Social Media Marketing

Welcome
06.02.14

Social
Media
Marketing
© 2013 Digital Business Institute
Social Media Marketing

•

Break at 11:30am to 11:45am

•

Lunch at 1pm – 2pm

•

(Work Through) Finish at 4.30pm

•

Slid...
Social Media Marketing
Topics
• Traditional Media
• Social Media
• Web Portfolio
• Social Media Marketing / Conversation M...
Social Media Marketing
Traditional Media
• Television
• Radio
• Newspaper
• Professionally generated, 1 to many

© 2013 Di...
Social Media Marketing
New Media
• Facebook
• Twitter
• YouTube
• Blog
• Podcasts
• Created by amateurs – Many to Many
© 2...
Social Media Marketing
What is social media?
Media created through social interaction.
Social media uses Internet technolo...
Social Media Marketing

Citizen Journalism

© 2013 Digital Business Institute
Social Media Marketing

Social Media

BEFORE

In the audience

NOW

Have an audience
© 2013 Digital Business Institute
Social Media Marketing

Primary Social Networks

© 2013 Digital Business Institute
Social Media Marketing

Where to Start

© 2013 Digital Business Institute
Social Media Marketing

Where to Start
•
•
•
•
•
•
•
© 2013 Digital Business Institute

Connect
Converse
Contribute
Create...
Social Media Marketing

Conversation Marketing
•
•
•
•
•
•

Join Conversations
Lead Conversations
Add Value
Network - Netw...
Social Media Marketing

Content Marketing
• Content Creation
– You message, thoughts, opinions, activity, audio,
videos

•...
Social Media Marketing

Social Capital
• Free Employees for Sales & Marketing
• Research, Knowledge, Events
• Your are jus...
Social Media Marketing
Evolution of the Web into Social Media
Multi Web Presence Portfolio

Customer Interaction

Social N...
Social Media Marketing
Social Media Marketing / Conversation Marketing
Social media marketing programs
• attract attention...
Social Media Marketing
Definition of Social Media Marketing/Networking
• Getting to know people through people you know
• ...
Social Media Marketing
Social Media Marketing / Conversation Marketing
• Permission Based
• Conversation Led
• New people ...
Social Media Marketing

Social Networking in Ireland
• 84.2% of all Irish Internet users used social networks in
December ...
Social Media Marketing

Facebook in Ireland
• 77% (which is over 2 Million) of all Irish internet users use
Facebook (Coms...
Social Media Marketing

Facebook in Ireland
• 90% of those aged 15 – 24 years use Facebook, and two
thirds of those use it...
Social Media Marketing

Twitter in Ireland
• 570,000 people over the age of 15 have a Twitter account..
(Ipsos MRBI)
• Thi...
Social Media Marketing

LinkedIn Ireland
• According to LinkedIn they have 1,006,960 Irish accounts on
the network.
• Prim...
Social Media Marketing

YouTube in Ireland
• In 2010 YouTube had 1.3 Million regular Irish users
• It is the 2nd biggest s...
Social Media Marketing

Blogging for Business

© 2013 Digital Business Institute
Social Media Marketing

Introduction
• A blog is a type of website
• Part of an existing website e.g. News Section
• Comes...
Social Media Marketing

Characteristics
• Usually maintained by an individual, i.e. has character
and personality
• Encour...
Social Media Marketing

For Business
• Very cost effective way to develop a web presence
• Extremely easy to set up and up...
Social Media Marketing

For Business
• Extremely search engine friendly
• Customers can subscribe
• Automatically update F...
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

Why blog?
• Reasons outlined in previous slides 
• Attract and retain an audience
• Network marke...
Social Media Marketing

What to blog about?
• Your business

Regular

• Your industry

&

• Your knowledge
• Your opinions...
Social Media Marketing

Useful Resources
• Subscribe with Feedly
• Monitor news with Google Alerts,
Search.Twitter.com
• t...
Social Media Marketing

Technology

© 2013 Digital Business Institute
Social Media Marketing

It’s a long term investment so
have faith......

