Enterprise Ireland eMarketing Event Dublin 25 October 2012

1. #EISOCIALMEDIA
SOCIAL MEDIA MAS#UP
SocialMedia.ie Oct 2012 © Conor Lynch

2. SPEAKER PROFILE
#Founder of SocialMedia.ie, BOSS Metrics &
connector.TV
#Multi-award winning digital marketer
#14 years online marketing experience
#6 years social media experience
#Launched RaboDirect & 30+ web sites
#Honours Marketing Degree & Post Grad.
SocialMedia.ie Oct 2012 ©

3. YOUR FREE GIFTS!
@socialmedia_ie @bossmetrics
#FREEBOOK #FREETRIAL
SocialMedia.ie Oct 2012 ©

4. Social Media
Intro
SocialMedia.ie Oct 2012 ©

5. SOCIAL MEDIA REVOLUTION
SocialMedia.ie Oct 2012 ©

6. SOCIAL MEDIA
Social media is about people having online &
offline conversations utilising user-generated
content (UGC).
Social media is online social interaction using
computers & mobile phones to turn person to
person communication into interactive open
dialogues.
Social media can take many different forms,
including social networks, internet forums,
blogs, micro-blogs, wikis, podcasts, digital
photos & videos, customer ratings, social
bookmarking & games etc.
SocialMedia.ie Oct 2012 ©

7. SocialMedia.ie Oct 2012 ©

8. SOCIAL MEDIA TOOLS
SocialMedia.ie Oct 2012 ©

9. PICKING MONITORING
TOOLS
Engagement or research?
In-house or out-sourced?
Sentiment analysis?
Influencer analysis?
Source targeting?
Geographical targeting?
Reporting requirements?
Budget?
SocialMedia.ie Oct 2012 ©

10. MONITORING INFLUENCE
The Klout Score measures influence based
on your ability to drive action.
Every time you create content or engage
you influence others.
Peer Index separates “popularity” and
“authority” by ranking users on topics as
well as the amount of friends and activity.
Kred is measurable influence based on
influence and outreach.
SIM Score measures net sentiment for
the brand and the industry
SocialMedia.ie Oct 2012 ©

11. SocialMedia.ie Oct 2012 ©

12. KLOUT EXTENSION
SocialMedia.ie June 2012 ©

13. COMMUNITIES / TRIBES
Communities/Tribes
are groups
of people
connected to
one another,
connected to
an idea
SocialMedia.ie Oct 2012 ©

14. CONNECTORS
Social Media
‘connectors’
can influence
their peers
SocialMedia.ie Oct 2012 ©

15. BOUGHT, OWNED
& SHARED MEDIA
SocialMedia.ie Oct 2012 ©

16. CONTENT SHARING
SocialMedia.ie Oct 2012 ©

17. BLOGGING
• There are 175,680,249 identified blogs as of 3 November 2011.
• Top blogging platforms are WordPress, Blogger, Tumblr, Movable Type
and Posterous.
SocialMedia.ie Oct 2012 ©

18. WORDPRESS BLOGS
SocialMedia.ie Oct 2012 ©©
June 2012

19. SHAREABLE CONTENT
www.qik.com - Mobile videos
www.foursquare.com - Location
www.twitter.com - Micro-blogging
www.facebook.com - Personal profile
www.youtube.com - Digital video
www.linkedin.com - Professional profile
www.slideshare.com - Presentations
www.flickr.com - Digital photos
www.scribd.com - Documents
SocialMedia.ie Oct 2012 ©

20. ESBI CORPORATE BLOG
SocialMedia.ie Oct 2012 ©

21. CONTENT SHARING
SocialMedia.ie Oct 2012 ©

22. TWITTER
• Approximately 200 million users
• There are approximately 140 million tweets sent every day
• 84% of marketers are using Twitter and 73% plan on increasing their
activity (Stelzner, 2011).
SocialMedia.ie June 2012 ©

23. TWITTER
Real Time communication
via Web & mobile using
max. 140 characters
Send Tweets to your
Followers or DM (Direct
Messages)
Use their @username,
#Hashtags and shortened
URLs (web addresses) and
if they RT (Re-Tweet),
maybe you will be
Trending!
SocialMedia.ie June 2012 ©

24. HOOTSUITE DASHBOARD
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25. FACEBOOK
• Almost 1bn active users.
• Average user has 130 friends.
• Average user is connected to 80 community pages, groups and
events.
• 200 billion posts liked and commented on every day
• Every month, more than 500 million people use an app on
Facebook or experience Facebook Platform on other websites.
• 92% of marketers are using Facebook and 75% plan on increasing
their activity (Stelzner, 2011).
SocialMedia.ie Oct 2012 ©

