An introduction to Social Media, some beginner tips how to use various social platforms and tips on how to try and avoid pitfalls.

1. SOCIAL MEDIA
HOW CAN YOUR BUSINESS SUCCEED?
Michael David
Director of Online Performance
@internetrix

2. WHO WE ARE...
HELPING SOLE TRADERS
TO
MULTINATIONAL ASX LISTED FIRMS
WIN ONLINE!

3. INTERNETRIX ONLINE PERFORMANCE
SEARCH ENGINE OPTIMISATION
CUSTOMER EXPERIENCE MANAGEMENT
SEARCH ENGINE MARKETING
SOCIAL MEDIA STRATEGY
WEB ANALYTICS

4. SESSION AGENDA
SOCIAL MEDIA TIMELINE
THE DATA OF SOCIAL MEDIA
SKYDIVE THE BEACH & BEYOND CASE STUDY
DIVE INTO TRIPADVISOR, FACEBOOK, GOOGLE+, TWITTER
HOW DO YOU SPOT AND AVOID PITFALLS?
DEALING WITH NEGATIVE FEEDBACK

5. SOCIAL TIMELINE

6. #SOCIALNOMICS 2014
https://www.youtube.com/watch?v=zxpa4dNVd3c

7. FROM 2012 TO 2013
FACEBOOK - 259% Increase
TWITTER - 177% Increase
INSTAGRAM - 5900% Increase
PINTEREST - 218% Increase
YOUTUBE - 50% Increase from 48hr

8. A CASE STUDY IN SUCCESS
Skydive the Beach and Beyond
Courtney Butler
National Marketing Manager
● Australia's leading skydiving company
● Started in Wollongong
● Operating for over 16 years
● 13 premium drop zones around Australia

9. Social Media Case Study

10. SOCIAL MEDIA AT SKYDIVE THE BEACH AND BEYOND
• Social media is the 5th largest traffic source to our website:
• >20,000 hits in 2014
• >17,000 of which were from Facebook.
• Over 170,000 Facebook fans across our combined network of 17 Facebook pages.
9 L E A V E Y O U R W O R L D
B E H I N D

11. CONTENT IS KING
• Social media is just that – social. Keep sales-y posts to a minimum!
• Take a step back – look at your page and what you’re posting.
• Mix it up – images, video, events, competitions, offers, industry-related content.
• See what others are doing and take ‘inspiration’ from them!
• Social media is about sharing. Find similar products, businesses you want to associate
with and share their content.
10 L E A V E Y O U R W O R L D
B E H I N D

12. WATERMARK IMAGES
• Over 250 billion photos uploaded to Facebook; 350M new images each day!
• #1 photo sharing site in the world.
• Watermarking images: great branding opportunity.
• Get your logo out there! How?
• Many websites and, free and paid:
• picmarkr.com
• www.watermark.ws
11 L E A V E Y O U R W O R L D
B E H I N D

13. 12 L E A V E Y O U R W O R L D
B E H I N D
www.picmarkr.com

14. SCHEDULED POSTS
• What are they?
• Get organised
• Great for the time-poor
• Use in conjunction with your social media calendar
• Get in the zone and pump out some posts! Just set and forget.
• How?
13 L E A V E Y O U R W O R L D
B E H I N D

15. 14 L E A V E Y O U R W O R L D
B E H I N D
www.facebook.com

16. 15 L E A V E Y O U R W O R L D
B E H I N D
goo.gl

17. THANK YOU
16 L E A V E Y O U R W O R L D
B E H I N D
Courtney Butler
National Marketing Manager
Skydive the Beach and Beyond
www.skydive.com.au
c.butler@skydive.com.au

18. “IF BRANDS WANT TO
ENGAGE TODAY'S
CONNECTED CONSUMER,
THEY NEED TO GET SOCIAL
AND START LISTENING”
MASHABLE.

