2018 west coast_using_tech_social_media
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Presentation from two days of workshops held in Greymouth Hokitika
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2018 west coast_using_tech_social_media
- 1. Using Technology to Market Your Product June 2018
- 3. david@dakinane.com Making it go viral?
- 6. david@dakinane.com Is your audience? Do you want to say? Are your goals? Will you share?
- 8. david@dakinane.com What events? What schedule? What tone? What percentage?
- 9. david@dakinane.com Drive traffic to website? Generate leads? Build awareness/ perception? Educate? Celebrate?
- 15. david@dakinane.com http://bit.ly/2tfXF91 • The most viewed brand videos are on average 31–60 seconds long (32% of all views) • Searches of “how to” videos on YouTube are growing 70% year on year • Mitre10 fastest growing channel on You Tube in NZ • 9% of U.S small businesses use Youtube • The time people spend watching YouTube on their TV has more than doubled in the last year • More than half of YouTube views come from mobile devices
- 18. david@dakinane.com 5 point social media plan Managing a Social Media campaign Have clear goals Why would anyone share? Tell a story quickly Create visual impact Have a plan – stick to it Emotional response Information at the right time Promoting others Know what to say Post regularly - predictably Plan content in advance Tailor content Drive website traffic Create a bigger presence Set limits Use relevant images Use video 1 = 1000!
- 20. david@dakinane.com What should you say and when? 1. Fix a regular time to post content 2. Plan your content well in advance, batch create 3. Plan a regular time to monitor responses 4. Plan a regular time to engage with your community 5. Use hashtags strategically – encourage the use of your own Manage your campaign with a media calendar
- 21. david@dakinane.com The 80/20 content rule 80% of your content should: • Inform • Educate • Entertain 20% of your content should: • Directly promote your product or service
- 22. david@dakinane.com What should you say? http://hokitika.org/see-and-do/annual-events.aspx https://en.wikipedia.org/wiki/List_of_commemorative_days https://www.officeholidays.com/countries/australia/index.php https://www.govt.nz/browse/work/public-holidays-and-work/public-holidays-and-anniversary-dates/
- 23. david@dakinane.com What should you say?
- 24. david@dakinane.com What should you say, who should you say it to? May 1 2018 Heaphy Track opens mountain bikers Duck shooting season opens Queen’s Birthday weekend coming
- 26. david@dakinane.com Use hashtags strategically Product/service related Community related Demographic specific 1. Mix up your hashtags between posts 2. Follow hashtags on Instagram – Instagram then suggests popular tags most related to your product/community/demographic – follow/use those 3. Create your own community around hashtags you create Create your own
- 27. david@dakinane.com Email campaigns Mix promotion with information Link to content Use images Target your demographics Collect the right information Manage your database Plan regular content
- 28. david@dakinane.com Email sign up and welcome Autocrat add on
- 33. david@dakinane.com What annoys your potential clients.. http://bit.ly/2MpZ1Xf
- 34. david@dakinane.com Facebook engagement tips 1.Show your personality 2.Ask questions 3.Use images 4.Provide an inside look 5.Measure and reproduce what works 6.Share your Fan's content 7.Keep your posts simple 8.Use a consistent voice and post useful content 9.Love and appreciate your followers 10.Have fun and be funny 1.Have a voice – engage with your audience 2.Create polls related to media calendar 3. We are visual creatures 1=1000 4.Let them know how you operate what does it take? 5.Analyse the responses and engagement, do more 6.Promote good content from others/clients 7.Short, sweet, accessible, frequent - engage 8.Use 80:20 rule – build wider picture 9.Engage – engage – engage! It’s a community 10.Choose wisely… don’t be hip with the kids
- 35. david@dakinane.com Turn the tricks Don’t just focus on your core demographic, you have a reach, use all of it.
