The document outlines Gina Lednyak's presentation on developing an effective social media strategy. It discusses trends in social media and digital technologies, how to integrate social media into a business model, and what the future of social and mobile looks like. The presentation recommends developing a holistic social strategy, creating engaging content, choosing the right social networks, growing an engaged community, and using analytics to improve the strategy over time. It also explores how the rise of mobile, wearable tech, and the Internet of Things will continue to disrupt businesses and customer experiences.

1. THE SOCIAL
EXPERIENCE.
GROW YOUR BRAND,
ENGAGE YOUR
CUSTOMERS AND
STAND OUT FROM
THE CROWD.
Gina Lednyak
Founder & Lead Social Media Strategist
L&A Social Media
@GINALEDNYAK

2. @GINALEDNYAK
TODAY WE’LL COVER…
Social Media Fundamentals - what
you need to know about digital
trends and social time spent online. 1.
Develop a holistic social strategy -
integrate social media into your
business model. 2.
What the future of social media,
3. digital and mobile looks like.

3. @GINALEDNYAK
L&A SOCIAL MEDIA
Featured in

4. THE SOCIAL MEDIA PHILOSOPHY
We believe in value based marketing, where there is an equitable value
exchange from business to customer.
We believing in building authentic communication and campaigns which
develop, long lasting, trusted relationships between a brand and their
community.
TAKE STRANGERS AND
TURN THEM INTO FANS.
TAKE FANS AND
TURN THEM INTO
DIE HARD
BRAND ADVOCATES.
@GINALEDNYAK

5. Social Media
Fundamentals -
what you need to
know about digital
trends and time
spent online.
@GINALEDNYAK

6. HOW MARKETING USED TO WORK - THE DINOSAUR MODEL
• Advertising based on
disruption
• One-way communication
• Broad messaging to broad
audiences
• No way for customers to
speak back to you
• No way to listen to
customers
@GINALEDNYAK

7. HOW MARKETING WORKS TODAY - INNOVATIVE & INTEGRATED
• Opt-in advertising
• Two-way communication
• Targeted & broad messaging
• Direct conversations with
potential / customers
• Customer to customer
communication
• Ability to reward loyal and
engaged customers
• Address negative messages
in real time
@GINALEDNYAK

8. SOCIAL MEDIA TRENDS
By 2020 there will be almost 300 million
international youth trips per year. Social
penetration amongst the youth market is
65-92% depending on country.
@GINALEDNYAK

9. SOCIAL MEDIA TRENDS
52% of people use social media
to plan a trip.
50% of tourism providers in
Australia have booking
facilities on their website
38% of people use social media on
their smartphones to get
recommendations while
travelling .
@GINALEDNYAK

10. HOW DOES THIS EFFECT YOU?
Mobile reviews, social sharing & mapping are increasingly influencing
purchases online and in store.
It takes an average buyer 7-11 touch points before they purchase with you.
@GINALEDNYAK

11. Develop a holistic
social strategy -
integrate social
media into your
business model.
@GINALEDNYAK

12. SOCIAL MEDIA STRATEGY
@GINALEDNYAK
Marketing budget
Business goals
Marketing strategy
Your brand story
Email Print Digital Social

13. 7 STEPS TO SOCIAL MEDIA SUCCESS
There are 7 key steps to creating a successful social
media campaign. The steps start at strategy and end
with analytics and evaluation.
1. Social strategy & evaluation
2. Content creation
3. Choosing the right social networks
4. Posting & engaging with your
community
5. Social advertising
6. Activations & social application
development
7. Detailed insights & analytics
@GINALEDNYAK

14. STEP 1 - STRATEGY & EVALUATION
✓ Evaluate who your customer audience is and what their interests
are; who are your existing customers and who are the customers you
would like more of?
Decide what role you would like social media to play in your business.
✓ Awareness, branding and sales are all potential roles.
Set monthly, quarterly and yearly KPI’s and goals for your social
✓ media activity and your business.
Sit down each quarter to analyse your business activity and plan out
✓ your social media & marketing strategy for the following quarter.
@GINALEDNYAK

15. STEP 2 - THE SOCIAL NETWORKS
It is better to do 1 or 2 networks well, than do 3-5 networks poorly.
Social media is about the quality and attention to detail within each
network, and the connectivity to your community. ✓
Choose the networks where your audience already is, research this
beforehand. Country, age and other demographic information will
influence this. ✓
Some networks are more time consuming than others, evaluate the
✓ time you can commit before you begin.
Decide the business function you would like each network to play and
✓ how it can integrate within your business.
@GINALEDNYAK

