AnAppreciationofSocialMedia

JoanneSweeney‐BurkeFriday7thOctober2011

Journalist ChamberofCommerceCEO PRLecturer MarketingExecutive EventManager Fundraiser BusinessOwner Failedpolitician DesperateforaNewChallengeeveryday

Blogger&wannabeauthor Life­LongLearner “TheApprentice”Candidate

WhoisShe?

SowhatisMediaBox?CreativeCouturebyMediaBox…NowYouCanRelax•MediaPlanning&Buying…reviewit,changeit,makemoreimpact(mixadvertising&

sponsorship)•PressOfOice…managingyourbusinessreputation•EventManagement…excitingeventswithaelaboratemarketingmessage•MarketingCouture…bespokecampaignstomaximiseyourmarketingworth•DesignStudio…couturedesignswithimpact•DigitalMedia&Marketing…reviewingyouronlineactivity

TheShifttoWeb2.0

“The second generation ofthe World Wide Web,especially the movementaway from static web pagesto dynamic and shareablecontent and socialnetworking.”

WhatisSocialMedia?Regularmediaislikeaone­waystreet….youreadanewspaper,watchTVorlistentoradioinordertobeinformed,entertainedorengaged.Butyoucan’tcommentorgiveyourviews.

SoSocialMediaislikeatwo­waystreet….youcangiveyouropinion,sharelinks,re‐tweetotherpeoplescommentsandbecomeyourownpublisherofcontent.

Andsocialnetworkingsitesaretheplatformsthatallowyoutosharee.g.Facebook,Twitter,Flickr,Blogs,YouTube.

MarketinghasChanged

“Howcanyousquanderevenonemoredaynottakingadvantageofthegreatestshiftsofourgeneration?Howdareyousettleforlesswhentheworldhasmadeitsoeasyforyou

toberemarkable?”

–SethGodin,Seth’sBlog

SocialMediaLandscapeinIreland

TheNewRulesofMarketing&PRBeforethewebcamealongtherewereonlytwowaystoget

noticed:1. Buyexpensiveadvertising2. Begthemediatotellyourstory

Nowwehavebetteroptions!Simply:publishinginterestingcontentonthewebthatyour

buyerswanttoconsume.

It’sallaboutdevelopingrelationships,havingatwo­wayconversationandengagingwithanaudiencerelevanttoyou,yourbusinessoryourorganisation.

Top10PrinciplesofSocialMedia1. DeNineyournichemarket2. ReviewyouraudienceproOile3. BuildtheFollowing‐beopen,helpful,brave,

transparent,remarkable4. RewardtheFollowing5. WhenyouMakeaMistake‐Apologise6. BeaCurator7. Beauthentic8. Givesocialmediait’scredit9. Pulldon’tpush10. Keepupwithchanges

WhyBusinessesUseIt

•Findnewcustomersleadsorreferrals•Findcollaborative/strategicpartners•Reviewthecompetition•GetintroducedtoorNindoutaboutindustryleaders•Findnewsuppliers,productsorservices•What’snewinmyindustry•Recruitstaff/meetpotentialemployers•Buildyourbusinessvoiceasanindustryleader•Buildprofessionalnetwork

FacebookMarketing

FacebookisasocialnetworkserviceandwebsitelaunchedinFebruary2004.

­Wikipedia

FacebookTips ProOilesareforpeople Pagesareforbusiness Selectapermanentnameandcategory Youcanonlychangebusinesspagenameifunder100LIKES Usethe‘info’tabforcompanydetails Customiseyoururle.g.facebook.com/mediabox Promoteyourpage‐freshandrichcontent‐exclusive

news,photos,video,links Measureengagementwithinsights‐comments,LIKES,

posts AddFBML(facebookmark‐uplanguage)‐youneeda

developertocustomisetabs Groups‐maxmessagingto5,000people ChooseyourLandingPage‐wall,info,events,promotion Crosspromotecontentonotherplatforms

PersonalProOileVBusinessPage•TheRules:It’sagainstFacebooktermstouseaproNileforabusiness.(Ref:PaddyPower&RecruitmentIrelandcasestudies)

•SEO:Fanpagesareindexedbysearchengines.ProNilesarenot.

