thumbnail launches our new Content Marketing Masterclass is delighted to present you a new Masterclass training programme, developed to focus on Content Marketing.

Content Marketing is a breakaway from traditional advertising that allows a brand to set a tone of voice and relay their message in a unique way, while paying close attention to data, paying close attention to what works and doesn’t work for your customers in a real-time, measurable fashion.

The course will provide you with an overall understanding of marketing channel attributions, it will allow your business to grow online communities and social media platforms, to be able to plan and monitor the strategy and much more.

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Remember, there are limited places and they are booking fast!


Hardware Association of Ireland & Digital Bootcamp

To learn more about the innovative Hardware Association of Ireland & Digital Bootcamp go to


Delicious Digital Marketing for Food Businesses.

The Digital Marketing Programme was created specially for food businesses, micro-breweries, boutiques distilleries and coffee roasteries. We want to help you not just learn, but implement successful strategies in food & drink marketing with a strong digital flavour.

This is the perfect new platform for food marketers at established brands, SMEs and food startups to get help and advice on how to build their brand, raise awareness and drive sales.

The Monthly Workshops are run in The Digital Hub in Dublin and during the programme we are available as you create your Masterplan. Monthly Menu includes a digital audit, a digital strategy, a digital studio, social media plans, digital campaigns, digital advertising and digital sales.
At most workshops we will have a special guest speaker who will share their digital learnings and successes. We will also deliver 1-2 sessions as live & recorded webinars during summer holidays.

If you want to register for the Digital Food Marketing Programme, or just want to more information, please don’t hesitate to contact us:

Phone: +353 1 906 0006
Twitter: @socialmedia_ie

Match Metrics To Your Strategy – A Focus On Facebook

We have looked at the main success factors in great digital marketing last week, so today we’re going to laser in on one of the social media giants: Facebook.

Besides your own website, Facebook is arguably your online shopfront.  With this in mind, using Facebook to build customer satisfaction is key but monitoring your performance is just as vital.


Facebook – Made to Measure

Okay, so you have built up a healthy following and you feel you are engaging your fans well.  Regular updates and the odd cat meme?  Excellent, but remember that every aspect of your Facebook interaction with fans can be measured to hone your efforts further.   One point to note however, is to link these metrics with your Facebook strategy.

The basic (and the most popular) metrics to note are fan count, likes & comments.  As these grow, they provide many a marketer with a warm and fuzzy feeling of success!  Simply speaking, a rise here is a positive step but if not allied to your objectives they mean surprisingly little.

Measure Against Your Goals – An Example

A brief example that this humble writer can recount was from time spent working with a local visual arts festival.  One early objective was a campaign for artistic submissions launched worldwide to give the festival an international flavour.   The net was spread wide to forums, Facebook & Twitter communities etc to attract them.  After this big push, the event’s Facebook friend count increased by 400% in three weeks!   Cue the celebrations, until the next phase of marketing began.  This was centered upon promoting ticket sales and attendance, where local fans are the obvious target.   The discovery was sobering – our hyper-inflated friend count revealed that most of these new fans were international, from Asia, South America, even Australia…  None exactly in a position to attend a festival in Dublin!

Ready, Take Aim, Measure

What to take from here is that while basic Facebook metrics often highlight positive trends, they may not be the right ones for your aims.

Looking to spread great content?  – Look for number of shares of your links, or its ‘viral’ spread

Promoting an event? – Measure if fans are primarily in your area, promote posts to local users only

Increasing leads & referrals? – Check Google Analytics, are clicks from Facebook to your website growing?

If you want to use social media to improve your business, you’re in for the long game.  Returns may not be rapid, or easy to pinpoint at first but keep your objectives in mind and stay the course.  Growing your Facebook presence must be a means, not an end.  Whatever your business is looking to achieve, use Facebook to assist these goals and measure to suit.


Installing The Digital Marketing Cog Into Your Business Engine

Think of your business as an engine (a finely tuned one, no doubt)! If you introduce a new part or component into any engine, it will affect how the rest of the system performs. This principle is certainly true when looking at the explosive growth of digital marketing and its integration into your marketing and business functions. Let’s look at your business holistically and ensure that any digital integration assists and augments your existing business engine – a new part installed to increase performance!


