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Thank you to everyone who attended our talk at the OMiG first meet up of the Season in the Harbour Hotel. If you would like to contact any of us directly please drop a line to hello@mintdigital.ie
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OMiG Presentation
Date: 26th March 2013
Venue: Harbour Hotel
Wednesday 3 April 2013
money for nothing and your clicks for free...*
how to create real engagement through social media.
Wednesday 3 April 2013
1. About us
2. The Importance of Digital
3. Social Media Marketing
4. Sample Costings
5. What SME’s can do
6. B2B Marketing
7. Finally, some do’s and don’t’s!
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1. About Mint
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Experience2013
2012
2011
2010
2009
2008
2007
2006
2005 London
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Emergence of the Social Web2013
2012
2011
2010
2009
2008
2007
2006
2005
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Brand Experience
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Retail
FMCG
Professional Services
Hospitality
Insurance
SportCharity
and friends
Education
Mint Clients
Med/ Pharma
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Digital Marketing
Lecturing
Workshops
Speaking
Midlands and West Enterprise Programme
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Our Approach
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2. The Importance of Digital
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Online Advertising
Online Advertising
TV Advertising
Radio Advertising
Outdoor Advertising
Magazine Advertising
Newspaper Advertising
-15.0% -11.3% -7.5% -3.8% 0% 3.8% 7.5% 11.3% 15.0%
-5.40%
-4.10%
-8.90%
-11.10%
-5.90%
12.20%
Source: IAB PwC Online Adspend
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Digital Marketing: B2B v B2C
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But for both, users find you online
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What you can do
The purpose of this digital marketing strategy is to funnel
the various target audiences to very specific and relevant
end goals: to a tangible and measurable call to action.
Generate more ‘leads’ at the top
of the sales funnel using a
combination of Display Advertising,
Email, Google PPC, Social Media,
Online PR, Video Advertising, Press
etc.
Marketing
PPC
Social
Media
Advertising
(Display, Press etc)
Use simple techniques to filter and
process these leads more effectively
to generate more quality traffic to
specific areas of the website. (E.g.
targeted/personalised content
leading to dynamic landing pages)
PR
Tangible CTA
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The Tools to Use
1 2 3 4
Revise website based on user analytics, best practice UX design, add DLP’s/language options.
Generate content to attract visitor registrations, e.g. white papers, guides etc
Launch Google PPC Campaign - drive target audiences to specific areas.
Targeted Email Marketing to different audience groups. Build and segment databases. Refine content/communities
Increase opportunities to generate PR and Online PR.
5
6 7 10
Utilise Blog and Social Media Sites
Launch Search Engine Optimisation activities
Targeted Display advertising working with PPC Ads
Promote content to relevant audiences - based on segmented databases
Increase opportunities for crowd-sourcing/community building from the Network
8 9
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The Tools to Use1
2
34
Awareness EngagementConsideration
/ Research
Goal
ENGAGEMENT:๏ Social Media
Campaigns๏ Content
GOAL:๏ Email Marketing ๏ Social Media๏ PPC
CONSIDERATION:๏ Website Redesign๏ SEO๏ Video Demo’s๏ Dynamic Landing Pages๏ Calls to action๏ Site content๏ Downloadable content
AWARENESS:๏ PPC๏ Email Marketing๏ Video Marketing๏ Blog๏ Social Media
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social media
platform
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\
A GUIDING THOUGHTDON’T INTERRUPT YOUR AUDIENCE WITH INFORMATION THAT INTERESTS YOU ONLY
EARN THE RIGHT TO CREATE COMMUNICATION IDEAS THAT BECOME WHAT YOUR AUDIENCE IS INTERESTED IN.Wednesday 3 April 2013
“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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T-Mobile
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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.
Wednesday 3 April 2013
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.
Wednesday 3 April 2013
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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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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29
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30
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31
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Why do people befriend brands?
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Marketing StrategyImportance of Digital MarketingTwitter
๏ Use it to drive traffic to blog posts/press release
headlines
๏ Tap in to relevant hashtags
๏ Follow popular /noteworthy figures in the industry,
engage them in conversation
๏ Direct traffic to competitions on facebook page/
website
๏ Customer service
๏ Design a skin
๏ Have follow us buttons on site
Wednesday 3 April 2013
Marketing StrategyImportance of Digital MarketingLinked In
๏ Get staff to create profiles and connect
๏ Link from ‘about us’/‘team’ to their linked in
profiles
๏ Create company profile
๏ Join Groups
๏ Connect to people you know - after a sales call,
add them
๏ Fill out company product and services
Wednesday 3 April 2013
Marketing StrategyImportance of Digital MarketingYoutube
๏ Use it to showcase products
๏ To drive traffic to your site
๏ To host videos
๏ Video a customer talking about themselves and
working with you
๏ Customize your web page
๏ Link to youtube from your website, blog etc
Wednesday 3 April 2013
Marketing StrategyImportance of Digital MarketingFacebook
๏ Create a like page
๏ Get found, promote your stuff, connect, add value
for users
๏ Put links on your website
๏ Encourage people to ‘like’ your page
๏ Custom design tabs, cover photo etc.
๏ Test facebook ads
๏ Drive users to a competition app
Wednesday 3 April 2013
Facebook has2,116,200 Users in Ireland
The advertising inventory is highly targeted and cost
effective
Strong Reach
2nd Most Trafficked Website
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Hennelly Finance
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Hennelly Finance
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Hennelly Finance
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Harcourt Shopping Centre’s
2000, increased to
6,000 fans - on average
across 6 shopping
centres
In Dec 2011, we launched Christmas campaigns in six shopping centres around the country. Harcourt Developments portfolio of centres in Ireland include Galway, Laois, Parkway in Limerick, Letterkenny, Dundalk’s Longwalk and Donaghmede Shopping Centres. The objective was to create an engaging campaign that would capture the attention of the relevant target market and add value – keeping the centres front of mind at this key retail period. The campaign was hugely successful, with growth rates of 248% on average across all six centres.
