2. 47% OF ALL ONLINE
TIME IS SPENT ON
SOCIAL MEDIA
That’s 28 in every 60 minutes*
*That’s in Australia too!
Credentials 2
3. SOCIAL
MEDIA
IMPACTS
THROUGH
THE VALUE
CHAIN
“I am an opinion leader
with a robust knowledge
base. I want to demonstrate
thought leadership”
Senior
Level
“I need channels to market
our products and services”
Marketing
“I want to recruit new
employees and add value
for existing ones”
HR
“I want networking tools to
create new business leads”
Sales
“I want to manage
expectations and satisfy
our customers”
Customer
Service
“I want to know and
respond to what the
public is saying about our
products and services”
Public
Relations
Credentials 3
5. We are an award winning specialist social
media agency. We help clients use social
media channels to achieve business
objectives. We mix strategy with big
ideas to hit your targets. We define your
strategy. We embed our staff onsite to
manage your communities.
About Isentia
Isentia employs over 1,400 people working
together across 15 countries. Isentia has
become the market leader by blending
innovative technology with smart people
to discover and share valuable insights
that drive smarter decisions for client
organisations.
www.isentia.com
2009
2013
Founded in Sydney
Acquired by Isentia
Credentials 5
6. Social Media can influence
audience decision making
at each stage along the
journey a buyer takes.
Social Media as a channel to market can
exert a range of influences on buyers
from awareness development through
to ongoing communication with existing
customers and advocates.
An effective Social Media strategy is
designed to maximise the reach of your
content by harnessing methods and
channels that put the content in front of an
audience and encourage people to share
that content.
At each stage along the pathway,
your audience can be influenced
with a range of earned, owned a
nd/or paid media.
In addition, each communication technique
can have a distinct tone of voice and a
determined and different desired outcome.
Determining the correct strategic balance
to achieve your objectives helps form the
playbook for your organisation’s Social
Media strategy
Workshop
Owned Media
Strategy
Earned Media
Audit
SOCIAL PLAYBOOK ANALYSIS
Content
Credentials 6
7. Better quality content
If your content is relevant
and contextual it is
more likely to encourage
engagement, be shared
and help create valuable
links with your audience.
More often than not, what you want to
talk about is not the same as your target
audience. It is important to determine
where you and they can agree on a topic of
mutual interest and use that to create the
engagement that achieves your objectives.
This relevant content may be quite different
to the type and style of content your
organisation normally creates.
What you
want to say
What they’re
interested in
Relevance and context
Credentials 7
9. Campaign Management
An effective and well
managed social media
campaign will balance
owned, earned and paid
content distribution.
Without relevant and contextual content no
social media campaign can succeed, and
every campaign’s success will be improved
by balancing these three techniques of
driving reach, engagement and ultimately
an organisational outcome.
Isentia Two Social manages a wide range
of campaigns and content creation
engagements for clients stretching from
small, short term campaigns to longer
terms, retained partnerships.
HeadcountEngagement
Paid
Earned
Owned
ProofMessage
ProofMessage
ProofMessage
ProofMessage
Offence
CoreMessage
Defence
BrandSubstantiators
Credentials 9
10. Native Advertising
Native advertising or paid
amplification for content,
is a critical component of
a successful social media
campaign simply because
customer response rates
are higher to native
formats.
Native advertising is the term that refers to
advertising content that is created in the
same format as the publisher network’s
primary content – in simple terms, the
advert itself looks exactly like a normal post.
Native adverts have appeared everywhere
from Facebook and Twitter to Tumblr,
blogs and even every major newspaper in
Australia.
Native advertising blends into the content
feed that a user is reading and interrupts
their existing behaviour in a format
that feels less intrusive than traditional
advertising, often prompting a better
click through rate and therefore return on
investment.
Participation
Surfacing content
Interruption
Native advertising
Participation
Surfacing content
Credentials 10
11. Social media management
is best managed in house.
However, a range of factors
often make this impractical
or unachievable, not least
headcount restrictions
or the availability of
management time.
Two Social’s alternative, AlwaysOn,
is an onsite community management
solution. AlwaysOn embeds a Two Social
community manager on the client’s
premises to work as part of your marketing
and communications team. The community
manager is employed by Two Social, but
based on site as an integral member of
your team. AlwaysOn brings all the benefits
of a blended approach to community
management, combining the best of agency
scalability and knowledge with internal
understanding and brand know how.
Objectives Benchmarks
Operations Best practice
Internal advice
Implementation
Content creation
Contentplanning
Reporting
Monitoring
Community management
Credentials 11
12. • 4,944 applications
• 132 vacancies filled
• 62% increase in Facebook
Likes
• 4,818 YouTube views
• 2,976 unique views of careers
blog
IBM GRADUATE
CAMPAIGN 2014
Credentials 12
13. • Cost per lead was 65% lower
than digital display
• Cost per sale was 61% lower
than paid search
• Sales conversion ratios were
10x better than eDM
The results were so successful
that the six week campaign was
extended to six months. Social
media became the strongest lead
generator and sales conversion
platform in digital.
LIFE INSURANCE
CAMPAIGN
Credentials 13
14. • 300,000 audience reached
over one day of competitions
• 1,000 competition entries
• 330% increase in engagement
• 1.324% CTR compared to
Entertainment Industry
benchmark of 0.44%
• 1,047 total actions on
advertising including
Facebook likes, comments and
shares
• 46,995 unpaid reach
BAT DAY
CAMPAIGN
Credentials 14
15. • Reached over 1/3 of the
Australian population
• Over 20,000 shares on
Facebook
• 3.2 million views over 6 weeks
NOTICE US
CAMPAIGN
Credentials 15
16. • 907 applications for 1,000
Value Grants
• Facebook Page Likes 758%
higher at 13,036
• 13,709 interactions, 500%
ahead of target
• Social Media chatter
sentiment 75% positive
• 55,000 YouTube views and
130 subscribers
• 280,000average daily reach
• 3.0% engagement against
0.29% benchmark
VALUE
EXCHANGE
CAMPAIGN
Credentials 16
18. ADELAIDE
68 North Terrace
Kent Town SA
Australia 5067
AUCKLAND
18 Normanby Road
Mt Eden, Auckland
New Zealand 1024
BRISBANE
Unit 2.5 Modular,
4 Kyabra Street
Fortitude Valley QLD 4006
CANBERRA
131 Canberra Avenue
Griffith ACT
Australia 2603
MELBOURNE
120 Miller Street
West Melbourne VIC
Australia 3003
PERTH
193-195 Carr Place
Leederville WA
Australia 6007
SYDNEY
219-241 Cleveland St
Strawberry Hills NSW
Australia 2012
WELLINGTON
Dominion Building
78 Victoria St Wellington
New Zealand 6011
twitter.com/twosocialyoutube.com/twosocialtwosocial.com
AUS +61 2 9318 4000 NZ +64 4 462 6292
MAKE YOUR
NEXT PLAY
Credentials 18
