Mb uni dccf-social media october 2012-1ppt

Social Media Workshop
Joanne Sweeney‐Burke & Aodh Ó’ Fearraigh
Wednesday 24th October 2012

Course Objectives

 Giving you a greater understanding of social media
 Teaching you skills to manage Facebook and Twitter
 Enabling you in digital story‐telling
 Understanding “Content is King”
 Devising a social media strategy for your organisation

Social Media Networking Sites

 Facebook
 Twitter
 LinkedIn
 Blogs
 You Tube
 Flickr
 Pinterest
 Google +

Social Media Landscape in Ireland

The New Rules of Marketing & PR
Before the web came along there were only two ways to get
noticed:
1. Buy expensive advertising
2. Beg the media to tell your story

Now we have better options!
Simply: publishing interesting content on the web that your
buyers want to consume.

It’s all about developing relationships, having a twoway
conversation and engaging with an audience relevant to
you, your business or your organisation.

Why Organisations Use It
•  Find new customers leads or contacts
•  Find collaborative / strategic partners
•  Tell your story
•  Promote your product or service
•  Get a loyal following
•  Recruit staff /potential volunteers
•  Promote your organisation as a community
leader
•  Build your network
• Online PR

Writing for the Social Web
 State a beneLit

 Provoke a question

  Offer useful information

  Answer a question

  Be aware of ‘above the fold’

  Write for your readers

Facebook Marketing

Facebook is a social network service and
website launched in February 2004.
 Wikipedia

Facebook is the no 1 Social Network in the world
with 1 billion users!
-You can hook up with friends/family
- Share news and information
- Instant Message
- Upload and share photos
- Invite people to events / parties
- Find offers and information about local/global businesses

How to Set up a Facebook Page

 You must have a personal pro:ile
Go to: www.facebook.com/pages
Select: ‘Create a Page’



Select ‘Company, organisation or institution’

Add a proLile picture (avatar)

Add a description about your organisation
and the web address.

Choose a unique web address for your
organisation.

You can skip this step for the moment and in
the future you have the option to create a
Facebook advertising campaign.

You now have an admin panel. From
her you can see all interactions with
your page. You can see any
notifications, messages, new likes and
insights about your activity.

Add Add a cover photo to your page.

Here you can create a ‘Status,’
upload photos and videos and
create events and milestones

To edit your page Click ‘Edit Page’ at the top. Here
you can change all your settings. Add
administrators who can also edit the page, create
posts and upload information. You can change
your Avatar (Profile Picture.) And have access to
apps, insights and features to your page.

To build your Facebook audience you can
begin by inviting email contacts, inviting your
personal friends to ‘Like’ the page, to share the
page onto your personal page and to create an
advert to promote your organisation.

Facebook Tips
 ProLiles are for people
 Pages are for business
 Select a permanent name and category
 You can only change business page name if under 100 LIKES
 Use the ‘info’ tab for company details
 Customise your url e.g. facebook.com/mediabox
 Promote your page ‐ fresh and rich content ‐ exclusive
news, photos, video, links, sharing, interactions.
 Measure engagement with insights ‐ comments, LIKES,
posts
 Add FBML (facebook mark‐up language) ‐ you need a
developer to customise tabs
 Groups ‐ max messaging to 5,000 people
 Choose your Landing Page ‐ wall, info, events, promotion
 Cross promote content on other platforms

BeneLits of Facebook Pages
Visibility in the Search Engines

Adding Rich Multi‐Media Content

Share status updates in Fan’s News Feeds

Adding Events, Reviews, Discussions to your tabs

As tabs have speciaic URL’s you can use as landing pages

Unlimited number of fans

Personal ProLile V Business Page
•The Rules: It’s against Facebook terms to use a proaile for a
business.
   (Ref: Paddy Power & Recruitment Ireland case studies)

•  SEO: Fan pages are indexed by search engines. Proailes are not.

•  Build your Following: Fan Pages can have an unlimited number
of fans. Proailes are ltd. Personal proailes max is 5,000.

• Multiple Brand Platforms: You can have multiple fan pages, but
only one personal proaile.

•Features: More features for business on a business page

* Good news: you can now change your personal page to a
business page (but it is a permanent action!)

Changing a Personal ProLile to a Business Page

How do I know if I have a Personal ProLile or
a Business Page?

