Download - SITE Ireland April 2012
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“Picking What Works for You”
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Agenda
• Introductions
• How Marketing has changed
• The importance of Social Media
• The Main Channels
• Tools to Manage
• Suggestions
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“If Marketing has one goal, it ‘s to reach consumers at the moments that most influence their decisions.”
Court, Elzinga, Mulder & Vetvik, 2009
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BE SEEN, BE HEARD
BE SEEN, BE FOUND
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“Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of User Generated Content”
Kaplan, 2009
What is Social Media?
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Does it Return?
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Web sites and Email still rock !
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What are the benefits of social media marketing for
business? (HubSpot 2011)
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Most popular tools used by marketers (HubSpot
2011)
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Weekly hourly investment of marketers in SMM 1-
5 hours (Social Media Examiner Report 2011)
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• 845 Million MONTHLY Active Users
– 80% Outside US and Canada
• 50 % use the site DAILY
• 425 Million monthly MOBILE users
• Available in 70 LanguagesFacebook.com - Dec 2011
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• Build a community; engage; influence
• Learn from your Insights
– who are your community? What can you learn?
– what do they like on your page, Video/Posts/ Photos?
– when do they like it- Monday , Wednesday?
• Segment your community and target accordingly
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Who Are Your Community?
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What do they like?
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Segment your Community
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• Use Timeline to tell your story,
- not just part of it
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Creating Milestones
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Tim
elin
e C
he
at S
he
et –
Mar
i Sm
ith
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• Trial Facebook advertising for reach
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reach
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• Make your Page Accessible
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Make it Easy !
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Don’t bring them here!!!
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• 175,000,000+ active users
• 20+ languages
• 340,000,000 Tweets per day
• Remember – it’s a crowded space and your
message can get lost
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twitter – 140 characters including spaces
Remember to leave space for re-tweets!
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Twitter Marketing Tips
• Know who you are targeting and what the message is
• Create dialogue don’t just push promotions
• Share information and ideas
• Ask thoughtful Questions to encourage interaction
• Don’t over promote
• Be Helpful
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Search and Follow Specific People
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Follow Specific Hash Tags
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Example of Twitter Advertisement
Appears at the top of search
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The Professional
Network
MISSION: Connect the world’s professionals to make them more productive and successful
• Provide ability to own and manage one’s own professional identity• Curate professional context• Turn relationships and information into business opportunity• Largest advertising platform for B2B (4x WSJ)
Source: LinkedIn.com
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100M+ members+1M / 6 days, >1 new member / second
Truly Global
CAN 4%
USA 44%
EU 26%
IND 8%
AUS 2%
BRZ 2%
Source: LinkedIn.com
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Profile Craft an informative profile headline
Upload a good photo
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Profile
Complete your entire profile,Including previous jobs
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Profile
Fill in each section. Try and use keywords as these are
searchable…
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What’s your Company Page?
• Central Hub for your brand
• Engagement Tool
• How you grow your business virally (WOM)
• Rich source of analytics
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Why create a Company Page?
• Used as a reference tool
• Engage followers/potential clients
• Promote your employment brand
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Company Page Content: Overview
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Company Page Content: Careers Tab
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Company Page Content: Products and Services Tab
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Company Page Content: Analytics Tab
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How to increase awareness of your company page:
• Embed a “follow us on LinkedIn” button on your website.
• Add your Linked In URL to your e-mails and newsletters.
• Promote your company page through LinkedIn advertising.
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Practical Takeaways
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David ButtDCU Leadership, Innovation and Knowledge Research CentreAddress: DCU Business School, Dublin City University, Glasnevin, Dublin 9, IrelandTelephone: +353 87 260 2882Link: www.link.dcu.ie ¦ Twitter: @dculink Techspectations: ¦ Twitter: @techspectationsEmail: [email protected] ¦ Twitter: @DButtIrelandLinkedIn: http://ie.linkedin.com/in/dbuttireland
Email Signatures
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Twitter Lists
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Specialised Lists
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Public or Private Lists ?
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Twitter Communities
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Put Google to work for you
1. Go to http://www.google.com/alerts
2. Enter the keyword / phrase that you would like Google to search for
3. Choose “Everything” in order to search all content on the Web
4. Choose how often (once a day recommended)
5. Enter E-Mail address where you want results delivered
6. Alerts delivered directly to your inbox
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register your username everywhere
Register your username everywhere
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Social Network URL Username Password
Record your usernames and passwords in one place
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David @DavidButt.com
@DButtIreland
http://ie.linkedin.com/in/dbuttireland
about.me/DavidButt
/DbuttIreland
Thank You
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