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Principles of Social Media Marketing - Andrew Cavallaro
The document outlines social media marketing principles, emphasizing the importance of understanding your audience and developing a strategic plan tailored to various platforms including Facebook, Instagram, and Twitter. It provides insights into user behavior, analytics, content development, and the role of online advertising in Australia. Additionally, it highlights key elements for engaging consumers and creating effective content that resonates with target audiences.
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Principles of Social Media Marketing - Andrew Cavallaro
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- 2. Andrew Cavallaro Digital Strategist AustralianBusiness Consulting & Solutions p. 02 9458 7915 e. [email protected] w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
- 5. Overview • Getting started •Know your audience • The big players • Social media strategy • Analytics • Social media marketing
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- 7. Why online isimportant • 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
- 8. Last month inAustralia… • 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
- 9. The internet haschanged how we buy & consume goods
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- 11. What is socialmedia? • 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
- 12. You’re familiar withthese, right?
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- 15. The digital worldchanges quick!
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- 20. The average consumersees 3,500 marketing messages each day. 99% is ignored. Guardian Research
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- 25. LinkedIn • Launched in2003 • Bought by Microsoft in 2016 for USD $26.2 billion • Over 106 million monthly active users
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- 28. YouTube • Launched in2005 • 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
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- 31. Facebook • Founded in2004; 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
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- 34. Twitter • Launched in2006 • Over 310 million monthly active users • Growth declined in 2015 • In 2016 Twitter changed its character limit – no longer counts links and images
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- 37. Instagram • Launched in2010 • 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
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- 40. Snapchat • Launched in2011 • Over 150 million daily active users • 73% of Snapchat users are Millennials
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- 43. Pinterest • Launched in2010 • Over 150 million monthly active users • 85% of Pinterest users are female
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- 45. Google + • Launchedin 2011; Several redesigns since • Over 111 million monthly active users • 60% of Google+ users are male
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- 48. Periscope • Launched in2015; Owned by Twitter • 10 million + accounts • In 2016 Periscope launched GoPro live streaming
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- 50. Strategic plan Who arewe 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?
- 51. Action steps • Settargets and objectives • Identify channels • Agree frequency • Allocate resources • Plan on a page
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- 53. Considerations • Targeted communications:inspire, inform, engage and convert • Create an emotional pull • Tone of voice: project your brand personality
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- 58. Considerations • Brand pillars •Message categories • Content pillars • Content themes
- 59. Example: BRAND PILLARS KeyMessages CONVENIENCE XX is available 24/7 and services all areas of metropolitan Sydney SERVICE XX promises to deliver a prompt, quality and reliable service PRICE XX is competitive on price and will beat any competitors price MESSAGE CATEGORIES Weighting CONTENT PILLARS PRODUCTS & SERVICES 60% XX for homes XX for businesses TACTICAL 20% Deals & Special Offers Competitions & Promotions Events AUTHORITY 20% Tips & Suggestions Case Studies Leverage News Agenda CONTENT THEMES #SydneyXX Here For You #PriceMatch
- 60. A note onhashtags… • Focus on a few strategically chosen hashtags to increase content presence and reach new audiences • Hashtags shouldn’t be too long or too corporate • Hashtags shouldn’t always be included mid-post – think about readability
- 61. User generated content •People trust people, not brands • Provide opportunities for customers to share your business / products via their own social media • Provide opportunities to acquire and connect with customers on an ongoing basis
