Social Media Strategy Presentation at Dubbo IGNITE
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Presented at IGNITE Dubbo Skills Building Workshop on 23/3, this presentation dives into Social Media Strategy Presented by Australian Business Consulting & Solutions
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Social Media Strategy Presentation at Dubbo IGNITE
- 1. Social Media Strategy Workshop Dubbo Regional Council’s Ignite Program Thursday 23rd March 2017
- 4. • Designed to help Dubbo businesses establish an understanding of the importance of social media to the success of their business • Workshops and One-on-One coaching Introduction to Dubbo Regional Council’s Ignite Program
- 5. Laila Hage-Ali With over a decade working in the marketing industry Laila has the unique ability to seamlessly blend strategic business objectives with practical yet innovative marketing solutions to assist any organisation achieve its goals. Samantha Singer An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency. Today’s Speakers Samantha SingerLaila Hage-Ali
- 6. FREE One-on-One Coaching Senior Marketing Consultants One-on-One Coaching: Wednesday 22nd March Thursday 23rd March Tuesday 28th March Wednesday 29th March Thursday 30th March Customised action plan
- 7. 2 Minute Introductions What would you like to achieve from this workshop?
- 8. • Australia in online • What is Social Media? • Which Social Media channels are relevant for which audiences? • Getting to you know your clients • Social Media tips & tricks for success • Scheduling • Analytics • SMM • Q & A Session Overview
- 9. Why online is important • There were approximately 20.5 million internet users in Australia at the end of June 2016. • That’s 85.1% of the Australian population • Most of us go online more than once a day
- 10. Why Social Media is important • The Australian Population is on Social Media. • Of our approx. 24.25 million Australian citizens there are 15 million monthly active users on Facebook. • That’s 61% of the total Australian population that’s active monthly on Facebook alone. Statistics compiled by SocialMediaNews.com.au for November 2016
- 11. For millennials only? Sensis Social Media Report 2016
- 12. You’re familiar with these, right?
- 13. So how often are they used? Facebook – 15,000,000 YouTube – 14,700,000 Instagram – 5,000,000 Snapchat – 4,000,000 Daily LinkedIn – 3,600,000 Twitter – 2,800,000
- 14. Do you also know these?
- 15. Lesser known platforms - usage 5. Tumblr – 4,000,000 8. Flickr – 520,000 9. Pinterest – 280,000 10. Google Plus – 60,000 monthly 11. Digg – 12,000 12. Periscope – 9,500
- 16. Time for a Deep Dive
- 17. What is social media? • Interaction amongst like-minded users online • Content: create, share, engage • Part of the overall marketing mix • Requires its own unique communication style • Brands and businesses need to be engaging and resonate with their followers
- 18. So how do you get what you want out of it? • Marketing 101 • Know your goal • Have SMART Objectives • Identify your audience • Run a competitor analysis • Present yourself effectively
- 19. Know your Goal: Increase website traffic: Share your web content on Social and drive traffic to your website with calls to action. Increase sales: Social Selling has taken off. Customers enjoy conversations, transparency, and a bit of ‘give and take’; the more interested you are in your customers, the more interested they will be in your brand.
- 20. Know your Goal: Increase newsletter sign-ups: Keep your leads ‘warm’ by updating them with your latest offers/company news. Improve customer service: These days, many people will vent on social media before even picking up the phone, so it’s important that you have procedures in place to deal with complaints effectively and efficiently.
- 22. Who are you targeting?
- 23. Represent yourself Effectively HINT: pinterest.com/melindabp/window-display-ideas/
- 26. How engaged are you? • Which channels are your target audience using? • Content – are your posts engaging and shareable?
- 27. SMALL BUSINESS? You don’t need to do it all
- 28. • Launched in 2003 • Bought by Microsoft in 2016 for USD $26.2 billion • Over 106 million monthly active users
- 29. LinkedIn • LinkedIn is where you want to share your Business related content. • The more ‘serious stuff’ • Key Tip: Look at your marketing objectives over the next 6-12 months. Think of the people you need to connect with to achieve those results and use LinkedIn to connect with those individuals. Keen to learn more about LinkedIn marketing? Come along to a 1:1 session!
- 31. YouTube • Launched in 2005 • Bought by Google in 2006 for USD $1.65 billion • Over 3 billion searches per month • 2nd largest search engine in the world
- 32. What can you do with Video Demonstrate Products/Services Your customers can see what they’re getting in action before they buy Create Community YouTube is a tool to share and engage with customers. Give your customers a way to get to know you and your brand Demonstrate Expertise Build your reputation as an expert in your field.
