Media 360 Conference via Twitter

23 11 2012

I could not attend the Media 360 conference this week but did follow it on Twitter. I thought it might be interesting to summarise the views of the Twitterati under a few headings.

General comments

  1. The decisions you make now will determine how successful your brand will be when the recession ends
  2. Short term decisions to cut [marketing] spend leads to long-term damage to your market share
  3. Aside from numbers, the biggest strength of radio is the one-to-one relationship people have with it
  4. Deadlines work on ads. Creates a sense of urgency and spurs people into action
  5. Deliver a strong call to action and focus on the goal

Research

  1. Invest in good research and monitoring to see what parts of your ad campaign work
  2. Don’t trust research (this from the head of a leading market research company)

Digital

  1. Digital has a place in all marketing plans
  2. Brands that are winning in the digital world are those that are open to participation
  3. Ensure that your website is accessible through all devices
  4. Direct mail and digital work well together
  5. SEO your website and use mobile search
  6. Search is the bridge between traditional and digital advertising
  7. Digital will drive the recovery of media

Social

  1. All about social media for 15-24 year olds
  2. 40% of all Tweets during peak viewing times are TV related
  3. Implement social listening
  4. Social content is NOT advertising
  5. Create a content schedule for social media

Mobile

  1. Mobile is a key area of growth, RTE say they see 60% of their traffic coming via this channel
  2. Don’t use your desktop as a digital frame of reference, use mobile
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Dublin SEO Summit

28 09 2012

I attended the Dublin SEO Summit last Friday which was organised by e-Celtic.

I was particularly interested in the presentation by Niall Harbison, founder of Simply Zesty. Simply Zesty are pioneers in the use of Social Media and built the business through social media rather than via more traditional means. This made some of Niall’s comment all the more interesting.

Use Google if you want to drive traffic

I was surprised at Niall being so strong in his support of search over social but he pointed out that 75% of traffic to websites comes from Google. This is because when we want to find something we go to Google. We search. We find. We click through. We are comfortable leaving Google once we have the answer. In contrast we are not comfortable leaving Facebook. When we are in Facebook we like to stay in Facebook and do not want to click on external links.

Use social media for brand build

Simply Zesty used social media to build awareness of their brand. They combined blogging with sharing through various social channels to grow the business. This approach works because once a potential customer engages (share, like, follow, etc.) then they are interested and you can draw them in with relevant content.

Social media takes time

Simply Zesty typically have 3 to 4 people working for a day on each blog post. This is the secret to their success. Well researched, well written, relevant content. Many people believe that social media is quick and instant. Simply Zesty show that it is not but it can be very successful.

Email is massively powerful

I couldn’t agree more with this. Email gives you the power to control the message you are sending. It gives you the power to segment your audience. It gives you the power to be relevant and direct. It also gives you great analytics and the ability to react quickly to the insights you receive.





Twitter is a press release

7 09 2012

I attended the Marketing Institute of Ireland’s Digital Thursday event where the speaker was Lisa Clancy, Communications Director of the GAA. Lisa took us through the digital journey that the GAA is going through. I wrote a guest post for the MII blog on the event which give more detail than I cover here.

One aspect I want to focus on here is the GAA’s use of Twitter and a brilliant piece of advice Lisa gave to us: Twitter is a press release. If you are managing a corporate Twitter account this is vital to remember. Based on Lisa’s experience with the GAA here are some questions that we should all ask ourselves before tweeting.

  1. Is the information correct? If you are the official voice of your organisation do not tweet or retweet rumours or unchecked statements.
  2. Is this the official view of the organisation? It is all too easy to tweet a personal view but if you are using a corporate account then you should be careful of this. Lisa gave the example of an over enthusiastic county PRO criticising the referee at a match through the official County Board Twitter account.
  3. Is the tweet relevant? If you have a diverse audience then tweeting information that is only relevant to a tiny minority of your followers will simply annoy them. Don’t tweet just because you can.
  4. Get your timing right. Use your analytics and any other tools available to find out when your audience is most active and time your tweets for then.

Simple stuff but good advice all the same.





Android v iOS

22 08 2012

I attended the Mobile Marketing Conference organised by the Digital Marketing Institute recently. It was a very interesting morning and the key take away for me was that mobile marketing is relevant for all organisations and all budgets. Mobile marketing can be as simple as an SMS message or as complex as a major app.

An interesting side discussion I had was around why iOS customers spend more than Android customers on apps. Three theories were put forward.

  1. The slicker user experience on iOS encourages consumers to engage more and therefore buy more
  2. Android users are more likely to be on pre-paid accounts and therefore are more cost-conscious
  3. Android users are geeks and therefore are more likely to be interested in the technology rather than simply buying apps (this theory courtesy of Anthony Quigley)

While theories 1 and 2 are very factual I really like theory 3. It kinda makes sense in a strange way.





Facebook App Checklist

22 07 2012

At a recent Digital Marketing Institute members event Andrew Weld-Moore of Facebook gave some very candid advice to anyone considering creating a Facebook application. He recommended the following three questions need to be answered.

Do you need an app to engage with your current fans (or to drive new fans to your page)?

Do you want to host a marketing campaign on Facebook?

Do you have a budget to promote your app?

Each of these questions is designed to see if you are best positioned to benefit from a Facebook app. Do not build an app just because you can and definitely make sure you have a promotional budget. Your budget should be 20% to create the app and 80% to promote it.





Facebook stats

20 07 2012

The Digital Marketing Institute focused on Facebook at their member session on June 21st. Apart from being taken through the new offerings from Facebook for marketers the speakers also shared some statistics on Facebook usage in Ireland. I think these are worth sharing.

  • Facebook has 2 million active users (an active user is someone who logs in at least once a week.
  • Approximately 1.25 million people log in each day.
  • Circa 1 million users log in via mobile.
  • On average users spend 5 hours per month on Facebook.
  • The average number of friends is 240 compared with 130 globally.
  • The male/female split is 47/53.
  • 54% of users are aged between 18 and 34.

And finally, Dublin Airport is the most popular Facebook check in location in Ireland.





Mobile is on the move

20 04 2012

At the Digital Marketing Institute members event, held in Google’s European HQ in Dublin, the rapid growth of mobile was highlighted. If fact, for the first time ever, the number of daily searches from a mobile device exceeded those from a desktop device. This happened on one particular day but is likely to be repeated. The good people from Google highlighted a few things that everyone should be aware of.

Targeting options

You have four specific targeting options. These are

  1. Device (e.g. iPhone or Android) and operator (e.g. Vodafone, O2, etc.)
  2. Location
  3. Keyword bundles
  4. Time of day/Context (WiFi or 3G)

The practical use of this, for example, is if you have an app for an iPhone for a sporting event you can set up your campaign so that the ads only appear when someone with an iPhone searches for that particular event while on WiFi. This means your ads are reaching the most relevant audience when they are most likely to download your app. You can also set up a ‘click to download’ link so that the visitor can go directly to the App Store or Google Play Store.

Hyper local ads

One in every three searches is local so targeting by local area is a strong tool for some companies. A good example of this would be a florist. In general, flowers are an impulse purchase and tend to be done locally. A florist can set up their ads so that they appear only on devices that are, say, within 750 meters of the location of the shop.

How does your site look on mobile?

This is vital. If your site does not render properly on every device out there then you could be in trouble. Driving visitors to a mobile site that looks bad will cost you business and is a waste of your ad spend with Google. Test your website using the How To Get Mo website.