming part of a community with the sole purpose of
          celebrating not only Leinster Rugby Club, but also the fans and the wider,
          rugby playing community across the province.

     Looking at the engagement statistics, it looks like Dena and her team at Irish
     International did just that.




     Social Media Awards 2011 Winners Case Studies
35




Acknowledgements
We would like to thank Michelle McCormick @shellymc
and Ian Power @powerian for compiling these case studies.




Supported by Bord Gáis Energy
36




2011 Winners

Facebook Page for a Business         Integrated Facebook Campaign           Blog of a Business
Spin 1038                            (Page, App and Ads)                    Sponsored by Frontline LED
facebook.com/spin1038                Maltesers Ireland                      Curious Wines
                                     facebook.com/maltesersireland          curiouswines.ie/blog




Facebook Page for
a Non-Profit Organisation            Best Business Twitter Account –        video/video Campaign
Dublin Zoo                           Marketing and Sales                    (non broadcast)
facebook.com/dublinzoo               Blacknight                             Sponsored by Publicis QMP
                                     @Blacknight                            Laughing Kookaburra
                                                                            Goldnomics




Facebook Page for a Business
(Owner Managed)                      Best Twitter Account
Meteor Mobile                        Support, CRM                           Online PR Campaign
facebook.com/meteor                  eircom                                 Sponsored by ESOF 2012, Dublin
                                     @eircom                                City of Science
                                                                            Wedding Dates




                            Social Media Awards 2011 Winners Case Studies
37




Use of Social Media                Best Use of Social Media For a        Integrated Social Media Campaign
by State Body/Org                  Sponsorship Campaign                  Sponsored by GrabOne.ie
Sponsored by pTools                Bank of Ireland Leinster Blue Magic   Meteor
Defence Forces




                                   Innovative Use of Social Media        Agency for use of Social Media
Best Mobile App                    Sponsored by Arekibo                  Sponsored by Newsletter.ie
oxegen 2010                        Rte’s the Rumour Room                 Irish International




Customer Care using Social Media   Social Media Effectiveness –          Grand Prix
(Integrated)                       conversions, metrics etc.             Sponsored by Bord Gáis Energy
Sponsored by DoneDeal              Sponsored by Kantar Media             Meteor Mobile
Vodafone Ireland                   Morning Ireland, Rte




Supported by Bord Gáis Energy
SUPPORTED BY




Bord Gáis energy is proud to support the Social Media Awards.
Since our early foray in to the social media arena back in 2009,
 w
as part of the Big Switch campaign, we’ve seen a marked
increase in the percentage (now at 59%) of our customer base
who now say they use social networks on a regular basis. Bord
 w
Gáis energy is committed to meet, and exceed where possible,
the needs of this ever growing group through innovative
and practical use of social media to connect with, serve and
 w
understand our customers.

w   bordgaisenergy.ie

    facebook.com/BordGaisEnergy

w   @BordGaisEnergy


w




                                                                      socialmediaawards.com




                               The 2012 Irish Social Media Awards
                               will take place in the Mansion House
                               in Dublin on Thursday 17th May.

                                w   socialmediaawards.com

                                    @socmediaawards (#sockies)

                                    facebook.com/SocialMediaAwards

                                w


                                w

More Related Content

Similar to 2011 Irish Social Media Awards - Winners Case Studies

Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Avinash Joshi
 
Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Avinash Joshi
 
Social listening, Microsoft
Social listening, MicrosoftSocial listening, Microsoft
Social listening, MicrosoftStuart Pringle
 
Social Media & Electronics Industry B2B Marketing
Social Media & Electronics Industry B2B MarketingSocial Media & Electronics Industry B2B Marketing
Social Media & Electronics Industry B2B MarketingJulie Wright
 
Social Media 101 for the CCTB
Social Media 101 for the CCTBSocial Media 101 for the CCTB
Social Media 101 for the CCTBhjmorris
 
Manage your Online Reputation with Simplify360
Manage your Online Reputation with Simplify360Manage your Online Reputation with Simplify360
Manage your Online Reputation with Simplify360Simplify360
 
Social Media Trends: Annuity and Life Insurance
Social Media Trends: Annuity and Life InsuranceSocial Media Trends: Annuity and Life Insurance
Social Media Trends: Annuity and Life InsuranceCorporate Insight
 
2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise7Summits
 
The 2012 Social Media Status Update
The 2012 Social Media Status UpdateThe 2012 Social Media Status Update
The 2012 Social Media Status UpdateLeah Messina
 
Leveraging Social Media to Gain Market Shares in Services Marketing
Leveraging Social Media to Gain Market Shares in Services MarketingLeveraging Social Media to Gain Market Shares in Services Marketing
Leveraging Social Media to Gain Market Shares in Services MarketingSocial Samosa
 
A Review: Top Social Media For Corporate Communications 2015
A Review: Top Social Media For Corporate Communications 2015A Review: Top Social Media For Corporate Communications 2015
A Review: Top Social Media For Corporate Communications 2015Jennifer Chan
 
Social Media Marketing
Social Media  Marketing Social Media  Marketing
Social Media Marketing RohanKumar430
 
SPECK Media Start The Conversation
SPECK Media Start The ConversationSPECK Media Start The Conversation
SPECK Media Start The ConversationMichael J Lis
 
Social Trends and Predictions - 2013
Social Trends and Predictions - 2013Social Trends and Predictions - 2013
Social Trends and Predictions - 2013Katie Van Domelen
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
 
Why would i outsource social media marketing?
Why would i outsource social media marketing?Why would i outsource social media marketing?
Why would i outsource social media marketing?Open Access BPO
 

Similar to 2011 Irish Social Media Awards - Winners Case Studies (20)

Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?
 
Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?Social Media Command Center - What's the Point?
Social Media Command Center - What's the Point?
 
Social listening, Microsoft
Social listening, MicrosoftSocial listening, Microsoft
Social listening, Microsoft
 
Social Media & Electronics Industry B2B Marketing
Social Media & Electronics Industry B2B MarketingSocial Media & Electronics Industry B2B Marketing
Social Media & Electronics Industry B2B Marketing
 
Social Media 101 for the CCTB
Social Media 101 for the CCTBSocial Media 101 for the CCTB
Social Media 101 for the CCTB
 
Manage your Online Reputation with Simplify360
Manage your Online Reputation with Simplify360Manage your Online Reputation with Simplify360
Manage your Online Reputation with Simplify360
 
Whitepaper
WhitepaperWhitepaper
Whitepaper
 
Social Media Trends: Annuity and Life Insurance
Social Media Trends: Annuity and Life InsuranceSocial Media Trends: Annuity and Life Insurance
Social Media Trends: Annuity and Life Insurance
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Customer service strategy social customer
Customer service strategy social customerCustomer service strategy social customer
Customer service strategy social customer
 
2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise
 
The 2012 Social Media Status Update
The 2012 Social Media Status UpdateThe 2012 Social Media Status Update
The 2012 Social Media Status Update
 
Leveraging Social Media to Gain Market Shares in Services Marketing
Leveraging Social Media to Gain Market Shares in Services MarketingLeveraging Social Media to Gain Market Shares in Services Marketing
Leveraging Social Media to Gain Market Shares in Services Marketing
 
A Review: Top Social Media For Corporate Communications 2015
A Review: Top Social Media For Corporate Communications 2015A Review: Top Social Media For Corporate Communications 2015
A Review: Top Social Media For Corporate Communications 2015
 
Social Media Marketing
Social Media  Marketing Social Media  Marketing
Social Media Marketing
 
11.25.14
11.25.1411.25.14
11.25.14
 
SPECK Media Start The Conversation
SPECK Media Start The ConversationSPECK Media Start The Conversation
SPECK Media Start The Conversation
 
Social Trends and Predictions - 2013
Social Trends and Predictions - 2013Social Trends and Predictions - 2013
Social Trends and Predictions - 2013
 
Unleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing StrategiesUnleashing the Power of Social Media - Social Marketing Strategies
Unleashing the Power of Social Media - Social Marketing Strategies
 
Why would i outsource social media marketing?
Why would i outsource social media marketing?Why would i outsource social media marketing?
Why would i outsource social media marketing?
 

