SOCIAL MEDIA: Make it part of the plan. Marcus Betschel

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1 SOCIAL MEDIA: Make it part of the plan Marcus Betschel

2 Today Why social media is important How you can use social media How you can measure social media What about content?

3 The traditional advertising-led marketing communications model has been disrupted by the convergence of media.

4 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.

5 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).

6 The Convergence of Bought Owned Earned

7 Digital Penetration

8 Social Media Platform Growth

9 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

10 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.

11 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.

12 How could this be leveraged in your environment?

13 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?

14 Opportunity 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

15 Opportunity 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.

16 Social Media Ad Spend for the last 8 Years in Australia 99,358 54,869 3,310 13,362 15,034 25,186 31,803 39, Source: SMI CY / Jan-Dec Social Networking

17 Integration and The Consumer Journey Social media is re-energising TV. In 2013, 36M people sent 990M Tweets about TV according to Nielsen SocialGuide 44% of online Australians over the age of 16 are engaged in Social TV and growing each year. Broadcasters are now integrating hashtags and other social interactive elements into programming with the increasing popularity of second screen interactivity. 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.

18 How We Measure Social Media EXPOSURE ENGAGEMENT INFLUENCE ACTION Number of likes Number of unique visits Reach Search rank Share of online discussion Comments Shares Click throughs Repeat visits Duration Video views Subscribe to feeds Message retention Purchase consideration Recommendations Reviews Store visits Purchase

19 Social Media Tools 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. 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? SproutSocial is a well made and easy to use tool that starts with a free 30- day trial or from $59/month. Sprout focuses on engagement features as well as a strong analytics tool. Top Metrics: 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?

20 Content is reinventing the way media companies and brands do business. Content is the new currency.

21 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 Source: Zero Moment of Truth Study, Google

22 Content marketing is a top priority for marketers in % 74 % 63 % Of Australian marketers currently use content marketing Are producing more content now, than they were a year ago 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

23 Social media identified as key channel for content marketing efforts % of Australian marketers who use each content marketing tactic Social Media Content Articles on Your Website enewsletters 86% 85% 83% In-person Events Videos Case Studies Blogs 74% 72% 72% 68% Microsites 54% Source: Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

24 Content also impacts other channels Google is King and Content is what he likes Fresh Content Unique Content Better SEO Ranking

25 Facebook Instant Articles Delivers news articles and media in a more polished and streamlined manner Direct to users' News Feeds Articles are filled with rich, interactive media. Loads up to 10 times faster than standard mobile web articles Users can explore photos and interactive maps in articles by tilting their phones They can watch auto-play videos or listen to audio captions in story streams. Like, Share and comment on each photo and video within each article https://vimeo.com/

26 NATIVE ADVERTISING DEFINITION: Paid content marketing placed in context of an existing user s experience that is relevant, likeable and sharable.

27 EVOLUTION OF NATIVE ADVERTISING: Contextual Interruptive Contextual Relevant Social 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 Targeted and social Content is discovered rather than imposed Content delivery is aligned with publishing style and environment Mobile scale is possible

28 EFFECTIVE NATIVE AD STRATEGY CONTENT Shareworthy Valuable Transparent DISTRIBUTION Targeted Relevant Integrated

29 Thank you Marcus Betschel Head of Social Media Mitchell & Partners Pty Ltd

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