SlideShare a Scribd company logo
1 of 81
Download to read offline
GMIT Marketing Society



   Consultancy | Advertising | Social Media | Web Design | Search | Email Marketing


Monday 22 April 2013
money for nothing
and your clicks for free...*

         how to create real engagement
             through social media.




Monday 22 April 2013
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!




Monday 22 April 2013
1. About Mint




Monday 22 April 2013
Experience
     2013


     2012


     2011


     2010


     2009


     2008

     2007

     2006

     2005                           London

Monday 22 April 2013
Emergence of the Social Web
     2013


     2012


     2011


     2010


     2009


     2008

     2007

     2006

     2005

Monday 22 April 2013
Brand Experience




Monday 22 April 2013
Mint Clients
       Education                                   Professional Services




       Insurance       Med/ Pharma   FMCG




         Retail




       Hospitality                       Charity                           Sport


                                     and friends



Monday 22 April 2013
Digital Marketing
           Lecturing




           Speaking




          Workshops




                         Midlands and West
                       Enterprise Programme




Monday 22 April 2013
Speaking/Highlights




Monday 22 April 2013
Our Approach




Monday 22 April 2013
2. The Importance of Digital




Monday 22 April 2013
Online Advertising

          Online Advertising                                                    12.20%


               TV Advertising                           -5.90%


           Radio Advertising                           -11.10%


        Outdoor Advertising                             -8.90%


       Magazine Advertising                             -4.10%


     Newspaper Advertising                              -5.40%

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




     Source: IAB PwC Online Adspend

Monday 22 April 2013
Digital Marketing: B2B v B2C




Monday 22 April 2013
But for both, users find you online




Monday 22 April 2013
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.
                                                Email      Social   Google              Advertising
                                                                               PR
        Generate more ‘leads’ at the top       Marketing   Media     PPC            (Display, Press etc)

      of the sales funnel using a
      combination of Display Advertising,
      Email, Google PPC, Social Media,
      Online PR, Video Advertising, 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)                   Tangible CTA



Monday 22 April 2013
The Tools to Use
         1                      2                     3                  4                       5




          Revise website        Generate content to   Launch Google     Targeted Email           Increase
          based on user         attract visitor       PPC Campaign -    Marketing to different   opportunities to
          analytics, best       registrations, e.g.   drive target      audience groups.         generate PR and
          practice UX design,   white papers,         audiences to      Build and segment        Online PR.
          add DLP’s/            guides etc            specific areas.    databases. Refine
          language options.                                             content/communities

         6                      7                     8                  9                  10




          Utilise Blog and      Launch Search       Targeted Display    Promote content to       Increase
          Social Media Sites    Engine Optimisation advertising working relevant audiences -     opportunities for
                                activities          with PPC Ads        based on                 crowd-sourcing/
                                                                        segmented                community building
                                                                        databases                from the Network




Monday 22 April 2013
The Tools to Use
                                               1

                                                             2
                                                                          3
                                                                                      4
                                          Awareness     Consideration Engagement    Goal
                                                        / Research




     AWARENESS:          CONSIDERATION:               ENGAGEMENT:                  GOAL:
     ๏ PPC               ๏ Website Redesign           ๏ Social Media               ๏ Email Marketing
     ๏ Email Marketing   ๏ SEO                          Campaigns                  ๏ Social Media
     ๏ Video Marketing   ๏ Video Demo’s               ๏ Content                    ๏ PPC
     ๏ Blog              ๏ Dynamic Landing Pages
     ๏ Social Media      ๏ Calls to action
                         ๏ Site content
                         ๏ Downloadable content

Monday 22 April 2013
social media




                         platform

Monday 22 April 2013
A GUIDING THOUGHT
DON’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




Monday 22 April 2013
T-Mobile




Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
 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.




Monday 22 April 2013
 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.




Monday 22 April 2013
 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.
           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.




Monday 22 April 2013
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.