More from Bord Gáis Energy

Bord Gáis Energy Index March 2016
Bord Gáis Energy Index March 2016Bord Gáis Energy Index March 2016
Bord Gáis Energy Index March 2016Bord Gáis Energy
 
Bord Gáis Energy Index February 2016
Bord Gáis Energy Index February 2016Bord Gáis Energy Index February 2016
Bord Gáis Energy Index February 2016Bord Gáis Energy
 
Bord Gáis Energy Index January 2016
Bord Gáis Energy Index January 2016Bord Gáis Energy Index January 2016
Bord Gáis Energy Index January 2016Bord Gáis Energy
 
Bord Gáis Energy Index December 2015
Bord Gáis Energy Index December 2015Bord Gáis Energy Index December 2015
Bord Gáis Energy Index December 2015Bord Gáis Energy
 
Bord Gáis Energy Index November 2015
Bord Gáis Energy Index November 2015Bord Gáis Energy Index November 2015
Bord Gáis Energy Index November 2015Bord Gáis Energy
 
Bord Gáis Energy Index October 2015
Bord Gáis Energy Index October 2015Bord Gáis Energy Index October 2015
Bord Gáis Energy Index October 2015Bord Gáis Energy
 
Bord Gáis Energy Index September 2015
Bord Gáis Energy Index September 2015Bord Gáis Energy Index September 2015
Bord Gáis Energy Index September 2015Bord Gáis Energy
 
Bord Gáis Energy Index August 2015
Bord Gáis Energy Index August 2015Bord Gáis Energy Index August 2015
Bord Gáis Energy Index August 2015Bord Gáis Energy
 
Bord Gáis Energy Index July 2015
Bord Gáis Energy Index July 2015Bord Gáis Energy Index July 2015
Bord Gáis Energy Index July 2015Bord Gáis Energy
 
Bord Gáis Energy Index June 2015
Bord Gáis Energy Index June 2015Bord Gáis Energy Index June 2015
Bord Gáis Energy Index June 2015Bord Gáis Energy
 
Bord Gáis Energy Index May 2015
Bord Gáis Energy Index May 2015Bord Gáis Energy Index May 2015
Bord Gáis Energy Index May 2015Bord Gáis Energy
 
Bord Gáis Energy Index April 2015
Bord Gáis Energy Index April 2015Bord Gáis Energy Index April 2015
Bord Gáis Energy Index April 2015Bord Gáis Energy
 
Bord Gáis Energy Index March 2015
Bord Gáis Energy Index March 2015Bord Gáis Energy Index March 2015
Bord Gáis Energy Index March 2015Bord Gáis Energy
 
Bord Gáis Energy Index February 2015
Bord Gáis Energy Index February 2015Bord Gáis Energy Index February 2015
Bord Gáis Energy Index February 2015Bord Gáis Energy
 
Bord Gáis Energy Index January 2015
Bord Gáis Energy Index January 2015Bord Gáis Energy Index January 2015
Bord Gáis Energy Index January 2015Bord Gáis Energy
 
Bord Gáis Energy Index December 2014
Bord Gáis Energy Index December 2014Bord Gáis Energy Index December 2014
Bord Gáis Energy Index December 2014Bord Gáis Energy
 
Bord Gáis Energy Index November 2014
Bord Gáis Energy Index November 2014Bord Gáis Energy Index November 2014
Bord Gáis Energy Index November 2014Bord Gáis Energy
 
Bord Gáis energy Index October 2014
Bord Gáis energy Index October 2014Bord Gáis energy Index October 2014
Bord Gáis energy Index October 2014Bord Gáis Energy
 
Bord Gáis Energy Index - September 2014
Bord Gáis Energy Index - September 2014Bord Gáis Energy Index - September 2014
Bord Gáis Energy Index - September 2014Bord Gáis Energy
 
Bord Gáis Energy Index - August 2014
Bord Gáis Energy Index - August 2014 Bord Gáis Energy Index - August 2014
Bord Gáis Energy Index - August 2014 Bord Gáis Energy
 

More from Bord Gáis Energy (20)

Bord Gáis Energy Index March 2016
Bord Gáis Energy Index March 2016Bord Gáis Energy Index March 2016
Bord Gáis Energy Index March 2016
 
Bord Gáis Energy Index February 2016
Bord Gáis Energy Index February 2016Bord Gáis Energy Index February 2016
Bord Gáis Energy Index February 2016
 
Bord Gáis Energy Index January 2016
Bord Gáis Energy Index January 2016Bord Gáis Energy Index January 2016
Bord Gáis Energy Index January 2016
 
Bord Gáis Energy Index December 2015
Bord Gáis Energy Index December 2015Bord Gáis Energy Index December 2015
Bord Gáis Energy Index December 2015
 
Bord Gáis Energy Index November 2015
Bord Gáis Energy Index November 2015Bord Gáis Energy Index November 2015
Bord Gáis Energy Index November 2015
 
Bord Gáis Energy Index October 2015
Bord Gáis Energy Index October 2015Bord Gáis Energy Index October 2015
Bord Gáis Energy Index October 2015
 
Bord Gáis Energy Index September 2015
Bord Gáis Energy Index September 2015Bord Gáis Energy Index September 2015
Bord Gáis Energy Index September 2015
 
Bord Gáis Energy Index August 2015
Bord Gáis Energy Index August 2015Bord Gáis Energy Index August 2015
Bord Gáis Energy Index August 2015
 
Bord Gáis Energy Index July 2015
Bord Gáis Energy Index July 2015Bord Gáis Energy Index July 2015
Bord Gáis Energy Index July 2015
 
Bord Gáis Energy Index June 2015
Bord Gáis Energy Index June 2015Bord Gáis Energy Index June 2015
Bord Gáis Energy Index June 2015
 
Bord Gáis Energy Index May 2015
Bord Gáis Energy Index May 2015Bord Gáis Energy Index May 2015
Bord Gáis Energy Index May 2015
 
Bord Gáis Energy Index April 2015
Bord Gáis Energy Index April 2015Bord Gáis Energy Index April 2015
Bord Gáis Energy Index April 2015
 
Bord Gáis Energy Index March 2015
Bord Gáis Energy Index March 2015Bord Gáis Energy Index March 2015
Bord Gáis Energy Index March 2015
 
Bord Gáis Energy Index February 2015
Bord Gáis Energy Index February 2015Bord Gáis Energy Index February 2015
Bord Gáis Energy Index February 2015
 
Bord Gáis Energy Index January 2015
Bord Gáis Energy Index January 2015Bord Gáis Energy Index January 2015
Bord Gáis Energy Index January 2015
 
Bord Gáis Energy Index December 2014
Bord Gáis Energy Index December 2014Bord Gáis Energy Index December 2014
Bord Gáis Energy Index December 2014
 
Bord Gáis Energy Index November 2014
Bord Gáis Energy Index November 2014Bord Gáis Energy Index November 2014
Bord Gáis Energy Index November 2014
 
Bord Gáis energy Index October 2014
Bord Gáis energy Index October 2014Bord Gáis energy Index October 2014
Bord Gáis energy Index October 2014
 
Bord Gáis Energy Index - September 2014
Bord Gáis Energy Index - September 2014Bord Gáis Energy Index - September 2014
Bord Gáis Energy Index - September 2014
 
