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Social Media BICS Froum - Cassie Delaney

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Cassie Delaney is a social media expert who has studied journalism and interned with publications. She is currently working on developing TheWayWeLive.ie. Her interests include travel, photography, design, documentaries, using social media to advance social causes, and new technologies. The presentation discusses what social media is, how to form an effective social media campaign by understanding your audience and their habits on platforms like Facebook and Twitter, strategies that worked well in 2012, and new technologies worth trying in 2013 like Trello, Thinglink, and Pinterest.

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FreeOnline Tools & how to build campaign L a social media BICS 2013 CASSIE DELANEY
HI. I’m Cassie Delaney Studied Journalism in DIT Have been involved with DIT Socities for three years Interned with Image Publications Write for FilmIreland, Cara Magazine, Meg.ie, Campus.ie, stuff4students.ie and Oxygen.ie Currently working on developing TheWayWeLive.ie in association with the Wave Change Program from Social Enterprise Ireland Likes traveling, photography, design, documentaries, digital filmmaking, using social media to advance social causes, downloading new fonts Active on Twitter, Facebook, Pinterest, Thinglink @CassieLorraine
Agenda What is Social Media? How can I form a social media campaign? What works? Exercise New technologies
Some may say that social media isn’t a conversation at all, but rather a form of publication. It is a way for anyone to publish anything from anywhere on the Internet. While publication is an impor- tant part of social media, more so, social media itself thrives not on the act of publication, but rath- er on sharing and conversing about that publication, whether it be an article, photo, video, funny comic, political opinion, or anything that one may share while perusing the world wide web. It is as if social media is a worldwide virtual coffee lounge, open 24 hours a day. Some folks pop their head in for a few minutes and just people watch. Others may converse for hours on end. You can listen in on other people talk. (It’s probably more accurate to say you can look on to what other other people typed.) Or, drop in on a conversation you may find fascinating. But in order to have that social media conversation, you need to know to speak the language, i.e. how to use social media. The best way to learn is to just do it and learn from others who do it. Observe and pay attention to how others are using the medium, then start contributing to the con- versation. Like in a coffee shop, you can people watch first, then jump in when you feel comfortable. Learn not to talk at the screen but through it, to the real people at the end of your virtual network
Social Media BICS Froum - Cassie Delaney
five reasons to use 1. Facebook makes it easy to share the 1. Get Real Time News bits that don’t seem to be important enough to call someone about 2. Proven to be the most effective way to Drive Traffic to Your Website, Blog, 2. Easy to recommend a product, or Facebook Fan Page, Landing Page, etc service 3. Reach a Global Audience FAST! 3. Easy to warn a lot of people about a bad product or experience 4. Twitter holds huge value from an SEO standpoint 4. Easy to organize an activity or an event 5. Connecting with Influencers Within Your Niche 5. Bazzillions of users
five reasons to use 1. Video plays better on mobile devices 1. Fun & inspirational 2. Internationally Accessible 2. Great for competitions, based on sharing 3. Virality 3. Directs traffic, every pin contains a link 4. Embeddable 4. Connect with worldwide users 5. Most popular form of media consumption by 18-30 year olds 5. Market research, see what your audience want
seven reasons to use 1. SEO optimising & it is a social network within itself 2. Somewhere to direct people to a bulk of information 3. Archives of information 4. Not confined by character counts. Ability to include all types of Media. Colourful and interactive, completely user defined 5. Fun, a place for you to offer complete transperancy to your society/service etc 6. Connect with other experts and similar interests 7. Connect with influencesrs & cool kids
How do I form a social media campaign ?