- 34. Facebook • Founded in 2004; Mass launched in 2006 • Over 1.8 billion monthly active users • The most popular social networking site in the world (by number of active users) • In 2016 Facebook launched Facebook Live Keen to learn more about Facebook marketing? Come along to a 1:1 session!
- 35. FACEBOOK LIVE • Broadcast to the largest audience in the world • Interact with viewers in real time • New way to reach your audience • Connect—instantly • Fun, creative filters
- 37. Twitter • Launched in 2006 • Over 310 million monthly active users • Growth declined in 2015 • In 2016 Twitter changed its character limit – no longer counts links and images
- 39. Instagram • Launched in 2010 • Bought by Facebook in 2012 for USD $1 billion • Over 500 million monthly active users • 90% of Instagram users are younger than 35
- 41. Snapchat • Launched in 2011 • Over 150 million daily active users • 73% of Snapchat users are Millennials
- 42. Pinterest • Launched in 2010 • Over 150 million monthly active users • 85% of Pinterest users are female
- 43. Google + • Launched in 2011; Several redesigns since • Over 111 million monthly active users • 60% of Google+ users are male
- 44. Periscope • Launched in 2015; Owned by Twitter • 10 million + accounts • In 2016 Periscope launched GoPro live streaming
- 46. Strategic plan Who are we hoping to engage? Why will they join? How will we engage them? What is our social media purpose? What are our content pillars? What are our content themes? What is our unique tone of voice? What is our personality/character on social media? What are we FOR and what are we AGAINST? What are our rules of engagement?
- 47. Action steps • Set targets and objectives • Identify channels • Agree frequency • Allocate resources • Plan on a page
- 48. Activity Two: Choose Your Channels
- 50. Considerations • Targeted communications: inspire, inform, engage and convert • Create an emotional pull • Tone of voice: project your brand personality
- 52. Emotional pull
- 53. Tone of voice
- 54. The average consumer sees 3,500 marketing messages each day. 99% are ignored. Guardian Research
- 57. Considerations • Brand pillars • Message categories • Content pillars • Content themes
- 58. What content is relevant? • Quotes: Humorous, inspiring or motivational quotes always have great customer engagement • Behind-the-scenes photos: Take candid shots of your employees, or snap a shot of your shopper in action (with approval of course)! • Statistics or data: Share new, relevant industry statistics (these perform great in terms of retweets and shares)
- 59. What content is relevant? • Post a branded image: Post a funny or inspirational image with your logo or website URL on it. • Infographics: Find an infographic your followers would appreciate. • Product photos: These work best on sites like Pinterest or Instagram. Think about how you can add a unique angle to the shots (e.g. an employee actually using the product, a customer-submitted photo, etc.).
- 60. A note on hashtags… • Focus on a few strategically chosen hashtags to increase content presence and reach new audiences • Hashtags shouldn’t be too long or too corporate • Hashtags shouldn’t always be included mid-post – think about readability
- 61. User generated content • People trust people, not brands • Provide opportunities for customers to share your business / products via their own social media • Provide opportunities to acquire and connect with customers on an ongoing basis
- 62. Example: BRAND PILLARS Key Messages CONVENIENCE XX is available 24/7 and services all areas of metropolitan Sydney SERVICE XX promises to deliver a prompt, quality and reliable service PRICE XX is competitive on price and will beat any competitors price MESSAGE CATEGORIES Weighting CONTENT PILLARS PRODUCTS & SERVICES 60% XX for homes XX for businesses TACTICAL 20% Deals & Special Offers Competitions & Promotions Events AUTHORITY 20% Tips & Suggestions Case Studies Leverage News Agenda CONTENT THEMES #SydneyXX Here For You #PriceMatch
- 63. Tips: • Use free online tools like Canva to create professional looking cover images and designs posts • Source high quality images from Shutterstock • Use the Facebook Image Text Check (facebook.com/ads/tools/text_overlay) to check whether your post images pass the 80/20 rule
- 64. What content on which social platform?
