Yvette Adams presented on using social media data and trends to plan future strategy. She discussed reflecting on past performance from the last year, notable social media trends like increased live video and social commerce, and benchmarking tools. Case studies were presented on campaigns for a dental practice, fashion brand, and TV show that increased engagement, followers, and sales. The presentation emphasized fitting social media strategy to each client's objectives, metrics, budget and industry to drive the desired outcomes.

1. @YRADAMS
@CREATIVECOLLECT
@TRAININGCOLLECT
PRESENTED BY YVETTE ADAMS
SOCIALMEDIAREFLECTION,
DIRECTION&PROJECTION

2. Presentation
Overview
THINGS WE'LL COVER Taking a look back, to look forwards
with your social media
How to use your social media data to
plan your social media
Future media spectrum - benchmarks,
growth rates, industry trends with
your social and what it will take to
get there - what’s possible

3. ALITTLEABOUTME

4. REFLECTION
AS FEATURED IN SMH
AUGUST 17 2019

5. AR
REFLECTIONFROMLASTYEAR
Video Live feeds Being open to
other platforms
i.e. Twitter,
Pinterest

6. It beat algorithms,
is personal &
relevant & just
works really well.
Groups &
Outreach
SOCIALTRENDSWE'VENOTICED
Need for content
creators versed in
video, motion
graphics, design,
and storytelling.
Storifying
social Users are
spending more time
on messaging and
less time sharing
news on social.
Messaging
Direct-buying platforms
such as Instagram,
Facebook and Snapchat
allows them to save
products for later
(Pinterest-style) and
make in-app purchases.
Social Commerce

7. WhatsApp Business users need
to pay for each message they
send unless customers message
them first.Free for brands if
they have a response time
under 24 hours.
WhatsApp
Business
Profiles
Overtook Seek for jobs in
Apr 2018 in AU. LinkedIn
now publishes more than
100,000 articles a
week on its blogging
platform. Beefed up
groups functionality,
native video and a new
API for integrations with
third-party apps.
Linkedin
You need more
budget than you
think.
Pay more to
play IGTV, Facebook Lives,
Linkedin Lives, all
help tell the business
story, build thought
leaders, tap into
community etc.
Live video
B2BSOCIALTRENDSWE'VENOTICED

9. WhatMetricsMatter?
LANDINGPAGEVIEWS
SENTIMENT
CLICK-THRU-RATE
Engagement
REFERRALTRAFFIC
DEMOGRAPHICS
CONVERSIONS
LEADS
INTERACTIONS
IMPRESSIONS
FOLLOWERS
RELEVANCESCORE(ADS)
MENTIONS
FREQUENCY(ADS)
COSTPERACTION
HASHTAGUSE
VIDEOVIEWS
SUBSCRIBERS

10. BUSINESS
STAGE & SIZE /
OBJECTIVE
INDUSTRY
REGION/
AUDIENCE
BUDGET
RESULTSRELATETO

11. INDUSTRYVARIES
RESULTSALOT
Fashion Beauty
Travel Fitness
Automotive
Food

12. Case studies such as these
inspire and motivate. See how
businesses similar to yours
are growing with Facebook's
suite of marketing options.
facebook.com/business/success
INDUSTRY BASED
INSPIRATION

13. Check out what competitors
are doing or others in the
industry you are working
within.
facebook.com/ads/library
INDUSTRY BASED
INSPIRATION

14. See how the world’s best
brands use social media to
delight and engage their
customers.
You’ll see metrics, hashtags,
and fantastic social content.
rivaliq.com/explore
BENCHMARKING
TOOLS

15. Focuses exclusively on social
traffic.Report offers:
Overview of social traffic
Overview of specific social
media sites driving traffic
Landing pages for social
traffic
Conversions attributed to
particular social media sites
Content engagement and user
flow report
google.com/analytics
Social Acquisition Tool
BENCHMARKING
TOOLS

16. This report will help you
understand how visitors
consume and interact with your
branded content throughout the
buyer journey.
Check if people are taking the
desired action after they are
directed from social media
sites
google.com/analytics
User Explorer
BENCHMARKING
TOOLS

17. Offers insights into your
traffic and compares it
against your competitors in
the industry. Filter the
report further to see the
benchmark in different
industries and segments. This
report points you in the right
direction and helps you
improve your social media
marketing strategy.
google.com/analytics
Benchmarking Tool
BENCHMARKING
TOOLS

18. Pulls in lots of different data,for not a bad price point
DATABOX
Wraps a dashboard around Google
stats, best used with
SuperMetrics to integrate social
GOOGLE DATA STUDIO

19. Online dashboard platform forbuilding real-time businessdashboards. Quick & easy tomobilise. Lots of templates.
KLIPFOLIO
Social media only focussed
dashboard.Strong on brand
sentiment and comparison on
competitors.
QUINTLY

20. Has reporting, does schedulingand more. Integrates with CRM
ZOHO SOCIAL
Provides benchmarks versus other
ad accounts in your industry -
handy.
SOCIALBAKERS

21. REGIONAL DENTAL
PRACTICE
Comment to bot competition.
CASESTUDY
18,191 people reached
994 Reactions, Comments & Shares
650% increase in page likes
401 opt-ins to Messenger Marketing
97% open rate on the follow-up broadcast via
Facebook Messenger (versus average open rates on
email of just 20 – 30%!)
Around 5 sales post competition (directly attributable)
at $6k each!

22. STYLE STORY
Pinterest Activation &
Advertising
CASESTUDY
Suggested to the client (Korean based) to activate
Pinterest as a channel as RELEVANT to her market
Now enjoying far more monthly unique views than
their website
Increased ecommerce sales dramatically!

23. SBS TV -
SHE CALLED ME RED
Instagram Stories
CASESTUDY
Over the whole project, SBS Online Documentaries'
Instagram account received 4,147 post likes, 2,494
followers and 94 comments.
Sentiment from viewers who were following the story
showed empathy, as shown in the comments on this
post below.
Nikon-Walkley Award Best Feature/Photographic
Essay| Webby Honouree |world-first documentary|
2018
@sbs.online.documentaries

24. FEARLESS -
PTSD CONFERENCE
LINKEDIN OUTREACH
CASESTUDY
Linkedin Connections at the start of outreach
campaign (15/4/19) - 225
Current Linkedin Connections(16/8/19) - 659
People targeted - 370
Connection from TCC Targeting - 224
Conversion rate - 60%
Outcomes = speakers, awareness, sponsors etc.

25. Gain access to all assets, audit & analyse.
Fit the Strategy
to the Client
Assess what they have to work with
Objectives, Target Market, Timing,
Competitors, Budget
Be thorough
And guide them when they're not sure!
Discuss What Metrics Matter to Them

26. IN THE END THE NUMBERS ON YOUR SOCIAL MEDIA
ACCOUNT DON'T MATTER.
WHAT MATTERS MOST IS HOW MANY LIVES YOU
CHANGED WHILE YOU ARE HERE AND HOW MANY
PEOPLE WILL MISS YOU WHEN YOU ARE GONE.
PARTING WORDS
JOEL BROWN

27. COMESAYHI!
Partner
Kat Lees
Account Manager
Tamara
Socials
Sarah
Project Support/Training
Bec
Socials/Training
Penny
Founder Partner
Yvette
Account Manager
Erin

28. FIND US ON
SOCIAL MEDIA
/thecreativecollective
/thetrainingcollective
Facebook
@yradams
@creativecollect
@trainingcoll
@awardshub
Twitter
@yradams
@creativecollect
@trainingcollect
Instagram