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Diploma in Online Marketing, Sales and Digital Strategy for DBS - Overview of Social Media Platforms and Channels with case studies

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  1. 1. Social Media Platforms Keith Feighery
  2. 2. Platforms
  3. 3. Social Media Landscape
  4. 4. Key Platforms for Customers <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook, LinkedIn, MySpace (Main ones in US and Europe) </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, Blogger, TypePad, 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, YFrog </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Bookmarks/Sharing </li></ul><ul><ul><li>Delicious, StumbleUpon, Digg, Google Profils </li></ul></ul>
  5. 5. Running a social media campaign
  6. 6. Social Media Campaigns <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>Have specific goals for each channel and platform </li></ul></ul><ul><ul><li>Prepare internal organisation for impact of social media </li></ul></ul><ul><ul><li>Identify stakeholders and task them with ownership </li></ul></ul><ul><ul><li>Pick platforms and tools that relate to your identified audience </li></ul></ul><ul><ul><li>Implement a pilot programme and monitor and analyse campaign progress </li></ul></ul><ul><ul><li>Revise approach and campaign based on feedback </li></ul></ul><ul><ul><li>Roll-out on different platforms and business areas incrementally </li></ul></ul>
  7. 7. How to Measure Social Media <ul><li>Prepare the ground </li></ul><ul><ul><li>Benchmark Twitter, Facebook, Existing traffic etc.. </li></ul></ul><ul><ul><li>Identify SEO rankings, referrals from sites, customer satisfaction scores </li></ul></ul><ul><ul><li>Quantify ROI benchmarks – customer acquisition, advertising spend per channel </li></ul></ul><ul><li>Design and develop the campaign </li></ul><ul><ul><li>Decide on channels </li></ul></ul><ul><ul><li>Define Projections </li></ul></ul><ul><ul><li>Monitoring process </li></ul></ul><ul><ul><li>Engagement process </li></ul></ul>
  8. 8. Metrics to Measure <ul><li>Online Traffic </li></ul><ul><ul><li>Traffic volumes, PPC, Organic, sources, keywords, time spent on site, bounce rates etc.. </li></ul></ul><ul><li>Levels of Interaction </li></ul><ul><ul><li>Comments etc… - engaged customers are quality customers </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) </li></ul></ul><ul><li>Leads/Conversions </li></ul><ul><ul><li>If not possible to convert online – therefore create other mesaurable conversions </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Video links – Tagged: YouTube, Vimeo, </li></ul></ul><ul><ul><li>Blog Links – trackbacks, comments, direct references </li></ul></ul><ul><li>Brand Metrics </li></ul><ul><ul><li>Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to Buy, Brand Recall </li></ul></ul>
  9. 9. Facebook Pages
  10. 10. The Rise of Facebook
  11. 11. <ul><li>Internet users spend 9.9 percent of their time perusing Facebook compared to 9.6 for Google Sites (YouTube, Gmail, Search, Etc..) </li></ul><ul><li>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 </li></ul>
  12. 12. Online Shoppers Active Social Media
  13. 13. Numbers of Brands Followed
  14. 14. More Likely To Buy After Liking
  15. 15. Reasons you Liked
  16. 16. Best Time To Engage on Facebook
  17. 17. Breakdown of Conversations
  18. 18. Daily Activity
  19. 19. Per Hour Breakdown of Activity
  20. 20. Highest Vs Lowest Activity
  21. 21. Irish Facebook Pages
  22. 22. Irish Political Parties
  23. 23. Charities & Not for Profit
  24. 24. Bars - Facebook
  25. 25. Business Pages
  26. 26. <ul><li>Facebook and The Big Brands </li></ul>
  27. 27. Victorias Secrets
  28. 28. TOMS Shoes
  29. 29.
