2013 08-07-social media

Social Media
Alex Makin
Syneka Marketing

Copyright Syneka Marketing
www.synekamarketing.com.au
Introduction
• Syneka Marketing
– Marketing plans
– Social media
– Website design
– Professional
speaking services
• Full service
marketing agency

About Alex Makin
• Community Involvement
– Amnesty International
– North Ringwood
Community House
– Maroondah Citizens
Advice Bureau
– Croydon Conservation
Society
– Public Transport Users
Association
• Manager of Marketing,
Eastern Volunteers
• Former Councillor –
Maroondah City Council
(2005-2012)
07/25/12

Overview
• A Marketing
Approach
• Websites
• Social Media
• Safeguards
• Conclusion

What is Marketing?
• Various definitions exist:
– Marketing is the process of planning and
executing the conception, pricing,
promotion and distribution of ideas,
goods and services to create exchanges
that satisfy individual and organisational
goals.
07/25/12

What does it mean?
• Marketing considers
how you reach your
target markets
• Its more than
customers/clients
– Personal branding
– Reach volunteers
– Reach stakeholders
– Encourage donations
– Support members
• You will have
multiple target
markets

How Do You Use Marketing?
• What marketing
currently exists in
your organisation?
– Websites/social media
– Brochures/leaflets
– Newsletters
– Media releases
– Information sessions
– Events
– Telephone/email
correspondence
• Every form of contact
leaves an impression
07/25/12

Begin with a Marketing Plan
• What is a marketing
plan
– Supports the vision
of the organisation
– Identifies objectives
to achieve this vision
– Outlines actions that
will fulfil these
objectives
07/25/12

An Example
• Eastern Volunteers
Building Fund
– Aim: Secure
independent
funding
– Objective: Easily
facilitate donations
– Actions: online
donations, media
launch, promotion

Know Your Strengths
• Identify your strengths
– The things you do well
– Existing capacity within
the organisation
– Potential value you can
offer to partners
• Know your target market
– Establish key messages
– Demonstrate value
• Build on strengths
• Strengths
– Networking
– Reach through
community
organisations
– Individuals
– Partnerships
– History and credibility
– Strong governance

Know Your Target Market
• The target market
– Who are they?
– Why target them?
– Where are they?
– How do you reach them?
• Connect target market
to strengths
• This creates the value
proposition
– Regional businesses
– Small/medium
businesses
– Local autonomy
• Businesses that have an
interest in community
• Current clients
• Wider community and
volunteers

Key Messages
• Consistency is critical
– Inconsistent messages
create confusion
– Branding and message
must be consistent
• What do you want to
achieve?
– What are the benefits in
achieving this?
– How will the target
market respond?
• Demonstrate tangible
value
• Key message
– Reach of networks
– Ongoing service
delivery
– Accessibility
– Governance and
financial stability
• Align target markets

Demonstrate Value
• How do you
demonstrate value?
– Quantify the benefits
– Establish parameters
for success
• What tools do you
use to
communicate?
– Demographics
– Approximately 400
organisations
• 900 volunteers per
annum
• 4,000 views per month
– Ongoing engagement
with the website

The role of technology
• Do not view technology in
isolation
– Websites are a marketing tool
– Not just technology
– Social media is a marketing
exercise
• Technology is actively being
used across all generations
• Online Communication must
reinforce your marketing
plan
• Need to be competitive in
search results

Using Websites
• The Internet should
reinforce your
marketing presence
– Ensure consistency
– Branding
– Colour schemes
– Language
• Keep your website
and social media
up-to-date

Content Management Systems
• Separates design from
content
– Enables instant updates
– Social media integration
– Security and
permissions
• Similar to a letterhead
• Reduces the burden
updating websites

Leverage Resources
• Utilise available tools
– Google Maps provides SEO
benefits
– Google Alerts can advise on
new topics
• Keep your website updated
– Content influences SEO
– Google favours sites that are
frequently updated
• Use newsletters for content
– Adjust for the web
– Use individual articles rather
than a downloadable PDF

Critical Success Factors
• Consistent messages and
branding
• Connecting with
stakeholders
• Integrate with other
Internet tools
– Email newsletters
– Social media
– Create one message and
replicate
• Measure results

Extend Reach with Social
Media
• A website is one method of
reaching stakeholders on
the Internet
• Social media is another
method
• Use the strengths of each
tool
– Facebook enables
communities around pages
– Twitter is useful for quick
updates
– Youtube can engage via
video
– Email tools can deliver
regular updates
• Integrate each tool
07/25/12

Social Media Tools - Blogging
• A blog is a website
– Contains regularly
updated posts
• Media Releases
• Newsletters
• Advice
– Can be written by
many people in your
organisation
– Allows comments
– Integrate with social
media
07/25/12

