mint gmit - marketing society - 22.04.2013

money for nothing and your clicks for free...*

how to create real engagement through social media.


1. About Mint

2. The Importance of Digital

3. Social Media Marketing

4. Sample Costings

5. What SME’s can do

6. B2B Marketing

7. Finally, some do’s and don’t’s!


1. About Mint


Experience2013

2012

2011

2010

2009

2008

2007

2006

2005 London


Emergence of the Social Web2013

2012

2011

2010

2009

2008

2007

2006

2005


Brand Experience


Retail

FMCG

Professional Services

Hospitality

Insurance

SportCharity

and friends

Education

Mint Clients

Med/ Pharma


Digital Marketing

Lecturing

Workshops

Speaking

Midlands and West Enterprise Programme


Speaking/Highlights


Our Approach


2. The Importance of Digital


Online Advertising

Online Advertising

TV Advertising

Radio Advertising

Outdoor Advertising

Magazine Advertising

Newspaper Advertising

-15.0% -11.3% -7.5% -3.8% 0% 3.8% 7.5% 11.3% 15.0%

-5.40%

-4.10%

-8.90%

-11.10%

-5.90%

12.20%

Source: IAB PwC Online Adspend


Digital Marketing: B2B v B2C


But for both, users find you online


What you can do

The purpose of this digital marketing strategy is to funnel

the various target audiences to very specific and relevant

end goals: to a tangible and measurable call to action.

Generate more ‘leads’ at the top

of the sales funnel using a

combination of Display Advertising,

Email, Google PPC, Social Media,

Online PR, Video Advertising, Press

etc.

Email

Marketing

Google

PPC

Social

Media

Advertising

(Display, Press etc)

Use simple techniques to filter and

process these leads more effectively

to generate more quality traffic to

specific areas of the website. (E.g.

targeted/personalised content

leading to dynamic landing pages)

PR

Tangible CTA


The Tools to Use

1 2 3 4

Revise website based on user analytics, best practice UX design, add DLP’s/language options.

Generate content to attract visitor registrations, e.g. white papers, guides etc

Launch Google PPC Campaign - drive target audiences to specific areas.

Targeted Email Marketing to different audience groups. Build and segment databases. Refine content/communities

Increase opportunities to generate PR and Online PR.

5

6 7 10

Utilise Blog and Social Media Sites

Launch Search Engine Optimisation activities

Targeted Display advertising working with PPC Ads

Promote content to relevant audiences - based on segmented databases

Increase opportunities for crowd-sourcing/community building from the Network

8 9


The Tools to Use1

2

34

Awareness EngagementConsideration

/ Research

Goal

ENGAGEMENT:๏ Social Media

Campaigns๏ Content

GOAL:๏ Email Marketing ๏ Social Media๏ PPC

CONSIDERATION:๏ Website Redesign๏ SEO๏ Video Demo’s๏ Dynamic Landing Pages๏ Calls to action๏ Site content๏ Downloadable content

AWARENESS:๏ PPC๏ Email Marketing๏ Video Marketing๏ Blog๏ Social Media


social media

platform


\

A GUIDING THOUGHTDON’T INTERRUPT YOUR AUDIENCE WITH INFORMATION THAT INTERESTS YOU ONLY

EARN THE RIGHT TO CREATE COMMUNICATION IDEAS THAT BECOME WHAT YOUR AUDIENCE IS INTERESTED IN.Monday 22 April 2013

“A brand is no longer what a company says about its product, it’s what a friend tells a friend”

Make the user engage, share and personalise – make them your brand ambassadors


T-Mobile


Every minute of every day, more than a half-billion members of Facebook collectively create almost 1 million photos, wall posts, status updates, and other bits of content.



Twitter looks tame by comparison - the network sees more than 125,000 tweets a minute.



Twitter looks tame by comparison - the network sees more than 125,000 tweets a minute.

YouTube receives more than 48 hours of video per minute. If you watched video every minute of your life, you'd get through 10 days' worth of YouTube uploads.


Word of Mouth - when users interact with your campaign, stories linking to your page go to their friends via news feeds, driving word-of-mouth to a wider circle of friends.


Why do people befriend brands?


Marketing StrategyImportance of Digital MarketingTwitter

๏ Use it to drive traffic to blog posts/press release

headlines

๏ Tap in to relevant hashtags

๏ Follow popular /noteworthy figures in the industry,

engage them in conversation

๏ Direct traffic to competitions on facebook page/

website

๏ Customer service

๏ Design a skin

๏ Have follow us buttons on site


Marketing StrategyImportance of Digital MarketingLinked In

๏ Get staff to create profiles and connect

๏ Link from ‘about us’/‘team’ to their linked in

profiles

๏ Create company profile

๏ Join Groups

๏ Connect to people you know - after a sales call,

add them

๏ Fill out company product and services


Marketing StrategyImportance of Digital MarketingYoutube

๏ Use it to showcase products

๏ To drive traffic to your site

๏ To host videos

๏ Video a customer talking about themselves and

working with you

๏ Customize your web page

๏ Link to youtube from your website, blog etc


Marketing StrategyImportance of Digital MarketingFacebook

๏ Create a like page

๏ Get found, promote your stuff, connect, add value

for users

๏ Put links on your website

๏ Encourage people to ‘like’ your page

๏ Custom design tabs, cover photo etc.

๏ Test facebook ads

๏ Drive users to a competition app


ESB Electric Ireland


ESB Electric IrelandEvery day of the Hunt, the Electric Picnic mascot Sparkhead was hiding somewhere in Ireland.

To find him each day, everyone had to get tweeting: whatever they liked to whoever they liked, so long as it included the hashtag #ShareTheEnergy

And tweet they did - during the five days of the Hunt, there were over 10,000 tweets with the hashtag #ShareTheEnergy. An average of 2000 tweets per day, each of which made the aerial map of Ireland zoom in until Sparkhead’s actual location was revealed.


Facebook has2,116,200 Users in Ireland

The advertising inventory is highly targeted and cost

effective

Strong Reach

2nd Most Trafficked Website


Hennelly Finance


Harcourt Shopping Centre’s

2000, increased to

6,000 fans - on average

across 6 shopping

centres

In Dec 2011, we launched Christmas campaigns in six shopping centres around the country. Harcourt Developments portfolio of centres in Ireland include Galway, Laois, Parkway in Limerick, Letterkenny, Dundalk’s Longwalk and Donaghmede Shopping Centres. The objective was to create an engaging campaign that would capture the attention of the relevant target market and add value – keeping the centres front of mind at this key retail period. The campaign was hugely successful, with growth rates of 248% on average across all six centres.


Pass the Parcel

A Like Gate to increase fanbase

Humourous Questions ensure the user had an

entertainging user experience!


Multiplier MechanicThe users score is multiplied by the number of friends the app is sent to capitalising on the viral reach potential of facebook.


Harcourt - Share the Love

Shared 18,790 times!

Following the huge success of the ‘Pass the Parcel’ campaign for all six Harcourt Shopping Centres we decided to reskin this competition for Valentines Day!

In-store Posters


Avonmore PeakfreshWe developed the ‘Make and Take to Win’ competition on facebook for Avonmore Peakfresh Milk, Irelands largest milk brand. The campaigns asks the public to upload their own stylised milk character in order to enter the competition to be in with a chance to win cash prizes. Users were able to upload pictures via twitter, facebook, instagram and from their desktop. We are also in the middle of developing a game for this campaign, where the user will herd glasses of milk in a field using a dog character!

Link: www.facebook.com/AvonmoreMilk

5000, increased

to 13,000 fans


http://www.facebook.com/AvonmoreMilk

http://www.facebook.com/AvonmoreMilk

Avonmore PeakfreshSome of the UGC (user generated content) achieved through this campaign!


Avonmore PeakfreshAvonmore PeakfreshAvonmore Peakfresh


Salthill Hotel ‘Pic the Wall’

500, increased

to 5,500 fans

Award

winning

campaign!


Salthill Hotel: An award winning campaign!


Abair LeatAbair Leat is the worlds first social network dedicated to a minority language - Irish. To drive the high proportion of facebook users to the website we decided we needed to develop an app that would grab the target markets attention and engage them, using a series of clips from popular movies such as Toystory, The Kings Speech and Lord of the Rings, we dubbed over clips in Irish with hilarious consequences! The user was then asked to answer a series of questions, to increase their chances of winning, users were able to mulltiply their score by sending the app on to freinds, increasing the viral reach of the campaign vastly.

Link: www.facebook.com/abairleat

0, increased to

5,000 fans


http://www.facebook.com/abairleat

http://www.facebook.com/abairleat

Were you BORN to be a Designer?To promote BORN Clothing’s fabulous clothing lines and wide range of designers we developed a facebook competition that would be fun, engaging and above all showcase their range. The ‘Were you BORN a Designer’ facebook application allows users to create a look from BORN Clothing’s Summer range to be in with the chance of winning one of many daily prizes – from vouchers to handbags, shoes and clothes.


sage facebook campaign


Home Pharmacy

Website

Headed Paper

LogoBusiness Cards


Sample Costings


Branding

circa €100

On Youtube, Twitter, Facebook


Facebook App

€800 - €12,000 +


sample costing

Facebook Campaigns:

HoursHourly Rate Cost

PlanningPlanning

1 Project management 10 €65 €650.00

2 Wireframes 8 €65 €520.00

3 Design of initial campaign look and feel 10 €65 €650.00

4 Copywriting 4 €65 €260.00

5 Design of main page 12 €65 €780.00

7 Design of subpages 8 €65 €520.00

8 Development 25 €65 €1,625.00

9 Testing 6 €65 €390.00

10 Deployment 3 €65 €195.00

11 Maintenance 6 €65 €390.00

Total:Total:Total:Total: €5,986.00


SME’s


Marketing StrategyNorth Social


FacebookComp


Logo

Email Marketing

Website


A5 Flyers

Promo Material

Press AdPop Up

Stands

Business Cards


B2B Marketing


The Overall Approach

1) Acquire customers

2) Promote Value Proposition

3) Target Buyers

4) Direct them to Content - allow white paper’s to be downloaded

5) Drive Traffic - use targeted emails offering the white paper, plus

google ads and PR

6) Capture Details


Customer Acquisition


Value Proposition

๏ Who is this for?

๏ What is the need it addresses?

๏ How do you solve that need/problem?

๏ Is this unique to you?

๏ Your unique capability produces what for me?

๏ What impact will it have? (Money, time saved, benefits...)

๏ Can you give me an example (evidence)?

๏ How long will it take to process order?

๏ What about the obvious alternative (do nothing, competitor

etc)

๏ Is this value proposition sustainable? (is it future proof?)

๏ What results will this produce for me?


Your Buyers


Crossing the Chasm


Marketing StrategyImportance of Digital Marketing

Encourage Sales

Selling Opportunity

Email Marketing, Social Media, Direct Mail

SEO, PPC, PR,

Email

Social Media,

Value proosition, site

design, callls to action,

landing pages, content,

lead capture, follow up

Demonstrate Value,

product videos,

don’t let them figure

things out alone

Content plan,

engagement,

remind customers of the

vale you deliver

Customer Acquisition


Do’s and Don’t’s


how to make social media work for you

✓ Offer value - either through engaging content, previews, coupons,

prizes or offers. Recruit through games and daily prizes

✓ Achieve visability - stand out through engaging campaigns, use

popular references - make sure your campaign resonates.

✓ Be conversational - create a tone of voice that cuts through and

engages. It should be a dialogue

✓ Loyalty - build a loyal customer base to leverage organic spread

✓ Resource - be ready to respond to your customers and encourage

them to talk about your brand

✓ Commitment - be ready to make a commitment beyond a

campaign

✓ Integration - know how any other marcomm strategies will

integrate with your social media campaign. Are there other assets

(tools and content) can you leverage?

✓ Measurability - think about how you will measure success


Some common pitfalls

Post too frequently. The recommended number of posts for brands is about 1 – 2 posts per

day

Not engaging with people in comments. Don’t forget that you have to engage with your

fans and respond to them – make sure you reply to people when they have questions, even

stupid ones!

Arguing with your fans. If you have an angry fan, answer unemotionally and drive the

conversation elsewhere

Delete negative comments. Never delete negative comments. Never, almost never...

99.99% never!

Running competitions against the sites rules. Don’t announce winners solely over

Facebook, ensure you have adequate terms and conditions, and a data policy

Not using applications/tabs. The best thing about Facebook is that you can create a

campaign that will drive and boost your community organically.

Sending your fans to your site Only. Sending fans to your site is not the best way of keeping

your community really active and sharing. Communities love videos and pictures, but if you

just send them links to your page only, that won’t do the trick (unless it’s really relevant

content), but always make sure to mix the content.

Not using Facebook landing tabs. Landing tabs are a very important part of your

Facebook page, and can make your page grow 40% faster.


thank you!

Zara Sheerin | Managing Director | Mint Digital

m. +353 86 84 77 512 | e. [email protected] | l. www.linkedin.com/in/zarasheerin


mailto:[email protected]

mailto:[email protected]

http://www.linkedin.com/in/zarasheerin

http://www.linkedin.com/in/zarasheerin

mint gmit - marketing society - 22.04.2013

Documents

delete negative

facebook collectively

social media

1 million

status updates

billion members

network sees

white papers