maximising your social media marketing

MAXIMISING YOUR SOCIAL MEDIA MARKETING – Q&A AND POLL RESULTS

Telstra Unrestricted

Representatives from Facebook,

LinkedIn, and AdStage joined this

Telstra Virtual Event to discuss ways to

maximise your business’ social media

marketing. We spent an hour talking

through examples, trends in the

industry, and the best practices for

attracting users—and turning them in

to customers. You can see a recorded

version of the event, OnDemand, here:

http://bit.ly/1KNFzQA

During the course of the event, the experts

handled dozens of questions from you. In the

following document Sahil Jain from AdStage

provides answers to the questions we did not

have time to take on-air. You will also see your

peers’ responses to polling questions and

learn about a free trial of AdStage for Telstra

customers.

VIRTUAL EVENTS SUMMARY

Learn more about Telstra Virtual Events and view recordings of past events OnDemand here:

https://telstra.com.au/business-enterprise/virtual-events


SPEAKERS

ROSS WAKEHAM Client Partner Facebook

Ross is a Client Partner with Facebook and his primary role is to work with customers across Australia looking to build or enhance their online presence.

DARREN KEPPIE Account Director, Marketing Solutions LinkedIn

Darren Keppie is an Account Director from LinkedIn Marketing Solutions where he helps brands connect and build relationships with over 347M professional members globally.

SAHIL JAIN CEO & Co-Founder AdStage

Sahil has extensive experience working in the tech and social media spaces. He was a QA and Platform Engineer for Yahoo! Mobile at 17, and involved with AOL as a product manager before founding his first company at the age of 20.

JUSTIN CLEVELAND (Moderator) Virtual Events Host Telstra

Justin Cleveland is the Virtual Events Host for Telstra Business’s Managed Marketing department.


WHAT’S YOUR BIGGEST CHALLENGE OR FRUSTRATION WITH SOCIAL MEDIA MARKETING?

How best to use and optimize the social platforms 30.8%

POLLING QUESTIONS

Getting traffic to your website, blog or social platforms

Turning followers into customers

Managing your time and productivity, i.e. content

Matching social platforms to your customers

18.0%

20.7%

24.9%

5.6%


WHAT CHALLENGES HAVE YOU FACED WITH PAID ADVERTISING?

All of the above 35.9%

POLLING QUESTIONS

Poor campaign performance

Lack of platform knowledge

Not enough resources

Not enough time to manage them 9.8%

19.7%

22.7%

11.9%


HOW DO YOU CURRENTLY MEASURE KPI’S USING SOCIAL MEDIA PLATFORMS? Don’t have set KPIs in place yet 36.6%

POLLING QUESTIONS

All of the above

Measure likes/shares/comments on our social channels

Analyse visits to my website trackable from your platforms

Measure sales opportunities trackable from social platforms

2.6%

15.3%

28.0%

10.4%

Outsource to monitoring agency

7.1%


WHEN CREATING MESSAGING FOR YOUR SOCIAL MARKETING ACTIVITIES, WHAT DO STRUGGLE WITH THE MOST?

Consistent time commitment 38.2%

POLLING QUESTIONS

Relevant content

Writing for specific audiences

Restraint i.e. concise content

Relevant content 1.5%

19.6%

32.4%

8.3%


Q&A

It really depends on what type of business you are, and your objectives for the

campaign. If you are selling to other businesses (i.e. you are B2B) then LinkedIn is an

absolute must and I'd couple that with Google AdWords and perhaps Facebook or

Twitter. You should /always/ have Google or Bing running alongside your social efforts.

Q. A. What are the 2 social media platforms

I should be on?

CAMERON H.

Q. Facebook also has "Offer Ads" that you can explore using, this way, you can extent

offers users who are not just following your page. The reason you want to use paid is

that at some point, your organic reach will be maximized. Paid allows you to target and

capture net-new audiences.

I'm a small independent retailer. While I have a FB page and I post offers on it, I'm wondering what I should be doing next to get the most out of it?

JARED T.

Q. Absolutely. LinkedIn is highly accurate and where most individuals keep their

professional profiles up to date. Many do not do this with Facebook. If you are

targeting B2B or business professionals, while LinkedIn may be more expensive on the

click, it is the route to go from what we've seen. B2B on Facebook should not be

written off, as it does work, but your approach from a targeting perspective may be

different.

If I'm trying to reach customers in government sectors and major corporates like the oil and gas sector, is LinkedIn better than Facebook for example? How do you know which platform is better or more productive use of time?

NICK F.

A.

