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AnAppreciationofSocialMedia
JoanneSweeney‐BurkeFriday7thOctober2011
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Journalist ChamberofCommerceCEO PRLecturer MarketingExecutive EventManager Fundraiser BusinessOwner Failedpolitician DesperateforaNewChallengeeveryday
Blogger&wannabeauthor LifeLongLearner “TheApprentice”Candidate
WhoisShe?
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SowhatisMediaBox?CreativeCouturebyMediaBox…NowYouCanRelax•MediaPlanning&Buying…reviewit,changeit,makemoreimpact(mixadvertising&
sponsorship)•PressOfOice…managingyourbusinessreputation•EventManagement…excitingeventswithaelaboratemarketingmessage•MarketingCouture…bespokecampaignstomaximiseyourmarketingworth•DesignStudio…couturedesignswithimpact•DigitalMedia&Marketing…reviewingyouronlineactivity
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TheShifttoWeb2.0
“The second generation ofthe World Wide Web,especially the movementaway from static web pagesto dynamic and shareablecontent and socialnetworking.”
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WhatisSocialMedia?Regularmediaislikeaonewaystreet….youreadanewspaper,watchTVorlistentoradioinordertobeinformed,entertainedorengaged.Butyoucan’tcommentorgiveyourviews.
SoSocialMediaislikeatwowaystreet….youcangiveyouropinion,sharelinks,re‐tweetotherpeoplescommentsandbecomeyourownpublisherofcontent.
Andsocialnetworkingsitesaretheplatformsthatallowyoutosharee.g.Facebook,Twitter,Flickr,Blogs,YouTube.
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MarketinghasChanged
“Howcanyousquanderevenonemoredaynottakingadvantageofthegreatestshiftsofourgeneration?Howdareyousettleforlesswhentheworldhasmadeitsoeasyforyou
toberemarkable?”
–SethGodin,Seth’sBlog
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SocialMediaLandscapeinIreland
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TheNewRulesofMarketing&PRBeforethewebcamealongtherewereonlytwowaystoget
noticed:1. Buyexpensiveadvertising2. Begthemediatotellyourstory
Nowwehavebetteroptions!Simply:publishinginterestingcontentonthewebthatyour
buyerswanttoconsume.
It’sallaboutdevelopingrelationships,havingatwowayconversationandengagingwithanaudiencerelevanttoyou,yourbusinessoryourorganisation.
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Top10PrinciplesofSocialMedia1. DeNineyournichemarket2. ReviewyouraudienceproOile3. BuildtheFollowing‐beopen,helpful,brave,
transparent,remarkable4. RewardtheFollowing5. WhenyouMakeaMistake‐Apologise6. BeaCurator7. Beauthentic8. Givesocialmediait’scredit9. Pulldon’tpush10. Keepupwithchanges
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WhyBusinessesUseIt
•Findnewcustomersleadsorreferrals•Findcollaborative/strategicpartners•Reviewthecompetition•GetintroducedtoorNindoutaboutindustryleaders•Findnewsuppliers,productsorservices•What’snewinmyindustry•Recruitstaff/meetpotentialemployers•Buildyourbusinessvoiceasanindustryleader•Buildprofessionalnetwork
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FacebookMarketing
FacebookisasocialnetworkserviceandwebsitelaunchedinFebruary2004.
Wikipedia
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FacebookTips ProOilesareforpeople Pagesareforbusiness Selectapermanentnameandcategory Youcanonlychangebusinesspagenameifunder100LIKES Usethe‘info’tabforcompanydetails Customiseyoururle.g.facebook.com/mediabox Promoteyourpage‐freshandrichcontent‐exclusive
news,photos,video,links Measureengagementwithinsights‐comments,LIKES,
posts AddFBML(facebookmark‐uplanguage)‐youneeda
developertocustomisetabs Groups‐maxmessagingto5,000people ChooseyourLandingPage‐wall,info,events,promotion Crosspromotecontentonotherplatforms
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PersonalProOileVBusinessPage•TheRules:It’sagainstFacebooktermstouseaproNileforabusiness.(Ref:PaddyPower&RecruitmentIrelandcasestudies)
•SEO:Fanpagesareindexedbysearchengines.ProNilesarenot.
