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GPT Social Media Presentation 2013
Social Media Workshop
GPT 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
What you will learn today (tactical)
‣ What people and communities want from their soci...
GPT Social Media Presentation 2013
What you will learn today (content)
‣ What is content?
‣ How is content consumed?
‣ Con...
GPT Social Media Presentation 2013
What you will learn today
(advertising, apps and competitions)
‣ How does advertising w...
GPT Social Media Presentation 2013
What you will learn today
(monitoring, measurement and ROI)
‣ What does success look li...
GPT Social Media Presentation 2013
How will we learn today?
‣ Video
‣ Social Apprentice
‣ Measurement & ROI tools
‣ Monito...
GPT Social Media Presentation 2013
Tactical
Monday, 1 July 2013
GPT Social Media Presentation 2013
At the end of the day, you’re not
really welcome.
‣ 90% of people primarily use social ...
GPT Social Media Presentation 2013
Why do people follow brands on social media?
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣
66% of people who
follow businesses on
social media follow
for discounts
Why do peopl...
GPT Social Media Presentation 2013
‣
10% of people are seeing your content
‣ Often the same people over and over again
‣
I...
GPT Social Media Presentation 2013
Facebook and brands
‣
40% of brands/businesses
followed on Facebook are
fashion-related...
GPT Social Media Presentation 2013
‣ Like Google, Facebook uses a complex, secret algorithm
to work out which content it p...
GPT Social Media Presentation 2013
Put simply:
The content that you see on Facebook
belongs to the people and brands you
e...
GPT Social Media Presentation 2013
‣ 7% of brands/businesses
followed on Twitter are
fashion-related with
Sporting clubs a...
GPT Social Media Presentation 2013
‣
Personal-life
curation
Pinterest
‣ Users are after aspirational and
inspirational con...
GPT Social Media Presentation 2013
‣
Visual content is
viewed 70% more
than written content
Pinterest
‣ Follow works reall...
GPT Social Media Presentation 2013
‣ Witchery's Instagram
account is now the
source of 25% of
Witchery's sales
Instagram
‣...
GPT Social Media Presentation 2013
‣ Popular Instagram tags:
‣ #love, #instagood, #me,
#cute, #tbt, #eyes,
#statigram,
#th...
GPT Social Media Presentation 2013
‣ It’s possible to reach
people who are outside
of your circles and
followers by pushin...
GPT Social Media Presentation 2013
‣ 4 million Australians use
LinkedIn.
That’s 4 out of 5
professionals in
Australia
Link...
GPT Social Media Presentation 2013
‣ YouTube is a great home
for your videos before
posting Youtube link to
Facebook and T...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ More people logging on during work day with increase
of smartphone access
‣ Heaviest ...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
What platforms do people use?
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣
Vine:
Six seconds of video
and audio bites
Emerging platforms worth knowing about
‣ I...
GPT Social Media Presentation 2013
‣
Tumblr:
Most popular social
network among <16
demographic
Emerging platforms worth kn...
GPT Social Media Presentation 2013
Content
Monday, 1 July 2013
GPT Social Media Presentation 2013
What we’ll look at:
‣ What is content?
‣ How is content consumed?
‣ Content creation
‣ ...
GPT Social Media Presentation 2013
Content
Creation
Social
Participation+
Adding value via your platform
Events | Face-to-...
GPT Social Media Presentation 2013
Content is fire.
Social media is fuel.
Monday, 1 July 2013
GPT Social Media Presentation 2013
What do we mean when
we say “content”?
Monday, 1 July 2013
GPT Social Media Presentation 2013
To be effective, content needs to:
E N T E R T A I NE D U C A T E
E M P O W E R
I N F O...
GPT Social Media Presentation 2013
Content is information.
Content is experience.
Monday, 1 July 2013
GPT Social Media Presentation 2013
1.  Content is Information (practical, functional, tactical)
‣ “Compelling information ...
GPT Social Media Presentation 2013
2. Content is Experience (Useful, Purposeful, Outcome Oriented)
‣ “Content is anything ...
GPT Social Media Presentation 2013
“Information designed for
consumption, seasoned for
enjoyment, and packaged
to share.”
...
GPT Social Media Presentation 2013
Content
‣ Video
‣ Illustrations
‣ Graphs
‣ Charts, Infographics
‣ Blog posts
‣ Mobile a...
GPT Social Media Presentation 2013
Broadly, what content is
going to be right for GPT?
(and what social media channels sho...
GPT Social Media Presentation 2013
Facebook
Twitter
Instagram
Pinterest
YouTube
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Woolworths
b) JayJays
c) BHP
d) Kmart
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Woolworths
b) JayJays
c) BHP
d) Kmart
Why is it good?
‣ If you’re not doing it well,...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Social Local Mobile
SoLoMo
Facebook Places FourSquare
Monday, 1 July 2013
GPT Social Media Presentation 2013
Becoming a
content machine.
Monday, 1 July 2013
GPT Social Media Presentation 2013
Match the content to the brand.
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Kodak
b) K Mart
c) Threadless
d) Innocent Drinks
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Kodak
b) K Mart
c) Threadless
d) Innocent Drinks
Why is it good?
‣ Creative post, un...
GPT Social Media Presentation 2013
a) Lord of the Fries
b) Burger King / Hungry Jacks
c) McDonald’s
d) KFC
Monday, 1 July ...
GPT Social Media Presentation 2013
a) Lord of the Fries
b) Burger King / Hungry Jacks
c) McDonald’s
d) KFC
Why is it good?...
GPT Social Media Presentation 2013
a) Innocent Drinks
b) McDonald’s
c) Nestle
d) Coles
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Innocent Drinks
b) McDonald’s
c) Nestle
d) Coles
Why is it good?
‣ It’s not - this i...
GPT Social Media Presentation 2013
a) Innocent drinks
b) RSPCA
c) McDonald’s
d) Coles
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Innocent drinks
b) RSPCA
c) McDonald’s
d) Coles
Why is it good?
‣ It’s a dog with a ...
GPT Social Media Presentation 2013
a) Motorcross Australia
b) Yamaha
c) Red Bull
d) X Games
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Motorcross Australia
b) Yamaha
c) Red Bull
d) X Games
Why is it good?
‣ Brilliant ph...
GPT Social Media Presentation 2013
a) JayJays
b) A Creative Agency
c) Red Bull
d) Innocent Drinks
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) JayJays
b) A Creative Agency
c) Red Bull
d) Innocent Drinks
Why is it good?
‣ Insigh...
GPT Social Media Presentation 2013
a) Innocent Drinks
b) Taronga Zoo
c) Sega
d) Nintendo
Monday, 1 July 2013
GPT Social Media Presentation 2013
a) Innocent Drinks
b) Taronga Zoo
c) Sega
d) Nintendo
Why is it good?
‣ Emotional respo...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ The more you do it, the easier it becomes
‣ Keep the radar on for story opportunities...
GPT Social Media Presentation 2013
Five tips to get you started
1. Take people behind the velvet rope
2. Shine a spotlight...
GPT Social Media Presentation 2013
3. Highlight retailer deals and promotions
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
4. Cover events at the centre
Monday, 1 July 2013
GPT Social Media Presentation 2013
5. Retweet and Facebook ‘share’ retailers’ content
Monday, 1 July 2013
GPT Social Media Presentation 2013
Your tools of the trade
Monday, 1 July 2013
GPT Social Media Presentation 2013
Tips for successful videos on YouTube
‣ Success is relative
‣ Set your camera up to cap...
