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Eden - 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 Profiles </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. 9. Online Shoppers Active Social Media
  10. 10. Numbers of Brands Followed
  11. 11. Reasons you Liked
  12. 12. Selling Goods on Facebook
  13. 13. Puddleducks
  14. 14. Irish Facebook Pages
  15. 15. Business Pages
  16. 16. Westcoast Cooler
  17. 17. IrelandTown
  18. 18. Cultural Pages
  19. 19. Charities & Not for Profit
  20. 20. Bars - Facebook
  21. 21. Irish Political Parties
  22. 22. New Facebook Page Layout
  23. 26. Showcase Photos
  24. 28. Facebook Competitions
  25. 29. 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>
  26. 30. 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>
  27. 31. Facebook Third Party Tools
  28. 32. Wildfire Apps
  29. 33. Involver
  30. 34. Facebook eCommerce Apps
  31. 35. Payvment
  32. 36. Payvment Facebook App
  33. 37. ShopTab
  34. 38. Yardsellr
  35. 39. Usablenet
  36. 40. <ul><li>Facebook and The Big Brands </li></ul>
  37. 41. Nestle
  38. 42. Asos
  39. 43. Four Seasons
  40. 44. Victorias Secrets
  41. 45. TOMS Shoes
  42. 46. Kohls
  43. 47. 1800Flowers.com
  44. 48. Blogging Platforms
  45. 49. Wordpress.org & .com
  46. 50. Sites from Wordpress
  47. 51. Irish Blogs
  48. 52. McGarr Solicitors
  49. 53. 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>
  50. 54. 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 </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 </li></ul></ul><ul><li>Build cross-referencing across social media tools. </li></ul><ul><ul><li>Platforms should cross-reference each other (but not exclusively) </li></ul></ul>
  51. 55. Wordpress.com Interface
  52. 56. Wordpress.com
  53. 57. Dashboard
  54. 58. Add Post
  55. 59. Add New Page
  56. 60. Front End
  57. 61. Twitter
  58. 62. 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>
  59. 63. Twitter Clients
  60. 64. Releax
  61. 65. SMEs
  62. 66. Micro-Business
  63. 67. Journalists
  64. 68. Useful Small Biz Resources
  65. 69. Review Sites
  66. 70. Yelp
  67. 71. Video Sites YouTube, Vimeo, Blip.tv
  68. 72. 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. 73. Video Sites
  70. 74. Photosites
  71. 75. Photosharing Sites
  72. 76. LinkedIn
  73. 77. Professional Networking
  74. 78. Social Bookmarking, RSS and Sharing
  75. 79. 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>
  76. 80. Bookmarking, Sharing & RSS
  77. 81. Mobile Apps
  78. 82. Mobile PhotoApps