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A practical guide to social media & your brand

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A must-read when developing or optimizing your social media strategy.

The presentation investigates the social media landscape, visits how you can best utilise social media for your brand, outlines the top 3 rules when putting social media strategy into practice, provides useful case studies and handy hints & tips.

Veröffentlicht in: Soziale Medien
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A practical guide to social media & your brand

  1. 1. © 2014 Zuni | All Rights Reserved | Confidential Good luck not doing it… Social Media & your brand: Why do it? Putting it into practice, Handy hints & tips, Measurement & success
  2. 2. © 2014 Zuni | All Rights Reserved | Confidential What’s happening in the social scene?
  3. 3. © 2014 Zuni | All Rights Reserved | Confidential https://www.youtube.com/watch?v=IqeOnfQmZPY
  4. 4. © 2014 Zuni | All Rights Reserved | Confidential What is social media? • Social – relating to society, or relating to companionship • Media – the main means of mass communication Websites and applications that enable users to create and share content informally and/or participate in social networking
  5. 5. The ‘active’ audience as we know it 3 BILLION internet users worldwide 1.35 billion 288 million 200 million 174 million 134 thousand Monthly active stats accurate-as-can-be as of 12th Feb 2015 Stats vary across sources, but are pretty good as an indicator 1 billion 347 million 53 million 420 million
  6. 6. © 2014 Zuni | All Rights Reserved | Confidential
  7. 7. © 2014 Zuni | All Rights Reserved | Confidential So, who’s driving?
  8. 8. © 2014 Zuni | All Rights Reserved | Confidential • The world of media has changed • Consumers decide the content, which means we have to give them what they want • This is what we call consumer-centricity • It’s a pretty big shift…
  9. 9. © 2014 Zuni | All Rights Reserved | Confidential How big of a deal are we talking? Is it the biggest shift since the industrial revolution? 96% of millennials have joined a social network Overtaken pornography as the number 1 activity If it were a country, Facebook would be the third largest in the world 80% of companies use it for recruitment (95% using linkedin) Youtube is the second largest search engine in the world Wikipedia has over 15 million articles There are over 200,000,000 blogs 14% of people trust adverts, 78% trust peer recommendation 60 million Facebook status updates daily 40 million posts to Reddit in 2013
  10. 10. © 2014 Zuni | All Rights Reserved | Confidential Used everywhere Yellow Pages Social Report 2014
  11. 11. © 2014 Zuni | All Rights Reserved | Confidential Multi-task, multi-channel
  12. 12. © 2014 Zuni | All Rights Reserved | Confidential Why do it?
  13. 13. © 2014 Zuni | All Rights Reserved | Confidential Good luck not doing it…
  14. 14. © 2014 Zuni | All Rights Reserved | Confidential The fact of the matter is, people will be talking about you and your brand in the social media space whether you want them to or not. So, it isn’t really a question of why, but more a question of how.
  15. 15. © 2014 Zuni | All Rights Reserved | Confidential Why can’t we just buy our way to them? ‘advertising’ PAID MEDIA Typical corporate media spend drives people to Owned Media Video Pre-Roll Affiliate Email Lists InSkins Email Lists Group Buying Radio Magazines Newspapers Online Display SEM outdoor television We can, but it’s a small part of the puzzle People have a choice now and, more often than not, they choose to ignore obvious advertising. Your focus needs to be on owned and earned, because your customer base is already engaged with the brand; Macquarie University
  16. 16. © 2014 Zuni | All Rights Reserved | Confidential Different brands, different approaches
  17. 17. © 2014 Zuni | All Rights Reserved | Confidential Customer service • The first thing a lot of people do when they experience bad service now is complain online • If you respond well, you’ll gain points for this
  18. 18. © 2014 Zuni | All Rights Reserved | Confidential Reputation management • Things go wrong – that’s just part of life • When they do, you better be ready to control the damage!
  19. 19. © 2014 Zuni | All Rights Reserved | Confidential Advocacy/loyalty • Front of mind campaigns – particularly popular with some of the millennials • Builds trust and excitement, if done correctly
  20. 20. © 2014 Zuni | All Rights Reserved | Confidential Thought leadership • When you need to demonstrate your ability to be ahead of the curve • When your company offering is knowledge or self-promotion is prohibited
  21. 21. © 2014 Zuni | All Rights Reserved | Confidential Promotion • When what your customers want from you is money off or the chance to get a ‘deal’ • Middle of the road personalities
  22. 22. © 2014 Zuni | All Rights Reserved | Confidential Co-creation and innovation • For when you’re trying to change behaviour with products • Helps make your brand synonymous with innovation
  23. 23. © 2014 Zuni | All Rights Reserved | Confidential Education • For when your business plan pertains to spreading information • Helping people make better decisions is better for your brand
  24. 24. © 2014 Zuni | All Rights Reserved | Confidential Influence • For when you don’t need bells and whistles • Sometimes the facts are good enough
  25. 25. © 2014 Zuni | All Rights Reserved | Confidential Entertainment / expression • Advertising as an art form; things that people share • When you want your brand to well remembered, but not necessarily taken too seriously
