#IPASocialWorks: new cases from US Navy and Vodafone

SOCIAL HELPED BT IMPROVE SERVICES AND CUT COSTS

BT used social to cut costs of its service operations and make itself easier to interact with; which was a key commercial metric as ease of interaction correlated with repurchase and increased customer spend.

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TFL PUTS SOCIAL AT THE HEART OF CUSTOMER SERVICE

TfL used various social media feeds to keep travellers aware of transport issues and to humanize the brand's service teams. Their growth has been impressive, with 13,000 twitter followers in 2012 to over 1m in 2014.

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FMCG SNACK BRAND USES SOCIAL TO ENGAGE WITH TEENS

The brand engaged computer games fans and positioned themselves as a better after school games snack than crisps. The result was social became 40% more effective than the next best channel, TV.

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ICELANDIC TOURISM BOUNCES BACK AFTER THE VOLCANO

A strategy based on using social to get natives and foreigners to share stories of the island helped restore confidence, following an ash cloud which closed the country's airspace, thereby preventing tourists visiting.

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ASB USES SOCIAL TO GROW HOME LENDING BUSINESS

ASB used their large social media following to their advantage to get the upper hand on competitors. They then invested in a relevant and motivational social experience to engage and appreciate their followers.

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ED'S EASY DINER SOCIAL STRATEGY TO DRIVE TARGETED OFFERS

With January being a poor month for restaurants, Ed's - a UK chain of retro stlye American diners - used targeted promotions to specific groups to avoid offers going viral and putting off those without a voucher.

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PHILIPPINES USE POPULATION TO GROW TOURISM

An innovative campaign set up in 2012 by The Philippine Department of Tourism saw them boost dwindling numbers of tourists by engaging Filipinos to share their own version of the campaign.

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HOW CREME EGG IDENTIFIED CONTENT AND INVOLVED FANS

Creme Egg needed to reinvigorate and cement their place as a signpost for Easter. They put in place lots of small pieces of content within a campaign and monitored which got the highest engagement.

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USING SOCIAL MEDIA FOR SATISFACTION IN A CRISIS WITH O2

Recognising earlier than most that social could be a valuable source of customer insight, O2 invested in social listening tools, putting them in a great position to respond after their network went down.

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LYSOL PRODUCTS: THE PATH TO PURCHASE AND FMCG EFFECTIVENESS

With social being a difficult channel to measure, Lysol came up with a system of market mix models (know, feel, compare, buy, use, bond, recommend) to isolate Facebook and prove its worth.

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ONKEN DRIVE PURCHASE CONSIDERATION AND DELIVER REACH

With budget for one TV ad it was decided to create an Onken Newsroom and shoot two films a week providing a roundup of positive stories online. Just like their yogurt, their content was 'Just Good Stuff.'

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BRINGING CUSTOMERS INTO IKEA USING FACEBOOK

Working with the Dentsu Aegis Network agencies, Vizeum and iProspect, IKEA used geo-targeted Facebook adverts to drive real-world footfall. The ads featured calls to action related to IKEA sales offers.

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GOODBYE SERIOUS: HOW SOCIAL SOLD WALL'S ICE CREAM

Wall's had huge impact in using social as a platform to distribute mischievous, topical creative executions successfully refreshing the ice cream brand's personality and relevance.

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VODAFONE'S YOUR BETTER BUSINESS (NOW 'YOUR READY BUSINESS')

'Your Better Business' was designed to attract decision-makers with thought-provoking content on a variety of issues through social channels, reaching 50 million.


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US NAVY: RECRUITING CYBER WARRIERS VIA SOCIAL

An alternate-reality puzzle-solving game was created on social media which identified people with a talent for code-breaking as potential cryptologist recruits.


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USING SOCIAL TO CREATE A 'SLEEP CHALLENGE'

The challenge was developed as a free online wellbeing improvement programme. Shared on social channels, members' tracked their progress and success stories weekly.


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GE LIFE SCIENCES: SOCIAL LISTENING FOR SCIENTISTS


Taking unstructured, chaotic text across social platforms, cleaning it of noise and turning into structured analysis, enabled them to identify languages understood by customers.


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SOCIAL VIDEO THAT MADE FINANCE 'EXTRA EASY'



Halifax details how it used short video and GIF content tailored to individual social channels to present financial concepts in an accessible fashion when these were in the news.


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JANSSEN: CASE STUDY




Janssen Pharmaceutical wanted to research the needs of patients with schizophrenia and medical professionals in order to make conversation between the two groups easier in both directions.



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SCOOT AIRLINES: SEGMENTING CONTENT FOR SALES


The low-cost Asian airline, Scoot, reponded to increased competition and a budget cut by using insight into people's social and travel behaviours to revamp its content approach on social channels.


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