Social Media Platforms & Case Studies Keith Feighery
Outline <ul><li>Overview of Social Platforms </li></ul><ul><li>Content Marketing </li></ul><ul><li>Facebook Session </li><...
Platforms
Social Media Landscape
Key Platforms for Customers <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul>...
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 c...
Marketers need to understand the dynamic of communities
But What Fuels Social Media?
Engaging Content
Hubspot – Inbound Marketing Company view
Advantages of Engaging Content <ul><li>Recognise the value in your owned media assets  </li></ul><ul><ul><li>Websites, mob...
Summary of Content Types
Content  types <ul><li>The  content and digital media  on your Web site , blog other content managed systems, partner site...
<ul><li>How do You interact with Social Media </li></ul>
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 <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target aud...
Facebook Pages
Online Shoppers Active Social Media
Numbers of Brands Followed
Reasons you Liked
Selling Goods on Facebook
Puddleducks
Selling on Facebook Facebook 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 <ul><li>Running competitions directly on a Facebook Page. </li></ul><ul><li>You are require...
Facebook Guidelines <ul><li>You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such ...
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
Yardsellr
Usablenet
<ul><li>Facebook and The Big Brands </li></ul>
Four Seasons
Asos
Victorias Secrets
TOMS Shoes
Twitter
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
LinkedIn
The Profile
The Feed
 
Company Page
Company Services
Jobs
Firefox
Firefox
Firefox Plugins & Bookmarklets
Video Sites YouTube, Vimeo, Blip.tv
YouTube
Video Sites <ul><li>Marketing and Earned Media Tool </li></ul><ul><ul><li>User-generated content  </li></ul></ul><ul><ul><...
YouTube
Realex Corporate Video
Review Sites
Yelp
Offers and Announcements
Special Offers
Usage Statistics
Photosites
Flickr
Instagram
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 [email_addres...
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Social Media - Strategy and Execution

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Social Media Marketing Session

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Social Media - Strategy and Execution

