Transcript SOCIAL MEDIA

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SOCIAL MEDIA:
Make it part of the plan
Marcus Betschel
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Today
• Why social media is important
• How you can use social media
• How you can measure social media
• What about content?
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The traditional
advertising-led marketing
communications model has
been disrupted by the
convergence of media.
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New and innovative content
solutions are enabling
brands to achieve greater
levels of scale, engagement
and advocacy - accelerating
their influence and relevance
in the marketplace.
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The proliferation of quality
content is being driven by
an ever growing marketplace of
savvy suppliers
(publishers, broadcasters,
studios, brands, users)
and co-operative models
(creation, co-creation, curation).
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The Convergence of Bought | Owned | Earned
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Digital Penetration
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Social Media Platform Growth
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Facebook | Australia
Facebook remains the dominant social media platform used by brands to engage consumers. A robust Facebook community is a
good indicator of brand health.
Facebook continues to
dominate as the most
popular social media
site, being used by 93%
of social media users.
Facebook is also the
dominant form of social
media presence for
businesses*
Australians spend an
average of 1.7 hours per
day on Facebook **
About 5 million
Australians watch a
video on Facebook every
day**
*Sensis Social Media Report 2015
** Neilsen Social Media Report 2015
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Social Media Usual Suspects
Facebook is the largest social media platform with 93% of Australian social users maintaining a Facebook profile. The
platform is mostly used for status updates, photo and video sharing, events, messaging and keeping in touch with friends
LinkedIn has a 28% take up rate in Australia. As LinkedIn was designed specifically for the business community, articles
and education/development content is the primary focus
Instagram is an online mobile photo-sharing, video-sharing and social networking service. It’s highly engaging content
means that brands and especially retailers have been early adopters of leveraging Instagram content and advertising
Google+ has not seen prolific usage by brands in Australia yet, but it’s large penetration of 23% of Australian social media
users positions it to be a major content platform in the future.
Twitter is often considered the second largest social media platform, however only 17% of Australian social media users
maintain a Twitter account. It’s primarily an information network made up of 140-character messages. Its quick form of
relaying information in small pieces means it is most often effective in live-event situations- ie sports, world news, crises,
announcements etc.
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Emerging Social Media Platforms
Pinterest users can upload, save, sort, and manage images—known as pins—and other media content such as videos
and images through collections known as pinboards. It is anticipated that a ‘Buy-Now’ button will be added soon to
Pinterest Pins
Snapchat is an application used to share photos, videos, text, and drawings. It's free to download the app and free to
send messages using it. It has become hugely popular in a very short space of time, especially with young people.
Messages on Snapchat disappear after 10 seconds
Vine is a short-form video sharing service where users can share six-second-long looping video clips. It has attracted
man y younger users and created ‘Vine-Celebrities’ out of prime content creators
Periscope is Twitter's new live-streaming video app, not to be confused with the recently launched Meerkat, also a
live-streaming app. It allows you to watch and broadcast live video from all across the globe, meaning you could
switch from watching a peaceful wander across the beaches of Cornwall to a protest in Egypt. It’s usage is already
spreading fast with celebrities live-streaming their day to launch events being shared online.
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How could this be leveraged in your environment?
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What are your goals for each channel?
• Why am I introducing this platform?
• What do I think it can deliver?
• Will it drive sales/visitation or will it act as
an information repository/disseminator?
• How will it leverage my advertising spend?
• Why would people come to my social
platform?
• How much content will it require?
• Do I have the resource to populate it?
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Opportunity
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Mobilise the community by giving them the ability of choice to choose
what they want to watch in theatres.
Challenge
How can an organisation convert social media conversations into ticket
sales?
Solution
Tugg offers filmmakers tools to harness social networks to promote their
films and build up demand for distribution. It also offers users the ability
to demand for screenings in their local area.
Anyone can select a film and a theatre by becoming a Promoter for Tugg
and if enough consumers buy tickets in advance, the film is shown.
Results
 Guaranteed bums on seats for participating theatres
 Consumers are transformed into strong advocates
 By its first year, 180 different films were screened in 300 cities.
 In Feb 2014, Tugg has hosted over 2,000 successful events
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Opportunity
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Leverage social media to harness the power of word of mouth and get
people talking about American Museum of Natural History (AMNH).
Challenge
How can AMNH develop a personal relationship with visitors that
provides them with up-to-date happenings as well as giving them a
opportunity to gather feedback?
Solution
Free tickets for a private viewing of AMNH’s “The Brain: The Inside
Story” exhibition was offered to a select group of visitors. All they have
to do to be invited was to fill in an application and tweet about it.
Once at the exhibition, visitors posted updates to Twitter, check into
Foursquare and share images and video via Flickr, Youtube and
Facebook using a dedicated hashtag.
Results
 318 posts were counted by 92 Twitter users
 Potential audience of 200,000 people on Twitter alone
 AMNH have gone on to replicate this model for additional exhibits.