•BuildyourFollowing:FanPagescanhaveanunlimitednumberoffans.ProNilesareltd.PersonalproNilesmaxis5,000.

•MultipleBrandPlatforms:Youcanhavemultiplefanpages,butonlyonepersonalproNile.

•Features:Morefeaturesforbusinessonabusinesspage

*Goodnews:youcannowchangeyourpersonalpagetoabusinesspage(butitisapermanentaction!)

SecretsofFacebookPosting• Findyourrhythm‐howoftentopostandwhattosay‐itmust

reNlectyourbusinessproductorservice• Findyourauthenticvoice‐behuman,bereal,beconversational.

Sharevideosofyourcompany,photosofyou,stafforproduct,clients

• SetAsideTime­Makefacebookpartofyourmarketingstrategyandsetasidetimedaily‐tocheckfornotiNications,comments,likes&topost‐timeisrelativetoeachindividualbusinessororganisationbut5‐20minutesdailyisagoodruleofthumb

• ShareNews&ExclusiveContent‐nowgiveyourfollowersareasontoLIKEyourpageandtokeepthemengaged

• EncourageFanParticipation‐funandengagingcallstoactionwhichencourageparticipatione.g.askquestions,askforopinions,sharepoststhatyoulove.Allowfanstopostdirectlytoyourwallwithquestions,feedbackandcompliments.

SecretsofFacebookPosting• RewardyourFans­ postspecialoffersjustforyour

facebookfanse.g.discountcodes&exclusivesonnewproducts.Orusea“Check‐In”Dealsthatcanonlyberedeemedinyourstore.

• MarketyourFacebookPage‐promoteyourfacebookpageonyourwebsite(plug‐insandlogo),ezine,newsletter,pressads,radioads,pointofsalematerial,emailsignature,businesscards,brochures,menusetc.

• LandingPage‐thisencouragesvisitorstoLikeyourpage.Youneedadeveloper/designertodothis.

• Partnerships‐Partnerwithotherbrandsorlocalorganisationstocreateco‐promotionsandencourageviralsharingwithincentives

SecretsofFacebookPosting

• ExpandtheReachofYourPosts‐WhenyoumentionapersonororganizationyouareconnectedtoinapostonFacebook,typethe@symbol,begintypingthename,andthenchoosethemfromthedropdownmenu.YourpostwillautomaticallyposttotheirWall.

• UsePlug­InsonyourWebsite‐InstallaLikeboxonyourhomepageandalinkonyournewslettersandemailstodrivepeopletoyourFacebookPage.

EngagingContentExamples…

EngagingContentExamples…

EngagingContentExamples…

BestPracticeCaseStudy Avatar­thisisyourproNilepicture CustomisedTabs‐tabstosuityourbusinessIncludeFBMLtocodeyourowntabsNeedsomedeveloperhelphere Competitions/Promotions‐offers,giveaways Check­In‐peoplecantagthemselvesatyourbusinessWithFacebookPlaces Polls‐startapollandgetfeedbackonaproduct/issue JoinmyList‐invitepeopletojoinyourmailinglist Notes‐publishpressreleasesorlongerpostshere LandingPages‐developanengaginglandingpageusingFBML Links‐Linktoyourwebsite,interestingnewsbits SendUpdatestoFans­postregularly Discussions­startadiscussionanengageandaudience Video‐uploadyourownvideosorthoseyoulike Photos­uploadyourphotosandtagpeopleorpages YouTube‐embedyouryoutubechannel Events‐createaneventandsendinvitationstoyourfans

AccessAudienceInsights

AccessAudienceInsights

TwitterMarketing

Twitter is a website, owned and operated by Twitter Inc., whichoffers a social networking and microblogging service, enablingits users to send and read other users' messages called tweets.Tweets are text-based posts of up to 140 characters displayed onthe user's profile page. Tweets are publicly visible by default,however senders can restrict message delivery to their friendslist. Users may subscribe to other users' tweets—this is known asfollowing and subscribers are known as followers.

- Wikipedia

WhyTwitterforBusiness?

