1. +MK569 E-Business MarketingMSc. in Marketing Strategy, Masters inInformation Technology, MA in Literature &Publishing, MA Digital Media. Social Media and Online Marketing Thursday 27th September 2012 National University of Ireland Galway

2. +Areas to Explore1. Background, personal experience in the area of Online marketing and Social Media.2. Social Media Engagement Examples.3. Thought Leadership through Social Media.4. The Online Eco System (helping SEO).5. Creating your own social media space. 3. +Background NUIG B.Comm (Hons), Major (Marketing). UCD Michael Smurfit Graduate School of Business Msc in MarketingPractice. Atomic (Advertising Agency) - Account Manager. Google - Display Optimisation Specialist. Currently in Enerit Ltd, Galway Senior Online Marketing Executive. 4. +Online Marketing in GalwayFind the Group on Facebook, Twitter and Linkedin www.Facebook.com/GalwayMarketing 5. +Online Marketing Experience AtomicGoogle HB Icecream: Facebook -, Relive the PPC advertising i.e. Google Adwords.Fun! page. My focus was Display campaigns i.e. Fine Gael: Display Ads: various online advertisements on partner websites e.g.Campaigns. Irish Times, New York Times, etc. Chartered Accountants of Ireland: Clients included;Online TV ads, Display ads, websitePaddyPower.com, Tombola Bingo, Virginetc. Active, Fox, LoveFilm and many more. KPMG: Various Online Campaigns Core duties: Optimising campaigns ofDisplay ads. top tier clients to ensure ROI, higher growth and continuous pushing of boundaries. 6. +Online Marketing ExperienceCurrent Role: Enerit Ltd, GalwaySenior Marketing Executive B2B Online Marketing Role; Energy Management System Software; Responsible for the overall marketing strategy for Enerit Ltd; Core objective (2011- early 2012) Software Launch to Mass Market, Salesand Aftercare Marketing Strategy; Short terms strategy (Day to Day Online Marketing): Twitter, Linkedin, Quora,SlideShare, YouTube Channel and currently exploring further channels; Long term strategy: Value proposition (streaming company messaging),website, SaaS integration, client aftercare and growth. 7. +Previous Social MediaExamplesFacebook and Display Ads 8. +Facebook: HB Relive the FunCampaign Now known as HB Ice Cream; In 2009 Tagline was Relive the Fun - Ireland was well in to recessionnostalgia and emotive memories worked well for our social mediastrategy. Started in March 2009, after 6 months had built up a Fanbase of 10,000Fans (now Likes); During 2009 had an average quality score of 4/5 (Facebook Insights); Created an Ice Cream app. where users could send Ice Creams tofriends; Brand awareness increased on the five ice creams we promoted on thepage i.e. the classics; - this was measured by Nielsen. It is now late 2012, the page has almost 110,000 fans and has alsostarted to grow a twitter fan base. 9. +Fine Gael Fair Care Campaign Visits to the Micro Site: 11,251 CTR - 0.17% (40% above industry average of 0.12%) Source:Adtech Mar 09 4,248, finished playing the game i.e. 0.14% 1 in 4 played game again Impressions Delivered: 6.7 million Average Interaction Time: 14.14 seconds 10. +Social Media and OnlineMarketingThe Basics 11. +Twitter Microblogging service that enablesits users to send and read text-basedposts of up to 140characters, informally known as"tweets. Useful for short and frequent bursts ofuseful information. Monitoring of brands, customercomplaints etc. Who uses it well? Dell, Cisco, Make aWish and many others. 12. +Dell: The ResultsSituation: Action: Result: Dell has been a pioneer February 2009, launched a Campaign generated positive ROIonline and in social media Twitter only promotion with but 0.00012% of total annual exclusive discounts sales Created Twitter account@DellOutlet The number of followers Several questions: increased dramatically to 1.5 Is it scalable? million by August 2010 Whats next? While 2009 Sales reached ~ $7 Million Was this the biggest benefit? 13. +Facebook Pages/Groups Facebook Pages allow businesses andorganisations to interact social withpotential customers online. Traditionally used for brand awareness,brand interaction and as the voice of abrand. Recently, Facebook has become otherchannel for e-Commerce i.e.transactions online. Who uses Facebook well? Skittles, Coke,Guinness, and more locally MicksGarage Ireland. To Read more on the success ofMicks Garages e-CommerceFacebook Page click here to read Krishna Des Blog 14. +LinkedIn Professional Social Community Online. Useful for B2B, Recruitments, and networking. Creates a professional space for companiesand individuals. New: LinkedIn now allows users to do morewith company pages i.e. statusupdates, product listings, followers etc. Who does it well?Google, Linkedin, Mashable. 