Category Archives: Digital Marketing

Top Tips for Creating a Digital Marketing Plan!

Most of the social media training courses I do cover a section on how to put together a digital marketing plan.  You can spent hours posting online, but if you don’t have a strategic marketing plan, you may just be talking to yourself – and we all know that’s a sign of madness!

So, here are my top four tips  for creating a digital marketing plan for your business…

1. KNOW YOUR BUSINESS GOALS Digital Marketing

Define your company, its products or services.

What sets you apart from your competition?

What do you want to achieve from your digital marketing campaign – increased footfall to business, more purchases through online shop, increase use of an app, encourage customers to make a booking through an online system or by phone?

2.  KNOW YOUR CUSTOMER Digital Marketing

Profile your perspective customer in terms of age, gender, family composition, earnings, lifestyle and geographical location.

You may have different customers for different products/services and need to create digital marketing campaigns to appeal to different audiences at different times.

3.  DEVELOP A STRATEGY & TACTICSwww.communicationshub.ie

Which social media platforms?

What’s your call to action?

Type of content?

Frequency & time of posting?

Budget?

 4.  MONITORING & MEASURING Digital Marketing

What is the audience reach of your posts?

Are your target audience engaging with your campaign?

Did we achieve a ROI?

What lessons can we learn for future campaigns?

And there you have it – four easy steps to putting together a digital marketing campaign for your business.  Happy marketing!

Karen Twomey is a Digital Marketing Consultant with Communications Hub  and specialises in providing Social Media Training for businesses.  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie
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Too many Social Media Platforms, too Little Time?

Confused about which social media platforms your business should be on?  You’re not alone…Social Media Training

This is a question I’m always asked when I’m meeting with a business or running one of my social media training courses.  In fact, if I had a euro for each time, I’d be writing this blog from a golden beach in Hawaii…maybe it’s time to reconsider my professional fees.

Anyway, I digress.  Back to social media platforms.

Which social media platform is best for your business is a hard question to answer.  There may even be a place for many businesses on almost all platforms, but in reality, most businesses won’t have the time, inclination or budget for that.

I always answer that it’s better to be on one social media platform and do it well, rather than be on all of them, and failing miserably.

If you’d like something a bit more technical though here’s a breakdown of age profiles on each social media platform.  Think about your audience – Who are they?  What age are they?  Let that be a guide as to the social media platforms your business uses.  It’s also a great guide as to the type of content you should be posting – but that’s a blog for another day.

Social Media Training
(source: Spedfast.com 2018)

For those wondering why Snapchat isn’t included in that graph, it’s because Snapchat isn’t a social media platform, it’s a messaging service.  But, because I’m such a nice person, I’ve put together some stats on age profile use of that too…you’re welcome.

Social Media Training
(Source: Spredfast.com 2018)

So, to sum it up.  Facebook seems to be a ‘catch-all’ for all age groups, while the likes of Instagram and Twitter tend to appeal to a slightly younger to middle-aged aged group.  If your customer is under 25, Snapchat should be a focus for your business online.

Of course, there are always exceptions and the above is just meant as a useful guide for your business when trying to decide the best social media platforms to use.

For more information on social media training and online management, see our website www.communicationshub.ie

#SocialMediaTraining #DigitalMarketing #OnlineTraining

Karen Twomey is a freelance Public Relations and Social Media Consultant with Communications Hub  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie

 

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Is Your Business Being Left Behind?

COMMUNICATIONS HUB specialise in delivering digital marketing and online training campaigns and pride ourselves on using creative marketing to push beyond the boundaries of traditional marketing.

We work with SMEs and local organisations to help promote their brands online in a cost-effective and efficient manner, helping them to future-proof their business.

Want to manage your own online marketing?  We specialise in delivering one-to-one and group digital marketing and social media training and run various courses throughout the year, including a 12 week night course in Digital Marketing in Mallow College of Further Education.

Communications Hub is managed by Karen Twomey who has a Masters in Public Relations with New Media.  She has worked for many years in area of sales and marketing and brings a vast knowledge of business and customer service to the clients she works with.

What Communications Hub can do for you

So whether you’re starting a business, launching a campaign or simply re-branding, we can help.  Contact Communications Hub today and take the next step in growing your business!

Call us on 0877642575 or email Karen@communicationshub.ie

Communications Hub

#CommunicationsHub #DigitalMarketing #OnlineTraining

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Digital Marketing Training Cork

Is your business being left behind?

