A Profile of Three Success Stories in Using Social Media to Increase Customer Engagement (Raport Written by International Students)

Topics: Social media, Twitter, Red Bull Pages: 22 (7918 words) Published: April 5, 2013
A profile of three success stories in using social media to increase customer engagement

Declaration
The above named students declare that the content of this Continuous Assessment project is solely the work of the individual whose name appears on this cover sheet. The work of any other authors has been cited and referenced in full.

Table of Contents
1. Introduction3
2. Social Media Marketing 3
2.1 Social Media3
2.2 Using Social Media for businesses4
2.3 Using Social Media to increase customer engagement6 3. Tipp-ex campaign on YouTube6
3.1 What is Tipp-ex?7
3.2 The 1st interactive campaign on YouTube7
3.3 The 2nd interactive campaign on YouTube9
3.4 Conclusion9
4. Red Bull’s Success on Facebook 10
4.1 A brief overview of the product 10
4.2 Red Bull and Social Media11
4.3 Company’s key takeaways for successful engagement on Facebook12
4.4 Conclusion15
5. Ford’s campaign on Twitter and other social medias 16
5.1 Twitter16
5.2 The Ford Fiesta Movement16
6. Future perspective 18
6.1 Technological development18
6.2 New opportunities19
6.3 Challenges20
6.4 Ideas for future development21
6.5 Conclusion22
7. Conclusion23
8. Bibliography and References24

1. Introduction
This report is a profile of social media and how different companies have succeeded in using social media to increase their customer engagement. We decided to break the report into 5 major parts. Firstly we will go deeper into the subject of social media and break down what it’s used for within the business world. The second part is our first success story and tells us about how the company Tipp-ex used YouTube to get even more recognition. After that we see what RedBull has done on their Facebook page for their different campaigns and the third company we will look at is Ford, who used Twitter, blogs and YouTube for their Fiesta Movement. All companies succeeded greatly in increasing their costumer engagement and their stories are shortly described. At the end of this report we looked at the future aspect of this subject, including the challenges and new opportunities that may come up.

2. Social Media Marketing
The name of our report is “A profile of three success stories in using social media to increase customer engagement”, and to fully understand the subject we chose to make the project about we have decided to first go deeper into it. In this first part we will focus on the phenomenon that is social media and the increasing use of social media marketing.

2.1 Social Media
When we hear social media we often think of social networking sites, even though these two do not equal each other. According to the dictionary Merriam-Webster, the definition for social media stands as follows “Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content” There is no exact date when “the first social network” was created, but many stepping stones in the history of the internet could be seen as important to what we now know as social media. In 1978 the Bulletin Board System, BBS, was created that let users share information over the internet, and in 1979 a BBS was created in-between to colleges. What might be called as the first social media network, Friends United, emerged in 1997 with the purpose to let users find and connect with old friends from college. Later, all the social networks and microblogs we are a little bit more used to, like MySpace (2003), Facebook (2004) and Twitter (2006), emerged. At the moment there are over 2 405 500 000 internet users in the world, 1 billion members on Facebook and 4 billion views a day on the video sharing site...

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