•BuildyourFollowing:FanPagescanhaveanunlimitednumberoffans.ProNilesareltd.PersonalproNilesmaxis5,000.
•MultipleBrandPlatforms:Youcanhavemultiplefanpages,butonlyonepersonalproNile.
•Features:Morefeaturesforbusinessonabusinesspage
*Goodnews:youcannowchangeyourpersonalpagetoabusinesspage(butitisapermanentaction!)
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SecretsofFacebookPosting• Findyourrhythm‐howoftentopostandwhattosay‐itmust
reNlectyourbusinessproductorservice• Findyourauthenticvoice‐behuman,bereal,beconversational.
Sharevideosofyourcompany,photosofyou,stafforproduct,clients
• SetAsideTimeMakefacebookpartofyourmarketingstrategyandsetasidetimedaily‐tocheckfornotiNications,comments,likes&topost‐timeisrelativetoeachindividualbusinessororganisationbut5‐20minutesdailyisagoodruleofthumb
• ShareNews&ExclusiveContent‐nowgiveyourfollowersareasontoLIKEyourpageandtokeepthemengaged
• EncourageFanParticipation‐funandengagingcallstoactionwhichencourageparticipatione.g.askquestions,askforopinions,sharepoststhatyoulove.Allowfanstopostdirectlytoyourwallwithquestions,feedbackandcompliments.
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SecretsofFacebookPosting• RewardyourFans postspecialoffersjustforyour
facebookfanse.g.discountcodes&exclusivesonnewproducts.Orusea“Check‐In”Dealsthatcanonlyberedeemedinyourstore.
• MarketyourFacebookPage‐promoteyourfacebookpageonyourwebsite(plug‐insandlogo),ezine,newsletter,pressads,radioads,pointofsalematerial,emailsignature,businesscards,brochures,menusetc.
• LandingPage‐thisencouragesvisitorstoLikeyourpage.Youneedadeveloper/designertodothis.
• Partnerships‐Partnerwithotherbrandsorlocalorganisationstocreateco‐promotionsandencourageviralsharingwithincentives
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SecretsofFacebookPosting
• ExpandtheReachofYourPosts‐WhenyoumentionapersonororganizationyouareconnectedtoinapostonFacebook,typethe@symbol,begintypingthename,andthenchoosethemfromthedropdownmenu.YourpostwillautomaticallyposttotheirWall.
• UsePlugInsonyourWebsite‐InstallaLikeboxonyourhomepageandalinkonyournewslettersandemailstodrivepeopletoyourFacebookPage.
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EngagingContentExamples…
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EngagingContentExamples…
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EngagingContentExamples…
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BestPracticeCaseStudy AvatarthisisyourproNilepicture CustomisedTabs‐tabstosuityourbusinessIncludeFBMLtocodeyourowntabsNeedsomedeveloperhelphere Competitions/Promotions‐offers,giveaways CheckIn‐peoplecantagthemselvesatyourbusinessWithFacebookPlaces Polls‐startapollandgetfeedbackonaproduct/issue JoinmyList‐invitepeopletojoinyourmailinglist Notes‐publishpressreleasesorlongerpostshere LandingPages‐developanengaginglandingpageusingFBML Links‐Linktoyourwebsite,interestingnewsbits SendUpdatestoFanspostregularly Discussionsstartadiscussionanengageandaudience Video‐uploadyourownvideosorthoseyoulike Photosuploadyourphotosandtagpeopleorpages YouTube‐embedyouryoutubechannel Events‐createaneventandsendinvitationstoyourfans
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AccessAudienceInsights
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AccessAudienceInsights
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TwitterMarketing
Twitter is a website, owned and operated by Twitter Inc., whichoffers a social networking and microblogging service, enablingits users to send and read other users' messages called tweets.Tweets are text-based posts of up to 140 characters displayed onthe user's profile page. Tweets are publicly visible by default,however senders can restrict message delivery to their friendslist. Users may subscribe to other users' tweets—this is known asfollowing and subscribers are known as followers.
- Wikipedia
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WhyTwitterforBusiness?
