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Going for growth social media workshop june 2012


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Going for growth social media workshop june 2012

  1. 1. Social Media AoifeExcite and MeasureHow to Engage, Porter Going for Growth Workshop June 2012
  2. 2. What’s the plan for today? Course Overview Overview of Social Media Channels Social Media Success Stories DIY Social Media
  3. 3. Bua Marketing
  4. 4. Social Media in IrelandFacebook: 53% of all Irish internet users use Facebook (Ipsos MRBI May 2012) 70% of the total online population of Ireland are on Facebook 53% log in daily Average Irish Facebook user‟s age: 30.5 85% of those aged 15 – 24 years use Facebook, and two thirds of those use it every day. (Ipsos MRBI) 29% of those aged 55 – 64 years use Facebook, and 35% of those check their account daily. (Ipsos MRBI)
  5. 5. Social Media in IrelandTwitter: 15% of Irish people have a Twitter account 217,845 of those are active – sending at least one tweet in June 2011 Twitter reaches 8.4% of Irelands online audience * Avg no. of visits is 20 / month * Avg time on site is 13 minutes
  6. 6. Social Media in IrelandLinkedIn:• 13% of Irish people are on LinkedIn• In % terms LinkedIn is growing at almost three times the rate of Facebook• LinkedIn is the 7th most popular website in Ireland• The average LinkedIn user is aged between 35 and 44, employed, living in Dublin and AB social class. Source –
  7. 7. Why should you care about social media?
  8. 8. Benefits of Social Media Targeted You can do it yourself, the main cost is time and effort. You can engage directly with your customers and build a community Free market research Timeliness – you can respond with offers quickly and in realtime
  9. 9. It’s all about relationships!
  10. 10. How To Use Social Media Know your audience Pick the right channels Do a few things really well
  11. 11. Key to Engaging Audiences Good Content is King! What is “Content” Is your content: – Original, entertaining or useful? – Shareable? – Desirable – Relevant to your target market – In keeping with your brand values – Note: Ensure your spelling & grammar is accurate. We need to practise what we preach
  12. 12. How to Source ImagesThe best option is always to create your own Creative Commons Resources: – Compfight – Flickr – Google Images – Other resources How to attribute ownership
  13. 13. How to Source Video YouTube Vimeo Google Search
  14. 14. Know your audience
  15. 15. What do they want to hear? Not what do you want to tell them Don‟t plan your social media with a list of the information you want to share. – Social media is 2-way Conversation, not a broadcast opportunity Plan your social media strategy with your USER‟s NEEDS
  16. 16. What do you want them to do? Make sure you know what you want your users to do on your social media channel: – Review / Register / Book / Return? Then what do they want to do? – Contact you? – Watch / See / Get excited about what you do? – Recommend you to others?
  17. 17. Social Media Success StoriesNational Examples: Meteor Ireland Mick‟s Garage Gregan‟s Castle (Facebook and Twitter) Dublin Zoo (Facebook and Twitter) Tourism Ireland Spin 1038
  18. 18. Facebook Facebook Business Pages Facebook Insights Facebook Places Facebook Ads
  19. 19. Migrating Facebook Personal Account to Business Page Log into your Personal Account you are using for the business. Click hp?migrate Add the information correctly into the Boxes. Confirm the migration.
  20. 20. Facebook Page Content Plan How often should you post? – At least daily Focus on engagement: – Ask questions – Post tips, links to articles – Funny photos and videos – Don‟t oversell or undersell (80/20 rule)
  21. 21. Facebook Edgerank Facebook‟s algorithm to determine which content any given user sees in his News Feed The more often your followers comment, click, like and tag content the sharper your „edges‟ and the more likely your content will display in their news feeds.
  22. 22. Facebook PagesWhat to add to your Facebook page? Rich multimedia content: videos, photos, audio Status updates Events Interact with other relevant Facebook pages.
  23. 23. How to Build Your Fanbase Status Tagging: You can tag other Business pages on Facebook by putting @ before the name.
  24. 24. How to Build Your Fanbase Add your Facebook page link to your email signature and newsletters Create a fans only contest on your blog / newsletter Use QR codes to bring visitors to your Facebook page (create using Kaywa etc)
  25. 25. How to Build Your Fanbase Embed your social media channels on your website Offer exclusive Facebook only content / promotions: Facebook Friday etc
  26. 26. How to Build Your Fanbase Take lots of pictures at events and encourage your fans to do the same Invite fans to tag themselves in photos
  27. 27. How to Build Your Fanbase Use your networks online and offline: tell them to like your page. Take advantage of video (very easy with iPhone / Flip or more professional solutions)
  28. 28. How to Build Your Fanbase Add social media sharing options to your blog Competitions which comply with Facebook promotional guidelines
  29. 29. Facebook CompetitionsHow to run competitions: You can‟t run competitions on your wall Competitions must be run through an application e.g. Wildfire / Offerpop ($5 per campaign + .99c per day) You can‟t ask followers to enter a competition by liking, commenting or mentioning you.