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

Facebook Statistics
• Launched on February 4th 2004
• 1.2 Billion Active Users
• More than half ac...
Social Media Marketing

Age Distribution - ROI

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing
A Personal Profile vs. A Business Page (‘Fan’ Page)
Personal Profile

Business Page

For people

Fo...
Social Media Marketing
Setting up a Company Page
Go to http://www.facebook.com/pages/
Click on Create Page

© 2013 Digital...
Social Media Marketing

Choose a Group

© 2013 Digital Business Institute
Social Media Marketing

Choose a Category
Example – Local Business
Choose a Category
Enter Business Name
Fill in Address

...
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

Cover Image
851 x 315

Profile Image
180 x 180

© 2013 Digital Business Institute
Social Media Marketing
Cover Image Tips
•Use a branded image with strong visual impact
•Use PicMonkey to create banner
•Re...
Social Media Marketing
•
•
•
•
•
•
•
•
•
•

About
Tabs
Schedule Posts
Highlight Photos
Promoted Posts
Advertising
Lists/In...
Social Media Marketing

Facebook
About

© 2013 Digital Business Institute
Social Media Marketing

Facebook
About

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Tabs

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Tabs

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Tabs

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Scheduled Posts

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Highlighted Photos

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Promoted Posts

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Advertising

• Target based on age, gender, location, marital status,
– Parents with newb...
Social Media Marketing

Facebook
Interest Lists

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Interest Lists

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Interest Lists

TIP:

Share some items on to your business page.
The business page you sh...
Social Media Marketing

Facebook
Offers

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Offers

• You have to pay to promote
• Claimed offers will be seen by the friends of
thos...
Social Media Marketing

Facebook
Check In
1. Register

2. Reward

© 2013 Digital Business Institute

3. Result
Social Media Marketing

Facebook
Check In
Result

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Check In
Result

© 2013 Digital Business Institute
Social Media Marketing

Facebook
Questions

© 2013 Digital Business Institute
Social Media Marketing

Tips
• Don’t sell
• Add Value
– Tips, Ideas, Advice, Knowledge, How-to Videos,
News Articles from ...
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing
Setting the scene
•Professional network (as opposed to a social network)
•Over 75 million members i...
Social Media Marketing

v
© 2013 Digital Business Institute
Social Media Marketing

LinkedIn

Facebook

Professional Networking

Social Networking

CV

Everything but

Business to Bu...
Social Media Marketing

Facebook is for people you know
LinkedIn is for people you want to know

© 2013 Digital Business I...
Social Media Marketing

Getting to know people through people you know

© 2013 Digital Business Institute
Social Media Marketing

It’s a detailed digital business card that
•Is easily updated
•Doesn’t get lost
•Reappears with up...
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing
Getting to know people.................

© 2013 Digital Business Institute
Social Media Marketing
....... through people you know.

© 2013 Digital Business Institute
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing
Where to start
• Set up a profile
• Start local - Join Leitrim Business Network Group
• Search for ...
Social Media Marketing
5 Tips
• Increase your visibility by adding connections
• Install Microsoft Outlook Add-on
• Have a...
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing
What is Twitter?
• Social Network & Professional Network
• Micro-blogging – Status Updates
• Post m...
Social Media Marketing

© 2013 Digital Business Institute
Social Media Marketing

THANK YOU
johnny@digitalbusinessinstitute.com

Q&A

© 2013 Digital Business Institute
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Social Media Marketing Course with Laois County Enterprise Board

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Social Media Marketing Course with Laois County Enterprise Board

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Social Media Marketing Course with Laois County Enterprise Board

  1. 1. Social Media Marketing Welcome 06.02.14 Social Media Marketing © 2013 Digital Business Institute
  2. 2. Social Media Marketing • Break at 11:30am to 11:45am • Lunch at 1pm – 2pm • (Work Through) Finish at 4.30pm • Slides will be made available via email © 2013 Digital Business Institute
  3. 3. Social Media Marketing Topics • Traditional Media • Social Media • Web Portfolio • Social Media Marketing / Conversation Marketing © 2013 Digital Business Institute
  4. 4. Social Media Marketing Traditional Media • Television • Radio • Newspaper • Professionally generated, 1 to many © 2013 Digital Business Institute
  5. 5. Social Media Marketing New Media • Facebook • Twitter • YouTube • Blog • Podcasts • Created by amateurs – Many to Many © 2013 Digital Business Institute
  6. 6. Social Media Marketing What is social media? Media created through social interaction. Social media uses Internet technology to transform broadcast media monologues (one to many) into social media dialogues (many to many). Transforming people from content consumers into content producers. © 2013 Digital Business Institute
  7. 7. Social Media Marketing Citizen Journalism © 2013 Digital Business Institute
  8. 8. Social Media Marketing Social Media BEFORE In the audience NOW Have an audience © 2013 Digital Business Institute
  9. 9. Social Media Marketing Primary Social Networks © 2013 Digital Business Institute
  10. 10. Social Media Marketing Where to Start © 2013 Digital Business Institute
  11. 11. Social Media Marketing Where to Start • • • • • • • © 2013 Digital Business Institute Connect Converse Contribute Create Customise Convince Convert
  12. 12. Social Media Marketing Conversation Marketing • • • • • • Join Conversations Lead Conversations Add Value Network - Network Marketing Be Controversial Establish Authority & Expert Position © 2013 Digital Business Institute
  13. 13. Social Media Marketing Content Marketing • Content Creation – You message, thoughts, opinions, activity, audio, videos • Content Curation – Relevant news, events, discussions, thought leaders, videos – Mention Marketing – Google.com/Alerts | Feedly – Podcasts, Audio Books © 2013 Digital Business Institute
  14. 14. Social Media Marketing Social Capital • Free Employees for Sales & Marketing • Research, Knowledge, Events • Your are just 2.5 people away from transformation • Evangelists © 2013 Digital Business Institute
  15. 15. Social Media Marketing Evolution of the Web into Social Media Multi Web Presence Portfolio Customer Interaction Social Networking Blogs Text Ads Banner Ads Single Web Presence E-commerce Brochure Website © 2013 Digital Business Institute Time
  16. 16. Social Media Marketing Social Media Marketing / Conversation Marketing Social media marketing programs • attract attention • generates online conversations • encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself. © 2013 Digital Business Institute
  17. 17. Social Media Marketing Definition of Social Media Marketing/Networking • Getting to know people through people you know • Getting the public to spread the word © 2013 Digital Business Institute
  18. 18. Social Media Marketing Social Media Marketing / Conversation Marketing • Permission Based • Conversation Led • New people hear about you from people they trust • Online word of mouth © 2013 Digital Business Institute
  19. 19. Social Media Marketing Social Networking in Ireland • 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Comscore) • The average Irish person spends 18 hours and 7 minutes online each month (Comscore) © 2013 Digital Business Institute
  20. 20. Social Media Marketing Facebook in Ireland • 77% (which is over 2 Million) of all Irish internet users use Facebook (Comscore) • That average Irish person spends 4hours 10 minutes on Facebook per month (Comscore) • Approx 900 new Facebook profiles created per day. © 2013 Digital Business Institute
  21. 21. Social Media Marketing Facebook in Ireland • 90% of those aged 15 – 24 years use Facebook, and two thirds of those use it every day. • 20% of those aged 55 – 64 years use Facebook, and 35% of those check their account daily. © 2013 Digital Business Institute
  22. 22. Social Media Marketing Twitter in Ireland • 570,000 people over the age of 15 have a Twitter account.. (Ipsos MRBI) • This figure has doubled in the past 12 months. • Primarily a networking marketing tool for business. © 2013 Digital Business Institute
  23. 23. Social Media Marketing LinkedIn Ireland • According to LinkedIn they have 1,006,960 Irish accounts on the network. • Primarily a networking marketing tool for business. © 2013 Digital Business Institute
  24. 24. Social Media Marketing YouTube in Ireland • In 2010 YouTube had 1.3 Million regular Irish users • It is the 2nd biggest search engine in the world • “I’ll see it on YouTube” © 2013 Digital Business Institute
  25. 25. Social Media Marketing Blogging for Business © 2013 Digital Business Institute