Digital VS Traditional Marketing – No Need To Argue

Your business now has access to an already massive and ever growing digital marketing toolkit – a huge array of methods to interact with, understand and sell to customers online. Pulling back the curtain into this world means that you can dispense with traditional methods in future and bask in the warm success web based marketing offers? Not quite!

Traditional methods should rather be combined with and enhanced by digital options rather than being dispensed with. These methods have not been made obsolete by any means. Depending on the size of your business, the old reliables of TV, radio and print advertising can still be highly effective means for creating mass brand awareness. Direct mailing has stood the test of time but has arguably been surpassed by email marketing and is an example of digital’s great impact on the marketing old school.

Many companies have married old and new and created a little synergy by making the call to action on these campaigns digital based. Point customers to your website, encourage them to follow and interact on social media. Now these passive, unknown customers are made visible and ready for you to build relationships, leads and sales. This gives your brand an extra dimension through digital and is something we will delve into more tomorrow.

Tune-Up Your Other Functions With Digital

Once the marketing department have caught the digital bug, it often takes longer for these same approaches to be considered throughout the rest of the organisation.

Many firm’s customer service is still primarily phone based, but this burden on costs and man hours can be reduced by introducing platforms such as customer forums, live chat services and even website FAQ sections. If you are increasingly savvy gaining customers digitally, they may be disappointed that they cannot then follow up at other stages of their life cycle with you by these means also.

Digital is here to stay, so integrate it when possible all around your business, it should improve performance to misfiring parts and have the already finely tuned functions purring like a kitten.

Irish Bank Sector – Social Media Analysis #BOTB

Continuing our ‘Battle of the Brands’ social media analysis, this week we’re looking at the Irish Bank Sector.

We’ve compared the biggest Irish banks across Facebook and Twitter. We then analysed their data and highlighted some interesting insights, have a look below to see what we found.

Facebook Analysis



What we discovered

  • Only 2 banks are actually on Facebook, RaboDirect and Bank Of Ireland while AIB have a GAA site
  • BOI posts about sponsored popular culture like Leinster Rugby & Dragons’ Den
  • Rabo posts financial tips & advice, which engages fans and helps build trust
  • Posting is often inconsistent, a week will frequently pass without content

Key Insight

For banks, Facebook is an effective channel for creating a human connection with customers.

RaboDirect is very adept at creating that connection. Their posts are engaging  and helpful to their members. They don’t push promotions or products, instead they educate their fans in the area of finance, offering tips and tricks. This helps to build trust with their fans.

Bank of Ireland uses Facebook to promote what they do, trying to engage with fans via sponsored popular culture. While this is good for brand awareness,  perhaps fans will view them as a source of popular culture, not as a trusted financial institution?

Twitter Analysis



What we discovered

  • The most retweeted message was from Ulster Bank, regarding their technical problems
  • Twitter accounts are mostly used to field complaints and questions
  • Most successful accounts educate with news and advice (RaboDirect, Danske Bank)
  • Least successful accounts only tweet when things go wrong (Ulster Bank)

Key Insight

Twitter makes a great channel for educating or talking. Most banks use their Twitter account as a customer service desk, ie. talking. However, a lot of customer tweets sent to the banks are complaints.

Ulster Bank is currently receiving the most complaints due to their recent technical problems. Our sample indicates that there is a lot of negative sentiment around the brand on Twitter. Followers are annoyed that the service was down, but they are more annoyed that Ulster Bank is not giving them any information on what’s happening, why it’s happening and/or when it will be fixed.

It appears that banks are treating Twitter like a public announcement desk. They keep their messages clean, cold and lacking in information, the same kind of messages they give to newspapers and reporters. They aren’t engaging in the group conversation which is what Twitter does best. In essence, they don’t seem to “get” Twitter or are nervous about being too open to customer complaints on Twitter.

The exceptions to this are RaboDirect and Danske Bank. They use Twitter to educate and their content is frequently redistributed, leading to a high engagement rate. Other banks could learn a lot from these these two banks use of Twitter.

More to come soon!

That’s it for this week. Next week we’ll be looking at Irish politics, looking at who’s doing the best and who needs some work.

If you’re interested in learning more about market analysis, or you’d like a analysis performed for your sector, click here to contact us.

You are what your top content says you are

Did you know that you can easily look at your public data to find out how people perceive your company or what message they associate with your brand? It’s true and it’s simple, all you have to do is look at your top content.

