Speaker: De Welcome to the session here at Murdoch today. For those of you visiting from other states we hope you enjoyed the beautiful drive along the river to get to our South Street campus. Before we get into the workshop we ’ d just like to take the chance to get to know our audience a little better. So, can we have a show of hands please for: People from agencies or consultancies People who work for online or digital media teams within Universities Anyone who works specifically in a social media role inside of a uni? Marketing Managers Senior managers … ..ooooo any IT people?!!!! Thanks
Speaker: De Largest campus in Australia …….most of it is bushland though What I love about being on campus
Speaker: De But rather than spout some facts straight from our prospectus about the Murdoch campus we wanted to show a video made by one of our student bloggers from an assignment we set them to tell people the 10 things they loved about Murdoch
Speaker: Claire Ben is a great example of user generated content in a social context – Ben can get away with saying things about Murdoch that as Marketers we would probably be fired for. But you can bet that his video would make more of a lasting, positive impression about Murdoch than a page in our prospectus ever could. And that ’ s really what we ’ re hear to workshop today.
Hopefully this session will provide you with some valuable tools in helping to plan the purpose of your social media strategy. Today will be about helping you craft the need for social media within your university and a little bit about how to make sure it is ultra relevant to your target audience.
Using existing models or frameworks when you’re planning is often a really good way to start – it helps you think a little bit more about what it is that you actually want to achieve and that helps the whole process be tied to something solid as you go through the journey to delivery. So we’ll start with two fairly solid models for defining the purpose of WHY you want to use social media.
This is pure product placement but it does it in a really amusing and therefore shareable way – it ticks all the classic marketing brief boxes but it does it in a fresh and humorous way
They are known as the customer service heroes – it’s debatable whether any other online retailer has a model which is a multi-channel intergrated as Zappos. They truly embrace customer service as their point of difference whether it’s online or over the phone, it seamless and their customers love that about them.
What ’s your social media content purpose How can you make it connect as effectively as possible with your audience
Return on Engagement Return on Participation Return on Involvement Return on Attention Return on Trust
(the art of communicating without selling) Making your customers smarter, and position your brand as a trusted source. IN THE HOPE THAT THEY WILL BUY SOMETHING NOT A NEW THING JELLO RECIPE BOOKS JOHN DEERE FARMERS MAGAZINE
content WAS all about shop windows – designed to attract passing traffic. In the hope they ’ ll come inside your store Now its about stocking volumns of content Which you can pick and pack when and where needed a store of info on everything you are doing, Illustrates brand story answers questions to a potential customer You wont drive people to this w/house Then let it then spread of its own accord.
Anthroplogist Jyri Engestrom. THE THING THAT BRINGS PPL TOGETHER We are social animals, we like to socialise. But there needs to be a reason for it to happen in the first place. Example: you ’ re here, and we ’ re here, because we ’ re all interested in social media. Social media is the social object. Example 2: SOCIAL OBJECTS DON ’ T MATTER ON THEIR OWN Eg. IF SOCIAL MEDIA DIDN ’ T EXIST, WE ’ D PROBABLY ENJOY EACH OTHERS COMPANY ANYWAY SOCIAL OBJECT IS JUST THE TOOL THAT HELPS US TO BE WITH OTHER HUMAN BEINGS.