Bord Gáis Energy Index - August 2014
Bord Gáis Energy Index - August 2014 Bord Gáis Energy Index - August 2014
Bord Gáis Energy Index - August 2014
 

Recently uploaded

AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 

Recently uploaded (20)

AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 

2011 Irish Social Media Awards - Winners Case Studies

  • 1. Supported by Bord Gáis Energy Celebrating the best of social media Winners Case Studies
  • 3. ContentS Introduction & Foreword 2 Best Customer Care using Social Media Best Twitter Account eircom 3 Vodafone 24 Best Facebook Page for a Business Spin 1038 8 Best Business Twitter Account Blacknight Solutions 27 Social Media Effectiveness Award Morning Ireland 12 Best Integrated Facebook Campaign Maltesers 29 Best Facebook Page Meteor Mobile 15 Best Use of Social Media for a Sponsorship Campaign Bank of Ireland, Leinster Rugby 32 Most Innovative Use of Social Media the Rumour Room 18 Acknowledgements 35 Best Online PR Campaign WeddingDates.ie 21 2011 Winners 36
  • 4. 2 Social Media Awards 2011 Winners Case Studies Introduction The first year of the Social Media Awards saw a fantastic number of quality entries, and we wanted to share submissions from just some of the winners in the various categories. It took us much longer than expected to get these together; but we decided to match the quality entries by putting a quality document together to show off these case studies. We’d like to thank the sponsors, the judges and those who came along on our first outing for their support. A very special thanks goes to everyone that works to promote social media in their organisations, and who sometimes have to turn around a whole organisation that might not see the value in social media to start with. Damien Mulley @damienmulley Social Media Awards Organiser Foreword It is evident from this year’s entries, shortlisted entries and winners that there is a top tier of Irish companies who have moved beyond ‘social media marketing’ and have become truly social organisations. this permeates across everything they do - from how they communicate internally and externally, to how they service and market to their customers. Content, king and all as it is, should no longer be the sole driver of strategy. Pushing content out across social media without any communications strategy is all well and good, but outside of it being a relatively cheap channel to ship content, it drives little value. It is now clear that you must pay equal, if not more, attention to the non-content driven challenges and opportunities that come with running a social media program. We’re looking forward to the 2012 Social Media Awards, and we are delighted to be in a position to support these great awards for the second year running. We are especially looking forward to seeing a few new names being in the running for Ireland’s most auspicious social media honours. Eoin Ó Súilleabháin @eoinos Digital & Social Media Manager * Stats quoted are as per awards submissions, screenshots are more recent.
  • 5. Best Twitter Account eircom 3 Best Twitter Account S Support, CM OvERvIEW @eircom Eircom is Ireland’s largest telecommunications company controlling over 60% 2,155 followers of the fixed line telephony market and 47.5% of the country’s 1.66m broadband subscriptions. Its subsidiaries Meteor and eMobile are both significant players w Case Study: in the mobile communications market. Gina Bowes is the group’s head of social Gina Bowes media and is responsible for the social media presence for all three companies. Head of Social Media Eircom Group the purpose of the @eircom twitter account is to be first and foremost a customer service channel. We want to be able to listen and respond promptly and personally to our customers and allow them to help us to understand their needs. w our twitter presence forms a part of the overall social media strategy within the organisation. one of the very first steps to approaching our twitter set-up was to be very clear in our overall social and business objectives, understand where our customers were and what they wanted from us in this space, Gina Bowes Head of Social Media, Eircom Group Like many other businesses with an online presence, eircom allow their customers to help themselves in the first instance by providing a ‘self-help’ section on their website with tutorials for customers, a visible frequently asked questions section, and an online customer service forum. Supported by Bord Gáis Energy
  • 6. 4 Best Twitter Account eircom their social media team also run a twitter account, We are flexible in relation a Facebook account and they maintain an official presence on Boards.ie. they are also in the process to on-going changes to the of uploading support tutorials to Youtube. opening hours given Twitter is How Social Media Works at Eircom ‘always on’. Our customers and Led by Gina, the social media customer care team their demand will ultimately consists of four full-time agents; tony, Mark, Ant & Steve, who listen, monitor, respond and engage in decide our opening hours. social conversations across all platforms on a daily basis. the team manages all of the social channels with the exception of Facebook & Youtube, although any CRM queries on these channels are flagged up and responded to by one of the four agents. the team monitor social media and are open for queries from 9am to 8pm Monday to Friday, opening hours which were amended based on feedback and demand. the team were even open to respond to queries on twitter over Christmas 2010 to offer customers their services during off-peak hours and help parents/kids with the wireless set up of some of Santa’s presents. We are flexible in relation to on-going changes to the opening hours given that twitter is ‘always on’. our customers and their demand will ultimately decide our opening hours. each morning they log on to all of the customer care systems and social channels and check for mentions of the brand and other key search words. Customers with general queries which can be managed by the team are categorised as ‘queries’, while those needing additional technical assessment are categorised as ‘escalations’. the interactions with customers across all platforms are captured on an internal system manually, and reported. Agents are set up with access to the same systems as call centre agents and even have some additional tech support systems based on the frequently asked questions they receive. the social media customer care team have a number of key performance indicators to measure their impact and ensure a consistent level of service to all customers who interact with the brand across all media. Agents must adhere to a response time of 20-30 minutes for each direct customer query received within their opening hours. the team also have a second-level support team at their disposal which is made up of subject matter experts across the company. If a social media agent cannot resolve the customer query at first point of contact, the team escalate the query via email to the tech support team. We have set time frames for resolution once a query cannot be resolved at first point of contact and requires further investigation. the social media team inform the customer of the time frame and log the interaction as an ‘escalation’ on the system. this escalation is then tracked Social Media Awards 2011 Winners Case Studies
  • 7. 5 and monitored by the social media team until the tech support team update the system and give a technical response. the customer is then contacted via email/phone call or DM – whichever is the customer’s preference. other KPIs include a commitment to resolving customer queries at the first point of contact, conducting a keyword search refresh every 30 minutes, driving traffic to website content, escalating queries within a specific time frame if necessary and increasing online interactions and community growth. the social media team capture the reason for contact across all the social platforms on their internal customer care tool, and feed this data back into the organisation on a weekly basis. there is also a weekly dashboard with all of the KPIs tracked and measured; and while the team used to email customers for feedback, they are now planning to launch nPS (net Promoter Score) across all of their social platforms to give a robust measurement of their customers’ satisfaction. the team also make use of free analytical tools to help them listen and monitor online conversations, such as Google alerts, tweetdeck, Klout, tweetstats, and hashtags.org. they have also used several paid-for social listening tools and services and are currently working with a third-party vendor to implement a robust social platform to allow in depth social listening capability for all social channels, including twitter. eircom provides ongoing training for the team on new twitter trends, competitor SWot analysis and through weekly feedback sessions. they have also set up ‘teach and tweet’ sessions for wider areas of the Group so that everyone can become familiar with twitter, the benefits of twitter for eircom, and to update them on the twitter team’s progress. there is an internal intranet site set up for employees to access the twitter feeds, access the customer comments, and also to educate them on the company’s social media and twitter guidelines. eircom also integrates its social channels into its marketing and content calendars. Given our objective is to extend our reach and engage with our customers, we realise that sharing information about new products works well socially, particularly via twitter — but only when the content is relevant and timely. We continuously look to share interesting content and tweak this on a weekly basis to ensure we are adding value to the community. the social media customer care team receive an internal advanced update on launches, messages, and offline/online campaigns weekly. they are also updated on the quarterly business objectives across Customer Service, Marketing and online; and assess how twitter and other social channels can assist in the delivery of key business objectives in order to maximise the benefits of the company’s social media presence. the team have a weekly content calendar they populate with key social messages and themes. these are aligned with the marketing calendar and campaigns. Specific metrics are put in place to measure the success of the activity in the twitter channel. Supported by Bord Gáis Energy
