Presentation on Social Media for Business delivered by Joanne Sweeney-Burke, Director Media Box, to Omagh Enterprise Centre as part of European SME Week 2011. The top tips of facebook, twitter, LinkedIn, Business Blogging and Online Video. Copyright to Media Box. Created and designed by Joanne Sweeeny-Burke, Director Media Box, Letterkenny, Co. Donegal, Ireland. www.mediabox.ie www.facebook.com/mediabox @JSmediabox on Twitter You Tube: joannemediabox Blog: www.mediabox.ie/blog LinkedIn: joannesweeneyburkemediabox

1. An Appreciation of Social Media
Joanne Sweeney‐Burke
Friday 7th October 2011

2. Who is She?
 Journalist
 Chamber of Commerce CEO
 PR Lecturer
 Marketing Executive
 Event Manager
 Fundraiser
 Business Owner
 Failed politician
 Desperate for a New Challenge
everyday
 Blogger & wannabe author
 Life­Long Learner
 “The Apprentice” Candidate

3. So what is Media Box?
Creative Couture by Media Box…Now You Can Relax
• Media Planning & Buying
…review it, change it, make more impact (mix advertising &
sponsorship)
• Press OfOice
…managing your business reputation
• Event Management
…exciting events with a elaborate marketing message
• Marketing Couture
…bespoke campaigns to maximise your marketing worth
• Design Studio
…couture designs with impact
• Digital Media & Marketing
…reviewing your online activity

4. The Shift to Web 2.0
“The second generation of
the World Wide Web,
especially the movement
away from static web pages
to dynamic and shareable
content and social
networking.”

5. What is Social Media?
Regular media is like a one­way street….you
read a newspaper,watch TV or listen to radio in
order to be informed, entertained or engaged. But
you can’t comment or give your views.
So Social Media is like a two­way street….you
can give your opinion, share links, re‐tweet other
peoples comments and become your own
publisher of content.
And social networking sites are the platforms
that allow you to share e.g. Facebook, Twitter,
Flickr, Blogs, You Tube.

6. Marketing has Changed
“How can you squander even one more day not
taking advantage of the greatest shifts of our
generation? How dare you settle for less
when the world has made it so easy for you
to be remarkable?”
– Seth Godin, Seth’s Blog

7. Social Media Landscape in Ireland

8. The New Rules of Marketing & PR
Before the web came along there were only two ways to get
noticed:
1. Buy expensive advertising
2. Beg the media to tell your story
Now we have better options!
Simply: publishing interesting content on the web that your
buyers want to consume.
It’s all about developing relationships, having a two­way
conversation and engaging with an audience relevant to
you, your business or your organisation.

9. Top 10 Principles of Social Media
1. DeNine your niche market
2. Review your audience proOile
3. Build the Following ‐ be open, helpful, brave,
transparent, remarkable
4. Reward the Following
5. When you Make a Mistake ‐ Apologise
6. Be a Curator
7. Be authentic
8. Give social media it’s credit
9. Pull don’t push
10. Keep up with changes

10. Why Businesses Use It
• Find new customers leads or referrals
• Find collaborative / strategic partners
• Review the competition
• Get introduced to or Nind out about industry
leaders
• Find new suppliers, products or services
• What’s new in my industry
• Recruit staff / meet potential employers
• Build your business voice as an industry leader
• Build professional network

11. Facebook Marketing
Facebook is a social network service and
website launched in February 2004.
­ Wikipedia

12. Facebook Tips
 ProOiles are for people
 Pages are for business
 Select a permanent name and category
 You can only change business page name if under 100 LIKES
 Use the ‘info’ tab for company details
 Customise your url e.g. facebook.com/mediabox
 Promote your page ‐ fresh and rich content ‐ exclusive
news, photos, video, links
 Measure engagement with insights ‐ comments, LIKES,
posts
 Add FBML (facebook mark‐up language) ‐ you need a
developer to customise tabs
 Groups ‐ max messaging to 5,000 people
 Choose your Landing Page ‐ wall, info, events, promotion
 Cross promote content on other platforms

