engaging with your customers using social media - leigh jewiss 161015
TRANSCRIPT
Engaging with your customers using
Social Media @LEIGHJEWISS
AU.LINKEDIN.COM/IN/LEIGHJEWISS
LEIGHJEWISS.BRANDED.ME
Today we are going to learn…… Discover and learn about the top social media networks and which ones are the best for your business
Learn where is the best place to invest in Social Media through knowing your customers
Explore what to put on social media for the best results
Discover tips and tricks on how to maximise the use of social media and how to create the time to use it
Learn what a digital strategy is and how to create one for your business
OnlinePresence
Why Social Media?
“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free, tell others about you.”
- Bonnie Sainsbury (@bsainsbury)
Why Social Media?
“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free,
tell others about you.”
- Bonnie Sainsbury (@)
Source: http://blackboxsocialmedia.com/why-use-social-media-marketing-for-advertising/
1. Make it Easier For Potential Customers to Find You
2. Make it Easier to Showcase Your Products and Services
3. Make it Easier to Market Your Brand
4. Easier to COMMUNICATE
Source: http://thinkchrysalis.com/blog/why-does-your-business-need-an-online-presence/
Why Do We Need An Online Presence?
Source: http://myob.com.au/myob/backing-aussie-business/myob-business-monitor-1258090877325/ (March2014 Digital Nation Infographic)
MYOB Business Monitor -State of the Digital Nation
The Social Media Landscape
Q: Who uses Social Media?A: EVERYBODY
Source: http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Name the Top 5 Social Media Platforms
(in Australia, based on users)
Source: Frank Media – Social Media Statistics Australia – August 2015
FACEBOOK – 14,000,000
YouTube – 13,900,000
WordPress.com – 5,700,000
LinkedIn – 3,600,000
Instagram – 5,00,000
The Top 18 Social Media Channels
1. Facebook – 14,000,000 users (steady)2. YouTube – 13,900,000 UAVs3. WordPress.com – 5,700,0004. Instagram – 5,000,000 Monthly Active Australian Users (Facebook/ Instagram data)5. Tumblr – 4,200,0006. LinkedIn – 3,600,0007. Blogspot – 2,700,0008. Twitter – 2,791,300 Active Australian Users (see calculation)9. WhatsApp – 2,400,000 Active Australian Users (see calculation)10. TripAdvisor – 2,150,00011. Snapchat – 2,000,000 approx Monthly Active Australian Users (see calculation)12. Tinder – 1,750,000 Australian users (estimation)13. Yelp – 1,550,00014. Flickr – 630,00015. Pinterest – 320,00016. Reddit – 135,00017. MySpace – 85,00018. Google Plus – approx 55,000 monthly active Australian users (estimation *revised*)
Source: Frank Media – Social Media Statistics Australia – August 2015
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Who Doesn’t Like Bacon??
Who are your customers?
Source: https://s-media-cache-ak0.pinimg.com/originals/73/70/23/7370238a2edbadb985be47a40ce18274.jpg
Who is your customer?Introducing the Customer Persona
Source: https://blog.kissmetrics.com/minds-of-saas-customers/
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Meet Gordon
Why Facebook?
Why Facebook?
Oh no! Were using the Back Up Slide
Scheduling Posts
But Be Aware……
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/
YouTube
YouTube – the year of video
YouTube has more than 1 billion users
300 hours of video are uploaded to YouTube every minute
4 billion video view per day
6 billion of hours of video watched per month
Half of YouTube views are on mobile devices
Who the heck is Bratayley?
Bratayley is …………
Is it worth it?YouTube channel: DisneyCollectorBR◦ Over 2.6 billion view
◦ Over 3,735,720 Subscribers
◦ Average views (approx.) 3million
◦ Highest rated Australian TV show 2014 – ALF Grand Final – 2.813m
◦ Estimated 2014 earnings
◦ $5 million
Source: http://www.theaustralian.com.au/business/media/grand-final-most-watched-show-of-2014/story-e6frg996-1227072950169http://www.celebritynetworth.com/articles/celebrity/the-25-highest-earning-youtube-stars/https://www.youtube.com/user/DisneyCollectorBR
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Twitter – should you use it?
Source: http://tier10lab.com/2015/02/10/twitter-signs-firehose-deal-with-google/
Twitter - What You’ll See On The Screen
Instragramer
Blog
Image Source: http://bumhaber.hurriyet.com.tr/wp-content/uploads/2015/01/blog-content-logo.png
Blog
Call to Action
Newsletter
Newsletter
The others………
How to Get Notice
Focus on WHY people buy from you
Inspired by: http://johngreathouse.com/spilling-the-beans/
It’s about the stories you tell
Content Marketing Done Right
GoodContent Marketing Gets Results (most of the time)
On day 1 the campaign received almost 6 million views(that’s more than Obama’s victory speech) On day 2 old spice had 8 of the 11 most popular videos online On day 3 the campaign had reached over 20 million views After the first week old spice had over 40 million views The Old Spice twitter following increased 2700% Facebook fan interaction was up 800% from 500,000 to 800,000. OldSpice.com website traffic was up 300% The Old Spice YouTube channel became the all time most viewed channel The campaign increased sales by 27% over 6 months since launching And in the last month sales were up 107% Old spice is now the #1 body wash brand for men.
Sources: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/http://www.kinesisinc.com/branding/old-spice-guy-brings-107-increase-in-sales/http://www.dandad.org/en/old-spice-response-campaign/https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf
Guidelines
Image source: http://www.agilehelpline.com/2011/03/rules.html
Fine Tuning the What & the Where
4.3 times more likes than the average post (of the 100 posts we analysed on the Caterpillar page)
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
Fine Tuning the What & the Where
Fine Tuning the What & the Where
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
16 times more likes than the average post (of the 100 posts we analysed on the Simply Business page)
Fine Tuning the What & the Where
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
12 times more likes than the
average post (of the 100 posts we analysed on the Screwfix page)
Discounts
Recommendations
Rule of Thumb – The Schedule
Digital Strategy
What do you want to achieve?
If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
How To Create Great Content
PIN
Problem Interest Need
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
•Build experience
Purpose
•Create content for customers to return
Outcome
•Increase customer loyalty
Outcome
•Sales
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Key sales differentiator to competitors
Outcome
•Fresh content supports SEO
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your workspace
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
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
Start your engines◦Gmail Alerts
◦All Top
◦Online Forums
◦ Industry Magazine Articles
◦Competitor
◦Your Fans/Followers
◦http://www.portent.com/tools/title-maker
◦http://buzzsumo.com/
10 Tips for Understanding Social Media1. It takes time and patience to build a Social Media audience – it
does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!
Tips for Understanding Social Media6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media
10. There is no such thing as temporary on Social MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
Things to do next……
Goal Setting
Name the top five goals you want to achieve through using social media.
Break down each goal and how you are going to achieve them.
What tools and platform/s do you think are the most suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social media presences?
Thank You@LEIGHJEWISS
AU.LINKEDIN.COM/IN/LEIGHJEWISS