  • 8. 6 Best Twitter Account eircom vOlUME • With 2,155 followers currently on twitter, the @eircom social media team deal with approximately 75 queries and escalations per week through around 320 tweets and DMs. • Shortened links for self-help tutorials and FAQs generate an average of 250+ click-thrus to their support forum and website on a weekly basis. the same traffic increases tenfold if the account runs a competition. • there are 5,000 registered users of the customer service forum (eircom connect) making 1,200 visits per week. A further 150 queries are resolved on Boards.ie, also on a weekly basis. • When the team recently clashed a sample list of registered active users on their forums and customers who gave account details on other social sites against the call centre data, they found that 70% of this sample of social customers did not call the call centres post-social interaction. Gina’s Advice for Social Media Newbies Know your own business goals, vision and values. Understand your customers – who they are, where they are and what matters to them. Gina believes that before a business can know what type of persona to create in the realm of social media, they should first get to know their customers. Talk to them, email them and send them a questionnaire – ask as many questions as possible! Use the social media sites to understand the landscape and get a feel for the conversations. Ask the experts, ask people who are working in social media, ask other businesses – it’s a sharing environment and there are lots of clever people out there willing to give you the benefit of their experiences. Decide your content, marketing activity and social channels based on the above and define your social media strategy in collaboration with the key stakeholders of your business and agree social media objectives. Social Media Awards 2011 Winners Case Studies
  • 9. 7 Have someone co-ordinating the multiple areas/activities. There are many stakeholders and it needs to have someone driving the agenda pulling it all together and championing/ listening to your customer at all times. Set up tools to measure the social media objectives (these can be free Facebook analytics/Google alerts/Tweetstats/bit.yl or paid-for social monitoring services). Ensure social media policies/governance/escalation processes/ crisis management procedures are all in place. Make sure you have the right amount of resources in place and make sure they are customer focused and social media savvy. lastly, in the words of Nike – Just Do It! It’s not an exact science, it’s not going to be perfect, you don’t have control over the outcome but you can be prepared as much as possible. Be authentic, be personable, be social! WINNER’S STATEMENT the recognition, at peer and industry level, that our social media presence is having a positive impact was a huge boost for the internal team and for the brand. It can help internally champion the social media message to those less engaged and it re-energises the cross-functional social media teams. Putting the information together for submission made me evaluate and review the operational structure of the social media activity across both eircom and Meteor and really take stock of our processes and achievements to date. It also gave the business an opportunity to reflect on the social objectives set, bench- mark our progress and align our metrics. At times we are so engrossed in our daily routines we forget to look up and around and share our experiences both positive and negative, this can help strengthen the social media community in Ireland. Supported by Bord Gáis Energy
  • 10. 8 Best Facebook Page for a Business Spin 1038 Best Facebook Page for a Business gn Non-Campai OvERvIEW facebook.com/ Spin 103.8fm is an independent radio station based in Dublin catering for the spin1038 capital and the surrounding areas with a target listenership of those under 30. w 112,139 fans We place a huge emphasis on interactivity and audience participation from Case Study: song requests to talk show discussions. Jamie Crawford CEO, Spin 1038 traditionally, radio stations use text and phone calls to interact with their audience, and until the birth of Facebook, Spin 1038 was no different. However, Facebook now enables us to engage our audience in a new way, and to a level that was previously not possible. w Jamie Crawford CEO, Spin 1038 Spin 1038’s Facebook page is now used on a number of different levels, primarily, Jamie says, to engage in a conversation with their audience. But, he says, the station is increasingly using the page to generate listener-driven content for shows such as the breakfast show and talk show. each topic on the talk show is communicated to our Facebook fans to allow them to get involved and give us their valued opinion. But our Facebook page isn’t just a forum for interaction; users can also listen to Spin 1038 and watch Spin 1038’s online tV channel Spin tV. Social Media Awards 2011 Winners Case Studies
  • 11. 9 How Social Media Works at Spin 1038 Within our social network Social media is a vital component of our marketing strategy, so much so that in 2010 we have our own community we developed a new role within the company of staff working on our of Social Media editor page, which we feel reflects this function is cross-departmental and the the nature and ethos of Social Media editor liaises daily with the marketing, programming and sales departments social networking within Spin 1038. He also patrols all of the Facebook activity from our fans ensuring there are no extreme comments, bullying or spam from other brands being posted on our page. However, the Social Media editor is not the only person within Spin 1038 who updates their Facebook Page. Spin have designated over 20 administrators for the page ranging from the marketing department, to presenters, to the Ceo. Within our social network we have our own community of staff working on our page, which we feel reflects the nature and ethos of social networking. each presenter has their own style, plays their own music and therefore it is critical that their identity and personality is reflected on the Facebook page during their shows, where they use it to get people to request songs and get people to read their blogs on our website or participate in on-air competitions, they do not do this without guidelines however. Spin 1038 has developed a strict Social Media Policy which is issued to all users and monitored closely by the Social Media editor, Webmaster and Programming Director. We take care to avoid annoying our users and we do not allow more than one post per hour, unless there is breaking news which we feel our users want to hear about. We also have banned straight marketing messages. every single post on Spin 1038 is designed to encourage participation, feedback and engagement. Should any member of staff post a straight marketing message on the wall, the Social Media editor will remove the post immediately, Weekly fan targets are set by the management team and the page is currently exceeding approximately 1,250 new fans per week. Management have a monthly Facebook strategy meeting with the Social Media editor, marketing department and programming department to develop plans to hit these targets each month. the Spin 1038 Facebook page is also promoted on Spin 1038 via 30-second promos and live mentions. Where relevant, all marketing material (ranging from print ads to merchandise) carries the Spin 1038 Facebook page address. Supported by Bord Gáis Energy
  • 12. 10 Best Facebook Page for a Business Spin 1038 Unique Content We also use our Facebook page to inform, entertain and reward our loyal fans. Recently a pair of tickets for Bruno Mars received over 2000 comments in two hours. After two minutes, the post received over 120 comments, that’s one comment per second which demonstrates an extremely active and responsive community. Spin 1038 have also teamed up with Universal Pictures to provide their fans with exclusive content, such as the online premier for the trailer of Bridesmaids. Rewarding their fans with such current content is also beneficial to Universal, which uses the community Spin 1038 has built as a forum for feedback on Universal movies prior to release. Jamie’s Advice to Social Media Newbies Whether through twitter or Facebook (or a combination of both) social media can be an exciting way to engage with your customer and create positive brand awareness. It is important however to get this right as using social media badly can turn people off very quickly. Here are some tips on how Spin 1038 have used Facebook effectively: Keep it simple. Nobody likes to see long-worded updates pop up on their wall, and the eye generally skims over paragraphs. Try to keep an update down to one or two snappy sentences. Get your point across in bite-sized form and the response rate will increase. Respond and listen to your followers. Keep an eye on what people are saying to and about your company. Try to respond to any queries posted on your wall and keep the dialogue open. Do what you do well. Focus on what you would like to achieve with social media and have a clear idea of what your company is ‘about’. We focus on entertainment stories and competitions, our Facebook followers know what to expect from us, and we deliver on that expectation. Social Media Awards 2011 Winners Case Studies
