T3 Using Social Media and Online Video to Attract Customers

Using Social Media & Online Video to attract customers

Presenter: Andrew WaiteDigital Marketing Expert

About Me

Project Manager @

linkedin.com/waiteandrew

Introduction

http://youtu.be/CCcl_TOCQzY

National Broadband Network

A broadband network for Australia’s futureThe National Broadband Network is a next-generation broadband network designed for Australia’s future needs. The network comprises of three technologies - optic fibre, fixed wireless and next-generation satellite – and will provide more reliable, high-speed broadband access to all Australians

DEP goals & objectives:

SME (small-to-medium enterprises): • improve their online

presence• offer new products and

services• expand their market• improve

competitiveness• increase their means of

communicating with customers and suppliers

NFP (Not-for-profit organisations): • extend their reach

into the community

• expand their donor pools

• explore more innovative ways to increase awareness for their causes

Local communities: • enhance their

standing as community-based centres

• reach a wider audience, while helping foster an environment of shared knowledge and understanding

to help…. to help…. to help….

What’s covered tonight

• What is social media?- Social Networks- Social Information Networks- Online Forums- Blogs- Newsfeed & Information Sharing

• Video & Audio sharing - YouTube and Vimeo - Podcast

Social Media

What is it?Online platforms that allows anyone to create, share and interact with a wide range of digital content

Types of social media tools:• Online forums & blogs• Newsfeed and info sharing• Information networks• Social networks• Audio and video sharing

Why Social is Worth Doing

1. It has a role to play in your marketing• Stranger > Known > Liked > Trusted

2. Google is listening (SEO)3. It provides direct access to your key customers4. Can you afford not to?5. It is part our community now and is only going to get bigger6. It is easier than you think

Social Vs. Traditional

Traditional Campaign

Social Media Mechanism

Target Seed Audience

Multichannel Approach

1. Find your “seed” Audience- Who are they?- What are they talking about?

Multichannel Approach

2. What do they love?

Multichannel Approach

3. First look- Content- Advertisement

Multichannel Approach

4. Great experience- Reason to engage (content, games,

questions etc)

Multichannel Approach

5. Adoption- Adoption of brand/content- Repeat Visitation

Multichannel Approach

6. Broadcast, Export and Share- Sharing across channels- Viral activity- Word of mouth

What are the Networks/Channels

- Facebook- Twitter- Blogging- Youtube- Flickr- Foursquare- Instagram- Linkedin- Pintrist- Google +

Social Networks

A social media platform were you can create your brand’s personality,

and then display it to millions

• Easy to create page• Free to sign up • Integrate to website

Features: • Update product or service news• View customer feedback and

comments• Share photos

Who Uses Facebook?

Largest Growth Demographic

• As of this time last year…

Was / Is Facebook a Fad?

Who Uses Facebook?

• As of today 4:00PM

Who Uses Facebook?Increase in Australia: 1,905,520 Increase in Melbourne: 212,820

By Demographic:< 18 = 100%18-25 = -32%25-35 = 101%35-64 = 89%

OR: on average, 583 people joined facebook between September 2011 and September 2012 in Melbourne each Day

Facebook Profile, Groups, PagesFacebook Profile – Individuals• Can not have more than 5000

friends

Facebook Groups – For Members to Connect

• Can restrict members• Does not support aps

Facebook Page – For Businesses• Supports aps• Used to promote a businesses

large and small

How do I Setup/Administer a Page?

1. Setup a profile!

What not to do: • Do not create a

personal profile for your business. Profiles are for people, Pages are for businesses.

Understand Your Profile

• Introducing – Timeline

http://www.youtube.com/watch?v=hzPEPfJHfKU

How do I Setup/Administer a Page?

2. Setup a Pagewww.facebook.com/pages

DEP Facebook page

Cover photo

Thumbnail photo

Number of ‘Likes’ from customers and supporters

Business/BrandName

About section: brief information about what your business does

Posts: -Promote a business event -Introduce a new product-Update news related to your industry-Share photos -Promote competitions -Etc.

Customer comments: Forms valuable information and feedback for your business

How To Promote Your Page-Create an engaging Page.

- Use applications like the discussion board and YouTube video box to add more interesting and engaging content to your Page.

-Leverage the viral nature of Facebook – the news feed.

- Activity is published to a by an individual “news feed” which is seen by all of their friends on Facebook.

-Draw on your existing network. Email subscribers and blog readers

- Make your Page publicly searchable. By default, your Page will be public so that it can get indexed by search engines and give you the opportunity to drive organic search traffic to your Page.

- Use Facebook Ads for an extra push.

