Maricka Burke Keogh, guest speaking in NUIG, MSc in Marketing and MSc in IT. September 2012.

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MK569 E-Business Marketing
MSc. in Marketing Strategy, Masters in
Information Technology, MA in Literature &
Publishing, MA Digital Media.
Social Media and Online
Marketing
Thursday 27th September 2012
National University of Ireland Galway

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Areas to Explore
1. Background, personal experience in the area of Online
marketing and Social Media.
2. Social Media Engagement Examples.
3. Thought Leadership through Social Media.
4. The Online Eco System (helping SEO).
5. Creating your own social media space.

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Background
 NUIG – B.Comm (Hons), Major (Marketing).
 UCD Michael Smurfit Graduate School of Business – Msc in Marketing
Practice.
 Atomic (Advertising Agency) - Account Manager.
 Google - Display Optimisation Specialist.
 Currently in Enerit Ltd, Galway – Senior Online Marketing Executive.

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Online Marketing in Galway
Find the Group on Facebook, Twitter and
Linkedin
www.Facebook.com/GalwayMarketing

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Online Marketing Experience
Atomic Google
 HB Icecream: Facebook -, ‘Relive the  PPC advertising i.e. Google Adwords.
Fun’! page.
 My focus was Display campaigns i.e.
 Fine Gael: Display Ads: various online advertisements on partner websites e.g.
Campaigns. Irish Times, New York Times, etc.
 Chartered Accountants of Ireland:  Clients included;
Online TV ads, Display ads, website PaddyPower.com, Tombola Bingo, Virgin
etc. Active, Fox, LoveFilm and many more.
 KPMG: Various Online Campaigns –  Core duties: Optimising campaigns of
Display ads. top tier clients to ensure ROI, higher
growth and continuous pushing of
boundaries.

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Online Marketing Experience
Current Role: Enerit Ltd, Galway
Senior Marketing Executive
 B2B Online Marketing Role;
 Energy Management System Software;
 Responsible for the overall marketing strategy for Enerit Ltd;
 Core objective (2011- early 2012) – Software Launch to Mass Market, Sales
and Aftercare Marketing Strategy;
 Short terms strategy (Day to Day Online Marketing): Twitter, Linkedin, Quora,
SlideShare, YouTube Channel and currently exploring further channels;
 Long term strategy: Value proposition (streaming company messaging),
website, SaaS integration, client aftercare and growth.

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Previous Social Media
Examples
Facebook and Display Ads

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Facebook: HB Relive the Fun
Campaign
• Now known as HB Ice Cream;
• In 2009 Tagline was ‘Relive the Fun’ - Ireland was well in to recession
nostalgia and emotive memories worked well for our social media
strategy.
• Started in March 2009, after 6 months had built up a Fanbase of 10,000
Fans (now ‘Likes’);
• During 2009 had an average quality score of 4/5 (Facebook Insights);
• Created an Ice Cream app. where users could send Ice Creams to
friends;
• Brand awareness increased on the five ice creams we promoted on the
page i.e. ‘the classics’; - this was measured by Nielsen.
• It is now late 2012, the page has almost 110,000 fans and has also
started to grow a twitter fan base.

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Fine Gael – Fair Care Campaign
 Visits to the Micro Site: 11,251
 CTR - 0.17% (40% above industry average of 0.12%) Source:
Adtech Mar ’09
 4,248, finished playing the game i.e. 0.14%
 1 in 4 played game again
 Impressions Delivered: 6.7 million
 Average Interaction Time: 14.14 seconds

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Social Media and Online
Marketing
The Basics

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Twitter
 Microblogging service that enables
its users to send and read text-based
posts of up to 140
characters, informally known as
"tweets.”
 Useful for short and frequent bursts of
useful information.
 Monitoring of brands, customer
complaints etc.
 Who uses it well? Dell, Cisco, Make a
Wish and many others.

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Dell: The Results
Situation: Action: Result:
» Dell has been a pioneer » February 2009, launched a » Campaign generated positive ROI
online and in social media Twitter only promotion with but 0.00012% of total annual
exclusive discounts sales
» Created Twitter account
@DellOutlet » The number of followers » Several questions:
increased dramatically to 1.5
• Is it scalable?
million by August 2010
• What’s next?
» While 2009 Sales reached ~ $7
Million • Was this the biggest benefit?

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Facebook Pages/Groups
 Facebook Pages allow businesses and
organisations to interact social with
potential customers online.
 Traditionally used for brand awareness,
brand interaction and as the voice of a
brand.
 Recently, Facebook has become other
channel for e-Commerce i.e.
transactions online.
 Who uses Facebook well? Skittles, Coke,
Guinness, and more locally Micks
Garage Ireland.
To Read more on the success of
Micks Garage’s e-Commerce
Facebook Page click here to read
Krishna De’s Blog

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LinkedIn
 Professional Social Community Online.
 Useful for B2B, Recruitments, and networking.
 Creates a professional space for companies
and individuals.
 New: LinkedIn now allows users to do more
with company pages i.e. status
updates, product listings, followers etc.
 Who does it well?
Google, Linkedin, Mashable.

