H & A Marketing and PR at OMiG March Meet Up
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H & A Marketing and PR at OMiG March Meet Up



H & A Marketing and PR at OMiG March Meet Up

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 Revolution



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H & A Marketing and PR at OMiG March Meet Up Presentation Transcript

  • 1. 25/03/2014 Our Social Media Revolution
  • 2. 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
  • 3. Our Services
  • 4. Social Media Account Management Our Social Media Services Social Media Project Management Social Media Consultancy Social Media Strategy Development Social Media Training Social Listening
  • 5. Some of our clients
  • 6. The Social Media Landscape
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Top 5 Industries on Facebook in Ireland Source; Socialbakers.com February 2014 social media report
  • 11. Top 5 Most Engaging Brands on Facebook Source; Socialbakers.com February 2014 social media report
  • 12. The Top Three Most Engaging Posts in February
  • 13. The Top Three Most Engaging Posts in February
  • 14. The Top Three Most Engaging Posts in February
  • 15. Facebook Newsroom
  • 16. • 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.
  • 17. • 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
  • 18. • 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
  • 19. Social Media and the Overall Digital Strategy
  • 20. Digital Strategy SEO/Website PPC/Search Online Ads Social Media CONTENT
  • 21. Case Studies of Recent Work
  • 22. 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
  • 23. 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
  • 24. #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
  • 25. 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
  • 26. 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
  • 27. Developing & Measuring your Social Strategy
  • 28. 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
  • 29. 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?