Engage Audiences Through Social Media

money for nothing and your clicks for free...

Saturday 10 September 2011

money for nothing and your clicks for free...
how to create real engagement through social media.


background
Harvest Digital - Planning Manager. 2006 – 2007
 Harvest is an integrated digital marketing agency based in Soho, London
(‘fastest-growing digital agency’ - Marketing magazine 2008)
 Developing effective digital marketing strategies for new and existing
clients such as 3M, Autotrader, Cheapﬂights and Tesco, identifying the most
effective online channel to maximise their budgets.

Agency.com (TBWA) - Senior Account Manager. 2007 – 2010
 While at agency.com I delivered integrated campaigns through strategic
planning, managing a team of three and 60% of Agency.com’s client base.
 Played a key role in short/long-term strategic planning for Meteor, Audi,
Change.ie, Etihad Airways, LVA, Murphy’s and Dublin Bus.

Bluecube - Account Director 2010 – 2011
 I headed up the client services team at Bluecube Dublin, Ireland’s ‘best
web and design agency’ (DMA’s 2010), managing a team of four account
handlers to deliver seamless campaigns for each client.
 Responsible for leading efforts to deliver large, complex, high-priority
projects which often require considerable resources and high levels of
functional integration. Speciﬁcally focusing on the delivery of cross-channel
campaigns for our larger clients; Meteor, Jameson, Lidl and Safefood.

Mint Digital - Managing Director 2011 – Present
 In February 2011 I establised Mint Digital - a digital marketing consultancy
specialising in the creation and development of social media platforms
that deliver results, engage audiences and boost sales.


background


mint digital clients


the growth of online advertising


online advertising

 The 2010 IAB PwC Online Adspend Study values the
Irish online market at €110m.
 This represents a 12.2% increase in adspend year on
year.
 “The growth in the Irish online audience and in their
time spent consuming online media while other
media are experiencing fragmenting audiences
underlines the phenomenon of online’s growing
share of media budgets”.
Bartley O’Connor, Advisory Consulting, PwC

Source: IAB PwC Online Adspend - A total of 29 publishers participated in the study,
many of whom represent multiple websites.


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%



key drivers for this increase
Increased broadband connection
 The total number of Broadband connections (ﬁxed and
mobile) grew from 1,861,242 in 2009 to 2,163,642 in 2010
 This represents a 16.3% year on year increase.

Greater time spent online:
 The average hours spent online each week increased from
13.2 (ComReg) in 2009 to 19.1 hours per week in 2010 (Red C).
 This reﬂects increased viewing time of online video, streaming
TV and movies as well as the dramatic growth in social media
usage.



social media

platform


The Power of Social Media:
 This diagram shows how a fanpage that starts with a base of
zero fans, starts to populate itself organically through a viral
spread.
 Once the campaign has plateaud a fresh burst of media will
invigorate the campaign.

media 2,300
€2,000
spend new
fans

0 new
fans €0
0


social media


visibility
To achieve visibility on the social web, a brand needs to leave
breadcrumbs and footprints in all the right places...
 Create a buzz drawing in your target audience organically
 Be seen by the right people at the right time
 Combine strategic visibility with excellent customer service -
your community can’t help but rave about you

Contribe Quality Information and Build Connections:
 Be insightful, engaging, and provocative when creating a
dialogue.
 Achieve visibility by being conversational, relevant and
invoking emotions.


achieving visibility
Fanpage Ad

Wall App


“If the news is important
enough, it will ﬁnd me”


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.


Consumer Trust
Online banner ads: 28%

E-mail (opt-in): 48%

Television, magazines, radio: 55%

Newspapers: 66%

Recommendations from consumers: 78%

Word-of-Mouth: 62% - 93%

Nielsen Statistics 2010


The changing consumer

If you let them, consumers can become your brand advocates -
personally producing content for you, becoming part of your
campaign and spreading your brand message to their network


social media

 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.
 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.


twitter


Shel Israel - author of Twitterville

‘Companies need to tell what they're doing rather than sell what they're
doing. And that's a fundamental change. We're going into a
conversational era, which is bi-directional.’


ESB Electric Ireland


ESB Electric Ireland
Every day of the Hunt, the Electric Picnic mascot
Sparkhead was hiding somewhere in Ireland.

