An overview to social media marketing (for businesses) - getting starting on social media, knowing your audience, the big players (options), developing a social media strategy, analytics and social media advertising options

1. Principles of
Social Media
Marketing

2. Andrew Cavallaro
Digital Strategist
Australian Business Consulting & Solutions
p. 02 9458 7915
e. andrew.cavallaro@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing

5. Overview
• Getting started
• Know your audience
• The big players
• Social media strategy
• Analytics
• Social media marketing

6. SETTING THE SCENE

7. Why online is important
• 92% of Australians use the internet
• 46% go online more than once a day
• 70% go online with a mobile phone
• 50% go online with a tablet device
• 9.1 million Australians made a purchase online
acma.gov.au: 2014

8. Last month in Australia…
• 15 million Facebook active users
• 5 million Instagram active users
• 2.8 million Twitter active users
• 2 million Snapchat active users
• 14.5 million YouTube video views
SocialMediaNews.com.au: 2016

9. The internet has changed how
we buy & consume goods

10. GETTING STARTED

11. What is social media?
• Interaction amongst like-minded users online
• Content: create, share, engage
• Part of the overall marketing mix
• Requires its own unique communication style
• Brands and businesses need to be engaging and
resonate with their fans

12. You’re familiar with these, right?

13. What about these?

14. And these?

15. The digital world changes quick!

18. KNOW YOUR AUDIENCE

19. Buyer personas

20. The average consumer sees
3,500 marketing messages
each day.
99% is ignored.
Guardian Research

22. THE BIG PLAYERS

25. LinkedIn
• Launched in 2003
• Bought by Microsoft in 2016 for USD $26.2 billion
• Over 106 million monthly active users

26. Tourism Queensland
https://youtu.be/Gi-P0Sx32zE

27. Tourism Queensland
https://youtu.be/Gi-P0Sx32zE

29. YouTube
• Launched in 2005
• Bought by Google in 2006 for USD $1.65 billion
• Over 3 billion searches per month
• 2nd largest search engine in the world (after Google)
• In 2015 YouTube launched 360-degree videos

30. Bonds
https://youtu.be/p94O9UZ5Qzc

31. Bonds
https://youtu.be/p94O9UZ5Qzc

33. Facebook
• Founded in 2004; Mass launched in 2006
• Worth USD $350 billion
• Over 1.8 billion monthly active users
• The most popular social networking site in the
world (by number of active users)
• In 2016 Facebook launched Facebook Live and 360-
degree photo

34. SurfStitch

36. Twitter
• Launched in 2006
• Over 310 million monthly active users
• Growth declined in 2015
• In 2016 Twitter changed its character limit – no
longer counts links and images

37. Lorna Jane
https://youtu.be/LGWnBUVrxD8

38. Lorna Jane
https://youtu.be/LGWnBUVrxD8

40. Instagram
• Launched in 2010
• Bought by Facebook in 2012 for USD $1 billion
• Over 500 million monthly active users
• 90% of Instagram users are younger than 35
• In 2015 Instagram launched Boomerang, and in
2016 Instagram Stories was launched

41. Melanoma Patients Australia
https://youtu.be/AGL3Pz_98xQ

42. Melanoma Patients Australia
https://youtu.be/AGL3Pz_98xQ

44. Snapchat
• Launched in 2011
• Over 150 million daily active users
• 73% of Snapchat users are Millennials

45. Oak

46. OTHER NOTABLE MENTIONS

47. Pinterest
• Launched in 2010
• Over 150 million monthly active users
• 85% of Pinterest users are female

48. Kikki.K

49. Google +
• Launched in 2011; Several redesigns since
• Over 111 million monthly active users
• 60% of Google+ users are male

50. Qantas

51. Google My Business

52. Periscope
• Launched in 2015; Owned by Twitter
• 10 million + accounts
• In 2016 Periscope launched GoPro live streaming

53. SOCIAL MEDIA STRATEGY

54. Strategic plan
Who are we hoping to engage?
Why will they join?
How will we engage them?
What is our social media purpose?
What are our content pillars?
What are our content themes?
What is our unique tone of voice?
What is our personality/character on social media?
What are we FOR and what are we AGAINST?
What are our rules of engagement?

