The document outlines the social media landscape, discussing key platforms such as Facebook, LinkedIn, and Twitter, and their roles in social media campaigns. It emphasizes the importance of knowing your target audience, setting goals, and measuring the effectiveness of campaigns through metrics like engagement and ROI. Additionally, it covers best practices for running competitions on Facebook, the significance of blogging for community building, and strategies for using various social media tools effectively.

1. Social Media Platforms Keith Feighery

2. Platforms

3. Social Media Landscape

4. Key Platforms for Customers Social/Professional Networks Facebook, LinkedIn, MySpace (Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreaming Wordpress, Blogger, TypePad, Twitter, Posterous, Tumblr Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrog Mobile Foursquare, Facebook, Twitter, Yelp Bookmarks/Sharing Delicious, StumbleUpon, Digg, Google Profils

5. Running a social media campaign

6. Social Media Campaigns Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Have specific goals for each channel and platform Prepare internal organisation for impact of social media Identify stakeholders and task them with ownership Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Revise approach and campaign based on feedback Roll-out on different platforms and business areas incrementally

7. How to Measure Social Media Prepare the ground Benchmark Twitter, Facebook, Existing traffic etc.. Identify SEO rankings, referrals from sites, customer satisfaction scores Quantify ROI benchmarks – customer acquisition, advertising spend per channel Design and develop the campaign Decide on channels Define Projections Monitoring process Engagement process

8. Metrics to Measure Online Traffic Traffic volumes, PPC, Organic, sources, keywords, time spent on site, bounce rates etc.. Levels of Interaction Comments etc… - engaged customers are quality customers Sales Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) Leads/Conversions If not possible to convert online – therefore create other mesaurable conversions SEO Video links – Tagged: YouTube, Vimeo, Blip.tv Blog Links – trackbacks, comments, direct references Brand Metrics Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to Buy, Brand Recall

9. Facebook Pages

10. The Rise of Facebook

11. Internet users spend 9.9 percent of their time perusing Facebook compared to 9.6 for Google Sites (YouTube, Gmail, Search, Etc..) 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

12. Online Shoppers Active Social Media

13. Numbers of Brands Followed

14. More Likely To Buy After Liking

15. Reasons you Liked

16. Best Time To Engage on Facebook

17. Breakdown of Conversations

18. Daily Activity

19. Per Hour Breakdown of Activity

20. Highest Vs Lowest Activity

21. Irish Facebook Pages

22. Irish Political Parties

23. Charities & Not for Profit

24. Bars - Facebook

25. Business Pages

26. Facebook and The Big Brands

27. Victorias Secrets

28. TOMS Shoes

29. 1800Flowers.com

30. Red Bull

31. Four Seasons

32. Toyota

33. Nestle

34. Chevron

35. Macy’s

36. Pampers

37. Honda

38. Target

39. Walmart

40. Kohls

41. Facebook Competitions

42. Third Party Tools

43. Wildfire Apps

44. Involver

45. Fanappz

46. What you are not allowed to do Running competitions directly on a Facebook Page. You are required to use a competition application must not run a competition directly on your Wall. Having users automatically enter by ‘Liking’ a Page. You may have them first ‘Like’ your Page but this must lead on to entering a properly set up competition. 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). Any interaction a user takes must be using the competition application and not directly on your Page. 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.

47. Facebook Guidelines 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. 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. You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration. 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. You cannot : Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. 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. You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

48. New Page Layout

52. Showcase Photos

54. Blogging

55. Blogging Interactive B2B and B2C communication platform Effective way of building community and improving SEO Common Blogging Platforms WordPress, Type Pad, Blogger Excellent way of provding thought leadership Publish professioanl content which is of interest to you and community Can be used to educate, inform and entertain readers Opportunity for organisation to use an informal communication style Show human face of organisation Participate in wider conversations, build community and dialogue with prospectives Leave comments, interact, promote interest, etc.. Search Engines Regularly updated content Build Links Develop Keyword strategies

56. Blogs

57. Blogging Tips Connect to your most important keywords. Important for Search Engine Optimisation Grow the number of influential referral sites. Critical to get authoritative inbound links to your site Create outbound links using relevant anchor text Be generous with links to other blogs and websites and others will return the favor and build your traffic for you. Understand the location of your audience. 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. Measure endurance. Measure return visitor and length of time spent on site

58. Blogging Tips cont. Find and nurture your most important readers and constituents Make sure you respond to key people – thos who subsribe and comment Use Twitter and Facebook to promote blog If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Monitor conversations on both Facebook and Twitter Use URL shorteners to gauge subject interest. 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) Build cross-referencing across social media tools. 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 Embed and measure calls to action. If we can get people to a landing page, we should.

59. Twitter

60. Twitter Excellent B2B networking tool Great potential for building relationships Directly with customers Good examples Beaut.ie, Blacknight.ie, kogibbq Good listening tool What is being said about you and most importantly are you hearing it? Easy to engage with customers Reach out to them and resolve issues and improve service to them Opportunity to convey a personal dimension rather than marketing speak Has become mainstream over 2009/2010 1400% growth over past 12 months

61. Twitter Clients

62. Big Biz

63. Releax

67. Small Biz

68. Journalists

69. Useful Small Biz Resources

70. Review Sites

71. Yelp

72. Photosites

73. Photosharing Sites

74. Video Sites YouTube, Vimeo, Blip.tv

75. Video Sites Marketing and Earned Media Tool Old Spice, Tippex, Blendtec etc.. User-generated content Run competitions for customers to build content (see Pat The Baker example) Best Job in the World etc.. Extending digital footprint and brand-building purposes Create engaging content, tag videos with keywords and distribute on a wide network Post all content and video blogs on your website and distribute on free video sharing sites

76. Video Sites

77. LinkedIn

78. Professional Networking

79. Social Bookmarking, RSS and Sharing

80. Social Bookmarking & RSS Add Bookmark Buttons to sites Sociable, AddThis, Share are widely used Link all social profiles from website Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc. Ensure that RSS is enabled Feedburner, GoogleReader, MyYahoo, NetVibes Add rating and individual bookmark buttons Digg, Technorati, Reddit, StumbleUpon, Delicious Yahoo Pipes RSS and Lifestream aggregator

81. Bookmarking, Sharing & RSS

82. Mobile Apps

83. Mobile PhotoApps