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3 things SOCIAL
MEDIA CAN DO
FOR YOU
With support from
TODAY
3 Things Social Media Can Do For YouCommunicateConnectEngage
How to Create Content
Digital Strategy
Disruption has always occurred
it’s just now Digital….
1. COMMUNICATE
2. CONNECT
3. ENGAGE
communicateSource: http://d.lib.ncsu.edu/collections/catalog/0004327 - Mrs. Allen L. Baker, chief telephone operator at North Carolina State College
Are You Ahead Of Your Competitors?
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
Q: Who’s Connecting To The Internet?
A: E - V - E - R - Y - B - O - D - Y
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
2016
Q: Who’s Connecting To The Internet?
A: E - V - E - R - Y - B - O - D - Y
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
2015
Going We Are Mobile!
% Australia Population Accessing the Internet
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
The Where and When of Social Media
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
What Does This All Mean?
•Understand that your customers are (or will be) moving online
•‘Online’ no longer means Desktop INTERNET – it also means MOBILE
•Online is evolution – no longer a revolution
How Can I Take Advantage?
•Have a professional and up-to-date online presence
•Social Media must be apart of your overall communication strategy to talk and LISTEN to your customers
•Ensure that it is ‘mobile friendly’ (Responsive)
connect
The Top 23 Social Media Channels
1. Facebook – 15,000,000 users (steady)2. YouTube – 14,400,000 UAVs3. WordPress.com – 5,500,0004. Instagram – 5,000,000 Monthly Active Australian Users (Facebook/ Instagram data)5. Tumblr – 4,200,0006. LinkedIn – 3,450,0007. Twitter – 2,800,000 Monthly Active Australian Users approx8. WhatsApp – 2,400,000 Active Australian Users9. TripAdvisor – 2,400,00010. Snapchat – 2,000,000 approx Monthly Active Australian Users11. Tinder – 2,000,000 Australian users (estimation)12. Blogspot- 1,900,000
Source: Frank Media – Social Media Statistics Australia – July 2016
13. Yelp – 1,600,00014. Flickr – 550,00015. Pinterest – 290,00016. Reddit – 100,00017. MySpace – 80,00018. Google Plus – 60,000 monthly active Australian users approx (estimation *revised*)19. StumbleUpon – 40,00020. Foursquare/Swarm – 15,00021. Digg – 13,00022. Delicious – 10,00023. Periscope – 9,500
Why Facebook?
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
What To Use Facebook ForCommunication (Conversation) ◦ New Products/Service◦ Information on Products and Services◦ Industry news◦ Communication – service and information
Engagement◦ Behind the scenes
SALES◦ Exclusive Discounts◦ Exclusive Products◦ Sales/Catalogue
YouTube
YouTube – the year of video
YouTube has more than 1 billion users
300 hours of video are uploaded to YouTube every minute
4 billion video view per day
6 billion of hours of video watched per month
Half of YouTube views are on mobile devices
What To Use YouTube Product Review How Tos Advice Customers Testimonials Review of the Day
Products Industry News Hot/Trending Topics
Who the heck is Bratayley?
Bratayley is …………
Is it worth it?YouTube channel: DisneyCollectorBR◦ Over 2.6 billion view
◦ Over 3,735,720 Subscribers
◦ Average views (approx.) 3 million
◦ Highest rated Australian TV show 2014 – ALF Grand Final – 2.813m
◦ Estimated 2014 earnings
◦ $5 million
Source: http://www.theaustralian.com.au/business/media/grand-final-most-watched-show-of-2014/story-e6frg996-1227072950169http://www.celebritynetworth.com/articles/celebrity/the-25-highest-earning-youtube-stars/https://www.youtube.com/user/DisneyCollectorBR
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
Twitter – should you use it?
Source: http://tier10lab.com/2015/02/10/twitter-signs-firehose-deal-with-google/
Twitter - What You’ll See On The Screen
What To Use Twitter For Connection◦ Finding people in your industry◦ Keeping your followers up to dateIdentifying ◦ Trends ◦ InfluencersInformation
What To Use Instagram ForPromotion
Product
Service
Lifestyle
Engagement through comments
Traffic Driver
Online Shopping
What To Use Pinterest For -CommunicationPromotion
Product
Service
Lifestyle
Engagement through comments
Online catalogue
Cross Selling
What To Use LinkedIn For - EngagementConnections/Introductions
Potential Sales Leads/Referrals
Client Research/Engagement
Testimonials
Education
Groups
Authourity
The Rising Stars
The others………
Rule of Thumb – SME EditionSocial Media Platform Audience/Purpose
Facebook Everyone. Telling stories, selling products/services, engaging with customers, driving traffic
YouTube Everyone. Telling stories, selling products/services, engaging with customers, driving traffic
Twitter Research and communication customers/key stakeholders/influencers, promotion, driving traffic
Instagram Mid teens – early 40s. Visual, story telling, traffic driver
Pinterest Predominately female, visual, story telling, traffic driver
LinkedIn Professional, B2B, becoming an influence, information (groups)
SnapChat Mid teens – early 40s. Visual, story telling, traffic driver
Sensis Social Media Report 2016
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
The Where and When of Social Media
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
Know Your Audience
Know Your Audience/Customer!!!!
Why Facebook?
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
How Can You Use For Profile Pic?
