Transcript
SOCIAL MEDIA
HOW CAN YOUR BUSINESS SUCCEED?
Michael David
Director of Online Performance
@internetrix
WHO WE ARE...
HELPING SOLE TRADERSTO
MULTINATIONAL ASX LISTED FIRMS
WIN ONLINE!
INTERNETRIX ONLINE PERFORMANCE
SEARCH ENGINE OPTIMISATION
SEARCH ENGINE MARKETING
SOCIAL MEDIA STRATEGY
WEB ANALYTICS
CUSTOMER EXPERIENCE MANAGEMENT
SESSION AGENDA
THE CURRENT SOCIAL SITUATION
KEY COMPONENTS OF SOCIAL STRATEGY
PLANNING FOR SUCCESS
THE SOCIAL SCHEDULE
PICKING A PLATFORM
MEASURING SUCCESS
A REVIEW’S EFFECT ON TRAVELLERS
WHERE ARE TRAVELLERS LOOKING?
“THE BEST SOCIAL MEDIA OUTLET IS THE ONE THAT YOUR CUSTOMERS ARE USING”STRATEGICVISIONBUSINESS.COM
SOCIAL MEDIA
STRATEGIES
SEPARATE YOURSELF
FROM YOUR COMPETITORS
DON’T JUST FOLLOW
THE LEADER
DIFFERENTIATION
QUALITY
BE VISUAL – UTILISE PROFESSIONALS
70% of all Facebook activities revolves around photos. – Harvard Business
School 2012
“A PICTURE IS WORTH A THOUSAND
WORDS”
POSSIBLY MORE ON SOCIAL MEDIA
QUALITY CONTENT ENAGES VIEWERS
INFORMATIVE
SHAREABLE
ACTIONALBLE
PERSONALITY
EXPRESS YOURS
AUTHENTICITY WILL RISE TO THE
TOP
WHAT SETS YOU APART?
LEVERAGE YOUR CORE VALUES
HOW DO YOU WANT TO BE SEEN
BE SPECIFIC WHEN ENGAGING
INSIGHTS
INCREASE YOUR VISIBILTY
INSPIRE OTHERS
DISPLAY YOUR EXPERT STATUS
YOUR PASSION, YOUR EXPERTISE
DISCUSS TOPICS YOUR KNOW
DISCUSS TOPICS YOUR CARE ABOUT
PERSONAL
MONITOR TONE OF VOICE AND MESSAGE
IDENITFY PAIN / FRUSTRATION
RESOLVE THEIR STRUGGLE
PEOPLE CRAVE INFORMATION
BE HELPFUL. BE INTERESTED. BE HUMAN
WRITE A WHITE PAPER “10 things to know
before…”
PROMOTE WITH SOCIAL
POSITIONING
Define your unique selling
proposition.What do you do better than anyone else?
It’s something that can’t be copied.
Deliver a clear-cut, marketable benefit to your
customers.Don’t attempt to be known for everything, have a unique
proposition.Become known for that unique quality and stand out from the
crowd.
PLANNING FOR SUCCESS
IT IS YOUR BUSINESS!
How do you order your stock?
How do you schedule your staff?
Do you think about your equipment after it is unusable?
How do you book your other marketing?
Why do many business owners not operate like that with
social?
