Social media marketing survival guide

Social Media Marketing
A Crash Course Master Class

1. A bit about the Matt and memery
2. The marketing landscape: where we’re at in 2011
3. Introduction to the main social networks and case studies
i. Facebook
i. Facebook Business Pages
ii. Facebook Advertising
ii. Twitter
iii. YouTube
iv. Blogging
4. Social media monitoring
5. Creating a social media strategy
6. Measuring ROI
7. Summary
8. Questions
What’s in this Workshop

• Communications degree
• Worked in public relations and journalism
• Created digital agency e-CBD in 2001
• e-CBD has always focussed on online marketing
• Became interested in social media three years ago
• Started specialist social media and PR agency in Brisbane called
memery
• Created the Dialogix social media monitoring tool
• Now used by many of the biggest corporations in Australia
• Marketing Magazine’s ‘Digital Guru’, write regular features for them,
latest cover article on Twitter
• Tutor in social media for ADMA and at various conferences
About Matt Granfield

The Marketing Landscape in 2011

• “Word of Mouth” was the first form of
marketing.
• Word of mouth has ALWAYS been the
most effective way of getting new
business.
• People have always trusted their
friends opinions.

Hey Maximus, Poncius in
front of me reckons I need
a new anti-perspirant, you
always smell nice, what
do you use?
Centurio Dry, it
never lets me
down!

Word of mouth never stopped being
important, but when mass media
became popular last century, brands
could rely on advertising to broadcast
their message at the world and word of
mouth didn’t seem as important to
some marketers anymore.

TV got people’s attention
(AND TRUST)

You could tell people whatever you wanted,
because you knew they were paying attention…

No matter how blatant or irrelevant your message was,
people used to listen because advertising was interesting.

Don’t get me
wrong,
advertising is still
an important way
to tell people
about your brand.
Advertising isn’t
dead.

But the landscape has changed…

Ads are everywhere. In fact, people
see and hear between 1,000 and
3,000 advertising messages every
day…
87,600,000 throughout their lives…

We have reached a point where:
90% of people trust
recommendations from their
friends.
70% of people trust consumer
opinions posted online.
(Source: Neilsen Global Trust In Advertising Survey, 2009)

McKinsey and Co. estimate that 2/3
of the economy is now influenced
by personal recommendations…

People still watch TV, but they
flick through the ads. They
read the news online instead
of on paper.
Recommendations and
opinions for every product
and service are now
available on the Internet.
We don’t rely on ads for
information.

People obviously still talk to each
other face to face, but the
INTERNET has allowed
conversations to spread at light
speed around the globe and be
heard by millions within minutes.

And the Internet is now the largest
mass-communication medium, by
far…

Facebook has 12 million Australian
users. Half of those check Facebook
at least once EVERY day

13 hours of video are uploaded
to YouTube every minute

There are more
than 133 million
blogs in the
world (Source: Technorati)

Every single second
of every single day,
Twitter’s 190 million
users mention
brands they LOVE
and HATE.
AND Twitter is growing
at a rate of
around1382% per
year
When I gave a similar
presentation in 2009
Twitter had 5 million
users.
(Source: Twitter Search, Forrester Research)

People love forums
On The Lonely Planet Thorntree forums there are usually 1,000
users on at any one time and so far there have been 23,000
conversations about Australia

Whirlpool
420,246 registered members, 21,288 visited in past 24 hrs, 2,041
members are online now, 1,896 guests are visiting

Tripadvisor
45,000,000 traveller reviews and opinions

Vogue Forums
419,000 posts on shoes, which is expected. But there are 676,000
posts on books, music and TV.

People are talking about
your brand right now.

But they are talking about you.

These days most big tourism brands now have a
Twitter
page and a Facebook account of course…

But will Facebook really get you more
business?

What the hell do you actually say on
Twitter?

And what’s the best way to start listening?

• World’s biggest social network
• 12 million Australian users
• Average user has around 130 friends
• Everything people do on Facebook (uploading photos, or attending an
event) is shared with all their friends. That’s why marketers love it. It’s
‘VIRAL’
• Half of Facebook’s users log in at least once every day
• It has replaced email between friends
• Used to be an intensely private place, but businesses are increasingly
becoming involved and people are expecting to see businesses on
Facebook
• Not having a Facebook business page these days is like not having a
website
• Facebook makes it very easy to create a business page
• It has a fantastic, cheap, targeted advertising program
Facebook

Account vs. Page vs. Group vs. Community
• A Facebook account is a personal profile attached to your own name.
Accounts are intended for personal use.
• Like most things intended for personal use, if you only use them for
personal reasons, you won’t get into trouble.
• Personal accounts allow you to build a personal profile listing your
interests, upload personal photos, connect with your friends and send
messages to your friends.
• You need a personal account to create a business page

• A Facebook page is an official Facebook profile of something. You can
make an official Facebook profile of a business, a celebrity (even if
they’re a very minor celebrity), a charity, or any other organisation.
• Facebook pages are intended to be setup and run by official
representatives of a brand.
• When people visit your page for the first time they’ll see a button which
says ‘Like’. People interact with your brand online by ‘liking’ you and by
clicking the ‘like’ button, it’s their way of saying they’re a fan of what you
do.
• When people are fans of your brand, they can get notified when you
have news or update your page.
• Pages can be linked to ads and they’re the best way of using Facebook
for a business.

