2 hour lecture on social media to RMIT students - 8 week program. Emphasis on writing.

1. Social Media – Writing
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2. Writing
Engagement
Goals
there’s so much that will screw with
your content
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3. Denis Masseni
(denis.m@sponsor-ed.com.au 1300 755 010)
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4. 30 seconds on you
& social media background
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5. My Perspective on Social Media
• I get frustrated by the focus on content
• I believe most social media returns very little
• I get excited about multi-dimensional strategy
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6. social media mimics talk back radio

7. Not everyone contributes…… but can
share, view, absorb, engage

8. 8

9. 1: Social media evolution
& state of play
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10. Content today is
like playing ‘pass
the parcel’ in
reverse.
Each person adding
value as it moves
through the
community.
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11. 11

12. 12

13. April 2013
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1. Facebook – 11,534,540 Australian users/accounts (up approx 45,160).
2. YouTube – 11,250,000 UAVs (up 250,000)
3. WordPress.com – 3,200,000 (up 300,000)
4. Blogspot – 2,900,000 (down 100,000)
5. Tumblr – 2,900,000 (up 100,000)
6. LinkedIn – 2,900,000 (up 200,000)
7. Twitter - 2,167,849 Active Australian Users (see calculation from last month)
8. Instagram - 1,083,924 Active Australian Users (see calculation last month)
9. Flickr – 880,000 (up 20,000)
10. TripAdvisor – 810,000 (down 20,000)
11. Pinterest – 610,000 (down 20,000)
12. MySpace – 290,000 (down 10,000)
13. Yelp – 220,000 (steady)
14. Reddit – 185,000 (up 5,000)
15. Google Plus – approx 100,000 (my estimation *revised*)
16. StumbleUpon – 95,000 (steady)
17. Foursquare – 51,000 (steady)
18. Digg – 33,000 (steady)
19. Delicious – 31,000 (steady)

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AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE
65% of online Australians use social networks
45% log on daily
17 % log on more than five times daily
76 % log on from a smartphone
37 % view social networks first thing in the morning
42 % use social networks last thing at night
34 % log on at work
6% log on in the toilet
The typical Facebook user spends 7 hours on the site
weekly
Average number of friends, followers and fans is 258
Read more: http://www.news.com.au/technology/sensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-
lives/story-e6frfro0-1226647077558#ixzz2UZRgFyZT

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16. 16

17. Social Media at its best
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18. 18

19. 1: Pushing out
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20. It’s now about pushing out content
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21. 21

22. Websites have been repurposed from
infotainment to search
……but remain the hub for the long
story
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23. 2: Modern Media Mix
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24. 24

25. Bought
Advertising……… a bit today
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26. 26

27. Google vs Facebook ads
which one would you use?
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28. 28

29. You may be your organisations community manager so
your focus is social media, but your organisation is
managing the total mix
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30. 30

31. 31

32. 3: Statement of Purpose
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33. To sell more beer
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34. 34

35. 35

36. Workshop
Answering the question ‘why are we doing this
and what do we hope to get out of it?’
Exercise: Attempt to answer that question on
behalf of your organisation.
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37. Statement of Purpose
• Why have you implemented social media?
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38. 3.1 SEO
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39. Mastering Google
• Chase for page 1 ranking
• Google makes 500 to 600 algorithm
changes/yr. Major change too!
• If you’re understanding of Google hasn’t been
recalibrated over the last year or two…..
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40. Google aims to be the most relevant
search engine
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41. Black hat SEO and buying your way
into relevance no longer works
• Websites for schools
• Facebook for schools
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42. SEO
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43. Adwords
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44. Bidding
Part 1: Maximum Bid

45. Bidding
Part 2: Quality score
 Scale from 1 to 10
 Based on click through rate (CTR)
 Landing Page
 Relevance

46. Bidding
Part 3: AD ranking

47. Bidding
Part 4: Calculating the bid

48. 48

49. 49

50. 4: Social Media Member
Lifecycle Management
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51. 51

52. Constant attention
Retention
Activation
Acquisition
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53. Writing Content for each phase of the
Life Cycle Management
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Retention
Activation
Acquisition Campaign – your job is to sell the bibles not
educate the heathens
Provoke an action: like, share, comment
Ask a q, run a poll, be timely
Give them what they expected you to deliver.
Info, edge, cool, status, collegiate…..

