JON RANDLES – SOCIAL MEDIA IN 2015 – WHAT YOU NEED TO KNOW - Facebook has changed! - What that means for you - What you can do to your advantage - Case study – HELL Pizza - Branded hashtags + Instagram: -Find out what they are and how they work -How you can apply them - Case study – ‘A very big bank’ - What you should be thinking about now - Takeaway tips you can use

1. SOCIAL
MEDIA
LANDSCAPE
2015/
WHATYOU
NEEDTO
KNOW
MOSH.CO.NZ
MA Social Media Landscape V1.2

2. FACEBOOK HAS CHANGED:
- They need to keep
their 1 billion users
- Promotional
content is turning
youth off
- They need to
maintain huge
revenues
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3. FACEBOOK’S STRATEGY IS NO SECRET, THEY TOLD US:
“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.”
www.facebook.com/business/news/Update-to-Facebook-News-Feed
©MOSHSOCIALMEDIA 3/

4. 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.
Client Example:
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5. “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?
Client Case Study: HELL Pizza.
Posts to the Newsfeed that are too promotional will flop (ie no Reach):
©MOSHSOCIALMEDIA 5/

6. SO:
- We can’t push specials through the newsfeed
- We can push specials using ads
BUTWESTILLWANTTOSELLPIZZAS!?
- It’s not all about specials and offers
- 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
©MOSHSOCIALMEDIA 6/

7. BRANDING
1STTIMERS
REPEATS
Being Hell.
Ordering online is easy
Low barrier specials
Web Wednesday
Free Delivery Tuesday
Loyalty scheme?
©MOSHSOCIALMEDIA 7/

8. BRANDING
1STTIMERS
REPEATS
Being Hell.
Ordering online is easy
Low barrier specials
Web Wednesday
Free Delivery Tuesday
Loyalty scheme?
BRANDING
1STTIMERS
REPEATS
Being Hell.
Ordering online is easy
Low barrier specials
Web Wednesday
Free Delivery Tuesday
Loyalty scheme?
POSTSADS
©MOSHSOCIALMEDIA 8/

9. POSTS:
©MOSHSOCIALMEDIA 9/

10. ADS:
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11. • For that one guy in a
thousand still visiting
our Page looking for the
latest special - we just
update the cover photo
and pin the status to the
top.
• We also have a handy
‘Shop Now’ call-to-action
right on the cover photo.
©MOSHSOCIALMEDIA 11/

12. CAMPAIGN
ALWAYSON
Results:
1/ Customer ROI: 57x
2/ Non-customer ROI: 18x
©MOSHSOCIALMEDIA 12/

13. @HerschelSupply
• +500k Followers
• #HerschelSupply
• #WellTravelled
• #CityLimitless
©MOSHSOCIALMEDIA 13/

14. @ANZCOURTSIDE
• 688 Followers
• #nothingbutnetball
©MOSHSOCIALMEDIA 14/

15. @lonelygirlsproject
• 9,550 Followers
• #lonelygirlsproject
©MOSHSOCIALMEDIA 15/

16. But you don't have to be huge to use hashtags...
©MOSHSOCIALMEDIA 16/

17. @thedesignkids
• 15,400 Followers
• Student + grad design
community, Aus NZ.
• #tdkthumbsup
©MOSHSOCIALMEDIA 17/

18. @mondayswholefoods
• 9,718 Followers
• One cafe in Kingsland
• #insanelydelicious
©MOSHSOCIALMEDIA 18/

19. @paddockatcambridge_nz
• 344 Followers
• A cafe in Cambridge
• #paddockatcambridge_nz
©MOSHSOCIALMEDIA 19/

20. Summary:
Branded hashtags exist for your community.
Whether you have 10,000 followers or 10,
branded hashtags are a powerful way to
engage with your fans.
©MOSHSOCIALMEDIA 20/

21. WHAT TO DO:
Branded hashtags are a poweful tool for aggregating UGC - choose wisely:
Keep it short, sweet, and memorable — the best hashtags are short, minimizing character
use (critical on some networks), and making them easier to read and remember
Check existing posts — before you decide on a hashtag, make sure to search to see if
anything is already being posted using that same hashtag (and if so, making sure there isn’t
too much overlap or offensive content associated with it)
Be unique — avoid using common words or phrases that will produce a lot of social noise
Seed content — identify key influencers in your audience and encourage them to publish
your best content
Make it physical — put your hashtag on printed material and promote it everywhere you
would normally put your URL and even your marketing slogan
Build in value/longevity — think about how your hashtag might be used outside the context
of how you intended it, and make it so users still might find value doing so.
Source: https://about.tagboard.com/whyhashtags
©MOSHSOCIALMEDIA 21/

22. GETAPLAN
©MOSHSOCIALMEDIA 22/

23. • Facebook
• LinkedIn
Company Page
• LinkedIn
Individual Profile
• Email
• Database
WEBSITE
GOOGLE
ADWORDS
(SEM)
ADS
CAMPAIGNS
SNIPPETS
3X
3X
1X
GOOGLE
SEARCH
(SEO)
BLOG
PHONE
GETAN
ESTIMATE
EMAIL
NEWSLETTER
SIGNUP
SOCIAL
SHARING
1/ ECOSYSTEM
©MOSHSOCIALMEDIA 2/23/

24. Questions?
©MOSHSOCIALMEDIA 24/©MOSHSOCIALMEDIA 24/