• Reach and interact with like-minded businesses and awider online audience• Deepen your customer relationships• Attract new customers• Forge relationships with other businesses engaging inonline communications• Encourage Word of Mouth marketing for your business• Improve customer services (e.g. Eircom, UPC)
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TheABC’sofTwitter@yourname=apublicmessagetooraboutthisperson#=hashtag;helpsyousearchandcategorisepostsonatopicTofollow=subscribetotheirmessagesTweeple=peopleonTwitterYourTwitterHandle=yourTwitternamee.g.@jsmediaboxATweet=anindividualmessageADM=adirect/privatemessageontwitter.YoucanonlysendthisiftheotherpersonfollowsyouRT/ReTweet:=repostingamessagefromsomeoneelseonTwitterandattributingthemforthecontentTrendingTopics=mostdiscussedtermsofthemoment
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FindingFollowers
LookforpeopleyouknowLookatotherpeople’sproNiles‐explorelistsParticipatee.g.#followfriday#ffHoldcompetitionsandprovidespecialoffersBeworthyofbeingtalkedabout‐RT(retweet_Addmulti‐mediae.g.video,links,photosAskandrespondtoquestions‐jointheconversationAddyourproNiletoyoursiteandothermarketingmaterial‐onlineandofNlinee.g.emailsignature,businesscardsUsedirectoriese.g.twellow.com,mrtweet.com,wefollow.comAddtoyourwebpage/blog
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Don’tspamGiverecognitionandthankforre‐tweetsStickto140charactersFollowpeoplewhofollowyouMindyourlanguageDon’t“hardsell”‐pitchDon’tjustpromoteonyourownsiteBepersonalBuildrelationships
TwitterEtiquette
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TwitterTipsRegisteryourbrandnameKeepyournameconsistentovermultipleplatformsMakeyourhandlememorableListentotheconversationwww.search.twitter.comCustomiseyourproNileandTwitterlandingpageStarttweetingbeforeconnectingBecomeavaluableresourceDon’tover‐promote‐buildrelationshipsNirstShowcaseothersUsebitly.comtoshortenlinksTherearenorulespeoplehavepersonalpreferencesRememberwhatyoutweetisindexedinsearchenginesConsiderDMsforprivacy
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MeasuringTwitterSuccess
HowdoyoumeasureifyouarebeingeffectiveonTwitterornot?
Herearesometipsonhowtogaugewhetheranybodyispayingattentiontowhatyouaresayingornot.
•MeasurehowmanytimespeoplehaveRetweetedyourtweets•Measurehowmany@mentions/repliesyouhavereceived•MeasurehowmanyListsyouhavebeenaddedto•MeasurehowmuchtrafNicyoursitehasreceivedbasedonyourtweetswithlinkstoyourwebsite•Measureyournumberoffollowers
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TwitterProOileCompleteyourproNilefullyAvatarDescriptorLinktoyourwebsiteTwitterHandle
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TrendingTopics
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ImproveCustomerService
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EncourageOtherFollowers#ff
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CaseStudies
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CaseStudies
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LinkedIn is a businessoriented social networking site.Founded inDecember2002and launched inMay2003, it ismainly used for professional networking.As of 2November2010 (2010 1102), LinkedIn had more than 80millionregistered users, spanning more than 200 countries andterritoriesworldwide.
Wikipedia
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• Manage the your public professional profile• Reach potential clients, service providers and subjectexperts• Create and collaborate on projects, gather and sharedata• Be found for business opportunities and find potentialpartners• Gain new insights from discussions with like-mindedbusinesses• Discover inside connections that can help land jobs &close deals• Post and distribute job listings to find the best talent foryour company
WhyLinkedInforBusiness
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LinkedInTips
CreateaprofessionalproNileBuildandnurtureyournetworkJoingroupsorcreateyourownSearchforpeopleandcompaniesGiveendorsementsSeekendorsementsUsestatusupdatesCreateyourcompanyproNileAskandanswerquestionsAddapplicationstoyourproNilee.g.resumeapp,exportyourLinkedInconnectionstoexcelPromoteyourevents
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MeasuringLinkedInConnections
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UpgradeyourAccount
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CaseStudy
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BusinessBloggingWhatisit?