Monday 22 April 2013
Why do people befriend brands?




Monday 22 April 2013
Importance of Digital Marketing
                   Marketing Strategy
                        Twitter


         ๏     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


Monday 22 April 2013
ImportanceLinked In Marketing
                   Marketing Strategy
                        of Digital


         ๏     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




Monday 22 April 2013
ImportanceYoutube Marketing
                  Marketing Strategy
                       of Digital


        ๏      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




Monday 22 April 2013
Importance of Digital Marketing
                  Marketing Strategy
                     Facebook


        ๏      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




Monday 22 April 2013
ESB Electric Ireland




Monday 22 April 2013
ESB Electric Ireland
      Every 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.

Monday 22 April 2013
Facebook has
                       2,116,200 Users in Ireland




                             Strong Reach




                          2nd Most Trafficked
                               Website




                             The advertising
                           inventory is highly
                            targeted and cost
                                 effective


Monday 22 April 2013
Hennelly Finance




Monday 22 April 2013
Hennelly Finance




Monday 22 April 2013
Hennelly Finance




Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Harcourt Shopping Centre’s
   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.




                                                                                                        d to
                                                                                         2000, increase
                                                                                                       average
                                                                                       6,000 fans - on
                                                                                                         ing
                                                                                          across 6 shopp
                                                                                               centres




Monday 22 April 2013
Pass the Parcel
            A Like Gate to
          increase fanbase

                                              Humourous
                                           Questions ensure
                                           the user had an
                                          entertainging user
                                             experience!




Monday 22 April 2013
Multiplier Mechanic
    The users score is multiplied by the number of friends the app is sent to capitalising on the
    viral reach potential of facebook.




Monday 22 April 2013
Harcourt - Share the Love
     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!




                                Share                                                                 In-store
                                       d 18,                                                          Posters
                                             790 ti
                                                   mes  !




Monday 22 April 2013
Avonmore Peakfresh
     We 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




                                                                                                             d
                                                                                               5000, increase
                                                                                                to 13,000 fans




Monday 22 April 2013
Avonmore Peakfresh
       Some of the UGC (user generated content) achieved through this campaign!




Monday 22 April 2013
Avonmore Peakfresh
                       Avonmore Peakfresh




Monday 22 April 2013
Salthill Hotel ‘Pic the Wall’




                                          Award
                                          winning    500, increased
                                         campaign!    to 5,500 fans




Monday 22 April 2013
Salthill Hotel: An award winning campaign!




Monday 22 April 2013
Abair Leat
      Abair 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




Monday 22 April 2013
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.




Monday 22 April 2013
sage facebook campaign




Monday 22 April 2013
Home Pharmacy
                                        Business
                Logo                     Cards




               Headed
                Paper




                                              Website



Monday 22 April 2013
Sample Costings




Monday 22 April 2013
Branding
       circa €100


                             On Youtube, Twitter, Facebook




Monday 22 April 2013
Facebook App
       €800 - €12,000 +




Monday 22 April 2013
sample costing
    Facebook Campaigns:

                                                                Hourly
                                                   Hours         Rate     Cost
     Planning
      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:                                                               €5,986.00




Monday 22 April 2013
SME’s




Monday 22 April 2013
Marketing Strategy
                         North Social




Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Monday 22 April 2013
Facebook
                         Comp




Monday 22 April 2013
Email
                       Marketing




              Logo




       Website




Monday 22 April 2013
Business
                                                            Cards




                                            A5
                                          Flyers




                                Promo Material



                                                   Press
                       Pop Up                       Ad
                       Stands

Monday 22 April 2013
B2B Marketing




Monday 22 April 2013
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




Monday 22 April 2013
Customer Acquisition




Monday 22 April 2013
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?




