1. 
Social Media Case Study
Good & Ugly Examples

2. 
Dewmocracy

3. 
Victory
Democracy’s success
 Managed to create a buzz within the
community

4. 
Victory
Democracy’s success
 They understood their audience and
spoke the right voice

5. 
Victory
Democracy’s success
 Make consumers part of the marketing
campaign

6. 
Victory
Democracy’s success
 They kept the customers engaged by
releasing each stage of the creation
process slowly over time

7. 
Victory
Statistics
726, 803
2,858 DEW
Mountain
Labs
Dew Facebook
Facebook fans
fans
2,957 Channel 19,010
View on DEW Mountain
Lab’s Youtube Dew
Channel Followers
2,957 Channel 19,010
View on DEW Mountain
Lab’s Youtube Dew
Channel Followers
Reference Link: http://www.dewmocracymediahub.com/images/DEWmocracybyNumbers.pdf

8. 
What Dewmocracy is all about

9. 
Netflix
Company of Negativity in Social Media

10. Company Overview
 An American provider of on-demand Internet
streaming media in the United States.
 Established in 1997.
 In April 2011, over 23.6 million subscribers in the
United States and 26 million worldwide.
 By 2011, the total digital revenue for Netflix
reached $1.5 billion.
Source: http://en.wikipedia.org/wiki/Netflix
http://www.imediaconnection.com/article_full.aspx?id=3
0897

11. Issues
 Netflix announced it was raising its rates and changing
its service
 Customers used Netflix Facebook wall to voice their
unhappiness.
 Instead to answer complaints with clear explanations,
Netflix answered ‘Thank you for your feedback’.
 Over 11,000 comments left by angry fans went
unanswered.
 Without a dedicated social media team, customers
were left feeling ignored and unimportant.

12. Disaster
Instead of addressing
customers concern
They replied a cheerful
comment
Thanking their fans for their
feedbacks
http://www.imediaconnection.com
/printpage/printpage.aspx?id=3089

13. Vague
response
Shown no
http://blog.netflix.com/2011/07/netflix-
introduces-new-plans-and.html
concern

14. Fired back 10 000
comments
Money - minded
Cancel subscriptions
Pages in Facebook like
“Cancel Netflix” etc

16. Graphic explanation to consider:

19. Money
Minded!!!!

20. Pictures

23. In July 2011, Netflix (a US streaming and DVD rental
provider) announced a new price structure which would
result in a monthly bill increase of 60 percent for some
customers.
The same day of the announcement, customers
protested through a social media firestorm: users left
nearly 3,000 posts on the Netflix blog and around
10,000 comments on the company’s Facebook page to
accuse Netflix of greediness and to announce that they
would abandon the company’s services.
Eventually in September 2011, Netflix had to revise
its expectations following the price increase, as they
were about to lose one million subscribers more than
foreseen. Following this announcement, Netflix stocks
were down by 15%.