5. Griffith-Social-Media-Platforms

Social Media Platforms

Keith Feighery

Platforms

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

Irish Facebook Pages

Business Pages

Bars - Facebook

Irish Political Parties

Charities & Not for Profit

Facebook and The Big Brands

Victorias Secrets

TOMS Shoes

1800Flowers.com

Red Bull

The Rise of Facebook

• 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

Online Shoppers Active Social Media

Numbers of Brands Followed

More Likely To Buy After Liking

Reasons you Liked

Best Time To Engage on Facebook

Breakdown of Conversations

Daily Activity

Per Hour Breakdown of Activity

Highest Vs Lowest Activity

Blogging

Blogging

• Interactive B2B and B2C communication platform• Effective way of building community and improving SEO• Common Blogging Platforms

– WordPress, Type Pad, Blogger• Excellent way of provding thought leadership

– Publish professioanl content which is of interest to you and community• Can be used to educate, inform and entertain readers • Opportunity for organisation to use an informal communication

style – Show human face of organisation

• Participate in wider conversations, build community and dialogue with prospectives – Leave comments, interact, promote interest, etc..

• Search Engines – Regularly updated content– Build Links– Develop Keyword strategies

Blogs

Blogs

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

Blogging Tips cont.

• Find and nurture your most important readers and constituents– Make sure you respond to key people – thos 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. – UseURL 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 – But 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.

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Twitter

Twitter

• Excellent B2B 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

Twitter Clients

Big Biz

Small Biz

Journalists

Useful Small Biz Resources

Review Sites

Yelp

Photosites

Photosharing Sites

Video Sites

YouTube, Vimeo, Blip.tv

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

Video Sites

LinkedIn

Professional Networking

Social Bookmarking, RSS and Sharing

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

Bookmarking, Sharing & RSS

Mobile Apps

Mobile PhotoApps