digitalcapabilitycom.au

Social Media and your business

City of Charles Sturt29 November 2016

Allison MillerDirector & Lead eBusiness / eLearning

Consultant

Access documents:

bit.ly/CSS-291116

Session Overview

• Why Social Media• Which Social Media to Choose• Paid vs Unpaid options in Social Media

channels• Strategy - how to plan your social media• What will you investigate further?

Start your Social Media Action Plan right now!

Why use social media to market your business?

Social media

Social Media

Social proof your business

Grow Customer

base

Brand awareness

Listen to what

people are saying

Connect with

others

Which social media sites are you using to market

your business?

Data source: http://www.socialmedianews.com.au/social-media-statistics-australia-september-2016/ Image: http://www.socialmedianews.com.au/social-media-statistics-australia-april-2016/

Australian Social Media Stats*

• Facebook – 15,000,000 users• YouTube – 14,500,000 users• Instagram – 5,000,000 users• Tumblr – 4,100,000 users• LinkedIn – 3,400,000 users• Twitter - 2,800,000 users• Snapchat – 2,000,000 users• Pinterest – 280,000• Google Plus – 60,000 users

* September 2016

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

Facebook – aka ‘the Pub’

• Connect with friends or seek feedback from customers

• Think ‘cats’ and ‘babies’• Regular short posts/week – useful and relevant

content, news and events about your business• Answer questions on status updates and in

Groups• Post: Early morning, during lunch, after work,

before dinner and before bed• ‘Boost’ posts and pages• Competitions for “Likes”

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

LinkedIn – aka ‘the Office’

• Business Networking (Key decision makers), Recruitment

• Share ‘thought leader’ posts, industry / topic news, how-tos

• Offer advice / information in industry / topic groups

• Company page• Post: Before / After business hours

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

Twitter – aka ‘SMS / Chat’

• Short posts (best < 100 characters)• Witty comments / quotes, industry news,

promos, tips & tricks• Photos / Video• Paid ‘tweets’ and ‘profiles’• #hashtags & trending• Strong WIFM call to actions – click, interact, buy• Post: between 11 am-3 pm

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

YouTube – aka ‘Moving pictures’

• Strong message, Show don’t tell• Info-mericals - tutorials, stories, debunk myths,

Pros/Cons, action, tips / tricks, how-tos, • Business YouTube Channel• No longer than 3 mins• Professional vs Crappy• Paid targeted promotions• 3-5 / month• Busiest 2-8 pm

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

Instagram/Pinterest – aka ‘Visual’

Instagram• Inspirational images• Sneak peeks, behind the scenes, product demos• Include questions / #hashtags• Ask customers to post with unique #hashtags• 1-2 / day• Post: after 8 pm weekdays & 5 pm on weekends

Pinterest• Curate images around key themes: people, animals,

houses, clothes, shoes, craft, cars, tools • Women & crafty • Repin your images• 1 pin per day• Saturday mornings; Weekdays: 2-4 pm & 8 pm to 1 am

Source: https://www.youtube.com/watch?v=kKSr6h5-fCU

Snapchat– aka ‘Now’

• Sharing our lives (storytelling) but making it scarce (10 secs / 24 hrs)

• Share live events, special content / offers, behind the scenes, ‘knowledge’ blogging, how-tos

• App-based

Google+ – aka ‘Geek fest’ Mash-up of Linkedin and Facebook

VSGoogle My Business – aka ‘SEO

heaven’

Understanding how social media sites work is a bit like

having sex, unless you’ve done it, you don’t know

what all the fuss is about.

Stake your claimImage: https://www.flickr.com/photos/mugley/310184558

Activity: Which social media site(s)?

Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg

Building a social media action plan

CC-BY Image: - Simon – Facebook Connection Social Network Media - http://pixabay.com/en/facebook-connection-social-network-76531/

Who is your ideal customer?

How do they interact with social media?

How can you influence this?

Building a social media action plan

S Specific

M Measurable

A Attainable

R Relevant

T Timely

Building a social media action plan

S Specific

M Measurable

A Attainable

R Relevant

T Timely

• What do you want to achieve specifically?

“Have more people visit our website through social

media…”

“Be seen as THE industry expert”

“Be front of mind”

Building a social media action plan

S Specific

M Measurable

A Attainable

R Relevant

T Timely

• When and how will you measure your goals?

“Have more people visit our websites through social media by 10%”

• Measured through Google Analytics etc

Building a social media action plan

S Specific

M Measurable

A Attainable

R Relevant

T Timely

• Is your goal achievable?• What is the benchmark?• Do you have the

necessary resources?• Do you have the

necessary skills?• Do I know how Google

Analytics work? • Do I know social media?

Building a social media action plan

S Specific

M Measurable

A Attainable

R Relevant

T Timely

• Is this meaningful for your organisation?

“Why do I want more visitors to my website?”

“What will they do when they visit my website?”

Building a social media action plan

S Specific

M Measurable

A Attainable

R Relevant

T Timely

• Is the goal time-bound? • Is there a due date?

“Have more people visit our websites through

social media by 10% by the end of June”

Activity: Set your social media goal(s)

Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg

Image: VELG Training - https://www.facebook.com/VelgTraining

Cloud Computing aka “the Cloud”

VisualSincere/Caring

AnnouncementsPolls/CompsDiscussionsGive to get

What should I share?

Your original contentOther people's contentInteractionsCustomers

What should I share?

Your original contentOther people's contentInteractionsCustomers

• Content you create– Blogs– News– Videos– Photos– Infographics– Links– Reports / Papers– Checklists

What should I share?

Your original contentOther people's contentInteractionsCustomers

• Content other people create related to your cause– Articles– Events– Government policy– Reports / Papers– Infographics

google.com/alerts

What should I share?

Your original contentOther people's contentInteractionsCustomers

• Facebook / LinkedIn– Tagging others in your

posts– Replying to

comments/posts– ‘Likes’

• Twitter– ReTweets– Talk to others (mentions)– Reply to mentions– ‘Favourites’

What should I share?

Your original contentOther people's contentInteractionsCustomers

• Ask questions• Involve your customers

in your content• Facebook

– Off-topic posts/memes• Twitter/Instagram

– Get involved with hashtags (eg #digitalcapability, #openeducation)

Activity: What will you share?

Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg

Paid vs Unpaid options in Social Media channels

Selling directly from your Facebook Page

Image: The Wishing Box - https://www.facebook.com/pages/The-Wishing-Box/165675503601951 Image: KZs Scents - https://www.facebook.com/KZMELTS

Boosting posts

Promote Page

Sponsor ads

Image: Slam Strategy - Facebook Advertising ticks all the right boxes http://slamstrategy.com.au/facebook-advertising-ticks-all-the-right-boxes-2/

Competitions

Image: VELG Training - https://www.facebook.com/VelgTrainingImage: Pure Bliss Massage - https://www.facebook.com/pureblissmobilemassage

Marketplace

Image: Facebook Marketplace - http://newsroom.fb.com/news/2016/10/introducing-marketplace-buy-and-sell-with-your-local-community/

“More than 450 million people visit

buy and sell groups each

month”*October 2016

How are you going get started?

Activity: Your social media strategy

Image: http://farm5.staticflickr.com/4083/4843576916_75c594ba06_b.jpg

It’s not the ….

CC-BY Image by Sprott Money - https://www.flickr.com/photos/105572614@N04/10304333036

What will you investigate further?

digitalcapabilitycom.au

Allison Miller0400 732 270

allison@digitalcapability.com.audigitalcapability.com.au

linkedin.com/in/theother66

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