Amaury Tréguer, Head of Social & Content at Hausmann Group

SEO, social and more:Digital marketing for your business

WiFi: QB Connect Password: Connect2017#QBConnect

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Who am I?

Amaury Tréguer

Head of Social & Content

Hausmann Group

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My main passions

&

#QBConnect@QuickBooksAU

Digital facts & myths

Top 5 digital trends in 2017

How to win at digital

Key takeaways

Q&A

Agenda

Digital facts & myths

Attention is a currency, don’t waste it!

Social media is free

Renting social is good,

but owning is even better

Number of are important

Instead, build your database!

Content marketing automatically drives sales

Think first

Top 5 digital trends in 2017

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#1 Non-filtered social

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#2 Ad-blocking becomes mainstream

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#3 Rise of user-generated content

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#4 Social goes private

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#5 The continuous rise of social video

How to win at digital

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Understand the value exchange

BRAND PEOPLE

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The planning methodology

RESEARCH INSIGHTS STRATEGY CREATIVE

Research & insights

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Key research areas

GENERAL EARNED OWNED SEARCH

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General – key questions & tools

What is your audience? Any behavioural insights?

What is the customer journey for your category?

What are the latest trends in your category?

What is the wider cultural context?

GENERAL

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Earned – key questions & tools

Who is talking about your brand / category?

What are they talking about?

Where are the conversations happening?

What is the general sentiment?

Who are the key influencers & advocates?

EARNED

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Volume of mentions & sentiment about QuickBooksUsing Social Mention

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Most shared articles about QuickBooksUsing Buzzsumo

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Owned – key questions & tools

What is the profile of your followers?

What is the level of engagement? Compared to

your competitors? (per 1000 fans)

What are the drivers of engagement? Best & worst

performing content?

Any interesting campaigns that your competitors

are doing?

OWNED

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Who is reached by Morning Bondi content and how is it performing?Using Facebook Insights

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Who is following me on Twitter?Using DemographicsPro

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Search – key questions & tools

Who is visiting your website and your

competitors’ site?

Which pages are they visiting and how long are

they staying for?

Where is the traffic coming from?

What is the volume of search that your product or

service receives? What are the keywords?

SEARCH

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Top referring and destination sites for Intuit.com.au websiteUsing SimilarWeb

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Key questions about QuickBooks in AustraliaUsing Answer The Public

Strategy & creative

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Your unique value proposition

BRAND PEOPLE

Where we want to land

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Key elements of your strategy

CONTENT ECOSYSTEM MEDIA ACTIVATIONS

YOUR UNIQUE VALUE PROPOSITION

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Content strategy elements

POSITIONINGCONTENT

PILLARSTONE OF

VOICEVISUAL STYLE CONTENT

TYPES

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The content pyramid

HYGIENE

HUB

HERO HERO

Large scale projects: PR events,

white papers or big research pieces

HUB

Regular, timely and expert-led content

HYGIENE

Always available content; website

and product specification brochures

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Content framework

++VALUE RELEVANCY TALKABILITY

Content your followers

can’t get anywhere else

Content that makes

sense for your followers

and your brand

Content worth sharing

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The 6 Q’s of digital content

Who is it for?

• Have I used the right language/tone of voice?

• Does it speak to my target audience?

Why am I posting this?

• Does this content add value?

• Does it fit with brand values?

• Is it topical/relevant?

What do I want to achieve?

• Is it optimised for engagement?

• Does it have a single call to action?

• Do you need to consult a designer to improve the visuals?

When am I posting this?

• Is this the best time of day to get engagement?

• Think about when your audience will be online

• Has anything changed since I wrote it that means I shouldn’t post?

Where am I posting this?

• Is it optimised for the platform?

• Refer to platform-specific guidelines to ensure it’s good to go.

How else can I say this?

• Can I say it in fewer words?

• Keep rewriting the copy until you get it right.

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Role of digital platforms (in very brief)

Core platforms of your ecosystem

Building and segmenting your database

Targeted reach and traffic driver to sites

More aspirational view and BTS

Media & influencer relationships

B2B relationships & thought leadership

Talking to Gen Z, their way

Hosting all video content for SEO purposes

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Is there a clear purpose for the channel?

Is the channel for a specific campaign or relevant all year long?

Is the targeted audience on the channel? How active are they?

Is there an articulated content strategy in place?

Do we have sufficient resource to maintain the channel on an ongoing basis?

Is there ongoing paid media support?

Ecosystem selection criteria

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• Maximise the reach of the content to the relevant audience

• Boost brand awareness amongst the audience

• Grow your social footprint and database

• Build community engagement

• Increase traffic to owned channels

Key paid media objectives

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Key paid media targeting

DEMOGRAPHICS INTERESTS

& SEARCH

CUSTOM

AUDIENCE

LOOKALIKE

AUDIENCERETARGETING

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• Define what success looks like based on your customer journey

• Monitor the performance of your digital efforts vs competitors

• A/B testing is key to optimise results

• Take controlled risks and track results

• Stay up-to-date with digital news and trends

Ongoing monitoring and optimisation

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ClickZ

HubSpot

Jeff Bullas

SmartBrief

Social Media Examiner

Social Media Explorer

The Next Web

TechCrunch

Think with Google

Key social & digital resources

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1. Social media is not free anymore

2. Capitalise all your efforts on your owned platforms and database

3. Crack the “WHY” you do, what you do

4. Identify this value exchange between your brand and your audience

5. Listen before you speak – research is key to nail your online strategy

6. Create valuable and relevant content worth sharing

7. Use the power of paid media to reach your audience

8. Monitor your efforts on a regular basis

9. Stay up-to-date with digital news and trends

10. Success will come but it takes time and efforts – give more than you take!

Key takeaways

Questions?

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