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Develop The Spookiest Marketing Campaign For Halloween

Since our whole Connector team is really brave and not frightened by ghosts or zombies, we are the perfect digital agency for you to work with this Halloween.

In our secret laboratory we have a team of highly skilled crazy professors who can help you with concepts, design, videos, games and all your social media requirements.

Last year, we did a spooky ‘Halloween Pumpkin Run’ campaign, where we delivered purple pumpkins filled with sweets to twenty lucky Dublin based agencies. See the photo below. Each and every pumpkin had the connector360 personal touch – hollowed out, painted and filled with treats by our very own minions. A QR code inside led to a special Trick or Treat page with our credentials and a party invitation. What a treat! We think we did a spooktastic job! ;-)

We can create campaigns for you right up until last minute but why not talk to us today about your Halloween campaign! Boo!

You can contact us at team@socialmedia.ie or call us on +353 1 906 0006.

Pumpkins

 

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Social Media Presentation at the Dublin Food Chain

Social Media Presentation at the Dublin Food Chain

We were really delighted to talk this morning at Dublin Food Chain.

Please visit Dublin Food Chain Breakfast Workshop for the full list of speakers and details about the event.

We hope you liked our presentation on How to serve up tasty social media for the food sector.

If you missed it you can find the presentation below

 

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iBeacon

iBeacon revolutionises the fashion retail world

iBeacon is a new technology created by Apple that is intended to replace the old Near Field Communication (NFC) system. NFC is used to exchange data between two mobile devices without contact. NFC allows your smartphone to act as a credit card, loyalty card and more besides.

iBeacon is a new improvement of this technology. It enables users to make payments without any network connection. The good news is that iBeacon comes with all devices that operate iOS 7.

iBeacon allows companies to push offers and promotions straight to the consumer (providing they have downloaded the company’s app first).
This opens the way to loads of innovation in digital marketing and has already been adopted by many companies.

Macy’s the famous US department store has been using iBeacons to alert customers of current special offers when they enter the store.

American Eagle Outfitters also uses iBeacon technology to send customers a welcome message as they enter the store and inform them of location specific rewards.

iBeacons may be the solution for retailers to finally bring the online offline.

Online + Offline = Bottom Line

Online + Offline = Bottom Line for Institute of Directors

Conor Lynch presented to an audience of Irish business directors for IOD Ireland last week about how Online + Offline = Bottom Line.  His short presentation focuses on the opportunities available using social media and digital listening.

Please get in touch if you would like Conor or one of our team to come and talk at your business event.

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Digital Marketing Specialist career opportunity at leading Irish retailer

Our client is one of Ireland’s largest retailers of bicycles, with stores in Ireland and a large, growing online business.

They are seeking to recruit a highly motivated Digital Marketing Specialist to help develop and execute the digital and social marketing activity of the Group.  Key focus of this role will be to ensure all digital marketing and social media business development aspects are appropriately integrated into our overall activity, ensuring all activity is aligned with the business objectives of the Group.  The successful candidate will work as part of a young and dynamic team.

Salary: DOE

Desired Skills & Experience

  • A Level 8 Degree in a relative field is a requirement.
  • A flair for communications, both traditional and digital, with previous working experience creating PR campaigns.
  • Previous working experience managing Social Media channels and a practical knowledge of HTML and CSS skills.
  • Highly creative, inspiring, hard worker, great team player with the ability to work independently.
  • Passion for digital communications and knowledge of current digital trends.
  • Fluent in English.
  • Strong attention to detail, excellent written English skills and strong organisational skills.
  • Ability to work within tight deadlines, thrive in a very fast paced environment and demonstrate high levels of flexibility.
  • Must have a strong knowledge of Digital Marketing and SEO.
  • Excellent relationship management and communications skills.
  • Excellent Microsoft Office skills (ie: Microsoft Word, Excel and PowerPoint).
  • Experience/Knowledge of tracking and recording results of digital marketing efforts.

Please send your CV and cover letter to team [@] socialmedia.ie

 

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Digital Marketing Ninja wanted to gain experience with award winning team

Following the roaring success of our recent Digital Marketing Ninja recruitment, we are throwing open our dojo doors again!  We are looking for a full-time or part-time Digital Marketing Ninja to join the team immediately.  This mission would suit a fanatic in the arts of digital and social media marketing.  By joining our elite team you will gain industry experience with one of Ireland’s top digital specialists who offer a range of Digital, Social & Mobile services.