GPT Social Media Presentation 2013
Tips for successful videos on YouTube
‣ Use annotations to add URLs to link to microsit...
GPT Social Media Presentation 2013
Why we
streamline...
Monday, 1 July 2013
GPT Social Media Presentation 2013
Shoot video Upload to computer
Twitter
Facebook
Upload to YouTube
Monday, 1 July 2013
GPT Social Media Presentation 2013
Take a photo with
your smartphone
using Instagram
Caption it correctly
for Instagram
Tw...
GPT Social Media Presentation 2013
Examples of content
marketing in action.
Monday, 1 July 2013
GPT Social Media Presentation 2013
Waffling at The Waffle Shop
Nestled on a corner on the east side of
Pittsburgh, The Waffl...
GPT Social Media Presentation 2013
Lauren Luke instructional videos
Video categories
484,000 subscribers
Monday, 1 July 20...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Construction timeline
Store opening
“In The Market”
Recipes
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Social Apprentice: Activity 1
Create a social event, along with
three supporting social...
GPT Social Media Presentation 2013
Introducing...
The Content Calendar
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ Schedule how you’re
going to produce and
distribute content via
social media channels...
GPT Social Media Presentation 2013
Why should I use a content calendar?
It gives you clarity.
It helps you work
out what’s...
GPT Social Media Presentation 2013
How often should you update?
Facebook Twitter
Monday, 1 July 2013
GPT Social Media Presentation 2013
The power of
listening online.
(content opportunities)
Monday, 1 July 2013
GPT Social Media Presentation 2013
Look for content
opportunities offline.
(What’s happening in your backyard?)
Monday, 1 ...
GPT Social Media Presentation 2013
If all else fails...
Use a post planner,
but use it sparingly.
Monday, 1 July 2013
GPT Social Media Presentation 2013
Advertising, apps
& competitions
Monday, 1 July 2013
GPT Social Media Presentation 2013
What we’ll look at:
‣ How does advertising work across each platform
‣ Facebook focus:
...
GPT Social Media Presentation 2013
How does advertising
work across each
platform?
Monday, 1 July 2013
GPT Social Media Presentation 2013
Twitter
‣ Twitter advertising isn't currently available in Australia
‣ They do allow yo...
GPT Social Media Presentation 2013
LinkedIn
‣ LinkedIn advertising appear at the bottom of the ride hand side
navigation b...
GPT Social Media Presentation 2013
LinkedIn
‣ LinkedIn can be done on both cost per click (CPC) or Cost per 1000
impressio...
GPT Social Media Presentation 2013
‣
Facebook is by far the
most advanced social
advertising platform
Facebook
Monday, 1 J...
GPT Social Media Presentation 2013
‣ There are three types of
ads, which represent your
content in different ways
and gener...
GPT Social Media Presentation 2013
Standard ads:
‣ Original Facebook ads
‣ Found on right-hand side
‣ Used to get off-site ...
GPT Social Media Presentation 2013
Page post ads (promoted posts)
‣ Pushing your post beyond the wall
Monday, 1 July 2013
GPT Social Media Presentation 2013
Page post ads (promoted posts)
‣ Page post ads aim to increase reach and engagement for...
GPT Social Media Presentation 2013
Sponsored stories
‣ Bragging about how popular you are
Monday, 1 July 2013
GPT Social Media Presentation 2013
Sponsored stories
‣ The functionality of Facebook that sponsored stories exists for,
us...
GPT Social Media Presentation 2013
How to set these ads up
1. Start by creating a new post, or having an idea of the
post ...
GPT Social Media Presentation 2013
Making your advertising pretty
‣ Use a square image
Monday, 1 July 2013
GPT Social Media Presentation 2013
Making your advertising pretty
‣ Crop for emotion
Monday, 1 July 2013
GPT Social Media Presentation 2013
Making your advertising pretty
‣ Turn the brightness and contrast up
Monday, 1 July 2013
GPT Social Media Presentation 2013
Making your advertising pretty
‣ Add text to the image, but don’t cover more than 20% o...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Create an ad
‣ Go to Facebook
‣ Login: cassowary.plaza@loudclear.com.au
‣ Password: fnw...
GPT Social Media Presentation 2013
‣ Select the page
‣ Copy the page URL
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ Enter the copied
URL or select the
page
Monday, 1 July 2013
GPT Social Media Presentation 2013
3. Create the ad
‣ In the top right hand corner there is a button “Adverts manager”
‣ S...
GPT Social Media Presentation 2013
‣ Choose the page post you want to promote from the drop down
‣ URL tags will allow you...
GPT Social Media Presentation 2013
‣ Select the tick boxes on Sponsored Stories to enhance the ‘organic’
reach of the post...
GPT Social Media Presentation 2013
4. Choose your audience
Monday, 1 July 2013
GPT Social Media Presentation 2013
This is where the
magic of Facebook
page ads happens
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ So let’s say your post is pushing the launch of a new centre
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ So let’s say your post is pushing the Launch of a new centre
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ Find more interests by using Google, Thesaurus,
Wikipedia and One Look Dictionary
‣ D...
GPT Social Media Presentation 2013
6. Campaign and budget
‣ Name your campaign something descriptive
‣ Set your campaign b...
GPT Social Media Presentation 2013
Offers
‣ In Store Only:
People can show these offers to the staff at your business by pri...
GPT Social Media Presentation 2013
Create an offer
‣ Go to Facebook
‣ Login: cassowary.plaza@loudclear.com.au
‣ Password: ...
GPT Social Media Presentation 2013
‣ Create a headline
that describes exactly
what your fans receive
‣ Set the amount of
c...
GPT Social Media Presentation 2013
‣ Target your
locations, gender and
age groups
‣ 3 out of 4 claims are
friends of frien...
GPT Social Media Presentation 2013
Competitions
‣ Running competitions on Facebook is a great way
to collect data and gene...
GPT Social Media Presentation 2013
1. Use a third party app
‣ All competitions must run through Apps on Facebook
‣ A third...
GPT Social Media Presentation 2013
2. Give away a relevant prize
‣ Give away something valuable to your fans
‣ Prize doesn...
GPT Social Media Presentation 2013
3. Promote your competition
‣ You need to promote your competition with page
post ads a...
GPT Social Media Presentation 2013
4. Select your winner
‣ This is social content
‣ Take a video of you selecting the winn...
GPT Social Media Presentation 2013
Five types of competitions
These are the most common types of competition that GPT will...
GPT Social Media Presentation 2013
Why are there so many '25 words or less' comps?
Monday, 1 July 2013
GPT Social Media Presentation 2013
The rules
‣ Standard competition permits apply in each state
‣ As a rule of thumb, Game...
GPT Social Media Presentation 2013
State by state
Currently, trade Promotion Permits for Queensland, Tasmania and Western ...
GPT Social Media Presentation 2013
Just to make it really easy, Facebook has rules as well:
‣ Promotions on Facebook must ...
GPT Social Media Presentation 2013
Creative Competitions
Contiki Vacations’
“Get on the Bus” Promotion:
An online experien...
GPT Social Media Presentation 2013
‣ Select your perfect European adventure and invite
four Facebook friends to join your ...
GPT Social Media Presentation 2013
‣ Timing was everything. The comp dropped at the end of winter in the US
‣ The value wa...
GPT Social Media Presentation 2013
The results?
‣ 127,000 unique visitors to the competition
‣ 10 million Facebook impress...