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- 63. Tips: • Use onlinetools 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
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- 70. Community management • Roles& responsibilities • Published customer service agreement • Fan response plan & escalation policy
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- 73. Reporting • Fans/followers • Reach •Engagement (incl. including engagement rate) • Customer response • Trends & content learnings
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- 77. Online advertising • Brandsand 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
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- 79. LinkedIn • Sponsored Content •Sponsored InMail • Dynamic Ads • Text Ads
- 80. YouTube • Display Ads •In-Video Ads • Pre-Roll Video Ads
- 81. Facebook • Page PostEngagement • 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
- 82. Twitter • Followers Campaign– CPA • Website Card – CPC • App Card – CPD • Promoted Tweets – CPE • Video Views – CPV • Leads Campaign – CPL
- 83. Instagram • Photo Ads •Video Ads • Carousel Ads
- 84. Snapchat • Snap Ads •Sponsored Geofilters • Sponsored Lenses
- 85. Pinterest • Promoted Pins– coming soon • Buyable Pins – limited release
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- 87. Additional Resources • MarketingSuccess.com.au •Workshop Offer: 2 hour consultation ($450 + GST)
- 88. Andrew Cavallaro Digital Strategist AustralianBusiness Consulting & Solutions p. 02 9458 7915 e. [email protected] w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
Editor's Notes
- #3 Digital marketing specialist with 10+ years’ experience in the tourism and leisure sectors Passionate about helping businesses and organisations realise their potential in the digital space
- #4 ABCS is part of ABSG – commercial division of the NSW Business Chamber Within Marketing we develop marketing strategies, build websites, offer branding & design services and manage marketing campaigns on behalf of our clients
- #5 Independent, not-for-profit organisations, dedicated to helping businesses across the state Mantra: “making Australia better through helping the private sector to flourish” 2nd oldest company in Australia (after Westpac) – over 190 years old 2nd largest privately owned business chamber in the world 20,000+ members 400+ events per year
- #6 Today we’re going to cover off the following topics
- #8 Australia is online!
- #9 Australia is online!
- #15 Vine Periscope
- #16 Hype – a periscope clone with added interactivity
- #17 Don’t panic – you don’t need to be an expert in all – you don’t event need to be on all
- #18 You just need to be targeted
- #19 So how to be targeted… In order to effectively sell your products, you need to truly understand your customers…
- #20 Map out everything you know about your target audiences – their demographics, their likes, their pain points, which channels they consume media in You might have several target audiences, but start with focussing on 1 or 2 until you have the time and resources to focus on more Give your target audience a name – it will help you to related to that persona Having an in-depth understanding of your customers will help you plan your marketing strategy – products to focus on, colours to use, tone of voice, channels to focus on and market to
- #23 Overview the big players, in chronological order
- #26 Put your hand up if you have a LinkedIn account? Keep it up if you have a company page? Slideshare to share presentations
- #27 On May 1, the tourism division wrapped up a five-week video submissions contest that’s giving away a $1 million (Australian dollars) travel package. In terms of paid online advertising, the “Million Dollar Memo” campaign completely focused on LinkedIn to target executives looking to reward employees with a group travel package. The ads directed viewers to a dedicated microsite, which recorded 682k unique visitors; 2.9m page views; AUD $25 million publicity; 290 companies applied from 28 different countries.
- #29 Put your hand up if your business has a YouTube account? 360-degree videos – manually view, or view in Google Cardboard or a VR device
- #30 Bonds – for creating engaging content To encourage men to invest in comfortable underwear, Bonds created a series of tongue-in-cheek videos to offer a light-hearted PG-rated look into what goes on inside men’s underwear. Titled “The Boys”, the comical videos highlighted Bonds’ USP (Unique Selling Proposition) and strapline: “Very Comfy Undies”. The nature of the videos was ripe for social sharing, and over 1.5 million views have been recorded on YouTube since the series launched. Bonds also picked up a Silver Lion award in Cannes for their efforts. Not bad!
