Social Media Content - Advantages and Disadvantages
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1 The Business of Social Media Content Copyright 2014 Michael Simonetti BSc BE MTE, &Mine Pty Ltd. Not to be reproduced, re-presented or used in any way without written consent from the author.
2 Game On Startups, New Businesses, Digital Natives Pros: Agile, Lean, Disruptive Slowly Chipping Away Examples. Mashable vs. New York Times > YouTube Channels vs. Network Television Shows > Asos vs. Myer > Spotify vs. JBHiFi > SnapChat vs. MMS > Xero vs. MYOB LinkedIN vs. Network Meetings > Freelancer.com vs. Website Developer > Outsourced Bookkeeping vs. Local > Social vs. Address Book > Any Young Business vs. Old Traditional Businesses, Digital Immigrants Pros: Experience, Stability, Success Loosing Relevancy
3 2014 Social Media is a lot less complicated than you think...
4 Flip Turns & Drill Bits Everything can be broken down into simple steps
5 1980s 3 Client Considerations
6 ? 1. Your brand cannot be chosen if it is not Considered
7 ? 2. How much time has a customer spent considering your brand Frequency
8 3. If considered, Why would your brand be Preferred over others??
9 Consumer Research Paper 1970s Consideration, Frequency, Preference 2014 This is Social Word of Mouth
10 2015 Most businesses will evolve Social Media as a key Marketing Channel if they are to survive the decade.
11 how? Q. so how do I benefit from social media?
12 Traditional MarComms
13 Opportunities Today eg. PewDiePie vs. CNN vs Nine News 260 Million 60 Million 30 Million
14 Get Involved You don t need to know how to build your car but you do have to know how to drive it*
15 4 Pillars of Business Success How To Play And Win Online
16 Growth 1. ATTRACT Insights Refine Search Social Media Marketing Direct Affiliate Measure AGILE LEARNING AND ITERATION OF 1,2,3 & 4 REACH > USERS > PRODUCTS > SERVICES > BRAND > AWARENESS 4. AMPLIFY 2. ENGAGE Location Advocates Age APIs EDM CRM CMS SDK DB ABI History Members Gender 3. GOALS > FUNNELS > MV TESTING > PROFILING > CONVERSIONS > SALES CONVERT DIGITAL ECOSYSTEM > PLATFORMS > OWNED CHANNELS > CONSIDERATIONS
17 The Good News sweet spot Traditional Service and Marketing Integrated Social Media Best Practice
18 Best Practice Content Strategy Tone of Voice Content Posting Review Adjust Best Process
19 Content Strategy Tone of Voice Content Posting Review Adjust 1. Business Strategy Quality over Quantity Create Advocates not Followers Don t target the entire WWW
20 Top 5 Platforms Communities of Billions Becoming Tighter Networks...
21 Contextual Search vs. Google : Pizza in Sydney Know & Trust vs. You Do The Work
22 Insights & Ideas You Get Word of Mouth & Direct Connections Focus - On Topic Thought Leadership Mix in Campaigns, Advertising, Offers Video - Yes - 80%+ online is spent streaming video Macro Approach; Go Viral (easier said than done) Micro Approach, Many Small, Smart Posts (getting tone of voice correct, constant wins)
23 Content Strategy Tone of Voice Content Posting Review Adjust 2. Your Style Your Brand Character Will Suit Specific Platforms
24 Clients; Active Highly Active Tone of Voice
25 Social Media Cheat Sheet For Businesses Users Facebook has over 1 Billion Active Monthly Users. Growing older age groups Declining youngest demographics - esp. under 18s Google+ has 540 Million users Note: Nearly 1 Million searches per minute on Google. (not G+... yet) Around 70% Male, 30 Female, 37% above 35 years old 500 Million, 320 New accounts per Minute 340 Million tweets per day. Twitter users - 38% above 35 years old Pros Very easy mutual messaging once you've grown your network. Transparency of networks updates therefore great reach Great for ramping up small business with world-class analytics & ads Integrating with Google's other services eg. Google Search, YouTube. Easy connectivity with large arrange of Google Bloggers & Groups Free and good opportunists now while the platform is growing Being able to talk to anyone Easy to have or follow discussions on any topic Breaks the news, and you can be ahead of any topic Cons Difficult to keep the personal and business content separate Tons of platform updates and rules which constrain marketing Increase Radian6 in suggested marketing and paid posts - $$$ Complexity of how G+ does and will mix with other Google Tools Major functional Lithium changes expected as the platform - develops $$$ Low audience compared with Facebook They may