social media - strategy and execution
DESCRIPTION
Social Media Marketing SessionTRANSCRIPT
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
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
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
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
086 6070274