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Pass the Parcel
A Like Gate to increase fanbase
Humourous Questions ensure the user had an
entertainging user experience!
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Multiplier MechanicThe users score is multiplied by the number of friends the app is sent to capitalising on the viral reach potential of facebook.
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Harcourt - Share the Love
Shared 18,790 times!
Following the huge success of the ‘Pass the Parcel’ campaign for all six Harcourt Shopping Centres we decided to reskin this competition for Valentines Day!
In-store Posters
Wednesday 3 April 2013
Avonmore PeakfreshWe developed the ‘Make and Take to Win’ competition on facebook for Avonmore Peakfresh Milk, Irelands largest milk brand. The campaigns asks the public to upload their own stylised milk character in order to enter the competition to be in with a chance to win cash prizes. Users were able to upload pictures via twitter, facebook, instagram and from their desktop. We are also in the middle of developing a game for this campaign, where the user will herd glasses of milk in a field using a dog character!
Link: www.facebook.com/AvonmoreMilk
5000, increased
to 13,000 fans
Wednesday 3 April 2013
Avonmore PeakfreshSome of the UGC (user generated content) achieved through this campaign!
Wednesday 3 April 2013
Avonmore PeakfreshAvonmore PeakfreshAvonmore Peakfresh
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Salthill Hotel ‘Pic the Wall’
500, increased
to 5,500 fans
Award
winning
campaign!
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Salthill Hotel: An award winning campaign!
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Abair LeatAbair Leat is the worlds first social network dedicated to a minority language - Irish. To drive the high proportion of facebook users to the website we decided we needed to develop an app that would grab the target markets attention and engage them, using a series of clips from popular movies such as Toystory, The Kings Speech and Lord of the Rings, we dubbed over clips in Irish with hilarious consequences! The user was then asked to answer a series of questions, to increase their chances of winning, users were able to mulltiply their score by sending the app on to freinds, increasing the viral reach of the campaign vastly.
Link: www.facebook.com/abairleat
0, increased to
5,000 fans
Wednesday 3 April 2013
Were you BORN to be a Designer?To promote BORN Clothing’s fabulous clothing lines and wide range of designers we developed a facebook competition that would be fun, engaging and above all showcase their range. The ‘Were you BORN a Designer’ facebook application allows users to create a look from BORN Clothing’s Summer range to be in with the chance of winning one of many daily prizes – from vouchers to handbags, shoes and clothes.
Wednesday 3 April 2013
sage facebook campaign
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Home Pharmacy
Website
Headed Paper
LogoBusiness Cards
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Sample Costings
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Branding
circa €100
On Youtube, Twitter, Facebook
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Facebook App
€800 - €12,000 +
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sample costing
Facebook Campaigns:
HoursHourly Rate Cost
PlanningPlanning
1 Project management 10 €65 €650.00
2 Wireframes 8 €65 €520.00
3 Design of initial campaign look and feel 10 €65 €650.00
4 Copywriting 4 €65 €260.00
5 Design of main page 12 €65 €780.00
7 Design of subpages 8 €65 €520.00
8 Development 25 €65 €1,625.00
9 Testing 6 €65 €390.00
10 Deployment 3 €65 €195.00
11 Maintenance 6 €65 €390.00
Total:Total:Total:Total: €5,986.00
Wednesday 3 April 2013
SME’s
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Marketing StrategyNorth Social
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FacebookComp
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Logo
Email Marketing
Website
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A5 Flyers
Promo Material
Press AdPop Up
Stands
Business Cards
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B2B Marketing
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The Overall Approach
1) Acquire customers
2) Promote Value Proposition
3) Target Buyers
4) Direct them to Content - allow white paper’s to be downloaded
5) Drive Traffic - use targeted emails offering the white paper, plus
google ads and PR
6) Capture Details
Source: www.dohertywhite.com
Wednesday 3 April 2013
Customer Acquisition
Source: www.dohertywhite.com
Wednesday 3 April 2013
Value Proposition
๏ Who is this for?
๏ What is the need it addresses?
๏ How do you solve that need/problem?
๏ Is this unique to you?
๏ Your unique capability produces what for me?
๏ What impact will it have? (Money, time saved, benefits...)
๏ Can you give me an example (evidence)?
๏ How long will it take to process order?
๏ What about the obvious alternative (do nothing, competitor
etc)
๏ Is this value proposition sustainable? (is it future proof?)
๏ What results will this produce for me?
Source: www.dohertywhite.com
Wednesday 3 April 2013
Your Buyers
Source: www.dohertywhite.com
Wednesday 3 April 2013
Crossing the Chasm
Source: www.dohertywhite.com
Wednesday 3 April 2013
Marketing StrategyImportance of Digital Marketing
Encourage Sales
Selling Opportunity
Email Marketing, Social Media, Direct Mail
SEO, PPC, PR,
Social Media,
Value proosition, site
design, callls to action,
landing pages, content,
lead capture, follow up
Demonstrate Value,
product videos,
don’t let them figure
things out alone
Content plan,
engagement,
remind customers of the
vale you deliver
Customer Acquisition
Source: www.dohertywhite.com
Wednesday 3 April 2013
Do’s and Don’t’s
Wednesday 3 April 2013
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
Wednesday 3 April 2013
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.
Wednesday 3 April 2013
thank you!
Zara Sheerin | Managing Director | Mint Digital
m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerin
Wednesday 3 April 2013
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