Monday 22 April 2013
Your Buyers




Monday 22 April 2013
Crossing the Chasm




Monday 22 April 2013
Importance of Digital Marketing
                Customer Acquisition
                  Marketing Strategy




                                                                             Email Marketing, Social
                                                      Encourage Sales
                                                                               Media, Direct Mail



                                                     Selling Opportunity


         SEO, PPC, PR,   Value proosition, site      Demonstrate Value,          Content plan,
             Email       design, callls to action,   product videos,             engagement,
         Social Media,   landing pages, content,     don’t let them figure   remind customers of the
                         lead capture, follow up     things out alone           vale you deliver


Monday 22 April 2013
Do’s and Don’t’s




Monday 22 April 2013
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

Monday 22 April 2013
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.


Monday 22 April 2013
thank you!



                       Zara Sheerin | Managing Director | Mint Digital

   m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerin


Monday 22 April 2013

More Related Content

What's hot

BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...SocialMedia.org
 
Social Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveSocial Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveEngagement Media
 
Remaining Agile Amidst Seismic Shifts in the Social Media Landscape
Remaining Agile Amidst Seismic Shifts in the Social Media LandscapeRemaining Agile Amidst Seismic Shifts in the Social Media Landscape
Remaining Agile Amidst Seismic Shifts in the Social Media LandscapeMarcel Media
 
Css Digital Marketing Training
Css Digital Marketing TrainingCss Digital Marketing Training
Css Digital Marketing Trainingax321092
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideDigital Chameleon
 
Expansion plus-social-media-strategies
Expansion plus-social-media-strategiesExpansion plus-social-media-strategies
Expansion plus-social-media-strategiesRania Alahmad
 
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...Racepoint Global
 
Mediarede Social Media Marketing
Mediarede Social Media MarketingMediarede Social Media Marketing
Mediarede Social Media MarketingJibin Michael
 
Rugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysisRugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysisiGo2 Pty Ltd
 
Measuring Social Media ROI
Measuring Social Media ROIMeasuring Social Media ROI
Measuring Social Media ROIRacepoint Global
 
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Se Go
 
Navigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in HealthcareNavigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
 
Social Media Metrics Definitions
Social Media Metrics DefinitionsSocial Media Metrics Definitions
Social Media Metrics DefinitionsVincent Chaigneau
 
Customer perception 8
Customer perception 8Customer perception 8
Customer perception 8Vishal Yadav
 
Visible Banking - Social Media, People First (April 2009)
Visible Banking - Social Media, People First (April 2009)Visible Banking - Social Media, People First (April 2009)
Visible Banking - Social Media, People First (April 2009)Christophe Langlois
 
Adopting Web2.0 2008 Trends & Best Practices
Adopting Web2.0 2008 Trends & Best PracticesAdopting Web2.0 2008 Trends & Best Practices
Adopting Web2.0 2008 Trends & Best PracticesArunavh Palchaudhuri
 
Where Brands Meet The Community
Where Brands Meet The CommunityWhere Brands Meet The Community
Where Brands Meet The CommunityZack Brandit
 

What's hot (19)

BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephan...
 
Social Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveSocial Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing Live
 
Remaining Agile Amidst Seismic Shifts in the Social Media Landscape
Remaining Agile Amidst Seismic Shifts in the Social Media LandscapeRemaining Agile Amidst Seismic Shifts in the Social Media Landscape
Remaining Agile Amidst Seismic Shifts in the Social Media Landscape
 
Social Media Activation
Social Media ActivationSocial Media Activation
Social Media Activation
 
Css Digital Marketing Training
Css Digital Marketing TrainingCss Digital Marketing Training
Css Digital Marketing Training
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning Guide
 
Expansion plus-social-media-strategies
Expansion plus-social-media-strategiesExpansion plus-social-media-strategies
Expansion plus-social-media-strategies
 
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...
 
