Tag Archives: Digital Marketing

It’s not what you say, it’s how you say it

Last weekend I attended the All Together Now festival set in the stunning landscape of Curraghmore House in Portlaw, Co Waterford.

Having purchased our tickets months back, we were eagerly anticipating what was promised to be a weekend of “like-minded people, music lovers, passionate performers, families, artists, musicians, creators, rebels, and refugees of a changing festival landscape…”

Wow, high hopes indeed.

My husband was lucky enough to escape from the ‘kiddie run asylum’ we call home on Thursday night and went off with some friends to get set up in anticipation of my arrival the next day.

Chomping at the bit on Friday, I all but did a drive by dumping of the kids at the grandparents’, and took off all smug and chilled in the knowledge that within the hour I’d be getting my festival vibe on with a nice cool can of Heineken.

Little did I know…

All Together Now

The traffic woes of the forsaken All Together Now festival goers have been well documented and, as there’s a good chance I’m still suffering from Post Traumatic Stress disorder from what should have been a 1 hour maximum drive instead taking 5 1/2 hours, I’m not even going to go there again.  You can Google it if I’ve lost you.

Yes, I did mean FIVE AND A HALF HOURS.  The last hour of which I spent in desperation for a wee.  Which at least helped pass the time as I contemplated all kind of acrobatics to relieve myself into the only vessel I contained, an empty coffee cup – you’ll be glad to know I resisted, just about.

So anyway, I got there, and to a toilet.  It wasn’t the end of the world.  Sh*t happens and all that.

What really did suck though was the completely inadequate response from the organisers of All Together Now, who basically ignored what was happening and went on a social media shutdown.  They only updated their accounts later that night to blame the delays on the number of people attending.

Now, I’m no expert in event management but when you sell 22,000 tickets for your event, you better prepare for 22,000 people to attend.  Later Friday night they shared how amazing Fontaines DC were, which was scant consolation for those still stuck in traffic and missing the fun.

You probably don’t need me to tell you the response this generated across their social media platforms all weekend…

All Together Now

But hey, we’re all human, we all make mistakes.  The thing about mistakes though is that most of them can be forgiven…if you take responsibility and apologise.  Blaming other people for your mistakes is just plan rude.  And in the words of Patti Smith – the people have the power – especially in the world of social media.

After mature reflection (and a possible change of PR companies), the organisers of All Together Now did take responsibility and went on a damage limitation strategy.  Fair play, and better late than never.  They put on a great festival in so many ways and hopefully they’ll learn some valuable lessons from this year’s fiasco.

It did leave a bad taste though  – not to mention a very negative online footprint (we won’t even go there on the environmental footprint).

As someone who works in PR/Digital Marketing I always tell my clients that mistakes can and do happen.  There’s a fail safe formula for dealing with them though – acknowledge, apologise and promise to learn from it.  Simples.

All Together Now

COMMUNICATIONS HUB specialise in Digital Marketing Training, Social Media Training and Online Management for Business. 

 

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Why YouTube?

Does your business have a YouTube channel?  If not, here’s a few good reasons why you should!

Over 77% of the population use YouTube every week – so whether you know it or not, you’re probably a regular user of the platform too!

YouTube was established in 2005 and has grown from strength to strength over the years – much helped, of course, by the explosion of video as a content marketing strategy.  It is now the world’s second largest search engine (after Google) and the second most visited site after Facebook.

The average YouTube user spends an unbelievable 21 minutes per browsing session – compare this to Facebook at 11 minutes, Instagram at 6 and eBay at 6! (Similarweb.com 2019).

YouTube

 

In fact, over one billion hours of videos are now watched on YouTube every day with 1.9 billion monthly active logged-in users.  Of those 75% report watching YouTube on their mobile devices (Hubspot 2019) – a fact that should be kept in mind when designing YouTube content and adverts.

Useless Fact

The most watched video on YouTube is Despacito by Luis Fonsi.  Gangnam Style was the first you-tube video to be watched over a billion times.  It took five months to hit 1 billion views – in comparison to Despacito which took just over 97 days!

YouTube

Moving swiftly on…

YouTube ads can be In-Stream, In-Search and In-Display and research has found that they are 84% more likely to hold attention than TV ads.  After all, who watches live TV anymore!

YouTube ads can be especially good for building brand awareness, influencing behaviour and driving customers to your website…and who doesn’t want more customers, right?!