  1. 1. Social Media Platforms & Case Studies Keith Feighery
  2. 2. Outline <ul><li>Overview of Social Platforms </li></ul><ul><li>Content Marketing </li></ul><ul><li>Facebook Session </li></ul><ul><li>Twitter Session </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr & Photo Apps </li></ul><ul><li>Alternatively Blogging Platforms </li></ul>
  3. 3. Platforms
  4. 4. Social Media Landscape
  5. 5. Key Platforms for Customers <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, Twitter, Posterous, Tumblr </li></ul></ul><ul><li>Video, Audio & Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo, Blip etc.. </li></ul></ul><ul><ul><li>Flickr, Photobucket, TwitPic, Instagram </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul>
  6. 6. Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  7. 7. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
  8. 8. Marketers need to understand the dynamic of communities
  9. 9. But What Fuels Social Media?
  10. 10. Engaging Content
  11. 11. Hubspot – Inbound Marketing Company view
  12. 12. Advantages of Engaging Content <ul><li>Recognise the value in your owned media assets </li></ul><ul><ul><li>Websites, mobile applications, digital assets </li></ul></ul><ul><li>Its not about talking about “Yourself” all the time </li></ul><ul><ul><li>Requires a change in mindset to what is “valuable” </li></ul></ul><ul><ul><li>Provide information and value to customers all the time </li></ul></ul><ul><li>Brands/Businesses are becoming publishers and media outlets </li></ul><ul><li>Establish trust and develop relationships with customers and prospects </li></ul><ul><ul><li>Be engaging, entertaining, informative, educative etc.. </li></ul></ul><ul><li>Use content to raise awareness, increase acquistion, conversion and retention rates </li></ul>
  13. 13. Summary of Content Types
  14. 14. Content types <ul><li>The content and digital media on your Web site , blog other content managed systems, partner sites etc.. </li></ul><ul><li>Facebook fan pages and posts </li></ul><ul><li>Tweets , status updates </li></ul><ul><li>E-mail newsletters </li></ul><ul><li>Blog posts, reader comments and reactions </li></ul><ul><li>Whitepapers, case studies, w ebinars , podcasts </li></ul><ul><li>Videos, demos & presentations </li></ul><ul><li>Product/service reviews </li></ul><ul><li>Forums </li></ul><ul><li>Articles and other intellectual property or knowledge sharing –professional contributions etc. </li></ul>
  15. 15. <ul><li>How do You interact with Social Media </li></ul>
  16. 16. Be Social – Interact with People & Solicit Feedback and Responses
  17. 17. Be Entertaining, Informative or Offer Something of VALUE to Followers
  18. 18. Integrate and promote across multiple digital channels
  19. 19. Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target audience </li></ul></ul><ul><ul><li>Plan goals and aims of campaign </li></ul></ul><ul><ul><li>Think about the tone, voice and personality to adopt </li></ul></ul><ul><ul><li>Choose your platforms carefully </li></ul></ul><ul><ul><li>Think about the type of content to use on each platform </li></ul></ul><ul><ul><li>Take risks – not everything will work </li></ul></ul><ul><ul><li>Connect to other channels </li></ul></ul>
  20. 20. Facebook Pages
  21. 21. Online Shoppers Active Social Media
  22. 22. Numbers of Brands Followed
  23. 23. Reasons you Liked
  24. 24. Selling Goods on Facebook
  25. 25. Puddleducks
  26. 26. Selling on Facebook Facebook eCommerce Apps
  27. 27. Payvment
  28. 28. Payvment Facebook App
  29. 29. Irish Facebook Pages
  30. 30. Business Pages
  31. 31. Bars - Facebook
  32. 32. Westcoast Cooler
  33. 33. Cultural Pages
  34. 34. Charities & Not for Profit
  35. 35. Eircom
  36. 36. Irish Political Parties
  37. 37. Hotels
  38. 38. D4 Hotels
  39. 39. D4Hotels Booking Engine
  40. 40. Case Studies
  41. 41. Cully & Sully
  42. 42. Cheffactor.ie
  43. 43. Click Like to Vote
  44. 44. Facebook Wall
  45. 45. Hairy Baby
  46. 46. Hairybaby
  47. 47. Engaging with Fans
  48. 48. Getting People To Respond
  49. 49. Facebook Competitions
  50. 50. What you are not allowed to do <ul><li>Running competitions directly on a Facebook Page. </li></ul><ul><li>You are required to use a competition application must not run a competition directly on your Wall. </li></ul><ul><li>Having users automatically enter by ‘Liking’ a Page. </li></ul><ul><li>You may have them first ‘Like’ your Page but this must lead on to entering a properly set up competition. </li></ul><ul><li>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). </li></ul><ul><li>Any interaction a user takes must be using the competition application and not directly on your Page. </li></ul><ul><li>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. </li></ul>
  51. 51. Facebook Guidelines <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration. </li></ul><ul><li>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. </li></ul><ul><li>You cannot : Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. </li></ul><ul><li>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. </li></ul><ul><li>You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion. </li></ul>
  52. 52. Landing and Custom Page Apps
  53. 53. Iframe App
  54. 54. iFrame App
  55. 55. PageModo
  56. 56. Shortstack
  57. 57. ShortStack App
  58. 58. Facebook Third Party Tools
  59. 59. Wildfire Apps
  60. 60. Involver
  61. 61. Facebook eCommerce Apps
  62. 62. ShopTab
  63. 63. EasyPromos
  64. 64. EasyPromos
  65. 65. Yardsellr
  66. 66. Usablenet
  67. 67. <ul><li>Facebook and The Big Brands </li></ul>
  68. 68. Four Seasons
  69. 69. Asos
  70. 70. Victorias Secrets
  71. 71. TOMS Shoes
  72. 72. Twitter
  73. 73. It’s a Different Medium Than Facebook – and it can be difficult
  74. 74. Find someone with a function and has something interesting to say – and can say it well
  75. 75. And get them to engage at an individual level It’s not the same as Facebook
  76. 76. Twitter Search
  77. 77. Case Studies
  78. 78. Realex – Corporate providing Utility
  79. 79. General Account
  80. 80. Personalised Accounts
  81. 81. Donal Skehan - Has a Theme Provides Entertainment & Utility
  82. 82. Donal Skehan
  83. 83. Murpys Icecream – Has Theme Marketing The Business
  84. 84. Murphys Ice Cream
  85. 85. Twitter Tools
  86. 86. Twitter Clients
  87. 87. Seesmic
  88. 88. Hootsuite
  89. 89. Tweet Timeline
  90. 90. The Tweet
  91. 91. Case Studies
  92. 92. Realex
  93. 93. General Account
  94. 94. Personalised Accounts
  95. 95. Personalised Accounts
  96. 96. SME Case Studies
  97. 97. Blacknight.com
  98. 98. Garrendenny Lane Design
  99. 99. Puddleducks
  100. 100. Media & PR
  101. 101. Irish Times
  102. 102. Sunday Business Post
  103. 103. Newstalk
  104. 104. Online PR
  105. 105. Twitter Apps
  106. 106. ManageFilter.com
  107. 107. BufferApp.com (Queue Tweets)
  108. 108. TwentyFeet (Analytics)
  109. 109. Twilert (Google Alerts)
  110. 110. Manage Your Twitter Account
  111. 111. Tweriod –Best Time To Tweet
  112. 112. LinkedIn
  113. 113. The Profile
  114. 114. The Feed
  115. 116. Company Page
  116. 117. Company Services
  117. 118. Jobs
  118. 119. Firefox
  119. 120. Firefox
  120. 121. Firefox Plugins & Bookmarklets
  121. 122. Video Sites YouTube, Vimeo, Blip.tv
  122. 123. YouTube
  123. 124. Video Sites <ul><li>Marketing and Earned Media Tool </li></ul><ul><ul><li>User-generated content </li></ul></ul><ul><ul><ul><li>Run competitions for customers to build content (see Pat The Baker example) </li></ul></ul></ul><ul><ul><ul><li>Best Job in the World etc.. </li></ul></ul></ul><ul><li>Extending digital footprint and brand-building purposes </li></ul><ul><ul><li>Create engaging content, tag videos with keywords and distribute on a wide network </li></ul></ul><ul><ul><li>Post all content and video blogs on your website and distribute on free video sharing sites </li></ul></ul>
  124. 125. YouTube
  125. 126. Realex Corporate Video
  126. 127. Review Sites
  127. 128. Yelp
  128. 129. Offers and Announcements
  129. 130. Special Offers
  130. 131. Usage Statistics
  131. 132. Photosites
  132. 133. Flickr
  133. 134. Instagram
  134. 135. Twitpic
  135. 136. Alternative Blogging Plaforms
  136. 137. Tumblr
  137. 138. Posterous
  138. 139. Blogging Platforms
  139. 140. Wordpress.org & .com
  140. 141. James Whelan Butchers
  141. 142. Donal Skehan
  142. 143. McGarr Solicitors
  143. 144. Thank You
  144. 145. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

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