  26. 26. Social Media Marketing Introduction • A blog is a type of website • Part of an existing website e.g. News Section • Comes from the term Web Log • 200 Million Blogs © 2013 Digital Business Institute
  27. 27. Social Media Marketing Characteristics • Usually maintained by an individual, i.e. has character and personality • Encourages discussion, readers can leave comments • Conversational style with regular entries • Entries are called posts and sorted by date with most recent at the top © 2013 Digital Business Institute
  28. 28. Social Media Marketing For Business • Very cost effective way to develop a web presence • Extremely easy to set up and update • Easily added to existing website • No limit to the amount or content type e.g. video © 2013 Digital Business Institute
  29. 29. Social Media Marketing For Business • Extremely search engine friendly • Customers can subscribe • Automatically update Facebook, Twitter, and LinkedIn © 2013 Digital Business Institute
  30. 30. Social Media Marketing © 2013 Digital Business Institute
  31. 31. Social Media Marketing © 2013 Digital Business Institute
  32. 32. Social Media Marketing Why blog? • Reasons outlined in previous slides  • Attract and retain an audience • Network marketing • “Link Love” • Establish authority © 2013 Digital Business Institute
  33. 33. Social Media Marketing What to blog about? • Your business Regular • Your industry & • Your knowledge • Your opinions Relevant © 2013 Digital Business Institute
  34. 34. Social Media Marketing Useful Resources • Subscribe with Feedly • Monitor news with Google Alerts, Search.Twitter.com • technorati.com © 2013 Digital Business Institute
  35. 35. Social Media Marketing Technology © 2013 Digital Business Institute
  36. 36. Social Media Marketing It’s a long term investment so have faith...... © 2013 Digital Business Institute
  37. 37. Social Media Marketing © 2013 Digital Business Institute
  38. 38. Social Media Marketing Facebook Statistics • Launched on February 4th 2004 • 1.2 Billion Active Users • More than half access via a mobile device • 2,196,040 users in the Republic of Ireland © 2013 Digital Business Institute
  39. 39. Social Media Marketing Age Distribution - ROI © 2013 Digital Business Institute
  40. 40. Social Media Marketing © 2013 Digital Business Institute
  41. 41. Social Media Marketing A Personal Profile vs. A Business Page (‘Fan’ Page) Personal Profile Business Page For people For business Approve friends Don’t have to approve Fans (Likes) No statistics Statistics on age, gender, page views FB could close page down n/a 5000 friend limit No limit for no. of fans Set privacy Public (like a website) Can’t be customised Can be customised Know (of) the person You may Like the business but not know who runs the page Can’t do an ad to a personal page Ads for business pages FREE FREE © 2013 Digital Business Institute
  42. 42. Social Media Marketing Setting up a Company Page Go to http://www.facebook.com/pages/ Click on Create Page © 2013 Digital Business Institute
  43. 43. Social Media Marketing Choose a Group © 2013 Digital Business Institute
  44. 44. Social Media Marketing Choose a Category Example – Local Business Choose a Category Enter Business Name Fill in Address © 2013 Digital Business Institute
  45. 45. Social Media Marketing © 2013 Digital Business Institute
  46. 46. Social Media Marketing © 2013 Digital Business Institute
  47. 47. Social Media Marketing © 2013 Digital Business Institute
  48. 48. Social Media Marketing Cover Image 851 x 315 Profile Image 180 x 180 © 2013 Digital Business Institute
  49. 49. Social Media Marketing Cover Image Tips •Use a branded image with strong visual impact •Use PicMonkey to create banner •Read eBook – 30 Facebook Tips in 30 Minutes © 2013 Digital Business Institute
  50. 50. Social Media Marketing • • • • • • • • • • About Tabs Schedule Posts Highlight Photos Promoted Posts Advertising Lists/Interests Offers Check-in/Places Ask Questions © 2013 Digital Business Institute
  51. 51. Social Media Marketing Facebook About © 2013 Digital Business Institute
  52. 52. Social Media Marketing Facebook About © 2013 Digital Business Institute
  53. 53. Social Media Marketing Facebook Tabs © 2013 Digital Business Institute
  54. 54. Social Media Marketing Facebook Tabs © 2013 Digital Business Institute
  55. 55. Social Media Marketing Facebook Tabs © 2013 Digital Business Institute
  56. 56. Social Media Marketing Facebook Scheduled Posts © 2013 Digital Business Institute
  57. 57. Social Media Marketing Facebook Highlighted Photos © 2013 Digital Business Institute
  58. 58. Social Media Marketing Facebook Promoted Posts © 2013 Digital Business Institute
  59. 59. Social Media Marketing Facebook Advertising • Target based on age, gender, location, marital status, – Parents with newborns, interests, FRIENDS OF LIKES • • • • • • Target approx. 100,000 people Co-op with other business pages Use pretty faces Use Yellow Bid one cent higher that PPC Price Change after 2 weeks © 2013 Digital Business Institute