Mediarede Social Media Marketing
Mediarede Social Media MarketingMediarede Social Media Marketing
Mediarede Social Media Marketing
 
Rugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysisRugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysis
 
Measuring Social Media ROI
Measuring Social Media ROIMeasuring Social Media ROI
Measuring Social Media ROI
 
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
 
Navigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in HealthcareNavigating Regulatory Issues of Social Media in Healthcare
Navigating Regulatory Issues of Social Media in Healthcare
 
WSI Social Media Strategy Kit
WSI Social Media Strategy KitWSI Social Media Strategy Kit
WSI Social Media Strategy Kit
 
Social Media Metrics Definitions
Social Media Metrics DefinitionsSocial Media Metrics Definitions
Social Media Metrics Definitions
 
Customer perception 8
Customer perception 8Customer perception 8
Customer perception 8
 
Visible Banking - Social Media, People First (April 2009)
Visible Banking - Social Media, People First (April 2009)Visible Banking - Social Media, People First (April 2009)
Visible Banking - Social Media, People First (April 2009)
 
Adopting Web2.0 2008 Trends & Best Practices
Adopting Web2.0 2008 Trends & Best PracticesAdopting Web2.0 2008 Trends & Best Practices
Adopting Web2.0 2008 Trends & Best Practices
 
Where Brands Meet The Community
Where Brands Meet The CommunityWhere Brands Meet The Community
Where Brands Meet The Community
 

Viewers also liked

Chequers loyalty program
Chequers loyalty programChequers loyalty program
Chequers loyalty programChequersuk
 
Presentatie mapping
Presentatie mappingPresentatie mapping
Presentatie mappingR3searchMDA
 
Grabcad challenge GE quick
Grabcad challenge GE quick Grabcad challenge GE quick
Grabcad challenge GE quick Reinaldo Wiener
 
Intercultural management communication
Intercultural management communication Intercultural management communication
Intercultural management communication Nicolás Ortiz Esaine
 
1 introduction to staffing
1 introduction to staffing1 introduction to staffing
1 introduction to staffingPreeti Bhaskar
 
Introduction to business policy and strategy
Introduction to business policy and strategyIntroduction to business policy and strategy
Introduction to business policy and strategyNeeti Naag
 
Strategies for Managing Change - Adetoun Omole (Mrs.)
Strategies for Managing Change - Adetoun Omole (Mrs.)Strategies for Managing Change - Adetoun Omole (Mrs.)
Strategies for Managing Change - Adetoun Omole (Mrs.)Adetoun Omole
 
PRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCH
PRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCHPRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCH
PRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCHSANJAY KANAGALA
 

Viewers also liked (11)

Chequers loyalty program
Chequers loyalty programChequers loyalty program
Chequers loyalty program
 
Presentatie mapping
Presentatie mappingPresentatie mapping
Presentatie mapping
 
Mint digital bizcamp_10.09.2011
Mint digital bizcamp_10.09.2011Mint digital bizcamp_10.09.2011
Mint digital bizcamp_10.09.2011
 
Grabcad challenge GE quick
Grabcad challenge GE quick Grabcad challenge GE quick
Grabcad challenge GE quick
 
Intercultural management communication
Intercultural management communication Intercultural management communication
Intercultural management communication
 
1 introduction to staffing
1 introduction to staffing1 introduction to staffing
1 introduction to staffing
 
English Composition Skill
English Composition Skill English Composition Skill
English Composition Skill
 
Introduction to business policy and strategy
Introduction to business policy and strategyIntroduction to business policy and strategy
Introduction to business policy and strategy
 
Strategies for Managing Change - Adetoun Omole (Mrs.)
Strategies for Managing Change - Adetoun Omole (Mrs.)Strategies for Managing Change - Adetoun Omole (Mrs.)
Strategies for Managing Change - Adetoun Omole (Mrs.)
 