Cover Photo (Mini ‘Billboard’)
What To Use Facebook Cover Photo Foro Brandingo Your Business
o SWOTo Strengths
o Opportunities
o PromotionoYour Business
oYour Products
oMarketing Opportunities
oPromotional Opportunities
Setting Up Your CTAoCall To Action Button• Sign Up – mailing list or webinar sign up page, join the
tool
• Book Now – hotel or restaurant reservations
• Contact Us – contact form
• Use App
• Play Game
• Shop Now – e-commerce store
• Watch Video
Settings > About Us
The Tools of Facebook
The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The Tactics
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
The first 18 characters of
each of your Facebook posts
serve as the meta title and the
meta description in SERPs.
The Tactics
18F I R S T
C H A R A C T E R S
The Tactics – VDIEO is the NEW King
Source: http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic
Example – Written
On any given night in Australia 1 in 200 people are homeless
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 1
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 2
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.humanrights.gov.au
Example – Visual Content 3
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Example – Visual Content Analysis
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Strong Emotive Image Easy To Read Static Highlight Text
Company Logo
Missing: Call To Action (CTA)
Start your engines◦Gmail Alerts◦All Top◦BuzzSumo◦Quora◦Online Forums◦ Industry Magazine Articles◦Competitors◦Your Fans/Followers◦ http://www.portent.com/tools/title-maker
Tool Kit
Portent’s Content Idea Generator
The Making of Stuff – Canva
Newsletter – MailChimp
Infographic – Piktochart
Images editing tool - PicMonkey
Tool Kit
Images - check for copyright
Buffer’ 53+ Free Image Sources - cool list
Death To The Stock Photo – stock photos
Unsplash – stock photo
Advanced Tools◦ Facebook Apps – Quizzes, Polls, Photo Competitions
◦ WooBox
◦ Heyo
◦ EBook Recreation◦ SimpleBooklet
◦ Custom Audience Ads◦ Facebook Pixel
◦ List◦ Social Media Today’s Brilliant List
◦ Boostlikes
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
Oh no! Were using the Back Up Slide
Scheduling Posts
But Be Aware……
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/
Who has access to your Social Media?
British entertainment
retailer HMV lost complete
control of its social media
team, when rogue
members used the account
to childishly live-tweet a
massive firing at the
company.
http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5
What happens when things go wrong?
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b
Consider these:Social Media Policy/Playbook
◦ Employee Access
◦ Account Management
◦ Acceptable Use
◦ Conduct
◦ Content
◦ Security
◦ Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php
What Does This All Mean?
Social media is no longer one size fits all – different platforms attract different audiences
Understand your business – understand your offering
Don’t be scared to play in an online environment
How Can I Take Advantage?
Know your customers and where their social media platform of choice is
You will need to spend the time to understand social media and how to best make it work for you
Take advantage of social media
What To DO Next?
Write down why you’re the best at what you do?
(price/service/product/offering/experience)
Understand who your customers are
Create a Social Media Account
engage
Source: steve-dale.net
The Evolution of Marketing
and Social Media
TRADITIONAL MARKETING
HOW:
Television, Paper Advertising, Radio
OUTCOME: Brand awareness, create desire
EFFECTIVENESS: Scattergun approach, improvement with targeted magazines
SOCIAL MEDIA MARKETING
HOW:
Online – Web, Social Media, Video
OUTCOME:
- Provides (Personal) communication- (Personal) Interaction- Provide information (reduce sales
barrier, shorten sales cycle)
EFFECTIVENESS:
Target marketing, creation of dialogue –company voice, instant access to information
CONTENT MARKETING
HOW:
Online – Web, Social Media, Video
OUTCOME:
- Provides value- Builds a community- Telling a story
EFFECTIVENESS:
Sales through story telling, emotional connection
The Next Big Thing?
MOMENT MARKETING
HOW:
Utilises data and technology to deliver advertising and marketing > mobile, online, social media
EFFECTIVENESS:
Delivering needs and wants by understanding and accessing data- Location, Time, Environment- Behaviour
Digital Strategy
Creating Content
Focus On The WHY People Buy From YOU!
Inspired by: http://johngreathouse.com/spilling-the-beans
What is Content?• Articles
• Books/eBooks
• Brochures/manuals
• Case Studies
• Information Guides
• Microsites/Web Pages
• Online Courses
• Podcasts/Video/Live Streaming
• Presentations
• Product Data Sheets
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Videos
• Visual Content
• Webinars/Webcasts
• White Papers
• Workbooks
• Status Updates
• Comments
• Events/Marketing
Rule: Content should to be able to communicate, add value & engage with your customers
Digital Strategy Weekly ThemeMonday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better connection and relationship with the customer
Purpose
•Product/Service Awareness
Purpose
•Better customer experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for customers to return
•Exposure
Outcome
•Increase customer loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Awareness to individual
•Awareness to customer
Outcome
•Fresh content supports SEO
•Awareness of industry
•Gratitude
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your organisation
Interview a customer
Share Content Share some inspiration
Share an event
Ask a question Post a special Share an image Promote your community
Post a Friday Fun One
Promote your other social media channels
Interview a sponsor
Detail of your program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
10 Tips for Understanding Social Media
1. It takes time and patience to build a Social Media audience – it does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!
Tips for Understanding Social Media
6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media
10. There is no such thing as temporary on Social Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
Things to do next……
Goal Setting
Name the top five goals you want to achieve through using social media.
Break down each goal and how you are going to achieve them.
What tools and platform/s do you think are the most suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social media presences?
Would Love To Hear From You: Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
Eml: [email protected]@leighjewiss @rdaillawarraau.linkedin.com/in/leighjewiss/