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Social Media Ad Spend for the last 8 Years in Australia
99,358
54,869
39,676
25,186
13,362
15,034
2008
2009
31,803
3,310
2007
2010
2011
2012
2013
2014
Source: SMI CY 2007 – 2014 / Jan-Dec | Social Networking
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Integration and The Consumer Journey
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Social media is re-energising TV. In 2013, 36M people sent 990M
Tweets about TV according to Nielsen SocialGuide
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44% of online Australians over the age of 16 are engaged in Social
TV and growing each year.
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Broadcasters are now integrating hashtags and other social
interactive elements into programming with the increasing
popularity of second screen interactivity.
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Today’s media owners and brands must continue to innovate in
their quest to capitalise on dual-screening behaviour and deliver
enhanced audience engagement with programs and advertising.
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How We Measure Social Media
EXPOSURE
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Number of
likes
Number of
unique visits
Reach
Search rank
Share of
online
discussion
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ACTION
INFLUENCE
ENGAGEMENT
Comments
Shares
Click throughs
Repeat visits
Duration
Video views
Subscribe to
feeds
Message
retention
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Purchase
consideration
Recommendations
Reviews
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Store visits
Purchase
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Social Media Tools
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Google Analytics is a free tool although
is a must have tool for monitoring the
impact of social and it’s impact on your
website.
GA should be used in addition to any
other Social Monitoring tools.
Top Metrics:
Landing Pages – Which social channels
or posts drive the most traffic to your
site?
Bounce Rate – How long do visitors
coming from social media channels stay
on your page?
Exit Pages – What is the last page
visitors are on when they leave your
site?
Offers multiple tools that cover Engagement,
Publishing and Analytics.
Hootsuite is an industry leader that offers free
versions with limited functionality rather than
a 30 day trial.
SproutSocial is a well made and easy
to use tool that starts with a free 30day trial or from $59/month.
Sprout focuses on engagement
features as well as a strong analytics
tool.
Top Metrics:
Top Metrics:
Mentions – How many people are talking
about your brand? Are the mentions
negative or positive?
Share of Voice – Compared to your
competitors, how often is your brand
mentioned?
Reach – How many unique viewers has each
of your posts reached?
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Engagement – How many people
who saw your post interacted with it
in any way?
Growth – Compared to the last
month/year, how many followers
does each of your channels have?
Reach – How many unique viewers
has each of your posts reached?
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Content is reinventing the
way media companies and
brands do business.
Content is the new
currency.
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The importance of building relationships
through content
60%
Through purchase decision
before customers reach out
directly
10
Pieces of content
are consumed before
a purchasing decision
is made
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Source: Zero Moment of Truth Study, Google
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Content marketing is a top priority for marketers in 2015
74
%
89
%
Of Australian marketers currently
use content marketing
Are producing more content
now, than they were a year ago
63
%
Plan to increase their content
marketing budget over the next
12 months
Source: Content Marketing in Australia 2015: Benchmarks,
Budgets, and Trends: Content Marketing Institute/ADMA
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Social media identified as key channel for content
marketing efforts
% of Australian marketers who use each content marketing tactic
Social Media Content
86%
Articles on Your Website
85%
eNewsletters
83%
In-person Events
74%
Videos
72%
Case Studies
72%
Blogs
68%
Microsites
54%
Source: Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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Content also impacts other channels
Google is King and Content is what he likes
Fresh
Content
Unique
Content
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Better
SEO
Ranking
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Facebook Instant Articles
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Delivers news articles and media in a more polished and
streamlined manner
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Direct to users' News Feeds
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Articles are filled with rich, interactive media. Loads up to 10 times
faster than standard mobile web articles
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Users can explore photos and interactive maps in articles by tilting
their phones
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They can watch auto-play videos or listen to audio captions in story
streams.
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Like, Share and comment on each photo and video within each
article
https://vimeo.com/127539718
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NATIVE ADVERTISING DEFINITION:
Paid content marketing placed in context
of an existing user’s experience that is
relevant, likeable and sharable.
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EVOLUTION OF NATIVE ADVERTISING:
Contextual
Interruptive
Targeted, bought and broadcasted
 Page real estate is limited by ad inventory
 Intrusive placement of brand messaging in the
user experience
 ‘Banner blindness’ and other ad-avoiding
behaviour is common
Contextual
Relevant
Social
Targeted and social
 Content is ‘discovered’ rather than imposed
 Content delivery is aligned with publishing style
and environment
 Mobile scale is possible
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EFFECTIVE NATIVE AD STRATEGY
CONTENT
DISTRIBUTION
Shareworthy
Targeted
Valuable
Relevant
Transparent
Integrated
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Case Study: Volvo
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Case Study: Take It From A Fish
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Thank you
Marcus Betschel
Head of Social Media
Mitchell & Partners Pty Ltd
03 9693 6334
[email protected]
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