  30. 30. Red Bull
  31. 31. Four Seasons
  32. 32. Toyota
  33. 33. Nestle
  34. 34. Chevron
  35. 35. Macy’s
  36. 36. Pampers
  37. 37. Honda
  38. 38. Target
  39. 39. Walmart
  40. 40. Kohls
  41. 41. Facebook Competitions
  42. 42. Third Party Tools
  43. 43. Wildfire Apps
  44. 44. Involver
  45. 45. Fanappz
  46. 46. 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>
  47. 47. 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>
  48. 48. New Page Layout
  49. 52. Showcase Photos
  50. 54. Blogging
  51. 55. Blogging <ul><li>Interactive B2B and B2C communication platform </li></ul><ul><li>Effective way of building community and improving SEO </li></ul><ul><li>Common Blogging Platforms </li></ul><ul><ul><li>WordPress, Type Pad, Blogger </li></ul></ul><ul><li>Excellent way of provding thought leadership </li></ul><ul><ul><li>Publish professioanl content which is of interest to you and community </li></ul></ul><ul><li>Can be used to educate, inform and entertain readers </li></ul><ul><li>Opportunity for organisation to use an informal communication style </li></ul><ul><ul><li>Show human face of organisation </li></ul></ul><ul><li>Participate in wider conversations, build community and dialogue with prospectives </li></ul><ul><ul><li>Leave comments, interact, promote interest, etc.. </li></ul></ul><ul><li>Search Engines </li></ul><ul><ul><li>Regularly updated content </li></ul></ul><ul><ul><li>Build Links </li></ul></ul><ul><ul><li>Develop Keyword strategies </li></ul></ul>
  52. 56. Blogs
  53. 57. Blogging Tips <ul><li>Connect to your most important keywords. </li></ul><ul><ul><li>Important for Search Engine Optimisation </li></ul></ul><ul><li>Grow the number of influential referral sites. </li></ul><ul><ul><li>Critical to get authoritative inbound links to your site </li></ul></ul><ul><li>Create outbound links using relevant anchor text </li></ul><ul><ul><li>Be generous with links to other blogs and websites and others will return the favor and build your traffic for you. </li></ul></ul><ul><li>Understand the location of your audience. </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Measure endurance. </li></ul><ul><ul><li>Measure return visitor and length of time spent on site </li></ul></ul>
  54. 58. Blogging Tips cont. <ul><li>Find and nurture your most important readers and constituents </li></ul><ul><ul><li>Make sure you respond to key people – thos who subsribe and comment </li></ul></ul><ul><li>Use Twitter and Facebook to promote blog </li></ul><ul><ul><li>If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. </li></ul></ul><ul><ul><li>Monitor conversations on both Facebook and Twitter </li></ul></ul><ul><li>Use URL shorteners to gauge subject interest. </li></ul><ul><ul><li>Use URL shortener like within a Tweet, you can track how many people click on the content link you offer in your tweets (Use Vanity Urls) </li></ul></ul><ul><li>Build cross-referencing across social media tools. </li></ul><ul><ul><li>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 </li></ul></ul><ul><li>Embed and measure calls to action. If we can get people to a landing page, we should. </li></ul>
  55. 59. Twitter
  56. 60. Twitter <ul><li>Excellent B2B networking tool </li></ul><ul><li>Great potential for building relationships </li></ul><ul><ul><li>Directly with customers </li></ul></ul><ul><ul><li>Good examples,, kogibbq </li></ul></ul><ul><li>Good listening tool </li></ul><ul><ul><li>What is being said about you and most importantly are you hearing it? </li></ul></ul><ul><li>Easy to engage with customers </li></ul><ul><ul><li>Reach out to them and resolve issues and improve service to them </li></ul></ul><ul><ul><li>Opportunity to convey a personal dimension rather than marketing speak </li></ul></ul><ul><li>Has become mainstream over 2009/2010 </li></ul><ul><ul><li>1400% growth over past 12 months </li></ul></ul>
  57. 61. Twitter Clients
  58. 62. Big Biz
  59. 63. Releax
  60. 67. Small Biz
  61. 68. Journalists
  62. 69. Useful Small Biz Resources
  63. 70. Review Sites
  64. 71. Yelp
  65. 72. Photosites
  66. 73. Photosharing Sites
  67. 74. Video Sites YouTube, Vimeo,
  68. 75. Video Sites <ul><li>Marketing and Earned Media Tool </li></ul><ul><ul><li>Old Spice, Tippex, Blendtec etc.. </li></ul></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>
  69. 76. Video Sites
  70. 77. LinkedIn
  71. 78. Professional Networking
  72. 79. Social Bookmarking, RSS and Sharing
  73. 80. Social Bookmarking & RSS <ul><li>Add Bookmark Buttons to sites </li></ul><ul><ul><li>Sociable, AddThis, Share are widely used </li></ul></ul><ul><li>Link all social profiles from website </li></ul><ul><ul><li>Twitter, Facebook, FriendFeed,, YouTube, MySpace, Bebo, etc. </li></ul></ul><ul><li>Ensure that RSS is enabled </li></ul><ul><ul><li>Feedburner, GoogleReader, MyYahoo, NetVibes </li></ul></ul><ul><li>Add rating and individual bookmark buttons </li></ul><ul><ul><li>Digg, Technorati, Reddit, StumbleUpon, Delicious </li></ul></ul><ul><li>Yahoo Pipes </li></ul><ul><ul><li>RSS and Lifestream aggregator </li></ul></ul>
  74. 81. Bookmarking, Sharing & RSS
  75. 82. Mobile Apps
  76. 83. Mobile PhotoApps