1. FreeOnline Tools &
how to build
campaign L
a social media
BICS 2013
CASSIE DELANEY

2. HI.
I’m Cassie Delaney
Studied Journalism in DIT
Have been involved with DIT Socities for three years
Interned with Image Publications
Write for FilmIreland, Cara Magazine, Meg.ie, Campus.ie,
stuff4students.ie and Oxygen.ie
Currently working on developing TheWayWeLive.ie in association with the Wave Change
Program from Social Enterprise Ireland
Likes traveling, photography, design, documentaries, digital filmmaking, using social media
to advance social causes, downloading new fonts
Active on Twitter, Facebook, Pinterest, Thinglink
@CassieLorraine

3. Agenda
What is Social Media?
How can I form a social media campaign?
What works?
Exercise
New technologies

4. Some may say that social media isn’t a conversation at all, but rather a form of publication. It is a
way for anyone to publish anything from anywhere on the Internet. While publication is an impor-
tant part of social media, more so, social media itself thrives not on the act of publication, but rath-
er on sharing and conversing about that publication, whether it be an article, photo, video, funny
comic, political opinion, or anything that one may share while perusing the world wide web.
It is as if social media is a worldwide virtual coffee lounge, open 24 hours a day. Some
folks pop their head in for a few minutes and just people watch. Others may converse for
hours on end. You can listen in on other people talk. (It’s probably more accurate to say
you can look on to what other other people typed.) Or, drop in on a conversation you
may find fascinating.
But in order to have that social media conversation, you need to know to speak the language,
i.e. how to use social media. The best way to learn is to just do it and learn from others who do it.
Observe and pay attention to how others are using the medium, then start contributing to the con-
versation. Like in a coffee shop, you can people watch first, then jump in when you feel comfortable.
Learn not to talk at the screen but through it, to the real people at the end of your virtual network

6. five reasons to use
1. Facebook makes it easy to share the 1. Get Real Time News
bits that don’t seem to be important
enough to call someone about 2. Proven to be the most effective way to
Drive Traffic to Your Website, Blog,
2. Easy to recommend a product, or Facebook Fan Page, Landing Page, etc
service
3. Reach a Global Audience FAST!
3. Easy to warn a lot of people about a
bad product or experience 4. Twitter holds huge value from an SEO
standpoint
4. Easy to organize an activity or an
event 5. Connecting with Influencers Within Your
Niche
5. Bazzillions of users

7. five reasons to use
1. Video plays better on mobile devices 1. Fun & inspirational
2. Internationally Accessible 2. Great for competitions, based on
sharing
3. Virality
3. Directs traffic, every pin contains a link
4. Embeddable
4. Connect with worldwide users
5. Most popular form of media
consumption by 18-30 year olds 5. Market research, see what your
audience want

8. seven reasons to use
1. SEO optimising & it is a social network within itself
2. Somewhere to direct people to a bulk of information
3. Archives of information
4. Not confined by character counts. Ability to include all types of
Media. Colourful and interactive, completely user defined
5. Fun, a place for you to offer complete transperancy to your
society/service etc
6. Connect with other experts and similar interests
7. Connect with influencesrs & cool kids

9. How do I form
a social media
campaign ?

12. “ listening to people
Keeps them
entertained
-M.Cooley
”

13. How to listen online
Twitter Hashtags
Whatstrending,com
Most viewed on youtube
Trending on Wanelo, Pinterest,
Read the comments section of news reports to gauge reaction
the most important thing is to maintain a consistent online
presence

19. “ OF THE UNIVERSE
My goal is simple
it is a complete
UNDERSTANDING
”
- S. hawking