Did you know that over 80% of consumers research goods and services online prior to buying?

Or that 90% of businesses are now active on social media?

Make sure your business is being found online!Communications Hub

Here’s what Communications Hub can do for you…

💫 Digital Marketing
💫 Social Media Marketing
💫 Online Training
💫 E-Mail Marketing
💫 Content Creation
💫 Online Management

Communications Hub has a proven track record in delivering and implementing digital marketing and online campaigns, as well as developing content to help businesses stand out from the crowd.

We provide one-to-one and group digital marketing training sessions which can be tailor-made to suit your business’s online requirements.

For further information see www.communicationshub.ie or call Karen Twomey on 087 7642575 

Communications Hub

#DigitalMarketing #DigitalMarketingTraining #OnlineTraining #Cork 

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Upcoming Social Media Training for Business

Need some help getting your business online? This 2.5hr social media training course will improve your online skills and help your business/organisation to stand out on social media.

Topics covered include:

* An overview of social media platforms, their audiences and use in
the Irish market
* How to create and upload engaging content – text, photos & video
* An introduction to Blogging, Email Marketing & Search Engine
Optimisation
* How to save time using content calendars and online scheduling

It’s the ideal course for anyone who wants to get to know a little more about social media from a professional perspective and improve their online marketing.

COST: €30 per person

For further information contact Karen Twomey on 0877642575/karen@communicationshub.ie or see our website www.communicationshub.ie

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Is your Business using Hootsuite?

If so, make sure you’ve read the following changes recently made to Hootsuite policy.

To keep users’ information safe and secure, Facebook is changing the way all partners like Hootsuite access data.  Hootsuite is in full support of these changes because they believe they are critical to maintaining trust between social media users. Some of these changes have impacted or will impact Hootsuite functionality.

As of April 4th, changes to the Facebook and Instagram APIs have impacted Hootsuite in the following ways:

  • Facebook Group, Event, and Page Search streams will no longer display identifiable user information such as username and profile picture.
  • Facebook Page Search streams will be deprecated. It will no longer be possible to add streams for Pages you do not own.
  • Facebook Events and Groups will be deprecated from the dashboard, including:
    • Events streams for Facebook profiles, groups, and Pages.
    • All Facebook Group streams: Timeline, Scheduled, and Activity.
    • Publishing to Groups.
  • Facebook Pages added or reconnected in Hootsuite after April 4 will no longer support Facebook private messaging functionality. This means that the following will no longer be available:
    • Messages stream for Facebook Pages.
    • Automation and assignments for Facebook private messages.
  • Mentioning Instagram users, Facebook Pages, or Facebook users in posts will no longer be supported.
  • Tagging Facebook branded content will no longer be supported.
  • Liking Instagram posts or comments will no longer be supported.
  • Following or unfollowing Instagram users will no longer be supported.
  • Commenting on Instagram posts will no longer be supported, except Instagram Business profiles who can continue commenting on their own posts.
  • Instagram user search streams will be deprecated.
  • Instagram data will no longer be available in Hootsuite Impact’s Brand Tracker module.

As a social media manager, these changes are sure to impact the day to day management of our client’s social media platforms and the implication of this will only be felt in the coming weeks.

Is this the start of the end for all third-party apps on Facebook?  I think so.

Karen Twomey is a freelance Public Relations and Social Media Consultant with Communications Hub  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie
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Latest Social Media Stats for Ireland

The latest Ipsos MRBI stats on social media use in Ireland don’t yield many surprises – not least the huge growth that Instagram has enjoyed in Ireland over the last few months.

Instagram is now officially the fastest growing social media platform in Ireland and has grown by a huge 7% from November 2016 to November 2017 – leaving the once ‘Golden Child’ Snapchat in its wake, with a growth of only 3%.

The other big winners of 2017 were Pinterest – which experienced a much-needed boost of 5% to make it the 5th most popular social media platform in Ireland.

Likewise, Twitter has enjoyed a growth of 4% in account ownership, although it has been pushed into 3rd position in terms of daily use of a social media platform, having been overtaken by everyone’s current favourite, Instagram.

The biggest loser of 2017 has been Google+, an increasingly redundant platform save for its ties in terms of its Google/ search engine optimisation association.