• Reach and interact with like-minded businesses and awider online audience• Deepen your customer relationships• Attract new customers• Forge relationships with other businesses engaging inonline communications• Encourage Word of Mouth marketing for your business• Improve customer services (e.g. Eircom, UPC)

TheABC’sofTwitter@yourname=apublicmessagetooraboutthisperson#=hashtag;helpsyousearchandcategorisepostsonatopicTofollow=subscribetotheirmessagesTweeple=peopleonTwitterYourTwitterHandle=yourTwitternamee.g.@jsmediaboxATweet=anindividualmessageADM=adirect/privatemessageontwitter.YoucanonlysendthisiftheotherpersonfollowsyouRT/Re­Tweet:=repostingamessagefromsomeoneelseonTwitterandattributingthemforthecontentTrendingTopics=mostdiscussedtermsofthemoment

FindingFollowers

LookforpeopleyouknowLookatotherpeople’sproNiles‐explorelistsParticipatee.g.#followfriday#ffHoldcompetitionsandprovidespecialoffersBeworthyofbeingtalkedabout‐RT(retweet_Addmulti‐mediae.g.video,links,photosAskandrespondtoquestions‐jointheconversationAddyourproNiletoyoursiteandothermarketingmaterial‐onlineandofNlinee.g.emailsignature,businesscardsUsedirectoriese.g.twellow.com,mrtweet.com,wefollow.comAddtoyourwebpage/blog

Don’tspamGiverecognitionandthankforre‐tweetsStickto140charactersFollowpeoplewhofollowyouMindyourlanguageDon’t“hardsell”‐pitchDon’tjustpromoteonyourownsiteBepersonalBuildrelationships

TwitterEtiquette

TwitterTipsRegisteryourbrandnameKeepyournameconsistentovermultipleplatformsMakeyourhandlememorableListentotheconversationwww.search.twitter.comCustomiseyourproNileandTwitterlandingpageStarttweetingbeforeconnectingBecomeavaluableresourceDon’tover‐promote‐buildrelationshipsNirstShowcaseothersUsebitly.comtoshortenlinksTherearenorulespeoplehavepersonalpreferencesRememberwhatyoutweetisindexedinsearchenginesConsiderDMsforprivacy

MeasuringTwitterSuccess

HowdoyoumeasureifyouarebeingeffectiveonTwitterornot?

Herearesometipsonhowtogaugewhetheranybodyispayingattentiontowhatyouaresayingornot.

•MeasurehowmanytimespeoplehaveRetweetedyourtweets•Measurehowmany@mentions/repliesyouhavereceived•MeasurehowmanyListsyouhavebeenaddedto•MeasurehowmuchtrafNicyoursitehasreceivedbasedonyourtweetswithlinkstoyourwebsite•Measureyournumberoffollowers

TwitterProOileCompleteyourproNilefullyAvatarDescriptorLinktoyourwebsiteTwitterHandle

TrendingTopics

ImproveCustomerService

EncourageOtherFollowers­#ff

CaseStudies

CaseStudies

LinkedIn is a business­oriented social networking site.Founded inDecember2002and launched inMay2003, it ismainly used for professional networking.As of 2November2010 (2010 ­11­02), LinkedIn had more than 80millionregistered users, spanning more than 200 countries andterritoriesworldwide.

­Wikipedia

• Manage the your public professional profile• Reach potential clients, service providers and subjectexperts• Create and collaborate on projects, gather and sharedata• Be found for business opportunities and find potentialpartners• Gain new insights from discussions with like-mindedbusinesses• Discover inside connections that can help land jobs &close deals• Post and distribute job listings to find the best talent foryour company

WhyLinkedInforBusiness

LinkedInTips

CreateaprofessionalproNileBuildandnurtureyournetworkJoingroupsorcreateyourownSearchforpeopleandcompaniesGiveendorsementsSeekendorsementsUsestatusupdatesCreateyourcompanyproNileAskandanswerquestionsAddapplicationstoyourproNilee.g.resumeapp,exportyourLinkedInconnectionstoexcelPromoteyourevents

MeasuringLinkedInConnections

UpgradeyourAccount

CaseStudy

BusinessBloggingWhatisit?

"Ablogisawebpagemadeupofusuallyshort,frequentlyupdatedpoststhatarearrangedchronologically­likeawhat'snewpageora

journal."

ThetermisactuallyweblogscoinedbyJornBargerin1997.

A blog is a type of website or part of awebsite. Blogs are usually maintained by anindividual with regular entries ofcommentary, descriptions of events, orother material such as graphics or video.-

Wikipedia

BusinessBloggingWhyblog?

TopresentamorehumanfaceTobuildacommunityaroundabrandToprovideexpertadviceinasector/subjectToimprovevisibilityinsearchenginesToprovideregularnewsandupdatesfromyourbusinessTomanageyourbusinessreputationonlineToenablecustomersprovidefeedbackonproductsandservicesTomanagecontentTopublishandsharerichcontente.g.video,links,photos

BlogCaseStudy

SettingupaBusinessBlogChooseyoursoftware‐blogger.com‐freehostedservice‐wordpress.com‐freehostedservice‐typepad.com‐paidforhostedservice‐wordpress.org‐freeselfhosted

Chooseyourtopic/themeCustomiseyourblogdesignPromoteit‐integrateintoyourwebsite‐tweetblogposts‐postbloglinksonfacebook

BringingTrafOictoYourBlog

ListyourBlogonTechnoratiCommentonotherBlogsListyourBlogonGoogleTagyourBlogposts‐sotheycanbefoundongoogleProducecontentforotherblogsorwebsitesPayforonlineadvertising

OnlineVideo/AudioWhatisaPodcast?

A“podcast”isabuzzwordtodescribeaverysimpleconcept:anaudioorvideoQileavailableontheInternetforyoutolistentoand/orwatch.ApodcastcanalsorefertoaseriesoftheseaudioorvideoQiles(similartohowaTVorradio“show”canbeaseriesofshowsorjustoneshow).Whenusingtheword“podcast”,mostpeoplerefertotheentireseriesandnotjustoneaudioorvideoQile.”

­podcast.com

OnlineVideo/Audio

WhyPodcast?

BeathoughtleaderinyoursectorLeadgeneration‐customerenquiries,salesleadsDelivertrainingprogrammes/tutorialsonlinePromoteeventsRecordyoureventsInternalcommunicationsRecruitmentCustomerservice

OnlineVideo/Audio

YouTube is a video­sharing website on whichuserscanupload,share,andviewvideos.

­Wikipedia

CaseStudy­MediaBoxFM

CaseStudy­MediaBoxOnlineAD

PodcastEquipment

KodakZi8

PodcastEquipment

FlipVideoCamera

PodcastEquipment

MicrophoneMicrophoneCoverMemoryCardTripodTri‐pod/uni‐podQuickTimePro/WindowsMediaPlayer

Set Goals: e.g.I want to increase awareness of my company by drivingbrand reputation; I want to secure x no. of attendees to my event viasocial media)

Implement: Decide on a timeframe for the campaign? Be realistic. Decideon the communication channels; have a different conversation on each;be visual; have a voice; have exceptional and engaging content.

Measure: Are people listening? What are they saying? What are thenumber of enquiries? Any sales? Is the phone ringing more than before?Is there better WOM? What has happened to your brand reputation?

Evaluate: Were your goals met? If not, what can you say is different nowthan before?

TheSocialMediaStrategy

• Search Engine Results and Visibility• Website Traffic and Time on Site• Creating a Community of Brand Ambassadors• Customer Service & Loyalty• Sales and Word of Mouth Referrals• Increased Productivity• Reduced Overheads• Product/Brand Awareness• Reputation Management• New Strategic Alliances• Research & Consumer Insights• Innovation & New Product Development• Global Reach

ROIShouldDeliver

GeneratingContent/Campaigns

Thought Leadership…

•ContentCalendar•eBooks•EmailNewsletters•Podcasts•Webinars•Vodcasts•WhitePaper•Surveys&Reports•BlogsPosts

SocialMediaCaseStudy

Don’tEngageinSocialMediaifYouareNotPreparedtoListentotheConversation.Otherwiseyouwill]indyour

businessinthedock!

YourSocialMediaStrategy

ThankYou!

When your Business… …Needs an Expert

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