Illawarra Digital Enterprise Program presentation of the key basics and strategies to become a connected business focusing on the business' online presence of websites, social media and content marketing

1. The Benefits, Opportunities & Challenges
of Being a Connected Business
@leighjewiss
Illawarra

2. What we will learn tonight
The basics and strategies for being an online
business:
• Website
• Social Media
• Content Marketing

3. The Web

4. Then and Now – Why you need a website

5. A Website gives your business….
• Credibility/Authority
• Social Proof
• Communication Channel
• For Selling/Marketing
• For Customer Support
• Access new markets
• Open 24/7
• Easier access to you and your business

6. The DNA of a Website – Case Study
• Wollongong Markets
• http://www.rozellemarkets.com.au/
• http://www.therocks.com/things-to-
do/the-rocks-markets.aspx
• Wollongong Markets Facebook Page
Workbook Exercise Q1 & Q2

7. The DNA of a Website – What type?
According to Brian Massey, Conversion Scientist and author of Your
Customer Creation Equation, there are five basic formulas for websites:
• The Brochure Site
• The Publication Site
• The Online Store
• The Consultative Site
• The Online Service
Source: crazyegg.com, 2014

8. The Brochure Site
Provides:
• Benefits and features
• Information
• Store Location
• Contact information
Doesn’t sell products but
provides information
Source: http://rdaillawarra.com.au/

9. The Publication Site
Provides:
• Original or curated
content
• Information or
entertainment
• Social media integration
Generates income from
subscriptions, ads or
sponsors
Source: http://www.mamamia.com.au/

10. The Online Store
Provides:
• A place to buy goods –
think amazon or eBay
• Focus on solving
customer’s pain points
not your product
• Easy to navigate and
shopping cart aka a
good user experience
(UX)
• Social proof
Selling one or a thousand
products
Source: https://www.dicksmith.com.au/

11. The Consultative Site
• Provides:
• Information to answer
potential questions
(usually B2B)
• Use different sources to
provide information
Research has shown
that approximately 60% of
the B2B sales process is
completed before the buyer
ever talks to a salesperson.
These days, people rely on
your website for information
and support to help them
decide if they want to talk to
you.
Source: http://visitwollongong.com.au/

12. The Online Service
• Examples:
• Accounting Software
• Cloud storage
• Email service
• Marketing software
• Social Media

13. Focus On The WHY People Buy From YOU!
Inspired by: http://johngreathouse.com/spilling-the-beans/

14. The DNA of a Website - Questions
• What will your website be for?
• Who will be your website for?
• What will be your site’s DNA, it’s
personality?
• Themes, branding, consistency – the look
and feel
• What platform will you use?
Workbook exercise – Q3

15. An online store done well
• http://www.digitalrev.com/
• Not just products but
• Information
• Reviews
• Tips
• Different content eg video
• Sense of community (share your photo
• Assisting you becoming a better (not just selling you a product)
• Upselling
• Package Selling

16. Or these…….
• http://catmagnet.com/
• http://www.northsails-sportswear.com/
• http://my.deejo.fr/en/
Workbook exercise – Q4

17. Social Media

18. Why use Social Media
• Why you should be using social media?
• Source for new customers
• Can increase your business’ reputation
• Showcase your products/services
• Bring in more traffic (web/store)
• Connect and communicate with your
clients/customers
• Provides another communication platform for
people to use that they are comfortable with eg
teens/Instagram, business people/LinkedIn/Twitter,

19. The Social Media Landscape

20. Where of Social Media

21. Name the Top 5 Social Media Platforms
(in Australia, based on users)
Source: Frank Media – Social Media Statistics Australia – May 2014
FACEBOOK – 13,200,000
YouTube – 12,750,000
WordPress.com – 6,200,000
LinkedIn – 3,650,000
Tumblr – 4,850,000

22. Social Media - The Next Top 14
6. Blogspot – 2,900,000
7. Twitter - 2,500,00 Active Australian Users
8. Instagram - 1,600,000 Active Australian
Users
9. TripAdvisor– 1,400,000
10. SnapChat – 1,070,00,
11. Flickr – 760,000
12. Pinterest – 390,000
13. Yelp – 185,000
14. MySpace – 175,000
15. Reddit – 170,000
16. Google Plus – approx 65,000
17. StumbleUpon – 55,000
18. Foursquare – 33,000
19. Digg – 22,000
Source: http://frankmedia.com.au/2014/06/02/social-media-statistics-australia-may-2014/

23. Where are your customers?
Here are some of our surprising findings:
• Facebook still skews young, but the 45 to 54-year-old age bracket has seen 45%
growth since year-end 2012. Among U.S. Internet users, 73% with incomes above
$US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per
cent of Facebook’s users are outside the U.S.
• Instagram: 60-eight per cent of Instagram’s users are women.
• Twitter has a surprisingly young user population for a large social network — 27%
of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in
their thirties and forties.
• LinkedIn is international and skews toward male users. NOTE: B2B
• Google+ is the most male-oriented of the major social networks. It’s 70% male.
• Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S.
Pinterest users are women.
• Tumblr is strong with teens and young adults interested in self-expression, but only
8% of U.S. Internet users with incomes above $US75,000 use Tumblr.
Source: Business Insider Australia, 2014