Facebook has experienced a drop of 2% in account ownership and a further 2% in daily usage.  Although, with 65% of the population still having accounts and 69% of those using it daily, it’s far from its demise.

Below are the stats for account ownership in Ireland up to November 2017

account ownership nov17
Ipsos MRBI Nov 17

And daily usage up to the same period

Communications Hub

So, what does this mean for Irish businesses in terms of digital marketing going forward?

  • Video is still King
  • Infographics reflect the trend for bite-size info
  • In the moment/Live content is still the most engaging type of content
  • Micro-blogging is going from strength to strength
  • Less is more – and less than that is more again

So there you have it  – social media continues its charge forward and is cementing its place as the most popular and effective marketing tool in Ireland.

Karen Twomey is a freelance Public Relations and Social Media Consultant with Communications Hub  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie
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In a world of Kardashians, be real

An American Family is often credited as being the first proper reality TV series to hit screens in 1973.  It was a fly-on-the-way documentary that followed the lives of ordinary couple Bill and Pat Loud and their five children.  Containing arguments, affairs, and ultimately divorce, it caused a furore in America and changed the face of television forever more.

The model of reality TV didn’t change much over the years and became a ‘social norm’ for those growing up in the noughties, which saw an explosion in such series.  Programmes like Keeping Up with the Kardashians, Big Brother and Masterchef were churning out reality tv stars by the week and, suddenly, we had a whole new type of celebrity.

We found ourselves swamped with reality tv stars everywhere we turned – tv, magazines, every type of opening imaginable and, of course, online – and so was born the ‘Influencer’.  It was the growth of social media though that really exploded the power of these influencers and brands began falling over themselves to be associated with the ‘celeb of the moment’.

As with all fads, the reality tv sector eventually reached saturation and we started to tire of the ‘z-listers’.  We wanted something new, something authentic and real.  We grew tired of scripted ‘fake reality’,  we wanted real people in real life circumstances.   And so dawned the era of social media influencer – real people, just like you and I.

Popular online influencers tend to be bloggers or vloggers on certain topics – fitness, clothes, make-up, parenting, cooking – the list is endless.  It takes a huge amount of hard work to make it as an online influencer and build a following large enough to attract brands to use your influence as paid promotion.

This type of marketing has exploded in recent years and focuses on influential people, rather than the target market as a whole.  A brand identifies individuals that have influence over potential buyers and orients marketing activities around these.  It works because people buy from people they trust.

Social Media Influencers focus on particular genres and build a following of similar minded people.  They are in a position to build ‘real’ relationships with people who brands also want to build relationships with.  Influencers reach consumers via their blogs and social networks and their marketing clout has been steadily growing along with the popularity of platforms such as Instagram and Snapchat.

According to recent research, 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions.  The same research found that 30% of consumers are more likely to buy a product recommended by a non-celebrity influencer, as they relate more to these and value their opinions more than that of celebrity influencers.  And that really brings us to the crux of the current controversy – the issue of transparency and trust.

Influencer mkt

The appeal of non-celebrity influencers centres around our ability to relate to them.  They invite us into their lives, their homes and their families, and become our ‘friends’.  A study by Altimeter Group showed that out of the influencers surveyed, 71 percent say their followers remain engaged due to the influencer’s authenticity…but what happens when an influencer isn’t being authentic?

In a world of millennials, where the line between the online and offline worlds has become so diluted as to almost be invisible, these online influencers are as authentic to many as ‘real-life friendships’.  They trust and believe these people, so when they make a recommendation, that carries a lot of weight.

For a long time, many influencers were getting away with blatant advertising cloaked as ‘friendly advice’ until the Advertising Standards Authority of Ireland (ASAI) started to clamp down on them and insist on transparency when being paid to promote products.  We now see bloggers using the likes of #promotion #sp or #ad to let us know that the post is a sales promotion.

While that was certainly a step in the right direction – although not every online influencer has been following the ASAI’s Code of Advertising Standards – it still left a huge grey area in terms of transparency.  What happens when a blogger isn’t being paid for a promotion but is instead receiving free products/perks from a company in lieu of promoting same?  Surely this should be subject to the same rules as paid promotions?

Unfortunately not, and so it’s increasingly difficult to distinguish between what is genuine advice and what is paid promotion anymore.  For me, this reflects a huge violation in terms of honesty, decency and truthfulness – the very core values on which influencers build their following – and ignores the bloggers’ responsibility to those followers and society as a whole.