20. People: understand your audience & their habits
http://www.youtube.com/watch?v=yHddpHuEOHI

21. People: understand your audience & their habits
Facebook Users
Over 70% of Irelands Facebook users return DAILY
Irish people have an average of 268 friends
25 to 34 year olds account for 30% of Irish Facebook users
50% of users access via their mobile
There are 2,281,680 Facebook users in Ireland (Socialbakers.com)
Almost 170,000 new Facebook profiles have been created since
April (Socialbakers.com)
Most of these have been added in August & September 2012
(Socialbakers.com)

22. People: understand your audience & their habits
Facebook Content
We like 133 million items per month
Leave 81 million comments
Send 77 million messages
Upload 24 million photos
Posted 14 million wall posts
Posted 9 million status updates
Checked-in 471,000 times
Uploaded 103,000 videos

23. People: understand your audience & their habits
When we use Facebook
Unsurprisingly check-ins hit a peak on Saturdays
Dublin Airport is the number 1 check in location (Socialbakrs.com)
Photo and video uploads peak on a Sunday
We’re least likely to fan a page on a Saturday, most likely on a
Monday
We send the fewest messages, and post the fewest comments, on a
Saturday
The weekends (Fri – Sun) we post our status updates

24. People: understand your audience & their habits
Facebook vs Google, Yahoo & Microsoft
We spend 5.01 mins on Facebook looking at 490 pages
3.26 mins on Google looking at 272 pages
0.38 seconds on Yahoo looking at 44 pages
1.00 min on Microsoft sites looking at 51 pages
http://www.socialbakers.com/facebook-statistics/ireland

25. People: understand your audience & their habits
Tools
Forrester empowered Tools
Survey Monkey
Socialbakers

26. “YOU GET THERE”
Set your goals
high & don’t
STOP UNTIL
- B. Jackson

27. Ojectives: What do you want to achieve?
Set time specific goals about what you wish to achieve
Is it gaining popularity?
Selling tickets?
gaining followers?
increasing engagement offline?
networking?
joinging with similar organisations?
seel a service or product?

28. “IT’S CALLED ADVERTISING
Creative without Stratefy
is called ‘art’.
”
WITH STRATEGY
- J. Richards

29. Strategy: the how
Step one:
Organise your team and your timeline
(trello.com)
Step two:
generate your content.
uniquely created content is optimum for SEO
(thinglink, YouTube, infogr.am, instagram, google chart, create.visual.ly
Step three:
Connect the offline with the online

30. Things that worked: 2012
Kony 2012
Anything With Gangnam style or Call me Maybe
Ikea - tag to win showrooms
McDonalds behind the scenes
Zoosk - heart friend
Adam Pacitti - EmployAdam.com

31. Strategy: EmployAdam.com

32. Strategy: EmployAdam.com
THE MESSAGE: It’s simple: EMPLOY ADAM
THE BILLBOARD: Simple… on many levels.
Easy to read: Dark background and lettering in the two colors that
are the easiest to read: white and yellow (think road signs).
Clear call to action: “Please Give Me A Job.”
Tells A Story: One of the most effective ways to sell, is to share a
story. His story is simple: “I spent my last £500 on this billboard. Please
give me a job.” Simple stories often sell best.
Makes The Website Address Easy To Read: Since Adam used all
CAPS, EMPLOYADAM.COM could be difficult to read/understand.
The solution, make EMPLOY in white and ADAM in yellow. Problem
solved.

33. Strategy: EmployAdam.com
Includes His Photo: By adding his photo, it makes the ad real. Note
that he didn’t use a fancy studio photo that made him look like an ac-
tor or the ‘perfect employee.’ He used a photo that looks real. Trans-
parency sells. It makes him empathetic and approachable. It also
makes him relateable, which makes it easier for others to share his mes-
sage.
Makes The Website Address Easy To Read: Since Adam used all
CAPS, EMPLOYADAM.COM could be difficult to read/understand. The
solution, make EMPLOY in white and ADAM in yellow. Problem solved.
THE WEBSITE: Again… simple.