55. Action steps
• Set targets and objectives
• Identify channels
• Agree frequency
• Allocate resources
• Plan on a page

56. COMMUNICATING
ON SOCIAL MEDIA

57. Considerations
• Targeted communications: inspire, inform, engage
and convert
• Create an emotional pull
• Tone of voice: project your brand personality

58. Targeted communications

59. Emotional pull

60. Tone of voice

61. CONTENT DEVELOPMENT

62. Considerations
• Brand pillars
• Message categories
• Content pillars
• Content themes

63. Example:
BRAND PILLARS Key Messages
CONVENIENCE XX is available
24/7 and services
all areas of
metropolitan
Sydney
SERVICE XX promises to
deliver a prompt,
quality and
reliable service
PRICE XX is competitive
on price and will
beat any
competitors price
MESSAGE
CATEGORIES
Weighting CONTENT
PILLARS
PRODUCTS &
SERVICES
60% XX for homes
XX for businesses
TACTICAL 20% Deals & Special
Offers
Competitions &
Promotions
Events
AUTHORITY 20% Tips &
Suggestions
Case Studies
Leverage News
Agenda
CONTENT
THEMES
#SydneyXX
Here For You
#PriceMatch

64. A note on hashtags…
• Focus on a few strategically chosen hashtags to
increase content presence and reach new
audiences
• Hashtags shouldn’t be too long or too corporate
• Hashtags shouldn’t always be included mid-post –
think about readability

65. User generated content
• People trust people, not brands
• Provide opportunities for customers to share your
business / products via their own social media
• Provide opportunities to acquire and connect with
customers on an ongoing basis

66. User generated content

67. Tips:
• Use online tools like Canva to create professional
looking cover images and designs posts
• Source high quality images from Shutterstock
• Use the Facebook Image Text Check
(facebook.com/ads/tools/text_overlay) to check
whether your post images pass the 80/20 rule

68. CONTENT SCHEDULING

69. When to post

70. Facebook newsfeed rankings

71. Content calendar

72. Tips:

73. COMMUNITY MANAGEMENT

74. Community management
• Roles & responsibilities
• Published customer service agreement
• Fan response plan & escalation policy

75. ANALYTICS

76. Analytics

77. Reporting
• Fans/followers
• Reach
• Engagement (incl. including engagement rate)
• Customer response
• Trends & content learnings

78. Analyse & perfect

79. PROMOTE & CROSS-
PROMOTE

80. SMM

81. Online advertising
• Brands and businesses in Australia spend more
advertising dollars online, than in any other channel
• 45% of all adspend in Australia is spent online –
almost $6 billion annually

82. Social Media Marketing

83. LinkedIn
• Sponsored Content
• Sponsored InMail
• Dynamic Ads
• Text Ads

84. YouTube
• Display Ads
• In-Video Ads
• Pre-Roll Video Ads

85. Facebook
• Page Post Engagement
• Page Likes
• Clicks To Website
• Website Conversions
• App Installs
• App Engagement
• Event Responses
• Offer Claims
• Video Views
• Local Awareness
• Slideshows
• Carousel Adverts
• Dynamic Ads
• Lead Ads

86. Twitter
• Followers Campaign – CPA
• Website Card – CPC
• App Card – CPD
• Promoted Tweets – CPE
• Video Views – CPV
• Leads Campaign – CPL

87. Instagram
• Photo Ads
• Video Ads
• Carousel Ads

88. Snapchat
• Snap Ads
• Sponsored Geofilters
• Sponsored Lenses

89. Pinterest
• Promoted Pins – coming soon
• Buyable Pins – limited release

90. NEXT STEPS

91. Additional Resources
• MarketingSuccess.com.au
• Workshop Offer: 2 hour consultation ($450 + GST)

92. Andrew Cavallaro
Digital Strategist
Australian Business Consulting & Solutions
p. 02 9458 7915
e. andrew.cavallaro@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing