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A Managed Approach to Social Media and Online Marketing
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A Managed Approach to Social Media and Online Marketing

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How online marketing and social media activity can be effectively managed for clubs large or small.

How online marketing and social media activity can be effectively managed for clubs large or small.

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  • 1. Social Media Marketing Summit 3rd & 4th October 2013 A Managed Approach to Social Media and Online Marketing Rhonda Bowen tic technologies
  • 2. A Managed Approach to Social Media and Online Marketing Rhonda Bowen How to give a good brief to an agency – what to include and what to expect. • What Social Media sites do you want to participate in / target? • Why? • Have you conducted any research within your membership? • Total number of current members • Total number of members on Facebook • Total number of members on YouTube • Membership Demographic % of Females and Males • Geographic ‘pin points’ – locations of membership base • What would your ideal digital ‘reflection’ look like? • What type of ‘branding’ impression do you want to achieve? • Corporate • Fun / Social / Inclusive • Sporty / Entertaining / Community • Desired measured outcomes for SM profiles over a 3, 6, 12 month period
  • 3. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Range of activities handled by an agency – what the client needs to provide. • Current information: • Snapshot of demographic membership profiles • Snapshot of geographic ‘pinpoint’ current and targeted areas • Strategic Marketing Plan – digital activities and Goals • Past performance data • Strategic performance data: • Online statistics /analytics • Campaign performance outcomes • ‘Base’ information required: • Logo/s as EPS, JPG’s • Videos • Photography • URL’s • SM access information • Internal SM / digital Policies & Procedures Guidelines
  • 4. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Facebook, Twitter, YouTube and other Social media services.
  • 5. A Managed Approach to Social Media and Online Marketing Rhonda Bowen What other SM sites can you use to engage your current members and attract new members and visitors to your web site and Club? ie: Multicultural sites.
  • 6. A Managed Approach to Social Media and Online Marketing Rhonda Bowen How you manage content, updates and frequency. The difference between Media comms and SM comms.
  • 7. A Managed Approach to Social Media and Online Marketing Rhonda Bowen How you manage content, updates and frequency.
  • 8. A Managed Approach to Social Media and Online Marketing Rhonda Bowen How you manage content, updates and frequency. Social Media explanations: Twitter I’m eating a #donut Facebook I like donuts do you? Foursquare This is where I eat donuts Instagram Here’s a vintage pic of my donut Youtube See how I make my fav donut Linkedin My skills include ‘donut eating’ Pinterest Here’s a great donut recipe Google+ I’m a Google employee who eats donuts
  • 9. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Which ones are most important? The sites your members and visitors are on! Research via: • Member renewal methods • Feedback forms • Web site question / online poll • EDM – online survey • Online competition • Internal Club visitor competition • Reception
  • 10. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Social Media Plan and Monitor / Measure • Create an SM Strategic and Action Plan • Know who you are targeting? • What are the best SM sites to target? • Schedule your posts • Know what to post and why? • Create a measurement report
  • 11. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Is this a hard question? ‘What will I post?’ Which is the better Facebook Post: • ‘Members draw on Tuesday nights’ • ‘Like, Share and tell us why you love ‘Your Club’  Social strategies are to include:  Always rethinking your content and social activities  Innovate (Bridging, create a consistent story) and thought provoke whilst offering fun  Reasons to Return to the SM sites and the Club  Make each post ‘count’ – it’s all about Like, Share, Reach,  The end goal: To increased Club visitation and spend
  • 12. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Mobiles in Australia Here are some interesting Australian Mobile Internet Facts: It is clear Australians love mobile and our reliance on mobile devices is so great that by 2015 smartphone internet usage is tipped to surpass desktop usage.  Australia has the second highest smartphone usage by population density, second only to Singapore – (Our mobile planet: Australia)  Telstra continues to be the market leader with more than 13 million subscribers. (BuddeComm).  Mobile advertising in Australia will grow from $9.1 million in 2010 to reach $76m by 2015 A massive growth at 46% a year (Frost & Sullivan).  In April 2012, 818,500 children aged 5 to 14 years (295) had a mobile phone (ABS).  68% of 15-65-year-olds now have smartphones, with penetration among the whole population at 41%. This will increase to 65% by 2017 (Frost & Sullivan).
  • 13. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Mobiles in Australia SMARTPHONE OWNERSHIP  36 per cent of the Australian mobile population own a smartphone  Males are bigger smartphone fans with 43 % of mobile-using males owning smartphones vs 31 % of females.  There is a higher ownership of smartphones in metro areas (42% vs 28% in non-metro areas)  Smartphones are not just for Generations Ys.  One in five (22%) smartphone owners are over 50 and 41 per cent are over 40.  Smartphones generated $15 billion revenue in Australia, carriers, developers, accessory suppliers and mobile advertising are also billion dollar industries. (Telsyte).  Email and social networking sites are visited most frequently by smartphone users.  Almost a third of smartphone owners using mobile access social networking sites each day.  Females check social network sites more regularly than males 34 % females vs 29 % males on a daily basis
  • 14. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Importance of mobile sites and modern web design
  • 15. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Importance of mobile sites and modern web design Top Musts! 1. Create ‘business’ SM profiles – not personal profiles 2. Include a Social media bar within your web site design – at the top! 3. Minimum: Facebook & YouTube icons at the top of your web design 4. Utilise a Facebook developer and include a Facebook ‘Like us’ feature within your web design 5. Add video to your web design and feature on YouTube 6. URL’s: web site addresses are very important 7. Have a ‘real’ mobile web site not just a web site viewed on a mobile 8. Google maps 9. Always question: Are we offering easy ways for new customers to find the Club location, web site and contact details. Google maps!
  • 16. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Importance of mobile sites and modern web design • Google Doodles. Small updates create major buzz for Google, offering a surprise on an almost daily basis. • Then consider how websites like Facebook update their code base twice a day. • Both cases hint at a future where users will expect content and features to evolve faster than ever. • On top of new content demands, people are also sharing information more than ever, creating the need for centralized, up-to-date content and a reliable way to access that content. • Users need and expect full functionality on their mobile device • 28% of American adult smartphone owners now access the Internet mostly on their mobile device. • Many users literally require same functionality on mobile that they get on a desktop • However, we’re unable to show everything at once on a small screen via mobile • Nee to redesign and reorganize content into smaller “views” and hide or hint at secondary content level
  • 17. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Importance of mobile sites and modern web design
  • 18. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Role and place of mobile sites and apps – where are they as a priority? • There are more than 7 billion people on Earth, which makes on average 6.4 app downloads per person. • This is a fast growing business with no doubt. • By 2016 the number of app downloads is predicted to grow up to 300 billion or at least 10x the amount of 2011 year downloads. • At the same time the demand for paid apps has decreased by 1 %. • 11% of all downloads in 2012 were paid apps and it’s predicted that the same number will drop to 7% by 2016. • The future belongs to the web not apps. • This is supported by only one important point: ‘integration’ • To be more specific, you cannot integrate with other apps. • You can integrate websites with apps, but there are few apps that integrate with one another.
  • 19. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Integration of social media with a Club’s wider marketing activities If you have resistance introducing / increasing Social Media to your Club – this is a good definition. Definition of Social: /ˈsōSHəl/ Sociable – Companionable – Public • Of or relating to a society or its organization. • An informal social gathering, especially one organised by the members of a particular group. • Pertaining to, devoted to, or characterized by friendly companionship or relations: a social club. • Seeking or enjoying the companionship of others; friendly; sociable; gregarious, connected with. • Living with companionship of others in a community, rather than in isolation: Ref: Google & Wikipedia
  • 20. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Integration of social media with a Club’s wider marketing activities Have you undertaken a ‘digital audit’ and ‘digital integrated audit’? • Will all Print: Stationery, advertising, promotional material etc. • Web site/s • Mobile site • Facebook • Facebook APPS • YouTube • Online Competitions • QR Codes • Google Analytics • Videos and YouTube • Digital Vouchers • POS • Member Loyalty campaigns • EDM’s • SMS • e-mag Turn Page
  • 21. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Online marketing campaigns over 12 months: Start your ‘SM Activity Plan with major annual events’ • Major Calendar events: Christmas, Easter, Mother’s Day, State of Origin etc. • Online membership renewals • Members’ Birthdays • Create a ‘story’ around a ‘character’ • Internal promotions • Club developments • End of Financial Year / Tax refunds? • Mad March • Chinese New Year / St. Patrick’s Day • Seasons: • Winter ‘warmers’ menu • Summer ‘indoors / outdoor dining’
  • 22. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Examples of successful campaigns and clubs’ social media activities?
  • 23. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Example of successful social media campaign?
  • 24. A Managed Approach to Social Media and Online Marketing Rhonda Bowen ‘Social Media Revolution 2013’: VIDEO: Erik Qualman Ref: YouTube: Social Media Revolution 2013 https://www.youtube.com/watch?v=QUCfFcchw1w
  • 25. A Managed Approach to Social Media and Online Marketing Rhonda Bowen
  • 26. A Managed Approach to Social Media and Online Marketing Rhonda Bowen Q & A:
  • 27. A Managed Approach to Social Media and Online Marketing Rhonda Bowen