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SOCIAL MEDIA: Make it part of the plan

Marcus Betschel

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Today

• Why social media is important

• How you can use social media

• How you can measure social media

• What about content?

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The traditional advertising-led marketing communications model

has been disrupted by the convergence of media.

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New and innovative content solutions are enabling brands to

achieve greater levels of scale, engagement and advocacy - accelerating

their influence and relevance in the

marketplace.

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The proliferation of quality content is being driven by

an ever growing marketplace of savvy

suppliers (publishers, broadcasters,

studios, brands, users) and co-operative models

(creation, co-creation, curation).

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The Convergence of Bought | Owned | Earned

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Digital Penetration

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Social Media Platform Growth

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Facebook | Australia

Facebook remains the dominant social media platform used by brands to engage consumers. A robust Facebook community is a good indicator of brand health.

Facebook continues to dominate as the most popular social media

site, being used by 93% of social media users. Facebook is also the

dominant form of social media presence for

businesses*

Australians spend an average of 1.7 hours per

day on Facebook **

About 5 million Australians watch a video on Facebook every day**

*Sensis Social Media Report 2015** Neilsen Social Media Report 2015

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Social Media Usual Suspects

Facebook is the largest social media platform with 93% of Australian social users maintaining a Facebook profile. The platform is mostly used for status updates, photo and video sharing, events, messaging and keeping in touch with friends

LinkedIn has a 28% take up rate in Australia. As LinkedIn was designed specifically for the business community, articles and education/development content is the primary focus

Instagram is an online mobile photo-sharing, video-sharing and social networking service. It’s highly engaging content means that brands and especially retailers have been early adopters of leveraging Instagram content and advertising

Google+ has not seen prolific usage by brands in Australia yet, but it’s large penetration of 23% of Australian social media users positions it to be a major content platform in the future.

Twitter is often considered the second largest social media platform, however only 17% of Australian social media users maintain a Twitter account. It’s primarily an information network made up of 140-character messages. Its quick form of relaying information in small pieces means it is most often effective in live-event situations- ie sports, world news, crises, announcements etc.

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Emerging Social Media Platforms

Pinterest users can upload, save, sort, and manage images—known as pins—and other media content such as videos and images through collections known as pinboards. It is anticipated that a ‘Buy-Now’ button will be added soon to Pinterest Pins

Snapchat is an application used to share photos, videos, text, and drawings. It's free to download the app and free to send messages using it. It has become hugely popular in a very short space of time, especially with young people. Messages on Snapchat disappear after 10 seconds

Vine is a short-form video sharing service where users can share six-second-long looping video clips. It has attracted man y younger users and created ‘Vine-Celebrities’ out of prime content creators

Periscope is Twitter's new live-streaming video app, not to be confused with the recently launched Meerkat, also a live-streaming app. It allows you to watch and broadcast live video from all across the globe, meaning you could switch from watching a peaceful wander across the beaches of Cornwall to a protest in Egypt. It’s usage is already spreading fast with celebrities live-streaming their day to launch events being shared online.

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How could this be leveraged in your environment?

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What are your goals for each channel?

• Why am I introducing this platform?

• What do I think it can deliver?

• Will it drive sales/visitation or will it act as an information repository/disseminator?

• How will it leverage my advertising spend?

• Why would people come to my social platform?

• How much content will it require?

• Do I have the resource to populate it?

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OpportunityMobilise the community by giving them the ability of choice to choose what they want to watch in theatres.

ChallengeHow can an organisation convert social media conversations into ticket sales?

Solution Tugg offers filmmakers tools to harness social networks to promote their films and build up demand for distribution. It also offers users the ability to demand for screenings in their local area.

Anyone can select a film and a theatre by becoming a Promoter for Tugg and if enough consumers buy tickets in advance, the film is shown.

ResultsGuaranteed bums on seats for participating theatresConsumers are transformed into strong advocates By its first year, 180 different films were screened in 300 cities. In Feb 2014, Tugg has hosted over 2,000 successful events

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OpportunityLeverage social media to harness the power of word of mouth and get people talking about American Museum of Natural History (AMNH).

ChallengeHow can AMNH develop a personal relationship with visitors that provides them with up-to-date happenings as well as giving them a opportunity to gather feedback?

Solution Free tickets for a private viewing of AMNH’s “The Brain: The Inside Story” exhibition was offered to a select group of visitors. All they have to do to be invited was to fill in an application and tweet about it.

Once at the exhibition, visitors posted updates to Twitter, check into Foursquare and share images and video via Flickr, Youtube and Facebook using a dedicated hashtag.

Results318 posts were counted by 92 Twitter users Potential audience of 200,000 people on Twitter aloneAMNH have gone on to replicate this model for additional exhibits.

