RDA Illawarra social media presentation to the Port Kembla Chamber of Commerce - What Can Social Media Do For You

1. 3 things SOCIAL
MEDIA CAN DO
FOR YOU
With support from

2. TONIGHT
3 Things Social Media Can Do For You
Communicate
Connect
Engage
Digital Strategy

3. 1. COMMUNICATE
2. CONNECT
3. ENGAGE

4. communicateSource: http://d.lib.ncsu.edu/collections/catalog/0004327 - Mrs. Allen L. Baker, chief telephone operator at North Carolina State College

5. 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

6. 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

7. 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

8. The Where and When of Social Media
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF

9. 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

10. How Can I Take Advantage?
Have an online presence
Social Media must be apart of your overall
communication strategy
Ensure that it is ‘mobile friendly’ (Responsive)

11. connect

12. Name the Top 5 Social Media Platforms
(in Australia, based on users)
Source: Frank Media – Social Media Statistics Australia – July 2016
FACEBOOK – 15,000,000
YouTube – 14,900,000
WordPress.com – 5,200,000
Tumblr – 4,200,000
Instagram – 5,000,000

13. The Top 23 Social Media Channels
1. Facebook – 15,000,000 users (steady)
2. YouTube – 14,400,000 UAVs
3. WordPress.com – 5,500,000
4. Instagram – 5,000,000 Monthly Active Australian
Users (Facebook/ Instagram data)
5. Tumblr – 4,200,000
6. LinkedIn – 3,450,000
7. Twitter – 2,800,000 Monthly Active Australian
Users approx
8. WhatsApp – 2,400,000 Active Australian Users
9. TripAdvisor – 2,400,000
10. Snapchat – 2,000,000 approx Monthly Active
Australian Users
11. Tinder – 2,000,000 Australian users (estimation)
12. Blogspot- 1,900,000
Source: Frank Media – Social Media Statistics Australia – July 2016
13. Yelp – 1,600,000
14. Flickr – 550,000
15. Pinterest – 290,000
16. Reddit – 100,000
17. MySpace – 80,000
18. Google Plus – 60,000 monthly active
Australian users approx (estimation
*revised*)
19. StumbleUpon – 40,000
20. Foursquare/Swarm – 15,000
21. Digg – 13,000
22. Delicious – 10,000
23. Periscope – 9,500

14. Facebook

15. Why Facebook?

16. What To Use Facebook For
Communication (Converstation)
◦ 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

17. YouTube

18. 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

19. What To Use YouTube
 Product Review
 How Tos
 Advice
 Customers Testimonials
 Review of the Day
 Products
 Industry News
 Hot/Trending Topics

20. 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-e6frg996-1227072950169
http://www.celebritynetworth.com/articles/celebrity/the-25-highest-earning-youtube-stars/
https://www.youtube.com/user/DisneyCollectorBR

21. Twitter

22. Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

23. Twitter - What You’ll See On The Screen

24. What To Use Twitter For
Connection
◦ Finding people in your industry
◦ Keeping your followers up to date
Identifying
◦ Trends
◦ Influencers
Information

25. Instagram

26. Instagram

27. What To Use Instagram For
Promotion
 Product
 Service
 Lifestyle
Engagement through comments
Traffic Driver
Online Shopping

28. Pinterest

29. Pinterest

30. What To Use Pinterest For -
Communication
Promotion
 Product
 Service
 Lifestyle
Engagement through comments
Online catalogue
Cross Selling

31. LinkedIn

32. LinkedIn

33. What To Use LinkedIn For - Engagement
Connections/Introductions
Potential Sales Leads/Referrals
Client Research/Engagement
Testimonials
Education
Groups
Authourity

34. The Rising Stars

35. The others………

36. Know Your Audience

37. Know Your
Audience/Customer!!!!

38. Sensis Social Media Report 2016
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

39. Oh no! Were using the Back Up Slide

40. Scheduling Posts

41. But Be Aware……
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876
http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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

48. engage

49. Digital
Strategy

50. What do you want to achieve?
If you don’t know what you want, you can’t
decide what you need to do, and you won’t
know if you’ve been successful after you’ve
done it.

51. What is your purpose?

52. Understand Your Purpose
 Understand Your Customers/Audience
 Create Your Goals/Outcomes
 Measure Your Results

53. Digital Strategy Weekly Theme
Monday
•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

54. 30 Day Challenge
Monday 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

55. What Does This All Mean?
Customers now have too many choices – the swipe
generation
Most customers don’t want to be sold to, they want
confirmation of choice/decision…..or a gentle push

56. How Can I Take Advantage?
Provide value through education, entertainment and
information
Be more than a faceless business – connect with
customers using different platforms and content
Use your online content to engage with customers – think
competitions, giveaways, tutorials, reviews

57. What To DO Next?
Understand that customers are trying to either
◦ Solve a problem
◦ Fulfil a want/desire/need
How do you tell SHOW your (potential) customers about your (price/service/product/offering/experience)?
Understand who your customers are and how they communication/interact
Don’t focus on your business, understand who your customer are and focus on them on a personal level
Create engaging content , don’t be afraid to share relevant information, experiences and newsworthy articles.

58. 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!

59. 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

60. 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?

61. Where Next?
• Part 2 – The 3 things social media can do for your business
– 15 September 6-7pm
• Part 3 - Reaching Your Audience More Effectively
– 18 October 9am-12.30pm Melinda Shobrook
www.portkemblachamber.com.au

62. Would Love To Hear From You:
Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
Eml: leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/