  26. 26. © 2014 Zuni | All Rights Reserved | Confidential How do you decide where to sit? ?• Ubar • Marxine’s • Sport It depends on your audience, objectives, and brand
  27. 27. © 2014 Zuni | All Rights Reserved | Confidential Putting it in to practice
  28. 28. © 2014 Zuni | All Rights Reserved | Confidential
  29. 29. © 2014 Zuni | All Rights Reserved | Confidential • There’s a couple of tools to help (more later), but you still need to do the legwork • Dig and pay attention – you’ll get insights How to listen
  30. 30. © 2014 Zuni | All Rights Reserved | Confidential engage.
  31. 31. © 2014 Zuni | All Rights Reserved | Confidential How to engage • If you haven’t listened, engaging is going to go badly • Your engagement needs to be responsive primarily, but engage with things well beyond just your product • You’re in the their space
  32. 32. © 2014 Zuni | All Rights Reserved | Confidential create.
  33. 33. © 2014 Zuni | All Rights Reserved | Confidential Content marketing
  34. 34. © 2014 Zuni | All Rights Reserved | Confidential Content is: • The written word • Visuals and spoken word • Interactive material
  35. 35. © 2010 Zuni | All Rights Reserved | Confidential
  36. 36. © 2014 Zuni | All Rights Reserved | Confidential Creating a content strategy Business and Brand Objectives Audience Research The Marketplace Channel & Platform Planning Technology Choices Finding your Brand Story Mapping Path to Purchase Content Audit Content Production Content Distribution
  37. 37. © 2014 Zuni | All Rights Reserved | Confidential Business objectives Audience and channel research What do you want to achieve? What is realistically achievable? Who are they? What do they do? Where do they go? Avoid ‘men and women age 0 and up’ – be specific. What are they interested in? How do they talk? Build a content calendar/plan Plan ahead. You can produce your ‘general’ content on social media, but you’ll need to plan when you’re going to promote things or comment on events. Measure your activity! There is no point in doing any of this if you’re not measuring it. Track what works and what doesn’t. Set yourself some KPIs
  38. 38. © 2014 Zuni | All Rights Reserved | Confidential Group exercise: Content planning
  39. 39. © 2014 Zuni | All Rights Reserved | Confidential Ubar Accommodation Sport Retail Food Events
  40. 40. © 2014 Zuni | All Rights Reserved | Confidential Business objectives Audience and channels Build a content calendar/plan Think of 3 things you want to achieve Write down 3 insights about the audience Keep it rough
  41. 41. © 2014 Zuni | All Rights Reserved | Confidential
  42. 42. © 2014 Zuni | All Rights Reserved | Confidential Case studies
  43. 43. © 2014 Zuni | All Rights Reserved | Confidential Killer content https://www.youtube.com/ watch?v=Q0MNJkOohAk
  44. 44. © 2014 Zuni | All Rights Reserved | Confidential Crossover campaigns https://www.youtube.c om/watch?v=e91c0m WP960
  45. 45. © 2014 Zuni | All Rights Reserved | Confidential Engaging a silent customer https://www.youtube.co m/watch?v=DF9ABy9Gzi 8
  46. 46. © 2014 Zuni | All Rights Reserved | Confidential Creating content opportunities Your website crashed – take a quirky ‘sorry’ photo and spread via social media! Any office competitions that might be amusing for social media CEO/MD/employee interviews Employees at various industry events such as conferences, festivals etc. Behind the scenes content of any processes that might be of interest to consumers Become a thought leader in your industry, not just specific to your organisation The possibilities are literally endless! THINK OUTSIDE OF THE BOX
  47. 47. © 2014 Zuni | All Rights Reserved | Confidential Handy tools and tips
  48. 48. © 2014 Zuni | All Rights Reserved | Confidential If this, then that
  49. 49. © 2014 Zuni | All Rights Reserved | Confidential Hashatit • Track multiple hashtags • Makes listening and engaging easy • Embed to a site
  50. 50. © 2014 Zuni | All Rights Reserved | Confidential Social mention • Keep a close eye on what people are saying about you around the web • Utilise other peoples content and their organic reach potential!
  51. 51. © 2014 Zuni | All Rights Reserved | Confidential Making metrics easy • Social reporting tools are ten-to- the-dozen • Hootsuite can help streamline the management of your social accounts, but is also a pretty strong reporting tool • Free works well for individuals, premium ($9 pcm) works better for organisations
  52. 52. © 2014 Zuni | All Rights Reserved | Confidential Measurement and success
  53. 53. © 2014 Zuni | All Rights Reserved | Confidential Key Social Metrics Facebook - Fans - Likes - Shares - Comments - Talking About - Stories Generated Reporting on your activities
  54. 54. © 2014 Zuni | All Rights Reserved | Confidential What does success look like? Objectives = achieved ROI Risk mitigated Customer base happy Great content Having fun
  55. 55. ?© 2014 Zuni | All Rights Reserved | Confidential Thanks! Mark.Razzell Valentina.Borbone @Zuni.com.au 02 9516 5480
  56. 56. © 2014 Zuni | All Rights Reserved | Confidential Mark Razzell • Strategic planner at Zuni with 5 years marketing experience specific to the digital realm • Background in the pharma industry and behavioural research Valentina Borbone • Client Relationship Director at Zuni with 8 years experience in the promotional digital marketing realm • All round superstar, ADMA recognised, and co-owner of Zuni

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