  30. 30. Facebook Competitions
  31. 31. Facebook Insights
  32. 32. Facebook Insights
  33. 33. Facebook Insights
  34. 34. Facebook Places Control your business profile Check out your Facebook place either using the Facebook application for iPhone / Android or from
  35. 35. How do I claim my Facebook Place? Search for your business name via the Facebook Search bar. If a place for your business already exists, click on it. If a place for your business does not yet exist, you‟ll need to visit the businesss physical location with your mobile phone and create a place for it. Once you find your businesss place, click the link at the bottom left of that says "Is this your business?" You will be directed to a claiming flow to claim via mobile or documentation.
  36. 36. Facebook Ads Title – Up to 25 characters Text – 135 characters Add image (110px * 80px) Very targeted and economical Set your daily budget and schedule Create compelling action
  37. 37. What should you do next? Go to and find your competitors or good Facebook pages you should monitor for ideas / inspiration. If you can‟t find your competitor‟s Facebook pages, check their websites for the link. – How often are they posting? – Do they have a welcome tab? – What else are they doing?
  38. 38. Top 7 Business Uses of Twitter1. Updating content on your own website, or other social platforms like facebook/linkedin/foursquare2. Gather/cluster your customers & fans/advocates around you via #hashtags3. Conduct free, ongoing, market research, through search terms and follower questions/surveys4. Hear what people are saying about you via search and then join the conversation5. Organically communicate and solidify your brand values or your organisations “voice”6. Take control of your message7. As a customer service tool
  39. 39. 1. Updating Content You can embed twitter into your own main site in a number of ways – Through the twitter widget – With a good web designer You can send tweets to facebook using “selective tweets” #fb You can send tweets to linkedin using #in Or use a twitter client like TweetDeck
  40. 40. #hashtags Provide a better filter for search Allow for easier monitoring Are very promotable, on and offline Can be analysed Perfect fit for short term events, but can continue to cluster fans post event Allow customers to tag you in a tweet
  41. 41. Market Research Once you have a good base of followers twitter, or any social network, is a great way to push out surveys like polldaddy Use search to eavesdrop on what people are saying about you Throw out questions Use specific shortlinks to gather info with
  42. 42. Twitter: Dialogue v‟s MonologueGolden Rule of any online engagement? Conversations are two-way,this is especially true of twitter • Resist the broadcast only approach • Time your tweets (use an auto scheduler like Tweet Deck for regular info tweets)Think of twitter as a “virtual front desk” for your businessIt should be; • Welcoming • Informal • Social • Informative  Transmitting info about you and gathering info about your customers • Interactive
  43. 43. Uses of LinkedIn1. Networking • After every meeting add new contacts to your linkedin • Use in-mails for occasional correspondence2. Recommendations • Regularly request recommendations from appropriate contacts3. Groups & Discussions • Display your area of expertise through answering questions4. Events • Post/recommend events to your network5. Regular Updates • Post useful links or business updates to your personal profile and/or company profile. • Consider linking to twitter or your blog • Remember updates will filter through to weekly emails
  44. 44. Pinterest Pinboard-style social photo sharing website Allows users to create and manage theme-based image collections such as events, interests, hobbies, and more.
  45. 45. Instagram Instagram is a free photo sharing program Facebook bought it for $1bn Snap a photo on your iPhone or Android, add a quirky filter, and share it across Instagrams internal network or Facebook, Twitter, Tumblr, and Foursquare.
  46. 46. Next Steps Look your organisation up on the following: • Google Maps • Twitter search via • TripAdvisor • Flickr • YouTube • Vimeo • Foursquare • Google alerts
  47. 47. Useful Tools to Save You Time How to manage your social media channels: – Hootsuite – TweetDeck
  48. 48. Managing Your Social Media• If you react to every email/alert it can be overwhelming • Consider setting aside 10-20mins daily at a set time each day, maybe before or after lunch, or first thing when you get in, or over coffee at 11am, when you can check your social media presences • If you aim to do this daily, you will succeed at least 3 days a week• If you are a consummate user of social media in a personal capacity you might prefer to continuously monitor – do what works for you Clock by alancleaver_2000 under Creative Commons on Flickr
  49. 49. How to Manage Your Social Media in 10 Minutes Per Day Fish where the fish are – focus on the channels where your audience is Hootsuite / Tweetdeck demo 2 Minutes: Scan your Google alerts for interesting content / news 3 Minutes: Post some content on your Facebook page / ignite discussion / monitor Insights 2 Minutes: Update your LinkedIn status / group discussions 3 Minutes: Check your Twitter keyword searches (your brand / location / industry / competitors) Clock by alancleaver_2000 under Creative Commons on Flickr
  50. 50. Campaign Planning Summary1. Don‟t use digital for the sake of digital2. Use the strengths of the medium to your advantage3. Make sure you deliver on expectations4. Track and measure5. Continuous testing6. Enjoy
  51. 51. DIY Social Media Pair Up Open all social media channels in your browser – Facebook – Twitter – LinkedIn – Present a problem you‟re having: pose that to your partner