Social Media Marketing Course with Laois County Enterprise Board

1. Social Media Marketing
Welcome
06.02.14
Social
Media
Marketing
© 2013 Digital Business Institute

2. Social Media Marketing
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Break at 11:30am to 11:45am
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Lunch at 1pm – 2pm
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(Work Through) Finish at 4.30pm
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Slides will be made available via email
© 2013 Digital Business Institute

3. Social Media Marketing
Topics
• Traditional Media
• Social Media
• Web Portfolio
• Social Media Marketing / Conversation Marketing
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4. Social Media Marketing
Traditional Media
• Television
• Radio
• Newspaper
• Professionally generated, 1 to many
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5. Social Media Marketing
New Media
• Facebook
• Twitter
• YouTube
• Blog
• Podcasts
• Created by amateurs – Many to Many
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6. Social Media Marketing
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.
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7. Social Media Marketing
Citizen Journalism
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8. Social Media Marketing
Social Media
BEFORE
In the audience
NOW
Have an audience
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9. Social Media Marketing
Primary Social Networks
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10. Social Media Marketing
Where to Start
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11. Social Media Marketing
Where to Start
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Connect
Converse
Contribute
Create
Customise
Convince
Convert

12. Social Media Marketing
Conversation Marketing
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Join Conversations
Lead Conversations
Add Value
Network - Network Marketing
Be Controversial
Establish Authority & Expert Position
© 2013 Digital Business Institute

13. Social Media Marketing
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
© 2013 Digital Business Institute

14. Social Media Marketing
Social Capital
• Free Employees for Sales & Marketing
• Research, Knowledge, Events
• Your are just 2.5 people away from
transformation
• Evangelists
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15. Social Media Marketing
Evolution of the Web into Social Media
Multi Web Presence Portfolio
Customer Interaction
Social Networking
Blogs
Text Ads
Banner Ads
Single Web Presence
E-commerce
Brochure Website
© 2013 Digital Business Institute
Time

16. Social Media Marketing
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.
© 2013 Digital Business Institute

17. Social Media Marketing
Definition of Social Media Marketing/Networking
• Getting to know people through people you know
• Getting the public to spread the word
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18. Social Media Marketing
Social Media Marketing / Conversation Marketing
• Permission Based
• Conversation Led
• New people hear about you from people they trust
• Online word of mouth
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19. Social Media Marketing
Social Networking in Ireland
• 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)
© 2013 Digital Business Institute

20. Social Media Marketing
Facebook 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.
© 2013 Digital Business Institute

21. Social Media Marketing
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.
© 2013 Digital Business Institute

22. Social Media Marketing
Twitter 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.
© 2013 Digital Business Institute

23. Social Media Marketing
LinkedIn Ireland
• According to LinkedIn they have 1,006,960 Irish accounts on
the network.
• Primarily a networking marketing tool for business.
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24. Social Media Marketing
YouTube in 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”
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25. Social Media Marketing
Blogging for Business
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26. Social Media Marketing
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
© 2013 Digital Business Institute

27. Social Media Marketing
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
© 2013 Digital Business Institute

28. Social Media Marketing
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
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29. Social Media Marketing
For Business
• Extremely search engine friendly
• Customers can subscribe
• Automatically update Facebook, Twitter, and
LinkedIn
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30. Social Media Marketing
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31. Social Media Marketing
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32. Social Media Marketing
Why blog?
• Reasons outlined in previous slides 
• Attract and retain an audience
• Network marketing
• “Link Love”
• Establish authority
© 2013 Digital Business Institute

33. Social Media Marketing
What to blog about?
• Your business
Regular
• Your industry
&
• Your knowledge
• Your opinions
Relevant
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34. Social Media Marketing
Useful Resources
• Subscribe with Feedly
• Monitor news with Google Alerts,
Search.Twitter.com
• technorati.com
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35. Social Media Marketing
Technology
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36. Social Media Marketing
It’s a long term investment so
have faith......
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37. Social Media Marketing
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38. Social Media Marketing
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
© 2013 Digital Business Institute

39. Social Media Marketing
Age Distribution - ROI
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40. Social Media Marketing
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41. Social Media Marketing
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
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42. Social Media Marketing
Setting up a Company Page
Go to http://www.facebook.com/pages/
Click on Create Page
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43. Social Media Marketing
Choose a Group
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44. Social Media Marketing
Choose a Category
Example – Local Business
Choose a Category
Enter Business Name
Fill in Address
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45. Social Media Marketing
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46. Social Media Marketing
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47. Social Media Marketing
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48. Social Media Marketing
Cover Image
851 x 315
Profile Image
180 x 180
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49. Social Media Marketing
Cover Image Tips
•Use a branded image with strong visual impact
•Use PicMonkey to create banner
•Read eBook – 30 Facebook Tips in 30 Minutes
© 2013 Digital Business Institute

50. Social Media Marketing
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About
Tabs
Schedule Posts
Highlight Photos
Promoted Posts
Advertising
Lists/Interests
Offers
Check-in/Places
Ask Questions
© 2013 Digital Business Institute

51. Social Media Marketing
Facebook
About
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52. Social Media Marketing
Facebook
About
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53. Social Media Marketing
Facebook
Tabs
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54. Social Media Marketing
Facebook
Tabs
© 2013 Digital Business Institute

55. Social Media Marketing
Facebook
Tabs
© 2013 Digital Business Institute

56. Social Media Marketing
Facebook
Scheduled Posts
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57. Social Media Marketing
Facebook
Highlighted Photos
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58. Social Media Marketing
Facebook
Promoted Posts
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59. Social Media Marketing
Facebook
Advertising
• Target based on age, gender, location, marital status,
– Parents with newborns, interests, FRIENDS OF LIKES
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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
© 2013 Digital Business Institute

60. Social Media Marketing
Facebook
Interest Lists
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61. Social Media Marketing
Facebook
Interest Lists
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62. Social Media Marketing
Facebook
Interest Lists
TIP:
Share some items on to your business page.
The business page you share will see that your business page ‘shared’.
© 2013 Digital Business Institute

63. Social Media Marketing
Facebook
Offers
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64. Social Media Marketing
Facebook
Offers
• You have to pay to promote
• Claimed offers will be seen by the friends of
those who claimed them
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65. Social Media Marketing
Facebook
Check In
1. Register
2. Reward
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3. Result

66. Social Media Marketing
Facebook
Check In
Result
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67. Social Media Marketing
Facebook
Check In
Result
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68. Social Media Marketing
Facebook
Questions
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69. Social Media Marketing
Tips
• Don’t sell
• Add Value
– Tips, Ideas, Advice, Knowledge, How-to Videos,
News Articles from other sites
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Have Fun
Make a list of items to write about
Update 4 times a week
Like other Pages from your Business Page
© 2013 Digital Business Institute

70. Social Media Marketing
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71. Social Media Marketing
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
© 2013 Digital Business Institute

72. Social Media Marketing
v
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73. Social Media Marketing
LinkedIn
Facebook
Professional Networking
Social Networking
CV
Everything but
Business to Business
Business to Consumer
Strategic Connections
New Customers
More about the person
More about the company
FREE (you can pay for upgrade)
FREE
Buy Advertising (New)
Buy Advertising
© 2013 Digital Business Institute

74. Social Media Marketing
Facebook is for people you know
LinkedIn is for people you want to know
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75. Social Media Marketing
Getting to know people through people you know
© 2013 Digital Business Institute

76. Social Media Marketing
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
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77. Social Media Marketing
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78. Social Media Marketing
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79. Social Media Marketing
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80. Social Media Marketing
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81. Social Media Marketing
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82. Social Media Marketing
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83. Social Media Marketing
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84. Social Media Marketing
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85. Social Media Marketing
Getting to know people.................
© 2013 Digital Business Institute

86. Social Media Marketing
....... through people you know.
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87. Social Media Marketing
© 2013 Digital Business Institute

88. Social Media Marketing
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
© 2013 Digital Business Institute

89. Social Media Marketing
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
© 2013 Digital Business Institute

90. Social Media Marketing
© 2013 Digital Business Institute

91. Social Media Marketing
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)
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92. Social Media Marketing
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93. Social Media Marketing
THANK YOU
johnny@digitalbusinessinstitute.com
Q&A
© 2013 Digital Business Institute