A.

SAHIL JAIN


It depends on the type of content and what you are posting to. At AdStage we post a

few times per day on the hour. Our content is all help/how-to content that our

followers learn from. If you are posting promotional content, I'd recommend a slower

cadence.

Q. A. How often is too often to post, what

time of day and what day of the week?

ROBIN R.

Q. Totally depends on your goals. Also, I don't think FB would recommend just going for

post engagement, necessarily (likes, comments, etc.). Your piece of content should

have a material goal (what is your conversion? Time spent on the article, a sign up,

email capture, a purchase). A successful post is one that leads to your overall

conversion/goal.

What would be viewed as a successful post? i.e. number of likes?

IAN A.

Q. What I can tell you are types that don't work well: random i-stock photos or photos of

your logo. Focus on something engaging, with minimal text that shows the value they'll

get from the product/service/content.

What type of posts work best?

I was told a picture with words over picture.

CAROLE S.

A.

A.

Q&A

SAHIL JAIN


I agree, though, I would always recommend to be as much "you" related as possible.

Help your readers become better at their trade and get value, they'll then respect the

brand that created the content more.

Q. A. I have read that content should be

20% product related and 80% "you"

related - do you agree?

KATE O.

Q. Be engaged with your audience. Address all feedback diplomatically. When running

social ad campaigns, on Twitter for example, you can actually filter out negative

sentiment.

Medium local builder. Been around for 47 years. Locally owned. Would love to use social media but worried about negative feed back. What's the best way to get around this?

ESTRELLA J.

Q. I always recommend LinkedIn for B2B, that said, FB is good at B2B as well, but you

have to target a bit differently. Most folks don't keep all their professional data

accurate on FB as they do with LinkedIn. Therefore, using the standard job title or job

function targeting, isn't necessarily ideal. Be creative using custom audiences,

lookalikes and overlap targeting.

How would you use FB for B2B? Is this the right social media platform?

STEVEN C.

A.

A.

Q&A

SAHIL JAIN


Your goal should be to maximize your target audience. Don't go too broad where you

start targeting people who are not in your intended target audience.

Q. A. What's the maximum or minimum audience should we target per ad?

ALEX A.

Q. Age is just one targeting parameter. What are other aspects of your audience? Do they

like to travel? Do they speak different languages? Do they have particular interests?

Use questions like these to help you narrow your targeting.

I work in hospitality, members are all ages. How do I know what my target audience should be?

IAN A.

Q. That's a great question. It depends on if you plan to promote in different languages or

really appeal to those different international cultures with your content. It would be

recommended to do both of these, in which case, a separate page per major

international presence is not a bad idea at all and likely preferred. That said, if you are

stretched thin, a single page is fine, just be mindful to target your paid/ads to the

audience that will appreciate the content the most.

What's the best solution for small companies that go global when it comes to local and international presences? Should they have one page for all markets (if they're the UK, US and Aus) or one page with targeted content? How would you handle it?

SAMANTHA A.

A.

A.

Q&A

SAHIL JAIN


If the people in your database have an email, phone number or facebook/twitter ID then you can use Facebook Custom Audiences and Twitter Tailored Audiences to target these users. Here is a link on Facebook options (Twitter has a similar tool called Tailored Audiences and using a Website Tag): http://blog.adstage.io/2014/05/30/how-to-remarket-on-facebook-with-website-custom-audiences/

Q. A. I'm interested in finding out more information about translating people on our database, onto people on social media. Can you post a link please?

ROBIN R.

Q. Pinterest is very new, so it is hard to know from a ad/paid perspective. That said, here is a post on Pinterest Promoted Pins: http://blog.adstage.io/2014/06/05/pinterest-announces-self-serve-promoted-pins/ -- Also, keep in mind that Pinterest is a highly visual network. It is great for retailers, for makers, etc. Leverage attractive creatives on Pinterest that people would then like to Pin to their pages, that is how you'll get inherent virality.

What advantages does Pinterest have over Facebook?

CAMERON H.

Q. We've built the AdStage Platform to help you manage your campaigns on multiple networks including LinkedIn and Facebook. That said, from a strategic standpoint, keep in mind what each network caters to. LinkedIn is more focused on B2B professionals whereas Facebook is where you mingle with your friends and family. Thus, your content should adapt to the different environments.

How do you manage content on multiple channels like Facebook, LinkedIn?

ANDREW S.

A.

A.

