Identify SEO rankings, referrals from sites, customer satisfaction scores
Quantify ROI benchmarks – customer acquisition, advertising spend per channel
Design and develop the campaign
Decide on channels
Metrics to Measure
Traffic volumes, PPC, Organic, sources, keywords, time spent on site, bounce rates etc..
Levels of Interaction
Comments etc… - engaged customers are quality customers
Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)
If not possible to convert online – therefore create other mesaurable conversions
Video links – Tagged: YouTube, Vimeo, Blip.tv
Blog Links – trackbacks, comments, direct references
Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to Buy, Brand Recall
The Rise of Facebook
Internet users spend 9.9 percent of their time perusing Facebook compared to 9.6 for Google Sites (YouTube, Gmail, Search, Etc..)
In 2009 Facebook accounted for less than five percent of overall time spent online in the U.S., and today it accounts for 10 percent
Online Shoppers Active Social Media
Numbers of Brands Followed
More Likely To Buy After Liking
Reasons you Liked
Best Time To Engage on Facebook
Breakdown of Conversations
Per Hour Breakdown of Activity
Highest Vs Lowest Activity
Irish Facebook Pages
Irish Political Parties
Charities & Not for Profit
Bars - Facebook
Facebook and The Big Brands
Third Party Tools
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.
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.
New Page Layout
Interactive B2B and B2C communication platform
Effective way of building community and improving SEO
Common Blogging Platforms
WordPress, Type Pad, Blogger
Excellent way of provding thought leadership
Publish professioanl content which is of interest to you and community
Can be used to educate, inform and entertain readers
Opportunity for organisation to use an informal communication style
Show human face of organisation
Participate in wider conversations, build community and dialogue with prospectives
Leave comments, interact, promote interest, etc..
Regularly updated content
Develop Keyword strategies
Connect to your most important keywords.
Important for Search Engine Optimisation
Grow the number of influential referral sites.
Critical to get authoritative inbound links to your site
Create outbound links using relevant anchor text
Be generous with links to other blogs and websites and others will return the favor and build your traffic for you.
Understand the location of your audience.
Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.
Measure return visitor and length of time spent on site
Blogging Tips cont.
Find and nurture your most important readers and constituents
Make sure you respond to key people – thos who subsribe and comment
Use Twitter and Facebook to promote blog
If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly.
Monitor conversations on both Facebook and Twitter
Use URL shorteners to gauge subject interest.
Use URL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets (Use Vanity Urls)
Build cross-referencing across social media tools.
No social media tool is an island. Tools should cross-reference each other – But don’t necessarily re-publish the same content on each platform
Embed and measure calls to action. If we can get people to a landing page, we should.
Excellent B2B networking tool
Great potential for building relationships
Directly with customers
Good examples Beaut.ie, Blacknight.ie, kogibbq
Good listening tool
What is being said about you and most importantly are you hearing it?
Easy to engage with customers
Reach out to them and resolve issues and improve service to them
Opportunity to convey a personal dimension rather than marketing speak
Has become mainstream over 2009/2010
1400% growth over past 12 months
Useful Small Biz Resources
Video Sites YouTube, Vimeo, Blip.tv
Marketing and Earned Media Tool
Old Spice, Tippex, Blendtec etc..
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
Social Bookmarking, RSS and Sharing
Social Bookmarking & RSS
Add Bookmark Buttons to sites
Sociable, AddThis, Share are widely used
Link all social profiles from website
Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc.