CECC Social Media - Building Your Brand September 2017 Presentation
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CECC Social Media - Building Your Brand September 2017 Presentation
- 1. SOCIAL MEDIA BUILDINGYOUR BRAND CECC September 2017
- 3. Interactive, interesting, relevant and fun Ask questions at any time There are no silly questions If you’ve got experience or an idea – let’s hear it! Devices – leave them on and follow on them (silent) RULES OF ENGAGEMENT
- 6. • 24% use social media to find info about a particular business • 20% use social media to research products & services Source: SMBs in the digital race for the customer – Deloitte 2016 • 70% spend 2 hours or more per day online, with 58% spending 3 hours or more • 95% of all users browse the web and 85% visit social networks Source: AUT andTheWorld Internet Project 2016 KIWIS – ONLINE AND SOCIAL USE
- 7. BE PROACTIVE – HAVE A PLAN
- 8. THE MOST ENGAGING CONTENT • Inspires and/or entertains • Solves a problem • Answers a tough question • Invites interaction
- 9. CONTENTTHAT WORKS ON SOCIAL Video Storytelling Content Marketing UGC
- 10. CONTENT CREATIONTOOLS Useful tools Outsourcing Do it yourself or get an expert?
- 11. WHICH PLATFORMS SHOULDYOU USE? Ask yourself… What sort of business do I have? Who are my customers? What platforms do they use? How much time do I have? Where is my time best spent?
- 13. Working in pairs - create a quick outline of two pieces of content (one for each business) that will engage and add value to a targeted section/s of your audience: What’s your objective (sharing, inform, generate enquiry?) Who are you targeting? Bullet point the content What channels will you use? What resources will you need – human and $ We’ll come back a discuss a few soon ; - ) FACEBOOK – CREATE ENGAGEMENT
- 14. KEYTAKEAWAYS Remember… 1. Create a social media plan and publishing schedule 2. Set objectives, and think about how you’ll achieve them and measure success - but be realistic 3. The most engaging content: Inspires and/or entertains Solves a problem Answers a tough question Invites interaction 4. Be on the same platform/s as your customers.
- 15. FACEBOOK –TIPS ANDTRICKS Create a community around your business Post relevant and engaging content regularly To get reach you’ll have to boost and advertise Only boost quality posts - and be targeted Choose your timing carefully Engage your community with questions – start a conversation Try competitions to encourage sharing and/or likes Respond to everything – negative and positive Use Facebook insights regularly to track how you’re going and measure ROI. In general…
- 16. FACEBOOK – BUSINESS PAGES Setting up your business page Page verification (settings – general) Message settings (settings – edit page) Preferred audience (settings – edit page) Link Instagram (settings – Instagram) Think about listing services and other useful information Newsletter sign-up tab Also think about: Google analytics – setting goals and tracking to see ROI
- 17. FACEBOOK - COMPETITIONS Consider joining forces with a complimentary business – cross promote
- 18. FACEBOOK – BOOSTING & ADVERTISING Only boost quality posts Be targeted - select audience categories such as location, age, language, interests Relatively cheap, a good place to experiment with paid advertising Easy to monitor than complex pay-per click search engine marketing Consider remarketing.
- 20. CLOSED GROUPS
- 21. FACEBOOK – MANAGINGTHE NEGATIVE What will you do? Acknowledge it – respond quickly Action to take – it depends… Be authentic Take it offline – private message or email Look to turn negative to positive
- 22. FACEBOOK – USING INSIGHTS Find out Who’s my audience? (Insights - people) What time should I post? (Insights – posts) Reach – organic vs paid (Insights – reach) Pages to watch (Insights - overview) And so much more…
- 23. FACEBOOK – BOTS FOR MESSENGER
- 25. Working in pairs - create a quick outline of three Facebook posts for your businesses that can be posted next week. Each post must be designed to do one of the following: 1: Increase likes and shares 2: Generate comments – promote engagement 3: Solve a problem your customers have Keep it relevant to your business. Will you boost it – to who? Think about images and video, timing, and #hashtags (if any) etc. FACEBOOK – CREATE ENGAGEMENT
- 26. KEYTAKEAWAYS Remember… 1. Have a plan - think about it in advance 2. Post relevant and engaging content regularly 3. Be targeted - and only boost great content 4. Respond to anything negative quickly - take it off line 5. Respond to positive comments too! 6. Get to know your audience through Insights.
