Social Media

Lydia Rogers

Aurivo Communications & Brand Manager

• Social Media Marketing

• Facebook

• Twitter

• Blogging

• Video Sharing

Agenda

The process of

gaining

traffic,

attention and

interaction

with

customers

through

social media.

• Social networks (Facebook)

• Blogs (Wordpress)

• Microblogs (Twitter, Tumblr)

• Forums (Boards.ie)

• Wikis (Wikipedia)

• Customer Ratings Sites (Trip Advisor)

• Podcasts

• Online Video Websites (YouTube / Vimeo)

• Digital Photo Websites (Flickr, Instagram)

Forms of Social Media Research, recognise and utilise the social media platforms suited to your business

Broadcast

Website

Transact

Amazon

Interact

Ebay

Converse

Social Media

Evolution of online interaction The evolution of the web places the user centre stage and increasingly in control.

• Usage & Adoption: Are your customers using social

media?

• Culture: How is social media viewed in your region?

• Preferences: How is social media used by your target

market?

• Risks: Are there risks to your brand on social media?

• Integration: How will you integrate social media with

your existing marketing activities?

• Skills: Do you have the skillset required to conduct

social media marketing

Fit Is Social Media Marketing appropriate for your organisation?

Awareness

Consideration

Transaction

Loyalty

Reach &

Targeting

Frequency

&

Relevance

Call to action

(online &

offline)

Rewards

Marketing objectives Social Media delivers results from top to bottom of the marketing funnel

14x per day

checking

Facebook

alone

Social media is mobile

‘More mobile phones in the world than toothbrushes’

1. Goals

• Business

• Customer

• Product

• Marketing

Social Media Marketing Process Effective Social Media Marketing is an iterative process

2. Channels

• Facebook

• Linked In

• Twitter

• Google +

• YouTube

4. Analyse

• Measure

• Analyse

• Optimise

3. Implement

• Listening

• Pages

• Publishing

• Events

• Groups

• Advertising Copyright © Digital Marketing Institute 2012

• Business Goals: lead generation, sales

• Customer Service Goals: satisfaction, referral, repeat

business

• Product Goals: product research, design, enhancement

• Communication Goals: communicating brand personality,

reputation management

• Marketing Goals: branding, awareness, engagement,

response, lead generation, conversion

Goals What do you want to achieve with social media marketing?

*Source: IPSOS MRBI Nov 2013

Reach* 59% 26% 23% 24% 16% 8% 35%

Targeting

Engagement

SEO optimised

Gender split

Social Media Landscape

Slide 11

• More than 1.5 billion active users

• Time spent per month per person: 15 hours 33

mins

• 16 minutes out of every hour online is spent on

Facebook

• Average user has 130 friends.

• 55 million status updates every day

• More than 30 billion pieces of content shared

each month

Facebook About Facebook

• Max 5000 connections

• 2-way interaction to

connect

• Not optimized for SEO

• Private

• Unlimited Likes

• 1-click to connect

• SEO optimized

• Analytics included

• Public

Facebook: Common Features Personal v Business Presence

Facebook: Common Features Business Page: Creating a page on Facebook for your business

URL www.facebook.com/ConnachtGold

Cover Photo

Profile Photo

Use correct facebook dimensions for photos

https://www.facebook.com/PagesSizesDimensions

Business Information

Facebook: Insights Insights: View information about the people who like your company page

Insights: View information about when your fans are online

Facebook: Content is King

Imgur

Livememe

Quickmeme

Meme Dad

Imgflip

Engaging Content

Photos/ Visual

Short videos

Humour

Recipes

Competitions

Regular posts

Competitions

Encouraging page

likes

Competition Apps

don’t generate as

much engagement

Like & Comment

Sharing is caring!

Tip: be creative &

collaborate for prizes

Advertisings campaigns

Create multiple campaigns

using relevant compelling

calls to actions and visuals

Consider using Facebook Ads To re-engage fans of your

page especially if launching a

promotion

Recruit new fans- Promote

page

Consider using Facebook

promoted posts to increase

visibility of your content in

NewsFeed but watch the guidelines about

images which cannot include

more than 20 percent text

Facebook Adverts fit any

budget.

With adverts:

You’re always in control, as

you choose the budget and

audience.

Optimised to reach people

who are more likely to take

action.

Edit your budget or stop them

at any time.

Slide 21

Twitter is a social

network and

microblogging site that

allows users to post text-

based messages

(tweets) of up to 140 characters.

• 1 billion Twitter registered users

• 100 Million daily active users

worldwide

• 170 minutes per month spent on

Twitter

• 500 million tweets per day

Twitter About Twitter

• 29% of millennials (aged 15-34) use Twitter

• 26% of teens consider Twitter their favourite networking site

• 60% users access Twitter via mobile

• Most retweeted message ever: Ellen’s Oscar Selfie Mar

2014 (1M+ RTs)

• Percentage of B2B marketers using Twitter: 85%

• @AurivoCo_op

corporate PR

• @AurivoFarmProf

stakeholders-

technical farm advice

• @ConnachtGold

consumer

• @FGSIreland

consumer

• @organicforus

b2b & consumer

• @HomelandRetail

consumer

Aurivo twitter accounts Different audiences & objectives

Farm Safety campaign Donegal jersey initiative- May 17th

24

Significant media and online coverage, especially twitter

Twitter followers

69600

55000

44200 39500

37500

29400

26600

Twitter: Common Features Tweet:

Message

Mention

Hashtag

Photos

Reply

Twitter

Shorten Urls- bit.ly

Retweets

For Retweeting;

• Part of social media

• A tactic for strengthening alliance

• Use @replies, quoting and favouriting to preserve the originality of brand’s timeline

• Try not to have a retweet at the top of your profile

Against retweeting;

• Not a substitute for original content

• Social media and the wider internet overflow with copyists

• Strong brands/ profiles have to stand apart as one of the relatively few originators of interesting content

• www.tweetdeck.com

• Hootesuite www.hootesuite.com

• http://www.socialbro.com/

Managing twitter accounts

Schedule tweets

Twitter V facebook

Twitter- overindexes on b2b

Twitter can take longer to recruit

followers

Twitter is composed of one

consistently streaming news

feed of content/tweets, no

restrictions applied.

As people who follow your

business Twitter account follow

more people and businesses,

their stream also becomes

noisier. It can be easy for your

content to get lost in the mix. More proactiveness required for

twitter – more posts/ activity in

timeline due to fast moving

nature of newsfeeds

Facebook- more b2c

Facebook has more than

double the active users of

Twitter, but their algorithm

determines which content you

see in your news feed, and

how often in a given period of

time.

This can make it more

challenging for your audience

to see your content- especially with the algorithm

changes they’ve been making

recently, which impacts

business content even more,

unless you pay to promote

your posts.

Slide 29

Video Sharing

• 100 hours of video are uploaded every minute

• Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year

• Over 800 million unique users visit YouTube each month

• More video is uploaded to YouTube in one month than the 3 major US television networks created in 60 years

• YouTube is localized in 56 countries and across 61 languages

YouTube/ Vimeo

• Strong SEO benefits

• Gives your business credibility and a voice in the

market

Blogging

• Blog brings people back to your website, even if your

primary offering is not changing.

• Blogging is helpful if you’re considering robust content marketing strategy

Tips

• Posts should be 400-600 words in length, less if post is an infographic.

• Each blog post should include at least 1-2 images.

• At end of each post, include an open question to encourage engagement

• Posts need to be punchy, easy to consume content – lists, bullets, top 5 or

10 things…

• Tone of voice must be conversational, no jargon, limited industry knowledge

required.

Why Blog?

Other Social Media Platforms