Of course, I can’t write a blog on YouTube without mentioning the important fact that it’s owned by Google and rates very highly in terms of SEO and SERP.  Couple that with the fact that video gets up to 60% more interaction than images online and it makes Youtube a no brainer for any digital marketing strategy!

I bet you’ve been singing this in your head since I mentioned it, right?  Here you go…

#YouTube #DigitalMarketing #VideoMarketing

Karen Twomey MA BSc is a freelance Digital Marketing Consultant and delivers a part-time QQI L5 Digital Marketing course in Mallow College of Further Education and a Digital Marketing Institute Professional Diploma in Cork Training Centre.  She also provides bespoke one-to-one and group training sessions.  For more information contact karen@communicationshub.ie
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Facebook Training Workshop Mallow

Time to improve your online skills?

This upcoming Facebook for Business Workshop in Mallow will help you improve your use of social media, increase your online reach and help you to create effective content.

Facebook Workshop Mallow

The workshop is one of a number of social media training courses that will take place in CoWork Mallow, with an Instagram for Business workshop scheduled to take place on Wednesday 20th March.

Spaces are limited to 6, cost €60 per person and must be pre-booked by emailing karen@communicationshub.ie or phoning 0877642575.

Take the first step today, and help your business stand out from the crowd!

Karen Twomey is a freelance Social Media Consultant with Communications Hub  and provides one-to-one and group social media training sessions as well as social media management.

 

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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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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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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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Social Media for Business Course 22nd Feb & 1st March

Need some help getting your business online?

This 2.5hr course will improve your online skills and help your business or 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 schedulingSocial Media for Business is 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.

When:   Thurs 22nd Feb from 10.00am – 12.30pm or
Thurs 1st March from 7.00pm – 9.30pm

Where:   Fermoy Community Youth Centre

Cost:   €30 p.p.

For further details or to book a place, see the below links:

Thursday 22nd Feb: https://www.facebook.com/events/397318247375666/

Thursday 1st March:
https://www.facebook.com/events/746585708864667/

Or contact Karen Twomey on 0877642575/karen@communicationshub.ie or see our website www.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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SCSI Annual Rural Seminar 17th Nov

I’m delighted to have been asked to speak at this year’s Society of Chartered Surveyors Ireland Annual Rural Seminar taking place on Friday 17th November at Midlands Park Hotel in Portlaoise.

Before I took the plunge and returned to college to do my masters, I spent 10 happy (well, mostly!) years working as an auctioneer.  I was lucky enough to begin my career in a thriving property market that was just about to be picked up and carried away by the beast that was the Celtic tiger.

Marketing in the property world in those days consisted mainly of glossy brochures,  carefully designed sales packs and expensive media advertising campaigns.  To be fair, there wasn’t a huge need to be too inventive – properties were selling like hotcakes and there was plenty of money to spend on outsourced marketing.

Like the Celtic tiger, I too took off running for the proverbial hills towards the end of the noughties.  The property market was nose-diving, with little sign of a safety net to break its fall.  Even then though, it was hard to believe just how bad this recession was shaping up to be.  The property market became an incredibly tough game and, like so many other young auctioneers, was no longer one I could afford to stay playing.

(www.tlaxcala-int.org)
(www.tlaxcala-int.org)

That was eight years ago and we’re only now beginning to see auctioneers start to recover, and begin to progress again.  I recently did some work with an agent who told me that the last 10 years have been mostly about ‘survival’ and it is only now that they can afford to focus on growing and investing in the business.

Technology has changed enormously in those lost years and with it communication and marketing techniques.  This has left a lot of property professionals struggling to keep up and utilise these new technologies to effectively market and sell.  The demise of print media has also pushed those involved in sales to turn towards the online world of promotion.

Digital marketing is by far the most effective form of promotion available to businesses today.  It is user-friendly, extremely cost-effective and easily measurable.  And we haven’t even mentioned the fact that 70% of us in Ireland now research goods and services online.  It’s a no-brainer.

So when I was asked to speak at the upcoming SCSI Annual Conference, I jumped at the chance.  The property market is one I understand and I know the benefits that embracing the online world can bring to it.

At the conference I will be looking at areas including an overview and benefits of social media usage, identifying and using the right platforms for the right audience, content writing and identifying and contributing to local media opportunities.

I’m looking forward to my brief return to the property market and hope to see plenty of familiar faces in the crowd!

 #DigitalMarketing #CharteredSurveyors

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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