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Social Media Marketing
Mark O'Leary - www.irishwebhq.com
Social Media & Website Goals
Improve Search Engine PlacementIncrease the number of site visitors
Mark O'Leary - www.irishwebhq.com
Business Goals
Increased Brand AwarenessMore EnquiriesMore SalesBetter ROI
Mark O'Leary - www.irishwebhq.com
Targeted Social Networks
FacebookTwitterYou TubeLinked InPintrestFlickrSlideshareAny others that suit your business
Mark O'Leary - www.irishwebhq.com
Do I need a website
Not Necessarily•Each site can act independently and you can achieve your business goals on each site
However•Why not centralise your business goals and direct the traffic toward that one area•More Measurable
Mark O'Leary - www.irishwebhq.com
First Step - Measure
You cant track improvement unless you first measure your current status
Mark O'Leary - www.irishwebhq.com
What should I measure?
• Current social media activity if any• Number of visitors coming to your site• How many come from each of the social
media sites?• How many come from other sources?• What pages do they like?• What pages turn them off?• Where do they exit the funnel?
Mark O'Leary - www.irishwebhq.com
How do I Measure?
Social Media Tracking
Facebook Insights www.facebook.com/insights
Twitter - http://www.adamsherk.com/social-media/best-free-twitter-analytics-tools/
Mark O'Leary - www.irishwebhq.com
Facebook Insights
Mark O'Leary - www.irishwebhq.com
Website Stats
Google analytics www.google.com/analyticsFreeLoads of FeaturesEasy to setup
Track at least a months activity
Mark O'Leary - www.irishwebhq.com
Mark O'Leary - www.irishwebhq.com
What Next?
• Set Social Media Goals
• What is the one thing I want to achieve with my campaign?
• Build a Facebook following?• Drive traffic to my site?• Build brand awareness on Twitter?• Showcase products on Pintrest or Flickr?
Mark O'Leary - www.irishwebhq.com
And
• Set a timeframe and goal for a campaign. It must be measurable.
• Examples
• 1000 likes on my Facebook business page in 30 days
• 100% increase in site visitors in 3 months• 10 extra enquiries on my website each week
Mark O'Leary - www.irishwebhq.com
So Far
You know where you standYou know what you wantYou know how long it should take
Before you begin your social media campaign ask yourself:
Is my website ready?
Mark O'Leary - www.irishwebhq.com
Is my website ready?
• Is my site acceptable for viewing?
• Is my site current?
• Do I have complete control over my content?
• Does my site have appealing content to draw visitors in?
• Can I encourage my visitors to signup/buy?
• Is my site fast? www.iwebtool.com/speed_testwww.pingdom.com
Mark O'Leary - www.irishwebhq.com
Starting your Social Media Campaign
• Signup• Link your social media accounts• Find friends and acquaintances• Thank people for following you and being
your friend
Mark O'Leary - www.irishwebhq.com
Post(Write)
• Post something interesting that others will be interested in
• Include a link back to the original content on your site
• Don’t beat people over the head with the hard sell – make it sound appealing
• Post links to other websites that you find interesting
Mark O'Leary - www.irishwebhq.com
Comment and Reply
• Comment on others posts• Reply to those who comment on your post
• Reminds them that you exist
• Shows them that you are interested in a certain topic – even better if that topic is in your market area
• All of their followers or friends will see your content
Mark O'Leary - www.irishwebhq.com
Promote Other Peoples Content
Retweet or shareGoodwill trade-offLikely to be reciprocated
Mark O'Leary - www.irishwebhq.com
Specific Tips for Different Networks - Facebook
• Create an informative business page• Ask friends to like your page• Post interesting comments on your business
page, not press releases• Run a competition for those who like your
business page• Thank people for liking your page• Reply to comments• Get your own Facebook URL
Mark O'Leary - www.irishwebhq.com
• Create a good profile • Tweet regularly• Include link to your web page in the tweet• Include hash tags #socialmedia• Geolocated hash tags #socialmedia #ireland• Retweet regularly• Reply often• Thank followers• Automate using Tweetdeck
Mark O'Leary - www.irishwebhq.com
Linked In
• For Business• Let customers find you• Post to show your industry knowledge• Business status updates and achievements• Endorsements • Recommendations• Search for employees
Mark O'Leary - www.irishwebhq.com
Slideshare
Make use of your presentationsShare on other networks tooPlace the transcript on your website if you
are short of content
Mark O'Leary - www.irishwebhq.com
Track Your Time
Time is moneyAutomate where possibleConnect AccountsWordpress -> Facebook, Twitter and others
Outsource?
Mark O'Leary - www.irishwebhq.com
Measure and Refine
Measure and refine as you progressChange the focus if necessaryEnsure your site continues to support your
social networks
Mark O'Leary - www.irishwebhq.com
Lookback and learn
What went well?What went wrong?
If you didn’t reach your goal, why?
How can you improve your next campaign?
Mark O'Leary - www.irishwebhq.com