social media liberal party
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Ministerial Council for Suicide Prevention Social Media Proposal
corporate profile
Australia’s leading social media agency.
Why Socialite Media?Why Socialite Media?
• Pre-Government Approval under CUA to provide
social media services
• Government and Community experience
• Leading national social media agency with highly
skilled qualified staff
• A team of account managers that execute social
media daily, allowing us to know the latest
information to apply to your brand
• We build Facebook applications
• Specialised IPhone Application Development
• Software Integration into social media platforms
• Software Development to any specification with
leading edge technologyexperts
Complete social media solutionsComplete social media solutions
Socialite Media helps companies stand out and go beyond their potential,
they can deliver the entire solution. We have highlighted the ones
applicable to your organisation.
Complete Social Media Solution
Social Media Strategy
Brand/Campaign
Mngt
Ad Campaign Mngt
Software Developing
Analytics and Reputation Monitoring
Training and Education
solution
understanding the social landscape
It’s not IF you use social media, it’s how well you execute it.
Enhancing Customer LoyaltyEnhancing Customer Loyalty
• 73% of users prefer to interact with their favourite brands through social media
• 7.8 hours average time spent per week on social media sites
• 2 Brands number of additional brands selected to like/follow each week
• 9 out of 10 consumers in OECD “trust” earned media more than any other.
Organisations have an average tenure of just three to four years in
which to make their mark
Enhancing customer loyalty is their focus in the digital age
landscape
Future of Digital Buying in Government
The Consumer gets most of the information from the internet, whereas the current marketer spends most of the budget on print.
digital
consumer
marketer
Clearly shows WA population increasing but newspaper readership decreasing....their new source of news and information? It’s social media.
Newspaper Readership Vs Population
news
Social Media Reach Vs Mainstream Media
reach
government campaign examples
provide direction and engage.
The Line CampaignMulti Million Dollar Campaign
Four year social marketing campaign aimed at :
• changing violence-supportive attitudes in an effort to effectively reduce the incidence and impact of violence
• Primary prevention focus
campaign
Channels• Magazines, Radio• Public Relations program
Heavy digital and online focus• Central website –
www.theline.gov.au• Social media• Website advertising • Search engine optimisation
Results• Over 65,000 fans• Status updates• Cross link to website • FAQs and polls• Discussions tab
The Line Campaign
campaign
Campaign is having positive impact on the behavior and intentions on those it reached:
• 79% claimed it improved their understanding of the kind of
behavior considered ‘crossing the line’
• 76% intend to do something as a result of the campaign e.g.
reduce/stop behavior
• Significant decline in ‘crossing the line’ behavior amongst 12-
24yos reached by the campaign
• Self-confessed bullying behavior declined amongst 12-24yos
• 84% identify campaign message that ‘Respect is the basis of
all good relationships’
The Line Campaign Results
campaign
Community Engagement
Actively using twitter hashtags to engage with their community. Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.
#mythbuster
NSW and QLD Forces have successfully used Twitter and Facebook to quickly squash rumour and misinformation.
#feedback
Both forces are able to gain valuable and often instant insights into what their audiences like, don’t like and want.
campaign
“We can sell the good work my police are doing. A lot of stuff we do people don’t see. Traditionally we had to rely on local newspapers and traditional media to put a story in. Now we can put those stories on our own Facebook page. Having the two-way communication helps to increase the public’s perception of police and what we do”
Gary Merryweather - NSW Police Superintendent
http://www.twowebfeet.com.au/blog/facebook-case-study-police/
Enhance Public Perception
campaign
How do you stand out from the rest?
Social Strategy “The foundation of organisational success”
Social Campaigns “Management of social pages, creative campaigns and daily building of market”
Social Advertising “Targeted Advertising through social media”
Synergistic Advertising “Working Traditional and Social campaigns together”
social strategy
the foundation of organisational success
The AB © Social StrategyThe AB © Social Strategy
When an organization embarks on a strategy it should have
already decided that it wants to embark on a journey into the
social media space or deepen its knowledge and
understanding of the space through an evidence and
systematic based approach. The aim of the strategy is define
a methodical approach to developing a comprehensive
strategy that will reduce time and effort and produce great
results.
strategy
• Developed by Dr. Clare Allen and Tenille Bentley.
• Clare has over 20 years experience in strategy, people and
leadership and has taken organisations to achieve great
success
• Tenille Bentley is the MD of the largest social media agency in
Western Australia
Why the strategy?
