social media - strategy and execution

Social Media Platforms & Case Studies

Keith Feighery

Outline

• Overview of Social Platforms• Content Marketing• Facebook Session• Twitter Session• LinkedIn• YouTube• Flickr & Photo Apps• Alternatively Blogging Platforms

Platforms

Social Media Landscape

Key Platforms for Customers

• Social/Professional Networks– Facebook & LinkedIn

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, Instagram

• Mobile– Foursquare, Facebook, Twitter, Yelp

Businesses & organisations need to embrace a more social engagement because it is

happening with or without them

Marketers need to understand its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers need to understand the dynamic of communities

But What Fuels Social Media?

Engaging Content

Hubspot – Inbound Marketing Company view

Advantages of Engaging Content

• Recognise the value in your owned media assets – Websites, mobile applications, digital assets

• Its not about talking about “Yourself” all the time– Requires a change in mindset to what is “valuable”– Provide information and value to customers all the time

• Brands/Businesses are becoming publishers and media outlets• Establish trust and develop relationships with customers and

prospects– Be engaging, entertaining, informative, educative etc..

• Use content to raise awareness, increase acquistion, conversion and retention rates

Summary of Content Types

Content types

• The content and digital media on your Web site, blog other content managed systems, partner sites etc..

• Facebook fan pages and posts• Tweets, status updates• E-mail newsletters• Blog posts, reader comments and reactions• Whitepapers, case studies, webinars, podcasts• Videos, demos & presentations• Product/service reviews• Forums• Articles and other intellectual property or knowledge sharing –

professional contributions etc.

How do You interact with Social Media

Be Social – Interact with People & Solicit Feedback and Responses

Be Entertaining, Informative or Offer Something of VALUE to Followers

Integrate and promote across multiple digital channels

Elements of a social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Think about the tone, voice and personality to adopt– Choose your platforms carefully– Think about the type of content to use on each platform– Take risks – not everything will work– Connect to other channels

Facebook Pages

Online Shoppers Active Social Media

Numbers of Brands Followed

Reasons you Liked

Selling Goods on Facebook

Puddleducks

Selling on FacebookFacebook eCommerce Apps

Payvment

Payvment Facebook App

Irish Facebook Pages

Business Pages

Bars - Facebook

Westcoast Cooler

Cultural Pages

Charities & Not for Profit

Eircom

Irish Political Parties

Hotels

D4 Hotels

D4Hotels Booking Engine

Case Studies

Cully & Sully

Cheffactor.ie

Click Like to Vote

Facebook Wall

Hairy Baby

Hairybaby

Engaging with Fans

Getting People To Respond

Facebook Competitions

What you are not allowed to do

• Running competitions directly on a Facebook Page.• You are required to use a competition application must not run a competition

directly on your Wall.• Having users automatically enter by ‘Liking’ a Page.• You may have them first ‘Like’ your Page but this must lead on to entering a

properly set up competition.• Conditioning entry in the promotion upon a user providing content on

Facebook, such as posting on a Wall of a Page, uploading a photo, posting a status update (such as asking Friends to ‘Like’ the Page).

• Any interaction a user takes must be using the competition application and not directly on your Page.

• Notifying winners on their Facebook Wall. Most people do not realise that Facebook requires that you notify the winner by email or other means, but not using Facebook in any way to do so.

Facebook Guidelines

• You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.

• You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.

• You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.

• You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.

• You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.

• You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.

• You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

Landing and Custom Page Apps

Iframe App

iFrame App

PageModo

Shortstack

ShortStack App

Facebook Third Party Tools

Wildfire Apps

Involver

Facebook eCommerce Apps

ShopTab

EasyPromos

EasyPromos

Facebook and The Big Brands

Four Seasons

Asos

Victorias Secrets

TOMS Shoes

Twitter

It’s a Different Medium Than Facebook – and it can be difficult

Find someone with a function and has something interesting to say – and can say it

well

And get them to engage at an individual level

It’s not the same as Facebook

Twitter Search

Case Studies

Realex – Corporate providing Utility

General Account

Personalised Accounts

Donal Skehan - Has a Theme

Provides Entertainment & Utility

Donal Skehan

Murpys Icecream – Has Theme

Marketing The Business

Murphys Ice Cream

Twitter Tools

Twitter Clients

Seesmic

Hootsuite

Tweet Timeline

The Tweet

Case Studies

Realex

General Account

Personalised Accounts

Personalised Accounts

SME Case Studies

Blacknight.com

Garrendenny Lane Design

Puddleducks

Media & PR

Irish Times

Sunday Business Post

Newstalk

Online PR

Twitter Apps

ManageFilter.com

BufferApp.com (Queue Tweets)

TwentyFeet (Analytics)

Twilert (Google Alerts)

Manage Your Twitter Account

Tweriod –Best Time To Tweet

LinkedIn

The Profile

The Feed

Company Page

Company Services

Jobs

Firefox

Firefox

Firefox Plugins & Bookmarklets

Video Sites

YouTube, Vimeo, Blip.tv

YouTube

Video Sites

• Marketing and Earned Media Tool– User-generated content

• Run competitions for customers to build content (see Pat The Baker example)

• Best Job in the World etc..

• Extending digital footprint and brand-building purposes– Create engaging content, tag videos with keywords and

distribute on a wide network– Post all content and video blogs on your website and

distribute on free video sharing sites

YouTube

Realex Corporate Video

Review Sites

Yelp

Offers and Announcements

Special Offers

Usage Statistics

Photosites

Flickr

Instagram

Twitpic

Alternative Blogging Plaforms

Tumblr

Posterous

Blogging Platforms

Wordpress.org & .com

James Whelan Butchers

Donal Skehan

McGarr Solicitors

Thank You

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274