Presentation delivered to members of SITE Ireland - Doonbeg, April 2012

2. “Picking What Works for You”

3. Agenda
• Introductions
• How Marketing has changed
• The importance of Social Media
• The Main Channels
• Tools to Manage
• Suggestions

4. “If Marketing has one goal, it ‘s to reach consumers at the
moments that most influence their decisions.”
Court, Elzinga, Mulder &
Vetvik, 2009

5. BE SEEN, BE FOUND
BE SEEN, BE HEARD

9. What is Social Media?
“Social Media is a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and
allow the creation and exchange of User Generated Content”
Kaplan, 2009

10. Does it Return?

11. Web sites and Email still rock !

12. What are the benefits of social media marketing for
business? (HubSpot 2011)

13. Most popular tools used by marketers (HubSpot
2011)

14. Weekly hourly investment of marketers in SMM 1-
5 hours (Social Media Examiner Report 2011)

16. • 845 Million MONTHLY Active Users
– 80% Outside US and Canada
• 50 % use the site DAILY
• 425 Million monthly MOBILE users
• Available in 70 Languages
Facebook.com - Dec 2011

17. • Build a community; engage; influence
• Learn from your Insights
– who are your community? What can you learn?
– what do they like on your page, Video/Posts/ Photos?
– when do they like it- Monday , Wednesday?
• Segment your community and target accordingly

18. Who Are Your Community?

19. What do they like?

20. Segment your
Community

21. • Use Timeline to tell your story,
- not just part of it

24. Creating Milestones

25. Timeline Cheat Sheet – Mari Smith

26. • Trial Facebook advertising for reach

27. reach

28. • Make your Page Accessible

29. Make it Easy !

30. Don’t bring them here!!!

31. • 175,000,000+ active users
• 20+ languages
• 340,000,000 Tweets per day
• Remember – it’s a crowded space and your
message can get lost

32. twitter – 140 characters including
spaces
Remember to leave space for re-tweets!

33. Twitter Marketing Tips
• Know who you are targeting and what the message is
• Create dialogue don’t just push promotions
• Share information and ideas
• Ask thoughtful Questions to encourage interaction
• Don’t over promote
• Be Helpful

34. Search and Follow Specific People

35. Follow Specific Hash Tags

37. Example of Twitter Advertisement
Appears at the top of search

38. The Professional
Network
MISSION: Connect the world’s professionals
to make them more productive and successful
• Provide ability to own and manage one’s own professional identity
• Curate professional context
• Turn relationships and information into business opportunity
• Largest advertising platform for B2B (4x WSJ)
Source: LinkedIn.com

39. Truly Global
100M+ members
+1M / 6 days, >1 new member / second
CAN 4%
EU 26%
IND 8%
USA 44%
BRZ 2%
AUS 2%
Source: LinkedIn.com

41. Profile Craft an informative
profile headline
Upload a good photo

42. Profile
Complete your entire profile,
Including previous jobs

43. Profile
Fill in each section. Try and use
keywords as these are
searchable…

44. What’s your Company Page?
• Central Hub for your brand
• Engagement Tool
• How you grow your business virally (WOM)
• Rich source of analytics

45. Why create a Company Page?
• Used as a reference tool
• Engage followers/potential clients
• Promote your employment brand

46. Company Page Content: Overview

47. Company Page Content: Careers Tab

48. Company Page Content: Products and Services Tab

49. Company Page Content: Analytics Tab

50. How to increase awareness of your
company page:
• Embed a “follow us on LinkedIn” button on
your website.
• Add your Linked In URL to your e-mails and
newsletters.
• Promote your company page through LinkedIn
advertising.

51. Practical Takeaways

52. Email Signatures
David Butt
DCU Leadership, Innovation and Knowledge Research Centre
Address: DCU Business School, Dublin City
University, Glasnevin, Dublin 9, Ireland
Telephone: +353 87 260 2882
Link: www.link.dcu.ie ¦ Twitter: @dculink
Techspectations: ¦ Twitter: @techspectations
Email: david.butt2@mail.dcu.ie ¦ Twitter: @DButtIreland
LinkedIn: http://ie.linkedin.com/in/dbuttireland

54. Twitter Lists

55. Specialised Lists

56. Public or Private Lists ?

57. Twitter Communities

59. Put Google to work for you
1. Go to http://www.google.com/alerts
2. Enter the keyword / phrase that you would like Google to search for
3. Choose “Everything” in order to search all content on the Web
4. Choose how often (once a day recommended)
5. Enter E-Mail address where you want results delivered
6. Alerts delivered directly to your inbox

61. register your username
everywhere
Register your username everywhere

62. Check Social Network Username Availability on
www.namechk.com

64. Record your usernames and passwords in one place
Social Network URL Username Password

65. continue the conversation
www.techspectations.org
techspectations@gmail.com
@techspectations

66. Thank You
David @DavidButt.com
@DButtIreland
http://ie.linkedin.com/in/dbuttireland
about.me/DavidButt
/DbuttIreland