- #32 Put your hand up if you have a Facebook account? Keep it up if you have a company page? Facebook Live – to compete with Meerkat and Periscope – and in time for Halloween they just added filters to selfie videos to compete with Snapchat 360-degree photos – can have a more immersive experience if you ‘view in VR’ and insert your Samsung phone into a Samsung Gear VR viewer
- #33 Australian online retailer SurfStitch has amassed almost 450k fans on Facebook and has a sizeable email database too. By regularly running competitions on their website, SurfStitch is able to successfully capture consumer data and lure interest in their Facebook page. Instead of allocating big budgets to high-value prizes, SurfStitch offers the opportunity to non-competitive third-parties (e.g. holiday companies) to provide prizes in exchange for brand exposure via their online channels. SurfStitch then works with these third-parties to ensure prizing and promotional messaging aligns with their own retail offering, thus ensuring relevance and capitalising on opportunities to increase sales. This approach allows SurfStitch to keep existing fans and email subscribers engaged, while also luring new fans and subscribers – all without needing to invest large budgets.
- #35 Put your hand up if you have a Twitter account? Keep it up if you have a company page? 140 character messages, called tweets
- #36 To celebrate Lorna Jane Active Nation Day on Sunday September 25, Lorna Jane teamed up with Twitter Australia to launch a campaign encouraging women to be more active. As part of the campaign, the two brands collaborated on a health and wellbeing Twitter emoji, which is an Australian first! Consumers were encouraged to use the hashtag #ActiveNationDay, and the emoji automatically appeared in their Tweet.
- #38 Put your hand up if you have an Instagram account? Keep it up if you have a company page? Helped give birth to social influencers Gave popularity to selfies and hashtags Boomerang – app where you shoot a one second burst of 5 photos that are turned into a silent video that plays forwards and then reverses in a loop Instagram Stories – share photos and videos which disappear after 24 hours and don’t remain in the user’s profile grid or in their feed (to directly compete with Snapchat)
- #39 Melanoma Patients Australia – for getting clever with geo-targeting While almost two years old now, the “Melanoma Likes Me” social media campaign is still referred to as one of the best social engagement campaigns seen in Australia. To raise awareness of melanoma, particularly amongst younger Aussies, Melanoma Patients Australia created an online persona on Instagram and Twitter. Utilising a geo-targeting algorithm, the Instagram and Twitter personas (accounts) sent millions of tailored messages to consumers as they were out sunbathing. As consumers casually checked-in online at beach locations across Australia, and posted pictures of themselves soaking up the rays, ‘Melanoma’ would like and comment on their posts, in real time. The campaign resulted in a 1371% increase in visits to the Skincheck mobile website.
- #41 Put your hand up if you are on Snapchat? Has everyone heard of it? Is anyone using it for business? Stories – viewed in chronological order and accessible for 24 hours Chat (messages) – deleted after viewed – user receives a notification if a screengrab is taken Memories – save snaps and story posts
- #42 Oak – for using Snapchat to drive response Few Australian brands have truly leveraged Snapchat as a marketing channel (yet), however milk drink brand Oak used Snapchat earlier this year to drive an immediate response from their followers. Posting a one second coupon, Snapchat followers were required to react quickly by taking a screenshot of the snap in exchange for redeeming a free Oak. Followers that were too slow to react were given an additional chance the following day. By utilising Snapchat’s screenshot notification system, Oak were able to validate coupons and prevent cheating.
- #43 Overview the big players, in chronological order
- #44 Is anyone using Pinterest for their business? Pinterest is for trend setters and inspiration seekers People pin photos and collections (called boards) – like a virtual scrapbook of the things you like Commonly used by wedding planners, cake decorators, home decorators, florists, tourism boards, etc Great for sewing the initial seed (idea) and for brand awareness - some brands have had conversion success, but still a way to go for most To succeed you need to invest time to manage it effectively
- #45 Kikki K invest time – they’ve shared almost 4,000 pins and have over 300,000 followers They use it to launch new products, seasonal gift ideas and home inspiration – the idea being that consumers are then inspired to visit one of their stores and make a purchase
- #46 Is anyone using Google+ for their business? User profile – can link other social media channels and blogs Circles – organise people into groups or lists to make content sharing easy Google benefits, but engagement in Australia ends to be low
- #47 Is anyone using Pinterest for their business?
