Social Media Masterclass held in Ballarat, Australia on 26 June 2014. Focusing on Changes to Facebook, Twitter, analytics and creativity in Social Media.

1. Social Media Masterclass
Oscar’s Hotel, Ballarat | 26 June, 2014

2. DigiBiz
The Central Highlands Digital Enterprise
project conducts activities branded as
DigiBiz. These training and development
activities are managed through the Centre
for eCommerce and Communications
(CeCC) which is located within Federation
University Australia. DigiBiz project
activities are funded through the Australian
Government's Department of
Communications. Learn more about DigiBiz training activities:
www.digibiz.net.au

3. Benefits of Broadband Technology
Opportunity and potential of broadband technology
Enhanced productivity and global competitiveness
Transformative –TeleHealth- education -services- precision
agriculture
Broadband benefits
Booming demand for data
International competitiveness
Productivity efficiencies
Enabling a more inclusive Australia
Busting the ‘tyranny of distance’ for rural and regional Australia
Social Media - source of venture capital - reducing social isolation
Online resources and tools - www.digitalbusiness.gov.au

4. At the end of this Materclass you will:
 Understand the recent changes to Facebook
 Have an understanding of Facebook Advertising
 Using #hash-tags with Instagram
 Have an understanding of creativity in Social Media
 Discover ways to measure Social Media success
Learning Outcomes

5. What’s new on Facebook?
 Facebook Reach has fallen again
 Competition guidelines have changed
 Timeline gets back to basics
 Changes to Facebook Advertising
 Facebook is dying… or is it?
 Instagram, what is it?
 Top Ten Instagram Tips

6.  People only read a certain amount of their newsfeeds each day.
 The competition for feed space is intensifying….
 Total number of pages liked by the typical user increased by more
than 50% last year.
 Average user may have 1,500 potential posts per day. Users
with lots of friends, who like lots of pages may have 15,000.
 50% decline reach matches the 50% increase in page likes.
 Facebook therefore plays the role of the bad guy!
Why is Facebook reach still ?

7.  Pages are not treated equally.
 Pages (AND PEOPLE) who are boring will not be seen.
 How facebook sort the feed:
 How popular are your past posts?
 How popular is your post with everyone who has already seen it?
 How popular are your past posts with a particular viewer?
 Does the type of post match what has been popular?
 How recently was the post published?
How Facebook sorts the feed?

8. YOU HAVE
TO EARN
YOUR SPACE
How to make sure your post is there?

9.  It’s now much easier to administer Facebook competitions!
 No longer need to administer competitions through an app.
 You can collect entries by having users:
 Post on the page
 Comment/like a page post
 Have users message the page, or
 Use likes as a voting mechanism
Changes to competition guidelines….

10.  You CANNOT tag or encourage people to tag themselves
in content they are not actually depicted in.
 You CANNOT run a SHARE competition.
 For example:
 It’s NOT OKAY to ask people to tag themselves in pictures of
new products to win a prize.
 It’s NOT OKAY to ask people to share a post to enter.
Changes to competition guidelines cont…

11.  Tell us a story about ……… in five words.
 Name our newest products.
 Answer a trivia question related to our industry.
 Market Research: ‘Like’ your favourite product in an album.
 Upload a photo while using our product/holding our logo.
 Write us a story about …….. On our timeline.
What can you do?

12. Facebook Timeline gets back to basics..
1. A Single Column Format for Posts
2. Left Column for Business Info
3. Easy Access to Admin Tools
4. This Week Stats Overview
5. Tabs are Buried
 No, the tab updates are not a big deal:
 Yes, tabs are valuable for first impressions and acquisition when
users come to your page for the first time.
 After that, only 2% of your fans ever return to your page. So if you
don’t drive traffic to them, they make very little impact.

13.  Facebook is altering the way it determines which ads to show users.
 Previously, it has been determined by what users were doing on
facebook – what pages they liked, what links they clicked on etc.
 Now, in addition, Facebook will also take into account the things
users do online or on their smartphones OUTSIDE OF FACEBOOK.
 Other changes you’ve hopefully noticed:
 Pages to watch
 Performance by post type
 Deeper demographics about your fans
What’s happening with Facebook Ads?