  • 13. 11 Be a friend rather than a faceless brand. Don’t push your brand or product too much — social media users will see through a hard-sell tactic straight away. Update with something that has interested you today or kick-off a discussion as you would with friends. We often post something as simple as ‘what do you prefer, baked beans or mushy peas?’ which starts a chat amongst our followers and brings Spin 1038 into the centre of a fun chat online. This vibe of a casual friend creates a positive feeling toward the brand. Competitions are a great way to reward your followers. Some companies use competitions as a blatant means to increase their followers — ‘get five friends to follow us and you could be in a draw’ etc. We feel it is better to reward the followers we have with great prizes and the good word about the brand will naturally spread. Supported by Bord Gáis Energy
  • 14. 12 Social Media Effectiveness Morning Ireland Social @morning_ireland Media Effective- 25,000 followers w ness facebook.com/ morningireland w 427 fans w w Case Study: OvERvIEW lisa Pereira Morning Ireland is Ireland’s most popular current affairs radio programme with Studio & Web an average daily listenership of 450,000. The show is one of Ireland’s longest Producer running too; having been on air for over 27 years. Morning Ireland Appointed two years ago, Lisa Pereira, Morning Ireland’s studio and web producer, has overseen the development and delivery of the show’s social media and online presence. Lisa has worked closely with RtÉ’s technical and publishing departments to provide content for new platforms such as podcasting the show, allowing listeners to watch the studio via live webcam and interact with the show via social media. the programme also engages listeners through a weekly news quiz. Before going go on air at 7am each day, Lisa publishes the news bulletin on their website (rte.ie/morningireland), then tweets the link and posts it on Facebook. She does the same with the link to the studio webcam. During the course of the programme, Lisa says she tweets as much as possible, although admits; Social Media Awards 2011 Winners Case Studies
  • 15. 13 this is subject to how busy we are. We wanted to hear what our Lisa Pereira Studio & Web Producer listeners had to say; we wanted Morning Ireland their views, their feedback, and After the programme, Lisa will tweet links to their input into stories interviews that were on the programme, and posts them on the show’s Facebook page. Morning Ireland knew that it needed to adapt to the new media landscape. Listeners are no longer passive recipients of news and current affairs, and they no longer listen in the traditional way (at home or in the car, via analogue radio). our aim was to bring the programme to people in whichever way they chose to listen, and at whatever time. We also wanted to hear what they had to say; we wanted their views, their feedback, and their input into stories which we were trying to cover. Impact our campaign has been more effective than we could have imagined. not only have we established a dialogue with our listeners which we never had before (almost 20,000 followers on twitter, hundreds of letters to the Letters to the editor page, several pages of blogs, photo galleries including pictures taken by our listeners, some 80,000 podcasts per month, a news quiz which gets hundreds of respondents every week) but we have also tapped into a vast source of contacts and information which were not available to us before. With the earthquake and tsunami in Japan, we were able, via twitter, to contact people, including Irish people, very quickly. Social media has made it much easier for us to find people around the world who can give us information. nowadays when we Google a person, more often than not, their entry will come up first on Facebook, twitter or LinkedIn. Lisa says it’s difficult to measure the effect of social media on the programme’s listenership figures. the latest JnLR figures have the show at a listenership of 450,000, an increase of 23,000 on the previous figure. But Lisa says it’s hard to know what caused this. It has been crucial, and very instructive, for us to be able to measure precise responses to our programme. We can now count exactly how many times a particular interview was streamed, or how many times our webcam was viewed, or how many podcasts were downloaded. We know, for example, that during last winter’s snow disruption, the number of hits to our website went up dramatically when we published links to the Supported by Bord Gáis Energy
  • 16. 14 Social Media Effectiveness Morning Ireland different transport operators (Bus eireann, Dublin Bus, Luas, Iarnrod eireann etc.). these measurements guide us on what’s important to our listeners, and help us design the ways in which we deliver our information in a way which suits listeners best. lisa’s Advice to Social Media Newbies I’d advise people to get to know how Twitter and Facebook work before using them for your company. Set up a personal account and experiment with how the interaction works. It’s better to make a mistake as an individual than as a company. The other piece of advice I’d give is, don’t put anything online that you wouldn’t be happy to see on the front page of a newspaper. Social Media Awards 2011 Winners Case Studies
  • 17. Best Facebook Meteor 15 Best Facebook Page OvERvIEW facebook.com/ Meteor is one of Ireland’s main mobile telecommunications providers and is part meteor of the Eircom group. Caitriona O’Connell is a member of the marketing team at w 66,909 fans Meteor and manages the Facebook page on behalf of the company. Case Study: the purpose of Meteor’s Facebook Caitriona O’Connell CAMPAIGN STATS page is to communicate with Marketing Team (May 2011) our customers in a space where Meteor Mobile they are active and engage with • new Likes per month 4,391 them by providing fun, interesting content which is relevant to them. • Monthly unique w page views 13,628 We aim to bring the Meteor brand • Monthly active users 33,101 to life online and encourage and generate genuine brand advocates. • Monthly Likes & Comments 3,221 Caitriona O’Connell Marketing Team, Meteor Mobile the Meteor Facebook page is managed and run internally by one full-time resource solely focused on the brand’s Facebook page and other social media channels. Caitriona believes managing the Meteor Facebook page internally, especially by someone inherently involved in social media, allows for real time interaction with fans; as well as the ability to be slightly more edgy and much less ‘corporate’. Supported by Bord Gáis Energy
  • 18. 16 Best Facebook Meteor Caitriona ensures that comments are quickly At Christmas we gave responded to and says there is regular ‘friendly banter’ between the Meteor Facebook team and their fans. away ‘Xmas pressies’ to our Facebook fans. They could Driving Traffic and Sales choose between a ¤10 Meteor’s Facebook page now forms a part of any voucher off a phone or mobile integrated marketing campaign run by the company. Caitriona liaises with a digital agency to create bespoke broadband. We ran this artwork and media for Facebook competitions and through an application on our games which support the relevant campaigns such as the latest BlackBerry launch. Facebook page We work closely with our product marketing and handset teams to ensure we capture any important Meteor product and service news, and new handset releases, in our schedule. We also try to keep our content relevant. We monitor pop culture trends, Irish news, events, etc. and post updates pertinent to those. to drive awareness of our Facebook page we incorporate links to our page on all online touch points with customers — on our customer forums (forums. meteor.ie), our Goodie Bag website (meteorgoodiebag.ie), e-zines and online store order confirmation emails. We recently launched our ‘Meteor Mighty top Up Deals’ campaign which included PR activity and on street activity. We used our Facebook page to announce to fans the location and times at which the team would be visiting our retail stores and giving away free call credit. this helped to drive foot fall to stores and sign up to our new pre pay offers. At Christmas we gave away ‘Xmas pressies’ to our Facebook fans. they could choose between a ¤10 voucher off a phone or mobile broadband. We ran this through an application on our Facebook page. Fans submitted their name and email address and were then sent a promotional code which they could use in store or online to redeem against the cost of a phone or mobile broadband device. this helped to drive sales in the busy Christmas period, as fans used the vouchers to purchase gifts for friends and family. Caitriona regularly uses Facebook ads to drive ‘Likes’ to the Meteor page as well as create awareness of current marketing campaigns. When launching our page, we found Facebook Ads were a great way of creating awareness of our page. During months where we run Facebook Ads we see a spike in the number of ‘Likes’ we receive. We have seen good results from Facebook Ads with a low CPC in comparison to other online advertising. We don’t focus solely on the number of ‘Likes’ as we don’t feel the actual numbers are as important as an active and engaged fan, but we monitor our active users and aim to keep a high percentage of our fan base. Social Media Awards 2011 Winners Case Studies
