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DBS Diploma in Online Marketing, Sales and Digital Strategy - overview of social media platforms

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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 aims and goals 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 and task best suited resources to manage presence </li></ul></ul><ul><ul><ul><li>Good communicators </li></ul></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>Measure and iterate constantly </li></ul></ul><ul><ul><li>Roll-out on different platforms and business areas incrementally </li></ul></ul>
  7. 7. Metrics to Measure <ul><li>Online Traffic </li></ul><ul><ul><li>Traffic volumes, Organic sources, keywords, time spent on site, bounce rates from shared urls </li></ul></ul><ul><li>Levels of Interaction </li></ul><ul><ul><li>Comments, likes, tweets, re-tweets etc… - engaged customers are quality customers </li></ul></ul><ul><li>Sales/Leads </li></ul><ul><ul><li>If not possible to convert within platforms – use trackable urls and monitor click throughs and track conversions on owned sites </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Monitor rankings within Google for social activity </li></ul></ul><ul><ul><li>Blog Links – trackbacks, comments, direct references </li></ul></ul><ul><ul><li>Video links – Tagged: YouTube, Vimeo, Blip.tv </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>
  8. 8. Facebook Pages
  9. 10. The Rise of Facebook
  10. 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>
  11. 12. Online Shoppers Active Social Media
  12. 13. Numbers of Brands Followed
  13. 14. More Likely To Buy After Liking
  14. 15. Reasons you Liked
  15. 16. Best Time To Engage on Facebook
  16. 17. Breakdown of Conversations
  17. 18. Daily Activity
  18. 19. Per Hour Breakdown of Activity
  19. 20. Highest Vs Lowest Activity
  20. 21. Irish Facebook Pages
  21. 22. Irish Political Parties
  22. 23. Charities & Not for Profit
  23. 24. Bars - Facebook
  24. 25. Business Pages
  25. 26. <ul><li>Facebook and The Big Brands </li></ul>
  26. 27. Asos
  27. 28. Puddleducks
  28. 29. Nestle
  29. 30. Victorias Secrets
  30. 31. TOMS Shoes
  31. 32. 1800Flowers.com
  32. 33. Four Seasons
  33. 34. Toyota
  34. 35. Pampers
  35. 36. Chevron
  36. 37. Macy’s
  37. 38. Honda
  38. 39. Kohls
  39. 40. Target
  40. 41. Facebook Competitions
  41. 42. 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>
  42. 43. 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>
  43. 44. Third Party Tools
  44. 45. Wildfire Apps
  45. 46. Involver
  46. 47. Fanappz
  47. 48. Facebook eCommerce Apps
  48. 49. Payvment
  49. 50. Payvment Facebook App
  50. 51. ShopTab
  51. 52. Yardsellr
  52. 53. Usablenet
  53. 54. New Page Layout
  54. 58. Showcase Photos
  55. 60. Blogging Overview
  56. 61. Wordpress.org & .com
  57. 62. Introduction to Blogging <ul><li>Common Blogging Platforms </li></ul><ul><ul><li>WordPress, TypePad, Blogger </li></ul></ul><ul><li>Excellent low barrier to entry publishing platform </li></ul><ul><li>Easy to use CMS system to produce and distribute all forms of digital media – text, audio, video, RSS </li></ul><ul><li>Very effective way of building engaged community and improving SEO </li></ul><ul><li>Provides a channel for businesses to use a more informal style to communicate </li></ul><ul><li>Provides a hub for business to participate in wider conversations and discussion </li></ul><ul><ul><li>Leave comments, interact, generate interest, etc.. </li></ul></ul><ul><li>Search Engines </li></ul><ul><ul><li>Love regularly well formatted updated content </li></ul></ul><ul><ul><li>Blogs are designed to be part of a connected eco-system which is at the heart of good SEO </li></ul></ul>
  58. 63. 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>
  59. 64. 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 – those 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 bit.ly 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 </li></ul></ul><ul><li>Embed and measure calls to action. If we can get people to a landing page, we should. </li></ul>
  60. 65. Reputable Digital Marketing Blogs
  61. 67. Some Irish Blogs
  62. 68. Irish Blogs
  63. 69. Wordpress Backend
  64. 70. Wordpress Dashboard
  65. 71. Add New Post
  66. 72. Manage Themes
  67. 73. Twitter
  68. 74. Twitter <ul><li>Excellent B2B and B2C 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 Beaut.ie, Blacknight.ie, 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>
  69. 75. Lucinda Creighton
  70. 76. Twitter Clients
  71. 77. Big Biz
  72. 78. Releax
  73. 79. SMEs
  74. 80. Micro-Business
  75. 81. Marketing Resources
  76. 82. Journalists
  77. 83. Useful Small Biz Resources
  78. 84. Review Sites
  79. 85. Yelp
  80. 86. Photosites
  81. 87. Photosharing Sites
  82. 88. Video Sites YouTube, Vimeo, Blip.tv
  83. 89. 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>
  84. 90. Video Sites
  85. 91. LinkedIn
  86. 92. Professional Networking
  87. 93. Social Bookmarking, RSS and Sharing
  88. 94. 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, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net 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>
  89. 95. Bookmarking, Sharing & RSS
  90. 96. Mobile Apps
  91. 97. Mobile PhotoApps