• A Facebook community is what you need to setup if you’d like to
create a community of people who are interested in something. Like
‘stepping on crunchy leaves’ or ‘Katy Perry’.
• Community pages are not affiliated with, or endorsed by, anyone
associated with the topic, but Facebook users can ‘like’ them in the
same way they like official pages.
• A community page might be a good idea as a complimentary marketing
strategy for your business page.
– For example, if you were a winery you might create a ‘Shiraz Lovers’
community and sponsor it.

Goals to aim for
• Get people to ‘like’ your Facebook page
• Get people to interact with you on your page
• Create an community of people interested in what you do (either your
business or your industry)
• Get people to tag themselves in your photos
• But more importantly, get their email address (Facebook may not be
popular for ever)
• Get people talking about you to their friends
• Get your events appearing on people’s walls
OK, fair enough, what are some goals to aim for then?

How to Get Facebook Fans
There are two ways to get fans on Facebook.
1. Be famous or awesome and people will just naturally seek you out.
Justin Bieber, for example, is famous but not awesome and he has
15,000,000 Facebook fans. ‘Not being on fire’, for example, is
awesome but not famous. More than 8,000 people like not being on
fire. Family Guy (the TV show) is both famous and awesome. Family
Guy has 17,000,000 Facebook fans.

How to Get Facebook Fans
There are two ways to get fans on Facebook.
2. Give people some sort of incentive to like you. It’s marketing 101 here.
Bribes work. Unless you’re famous, or awesome, don’t think that
people will gravitate to you because you’re nice/pretty. They need an
incentive. Facebook isn’t that different to an email newsletter really.
The same methods that get people to sign up for email newsletters
work for Facebook pages, here are some things to try:

How to get people to like your business on Facebook
• Give people exclusive discounts for being Facebook fan. Real ones.
Good ones. Actual exclusive ones.
• Provide people with the latest news about your organisation.
• Give them something to do when they like you. The Barbie page is a
great example. Once you like the Barbie page you get to play fun
games.
• Create and foster a real community of people who like what you do
• Have events
• Tell people about the ‘suggest a friend’ button (example)
• ADVERTISE, especially to fans of your competitors

• Give them rich content with a customised tab (like Hilton’s)
• Give people a reason to tag themselves in your photos (like Big Cat
Reality)
• Be interesting so people want to follow you (like Bushells)
• Ask questions which prompt a response (like Bubble O’ Bill)
• Tell people at events that the photos will be on Facebook
• Offer incentives for people to talk about you
• Create a ‘place’ for your business and encourage/incentivise people to
‘check in’ and upload photos. All their friends will then see where they
are.
How to get people to interact with you on Facebook

Know the Rules: The Facebook Terms of Use
• It’s important to read the privacy info and terms of use (which are linked
to from the bottom of each page) but as a marketer, the legal document
you should probably most be concerned with is the Facebook
Promotions Guidelines:
http://www.facebook.com/terms.php?ref=pf#!/promotions_guidelines.ph
p
• It’s not a particularly daunting read but there’s still a bit of legal mumbo-
jumbo in there. I am not a lawyer and this presentation is no substitute
for professional advice, but if you’d like to stay on Facebook’s good side
and not have your page unceremoniously removed, here are the most
important bits of advice you should follow:

Know the Rules: The Facebook Terms of Use
• If you want to run a competition on Facebook you need to ask
permission using the form they provide. Hint: your chances of getting
someone from Facebook to contact you and approve your promotion will be greatly
increased if you want to spend more than $10,000 a month on advertising.
• You can’t make an action on Facebook, like uploading a photo or
commenting on a wall, part of a competition.
• You can promote a competition on Facebook without permission as
long as the competition is hosted externally.
• You can’t promote a competition on Facebook if it’s open to people
under 18.

Facebook Usernames
• Your Facebook username is the URL (web address) people type in their
browser when they want to load your page. If you don’t get one, you
end up with a string of letters which looks something like this:
http://www.facebook.com/pages/yourpagename/91749616734
• It’s easy enough to get something a bit sexier though. All you need to
do is get at least 25 people to ‘like’ your business page and then go to
http://www.facebook.com/username/. You’ll then be prompted to choose
a page you want to create a username for. You can pick pretty whatever
you want, as long as it’s available and not generic. You can’t change
the name of the page later though, so be careful. Get it right the first
time.