Facebook advertising

• Displayed on the right hand side of a page

• Easy to create• Reaches targeted audience• Charges $ via PPC• Facebook guidelines &

support• Statistics to track the

success of your ad

Types of Advertising

• Setting up an ad:Facebook.com/ads

What’s Next? - Integrate

Facebook Social Plugins

Examples:• Like Button• Share• Comment• Facebook Login• Feeds

What’s Next?

Presented by Andrew Waite

- Involve Employee

• Make them an administrator• Ask them to suggest their friends• Ask them to ask their friends to suggest their friends • Define employees role on Facebook

• E.g. John – Will take photos of race events and post them up

• E.g. Meg – Will be responsible for publishing daily news of the club

Image and Photo Sharing

An opportunity to showcase your business and its brand

What is it?Flickr is a social media platform offering image and video hosting, as well as a dynamic online community

http://www.flickr.com

Flickr (cont.)

Ways to promote on • Thumbnail• Photos & images• Screen name• Tag photos• Photo use• Join Groups

Image and Photo ideas: • employees at industry

functions• successful products and

happy customers • social and business events • industry professionals

Social Information Networks

• Twitter is a platform constantly displaying the latest info to users

• Can also be known as real-time information network

• Brand following and ‘tweeting’

Things you can tweet about: Upcoming promotions and

competitions Update on product (add a link to your

website) Welcoming new staff

Articles relatable to your business Company blog updates Countdown to your company events Photos (product, event etc.) Questions about your business or

industry

DigEnterBiz Twitter Page

Thumbnail Photo: Appears when you make a tweet

About section: brief information about what your business does “Tweets”:

Messages that your followers will receive. Link images and articles. Followers can then ‘re-tweet’ and add as their favourites

Blogging

Blogs

Blogs/Web Logs/Online Journal - Should provide valuable and relevant content- Way to improve search engine rankings

Blogging Ideas: • Industry events you’ve attended• Report on new industry trends• Talk about upcoming events you are hosting • Introduce your team• Review industry related blogs and books• Answer customer FAQ• What’s next for your company

www.wordpress.com

www.blogger.com

Why Are Blogs Good?

• You own it• You control it• You are not operating under someone

else’s terms and conditions

Why Are Blogs Good? (For Business)

• Creates exposure for your business (through links & sharing)

• Generates leads• Improves Google ranking• Positions your company/business as

experts in the field

Newsfeed and Info Sharing Tools

• RSS = Really Simple Syndication • Just like subscribing to a newsfeed

Popular RSS readers include:

www.bloglines.com www.gmail.com

You may also wish to include RSS to your website

Key Blogging Points

• Don’t Sell• Educate and inform• Optimize blog for sharing capability

(facebook, twitter, youtube etc) – Cross channel promotion

Youtube

Why Youtube

• Second biggest search engine after Google• ‘How to’ category is the fastest growing segment• According to Forrester Research 53X easier to

rank on the first page of Google

YouTube

• Customers prefer to search and watch

• Large audience reach• Subscribe to channels

2nd largest search engine (After Google)

Vimeo

• Similar to YouTube • Contents consist of original videos • Viewers can browse, rate and comment on videos• Accepts wide range of video formats

PLAN TYPE BASIC PLUS

Cost Free $59.95 /year

Storage Space 500MB /week 5GB /week

Banner Ads Yes No

HD Uploading 1HD /week Unlimited

HD Embedding No Yes

Player Customization Basic Advanced

Advanced Statistics No Yes

Video Sharing

Benefits of video sharing: 1. It’s free2. Powerful visual content3. Potential to be viral4. Reaches both local and global audiences5. Demonstrates your expertise (differentiate your

business by showing customers why you are good)6. Adds brand personality, gives your company a face7. SEO friendly, videos will generally appear at the top

within a search

Audio Sharing

Audio Advantages:1. Strengthens customer relationships2. Customers can listen to their convenience 3. Listen on multiple devices: computer,

mobile phone, mp3 device etc.

Podcast

You need: computer + microphoneWhat to do: record content then upload to website or third party platform (blog, iTunes, RSS) Present your podcast in a number of ways:• Interviews• Lectures• Talk shows• Meeting• Newsletter etc.

Online Forums

Member/Supporter Benefits: • Sharing of information• Connect and network with

others• Provide feedback and

opinions about products/services

• A space where questions can be asked

Your Benefits: • Attracting

members/supporters to your website

• Interacting with members/supporters

• Receive feedback (useful for planning and decision making)

• Increasing member satisfaction and retention

Online Forums

Moderating online forums effectively: • Introduce a policy with clear guidelines• Members to register before access • Address constructive criticism and angry

comments effectively

Tools

- Investigate Social Media Tools & Monitoring Tools

Tools

- Investigate Social Media Tools & Monitoring Tools

Social Sharing Buttons

Social media sharing tags enable visitors to your site to easily let other people know about your site and its content via their social media platform of choice

Next Topic…

Developing your website using open source!!

Helping your business succeed online