H & A Marketing and PR at OMiG March Meet Up Dara O’Donavan, Social Media Manager talking about H & A Marketing and PR Social Media Revolution

1. 25/03/2014
Our Social Media
Revolution

2. This Evening’s Agenda
• H+A Marketing + PR - Who are we?
• The Irish Social Media Landscape
• A closer look at Facebook and Twitter (Ireland’s leading networks)
• Social Media’s Place within the Digital Marketing Strategy
• Some Recent H+A Case Studies

3. Our Services

4. Social Media Account Management
Our Social Media Services
Social Media Project Management
Social Media Consultancy
Social Media Strategy Development
Social Media Training
Social Listening

5. Some of our clients

6. The Social Media
Landscape

8. Social Networking Qtrly Key Results
• Ownership
• Facebook continues to be the dominant social
network for Irish adults
• 59% have an account, +2% on last quarter’s survey
and +7% on this time last year
• Twitter account ownership has plateaued , 26%
account ownership
• LinkedIn account ownership remains the same at
23%
• Usage
• 70% of Facebook users log in daily
• 43% user Twitter daily

10. Facebook in Ireland by Numbers
• 2.3 million active users in Ireland
• 70% of Irish Facebook users return daily
• 1.7 million use Facebook on their smartphone
• Average of 280 Facebook Friends vs 180 world wide
average
• Like on average 79 pages
• Share 10 million wall posts
• 20 million photo uploads, 7 Million Status Updates
• And NOW 41% of Facebook’s advertising revenue
comes from mobile advertising
Source: Ipsos MRBi Social Networking Quarterly February 2014,
COMScore and Facebook data

11. Interesting Facebook Facts!
• Monday is the most popular usage day
• Irish people are least likely to ‘like’ a page on a Saturday
• 70% of Irish businesses use Facebook
• 52% of 16-24 year olds and 30% of 25-30 year olds check Facebook first thing in
the morning
Source: Ipsos MRBi Social Networking Quarterly August 2013,
COM Score and Facebook data

12. Top 5 Industries on Facebook in Ireland
Source; Socialbakers.com February 2014 social media report

13. Top 5 Most Engaging Brands on Facebook
Source; Socialbakers.com February 2014 social media report

14. The Top Three Most Engaging Posts in February

15. The Top Three Most Engaging Posts in February

16. The Top Three Most Engaging Posts in February

17. Facebook Newsroom

18. • Edgerank and Organic Reach
Latest Facebook Developments
• Changes to Facebook Edgerank
• Studies have shown that organic reach has been steadily
decreasing since Dec 2013
• Sept 2012 – 16%, Sept 2013 – 9.5% and 7% in Dec 2013
• Some predict organic reach will drop to zero
Facebook is a commercial business and needs users to
spend money with them.

19. • Edgerank and Organic Reach
Latest Facebook Developments
• What does this mean for page managers?
• Make better decision about what you’re posting
• Play around with your content & study what type of
content works well and what time works well for
your community – Use Insights!
• Set aside a budget to support the content that
works well organically
• Be strategic – use Facebook to drive traffic to your
website where you can capture key data & recruit
into CRM databases

21. • 27% of Irish adults (15+) have a Twitter account that’s 1.2 million people using
Twitter every day tweeting over 4 million times a day
• Ireland has the 10th highest number of Twitter users per Capita in the world
• Wednesday is the busiest day on Twitter in Ireland
• 10-11pm is the busiest hour each day
• Users are more active from 12 midday
• 53% of 15 -24 year olds use Twitter, 46% of 25-34 year old use Twitter
• Dublin and Cork users post almost half of all Irish tweets
• Twitter has become THE source of breaking news

22. Social Media and the
Overall Digital Strategy

23. Digital Strategy
SEO/Website PPC/Search Online Ads Social Media
CONTENT

24. Case Studies of Recent
Work

25. Launch of the Ford EcoSport
• 500 limited edition Ford EcoSport cars made
available across Europe, 5 allocated to Ireland
• Dedicated Microsite built where the limited
edition cars could be reserved
• Facebook - primary communications channel
• Targeted Facebook Advertising used to drive
people to the site
• 5 cars sold out within 15 minutes!
• Microsite still operates as a medium through
which people can register their interest

26. Formats and Themes
Targetted Facebook Ad Campaign
• Fromats
• Promoted posts, ASU’s and Newsfeed posts
• Themes
• Bragging rights/Be the first
• Countdown
• Product. SUVA
• Apps & Specific Apps (eg Spotify)
• Lifestyle
• Only on Facebook

27. #ThePlaceToBe Summer 2013
• Beach Break Facebook campaign launched to
support Corona Ireland’s #PlaceToBe Summer
campaign
• Facebook app where fans could register to win
a trip to the Place to Be
• Fans visited the FB page, picked their seat on
the plane and generated a customised Beach
Break passport
• Supported by online and press advertising
• 204% increase in Facebook fans

28. Kenco Millicano & Orla Kiely Partnership
Kenco Millicano
• Developed promotional concept and secured
partnership with Orla Kiely
• Designed all campaign assets – Media invitations,
promotional retail pack, POS Stacker, gondola end,
pallet wrap, trade ads, advertorials, security banners
• Exclusive media launch in McCall Studio with top tier fashion, features, food
and lifestyle media
• Influencer seeding – 100 mugs sent to key influencers prior to launch
• Facebook Competition as well as online and print competitions
• Glossy advertorials featuring Orla Kiely –What’s precious to me

29. Kenco Millicano & Orla Kiely Partnership
Kenco Millicano
• Promotion placed Mondelez Ireland as
No.1 coffee manufacturer
• Almost €500,000 worth of positive
editorial coverage secured
• Rare Behind the Scenes TV and print exclusive at
Orla Kiely’s studio in London
• Award Winning Campaign –
Best Sponsorship/Brand Association
(by an FMCG brand) in Checkout 2013 Awards

30. Developing & Measuring
your Social Strategy

31. Developing a Social Media Strategy
• Define Your Goals
• Consider your overall business and marketing goals, establish which can
possibly relate to social media marketing e.g increase website traffic through
Facebook, generate brand awareness via Facebook
• Choose the Right Platform
• Are you a B2B or B2C business as different platforms old different benefits for
each
• Define your content approach
• Want content themes are appropriate
• What content types are appropriate
• Create a calendar
• Simple spreadsheet mapping out your content
• Saves time and allows you to be more reactive at key times
• Decide the Who

32. Quantitative Success Versus Qualitative Success
Measuring Success
• Quantitative
• Engagement – of your fans how many people are actually commenting on
the content you are sharing
• Community Members
• Conversions (If you have a business website)
• Social Reach (Awareness) – how many people is your content reaching?
• Qualitative
• Did we gain any new customer insights from our social media activity
• Did we manage a customer complaint and prevent the loss of a consumer by
dealing with an issue via social media
• Did we create positive word of mouth about our business or brand?