smart and skilled -...

SOCIAL MEDIA

#HeyThere

Agen

Time Item

Midday Social Media – How to do it well

1pm Question time

Short and sweet platform overview

1:30pm Facebook

1:45pm LinkedIn

2:00pm Instagram

2:15pm Twitter

Brendon WalkerSocial Media Lead

@BrendonWalker

linkedin.com/in/brendonwalker

Mark KeeversProject Manager – Digital Marketing…and lover of #selfies

@mmmmarcus

linkedin.com/in/markkeevers

Australia are one of the heaviest users of Social Media in the world

13,400,00012,900,0003,900,0002,791,3002,060,000

Why?

Conversation is at the heart of Social Media

Australians

to TALK

The conversation is going on independently of us…

Why not influence the conversation, learn from and listen to our customers?

The TAFENSW social framework

Kate CrockettWeb and Digital Marketing Coordinator

Bree FergusonWeb Communications Officer

Michael SmithWeb Services, Content and Social Media Coordinator

Melinda McDonaldMarketing and Business Relationships Manager

Joshua VincentGraphic Designer - Marketing & Media Relations Unit

Maryann BlackwellSocial Media Officer

Michelle LauSocial Media Strategist

Kirrily WeatherstoneDigital Marketing Officer

Gail KendellMarketing Team Leader

Margot SchoonmakerManager Public Relations & Media

Brendon WalkerSocial Media Lead

Bottom line?

Don’t be a d*ckhead, online.

How?

1. Clarity2. Order3. Regularity4. Listening5. Concise6. Maintenance7. Human

Clarity

• Have a purpose for your page• Content themes • Not always about yourself – use engaging

content to build trust• Collaborate and share – create a community

Clarity

• Purposeful post• Related to the business• Promotes community through

shared content• Reasonably quick to consume• Great use of visuals

Clarity

Order

• Chaos and anarchy cannot rule• Be THERE• Listen• Set boundaries

Order

Order

Regularity

• Develop a consistent publishing pattern• Stick to it• People like to see regular activity

Regularity

Regularity

Listening

• Social Media is a conversation• It’s not about YOU• Social Media is increasingly used as a

customer service portal. Make sure someone is standing at the counter, ready to serve!

Listening

Listening

Listening

Concise

• Social media is rapid (mostly)• Create content to be consumed quickly• Create content to be consumed easily• TLDR?

Concise

Concise

Maintenance

• Without maintenance…anarchy rules• SPAM havens look messy• Moderation is an ongoing activity

Maintenance

Maintenance

Human

• No-one likes a robot• Social Media is all about people• TAFE is all about people• Coincidence?

Human

<<image>>

How to succeed?

Don’t do the hard sell and push your

products

Be dedicated and committed to

building quality relationships and

trust

Own the problem or mistake and

admit fault

Seek out and engage with your

influencers

How to succeed?

Be relevant to your audience,

community, purpose and brand

Tailor your messages to each

channel

Give more thanyour receive(80/20 rule)

Listen and learn

Network Type of Site Number of

Australian

Users

No. of

Global

users

Australian Demographics

Type of

content

Number of posts for

best results

Time required

M - F 0-17

yrs

18-24

yrs

25-34

yrs

35-44 yrs 45-54 yrs 55-64

yrs

65 +

yrs

Facebook

Social site, create a page,

share information, build a

community

10.8m + 950m 46%M

54%F

11.8%

-

23.7%

-

26.0% 17.2% 11.4% + 6.4% 3.6% Text, video,

images, links

Ideally 3-5 times a

week

30 minutes per day

after set up

YouTube

Video sharing site, upload

video, watch video, follow

channels, comment on videos

10m + 880m 55%M

45%F

34.0% 6.0% 10.0% 14% 28% + 7.0% 2.0% Video Ideally upload a video

at least once a week

1-5 hours a month

after set up

Linkedin

Professional networking site,

build your reputation, have a

company page, display your

expertise

3m + 150m 55%M

45%F

14.0% 6.0% 14% - 19% 33% + 11.0% 3.0% Text & links Status updates should

be done s at least 3

times a week

20 minutes per every

few days

Twitter

Microblogging site – 140

characters to get your

message across in. Use for

networking, research,

connecting, building

relationships, marketing

1.6m + 170m 66%M

34%F

23% + 5.0% 10% - 19.0% 34% + 7% - 3.0% Text, video,

images, links,

3.5 per day plus

retweets and DMs

30min-1 hr per day

after set up, this is

not in one hit, but

spaced through the

day

Google+

Social site, create a page,

share information, build a

community.

1.4m + 90m 67%M

33%F

0.0% 44.9% 29.5% 13.9% 8.0% 3.7% 0.0% Text, video,

images, links,

podcasts

Ideally 3.5 times a

week

30 minutes per day

after set up

Pinterest

Online pin board, add images

to themed boards with

descriptions, people can

comment.

350k 31m 55%M

45%F

16.0% 4.0% 11.0% 26.0% 35.0% 6% 2.0% Images This site is about displaying your

products/thoughts/ideas/dislikes, pin images

regularly. Look at other pinners work and

comment on them, approx. 2-3 hours per

month

OBJECTIVES(what are you trying to achieve?)

AUDIENCE(S)(who are you talking to?)

STRATEGIC GOALS(what do you hope to achieve by accomplishing your objectives?)

DRIVERS(what are the internal &/or external forces forcing you to pursue those goals?)

TACTICS / TOOLS(what needs to be done, in what order, using which tools and resources?)

MEASUREMENT(what indicators will you track to measure your results and performance?)

Your quick one page plan

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