54. 3rd Party apps – facebook insists
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55. 5. Audience Profiling
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56. It’s not all about you
• You may want to grow your social media
membership……but why would someone
follow you?
• It’s the nexus between you and them – your
needs their needs
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57. What do you know about your target
audience?
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58. Psychographics
• Physcographics are determined by lifestyle
and/or personality
• Attributes
– Fashion conscience
– Health conscience
– Environmentally conscience
– Music
– Brand conscience etc
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59. Psychographic Segmentation
Demographic segmentation
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60. 60

61. Roy Morgan – Values Segments
• For information on each segment: http://www.roymorgan.com/products/values-segments/values-segments.cfm 61

62. One of the classic failings in social media
is never (really) speaking to your target
audience. Instead, most keep throwing
different types of content at the target in
the hope something will stick. If/when it
does, more of the same is then
catapulted, again, in the hope that
engagement nirvana has been reached.
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63. Want to know what your audience
wants?
Just ask them
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64. 6: Tools
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65. 65

66. So much to choose from
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1. Facebook – 11,489,380 Australian users/accounts (down approx 220).
2. YouTube – 11,000,000 UAVs (steady)
3. Blogspot – 3,000,000 (down 200,000)
4. WordPress.com – 2,900,000 (steady)
5. Tumblr – 2,800,000 (up 200,000)
6. LinkedIn – 2,700,000 ( down 57,000)
7. Twitter - 2,167,849 Active Australian Users (see calculation below)
8. Instagram - 1,083,924 Active Australian Users (see calculation below)
9. Flickr – 860,000 (up 10,000)
10. TripAdvisor – 830,000
11. Pinterest – 630,000 (down 10,000)
12. MySpace – 300,000 (steady)
13. Yelp – 220,000 (steady)
14. Reddit – 180,000 (up 10,000)
15. Google Plus – approx 100,000 (my estimation *revised*)
16. StumbleUpon – 95,000 (steady)
17. Foursquare – 51,000 (steady)
18. Digg – 33,000 (steady)
19. Delicious – 31,000 (steady)

67. Can you name another organisation in
Australia that has 12 million members?
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72. 72
Used to

73. 73

74. Worksop
• Both of these fb campaigns were very
successful. Can you find the elements that
may have contributed to their success?
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77. 77

78. 2.1 million accounts
• One sixth that of facebook
• Many organisations have Twitter and not
Facebook
–Why?
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80. 80

81. 81

82. 82

83. Ouch!
0.05% of all twitter
accounts (U.S) drives 50%
of the traffic
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84. 84

85. 85

86. Twitter upside
• PR: Journalists follow those of interest on
twitter.
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89. 89

90. Groups – big tick
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94. 94

95. 95

96. 96

97. 97

98. 98

99. 99

100. Mummy Bloggers
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101. Good bloggers can write
• You don’t need to know how to write well on
fb, just write appropriately for the medium
• Tone of voice!
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102. Blog followers are seeking a deeper
engagement with the content either
through entertainment or information.
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104. 104

105. 105

106. 106

107. Feeding CRM
• Modify campaigns to opens, non’s and to
individual links
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108. Part 2

109. 7: The Model
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111. 8: Case Studies
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112. Success Profiles…….you can learn from
others. It’s best to learn how to ‘see’
rather than copy. The Social Media
Ecosystem model is your map for
seeing.
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113. 113

114. 114

115. What’s the nugget (hook)?
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116. High Need
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117. 39,045 members
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118. High Passion
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119. 119
?

121. 121

122. 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).

123. Trust
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124. 124

125. Ego
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126. 1,137,158
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127. 127

128. 128

129. Identity
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130. 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
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131. 131

132. ?
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133. First mover advantage - marketing
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134. High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134

135. 135
What’s Cannon’s nugget?

136. Introducing
• Qantas stand out

137. 9: Context
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138. The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
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139. 139

140. 140

141. Frequency is ‘context’
2 choices;
to deliver 2,000 words every 2
weeks or
deliver 200 words per day, which has
the best engagement?
141

142. Frequency is ‘context’
L Volume H
LFrequencyH
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143. Frequency is ‘context’
Ad-hoc vs Cyclical
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144. 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
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145. 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
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146. Variations by content type
http://www.jamesamartin.com/so
cial-media/when-to-post-on-
facebook
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147. Same message,
different context,
different engagement
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148. 10: Content Planner
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149. Michael Grose

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Resources

151. socialmedianews.com.au
allfacebook.com
mashable.com
socialmediaexplorer.com
digitalministry.com.au
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