19. TRIPADVISOR
● One of the world’s largest travel planning sites
● 260 million UV/Mo - Q2, 2014, 42 countries
● Trusted advice from real travellers
● Access to online booking tools or visitors
● Reviews and recommendations
● Appear at the top of travel websites
● Reach customers at the zero moment of truth

20. ATTRACTIONS
● Permanent places of interest to tourists
● Temporary or short-term things to do
● Farmer's markets, flea markets
● Items solely on the web
● Gear rental listings for sport-related activities
● Bike, surf boards, scooters
● Day tours or day cruises… special rules apply

21. ATTRACTIONS - DON’Ts
● NOT for services such as classes or info services
● These may be listed as Resources
● NOT for car/auto rentals
● NOT for rentals of electronic equipment
● mobiles/tablets, GPS units
● NOT for personal items
● strollers, beach umbrellas, cameras

22. TOURS & DAY TRIP COMPANIES
NOT A FIXED PLACE? (LIST ON WEBSITE / BROCHURE)
● scheduled departure times
● place of departure
● destination location (if applicable)
PRIVATE TOURS QUALIFY IF:
● The company offers day tours (not overnight or multi-day)
● The company is licensed/recognized by local city or tourism
officials
● The company has a website
● The word “Private” appears in the listing name

23. RESTAURANTS
● Simple sign up
● Allow public access
● Chain Stores
● Listed by location
● Get Exposure

24. TRIPADVISOR BUSINESS LISTING

25. LIST YOUR ATTRACTION

26. “THE BEST SOCIAL MEDIA
OUTLET IS THE ONE THAT
YOUR CUSTOMERS ARE
USING”
STRATEGICVISIONBUSINESS.COM

27. WHY FACEBOOK
EASY
CUSTOMERS
IMMEDIATE FEEDBACK
COMPETITION
SEO
CROSS-PROMOTION
ADS

28. FACEBOOK MESSAGING
VOICE
MESSAGE
TONE
FREQUENCY
FORMAT
OBJECTIVE (KNOW, LIKE,
TRUST)
CONVERSATIONAL
FUN - NOT SALES

29. FACEBOOK - ADVERTISING
1. Build a Facebook Page
2. Connect to your fans with ads
3. Engage your fans with great content on your Page
4. Influence the friends of your fans

30. FACEBOOK - ADVERTISING

31. FACEBOOK - ADVERTISING

32. FACEBOOK - ADVERTISING

33. FACEBOOK - ADVERTISING

34. FACEBOOK - ADVERTISING

35. FACEBOOK - ADVERTISING

36. FACEBOOK - ADVERTISING

37. FACEBOOK - ADVERTISING

38. FACEBOOK - ADVERTISING

39. FACEBOOK - ADVERTISING

40. GOOGLE’S SOCIAL PLATFORM
COLLABORATION PLATFORM
USE THIS PLATFORM FOR YOUR SEO
INTEGRATION WITH OTHER GOOGLE PRODUCTS
BETTER PRIVACY
PHOTO ALBUM
HANGOUTS
GOOGLE+

41. HOW TO GOOGLE+
BUILD GOOGLE+ PROFILE
SET UP GOOGLE BUSINESS
MERCHANT CENTRE FOR PRODUCTS
IMPROVE POSITION IN SERP
MORE FLEXIBLE THAN FACEBOOK
LESS INSTREAM ADVERTISING
GROUP INFORMATION BLASTING

42. WHY GOOGLE+
USE GMAIL OR LINK YOUR BUSINESS EMAIL
ANALYTICS - UNDERSTAND YOUR CUSTOMERS
ADWORDS - LARGEST ADVERTISING NETWORK
BUSINESS - GOOGLE SERP EXPOSURE
ALERTS - FOLLOW YOUR INDUSTRY
YOUTUBE - “EMERGING” CHANNEL

43. TWITTER
SHORT SHARP HOOKS
LIMITED BY CHARACTERS - 140
HEADLINE GRABBERS
ADVERTISE YOUR OTHER SOCIAL
DRIVE TRAFFIC
USE LINKS AND TEASERS
CREATE AND DRIVE BUZZ TRAFFIC

44. TOP 15 SOCIAL NETWORKING SITES
http://en.wikipedia.org/wiki/List_of_social_networking_websites
Name Description/Focus Users
Google+ General 1,600,000,000
Facebook Photos, Videos, Blogs, Apps. 1,280,000,000
Twitter Micro-blogging, RSS, updates 645,750,000
Qzone In Simplified Chinese; caters for mainland China users 480,000,000
Sina Weibo Social microblogging site in Mainland China. 300,000,000
Habbo General for teens. Over 31 communities worldwide. Chat room and user profiles. 268,000,000
Vkontakte General, incl music upload, listening and search. Popular in Russia & former Soviet
republics
249,409,900
LinkedIn Business and professional networking 200,000,000
Renren Significant site in China. Was known as 校内(Xiaonei) until August 2009. 160,000,000
Instagram A photo and video sharing site 150,000,000
Bebo General 117,000,000
Tagged General 100,000,000
Orkut Owned by Google Inc. Popular in India and Brazil. 100,000,000
Netlog Popular in Europe, Turkey, the Arab World and Canada's Québec province. 95,000,000
Friendster Popular in Southeast Asia. No longer popular in the western world 90,000,000

