25/03/2014

Our Social Media Revolution

This Evening’s Agenda

• H+A Marketing + PR - Who are we?

• The Irish Social Media Landscape

• A closer look at Facebook and Twitter (Ireland’s leading networks)

• Social Media’s Place within the Digital Marketing Strategy

• Some Recent H+A Case Studies

Our Services

Social Media Account Management

Our Social Media Services

Social Media Project Management

Social Media Consultancy

Social Media Strategy Development

Social Media Training

Social Listening

Some of our clients

The Social Media Landscape

Social Networking Qtrly Key Results

• Ownership

• Facebook continues to be the dominant social network for Irish adults

• 59% have an account, +2% on last quarter’s survey and +7% on this time last year

• Twitter account ownership has plateaued , 26% account ownership

• LinkedIn account ownership remains the same at 23%

• Usage

• 70% of Facebook users log in daily

• 43% user Twitter daily

Facebook in Ireland by Numbers

• 2.3 million active users in Ireland

• 70% of Irish Facebook users return daily

• 1.7 million use Facebook on their smartphone

• Average of 280 Facebook Friends vs 180 world wide

average

• Like on average 79 pages

• Share 10 million wall posts

• 20 million photo uploads, 7 Million Status Updates

• And NOW 41% of Facebook’s advertising revenue

comes from mobile advertising

Source: Ipsos MRBi Social Networking Quarterly February 2014, COMScore and Facebook data

Interesting Facebook Facts!

• Monday is the most popular usage day

• Irish people are least likely to ‘like’ a page on a Saturday

• 70% of Irish businesses use Facebook

• 52% of 16-24 year olds and 30% of 25-30 year olds check Facebook first thing in

the morning

Source: Ipsos MRBi Social Networking Quarterly August 2013, COM Score and Facebook data

Top 5 Industries on Facebook in Ireland

Source; Socialbakers.com February 2014 social media report

Top 5 Most Engaging Brands on Facebook

Source; Socialbakers.com February 2014 social media report

The Top Three Most Engaging Posts in February

The Top Three Most Engaging Posts in February

The Top Three Most Engaging Posts in February

Facebook Newsroom

• Edgerank and Organic Reach

Latest Facebook Developments

• Changes to Facebook Edgerank

• Studies have shown that organic reach has been steadily decreasing since Dec 2013

• Sept 2012 – 16%, Sept 2013 – 9.5% and 7% in Dec 2013

• Some predict organic reach will drop to zero

Facebook is a commercial business and needs users to spend money with them.

• Edgerank and Organic Reach

Latest Facebook Developments

• What does this mean for page managers?

• Make better decision about what you’re posting

• Play around with your content & study what type of content works well and what time works well for your community – Use Insights!

• Set aside a budget to support the content that works well organically

• Be strategic – use Facebook to drive traffic to your website where you can capture key data & recruit into CRM databases

• 27% of Irish adults (15+) have a Twitter account that’s 1.2 million people using

Twitter every day tweeting over 4 million times a day

• Ireland has the 10th highest number of Twitter users per Capita in the world

• Wednesday is the busiest day on Twitter in Ireland

• 10-11pm is the busiest hour each day

• Users are more active from 12 midday

• 53% of 15 -24 year olds use Twitter, 46% of 25-34 year old use Twitter

• Dublin and Cork users post almost half of all Irish tweets

• Twitter has become THE source of breaking news

Social Media and the Overall Digital Strategy

Digital Strategy

SEO/Website PPC/Search Online Ads Social Media

CONTENT

Case Studies of Recent Work

Launch of the Ford EcoSport

• 500 limited edition Ford EcoSport cars made

available across Europe, 5 allocated to Ireland

• Dedicated Microsite built where the limited

edition cars could be reserved

• Facebook - primary communications channel

• Targeted Facebook Advertising used to drive

people to the site

• 5 cars sold out within 15 minutes!

• Microsite still operates as a medium through

which people can register their interest

Formats and Themes

Targetted Facebook Ad Campaign

• Fromats • Promoted posts, ASU’s and Newsfeed posts

• Themes • Bragging rights/Be the first • Countdown • Product. SUVA • Apps & Specific Apps (eg Spotify) • Lifestyle • Only on Facebook

#ThePlaceToBe Summer 2013

• Beach Break Facebook campaign launched to

support Corona Ireland’s #PlaceToBe Summer

campaign

• Facebook app where fans could register to win

a trip to the Place to Be

• Fans visited the FB page, picked their seat on

the plane and generated a customised Beach

Break passport

• Supported by online and press advertising

• 204% increase in Facebook fans

Kenco Millicano & Orla Kiely Partnership

Kenco Millicano

• Developed promotional concept and secured partnership with Orla Kiely • Designed all campaign assets – Media invitations, promotional retail pack, POS Stacker, gondola end, pallet wrap, trade ads, advertorials, security banners • Exclusive media launch in McCall Studio with top tier fashion, features, food

and lifestyle media • Influencer seeding – 100 mugs sent to key influencers prior to launch

• Facebook Competition as well as online and print competitions

• Glossy advertorials featuring Orla Kiely –What’s precious to me

Kenco Millicano & Orla Kiely Partnership

Kenco Millicano

• Promotion placed Mondelez Ireland as No.1 coffee manufacturer • Almost €500,000 worth of positive editorial coverage secured • Rare Behind the Scenes TV and print exclusive at Orla Kiely’s studio in London • Award Winning Campaign – Best Sponsorship/Brand Association (by an FMCG brand) in Checkout 2013 Awards

Developing & Measuring your Social Strategy

Developing a Social Media Strategy

• Define Your Goals • Consider your overall business and marketing goals, establish which can

possibly relate to social media marketing e.g increase website traffic through Facebook, generate brand awareness via Facebook

• Choose the Right Platform • Are you a B2B or B2C business as different platforms old different benefits for

each • Define your content approach

• Want content themes are appropriate

• What content types are appropriate • Create a calendar

• Simple spreadsheet mapping out your content

• Saves time and allows you to be more reactive at key times • Decide the Who

Quantitative Success Versus Qualitative Success

Measuring Success

• Quantitative

• Engagement – of your fans how many people are actually commenting on the content you are sharing

• Community Members

• Conversions (If you have a business website)

• Social Reach (Awareness) – how many people is your content reaching? • Qualitative

• Did we gain any new customer insights from our social media activity

• Did we manage a customer complaint and prevent the loss of a consumer by dealing with an issue via social media

• Did we create positive word of mouth about our business or brand?