1. Effective Social Media for
Small Business

3. Denis Masseni
denis.m@sponsor-ed.com.au

4. Denis Masseni
(denis.m@sponsor-ed.com.au 1300 755 010)
4

5. Denis Masseni
(denis.m@sponsor-ed.com.au 1300 755 010)
5

6. 6

7. Overarching objective
To give you an appreciation of the issues to manage to build a
successful social media community.
Objective: help you to ‘see’
This is not a ‘press this button here’ session

8. 3 social outcomes for sme’s
1. Nothing's happening
2. Got a following - not monetising
3. Got a following and monetising

9. Straw Poll
Who has a social media space for your business?
LinkedIn
Facebook
Twitter
E-newsletter
Youtube
Instagram

10. You’re all a bit late

11. We’ve gone digital
11

12. Digital Trivia
Name the company?
myspace
12

13. Digital Trivia
What year was the
ipod launched?
October 23, 2001
13

14. Digital Trivia
How old is youtube?
February 2005
Sold – November 2006, $1.65 billion
14

15. Digital Trivia
What was the first
item sold on ebay?
A broken laser
pointer - 1995
15

16. A bit about what is social media; why???

17. The Platforms
LinkedIn
Facebook
Twitter
E-newsletter
Youtube
Instagram
5 million
13 million
2.8 million
13 million plus
12 million
1.6 million

18. The Platforms
LinkedIn
Facebook
Twitter
E-newsletter
Youtube
Instagram
5 million
13 million
2.8 million
13 million plus
12 million
1.6 million

19. 1: The Model
19

21. 2: Audience profiling
21

22. 22

23. 23

24. What’s the nugget (hook)?
24

25. High Need
25

26. 39,045 members
26

27. High Passion
27

28. 28
?

31. 31

32. The Results
•11 million Social Networking impressions
•5 million engagements on social networks (people sharing and receiving)
•11,000 videos posted
•15,000 tweets.. not including re-tweets
•13,000 photos
•50,000 hand raisers who have seen the product in person or on a video who said
that they want to know more about it when it comes out and 97% of those don’t
currently drive a Ford vehicle
•38% awareness by Gen Y about the product, without spending a dollar on traditional
advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being
out in production and yet it has received hundreds of millions of dollars in traditional
marketing spend).

33. Trust
33

34. 34

35. Ego
35

36. 1,137,158
36

37. 37

38. 38

39. Identity
39

40. Tran has 281 videos available on her YouTube
channel and is the most-subscribed user of all
time in Australia,[3] the 26th most subscribed of
all time on YouTube,[6] and the 7th-most
subscribed director worldwide
40

41. 41

42. ?
42

43. First mover advantage - marketing
43

44. High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing 44
What can you say about your audience?
What’s your nugget?

45. 45
What’s Cannon’s nugget?

46. 3: Content
46

47. Is content king?

48. Introducing

49. social media mimics talk back radio

50. 50

51. 499,000
51
157,000

52. Most social media fails
because it doesn’t
understand that there’s a
lifecycle management of a
social media member
52

53. Constant nurturing
Retention
Activation
Acquisition
53
Campaign to grow members
Get them involved – polls are good!
Answer this question: why would they stay?

54. The challenge: finding a content mix that
satisfies LCM
Acquisition
Use SM to acquire an audience; reach
Activation
Use SM to activate an audience; engage
Retention
Use SM to retain and audience; value
54

55. 3rd Party apps – facebook insists
55
Used to

56. Content outcomes
What business is Shell in?

59. A product is what a product does

60. Exercise:
1: what’s your audience nugget?
2:What’s your content outcome?

61. 4: Context
61

62. The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
62

63. https://www.youtube.com/watch?v=1YOthRz-rRM
63

64. 64

65. Context
engagement strength varies by;
Rule 1: Content accessorising
Rule 2: Frequency
Rule 3: Time/Day
65

66. Mississippi

67. 72%

68. click here
13%

69. A reminder about
Friday’s trivia night
9%

70. 6%

71. Frequency is ‘context’
2 choices;
to deliver 2,000 words every 2
weeks or
deliver 200 words per day, which has
the best engagement?
71

72. Frequency is ‘context’
L Volume H
LFrequencyH
72

73. Frequency is ‘context’
Ad-hoc vs Cyclical
73

74. Time of the day is ‘context’
Several thousand subscribers
Open rate 40%
Highest open rates occurred on Sundays
emails sent from 6 a.m. to 7 a.m. are about three times
more likely to be opened than emails sent at 4 p.m
74

75. Time of the day is ‘context’
• Most brands post during the week
• Best engagement is on weekends
http://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/
What does ‘best’ mean? It’s not about
posting (sending), it’s about engagement
75

76. Variations by content type
http://www.jamesamartin.com/so
cial-media/when-to-post-on-
facebook
76

77. Same message,
different context,
different engagement
77

78. 6: Search Engine Optimisation
78

79. Google page 1 ranking
• The game has changed in the last year. Be careful if your
understanding of SEO is based on assumptions formed in the past
• Understanding Google ranking is much easier now, it’ more authentic
but more difficult to execute
• In the past SEO meant becoming the most relevant search destination
when you weren’t the most relevant
• Lower your Adwords cost by ranking higher

80. SEO Fundamentals
• Page 1 ranking is a moving target
• It’s relative to your competition
• Goggle’s onto you
• Decision on keywords
• Check competition
• Authentic content with frequency
• Backlinks of relevance and standing
• Traffic

81. How I achieved page 1 ranking
Websites for schools
School websites
Facebook for schools

82. 7: Google v Facebook ads
82

83. Some differences
Google
In buying mode
higher CTR – x 2 to 8
Helps SEO
SEO affects cost
Facebook
In social mode (magazine)
better targetingYou need to understand your audience and experiment

84. 8: An approach
84

85. Social Media Management Evolution
Content Curation
• Establish a publishing regime
• Finesse content using analytics & aggressively grow followers
Editorialise
• Develop own voice, promote expertise
• Be first
Content Creation
• Create unique/authentic content - frequently
• Own substantial sought after content– mthly/qrtly

87. Model Social Media Training Org
• Qrtly report, quality, unique content
• Original content
• Industry partner contributions
• Weekly email (x2)
• Industry info (re-posts)
• Training promotion (10-20% of content)
• Social media
• Fb, Tw, Bl,
• Business Revenue: Training Org
Contact us on 1300 740 252 or hello@smk.net.au for more information on our
intelligence reports, becoming a contributor or to add you name to our email
database.

89. If this is all too much - outsource
Let’s talk
Denis Masseni
Director: The sponsor-ed Group
700 Collins St, Docklands, 3008
P: 1300 755 010
M: 0418 583 520
E: denis.m@sponsor-ed.com.au
W: sponsor-ed.com.au