GPT Social Media Presentation 2013
It doesn’t always need to be a huge prize!
Monday, 1 July 2013
GPT Social Media Presentation 2013
‣ Maybelline Switzerland released a new 24Hr Stay Lipstick
‣ “Be the face of the new pr...
GPT Social Media Presentation 2013
The results?
‣ 183 responses
‣ 9,000 votes
‣ At the start of the competition the page
h...
GPT Social Media Presentation 2013
Social Apprentice: Activity 3
Create a targeted advertisement for
a new mall using only...
GPT Social Media Presentation 2013
Monitoring,
Measurement
& ROI
Monday, 1 July 2013
GPT Social Media Presentation 2013
What we’ll look at:
‣ What does success look like?
‣ Defining realistic and tangible goa...
GPT Social Media Presentation 2013
There is no magic formula or equation for social
media ROI
‣ It’s possible to put a figu...
GPT Social Media Presentation 2013
A shift in how we measure ROI is required...
Monday, 1 July 2013
GPT Social Media Presentation 2013
1. Identify the Business Objectives
‣ Identifying the business objectives for your soci...
GPT Social Media Presentation 2013
Doable
Understandable
Manageable
Beneficial
Monday, 1 July 2013
GPT Social Media Presentation 2013
1. Identify the Business Objectives
Business Objectives
Generate engagement Highlight e...
GPT Social Media Presentation 2013
2. Identify goals for each objective
Business Objectives
Generate engagement Highlight ...
GPT Social Media Presentation 2013
3. Identify Key Performance Indicators
You need to find the most relevant metric for ea...
GPT Social Media Presentation 2013
4. Identify the targets
To measure success or failure, you need to set a pre-determined...
GPT Social Media Presentation 2013
5. Identify the segments
Determine the segments you will be applying to your targets
Bu...
GPT Social Media Presentation 2013
ROI for digital previously
‣ Spend money on web, and then banner ads and eDMs to rush t...
GPT Social Media Presentation 2013
Differences in digital non-social and social ROI
Traditional online Social
‣ Time on si...
GPT Social Media Presentation 2013
Okay, great.
But how do I convince my
senior management of the
value of social media?
M...
GPT Social Media Presentation 2013
1. The activity you generate on social is valuable
‣ Likes / Applause Rate
‣ Brand Awar...
GPT Social Media Presentation 2013
2. The activity you generate on social delivers
business value, online or offline, and ...
GPT Social Media Presentation 2013
Measuring
‣ Facebook really pushes reach as a metric, it's similar to impressions
‣ The...
GPT Social Media Presentation 2013
Likes / Applause Rate
‣ On Twitter:
Applause Rate = # of Favorite Clicks Per Post
‣ On ...
GPT Social Media Presentation 2013
Brand Awareness / Word of Mouth / Amplification Rate
‣ On Twitter:
Amplification = # of ...
GPT Social Media Presentation 2013
Engagement / Conversation Rates
‣ Conversation Rate = # of Audience Comments (or Replie...
GPT Social Media Presentation 2013
Social lets us listen.
Monday, 1 July 2013
GPT Social Media Presentation 2013
Free tools
‣ Facebook’s own page insights use this with Sprout Social
Monday, 1 July 20...
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Impressions were up for the same period. As were the amount of new likes.
Monday, 1 Jul...
GPT Social Media Presentation 2013
What can we learn about our followers?
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Monday, 1 July 2013
GPT Social Media Presentation 2013
Spend a little bit of time every
two to three days analysing the
previous posts in orde...
GPT Social Media Presentation 2013
Monitoring
‣ Checking Sprout Social on your phone every
couple of hours is fine
‣ Monito...
GPT Social Media Presentation 2013
Finally
‣ Don’t be afraid to try new things. Worst case
scenario is a few unlikes
‣ Don...
GPT Social Media Presentation 2013
Thank you
GPT 2013
Monday, 1 July 2013
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Transcript of "Friday gpt social mediapresentation"

  1. 1. GPT Social Media Presentation 2013 Social Media Workshop GPT 2013 Monday, 1 July 2013
  2. 2. GPT Social Media Presentation 2013 What you will learn today (tactical) ‣ What people and communities want from their social visits ‣ What experience social media fans expect from brands ‣ An understanding of current social trends ‣ Popular and emerging platforms and how they work Monday, 1 July 2013
  3. 3. GPT Social Media Presentation 2013 What you will learn today (content) ‣ What is content? ‣ How is content consumed? ‣ Content creation ‣ Time-saving tips ‣ Inspiration ‣ Content strategy ‣ Calendars Monday, 1 July 2013
  4. 4. GPT Social Media Presentation 2013 What you will learn today (advertising, apps and competitions) ‣ How does advertising work across each platform ‣ Facebook focus: sponsored stories, offers, promoted posts ‣ Sandbox, creating advertisements Monday, 1 July 2013
  5. 5. GPT Social Media Presentation 2013 What you will learn today (monitoring, measurement and ROI) ‣ What does success look like? ‣ Defining realistic and tangible goals ‣ Outlining the different measurement options available ‣ What are the available tools? Monday, 1 July 2013
  6. 6. GPT Social Media Presentation 2013 How will we learn today? ‣ Video ‣ Social Apprentice ‣ Measurement & ROI tools ‣ Monitoring tools Monday, 1 July 2013
  7. 7. GPT Social Media Presentation 2013 Tactical Monday, 1 July 2013
  8. 8. GPT Social Media Presentation 2013 At the end of the day, you’re not really welcome. ‣ 90% of people primarily use social media to catch up with family and friends ‣ Only 26% use social media to engage with brands Monday, 1 July 2013
  9. 9. GPT Social Media Presentation 2013 Why do people follow brands on social media? Monday, 1 July 2013
  10. 10. GPT Social Media Presentation 2013 ‣ 66% of people who follow businesses on social media follow for discounts Why do people follow brands on social media? ‣ 56% for giveaways ‣ 49% product info ‣ 48% tips and advice ‣ 35% company info ‣ 34% feedback forums ‣ 32% industry info ‣ 38% invitations (and decreasing) Monday, 1 July 2013
  11. 11. GPT Social Media Presentation 2013 ‣ 10% of people are seeing your content ‣ Often the same people over and over again ‣ Interestingly, new content rises to the top of Facebook ‣ Adding a paid boost sees this go a lot further Monday, 1 July 2013
  12. 12. GPT Social Media Presentation 2013 Facebook and brands ‣ 40% of brands/businesses followed on Facebook are fashion-related Monday, 1 July 2013
  13. 13. GPT Social Media Presentation 2013 ‣ Like Google, Facebook uses a complex, secret algorithm to work out which content it promotes ‣ Facebook’s algorithm promotes certain types of content based on three metrics: ‣ weight ‣ affinity ‣ recency ‣ = edge rank Monday, 1 July 2013
  14. 14. GPT Social Media Presentation 2013 Put simply: The content that you see on Facebook belongs to the people and brands you engage with the most. Monday, 1 July 2013
  15. 15. GPT Social Media Presentation 2013 ‣ 7% of brands/businesses followed on Twitter are fashion-related with Sporting clubs and professionals being the most followed Twitter ‣ Users are after fast news and fast conversations ‣ Follow back is the most effective method of growth for non-influencers. ‣ Replying is the best method of starting a conversation ‣ Joining conversations on trending topics is an effective way of growth ‣ Offers work well on Twitter, short and highly shareable Monday, 1 July 2013
  16. 16. GPT Social Media Presentation 2013 ‣ Personal-life curation Pinterest ‣ Users are after aspirational and inspirational content ‣ Sharing is very high with 80 percent of new pins being re-pins ‣ Themed collections and boards do well. Quality of images and videos traditionally higher than Facebook Monday, 1 July 2013
  17. 17. GPT Social Media Presentation 2013 ‣ Visual content is viewed 70% more than written content Pinterest ‣ Follow works really well and brands would do well to flatter pinners with a follow ‣ Content leads users to specific sites making Pinterest one of the top 3 referral sites on the web Monday, 1 July 2013
  18. 18. GPT Social Media Presentation 2013 ‣ Witchery's Instagram account is now the source of 25% of Witchery's sales Instagram ‣ Sharing is limited. Possible to tweet to a twitter account, or display on Facebook page providing Facebook page has Instagram tab installed ‣ Engagement is confined to likes and comments from within the app Monday, 1 July 2013
  19. 19. GPT Social Media Presentation 2013 ‣ Popular Instagram tags: ‣ #love, #instagood, #me, #cute, #tbt, #eyes, #statigram, #throwbackthursday, #photooftheday Instagram ‣ Content that works well on Instagram: ‣ Close up of faces (wide shots of people are too small for detail) ‣ Fashion ‣ Quotes and word art ‣ And yes, pictures of your food: #food, #foodporn, #yum, #instafood, #yummy, #foodie. Monday, 1 July 2013
  20. 20. GPT Social Media Presentation 2013 ‣ It’s possible to reach people who are outside of your circles and followers by pushing a post ‘public’ Google Plus ‣ Similar to Facebook, but more about discovering new connections with similar interests and sharing content of value than Facebook, which is more focused on existing relationships Monday, 1 July 2013
  21. 21. GPT Social Media Presentation 2013 ‣ 4 million Australians use LinkedIn. That’s 4 out of 5 professionals in Australia LinkedIn ‣ Increasingly targeted advertising useful for assets with professional demographics ‣ Effective to advertise an offer to a large business in the area Monday, 1 July 2013
  22. 22. GPT Social Media Presentation 2013 ‣ YouTube is a great home for your videos before posting Youtube link to Facebook and Twitter YouTube ‣ Highly shareable ‣ Added bonus is impact on SEO and search engines ‣ HD performs better ‣ If you have the tools, add a call to action at the end ‣ If you are uploading an ad, or scripted piece of content include the script in the description ‣ Lots of video is good Monday, 1 July 2013
  23. 23. GPT Social Media Presentation 2013 Monday, 1 July 2013
  24. 24. GPT Social Media Presentation 2013 ‣ More people logging on during work day with increase of smartphone access ‣ Heaviest loads first thing in the morning, after work, and just before bed Monday, 1 July 2013
  25. 25. GPT Social Media Presentation 2013 Monday, 1 July 2013
  26. 26. GPT Social Media Presentation 2013 What platforms do people use? Monday, 1 July 2013
  27. 27. GPT Social Media Presentation 2013 ‣ Vine: Six seconds of video and audio bites Emerging platforms worth knowing about ‣ Integrated tightly with Twitter ‣ Highly shareable / disposable linear video content. ‣ Sportsgirl are using it at the moment, and are doing some interesting things Monday, 1 July 2013
  28. 28. GPT Social Media Presentation 2013 ‣ Tumblr: Most popular social network among <16 demographic Emerging platforms worth knowing about ‣ Highly visual, personalised content collection ‣ Users follow Tumblrs they like and repost content ‣ Advertising is in its infancy and is min $25,000 with only approved ‘sponsors’ ‣ A brand’s Tumblr page needs to post highly visual content as well as be seen to be reposting and following users’ Tumblrs Monday, 1 July 2013
  29. 29. GPT Social Media Presentation 2013 Content Monday, 1 July 2013
  30. 30. GPT Social Media Presentation 2013 What we’ll look at: ‣ What is content? ‣ How is content consumed? ‣ Content creation ‣ Time-saving tips ‣ Inspiration ‣ Content strategy ‣ Calendars Monday, 1 July 2013
  31. 31. GPT Social Media Presentation 2013 Content Creation Social Participation+ Adding value via your platform Events | Face-to-face activity Media Relations Be interesting Be human Be relevant Be relentless Monday, 1 July 2013
  32. 32. GPT Social Media Presentation 2013 Content is fire. Social media is fuel. Monday, 1 July 2013
  33. 33. GPT Social Media Presentation 2013 What do we mean when we say “content”? Monday, 1 July 2013
  34. 34. GPT Social Media Presentation 2013 To be effective, content needs to: E N T E R T A I NE D U C A T E E M P O W E R I N F O R M It must be relevant to the audience. Be timely. And have context. Monday, 1 July 2013
  35. 35. GPT Social Media Presentation 2013 Content is information. Content is experience. Monday, 1 July 2013
  36. 36. GPT Social Media Presentation 2013 1.  Content is Information (practical, functional, tactical) ‣ “Compelling information that informs, engages or amuses.” — Joe Pulizzi ‣ “Content is: engaging, relevant, reliable, interesting, entertaining or enlightening in the form of text, image, video or audio” — @MeetTheBossTV ‣ “Think of your brand as having legs. The left leg, content, makes people care. The right leg is delivering on your brand promise.” — @jillvan ‣ “Information that is useful, has a context, easy to consume, device agnostic, shareable and non intrusive.” — @contenttribe Monday, 1 July 2013
  37. 37. GPT Social Media Presentation 2013 2. Content is Experience (Useful, Purposeful, Outcome Oriented) ‣ “Content is anything that adds value to the reader’s life. It can add value by making them smarter, making them laugh, making them do their job better, rush to their child to share the video, make a contribution to a charity.” — Avinash Kaushik (Digital Marketing Evangelist at Google) ‣ “Content is anything created to be engaging, clever, insightful, beautiful and intelligent, and should fundamentally connect with your target audience.” — Andrew Johnson Monday, 1 July 2013
  38. 38. GPT Social Media Presentation 2013 “Information designed for consumption, seasoned for enjoyment, and packaged to share.” — Scott Hepburn Monday, 1 July 2013
  39. 39. GPT Social Media Presentation 2013 Content ‣ Video ‣ Illustrations ‣ Graphs ‣ Charts, Infographics ‣ Blog posts ‣ Mobile apps ‣ Case studies ‣ Articles ‣ Webinars ‣ Podcasts ‣ Photos ‣ Tweets ‣ FB Updates ‣ Round tables ‣ Hangouts ‣ Ebooks ‣ White papers ‣ Listen ‣ Respond ‣ Transparency ‣ Humility ‣ Relevant ‣ Retweet ‣ Reposts ‣ Comments ‣ Spotlights on others ‣ Interview other professionals ‣ Like others on FB / LinkedIn ‣ +1 others on Google Participation Your Brand Monday, 1 July 2013
  40. 40. GPT Social Media Presentation 2013 Broadly, what content is going to be right for GPT? (and what social media channels should we use?) Monday, 1 July 2013
  41. 41. GPT Social Media Presentation 2013 Facebook Twitter Instagram Pinterest YouTube Monday, 1 July 2013
  42. 42. GPT Social Media Presentation 2013 a) Woolworths b) JayJays c) BHP d) Kmart Monday, 1 July 2013
  43. 43. GPT Social Media Presentation 2013 a) Woolworths b) JayJays c) BHP d) Kmart Why is it good? ‣ If you’re not doing it well, don’t do it at all. ‣ Woolworths are not managing their twitter just yet. They have no tweets and merely a placeholder account directing you to Facebook.   Monday, 1 July 2013
  44. 44. GPT Social Media Presentation 2013 Monday, 1 July 2013
  45. 45. GPT Social Media Presentation 2013 Monday, 1 July 2013
  46. 46. GPT Social Media Presentation 2013 Social Local Mobile SoLoMo Facebook Places FourSquare Monday, 1 July 2013
  47. 47. GPT Social Media Presentation 2013 Becoming a content machine. Monday, 1 July 2013
  48. 48. GPT Social Media Presentation 2013 Match the content to the brand. Monday, 1 July 2013
  49. 49. GPT Social Media Presentation 2013 a) Kodak b) K Mart c) Threadless d) Innocent Drinks Monday, 1 July 2013
  50. 50. GPT Social Media Presentation 2013 a) Kodak b) K Mart c) Threadless d) Innocent Drinks Why is it good? ‣ Creative post, unique and funny ‣ They sell this product Monday, 1 July 2013
  51. 51. GPT Social Media Presentation 2013 a) Lord of the Fries b) Burger King / Hungry Jacks c) McDonald’s d) KFC Monday, 1 July 2013
  52. 52. GPT Social Media Presentation 2013 a) Lord of the Fries b) Burger King / Hungry Jacks c) McDonald’s d) KFC Why is it good? ‣ Great photo with a clever use of their product ‣ Corporate having fun with their brand ‣ Photo isn’t high quality, looks like a quick snap. Human did it without much thought. ‣ Better than posting a picture of your product with a description of it. Monday, 1 July 2013
  53. 53. GPT Social Media Presentation 2013 a) Innocent Drinks b) McDonald’s c) Nestle d) Coles Monday, 1 July 2013
  54. 54. GPT Social Media Presentation 2013 a) Innocent Drinks b) McDonald’s c) Nestle d) Coles Why is it good? ‣ It’s not - this is a very boring post from Nestle ‣ Not all company news needs to be shared on all social profiles. Remember who the audience is. Monday, 1 July 2013
  55. 55. GPT Social Media Presentation 2013 a) Innocent drinks b) RSPCA c) McDonald’s d) Coles Monday, 1 July 2013
  56. 56. GPT Social Media Presentation 2013 a) Innocent drinks b) RSPCA c) McDonald’s d) Coles Why is it good? ‣ It’s a dog with a mustache - how are you not retweeting that? ‣ Enhanced content with a photo ‣ Again brand with personality Monday, 1 July 2013
  57. 57. GPT Social Media Presentation 2013 a) Motorcross Australia b) Yamaha c) Red Bull d) X Games Monday, 1 July 2013
  58. 58. GPT Social Media Presentation 2013 a) Motorcross Australia b) Yamaha c) Red Bull d) X Games Why is it good? ‣ Brilliant photo that stands out Monday, 1 July 2013
  59. 59. GPT Social Media Presentation 2013 a) JayJays b) A Creative Agency c) Red Bull d) Innocent Drinks Monday, 1 July 2013
  60. 60. GPT Social Media Presentation 2013 a) JayJays b) A Creative Agency c) Red Bull d) Innocent Drinks Why is it good? ‣ Insight into their company ‣ Gives company a personality ‣ Fun post Monday, 1 July 2013
  61. 61. GPT Social Media Presentation 2013 a) Innocent Drinks b) Taronga Zoo c) Sega d) Nintendo Monday, 1 July 2013
  62. 62. GPT Social Media Presentation 2013 a) Innocent Drinks b) Taronga Zoo c) Sega d) Nintendo Why is it good? ‣ Emotional response, they’re cute. ‣ Humanises the brand ‣ Boosts Facebook's algorithm for future posts Monday, 1 July 2013
  63. 63. GPT Social Media Presentation 2013 Monday, 1 July 2013
  64. 64. GPT Social Media Presentation 2013 ‣ The more you do it, the easier it becomes ‣ Keep the radar on for story opportunities ‣ Consider using apps like Evernote Monday, 1 July 2013
  65. 65. GPT Social Media Presentation 2013 Five tips to get you started 1. Take people behind the velvet rope 2. Shine a spotlight on retail tenants Monday, 1 July 2013
  66. 66. GPT Social Media Presentation 2013 3. Highlight retailer deals and promotions Monday, 1 July 2013
  67. 67. GPT Social Media Presentation 2013 Monday, 1 July 2013
  68. 68. GPT Social Media Presentation 2013 4. Cover events at the centre Monday, 1 July 2013
  69. 69. GPT Social Media Presentation 2013 5. Retweet and Facebook ‘share’ retailers’ content Monday, 1 July 2013
  70. 70. GPT Social Media Presentation 2013 Your tools of the trade Monday, 1 July 2013
  71. 71. GPT Social Media Presentation 2013 Tips for successful videos on YouTube ‣ Success is relative ‣ Set your camera up to capture the highest quality picture and sound possible ‣ Keep it simple ‣ Have a hook ‣ Take a lighthearted approach when appropriate ‣ Short is good — no epics please ‣ Give people something to look forward to — stick to a schedule ‣ Create a signature sign off Monday, 1 July 2013
  72. 72. GPT Social Media Presentation 2013 Tips for successful videos on YouTube ‣ Use annotations to add URLs to link to microsites, social media and other videos ‣ Try to shoot live to tape ‣ Use tags... a lot ‣ Don't worry too much about subscribers ‣ Make playlists ‣ Complete your YouTube profile ‣ Ignore “trolls” — everyone knows they are idiots Monday, 1 July 2013
  73. 73. GPT Social Media Presentation 2013 Why we streamline... Monday, 1 July 2013
  74. 74. GPT Social Media Presentation 2013 Shoot video Upload to computer Twitter Facebook Upload to YouTube Monday, 1 July 2013
  75. 75. GPT Social Media Presentation 2013 Take a photo with your smartphone using Instagram Caption it correctly for Instagram Twitter Facebook Pinterest Monday, 1 July 2013
  76. 76. GPT Social Media Presentation 2013 Examples of content marketing in action. Monday, 1 July 2013
  77. 77. GPT Social Media Presentation 2013 Waffling at The Waffle Shop Nestled on a corner on the east side of Pittsburgh, The Waffle Shop broadcasts a live-streaming talk show with their customers. The Waffle Shop’s editorial calendar includes an “Open Talk,” a show called “CookSpeak,” and a program called “Waffle Wopp.” Monday, 1 July 2013
  78. 78. GPT Social Media Presentation 2013 Lauren Luke instructional videos Video categories 484,000 subscribers Monday, 1 July 2013
  79. 79. GPT Social Media Presentation 2013 Monday, 1 July 2013
  80. 80. GPT Social Media Presentation 2013 Monday, 1 July 2013
  81. 81. GPT Social Media Presentation 2013 Monday, 1 July 2013
  82. 82. GPT Social Media Presentation 2013 Construction timeline Store opening “In The Market” Recipes Monday, 1 July 2013
  83. 83. GPT Social Media Presentation 2013 Monday, 1 July 2013
  84. 84. GPT Social Media Presentation 2013 Monday, 1 July 2013
  85. 85. GPT Social Media Presentation 2013 Monday, 1 July 2013
  86. 86. GPT Social Media Presentation 2013 Monday, 1 July 2013
  87. 87. GPT Social Media Presentation 2013 Monday, 1 July 2013
  88. 88. GPT Social Media Presentation 2013 Monday, 1 July 2013
  89. 89. GPT Social Media Presentation 2013 Monday, 1 July 2013
  90. 90. GPT Social Media Presentation 2013 Monday, 1 July 2013
  91. 91. GPT Social Media Presentation 2013 Monday, 1 July 2013
  92. 92. GPT Social Media Presentation 2013 Social Apprentice: Activity 1 Create a social event, along with three supporting social posts. www.loudclear.com.au/sandbox/gpt ‣Select your team ‣View the EDM content and use the worksheets to create three posts on three different platforms to support it Monday, 1 July 2013
  93. 93. GPT Social Media Presentation 2013 Introducing... The Content Calendar Monday, 1 July 2013
  94. 94. GPT Social Media Presentation 2013 ‣ Schedule how you’re going to produce and distribute content via social media channels ‣ Regular content planned in advance that relates to your core pillars (i.e. fixed topics etc) is where milestone activity can be planned for ‣ e.g. Father’s Day + content that doesn’t ‘date’ ‣ Leave room for creativity and opportunity and ideas will spring to mind! Monday, 1 July 2013
  95. 95. GPT Social Media Presentation 2013 Why should I use a content calendar? It gives you clarity. It helps you work out what’s working and what’s not. It gives you a simpler process for collaboration It gives you a bank of content ideas. Monday, 1 July 2013
  96. 96. GPT Social Media Presentation 2013 How often should you update? Facebook Twitter Monday, 1 July 2013
  97. 97. GPT Social Media Presentation 2013 The power of listening online. (content opportunities) Monday, 1 July 2013
  98. 98. GPT Social Media Presentation 2013 Look for content opportunities offline. (What’s happening in your backyard?) Monday, 1 July 2013
  99. 99. GPT Social Media Presentation 2013 If all else fails... Use a post planner, but use it sparingly. Monday, 1 July 2013
  100. 100. GPT Social Media Presentation 2013 Advertising, apps & competitions Monday, 1 July 2013
  101. 101. GPT Social Media Presentation 2013 What we’ll look at: ‣ How does advertising work across each platform ‣ Facebook focus: ‣ sponsored stories, offers, polls etc, overview of popular apps ‣ Sandbox, analytics, creating advertisements Monday, 1 July 2013
  102. 102. GPT Social Media Presentation 2013 How does advertising work across each platform? Monday, 1 July 2013
  103. 103. GPT Social Media Presentation 2013 Twitter ‣ Twitter advertising isn't currently available in Australia ‣ They do allow you to have a promoted tweet and also a promoted trend Monday, 1 July 2013
  104. 104. GPT Social Media Presentation 2013 LinkedIn ‣ LinkedIn advertising appear at the bottom of the ride hand side navigation box.   ‣ LinkedIn ads gives you the opportunity to target individuals in business based on locations, company sizes and even job titles ‣ Locations (down to state level) ‣ Company (by name or by categories) ‣ Job Title (by title or job function) ‣ School (by name) ‣ Skill sets ‣ LinkedIn Groups they belong to ‣ Gender ‣ Age Monday, 1 July 2013
  105. 105. GPT Social Media Presentation 2013 LinkedIn ‣ LinkedIn can be done on both cost per click (CPC) or Cost per 1000 impressions (CPM). Recommended to always select CPC as you’re only paying for action. Clicks will range between $1–$3 per click ‣ The ads themselves can have 25 characters in the title, 68 characters in the body and have a 50x50 px image ‣ Use case might be an offer to a large employer in the assets region Monday, 1 July 2013
  106. 106. GPT Social Media Presentation 2013 ‣ Facebook is by far the most advanced social advertising platform Facebook Monday, 1 July 2013
  107. 107. GPT Social Media Presentation 2013 ‣ There are three types of ads, which represent your content in different ways and generate different results Facebook ‣ Standard ads: The ones that appear on the right hand side ‣ Page Post Ads (Promoted Posts): Pushing your post beyond the wall ‣ Sponsored Stories: Bragging about how popular you are Monday, 1 July 2013
  108. 108. GPT Social Media Presentation 2013 Standard ads: ‣ Original Facebook ads ‣ Found on right-hand side ‣ Used to get off-site traffic or traffic to a Facebook page ‣ Typically have very low click- through rate ‣ There are cheaper and more efficient ways to advertise Monday, 1 July 2013
  109. 109. GPT Social Media Presentation 2013 Page post ads (promoted posts) ‣ Pushing your post beyond the wall Monday, 1 July 2013
  110. 110. GPT Social Media Presentation 2013 Page post ads (promoted posts) ‣ Page post ads aim to increase reach and engagement for your content ‣ The original post does not change in appearance only in the method of distribution ‣ You should be using page post ads to amplify your posts to the right audience ‣ You can pay either per click (CPC) or per 1000 impressions (CPM) Monday, 1 July 2013
  111. 111. GPT Social Media Presentation 2013 Sponsored stories ‣ Bragging about how popular you are Monday, 1 July 2013
  112. 112. GPT Social Media Presentation 2013 Sponsored stories ‣ The functionality of Facebook that sponsored stories exists for, used to be free for brands and organic in Facebook ‣ Sponsored stories are different from ads ‣ The content is created by Facebook users and not advertisers ‣ The simplest way is to think that you are paying to brag to your fans friends about how much they like you Monday, 1 July 2013
  113. 113. GPT Social Media Presentation 2013 How to set these ads up 1. Start by creating a new post, or having an idea of the post you want to create 2. Package it correctly ‣ This is how it will appear on your Facebook timeline ‣ Be fun with your written content ‣ Enhance the post with an image, video or link Monday, 1 July 2013
  114. 114. GPT Social Media Presentation 2013 Making your advertising pretty ‣ Use a square image Monday, 1 July 2013
  115. 115. GPT Social Media Presentation 2013 Making your advertising pretty ‣ Crop for emotion Monday, 1 July 2013
  116. 116. GPT Social Media Presentation 2013 Making your advertising pretty ‣ Turn the brightness and contrast up Monday, 1 July 2013
  117. 117. GPT Social Media Presentation 2013 Making your advertising pretty ‣ Add text to the image, but don’t cover more than 20% of the image Monday, 1 July 2013
  118. 118. GPT Social Media Presentation 2013 Monday, 1 July 2013
  119. 119. GPT Social Media Presentation 2013 Create an ad ‣ Go to Facebook ‣ Login: cassowary.plaza@loudclear.com.au ‣ Password: fnwtdmgi Monday, 1 July 2013
  120. 120. GPT Social Media Presentation 2013 ‣ Select the page ‣ Copy the page URL Monday, 1 July 2013
  121. 121. GPT Social Media Presentation 2013 ‣ Enter the copied URL or select the page Monday, 1 July 2013
  122. 122. GPT Social Media Presentation 2013 3. Create the ad ‣ In the top right hand corner there is a button “Adverts manager” ‣ Select the page you wish to promote ‣ Select “Promote Page posts” Monday, 1 July 2013
  123. 123. GPT Social Media Presentation 2013 ‣ Choose the page post you want to promote from the drop down ‣ URL tags will allow you to add campaign tracking via an analytics program Monday, 1 July 2013
  124. 124. GPT Social Media Presentation 2013 ‣ Select the tick boxes on Sponsored Stories to enhance the ‘organic’ reach of the post Monday, 1 July 2013
  125. 125. GPT Social Media Presentation 2013 4. Choose your audience Monday, 1 July 2013
  126. 126. GPT Social Media Presentation 2013 This is where the magic of Facebook page ads happens Monday, 1 July 2013
  127. 127. GPT Social Media Presentation 2013 ‣ So let’s say your post is pushing the launch of a new centre Monday, 1 July 2013
  128. 128. GPT Social Media Presentation 2013 ‣ So let’s say your post is pushing the Launch of a new centre Monday, 1 July 2013
  129. 129. GPT Social Media Presentation 2013 ‣ Find more interests by using Google, Thesaurus, Wikipedia and One Look Dictionary ‣ Don't get too broad, keep it narrow. ‣ Connections Monday, 1 July 2013
  130. 130. GPT Social Media Presentation 2013 6. Campaign and budget ‣ Name your campaign something descriptive ‣ Set your campaign budget. Change “per day” to “lifetime” ‣ Set up your campaign schedule** Monday, 1 July 2013