14.  The talk on the internet is that facebook is in decline, but is it
really?
 Revenues were up in Q1 by 72% & monthly active users rose
15% year-on-year to 1.28 billion….
 In the US, Facebook now adds only one million users per quarter
and that number is likely to decline…..
because they are literally running out of humans.
 New study shows teens still use Facebook even though they ‘hate it.’
“Facebook is like indoor plumbing: you can live without it, but it’s uncomfortable”
Facebook is dying… right?

15.  Instagram has changed the way we take & view pictures.
 It’s how we brand ourselves to the world. It’s a sales tool, art
dealer, travel agent and shopping mall in the palm of our hand.
 60 million photo’s posted daily.
 Average of 1.6 billion likes a day.
 Over 200 million active users in two years.
 Businesses are uninhibited by guidelines.
Instagram is here to stay…

16. 1. Complete your Profile
2. Find your Customers by Using Hashtags
3. Engage, Engage, Engage
4. Be Consistent with your Posts
5. Show off your Products
Top Ten Instagram Tips…
6. Introduce your Employees
7. Take your Followers with you
8. Run Instagram Contests
9. Take Relevant Photos
10. Take Great Photos

17. Jordan McPhan
JRM Social
facebook.com/JRMSocial
@JordanMcPhan1
linkedin.com/in/jordanmcphan
www.jrmsocial.com.au

18. The Blurring Lines between B2B and B2C
Social Media for Professional Services
Source: www.exacttarget.com/au
B2B - Accountants, Education/trainers, Government - Local/Shires, Medical/Health
Services, Real Estate, Legal
B2C – Fast Moving Consumer Goods (FMCG)-extends to electronic goods, Fashion,
Cosmetics,

19.  What Platforms and Why?
 Twitter – Government organisations, News,
Technology
 Google+ – Technology, Tourism
 Instagram – Tourism, Shire Councils
 Using Social Media as a Listening tool
 Great for competitive analysis
 Finding relevant content/conversations
Social Media for Professional Services
Troubling trend on Twitter
– Government departments
tweeting in a self-
promotional style that is
becoming ‘stale’ and is an
out-dated ‘mass-marketing’
style of communication.
Eg. ‘Great to be at…event’
or ‘We are doing…’
Solution – Images on
Twitter can be used as a
way to give something or
entertain. – Be very creative

20.  Social Management
Tools – Hootsuite,
Buffer, SproutSocial
 Manage multiple
social channels
 Discover content
 Analyse competitors
 Discover new
business
opportunities
Social Listening

21.  Government organisations are using platforms like Twitter to provide information on
various topics – Events, Important Dates, Key achievements in the community.
Social Media in Government
If provide or have
identified an opportunity
with a government
organisation, becoming
involved in conversations
in relevant topics can
add to your brand
positioning strategy.

22. Be Creative
Posting poor quality images won’t suffice
• Most organisations are resource poor – Time
constraints – It is well worth the time to improve
image quality.
Apps like Pixlr are
free and allow you to
quickly improve the
style of smart phone
pictures.
www.pixlr.com

23.  Avoid making assumptions
 Use analytical data to improve
your social marketing
Measure Social Media Success

24. Measure Social Media Success
Google Analytics
Track referrals from other websites
including social media pages.
Useful to gauge how your posts on
social media are driving traffic to your
website
Facebook Insights
Google Analytics (GA)

25. Measure Social Media Success
SumAll.com
Allows you to view
website, social media,
advertising, links in
one location

26. Chris Elliott
DigiBiz – Centre for eCommerce and Communications, FedUni
@ElliottDigital
@DigibizVictoria
@CeCC_Ballarat
@digibizvic
vine.co/Chris.Elliott
www.digibiz.net.au

27.  DigiBiz activities are funded by the Australian
Government’s Digital Enterprise program & supported
by State and Local Government Visit:
www.digibiz.net.au to register for Workshops & Mentoring
Online Resources for Business: www.digitalbusiness.gov.au
Join the Digital Revolution