‐ simply, you can send and accept “friend requests”;
business pages only have “Likes”

Secrets of Facebook Posting
• Find your rhythm ‐ how often to post and what to say ‐ it must
realect your business product or service
• Find your authentic voice ‐ be human, be real, be conversational.
Share videos of your company, photos of you, staff or product,
clients
• Set Aside Time  Make facebook part of your marketing strategy
and set aside time daily ‐ to check for notiaications, comments, likes
& to post ‐ time is relative to each individual business or
organisation but 5‐20 minutes daily is a good rule of thumb
• Share News & Exclusive Content ‐ now give your followers a
reason to LIKE your page and to keep them engaged
• Encourage Fan Participation ‐ fun and engaging calls to action
which encourage participation e.g. ask questions, ask for opinions,
share posts that you love. Allow fans to post directly to your wall
with questions, feedback and compliments.

• Reward your Fans  post special offers just for your
facebook fans e.g. discount codes & exclusives on new
products. Or use a “____ “ that can only be redeemed in
your store.
• Market your Facebook Page ‐  promote your facebook
page on your website (plug‐ins and logo), ezine,
newsletter, press ads, radio ads, point of sale material,
email signature, business cards, brochures, menus etc.
• Landing Page ‐ this encourages visitors to Like your
page. You need a developer/designer to do this.
• Partnerships ‐ Partner with other brands or local
organisations to create  co‐promotions and encourage
viral sharing with incentives

• Expand the Reach of Your Posts ‐ When you mention a
person or organization you are connected to in a post on
Facebook, type the @ symbol, begin typing the name,
and then choose them from the dropdown menu. Your
post will automatically post to their Wall.
• Use PlugIns on your Website ‐ Install a Like box on
your homepage and a link on your newsletters and
emails to drive people to your Facebook Page.

Engaging Content Examples…

Facebook Features for Business
 Avatar  this is your proaile picture
http://www.facebook.com/mediabox
 Customised Tabs ‐ tabs to suit your business
Include FBML to code your own tabs
Need some developer help here
Example: http://www.facebook.com/FotaIslandResort?sk=app_4949752878
 Competitions / Promotions ‐ offers, giveaways
Review the new rules in your handbook
Example: http://www.facebook.com/JellyBeanFactory?sk=app_95936962634
 CheckIn ‐ people can tag themselves at your business
With Facebook Places
 Polls ‐ start a poll and get feedback on a product/issue
Example: http://www.facebook.com/maltesersireland?sk=app_20678178440

Join my List ‐ invite people to join your mailing list 
To set your default landing page follow the steps below:
1. Go to your page
2. Click the Edit Page link under your proaile picture
3. Click the Manage Permissions link on the left
4. Then, select a tab from the drop down labeled “Default Landing Page”
Now whenever someone goes to your page they will be asked to join your mailing list
They may then navigate to your wall or any of your other tabs.
Example: http://www.facebook.com/mediabox?sk=app_141428856257 

Deals ‐ include your business offers on facebook deals
See guide for business http://www.facebook.com/deals/business/

Notes ‐ publish press releases or longer posts here
Example: http://www.facebook.com/note.php?note_id=10150604243175057
Landing Pages ‐ develop an engaging landing page using FBML
 Example: http://www.facebook.com/GleniskOrganic

Links ‐ Link to your website, interesting news bits
Example: http://www.facebook.com/mediabox?sk=app_2309869772
Send Updates to Fans  post regularly
Discussions  start a discussion an engage and audience
Example: http://www.facebook.com/topic.php?uid=108968472464808&topic=302
Video ‐ upload your own videos or those you like
Photos  upload your photos and tag people or pages
http://www.facebook.com/media/set/?set=a.441750263306.242306.30579635336
You Tube ‐ embed your you tube channel
Events ‐ create an event and send invitations to your fans
Example:

Facebook Promotion Guidelines
http://www.facebook.com/promotions_guidelines.php
 Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas
Page or an app on a Page Tab.

 Promotions on Facebook must include the following:
    a. A complete release of Facebook by each entrant or participant.
    b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or
associated with, Facebook.
    c. Disclosure that the participant is providing information to [disclose recipient(s) of
information] and not to Facebook.

You must not use Facebook features or functionality as a promotion’s registration or entry
mechanism.  For example, the act of liking a Page or checking in to a Place cannot automatically
register or enter a promotion participant.

 You must not condition registration or entry upon the user taking any action using any Facebook
features or functionality other than liking a Page, checking in to a Place, or connecting to your app.
For example, you must not condition registration or entry upon the user liking a Wall post, or
commenting or uploading a photo on a Wall.

You must not use Facebook features or functionality, such as the Like button, as a voting
mechanism for a promotion.

You must not notify winners through Facebook, such as through Facebook
messages, chat, or posts on proailes or Pages.