Audience content matrix scenario Run through first row How often should you be creating this type of content
Any ideas on what this number might mean? How many times you should be publishing content Think and act like publishers Maintain an ongoing story budget (not $$ budget) frequency To start building your content ‘ warehouse ’
1- Twitter link to McDonalds awesome mathematics study site. 7 - lecturer article around top tips to maximise marks for the mathematics exam. 30 - Illustrated takeaway / inforgraphic around how to study smarter (not harder) 4- event – preparation seminars. Illustrated takeaways from the class. 2 – open day 1 – iPad app (course finder), Facebook App (help your friends choose a course)
AUDIENCE CONTENT PROPOSITION “ Genius is 1% inspiration and 99% perspiration ” FREE CONTENT - ARTICLES, TIPS, VIDEOS PAID CONTENT – BOOKS, CONFERENCES, CONSULTING DIFFERENT KIND OF CONTENT MARKETING MODEL Free in the hope that you will buy something
Audience: non industry specific looking for inspiration Proposition: what around us can inspire background separating from the noise to bring you things you didn ’ t know you were interested in until you are. They basically curate interestingness – things that may inspire or spark something – to essentially inspire you with what ever it is you create, do or say. Pay what you want model Tip jar
The splinternet theory
Not the right technology or the right amount of spend – but the right behaviour for engaging with people in the social world Tip: we also used the word “ study ” rather than “ survey ” as it made it sound more formal / academic
We were able to confirm that our students are really active in the groundswell and compared to the average Australian profile we had significantly greater involvement in all categories (interesting to see how much this has changed for Forrester from 2009). So we know that but then we wanted to know what kinds of behaviours are they most likely to participate in within each of those categories – so if I ’ m a critic what types of content do I prefer to critique? - Also need to point out that “ conversationalists ” wasn ’ t part of the 2009 Forrester study but we included it into our profiling
“ Added comments ” – not just being a spectator , they are conversing
Almost 100% of our students watch video content regularly – if you can make the content engaging enough what a great way to connect with this group
The power of the peer influence – particularly relevant for our prospective audience and breeding the feeling of familiarity that we want to create
Brand ambassadors anyone?
Wow – on average less than 5% of your target audience will actively take-part in your experience (most will just observe). Imagine the value of being able to tap into this source of content generators for your brand – brand 2012 campaign anyone?
And probably even more importantly help to make sure we are fuelled as much by smart content decision as the “ tools ” that we use to help us distribute our message.
Umcd conference opening slides slideshare version
Workshop session 13 Identifying the value benefit in social media <ul><li>Facilitators: </li></ul><ul><li>De Hallam | Online Planner </li></ul><ul><li>Claire Burnham | Online Planner </li></ul>
Model one: social media marketing <ul><li>You ’re most often reacting to the need to be using social media but nonetheless are integrating into a wider communications strategy </li></ul><ul><li>There ’s a focus still on “campaigns” and how social media marketing can be integrated as a part of that, the listening and conversation is there with the consumers though the purpose remains promotional or at least very marketing orientated </li></ul>
Model two: integrated social CRM <ul><li>The focus is way beyond marketing and is about the consumer and wider market interactions pre, during and post purchase </li></ul><ul><li>The business is so customer oriented and leveraging social media to engage and interact with the consumer, marketing is but one component in meeting the consumer needs. </li></ul>
Both have the same guiding principles <ul><li>An authentic, well planned content purpose </li></ul><ul><li>A focus on who they are reaching and why </li></ul>
<ul><li>But the roadmap contains many more important landmarks along the way </li></ul>
Our super-fast best practice guide to; <ul><li>Adapting your brand within a social media context </li></ul><ul><li>Creating your social media guidelines </li></ul><ul><li>Establishing your success model </li></ul><ul><li>Budget models and resource challenges </li></ul><ul><li>Managing internal stakeholders and senior management </li></ul>
Positioning your brand – how human will you be?
<ul><li>It ’s about fostering trust through authenticity, dialogue and innovation </li></ul><ul><li>It ’s about adding value where your target audience is searching and researching </li></ul><ul><li>It ’s about being open and prepared to let your target audience play a part in developing your brand and giving them a place to do it </li></ul>Brand positioning in social media
Josh Halliday guardian.co.uk, Tuesday 12 October 2010 11.43 BST
<ul><li>Social media guidelines – don’ t leave home without them </li></ul>
A dictionary description <ul><li>“ Guideline” </li></ul><ul><li>Noun: A general rule, principle, or piece of advice . </li></ul>
<ul><li>Having a set of social media guidelines is evidence that a company understands how communications with your customers has evolved </li></ul><ul><li>It shows that the company cares about its employees like a parent who sets boundaries for her child </li></ul>Setting boundaries
<ul><li>Useful resource: </li></ul><ul><li>Social media governance – socialmediagovernance.com/policies.php </li></ul>
<ul><li>Establishing your success model – what does your “ R ” stand for? </li></ul>
Establishing your measurement purpose <ul><li>How will your stakeholders know how well you are doing? </li></ul><ul><li>Does everyone understand what your purpose is? </li></ul><ul><li>Some things to think about before you start; </li></ul><ul><ul><ul><li>what will your “ R ” in ROI stand for? </li></ul></ul></ul><ul><ul><ul><li>what will be the real cost of your strategy? </li></ul></ul></ul><ul><ul><ul><li>how long will it really take to start to achieve your ROI? </li></ul></ul></ul><ul><ul><ul><li>can you have a combination of soft and hard measures to keep everyone happy? </li></ul></ul></ul>
Allocating budget and resources – how much is enough?
