Welcome

Social Networking in Ireland 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Comscore) The average Irish person spends 18 hours and 7 minutes online each month (Comscore)

Facebook in Ireland 77% of all Irish internet users use Facebook (Comscore) That average Irish person spends 4hours 10 minutes on Facebook per month (Comscore) 1.75 million or 50% of the entire Irish population, over the age of 15 years, use Facebook. 175,000 new Irish users joined the site in the last six months.

Facebook in Ireland 90% of those aged 15 – 24 years use Facebook, and two thirds of those use it every day. 20% of those aged 55 – 64 years use Facebook, and 35% of those check their account daily.

Twitter in Ireland 245,000 people over the age of 15 have a Twitter account. That’s 7% of the total population. (Ipsos MRBI) This figure remains static with little to no growth, however the numbers who check their Twitter account daily have risen considerably from 18% to 30%. (Ipsos MRBI)

LinkedIn Ireland In August 2010 4% of the entire Irish population were using LinkedIn. (Ipsos MRBI) This figure increased to 9% of the Irish population by February 2011, pushing it ahead of Twitter in the number of users.  (Ipsos MRBI) According to LinkedIn’s own figures there are almost 420,000 Irish accounts on the network.

Social Networking & Social Media Marketing Traditional Marketing vs. Marketing Today Social Media Web Portfolio Social Media Marketing / Conversation Marketing Facebook

Traditional Marketing (Outbound)

Marketing Today (Inbound)

What is social media? Media created through social interaction. Social media uses Internet technology to transform broadcast media monologues (one to many) into social media dialogues (many to many). Transforming people from content consumers into content producers.

Citizen Journalism

Evolution of the Web into Social Media Multi Web Presence Portfolio Social Networking Blogs Customer Interaction Text Ads Single Web Presence Banner Ads E-commerce Brochure Website Time

Social Media Marketing / Conversation Marketing Social media marketing programs attract attention generates online conversations encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.

Definition of Social Media Marketing Getting to know people through people you know Getting to new customers through customers you know Getting consumers to market your business for you.

Social Media Marketing / Conversation Marketing Permission Based Conversation Led New customers hear about you from people they trust Online word of mouth

Setting the Scene Over 600 million people on Facebook worldwide 1.9 million people on Facebook in Ireland 60% Female – 40% Male 1.3 million people log in every day 83% log in every week

“you would like people to your business”

News Feed – Top News vs. Most Recent Top News = most interesting i.e. Items people are talking about most Most Recent = everything in real time

A Personal Profile vs. A Business Page (‘Fan’ Page) For people For business Approve friends Don’t have to approve Fans (Likes) Send messages to friends Can only send updates to fans No statistics Statistics on age, gender, page views FB could close page down n/a 5000 friend limit No limit for no. of fans Set privacy Public (like a website) Can’t be customised Can be customised FREE

Setting up a Company Page Go to http://www.facebook.com/pages/ Click on Create Page

Choose a Group

Choose a Category Example – Local Business Enter Business Name Fill in Address Zip code can be 0000

Customise 200 pixels X 600 pixels Landing Tab 520 pixels X 600 pixels

Customise contd. Search for Static HTML iframe tabs Click ‘Add to Page’

Converse Post Updates Ask Questions Add Images Add Videos Add Links Add Value

Points to note Your wall posts appear in people’s news feed NOT on their page People do not get a message to their Facebook Inbox or an email People see friends/companies that they interact more Fans of your company are not automatically your friends You need an account but fans cannot see your connected or profile Facebook is changing constantly but unlikely to go away

Customising your Page Static HTML iframe tabs App Add to Page Simply type a message Use HTML to improve layout, appearance and add links Set as landing page Upload an image and use this code <a href=“PUT YOUR WEBSITE ADDRESS HERE”> <img src=“PUT YOUR IMAGE ADDRESS HERE"> </a>

Points to Note Linking to your website – badge, Like button You can import your blog to update Facebook Wall. Vanity URL with 25 Fans – facebook.com/CompanyName Connecting page to Twitter (http://www.facebook.com/twitter) Use Events where possible Use Surveys

Linking to your website – badge, Like button

Vanity URL – Facebook Business Page Address You can only do this when you have 25 Likes. Go to www.facebook.com/username Select your Page from the Page Name drop down menu Enter your company name in ‘Enter desired username’ box e.g. McGuiresCottages - no spaces

Switch to use Facebook as a business page – Option 1

Switch to use Facebook as a business page – Option 2

When logged in as a Business Page Your Business Page can Like other Business Pages All your comments will be from your Business Page Choose Top 5 Pages you Like

Consider an ad campaign.. Design a creative slogan with image Choose target audience e.g. Age, Gender, Location, Marital Status Choose budget and duration Ads are seen for free, company only charged when ad clicked Set up second ad campaign with different criteria Monitor and adjust Click Through Rate (CTR%) = 0.04%

“give people a reason to assist with your marketing”

Q & A Open Forum

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