24. Who are your social media customers?
• Describe your customer persona
• What you they look like?
• Demographic, Gender
• What do they like?
• Style, Trends
• What are their hobbies?
• What do their lives look like?
• Who is actually using your
product?
• Are you marketing to the
decision maker/influencer?
Workbook exercise – Q5

25. Oh no! Were using the Back Up Slide

26. Meet Gordon
Workbook exercise – Q6

27. 10 Tips for Understanding Social Media
1. 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!

28. Tips for Understanding Social Media
6. 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 Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

29. What to Create? Feeding the Hungry Beast
Content

30. Content Marketing Done Right

31. Good Content 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
• Subscribers to the YouTube channel more than doubled, from 65,000 to 150,000
• 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.
• 1.2 billion earned media impressions, including features on national broadcast
networks and international media outlets
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

32. What is Content?
• Articles
• Books/eBooks
• Brochures/manuals
• Case Studies
• Information Guides
• Microsites/Web
Pages
• Online Courses
• Podcasts/Videocasts
• Presentations
• Product Data Sheets
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Videos
• Visual Content
• Webinars/Webcasts
• White Papers
• Widgets
• Workbooks
• Status Updates
• Comments

33. Who Does Content Marketing Well?
• What Lorna Jane does better than most brands is live (and effectively communicate) its philosophy, or
reason for being - 'Move Nourish Believe'; so much so it has become a key content driver for the
company.
• Its standalone Move Nourish Believe website essentially acts as the brand's content hub - it features
heaps of articles of interest and relevance to its target audience (i.e. it doesn't just bang on about Lorna
Jane products but covers topics such as healthy eating, skincare, lifestyle and motivation, plus profiles of
Lorna Jane 'active living advocates'); plus forums,videos, healthy recipes and details regarding Lorna
Jane events.
• Social media platforms such as Facebook (close to 900,000 likes), Twitter (23,500
followers), YouTube(where its videos continue to rack up multiple of thousands of views), Tumblr (for
daily doses of inspiration and motivation), Instagram (180,000+ followers) and Pinterest (17,000
followers).
• The brand also has a free iPhone app that "Track your runs, walks and cycles via your iPhone GPS while
you move to live an active life".
Source:http://prwarrior.typepad.com/

34. Creating a Community

35. Some of the things to add to your content
marketing strategy
• Become THE expert in your field
• Create a blog
• Create a newsletter
• Can you make an ebook?
• Can you make a video review?
• Can you create a community?
Add value to your customers (give them a reason
to connect, follow and become your brand)

36. 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

37. Fine Tuning the What & the Where

38. Fine Tuning the What & the Where
5 times more likes than the average post
(of the 100 posts we analysed on the
Stobart Group page)
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

39. 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)

40. 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)

41. Rule of Thumb – The Schedule

42. New Channels to Sell

43. Discounts

44. Recommendations

45. What to Do Next?
• Why do people use your service/buy your products?
• What makes you different from your competitor?
• What is your experience/skills?
• What ‘perception’ do you want to portray?
• What will be your voice? Your tone? (Business/Personal)
• What will you look like? (Bright, Professional, Strong, Soft,
Caring, Inspiring, Bold)
• Does this match your ideal audience? Your target market?
• What are you trying to achieve?
• Awareness
• Engagement
• Purchasing
• Advocacy
Workbook exercise – Q7

46. Kapost’ Content Pillar Approach

47. 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?
Workbook exercise – Q8

48. RECAP
• Have a clear understanding of what you want your online presence to be
• Understand your goals
• Sales, updates, promotion, engagement, brand awareness
• Understand your communication channels
• Where are your customers?
• Where are your new customers?
• Think how to ‘Feed the Hungry Beast’
• What are you strengths?, Your knowledge?, Your experience?
• Why do people buy from you and how can you highlight that? Capture
and transfer that online?
• Do don’t join every social media channel!
• Social media = two way conversation

49. RECAP – Part 2
Source: www.marketo.com

50. Where to find this presentation

51. Where to find more information

52. But before I go……….
• 0-3 = average intelligence
• 4 = you're above average
• 5 = you can turn your nose at most anybody
• 6 = you are a genius

53. Why You Should be Online
• Internet Live Stats
• http://www.internetlivestats.com/

54. WHO?
Thank You
Leigh Jewiss
Digital Enterprise Program Coordinator
Regional Development Australia Illawarra
Ph: 4227 4500
Eml: leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/

55. Partners
Training Partners
Support Partners