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3 things SOCIAL
MEDIA CAN DO
FOR YOU – Pt2
With support from
TONIGHT
Creating Content to:
Communicate
Connect
Engage
Source: steve-dale.net
The Evolution of Marketing
and Social Media
TRADITIONAL MARKETING
HOW:
Television, Paper Advertising, Radio
OUTCOME: Brand awareness, create desire
EFFECTIVENESS: Scattergun approach, improvement with targeted magazines
SOCIAL MEDIA MARKETING
HOW:
Online – Web, Social Media, Video
OUTCOME:
- Provides (Personal) communication- (Personal) Interaction- Provide information (reduce sales
barrier, shorten sales cycle)
EFFECTIVENESS:
Target marketing, creation of dialogue –company voice, instant access to information
CONTENT MARKETING
HOW:
Online – Web, Social Media, Video
OUTCOME:
- Provides value- Builds a community- Telling a story
EFFECTIVENESS:
Sales through story telling, emotional connection
The Next Big Thing?
MOMENT MARKETING
HOW:
Utilises data and technology to deliver advertising and marketing > mobile, online, social media
EFFECTIVENESS:
Delivering needs and wants by understanding and accessing data- Location, Time, Environment- Behaviour
Creating Content
Focus On The WHY People Buy From YOU!
Inspired by: http://johngreathouse.com/spilling-the-beans
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
What is Content?• Articles
• Books/eBooks
• Brochures/manuals
• Case Studies
• Information Guides
• Microsites/Web Pages
• Online Courses
• Podcasts/Video/Live Streaming
• Presentations
• Product Data Sheets
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Videos
• Visual Content
• Webinars/Webcasts
• White Papers
• Workbooks
• Status Updates
• Comments
• Events/Marketing
Rule: Content should to be able to communicate, add value & engage with your customers
The Tools of Facebook
The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The Tactics
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
The first 18 characters of
each of your Facebook posts
serve as the meta title and the
meta description in SERPs.
The Tactics
18F I R S T
C H A R A C T E R S
The Tactics – VDIEO is the NEW King
Source: http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic
Example – Written
On any given night in Australia 1 in 200 people are homeless
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 1
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 2
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.humanrights.gov.au
Example – Visual Content 3
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Example – Visual Content Analysis
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Strong Emotive Image Easy To Read Static Highlight Text
Company Logo
Missing: Call To Action (CTA)
Start your engines◦Gmail Alerts◦All Top◦BuzzSumo◦Quora◦Online Forums◦ Industry Magazine Articles◦Competitors◦Your Fans/Followers◦ http://www.portent.com/tools/title-maker
Tool Kit
Portent’s Content Idea Generator
The Making of Stuff – Canva
Newsletter – MailChimp
Infographic – Piktochart
Images editing tool - PicMonkey
Tool Kit
Images - check for copyright
Buffer’ 53+ Free Image Sources - cool list
Death To The Stock Photo – stock photos
Unsplash – stock photo
Advanced Tools◦Facebook Apps – Quizzes, Polls, Photo Competitions◦ WooBox
◦ Heyo
◦EBook Recreation◦ SimpleBooklet
◦Custom Audience Ads◦ Facebook Pixel
◦ List◦ Social Media Today’s Brilliant List
◦ Boostlikes
Digital Strategy Weekly ThemeMonday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better connection and relationship with the customer
Purpose
•Product/Service Awareness
Purpose
•Better customer experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for customers to return
•Exposure
Outcome
•Increase customer loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Awareness to individual
•Awareness to customer
Outcome
•Fresh content supports SEO
•Awareness of industry
•Gratitude
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your organisation
Interview a customer
Share Content Share some inspiration
Share an event
Ask a question Post a special Share an image Promote your community
Post a Friday Fun One
Promote your other social media channels
Interview a sponsor
Detail of your program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
Would Love To Hear From You: Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
Eml: [email protected]@leighjewiss @rdaillawarraau.linkedin.com/in/leighjewiss/