- 65. How are Retailers succeeding with Social Media
- 66. Lorna Jane
- 69. When to post
- 72. Content calendar
- 73. ANALYTICS
- 74. Analytics
- 75. Reporting • Fans/followers • Reach • Engagement (incl. including engagement rate) • Customer response • Trends & content learnings
- 78. SMM
- 79. Online advertising • Brands and businesses in Australia spend more advertising dollars online, than in any other channel • 45% of all adspend in Australia is spent online – almost $6 billion annually
- 81. LinkedIn • Sponsored Content • Sponsored InMail • Dynamic Ads • Text Ads
- 82. YouTube • Display Ads • In-Video Ads • Pre-Roll Video Ads
- 83. Facebook • Page Post Engagement • Page Likes • Clicks To Website • Website Conversions • App Installs • App Engagement • Event Responses • Offer Claims • Video Views • Local Awareness • Slideshows • Carousel Adverts • Dynamic Ads • Lead Ads
- 84. Twitter • Followers Campaign – CPA • Website Card – CPC • App Card – CPD • Promoted Tweets – CPE • Video Views – CPV • Leads Campaign – CPL
- 85. Instagram • Photo Ads • Video Ads • Carousel Ads
- 86. Snapchat • Snap Ads • Sponsored Geofilters • Sponsored Lenses
- 87. Next Steps Laila Hage-Ali 02 9458 7812 Laila.hage-ali@australianbusiness.com.au Samantha Singer 02 9458 7074 samantha.singer@australianbusiness.com.au Sign up for our free One-on-One coaching
Hinweis der Redaktion
- ABCS is part of ABSG – commercial division of the NSW Business Chamber Our marketing services include: developing marketing strategies, building websites, branding & creative design, and outsourced marketing & campaign management
- Independent, not-for-profit organisations, dedicated to helping businesses across the state Mantra: “making Australia better through helping the private sector to flourish” 2nd oldest company in Australia (after Westpac) – over 190 years old 2nd largest privately owned business chamber in the world 20,000+ members 400+ events per year
- Today we’re going to cover off the following topics…
- Australia is online! If your business is not focussing on its online presence, then you are, and will be, missing out
- Australia is online! If your business is not focussing on its online presence, then you are, and will be, missing out
- Does everyone know about these social media channels?
- What about these ones? WeChat YikYak - location-based social network that helps you connect with the people right around you and share information annonymously Periscope Digg- curated front page, aiming to select stories specifically for the Internet audience such as science, trending political issues, and viral Internet issues WhatsApp Viber Google+ Flickr Tumblr SlideShare StumbleUpon – finds and recommends content Pinterest
- At its core, social media is the interaction amongst like-minded users online It provides us with a platform to create content, to share other people’s content, and to engage with other people’s content Given the prevalence of social media in today’s society, and the amount of time we as consumers spend on social media, it is now a crucial part of the overall marketing mix Is everyone here using social media as part of their business marketing strategy? Just because social media is part of your overall marketing mix, doesn’t mean that you can use the same tone of voice or communication style as used in other forms of marketing – yes it is true that you need to define your overall brand style and voice, but you also need to consider the audience and channel you are communicating via The most important thing to remember is to be engaging – if you are not creating engaging content, if you are not encouraging two-way conversation – your fans/followers will switch off
- Essentially it comes down to old school marketing; the same planning you’d put in place for an offline marketing campaign
- Your overarching goal defines your social media marketing strategy. It allows you to connect with the right people, use the right platforms and generate the right sort of content. It also allows you to measure your success. If you don’t know what you’re trying to achieve, how will you know if you’re achieving it?
- Your overarching goal defines your social media marketing strategy. It allows you to connect with the right people, use the right platforms and generate the right sort of content. It also allows you to measure your success. If you don’t know what you’re trying to achieve, how will you know if you’re achieving it?
- GO TO EXERCISE Map out everything you know about your target audiences – their demographics, their likes, their pain points You might have several target audiences, but start with focussing on 1 or 2 until you have the time and resources to focus on more Give your target audience a name – it will help you to relate to that persona Having an in-depth understanding of your customers will help you plan your marketing strategy – which products or services to focus on, colours to use, tone of voice, the platforms to focus on to reach these individuals
- Your profile page is your shop window. So use it effectively to tell your audience who you are, what you do and what’s going on now. Lure your target audience in; Catch the eye of passing traffic. We all browse aimlessly sometimes, I know I’m guilty of ending up on some random page and not being entirely sure of how I got there but if your page looks great and sells your business effectively, that lost browser might just become your next customer. So, promote your most popular products; Promote your sales and promote your brand. ds
- Ask yourself… Is it easy for customers to move around your shop? Is it easy for customers to find what they are looking for? So what we’re talking about here is your profile. Let’s look at Facebool: If they land on your page can they easily tell who you are, what you offer? Can they locate your opening hours and contact information? Can they look at product images? Can they view a menu or pricelist? What about customer referrals? Give your customers everything they could want and make it easy to find – make that user experience an enjoyable one.