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LinkedIn: Company Page
Company Pages Provide Insights on Visit
Numbers, Company Type, Level of Works etc.
Can also post company updates and place a
‘follow’ button on your website.

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You Tube: Customised Page
‘Mapping’ – Create Buttons, Social Media
Buttons or Functions within HTML elements
within YouTube customised Page.

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Other Social Media Areas to
Explore
FourSquare
• Location based Social Networking
• Check in, Gain status, Offers.
Slideshare
• Good for Thought Leadership B2B.
• Allows others to embed your content on their website (you
control)
Quora
• Questions and Answer Based Social Networking
• Allows companies to get involved in topical issues on their
product/service.

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The Online Eco System
Social Media, Thought Leadership and Sep

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Thought Leadership
What is Thought Leadership?
Thought Leaders position themselves as experts in a particular industry or
discipline and share their insight with a wider community. Thought
Leadership Marketing takes this insight and uses it to build brand, generate
leads and ultimately drive sales.
Why?
1. Because Prospects Want Your Perspective, Not Your Product;
2. Because the Sales Process Starts Early and Ends Late;
3. Because Your Buyers Use Google (Good For SEO);
4. Because Thought Leadership Needs Content, and Content
Feeds Social Strategy and Demand Generation;
5. Because Trust Still Matters.

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How Social Media helps with SEO
 Search Engines i.e. Google, Bing, Yahoo etc are improving their ranking system by
the day, it is important that users can access the most relevant content for their
search.
 Thought Leadership, building up quality content leads to more users and online
communities sharing your content – social media outlets allow you to get this
information out.
 In most cases of free social media outlets i.e. Facebook pages, LinkedIn,
Slideshare, YouTube etc is not the place for the hard sell it is about providing useful
and relevant content.
 Monitoring all social media channels (Google Analytics, Hootsuite etc) is essential.
Allows marketers to see what is working Vs. what isn’t. Continuous optimisation is
needed.
 Feeds into Online Marketing Eco System and Social Media Landscape

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Measuring and Optimising
(Google Analytics)

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Online Marketing in Galway
Join the Network Here! All Contributors Welcome!
 Linkedin Group: http://www.linkedin.com/groups/Online-
Marketing-in-Galway-
4065908?home=&gid=4065908&trk=anet_ug_hm
 Facebook Page: www.Facebook.com/GalwayMarketing
 Twitter: follow @GalwayMarketing –
http://twitter.com/#!/GalwayMarketing
 Website: www.GalwayMarketing.ie (currently my blog but
Join and Share!!
is in the process of being built and converted).

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Resources – Social Media starting
points
Resources (Starting Points) Learning Tools/Webinars
 You Tube:  Hubspot:
http://www.youtube.com/yt/advertise/ http://www.hubspot.com/marketing-
resources/
 Facebook:
https://www.facebook.com/advertising  Marketo:
http://eu.marketo.com/b2b-
 Twitter: http://advertising.twitter.com/ marketing-resources/
 LinkedIn:
http://learn.linkedin.com/company-
pages/
 Google Analytics:
http://www.google.com/analytics/

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Creating Your Own Social
Media Space
www.MarickaMarketing.com

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Personal Social Media Space
 Blogging: Start of with your own blog (free:
Blogger, wordpress, Wix)
 Social Media: Check out;
Linkedin, Quora, Twitter, Foursquare etc if you
are not already on it.
 Video:/Presentations: You Tube
Page, Vimeo, Slideshare.
www.MarickaMarketi
 Personal Domain. ( as little as €7.99/year) ng.com/ now
forwarded to
 Volunteer for a local business or family business. www.GalwayMarketi
ng.ie
 Finally, Keep your Social Media space fresh.

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Social Media and Online
Marketing Tool Kit
Good Reading
 Mashable, Tech Crunch, Simply Zesty, Damien Mulley, Krishna
De, Hubspot, Marketo.
Must Have Tools
 Google Webmaster Tools -Good for SEO, PPC, Website optimisation.
 Tweetdeck – Very beneficial for multiple posting and managing
social media campaigns i.e. Twitter, Facebook, Linkedin.
 Hootsuite – As above, but is beneficial for Multiple users.

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Thank You

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Personal Online Details
To Follow or Further Information
 Linkedin: http://www.linkedin.com/in/marickaburke
 Twitter: Follow @marickab – http://twitter.com/#!/marickab
 Website: www.marickamarketing.com
 Facebook: www.Facebook.com/GalwayMarketing