This document provides an overview of various social media platforms and applications that can be used for marketing and customer engagement purposes. It discusses popular platforms like Facebook, LinkedIn, YouTube and Twitter and how they can be used to build relationships with customers. Specific case studies and examples are presented for each platform. Live demonstrations of the platforms are also part of the overview.

1. Social Media Applications and Case Studies
Keith Feighery

2. Overview
• Introduction to each of the key platforms
• Case studies and examples of platforms being
used
• Live demonstration of each platform
• Review
• Q & A

3. Platforms

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. Jameson Ad

6. Irish Facebook Pages

7. Business Pages

8. Irish Political Parties

9. Charities & Not for Profit

10. Twitter

11. Twitter
• Excellent B2B and B2C 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

12. Twitter

13. Journalists

14. Useful Resources

15. Small Biz

16. Blogging

17. Blogging
• Effective way of building community and improving SEO
• Common Blogging Platforms
– WordPress, Type Pad, Bloggers, Blogspot
• Excellent way of engaging with readers
– Inform followers what is of interest to you
• Can use an informal style
– Show human face of organisation
• Participate in wider conversations
– Leave comments, interact, generate interest, etc..
• Search Engines
– Love regularly updated content
• Now MNCs are encouraging employees to Blog and engage
with social media
– IBM, Dell, Intel and Cisco

18. Blogs

19. Blogs

20. 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
• Don’t forget the outbound links.
– 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

21. Blogging Tips cont.
• Find and nurture your VIPs.
– Make sure you respond to key people – thos who subsribe and comment
• Use Twitter for blog PR.
– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it
properly.
• Use URL shorteners to gauge subject interest.
– UseURL shortener like bit.ly within a Tweet, you can track how many people click
on the content link you offer in your tweets.
• Build cross-referencing across social media tools.
– No social media tool is an island. All tools should cross-reference each other – 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.
–

22. Video Sites
YouTube, Vimeo, Blip.tv

23. Video Sites
• Very useful marketing 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

24. Video Sites

25. Photosites

26. Photosharing Sites

27. LinkedIn

28. Professional Networking

29. Social Bookmarking, RSS and Sharing

30. 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

31. Bookmarking, Sharing & RSS

32. Mobile Apps

33. Mobile PhotoApps