Social Media BICS Froum - Cassie Delaney
Social Media BICS Froum - Cassie Delaney
“ listening to people Keeps them entertained -M.Cooley ”
How to listen online Twitter Hashtags Whatstrending,com Most viewed on youtube Trending on Wanelo, Pinterest, Read the comments section of news reports to gauge reaction the most important thing is to maintain a consistent online presence
Social Media BICS Froum - Cassie Delaney
Social Media BICS Froum - Cassie Delaney
Social Media BICS Froum - Cassie Delaney
Social Media BICS Froum - Cassie Delaney
Social Media BICS Froum - Cassie Delaney
“ OF THE UNIVERSE My goal is simple it is a complete UNDERSTANDING ” - S. hawking
People: understand your audience & their habits http://www.youtube.com/watch?v=yHddpHuEOHI
People: understand your audience & their habits Facebook Users Over 70% of Irelands Facebook users return DAILY Irish people have an average of 268 friends 25 to 34 year olds account for 30% of Irish Facebook users 50% of users access via their mobile There are 2,281,680 Facebook users in Ireland (Socialbakers.com) Almost 170,000 new Facebook profiles have been created since April (Socialbakers.com) Most of these have been added in August & September 2012 (Socialbakers.com)
People: understand your audience & their habits Facebook Content We like 133 million items per month Leave 81 million comments Send 77 million messages Upload 24 million photos Posted 14 million wall posts Posted 9 million status updates Checked-in 471,000 times Uploaded 103,000 videos
People: understand your audience & their habits When we use Facebook Unsurprisingly check-ins hit a peak on Saturdays Dublin Airport is the number 1 check in location (Socialbakrs.com) Photo and video uploads peak on a Sunday We’re least likely to fan a page on a Saturday, most likely on a Monday We send the fewest messages, and post the fewest comments, on a Saturday The weekends (Fri – Sun) we post our status updates
People: understand your audience & their habits Facebook vs Google, Yahoo & Microsoft We spend 5.01 mins on Facebook looking at 490 pages 3.26 mins on Google looking at 272 pages 0.38 seconds on Yahoo looking at 44 pages 1.00 min on Microsoft sites looking at 51 pages http://www.socialbakers.com/facebook-statistics/ireland
People: understand your audience & their habits Tools Forrester empowered Tools Survey Monkey Socialbakers
“YOU GET THERE” Set your goals high & don’t STOP UNTIL - B. Jackson
Ojectives: What do you want to achieve? Set time specific goals about what you wish to achieve Is it gaining popularity? Selling tickets? gaining followers? increasing engagement offline? networking? joinging with similar organisations? seel a service or product?
“IT’S CALLED ADVERTISING Creative without Stratefy is called ‘art’. ” WITH STRATEGY - J. Richards
Strategy: the how Step one: Organise your team and your timeline (trello.com) Step two: generate your content. uniquely created content is optimum for SEO (thinglink, YouTube, infogr.am, instagram, google chart, create.visual.ly Step three: Connect the offline with the online
Things that worked: 2012 Kony 2012 Anything With Gangnam style or Call me Maybe Ikea - tag to win showrooms McDonalds behind the scenes Zoosk - heart friend Adam Pacitti - EmployAdam.com
Strategy: EmployAdam.com
Strategy: EmployAdam.com THE MESSAGE: It’s simple: EMPLOY ADAM THE BILLBOARD: Simple… on many levels. Easy to read: Dark background and lettering in the two colors that are the easiest to read: white and yellow (think road signs). Clear call to action: “Please Give Me A Job.” Tells A Story: One of the most effective ways to sell, is to share a story. His story is simple: “I spent my last £500 on this billboard. Please give me a job.” Simple stories often sell best. Makes The Website Address Easy To Read: Since Adam used all CAPS, EMPLOYADAM.COM could be difficult to read/understand. The solution, make EMPLOY in white and ADAM in yellow. Problem solved.
Strategy: EmployAdam.com Includes His Photo: By adding his photo, it makes the ad real. Note that he didn’t use a fancy studio photo that made him look like an ac- tor or the ‘perfect employee.’ He used a photo that looks real. Trans- parency sells. It makes him empathetic and approachable. It also makes him relateable, which makes it easier for others to share his mes- sage. Makes The Website Address Easy To Read: Since Adam used all CAPS, EMPLOYADAM.COM could be difficult to read/understand. The solution, make EMPLOY in white and ADAM in yellow. Problem solved. THE WEBSITE: Again… simple.
Strategy: EmployAdam.com Effectively Simple Website URL: It’s simple, easy to remember and clearly states it’s purpose: EmployAdam.com Clean layout: Hard to get lost. Friendly intro, “Hi, I’m Adam Pacitti” followed by a short (3 min 51 sec), entertaining, informative and self- deprecating video. Videos are SIMPLE. Click and watch. No reading required. Simple. Effective. Makes it easy and simple for the press: Adam wants the power of the press, the news cycles. And he also realizes that reporters are b- u-s-y people… with deadlines. So he makes it SIMPLE and EASY for them to get the word out about him.
Strategy: EmployAdam.com Utilises various forms of media - Twitter, Facebook, YouTube, Website Unusual, witty, strange, self-deprecating Picked up by national news, LADbible, reddit, 4Chan, Buzzfeed, Broadsheet & other influencers. He knows the media; includes hih res image downloads, video permissions, and paragraphs of information
Strategy: Ikea showroom http://www.youtube.com/watch?v=0TYy_3786bo
Strategy: Exercise Channel fours 4oD Viewership is low on a Sunday Wants to start a social media campaign to increase viewership. Can use all forms of social media.
