An indepth look at social media's place in the digital landscape, and what Auckland Transport need to be thinking about when approaching social media.

1. SOCIALMEDIA
MA Social Media Presentation V2.3

2. • Brand
• Old vs New Marketing
• Defining Social Media
• Key Channels
• How to do Social Media:
• Strategy
• Content Planning
• Policy Guidelines
• Best Practices
• Social Media Marketing
Agenda:

3. • Today’s customer is
also a marketer.
• Their brand is
themselves.
• Other brands are
simply there to
make the most
important brand
look good.
The marketing landscape has changed
BRAND
BRAND
BRAND
BRAND

4. • Your brand is what the public
think and feel about your
company, product or service
A word about brands
• Not what you or the
organisation thinks, or what
your marketing says

5. • Limited number of media outlets
• Limited physical retail outlets
• Marketer-to-consumer comms
• Spam
• Long product cycle
• Features
• Advertising a major expense
• Large overhead = stability
• Customer support
• Focus groups
• Countless media outlets
• Countless online retail outlets
• Consumer-to-consumer comms
• Permission
• Fast everything
• Stories
• Innovation a major expense
• Small overhead = low risk
• Community support
• Launch & learn
Old Marketing New Marketing

6. • 79% of smartphone owners
use their phones for shopping
related activities, and of
those nearly half (48%) use
their phones to look for or use
discounts and coupons.
• Consumers who receive
information from more than
one source spend 82% more
per transaction.
Three Screen World

7. Social Media Key Channels
Facebook:
YouTube:
Linkedin:
Tumblr:
Instagram:
Snapchat:
Twitter:
Pinterest:
Google+:
2,600,000 +
2,500,000 +
1,100,000 +
750,000 +
500,000 +
500,000 +
350,000 +
250,000 +
?

33. Social Media Key Channels
Facebook:
YouTube:
Linkedin:
Tumblr:
Twitter:
Instagram:
Pinterest:
Google+:
Snapchat:
Fish where the fish are
Videos, easily shared, easy to find (SEO)
Professional person-person networking
Blogging for cool kids
Fast breaking, loved by the media
Trendy, mobile photo sharing
Beautiful, image rich, loved by women
Great features, techy, niche user base
Young, fun, images that disappear (supposedly)

34. How to do
Social Media...

35. Establish Goals, Objectives & Strategies
• Align to organisational goals
• Identify what is the meaningful impact on the attitude or
behaviour you are trying to change
• Provide a platform for measuring success

36. Optimising Content
Listening
• Determines engagement levels
• Identifies opportunities for
further engagement
• Find and correct misinformation
Proactively soliciting feedback
• Seek opinions from audiences
Measure of success
• Share of voice on a topic
• Track metrics that will allow you
to optimise your campaign
• Sentiment, sharing, advocacy
Real-time feedback –
Real-time optimisation

37. Measuring Success
Setting benchmarks and
measuring against them
Reach, Awareness, Action
Can have proxy ROI:
• Members
• Followers
• Contributions
• Share of voice
• Sentiment of conversations
• Shares
• Downloads
• Self-reports

38. What social media can tell us…
• Opinion(qualitative):

40. General strategic approach
• In a relatively young medium, the key strategy lies in growing,
understanding and engaging your community.
• As engagement develops consumers will naturally flow through the
marketing funnel to create preference.
BUILD, ENGAGE & PROMOTE
SOCONSUMERS
KNOW, LIKE & TRUST US

41. “You need a day-to-day mentality; not a
campaign mentality to succeed in social in
the long term” - JULIAN THOMPSON, MOSH SOCIAL MEDIA
• Digital & social should be viewed as an ongoing, always running
communication channel.
• Success comes online from sustained effort not dipping in and out as
campaigns happen.
• While spikes should occur as campaign leverage/support, the real growth
will come from a consistent approach to driving engagement.

42. Storytelling (good content) is
more important than ever…
• SEO began as more of a science than an art
• Google (and Facebook following in their footsteps) are striving to deliver
their users what they want… in Google’s case, the information they need,
and in Facebook’s case, a way to share their lives with others.
• EVERY BUSINESS IS A MEDIA BUSINESS

43. Avoid Shiny Object Syndrome
• Instead, how can our content be helpful and useful?

44. Social Media
Marketing

46. FACEBOOK HAS CHANGED:
- They need to keep
their 1 billion users
- Ad saturation is
turning youth off
- They need to
maintain huge
revenues

47. FACEBOOKISNOTAWEBSITE
1 Nov - 31 Jan 2015 we had 12,836
visits to the Page, and 8,848,684
total impressions.
That means less than 0.15% of our
total exposure on Facebook was
people visiting the Page.
CLIENTEXAMPLE

48. We’re bringing
new volume and
content controls for
promotional posts,
so people see more
of what they want
from Pages.
FACEBOOK’SSTRATEGYISNOSECRET,THEYTOLDUS:
“One of the main reasons people come to Facebook is to see what’s
happening in their News Feeds. Our goal with News Feed has always been to
show people the things they want to see.
We asked hundreds of thousands of people how they feel about the
content in their News Feeds. People told us they wanted to see more stories
from friends and Pages they care about, and less promotional content.
What we discovered is that a lot of the content people see as too promotional is
posts from Pages they like, rather than ads. This may seem counterintuitive
but it actually makes sense: News Feed has controls for the number of
ads a person sees and for the quality of those ads (based on engagement,
hiding ads, etc), but those same controls haven’t been as closely
monitored for promotional Page posts. Now we’re bringing new volume and
content controls for promotional posts, so people see more of what they want
from Pages.”
www.facebook.com/business/news/Update-to-Facebook-News-Feed

49. “Beginning in
January 2015,
people will see less of
this type of content
in their News Feeds.
Pages that post
promotional creative
should expect their
organic distribution
to fall significantly
over time.”
WHATDOESTHATMEANFORUS?
Posts to the Newsfeed that are too promotional will flop (ie no Reach):

50. BUTWESTILLWANTTOCONNECTWITHOURDONORS
- It’s about using BRAND to connect with people, and stay top of mind
“If people believe
they share values
with a company,
they will stay loyal
to the brand.”
- Howard Schultz,
CEO of Starbucks

51. BRANDING
1STTIMERS
REPEATS

52. POSTSADS
BRANDING
1STTIMERS
REPEATS

53. POSTS:

54. ADS:

55. CAMPAIGN
ALWAYSON