social media bics froum - cassie delaney
TRANSCRIPT
FreeOnline Tools &h o w t o b u i l d
campaigna social media
LBICS 2013
CASSIE DELANEY
HI.I’m Cassie Delaney
Studied Journalism in DIT
Have been involved with DIT Socities for three years
Interned with Image PublicationsWrite 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
What is Social Media?
How can I form a social media campaign?
What works?
Exercise
New technologies
Agenda
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
five reasons to use
1. Facebook makes it easy to share the bits that don’t seem to be important
enough to call someone about
2. Easy to recommend a product, or service
3. Easy to warn a lot of people about a bad product or experience
4. Easy to organize an activity or an event
5. Bazzillions of users
1. Get Real Time News
2. Proven to be the most effective way to Drive Traffic to Your Website, Blog,
Facebook Fan Page, Landing Page, etc
3. Reach a Global Audience FAST!
4. Twitter holds huge value from an SEO standpoint
5. Connecting with Influencers Within Your Niche
five reasons to use
1. Video plays better on mobile devices
2. Internationally Accessible
3. Virality
4. Embeddable
5. Most popular form of media consumption by 18-30 year olds
1. Fun & inspirational
2. Great for competitions, based on sharing
3. Directs traffic, every pin contains a link
4. Connect with worldwide users
5. Market research, see what your audience want
five 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
seven reasons to use
seven reasons to use
How do I forma social mediacampaign?
listening to peopleKeeps them
entertained“ ”-M.Cooley
How to listen onlineTwitter 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
My goal is simpleit is a complete
OF THE UNIVERSEUNDERSTANDING
”- S. hawking
“
People: understand your audience & their habits
http://www.youtube.com/watch?v=yHddpHuEOHI
People: understand your audience & their habitsFacebook 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)
People: understand your audience & their habitsFacebook 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
People: understand your audience & their habitsWhen 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
People: understand your audience & their habitsFacebook 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
People: understand your audience & their habitsTools
Forrester empowered Tools
Survey Monkey
Socialbakers
Set your goalshigh & don’t
YOU GET THERE STOP UNTIL
”- B. Jackson
“
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?
Creative without Stratefyis called ‘art ’.
IT’S CALLED ADVERTISING WITH STRATEGY
”- J. Richards
“
Strategy: the howStep 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
Things that worked: 2012Kony 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
Strategy: EmployAdam.com
Strategy: EmployAdam.comTHE MESSAGE: It ’s simple: EMPLOY ADAMTHE 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.
Strategy: EmployAdam.comIncludes 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.
Strategy: EmployAdam.comEffectively 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.
Strategy: EmployAdam.comUtilises 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
Strategy: Ikea showroom
http://www.youtube.com/watch?v=0TYy_3786bo
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.
Strategy: ExerciseWe 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.
A person whonever made
TRIED SOMETHING NEWa mistake never
”- A. Einstein
“
New technologies worth tryingTrello.com
Thinglink.com
SnapChat
InstaCollage
Aviary
Vimeo
WaNeLo
Spotify
Blogger, wordpress
Delicious
TweetDeck/Sproutsocial (paid)
SocialBakers
New Technologies: Predicted Trends for 2013
Everything will be digital:
In 2012 Nestle released chocolate
bars that were GPS enabled, the CW
network in the USA had a live Twitter
feed in a magazine, coat hangers dis-
played Facebook likes, we added an
Augmented Reality layer to pint bottles
of Bulmers and there was even NFC en-
abled socks! Why are non-digital prod-
ucts becoming ‘connected’? Because
they can deliver better experiences for
the consumer and expect to see more
of it in 2013.
Social is Mobile:
With half of all users accessing their Fa-
cebook profiles via a mobile can you
afford to ignore this audience? Check
out Google Analytics to see what per-
centage of your web traffic is coming
from mobile or a tablet. If they cannot
get the information they want when they
want it they can easily go to a mobile
optimised competitor.
New Technologies: Predicted Trends for 2013
Don’t rely on Facebook:
Facebook dominates social media but
2013 will see the savvy brands, who
haven’t already done so, move onto
other networks and beef up their pres-
ence there. Facebook is becoming
very cluttered and brands now have
to invest in paid for media to reach
their fanbase through Promoted Posts
or Sponsored Stories. This last year has
seen steady growth in the numbers us-
ing Google +, LinkedIn, Instagram and
Pinterest.
Content will improve:
Content comes in many forms from
Facebook updates to blog articles,
photos, website copy and video clips.
Content marketing is about telling a
story your target audience will get
value from. Next year more budget will
move from traditional above the line
advertising into creating the kind of
content your customers will share with
their friends.