A brief summary of a presentation I gave at the Marketing Institute of Ireland\'s North West Chapter\'s Digital Media Workshop in April 2010.

1. Aoife Porter
Aoife Porter
April 13th, 2010

2. Social Media – Why should I care?
Social Media Explained Video

3. It’s all about relationships!

4. Social Media in Ireland
Facebook Ireland Stats:
 1,418,100 Facebook accounts in Ireland:
 847k active daily users
 From Facebook Ireland, April 2010
LinkedIn:
 25,000 Irish LinkedIn accounts (From Barry Hand)
Twitter
 Irish Twitter Users: 150,000 (From Barry Hand)
FourSquare:
 January 2010: 3,000 Irish FourSquare users (From Niall Fagan at SimplyZesty.com)
Boards.ie (Jan 1-Apr 13th stats)
 Visitors: 5,197,049
 Pageviews: 98,213,363
 Visits: 13,763,871 (Stats as of April 13th, from Darragh Doyle at Boards.ie)

5. Benefits of Social Media
 Targeted
 You can do it yourself, the main cost is
time and effort.
 You can engage directly with your
customers and build a community

6. Social Media Channels
 Social Networks (Facebook, Bebo)
 Professional Networks (LinkedIn, Xing, Plaxo)
 Microblogging (Twitter)
 Blogs (Wordpress)
 Twitter Clients (Tweetdeck, Hootsuite)
 Video Sites (YouTube, Vimeo)
 Photosites (Flickr, Pix.ie)
 Mobile Photo sites (Twitpic, PicPosterous, MobyPictures, Pikchur)
 Mobile Social Applications (Facebook, LinkedIn, Flickr, AudioBoo,
FourSquare, Yelp, Dopplr)
 Forums (Boards.ie, TripAdvisor, Weddingsonline)

7. Social Media Strategy
 Ensure you have senior management buy-in to social media
 Who are my target audience/potential clients?
 Pick your Channels. Where do they go for news/industry info/in general?
 Create measurable objectives
– # Facebook Fans
– # Twitter Followers
– Traffic to website
– # Newsletter Sign-Ups
 What is my main selling point?
 Do one or two things really well!

8. You have to stand out from the crowd

9. Key to Engaging Customers
 Good Content is King!
 Is your content:
– Original, entertaining or useful?
– Shareable?
– Desirable
– Relevant to your target
– In keeping with brand values

10. Facebook Fan Page Benefits
 > Visibility in Search Engines
 Status updates are published into fans’ streams: the
more interaction the better visibility for your page in news
streams
 Your fanpage is customisable, so make it as interesting
as possible

11. Fanpages – Getting Started
 Choose your page name
 Add content / stories (populate 3 or 4)
 Add image 200*600 pixels
 Consider landing page
 Publish your page
 >25 fans, register your page
 Invite friends

12. Facebook Ads
 Title – Up to 25 characters
 Text – 135 characters
 Add image (110px * 80px)
 Very targeted and economical
 Set your daily budget and schedule
 Create compelling action

13. “However beautiful the strategy, you should
occasionally look at the results”– Winston Churchill

14. Facebook Insights
 = Google Analytics
Monitor:
 Fan growth
 Demographics
 Page & Post popularity
 Lots more!

15. Twitter
Twitter Overview:
 Still more B2B than B2C
 Great for hotel deals, live updates, the news before
it becomes news!
Twitter Lingo:
 @aoifep = message to Aoife Porter
 Tweet = a 140 character post, better keeping it
around 130 charcters to promote retweeting
 # = hashtag used to categorise tweets
 DM = private message
 RT = Retweet. Great way to spread content
 Search.twitter.com: find latest news

16. Twitter Tips
 Register your brand name
 Change your background image
 Follow lists
 Reach out to authorities in your industry / region
 Upload images / promotions / useful content.

17. LinkedIn
 Professional Business Network
 Benefits of LinkedIn
– Groups
– Recruitment
– New customers
– Industry Trends

18. What to do on LinkedIn
 Create a profile
 Add your profile pic
 Search for relevant groups and
connections
 Be respectful – don’t seek connections or
communicate with anybody you wouldn’t
approach in person

19. Useful Tools to Save You Time
 How to manage your social media
channels:
– Hootsuite
– TweetDeck
 Google Alerts to monitor your brand /
industry / competitors
 Google Reader to set-up RSS feeds of
Twitter, news, subscriptions

20. Key Take Aways
 It is a process NOT a project
 The engines change
 Your competitors grow
 The channels change
 User behaviour changes
 The Only Constant is Change

21. Key Take Aways
Set-Up Facebook Fan Page
Set-Up Twitter Account
Set-Up LinkedIn Account
Promote them

22. Get in Touch
 Bua Marketing
 Twitter @aoifep
 Linkedin
 aoife@buamarketing.ie