1219415_small (1)Your top content is who your fans think you are

The content that’s shared is the content that fans find engaging. They find it, enjoy it, and then redistribute it to their friends, which leads to more fans. We call this the “shared content feedback loop”. In short, engaging content leads to more fans that like that type of content. This sounds great, but if you’re posting the wrong type of content, then you’re probably getting the wrong type of fans.

When you look at your top content, you see exactly how your fans view you.

How do your fans view your brand?

Want to know? Then why not give it a try!  You can use our Facebook app to do this, it will only take a under a minute. Click here to give it a go.

Now, looking at your top content, ask yourself the following questions:

  • Does this content reflect the purpose of my business?
  • Is the prevalent theme the one I want people to associate with my brand?
  • Would the people that like this content buy from my company

If you answered no to any of these questions, then that means your content doesn’t match your business objectives, and this could be costing you time, effort and worst of all, sales.

Searching for a Niche Group - Magnifying GlassAlign your marketing message with your business objectives

Posting engaging content is good, but make sure that you’re posting the right kind of content. What is the right kind of content? It’s content that your target audience likes and shares to other, like minded people, ie. your potential customers. So the next time you post something, look at it critically and ask yourself, will this lead to more customers.

Remember, it’s not about getting the most fans, it’s about getting the right fans!

If you’re interested in reading more about analytics, then why not sign up for our newsletter. Send an email to and we’ll keep you posted on the latest updates in the world of digital marketing analytics.


Key Metrics to track on Twitter

To find out how well your business is doing on Twitter, measurement is key in revealing which campaigns were successful and which fell short. Metrics can be used to measure the response, engagement and effectiveness of your Twitter campaigns and to detail the impact of your Twitter conversations. Measurement is important to ensure that your efforts are taking you in the right direction. Below is a breakdown of some important Twitter metrics to better understand your Twitter presence.

  • Follower count refers to the number of people following you on Twitter
  • A mention is any Twitter update that contains “@username” anywhere in the body of the Tweet.
  • A retweet is a reposting of someone else’s Tweet
  • Impressions measures your potential reach and is the number of times your message could have been seen, based on the follower count of those talking about you.

Follower count

This is the only metric published for all to see. A large number of followers suggest strong customer awareness and brand recognition. Therefore the higher this number is the better right? Wrong. Lets take two companies for this example we will call them Company X and Company Y. Company X has 1 million followers and company Y has 500,000 followers. This suggests that Company X is twice as successful as Company Y is on Twitter, however this is not in fact the case. There is no point having all those followers if they are not being engaged with.  Yes it’s important to have followers but you may only be ‘reaching’ 10% of these followers. Its better to have a smaller amount of actual followers that engage with your tweets on a regular basis than a large number of followers who never engage at all. In fact, nowadays some companies have a number of ‘followers’ who aren’t even real people. Tools are now available whereby companies can ‘purchase’ followers. Yes their numbers will go up but so will the % of non engagement between the company and their followers.  In terms of a follower ratio, it is always better to be followed by more than the amount of users you follow.

Mentions and Retweets

The main purpose of being on Twitter is to interact with the public which will hopefully in turn lead to sales, greater customer awareness and brand loyalty. Mentions and retweets are vital for a business to succeed on Twitter. It shows that your followers want to engage with the brand and are passionate enough to spread what you’re saying to their own online community by retweeting a message made by you. Nowadays word of mouth marketing is more important than ever so this shows the importance of retweets. A retweet also widens your reach. The greater number of followers the user retweeting the brands statement/ mentioning the brand in a tweet has the better as the audience will be wider. This is why some companies try and get celebrities interacting with them on Twitter.


Impressions measures your potential reach and is the number of times your message could have been seen, based on the follower count of those talking about you. Potential Reach sums a user’s follower count and the sum of followers for any user retweeting any of their Tweets during the previous seven days to estimate the total potential reach in Twitter at any given time. Advantages are that it helps when measuring brand awareness. Disadvantages are that whilst you may have reached 100,000 people, only 10% may have actually read the message. You will never know the exact amount of people who actually read the message.

URL Links

You can track the number of clicks you receive on particular links you share on your Twitter page and by analyzing the links, you can look for consistencies for what is being shared and commented on. That will tell you the type of tweets that get the public engaging with your brand the most.

By David Nulty

The above blog is one of a series of digital marketing and social media metrics blogs that can all be found in our upcoming Marketing Metrics eBook. To sign up for this eBook, please fill in the following form below.