In this decade of rapid social media use, companies are
competing for brand loyalty to increase sales; recruit staff or
make people aware of what they offer.
So many companies are experiencing a lack of preparedness to
manage the social media arena, having the right advice is crucial
to success.strategy
The AB © Social StrategyThe AB © Social Strategy
The AB © Social Strategy FrameworkThe AB © Social Strategy Framework
The End Result……The End Result……
We will ignite, provide direction and inspire your council
to effectively use a social media strategy as a platform
to build trusting relationships with your community.
result
Social Media & Politics
Australia’s leading social media agency.
Why should the Liberal Partyof Western Australia Invest in
Social Media?
The New Paradigm: Owned, Bought & “Earned Media”
3.5 million social media accounts in Western Australia
Estimate according to Social Media News Australiahttp://www.socialmedianews.com.au/social-media-statistics-australia-april-2012/
Social Media Mothership: Facebook
• 1.1 million Western Australian’s between the ages of 18-65 active on Facebook.
• Represents a significant pool of voters.• Completely untapped resource, no party has attempted any significant
push.
Voters expect political parties to be on Social Media
• As social media becomes more widespread, the voting public will us Social Media to engage.
• Use Social Media to elicit campaign contributions, volunteers, new members.
• Encourage members, supporters to actively engage on Social Media with members and
candidates• Encourage these advocates to invite their
contacts into the conversation
Grow Your Base
Activate supporters
• Use Social Media to activate current party supporters• Organize conservatives• Encourage conservatives on the sidelines to engage.• Use Paid Social Media to micro-target.
Social Listening
• Use Social Media to gather intelligence for campaign/party decision makers.
• More cost effective than traditional polling.• Allows deeper analysis within 24hr news cycle• Track trends over time
A Direct Line to the People
• Leap the mainstream news media; avoid Journalists who may be unsympathetic to conservative message.
• Use social media to outline policy positions effectively, in an engaging ecosystem.
• Exclusive launch of new policies, announcements etc on social media.
Tell great stories
• Use social media to tell positive stories about the Liberal Party, celebrate the community, Western Australia and success.
• How has a policy helped a family, individual or organization to achieve success?
• Use video, pictures to tell compelling stories on Youtube. • Leverage these stories on traditional media, provide edited
version as 30 second TV commercials. Invite viewers to see full video online social media.
• Leave the attack ads to radio, TV, print.
Engage
• Leverage current events, government announcements to engage with your constituents.
• Build community by being consistent with content and receptive to feedback.
• Encourage Liberals to engage via Social Media and undertake a content strategy that will energize and stimulate discussion.
The Social Media Objective
The goal throughout these campaigns is to transform public perception of the Liberal Party as a positive & inclusive political party.
Using effective social media campaigns to build brand awareness and a welcoming, engaging social ecosystem aimed at swing voters aged 18-45.
objective
Facebook Twitter Youtube
Execution 1 – 2 posts per day on main business page wall15 conversations daily on other targeted pages
15 Tweets or more per day25 Conversations daily with other influential twitter users.
Uploading any video’s produced and then finding other youtube videos that we can place on our channel wall.
Engage Localised commenting & create discussions around each post made
Connecting to individuals who are like minded
Upload any TV appearances, showcasing client testimonials, educational videos and spread them through other social media platforms (Facebook and Twitter)
Represent your organisation on other Facebook pages engaging in conversations with targeted groups to encourage them across to the pages
Find key influencers in the twitter space to connect with and encouraging retweets and mentions
Find other YouTube videos that could compliment the youtube channel
Risk Mngt Respond within 2 hours of any negative feedback (within business hours)
Review any comments daily and ensure appropriate response times
Review any comments daily and ensure appropriate response times
Listening Respond to all comments on the wall, if unsure of the query will contact you directly to source dictation.
Engaging in retweets (forwarding messages) and mentions as well as conversations
Respond to any comments made on the wall
social media execution explained
connect
Ever tuned into your radio? On your head? What would it play or say if it could?
Example of wall postings.
One Life...
Main Banner with key
message or campaign message
One Life
Social Media Influence Strategy
Social PlatformKey Influencers
Blogs
Youtube
Strategies
CampaignsDaily Posts
IncreaseInfluencers
By using Facebook, Twitter and Youtube the campaign manager will create targeted daily posts and implement the strategies and campaigns all with the approach to gain support from the key influencers in this channel.
If we focus our efforts on influencers through these channels we increase the market penetration and therefore increase support and extended brand awareness.