Social Media Tools - Facebook
• Facebook
– 11.6 million
Australians
– Build an online
community
• Events
• Announcements
– Branded pages for
organisations
• www.facebook.com07/25/12

Inside a Facebook Page
• Organisations must
use Pages
• Pages are linked to
individual accounts
• Official comment
should be from the
page not individuals
• Can include photos
• Respond to
comments

Social Media Tools - Twitter
• Twitter
– 2.5 million
Australians
– Good for quick
announcements
• Can feed into
Facebook
– Hashtags enable
conversation
• www.twitter.com
07/25/12

Connecting through Twitter
• The Connect Page
highlights recent
interactions
• Thank people for
Retweets
• Participate in
relevant discussions
• Use TweetChats

Social Media Tools - LinkedIn
• LinkedIn
– Used by 3 million
Australians
– Connect with
business partners
• Events
• Announcements
• Groups
• www.linkedin.com
07/25/12

Inside LinkedIn Groups
• LinkedIn groups
enable discussion
• Find groups with
common interests
• Share events and
other activities

Social Media Tools - YouTube
• YouTube
– 3rd most viewed
website
– 72 hours of video
uploaded every
minute
– 3% of these videos
are Australian
– 62% Australians visit
at least once a week
• www.youtube.com
07/25/12

Social Media Tools - Pinterest
• Pinterest
– Third largest social
media tool
– Pin items of interest
– Highly visual tool
– Direct links back to
website
• www.pinterest.com
07/25/12

Social Media Tools - Google+
• Google+
– Google's social
media tool
– Integrates with
Google Search
– Like content
– Google Hangouts
• Plus.google.com
07/25/12

Inside Google+ Pages
• Businesses use
pages
– Status updates
– YouTube integration
– Google Maps
integration
• SEO benefits
07/25/12

Instagram
• Photos and Videos
– Mobile based
– Instantly upload
photos or videos
– Uses hashtags
• Designed for quick
updates
07/25/12

Tumblr
• Multimedia based
blog
– Includes photos
and video
– Pictorial
representation
– Links back to
source websites
• Useful for graphic
based content
07/25/12

Other Tools
• Foursquare
– Location based
– Reviews
• Vine
– Twitter for video
– Short video content
• Vimeo
– Upload video content
– Targets artists and creatives
• Many other tools exist
• Use the tools to reach the right
markets
• Integrate where possible

Social Media Tools - Email
• Email is still
important
– Can automatically
send content from
your website to
subscribers
– Can reach people
using several
methods
– Include sharing
options in email
07/25/12

Using Email
• Include key message
in the body of email
• If using attachments
then send as a PDF
• Subject line must
include essential
detail
• Use an email
campaign service
• www.mailchimp.com

Online 'Word of Mouth'
• 'Word of mouth'
advertising is
extremely powerful
– Sharing content is
the online equivalent
– Encourage sharing
and dialogue
• Remember email is
also effective

Safeguards on Social Media
• Social media is interactive
– People can respond to your
messages
– Sometimes this will not always
be positive
• Media and Communications Policy
– Cover traditional media and
social media
– Designate an official
spokesperson
– Policy should be supported by
entire organisation
• Encourage responsible social
media usage
• Make sure the policy is readily
available

Role of Spokesperson
• Official voice of the organisation
– Coordinate with traditional media
– Will have access to the social media
accounts
• Should be the first to make official
announcements (eg event)
– Other board, staff, volunteers
– Utilise their own social media
accounts
– Respond to comments from the
spokesperson
– Discuss their experiences
• Coordinate social media

Managing Negativity
• How do you respond?
– Identify processes for
reporting comments
– Utilise official spokesperson
– Similar to managing the media
• Be responsive
– Utilise notifications
– Act quickly
– Engage offline (via phone or
email)
– Provide public feedback
• Be part of the conversation

Offensive vs Negative
• Negativity is different to
offensiveness
– Remove offensive comments
immediately
– Understand why the comment is
offensive
• Clear posting guidelines
prohibiting offensive comments
– Be responsive
– Page owners are responsible for
content
• Have policies publicly available

The Internet is Measurable
• What do you want to
achieve?
– Awareness
– Donations
– Volunteers
• The Internet is
measurable
– Measure visits
– Measure sharing

Conclusion
• Ensure consistency
– Identify key messages
– Maintain consistent branding
• Identify what you want to achieve
– Utilise the Internet to extend your reach
– Maintain up-to-date Internet presence
– Integrate website with social media
• Use the tools that are right for you
• Be responsive and engage

Further Information
• Syneka Marketing
– Web: www.synekamarketing.com.au
– Phone: 1300 965 989
• Alex Makin
– Mobile: 0409 136 213
– Email: alex@synekamarketing.com.au

2013 08-07-social media

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