To ﬁnd him each day, everyone had to get
tweeting: whatever they liked to whoever they
liked, so long as it included the hashtag
#ShareTheEnergy

And tweet they did - during
the ﬁve days of the Hunt,
there were over 10,000 tweets
with the hashtag
#ShareTheEnergy. An
average of 2000 tweets per
day, each of which made the
aerial map of Ireland zoom in
until Sparkhead’s actual
location was revealed.


youtube


Old Spice

 More people watched this videos in 24 hours than Obama’s
presidential victory speech!
 Total video views reached 40 million in a week.
 Campaign impressions: 1.4 billion.
 Since the campaign launched, Old Spice Bodywash sales are up
27%; in the last three months up 55%; and in the last month up 107%


T-Mobile


“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


facebook


Facebook has
2,014,100 Users in Ireland

It has the strongest
reach of all online
channels

The news feed is a
unique place to
influence

The advertising
inventory is highly
targeted and cost
effective


Facebook in Ireland
13% of Irish users are
between 13 and 17....
that’s the same
percentage as the 45+
category!

People follow brands that are current,
entertaining, informative, and above
all, one's that provide value. Reward
visitors with a coupon code, special
offer, or fan-only content. This sort of Users spend
instant payoff will help earn their trust an hour a day
and loyalty. on Facebook


Why do people befriend brands?


The Audi A1 Launch campaign


mint digital projects


Fran & Jane Like-Gate

 Promote the brands latest
range and events
 Convert browsers into actual
fans
 Increase branding on the
page


Salthill Hotel ‘Pic the Wall’

Objectives

 Build the fanbase.

 Create more frequent connectivity

 Bring the hotel to the front of people’s mind, when relevant

 Increase bookings and utilise facebook as a promotional tool

 Raise the proﬁle of the Salthill Hotel and keep it front of mind at
relevant times

 Capitalise on the viral reach potential of social networking sites
through competitions, subtly promote the Salthill Hotel’s service
offering through entertaining and engaging content.



“Mint Digital and Zara Sheerin did a superb job on our Pic the Wall Facebook
campaign this Summer for Salthill Hotel. It surpassed our expectations by going from
a very low base of just 500 fans to a whopping 5,500 within a very short time frame.
Not only did we achieve a large number of ʻfriendsʼ on our FB page but the campaign
also resulted in a great wave of trafﬁc and revenue to our website. We look forward
to working with Mint Digital in the future and would highly recommend them”

- Sinead Cassidy, Marketing Manager - Salthill Hotel.


Were you BORN to be a Designer?


Were you BORN to be a Designer?

ʻWe here at Born Clothing found Zara and Mint Digital to be an absolute pleasure to
work with. Zara is professional, creative and extremely knowledgeable on all aspects
of digital marketing. We introduced a Facebook campaign on our Born Clothing page
in recent weeks and saw a huge impact immediately. For us it was a fantastic way to
engage and reward our existing and newly acquired customers. Our customer
database increased greatly as did the activity on our page. We will deﬁnitely consider
doing something similar in the future as we found it to be very worthwhile.ʼ

- Kate McDonald, PR & Marketing Manager - BORN


in summary


online marketing process
Our
approach to
Attract
campaigns
Acquisition
Banner Conversion and service
Advertising Enticing offers offering
Social Media Engaging
SEM Content
Email Marketing Personalisation
Measure & Optimise: Targeting
Partner Marketing
Viral Marketing Return on investment
Competitor Benchmarking
Online/ Ofﬂine Surveys
Web Analytics

Maintain
Re-market
Retention
Customer Service
Choice & Convenience
Consistent service
Quality
E-Mail Marketing
Build a community


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.


How to engage...

‣ Use a competition engine to recruit fans – building your
initial customer base
‣ Plan your communications strategy - ensure updates are
managed on the fanpage through a content plan outlining
tone of voice, content ideas, UGC etc
‣ Maximise opportunities to recruit organically through
engaging content
‣ Once a robust fanbase has been achieved we then have
a platform to communicate regularly to fans with zero
media costs


get noticed


stand out


entertain and engage


get results


thank you!

Zara Sheerin | Managing Director | Mint Digital

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


Engage Audiences Through Social Media

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