Strategy: Exercise We designed a Twitter campaign that made one-to-one viewing recommendations in re- sponse to individuals’ requests. Over four Sundays the campaign increased Sunday 4oD viewing by 30% – well beyond Channel 4’s target. The Twitter campaign was backed up by TV ads and online media, and helped to deliver greater awareness of 4oD among an expanded audience of 330,000. We embedded a team on Twitter every Sunday afternoon, encouraging people to tell Channel 4 about their their age and their mood, uniting the conversation through the #4oDSundays hashtag. The NixonMcInnes team would then tweet back with a personal recommendation from the 4oD library, selected from a mix of current favourites and classic content. Recommendations also included catch- ing up with missed episodes, meeting one of the campaign objectives to dem- onstrate video-on-demand as a way to strengthen loyalty among viewers more used to watching a series through conventional means.
“ED SOMETHING NEW ” A person who never made a mistake never TRI - A. Einstein
New technologies worth trying Trello.com Vimeo Thinglink.com WaNeLo SnapChat Spotify LinkedIn Blogger, wordpress InstaCollage Delicious Aviary TweetDeck/Sproutsocial (paid) Pinterest SocialBakers
New Technologies: Predicted Trends for 2013 Everything will be digital: Social is Mobile: In 2012 Nestle released chocolate With half of all users accessing their Fa- bars that were GPS enabled, the CW cebook profiles via a mobile can you network in the USA had a live Twitter afford to ignore this audience? Check feed in a magazine, coat hangers dis- out Google Analytics to see what per- played Facebook likes, we added an centage of your web traffic is coming Augmented Reality layer to pint bottles from mobile or a tablet. If they cannot of Bulmers and there was even NFC en- get the information they want when they abled socks! Why are non-digital prod- want it they can easily go to a mobile ucts becoming ‘connected’? Because optimised competitor. they can deliver better experiences for the consumer and expect to see more of it in 2013.
New Technologies: Predicted Trends for 2013 Don’t rely on Facebook: Content will improve: Facebook dominates social media but Content comes in many forms from 2013 will see the savvy brands, who Facebook updates to blog articles, haven’t already done so, move onto photos, website copy and video clips. other networks and beef up their pres- Content marketing is about telling a ence there. Facebook is becoming story your target audience will get very cluttered and brands now have value from. Next year more budget will to invest in paid for media to reach move from traditional above the line their fanbase through Promoted Posts advertising into creating the kind of or Sponsored Stories. This last year has content your customers will share with seen steady growth in the numbers us- their friends. ing Google +, LinkedIn, Instagram and Pinterest.

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Social Media BICS Froum - Cassie Delaney

  • 1. FreeOnline Tools & how to build campaign L a social media BICS 2013 CASSIE DELANEY
  • 2. HI. I’m Cassie Delaney Studied Journalism in DIT Have been involved with DIT Socities for three years Interned with Image Publications Write for FilmIreland, Cara Magazine, Meg.ie, Campus.ie, stuff4students.ie and Oxygen.ie Currently working on developing TheWayWeLive.ie in association with the Wave Change Program from Social Enterprise Ireland Likes traveling, photography, design, documentaries, digital filmmaking, using social media to advance social causes, downloading new fonts Active on Twitter, Facebook, Pinterest, Thinglink @CassieLorraine
  • 3. Agenda What is Social Media? How can I form a social media campaign? What works? Exercise New technologies
  • 4. Some may say that social media isn’t a conversation at all, but rather a form of publication. It is a way for anyone to publish anything from anywhere on the Internet. While publication is an impor- tant part of social media, more so, social media itself thrives not on the act of publication, but rath- er on sharing and conversing about that publication, whether it be an article, photo, video, funny comic, political opinion, or anything that one may share while perusing the world wide web. It is as if social media is a worldwide virtual coffee lounge, open 24 hours a day. Some folks pop their head in for a few minutes and just people watch. Others may converse for hours on end. You can listen in on other people talk. (It’s probably more accurate to say you can look on to what other other people typed.) Or, drop in on a conversation you may find fascinating. But in order to have that social media conversation, you need to know to speak the language, i.e. how to use social media. The best way to learn is to just do it and learn from others who do it. Observe and pay attention to how others are using the medium, then start contributing to the con- versation. Like in a coffee shop, you can people watch first, then jump in when you feel comfortable. Learn not to talk at the screen but through it, to the real people at the end of your virtual network
  • 6. five reasons to use 1. Facebook makes it easy to share the 1. Get Real Time News bits that don’t seem to be important enough to call someone about 2. Proven to be the most effective way to Drive Traffic to Your Website, Blog, 2. Easy to recommend a product, or Facebook Fan Page, Landing Page, etc service 3. Reach a Global Audience FAST! 3. Easy to warn a lot of people about a bad product or experience 4. Twitter holds huge value from an SEO standpoint 4. Easy to organize an activity or an event 5. Connecting with Influencers Within Your Niche 5. Bazzillions of users
  • 7. five reasons to use 1. Video plays better on mobile devices 1. Fun & inspirational 2. Internationally Accessible 2. Great for competitions, based on sharing 3. Virality 3. Directs traffic, every pin contains a link 4. Embeddable 4. Connect with worldwide users 5. Most popular form of media consumption by 18-30 year olds 5. Market research, see what your audience want
  • 8. seven reasons to use 1. SEO optimising & it is a social network within itself 2. Somewhere to direct people to a bulk of information 3. Archives of information 4. Not confined by character counts. Ability to include all types of Media. Colourful and interactive, completely user defined 5. Fun, a place for you to offer complete transperancy to your society/service etc 6. Connect with other experts and similar interests 7. Connect with influencesrs & cool kids
  • 9. How do I form a social media campaign ?