13. Personal ProOile V Business Page
•The Rules: It’s against Facebook terms to use a proNile for a
business.
(Ref: Paddy Power & Recruitment Ireland case studies)
• SEO: Fan pages are indexed by search engines. ProNiles are not.
• Build your Following: Fan Pages can have an unlimited number
of fans. ProNiles are ltd. Personal proNiles max is 5,000.
• Multiple Brand Platforms: You can have multiple fan pages, but
only one personal proNile.
•Features: More features for business on a business page
* Good news: you can now change your personal page to a
business page (but it is a permanent action!)

14. Secrets of Facebook Posting
• Find your rhythm ‐ how often to post and what to say ‐ it must
reNlect your business product or service
• Find your authentic voice ‐ be human, be real, be conversational.
Share videos of your company, photos of you, staff or product,
clients
• Set Aside Time ­ Make facebook part of your marketing strategy
and set aside time daily ‐ to check for notiNications, comments, likes
& to post ‐ time is relative to each individual business or
organisation but 5‐20 minutes daily is a good rule of thumb
• Share News & Exclusive Content ‐ now give your followers a
reason to LIKE your page and to keep them engaged
• Encourage Fan Participation ‐ fun and engaging calls to action
which encourage participation e.g. ask questions, ask for opinions,
share posts that you love. Allow fans to post directly to your wall
with questions, feedback and compliments.

15. Secrets of Facebook Posting
• Reward your Fans ­ post special offers just for your
facebook fans e.g. discount codes & exclusives on new
products. Or use a “Check‐In” Deals that can only be
redeemed in your store.
• Market your Facebook Page ‐ promote your facebook
page on your website (plug‐ins and logo), ezine,
newsletter, press ads, radio ads, point of sale material,
email signature, business cards, brochures, menus etc.
• Landing Page ‐ this encourages visitors to Like your
page. You need a developer/designer to do this.
• Partnerships ‐ Partner with other brands or local
organisations to create co‐promotions and encourage
viral sharing with incentives

16. Secrets of Facebook Posting
• Expand the Reach of Your Posts ‐ When you mention a
person or organization you are connected to in a post on
Facebook, type the @ symbol, begin typing the name,
and then choose them from the dropdown menu. Your
post will automatically post to their Wall.
• Use Plug­Ins on your Website ‐ Install a Like box on
your homepage and a link on your newsletters and
emails to drive people to your Facebook Page.

17. Engaging Content Examples…

18. Engaging Content Examples…

19. Engaging Content Examples…

20. Best Practice Case Study
 Avatar ­ this is your proNile picture
 Customised Tabs ‐ tabs to suit your business
Include FBML to code your own tabs
Need some developer help here
 Competitions / Promotions ‐ offers, giveaways
 Check­In ‐ people can tag themselves at your business
With Facebook Places
 Polls ‐ start a poll and get feedback on a product/issue
 Join my List ‐ invite people to join your mailing list
 Notes ‐ publish press releases or longer posts here
 Landing Pages ‐ develop an engaging landing page using FBML
 Links ‐ Link to your website, interesting news bits
 Send Updates to Fans ­ post regularly
 Discussions ­ start a discussion an engage and audience
 Video ‐ upload your own videos or those you like
 Photos ­ upload your photos and tag people or pages
 You Tube ‐ embed your you tube channel
 Events ‐ create an event and send invitations to your fans

21. Access Audience Insights

22. Access Audience Insights

23. Twitter Marketing
Twitter is a website, owned and operated by Twitter Inc., which
offers a social networking and microblogging service, enabling
its users to send and read other users' messages called tweets.
Tweets are text-based posts of up to 140 characters displayed on
the user's profile page. Tweets are publicly visible by default,
however senders can restrict message delivery to their friends
list. Users may subscribe to other users' tweets—this is known as
following and subscribers are known as followers.
- Wikipedia