  60. 60. Social Media Marketing Facebook Interest Lists © 2013 Digital Business Institute
  61. 61. Social Media Marketing Facebook Interest Lists © 2013 Digital Business Institute
  62. 62. Social Media Marketing Facebook Interest Lists TIP: Share some items on to your business page. The business page you share will see that your business page ‘shared’. © 2013 Digital Business Institute
  63. 63. Social Media Marketing Facebook Offers © 2013 Digital Business Institute
  64. 64. Social Media Marketing Facebook Offers • You have to pay to promote • Claimed offers will be seen by the friends of those who claimed them © 2013 Digital Business Institute
  65. 65. Social Media Marketing Facebook Check In 1. Register 2. Reward © 2013 Digital Business Institute 3. Result
  66. 66. Social Media Marketing Facebook Check In Result © 2013 Digital Business Institute
  67. 67. Social Media Marketing Facebook Check In Result © 2013 Digital Business Institute
  68. 68. Social Media Marketing Facebook Questions © 2013 Digital Business Institute
  69. 69. Social Media Marketing Tips • Don’t sell • Add Value – Tips, Ideas, Advice, Knowledge, How-to Videos, News Articles from other sites • • • • Have Fun Make a list of items to write about Update 4 times a week Like other Pages from your Business Page © 2013 Digital Business Institute
  70. 70. Social Media Marketing © 2013 Digital Business Institute
  71. 71. Social Media Marketing Setting the scene •Professional network (as opposed to a social network) •Over 75 million members in over 200 countries •Over 1,000,000 members in Ireland •A new member joins LinkedIn approximately every second •Approx 50% of members are outside the U.S. •Executives from all Fortune 500 companies are LinkedIn members © 2013 Digital Business Institute
  72. 72. Social Media Marketing v © 2013 Digital Business Institute
  73. 73. Social Media Marketing LinkedIn Facebook Professional Networking Social Networking CV Everything but Business to Business Business to Consumer Strategic Connections New Customers More about the person More about the company FREE (you can pay for upgrade) FREE Buy Advertising (New) Buy Advertising © 2013 Digital Business Institute
  74. 74. Social Media Marketing Facebook is for people you know LinkedIn is for people you want to know © 2013 Digital Business Institute
  75. 75. Social Media Marketing Getting to know people through people you know © 2013 Digital Business Institute
  76. 76. Social Media Marketing It’s a detailed digital business card that •Is easily updated •Doesn’t get lost •Reappears with updated information •Can be easily shared by others •People keep even if your job doesn’t © 2013 Digital Business Institute
  77. 77. Social Media Marketing © 2013 Digital Business Institute
  78. 78. Social Media Marketing © 2013 Digital Business Institute
  79. 79. Social Media Marketing © 2013 Digital Business Institute
  80. 80. Social Media Marketing © 2013 Digital Business Institute
  81. 81. Social Media Marketing © 2013 Digital Business Institute
  82. 82. Social Media Marketing © 2013 Digital Business Institute
  83. 83. Social Media Marketing © 2013 Digital Business Institute
  84. 84. Social Media Marketing © 2013 Digital Business Institute
  85. 85. Social Media Marketing Getting to know people................. © 2013 Digital Business Institute
  86. 86. Social Media Marketing ....... through people you know. © 2013 Digital Business Institute
  87. 87. Social Media Marketing © 2013 Digital Business Institute
  88. 88. Social Media Marketing Where to start • Set up a profile • Start local - Join Leitrim Business Network Group • Search for people you know are on LinkedIn (past colleagues) • Email people / add to email signature / business card • Join / contribute to related Groups • Find prospects • Find a new market • Ask questions / contribute to the answers © 2013 Digital Business Institute
  89. 89. Social Media Marketing 5 Tips • Increase your visibility by adding connections • Install Microsoft Outlook Add-on • Have a comprehensive profile • Make you page public to improve your Google PageRank • Include links to your website, blog and Twitter account • Seek out new prospects • Assign time to this every week – ½ hour will do a lot © 2013 Digital Business Institute
  90. 90. Social Media Marketing © 2013 Digital Business Institute
  91. 91. Social Media Marketing What is Twitter? • Social Network & Professional Network • Micro-blogging – Status Updates • Post messages of up to 140 characters known as Tweets • You can restrict who can see your Tweets – mostly open access • Messages are displayed on your profile which people can then follow (known as followers) © 2013 Digital Business Institute
  92. 92. Social Media Marketing © 2013 Digital Business Institute
  93. 93. Social Media Marketing THANK YOU johnny@digitalbusinessinstitute.com Q&A © 2013 Digital Business Institute
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