SOCIAL MEDIA MARKETING CASE STUDIES


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ABOUT THE AUTHOR


Andrew Stephen, Ph.D.

L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford

Andrew T. Stephen is the L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Prior to joining Oxford, Andrew was a marketing professor at the University of Pittsburgh and INSEAD, and earned his Ph.D in marketing from Columbia Business School in New York. Andrew is a globally recognized expert on social media marketing, has taught social media marketing to undergraduates, MBAs, and executives throughout the world, and has consulted with some of the world’s leading companies on this subject. He is also a prolific academic researcher in marketing, and was recently named by the American Marketing Association as one of the top-20 most productive marketing professors in the world based on publications in the premier marketing journals.

INTRODUCING

A better learning experience for students on a platform that can go anywhere with them. Polish off your amazing social media marketing course with the Stukent Social Media Marketing Case Studies.

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MEET THE CASES

Digital Transformation at Disney World

Author: Andrew Stephen

The Disney theme park experience – whether it is at the Magic Kingdom in Walt Disney World in Orlando, FL or the original Disneyland in Anaheim, CA or one of the newer parks, such as the Shanghai Disney Resort (opening in 2016) – is designed to be an immersive, exciting, and definitely magical experience for guests. Disney famously wants the reality created inside its theme parks to be better than the reality that exists outside. Despite all of the success that Disney was having, executives at Walt Disney Parks and Resorts (the business unit of The Walt Disney Company that runs Disney’s theme parks), grew concerned in the mid-2000s about longer-term existential threats to their seemingly successful formula of family fun in massive, immersive, carefully-created destinations with expensive attractions and complex operations.


Imagine Dragons & Their Superfans

Authors: Andrew Stephen

The band Imagine Dragons, which was formed in 2008 and rose to international prominence in 2011, has become one of the most popular and successful rock bands in the world in recent years. The band’s music – most of it released on two studio albums Night Visions (2012) and Smoke + Mirrors (2015) – has had admirable crossover appeal. To many, Imagine Dragons came from nowhere and took the music world by surprise. Even Dan Reynolds described the band’s rise – triggered by their first hit, It’s Time (released on an EP of the same title in 2011 and then on their debut album Night Visions in 2012) – as “a little overwhelming” and “nothing short of a dream” in an interview in 2013. As is almost always the case with any success in the music business, this was not, however, a fluke and the band was certainly not an overnight success.

Now, a few years – and millions of fans and a Grammy later – manager Mac Reynolds and the band are reflecting on what they did to drive this impressive success.


DEWmocracry

Author: Andrew Stephen

In 2008, the soft drink marketing team at PepsiCo Inc. nervously launched a new flavor of their nearly 70-year-old caffeinated soft drink brand, Mountain Dew. The new flavor was called Voltage and was chosen by the brand’s fans as part of a crowdsourcing program. With the success of this product launch(DEWmocracy), they were eager to try it again. Will it work? Could this crowdsourcing model be used for other mega brands in PepsiCo’s portfolio?

ISBN: 978-0-9907983-5-4


American Eagle Outfitters Inc.

Authors: Andrew Stephen

In 2012 American Eagle Outfitters Inc. (AEO) enjoyed an 11% increase in revenue over the previous year and set a new annual revenue record of $3.5 billion. In early 2013 senior executives at AEO were presented with an intriguing, if not slightly odd, idea for a social media-based campaign that, they hoped, would “go viral” and generate a lot of positive buzz. What kind of quirky idea did they have, and should they implement it?

ISBN: 978-0-9907983-4-7


Beyoncé

Authors: Andrew Stephen

When music celebrities with a large following and a big record label release a new album, it generates buzz. Not just online, but everywhere. Since its been done so many times, there are standard best practices, channels, and processes for a new release. In this case, you’ll study the unconventional approach that female pop artist Beyonce took using her social media outlets to announce her new release. SPOILER ALERT: She went 100% digital.

ISBN: 978-0-9907983-9-2


Delta

Authors: Andrew Stephen

Social Media can be great for a business. It can also haunt businesses. This case study examines a famous musician that has his guitar broken in transit, a passenger that gets kicked off of the plane prior to take off because of his weight and size, and U.S. Soldiers serving in Afghanistan were charged extensive baggage fees. In each bad experience, these folks took to social media to tell the world about their terrible experience with an airline.

ISBN: 978-0-9967900-0-0


E2 Kickstarter Project

Authors: Andrew Stephen

e2 is a small restaurant located in Pittsburgh, PA. Chef Romane took over the space in early 2010. After two years of ownership, the Chef decided that the restaurant was in dire need of renovation. They budgeted $17,000 for the project and turned to Facebook and Kickstarter to crowdfund the renovation. After a fantastic first week of funding, the hype and excitement cooled off. The team is left with a decision, continue or change course.

ISBN: 978-0-9907983-8-5