Latest budget statistics <ul><li>On averages companies increased their digital spend by 35% in the last year </li></ul><ul><li>75% of those companies were increasing digital spend specifically to support the growth into social channels </li></ul><ul><li>If you are allocating less than 10-20% of your overall marketing spend digitally you might be out of step with your competitors </li></ul>
Focused resources <ul><li>“ Whether you choose to do something in-house or outsource is rarely a point of differentiation in the short run. But really building an expertise in-house can define a marketing organization over the long haul.” </li></ul>Director, Lead Generation B2B technology, Achieving Digital Balance report
Managing the mental shift – guiding your internal stakeholders
Patience is a virtue <ul><li>If you really want your organisation to embrace the change then take it slowly </li></ul><ul><li>Have a solid plan and a vision to take your organisation forward </li></ul><ul><li>Have senior management support to help you spread the word and report your successes </li></ul><ul><li>Find like-minded people from within, you don’ t have to do everything yourself </li></ul>
Section two: A guide to creating & distributing relevant content
“ Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. ” “ Get content, get customers ” – Joe Pulizzi
<ul><li>Build your content warehouse. </li></ul>
Creating content in a social context <ul><li>What ’ s the “ social object ” ? </li></ul><ul><li>Human beings do not socialise in a random way - there is a tangible reason for bringing us together. </li></ul><ul><li>Social networks form around social objects, not the other way around </li></ul>Source: Social object - gapingvoid.com/2007/12/31/social-objects-for-beginners/
An example: murdoch.edu.au Strategic goal Improving student attraction by developing more integrated marketing programs for target audiences. Target audience Year 12 High School Students sitting WACE (Western Australian Certificate of Education) exams. Social object Exams. What would they value? Support in the lead up to exams ( how to study as well as what to study ). How can you meet their need? Create a blog where students can access and interact with tips and advice direct from our lecturers. How could you package the content? Illustrated takeaways (info graphics) Top tips from attendees of exam preparation courses Guest lecturer blog articles Links to useful online resources (WACE Exams, Online study guides) What are your success measures? Engagement (dwell time, click depth) Sign up to online newsletter Sign up to Exam Preparation Seminars.
1= daily twitter update, curated content, UGC 7= weekly blog post, tip sheet, photo-gallery, discussion 30= monthly extended blog post, eNewsletter, podcast, slideshare 4= quarterly whitepaper, eBook, infographic, competition 2= bi-annual event, webcast, print brochure, PDF extracts 1= annually iPhone app, Facebook app, host an event Source: Russell Sparkman | Fusionspark Media | 2009
<ul><li>Content marketing models </li></ul><ul><li>Help you become smarter at something, become a preferred source of research in the hope that you will buy something. </li></ul><ul><li>Loyalty driven / pay what you think it ’ s worth Help you become smarter at something in the hope that you will support our work ($). </li></ul>
the99percent.com Strategic goal Increase conference and consultancy sales by positioning the99percent.com as a trusted resource for targeted audiences. Target audience Creative professionals. Social object Making ideas happen. What would they value? Advice, tips and cheat sheets from renowned industry leaders. How can you meet their need? Create a blog where proven idea makers can share knowledge in the form of articles, action orientated tips and best practice sessions. How could you package the content? Blog articles Illustrative conference take-aways Videos Cheat-sheets What are your success measures? Engagement (dwell time, click depth) “ Appreciates ” Tweets Comments
brainpickings.org Strategic goal Increase donations by fostering and nurturing relationships with subscribers. Target audience Non-industry specific audiences seeking inspiration. Social object Creativity. What would they value? Inspiration for creating and building new ideas. How can you meet their need? By bringing together different disciplines to inspire new ideas (A discovery engine for interestingness). Bring together things you didn ’ t know you were interested in until you are (educate). Separating the ‘ signal from the noise ’ (curate) How could you package the content? Blog articles Top 10 lists YouTube videos Curated maps/imagery What are your success measures? Engagement (dwell time, click depth) Social share (Facebook, Twitter) Newsletter sign ups
Section three: How well do you know your audience?