Your Brand’s Personality on Facebook: What to Say
• You need to be prepared to engage people in conversation. They’ll want
to talk to you.
• Know what your brand sounds like. Choose a personality.
• Create a social media comms schedule with key dates and events (eg.
footy finals, school holidays) and plan around them.
• Tell fans who they’re talking to and when (eg. Bob 9am-5pm).
• Start conversations. Ask questions!
• Ask advice from your fans.
• People love a poll.
• Who are your brand’s friends? Do you have a CSR program? Link to
charities you support.

Be ready for Criticism
• Creating a Facebook page and then not engaging is rude.
• Be aware that people might use your Facebook page to criticise you.
But don’t be scared.
• Ensure you have a company social media policy with guidelines on
what to say.
• Anticipate potential negative comments and have a course of action to
follow.

How to Move People away from Facebook
• At the end of the day, getting someone to like you on Facebook is cool
for a bit, but sooner or later, you’re going to want them to buy
something. You need to get them off Facebook to do that.
• Link off to your website with specials.
• Make sure you don’t use Facebook as your only marketing strategy.
• Someday, something else will be the next big thing.
• The most important thing you can do with a Facebook fan is get
their email address.
• The best way to do this is with a custom landing page.

Tabs and Landing Pages
• One of the reasons MySpace failed is because it looks like an absolute
pile of dog breakfast. As soon as it launched, kids figured out how to
(badly) pimp their profiles and suddenly the web looked like it was 1995
again. Facebook doesn’t let you format your profile the same way, but it
does let you create customised tabs on business pages which you have
a lot more design control over.

Tabs and Landing Pages
• Put all the stuff you’d usually put on a Google AdWords landing page on
a Facebook tab.
• Get people’s email addresses.
• Create a call to action. Sell. Create intrigue.
• Offer something more. It’s basically a mini-website on Facebook so go
nuts.
• You need to know a bit of html code to make things happen, but any
web designer worth their salt these days should be able to help.

Facebook Advertising
• At the moment Facebook advertising is probably one of the best, most
cost-effective ways of promoting your business online.
• If you know what you’re doing, you can literally show your ad to 1
million people for less than a thousand dollars.
• You can pay by the click, or you can pay per thousand impressions.
• It’s scaleable, cheap and effective.
• You make an ad and then show it to people based on their age, sex and
interests. It’s a no brainer.

Here are some handy tips for your Facebook ads:

• Have a goal for the ad – is it to get more fans? Is it to sell something?
• Incentive. Incentive. Incentive.
• Discounts sell. The bigger, the better.
• Advertise to fans of your competitors. Bingo.
• Keep your ads fresh. Change the pics regularly (iStockPhoto,
CompFight etc.)
• Don’t just send people from an ad to your wall or website homepage.
• Link your ads to a unique landing page (eg.
www.racq.com.au/facebook) and use a funnel to track conversions from
there.
• Sex sells. You need to get people’s attention with that little photo. Don’t
be distasteful or inappropriate or your ad will get banned, but yes, sex
does indeed sell.
• Cheesy stock photos don’t sell. People see hundreds of ads a day. If it
looks like every other ad they saw that day, they won’t pay any
attention.

• Tracking ads is tricky. Facebook doesn’t seem to talk properly to
Google Analytics, expect discrepancies.
• Pay per click, not for impressions (you’ll get heaps of impressions
anyway)
• Think outside the square when you’re targeting interests. People who
need a wedding photographer aren’t the ones listing ‘photography’ as in
interest. They’re the ones who are ‘engaged’
• Bid the maximum amount to ensure you get the best placement
• Can you put your phone number in the ad (so you don’t pay for the
click)?
• More fans is often a good idea, but might not mean more money. If
you’re a restaurant in Main Beach you might just want to offer a
discount for mentioning the ad (for example).
• Have a call to action. Give them a reason to click.

Getting a Facebook Account Manager
• If you’ll be spending more than $10,000 a month on Facebook ads,
they’ll be very happy to help you do it. Facebook has an office in
Sydney and a small, but growing team of account managers who can
help you approve competitions, create effective ads and get the most
out of their service. To get in touch, visit them at
http://www.facebook.com/business/contact.php
• If you’re not spending more than $10,000 a month of Facebook ads,
good luck. Your best bet is to read the terms of service carefully to
make sure you’re not breaking any rules and find an agency which has
a relationship with Facebook and they can liaise with them on your
behalf.

