25/03/2014
Our Social Media
Revolution
This Evening’s Agenda
• H+A Marketing + PR - Who are we?
• The Irish Social Media Landscape
• A closer look at Facebook an...
Our Services
Social Media Account Management
Our Social Media Services
Social Media Project Management
Social Media Consultancy
Social ...
Some of our clients
The Social Media
Landscape
Social Networking Qtrly Key Results
• Ownership
• Facebook continues to be the dominant social
network for Irish adults
• ...
Facebook in Ireland by Numbers
• 2.3 million active users in Ireland
• 70% of Irish Facebook users return daily
• 1.7 mill...
Interesting Facebook Facts!
• Monday is the most popular usage day
• Irish people are least likely to ‘like’ a page on a S...
Top 5 Industries on Facebook in Ireland
Source; Socialbakers.com February 2014 social media report
Top 5 Most Engaging Brands on Facebook
Source; Socialbakers.com February 2014 social media report
The Top Three Most Engaging Posts in February
The Top Three Most Engaging Posts in February
The Top Three Most Engaging Posts in February
Facebook Newsroom
• Edgerank and Organic Reach
Latest Facebook Developments
• Changes to Facebook Edgerank
• Studies have shown that organic...
• Edgerank and Organic Reach
Latest Facebook Developments
• What does this mean for page managers?
• Make better decision ...
• 27% of Irish adults (15+) have a Twitter account that’s 1.2 million people using
Twitter every day tweeting over 4 milli...
Social Media and the
Overall Digital Strategy
Digital Strategy
SEO/Website PPC/Search Online Ads Social Media
CONTENT
Case Studies of Recent
Work
Launch of the Ford EcoSport
• 500 limited edition Ford EcoSport cars made
available across Europe, 5 allocated to Ireland
...
Formats and Themes
Targetted Facebook Ad Campaign
• Fromats
• Promoted posts, ASU’s and Newsfeed posts
• Themes
• Bragging...
#ThePlaceToBe Summer 2013
• Beach Break Facebook campaign launched to
support Corona Ireland’s #PlaceToBe Summer
campaign
...
Kenco Millicano & Orla Kiely Partnership
Kenco Millicano
• Developed promotional concept and secured
partnership with Orla...
Kenco Millicano & Orla Kiely Partnership
Kenco Millicano
• Promotion placed Mondelez Ireland as
No.1 coffee manufacturer
•...
Developing & Measuring
your Social Strategy
Developing a Social Media Strategy
• Define Your Goals
• Consider your overall business and marketing goals, establish whi...
Quantitative Success Versus Qualitative Success
Measuring Success
• Quantitative
• Engagement – of your fans how many peop...
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
H & A Marketing and PR at OMiG March Meet Up
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H & A Marketing and PR at OMiG March Meet Up

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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

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

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