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ECM Social Media Strategy - Week2

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  1. 1. Social Media Strategy & Case Studies Keith Feighery: Digital Strategist
  2. 2. Outline <ul><li>Overview of Social Media </li></ul><ul><li>Social Media Relevance </li></ul><ul><li>Where it fits in, in the Digital Marketing Mix </li></ul><ul><li>Running Social Media Programmes </li></ul><ul><li>Integrated Case studies </li></ul><ul><li>Overview of core platforms and specific case studies </li></ul><ul><li>Questions and Answers </li></ul>
  3. 3. Social Media Relevance
  4. 4. Social Media Relevance <ul><li>60% of online shoppers already use social media sites and networks regularly </li></ul><ul><li>56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks </li></ul><ul><li>The number of users who consume no social media has fallen from 44% in 2007 to 18% by end 2010 </li></ul><ul><li>70% of online adults, ages 55 and older, use social tools at least once a month </li></ul>
  5. 5. People LIKE to Follow Business Online
  6. 6. Online Shoppers Active Social Media
  7. 7. Numbers of Brands Followed
  8. 8. Reasons you Liked
  9. 9. Where Social Fits in with Online Marketing Mix
  10. 11. Core Social Media Applications
  11. 12. Key Platforms for Customers <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, 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, Instagram </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul>
  12. 13. Think about of Age Distribution
  13. 15. Running a social media campaign
  14. 16. 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>
  15. 17. 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, </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>
  16. 18. Salient Characteristics of Social Platforms
  17. 19. It’s Social – You’re Meant to Talk to PEOPLE
  18. 20. Be Entertaining, Informative or Offer Something of VALUE to Followers
  19. 21. Interact with People & Solicit Feedback and Responses
  20. 22. Potential Benefits of Social Media <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you, competitors, related business areas etc.. </li></ul></ul><ul><ul><li>Research – understand behaviours, experiences, language patterns etc.. </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Communicate directly with prospects and customers (without filters) </li></ul></ul><ul><ul><li>Provide utility and new communications channels </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>Build long lasting relationships and trust with customers </li></ul></ul><ul><ul><li>Build real and valuable communities online and offline (Two way process) </li></ul></ul><ul><ul><li>Reduce customer acquisition and support costs </li></ul></ul><ul><ul><li>Increase customer retention rates (Loyalty/Advocacy) </li></ul></ul><ul><ul><li>Mass feedback loop for your business </li></ul></ul>
  21. 23. Potential risks <ul><li>Loss of control of the conversation </li></ul><ul><ul><li>Two way communication </li></ul></ul><ul><ul><li>Openly negative transmissions </li></ul></ul><ul><ul><li>Speed of which Digital Crises can arise </li></ul></ul><ul><li>Using social channel as a marketing or PR conduit </li></ul><ul><ul><li>Broadcast as opposed to engagement </li></ul></ul><ul><ul><li>Providing little value to customers </li></ul></ul><ul><ul><ul><li>Have to be Informative, Educational, Entertaining, Useful </li></ul></ul></ul><ul><li>Can be a difficult for brands to find Tone and Voice </li></ul><ul><ul><li>Reveal a human voice of a corporate identity </li></ul></ul><ul><ul><ul><li>What it is that voice? </li></ul></ul></ul>
  22. 24. International Case Studies
  23. 25. BlendTec
  24. 26. Best Job In the World
  25. 27. Old Spice Campaign
  26. 28. Tippex YouTube Campaign
  27. 29. Early Irish Adopter
  28. 30. The Big Switch
  29. 31. Social Bites Back Too
  30. 32. Aviva
  31. 33. Nestle
  32. 34. Marks and Spencers
  33. 35. Social Media Platforms Case Studies Facebook Pages
  34. 36. Case Studies
  35. 37. WestCoast Cooler
  36. 38. Westcoast Cooler
  37. 39. Cully and Sully
  38. 40. Cully and Sully
  39. 42. Click Like to Vote
  40. 43. Wright Venue
  41. 44. Wright Venue – Like Us
  42. 45. Wright Venue - Wall
  43. 46. Wright Venue - YouTube
  44. 47. CopperFace Jacks
  45. 49. Charities & Non-Profits (Some before and afters)
  46. 50. Irish Wildlife Trust - Before
  47. 51. Irish Wildlife Trust - Now
  48. 52. Barnardos - Before
  49. 53. Barnardos - Now
  50. 54. Twitter
  51. 55. Twitter <ul><li>Microblogging platform </li></ul><ul><li>Can be incredibly powerful tool for business owners and marketers </li></ul><ul><li>BUT takes time, effort and persistence to build up a community </li></ul><ul><li>It is much more chatty (Dialogue) than Facebook </li></ul><ul><li>Businesses need to think about all their constituencies when using Twitter </li></ul><ul><li>Not just for customers – partners, media, pr etc… </li></ul><ul><li>Great for thought leadership </li></ul>
  52. 56. What is it? <ul><li>Tweet = 140 Characters </li></ul><ul><li>@someone – talk to someone (everyone sees it) </li></ul><ul><li>DM Someone – prviate message - only the people FROM and TO see it </li></ul><ul><li>RT – retweet – a lot of people retweet content that others have writter </li></ul>
  53. 57. It’s a Different Medium Than Facebook – and it can be difficult
  54. 58. Must know what you want to achieve through it and who you will be talking to
  55. 59. Find someone with a function, who has something interesting to say – and can say it well
  56. 60. And get them to engage at a granular level Build up community overtime
  57. 61. SME Case Studies
  58. 62. Pat Whelan Butchers
  59. 63. Fallon and Byrne
  60. 64. Donal Skehan - Has a Theme Provides Entertainment & Utility
  61. 65. Donal Skehan
  62. 66. Video Sites YouTube, Vimeo,
  63. 67. YouTube
  64. 68. Realex Corporate Video
  65. 69. Photosites
  66. 70. Flickr
  67. 71. Instagram
  68. 72. Twitpic
  69. 73. LinkedIn
  70. 74. The Profile
  71. 75. Company Page
  72. 76. Company Services
  73. 77. Contact Details [email_address] 086 6070274
  74. 78. <ul><li>Thank You </li></ul>