not talk back! Fast moving and difficult to connect with relevant people / content Lots of unique content required for great wins 500 Million Registrations* (5 Million AU) New accounts per minute Note: 175 Million Active per month LinkedIn Users - 50% above 35 years old. Biggest business networking in the world, tight networking rules Great for personal branding and social proof (online resume) Easy networking and connecting with relevant people, groups, industries. Premium accounts needed for better access Lots of spam content and non-relevant lead generation by 3rd parties Lots of hurdles to connect with people unlike other platforms. More than 1 billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube YouTube users 35% above 35 years old Video is highly engaging if done right One of the most shared content platforms (with images) VideoSEO huge opportunities; inc. Page 1 results on Google Lots of junk - 30% of videos account for 99% of views on the site Cost Barriers - price, time, resources to produce relevant content Concept Barriers - unique and engaging concepts are hard to create 48.7 Million users (Lots of Housewives with High Annual Income) 83% of the global users were women (2012) Pinterest has 2.5 Billion Page Views Monthly Pinterest buyers spend more money, more often, on more items than any of the other top 5 social media sites. Highly Visual and simple platform to browse, 80% repins (sharing) Need highly visual and unique content to make an impact Not applicable to many businesses Narrow demographics must be aligned to your business goals 100 Million Active Users (monthly) upload 40 Million photos per day Only 41% of users above 30 years old, 8% above 50 years old Instagramers predominately use broken or poor language Allows personal insight to people and brands Clear and transparent contact, easy to grow and connect your network Great for visual consumer brands Need highly visual and unique content to make an impact Not applicable to many businesses Very poor censorship SnapChat - 26 Million Monthly Active Users 26% of year olds use the service, 9% of all smart-phones have SnapChat Upload 150 Million Photos per day (More than Facebook) Exclusivity of sent messages with growing feature set. Unexpectedness and surprise, like MMS but free to message network Direct Marketing Tool with analytics Need highly visual and unique content to make an impact No censorship (but less people using it to be naughty!) Need great offers and content to maintain membership google "andmine"
26 Content Strategy Tone of Voice Content Posting Review Adjust 3. Publishing The Hurdle; Engaging Content Style, Frequency & Resourcing
27 5 Pro Tips (i) Use Attention Grabbing, Contrasting Images and Video in Posts for eg. Black Backgrounds and Infographics (ii) Using a. at the start of to send to all your followers. (iii) Use VideoSEO, eg. &Mine s VideoSEO strategy using 100 Micro clips (30 secs) received 437,000 Views in 4 months. (iv) $5 Advertising Tickers (Free Offers) (v) Influencers - Start a business network or question forum on LinkedIN (and/or) connect digital advocates (freebies or shared articles)
28 I want to Direct Not Drive
29 Content Strategy Tone of Voice Content Posting Review Adjust Resourcing Your Agency Your Team Contract Role CEO / CMO
30 Software Shortcuts - Free HootSuite - $ Radian6 - $$$ Lithium - $$$
31 Content Strategy Tone of Voice Content Posting Review Adjust 4. Results Monthly Statistical Monitoring, Insights and Conversion Goals
32
33 Cost vs. Reward Entry Level is Time or Thousands $ per Month
34 Social Action Conversion Goals Sale
35 Conversion Goals. Adapt and change quickly to meet real-world conversions (not likes)
36 Examples
37 Selling to Consumers eg. QV, OneShift Brands vs. Businesses Selling to Clients eg. Vendor Advocacy, &Mine
38 Brand Loyalty 30k Loyal Following Found
39 New Needs 200k Loyal Following Created
40 Simple Referrals Simple Social Proof Converts Into > Leads
41 Build Trust Playing the Long Game - Lead Source
42 Top 3 Tips
43 1. Get Involved Don t let digital natives chip away at your business, staff and media.
44 2. Grow Conversions Connect with Real People using Real Content. (Likes = Customers)
45 3. Be Agile Adapt your strategy to unlock your new owned marketing channel.
46 Questions?
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BusinessOnline360.com Dominating Social Media Marketing 1
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