Mint OMiG Presentation 26.03.2013

OMiG Presentation
Date: 26th March 2013
Venue: Harbour Hotel

Wednesday 3 April 2013

money for nothing
and your clicks for free...*

how to create real engagement
through social media.


1. About us
2. The Importance of Digital
3. Social Media Marketing
4. Sample Costings
5. What SME’s can do
6. B2B Marketing
7. Finally, some do’s and don’t’s!


1. About Mint


Experience
2013

2012

2011

2010

2009

2008

2007

2006

2005 London


Emergence of the Social Web
2013

2012

2011

2010

2009

2008

2007

2006

2005


Brand Experience


Mint Clients
Education Professional Services

Insurance Med/ Pharma FMCG

Retail

Hospitality Charity Sport

and friends


Digital Marketing
Lecturing

Speaking

Workshops

Midlands and West
Enterprise Programme


Our Approach


2. The Importance of Digital


Online Advertising

Online Advertising 12.20%

TV Advertising -5.90%

Radio Advertising -11.10%

Outdoor Advertising -8.90%

Magazine Advertising -4.10%

Newspaper Advertising -5.40%

-15.0% -11.3% -7.5% -3.8% 0% 3.8% 7.5% 11.3% 15.0%

Source: IAB PwC Online Adspend


Digital Marketing: B2B v B2C


But for both, users ﬁnd you online


What you can do
The purpose of this digital marketing strategy is to funnel
the various target audiences to very specific and relevant
end goals: to a tangible and measurable call to action.
Email Social Google Advertising
PR
Generate more ‘leads’ at the top Marketing Media PPC (Display, Press etc)

of the sales funnel using a
combination of Display Advertising,
Email, Google PPC, Social Media,
Online PR, Video Advertising, Press
etc.

Use simple techniques to filter and
process these leads more effectively
to generate more quality traffic to
specific areas of the website. (E.g.
targeted/personalised content
leading to dynamic landing pages) Tangible CTA


The Tools to Use
1 2 3 4 5

Revise website Generate content to Launch Google Targeted Email Increase
based on user attract visitor PPC Campaign - Marketing to different opportunities to
analytics, best registrations, e.g. drive target audience groups. generate PR and
practice UX design, white papers, audiences to Build and segment Online PR.
add DLP’s/ guides etc speciﬁc areas. databases. Reﬁne
language options. content/communities

6 7 8 9 10

Utilise Blog and Launch Search Targeted Display Promote content to Increase
Social Media Sites Engine Optimisation advertising working relevant audiences - opportunities for
activities with PPC Ads based on crowd-sourcing/
segmented community building
databases from the Network


The Tools to Use
1

2
3
4
Awareness Consideration Engagement Goal
/ Research

AWARENESS: CONSIDERATION: ENGAGEMENT: GOAL:
๏ PPC ๏ Website Redesign ๏ Social Media ๏ Email Marketing
๏ Email Marketing ๏ SEO Campaigns ๏ Social Media
๏ Video Marketing ๏ Video Demo’s ๏ Content ๏ PPC
๏ Blog ๏ Dynamic Landing Pages
๏ Social Media ๏ Calls to action
๏ Site content
๏ Downloadable content


social media

platform


A GUIDING THOUGHT
DON’T INTERRUPT YOUR AUDIENCE
WITH INFORMATION THAT INTERESTS
YOU ONLY

EARN THE RIGHT TO CREATE
COMMUNICATION IDEAS THAT BECOME
WHAT YOUR AUDIENCE IS INTERESTED
IN.


“A brand is no longer what a company says
about its product, it’s what a friend tells a friend”

Make the user engage, share and personalise –
make them your brand ambassadors


T-Mobile


 Every minute of every day, more than a half-
billion members of Facebook collectively create
almost 1 million photos, wall posts, status
updates, and other bits of content.


 Twitter looks tame by comparison - the network
sees more than 125,000 tweets a minute.


 Twitter looks tame by comparison - the network
sees more than 125,000 tweets a minute.
 YouTube receives more than 48 hours of video
per minute. If you watched video every minute of
your life, you'd get through 10 days' worth of
YouTube uploads.


Word of Mouth - when users
interact with your campaign,
stories linking to your page go
to their friends via news feeds,
driving word-of-mouth to a
wider circle of friends.