24. Why Twitter for Business?
• Reach and interact with like-minded businesses and a
wider
online audience
• Deepen your customer relationships
• Attract new customers
• Forge relationships with other businesses engaging in
online
communications
• Encourage Word of Mouth marketing for your business
• Improve customer services (e.g. Eircom, UPC)

25. The ABC’s of Twitter
@yourname = a public message to or about this person
#= hash tag; helps you search and categorise posts on a topic
To follow = subscribe to their messages
Tweeple = people on Twitter
Your Twitter Handle = your Twitter name e.g. @jsmediabox
A Tweet = an individual message
A DM = a direct/private message on twitter. You can only send
this if the other person follows you
RT/Re­Tweet: = reposting a message from someone else on
Twitter and attributing them for the content
Trending Topics = most discussed terms of the moment

26. Finding Followers
 Look for people you know
 Look at other people’s proNiles ‐ explore lists
 Participate e.g. #followfriday #ff
 Hold competitions and provide special offers
Be worthy of being talked about ‐ RT (retweet_
Add multi‐media e.g. video, links, photos
Ask and respond to questions ‐ join the conversation
 Add your proNile to your site and other marketing material
‐online and ofNline e.g. email signature, business cards
 Use directories e.g. twellow.com, mrtweet.com, wefollow.com
 Add to your web page / blog

27. Twitter Etiquette
 Don’t spam
 Give recognition and thank for re‐tweets
 Stick to 140 characters
Follow people who follow you
Mind your language
Don’t “hard sell” ‐ pitch
Don’t just promote on your own site
Be personal
Build relationships

28. Twitter Tips
 Register your brand name
 Keep your name consistent over multiple platforms
 Make your handle memorable
 Listen to the conversation www.search.twitter.com
 Customise your proNile and Twitter landing page
 Start tweeting before connecting
 Become a valuable resource
 Don’t over‐promote ‐ build relationships Nirst
 Showcase others
 Use bitly.com to shorten links
 There are no rules people have personal preferences
 Remember what you tweet is indexed in search engines
 Consider DMs for privacy

29. Measuring Twitter Success
How do you measure if you are being effective on Twitter or not?
Here are some tips on how to gauge whether anybody is paying
attention to what you are saying or not.
• Measure how many times people have Retweeted your tweets
• Measure how many @mentions/replies you have received
• Measure how many Lists you have been added to
• Measure how much trafNic your site has received based on your
tweets
with links to your website
• Measure your number of followers

30. Twitter ProOile
Complete your proNile fully
 Avatar
 Descriptor
 Link to your website
 Twitter Handle

31. Trending Topics

32. Improve Customer Service

33. Encourage Other Followers ­ #ff

34. Case Studies

35. Case Studies

36. LinkedIn is a business­oriented social networking site.
Founded in December 2002 and launched in May 2003, it is
mainly used for professional networking. As of 2 November
2010 (2010 ­11­02), LinkedIn had more than 80 million
registered users, spanning more than 200 countries and
territories worldwide.
­ Wikipedia

37. Why LinkedIn for Business
• Manage the your public professional profile
• Reach potential clients, service providers and subject
experts
• Create and collaborate on projects, gather and share
data
• Be found for business opportunities and find potential
partners
• Gain new insights from discussions with like-minded
businesses
• Discover inside connections that can help land jobs &
close deals
• Post and distribute job listings to find the best talent for
your company

38. LinkedIn Tips
 Create a professional proNile
 Build and nurture your network
 Join groups or create your own
 Search for people and companies
 Give endorsements
 Seek endorsements
 Use status updates
 Create your company proNile
 Ask and answer questions
 Add applications to your proNile e.g. resume app,
export your LinkedIn connections to excel
 Promote your events