You may not use Facebook’s name, trademarks, trade names, copyrights, or any
other intellectual property in connection with a promotion or mention
Facebook in the rules or materials relating to the promotion, except as needed
to fulaill your obligations under Section 2.

 Deainitions:
    a. By “administration” we mean the operation of any element of the
promotion, such as collecting entries, conducting a drawing, judging entries, or
notifying winners.
    b. By “communication” we mean promoting, advertising or referencing a
promotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post.
    c. By “contest” or “competition” we mean a promotion that includes a prize of
monetary value and a winner determined on the basis of skill (i.e., through
judging based on speciaic criteria).
    d. By “sweepstakes” we mean a promotion that includes a prize of monetary
value and a winner selected on the basis of chance.

Facebook Tips
New to Facebook:
1. Will you have a personal proaile?
2. Will you explore apps, ads, groups or pages?
3. What will you track in terms of ROI?
4. When will you get started?

Already on Facebook:
1. What will you keep the same?
2. What will you change?
3. What will you do more or less of?
4. How can you proactively improve the ROI?

Twitter Marketing

Twitter is a website, owned and operated by Twitter Inc., which
offers a social networking and microblogging service, enabling
its users to send and read other users' messages called tweets.
Tweets are text-based posts of up to 140 characters displayed on
the user's proﬁle page. Tweets are publicly visible by default,
however senders can restrict message delivery to their friends
list. Users may subscribe to other users' tweets—this is known as
following and subscribers are known as followers.

- Wikipedia

How to Set up a Twitter Page

• Go to: www. twitter.com/signup
• Fill in necessary details
• Add a proﬁle picture (avatar)
• Populate your page and start following friends/businesses

Why Twitter for Business?

• Reach and interact with like-minded businesses and a
wider
online audience
• Deepen your customer relationships
• Attract new customers
• Forge relationships with other businesses engaging in
online
communications
• Encourage Word of Mouth marketing for your business
• Improve customer services (e.g. Eircom, UPC)

The ABC’s of Twitter
@yourname = a public message to or about this person
#= hash tag; helps you search and categorise posts on a topic
To follow = subscribe to their messages
Tweeple = people on Twitter
Your Twitter Handle = your Twitter name e.g. @jsmediabox
A Tweet = an individual message
A DM = a direct/private message on twitter. You can only send
this if the other person follows you
RT/ReTweet: = reposting a message from someone else on
Twitter and attributing them for the content
Trending Topics = most discussed terms of the moment

Finding Followers
 Look for people you know
 Look at other people’s proailes ‐ explore lists
 Participate e.g. #followfriday #ff
 Hold competitions and provide special offers
Be worthy of being talked about ‐ RT (retweet_
Add multi‐media e.g. video, links, photos
Ask and respond to questions ‐ join the conversation
 Add your proaile to your site and other marketing material 
‐online and ofaline e.g. email signature, business cards
 Use directories e.g. twellow.com, mrtweet.com, wefollow.com
 Add to your web page / blog

Connecting with Customers
 Listen to feedback
 Follow people back
 Engage in surveys
Monitor what gets re‐tweeted and number of views
Answer questions
Watch who follows and unfollows you and when
Keep your tweets “on brand”
Offer value and even “Twitter only” offers
Respond in context ‐ don’t stalk or hijack trending topics
or hashtags

Twitter Etiquette
 Don’t spam
 Give recognition and thank for re‐tweets
 Stick to 140 characters
Follow people who follow you
Mind your language
Don’t “hard sell” ‐ pitch
Don’t just promote on your own site 
Be personal
Build relationships

Twitter Tips
 Register your brand name
 Keep your name consistent over multiple platforms
 Make your handle memorable
 Listen to the conversation www.search.twitter.com 
 Customise your proaile and Twitter landing page
 Start tweeting before connecting
 Become a valuable resource
 Don’t over‐promote ‐ build relationships airst 
 Showcase others
 Use bitly.com to shorten links 
 There are no rules people have personal preferences
 Remember what you tweet is indexed in search engines
 Consider DMs for privacy

Measuring Twitter Success
How do you measure if you are being effective on Twitter or not?

Here are some tips on how to gauge whether anybody is paying
attention to what you are saying or not.

•  Measure how many times people have Retweeted your tweets
•  Measure how many @mentions/replies you have received
•  Measure how many Lists you have been added to
•  Measure how much trafaic your site has received based on your
tweets
    with links to your website
•  Measure your number of followers

Twitter Tips
New to Twitter:
 Who will be responsible?
 What will you tweet about?
 What will your track in terms of ROI?
 When will you get started?

Already on Twitter: 
 What will you keep the same?
 What will you change?
 What will you do more or less of?
 How can you proactively promote ROI?