45. PICKING THE
RIGHT
PLATFORM
Consider the target
groups interests
Distinguish what
you want to achieve
Choose platforms
that are compatible
with your content

46. “IF YOUR CUSTOMERS ARE
NOT TALKING
ABOUT YOU CONSIDER
YOURSELF NON-EXISTENT”
STRATEGICVISIONBUSINESS.COM

47. AVOIDING SOCIAL PITFALLS

48. COMMON MISTAKES
NEGATIVE FEEDBACK RESPONSES
NOT MEASURING SOCIAL ROI
POSTING TOO MUCH / NEVER
BUYING LIKES & FOLLOWERS
NOT LISTENING
NO STRATEGY
LIKE-BAITING

49. AVOIDING THE SOCIAL BREAKUP
The top 3 reasons people follow or like are:
1. To support the brand I like
2. To get a coupon or discounts (FREE STUFF)
3. To receive regular updates from brands I like

50. AVOIDING THE SOCIAL BREAKUP
The no.1 reason people unlike brands is when
“They clutter my newsfeed”

51. AVOIDING THE SOCIAL BREAKUP
People can break up with you by
1. Marking a post from your page as spam
2. Hiding a post from your page
3. Unliking your page through a post

52. HOW TO HANDLE
NEGATIVE
COMMENTS

53. DEALING WITH THE NEGATIVE
● BE VIGILANT AND QUICK
TO ACKNOWLEDGE
● PUT YOURSELF IN THEIR
SHOES, BE PATIENT
● TAKE IT OUT OF THE
SPOTLIGHT, GO PRIVATE
● SAY SORRY WHEN IT IS
YOUR FAULT

54. DEALING WITH THE NEGATIVE
● DON’T FEED THE TROLL
● HAVE WRITTEN POLICY AND
GATEKEEPER
● RESPOND TO THE ORIGINAL POST
● LET YOUR COMMUNITY RESPOND
● LAST RESORT - BAN THE INDIVIDUAL

55. IT CAN GO SO, SO WRONG...

56. 'Grave robbing': Labor slams Greens'
use of Gough Whitlam image
1.5 hrs >100 comments in
SMH
Mostly negative
Profiting from tragedy

57. McDonald's Promoted Trend Goes Wrong
Using #meetthefarmers
and #mcdstories
Looking to put faces to
their suppliers, Twitter
users posted their horror
stories at various stores
using the second hashtag

58. NRA Posts Pro-Gun Tweet
After Aurora Shooting
American Rifleman
posted a pre-scheduled
pro-gun
tweet as the Aurora
movie theatre mass
shooting was
unfolding

59. Chick-Fil-A's Back-to-Back
Controversies (Double Trouble)
The founder use Social
Media to speak out and
express his opinion against
same-sex marriage.
The organisation later
created a fake Facebook
page to defend the
company’s stance.

60. Strip Club Spearmint Rhino’s
Distasteful Post
The Melbourne team thought they'd be naughty
and have Facebook users guess whose baby
picture they uploaded
POSTED
2013

61. J.P. Morgan Underestimates their Audience
Wanted to engage its consumer
base through an enlightening
Twitter Q&A session.
Ignorant of their brand
perception to the trolling
masses of the Internet.
Even respected journalists
joined in on six hours of
harassment fun.

62. YOU’RE DOING IT WRONG
#DeleteItImmediately
#HereIsMyCutAndPasteReply
#ICantHearOrSeeYou
#WhyDoesEveryoneHateMe
#IgnoreTheProblemItGoesAway

63. “If you think you are in control, you’re fooling
yourself. As soon as you start listening, you
realize you’re not in control. And letting go
will yield more and better results.”
Charlene Li, author

64. THANK YOU
“Forget about 'Going Viral' and 'Go Give Value'.”
- Bernard Kelvin Clive
MICHAEL DAVID @internetrix