using social media to market your services · • getting started • know your audience • social...
TRANSCRIPT
Using social media to market your services
Andrew CavallaroDigital Strategist
Australian Business Consulting & Solutions
p. 02 9458 7915
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing
Overview
• Setting the scene
• Getting started
• Know your audience
• Social media strategy
• The big players
• Tips & tricks
• Analytics
SETTING THE SCENE
Changes affecting you
• Reduction of regulatory red tape
• Provision of faster access to services
• More choices for people to stay at home longer
• More decision making power for consumers
agedcare.health.gov.au
Why online is important
• 92% of Australians use the internet
• 46% go online more than once a day
• 70% go online with a mobile phone
• 50% go online with a tablet device
• 9.1 million Australians made a purchase online
acma.gov.au: 2014
Last month in Australia…
• 15 million Facebook active users
• 5 million Instagram active users
• 2.8 million Twitter active users
• 2 million Snapchat active users
• 14.5 million YouTube video views
SocialMediaNews.com.au: 2016
For millennials only?
SocialMediaNews.com.au: 2015
The internet has changed how
we buy & consume goods
GETTING STARTED
What is social media?
• Interaction amongst like-minded users online
• Content: create, share, engage
• Part of the overall marketing mix
• Requires its own unique communication style
• Brands and businesses need to be engaging and resonate with their fans
You’re familiar with these, right?
What about these?
And these?
The digital world changes quick!
KNOW YOUR AUDIENCE
Buyer personas
Who are you targeting?
The average consumer sees
3,500 marketing messages
each day.
99% is ignored.
Guardian Research
SOCIAL MEDIA STRATEGY
Strategic plan
Who are we hoping to engage?
Why will they join?
How will we engage them?
What is our social media purpose?
What are our content pillars?
What are our content themes?
What is our unique tone of voice?
What is our personality/character on social media?
What are we FOR and what are we AGAINST?
What are our rules of engagement?
Action steps
• Set targets and objectives
• Identify channels
• Agree frequency
• Allocate resources
• Plan on a page
Communicating on social media
• Targeted communications: inspire, inform, engage and convert
• Create an emotional pull
• Tone of voice: project your brand personality
THE BIG PLAYERS
Online advertising
• Brands and businesses in Australia spend more advertising dollars online, than in any other channel
• 45% of all adspend in Australia is spent online –almost $6 billion annually
• 56% of large sized Australian businesses and 32% of medium sizes Australian businesses have a social media presence
• Just over a third of these advertise on social media
Social media marketing
• Launched in 2003
• Bought by Microsoft in 2016 for USD $26.2 billion
• Over 106 million monthly active users
• Sponsored Content
• Sponsored InMail
• Dynamic Ads
• Text Ads
YouTube
• Launched in 2005
• Bought by Google in 2006 for USD $1.65 billion
• Over 3 billion searches per month
• 2nd largest search engine in the world (after Google)
• In 2015 YouTube launched 360-degree videos
The Good Life
YouTube
• Display Ads
• In-Video Ads
• Pre-Roll Video Ads
• Founded in 2004; Mass launched in 2006
• Worth USD $350 billion
• Over 1.8 billion monthly active users
• The most popular social networking site in the world (by number of active users)
• In 2016 Facebook launched Facebook Live and 360-degree photo
Bupa
• Page Post Engagement
• Page Likes
• Clicks To Website
• Website Conversions
• App Installs
• App Engagement
• Event Responses
• Offer Claims
• Video Views
• Local Awareness
• Slideshows
• Carousel Adverts
• Dynamic Ads
• Lead Ads
• Launched in 2006
• Over 310 million monthly active users
• Growth declined in 2015
• In 2016 Twitter changed its character limit – no longer counts links and images
• Followers Campaign – CPA
• Website Card – CPC
• App Card – CPD
• Promoted Tweets – CPE
• Video Views – CPV
• Leads Campaign – CPL
• Launched in 2010
• Bought by Facebook in 2012 for USD $1 billion
• Over 500 million monthly active users
• 90% of Instagram users are younger than 35
• In 2015 Instagram launched Boomerang, and in 2016 Instagram Stories was launched
• Photo Ads
• Video Ads
• Carousel Ads
Snapchat
• Launched in 2011
• Over 150 million daily active users
• 73% of current Snapchat users are Millennials
• By 2018 the 35-44 year olds will be on Snapchat, and the over 55s will be starting to join
Snapchat
• Snap Ads
• Sponsored Geofilters
• Sponsored Lenses
• Launched in 2010
• Over 150 million monthly active users
• 85% of Pinterest users are female
• Advertising options coming soon
Google +
• Launched in 2011; Several redesigns since
• Over 111 million monthly active users
• 60% of Google+ users are male
Google My Business
Periscope
• Launched in 2015; Owned by Twitter
• 10 million + accounts
• In 2016 Periscope launched GoPro live streaming
TIPS & TRICKS
Content
• Use hashtags to increase content presence and reach new audiences
• Encourage user generated content – people trust people, not brands
Designed posts
• Use online tools like Canva to create professional looking cover images and designs posts
• Source high quality images from Shutterstock
• Use the Facebook Image Text Check (facebook.com/ads/tools/text_overlay) to check whether your post images pass the 80/20 rule
When to post
Facebook newsfeed rankings
Social media tools
ANALYTICS
Analytics
Reporting
• Fans/followers
• Reach
• Engagement (incl. including engagement rate)
• Customer response
• Trends & content learnings
Analyse & perfect
NEXT STEPS
Additional Resources
• MarketingSuccess.com.au
• Offer: 2 hour consultation ($450 + GST)
Andrew CavallaroDigital Strategist
Australian Business Consulting & Solutions
p. 02 9458 7915
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing