RPCP - Overview Social Media Platforms

1. Social Media Platforms
Keith Feighery

2. Overview
• Introduction to each of the key platforms
• Case studies and examples of platforms being
used
• Live demonstration of each platform
• Review
• Q & A

3. Platforms

4. Key Platforms for Customers
• Social/Professional Networks
– Facebook, LinkedIn, MySpace (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming
– Wordpress, Blogger, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing
– YouTube, Vimeo, Blip etc..
– Flickr, Photobucket, TwitPic, YFrog
• Mobile
– Foursquare, Facebook, Twitter, Yelp
• Bookmarks/Sharing
– Delicious, StumbleUpon, Digg, Google Profils

5. Jameson Ad

6. Irish Facebook Pages

7. Business Pages

8. Irish Political Parties

9. Charities & Not for Profit

10. The Rise of Facebook

11. • Internet users spend 9.9 percent of their time perusing
Facebook compared to 9.6 for Google Sites (YouTube,
Gmail, Search, Etc..)
• In 2009 Facebook accounted for less than five percent of
overall time spent online in the U.S., and today it
accounts for 10 percent

12. Facebook Behavioural Figures
• People spend over 700 billion minutes per month posting,
sharing, Liking, commenting, poking, playing games, and
interacting
• The average user is connected to 80 community/Business pages,
groups and events and creates 90 pieces of content (social
objects) each month
• More than 30 billion social objects (web links, news stories, blog
posts, notes, photo albums, etc.) are shared each month.
• 150 million people access Facebook Mobile actively and they’re
twice as active on Facebook than non-mobile users.
• People spend over 700 billion minutes per month on Facebook

13. Facebook Stats (Sheryl Sandberg)
• Everyday 15M people friend each other
• Every day 50M pages are liked by fans
• Any given day possible reach 250M people globally – US 60M
(twice Audience American Idol)
• Ads with friends name – (Friend Endorsed Ad)
– 68% more people likely to remember Ad
– Ads – 100% more people likely to remember Ad message
– Ads – 300% more likely to purchase
• Nike Ad – Write the Future
– 2.5 Billion Impressions 1 day - 3M Liked Nike Football
– 3 minute video played 6.4 million
– 169 Million organic impressions (Friends telling Friends)
– 38% remembered the Ad – 52% unaided brand recall

14. Affect of Likes
• 43% of Facebook users surveyed said they Like, or are
fans of, at least one brand.
• 34% of Facebook users say they Like brands in order to
stay informed about company activities
• 33% say they Like brands to get updates on future
products
• But - Facebook users who Like at least one brand, only
17% say they’re more likely to buy after Liking that
brand on Facebook.
(Foresee Research 2010)

15. Top Brands Facebook
• 1. Starbucks – 16 million
• 2. Coca-Cola – 15 million
• 3. Oreo – 12 million
• 4. Skittles – 11.5 million
• 5. Red Bull – 10.2 million
• 6. Victoria’s Secret – 8.4 million
• 7. Disney – 8.3 million
• 8. Converse All Star – 7.3 million
• 9. iTunes – 7 million
• 10. Windows Live Messenger – 6.8 million

16. Top 15 Facebook Countries by Users
• 1. US– 125,881,220
• 2. UK – 26,543,600
• 3. Indonesia – 25,912,960
• 4. Turkey – 22,552,540
• 5. France – 18,942,220
• 6. Italy – 16,647,260
• 7. Canada – 15,497,900
8. Philippines – 15,284,460
9. Mexico – 12,978,440
10. Spain – 10,612,820
11. India – 10,547,240
12. Argentina – 10,452,040
13. Columbia – 10,226,920
14. Germany – 9,948,700
15. Australia – 9,151,280
Ireland – 1,700,000

17. Online Shoppers Active Social Media

18. Numbers of Brands Followed

19. More Likely To Buy After Liking

20. Reasons you Liked

21. Best Time To Engage on Facebook

22. Breakdown of Conversations

23. Daily Activity

24. Per Hour Breakdown of Activity

25. Highest Vs Lowest Activity

26. Twitter

27. 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

28. Twitter Clients

29. Big Biz

30. Small Biz

31. BP

32. Twitter

33. Journalists

34. Useful Resources

35. Blogging

36. Blogging
• Effective way of building community and improving SEO
• Common Blogging Platforms
– WordPress, Type Pad, Bloggers, Blogspot
• Excellent way of engaging with readers
– Inform followers what is of interest to you
• Can use an informal style
– Show human face of organisation
• Participate in wider conversations
– Leave comments, interact, generate interest, etc..
• Search Engines
– Love regularly updated content
• Now MNCs are encouraging employees to Blog and engage
with social media
– IBM, Dell, Intel and Cisco

37. Blogs

38. Blogs

39. Blogging Tips
• Connect to your most important keywords.
– Important for Search Engine Optimisation
• Grow the number of influential referral sites.
– Critical to get authoritative inbound links to your site
• Don’t forget the outbound links.
– Be generous with links to other blogs and websites and others will return the favor
and build your traffic for you.
• Understand the location of your audience.
– Comparing the geographical distribution of your blog to your company’s website
should give you a sense of whether your blog is hitting with the same areas of the
world as your website. It could also reveal potential new areas of focus for your
salespeople.
• Measure endurance.
– Measure return visitor and length of time spent on site

40. Blogging Tips cont.
• Find and nurture your VIPs.
– Make sure you respond to key people – thos who subsribe and comment
• Use Twitter for blog PR.
– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it
properly.
• Use URL shorteners to gauge subject interest.
– UseURL shortener like bit.ly within a Tweet, you can track how many people click
on the content link you offer in your tweets.
• Build cross-referencing across social media tools.
– No social media tool is an island. All tools should cross-reference each other – don’t
necessarily re-publish the same content on each platform
• Embed and measure calls to action. If we can get people to a landing page, we should.
–

41. Review Sites

42. Yelp

43. Photosites

44. Photosharing Sites

45. Video Sites
YouTube, Vimeo, Blip.tv

46. Video Sites
• Very useful marketing tool
– Old Spice, Tippex, Blendtec etc..
– 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

47. Video Sites

48. LinkedIn

49. Professional Networking

50. Social Bookmarking, RSS and Sharing

51. Social Bookmarking & RSS
• Add Bookmark Buttons to sites
– Sociable, AddThis, Share are widely used
• Link all social profiles from website
– Twitter, Facebook, FriendFeed, GetSatisfaction.com,
YouTube, MySpace, Bebo, Slideshare.net etc.
• Ensure that RSS is enabled
– Feedburner, GoogleReader, MyYahoo, NetVibes
• Add rating and individual bookmark buttons
– Digg, Technorati, Reddit, StumbleUpon, Delicious
• Yahoo Pipes
– RSS and Lifestream aggregator

52. Bookmarking, Sharing & RSS

53. Sharing Platforms

54. Percentage of Click-Tro’s Attributed

55. Social Sharing Figures

56. Sharing thru Blogging Platforms

58. Mobile Apps

59. Mobile PhotoApps