Our strategy: social media marketing <ul><li>There ’s a focus still on “campaigns” and how social media marketing can be integrated as a part of that, the listening and conversation is there with the consumers though the purpose remains promotional or at least very marketing orientated. </li></ul>
<ul><li>We wanted to better understand the digital behaviours and preferences of our students to be able to engage them more effectively in order to; </li></ul><ul><ul><li>build deeper, more engaging relationships with prospective students </li></ul></ul><ul><ul><li>improve retention and create a better sense of belonging for existing students </li></ul></ul>The challenge
<ul><li>How can you increase your likelihood of getting your customers to engage with you? </li></ul>
<ul><li>We wanted to see if our students digital behaviour could challenge and improve our marketing planning process. </li></ul>
So we conducted a social technographics study A person ’s habits and behaviours in the groundswell Focuses on the person ’s technology behaviours
The study was about helping Murdoch to understand how to reflect the right behaviours in the groundswell. <ul><ul><li>“ as social trend in which people use technologies to get the things they need from each other , rather than from traditional institutions like corporations ” </li></ul></ul>
Who we surveyed <ul><li>3535 students across 3 campuses took part; </li></ul><ul><ul><ul><li>that ’ s a participation rate of 18% </li></ul></ul></ul><ul><ul><ul><li>the survey was hosted online and took 10-15 mins to complete </li></ul></ul></ul><ul><ul><ul><li>we incentivised participants with the chance to win an iPad2 </li></ul></ul></ul><ul><ul><ul><li>email was the most effective traffic source closely followed by our student portal homepage </li></ul></ul></ul><ul><li>Our sample demographic was consistent with the Murdoch profile; </li></ul><ul><ul><ul><li>67% female and 33% male for the study v 62% (f) and 38% (m) </li></ul></ul></ul><ul><ul><ul><li>45% 18-24 year olds for the study v 41% </li></ul></ul></ul><ul><ul><ul><li>79% UG and 21% PG for the study v 84% and 16% </li></ul></ul></ul>
<ul><li>The most important point? </li></ul><ul><li>Our findings were statistically relevant. </li></ul>
What we learnt about our students content behaviours (some highlights anyway)
<ul><li>Highlight: </li></ul><ul><li>Regardless of age, gender or culture, Murdoch students are far more likely to actively participate in online activities than the Australian population. </li></ul>
What does this mean for content packaging for our intended audience?
Highlight: One in two students say social networking is the content they would access ‘ most often ’ online. Finding: 67% of females added comments to a social networking site daily-weekly
Highlight: Watching video created by other users is the second most popular online activity. Finding: 65% of male students consume video content daily-weekly
Highlight: Our students actively seek out reviews and opinions from others. Finding: 52% of students use online forums or discussion groups daily-weekly
Highlight: Students actively share and recommend content with their friends. Finding: Students on average have 200-300 social networking contacts
Highlight: More than a quarter of our students are creating and publishing their own content – they are drivers of social change. Finding: 61% of international students surveyed are actively creating content online
<ul><li>Helping us to make smarter, less assumption decisions so we can; </li></ul><ul><ul><li>be useful </li></ul></ul><ul><ul><li>be relevant </li></ul></ul><ul><ul><li>be effective </li></ul></ul>Ultimately this study was about
<ul><li>Do you have one useable idea to take-away? </li></ul>