Social Media Marketing Course with Laois County Enterprise Board

© 2013 Digital Business Institute

Social Media Marketing

Welcome06.02.14

Social Media

Marketing



• Break at 11:30am to 11:45am

• Lunch at 1pm – 2pm

• (Work Through) Finish at 4.30pm

• Slides will be made available via email



Topics

• Traditional Media

• Social Media

• Web Portfolio

• Social Media Marketing / Conversation Marketing



Traditional Media

• Television

• Radio

• Newspaper

• Professionally generated, 1 to many



New Media

• Facebook

• Twitter

• YouTube

• Blog

• Podcasts

• Created by amateurs – Many to Many



What is social media?

Media created through social interaction.

Social media uses Internet technology to transform broadcast media monologues (one to many) into social media dialogues (many to many).

Transforming people from content consumers into content producers.



Citizen Journalism



Social Media

BEFORE NOW

In the audience Have an audience



Primary Social Networks



Where to Start



Where to Start• Connect• Converse• Contribute• Create• Customise• Convince• Convert



Conversation Marketing

• Join Conversations• Lead Conversations• Add Value• Network - Network Marketing• Be Controversial• Establish Authority & Expert Position



Content Marketing• Content Creation

– You message, thoughts, opinions, activity, audio, videos

• Content Curation– Relevant news, events, discussions, thought leaders,

videos– Mention Marketing– Google.com/Alerts | Feedly– Podcasts, Audio Books



Social Capital

• Free Employees for Sales & Marketing• Research, Knowledge, Events• Your are just 2.5 people away from

transformation• Evangelists



Evolution of the Web into Social Media

Brochure Website

Time

Cu

sto

mer

In

tera

ctio

n

Multi Web Presence Portfolio

Single Web Presence Banner Ads

Text Ads

Blogs

Social Networking

E-commerce



Social Media Marketing / Conversation Marketing

Social media marketing programs • attract attention• generates online conversations• encourages readers to share it with their social

networks.

The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.



Definition of Social Media Marketing/Networking

• Getting to know people through people you know

• Getting the public to spread the word



Social Media Marketing / Conversation Marketing

• Permission Based

• Conversation Led

• New people hear about you from people they trust

• Online word of mouth



• 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Comscore)

• The average Irish person spends 18 hours and 7 minutes online each month (Comscore)

Social Networking in Ireland



• 77% (which is over 2 Million) of all Irish internet users use Facebook (Comscore)

• That average Irish person spends 4hours 10 minutes on Facebook per month (Comscore)

• Approx 900 new Facebook profiles created per day.

Facebook in Ireland



• 90% of those aged 15 – 24 years use Facebook, and two thirds of those use it every day.

• 20% of those aged 55 – 64 years use Facebook, and 35% of those check their account daily.

Facebook in Ireland



• 570,000 people over the age of 15 have a Twitter account.. (Ipsos MRBI)

• This figure has doubled in the past 12 months.

• Primarily a networking marketing tool for business.

Twitter in Ireland



• According to LinkedIn they have 1,006,960 Irish accounts on the network.

• Primarily a networking marketing tool for business.

LinkedIn Ireland



• In 2010 YouTube had 1.3 Million regular Irish users

• It is the 2nd biggest search engine in the world

• “I’ll see it on YouTube”

YouTube in Ireland



Blogging for Business



Introduction• A blog is a type of website

• Part of an existing website e.g. News Section

• Comes from the term Web Log

• 200 Million Blogs



Characteristics • Usually maintained by an individual, i.e. has character

and personality

• Encourages discussion, readers can leave comments

• Conversational style with regular entries

• Entries are called posts and sorted by date with most recent at the top



For Business

• Very cost effective way to develop a web presence

• Extremely easy to set up and update

• Easily added to existing website

• No limit to the amount or content type e.g. video



For Business

• Extremely search engine friendly

• Customers can subscribe

• Automatically update Facebook, Twitter, and LinkedIn







Why blog?• Reasons outlined in previous slides

• Attract and retain an audience

• Network marketing

• “Link Love”

• Establish authority



What to blog about?• Your business

• Your industry

• Your knowledge

• Your opinions

Regular

&

Relevant



Useful Resources• Subscribe with Feedly

• Monitor news with Google Alerts, Search.Twitter.com

• technorati.com



Technology



It’s a long term investment so have faith......