Many of these Influencers are role models that their followers aspire to, especially the younger generation.  They wield a lot of power and that’s why transparency is so important.  Much of the current controversy has focused on the use of filters, or worse still, photoshop to alter images, thus creating unattainable body goals for many young influential followers.

There has also been concern that certain influencers have used cosmetic surgery, fillers, botox, etc. while claiming their enhanced looks are due to certain products.  A recently set up Instagram account under the handle @bullshitcallerouter has been calling out influencers on their false advertising, re-posting various pictures which had clearly been altered or photo-shopped.

So where to now for influencer marketing?  Onwards and upwards it would seem given the continued growth of social media.  Hopefully, however, the current focus on the area may force a more transparent and honest approach from influencers and encourage the brands they work with to take more responsibility for the type of content being created in their name.

As the mother of a young girl, I certainly hope so.

Karen Twomey is a freelance Public Relations and Social Media Consultant with Communications Hub  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie

 

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Why Email Marketing Works

Did you know that email marketing delivers up to 40% more return than all the other social media platforms combined (Forrester Research, 2015).

With this in mind, it’s time to dust off the MailChimp account and set about reconnecting with your customers through well thought out email marketing campaigns.

Still not convinced?  Check out these stats….

Communications Hub
(Weblizar.com 2017)

And, if that isn’t enough – here are even more great reasons to include email marketing as part of your business’s digital marketing campaign:

  • It’s cost-effective
  • It’s easy to produce
  • Allows for excellent targeting
  • Provides detailed feedback & analytics
  • It’s a great tool for building relationships

Building a good list of email addresses can take time, but it’s time worth spending.  What you’ll achieve is a mostly organically grown list of genuinely interested customers/potential customers and that’s so much more worthwhile than more dubiously put together lists.

It should go without saying – but just in case – NEVER buy an email list.  It’s a recipe for disaster and can ultimately do more harm than good to your reputation.  Also, keep in mind the new General Data Protection Regulations (GDPR) which come into effect on 25th May replacing the existing data protection framework under the EU Data Protection Directive.

Instead, build your list through useful and engaging content, special offers and by offering value.  Also, promote your email marketing campaigns on your website and social media platforms and create a lead magnet to entice your audience to sign up.

And remember, always get permission before engaging in email marketing, be honest and transparent about who you are and what you offer, and always include an opt-out/unsubscribe option.

Other than that, happy emailing!

Communications Hub

Karen Twomey is a freelance Public Relations and Social Media Consultant with Communications Hub  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie
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Latest Stats for Social Media Use in Ireland

According to a recent survey by Ipsos MRBI on Social Media Statistics in Ireland, Facebook account ownership dropped in Ireland to a low of 59% in April before returning to January 2017 levels of 64% in August.

Communications Hub

It’s a small dip, but still represents a significant indicator of how social media platforms are developing in the current social and economic climate.1.695* million adults aged 15+ in the Republic of Ireland use Facebook on a daily basis.

The drop doesn’t take away from the fact that Facebook is still the number one social media platform in both Ireland and the world, with 1.695 million adults aged 15+ in the Republic of Ireland using it on a daily basis.

TWITTER

A big winner so far this year has been Twitter, which after a few quarters of negative or no growth, has seen an increase of users of 6% – the highest level of growth experienced across all social media platforms in 2017.

Communications Hub

INSTAGRAM

After a growth of 6% from June 2016 to January 2017, Instagram remained stagnant with 28% of the Irish population having accounts.  56% of those with accounts use Instagram daily, making it the second most used platform, behind Facebook, in Ireland.

IG trend data

TINDER

Another platform which has been holding steady now, both this year and last, is Tinder.  5% of the Irish population currently have Tinder accounts, showing that the popular dating app is going nowhere anytime soon.

AND THE LOSERS… Communication Hub

Other social media platforms that experienced drops included           Google+, LinkedIn and Pinterest.  No great surprise to see Pinterest in that category given it has been performing poorly now with the last few quarters – despite a temporary jump in January this year.

All in all, there were little surprises in the recent statistics on social media use in Ireland.  What the figures do show, however, is that while certain online platforms may increase and dip in popularity over the course of the year – social media is going from strength to strength, both for personal and business use.
Karen Twomey is a freelance Public Relations and Social Media Consultant with Communications Hub  For further information Tel: 087 7642576 or email: Karen@communicationshub.ie
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