- 27. SOCIAL MEDIA CHANNELSINSTAGRAM – FOR BUSINESS Things to know Growing rapidly in New Zealand Got to have a Facebook page Instagram ads use the same tools as Facebook ads Really good for user generated content All about the visual - use engaging images and videos Use Instagram Insights (mobile only) Think about stories – only last 24hours
- 28. SOCIAL MEDIA CHANNELSOTHER PLATFORMS Who’s doing it well?
- 29. CHINESE PLATFORMS Who’s doing it well? TOURISM & HOSPO
- 30. USING INFLUENCERS Ask yourself… What do I want to achieve? Who do I need to target? Who’s got that audience? Ask them… To show you their insights How they’ll engage their audience What it costs For an agreement
- 31. Online Advertising SOCIAL MEDIA - ADVERTISING Ask yourself… What do I want to achieve? Who should I target and where are they? What’s appropriate for the platform/s? How can I make it eye catching and engaging? What’s the call to action?
- 32. Manage your Content Multi-Channel Management Tools Attempting to juggle social media accounts can be confusing and time consuming. Some use tools like Hootsuite, Sprout Social or Hail.to. Regardless of your tool, it’s important to put some structure around your digital marketing. MANAGING MULTIPLE CHANNELS
- 33. Look professional across all channels KEEP IT CONSISTENT AND ON BRAND
- 34. Manage your Content Remember to… Let them know how social you are Make it easy to like, follow and share Use Instagram photos – UGC Use social feeds on your website Use social logins to make it easier INTEGRATING SOCIAL MEDIA
- 35. Manage your Content Remember… Plan – set objectives and measure success Use social media to build a community around your business Use the platform/s your customers use Be consistent and authentic To get Facebook reach you’ll need to spend $ Be targeted with boosting and advertising Use engaging imagery and video Integrate social with your website and other channels Have a play and try it! WRAP UP &TAKEAWAYS
- 36. THANKYOU… Free online digital assessments Free digital resources RICHARD HOLSTEIN Business Development & Projects richard@digitaljourney.org / 021 807 878 LinkedIn: richardjholstein www.digitaljourney.org
Editor's Notes
- Social media allows you to build a community around your business, and connect with your customers in meaningful ways 24/7
- AUT and world internet project – every two years. Deloitte study last year. Short of it is, we’re connected and more reliant on the online world more than ever before. Social media is only growing in importance in terms of building profile and awareness with new customers, and trust and loyalty with existing ones. That will only increase.
- Content will depend on your objectives – lead nurturing, maintaining or growing your community, promotions and sales Lead nurturing – think about what type of content would be best for people: Who don’t know you at all Know you a bit, but yet to buy Know and love you. What type of content and messaging do they need and how will you deliver it? Most engaging content… Inspire or entertain Solves a problem Answer a difficult question - Including a great image or video will only add to the chances of sharing Story Telling The first goal of storytelling is appealing to the emotions of an audience, to generate strong bonds with your brand values. Make sure you: Convey your personality Stay true to your brand Use emotion – what do you want them to feel? Content Marketing Delivers value to potential customers in a way that traditional marketing doesn’t. Provides relevant and useful information to customers to build trust, relationships, sales and loyalty. Often used to position a business as a leader in its field or as an authority in a certain area. Often delivered through social media channels. 70% of customers prefer to get to know an organisation via content over ads
- Content will depend on your objectives – lead nurturing, maintaining or growing your community, promotions and sales Lead nurturing – think about what type of content would be best for people: Who don’t know you at all Know you a bit, but yet to buy Know and love you. What type of content and messaging do they need and how will you deliver it? Most engaging content… Inspire or entertain Solves a problem Answer a difficult question - Including a great image or video will only add to the chances of sharing Story Telling The first goal of storytelling is appealing to the emotions of an audience, to generate strong bonds with your brand values. Make sure you: Convey your personality Stay true to your brand Use emotion – what do you want them to feel? Content Marketing Delivers value to potential customers in a way that traditional marketing doesn’t. Provides relevant and useful information to customers to build trust, relationships, sales and loyalty. Often used to position a business as a leader in its field or as an authority in a certain area. Often delivered through social media channels. 70% of customers prefer to get to know an organisation via content over ads
- Which channel/s are best for your business? What type of business are you? Who are your customers? What type of products or services do you sell – purchase? What’s the buying process – quick/impulse or longer term investment and research Where are your customers online – what social media channels do they use personally and professionally