- 36. david@dakinane.com It’s a war out there Facebook gives higher priority to live video streams – use this to promote an experience 1. Welcome new viewers and re-introduce the focus of the stream for first few minutes 2. Movement is valued over static – you are not on Twitch! 3. Ask them to share and like in stream 4. Have a plan, introduce content gradually, make stream last for at least 10 minutes
- 37. david@dakinane.com Facebook rewards original video content http://bit.ly/2LS6hKr
- 38. david@dakinane.com Turn likes into leads https://mklnd.com/2Mte3vE 10 000 6.5% reach 650 5% 33 50% 16 5% <1 fans See the post Click through existing Call to action 10 000 0.01%
- 39. david@dakinane.com Turn likes into leads https://www.wishpond.com Create follower only competitions • Harvest email addresses – future direct mail campaigns • Multiple competitions allow you to focus future incentives based on engagement • Bonus prize for all entrants (referral URL) to incentivise sharing with their networks • Announce grand prize winner – great promotional content • Announce coupon offer for all those who entered competition • Use database of emails to inform all previous entrants of next promotion
- 40. david@dakinane.com Case study 1 – Air New Zealand #AirNZFindMe #AirNZShareMe
- 41. david@dakinane.com Case study 1 – Air New Zealand #AirNZFindMe #AirNZShareMe
- 42. david@dakinane.com Case study 1 – Air New Zealand #AirNZFindMe #AirNZShareMe #AirNZExperience
- 43. david@dakinane.com Case study 1 – Air New Zealand
- 44. david@dakinane.com Case study 1 – Air New Zealand
- 45. david@dakinane.com Case study 1 – Air New Zealand
- 46. david@dakinane.com Air New Zealand - Strategy Build a community and are active with that community - #AirNZFindMe #AirNZShareMe Keep existing customers informed of changes to service – send traffic to webiste Use a Media Calendar to plan and prepare their content Promote destinations and drive traffic to website Build company presence using images/videos that have instant impact/emotional response Update the front page of their website regularly! Promote their actions in the community
- 47. david@dakinane.com Case study 2 – ASB #PlusByASB
- 48. david@dakinane.com Case study 2 – ASB #PlusByASB
- 49. david@dakinane.com Case study 2 – ASB #PlusByASB
- 50. david@dakinane.com Case study 2 – ASB #PlusByASB
- 51. david@dakinane.com Case study 2 – ASB
- 52. david@dakinane.com Case study 2 – ASB
- 53. david@dakinane.com ASB - Strategy Actively tailor content to specific community demographics Educate customers with case studies and tools – send traffic to webiste Use a Media Calendar to plan and prepare their content Build a community presence through third party affiliations Build company presence using images/videos that promote their corporate identity - inclusiveness Promote their actions in the community
- 54. david@dakinane.com Case study 3 – Kaikoura Albatross Encounter #albatrossencounter #NZmustdo #birdingtours #destinationkaikoura #pelagic
- 55. david@dakinane.com Case study 3 – Kaikoura Albatross Encounter #albatrossencounter #NZmustdo #birdingtours #destinationkaikoura #pelagic
- 56. david@dakinane.com Case study 3 – Kaikoura Albatross Encounter #albatrossencounter #NZmustdo #birdingtours #destinationkaikoura #pelagic
- 57. david@dakinane.com Case study 3 – Kaikoura Albatross Encounter #albatrossencounter #NZmustdo #birdingtours #destinationkaikoura #pelagic
- 58. david@dakinane.com Case study 3 – Kaikoura Albatross Encounter #albatrossencounter #NZmustdo #birdingtours #destinationkaikoura #pelagic
- 59. david@dakinane.com Albatross Encounter - Strategy Promote the work of others – builds expectation of experience Use one tool to push traffic to their main SM tool Focus of content to build perception of customer experience Build company presence using images/videos that promote the experience Use own, targeted and geographical hashtags
- 60. david@dakinane.com Case study 4 – Syrp #timelapse #timelapsevideo #syrp
- 61. david@dakinane.com Case study 4 – Syrp #timelapse #timelapsevideo #syrp
- 62. david@dakinane.com Case study 4 – Syrp #timelapse #timelapsevideo #syrp
- 63. david@dakinane.com Case study 4 – Syrp #timelapse #timelapsevideo #syrp
- 64. david@dakinane.com Case study 4 – Syrp
- 65. david@dakinane.com Syrp - Strategy Promote the work of others, using their equipment Push traffic to their site for education/sales Focus of content to build perception product performance Build company presence using images/videos that educate (tutorials) promote tools Use own and special interest tags, lots
- 66. david@dakinane.com Case study 4 – NZ Wine Pro
- 67. david@dakinane.com Case study 4 – NZ Wine Pro
- 68. david@dakinane.com Case study 4 – NZ Wine Pro
- 69. david@dakinane.com Case study 4 – NZ Wine Pro
- 70. david@dakinane.com Syrp - Strategy Promotes exclusivity/luxury of experience Push traffic to their main SM site Uses as Media calendar – retweeting content of others Build company presence using images from his tours – taken on cellphone Use own and special interest tags