Outlines social media best practices that can be adopted by businesses by looking at case studies of McDonalds, Jeep and EMC have engaged in the social space.

1. November 16, 2010
Social Media Marketing
Optimizing Social Media for Business

2. SOCIAL MEDIA FOR BUSINESSES
• Social Media allows firms to connect, learn, and interact with individuals
or groups that have an interest in information around the firm’s business
i.e. the industry, products, services, news, trends etc. through online
social mediums (e.g. Facebook, Twitter etc.).
• 3 key benefits of Social Media:
• Listen to the Social Voice: Direct contact with your audience (i.e.
customers, prospects, partners etc.) provides an incredible opportunity to
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customers, prospects, partners etc.) provides an incredible opportunity to
listen and hear what they are saying about your business.
• Maximize your Online Reach: Multiple platforms (i.e. Facebook, Twitter
etc.) to publish information can help maximize reach to your key
constituents, deliver pertinent information and increase “findability” for your
users.
Optimize your Network Power: Information regarding your social
constituents (their behavior, connections, groups, influences, and patterns)
can reveal highly relevant detail, applicable to your operational and
marketing strategy.
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3. CASE STUDIES
• With an organized social presence, companies can maximize their
reach and directly target to these individuals and/or groups
• A number of businesses are trying to figure out the most effective
means to maximize their social media investments
• This presentation illustrates a few case-studies of firms in the B2C
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• This presentation illustrates a few case-studies of firms in the B2C
or B2B space and how they are leveraging and utilizing social
media for their business.
McDonalds: B2C firm in the food industry with a wide audience
Jeep: B2C firm in the automotive industry with passionate audience
EMC: Fortune 1000 B2B firm in the high tech industry
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4. SOCIAL MEDIA PLATFORMS
• Facebook
Over 500 Million active users
Tops Google for weekly traffic
Added 200 Million users in one year
• Twitter
140 character casual updates to your audience
Nearly 50 Million “tweets” a day!
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Nearly 50 Million “tweets” a day!
• LinkedIn
Over 75 Million Professionals
Networking and sharing ideas and information
• Other 3rd party social media sites
Youtube, Flickr, Delicious, Reddit, Meetup etc.
• Generic social media platforms
Blogs, Wikis, Forums, Discussion Groups
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5. November 16, 2010
How McDonald’s Uses Social Media
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6. McDonald’s
• McDonald’s is an international corporation that has 32,478
restaurants in 117 different countries.
• McDonald’s uses social media to communicate company news
and interact with consumers.
• Social Platform Activity
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• Social Platform Activity
Facebook business page
Twitter account
Flickr Gallery
Company Blog
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7. McDonald’s: Facebook
• 3,800,417 Fans
• Content on Facebook
Upcoming events
News updates
Restaurant Finder App
Playing Monopoly
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Playing Monopoly
Information about menu
items (McCafé, Burgers
etc.)
Advertisement Videos
Supported charities

8. McDonald’s: Twitter
• 55,391 Followers
• Content on Twitter
Twitter Team that
consists of Customer
Satisfaction members
Updates & Information
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Customer Service
Feedback and Questions
from McDonald’s content
consumers

9. McDonald’s: Flickr
• Content on Flickr
Company photographs
Visual media that
documents a behind the
scenes glimpse at how
McDonald’s is involved in
worldwide events
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worldwide events
Involvement in the 2010
Winter Olympics and FIFA
World Cup is showcased

10. McDonald’s: Company Blog
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McDonald’s Company Blog is devoted to their corporate
responsibility. Here, stakeholder questions are answered, as well
as topics regarding their industry. Vice President, Bob Langert,
and other staff members contribute to the Blog, so their content
consumers stay informed on company related topics.
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11. November 16, 2010
How Jeep Uses Social Media
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12. Jeep
• Jeep is a brand owned by the Chrysler Group and the brand itself
has a long history that began in 1941. Jeep uses social media, not
only to promote its latest SUV and Crossover models, but also to
interact and form an online community.
• Jeep’s approach to social media marketing has a focus on its
content consumers sharing their Jeep experiences and interacting
with the company on these networks.
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with the company on these networks.
• Social Platform Activity
Facebook Business Page
Twitter Account
YouTube Channel
Flickr Gallery
The Jeep Community
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13. Jeep: Facebook
• 667,179 Fans
• Content on Facebook
Upcoming Events
News Updates
Customer Uploads
Photos
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Photos
Videos
Comments

