Presentation given with lots of stats on social media usage in Ireland and reasons why you need to use to use Social Media to promote your business.

1. Social Media...Why bother?
Presented by Carole Smith, SynNeo
ITM Ireland Forum
20 Nov 2012

2. Ireland Online
• 80% of all Irish people are online | EU average 66%
• Top 10 most visited sites in Ireland
1. Google.ie
2. Google.com
3. Facebook.com
4. YouTube
5. Wikipedia
6. Yahoo.com
7. LinkedIn
8. Window Live.com
9. Twitter
10. Allied Irish Banks
Source: Alexa

3. Ireland on Social Media
“People on social media have too much time on
their hands” ~ SME business owner
250k Twitter
2.2m Facebook 750k LinkedIn
(estimated)

4. Irish Businesses on Social Media
Source: Amas

5. Ireland on Facebook
• 2.2m users in Ireland
• 49% penetration of population
• 74% penetration of online population
• 70% of Irish Facebook users return daily
• 25-34 year olds account for 30% of Irish Facebook
users
Sources: IAB/PwC study

6. Ireland Online Advertising Spend
+ 12.8% increase by 2Q12 to €73.2m
- 6.7% decrease in Ad spend in traditional media for the
same period
Sources: Nielsen’s A2/M2 Three scan report | Silicon Republic Online Advertising

7. SMEs on Social Media
43%
Spend 6+ hours on social media a week
Social Media Budgets are
on the rise
66%
Of small businesses are spending
more on social media, compared to a
year ago
Source: Silicon Republic 2012

8. Is Social Media a Fad?
Social Media allows you to:
• Have real-time engagement with customers
• Build strong brand awareness
• Reach markets previously untapped
“Social Media isn’t a fad, it’s a fundamental shift in the way we
communicate” - Erik Qualman

9. Goals...what goals?
Up to 72% of businesses have no strategy or goals in
place for social media
What’s yours?
– Increase market size
– Lead generation
– New sales
– Brand awareness
– Customer satisfaction
Study conducted by the Society of Human Resource Management (SHRM)

10. Who will manage your Social Media?
“My nephew
he knows all about
social media!”
Social Media is neither magical or mystical
It’s just another marketing tool

11. The Savvy Online Marketer
Is
• Relevant, consistent, authentic and online when their
customers are
• Provides content their customers want...not what they
believe they want
• Thinks like the customer...or being the customer

12. The Buyer Experience
Logic makes your customer think, emotion or desire
makes them buy
Talk Attention
Opinion
Zone of Interest
influence
Use Desire
Action
(buy)

13. Your Customers are feeling ignored
70% of Brands are
ignoring their Fans
Who owns your social media
...Your marketing or customer service department?
Source: socialbakers.com Image: Dave Sabol

14. Most Socially Devoted Brands
KLM is the most
socially devoted
airline
Source: SocialBakers.com

15. BEST PRACTICES

16. Identify Risks
Reputational
Legal / Privacy
Operational
Are you prepared to handle a crisis?
Image source: www.cartoonstock.com

17. To Err is Human
• We make mistakes...it’s how we manage them that
matters

18. Negative Feedback – An Opportunity
Negative feedback is good...
• Respond quickly
• Humanise the experience
"We’re sorry you’ve had that experience. We will do whatever we
can to help you.” – Orla
• Never delete negative comments
• Monitor interactions, review, modify as needed
Negative feedback is an opportunity to wow others online with your
exceptional customer service

19. Policies &Guidelines
Kiernan v A Wear Ltd.
O’Mahony v PJF Insurances Ltd
Image source: Joy of Tech

20. Getting it right
• Know your audience
• Create a consistent brand identity, and your own online
personality
• Listen to your fans
• Engage
• Be human

21. 2013 and Beyond
• Optimised for mobile
• Social Media Marketing becomes key marketing tactic
• Blog explosion with SMEs
• Marketing turns upside down, the consumers become
the marketers
• Integration social media into customer service offering

22. And finally...
Why bother with Social Media?
...Because your customers are already there!

23. https://www.facebook.com/SocialMediaCoachIE
https://twitter.com/CaroleSmith_
http://ie.linkedin.com/in/synneocarolesmith
www.synneo.ie