  • 12. “ listening to people Keeps them entertained -M.Cooley ”
  • 13. How to listen online Twitter Hashtags Whatstrending,com Most viewed on youtube Trending on Wanelo, Pinterest, Read the comments section of news reports to gauge reaction the most important thing is to maintain a consistent online presence
  • 19. “ OF THE UNIVERSE My goal is simple it is a complete UNDERSTANDING ” - S. hawking
  • 20. People: understand your audience & their habits http://www.youtube.com/watch?v=yHddpHuEOHI
  • 21. People: understand your audience & their habits Facebook Users Over 70% of Irelands Facebook users return DAILY Irish people have an average of 268 friends 25 to 34 year olds account for 30% of Irish Facebook users 50% of users access via their mobile There are 2,281,680 Facebook users in Ireland (Socialbakers.com) Almost 170,000 new Facebook profiles have been created since April (Socialbakers.com) Most of these have been added in August & September 2012 (Socialbakers.com)
  • 22. People: understand your audience & their habits Facebook Content We like 133 million items per month Leave 81 million comments Send 77 million messages Upload 24 million photos Posted 14 million wall posts Posted 9 million status updates Checked-in 471,000 times Uploaded 103,000 videos
  • 23. People: understand your audience & their habits When we use Facebook Unsurprisingly check-ins hit a peak on Saturdays Dublin Airport is the number 1 check in location (Socialbakrs.com) Photo and video uploads peak on a Sunday We’re least likely to fan a page on a Saturday, most likely on a Monday We send the fewest messages, and post the fewest comments, on a Saturday The weekends (Fri – Sun) we post our status updates
  • 24. People: understand your audience & their habits Facebook vs Google, Yahoo & Microsoft We spend 5.01 mins on Facebook looking at 490 pages 3.26 mins on Google looking at 272 pages 0.38 seconds on Yahoo looking at 44 pages 1.00 min on Microsoft sites looking at 51 pages http://www.socialbakers.com/facebook-statistics/ireland
  • 25. People: understand your audience & their habits Tools Forrester empowered Tools Survey Monkey Socialbakers
  • 26. “YOU GET THERE” Set your goals high & don’t STOP UNTIL - B. Jackson
  • 27. Ojectives: What do you want to achieve? Set time specific goals about what you wish to achieve Is it gaining popularity? Selling tickets? gaining followers? increasing engagement offline? networking? joinging with similar organisations? seel a service or product?
  • 28. “IT’S CALLED ADVERTISING Creative without Stratefy is called ‘art’. ” WITH STRATEGY - J. Richards
  • 29. Strategy: the how Step one: Organise your team and your timeline (trello.com) Step two: generate your content. uniquely created content is optimum for SEO (thinglink, YouTube, infogr.am, instagram, google chart, create.visual.ly Step three: Connect the offline with the online
  • 30. Things that worked: 2012 Kony 2012 Anything With Gangnam style or Call me Maybe Ikea - tag to win showrooms McDonalds behind the scenes Zoosk - heart friend Adam Pacitti - EmployAdam.com
  • 32. Strategy: EmployAdam.com THE MESSAGE: It’s simple: EMPLOY ADAM THE BILLBOARD: Simple… on many levels. Easy to read: Dark background and lettering in the two colors that are the easiest to read: white and yellow (think road signs). Clear call to action: “Please Give Me A Job.” Tells A Story: One of the most effective ways to sell, is to share a story. His story is simple: “I spent my last £500 on this billboard. Please give me a job.” Simple stories often sell best. Makes The Website Address Easy To Read: Since Adam used all CAPS, EMPLOYADAM.COM could be difficult to read/understand. The solution, make EMPLOY in white and ADAM in yellow. Problem solved.
