Social Media Platforms

Keith Feighery

Overview

• Introduction to each of the key platforms• Case studies and examples of platforms being

used• Live demonstration of each platform• Review• Q & A

Platforms

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

Jameson Ad

Irish Facebook Pages

Business Pages

Irish Political Parties

Charities & Not for Profit

The Rise of Facebook

• 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

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

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

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)

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

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 – 15,284,4609. Mexico – 12,978,44010. Spain – 10,612,82011. India – 10,547,24012. Argentina – 10,452,04013. Columbia – 10,226,92014. Germany – 9,948,70015. Australia – 9,151,280

Ireland – 1,700,000

Online Shoppers Active Social Media

Numbers of Brands Followed

More Likely To Buy After Liking

Reasons you Liked

Best Time To Engage on Facebook

Breakdown of Conversations

Daily Activity

Per Hour Breakdown of Activity

Highest Vs Lowest Activity

Twitter

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

Twitter Clients

Big Biz

Small Biz

BP

Twitter

Journalists

Useful Resources

Blogging

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

Blogs

Blogs

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

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.

–

Review Sites

Yelp

Photosites

Photosharing Sites

Video Sites

YouTube, Vimeo, Blip.tv

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

Video Sites

LinkedIn

Professional Networking

Social Bookmarking, RSS and Sharing

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

Bookmarking, Sharing & RSS

Sharing Platforms

Percentage of Click-Tro’s Attributed

Social Sharing Figures

Sharing thru Blogging Platforms

Mobile Apps

Mobile PhotoApps