h & a marketing and pr at omig march meet up
DESCRIPTION
H & A Marketing and PR at OMiG March Meet Up Dara O’Donavan, Social Media Manager talking about H & A Marketing and PR Social Media RevolutionTRANSCRIPT
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25/03/2014
Our Social Media Revolution
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This Evening’s Agenda
• H+A Marketing + PR - Who are we?
• The Irish Social Media Landscape
• A closer look at Facebook and Twitter (Ireland’s leading networks)
• Social Media’s Place within the Digital Marketing Strategy
• Some Recent H+A Case Studies
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Our Services
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Social Media Account Management
Our Social Media Services
Social Media Project Management
Social Media Consultancy
Social Media Strategy Development
Social Media Training
Social Listening
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Some of our clients
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The Social Media Landscape
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Social Networking Qtrly Key Results
• Ownership
• Facebook continues to be the dominant social network for Irish adults
• 59% have an account, +2% on last quarter’s survey and +7% on this time last year
• Twitter account ownership has plateaued , 26% account ownership
• LinkedIn account ownership remains the same at 23%
• Usage
• 70% of Facebook users log in daily
• 43% user Twitter daily
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Facebook in Ireland by Numbers
• 2.3 million active users in Ireland
• 70% of Irish Facebook users return daily
• 1.7 million use Facebook on their smartphone
• Average of 280 Facebook Friends vs 180 world wide
average
• Like on average 79 pages
• Share 10 million wall posts
• 20 million photo uploads, 7 Million Status Updates
• And NOW 41% of Facebook’s advertising revenue
comes from mobile advertising
Source: Ipsos MRBi Social Networking Quarterly February 2014, COMScore and Facebook data
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Interesting Facebook Facts!
• Monday is the most popular usage day
• Irish people are least likely to ‘like’ a page on a Saturday
• 70% of Irish businesses use Facebook
• 52% of 16-24 year olds and 30% of 25-30 year olds check Facebook first thing in
the morning
Source: Ipsos MRBi Social Networking Quarterly August 2013, COM Score and Facebook data
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Top 5 Industries on Facebook in Ireland
Source; Socialbakers.com February 2014 social media report
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Top 5 Most Engaging Brands on Facebook
Source; Socialbakers.com February 2014 social media report
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The Top Three Most Engaging Posts in February
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The Top Three Most Engaging Posts in February
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The Top Three Most Engaging Posts in February
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Facebook Newsroom
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• Edgerank and Organic Reach
Latest Facebook Developments
• Changes to Facebook Edgerank
• Studies have shown that organic reach has been steadily decreasing since Dec 2013
• Sept 2012 – 16%, Sept 2013 – 9.5% and 7% in Dec 2013
• Some predict organic reach will drop to zero
Facebook is a commercial business and needs users to spend money with them.
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• Edgerank and Organic Reach
Latest Facebook Developments
• What does this mean for page managers?
• Make better decision about what you’re posting
• Play around with your content & study what type of content works well and what time works well for your community – Use Insights!
• Set aside a budget to support the content that works well organically
• Be strategic – use Facebook to drive traffic to your website where you can capture key data & recruit into CRM databases
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• 27% of Irish adults (15+) have a Twitter account that’s 1.2 million people using
Twitter every day tweeting over 4 million times a day
• Ireland has the 10th highest number of Twitter users per Capita in the world
• Wednesday is the busiest day on Twitter in Ireland
• 10-11pm is the busiest hour each day
• Users are more active from 12 midday
• 53% of 15 -24 year olds use Twitter, 46% of 25-34 year old use Twitter
• Dublin and Cork users post almost half of all Irish tweets
• Twitter has become THE source of breaking news
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Social Media and the Overall Digital Strategy
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Digital Strategy
SEO/Website PPC/Search Online Ads Social Media
CONTENT
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Case Studies of Recent Work
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Launch of the Ford EcoSport
• 500 limited edition Ford EcoSport cars made
available across Europe, 5 allocated to Ireland
• Dedicated Microsite built where the limited
edition cars could be reserved
• Facebook - primary communications channel
• Targeted Facebook Advertising used to drive
people to the site
• 5 cars sold out within 15 minutes!
• Microsite still operates as a medium through
which people can register their interest
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Formats and Themes
Targetted Facebook Ad Campaign
• Fromats • Promoted posts, ASU’s and Newsfeed posts
• Themes • Bragging rights/Be the first • Countdown • Product. SUVA • Apps & Specific Apps (eg Spotify) • Lifestyle • Only on Facebook
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#ThePlaceToBe Summer 2013
• Beach Break Facebook campaign launched to
support Corona Ireland’s #PlaceToBe Summer
campaign
• Facebook app where fans could register to win
a trip to the Place to Be
• Fans visited the FB page, picked their seat on
the plane and generated a customised Beach
Break passport
• Supported by online and press advertising
• 204% increase in Facebook fans
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Kenco Millicano & Orla Kiely Partnership
Kenco Millicano
• Developed promotional concept and secured partnership with Orla Kiely • Designed all campaign assets – Media invitations, promotional retail pack, POS Stacker, gondola end, pallet wrap, trade ads, advertorials, security banners • Exclusive media launch in McCall Studio with top tier fashion, features, food
and lifestyle media • Influencer seeding – 100 mugs sent to key influencers prior to launch
• Facebook Competition as well as online and print competitions
• Glossy advertorials featuring Orla Kiely –What’s precious to me
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Kenco Millicano & Orla Kiely Partnership
Kenco Millicano
• Promotion placed Mondelez Ireland as No.1 coffee manufacturer • Almost €500,000 worth of positive editorial coverage secured • Rare Behind the Scenes TV and print exclusive at Orla Kiely’s studio in London • Award Winning Campaign – Best Sponsorship/Brand Association (by an FMCG brand) in Checkout 2013 Awards
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Developing & Measuring your Social Strategy
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Developing a Social Media Strategy
• Define Your Goals • Consider your overall business and marketing goals, establish which can
possibly relate to social media marketing e.g increase website traffic through Facebook, generate brand awareness via Facebook
• Choose the Right Platform • Are you a B2B or B2C business as different platforms old different benefits for
each • Define your content approach
• Want content themes are appropriate
• What content types are appropriate • Create a calendar
• Simple spreadsheet mapping out your content
• Saves time and allows you to be more reactive at key times • Decide the Who
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Quantitative Success Versus Qualitative Success
Measuring Success
• Quantitative
• Engagement – of your fans how many people are actually commenting on the content you are sharing
• Community Members
• Conversions (If you have a business website)
• Social Reach (Awareness) – how many people is your content reaching? • Qualitative
• Did we gain any new customer insights from our social media activity
• Did we manage a customer complaint and prevent the loss of a consumer by dealing with an issue via social media
• Did we create positive word of mouth about our business or brand?
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