The document provides an overview of online marketing and social media strategies. It discusses the growth of online advertising in Ireland and key drivers such as increased broadband connectivity and time spent online. Social media platforms like Facebook, Twitter, and YouTube are growing rapidly. The document advocates using social media to achieve visibility and consumer trust through quality content, conversations, and word-of-mouth recommendations. Case studies demonstrate how brands have successfully used social media campaigns to boost fan engagement and sales. The document concludes with best practices for effective social media marketing.
1. money for nothing and your clicks for free...
Saturday 10 September 2011
2. money for nothing and your clicks for free...
how to create real engagement through social media.
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3. hello!
Consultancy | Advertising | Social Media | Web Design | Search | Email Marketing
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4. background
Harvest Digital - Planning Manager. 2006 – 2007
Harvest is an integrated digital marketing agency based in Soho, London
(‘fastest-growing digital agency’ - Marketing magazine 2008)
Developing effective digital marketing strategies for new and existing
clients such as 3M, Autotrader, Cheapflights and Tesco, identifying the most
effective online channel to maximise their budgets.
Agency.com (TBWA) - Senior Account Manager. 2007 – 2010
While at agency.com I delivered integrated campaigns through strategic
planning, managing a team of three and 60% of Agency.com’s client base.
Played a key role in short/long-term strategic planning for Meteor, Audi,
Change.ie, Etihad Airways, LVA, Murphy’s and Dublin Bus.
Bluecube - Account Director 2010 – 2011
I headed up the client services team at Bluecube Dublin, Ireland’s ‘best
web and design agency’ (DMA’s 2010), managing a team of four account
handlers to deliver seamless campaigns for each client.
Responsible for leading efforts to deliver large, complex, high-priority
projects which often require considerable resources and high levels of
functional integration. Specifically focusing on the delivery of cross-channel
campaigns for our larger clients; Meteor, Jameson, Lidl and Safefood.
Mint Digital - Managing Director 2011 – Present
In February 2011 I establised Mint Digital - a digital marketing consultancy
specialising in the creation and development of social media platforms
that deliver results, engage audiences and boost sales.
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7. the growth of online advertising
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8. online advertising
The 2010 IAB PwC Online Adspend Study values the
Irish online market at €110m.
This represents a 12.2% increase in adspend year on
year.
“The growth in the Irish online audience and in their
time spent consuming online media while other
media are experiencing fragmenting audiences
underlines the phenomenon of online’s growing
share of media budgets”.
Bartley O’Connor, Advisory Consulting, PwC
Source: IAB PwC Online Adspend - A total of 29 publishers participated in the study,
many of whom represent multiple websites.
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9. online advertising
Online Advertising 12.20%
TV Advertising -5.90%
Radio Advertising -11.10%
Outdoor Advertising -8.90%
Magazine Advertising -4.10%
Newspaper Advertising -5.40%
-15.0% -11.3% -7.5% -3.8% 0% 3.8% 7.5% 11.3% 15.0%
Source: IAB PwC Online Adspend - A total of 29 publishers participated in the study,
many of whom represent multiple websites.
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10. key drivers for this increase
Increased broadband connection
The total number of Broadband connections (fixed and
mobile) grew from 1,861,242 in 2009 to 2,163,642 in 2010
This represents a 16.3% year on year increase.
Greater time spent online:
The average hours spent online each week increased from
13.2 (ComReg) in 2009 to 19.1 hours per week in 2010 (Red C).
This reflects increased viewing time of online video, streaming
TV and movies as well as the dramatic growth in social media
usage.
Source: IAB PwC Online Adspend - A total of 29 publishers participated in the study,
many of whom represent multiple websites.
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11. social media
platform
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12. The Power of Social Media:
This diagram shows how a fanpage that starts with a base of
zero fans, starts to populate itself organically through a viral
spread.