Twitter ProLile
Complete your proaile fully
 Avatar
 Descriptor
 Link to your website
 Twitter Handle

Encourage Other Followers  #ff

LinkedIn  is  a  businessoriented  social  networking  site.
Founded in December  2002 and launched  in  May  2003,  it  is
mainly  used  for  professional  networking.  As  of  2  November
2010  (2010  1102),  LinkedIn  had  more  than  80 million
registered  users,  spanning  more  than  200  countries  and
territories worldwide.

 Wikipedia

How to Set up a LinkedIn Page

• Go to: www.linkedin.com/reg/join?trk=hb_join
• Populate your page and add connections

Why LinkedIn for Business
• Manage the your public professional profile
• Reach potential clients, service providers and subject
experts
• Create and collaborate on projects, gather and share
data
• Be found for business opportunities and find potential
partners
• Gain new insights from discussions with like-minded
businesses
• Discover inside connections that can help land jobs &
close deals
• Post and distribute job listings to find the best talent for
your company

LinkedIn Tips
 Create a professional proaile
 Build and nurture your network
 Join groups or create your own
 Search for people and companies
 Give endorsements
 Seek endorsements
  Use status updates
 Create your company proaile
 Ask and answer questions
 Add applications to your proaile e.g. resume app,
export your LinkedIn connections to excel
 Promote your events

Measuring LinkedIn Connections

Business Blogging
What is it?
"A blog is a web page made up of usually short,
frequently updated posts that are arranged
chronologicallylike a what's new page or a
journal."

The term is actually weblogs coined by Jorn Barger in 1997.

A blog is a type of website or part of a
website. Blogs are usually maintained by an
individual with regular entries of
commentary, descriptions of events, or
other material such as graphics or video.-
Wikipedia

Business Blogging
Why blog?

 To present a more human face
 To build a community around a brand
 To provide expert advice in a sector / subject
 To improve visibility in search engines
 To provide regular news and updates from your business
 To manage your business reputation online
 To enable customers provide feedback on products and services
 To manage content
 To publish and share rich content e.g. video, links, photos

Blog Case Studies

Gardening:http://blog.doneganlandscaping.com/

 Food:  http://www.donalskehan.com/

 Political: http://www.Politico.ie

 Social Media: http://www.krishnade.com/blog/

Setting up a Business Blog
 Choose your software
 ‐ blogger.com ‐ free hosted service
 ‐ wordpress.com ‐ free hosted service
‐ typepad.com ‐ paid for hosted service
‐ wordpress.org ‐ free self hosted

 Choose your topic / theme
 Customise your blog design
 Promote it
‐ integrate into your website
‐ tweet blog posts
‐ post blog links on facebook

Bringing TrafLic to Your Blog
 List your Blog on Technorati
 Comment on other Blogs
 List  your Blog on Google
 Tag your Blog posts ‐ so they can be found on
google
 Get listed on a blog directory
 Produce content for other blogs or websites
 Pay for online advertising

Are you Ready to Blog
 Who is responsible in your business/organisation
 Align it with your corporate brand
 Integrate it into your marketing plan
 Engage key stakeholders in your sector
 Create and work within your corporate blogging policy
 Engage with your audience
 Make it easy to navigate
 Customise the design
 Make it easy to subscribe
 Build your community and connect to the blogospehere
 Establish goals and measure ROI

Finding Blogs to Read &
Follow
http://www.technorati.com
http://blogsearch.google.com
http://irishblogs.ie
http://www.irishblogs.com
http://www.irishblogsdirectory.com
http://planet.journals.ie
http://www.blogarama.com 

Also reference 2011 Irish Blog Awards

Online Video / Audio
What is a Podcast?

A “podcast” is a buzzword to describe a very simple concept: an
audio or video :ile available on the Internet for you to listen to
and/or watch. A podcast can also refer to a series of these
audio or video :iles (similar to how a TV or radio “show” can be
a series of shows or just one show). When using the word
“podcast”, most people refer to the entire series and not just
one audio or video :ile.”

  podcast.com


Why Podcast?