Q&A

SAHIL JAIN


Unfortunately, at lower budgets, Facebook and LinkedIn do not have Account Managers who are going to build your campaigns for you or manage them. That said, both companies are great in terms of documentation, tutorials, onboarding webinars and Account Managers who will help you with advice and early strategy.

Q. A. As small start up with lack of digital marketing knowhow and team; can I use FB and linkenin persons not only tools to launch my digital campaign?

SAQIB H.

Q. Be sure to start by creating a Twitter handle, Facebook Page and perhaps LinkedIn Company Page for your organisation. From there, create content your audience will engage with and begin building up a presence. Once you have started creating a reasonable treasure trove of content, start promoting that content using paid ads so that you can target new followers who may be interested in your brand.

I work for a national sporting organisation - looking to build our profile and followers / fan base. Suggestions?

MILES R.

Q. Certainly. While we don't hear about this often, it is a huge topic of debate which is why networks like Facebook, LinkedIn, Twitter, absolutely must include a clear indication that a post is "Sponsored" not organic. That said, if the brand is creating helpful/useful content and just so happens to make the brand also look good, that works well and instils trust across the board.

Have any of the speakers found a distrust between consumers on social media where they can see that an ad has been 'sponsored' as opposed to organic reach?

ROSIE R.

A.

A.

Q&A

SAHIL JAIN


Be sure to start by creating a Twitter handle, Facebook Page and perhaps LinkedIn Company Page for your business. From there, create content your audience will engage with and begin building up a presence. Once you have started creating a reasonable treasure trove of content, start promoting that content using paid ads so that you can target new followers who may be interested in your brand.

Q. A. If a small business currently does not have any social platform, where do they start?

JANE Z.

Q. We aren't yet sure which new social platform will emerge for the masses. Some are speculating Pinterest will do well while others are focusing on more niche networks that cater to much larger brands like a Snapchat. I think exciting platforms to keep an eye on right now are: Pinterest, Amazon, Apple.

What do you see being the next big platform in social? What will it do differently?

ISABELLA V. A.

Q&A

SAHIL JAIN

We strongly recommend you are always running retargeting campaigns alongside your native PPC campaigns. Retargeting is limited as it only runs off of your website visitors / traffic. So, your inherent reach will be limited. Use PPC to bring in new visitors into the funnel who will then be retargeted. PPC on LinkedIn, Facebook, Google, etc should be used, at a basic level, to "fill the funnel" and then retargeting is used to "nurture" that funnel of users you've brought in.

Q. A. What's the difference between engaging with principal vendors (FB/LinkedIn etc) vs with retargeting experts (e.g. Vizury) who provide for optimized targeting? Who is better for which scenario ?

TARUN G.


Be sure to start by creating a Twitter handle, Facebook Page and perhaps LinkedIn Company Page for your business. From there, create content your audience will engage with and begin building up a presence. Once you have started creating a reasonable treasure trove of content, start promoting that content using paid ads so that you can target new followers who may be interested in your brand.

Q. A. Rather than assuming what customers want I'm a big believe in asking our customers and potential customers what it is they want, can Social Media be used as a tool to ask these questions rather than using say Survey Monkey or our website?

ADAM L.

Q. Imagery can make a big difference and that's the first thing that comes to mind when thinking about a glass and glazing company. Also, people are fascinated with gaining knowledge. Why not create content that peels back the curtains on the science, process and technique behind the trade? Then, target audiences that tend to have an overlapping fascination.

I've managed two facebook pages. One for a glass and glazing company and one for a horse stud. The horse stud was so easy to get engagement back through images however the glass and glazing I get very little engagement. (read: how do I get people to engage with something that isn't inherently "sexy?")

DIMITY S.

Q. We have to use a selfish plug here, start at the AdStage Blog: blog.adstage.io - We purposefully have focused all of our content on How-tos, Getting Started Guides and more. Each network also tends to have good early or new customer documentation.

If you're a small business that is new to digital advertising and looking for a "how-to" for all these platforms, where do you recommend one starts? Are there any good resources you can recommend?

STACEY L.

A.

A.

Q&A

SAHIL JAIN


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SAHIL JAIN CEO AND CO-FOUNDER OF ADSTAGE

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DISCLAIMER These materials have been prepared by our guest speakers for informational and educational purposes only and are not intended as consulting advice. Furthermore, the views and opinions expressed by our guest speakers may differ to those held by Telstra.

Virtual event polling results and responses contained within this document are not intended as ‘business advice’, thus the reader should not make business critical decisions that may impact your ability to operate competitively. Readers should always seek further insights and advice from their advisors and/or account executives on the topics discussed during any Telstra Virtual Event.

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