Chapter 30
Chapter 30Chapter 30
Chapter 30
 
PRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCH
PRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCHPRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCH
PRINCIPLES OF MANAGEMENT-JNTUK-UNIT-1-2016-2018 BATCH
 

Similar to Mint GMIT - Marketing Society - 22.04.2013

Social Conclave report
Social Conclave reportSocial Conclave report
Social Conclave reportDeepak Behera
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingEarthsite
 
Nrg marketing group
Nrg marketing groupNrg marketing group
Nrg marketing grouppetroevents
 
Social media marketing fire your pr now
Social media marketing   fire your pr nowSocial media marketing   fire your pr now
Social media marketing fire your pr nowAmiral27
 
Furniture Makers Talk
Furniture Makers TalkFurniture Makers Talk
Furniture Makers TalkSocialB
 
SOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGSOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGvikramkr3116
 
Social@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded StorytellingSocial@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded StorytellingOgilvy Consulting
 
Digital marketing for international colloquium
Digital marketing for international colloquiumDigital marketing for international colloquium
Digital marketing for international colloquiumOscar Ruban
 
P8 dmnd project portfolio
P8   dmnd project portfolioP8   dmnd project portfolio
P8 dmnd project portfoliosafrasabry
 
Social Media Talk - #SharingKnowledge
Social Media Talk - #SharingKnowledgeSocial Media Talk - #SharingKnowledge
Social Media Talk - #SharingKnowledgeCAB Studios
 
Regional Arts & Culture Council Social Media Presentation
Regional Arts & Culture Council Social Media PresentationRegional Arts & Culture Council Social Media Presentation
Regional Arts & Culture Council Social Media PresentationSearch Engine Academy Northwest
 
Social media marketing project
Social media marketing  projectSocial media marketing  project
Social media marketing projectniraj joshi
 
prince report new updated NEW FILE.pdf
prince report new updated NEW FILE.pdfprince report new updated NEW FILE.pdf
prince report new updated NEW FILE.pdfPrinceVerma938105
 
Learning Digital Marketing - A Beginner's guide to Online Marketing
Learning Digital Marketing - A Beginner's guide to Online MarketingLearning Digital Marketing - A Beginner's guide to Online Marketing
Learning Digital Marketing - A Beginner's guide to Online MarketingAarti Mohan
 

Similar to Mint GMIT - Marketing Society - 22.04.2013 (20)

Mint OMiG Presentation 26.03.2013
Mint OMiG Presentation 26.03.2013Mint OMiG Presentation 26.03.2013
Mint OMiG Presentation 26.03.2013
 
Social Conclave report
Social Conclave reportSocial Conclave report
Social Conclave report
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Nrg marketing group
Nrg marketing groupNrg marketing group
Nrg marketing group
 
Social media marketing fire your pr now
Social media marketing   fire your pr nowSocial media marketing   fire your pr now
Social media marketing fire your pr now
 
Furniture Makers Talk
Furniture Makers TalkFurniture Makers Talk
Furniture Makers Talk
 
SOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGSOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETING
 
Social@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded StorytellingSocial@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded Storytelling
 
Digital marketing for international colloquium
Digital marketing for international colloquiumDigital marketing for international colloquium
Digital marketing for international colloquium
 
P8 dmnd project portfolio
P8   dmnd project portfolioP8   dmnd project portfolio
P8 dmnd project portfolio
 
Social Media Talk - #SharingKnowledge
Social Media Talk - #SharingKnowledgeSocial Media Talk - #SharingKnowledge
Social Media Talk - #SharingKnowledge
 
Monday seminarapi
Monday seminarapiMonday seminarapi
Monday seminarapi
 
Regional Arts & Culture Council Social Media Presentation
Regional Arts & Culture Council Social Media PresentationRegional Arts & Culture Council Social Media Presentation
Regional Arts & Culture Council Social Media Presentation
 
Social media marketing project
Social media marketing  projectSocial media marketing  project
Social media marketing project
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Pradeep_Chaudhari_Report
Pradeep_Chaudhari_ReportPradeep_Chaudhari_Report
Pradeep_Chaudhari_Report
 
