A practical guide to social media & your brand

© 2014 Zuni | All Rights Reserved | Confidential
Good luck not doing it…
Social Media & your brand:
Why do it?
Putting it into practice,
Handy hints & tips,
Measurement & success

What’s happening in the social
scene?

https://www.youtube.com/watch?v=IqeOnfQmZPY

What is social media?
• Social – relating to society, or
relating to companionship
• Media – the main means of
mass communication
Websites and applications that
enable users to create and share
content informally and/or
participate in social networking

The ‘active’ audience as we know it
3 BILLION internet users worldwide
1.35 billion
288 million
200 million
174 million
134 thousand
Monthly active stats accurate-as-can-be as of 12th Feb 2015
Stats vary across sources, but are pretty good as an indicator
1 billion
347 million
53 million
420 million

So, who’s driving?

• The world of media
has changed
• Consumers decide the
content, which means
we have to give them
what they want
• This is what we call
consumer-centricity
• It’s a pretty big shift…

How big of a deal are we talking?
Is it the biggest shift since the industrial revolution?
96% of millennials have joined a social network
Overtaken pornography as the number 1
activity
If it were a country, Facebook would be the
third largest in the world
80% of companies use it for recruitment
(95% using linkedin)
Youtube is the second largest search engine in
the world
Wikipedia has over 15 million articles
There are over 200,000,000 blogs
14% of people trust adverts, 78% trust peer
recommendation
60 million Facebook status updates daily
40 million posts to Reddit in 2013

Used everywhere
Yellow Pages Social Report 2014

Multi-task, multi-channel

Why do it?

Good luck not doing it…

The fact of the matter is, people will be talking
about you and your brand in the social media
space whether you want them to or not.
So, it isn’t really a question of why, but more a
question of how.

Why can’t we just buy our way to them?
‘advertising’
PAID MEDIA
Typical corporate media spend
drives people to Owned Media
Video
Pre-Roll
Affiliate
Email
Lists
InSkins
Email
Lists
Group
Buying
Radio
Magazines
Newspapers
Online Display
SEM
outdoor
television
We can, but it’s a small part of the puzzle
People have a choice now and, more often than not,
they choose to ignore obvious advertising.
Your focus needs to be on owned and earned, because
your customer base is already engaged with the
brand; Macquarie University

Different brands, different approaches

Customer service
• The first thing a lot of people do when
they experience bad service now is
complain online
• If you respond well, you’ll gain points for
this

Reputation
management
• Things go wrong – that’s just part of life
• When they do, you better be ready to
control the damage!

Advocacy/loyalty
• Front of mind campaigns – particularly
popular with some of the millennials
• Builds trust and excitement, if done
correctly

Thought leadership
• When you need to demonstrate your
ability to be ahead of the curve
• When your company offering is
knowledge or self-promotion is
prohibited

Promotion
• When what your customers want from
you is money off or the chance to get a
‘deal’
• Middle of the road personalities

Co-creation and innovation
• For when you’re trying to change
behaviour with products
• Helps make your brand synonymous
with innovation

Education
• For when your business plan pertains to
spreading information
• Helping people make better decisions is
better for your brand

Influence
• For when you don’t need bells and
whistles
• Sometimes the facts are good enough

Entertainment / expression
• Advertising as an art form; things that
people share
• When you want your brand to well
remembered, but not necessarily taken
too seriously

How do you decide where to sit?
?• Ubar
• Marxine’s
• Sport
It depends on your audience, objectives, and brand

Putting it in to practice

• There’s a couple
of tools to help
(more later), but
you still need to
do the legwork
• Dig and pay
attention – you’ll
get insights
How to listen

engage.

How to engage
• If you haven’t listened,
engaging is going to go badly
• Your engagement needs to be
responsive primarily, but
engage with things well
beyond just your product
• You’re in the their space

create.

Content marketing

Content is:
• The written word
• Visuals and spoken word
• Interactive material

Creating a content strategy
Business and
Brand
Objectives
Audience
Research
The Marketplace
Channel &
Platform
Planning
Technology
Choices
Finding your
Brand Story
Mapping
Path to
Purchase
Content
Audit
Content
Production
Content
Distribution

Business objectives
Audience and channel
research
What do you want to achieve? What is realistically
achievable?
Who are they? What do they do? Where do they go? Avoid
‘men and women age 0 and up’ – be specific. What are they
interested in? How do they talk?
Build a content
calendar/plan
Plan ahead. You can produce your ‘general’ content on
social media, but you’ll need to plan when you’re going to
promote things or comment on events.
Measure your activity!
There is no point in doing any of this if you’re not
measuring it. Track what works and what doesn’t. Set
yourself some KPIs

Group exercise: Content planning

Ubar
Accommodation
Sport
Retail
Food
Events

Business objectives
Audience and channels
Build a content
calendar/plan
Think of 3 things you want to achieve
Write down 3 insights about the audience
Keep it rough

Case studies

Killer content
https://www.youtube.com/
watch?v=Q0MNJkOohAk

Crossover campaigns
https://www.youtube.c
om/watch?v=e91c0m
WP960

Engaging a silent customer
https://www.youtube.co
m/watch?v=DF9ABy9Gzi
8

Creating content opportunities
Your website crashed – take a quirky ‘sorry’
photo and spread via social media!
Any office competitions that might be
amusing for social media
CEO/MD/employee interviews
Employees at various industry events such
as conferences, festivals etc.
Behind the scenes content of any processes
that might be of interest to consumers
Become a thought leader in your industry, not
just specific to your organisation
The possibilities are literally endless!
THINK OUTSIDE OF THE BOX

Handy tools and tips

If this, then that

Hashatit
• Track multiple hashtags
• Makes listening and engaging
easy
• Embed to a site

Social mention
• Keep a close eye on what
people are saying about
you around the web
• Utilise other peoples
content and their organic
reach potential!

Making metrics easy
• Social reporting tools are ten-to-
the-dozen
• Hootsuite can help streamline
the management of your social
accounts, but is also a pretty
strong reporting tool
• Free works well for individuals,
premium ($9 pcm) works better
for organisations

Measurement and success

Key Social Metrics
Facebook
- Fans
- Likes
- Shares
- Comments
- Talking About
- Stories Generated
Reporting on your activities

What does success look like?
Objectives = achieved
ROI
Risk mitigated
Customer base happy
Great content
Having fun

Mark Razzell
• Strategic planner at Zuni with 5 years
marketing experience specific to the digital
realm
• Background in the pharma industry and
behavioural research
Valentina Borbone
• Client Relationship Director at Zuni with 8
years experience in the promotional digital
marketing realm
• All round superstar, ADMA recognised, and
co-owner of Zuni

A practical guide to social media & your brand

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