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A brief summary of a presentation I gave at the Marketing Institute of Ireland\'s North West Chapter\'s Digital Media Workshop in April 2010.
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Aoife Porter
April 13th, 2010
Aoife Porter
Social Media – Why should I care?
Social Media Explained Video
It’s all about relationships!
Social Media in Ireland
Facebook Ireland Stats:
1,418,100 Facebook accounts in Ireland:
847k active daily users
From Facebook Ireland, April 2010
LinkedIn:
25,000 Irish LinkedIn accounts (From Barry Hand)
Irish Twitter Users: 150,000 (From Barry Hand)
FourSquare:
January 2010: 3,000 Irish FourSquare users (From Niall Fagan at SimplyZesty.com)
Boards.ie (Jan 1-Apr 13th stats)
Visitors: 5,197,049
Pageviews: 98,213,363
Visits: 13,763,871 (Stats as of April 13th, from Darragh Doyle at Boards.ie)
Benefits of Social Media
Targeted
You can do it yourself, the main cost is
time and effort.
You can engage directly with your
customers and build a community
Social Media Channels
Social Networks (Facebook, Bebo)
Professional Networks (LinkedIn, Xing, Plaxo)
Microblogging (Twitter)
Blogs (Wordpress)
Twitter Clients (Tweetdeck, Hootsuite)
Video Sites (YouTube, Vimeo)
Photosites (Flickr, Pix.ie)
Mobile Photo sites (Twitpic, PicPosterous, MobyPictures, Pikchur)
Mobile Social Applications (Facebook, LinkedIn, Flickr, AudioBoo,
FourSquare, Yelp, Dopplr)
Forums (Boards.ie, TripAdvisor, Weddingsonline)
Social Media Strategy
Ensure you have senior management buy-in to social media
Who are my target audience/potential clients?
Pick your Channels. Where do they go for news/industry info/in general?
Create measurable objectives
– # Facebook Fans
– # Twitter Followers
– Traffic to website
– # Newsletter Sign-Ups
What is my main selling point?
Do one or two things really well!
You have to stand out from the crowd
Key to Engaging Customers
Good Content is King!
Is your content:
– Original, entertaining or useful?
– Shareable?
– Desirable
– Relevant to your target
– In keeping with brand values
Facebook Fan Page Benefits
> Visibility in Search Engines
Status updates are published into fans’ streams: the
more interaction the better visibility for your page in news
streams
Your fanpage is customisable, so make it as interesting
as possible
Fanpages – Getting Started
Choose your page name
Add content / stories (populate 3 or 4)
Add image 200*600 pixels
Consider landing page
Publish your page
>25 fans, register your page
Invite friends
Facebook Ads
Title – Up to 25 characters
Text – 135 characters
Add image (110px * 80px)
Very targeted and economical
Set your daily budget and schedule
Create compelling action
“However beautiful the strategy, you should
occasionally look at the results”– Winston Churchill
Facebook Insights
= Google Analytics
Monitor:
Fan growth
Demographics
Page & Post popularity
Lots more!
Twitter Overview:
Still more B2B than B2C
Great for hotel deals, live updates, the news before it becomes news!
Twitter Lingo:
@aoifep = message to Aoife Porter
Tweet = a 140 character post, better keeping it around 130 charcters to promote retweeting
# = hashtag used to categorise tweets
DM = private message
RT = Retweet. Great way to spread content
Search.twitter.com: find latest news
Twitter Tips
Register your brand name
Change your background image
Follow lists
Reach out to authorities in your industry / region
Upload images / promotions / useful content.
Professional Business Network
Benefits of LinkedIn
– Groups
– Recruitment
– New customers
– Industry Trends
What to do on LinkedIn
Create a profile
Add your profile pic
Search for relevant groups and
connections
Be respectful – don’t seek connections or
communicate with anybody you wouldn’t
approach in person
Useful Tools to Save You Time
How to manage your social media
channels:
– Hootsuite
– TweetDeck
Google Alerts to monitor your brand /
industry / competitors
Google Reader to set-up RSS feeds of
Twitter, news, subscriptions
Key Take Aways
It is a process NOT a project
The engines change
Your competitors grow
The channels change
User behaviour changes
The Only Constant is Change
Set-Up Facebook Fan Page
Set-Up Twitter Account
Set-Up LinkedIn Account
Promote them
Key Take Aways
Bua Marketing
Twitter @aoifep
Get in Touch
