eden-socialmediaworkshop

Social Media Platforms

Keith Feighery

Outline

• Introductions• Overview of Social Platforms• Facebook Session• Twitter Session• Other Key Platforms to Consider

Platforms

Social Media Landscape

Key Platforms for Customers

• Social/Professional Networks– Facebook & LinkedIn

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, Instagram

• Mobile– Foursquare, Facebook, Twitter, Yelp

Businesses & organisations need to embrace a more social engagement because it is

happening with or without them

Marketers need to understand its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers need to understand the dynamic of communities

Running a social media campaign

Social Media Campaigns

• Essentials of a successful campaign– Know your target audience– Plan aims and goals of campaign– Have specific goals for each channel and platform– Prepare internal organisation for impact of social media – Identify and task best suited resources to manage presence

• Good communicators– Pick platforms and tools that relate to your identified audience– Implement a pilot programme and monitor and analyse campaign progress– Measure, test and iterate constantly

Facebook Pages

Online Shoppers Active Social Media

Numbers of Brands Followed

Reasons you Liked

Selling Goods on Facebook

Puddleducks

Irish Facebook Pages

Business Pages

Bars - Facebook

Charities & Not for Profit

Westcoast Cooler

Eircom

Irish Political Parties

Cultural Pages

Hotels

D4 Hotels

D4Hotels Booking Engine

Case Studies

Cully & Sully

Cheffactor.ie

Click Like to Vote

Facebook Wall

Hairy Baby

Hairybaby

Engaging with Fans

Getting People To Respond

New Facebook Page Layout

Upgrade For Facebook Pages

Facebook Competitions

What you are not allowed to do

• Running competitions directly on a Facebook Page.• You are required to use a competition application must not run a competition

directly on your Wall.• Having users automatically enter by ‘Liking’ a Page.• You may have them first ‘Like’ your Page but this must lead on to entering a

properly set up competition.• Conditioning entry in the promotion upon a user providing content on

Facebook, such as posting on a Wall of a Page, uploading a photo, posting a status update (such as asking Friends to ‘Like’ the Page).

• Any interaction a user takes must be using the competition application and not directly on your Page.

• Notifying winners on their Facebook Wall. Most people do not realise that Facebook requires that you notify the winner by email or other means, but not using Facebook in any way to do so.

Facebook Guidelines

• You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.

• You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.

• You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.

• You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.

• You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.

• You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.

• You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

Landing and Custom Page Apps

iFrame App

PageModo

ShortStack App

Facebook Third Party Tools

Wildfire Apps

Involver

Facebook eCommerce Apps

Payvment

Payvment Facebook App

ShopTab

EasyPromos

Facebook and The Big Brands

Four Seasons

Victorias Secrets

TOMS Shoes

Twitter

Twitter

• Excellent B2B and B2C networking tool• Great potential for building relationships

– Directly with customers– Good examples Beaut.ie, Blacknight.ie, kogibbq

• Good listening tool – What is being said about you and most importantly are you hearing

it?• Easy to engage with customers

– Reach out to them and resolve issues and improve service to them– Opportunity to convey a personal dimension rather than marketing

speak• Has become mainstream over 2009/2010

– 1400% growth over past 12 months

Twitter Tools

Twitter Clients

Seesmic

Hootsuite

Twitter Search

Tweet Timeline

The Tweet

Case Studies

Realex

General Account

Personalised Accounts

SME Case Studies

Donal Skehan

Murphys Ice Cream

Curious Wines

Blacknight.com

Garrendenny Lane Design

Puddleducks

Media & PR

Irish Times

Sunday Business Post

Newstalk

Online PR

Some Other Platforms to Consider

The Profile

The Feed

Company Page

Company Services

Video Sites

YouTube, Vimeo, Blip.tv

Video Sites

• Marketing and Earned Media Tool– User-generated content

• Run competitions for customers to build content (see Pat The Baker example)

• Best Job in the World etc..

• Extending digital footprint and brand-building purposes– Create engaging content, tag videos with keywords and

distribute on a wide network– Post all content and video blogs on your website and

distribute on free video sharing sites

YouTube

Realex Corporate Video

Review Sites

Offers and Announcements

Special Offers

Usage Statistics

Photosites

Flickr

Instagram

Twitpic

Blogging Platforms

Wordpress.org & .com

James Whelan Butchers

Donal Skehan

McGarr Solicitors

Thank You

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

[email protected]

086 6070274