- So how do you do that easily? Well for a start, you Fill out the Profile Information in your About Section and you make sure it’s current. Use the customisable action button on your profile cover image Upload images, but don’t upload 100 of the same product, no one wants to scroll through that many and it will dissuade your audience from flipping through your album Your images don’t have to be professionally shot on DSLR cameras, but they do need to be in frame, in focus and useful. If you’re not a vet and you don’t sell cats, you probably shouldn’t upload a dozen of them, even if they are adorable. You might find that works really well for getting likes, but those people aren’t really interested in your brand and likely won’t become customers.
- Engagement is more important than likes – although you still need to build up your audience Look at which channels your audience are interacting on, and build your profile there; look at engaging in local community groups, answering questions if they’re relevant to you and ALWAYS responding in a timely manner to direct messages and posts on your page. If you’re getting started and you’re not sure what content your fans might react well to, do a bit of a competitor analysis.
- If you’re a small business or you have a small marketing team, being engaging on all social media platforms is a huge challenge. It takes time and whilst you ARE able to share your content across multiple platforms, which is a huge time saver, you still need to modify that content to suit the tone and the audience of each platform (and there’s your time killer). So, rather than a half-hearted and possibly inadequate effort across all channels, stick to one or two of the big ones – the ones where the majority of your targeted customers are, and focus on those.
- So, let’s have a quick look at LinkedIn
- Put your hand up if you personally have a LinkedIn account? Keep it up if you have a company page? LinkedIn is essentially a social media channel for B2B audiences Use LinkedIn to be an authoritative voice in your industry sector – showcase your expertise and credibility SlideShare (part of LinkedIn) can be used to share presentations and is great for building your personal brand
- I’m sure everyone in this room has used YouTube Probably to look at funny cat videos? In fact some of you might think that YouTube solely exists for funny cat videos, and isn’t a proper marketing channel… right?
- Did you know it is the 2nd largest search engine in the world There are over 3 billion searches on YouTube each month! Put your hand up if your business has a YouTube account? You probably hear marketeers say all of the time ‘content is king’ – they’re right! In recent months, video content has become massive. Google loves it, Facebook loves it and it looks like it’s going to be on top for awhile still Keep in mind the fact that Google owns YouTube, and Google controls your website rankings (SEO) – there are benefits!
- Demonstrate products/services YouTube lets you show your products and services in action. While it’s great for companies who mostly sell over the internet, it’s also good for brick and mortar stores. Your customers can see what they’re getting in action before they buy; so think about: Hair dressers showing before, a sped up video to music showing the process and then the glamourous after shot Stores unboxing new ‘highly anticipated’ arrivals Create community YouTube is a tool to share and engage with customers. Think about sharing footage from product launches event footage video blogs customer footage via video. Demonstrate expertise Build your reputation as an expert in your field. Upload video tutorials or short video tips, Embed video content in your website. (You include video in your website without slowing down your customers' download speeds.) How to installation videos or 'screen capture' tutorials Address FAQs
- So moving along to 2006 (10 years ago) and Facebook was mass launched Everyone is on Facebook – put your hand up if you are not on Facebook?
- Put your hand up if you have a business Facebook account? Facebook knows everything about you – the places you visit, your friends, your likes, your dislikes, your age, where you went to school, where you work – it’s an advertisers dream The 50+ market is the biggest growth audience for Facebook In fact in Australia, a third of all Facebook users are aged 45+
- Live is the best way to interact with viewers in real time People love watching video and will be more engaging for your fans Live lets you connect with people instantly. Your followers can receive notifications when you go live so they know to tune in to your broadcasts at just the right time.
