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This topic covers the broad range of social media available, explaining how to create an account, how to best utilise the medium to attract new customers, and which social networking websites might be best for your business, organisation, or cultural institution. This covers the key social media sites, and also examines blogs, forums, information sharing tools, and news feeds
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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