Social media platforms can be categorized into social/professional networks, blogging/micro-blogging, video/photo sharing, mobile apps, and bookmarks/sharing. Running a successful social media campaign requires understanding your audience, setting goals for each platform, monitoring progress, and continually measuring results. Key metrics to track include online traffic, levels of interaction, sales/leads, and brand metrics.

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 aims and goals of campaign Have specific goals for each channel and platform Prepare internal organisation for impact of social media Identify and task best suited resources to manage presence Good communicators Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Measure and iterate constantly Roll-out on different platforms and business areas incrementally

7. Metrics to Measure Online Traffic Traffic volumes, Organic sources, keywords, time spent on site, bounce rates from shared urls Levels of Interaction Comments, likes, tweets, re-tweets etc… - engaged customers are quality customers Sales/Leads If not possible to convert within platforms – use trackable urls and monitor click throughs and track conversions on owned sites SEO Monitor rankings within Google for social activity Blog Links – trackbacks, comments, direct references Video links – Tagged: YouTube, Vimeo, Blip.tv Brand Metrics Positive Brand Associations, Word of Mouth, Brand Awareness, Propensity to Buy, Brand Recall

8. 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 Facebook Pages

23. More Irish Facebook Pages

24. New Facebook Page Layout

28. Showcase Photos

30. Facebook Competitions

31. 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.

32. 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.

33. Facebook Third Party Tools

34. Wildfire Apps

35. Involver

36. Fanappz

37. Selling Goods on Facebook

38. Puddleducks

39. Facebook eCommerce Apps

40. Payvment

41. Payvment Facebook App

42. ShopTab

43. Yardsellr

44. Usablenet

45. Irish Facebook Pages

46. Irish Political Parties

47. Charities & Not for Profit

48. Bars - Facebook

49. Business Pages

50. Facebook and The Big Brands

51. Asos

52. Nestle

53. Victorias Secrets

54. Four Seasons

55. TOMS Shoes

56. 1800Flowers.com

57. Toyota

58. Pampers

59. Chevron

60. Macy’s

61. Honda

62. Kohls

63. Target

64. Blogging Overview

65. Wordpress.org & .com

66. Introduction to Blogging Common Blogging Platforms WordPress, TypePad, Blogger Excellent low barrier to entry publishing platform Easy to use CMS system to produce and distribute all forms of digital media – text, audio, video, RSS Very effective way of building engaged community and improving SEO Provides a channel for businesses to use a more informal style to communicate Provides a hub for business to participate in wider conversations and discussion Leave comments, interact, generate interest, etc.. Search Engines Love regularly well formatted updated content Blogs are designed to be part of a connected eco-system which is at the heart of good SEO

67. 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

68. Blogging Tips cont. Find and nurture your most important readers and constituents Make sure you respond to key people – those 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 Embed and measure calls to action. If we can get people to a landing page, we should.

69. Reputable Digital Marketing Blogs

71. Some Irish Blogs

72. Irish Blogs

73. Wordpress Backend

74. Wordpress Dashboard

75. Add New Post

76. Manage Themes

77. Twitter

78. 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

79. Lucinda Creighton

80. Twitter Clients

81. Big Biz

82. Releax

83. SMEs

84. Micro-Business

85. Marketing Resources

86. Journalists

87. Useful Small Biz Resources

88. Review Sites

89. Yelp

90. Photosites

91. Photosharing Sites

92. Video Sites YouTube, Vimeo, Blip.tv

93. 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

94. Video Sites

95. LinkedIn

96. Professional Networking

97. Social Bookmarking, RSS and Sharing

98. 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

99. Bookmarking, Sharing & RSS

100. Mobile Apps

101. Mobile PhotoApps