  • 19. 17 Caitriona also says she occasionally uses the bit.ly service to track clicks on links, mainly those pointing to the Meteor online store. We also use Google Analytics to analyse traffic sources coming to meteor.ie from Facebook. Facebook Insights also tells us a lot about views of our page. Caitriona’s Advice to Social Media Newbies Put the resources behind it – people and budget. If you are going to set up a presence on Facebook or Twitter, it needs to be monitored daily and updated regularly. Prepare for and be willing to accept positive and negative feedback from customers and put the processes in place to resolve any customer queries or complaints quickly. Use social media for research – ask customers what they think, what they like and don’t like, but don’t just do it for the sake of it, be prepared to act on their responses. WINNER’S STATEMENT We gained awareness of our page and of our effort in the social media space through the Social Media Awards. It boosted the morale of staff working in the area and allowed those who attended the awards to meet others in the industry. We also got the chance to see what other brands are up to through the social media awards website and we learned that while we have made good inroads into the social space, there is more that can, and will, be done. A lot done, more to do, as they say! Supported by Bord Gáis Energy
  • 20. 18 Most Innovative use of Social Media the Rumour Room Most Innovative use of Social Media OvERvIEW @therumourroom** Through social media, RTE’s The Rumour Room aimed to connect with its young 2,479 followers audience on their level. It offered a live and interactive platform for them to contribute their opinions on issues and topics that related to them while the show w facebook.com/ was both on and off air. The show aired three times a week from October 2010 The-Rumour-Room** until April 2011. w 4,718 fans the team say they always tried to let the teenagers watching feel they were as much Case Study: a part of the show as the presenters; and for them to feel the presenters Sinead, Stephen Byrne Stephen, Katie and Jarlath were their friends. TV Presenter The Rumour Room the objective was always to allow young people to voice their opinions w and give them control from the comfort of their couch through creating a 360-degree media experience. Viewers knew to have their twitter and w Facebook accounts open either on their lap with a laptop or in the palm of their hand with their phone when they were watching. Stephen Byrne TV Presenter, The Rumour Room Stephen believes that what made the Rumour Room innovative was a constant connection with its audience. A topic was introduced at the top of the show and it would be discussed and concluded by the end. Katie Van Buren, one of the presenters, would let viewers know the results of the polls conducted on twitter through twitpoll.com which were run throughout the show. ** Please note: These profiles are no longer active Social Media Awards 2011 Winners Case Studies
  • 21. 19 Stephen was always on his iPad delivering comments, opinions and ideas from the viewers through twitter All throughout the week, and Facebook. morning, day and evening, the It was exciting because viewers would, at times, presenters stayed present change the direction of the entire show, A guest would also be present, allowing the viewers at online discussing various home to have a conversation with them, asking relevant teenage topics so questions and putting them on the spot with information that couldn’t be rehearsed. that the viewers really felt they were just like a friend A key thing for Stephen and the team was the show didn’t end when the studio lights dimmed. All throughout the week, morning, day and evening, the presenters stayed present online discussing various relevant teenage topics so that the viewers really did feel that they were just like a friend they could text and talk to with the click of a keyboard. even Stephen’s involvement in the show was the product of his own innovation with social media. He began his career producing Youtube videos with a webcam in his bedroom as a teenager, going on to reach 22,000 twitter followers, five million Youtube views and 77,000 subscribers to his content. Impact the social media presence definitely had an impact on viewing figures, both online and on television. It immediately turned what was a national Irish show into an international one with both the live streams and Rte catch-up attracting daily audiences in the UK, Sweden, the netherlands and the United States. Stephen says 15% of the people who participated in conversation with the presenters on twitter and Facebook during the show were from outside of Ireland. the results were phenomenal, and the response from teenagers watching the show was a real testament to how important social media is in their lives today, on twitter, the show twice reached the top ten Irish trending topics; beating out the general election itself to top spot the week of polling. It even once broke into the worldwide top 10 back in February 2011. the week which saw the highest number of interactions had over 3,000 @replies received, with 1,700 of them coming in the space of a 30 minutes live show. on Facebook, things were just as impressive; with the show receiving over 13,300 post responses since January 2011 alone and over 650,000 post views on the page since January 2011. the page now stands at just over 4,700 likes. Content produced in the show also went viral through mediums such as Youtube. the music video Sk8r Gurl reached 46,000 views and Super emo Disco Party 20,000 views. Supported by Bord Gáis Energy
  • 22. 20 Most Innovative use of Social Media the Rumour Room Stephen’s Advice to Social Media Newbies First off you need to know your audience and where they are online. What do they use? How can you make social interaction with your brand less of a chore for them to be involved with? You should always try to make your demographic feel like they’ll miss out on something if they don’t investigate what it is you’re doing. What worked for The Rumour Room was the fact that the audience could not only participate in the show from their Twitter feed, but they were interacting directly with the presenters void of any filtering system or prior moderation by a production team. It opened up a conversation through the television set, from their phone or computer straight to the studio iPad. Any brand should definitely look at making the person or group tweeting for them familiar to their audience. Why would I want to just read something a brand says? You have to know that there is a person there and know what it is they know and do. If its multiple people, then create a personality and character that can be maintained by them all. It’s the difference between talking to a friend and talking to a robot. WINNER’S STATEMENT We definitely entered the awards to see how our attempts in social media compared to those across Ireland. We would consider ourselves to be well informed on social media trends and the process it takes to build a well- structured campaign and maintain it. one of the great things about social media is that everyone has a different experience of it. For some people it can create new worlds that bridge different cultures and societies, while for others it just takes the form of a free text message service. Social Media Awards 2011 Winners Case Studies
  • 23. Best Online PR Campaign WeddingDates.ie 21 Best @weddingdates 1,285 followers Online PR Campaign w facebook.com/ weddingdates w 1,880 fans youtube.com/ weddingdates 13,392 views w w Supported by Bord Gáis Energy
  • 24. 22 Best Online PR Campaign WeddingDates.ie OvERvIEW Case Study: WeddingDates.ie is a directory website which helps Irish couples select a venue Ciara Crossan for their wedding celebrations. Run by MD, Ciara Crossan, the website won Best Managing Director Online PR Campaign at the Social Media Awards in 2011 for their participation in WeddingDates.ie the World Wife-Carrying Championships in July 2010. As part of the campaign the CAMPAIGN STATS WeddingDates.ie team travelled (1st June 2010 - 31st July 2010) across europe in a camper van and documented the whole journey and the • Website traffic 2,165 Page views event itself over an eight-day period to ‘Wife Carrying’ by filming, editing and uploading daily section of blog videos to their Youtube channel, and by updating Facebook and twitter and • Facebook Likes Increased by 80 interacting with followers at home in • Facebook Page views 3,549 Ireland. the trip involved two full-time staff members and took two weeks’ travel time. Ciara and her team raised ¤5000 in sponsorship from the Carlton Hotel Group who ran a special offer on the back of the campaign, which helped to increase the exposure of the campaign for WeddingDates.ie by teaming up with a related business. the campaign was sponsored by a number of other companies who also highlighted the campaign on their social media channels including Celtic Campervans, Fastnet Line, Maxroam, tom Murphy Menswear, Hairy Baby and Red Fly Marketing. In all, the team created eight videos which can all We became known as a be found on the WeddingDates.ie Youtube channel (youtube.com/weddingdates) or on their dedicated company that embraces quirky, blog (weddingdates.ie/wifecarrying). they also kept fun events and this has enabled people at home up to date with progress by tweeting and updating their Facebook page as well as posting us to relate to our customers, photos from the trip. venues and suppliers the campaign received a large amount of attention back home over its duration. Much of this traffic Ciara puts down to a high volume of mentions and retweets on twitter during the travelling period including mentions by two users with high follower counts: @RickoShea and @CarltonHotels. the campaign was a huge success. the story was picked up by Irish examiner journalist eoin english (@eoinBearla), and we did ten radio interviews (local and national) as a result including 2FM, today FM, newstalk, 4FM, Red FM. We also became known as a company that embraces quirky, fun events and this has enabled us to relate to our customers, venues and suppliers who want Social Media Awards 2011 Winners Case Studies
