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Digital Insights - Facebook Marketing Session - on behalf od Dublin City Enterprise Board
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Facebook Overview and Case Studies
Keith Feighery
Outline
• General Points to Consider when engaging with Social Media
• Facebook Overview• Critique Case Studies (Aesthetic and Content)• Running Competitions• Using Facebook Applications• Questions and Answers
Career Summary
• Director of Digital Strategy with Digital Insights• 14 Years experience developing and marketing
web and digital applications• Lecturer with DIT on MA in Digital Media
Technologies• Lecturer with Dublin Business School, Griffith
College, Champlain College & IBAT in Online Marketing and Digital Strategy
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
www.DigitalInsights.ie
Irish Online Stats to Consider
• 77% of all Irish Internet Users use Facebook (approx 2M)• Tops 2 sites visited are Google (38%), Facebook (19%)• Average Irish person spends 18 Hrs+ online each month
– 4 hours 10 mins Facebook– 2 hours 51 mins Google
• 13% Facebook Users Aged 13-17; 55% Aged 18-35;• 90% of 15-24 YO active on Facebook• 47% of all Facebook Users login Daily• 37 Million Branded Pages on Facebook with over 10 likes
Core Components of Social Media Strategy
Devising a Social Media Strategy
• Core Components of a Social Media Programme– Know your target audience – develop personas– Plan goals and aims of campaign (Business Goals)– 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– Create Guidelines for Staff how to Leverage Social– Think Multi-Channel – Cross Promote and Connect to other
channels– Create clear KPIs and Measure performance
Interacting on Social Media
Key to understanding how to leverage social media, is to acknowledge the behavioural shift in online usage patterns
Be Social – Interact with People & Solicit Feedback and Responses
Ask Questions of your community – and then they will respond
Understand why people like facebook pages
Reasons you Liked
Mechanics of a Page
Technical Spec for Pages
Create a Page
Settings Page
Case Studies
Lidl
Penneys
Dunnes Stores
Be Entertaining, Informative or Offer Something of VALUE to Followers
Hairybaby
Engaging with Fans
Getting People To Respond
Murphys Icecream
At Movies Dundrum
At Moveis – The Wall
Westcoast Cooler
Branded Facebook Page
Adding/Tagging Images
Restaurants, Bars, Hotels
Wright Venue
Wright Venue – Like Us
Wright Venue
Wright Venue - YouTube
CopperFace Jacks
CrackBird Facebook
Crackbird Dublin
joBurger Facebook
Jo Burger Twitter
Rustic Stone - Facebook
D4Hotels.ie
Cully and Sully
Cully and Sully
Click Like to Vote
Selling Goods on Facebook
Puddleducks
Selling on FacebookFacebook eCommerce Apps
Payvment
Payvment Facebook App
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
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