- Next we have Twitter – the microblogging social media channel, where users can send up to 140 character messages, called tweets
- Put your hand up if you have a Twitter account? Keep it up if you have a business account? Twitter has struggled recently to compete with newer and trendier social media channels, but still is a big player The key to success on Twitter is to react in real-time and to leverage the news and popular agenda
- On to Instagram… This used to be the ‘new kid on the block’, but Instagram is actually 6 years old now It’s where all of the millennials went after their parents and grandparents took over Facebook Instagram is the fastest growing social media channel in Australia
- Instagram helped give birth to social influencers – anyone with over 10,000 followers can start to charge for posts It also gave mass-popularity to selfies and hashtags Instagram is owned by Facebook, which makes advertising on both channels easy Despite that fact that most Instagram users are young, Instagram is starting to see strong growth in the 50+ market
- And finally Snapchat… Snapchat got a bit of a bad reputation when it launched But brands are now starting to take Snapchat seriously – along with Instagram it is the fastest growing social media channel in Australia
- Stories – viewed in chronological order and accessible for 24 hours Chat (messages) – deleted after viewed – user receives a notification if a screengrab is taken Memories – save snaps and story posts Put your hand up if you are on Snapchat? Is anyone using it for business?
- Is anyone using Pinterest for their business? Pinterest is for trend setters and inspiration seekers People pin photos and collections (called boards) – like a virtual scrapbook of the things you like Commonly used by wedding planners, cake decorators, home decorators, florists, tourism boards, etc Great for sewing the initial seed (idea) and for brand awareness - some brands have had conversion success, but still a way to go for most To succeed you need to invest time to manage it effectively
- Is anyone using Google+ for their business? User profile – can link other social media channels and blogs Circles – organise people into groups or lists to make content sharing easy As with anything Google-owned, there are of course SEO benefits, but engagement in Australia tends to be low – it certainly isn’t as popular here as it is in the USA
- And Finally, Periscope: Live Broadcastin gis going to get bigger and more popular in the year to come Twitter bought and then launched Periscope last year The linkages with Twitter, and new functionality makes this a channel worth considering if you are running an event, can interview ambassadors or provide engaging behind-the-scenes content But consider whether Facebook Live is easier to manage / more appropriate
- So to help you out, we’re firstly going to look at all of the key social media channels out there We’ll look at some examples of brands that are effectively using these channels to promote their products and services Then afterwards I’ll talk you through creating a social media strategy And finally we’ll look at how you can advertise on these channels
- A few things to help you write your strategy… Think about what you want to achieve Go back to your audience personas and identify which channel or channels to be in – remember, you are better off doing one channel really well, than half-managing 4 or 5 different channels Think about what sort of content you will produce – how much time will you have to dedicate to producing engaging content Who will be responsible for producing content and managing social media And finally – your strategy may be a 50 page document, but think about having a quick reference summary on a single page, to act as a reminder – your plan on a page should be a quick reference guide to answering the previous questions
- Now that we’ve highlighted a few of the popular social platforms currently in use, take some time to think about which channels would be appropriate for your personas. On your worksheet, number 1-3 the 3 best channels you think you could be using and dot point why you chose these.
- Writing a Facebook Post, a LinkedIn Post or Tweet isn’t the same as writing an email or a PR Release – you need to speak according the medium you’re using.
- think about your audience and your desired outcome, you need to create an emotional pull, and you need to consider your tone of voice
- Your communications on social media should be designed to inspire, inform, engage and convert But remember… your audience (your fans and followers) will likely be at different stages of the buying lifecycle Generally you will not be able to inspire, inform, engage and convert in every single post – and you shouldn’t try to Just maintain a balanced approach across your content calendar Example: different types of consumers that may follow a travel brand on social media
- Use imagery and copy that stirs up emotions and lures interest via an emotional pull (i.e. emotional engagement) – placing the fan right in the situation, helping them to visualise themselves there / using your product or services, and inviting them to enjoy the experience for themselves To do this you need to understand what your fans are looking for – what are their pain points, what are their desires Ask yourself… our fans/followers (i.e. our target customers) have a… need to? desire for? appreciation of? Content that lures interest, content that drums up an emotional connection will encourage engagement – whether that be likes, comments, shares, or clicks
- Ask yourself… what is your brand personality? What differentiates your brand from your competitors? Your brand personality needs to be reflected within all communications, social media included It can often take a few months to perfect a consistent, engaging social media tone of voice – the key is to communicate from the brand, but in a human emotive form – treat the brand like it is a real person with feelings and emotions Remember that social media is conversational – ask yourself, is this what a real person would say?