  • 25. 23 to reach out to quirky brides and do unusual weddings. We are seen in the industry as an alternative to some of the more traditional wedding sites. Ciara Crossan Managing Director, WeddingDates.ie Ciara says the campaign objective was to increase the profile of the business rather than acting as a direct sales tool, pointing to the exposure in the national and local press. We make sales by signing up hotels to the website. there were no additional sales that were directly attributed to this campaign alone, but the goodwill and positive feeling as a result of the campaign were high. Ciara’s Advice to Social Media Newbies Make it engaging — try to think of things that have not been done before for large scale campaigns. Try things in a small way first to test them and then invest if the response to the test is good. Supported by Bord Gáis Energy
  • 26. 24 Customer Care using Social Media Vodafone w Customer linkedin.com/ vodafone-ireland Care using 1,228 connections Social facebook.com/ Media vodafoneireland w 68,443 fans w @vodafoneireland 13,473 followers w w w Social Media Awards 2011 Winners Case Studies
  • 27. 25 OvERvIEW As one of Ireland’s largest mobile communications companies, it’s not surprising Case Study: vodafone’s Joanne Jenkinson, one of the company’s social media executives, Joanne Jenkinson believes social media has an important role to play in how the company interacts Social Media with its customers. Executive Vodafone Ireland the objectives of customer care through social media is to interact with customers on a more in-depth level and provide them with a comprehensive level of service. Using social media as an in depth customer care tool has shown to be extremely useful, greatly enhancing a customer’s ability to easily contact us about any issue they may be having and have it dealt with in a timely manner; while also informing new and existing customers of new offers, promotions and news related to Vodafone services. Joanne Jenkinson Social Media Executive Vodafone Ireland Using social media as a channel to resolve customer queries about their products and services is not by any means a new phenomenon, but what makes Vodafone’s approach so successful? Vodafone currently deals with around 360 customer queries via their Facebook page with another 500 (approximately) via their twitter Using social media as an in- account every month. depth customer care tool has Both networks are used to interact with and point shown to be extremely useful, customers to support forums where frequently asked questions can be browsed and searched by the greatly enhancing a customer’s customer themselves. However, when issues cannot ability to easily contact us easily be dealt with publicly and require more in depth levels of customer care, these queries are moved to about any issue they may either direct messages, private messages or email. be having once a comment or query is posted on the Facebook wall, twitter feed or Boards.ie forum, the social media team will check the issue and respond to the customer in a timely manner. Sometimes we need to refer customers to email addresses which will allow for each query to be dealt with personally and privately given the often sensitive nature of details. If an issue is more simply responded to, it is sometimes referred to tech support for further assistance, and a comment assisting or answering a query is posted or tweeted. Going forward, Joanne says Vodafone are planning to measure the impact their social media presence has on the volume of calls they receive to their helpdesk. We’re currently in the process of implementing a new CRM system that will allow us to directly link post views on our social media channels and call prevention to the helpdesk so we’ll have hard metrics soon. Supported by Bord Gáis Energy
  • 28. 26 Customer Care using Social Media Vodafone Joanne’s Advice to Social Media Newbies So what advice does Joanne have for those starting out on the social media path? Before setting out, a company needs to define clear objectives and decide what they want to achieve through social media — be it to improve customer care, raise brand awareness and loyalty or deliver on sales targets. This will help a company manage expectations and ensure that it is measuring its activity to meet its overall objectives. They shouldn’t look at social media as a broadcasting tool but rather approach each interaction and initiative on a case by case basis. Social Media Awards 2011 Winners Case Studies
  • 29. Best Business Twitter Account Blacknight 27 Best Business Twitter Account keting Sales & Mar OvERvIEW Blacknight is an Irish company specialising in web hosting and co-location and @blacknight has over 120,000 domains hosted on their servers. Run by MD Michele Neylon, 7148 followers the company have used Twitter for both sales and marketing and customer care purposes. w Case Study: Michele Neylon We don’t track the number of interactions on a weekly basis as this isn’t a Managing Director useful metric for what we are doing. our twitter account is a core part of our Blacknight Solutions customer service and sales strategy. We use it to assist clients with queries, deal with customer service issues, technical service updates as well as pushing out promotions and special offers and company news. Michele Neylon w Managing Director, Blacknight Solutions Michele estimates he and his team tweet on average 24 times per day. there’s a mixture of announcements and replies to customer queries. the account is recommended by twitter as one of the ‘must-follow’ accounts for Ireland. Either do social media properly, or don’t do it at all When asked about sales conversions from tweets, Michele says measuring such statistics is not an exact science for his team. Supported by Bord Gáis Energy
  • 30. 28 Best Business Twitter Account Blacknight It’s hard to track direct increases, but we have promoted twitter-specific promotions that have converted directly into sales. We promote several sites via social media channels and we segment them, for example; our discount codes and promotions are all on domainoffers.me. Looking at our account, we appear to be getting a couple of thousand referrals per month from twitter, but the exact percentage of sales that convert is hard to say, as a coupon code or other offer is only traceable as part of the overall campaign and not a specific source. Michele’s Advice to Social Media Newbies Either do it properly or don’t do it at all. What I mean by that is that social media is all about engagement and relationships. You can’t expect it to be an ‘overnight success’ so you need to be ready and willing to stick with it over a long period of time, as it will eventually (if done correctly) reward you. WINNER’S STATEMENT our social media presence is a team effort and getting recognition for it is an achievement that we as a company are extremely proud of. We are not a marketing company, so entering the awards forced me to focus on what we were actually tracking and has probably made me think more about what we could and should do to track it better in the future. However, having said that, I don’t think that social media, for us at least, is purely a sales channel. It’s an integral part of our customer service and communications and marketing. Seeing so many different organisations at the awards ceremony was fascinating and exciting. When you go to ‘industry’ events, there’s an awful tendency to see the same people time and again, while with the Social Media Awards there was a much wider and more diverse cross-section of people, businesses and organisations. Social Media Awards 2011 Winners Case Studies
  • 31. Best Integrated Facebook Campaign Mars Ireland 29 Best Integrated Facebook Campaign Ads Page, App & OvERvIEW This was Mars Ireland’s first foray into social media, and as such the campaign facebook.com/ budget was very small. Mars saw the campaign as a pilot for their social media maltesersireland w engagement. Dena and her team went about developing a campaign in which 3,181 fans Maltesers could position itself as the brand which brings a little light-heartedness to nights in. Case Study: Dena Walker our brief was to create a reason for consumers to interact with the brand and Irish International begin to develop a community of Maltesers advocates that we would build an engagement programme around. After Christmas, as the new Year starts, our target audience (women aged w 18–34) are limited in their consumption of confectionery by two things: they’ve just started to diet as part of their new Year’s resolutions, and they’re strapped for cash after the indulgences of the festive season. As a result, they’re staying in at weekends, more than they normally would and it gets a bit boring. Dena Walker Irish International Dena and her team went about developing a campaign in which Maltesers could position itself as the brand which brings a little light-heartedness to nights in. Consumers within our target understand Maltesers to be the most diet-friendly option when it comes to sneaking in a little chocolate indulgence. From mid- Supported by Bord Gáis Energy