15. +LinkedIn: Company PageCompany Pages Provide Insights on VisitNumbers, Company Type, Level of Works etc.Can also post company updates and place afollow button on your website. 16. +You Tube: Customised PageMapping Create Buttons, Social MediaButtons or Functions within HTML elementswithin YouTube customised Page. 17. +Other Social Media Areas toExplore FourSquare Location based Social Networking Check in, Gain status, Offers. Slideshare Good for Thought Leadership B2B. Allows others to embed your content on their website (you control) Quora Questions and Answer Based Social Networking Allows companies to get involved in topical issues on their product/service. 18. +The Online Eco SystemSocial Media, Thought Leadership and Sep 19. +Thought LeadershipWhat is Thought Leadership?Thought Leaders position themselves as experts in a particular industry ordiscipline and share their insight with a wider community. ThoughtLeadership Marketing takes this insight and uses it to build brand, generateleads and ultimately drive sales.Why?1. Because Prospects Want Your Perspective, Not Your Product;2. Because the Sales Process Starts Early and Ends Late;3. Because Your Buyers Use Google (Good For SEO);4. Because Thought Leadership Needs Content, and Content Feeds Social Strategy and Demand Generation;5. Because Trust Still Matters. 20. +How Social Media helps with SEO Search Engines i.e. Google, Bing, Yahoo etc are improving their ranking system bythe day, it is important that users can access the most relevant content for theirsearch. Thought Leadership, building up quality content leads to more users and onlinecommunities sharing your content social media outlets allow you to get thisinformation out. In most cases of free social media outlets i.e. Facebook pages, LinkedIn,Slideshare, YouTube etc is not the place for the hard sell it is about providing usefuland relevant content. Monitoring all social media channels (Google Analytics, Hootsuite etc) is essential.Allows marketers to see what is working Vs. what isnt. Continuous optimisation isneeded. Feeds into Online Marketing Eco System and Social Media Landscape 21. + 22. +Measuring and Optimising(Google Analytics) 23. +Online Marketing in GalwayJoin the Network Here! All Contributors Welcome! Linkedin Group: http://www.linkedin.com/groups/Online-Marketing-in-Galway-4065908?home=&gid=4065908&trk=anet_ug_hm Facebook Page: www.Facebook.com/GalwayMarketing Twitter: follow @GalwayMarketing http://twitter.com/#!/GalwayMarketing Website: www.GalwayMarketing.ie (currently my blog butJoin and Share!!is in the process of being built and converted). 24. +Resources Social Media startingpointsResources (Starting Points) Learning Tools/Webinars You Tube: Hubspot:http://www.youtube.com/yt/advertise/ http://www.hubspot.com/marketing- resources/ Facebook:https://www.facebook.com/advertising Marketo: http://eu.marketo.com/b2b- Twitter: http://advertising.twitter.com/ marketing-resources/ LinkedIn:http://learn.linkedin.com/company-pages/ Google Analytics:http://www.google.com/analytics/ 25. +Creating Your Own SocialMedia Spacewww.MarickaMarketing.com 26. +Personal Social Media Space Blogging: Start of with your own blog (free:Blogger, wordpress, Wix) Social Media: Check out;Linkedin, Quora, Twitter, Foursquare etc if youare not already on it. Video:/Presentations: You TubePage, Vimeo, Slideshare. www.MarickaMarketi Personal Domain. ( as little as 7.99/year)ng.com/ now forwarded to Volunteer for a local business or family business. www.GalwayMarketi ng.ie Finally, Keep your Social Media space fresh. 27. +Social Media and OnlineMarketing Tool KitGood Reading Mashable, Tech Crunch, Simply Zesty, Damien Mulley, KrishnaDe, Hubspot, Marketo.Must Have Tools Google Webmaster Tools -Good for SEO, PPC, Website optimisation. Tweetdeck Very beneficial for multiple posting and managingsocial media campaigns i.e. Twitter, Facebook, Linkedin. Hootsuite As above, but is beneficial for Multiple users. 28. +Thank You 29. +Personal Online DetailsTo Follow or Further Information Linkedin: http://www.linkedin.com/in/marickaburke Twitter: Follow @marickab http://twitter.com/#!/marickab Website: www.marickamarketing.com Facebook: www.Facebook.com/GalwayMarketing