The Job
After your initiation to our brotherhood of ninja, you will work on internal projects and client work in the area of digital, social and mobile marketing.  You will gain invaluable experience with website content management, blogging, community management, digital video, email marketing, Facebook, Twitter, LinkedIn, mobile media and much more!  The student shall soon become the master…

The Ideal Candidate
Ideally you will already have the following –
Business degree, Communications degree, New media
Some experience in digital marketing and social media
Good Presentation Skills
Excellent writing and editing skills in English
A strong knowledge of Digital Marketing Metrics and Analysis is a plus
Martial arts skills not required (for now…)

About Us
SocialMedia.ie is a specialist Irish social media marketing business established in 2010.  We provide a full range of services including digital strategy, digital training; marketing campaigns; blog and website design; and digital content development including video and Facebook Apps.
Our clients include numerous local start-ups, SMEs and international businesses particularly in B2B social media.  We are also training partners to NUI Maynooth, Digital Marketing Institute and Dublin City Enterprise Board.

The Offer
This is a full time / part time junior position with considerable training.  We are looking at a 2-3 month trial period before we promote the person to a full time salaried position.  Commission on sales is available immediately if you can help us win new business.

People eligible for JobBridge can apply through this program and should the candidate prove successful after the the 2-3 month period a full time salaried position will be offered.

Digital Marketing Ninja Application Process

After everyone’s CV has been submitted the most fun and creative candidates will be invited to assemble at our digital dojo to take part in a SocialMedia.ie Masterclass for 2-3 hours.  Once our Digital Marketing Sensei completes your training the fun begins and may the odds be in your favour, Daniel-san (or Danielle-san).

Candidates will be divided into small teams and be given a brief designing a proposal for a non-profit organisation.  This development will be guided by one of our social media ninjas that will provide all the information that you need to accomplish your mission.  The Digital Marketing Sensei will select the candidate best suited to the position.  And for those who are not successful this time, hopefully you will have developed some great new projects and skills for your portfolio.  As wise men say, “with many little strokes a large tree is felled”. Good luck!

To apply, contact us on team@socialmedia.ie with your CV and details of your availability with Digital Marketing Ninja in the subject line.

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Select The Right Digital Channels For Your Next Campaign

For any type of campaign or marketing plan your business has run in the last few years (and certainly in future), digital channels may be playing an increasing role.  They make your audience easier to reach, providing instant delivery and the chance for rapid response.  Any offer or update you deliver digitally also allows easy sharing over social media and possibly best of all, digital marketing channels are so easy to measure.  Digital can now stand shoulder to shoulder with traditional marketing channels in the majority of businesses.

The various types of digital marketing channels all hold different strengths that will make some more important for your own business to focus on.  The mix you select depends on your own goals for your online marketing plan, the type of message you hope to deliver, and of course the audience you hope to reach.  Let’s start with a quick look at some popular uses of different channels.

Digital Channels – The Usual Suspects

Email – For lengthier announcements like new product launches, monthly newsletters, email is often the channel of choice

SMS – Great for bite size offers and updates.  Often includes a prompt or code to redeem on another channel (e.g. purchase online with voucher code).

Website – With the rise of content marketing, a company website often houses important areas like the company blog.  It is now usually the hub for many digital marketing campaigns.

Mobile Apps – Often used by existing customers. GroupOn, Booking.com, eBay are some of the companies keeping customers ‘captive’ while browsing this way.

Social Media: Facebook – Great for awareness based campaigns.  Allows brands to humanise themselves and improve interaction with their audience.  Useful for promoting offers too.

Social Media: Twitter - Useful for building interaction, and for improving customer service satisfaction.  Suited to important announcements, breaking company news and pop-up sales.

Don’t Overload Your Digital Audience

 

As you can see above, some digital marketing channels are more suitable for certain messages than others.  It is important to bear in mind too that many members of your audience may have simultaneous access to several of these channels at once.  The smartphone means that your offer could be received by SMS, email, Facebook and Twitter all at once to the palm of the owner’s hand.  This can reduce the effect of the message you hope to deliver so consider this when planning a campaign across multiple digital channels.