  • 33. Strategy: EmployAdam.com Includes His Photo: By adding his photo, it makes the ad real. Note that he didn’t use a fancy studio photo that made him look like an ac- tor or the ‘perfect employee.’ He used a photo that looks real. Trans- parency sells. It makes him empathetic and approachable. It also makes him relateable, which makes it easier for others to share his mes- sage. Makes The Website Address Easy To Read: Since Adam used all CAPS, EMPLOYADAM.COM could be difficult to read/understand. The solution, make EMPLOY in white and ADAM in yellow. Problem solved. THE WEBSITE: Again… simple.
  • 34. Strategy: EmployAdam.com Effectively Simple Website URL: It’s simple, easy to remember and clearly states it’s purpose: EmployAdam.com Clean layout: Hard to get lost. Friendly intro, “Hi, I’m Adam Pacitti” followed by a short (3 min 51 sec), entertaining, informative and self- deprecating video. Videos are SIMPLE. Click and watch. No reading required. Simple. Effective. Makes it easy and simple for the press: Adam wants the power of the press, the news cycles. And he also realizes that reporters are b- u-s-y people… with deadlines. So he makes it SIMPLE and EASY for them to get the word out about him.
  • 35. Strategy: EmployAdam.com Utilises various forms of media - Twitter, Facebook, YouTube, Website Unusual, witty, strange, self-deprecating Picked up by national news, LADbible, reddit, 4Chan, Buzzfeed, Broadsheet & other influencers. He knows the media; includes hih res image downloads, video permissions, and paragraphs of information
  • 36. Strategy: Ikea showroom http://www.youtube.com/watch?v=0TYy_3786bo
  • 37. Strategy: Exercise Channel fours 4oD Viewership is low on a Sunday Wants to start a social media campaign to increase viewership. Can use all forms of social media.
  • 38. Strategy: Exercise We designed a Twitter campaign that made one-to-one viewing recommendations in re- sponse to individuals’ requests. Over four Sundays the campaign increased Sunday 4oD viewing by 30% – well beyond Channel 4’s target. The Twitter campaign was backed up by TV ads and online media, and helped to deliver greater awareness of 4oD among an expanded audience of 330,000. We embedded a team on Twitter every Sunday afternoon, encouraging people to tell Channel 4 about their their age and their mood, uniting the conversation through the #4oDSundays hashtag. The NixonMcInnes team would then tweet back with a personal recommendation from the 4oD library, selected from a mix of current favourites and classic content. Recommendations also included catch- ing up with missed episodes, meeting one of the campaign objectives to dem- onstrate video-on-demand as a way to strengthen loyalty among viewers more used to watching a series through conventional means.
  • 39. “ED SOMETHING NEW ” A person who never made a mistake never TRI - A. Einstein
  • 40. New technologies worth trying Trello.com Vimeo Thinglink.com WaNeLo SnapChat Spotify LinkedIn Blogger, wordpress InstaCollage Delicious Aviary TweetDeck/Sproutsocial (paid) Pinterest SocialBakers
  • 41. New Technologies: Predicted Trends for 2013 Everything will be digital: Social is Mobile: In 2012 Nestle released chocolate With half of all users accessing their Fa- bars that were GPS enabled, the CW cebook profiles via a mobile can you network in the USA had a live Twitter afford to ignore this audience? Check feed in a magazine, coat hangers dis- out Google Analytics to see what per- played Facebook likes, we added an centage of your web traffic is coming Augmented Reality layer to pint bottles from mobile or a tablet. If they cannot of Bulmers and there was even NFC en- get the information they want when they abled socks! Why are non-digital prod- want it they can easily go to a mobile ucts becoming ‘connected’? Because optimised competitor. they can deliver better experiences for the consumer and expect to see more of it in 2013.
  • 42. New Technologies: Predicted Trends for 2013 Don’t rely on Facebook: Content will improve: Facebook dominates social media but Content comes in many forms from 2013 will see the savvy brands, who Facebook updates to blog articles, haven’t already done so, move onto photos, website copy and video clips. other networks and beef up their pres- Content marketing is about telling a ence there. Facebook is becoming story your target audience will get very cluttered and brands now have value from. Next year more budget will to invest in paid for media to reach move from traditional above the line their fanbase through Promoted Posts advertising into creating the kind of or Sponsored Stories. This last year has content your customers will share with seen steady growth in the numbers us- their friends. ing Google +, LinkedIn, Instagram and Pinterest.