- Right, job done then… Well not quite… This is why developing content ahead of time is is so important It all comes down to your social media strategy
- It’s the only way you’ll achieve cut-through
- Next we’re going to look at content development, and some tips on how to structure your content (or posts)…
- Brand pillars: shapes key messages and highlights your strengths and unique offerings – these relate to your USPs – fans/followers need to know what you stand for and what you can offer them Message categories: next you need to think about the types of messages you want to communicate – e.g. product messages, tactical messages, behind the scenes content – you should weight the importance of these (e.g. 50% of all posts) – weightings will depend on your social media purpose (objectives) Content pillars: next you need to think about how you can bring your brand pillars to-life within the relevant message categories – you should think about the desired outcomes (i.e. Inform, Inspire, Engage, Convert) Content themes: these bring your content pillars to life and provide structure to the monthly content plan, ensuring key messages are delivered in a fun and engaging manner – thinking about hashtags is a good way to develop content themes
- Quotes: eg. Keep Calm and Shop On! Statistics or data: How many shopping bags people use… How many people use credit card over cash...
- Just a quick note on hashtags… Hashtags are tagged keywords that enable consumers to easily search for and find content that is of interest to them – while Facebook has been slower to adopt and use hashtags, it is only a matter of time that they will be utilised as much as other social media platforms like Twitter and Instagram Consumers are already using hashtags in their own social posting, and hashtags are increasingly being used in everyday vocabulary too Search for popular hashtags using Hashtagify, Hashtracking and Tagboard
- Think about your own online shopping behaviour – e.g. who’s ever used TripAdvisor prior to research a hotel? People trust people, not brands Referrals help with SEO, and help to drive sales Again, make it easy for your customers to connect with you UGC is another great way to drum up a conversation with your fans and followers – ask for their input, their stories, their images
- Lay this all out visually and suddenly your content strategy is starting to take shape…
- Here’s a few tools of the trade – write them down
- So what does that mean for brands? As you develop promotional content, you need to tailor it to what people are looking for on any given social network. For example, a retailer may want to publish offers and share light-hearted stories on Facebook and Twitter, and images on Snapchat or Instagram. When it comes to professional networks, they may want to consider career-oriented content – industry trends, white papers, employment stats, technology integration tips, etc.
- Let’s take a look at a few retail brands that have done well with their social media to become successful:
- LORNA JANE: Ranked Number One on Facebook, Instagram and Google+. What was their success factor? Simple. Lorna Jane’s approach is to take advantage of social media as an engagement tool, not a hard sell. Let’s have a quick look at the brand’s Instagram page. It's not difficult to pick up their initiative to effectively interact with social fans and encourage their passion for active life. Here are some great examples; an inspirational quote with a ‘Hit LIKE if you agree’ or a short question for instance, ‘What are you working (out) on?’ Such status updates are so straightforward that a customer doesn’t have to use brainpower, therefore reacting faster and easier. As a result, a number of people do leave comments, very often tagging a friend at the same time, naturally helping Lorna Jane’s brand as products go viral through word-of-mouth. Another smart thing to notice — these four hashtags follow every single Lorna Jane’s Instagram post; #thisisactiveliving #lornajane #activeliving #movenourishbelieve. Repeating these punchlines their brand message is sent across directly to customers.
- 2. Samsung Australia’ social media presence has been extremely impressive in the past few years. With an active presence on major video-oriented networks including Facebook and especially YouTube, Samsung continues to be on the cutting edge of social media marketing tactics. Samsung Australia is proudly ranked as an incomparable retail brand with over 15,000 subscribers and a total of 41,972,302 uploaded video views on YouTube. As one of the tech giants, their ability to engage with the social community is meaningful and very dynamic. Video is the essential component of the brand’s social media strategy — the perfect way for spreading out product launches and supporting existing campaigns and news. Samsung doesn’t simply update product shoots and promote the features in the technology jargon like other tech brands do — they make stories through short video clips and let the audience begin to imagine the products. This is how they hit 13,961,665 likes on the #LifeLIVE campaign video on YouTube for the Samsung Gear VR launch.
- Now that you’ve developed really engaging and targeted content, you’ll need to schedule it But how do you know when to post?