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Social Media Ad Spend for the last 8 Years in Australia

Source: SMI CY 2007 – 2014 / Jan-Dec | Social Networking

2007 2008 2009 2010 2011 2012 2013 2014

3,31013,362 15,034

25,18631,803

39,676

54,869

99,358

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Integration and The Consumer Journey

• Social media is re-energising TV. In 2013, 36M people sent 990M Tweets about TV according to Nielsen SocialGuide

• 44% of online Australians over the age of 16 are engaged in Social TV and growing each year.

• Broadcasters are now integrating hashtags and other social interactive elements into programming with the increasing popularity of second screen interactivity.

• Today’s media owners and brands must continue to innovate in their quest to capitalise on dual-screening behaviour and deliver enhanced audience engagement with programs and advertising.

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How We Measure Social Media

INFLUENCE ACTIONEXPOSURE ENGAGEMENT

• Comments• Shares• Click throughs• Repeat visits• Duration• Video views• Subscribe to

feeds• Message

retention

• Number of likes

• Number of unique visits

• Reach • Search rank• Share of

online discussion

• Purchase consideration

• Recommendations• Reviews

• Store visits• Purchase

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Social Media Tools

• Google Analytics is a free tool although is a must have tool for monitoring the impact of social and it’s impact on your website.

• GA should be used in addition to any other Social Monitoring tools.

• Top Metrics:• Landing Pages – Which social

channels or posts drive the most traffic to your site?

• Bounce Rate – How long do visitors coming from social media channels stay on your page?

• Exit Pages – What is the last page visitors are on when they leave your site?

Offers multiple tools that cover Engagement, Publishing and Analytics.

Hootsuite is an industry leader that offers free versions with limited functionality rather than a 30 day trial.

Top Metrics:

Mentions – How many people are talking about your brand? Are the mentions negative or positive?

Share of Voice – Compared to your competitors, how often is your brand mentioned?

Reach – How many unique viewers has each of your posts reached?

SproutSocial is a well made and easy to use tool that starts with a free 30-day trial or from $59/month.

Sprout focuses on engagement features as well as a strong analytics tool.

Top Metrics:

Engagement – How many people who saw your post interacted with it in any way?

Growth – Compared to the last month/year, how many followers does each of your channels have?

Reach – How many unique viewers has each of your posts reached?

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Content is reinventing the way media

companies and brands do business.

Content is the new currency.

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The importance of building relationships through content

60%Through purchase decision before customers reach out

directly

10Pieces of content

are consumed before a purchasing decision

is made

Source: Zero Moment of Truth Study, Google

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Content marketing is a top priority for marketers in 2015

89%

Of Australian marketers currently use content marketing

74% 63%

Are producing more content now, than they were a year ago

Plan to increase their content marketing budget over the next

12 months

Source: Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

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Social media identified as key channel for content marketing efforts

Source: Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

Microsites

Blogs

Case Studies

Videos

In-person Events

eNewsletters

Articles on Your Website

Social Media Content

54%

68%

72%

72%

74%

83%

85%

86%

% of Australian marketers who use each content marketing tactic

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Fresh Content

Unique Conten

t

Better SEO Ranking

Content also impacts other channels

Google is King and Content is what he likes

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Facebook Instant Articles

• Delivers news articles and media in a more polished and streamlined manner

• Direct to users' News Feeds

• Articles are filled with rich, interactive media. Loads up to 10 times faster than standard mobile web articles

• Users can explore photos and interactive maps in articles by tilting their phones

• They can watch auto-play videos or listen to audio captions in story streams.

• Like, Share and comment on each photo and video within each article

https://vimeo.com/127539718

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NATIVE ADVERTISING DEFINITION:

Paid content marketing placed in context of an existing user’s experience that is relevant, likeable and sharable.

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EVOLUTION OF NATIVE ADVERTISING:

Targeted, bought and broadcasted Page real estate is limited by ad inventory Intrusive placement of brand messaging in the

user experience ‘Banner blindness’ and other ad-avoiding

behaviour is common

Targeted and social Content is ‘discovered’ rather than imposed Content delivery is aligned with publishing style

and environment Mobile scale is possible

ContextualInterruptive

Contextual RelevantSocial

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EFFECTIVE NATIVE AD STRATEGY

CONTENT

Shareworthy

Valuable

Transparent

Targeted

Relevant

Integrated

DISTRIBUTION

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Case Study: Volvo

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Case Study: Take It From A Fish

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Thank you

Marcus BetschelHead of Social Media

Mitchell & Partners Pty Ltd

03 9693 6334marcus.betschel@mitchells.com.au