• Created a landing page tab with a call to action
• Offered an incentive for people to like the brand
• Created ads targeting fans of competitors and fashion
• Backed it up with a campaign on Sea FM to help spread the word
• Result: 5,000 new people to the fashion mailing list in a week
Facebook Advertising Case Study: Pacific Fair

• Micro blog
• Lets people say what they’re thinking and share information in 140
characters or less
• Is, most of the time, a complete pile of crap
• But it’s an amazing listening post
• And it’s easily searchable. You can find people based on their
geographic location.
• You can get a feed of people talking about your brand (or city, or
whatever)
• Great way for businesses to update people with news and offers
What is Twitter?

How to Use Twitter
• http://search.twitter.com/advanced
• Treat it as a company newsletter
• Keep an eye on competitors
• Monitor the local area for people asking for referrals
• Follow people who are interested in what you do
• Engage key influencers

• 30% of all Telstra’s online conversations happen through Twitter
• 43% of Telstra’s online customer service happens through Twitter
Twitter Case Study: Telstra

• Problem: New cafe, needs business (sales)
• Key Influencers: Coffee Lovers, Vocal Early Tech Adopters, Business
Leaders, Local Press
Twitter Case Study: Star Gardentown Cafe

• World’s biggest and most popular video sharing website
• Virtually any ‘how to’ search in Google returns a YouTube video in the
top 5 results
• People with personality have become famous on YouTube
• Most videos get less than 1,000 views
• Weigh up the ROI before investing in a video
• Doesn’t necessarily need to be professional – candid is fun and
personal
• Best way to explain complicated things on your website
• Great for virtual tours
• Great for product reviews (Telstra do this)
YouTube

• Don’t start a blog
Blogs

• Don’t start a blog unless you have a big pile of time and money to throw
at it.
• Telstra has a blog, they throw millions at it, it’s boring, but they use it as
a content strategy to:
– Grab key SEO terms (eg. iPhone 4 review)
– Engage other bloggers
– Be seen to be up to date with industry news
Blogs

• Until you know what is being said about your brand, your competitors
and your industry, social media is a waste of time
• Until you can track the success of what you’re doing, social media is a
waste of time
Social Media Monitoring

The Basics
• Start with a Google alert
• Then set up a Twitter search
• Check out socialmention.com
• Facebook will tell you when someone updates your page

Paid Tools
• There are lots of paid social media monitoring tools out there ranging
from a few hundred to a few thousand dollars a month.
• Check out Radian6 and Buzz Numbers
• BUT they’re expensive and they don’t weed out irrelevant information
for you
• Dialogix is a tool we’ve developed especially for the tourism industry
which only shows you relevant data
• It rates the sentiment of what is being said
• Shows you what people are saying about competitors
• And it gives you feeds from TripAdvisor
• FREE trial
• www.dialogix.com.au

Creating a Social Media Strategy

Key Considerations
• Great list at http://socialmediagovernance.com/policies.php
Creating a social media strategy

Telstra:
“There has been discussion with some people about ‘what’s your ROI’ and
‘How does this help?’ and I think that’s certainly relevant to marketing
efforts, and maybe communications efforts and PR efforts, and we certainly
do have those conversations – but when it comes to our customer service
and corporate reputation I think the conversation has to be about online
sentiment.” – Kristen Boschma
Tracking Social Media ROI

SXSW:
It was a slightly awkward moment. We are assembled at SXSW, arguably
the worlds leading interactive conference and birthplace of Twitter and
Foursquare. We are listening to top social media marketers from some of
the biggest brands in the country: PepsiCo, General Mills and Samsung.
There is standing room only.
The session is called ‘Marketing budgets have gone social – is it working?’
The marketers spent most of the session talking about what they do rather
than the ‘is it working?’ topic. Someone goes and spoils the fun and asks
how they all measure the sales impact of their activities. There was lots of
shuffling of papers and anecdotes but then an admission that they don’t
know. That’s right – by and large they don’t know if social media is driving
sales for their brand. They think it is.

So how can you track ROI?
• How do you track the ROI of customer service?
• Can you link sales to Facebook and Twitter? It’s all digital, you should
be able to track the funnel.
• What value do you place on increased sentiment towards your brand?

My Top Ten Social Media Tips
1. People will be talking about you. Make sure you’re monitoring correctly.
2. Not having a Facebook page is like not having a website. People now
expect it.
3. Use Facebook to show people how much you love your customers.
4. Create a Facebook place for your business and get people ‘checking
in’.
5. Facebook advertising is cheap and it works.
6. Use Twitter as a newsletter or a customer relations channel.
7. YouTube is a great way to demonstrate unique things about your
business.
8. Create a social media strategy and know your KPIs.
9. Be prepared for public negative comments and know how to deal with
them.
Summary

1300 63 63 79
www.memery.com.au
matt@memery.com.au
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