- #48 Your FREE Yellow Pages style online advert Have you registered? It’s free – do it – you just need a gmail account
- #49 Is anyone using Periscope for their business? Consider whether Facebook Live is easier to manage / more appropriate
- #50 Ok, so you know your audience, and you know about the different channels out there. Now you need a strategy.
- #51 Your strategy is designed to answer these questions?
- #55 Communications should try to reach consumers throughout the purchasing funnel and engage the whole audience (not just one type of fan/follower) Example: different types of consumers that may follow a travel brand on social media Posts should be a mix of Inspiring posts, Informing posts, Engaging posts, Converting posts You don’t need to Inspire, Inform, Engage and Convert in each post – take a balanced approach
- #56 Use imagery and copy that stirs up emotions and lures interest via an emotional pull (i.e. emotional engagement) – placing the fan right in the situation, helping them to visualise themselves there / using your product or services, and inviting them to enjoy the experience for themselves To do this you need to understand what your fans are looking for – what are their pain points, what are their desires Ask yourself… our fans/followers (i.e. our target customers) have a… need to? desire for? appreciation of?
- #57 What is your brand personality? What differentiates your brand from your competitors? Your brand personality needs to be reflected within all communications, social media included Can often take a few months to perfect a consistent, engaging social media tone of voice – key is to communicate from the brand, but in a human emotive form – treat the brand like it is a real person with feelings and emotions Remember that social media is conversational – ask yourself, is this what a real person would say?
- #59 Brand pillars: defining these helps to shape the key messages and highlight your strengths and unique offerings – these relate to your USPs – fans/followers need to know what you stand for and what you can offer them Message categories: next you need to think about the types of messages you want to communicate – e.g. product messages, tactical messages, behind the scenes content – you should weight the importance of these (e.g. 50% of all posts) – weightings will depend on your social media purpose (objectives) Content pillars: next you need to think about how you can bring your brand pillars to-life within the relevant message categories – you should think about the desired outcomes (i.e. Inform, Inspire, Engage, Convert) Content themes: these bring your content pillars to life and provide structure to the monthly content plan, ensuring key messages are delivered in a fun and engaging manner – thinking about hashtags is a good way to develop content themes
- #61 Hashtags are tagged keywords that enable consumers to easily search for and find content that is of interest to them. While Facebook has been slower to adopt and use hashtags, it is only a matter of time that they will be utilised as much as other social media platforms like Twitter and Instagram. Consumers are already using hashtags in their own social posting, and hashtags are increasingly being used in everyday vocabulary too
- #62 Think about your own online shopping behaviour – e.g. who’s ever used TripAdvisor prior to booking a hotel? Referrals help with SEO, and help to drive sales Again, make it easy for your customers to connect with you
- #63 Tourism Australia – for amassing user-generated content As the government body responsible for promoting Australia to the world, Tourism Australia’s social media channels are used to inspire travellers across the globe, and encourage them to book a holiday to Australia. Realising that they simply couldn’t create enough content to keep their fans engaged, Tourism Australia asked their 22 million plus brand ambassadors for help (i.e. Australian residents). Today, 95% of Tourism Australia’s Facebook content is user-generated content. With a constant stream of content coming in from Aussies and travellers alike, Tourism Australia has amassed enough content to last them for years.