Why do people befriend brands?


Importance of Digital Marketing
Marketing Strategy
Twitter

๏ Use it to drive traffic to blog posts/press release
headlines
๏ Tap in to relevant hashtags
๏ Follow popular /noteworthy figures in the industry,
engage them in conversation
๏ Direct traffic to competitions on facebook page/
website
๏ Customer service
๏ Design a skin
๏ Have follow us buttons on site


ImportanceLinked In Marketing
Marketing Strategy
of Digital

๏ Get staff to create profiles and connect
๏ Link from ‘about us’/‘team’ to their linked in
profiles
๏ Create company profile
๏ Join Groups
๏ Connect to people you know - after a sales call,
add them
๏ Fill out company product and services


ImportanceYoutube Marketing
Marketing Strategy
of Digital

๏ Use it to showcase products
๏ To drive trafﬁc to your site
๏ To host videos
๏ Video a customer talking about themselves and
working with you
๏ Customize your web page
๏ Link to youtube from your website, blog etc


Marketing Strategy
Facebook

๏ Create a like page
๏ Get found, promote your stuff, connect, add value
for users
๏ Put links on your website
๏ Encourage people to ‘like’ your page
๏ Custom design tabs, cover photo etc.
๏ Test facebook ads
๏ Drive users to a competition app


Facebook has
2,116,200 Users in Ireland

Strong Reach

2nd Most Trafficked
Website

The advertising
inventory is highly
targeted and cost
effective


Hennelly Finance


Harcourt Shopping Centre’s
In Dec 2011, we launched Christmas campaigns in six shopping centres around the country. Harcourt
Developments portfolio of centres in Ireland include Galway, Laois, Parkway in Limerick, Letterkenny, Dundalk’s
Longwalk and Donaghmede Shopping Centres. The objective was to create an engaging campaign that
would capture the attention of the relevant target market and add value – keeping the centres front of mind at
this key retail period. The campaign was hugely successful, with growth rates of 248% on average across all six
centres.

d to
2000, increase
average
6,000 fans - on
ing
across 6 shopp
centres


Pass the Parcel
A Like Gate to
increase fanbase

Humourous
Questions ensure
the user had an
entertainging user
experience!


Multiplier Mechanic
The users score is multiplied by the number of friends the app is sent to capitalising on the
viral reach potential of facebook.


Harcourt - Share the Love
Following the huge success of the ‘Pass the Parcel’ campaign for all six Harcourt Shopping Centres we
decided to reskin this competition for Valentines Day!

Share In-store
d 18, Posters
790 ti
mes !


Avonmore Peakfresh
We developed the ‘Make and Take to Win’ competition on facebook for Avonmore Peakfresh Milk,
Irelands largest milk brand. The campaigns asks the public to upload their own stylised milk character in
order to enter the competition to be in with a chance to win cash prizes. Users were able to upload
pictures via twitter, facebook, instagram and from their desktop. We are also in the middle of developing
a game for this campaign, where the user will herd glasses of milk in a ﬁeld using a dog character!

Link: www.facebook.com/AvonmoreMilk

d
5000, increase
to 13,000 fans


Avonmore Peakfresh
Some of the UGC (user generated content) achieved through this campaign!


Avonmore Peakfresh
Avonmore Peakfresh


Salthill Hotel ‘Pic the Wall’

Award
winning 500, increased
campaign! to 5,500 fans


Salthill Hotel: An award winning campaign!


Abair Leat
Abair Leat is the worlds ﬁrst social network dedicated to a minority language - Irish. To drive the high
proportion of facebook users to the website we decided we needed to develop an app that would grab
the target markets attention and engage them, using a series of clips from popular movies such as
Toystory, The Kings Speech and Lord of the Rings, we dubbed over clips in Irish with hilarious
consequences! The user was then asked to answer a series of questions, to increase their chances of
winning, users were able to mulltiply their score by sending the app on to freinds, increasing the viral
reach of the campaign vastly.

Link: www.facebook.com/abairleat

0, increased to
5,000 fans


Were you BORN to be a Designer?
To promote BORN Clothing’s fabulous clothing lines and wide range of designers we developed a facebook
competition that would be fun, engaging and above all showcase their range. The ‘Were you BORN a
Designer’ facebook application allows users to create a look from BORN Clothing’s Summer range to be in
with the chance of winning one of many daily prizes – from vouchers to handbags, shoes and clothes.


sage facebook campaign


Home Pharmacy
Business
Logo Cards

Headed
Paper

Website


Sample Costings


Branding
circa €100

On Youtube, Twitter, Facebook


Facebook App
€800 - €12,000 +


sample costing
Facebook Campaigns:

Hourly
Hours Rate Cost
Planning
1 Project management 10 €65 €650.00
2 Wireframes 8 €65 €520.00
3 Design of initial campaign look and feel 10 €65 €650.00
4 Copywriting 4 €65 €260.00
5 Design of main page 12 €65 €780.00
7 Design of subpages 8 €65 €520.00
8 Development 25 €65 €1,625.00
9 Testing 6 €65 €390.00
10 Deployment 3 €65 €195.00
11 Maintenance 6 €65 €390.00
Total: €5,986.00


SME’s


Marketing Strategy
North Social


Facebook
Comp


Email
Marketing

Logo

Website


Business
Cards

A5
Flyers

Promo Material

Press
Pop Up Ad
Stands


B2B Marketing


The Overall Approach
1) Acquire customers
2) Promote Value Proposition
3) Target Buyers
4) Direct them to Content - allow white paper’s to be downloaded
5) Drive Trafﬁc - use targeted emails offering the white paper, plus
google ads and PR
6) Capture Details

Source: www.dohertywhite.com

Customer Acquisition


Value Proposition

๏ Who is this for?
๏ What is the need it addresses?
๏ How do you solve that need/problem?
๏ Is this unique to you?
๏ Your unique capability produces what for me?
๏ What impact will it have? (Money, time saved, beneﬁts...)
๏ Can you give me an example (evidence)?
๏ How long will it take to process order?
๏ What about the obvious alternative (do nothing, competitor
etc)
๏ Is this value proposition sustainable? (is it future proof?)
๏ What results will this produce for me?


Your Buyers


Crossing the Chasm


Customer Acquisition
Marketing Strategy

Email Marketing, Social
Encourage Sales
Media, Direct Mail

Selling Opportunity

SEO, PPC, PR, Value proosition, site Demonstrate Value, Content plan,
Email design, callls to action, product videos, engagement,
Social Media, landing pages, content, don’t let them ﬁgure remind customers of the
lead capture, follow up things out alone vale you deliver


Do’s and Don’t’s


how to make social media work for you
✓ Offer value - either through engaging content, previews, coupons,
prizes or offers. Recruit through games and daily prizes
✓ Achieve visability - stand out through engaging campaigns, use
popular references - make sure your campaign resonates.
✓ Be conversational - create a tone of voice that cuts through and
engages. It should be a dialogue
✓ Loyalty - build a loyal customer base to leverage organic spread
✓ Resource - be ready to respond to your customers and encourage
them to talk about your brand
✓ Commitment - be ready to make a commitment beyond a
campaign
✓ Integration - know how any other marcomm strategies will
integrate with your social media campaign. Are there other assets
(tools and content) can you leverage?
✓ Measurability - think about how you will measure success


Some common pitfalls
Post too frequently. The recommended number of posts for brands is about 1 – 2 posts per
day
Not engaging with people in comments. Don’t forget that you have to engage with your
fans and respond to them – make sure you reply to people when they have questions, even
stupid ones!
Arguing with your fans. If you have an angry fan, answer unemotionally and drive the
conversation elsewhere
Delete negative comments. Never delete negative comments. Never, almost never...
99.99% never!
Running competitions against the sites rules. Don’t announce winners solely over
Facebook, ensure you have adequate terms and conditions, and a data policy
Not using applications/tabs. The best thing about Facebook is that you can create a
campaign that will drive and boost your community organically.
Sending your fans to your site Only. Sending fans to your site is not the best way of keeping
your community really active and sharing. Communities love videos and pictures, but if you
just send them links to your page only, that won’t do the trick (unless it’s really relevant
content), but always make sure to mix the content.
Not using Facebook landing tabs. Landing tabs are a very important part of your
Facebook page, and can make your page grow 40% faster.


thank you!

Zara Sheerin | Managing Director | Mint Digital

m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerin


Mint OMiG Presentation 26.03.2013

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