IBAT - Diploma in Online Marketing, Sales and Digital Strategy - Overview of Social Media Platforms

1. Social Media Platforms
Keith Feighery

2. Platforms

3. Key Platforms for Customers
• Social/Professional Networks
– Facebook, LinkedIn, MySpace (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming
– Wordpress, Blogger, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing
– YouTube, Vimeo, Blip etc..
– Flickr, Photobucket, TwitPic, YFrog
• Mobile
– Foursquare, Facebook, Twitter, Yelp
• Bookmarks/Sharing
– Delicious, StumbleUpon, Digg, Google Profils

4. Irish Facebook Pages

5. Business Pages

6. Irish Political Parties

7. Charities & Not for Profit

8. The Rise of Facebook

9. • Internet users spend 9.9 percent of their time perusing
Facebook compared to 9.6 for Google Sites (YouTube,
Gmail, Search, Etc..)
• In 2009 Facebook accounted for less than five percent of
overall time spent online in the U.S., and today it
accounts for 10 percent

10. Online Shoppers Active Social Media

11. Numbers of Brands Followed

12. More Likely To Buy After Liking

13. Reasons you Liked

14. Best Time To Engage on Facebook

15. Breakdown of Conversations

16. Daily Activity

17. Per Hour Breakdown of Activity

18. Highest Vs Lowest Activity

19. Twitter

20. Twitter
• Excellent B2B and B2C networking tool
• Great potential for building relationships
– Directly with customers
– Good examples Beaut.ie, Blacknight.ie, kogibbq
• Good listening tool
– What is being said about you and most importantly are you hearing
it?
• Easy to engage with customers
– Reach out to them and resolve issues and improve service to them
– Opportunity to convey a personal dimension rather than marketing
speak
• Has become mainstream over 2009/2010
– 1400% growth over past 12 months

21. Twitter Clients

22. Big Biz

23. Small Biz

24. Journalists

25. Useful Small Biz Resources

26. Blogging

27. Blogging
• Effective way of building community and improving SEO
• Common Blogging Platforms
– WordPress, Type Pad, Bloggers, Blogspot
• Excellent way of engaging with readers
– Inform followers what is of interest to you
• Can use an informal style
– Show human face of organisation
• Participate in wider conversations
– Leave comments, interact, generate interest, etc..
• Search Engines
– Love regularly updated content

28. Blogs

29. Blogs

30. Blogging Tips
• Connect to your most important keywords.
– Important for Search Engine Optimisation
• Grow the number of influential referral sites.
– Critical to get authoritative inbound links to your site
• Don’t forget the outbound links.
– Be generous with links to other blogs and websites and others will return the favor
and build your traffic for you.
• Understand the location of your audience.
– Comparing the geographical distribution of your blog to your company’s website
should give you a sense of whether your blog is hitting with the same areas of the
world as your website. It could also reveal potential new areas of focus for your
salespeople.
• Measure endurance.
– Measure return visitor and length of time spent on site

31. Blogging Tips cont.
• Find and nurture your VIPs.
– Make sure you respond to key people – thos who subsribe and comment
• Use Twitter for blog PR.
– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it
properly.
• Use URL shorteners to gauge subject interest.
– UseURL shortener like bit.ly within a Tweet, you can track how many people click
on the content link you offer in your tweets.
• Build cross-referencing across social media tools.
– No social media tool is an island. All tools should cross-reference each other – don’t
necessarily re-publish the same content on each platform
• Embed and measure calls to action. If we can get people to a landing page, we should.
–

32. Review Sites

33. Yelp

34. Photosites

35. Photosharing Sites

36. Video Sites
YouTube, Vimeo, Blip.tv

37. Video Sites
• Very useful marketing tool
– Old Spice, Tippex, Blendtec etc..
– User-generated content
• Run competitions for customers to build content (see Pat The
Baker example)
• Best Job in the World etc..
• Extending digital footprint and brand-building
purposes
– Create engaging content, tag videos with keywords and
distribute on a wide network
– Post all content and video blogs on your website and
distribute on free video sharing sites

38. Video Sites

39. LinkedIn

40. Professional Networking

41. Social Bookmarking, RSS and Sharing

42. Social Bookmarking & RSS
• Add Bookmark Buttons to sites
– Sociable, AddThis, Share are widely used
• Link all social profiles from website
– Twitter, Facebook, FriendFeed, GetSatisfaction.com,
YouTube, MySpace, Bebo, Slideshare.net etc.
• Ensure that RSS is enabled
– Feedburner, GoogleReader, MyYahoo, NetVibes
• Add rating and individual bookmark buttons
– Digg, Technorati, Reddit, StumbleUpon, Delicious
• Yahoo Pipes
– RSS and Lifestream aggregator

43. Bookmarking, Sharing & RSS

44. Mobile Apps

45. Mobile PhotoApps