 

The Power Of Measurement

Digital marketing channels offer a reliable, instant and easy to digest measurability that can be key in monitoring performance during and after a campaign.  You can actively monitor digital metrics such as responses and shares, viral reach of your social media posts, click-through rate and many more. We explored metrics such as this in a previous post.  Match what you are measuring to your own marketing goals and all can be useful signposts on the road to a successful multi channel marketing campaign.

Always be testing

It could be seen as conventional wisdom to say that younger consumers, especially ‘digital natives’ are best contacted through digital means.  Will they eagerly share an offer posted via social media, or any digital medium that pops up on their smartphone?

Then consider older consumers, do they still prefer the tried and tested ways, loving a letter in their postbox to offer them a discount or bonus?

If you assumed this is the ‘norm’ for these different types of consumer, this may be a good guess, but what about your customers, can you be so sure?  Don’t rest on your laurels and assume you have everyone figured out.  Your own audience will tell you by previous behaviour how they can be tickled with an offer and what digital channels they are happiest to respond by.  Your own findings may even surprise you.  Launch, test, refine, repeat!

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In Summary

Whether your next digital marketing campaign is primed to raise awareness, build customer interaction, increase sales or to generate new leads, you have many marketing channel options to ensure you can deliver your message successfully.  Match your channel mix to your own campaign focus, always be aware of what your customers are telling you by their previous responses.  Don’t be afraid to evolve the process over time.

The next time your business has a new product or offer ready to promote by digital means, delivering it appropriately to your audience is a big step in turning a good campaign into a great one.

 

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Under The Hood – The 6 Key Parts Of Your Digital Marketing Engine

Today we will look at what separates an old, run down marketing strategy from the sleek, supercharged digital engine that drives a clued-in company.  Let’s pop the hood and see what makes souped-up digital marketing tick!

1. Create Useful and Shareable Content

The web is chock full of companies and brands advertising their wares. Being heard in the digital space with just an advert or sales pitch is a sure fire way of being lost in the ether.  To attract the new and empowered online customer you will need to grab their attention and make them come to you.

How? Create content that is relevant and useful to your customer base.   This will encourage them to return to your site again and again and improve customer perception of your brand.  This can be hugely effective and cost efficient way of increasing leads and sales opportunities.

2. Build Your Community & Fanbase

Now you have a strong and active web presence. To borrow a classic movie quote “If you build it, they will come”?  Not necessarily!  Ensure you get your message heard, if people are sharing your content, find out where and how.  Encourage these behaviours further amongst your customer base. Common examples here are clever uses of polls, questions, contests and competitions.

3. Interact With Your Audience, Build Trust

Social media marketing has allowed mass conversation between companies and consumers.  Brands can now reach out and make real connections with their customers.  Use social media to humanise your brand, start conversations and spark debate.  This will help create enthusiastic customers and in time, brand evangelists.

4. Maintain a Sales Focused Website

Your website is your crown jewel online, the one part of the web where you control every aspect of your brand’s message.  Test your own site from a customer perspective, is the search and purchase process clear and easy to understand?  If customers have to jump through too many hoops to purchase, they will simply leave and never come back.

5. Measure Your Effectiveness

Behold the altar of metrics!  Whatever your digital focus is (increasing fans, engagement, increasing sales leads) ensure that you are tracking the effects your strategy across your various web and social platforms.  Measure before, during and after any campaign, that way you can adjust your behaviour to repeat successes and avoid repeating failures.

6. Re-evaluate Objectives, & Go Again!

Of course, the road goes ever on regarding your brand’s performance.  Whether a campaign has met your goals or not, strive to create an action plan for any peaks and valleys in your performance that you may have noticed along the way.  Learn any lessons, refine your technique and get back into the fray.  Digital never sleeps!

If you’d like to know more about any of the topic discussed above, or how they can affect your business, please drop us a message.

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Become a Monitoring Master and Generate Leads

Listen to your competitors customers, you might learn something! Getting honest and unsullied opinions from consumers regarding your competitors has never been easier.  In fact, you don’t even need to ask them!  Traditionally, surveys and focus groups have always been useful sources of measurement on customer sentiment. Neither, however, offer the currency and (arguably) the honesty of some discreet social media monitoring.

