5. IBAT-SocialMediaPlatforms-Overview

Social Media Platforms

Keith Feighery

Platforms

Key Platforms for Customers

• Social/Professional Networks– Facebook, LinkedIn, MySpace (Main ones in US and Europe)

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, Blogger, TypePad, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog

• Mobile– Foursquare, Facebook, Twitter, Yelp

• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profils

Irish Facebook Pages

Business Pages

Irish Political Parties

Charities & Not for Profit

The Rise of Facebook

• Internet users spend 9.9 percent of their time perusing Facebook compared to 9.6 for Google Sites (YouTube, Gmail, Search, Etc..)

• In 2009 Facebook accounted for less than five percent of overall time spent online in the U.S., and today it accounts for 10 percent

Online Shoppers Active Social Media

Numbers of Brands Followed

More Likely To Buy After Liking

Reasons you Liked

Best Time To Engage on Facebook

Breakdown of Conversations

Daily Activity

Per Hour Breakdown of Activity

Highest Vs Lowest Activity

Twitter

Twitter

• Excellent B2B and B2C networking tool• Great potential for building relationships

– Directly with customers– Good examples Beaut.ie, Blacknight.ie, kogibbq

• Good listening tool – What is being said about you and most importantly are you hearing it?

• Easy to engage with customers– Reach out to them and resolve issues and improve service to them– Opportunity to convey a personal dimension rather than marketing

speak• Has become mainstream over 2009/2010

– 1400% growth over past 12 months

Twitter Clients

Big Biz

Small Biz

Journalists

Useful Small Biz Resources

Blogging

Blogging

• Effective way of building community and improving SEO• Common Blogging Platforms

– WordPress, Type Pad, Bloggers, Blogspot• Excellent way of engaging with readers

– Inform followers what is of interest to you• Can use an informal style

– Show human face of organisation• Participate in wider conversations

– Leave comments, interact, generate interest, etc..• Search Engines

– Love regularly updated content

Blogs

Blogs

Blogging Tips

• Connect to your most important keywords.– Important for Search Engine Optimisation

• Grow the number of influential referral sites. – Critical to get authoritative inbound links to your site

• Don’t forget the outbound links. – Be generous with links to other blogs and websites and others will return the favor

and build your traffic for you.• Understand the location of your audience.

– Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.

• Measure endurance. – Measure return visitor and length of time spent on site

Blogging Tips cont.

• Find and nurture your VIPs. – Make sure you respond to key people – thos who subsribe and comment

• Use Twitter for blog PR.– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it

properly.• Use URL shorteners to gauge subject interest.

– UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets.

• Build cross-referencing across social media tools. – No social media tool is an island. All tools should cross-reference each other – don’t

necessarily re-publish the same content on each platform • Embed and measure calls to action. If we can get people to a landing page, we should.

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Review Sites

Yelp

Photosites

Photosharing Sites

Video Sites

YouTube, Vimeo, Blip.tv

Video Sites

• Very useful marketing tool– Old Spice, Tippex, Blendtec etc..– User-generated content

• Run competitions for customers to build content (see Pat The Baker example)

• Best Job in the World etc..

• Extending digital footprint and brand-building purposes– Create engaging content, tag videos with keywords and

distribute on a wide network– Post all content and video blogs on your website and

distribute on free video sharing sites

Video Sites

LinkedIn

Professional Networking

Social Bookmarking, RSS and Sharing

Social Bookmarking & RSS

• Add Bookmark Buttons to sites– Sociable, AddThis, Share are widely used

• Link all social profiles from website – Twitter, Facebook, FriendFeed, GetSatisfaction.com,

YouTube, MySpace, Bebo, Slideshare.net etc.• Ensure that RSS is enabled

– Feedburner, GoogleReader, MyYahoo, NetVibes• Add rating and individual bookmark buttons

– Digg, Technorati, Reddit, StumbleUpon, Delicious• Yahoo Pipes

– RSS and Lifestream aggregator

Bookmarking, Sharing & RSS

Mobile Apps

Mobile PhotoApps