34. Strategy: EmployAdam.com
Effectively Simple Website URL: It’s simple, easy to remember and
clearly states it’s purpose: EmployAdam.com
Clean layout: Hard to get lost. Friendly intro, “Hi, I’m Adam Pacitti”
followed by a short (3 min 51 sec), entertaining, informative and self-
deprecating video. Videos are SIMPLE. Click and watch. No reading
required. Simple. Effective.
Makes it easy and simple for the press: Adam wants the power of
the press, the news cycles. And he also realizes that reporters are b-
u-s-y people… with deadlines. So he makes it SIMPLE and EASY for
them to get the word out about him.

35. Strategy: EmployAdam.com
Utilises various forms of media - Twitter, Facebook, YouTube,
Website
Unusual, witty, strange, self-deprecating
Picked up by national news, LADbible, reddit, 4Chan, Buzzfeed,
Broadsheet & other influencers.
He knows the media; includes hih res image downloads, video
permissions, and paragraphs of information

36. Strategy: Ikea showroom
http://www.youtube.com/watch?v=0TYy_3786bo

37. Strategy: Exercise
Channel fours 4oD
Viewership is low on a Sunday
Wants to start a social media campaign to increase viewership.
Can use all forms of social media.

38. Strategy: Exercise
We designed a Twitter campaign that made one-to-one viewing recommendations in re-
sponse to individuals’ requests. Over four Sundays the campaign increased Sunday 4oD
viewing by 30% – well beyond Channel 4’s target. The Twitter campaign was backed up
by TV ads and online media, and helped to deliver greater awareness of 4oD among
an expanded audience of 330,000.
We embedded a team on Twitter every Sunday afternoon, encouraging people
to tell Channel 4 about their their age and their mood, uniting the conversation
through the #4oDSundays hashtag. The NixonMcInnes team would then tweet
back with a personal recommendation from the 4oD library, selected from a mix
of current favourites and classic content. Recommendations also included catch-
ing up with missed episodes, meeting one of the campaign objectives to dem-
onstrate video-on-demand as a way to strengthen loyalty among viewers more
used to watching a series through conventional means.

39. “ED SOMETHING NEW ”
A person who
never made
a mistake never
TRI - A. Einstein

40. New technologies worth trying
Trello.com Vimeo
Thinglink.com WaNeLo
SnapChat Spotify
LinkedIn Blogger, wordpress
InstaCollage Delicious
Aviary TweetDeck/Sproutsocial (paid)
Pinterest SocialBakers

41. New Technologies: Predicted Trends for 2013
Everything will be digital: Social is Mobile:
In 2012 Nestle released chocolate With half of all users accessing their Fa-
bars that were GPS enabled, the CW cebook profiles via a mobile can you
network in the USA had a live Twitter afford to ignore this audience? Check
feed in a magazine, coat hangers dis- out Google Analytics to see what per-
played Facebook likes, we added an centage of your web traffic is coming
Augmented Reality layer to pint bottles from mobile or a tablet. If they cannot
of Bulmers and there was even NFC en- get the information they want when they
abled socks! Why are non-digital prod- want it they can easily go to a mobile
ucts becoming ‘connected’? Because optimised competitor.
they can deliver better experiences for
the consumer and expect to see more
of it in 2013.

42. New Technologies: Predicted Trends for 2013
Don’t rely on Facebook: Content will improve:
Facebook dominates social media but Content comes in many forms from
2013 will see the savvy brands, who Facebook updates to blog articles,
haven’t already done so, move onto photos, website copy and video clips.
other networks and beef up their pres- Content marketing is about telling a
ence there. Facebook is becoming story your target audience will get
very cluttered and brands now have value from. Next year more budget will
to invest in paid for media to reach move from traditional above the line
their fanbase through Promoted Posts advertising into creating the kind of
or Sponsored Stories. This last year has content your customers will share with
seen steady growth in the numbers us- their friends.
ing Google +, LinkedIn, Instagram and
Pinterest.