- Facebook Insights provides information on when your fans are online – look for trends on popular days and times Posting should not be restricted to office hours – posts can be scheduled outside of office hours Generally speaking: Sunday is key engagement time – use this time to showcase big content pieces (e.g. stories) and items of inspiration – generally fans will have more time on a Sunday to engage with in-depth content Monday morning/night – use this time to inspire fans on ‘where they’d rather be’ – this is a good dreaming day Tuesday, Wednesday & Thursday evenings – usually action days – use these days to encourage engagement or to push a call-to-action, but keep it short and to-the-point Friday & Saturday mornings – re-inspire fans and give them reason to find out more – they’ll have more time over the weekend to read and engage Remember that Facebook doesn’t necessarily show your post chronologically – more important for Twitter, Snapchat and Instagram, etc
- Facebook doesn’t display all of your content to all of your fans Don’t come across as too corporate or salesy – the more engagement you get, the higher Facebook will rank you Facebook also preferences video content, especially LIVE content, and shared content If including a link in your post or a sales message, consider adding spend – you need to pay to play You can ask your fans to customise their newsfeeds to ‘show all posts’
- There are a number of ways that you can plan or map out your content Use excel – the manual way Set-up a template and include your message categories and content themes Or use an online tool to help you manage all of your social media channels from one platform Schedule posts across multiple social media channels Automate your posts Combined analytics and insights Automatically generated reports Manage workflows and permissions Get content ideas Single inbox to make community management easy
- EXERCISE 2 So, Now it’s your turn to have a look at your own content calendars. – if you have a look at the second exercise in your work book – you have in front of you a blank content calendar for May.
- Facebook – go to pages, then click on page, then click on insights Twitter – go to profile, then click on analytics
- As part of your learnings you want to understand who your fans are, spikes in followers and drop offs Total reach of all posts and top reaching organic posts vs lowest reaching organic posts Post likes, comments, shares, clicks and inbox messages Customer response Changes in fan base (demographics, time online), successful posts, unsuccessful posts, industry trends and platform changes
- The key to improvement is to analyse and tweak Understand who your followers are, what content resonates with them Use analytics to guide future content development Track clicks and conversions – really understand the channels that are delivering
- Now that you’re clued up on social media channel options and developing a strategy, you’re ready to start advertising on social media Who here is using social media marketing to promote their business?
- Most of the major social media channels offer advertising options – they want you to pay to play You can use it to acquire more fans Or to increase engagement Or to encourage click-throughs to your website You can advertise on a CPL/CPA or CPC basis You control the budget and per action cost
- 56% of large sized Australian businesses have a social media presence, whereas only 32% of medium sized Australian businesses do Just over a third of these advertise on social media 40% of Australians use social media while watching TV – a multi channel strategy is key
- Most of the major social media channels offer advertising options – they want you to pay to play You can use it to acquire more fans Or to increase engagement Or to encourage click-throughs to your website You can advertise on a CPL/CPA or CPC basis You control the budget and per action cost
- Sponsored content – boost your reach Sponsored InMail – sponsored inbox messages Dynamic Ads - grab attention with dynamically generated, personalised display ads Display ads – desktop display ads Text ads Slideshare lead generation Target by job tile, function, industry, company size
- Multiple formats – these are the main types Pre-roll can be skippable or non-skippable Pay per view of video Can pay for complete view or part view
- Download Facebook Power Editor to manage multiple ad campaigns or use Facebook Ads Manager Dark posts vs promoted posts Target own followers, friends of followers, upload email database, or other targeting App engagement – encourage people back to app, to take certain actions in-app, etc Local Awareness – can add ‘get directions’ Slideshows – stitches images together to make basic video-like adverts Dynamic ads – display products to customers based on pages they visit on your website or actions they take in-app
- Followers – cost per acquisition Website – cost per click to website App – cost per app download Promoted – cost per engagement Video – cost per view Leads – cost per lead (email address) Target by gender, language, interests, device, geographic region, keywords
- Advertising on Instagram is fairly new, but Facebook have made it easy – you can manage campaigns in the Facebook Ads Manager Photos ads Video ads – up to 60sec videos Carousel ads – swipe to see additional images Add call-to-actions – clicks to website, clicks to download apps
- Snap ads – mobile video ads – 10 second vertical video ad – swipe up and see more – extended content, app install ad or mobile website Sponsored geofilters – static art overlaid on photos, restricted to certain locations – when users upload a photo in your location they can add the filter and share Sponsored lenses – more playful interaction – hold and press on face to bring elements to life, or add prompts (e.g. raise your eyebrows)
- Next steps If you have any burning questions or would just like to have someone to bounce some ideas off