14. Jeep: Twitter
• 11,834 Followers
• Content on Twitter
Company and
product information
Reviews and product
evaluations from
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critics
Interaction and
Feedback
Links to the customer
‘Pic of the Day’

15. Jeep: YouTube
• Content on YouTube
Company videos about
their products and
capabilities
Advertisements and
commercials
Vintage videos
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16. Jeep: Flickr
• 1,526 Members
• Content on Flickr
Customer photos of their
experiences
Company photos
Active discussion board
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Active discussion board

17. Jeep: The Jeep Community
• The Jeep Community
• Interactive company
site that highlights
their online social
networks
Showcases the
company’s favorite
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company’s favorite
content consumer
uploads
Feature videos from
YouTube
Chosen photos from
their Flickr group

18. November 16, 2010
How EMC2 Uses Social Media
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19. EMC
• EMC is a worldwide corporation that specializes in technologies
and organization for information management.
• EMC uses social media to communicate their ideas, thought
leadership, and news regarding their company and industry.
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• Social Platform Activity
Facebook Business Page
Twitter Account
YouTube Channel
Flickr Gallery
LinkedIn Page
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20. EMC
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• EMC’s Website provides a home base for their social media sites
so the visitors of their website can easily access separate content
that the company provides

21. EMC: Facebook
• 4,743 Fans (EMC Corp)
• Facebook Content
Multiple pages
devoted to various
divisions of the
corporation
Linked together
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Linked together
through tabs and
events through the
pages’ news feeds
Chosen photos from
their Flickr group

22. EMC: Twitter
• 6,311 Followers (EMC
Corp)
• Twitter Content
Multiple Twitter Feeds
Company and industry
news
Focuses on thought
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Focuses on thought
leadership and events,
than product and service
promotion and
information

23. EMC: YouTube
• Content on YouTube
Company playlists
Interviews
Demos
Product & Solution
Testimonials
EMC Fun
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EMC Fun
Capturing the lighter
side of the company

24. EMC: Flickr
• Content on Flickr
Photo Galleries
Conferences
Events
Staff
Favorite EMC photos
from other Flickr
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from other Flickr
members

25. EMC: LinkedIn
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EMC2 has a network on LinkedIn where employees can interact with
one another and share ideas and news on their company and
industry with one another and also anyone who has a LinkedIn
account.
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26. November 16, 2010
Conclusion
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27. CONCLUSION
• McDonald’s, Jeep and EMC represent three very different
companies that all have an extensive appearance in the social
media environment.
• These examples were chosen because every business is unique,
but every business can utilize the components that social media
has created.
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• Even though the three companies are remarkably different, all
three provide knowledge about the company so their content
consumers have a better sense of what the company entails.
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28. CONCLUSION
• As a restaurant, McDonald’s publicizes their menu items and
promotes their new and seasonal items to their content
consumers.
• As an automotive manufacturer, Jeep advertises their current
models and upcoming releases; Jeep also emphasizes that they
have a solid community by interacting with their online network
through their various social media outlets.
• As a knowledge based corporation, EMC uses their social media
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• As a knowledge based corporation, EMC uses their social media
presence to display their involvement in local and global events,
and share information regarding advances within their corporation
and the industry through articles and multimedia.
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29. CONCLUSION
• Social Media allows companies to share and inform content
consumers using different forms of multimedia
• When considering a Social Media presence:
Understand your audience
Know where your audience is
Design a strategy
Plan what types of content to share
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Plan what types of content to share
More is more, in terms of content amount
Interact with your content consumers
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30. ADDITIONAL SITES & INFORMATION
• Facebook Pages
• Twitter For Business
• LinkedIn
• Flickr
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• Flickr
• YouTube
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