 Be a thought leader in your sector
 Lead generation ‐ customer enquiries, sales leads
 Deliver training programmes/ tutorials online
 Promote events
 Record your events
 Internal communications
 Recruitment
 Customer service


YouTube  is  a  videosharing  website  on  which
users can upload, share, and view videos.
 Wikipedia

Set up a You Tube Account

• Go to: www.youtube.com/create_account
• Setup a channel and start uploading content

Case Study  Media Box FM

Case Study  Media Box Online AD

Podcast Equipment

Kodak Zi8

Podcast Equipment

Flip Video Camera

Podcast Equipment

 Microphone
 Microphone Cover
 Memory Card
 Tripod
 Tri‐pod / uni‐pod
 QuickTime Pro  / Windows Media
Player

The Return on Investment (ROI)
Set Goals: e.g.I want to increase awareness of my company by driving
brand reputation; I want to secure x no. of attendees to my event via
social media)

Implement: Decide on a timeframe for the campaign? Be realistic. Decide
on the communication channels; have a different conversation on each;
be visual; have a voice; have exceptional and engaging content.

Measure: Are people listening? What are they saying? What are the
number of enquiries? Any sales? Is the phone ringing more than before?
Is there better WOM? What has happened to your brand reputation?

Evaluate: Were your goals met? If not, what can you say is different now
than before?

ROI Should Deliver
• Search Engine Results and Visibility
• Website Traffic and Time on Site
• Creating a Community of Brand Ambassadors
• Customer Service & Loyalty
• Sales and Word of Mouth Referrals
• Increased Productivity
• Reduced Overheads
• Product/Brand Awareness
• Reputation Management
• New Strategic Alliances
• Research & Consumer Insights
• Innovation & New Product Development
• Global Reach

Social Media Monitoring Tools

• Blogs ⇒ Google Alerts, Yahoo Alerts
• Comments ⇒ Backtype
• Message Boards ⇒ Board Reader, BoardTracker
• Twitter ⇒ TweetBeep, TwitterSearch
• Social Bookmarking ⇒ StumbleUpon, Digg, Reddit,
Delicious
• Social Media Search Engine ⇒ SocialMention, Serph,
Keotag
• Multi-Media Search ⇒ You Tube, Flickr
• Website Traffic ⇒ Google Analytics, Quantcast, Alexa,
Compete
• Blog Traffic & Backlinks ⇒ Technorati, BlogPulse
• Overview ⇒ Google Alerts, Google Trends, NetVibes

Handling Feedback
Or in other words - managing your business reputation online!

Handling Feedback Tips
1. Deaine the feedback ‐ well thought out, rushed, fair commentary or
emotional rant
2. Deaine where the comments are coming from ‐ bad customer
service, irate client, unhappy supplier etc
3. If genuine and posted in a professional manner ‐ respond
immediately
4. If aggressive, emotional, negative, irrational ‐ leave it alone ‐
maybe just ‐ “thank you for your post/comment
5. Remember your followers see this so mind your Ps&Qs ‐ stay en
message
6. Don’t get personal
7. A strategy of silence is not recommended

Social Media Use Policy
Ask yourself the following questions

• Who is responsible in‐house?
• What is the objectives of social media for your
business/organisation?
• Will staff online reputation affect your
business?
• Do you need to discuss online brand
reputation generally?
• Client confidentiality

Examples of Social Media
Policies
 BBC Personal Use  of Social Networking Sites
http://snipurl.com/bbcguidelines

Ogilvy Blogger Outreach Policy
http://snipurl.com/ogilvybloggeroutreach

Oracle Social Media Participation Policy
http://snipurl.com/suncommunityguidelines

Coca Cola Social Media Policy
http://snipurl.com/cocacolasocial

Additional Resources
http://snipurl.com/socialmediapolicies

Generating
Content/Campaigns
Thought Leadership…

• Content Calendar
• eBooks
• Email Newsletters
• Podcasts
• Webinars
• Vodcasts
• White Paper
• Surveys & Reports
• Blogs Posts

Facebook Ads
Title: up to 25 characters including
spaces
Copy: up to 135 characters including
spaces
Photo or image: 110 pixels (w) x 80
pixels (h)
Target your Audience: age, location,
interests, gender
Set your daily budget and schedule
Have a strong call to action
Ensure there is a speciaic landing page
Evaluate your campaign and reaine it
Test engagement ads
http://snipurl.com/abengage

Linking Your Pages
Facebook to Twitter www.facebook.com/twitter
Facebook to Website Post Status Update, copy Link
into Link Field
Twitter to Facebook www.twitter.com/facebook
Twitter to Website – use bitly.com to shorten urls
Twitter to Blog – use bitly.com to shorten urls
You Tube to Facebook/Blog/Twitter – Click Share
and choose your social media platform
You Tube to Website – copy & Paste Emded Code

Don’t Engage in Social Media if You are Not Prepared to
Listen to the Conversation.  Otherwise you will Tind your
business in the dock!

Your Social Media Strategy

Thank You!

Evaluation & Feedback

Mb uni dccf-social media october 2012-1ppt

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