Auckland Transport: Social Media 101 Presentation

SOCIAL MEDIA

MA Social Media Presentation V2.3

• Brand

• Old vs New Marketing

• Defining Social Media

• Key Channels

• How to do Social Media:

• Strategy

• Content Planning

• Policy Guidelines

• Best Practices

• Social Media Marketing

Agenda:

• Today’s customer is also a marketer.

• Their brand is themselves.

• Other brands are simply there to make the most important brand look good.

The marketing landscape has changed

BRAND

BRANDBRAND

BRAND

• Your brand is what the public think and feel about your company, product or service

A word about brands

• Not what you or the organisation thinks, or what your marketing says

• Limited number of media outlets

• Limited physical retail outlets

• Marketer-to-consumer comms

• Spam

• Long product cycle

• Features

• Advertising a major expense

• Large overhead = stability

• Customer support

• Focus groups

• Countless media outlets

• Countless online retail outlets

• Consumer-to-consumer comms

• Permission

• Fast everything

• Stories

• Innovation a major expense

• Small overhead = low risk

• Community support

• Launch & learn

Old Marketing New Marketing

• 79% of smartphone owners use their phones for shopping related activities, and of those nearly half (48%) use their phones to look for or use discounts and coupons.

• Consumers who receive information from more than one source spend 82% more per transaction.

Three Screen World

Social Media Key ChannelsFacebook: YouTube:Linkedin:Tumblr:Instagram:Snapchat:Twitter:Pinterest:Google+:

2,600,000 +2,500,000 +1,100,000 +750,000 +500,000 +500,000 +350,000 +250,000 +?

Social Media Key ChannelsFacebook: YouTube:Linkedin:Tumblr:Twitter:Instagram:Pinterest:Google+:Snapchat:

Fish where the fish areVideos, easily shared, easy to find (SEO)Professional person-person networkingBlogging for cool kidsFast breaking, loved by the mediaTrendy, mobile photo sharingBeautiful, image rich, loved by womenGreat features, techy, niche user baseYoung, fun, images that disappear (supposedly)

How to do Social Media...

Establish Goals, Objectives & Strategies

• Align to organisational goals• Identify what is the meaningful impact on the attitude or

behaviour you are trying to change• Provide a platform for measuring success

Optimising Content

Listening• Determines engagement levels• Identifies opportunities for

further engagement• Find and correct misinformationProactively soliciting feedback• Seek opinions from audiences

Measure of success• Share of voice on a topic• Track metrics that will allow you

to optimise your campaign• Sentiment, sharing, advocacyReal-time feedback – Real-time optimisation

Measuring Success

Setting benchmarks and measuring against them

Reach, Awareness, Action Can have proxy ROI:• Members• Followers• Contributions• Share of voice• Sentiment of conversations• Shares• Downloads• Self-reports

What social media can tell us…

• Opinion (qualitative):

General strategic approach

• In a relatively young medium, the key strategy lies in growing, understanding and engaging your community.

• As engagement develops consumers will naturally flow through the marketing funnel to create preference.

BUILD, ENGAGE & PROMOTE

SO CONSUMERSKNOW, LIKE & TRUST US

“You need a day-to-day mentality; not a campaign mentality to succeed in social in the long term” - JULIAN THOMPSON, MOSH SOCIAL MEDIA

• Digital & social should be viewed as an ongoing, always running communication channel.

• Success comes online from sustained effort not dipping in and out as campaigns happen.

• While spikes should occur as campaign leverage/support, the real growth will come from a consistent approach to driving engagement.

Storytelling (good content) is more important than ever…

• SEO began as more of a science than an art• Google (and Facebook following in their footsteps) are striving to deliver

their users what they want… in Google’s case, the information they need, and in Facebook’s case, a way to share their lives with others.

• EVERY BUSINESS IS A MEDIA BUSINESS

Avoid Shiny Object Syndrome

• Instead, how can our content be helpful and useful?

Social Media Marketing

FACEBOOK HAS CHANGED:

- They need to keep their 1 billion users

- Ad saturation is turning youth off

- They need to maintain huge

revenues

FACEBOOK IS NOT A WEBSITE1 Nov - 31 Jan 2015 we had 12,836

visits to the Page, and 8,848,684

total impressions.

That means less than 0.15% of our

total exposure on Facebook was

people visiting the Page.

CLIENT EXAMPLE

We’re bringing new volume and

content controls for promotional posts, so people see more of what they want

from Pages.

FACEBOOK’S STRATEGY IS NO SECRET, THEY TOLD US:“One of the main reasons people come to Facebook is to see what’s

happening in their News Feeds. Our goal with News Feed has always been to show people the things they want to see.

We asked hundreds of thousands of people how they feel about the

content in their News Feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.

What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. This may seem counterintuitive

but it actually makes sense: News Feed has controls for the number of

ads a person sees and for the quality of those ads (based on engagement,

hiding ads, etc), but those same controls haven’t been as closely

monitored for promotional Page posts. Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.”

www.facebook.com/business/news/Update-to-Facebook-News-Feed

“Beginning in January 2015,

people will see less of this type of content

in their News Feeds. Pages that post

promotional creative should expect their

organic distribution to fall significantly

over time.”

WHAT DOES THAT MEAN FOR US?Posts to the Newsfeed that are too promotional will flop (ie no Reach):

BUT WE STILL WANT TO CONNECT WITH OUR DONORS- It’s about using BRAND to connect with people, and stay top of mind

“If people believe they share values

with a company, they will stay loyal

to the brand.”

- Howard Schultz, CEO of Starbucks

BRANDING

1ST TIMERS

REPEATS

POST

SAD

S

BRANDING

1ST TIMERS

REPEATS

POSTS:

ADS:

CAMPAIGN

ALWAYS ON