Eden-SocialMedia-Session-9thAugust2011

Social Media Platforms & Case Studies Keith Feighery

Outline Introductions Overview of Social Platforms Content Marketing Facebook Session Twitter Session LinkedIn Other Platforms to consider

Key Platforms for Customers Social/Professional Networks Facebook & LinkedIn Blogging/Micro-Blogging/Lifestreaming Wordpress, Twitter, Posterous, Tumblr Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, Instagram Mobile Foursquare, Facebook, Twitter, Yelp

Businesses & organisations need to embrace a more social engagement because it is happening with or without them

Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer

Marketers need to understand the dynamic of communities

Hubspot – Inbound Marketing Company view

Advantages of Engaging Content Recognise the value in your owned media assets Websites, mobile applications, digital assets Its not about talking about “Yourself” all the time Requires a change in mindset to what is “valuable” Provide information and value to customers all the time Brands/Businesses are becoming publishers and media outlets Establish trust and develop relationships with customers and prospects Be engaging, entertaining, informative, educative etc.. Use content to raise awareness, increase acquistion, conversion and retention rates

Content types The content and digital media on your Web site , blog other content managed systems, partner sites etc.. Facebook fan pages and posts Tweets , status updates E-mail newsletters Blog posts, reader comments and reactions Whitepapers, case studies, w ebinars , podcasts Videos, demos & presentations Product/service reviews Forums Articles and other intellectual property or knowledge sharing –professional contributions etc.

How do You interact with Social Media

Be Social – Interact with People & Solicit Feedback and Responses

Be Entertaining, Informative or Offer Something of VALUE to Followers

Integrate and promote across multiple digital channels

Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Think about the tone, voice and personality to adopt Choose your platforms carefully Think about the type of content to use on each platform Take risks – not everything will work Connect to other channels

Online Shoppers Active Social Media

Selling on Facebook Facebook eCommerce Apps

Charities & Non-Profits (Some before and afters)

Breast Cancer Ireland - Before

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.

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.

Twitter Microblogging platform Can be incredibly powerful tool for business owners and marketers BUT takes time, effort and persistence to build up a community It is much more chatty (Dialogue) than Facebook Businesses need to think about all their constituencies when using Twitter Not just for customers – partners, media, pr etc… Great for thought leadership

What is it? Tweet = 140 Characters @someone – talk to someone (everyone sees it) DM Someone – prviate message - only the people FROM and TO see it RT – retweet – a lot of people retweet content that others have writter

It’s a Different Medium Than Facebook – and it can be difficult

Must know what you want to achieve through it and who you will be talking to

Find someone with a function, who has something interesting to say – and can say it well

And get them to engage at a granular level Build up community overtime

Donal Skehan - Has a Theme Provides Entertainment & Utility

Realex – Corporate providing Utility

Murpys Icecream – Has Theme Marketing The Business

Video Sites YouTube, Vimeo, Blip.tv

Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

Eden-SocialMedia-Session-9thAugust2011

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