A practical guide to social media & your brand

© 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


What’s happening in the social scene?


https://www.youtube.com/watch?v=IqeOnfQmZPY


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

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 2015Stats vary across sources, but are pretty good as an indicator

1 billion

347 million

53 million

420 million



So, who’s driving?


• 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…


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


Used everywhere

Yellow Pages Social Report 2014


Multi-task, multi-channel


Why do it?


Good luck not doing it…


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.


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

AffiliateEmail Lists

InSkinsEmail Lists

Group Buying

RadioMagazines

Newspapers

Online DisplaySEM

outdoortelevision

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


Different brands, different approaches


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


Reputation

management

• Things go wrong – that’s just part of life

• When they do, you better be ready to control the damage!


Advocacy/loyalty

• Front of mind campaigns – particularly popular with some of the millennials

• Builds trust and excitement, if done correctly


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


Promotion

• When what your customers want from you is money off or the chance to get a ‘deal’

• Middle of the road personalities


Co-creation and innovation

• For when you’re trying to change behaviour with products

• Helps make your brand synonymous with innovation


Education

• For when your business plan pertains to spreading information

• Helping people make better decisions is better for your brand


Influence

• For when you don’t need bells and whistles

• Sometimes the facts are good enough


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


How do you decide where to sit?

?• Ubar• Marxine’s• Sport

It depends on your audience, objectives, and brand


Putting it in to practice



• 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


engage.


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


create.


Content marketing


Content is:

• The written word

• Visuals and spoken word

• Interactive material



Creating a content strategyBusiness 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


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


Group exercise: Content planning


Ubar

Accommodation

Sport

Retail

Food

Events


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



Case studies


Killer content

https://www.youtube.com/watch?v=Q0MNJkOohAk


Crossover campaigns

https://www.youtube.com/watch?v=e91c0mWP960


Engaging a silent customer

https://www.youtube.com/watch?v=DF9ABy9Gzi8


Creating content opportunitiesYour 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


Handy tools and tips


If this, then that

https://ifttt.com/myrecipes/personal

https://ifttt.com/myrecipes/personal


Hashatit

• Track multiple hashtags

• Makes listening and engaging easy

• Embed to a site

http://www.hashatit.com/

http://www.hashatit.com/


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!

http://www.socialmention.com/

http://www.socialmention.com/


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

https://hootsuite.com/dashboard

https://hootsuite.com/dashboard


Measurement and success


Key Social Metrics

Facebook- Fans- Likes- Shares- Comments- Talking About- Stories Generated

Reporting on your activities


What does success look like?

Objectives = achieved

ROI

Risk mitigated

Customer base happy

Great content

Having fun

? © 2014 Zuni | All Rights Reserved | Confidential

Thanks!Mark.Razzell

Valentina.Borbone

@Zuni.com.au02 9516 5480


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

Date post:	14-Jul-2015
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