  131. 131. GPT Social Media Presentation 2013 Offers ‣ In Store Only: People can show these offers to the staff at your business by printing the offer email or showing it on their smartphones ‣ In Store & Online: People can redeem these offers at your business’s physical location or website ‣ Online Only: People can only redeem your offer by visiting your website Monday, 1 July 2013
  132. 132. GPT Social Media Presentation 2013 Create an offer ‣ Go to Facebook ‣ Login: cassowary.plaza@loudclear.com.au ‣ Password: fnwtdmgi Monday, 1 July 2013
  133. 133. GPT Social Media Presentation 2013 ‣ Create a headline that describes exactly what your fans receive ‣ Set the amount of claims available ‣ Include the expiry, terms and a reminder Monday, 1 July 2013
  134. 134. GPT Social Media Presentation 2013 ‣ Target your locations, gender and age groups ‣ 3 out of 4 claims are friends of friends. Sponosored stories work! ‣Select when to post Monday, 1 July 2013
  135. 135. GPT Social Media Presentation 2013 Competitions ‣ Running competitions on Facebook is a great way to collect data and generate new fans ‣ However there are quite a few rules you need to follow to ensure your page doesn't get deleted Monday, 1 July 2013
  136. 136. GPT Social Media Presentation 2013 1. Use a third party app ‣ All competitions must run through Apps on Facebook ‣ A third party app we recommend you check out is: ‣ Shortstack ‣ Select a simple mechanic that's shareable & easily explained Monday, 1 July 2013
  137. 137. GPT Social Media Presentation 2013 2. Give away a relevant prize ‣ Give away something valuable to your fans ‣ Prize doesn't need to be glamorous, but should represent value to your demographic ‣ The dollar value of your prize should reflect the effort participants need to make to enter. Monday, 1 July 2013
  138. 138. GPT Social Media Presentation 2013 3. Promote your competition ‣ You need to promote your competition with page post ads and even the standard ads of Facebook: ‣ Some places to promote ‣ Your Facebook wall ‣ Partners’ walls ‣ Page promoted posts ‣ Facebook ads ‣ Other social channels ‣ EDM list ‣ Website / Blog ‣ Competition website / microsite Monday, 1 July 2013
  139. 139. GPT Social Media Presentation 2013 4. Select your winner ‣ This is social content ‣ Take a video of you selecting the winner ‣ Photo of the winner ‣ Video of the winner getting the prize etc ‣ Follow up with the entrants* Monday, 1 July 2013
  140. 140. GPT Social Media Presentation 2013 Five types of competitions These are the most common types of competition that GPT will undertake Contest ‣ great for building fans and followers ‣ great for user- generated content Sweepstakes ‣ great for building fans and followers ‣ great for user- generated content Skill games ‣ great for building fans and followers ‣ great for general engagement Timed Giveaways ‣ great for building fans and followers ‣ great for general engagement Instant win ‣ great for building fans and followers ‣ great for general engagement ‣ great for driving sales by giving away coupons Monday, 1 July 2013
  141. 141. GPT Social Media Presentation 2013 Why are there so many '25 words or less' comps? Monday, 1 July 2013
  142. 142. GPT Social Media Presentation 2013 The rules ‣ Standard competition permits apply in each state ‣ As a rule of thumb, Games of Skill – competitions that require a user to answer a question or submit something (Showing ‘Skill’ in order to win) – don’t require Trade Permits within Australia Monday, 1 July 2013
  143. 143. GPT Social Media Presentation 2013 State by state Currently, trade Promotion Permits for Queensland, Tasmania and Western Australia are not required, however, there are strict guidelines on how any trade promotion lottery is conducted. Victoria ‣ A permit is required for a trade promotion lottery where the total retail value of all prizes is more than $5,000. ACT ‣ A permit is required for any trade promotion lottery regardless of the total prize pool. SA ‣ A permit is required for: (1) a ‘major’ trade promotion lottery has either of the following characteristics: (a) the total value (nationally) of all prizes in the lottery exceeds $5,000; or (b) the prizes include both instant prizes and drawn prizes (regardless of the value of the prizes); and (2) instant prizes regardless of the total prize pool. NSW ‣ A permit is required for any trade promotion lottery regardless of the total prize pool. NT ‣ A permit is only required for the conduct of a ‘major’ trade lottery, i.e. where the total prize value is greater than $5000. Monday, 1 July 2013
  144. 144. GPT Social Media Presentation 2013 Just to make it really easy, Facebook has rules as well: ‣ Promotions on Facebook must be administered within Apps on Facebook.com ‣ You can’t condition registration or entry with Facebook functionality other than liking or checking in ‣ You also can't use Facebook functionality as the only entry method Monday, 1 July 2013
  145. 145. GPT Social Media Presentation 2013 Creative Competitions Contiki Vacations’ “Get on the Bus” Promotion: An online experience rather than “enter and win” Monday, 1 July 2013
  146. 146. GPT Social Media Presentation 2013 ‣ Select your perfect European adventure and invite four Facebook friends to join your bus ‣ Bus personalities were displayed based on age, gender and Facebook interests of the passengers ‣ Each bus was given their own page Monday, 1 July 2013
  147. 147. GPT Social Media Presentation 2013 ‣ Timing was everything. The comp dropped at the end of winter in the US ‣ The value was obvious, and entry page really simplified the process* Monday, 1 July 2013
  148. 148. GPT Social Media Presentation 2013 The results? ‣ 127,000 unique visitors to the competition ‣ 10 million Facebook impressions ‣ 8,000 new likes Monday, 1 July 2013
  149. 149. GPT Social Media Presentation 2013 It doesn’t always need to be a huge prize! Monday, 1 July 2013
  150. 150. GPT Social Media Presentation 2013 ‣ Maybelline Switzerland released a new 24Hr Stay Lipstick ‣ “Be the face of the new product on Facebook” ‣ Entry mechanic? Take a picture of your lips Monday, 1 July 2013
  151. 151. GPT Social Media Presentation 2013 The results? ‣ 183 responses ‣ 9,000 votes ‣ At the start of the competition the page had 3000 fans, at the end it had 13,000 ‣ The prize was valuable to those who entered, despite no dollar value Monday, 1 July 2013
  152. 152. GPT Social Media Presentation 2013 Social Apprentice: Activity 3 Create a targeted advertisement for a new mall using only a $50 budget Monday, 1 July 2013
  153. 153. GPT Social Media Presentation 2013 Monitoring, Measurement & ROI Monday, 1 July 2013
  154. 154. GPT Social Media Presentation 2013 What we’ll look at: ‣ What does success look like? ‣ Defining realistic and tangible goals ‣ Outlining the different measurement options available Monday, 1 July 2013
  155. 155. GPT Social Media Presentation 2013 There is no magic formula or equation for social media ROI ‣ It’s possible to put a figure on fan acquisition ‣ For offline retailers it becomes very difficult to measure ROI unless we’re looking at check-ins, or offers collected ‣ How and when that fan acts and the effect social media had on the action is very difficult to track without extensive customer surveying Monday, 1 July 2013
  156. 156. GPT Social Media Presentation 2013 A shift in how we measure ROI is required... Monday, 1 July 2013
  157. 157. GPT Social Media Presentation 2013 1. Identify the Business Objectives ‣ Identifying the business objectives for your social media may require a few conversations with the full team, and your leaders ‣ Break the business objectives into more manageable social media related goals ‣ Increasing customer advocacy means we have to: 1. Activate fans (advocates) by increasing engagement 2. Improve existing fan perception of our product 3. Monitor and respond to negative feedback ‣ These become your goals Monday, 1 July 2013
  158. 158. GPT Social Media Presentation 2013 Doable Understandable Manageable Beneficial Monday, 1 July 2013
  159. 159. GPT Social Media Presentation 2013 1. Identify the Business Objectives Business Objectives Generate engagement Highlight events Monday, 1 July 2013
  160. 160. GPT Social Media Presentation 2013 2. Identify goals for each objective Business Objectives Generate engagement Highlight events Social media goal: Get people talking about your brand Social goal: Engage community via events and increase activity around events Monday, 1 July 2013
  161. 161. GPT Social Media Presentation 2013 3. Identify Key Performance Indicators You need to find the most relevant metric for each of your goals Business Objectives Generate engagement Highlight events Social media goal: Get people talking about your brand Social goal: Engage community via events and increase activity around events KPI: People talking about your brand KPI: Facebook check-ins Monday, 1 July 2013
  162. 162. GPT Social Media Presentation 2013 4. Identify the targets To measure success or failure, you need to set a pre-determined target Business Objectives Generate engagement Highlight events Social media goal: Get people talking about your brand Social goal: Engage community via events and increase activity around events KPI: People talking about your brand KPI: Facebook check-ins Target: 1,000 people talking Target: 120 check-ins Monday, 1 July 2013
  163. 163. GPT Social Media Presentation 2013 5. Identify the segments Determine the segments you will be applying to your targets Business Objectives Generate engagement Highlight events Social media goal: Get people talking about your brand Social goal: Engage community via events and increase activity around events KPI: People talking about your brand KPI: Facebook check-ins Target: 1,000 people talking Target: 120 check-ins During June Q1 Monday, 1 July 2013
  164. 164. GPT Social Media Presentation 2013 ROI for digital previously ‣ Spend money on web, and then banner ads and eDMs to rush them toward a digital or sales objective ‣ What you're doing with Facebook is fundamentally different, so your view of ROI needs to change with it ‣ Your ROI is that your audience: 1. Love you and recommend you to their friends and 2. Remember to use your products/services when they might need them Monday, 1 July 2013
  165. 165. GPT Social Media Presentation 2013 Differences in digital non-social and social ROI Traditional online Social ‣ Time on site ‣ Bounce rate ‣ Page view ‣ Exit rate ‣ Time on page ‣ Source ‣ Average spend ‣ Reach ‣ Weekly total reach ‣ Friends of friends ‣ Talking about this ‣ Gender ‣ Click-through rate Monday, 1 July 2013
  166. 166. GPT Social Media Presentation 2013 Okay, great. But how do I convince my senior management of the value of social media? Monday, 1 July 2013
  167. 167. GPT Social Media Presentation 2013 1. The activity you generate on social is valuable ‣ Likes / Applause Rate ‣ Brand Awareness / Word of Mouth / Amplification Rate ‣ Engagement / Conversation Rate ‣ Social is as or more measurable than print, TV, billboards ‣ Tie it to the bottom line Monday, 1 July 2013
  168. 168. GPT Social Media Presentation 2013 2. The activity you generate on social delivers business value, online or offline, and helps produce profits ‣ The value here is: ‣ Visitors to your websites from your social ‣ Amount of visitors to tenants pages driven from yours ‣ Being front of mind when purchasing decisions are made ‣ Creating advocates who share positive word of mouth Monday, 1 July 2013
  169. 169. GPT Social Media Presentation 2013 Measuring ‣ Facebook really pushes reach as a metric, it's similar to impressions ‣ The real measure of the success of your content is in ‣ Likes / Applause Rate ‣ Brand Awareness / Word of Mouth / Amplification Rate ‣ Engagement / Conversation Rate Monday, 1 July 2013
  170. 170. GPT Social Media Presentation 2013 Likes / Applause Rate ‣ On Twitter: Applause Rate = # of Favorite Clicks Per Post ‣ On Facebook: Applause Rate = # of Likes Per Post ‣ On a Blog, YouTube: Applause Rate = # of +1s and Likes Per Post (or video) Monday, 1 July 2013
  171. 171. GPT Social Media Presentation 2013 Brand Awareness / Word of Mouth / Amplification Rate ‣ On Twitter: Amplification = # of Retweets Per Tweet ‣ On Facebook: Amplification = # of Shares Per Post ‣ On a Blog, YouTube: Amplification = # of Share Clicks Per Post (or Video) Just like applause, measure what works for you, and continually tweak it. Your content will continue to be amplified. Monday, 1 July 2013
  172. 172. GPT Social Media Presentation 2013 Engagement / Conversation Rates ‣ Conversation Rate = # of Audience Comments (or Replies) Per Post ‣ Print, Billboards, TVCs give us very little in the way of feedback. ‣ Companies that do engagement well are responsive and active in real time ‣ Higher Conversation rates can be challenging as it requires a high level of commitment and monitoring Monday, 1 July 2013
  173. 173. GPT Social Media Presentation 2013 Social lets us listen. Monday, 1 July 2013
  174. 174. GPT Social Media Presentation 2013 Free tools ‣ Facebook’s own page insights use this with Sprout Social Monday, 1 July 2013
  175. 175. GPT Social Media Presentation 2013 Monday, 1 July 2013
  176. 176. GPT Social Media Presentation 2013 Impressions were up for the same period. As were the amount of new likes. Monday, 1 July 2013
  177. 177. GPT Social Media Presentation 2013 What can we learn about our followers? Monday, 1 July 2013
  178. 178. GPT Social Media Presentation 2013 Monday, 1 July 2013
  179. 179. GPT Social Media Presentation 2013 Monday, 1 July 2013
  180. 180. GPT Social Media Presentation 2013 Spend a little bit of time every two to three days analysing the previous posts in order to get a Social Media “sixth sense”. Monday, 1 July 2013
  181. 181. GPT Social Media Presentation 2013 Monitoring ‣ Checking Sprout Social on your phone every couple of hours is fine ‣ Monitoring from a negative sentiment & crisis point of view is being looked after by Meltwater ‣ Respond first to direct questions where people are looking for information that will impact their visit on that day Monday, 1 July 2013
  182. 182. GPT Social Media Presentation 2013 Finally ‣ Don’t be afraid to try new things. Worst case scenario is a few unlikes ‣ Don’t be disheartened, keep creating your content consistently and you’ll grow your audience ‣ Respond first to direct questions where people are looking for information that will impact their visit on that day Monday, 1 July 2013
  183. 183. GPT Social Media Presentation 2013 Thank you GPT 2013 Monday, 1 July 2013
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