Transcript Document

Social Media & the Enterprise, Part 4
Case Studies
Three Real-World Examples
Of Success With Social Media
Presented by Sean Gallagher
[email protected]
College of Notre Dame of Maryland
• Founded in 1873
• First women’s 4-year
college to offer
baccalaureate
degrees
• Enrollment: ~3,000
students
Business Goal: More Efficient
Enrollment Process
• The Problem: Yield
• Students accepted don't always enroll
• Costs raised in filling class, multiple waves of
acceptances with increasingly low yield
• Theory: Engaging students with social
network would make them feel more
connected to school, increasing
enrollment rate
College of Notre Dame of Maryland
And idFive
• Solution: Ningbased private
network
• Log-ins sent out to
students with
acceptance letter
• Site was restricted
to students,
monitored but not
moderated
College of Notre Dame of Maryland
And idFive
• Outcome:
• 70% of students accepted used their login.
• Traffic was high, students used site to arrange
in-person meet-ups, choose roommates for
dorms
• Yield up 8% in the first year of use
College of Notre Dame of Maryland
And idFive
• Keys to success:
• Student population predisposed to social media
• Unmoderated, allowed students to make
connections with each other
• Private – made students (and parents) feel safe
about the site
• Practice has been picked up by other
colleges and universities
• Web-based automated video
production company
• Software-as-a-Service model
• 2 million users, from free to “pro”
• Target audience: professional
photographers
Animoto’s Problem:
Customer Support
• Dealing with rapid growth, outgrew
email-based customer support
• Response time issues, confusion over
who had ticket required a new system
• Marketing department monitored
Twitter, but was not integrated into
customer support
• Twitter is where “customers go to rant”
Animoto Solution:
ZenDesk
• Integrates Twitter with helpdesk system
• Tweets are flagged from integrated Twitter client,
turned into “twickets”
• Instant response with ticket information, link into
system
• Conversation is taken private
• Provides search capability for specific terms to
monitor for proactive response
• Knowledge base, a tool for storing ways problems
are resolved and presented to customers
Animoto & ZenDesk:
Beyond Helpdesk
• Marketing now using ZenDesk Twitter
client, integrated capabilities for targeted
marketing
• Events Marketing – can search Tweets for
terms related to events, and engage about
product
Animoto & ZenDesk: Results
• Throttled back the number of incoming tickets
• Has reduced the rates that new tickets are
coming in as they pick up new users
• Knowledge base has 10 times the traffic of
previous help pages, so they’re seeing a lot more
user engagement
• Resolution time to tickets down significantly
• Targeted Twitter engagements aiding in driving
significantly more Web traffic, user signups
• Tying into Facebook marketing
• Founded in 1996
• Timesheet, expense tracking, and payroll
software company in Austin, Texas
• Now do Web-based products
• Small company, worldwide customer base
Problem: Marketing
• Recent new product features –
need perceived to develop
awareness of the product
• Lack of a social media presence
• Twitter used by CEO, but no strong
official company Twitter presence
• Wanted to dramatically expand
visibility quickly
Journyx :
Twitter Campaign Goals
• Increase Twitter followers
• Create social media buzz, generate retweets
• Create strong community of followers that
ultimately help bring in new customers
Twitter Tactics
• Daily prizes – some fun, some corporate
• Thinking Putty, USB drives, dinner with Journyx CEO
• $500 towards software maintenance contract, free software licenses,
free tools, free needs assessment session
• iPod, Kindle, 2 tickets to Austin City Limits music festival)
• Use coupon codes from TwtQpon in daily tweets from
official Twitter account, with retweets from other personal
accounts.
• Include information about campaign in email auto-signature
lines, and on company blogs, Facebook page, and LinkedIn
group
• Create unique landing page on www.journyx.com to track
the visitors to the page throughout the campaign
• Campaign ends with grand prize of 50 free licenses
Journyx’s Results Metrics
• 30-day campaign in March 2010
• Increased Twitter followers of official account
from about 90 to more than 365
• Got news coverage on more than 200 Websites
• The URL set up for the campaign was hit nearly
2,000 times
• March Web visits: Up 19.03%
• Page views: Up 12.48%
• Average time on site: Up 1.26%
Customer Relationship Results
• Several hundred participants from all over the world,
including customers and non-customers
• Several existing customers won prizes, was very valuable
in customer retention
• Gained new “customers” with free licenses – potential
long-term revenue
• The primary purpose of the campaign – branding and
building a new place where people can hear company
message – was achieved.
• Similar campaigns on Facebook and LinkedIn planned in
the next year