By now many businesses are using social media monitoring tools.  The most obvious application is what some call ‘Ego monitoring’.  ‘Ego monitoring’ is listening for any mentions of your own company online, be it positive or negative. This style of monitoring can be useful, but instead, why not take things up a notch?!

listen-300x300-resized-600Become a Monitoring Master

If you read yesterday’s blog on determining your competitor’s KPI’s, then  you have a perfect framework for zoning in on their strengths and weaknesses. One example we enjoyed reading about was from Harley Manning’s book ‘Outside In’.  Accor Hotels (owners of the Novotel and Sofitel chains) prepare daily reports from head office for their individual managers, these reports contain up to the minute customer sentiment online.  This way they can detect potential problems, branch by branch, and can then act to nip them in the bud before they snowball.

A savvy social media manager would have the same reporting set up, except they’d report on other chains in their market, such as the Radisson Group, Best Western and Marriott Group.  The company can probe for weaknesses in the competition across different territories.  Now armed with this easily sourced, hugely insightful customer data they can base a marketing or ad campaign around highlighting these shortcomings.  Cheeky yet highly effective!  All from gold plated, freely sourced competitor information.

David Vs Goliath – smaller size equals nimble reaction

A 2012 study by Conversocial has shown that a mere 13% of customer complaints delivered to the door of America’s biggest brands (including Footlocker, GAP) are responded to. They receive so many @mentions per week (over 8000 in some cases) that even the largest brands are buckling under the weight of this volume.

At home, with high streets containing empty shop units like missing teeth, independent retailers that are determined to grow could use this to their advantage.  Maintain a laser focus on the big players in town for these type of complaints and service gaps, filtered by geography.  A clever, smaller retailer could jump into the conversation, offer to fill the gap in experience the customer has suffered and hey presto!  You’ve got yourself a lead.

Now, just ensure when they enter your store that you have the means to deliver on any promise you’ve made.  But that’s a project for another day.  One step at a time!

 

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In the social media fitness centre, are you fitter or fatter than your competitors?

In the digital age, marketeers have the power to measure their performance more effectively than ever before. Well defined and measured KPI’s (Key Performance Indicators) are the key to measuring your performance in your own marketplace.  Did you know that you can look at your competitors KPI’s and compare them against your own?   Here are 3 ways you can gauge your social media fitness against the competition using freely available data.

The Basics:  Followers & Visibilitylike

  • Follower/fan count
  • Post/tweet totals
  • Reach/exposure

These are the easiest to find and compare.  They provide a general overview of competitor performance.  But beware!  They can be misleading…  A company could be gung-ho to gain thousands of followers through Facebook ads, but have no meaningful interaction with any of these fans.  That’s why you have to go deeper…

Advanced: Interaction

  • Retweets
  • Shares
  • Replies/comments
  • Mentions
  • Contributors (who is retweeting you, and how many impressions they created)

Now we’re getting somewhere. Social media is about interaction, you need to know how your conversations and content stack up against your competitors. If they are gaining more retweets, shares etc, look into their style of interacting with their audience.  Maybe they are the kings of clever #hashtagging?   They turn everything into a question that simply must be answered?  If there are lessons to learn here,  incorporate their strengths into your own model. Don’t worry, all they can do is shake their fist at you as you make up the lost ground!  If they are trailing in your wake, don’t ease up as there is no finish line in social media…

social-media-analysisExpert:  Content style – Frequency and Source

  • Facebook updates
  • Tweets
  • Blog posts
  • eBooks
  • White Papers
  • Video

Quite simply, look at their content.  Check for times when your competitors channels were most active.  Did this result in spikes in engagement?   Were they posting their own, original content, or mainly links to outside material?  Look at what content worked best with their customers.  This will inform your own social media team on what works best for your particular market.

HOW TO MEASURE UP

As you know, using relevant KPI’s to measure your social media fitness is vitally important.  The real edge though, is using the same criteria to spy on your competition.   This practice, taken regularly, will ensure you don’t fall behind or get into bad habits when dealing with your customer base through social media.

If you’d like to learn more about competitor analysis, then please contact us at team@socialmedia.ie.