Once the campaign has plateaud a fresh burst of media will
invigorate the campaign.
media 2,300
€2,000
spend new
fans
0 new
fans €0
0
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13. The Power of Social Media:
This diagram shows how a fanpage that starts with a base of
zero fans, starts to populate itself organically through a viral
spread.
Once the campaign has plateaud a fresh burst of media will
invigorate the campaign.
media 2,300
€2,000
spend new
fans
0 new
fans €0
0
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21. visibility
To achieve visibility on the social web, a brand needs to leave
breadcrumbs and footprints in all the right places...
Create a buzz drawing in your target audience organically
Be seen by the right people at the right time
Combine strategic visibility with excellent customer service -
your community can’t help but rave about you
Contribe Quality Information and Build Connections:
Be insightful, engaging, and provocative when creating a
dialogue.
Achieve visibility by being conversational, relevant and
invoking emotions.
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23. “If the news is important
enough, it will find me”
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24. Word of Mouth - when users
interact with your campaign,
stories linking to your page go
to their friends via news feeds,
driving word-of-mouth to a
wider circle of friends.
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28. The changing consumer
If you let them, consumers can become your brand advocates -
personally producing content for you, becoming part of your
campaign and spreading your brand message to their network
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30. social media
Every minute of every day, more than a half-
billion members of Facebook collectively create
almost 1 million photos, wall posts, status updates,
and other bits of content.
Twitter looks tame by comparison - the network
sees more than 125,000 tweets a minute.
YouTube receives more than 48 hours of video per
minute. If you watched video every minute of your
life, you'd get through 10 days' worth of YouTube
uploads.
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32. Shel Israel - author of Twitterville
‘Companies need to tell what they're doing rather than sell what they're
doing. And that's a fundamental change. We're going into a
conversational era, which is bi-directional.’
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34. ESB Electric Ireland
Every day of the Hunt, the Electric Picnic mascot
Sparkhead was hiding somewhere in Ireland.
To find him each day, everyone had to get
tweeting: whatever they liked to whoever they
liked, so long as it included the hashtag
#ShareTheEnergy
And tweet they did - during
the five days of the Hunt,
there were over 10,000 tweets
with the hashtag
#ShareTheEnergy. An
average of 2000 tweets per
day, each of which made the
aerial map of Ireland zoom in
until Sparkhead’s actual
location was revealed.
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36. Old Spice
More people watched this videos in 24 hours than Obama’s
presidential victory speech!
Total video views reached 40 million in a week.
Campaign impressions: 1.4 billion.
Since the campaign launched, Old Spice Bodywash sales are up
27%; in the last three months up 55%; and in the last month up 107%
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38. “A brand is no longer what a company says
about its product, it’s what a friend tells a friend”
Make the user engage, share and personalise –
make them your brand ambassadors
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40. Facebook has
2,014,100 Users in Ireland
It has the strongest
reach of all online
channels
The news feed is a
unique place to
influence
The advertising
inventory is highly
targeted and cost
effective
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41. Facebook in Ireland
13% of Irish users are
between 13 and 17....
that’s the same
percentage as the 45+
category!
People follow brands that are current,
entertaining, informative, and above
all, one's that provide value. Reward
visitors with a coupon code, special
offer, or fan-only content. This sort of Users spend
instant payoff will help earn their trust an hour a day
and loyalty. on Facebook
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42. Why do people befriend brands?
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47. Fran & Jane Like-Gate
Promote the brands latest
range and events
Convert browsers into actual
fans
Increase branding on the
page
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48. Salthill Hotel ‘Pic the Wall’
Objectives
Build the fanbase.
Create more frequent connectivity
Bring the hotel to the front of people’s mind, when relevant
Increase bookings and utilise facebook as a promotional tool
Raise the profile of the Salthill Hotel and keep it front of mind at
relevant times
Capitalise on the viral reach potential of social networking sites
through competitions, subtly promote the Salthill Hotel’s service
offering through entertaining and engaging content.
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52. Salthill Hotel ‘Pic the Wall’
“Mint Digital and Zara Sheerin did a superb job on our Pic the Wall Facebook
campaign this Summer for Salthill Hotel. It surpassed our expectations by going from
a very low base of just 500 fans to a whopping 5,500 within a very short time frame.
Not only did we achieve a large number of ʻfriendsʼ on our FB page but the campaign
also resulted in a great wave of traffic and revenue to our website. We look forward
to working with Mint Digital in the future and would highly recommend them”
- Sinead Cassidy, Marketing Manager - Salthill Hotel.
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53. Were you BORN to be a Designer?
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54. Were you BORN to be a Designer?
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55. Were you BORN to be a Designer?
ʻWe here at Born Clothing found Zara and Mint Digital to be an absolute pleasure to
work with. Zara is professional, creative and extremely knowledgeable on all aspects
of digital marketing. We introduced a Facebook campaign on our Born Clothing page
in recent weeks and saw a huge impact immediately. For us it was a fantastic way to
engage and reward our existing and newly acquired customers. Our customer
database increased greatly as did the activity on our page. We will definitely consider
doing something similar in the future as we found it to be very worthwhile.ʼ
- Kate McDonald, PR & Marketing Manager - BORN
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57. online marketing process
Our
approach to
Attract
campaigns
Acquisition
Banner Conversion and service
Advertising Enticing offers offering
Social Media Engaging
SEM Content
Email Marketing Personalisation
Measure & Optimise: Targeting
Partner Marketing
Viral Marketing Return on investment
Competitor Benchmarking
Online/ Offline Surveys
Web Analytics
Maintain
Re-market
Retention
Customer Service
Choice & Convenience
Consistent service
Quality
E-Mail Marketing
Build a community
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58. how to make social media work for you
✓ Offer value - either through engaging content, previews, coupons,
prizes or offers. Recruit through games and daily prizes
✓ Achieve visability - stand out through engaging campaigns, use
popular references - make sure your campaign resonates.
✓ Be conversational - create a tone of voice that cuts through and
engages. It should be a dialogue
✓ Loyalty - build a loyal customer base to leverage organic spread
✓ Resource - be ready to respond to your customers and encourage
them to talk about your brand
✓ Commitment - be ready to make a commitment beyond a
campaign
✓ Integration - know how any other marcomm strategies will
integrate with your social media campaign. Are there other assets
(tools and content) can you leverage?
✓ Measurability - think about how you will measure success
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59. Some common pitfalls
Post too frequently. The recommended number of posts for brands is about 1 – 2 posts per
day
Not engaging with people in comments. Don’t forget that you have to engage with your
fans and respond to them – make sure you reply to people when they have questions, even
stupid ones!
Arguing with your fans. If you have an angry fan, answer unemotionally and drive the
conversation elsewhere
Delete negative comments. Never delete negative comments. Never, almost never...
99.99% never!
Running competitions against the sites rules. Don’t announce winners solely over
Facebook, ensure you have adequate terms and conditions, and a data policy
Not using applications/tabs. The best thing about Facebook is that you can create a
campaign that will drive and boost your community organically.
Sending your fans to your site Only. Sending fans to your site is not the best way of keeping
your community really active and sharing. Communities love videos and pictures, but if you
just send them links to your page only, that won’t do the trick (unless it’s really relevant
content), but always make sure to mix the content.
Not using Facebook landing tabs. Landing tabs are a very important part of your
Facebook page, and can make your page grow 40% faster.
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60. How to engage...
‣ Use a competition engine to recruit fans – building your
initial customer base
‣ Plan your communications strategy - ensure updates are
managed on the fanpage through a content plan outlining
tone of voice, content ideas, UGC etc
‣ Maximise opportunities to recruit organically through
engaging content
‣ Once a robust fanbase has been achieved we then have
a platform to communicate regularly to fans with zero
media costs
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65. thank you!
Zara Sheerin | Managing Director | Mint Digital
m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerin
Saturday 10 September 2011