39. Measuring LinkedIn Connections

40. Upgrade your Account

41. Case Study

42. Business Blogging
What is it?
"A blog is a web page made up of usually short,
frequently updated posts that are arranged
chronologically­like a what's new page or a
journal."
The term is actually weblogs coined by Jorn Barger in 1997.
A blog is a type of website or part of a
website. Blogs are usually maintained by an
individual with regular entries of
commentary, descriptions of events, or
other material such as graphics or video.-
Wikipedia

43. Business Blogging
Why blog?
 To present a more human face
 To build a community around a brand
 To provide expert advice in a sector / subject
 To improve visibility in search engines
 To provide regular news and updates from your business
 To manage your business reputation online
 To enable customers provide feedback on products and services
 To manage content
 To publish and share rich content e.g. video, links, photos

44. Blog Case Study

46. Setting up a Business Blog
 Choose your software
‐ blogger.com ‐ free hosted service
‐ wordpress.com ‐ free hosted service
‐ typepad.com ‐ paid for hosted service
‐ wordpress.org ‐ free self hosted
 Choose your topic / theme
 Customise your blog design
 Promote it
‐ integrate into your website
‐ tweet blog posts
‐ post blog links on facebook

47. Bringing TrafOic to Your Blog
 List your Blog on Technorati
 Comment on other Blogs
 List your Blog on Google
 Tag your Blog posts ‐ so they can be found on
google
 Produce content for other blogs or websites
 Pay for online advertising

48. Online Video / Audio
What is a Podcast?
A “podcast” is a buzzword to describe a very simple concept: an
audio or video Qile available on the Internet for you to listen to
and/or watch. A podcast can also refer to a series of these
audio or video Qiles (similar to how a TV or radio “show” can be
a series of shows or just one show). When using the word
“podcast”, most people refer to the entire series and not just
one audio or video Qile.”
­ podcast.com

49. Online Video / Audio
Why Podcast?
 Be a thought leader in your sector
 Lead generation ‐ customer enquiries, sales leads
 Deliver training programmes/ tutorials online
 Promote events
 Record your events
 Internal communications
 Recruitment
 Customer service

50. Online Video / Audio
YouTube is a video­sharing website on which
users can upload, share, and view videos.
­ Wikipedia

51. Case Study ­ Media Box FM

52. Case Study ­ Media Box Online AD

53. Podcast Equipment
Kodak Zi8

54. Podcast Equipment
Flip Video Camera

55. Podcast Equipment
 Microphone
 Microphone Cover
 Memory Card
 Tripod
 Tri‐pod / uni‐pod
 QuickTime Pro / Windows Media
Player

56. The Social Media Strategy
Set Goals: e.g.I want to increase awareness of my company by driving
brand reputation; I want to secure x no. of attendees to my event via
social media)
Implement: Decide on a timeframe for the campaign? Be realistic. Decide
on the communication channels; have a different conversation on each;
be visual; have a voice; have exceptional and engaging content.
Measure: Are people listening? What are they saying? What are the
number of enquiries? Any sales? Is the phone ringing more than before?
Is there better WOM? What has happened to your brand reputation?
Evaluate: Were your goals met? If not, what can you say is different now
than before?

57. ROI Should Deliver
• Search Engine Results and Visibility
• Website Traffic and Time on Site
• Creating a Community of Brand Ambassadors
• Customer Service & Loyalty
• Sales and Word of Mouth Referrals
• Increased Productivity
• Reduced Overheads
• Product/Brand Awareness
• Reputation Management
• New Strategic Alliances
• Research & Consumer Insights
• Innovation & New Product Development
• Global Reach

58. Generating
Content/Campaigns
Thought Leadership…
• Content Calendar
• eBooks
• Email Newsletters
• Podcasts
• Webinars
• Vodcasts
• White Paper
• Surveys & Reports
• Blogs Posts

59. Social Media Case Study

60. Don’t Engage in Social Media if You are Not Prepared to
Listen to the Conversation. Otherwise you will ]ind your
business in the dock!

61. Your Social Media Strategy

62. When your Business…
…Needs an Expert
Thank You!
www.mediabox.ie