Get Social 2014
On the 13th of October 2014 I attended a mini conference on using social media within a business to increase awareness and increase sales and revenue within that business.
The conference was opened by Dr.Theo Lynn, business innovation platform director in Dublin City University. He spoke about the many initiatives set up and ran within DCU. I was surprised to learn that DCU is leading the way in terms of social media within colleges. DCU is creating a model that allows business predict what consumers want before they realise they want or need it.
The first speaker was Deirdre Hogan from Gajo. Gajo is a company which allows for an easy and quick way to discover your target audience on social media’. This allows companies to spend fewer resources finding the target audience on the internet. This improved targeting leads to higher conversion rates. Gajo was set up based on research Deirdre Hogan done in DCU. Gajo was only recently launched but is already proving to be very successful. I feel this company will benefit a range of industries as they will be able to save resources instead of wasting them on pointless advertising. These companies will know now be able to hit the audience they feel is most suited to them. Overall I feel this business model is exemplary.
In quick succession was Jane McDaid of Thinkhouse. Thinkhouse specialise in connecting with 18-35 year olds through social media advertising. I found myself that Jade’s talk was the most interesting of the day. She relayed some interesting facts such as for every one person that uploads at video, six people watch that video. There has also been a fifty-two percent increase in confidence of people buying items on-line. This is a satisfying statistic for those business’ which do business on-line. Jade explained how to make a good video advertisement for social media. The video content must excite the audience is key and to do this one of the seven sins of killer content must be used in the video. These seven sins are;
- Lol- the video must make the audience laugh as this will grab the audience’s attention. An interesting fact! Fifty-five percent of Irish people seek out comedy in a video.
- Epic- the video must make the audience go WOW! the higher the ‘epicness’ of the video the more shares it will receive. This is beneficial for the company as this sharing can be viewed as a form of free advertising. Volvo and Lynx are two brands which have outstanding ‘epic’ videos.
- Emotive- the ads should carry some emotion to play on people’s heart-strings to encourage people to buy the product.
- W.T.F?- a good advertisement will make the audience go ‘what is this?’. This will cause the product to remain in the consumer’s head and more willing to part with their money.
- Zeitgeist- this means the ad must be the first of its kind, if not there is no point. Video press releases contain this sin.
- Not safe for work- the video has to be something that the consumer cannot do by themselves.
- Informative- the ad must inform the consumer about something e.g. the product and it’s benefits. Thirty-one percent of people on-line consume documentaries of at least three minutes. Heinekien often play on this sin.
Following Thinkhouse was Lucy Campbell, managing director of RTÉ Digital. RTÉ Digital was set up in 2011 to drive innovation within RTÉ as well as support commercial goals and create a digital organisation within the television station. Like Jade McDaid from Thinkhouse, Lucy Campbell too gave us some interesting facts about the ever-changing media-driven audience. Seventy-three percent of Irish people have a smart phone but only four percent of Irish sites are mobile optimised. As you can see from this statistic there is a big hole between the two. This may lead to decrease revenue for those companies who do not have mobile optimised sites as consumers get frustrated looking at the inappropriate sites.
One initiative set up by RTÉ Digitial is GAAGO. GAAGO informs and entertains consumers from around the world. So far GAAGO has over one hundred and fifty million accounts. GAAGO shows all the GAA games and subscription is relatively cheap. I feel GAAGO is a worthwhile project on behalf of RTÉ Digital as it allows people no matter where they are enjoy our national game.
Following a short break it was the turn of Alan Coleman to take to the stage. The CEO of Wolfgang Digital, Coleman gave us insights to marketing on-line especially using Facebook. When marketing on social media one must be aware of the awareness, interest and action of the consumer. Astonishingly Facebook reaches approx two million views per day making a cheap and easy was to advertise to the mass market. To me the most remarkable thing Coleman said was that the closer you are to purchasing the more ads that will appear on the Google. This is incredible! Our technology has come so far that our search engines can target the consumer just when they are about to make the purchase and not annoy them when they are simply researching on-line.
In quick concession to Coleman was Nicolas Cappiello of LinkedIn. LinkedIn allows its users to get more involved and inspired by LinkedIn’s remarkable content. They become more involved and inspired through peers, thought leaders, news and companies. Another striking thing that Cappiello discussed was that is very easy to manage two lives within one account. One could have a social life and a work life within the one account. Although his accent didn’t travel fluidly around O’Mahoney hall and I had some difficulty understanding him.
The final speaker of the day was Eric Weaver of IPG MediaBrands. Eric one of the first digital marketers has seen a huge change in how we now advertise. Since 1994 when the internet was introduced there has been a big move from print advertising to advertising on-line. Although print advertising does still exist. ‘It’s all about content’. This was what Weaver biggest message to us. The content of the ad must be good or else the advertisement won’t work and it would have been a waste of money. Although consider this, ninety-five percent of the target audience won’t even see this advertisement. This statistic is just astonishing. I enjoyed Eric Weaver’s talk as he gave us a real life example of a company advertising on the social network. That company was Oreo and for their one hundred year old birthday they set up a glass box in Times Square. Everyday they would come up with a twist on the Oreo cookie based on what was going on around them in the box or what was happening in the world. Each day they would have the new twist posted on-line and they did this for one hundred days in a row. This increased Oreo’s followers on social media by two hundred and eighty percent!He also explained how influential marketing on Facebook can be. Although to advertise on Facebook it is relatively cheap and Facebook has good conversion rates. Advertising on Facebook can be applied to a wide range of business’.
Overall I enjoyed the mini-conference and gained valuable insights into the world of marketing on social-media.