- #66 Facebook Insights provides information on when your fans are online – look for trends on popular days and times Posting should not be restricted to office hours – posts can be scheduled outside of office hours Generally speaking: Sunday is key engagement time – use this time to showcase big content pieces (e.g. stories) and items of inspiration – generally fans will have more time on a Sunday to engage with in-depth content Monday morning/night – use this time to inspire fans on ‘where they’d rather be’ – this is a good dreaming day Tuesday, Wednesday & Thursday evenings – usually action days – use these days to encourage engagement or to push a call-to-action, but keep it short and to-the-point Friday & Saturday mornings – re-inspire fans and give them reason to find out more – they’ll have more time over the weekend to read and engage Remember that Facebook doesn’t necessarily show your post chronologically – more important for Twitter, Snapchat and Instagram, etc
- #67 Don’t come across as too corporate or salesy – the more engagement you get, the higher Facebook will rank you Facebook also preferences video content, especially LIVE content, and shared content If including a link in your post or a sales message, consider adding spend – you need to pay to play You can ask your fans to customise their newsfeeds to ‘show all posts’
- #68 Plan your content – the manual way
- #69 Use an online tool Manage all of your social media channels from one platform Schedule posts across multiple social media channels Automate your posts Combined analytics and insights Automatically generated reports Manage workflows and permissions Get content ideas Single inbox to make community management easy
- #73 Facebook – go to pages, then click on page, then click on insights Twitter – go to profile, then click on analytics
- #74 Fans/followers gained or lost Total reach of all posts and top reaching organic posts vs lowest reaching organic posts Post likes, comments, shares, clicks and inbox messages Customer response Changes in fan base (demographics, time online), successful posts, unsuccessful posts, industry trends and platform changes
- #75 The key to improvement is to analyse and tweak Understand where your website traffic is coming from, what pages people are visiting, where they are exiting Understand who your followers are, what content resonates with them Use analytics to guide future content development Track clicks and conversions – really understand the channels that are delivering
- #76 On everything (relevant) – website, e-newsletters, flyers But don’t overkill it SEO benefits of having content feeds on your website
- #77 Social Media Marketing
- #78 But there are a lot of options – which one is right Hint – you don’t need to be in all – you just need to be targeted and focused
- #79 Most of the major social media channels offer advertising options – they want you to pay to play You can use it to acquire more fans Or to increase engagement Or to encourage click-throughs to your website You can advertise on a CPL/CPA or CPC basis You control the budget and per action cost
- #80 Sponsored content – boost your reach Sponsored InMail – sponsored inbox messages Dynamic Ads - grab attention with dynamically generated, personalised display ads Display ads – desktop display ads Text ads Slideshare lead generation Target by job tile, function, industry, company size
- #81 Multiple formats – these are the main types Pre-roll can be skippable or non-skippable Pay per view of video Can pay for complete view or part view
- #82 Download Facebook Power Editor to manage ad campaigns or use Facebook Ads Manager Dark posts vs promoted posts Target own followers, friends of followers, upload email database, or other targeting App engagement – encourage people back to app, to take certain actions in-app, etc Local Awareness – can add ‘get directions’ Slideshows – stitches images together to make basic video-like adverts Dynamic ads – display products to customers based on pages they visit on your website or actions they take in-app
- #83 Followers – cost per acquisition Website – cost per click to website App – cost per app download Promoted – cost per engagement Video – cost per view Leads – cost per lead (email address) Target by gender, language, interests, device, geographic region, keywords
- #84 Photos ads Video ads – up to 60sec videos Carousel ads – swipe to see additional images Add call-to-actions – clicks to website, clicks to download apps Manage campaigns in the Facebook Ads Manager
- #85 Snap ads – mobile video ads – 10 second vertical video ad – swipe up and see more – extended content, app install ad or mobile website Sponsored geofilters – static art overlaid on photos, restricted to certain locations – when users upload a photo in your location they can add the filter and share Sponsored lenses – more playful interaction – hold and press on face to bring elements to life, or add prompts (e.g. raise your eyebrows)
- #86 Promoted pins – currently not available in Australia, but will be in place by the end of the year Target users by keywords (interests) – up to 150 keywords – and by location / device / gender / language N.B. Pinterest doesn’t allow you to use CTA in the promoted pin description – you need to lure interest softly Buyable pins – currently integrates with ecommerce platforms (like Shopify and Magento)