Facebook Statistics

• Launched on February 4th 2004

• 1.2 Billion Active Users

• More than half access via a mobile device

• 2,196,040 users in the Republic of Ireland



Age Distribution - ROI





A Personal Profile vs. A Business Page (‘Fan’ Page)Personal Profile Business Page

For people For business

Approve friends Don’t have to approve Fans (Likes)

No statistics Statistics on age, gender, page views

FB could close page down n/a

5000 friend limit No limit for no. of fans

Set privacy Public (like a website)

Can’t be customised Can be customised

Know (of) the person You may Like the business but not know who runs the page

Can’t do an ad to a personal page Ads for business pages

FREE FREE



Setting up a Company Page

Go to http://www.facebook.com/pages/

Click on Create Page


Social Media MarketingChoose a Group



Choose a Category

Example – Local Business

Choose a Category

Enter Business Name

Fill in Address








Social Media MarketingCover Image

851 x 315

Profile Image180 x 180



Cover Image Tips

•Use a branded image with strong visual impact

•Use PicMonkey to create banner

•Read eBook – 30 Facebook Tips in 30 Minutes



• About• Tabs• Schedule Posts• Highlight Photos• Promoted Posts• Advertising• Lists/Interests• Offers• Check-in/Places• Ask Questions



FacebookAbout



FacebookAbout



FacebookTabs



FacebookTabs



FacebookTabs



FacebookScheduled Posts



FacebookHighlighted Photos



FacebookPromoted Posts



Facebook Advertising

• Target based on age, gender, location, marital status,– Parents with newborns, interests, FRIENDS OF LIKES

• Target approx. 100,000 people• Co-op with other business pages• Use pretty faces• Use Yellow• Bid one cent higher that PPC Price• Change after 2 weeks



FacebookInterest Lists







TIP: Share some items on to your business page.The business page you share will see that your business page ‘shared’.



FacebookOffers



FacebookOffers

• You have to pay to promote• Claimed offers will be seen by the friends of

those who claimed them



FacebookCheck In

1. Register 2. Reward 3. Result



FacebookCheck In

Result



FacebookCheck In

Result



FacebookQuestions



Tips• Don’t sell• Add Value

– Tips, Ideas, Advice, Knowledge, How-to Videos, News Articles from other sites

• Have Fun• Make a list of items to write about• Update 4 times a week• Like other Pages from your Business Page





Setting the scene

•Professional network (as opposed to a social network)

•Over 75 million members in over 200 countries

•Over 1,000,000 members in Ireland

•A new member joins LinkedIn approximately every second

•Approx 50% of members are outside the U.S.

•Executives from all Fortune 500 companies are LinkedIn members



v



LinkedIn FacebookProfessional Networking Social NetworkingCV Everything butBusiness to Business Business to ConsumerStrategic Connections New CustomersMore about the person More about the companyFREE (you can pay for upgrade) FREEBuy Advertising (New) Buy Advertising



Facebook is for people you know

LinkedIn is for people you want to know



Getting to know people through people you know



It’s a detailed digital business card that

•Is easily updated•Doesn’t get lost•Reappears with updated information•Can be easily shared by others•People keep even if your job doesn’t



















Getting to know people.................



....... through people you know.





Where to start• Set up a profile

• Start local - Join Leitrim Business Network Group

• Search for people you know are on LinkedIn (past colleagues)

• Email people / add to email signature / business card

• Join / contribute to related Groups

• Find prospects

• Find a new market

• Ask questions / contribute to the answers



5 Tips

• Increase your visibility by adding connections

• Install Microsoft Outlook Add-on

• Have a comprehensive profile

• Make you page public to improve your Google PageRank

• Include links to your website, blog and Twitter account

• Seek out new prospects

• Assign time to this every week – ½ hour will do a lot





What is Twitter?

• Social Network & Professional Network

• Micro-blogging – Status Updates

• Post messages of up to 140 characters known as Tweets

• You can restrict who can see your Tweets – mostly open access

• Messages are displayed on your profile which people can then follow (known as followers)





THANK YOU

[email protected]

Q & A

Date post:	12-Sep-2014
Category:	Marketing
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