Creating a Social Media Marketing Plan
Creating a Social Media Marketing PlanCreating a Social Media Marketing Plan
Creating a Social Media Marketing Plan
 
prince report new updated NEW FILE.pdf
prince report new updated NEW FILE.pdfprince report new updated NEW FILE.pdf
prince report new updated NEW FILE.pdf
 
Learning Digital Marketing - A Beginner's guide to Online Marketing
Learning Digital Marketing - A Beginner's guide to Online MarketingLearning Digital Marketing - A Beginner's guide to Online Marketing
Learning Digital Marketing - A Beginner's guide to Online Marketing
 

Mint GMIT - Marketing Society - 22.04.2013

  • 1. GMIT Marketing Society Consultancy | Advertising | Social Media | Web Design | Search | Email Marketing Monday 22 April 2013
  • 2. money for nothing and your clicks for free...* how to create real engagement through social media. Monday 22 April 2013
  • 3. 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! Monday 22 April 2013
  • 4. 1. About Mint Monday 22 April 2013
  • 5. Experience 2013 2012 2011 2010 2009 2008 2007 2006 2005 London Monday 22 April 2013
  • 6. Emergence of the Social Web 2013 2012 2011 2010 2009 2008 2007 2006 2005 Monday 22 April 2013
  • 8. Mint Clients Education Professional Services Insurance Med/ Pharma FMCG Retail Hospitality Charity Sport and friends Monday 22 April 2013
  • 9. Digital Marketing Lecturing Speaking Workshops Midlands and West Enterprise Programme Monday 22 April 2013
  • 12. 2. The Importance of Digital Monday 22 April 2013
  • 13. Online Advertising Online Advertising 12.20% TV Advertising -5.90% Radio Advertising -11.10% Outdoor Advertising -8.90% Magazine Advertising -4.10% Newspaper Advertising -5.40% -15.0% -11.3% -7.5% -3.8% 0% 3.8% 7.5% 11.3% 15.0% Source: IAB PwC Online Adspend Monday 22 April 2013
  • 14. Digital Marketing: B2B v B2C Monday 22 April 2013
  • 15. But for both, users find you online Monday 22 April 2013
  • 16. 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. Email Social Google Advertising PR Generate more ‘leads’ at the top Marketing Media PPC (Display, Press etc) of the sales funnel using a combination of Display Advertising, Email, Google PPC, Social Media, Online PR, Video Advertising, 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) Tangible CTA Monday 22 April 2013
  • 17. The Tools to Use 1 2 3 4 5 Revise website Generate content to Launch Google Targeted Email Increase based on user attract visitor PPC Campaign - Marketing to different opportunities to analytics, best registrations, e.g. drive target audience groups. generate PR and practice UX design, white papers, audiences to Build and segment Online PR. add DLP’s/ guides etc specific areas. databases. Refine language options. content/communities 6 7 8 9 10 Utilise Blog and Launch Search Targeted Display Promote content to Increase Social Media Sites Engine Optimisation advertising working relevant audiences - opportunities for activities with PPC Ads based on crowd-sourcing/ segmented community building databases from the Network Monday 22 April 2013
  • 18. The Tools to Use 1 2 3 4 Awareness Consideration Engagement Goal / Research AWARENESS: CONSIDERATION: ENGAGEMENT: GOAL: ๏ PPC ๏ Website Redesign ๏ Social Media ๏ Email Marketing ๏ Email Marketing ๏ SEO Campaigns ๏ Social Media ๏ Video Marketing ๏ Video Demo’s ๏ Content ๏ PPC ๏ Blog ๏ Dynamic Landing Pages ๏ Social Media ๏ Calls to action ๏ Site content ๏ Downloadable content Monday 22 April 2013
  • 19. social media platform Monday 22 April 2013
  • 20. A GUIDING THOUGHT DON’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
  • 21. “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 Monday 22 April 2013
  • 29.  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. Monday 22 April 2013
  • 30.  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. Monday 22 April 2013
  • 31.  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.  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. Monday 22 April 2013
  • 32. 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. Monday 22 April 2013
  • 33. Why do people befriend brands? Monday 22 April 2013
  • 34. Importance of Digital Marketing Marketing Strategy Twitter ๏ 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 Monday 22 April 2013
  • 35. ImportanceLinked In Marketing Marketing Strategy of Digital ๏ 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 Monday 22 April 2013
  • 36. ImportanceYoutube Marketing Marketing Strategy of Digital ๏ 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 Monday 22 April 2013
  • 37. Importance of Digital Marketing Marketing Strategy Facebook ๏ 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 Monday 22 April 2013
  • 39. ESB Electric Ireland Every 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. Monday 22 April 2013
  • 40. Facebook has 2,116,200 Users in Ireland Strong Reach 2nd Most Trafficked Website The advertising inventory is highly targeted and cost effective Monday 22 April 2013
  • 46. Harcourt Shopping Centre’s 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. d to 2000, increase average 6,000 fans - on ing across 6 shopp centres Monday 22 April 2013
  • 47. Pass the Parcel A Like Gate to increase fanbase Humourous Questions ensure the user had an entertainging user experience! Monday 22 April 2013
  • 48. Multiplier Mechanic The users score is multiplied by the number of friends the app is sent to capitalising on the viral reach potential of facebook. Monday 22 April 2013
  • 49. Harcourt - Share the Love 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! Share In-store d 18, Posters 790 ti mes ! Monday 22 April 2013
  • 50. Avonmore Peakfresh We 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 d 5000, increase to 13,000 fans Monday 22 April 2013
  • 51. Avonmore Peakfresh Some of the UGC (user generated content) achieved through this campaign! Monday 22 April 2013
  • 52. Avonmore Peakfresh Avonmore Peakfresh Monday 22 April 2013
  • 53. Salthill Hotel ‘Pic the Wall’ Award winning 500, increased campaign! to 5,500 fans Monday 22 April 2013
  • 54. Salthill Hotel: An award winning campaign! Monday 22 April 2013
  • 55. Abair Leat Abair 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 Monday 22 April 2013
  • 56. 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. Monday 22 April 2013
  • 58. Home Pharmacy Business Logo Cards Headed Paper Website Monday 22 April 2013
  • 60. Branding circa €100 On Youtube, Twitter, Facebook Monday 22 April 2013
  • 61. Facebook App €800 - €12,000 + Monday 22 April 2013
  • 62. sample costing Facebook Campaigns: Hourly Hours Rate Cost Planning 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: €5,986.00 Monday 22 April 2013
  • 64. Marketing Strategy North Social Monday 22 April 2013
  • 68. Facebook Comp Monday 22 April 2013
  • 69. Email Marketing Logo Website Monday 22 April 2013
  • 70. Business Cards A5 Flyers Promo Material Press Pop Up Ad Stands Monday 22 April 2013
  • 72. 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 Monday 22 April 2013
  • 74. 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? Monday 22 April 2013
  • 75. Your Buyers Monday 22 April 2013
  • 76. Crossing the Chasm Monday 22 April 2013
  • 77. Importance of Digital Marketing Customer Acquisition Marketing Strategy Email Marketing, Social Encourage Sales Media, Direct Mail Selling Opportunity SEO, PPC, PR, Value proosition, site Demonstrate Value, Content plan, Email design, callls to action, product videos, engagement, Social Media, landing pages, content, don’t let them figure remind customers of the lead capture, follow up things out alone vale you deliver Monday 22 April 2013
  • 79. 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 Monday 22 April 2013
  • 80. 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. Monday 22 April 2013
  • 81. thank you! Zara Sheerin | Managing Director | Mint Digital m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerin Monday 22 April 2013