  • 32. 30 Best Integrated Facebook Campaign Mars Ireland January 2010, Mars Ireland ran a price promotion on Our page was to be the all confectionery products within their range (M&Ms, Maltesers, Mars, Galaxy & twix). hub of all campaign activity, with the sole intention of We decided to encourage our consumers to ‘Celebrate the Great Indoors’, because after all, when it’s generating engagement cold outside, there’s not much that’s better than and brand advocacy putting your feet up and enjoying company, craic and chocolate, Given the 9-week duration of the campaign and the target audience that we were seeking to engage with, Facebook was felt to be the best platform for activity. our page was to be the hub of all campaign activity, with the sole intention of generating engagement and brand advocacy, and obviously encouraging sales where possible, Among the tools used to generate engagement was an ‘excuse Generator’ application. the excuse generator was a playful tool that our audience could use to generate an excuse for them to stay in, rather than go out. the application randomised a selection of excuses and allowed the user to publish their wacky excuse to their wall (and thus share within the news feeds of their networks). In addition to this, we also ran a competition where users were able to upload pictures of themselves ‘celebrating the great indoors’ via our application, to enter a weekly prize draw to win a ‘Great Indoors Prize Pack’ featuring sharing pouches, fleece blankets, slipper socks and a DVD box set or a Rock Band starter kit. the day-to-day management of the page involved: moderation of user-generated- content within the application, moderation of posts to the main page wall, selecting weekly winners for the competition, and posting scheduled daily updates about fun indoor activities. All of the engagement initiatives were executed in the hope of sparking conversations and encouraging interaction with the page. Dena and her team created a content plan that detailed the volume of updates from the brand, so they could strike a balance between engaging and overkill. We scheduled posts based around current news and pop culture stories, to ensure that the content of the page was always current, and always light- hearted, in keeping with the Maltesers brand. Campaign objectives were established before we went live, which detailed the number of ‘Likes’ we aimed to achieve as well as the level of interactions and competition uploads that we believed would determine success. Social Media Awards 2011 Winners Case Studies
  • 33. 31 engagement levels throughout the 9-week campaign remained relatively consistent according to Dena with ‘new page likes’ averaging approximately 50 per day, although Dena says this was heavily skewed towards the start of the campaign when a low- volume ASU campaign was also running. overall Mars Ireland spent around ¤4,000 on the campaign, most of which was limited to an ASU budget which comprised of two one-week bursts in Weeks one and three of the campaign. there was also some low-level PR in addition, with a small group of influential bloggers who were offered ‘Great Indoors Packs’ to give away on their blogs. Supported by Bord Gáis Energy
  • 34. 32 Best Use of Social Media for a Sponsorship Campaign Bank of Ireland, Leinster Rugby Best Use @bluemagicrugby of Social 686 followers Media for a w w Sponsorship Campaign bluemagic.ie 32,634 views w w OvERvIEW Case Study: Bank of Ireland has sponsored the leinster Rugby club since the 2007/8 season Dena Walker when they first launched ‘Blue Magic’. According to Dena at Irish International the Irish International term ‘Blue Magic’ stands for the flashes of brilliance that are unique to leinster Rugby, and which set them apart from the opposition. Very quickly the phrase ‘Blue Magic’ became part of the CAMPAIGN STATS Leinster Rugby vernacular, with the team and media adopting it. • Supporter Uploads the adoption of ‘Blue Magic’ by to Website 800+ the Leinster Rugby team and fans • iPhone App Downloads 3,028 was seen as very successful, but it was felt by the bank that they • Blue Magic could do more to leverage their Moment Views 30,000+ Social Media Awards 2011 Winners Case Studies
  • 35. 33 sponsorship to Leinster fans across the province, rather than just at the matches. We set out to create a site our brief was to develop an online presence that was full of rich, engaging and programme of engagement that would content that would speak to enable Bank of Ireland to develop a community of Leinster fans beyond matches, and ultimately the hearts of Leinster fans increase consideration of the bank from within across the province the community of fans. Dena Walker Irish International Before developing the website, Dena and her team created some user personas, so they could fully understand the habits, needs and requirements of various types of rugby fan. this enabled them to develop content that would really excite and inspire fans to engage with the site. Dena and her team created several areas within the site, including: Blue Magic Moments An area in the site where Leinster players reviewed specific Blue Magic Moments, to give fans an insight into how they did what they did and what was going through their heads at the time; thus bringing them closer to the action. Your Blue Magic An area where fans can upload their own blue magic examples whether as a fan at a match, or playing rugby within the province of Leinster. The locker Room A private area within the website dedicated to bank customers. they are given a log in code to access the area, where they can enter exclusive competitions and gain access to exclusive content. We also created an iPhone application based around the popular top trumps game, called Leinster Legends, which was available for free download from the itunes store. the game saw past and present Leinster players pitted against each other. Game players were able to play against the computer as well as their friends. Dena and her team also created an engagement piece called Wear the Blue Jersey, where site visitors could upload their photo to appear in a video as Leinster’s newest signing. throughout the site, social media integration was key, with Facebook Connect being used to enable users to share content that they liked and to spread the word across their own networks. to date the campaign’s growth has been purely organic, as Bank of Ireland have not yet invested in any above-the-line media, limiting promotion to featuring the URL on Supported by Bord Gáis Energy
  • 36. 34 Best Use of Social Media for a Sponsorship Campaign Bank of Ireland, Leinster Rugby general club sponsorship communications. the website and iPhone app were promoted through a soft launch on Leinster Rugby’s Facebook page, with some voluntary support from key online bloggers. We set out to create a site that was full of rich, engaging content that would speak to the hearts of Leinster fans across the province and compel them to visit the site, becoming part of a community with the sole purpose of celebrating not only Leinster Rugby Club, but also the fans and the wider, rugby playing community across the province. Looking at the engagement statistics, it looks like Dena and her team at Irish International did just that. Social Media Awards 2011 Winners Case Studies
  • 37. 35 Acknowledgements We would like to thank Michelle McCormick @shellymc and Ian Power @powerian for compiling these case studies. Supported by Bord Gáis Energy
  • 38. 36 2011 Winners Facebook Page for a Business Integrated Facebook Campaign Blog of a Business Spin 1038 (Page, App and Ads) Sponsored by Frontline LED facebook.com/spin1038 Maltesers Ireland Curious Wines facebook.com/maltesersireland curiouswines.ie/blog Facebook Page for a Non-Profit Organisation Best Business Twitter Account – video/video Campaign Dublin Zoo Marketing and Sales (non broadcast) facebook.com/dublinzoo Blacknight Sponsored by Publicis QMP @Blacknight Laughing Kookaburra Goldnomics Facebook Page for a Business (Owner Managed) Best Twitter Account Meteor Mobile Support, CRM Online PR Campaign facebook.com/meteor eircom Sponsored by ESOF 2012, Dublin @eircom City of Science Wedding Dates Social Media Awards 2011 Winners Case Studies
  • 39. 37 Use of Social Media Best Use of Social Media For a Integrated Social Media Campaign by State Body/Org Sponsorship Campaign Sponsored by GrabOne.ie Sponsored by pTools Bank of Ireland Leinster Blue Magic Meteor Defence Forces Innovative Use of Social Media Agency for use of Social Media Best Mobile App Sponsored by Arekibo Sponsored by Newsletter.ie oxegen 2010 Rte’s the Rumour Room Irish International Customer Care using Social Media Social Media Effectiveness – Grand Prix (Integrated) conversions, metrics etc. Sponsored by Bord Gáis Energy Sponsored by DoneDeal Sponsored by Kantar Media Meteor Mobile Vodafone Ireland Morning Ireland, Rte Supported by Bord Gáis Energy
  • 40. SUPPORTED BY Bord Gáis energy is proud to support the Social Media Awards. Since our early foray in to the social media arena back in 2009, w as part of the Big Switch campaign, we’ve seen a marked increase in the percentage (now at 59%) of our customer base who now say they use social networks on a regular basis. Bord w Gáis energy is committed to meet, and exceed where possible, the needs of this ever growing group through innovative and practical use of social media to connect with, serve and w understand our customers. w bordgaisenergy.ie facebook.com/BordGaisEnergy w @BordGaisEnergy w socialmediaawards.com The 2012 Irish Social Media Awards will take place in the Mansion House in Dublin on Thursday 17th May. w socialmediaawards.com @socmediaawards (#sockies) facebook.com/SocialMediaAwards w w