26. FACEBOOK MARKETING
SocialMedia.ie Oct 2012 ©

27. FANS & FRIENDS OF FANS
• Friends of Fans can see the interaction
between Friend and Brand in their
Newsfeeds
• Comscore’s “Power of Like” report
Facebook Fans were 418% more likely to
visit Starbucks.com
• Friends of fans were 230% more likely to
visit Starbucks.com
SocialMedia.ie Oct 2012 ©

28. COMPETITIONS
SocialMedia.ie Oct 2012 ©

29. LINKEDIN
• LinkedIn is the world’s largest professional network with over 120
million members in 200 countries.
• 700,000 Irish Accounts
• LinkedIn manages your online professional profile, connects you to
trusted business contacts and helps you exchange knowledge,
ideas, and business opportunities with a global network of
professionals.
• 71% of marketers are using LinkedIn with 71% (B2B) and 51%
(B2C) planning to increase their activity (Stelzner, 2011).
SocialMedia.ie June 2012 ©

30. LINKEDIN APPLICATIONS
• Wordpress
• Twitter
• Slideshare
• Google Docs.
• Amazon
• LinkedIn Polls
SocialMedia.ie Oct 2012 ©

31. LINKEDIN COMPANIES
• Make your Company easy to find.
• Encourage Customers to Follow Your Company.
• Announce new hires.
• Showcase your products and services.
• Add Video and photos.
• Add your business location.
• Showcase your latest blog posts.
• Get Clients to recommend you.
• Benefit from better analytics.
SocialMedia.ie June 2012 ©

32. LINKEDIN ADS
Target your ad to individuals who
match your exact criteria.
Target your ads to a specific
location.
Set your PPC Budget.
Only pay for clicks on your ad.
linkedin.com/ads
SocialMedia.ie Oct 2012 ©

33. DIGITAL VIDEO
77% of marketers plan on increasing their use of YouTube and
video marketing. (Stelzner, 2011)
SocialMedia.ie June 2012 ©

34. YOUTUBE
* YouTube is 2nd most popular global search engine
* YouTube has over 2 billion view per day
* YouTube averages 15 mins viewing per person
SocialMedia.ie June 2012 ©

35. DOLLAR SHAVE CLUB
SocialMedia.ie Oct 2012 ©

36. PINTEREST FOR BUSINESS
Companies and brands have embraced Pinterest as a method of telling
their stories through images. Brands are using Pinterest as a virtual
storefronts for driving customer to their website.
SocialMedia.ie Oct 2012 ©

37. MOBILE TECHNOLOGY
• More than 35 million apps are downloaded every day
• More iPhones are sold than people are born every day
• In December 2011 the Android Market surpassed 400,000 app
mark, doubling the number of available applications only in 8
months
• Smartphone sales (globally) are expected to increase by 25%
from 472 million in 2011 to 630 million in 2012
• 57% of all new Android and IOS apps are downloaded in the US,
followed by 12% China, 4% Taiwan, 3% UK, 3% Canada, 2%
Australia and 2% Hong Kong
• Mobile apps will grow from a $6billion industry today to
$55.7billion industry by 2015
SocialMedia.ie Oct 2012 ©

38. Case Studies
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June 2012

39. FISKATEERS COMMUNITY
SocialMedia.ie Oct 2012 ©

40. BLACKNIGHT SOLUTIONS
Irish web hosting and co-location company
which operates over 120,000 domains on
their servers. Their Twitter account serves
as a great channel for sales, marketing
and customer service.
Twitter-specific promotions traced using
coupon codes to monitor interactions with
their customers. They also use a blog,
Facebook, Pinterest and LinkedIn.
Best Business Twitter Account at the Social
Media Awards 2011.
In Numbers:
11-50 employees
2,843 Facebook likes
8,891 Twitter Followers
SocialMedia.ie Oct 2012 ©

41. #TWEETSEATS @crackbird
SocialMedia.ie Oct 2012 ©

42. 10C’s
Strategy Model
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June 2012

43. SOCIALMEDIA.IE 10C’S
SocialMedia.ie Oct 2012 ©©
June 2012

44. BOSS METRICS ADVISER
Set goals and get advice from social media experts
SocialMedia.ie Oct 2012 ©

45. HOW WE CAN HELP YOU
SocialMedia.ie Oct 2012 ©

46. Questions
& Answers
SocialMedia.ie Oct 2012 ©©
June 2012

47. THANK YOU!
SocialMedia.ie Oct 2012 ©