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Effective social media for small business

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Effective social media for small business

  1. 1. Effective Social Media for Small Business
  2. 2. Denis Masseni denis.m@sponsor-ed.com.au
  3. 3. Denis Masseni (denis.m@sponsor-ed.com.au 1300 755 010) 4
  4. 4. Denis Masseni (denis.m@sponsor-ed.com.au 1300 755 010) 5
  5. 5. 6
  6. 6. Overarching objective To give you an appreciation of the issues to manage to build a successful social media community. Objective: help you to ‘see’ This is not a ‘press this button here’ session
  7. 7. 3 social outcomes for sme’s 1. Nothing's happening 2. Got a following - not monetising 3. Got a following and monetising
  8. 8. Straw Poll Who has a social media space for your business? LinkedIn Facebook Twitter E-newsletter Youtube Instagram
  9. 9. You’re all a bit late
  10. 10. We’ve gone digital 11
  11. 11. Digital Trivia Name the company? myspace 12
  12. 12. Digital Trivia What year was the ipod launched? October 23, 2001 13
  13. 13. Digital Trivia How old is youtube? February 2005 Sold – November 2006, $1.65 billion 14
  14. 14. Digital Trivia What was the first item sold on ebay? A broken laser pointer - 1995 15
  15. 15. A bit about what is social media; why???
  16. 16. The Platforms LinkedIn Facebook Twitter E-newsletter Youtube Instagram 5 million 13 million 2.8 million 13 million plus 12 million 1.6 million
  17. 17. The Platforms LinkedIn Facebook Twitter E-newsletter Youtube Instagram 5 million 13 million 2.8 million 13 million plus 12 million 1.6 million
  18. 18. 1: The Model 19
  19. 19. 2: Audience profiling 21
  20. 20. 22
  21. 21. 23
  22. 22. What’s the nugget (hook)? 24
  23. 23. High Need 25
  24. 24. 39,045 members 26
  25. 25. High Passion 27
  26. 26. 28 ?
  27. 27. 31
  28. 28. The Results •11 million Social Networking impressions •5 million engagements on social networks (people sharing and receiving) •11,000 videos posted •15,000 tweets.. not including re-tweets •13,000 photos •50,000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those don’t currently drive a Ford vehicle •38% awareness by Gen Y about the product, without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
  29. 29. Trust 33
  30. 30. 34
  31. 31. Ego 35
  32. 32. 1,137,158 36
  33. 33. 37
  34. 34. 38
  35. 35. Identity 39
  36. 36. Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia,[3] the 26th most subscribed of all time on YouTube,[6] and the 7th-most subscribed director worldwide 40
  37. 37. 41
  38. 38. ? 42
  39. 39. First mover advantage - marketing 43
  40. 40. High Need High Passion Trust Ego Identity First mover advantage - marketing 44 What can you say about your audience? What’s your nugget?
  41. 41. 45 What’s Cannon’s nugget?
  42. 42. 3: Content 46
  43. 43. Is content king?
  44. 44. Introducing
  45. 45. social media mimics talk back radio
  46. 46. 50
  47. 47. 499,000 51 157,000
  48. 48. Most social media fails because it doesn’t understand that there’s a lifecycle management of a social media member 52
  49. 49. Constant nurturing Retention Activation Acquisition 53 Campaign to grow members Get them involved – polls are good! Answer this question: why would they stay?
  50. 50. The challenge: finding a content mix that satisfies LCM Acquisition Use SM to acquire an audience; reach Activation Use SM to activate an audience; engage Retention Use SM to retain and audience; value 54
  51. 51. 3rd Party apps – facebook insists 55 Used to
  52. 52. Content outcomes What business is Shell in?
  53. 53. A product is what a product does
  54. 54. Exercise: 1: what’s your audience nugget? 2:What’s your content outcome?
  55. 55. 4: Context 61
  56. 56. The Power of Context Human behaviour is sensitive to and strongly influenced by its environment 62
  57. 57. https://www.youtube.com/watch?v=1YOthRz-rRM 63
  58. 58. 64
  59. 59. Context engagement strength varies by; Rule 1: Content accessorising Rule 2: Frequency Rule 3: Time/Day 65
  60. 60. Mississippi
  61. 61. 72%
  62. 62. click here 13%
  63. 63. A reminder about Friday’s trivia night 9%
  64. 64. 6%
  65. 65. Frequency is ‘context’ 2 choices; to deliver 2,000 words every 2 weeks or deliver 200 words per day, which has the best engagement? 71
  66. 66. Frequency is ‘context’ L Volume H LFrequencyH 72
  67. 67. Frequency is ‘context’ Ad-hoc vs Cyclical 73
  68. 68. Time of the day is ‘context’ Several thousand subscribers Open rate 40% Highest open rates occurred on Sundays emails sent from 6 a.m. to 7 a.m. are about three times more likely to be opened than emails sent at 4 p.m 74
  69. 69. Time of the day is ‘context’ • Most brands post during the week • Best engagement is on weekends http://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/ What does ‘best’ mean? It’s not about posting (sending), it’s about engagement 75
  70. 70. Variations by content type http://www.jamesamartin.com/so cial-media/when-to-post-on- facebook 76
  71. 71. Same message, different context, different engagement 77
  72. 72. 6: Search Engine Optimisation 78
  73. 73. Google page 1 ranking • The game has changed in the last year. Be careful if your understanding of SEO is based on assumptions formed in the past • Understanding Google ranking is much easier now, it’ more authentic but more difficult to execute • In the past SEO meant becoming the most relevant search destination when you weren’t the most relevant • Lower your Adwords cost by ranking higher
  74. 74. SEO Fundamentals • Page 1 ranking is a moving target • It’s relative to your competition • Goggle’s onto you • Decision on keywords • Check competition • Authentic content with frequency • Backlinks of relevance and standing • Traffic
  75. 75. How I achieved page 1 ranking Websites for schools School websites Facebook for schools
  76. 76. 7: Google v Facebook ads 82
  77. 77. Some differences Google In buying mode higher CTR – x 2 to 8 Helps SEO SEO affects cost Facebook In social mode (magazine) better targetingYou need to understand your audience and experiment
  78. 78. 8: An approach 84
  79. 79. Social Media Management Evolution Content Curation • Establish a publishing regime • Finesse content using analytics & aggressively grow followers Editorialise • Develop own voice, promote expertise • Be first Content Creation • Create unique/authentic content - frequently • Own substantial sought after content– mthly/qrtly
  80. 80. Model Social Media Training Org • Qrtly report, quality, unique content • Original content • Industry partner contributions • Weekly email (x2) • Industry info (re-posts) • Training promotion (10-20% of content) • Social media • Fb, Tw, Bl, • Business Revenue: Training Org Contact us on 1300 740 252 or hello@smk.net.au for more information on our intelligence reports, becoming a contributor or to add you name to our email database.
  81. 81. If this is all too much - outsource Let’s talk Denis Masseni Director: The sponsor-ed Group 700 Collins St, Docklands, 3008 P: 1300 755 010 M: 0418 583 520 E: denis.m@sponsor-ed.com.au W: sponsor-ed.com.au

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