Social Media - Strategy and Execution
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Transcript of Social Media - Strategy and Execution
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Social Media Platforms & Case Studies
Keith Feighery
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Outline
• Overview of Social Platforms• Content Marketing• Facebook Session• Twitter Session• LinkedIn• YouTube• Flickr & Photo Apps• Alternatively Blogging Platforms
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Platforms
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Social Media Landscape
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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
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Businesses & organisations need to embrace a more social engagement because it is
happening with or without them
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Marketers need to understand its not about the specific tools but the changing
consumption and behaviour patterns of the customer
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Marketers need to understand the dynamic of communities
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But What Fuels Social Media?
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Engaging Content
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Hubspot – Inbound Marketing Company view
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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
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Summary of Content Types
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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.
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How do You interact with Social Media
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Be Social – Interact with People & Solicit Feedback and Responses
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Be Entertaining, Informative or Offer Something of VALUE to Followers
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Integrate and promote across multiple digital channels
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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
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Facebook Pages
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Online Shoppers Active Social Media
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Numbers of Brands Followed
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Reasons you Liked
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Selling Goods on Facebook
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Puddleducks
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Selling on FacebookFacebook eCommerce Apps
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Payvment
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Payvment Facebook App
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Irish Facebook Pages
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Business Pages
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Bars - Facebook
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Westcoast Cooler
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Cultural Pages
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Charities & Not for Profit
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Eircom
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Irish Political Parties
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Hotels
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D4 Hotels
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D4Hotels Booking Engine
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Case Studies
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Cully & Sully
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Cheffactor.ie
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Click Like to Vote
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Facebook Wall
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Hairy Baby
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Hairybaby
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Engaging with Fans
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Getting People To Respond
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Facebook Competitions
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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.
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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.
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Landing and Custom Page Apps
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Iframe App
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iFrame App
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PageModo
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Shortstack
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ShortStack App
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Facebook Third Party Tools
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Wildfire Apps
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Involver
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Facebook eCommerce Apps
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ShopTab
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EasyPromos
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EasyPromos
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Facebook and The Big Brands
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Four Seasons
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Asos
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Victorias Secrets
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TOMS Shoes
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It’s a Different Medium Than Facebook – and it can be difficult
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Find someone with a function and has something interesting to say – and can say it
well
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And get them to engage at an individual level
It’s not the same as Facebook
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Twitter Search
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Case Studies
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Realex – Corporate providing Utility
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General Account
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Personalised Accounts
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Donal Skehan - Has a Theme
Provides Entertainment & Utility
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Donal Skehan
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Murpys Icecream – Has Theme
Marketing The Business
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Murphys Ice Cream
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Twitter Tools
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Twitter Clients
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Seesmic
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Hootsuite
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Tweet Timeline
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The Tweet
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Case Studies
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Realex
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General Account
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Personalised Accounts
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Personalised Accounts
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SME Case Studies
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Blacknight.com
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Garrendenny Lane Design
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Puddleducks
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Media & PR
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Irish Times
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Sunday Business Post
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Newstalk
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Online PR
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Twitter Apps
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ManageFilter.com
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BufferApp.com (Queue Tweets)
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TwentyFeet (Analytics)
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Twilert (Google Alerts)
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Manage Your Twitter Account
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Tweriod –Best Time To Tweet
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The Profile
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The Feed
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Company Page
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Company Services
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Jobs
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Firefox
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Firefox
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Firefox Plugins & Bookmarklets
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Video Sites
YouTube, Vimeo, Blip.tv
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YouTube
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Video Sites
• Marketing and Earned Media Tool– 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
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YouTube
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Realex Corporate Video
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Review Sites
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Yelp
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Offers and Announcements
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Special Offers
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Usage Statistics
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Photosites
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Flickr
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Twitpic
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Alternative Blogging Plaforms
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Tumblr
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Posterous
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Blogging Platforms
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Wordpress.org & .com
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James Whelan Butchers
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Donal Skehan
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McGarr Solicitors
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Thank You
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Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274