Embed Size (px)
Citation preview
Social Media Seminar – UCD
Keith Feighery: Digital Strategist
February 21st 2011
www.slideshare.net/kfeighery/ucd-socialmedia-feb2011
Presentation Outline
• Components of Digital Strategy
• The Changing Digital Landscape
• Social Media Platforms
• Social Media in Education
• Case Studies of Organisatons using Social Media
• Questions and Answers
Digital Strategy
• Social Media Marketing
– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
• Content & Inbound Marketing
– Website, blog, social platforms, partnership sites etc…
• Search Engine Marketing
– PPC, Display and Affiliates
• Mobile Marketing
– Location Based, Text, Advertising, Coupons, Offline-Activation
• Search Engine Optimisation (SEO)
– Structured & Planned Content, Optimismed Vocabulary, Links
• Email Marketing
– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Measurement and Analytics
– Clear Objectives and Benchmarks
The Changing Digital Landscape
Traditional Marketing Vs Social Engagement
Digital Consumption Trends
• 1.8 Million people currently on Facebook in Ireland
• The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously
• Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc.
• Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player)
• Approx 200 Million People per month access Facebook on mobile Devices
• The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010
• 70% of online adults, ages 55 and older, use social tools at least once a month
Social Media Platforms
Social Media Landscape
Key Platforms for Organisations
• Social/Professional Networks
– Facebook &LinkedIn (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming
– Wordpress, Blogger, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing
– Podcasting
– YouTube, Vimeo.
– Flickr, Photobucket, TwitPic, YFrog
• Mobile
– Facebook, Twitter, Yelp, Foursquare
• Bookmarks/Sharing
– Delicious, StumbleUpon, Digg, Google Profiles
Overview of Platforms
Podcasts
Blogs
YouTube
Salient Characteristics of Social Platforms
New social platforms are mass enablers of peer to peer conversations, sharing and
interacting
Organisations must understand that it’s not about the specific tools but the changing
behavioural patterns of the users
Organisations need to embrace a more social engagement because this is where your
prospects reside digitally
You need to engage with them on these platforms and communicate with them here.
Challenge now is to build digital communications and social strategies aligned
with clear objectives
Regardless of organisation type (Business, Educational Institution, Charities etc.)
Organisations need to understand the dynamic of communities and how to interact
and manage them
And also how to help these communities sustain and grow
NB: Communities need to be managed by someone – they are not self-organising
Success using social channels is predicated on the quality of your content
Nobody will engage or give you time if your content is poor quality
With Social Channels and low barrier to entry to production
Every organisation now is potentially a media company
Need to start thinking like one
How to think about media in this changed landscape
Owned Vs Paid Vs Earned Media
Hubspot – Inbound Marketing Company view
Potential Benefits of Social Media
• Listening
– Crucial to hear what the public is saying about you, competitors, related business areas etc..
– Research – understand behaviours, experiences, language patterns etc..
• Engagement
– Communicate directly with prospects and customers (without filters)
– Provide utility and new communications channels
• Relationships
– Build relationships and trust with customers
– Build real and valuable communities online and offline (Two way process)
– Reduce customer acquisition and support costs
– Increase customer retention rates (Loyalty/Advocacy)
– Provide feedback loop for your business
Potential risks
• Loss of control of the conversation
– Two way communication
– Openly negative transmissions
• Not providing Value to prospects• Have to be Informative, Educational, Entertaining, Utilitarian
• Can be a difficult for organisations to find Tone and Voice
– Reveal a human voice of a corporate identity
• What it is that voice?
Education Use Cases of Social Media
UC Berekely
Video & Podcast Material
Berkeley YouTube Account
Webcasts
Recording of Class
iPhone iTunes Interface
Harvard
Harvard Facebook Page
The Wall
Harvard Educast
Harvard iTunes Content
HBR Site
HBR Blogs
LSE
Vidoes and Podcasts
Facebook Page
Twitter Account
itunes Content
iPhone iTunes Interface
Standford
Stanford iTunes Content
Stanford Blogs
Snap Shot Irish Universites
DCU Facebook
UCD
Academics using social media
Econtalk.org
The Rights Future
IrishEconomy.ie
ReformCard.com
ReformCard.com Twitter
Political Parties
Fianna Fail
Fine Gael
Labour
Others Political Candidates
Not For Profit
Barnardos
Breast Cancer Ireland
Irish Cancer Society
Trocaire
American Red Cross
Recent Irish case studies of brands
using social media
Cully & Sully
The Good Mood Food Blog
Hairybaby
Dazzledust
Groupon – CityDeal.ie
Innovative Case Studies of Social
Media
BlendTec
Diet Coke and Mentos
Old Spice Campaign
Tippex YouTube Campaign
Best Job In the World
Kogi BBQ
Ikea – Malmo
Digital crisis and reputation
management
Nestle
Marks and Spencers
Domino’s
United Airlines
The Power of Social Media
Tube Worker abuses Traveller
Stuff White People Like
The Four Hour Working Week
Unsuccessful Viral & UGC Campaigns
Danish Single Mother Hoax
Contact Details
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
Thank You