"Ablogisawebpagemadeupofusuallyshort,frequentlyupdatedpoststhatarearrangedchronologicallylikeawhat'snewpageora
journal."
ThetermisactuallyweblogscoinedbyJornBargerin1997.
A blog is a type of website or part of awebsite. Blogs are usually maintained by anindividual with regular entries ofcommentary, descriptions of events, orother material such as graphics or video.-
Wikipedia
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BusinessBloggingWhyblog?
TopresentamorehumanfaceTobuildacommunityaroundabrandToprovideexpertadviceinasector/subjectToimprovevisibilityinsearchenginesToprovideregularnewsandupdatesfromyourbusinessTomanageyourbusinessreputationonlineToenablecustomersprovidefeedbackonproductsandservicesTomanagecontentTopublishandsharerichcontente.g.video,links,photos
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BlogCaseStudy
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SettingupaBusinessBlogChooseyoursoftware‐blogger.com‐freehostedservice‐wordpress.com‐freehostedservice‐typepad.com‐paidforhostedservice‐wordpress.org‐freeselfhosted
Chooseyourtopic/themeCustomiseyourblogdesignPromoteit‐integrateintoyourwebsite‐tweetblogposts‐postbloglinksonfacebook
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BringingTrafOictoYourBlog
ListyourBlogonTechnoratiCommentonotherBlogsListyourBlogonGoogleTagyourBlogposts‐sotheycanbefoundongoogleProducecontentforotherblogsorwebsitesPayforonlineadvertising
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OnlineVideo/AudioWhatisaPodcast?
A“podcast”isabuzzwordtodescribeaverysimpleconcept:anaudioorvideoQileavailableontheInternetforyoutolistentoand/orwatch.ApodcastcanalsorefertoaseriesoftheseaudioorvideoQiles(similartohowaTVorradio“show”canbeaseriesofshowsorjustoneshow).Whenusingtheword“podcast”,mostpeoplerefertotheentireseriesandnotjustoneaudioorvideoQile.”
podcast.com
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OnlineVideo/Audio
WhyPodcast?
BeathoughtleaderinyoursectorLeadgeneration‐customerenquiries,salesleadsDelivertrainingprogrammes/tutorialsonlinePromoteeventsRecordyoureventsInternalcommunicationsRecruitmentCustomerservice
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OnlineVideo/Audio
YouTube is a videosharing website on whichuserscanupload,share,andviewvideos.
Wikipedia
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CaseStudyMediaBoxFM
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CaseStudyMediaBoxOnlineAD
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PodcastEquipment
KodakZi8
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PodcastEquipment
FlipVideoCamera
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PodcastEquipment
MicrophoneMicrophoneCoverMemoryCardTripodTri‐pod/uni‐podQuickTimePro/WindowsMediaPlayer
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Set Goals: e.g.I want to increase awareness of my company by drivingbrand reputation; I want to secure x no. of attendees to my event viasocial media)
Implement: Decide on a timeframe for the campaign? Be realistic. Decideon the communication channels; have a different conversation on each;be visual; have a voice; have exceptional and engaging content.
Measure: Are people listening? What are they saying? What are thenumber of enquiries? Any sales? Is the phone ringing more than before?Is there better WOM? What has happened to your brand reputation?
Evaluate: Were your goals met? If not, what can you say is different nowthan before?
TheSocialMediaStrategy
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• Search Engine Results and Visibility• Website Traffic and Time on Site• Creating a Community of Brand Ambassadors• Customer Service & Loyalty• Sales and Word of Mouth Referrals• Increased Productivity• Reduced Overheads• Product/Brand Awareness• Reputation Management• New Strategic Alliances• Research & Consumer Insights• Innovation & New Product Development• Global Reach
ROIShouldDeliver
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GeneratingContent/Campaigns
Thought Leadership…
•ContentCalendar•eBooks•EmailNewsletters•Podcasts•Webinars•Vodcasts•WhitePaper•Surveys&Reports•BlogsPosts
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SocialMediaCaseStudy
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Don’tEngageinSocialMediaifYouareNotPreparedtoListentotheConversation.Otherwiseyouwill]indyour
businessinthedock!
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YourSocialMediaStrategy
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ThankYou!
When your Business… …Needs an Expert
www.mediabox.ie