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Social 101 - Engage and Convert

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Alexander Southwick
Alexander Southwick

Presented at the Yes Book It conference in Sydney 2015. This deck was created to help Small Businesses change the way that they approach Social Media shifting the focus from Organic Engagement to focusing on driving real business results by measuring Metrics that matter.

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SOCIAL 101 ENGAGE & CONVERT
FROM: TO: MEASURING SOCIAL SUCCESS AIMING FOR SUCCESS ON SOCIAL PLATFORMS THEMSELVES LINKING SOCIAL BACK TO MARKETING OBJECTIVES ENGAGEMENT AS A KEY RESULT ENGAGMENT AS A MEANS TO AN END SELLING TO FOLLOWERS BUILDING GENUINE ADVOCACY
ENGAGEMENT HAS CHANGED
2007 Facebook Fan Pages Launch 2008 Launches Chat 2009 Focuses on Privacy & Sharing 2010 Zynga & Facebook partnership 2011 Timeline Launches 2012 FACEBOOK IPO 2013 Custom Audiences & simpler ‘ads’ 2014 Instagram Ads 2015 Facebook App Family Likes & Engagement People based Marketing http://newsroom.fb.com/news/ BECAUSE BUSINESSES CHANGE
YET WE FOCUS ON Likes # Fans / Followers Comments
AS OPPOSED TO % of Conversions from Social Driving Brand Awareness Reaching the Right Audiences
IN ORDER TO DELIVER Sales Advocacy Relevance
HOW
USING THE TOOLS AVAILABLE Analytics Trends & Research Listening & Engaging
FACEBOOK AUDIENCE INSIGHTS Facilitate understanding how your audience uses Facebook https://www.facebook.com/ads/audience_insights?_rdr
TWITTER ANALYTICS Achieve relevance by understanding what resonates with the audience and what's being discussed https://analytics.twitter.com/
TRENDS Understanding what people are talking about & when http://www.google.com/trends/
GOOGLE SEARCH And how they’re thinking about it
LISTENING & ENGAGING The ways they’re talking about it http://www.topsy.com
SOCIAL ADVERTISING Giving visibility to your brand and it’s content
SOCIAL RETARGETING Reaching a validated audience
HELPING DELIVER Sales AdvocacyRelevance Paid Media Listening & Engaging Insights & Trends
EXAMPLES & IDEAS
PERISCOPE
CINEMAGRAPHS
CENTRE OF DISCOVERY
VIDEO
CARAT AUSTRALIA @CARATAUNZ
THANKS

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Social 101 - Engage and Convert