OUR CREDENTIALS

47% OF ALL ONLINE TIME IS SPENT ON SOCIAL MEDIAThat’s 28 in every 60 minutes**That’s in Australia too!

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SOCIAL MEDIA IMPACTS THROUGH THE VALUE CHAIN

“I am an opinion leader with a robust knowledge

base. I want to demonstrate thought leadership”

Senior Level

“I need channels to market our products and services”

Marketing

“I want to recruit new employees and add value

for existing ones”

HR

“I want networking tools to create new business leads”

Sales

“I want to manage expectations and satisfy

our customers”

Customer Service

“I want to know and respond to what the

public is saying about our products and services”

Public Relations

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WHO ISTWOSOCIAL?

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We are an award winning specialist social media agency. We help clients use social media channels to achieve business objectives. We mix strategy with big ideas to hit your targets. We define your strategy. We embed our staff onsite to manage your communities.

About IsentiaIsentia employs over 1,400 people working together across 15 countries. Isentia has become the market leader by blending innovative technology with smart people to discover and share valuable insights that drive smarter decisions for client organisations.

www.isentia.com

2009

2013

Founded in Sydney

Acquired by Isentia

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Social Media can influence audience decision making at each stage along the journey a buyer takes.Social Media as a channel to market can exert a range of influences on buyers from awareness development through to ongoing communication with existing customers and advocates.

An effective Social Media strategy is designed to maximise the reach of your content by harnessing methods and channels that put the content in front of an audience and encourage people to share that content.

At each stage along the pathway, your audience can be influenced with a range of earned, owned a nd/or paid media.

In addition, each communication technique can have a distinct tone of voice and a determined and different desired outcome.

Determining the correct strategic balance to achieve your objectives helps form the playbook for your organisation’s Social Media strategy

Workshop Owned Media

StrategyEarned Media

Audit

SOCIAL PLAYBOOK ANALYSIS

Content

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Better quality content

If your content is relevant and contextual it is more likely to encourage engagement, be shared and help create valuable links with your audience.More often than not, what you want to talk about is not the same as your target audience. It is important to determine where you and they can agree on a topic of mutual interest and use that to create the engagement that achieves your objectives. This relevant content may be quite different to the type and style of content your organisation normally creates.

What you want to say

What they’re interested in

Relevance and context

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CREATE CONTENT THAT USERS WANT TO CONSUME, ENGAGE WITH AND SHARE

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Campaign ManagementAn effective and well managed social media campaign will balance owned, earned and paid content distribution. Without relevant and contextual content no

social media campaign can succeed, and

every campaign’s success will be improved

by balancing these three techniques of

driving reach, engagement and ultimately

an organisational outcome.

Isentia Two Social manages a wide range

of campaigns and content creation

engagements for clients stretching from

small, short term campaigns to longer

terms, retained partnerships.

Headcount Engagement

Paid

Earn

ed

Owned

ProofMessage

ProofMessage

ProofMessage

ProofMessage

Off

ence

Core

Mes

sage Defence

Brand Substantiators

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Native AdvertisingNative advertising or paid amplification for content, is a critical component of a successful social media campaign simply because customer response rates are higher to native formats.Native advertising is the term that refers to

advertising content that is created in the

same format as the publisher network’s

primary content – in simple terms, the

advert itself looks exactly like a normal post.

Native adverts have appeared everywhere

from Facebook and Twitter to Tumblr,

blogs and even every major newspaper in

Australia.

Native advertising blends into the content

feed that a user is reading and interrupts

their existing behaviour in a format

that feels less intrusive than traditional

advertising, often prompting a better

click through rate and therefore return on

investment.

Participation Surfacing content

InterruptionNative advertising

ParticipationSurfacing content

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Social media management is best managed in house. However, a range of factors often make this impractical or unachievable, not least headcount restrictions or the availability of management time.Two Social’s alternative, AlwaysOn, is an onsite community management solution. AlwaysOn embeds a Two Social community manager on the client’s premises to work as part of your marketing and communications team. The community manager is employed by Two Social, but based on site as an integral member of your team. AlwaysOn brings all the benefits of a blended approach to community management, combining the best of agency scalability and knowledge with internal understanding and brand know how.

Objectives Benchmarks

Operations Best practiceInternal advice

Implementation

Conte

nt cre

ation

Cont

ent p

lannin

g

Reporting

Monitoring

Community management

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• 4,944 applications

• 132 vacancies filled

• 62% increase in Facebook Likes

• 4,818 YouTube views

• 2,976 unique views of careers blog

IBM GRADUATE CAMPAIGN 2014

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• Cost per lead was 65% lower than digital display

• Cost per sale was 61% lower than paid search

• Sales conversion ratios were 10x better than eDM

The results were so successful that the six week campaign was extended to six months. Social media became the strongest lead generator and sales conversion platform in digital.

LIFE INSURANCE CAMPAIGN

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• 300,000 audience reached over one day of competitions

• 1,000 competition entries

• 330% increase in engagement

• 1.324% CTR compared to Entertainment Industry benchmark of 0.44%

• 1,047 total actions on advertising including Facebook likes, comments and shares

• 46,995 unpaid reach

BAT DAY CAMPAIGN

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• Reached over 1/3 of the Australian population

• Over 20,000 shares on Facebook

• 3.2 million views over 6 weeks

NOTICE US CAMPAIGN

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• 907 applications for 1,000 Value Grants

• Facebook Page Likes 758% higher at 13,036

• 13,709 interactions, 500% ahead of target

• Social Media chatter sentiment 75% positive

• 55,000 YouTube views and 130 subscribers

• 280,000average daily reach

• 3.0% engagement against 0.29% benchmark

VALUE EXCHANGE CAMPAIGN

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ADELAIDE

68 North Terrace Kent Town SA Australia 5067

AUCKLAND

18 Normanby Road Mt Eden, Auckland New Zealand 1024

BRISBANE

Unit 2.5 Modular, 4 Kyabra Street Fortitude Valley QLD 4006

CANBERRA

131 Canberra Avenue Griffith ACT Australia 2603

MELBOURNE

120 Miller Street West Melbourne VIC Australia 3003

PERTH

193-195 Carr Place Leederville WA Australia 6007

SYDNEY

219-241 Cleveland St Strawberry Hills NSW Australia 2012

WELLINGTON

Dominion Building 78 Victoria St Wellington New Zealand 6011

twitter.com/twosocialyoutube.com/twosocialtwosocial.com

AUS +61 2 9318 4000 NZ +64 4 462 6292

MAKE YOUR NEXT PLAY

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THINK COURAGEOUSLY

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