eden-socialmedia-session-9thaugust2011
DESCRIPTION
Eden Social Media Session - 9th August 2011Case Studies and walk through of social media platformsTRANSCRIPT
Social Media Platforms & Case Studies
Keith Feighery
Outline
• Introductions• Overview of Social Platforms• Content Marketing• Facebook Session• Twitter Session• LinkedIn• Other Platforms to consider
Platforms
Social Media Landscape
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
But What Fuels Social Media?
Engaging Content
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
Summary of Content Types
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, webinars, 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
Facebook Pages
Technical Specs of Pages
Technical Spec for Pages
Reasons you Liked
Online Shoppers Active Social Media
Numbers of Brands Followed
Irish Facebook Pages
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
Wright Venue
Wright Venue – Like Us
Wright Venue - Wall
Wright Venue - YouTube
Cully and Sully
Cully and Sully
Click Like to Vote
CopperFace Jacks
WestCoast Cooler
Westcoast Cooler
D4 Hotels
D4 Hotels
D4Hotels Booking Engine
Selling Goods on Facebook
Puddleducks
Selling on FacebookFacebook eCommerce Apps
Payvment
Payvment Facebook App
Business Pages
Charities & Non-Profits
(Some before and afters)
Irish Wildlife Trust - Before
Irish Wildlife Trust - Now
Breast Cancer Ireland - Before
Breas Cancer Ireland - Now
Barnardos - Before
Barnardos - Now
Irish Cancer Society - Before
Irish Cancer Society - Now
Trocaire – Before
Trocaire - Now
Political Parties
Irish Political Parties
Facebook Competitions
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.
Landing and Custom Page Apps
Iframe App
iFrame App
PageModo
Shortstack
ShortStack App
Facebook Third Party Tools
Wildfire Apps
Involver
Fanappz.com
Facebook eCommerce Apps
ShopTab
EasyPromos
EasyPromos
Facebook and The Big Brands
Four Seasons
Asos
Victorias Secrets
TOMS Shoes
• 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
Twitter Timeline
The Tweet
Use ShareThis Browser plugin
Twitter Search
Case Studies
Donal Skehan - Has a Theme
Provides Entertainment & Utility
Donal Skehan
Realex – Corporate providing Utility
General Account
Personalised Accounts
Murpys Icecream – Has Theme
Marketing The Business
Murphys Ice Cream
Realex
General Account
Personalised Accounts
SME Case Studies
Pat Whelan Butchers
Fallon and Byrne
Garrendenny Lane Design
Blacknight.com
Twitter Backgrounds
Twitbacks.com
FreeTwitterDesigner.com
TweetyGotBack.com
Twitter Tools
Twitter.com
Tweetdeck
Seesmic
Hootsuite
Twitter Apps
ManageFilter.com
Manage Your Twitter Account
BufferApp.com (Queue Tweets)
TwentyFeet (Analytics)
Twilert (Google Alerts)
Tweriod –Best Time To Tweet
The Profile
The Feed
Company Page
Company Services
Jobs
Video Sites
YouTube, Vimeo, Blip.tv
Realex Corporate Video
YouTube
Review Sites
Yelp
Offers and Announcements
Special Offers
Usage Statistics
Photosites
Flickr
Twitpic
Blogging Platforms
Wordpress.org & .com
James Whelan Butchers
Donal Skehan
McGarr Solicitors
Alternative Blogging Plaforms
Tumblr
Posterous
Thank You
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274