KEY COMPONENTS
DEFINE YOUR DIFFERENTIATORS
DEFINE WHAT SUCCESS IS
DEFINE YOUR OVERALL MESSAGE
PICK YOUR PLATFORM(S)
SELECT A DO-ABLE FREQUENCY
MAKE A SCHEDULE
PICKING THE RIGHT
PLATFORM
Consider your target groups
interests
Distinguish what you want to
achieve
Choose platforms that are
compatible with your content
SOCIAL
PLATFORM
USAGE
BY
AGE
GROUP
DETERMINING OUTPUT FREQUENCY
DETERMINING FREQUENCY
AN IDEAL
RANGE IS
BETWEEN
5 TO 10
POSTS PER
WEEKThe Data is from 2012 but remains
valid
GLOBAL BRANDS POSTS / DAY
TOP 10 ENGAGING BRANDS
TIME OF DAY
BEST:WEEKDAYS: 6 - 8 AMWEEKDAYS: 2 - 5 PM
WORST:ALL WEEKENDSWEEKDAYS: 10 PM – 4 AM
BEST:WEEKENDSWEEKDAYS 1 - 3PM
WORST:ALL DAYS: 8 PM – 8 AM
TIME OF DAY
BEST:ALL DAYS: 9 AM – 11 AM
WORST:ALL DAYS: 6 PM – 7 AM
Google+
BEST:ALL DAYS: 7 AM – 8:30 AMALL DAYS: 5 PM – 6 PM
WORST:MONDAY: 9 AM – 5 PMFRIDAY: 9 AM – 5 PM
TIME OF DAY
BEST:SATURDAY AMALL DAYS: 2 - 4 PMALL DAYS: 8 – 11 PM
WORST:ALL DAYS: 5 – 7 PMALL DAYS: 1 – 7 AM
Blogging
BEST:MONDAY FRIDAY, SATURDAY: 11 AM
WORST:ALL DAYS: 11 PM – 8 AM
THE EDITORIAL CALENDAR
WHAT IS IT?
AUTHOR / OWNER
DEADLINE
PROPOSED POST DATE
CONTENT FORMAT
WHY? (KNOW, LIKE, TRUST)
TARGET KEYWORDS
PLATFORM
SCHEDULE TEMPLATE
SAMPLE MARKETING PLAN
WHAT DOES SUCCESS
LOOK LIKE?
HOW DO YOU MEASURE IT?
SET SOCIAL MEDIA GOALS
REVIEW AND RESET GOALS
TRACK YOUR CAMPAIGNS
REPORT FINDINGS
BE ACCOUNTABLE
USE ANALYTICS TOOLS
MORE THAN JUST LIKES OR
+1s
MEASUREMENT IDEAS
AWARENESS – frequency and numbers
ENGAGEMENT – positive vs negative ratio
CONVERSIONS – impact on the bottom line
ADVOCATE – go beyond just customers
DEFINE RELATIVE CAMPAIGN
METRICS
WHAT IS YOUR IMPACT?
google.com/analytics
analytics.twitter.com
hootsuite.com
Facebook Insights
The key to success is measuring metrics relevant to your business
objectives
TRIPADVISOR
USE THE PROPERTY DASHBOARDlocated in the Management Centre
TRACK BUSINESS LISTING ACTIVITY
make informed decisionsevaluate how the Business Listing is
performingidentify the most effective contact
information typesmeasure the best Special Offers with
travellersmake key seasonal adjustments using
visitor data
GOOGLE+
CHANNEL ENGAGEMENTshares, comments, clicks, +1s
PLATFORM REACH# circles, influencer relationships, ripples
QUALITY SCOREsessions, pageviews, session durations
SALE GENERATIONconversion referral pathway in Google
Analytics
FAN REACHnumber of fans of your“organic” reach = views that occurred directlyfriend’s like, share or comment = “viral”
reachsights)ENGAGEMENT
people who have clicked on your anywhere
STORYTELLERSpeople talking about specific content (FB
Insights)NEGATIVE FEEDBACK
hiding posts, unliking reporting it as spam (FB Insights)
FOLLOWER GROWTHnew followers (daily, weekly, monthly) m TweetsIMPRESSIONS# users seeing your Tweets
ENGAGEMENTusers interaction with your Tweets
CONVERSION# users sign ups or purchases from Tweets
SO, WHAT’S THE POINT?
THE CONVERSATION IS IN SOCIAL
CUSTOMERS ARE RESEARCHING VIA PEERS
IT IS DAUNTING BUT A NECESSITY TODAY
BEST PRACTICES: HONESTY AND FAIRNESS
SOME FINAL TIPS
Do rich media sharing
Do not post text
streamsCross Pollinate
Put social links in your email
footer
When posting content
Be prepared to defend your
POV
Not an expert/thought
leader?
It’s ok, be a sharer
Follow the 4 – 1 – 1
RULE
4 relevant / fun content
1 marketing you
1 relevant non
corporate
THANK YOU
MICHAEL DAVID @internetrix
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