Liberals working theSocial Media space
it all begins with the idea.
campaign concepts
it all begins with the idea.
“Our Future” Campaign
Social Media Townhall
• Ask Chris!
Ask the Minister
Youtube Q. of the Week
• Live from Parliament: Budget Day
• Colin Barnett Live
LiveStream Team Liberal
Western AustralianOf the Year
Awards
First Term, Second Term.
educate
Educational Webisodes
“Just signed up to the WA Liberals. Help us work to build our future. Volunteer, Donate, Join“
Built-in Facebook Page Apps
Poll the People ?
synergistic advertising
traditional and social working in synergy
Synergistic Advertising
This technique is getting traditional (print media, tv campaigns, billboard, radio) to work in synergy with the social media campaigns.
Using effective campaigns together allows us to capture the traditional market and convert them to a social media asset in the social pages. This allows for continued engagement that wouldn’t get through traditional advertising.
objective
social media advertising
Australia’s leading social media agency.
Facebook Ads & Sponsored stories to reach people you are connected to AND THEIR FRIENDS
Facebook Advertising
advertise
Facebook Advertising
ads
Targeted Facebook Advertising
target
Targeted advertising like never before through social
media.
Facebook Advertising & Sponsored Stories
Sponsored Stories
Highlights activity of a user's friends interaction with a given brand; liked the page, checked in or posted to the page wall.
Facebook Ads
Create ads from scratch, upload a picture, enter your own copy. Or create an ad from a business page post
stories
Stories with engaging content far greater chance of driving user action Photos, polls, videos & strong copywrite are good tactics to increase engagement by up to 2x
Use Facebook ads when you have an important, timely message that needs a lot of reachProduct launch, upcoming sale
Use bold visuals and simple images with a clear focal pointSaturated colors help the creative stand out against the site’s white background
Top performing ads feature close-up images and a single color that stands out
Best practices for Facebook Ads
advertise
experience
experts in the industry
“I found her presentation skills to be excellent and her knowledge of the topic to be very thorough, further demonstrated by her ability to comprehensively answer questions.- Principal Project Officer, Public Sector Commission
“I found her presentation skills to be excellent and her knowledge of the topic to be very thorough, further demonstrated by her ability to comprehensively answer questions.- Principal Project Officer, Public Sector Commission
Tenille was a very inspirational and motivational speaker , feedback from guests was the speaker was outstanding and spoke from the heart.- Principal, Magnificent Seven
Tenille was a very inspirational and motivational speaker , feedback from guests was the speaker was outstanding and spoke from the heart.- Principal, Magnificent Seven
“Tenille has spoken at a number of digital courses. She is lively and engaging speaker with a lot of social media knowledge and some good anecdotes. I highly recommend her as a speaker- Digital Business Consultant, Collaboraid
“Tenille has spoken at a number of digital courses. She is lively and engaging speaker with a lot of social media knowledge and some good anecdotes. I highly recommend her as a speaker- Digital Business Consultant, Collaboraid
“Tenille was an excellent presenter and her high energy and strong interpersonal skills were very well received by the audiences.- Economic Development Manager, City of Perth
“Tenille was an excellent presenter and her high energy and strong interpersonal skills were very well received by the audiences.- Economic Development Manager, City of Perth
Tenille was flown to Canberra to speak at Social Media in Government recently and was a keynote for the event.
Tenille was flown to Canberra to speak at Social Media in Government recently and was a keynote for the event.
Socialite Media’s commentary and advice is regularly sought by leading industry
bodies across the finance, mining, small business, retail, charity, entrepreneurial, and
government sectors
Amongst the organisations to have sought her commentary are;
• MLC
• The Australian Financial Review
• CHOGM
• Synergy
• Australian Government – ACT
• Association of Development and Alumni
Professionals in Education
• City of Perth
• Media140
• Financial Planners Association
• Association of Financial Planners
• 92.9 and 94.5 staff
• International Hair Dresser Association
• Sensis
• Fundraising Institute Australia WA State
Conference
• Spinal Research Association – DGE
• The Chamber Of Minerals and Energy of
Western Australia
• The Franchising Council of Australia
• CPA Congress
• Legal Wise – Lawyers Association
• Department of Communities
• The West Australian Club
• Curtin University
• Australian Human Resources Institute
• HLB Mann Judd
• University of Western Australia
• Bankwest
• City of Rockingham
• Canberra Government
• WA Government Agencies
[email protected] www.socialitemedia.com.au
facebook.com/socialitemediafbtwitter.com/socialite_media