16. STEP 3 - CONTENT & COMMUNICATION
Create unique content that is targeted to your audience. Don’t create
generic content. Be different and people will connect with you on a
deeper level. ✓
Ensure you have a content strategy, decide on 3-5 themes and create
✓ content within these themes.
Plan at least 2 weeks ahead. Don’t let your social media plan become
✓ groundhog day.
Follow the 80/20 rules. Post value-add content 80% of the time, and
✓ sales messages 20% of the time.
@GINALEDNYAK

17. STEP 4 - NETWORK DESIGN
✓ There should be a visual consistency between all of your social networks,
your business and your website.
If you use Facebook, be sure to have a cover photo that looks
✓ professional and shows off your business!
Your profile picture must look amazing on mobile and desktop. Always go
for something bold and something that looks great small. It doesn’t have
to be your logo. ✓
The design used on your networks should make it clear who you are and
✓ what you do, and show your unique value proposition.
@GINALEDNYAK

18. STEP 5 - POSTING & ENGAGEMENT
✓ Update your social networks 2-5 times per week.
Experiment with posting at different times of day and have a clear
understanding of what time of day your community is active online. As
your audience may be all over the world, finding the most engaged time
to post is crucial. ✓
Respond back to each person who engages with you on any of your
✓ networks through a comment or message.
@GINALEDNYAK

19. STEP 6 - COMMUNITY GROWTH
Plan ways that you can encourage your existing and past customers
to join your social networks. This can be through incentives when
they first become a customer or ongoing communications. Shared
photos are the most powerful form of marketing for travel. ✓
Post engaging content to your social networks; when your community
✓ loves your content, they will share it with their community.
Utilise social media advertising. Facebook ads particularly are a
✓ powerful and cost effective form of advertising. Use them.
@GINALEDNYAK

20. STEP 7 - INSIGHTS & ANALYTICS
Track online progress weekly, this could be as simple as tracking your
✓ number of fans, reach and sales.
Each month look at your analytics in depth, including demographic,
✓ reach, engagement and growth as well as website analytics.
Facebook backend analytics are a powerful source of information. Use
✓ them.
Use your learnings to plan out your strategy for upcoming months.
✓ Insights and analytics brings you straight back to Strategy!
@GINALEDNYAK

21. SOCIAL MEDIA STRATEGY
Remember… all social networks are created equal!
Online marketing is the great equaliser.
Your customers
Integrated
online
marketing Basic
Business A Business B
@GINALEDNYAK
marketing

22. What the future
of social media,
digital and mobile
looks like.
@GINALEDNYAK

23. @GINALEDNYAK
THE FUTURE…
The future of effective marketing is seamless integration,
smartphones and big data.
Social & mobile have our trust and our attention.
They help us interface with the world around us through
the Internet of Things.
They help us relate with the people around us through
social.
Often they know our context better than we do.
Our travel experiences have become more rich, more
shareable and more dynamic.

24. THE FUTURE IS COMING FAST
@GINALEDNYAK

25. SOCIAL & MOBILE IS DISRUPTING ALL BUSINESS MODELS
@GINALEDNYAK

26. BE INNOVATIVE AND AGILE… CHANGE IS JUST AROUND THE CORNER
1984 vs 2014
@GINALEDNYAK

27. THE INTERNET OF THINGS
By 2017 there will be over
20 Billion mobile connected devices
The smartphone will be the interface to the Internet of Things
@GINALEDNYAK

28. WEARABLE TECHNOLOGY
@GINALEDNYAK
Google founder
Sergey Brin has said
the next revolution of
the internet is to go
“Hands Free”.
How long will it be
before travellers and
customers have access
to smart contacts
wherever they go?

29. THE CLOUD & PHOTO SHARING - HOW MANY OF THESE ARE TRAVEL?
@GINALEDNYAK

30. HOW DO YOU LEVERAGE THE FUTURE TODAY?
Ensure your business is digitally optimised.
Look for innovations within your business.
Stay up to date with trends and opportunities.
Give your customers ways to promote you, optimise
for social sharing and recommendations.
Be easily accessible via mobile and tablet.
Innovation happens with or without you. See it as an
opportunity and greet it with enthusiasm.
Enjoy the ride!
@GINALEDNYAK

31. TODAY WE’VE COVERED…
Social Media Fundamentals - what
you need to know about digital
trends and time spent online. 1.
Develop a holistic social strategy -
integrate social media into your
business model. 2.
What the future of social media,
3. digital and mobile looks like.
@GINALEDNYAK

32. QUESTION
TIME
@GINALEDNYAK

33. THANK YOU
Gina Lednyak
@ginalednyak
gina@lednyakassociates.com
lednyaksocial.com.au