Social Media Management

Transcription

1 Social Media Management Successful social media marketing is about authentic interaction that inspires advocacy for your products and services, yielding trusted recommendations that are more effective than all other forms of advertising. This is true whatever the size of your business. Corporate Information Pack / 2014

2 Your SMPA Corporate Account Manager is:... Social Media PA 1A Keys Street Beaumaris VIC 3193 Australia T: +61 (0) E: contact@socialmediapa.com.au Welcome

3 INTRODUCTION With over 13 million Australian s actively using some form of social media it is now arguably the most important and cost effective way of marketing your business. So, getting the mix right is crucial. Social Media presents a platinum opportunity for business by providing the ability to directly interact with customers, their family or friends. This creates greater loyalty and buzz about your business! The truth is your competitors are already utilising Social Media, it helps improve brand exposure and allows those you wouldn t normally attract to find you. At SMPA our dedicated account managers take care of all your social media platforms, so you can focus on running your business. We create quality content, interact, monitor and review all your social media activities then provide you detailed reports so you can get an insight into how your social media marketing is working for you. While you may or may not fully understand Social Media, your customers certainly do and they will rave about or run down your business online whether you are using Social Media or not. Having an experienced Social Media PA who knows how to respond to feedback, both positive and negative, be playful, yet professional and that you can trust to deliver you solid results is paramount. A good Social Media strategy can deliver results well over traditional marketing streams at a fraction of the cost.

4 OVERVIEW OF INCLUSIONS SMPA Corporate Social Media Management offers intuitive, targeted results across all major social media platforms. Our dedicated account managers work continually with you to ensure we have a complete understanding of your business. Our aim is to engage your target market as effectively as possible and achieve the outcomes you require. All our Corporate Packages come with: Registration and account setup (if required) Strategy creation according to latest best practices Regularly create and post fresh content Content curation based on client brief Graphic/creative concept development for consideration Engage with your customer/fan base Monitor and manage conversations about your business Review and report on any specific matters Increase your online exposure Build your reputation and boost brand loyalty Generate sales leads Dedicated Social Media Manager Specific marketing advice and ideas Fixed, monthly pricing A 3 month minimum term is required.

5 SOCIAL MEDIA AND BUSINESS In the business world, relationships matter more than ever. People tune out to irrelevant or promotional messages, however, they do want to engage with companies that focus on sharing useful and relevant information. Companies that inform and engage aren t just selling they re building relationships. Companies that aren t building these relationships are loosing out to their competition. Social media is now a vital component for the success of many marketing campaigns. With highly engaging content feulling your social marketing, businesses can get closer with current customers and attain new customers all whilst improving their brand image and building awareness. THE SMPA STRATEGY 1. Develop a comprehensive social media strategy. 2. Establish a two-way communication model. 3. Retain control of content being posted on behalf of the company. 4. Set targets and measure performance. Done the right way, actioning the above has the potential to gain you: 1. Overall: Increased followership on social media sites and increased brand share across social media platforms vis-à-vis competitors. 2. Sales improvements: Sales leads generated from social media platforms; and improved conversion of leads through actively engaging with prospects, providing targeted offers via social media, and driving greater brand advocacy by providing an open platform for happy customers to voice their opinions. 3. Customer service improvements: Reduced time of responding to customers and improved customer satisfaction. 4. Efficiency improvements: A large number of customers/prospects/candidates reached at a lower cost compared to traditional advertising/communication media, marketing campaigns executed faster, and faster ability to hire.

6 INSIGHTS & ANALYTICS At SMPA, we pride ourselves on delivering data insights that can supercharge your organisation and change the way you look at digital marketing. When we work with clients, we ensure we understand what motivates and drives your business. Our insights services include: Data Strategy - Our strategies define a set of best practice data, technology and resource requirements and include a gap analysis to compare the current state to the ideal state. The roadmap strategy then prioritises recommendations to achieve key objectives. Customer Segmentation - Our Insights team plan, research and implement a segmentation strategy that will more accurately identify your consumers, allowing you to allocate your resources more appropriately across your consumer demographics. Media Attribution - Media attribution allows businesses to give a value to every single touch point leading to the purchase. From social and to paid advertising and direct site visits. Understanding how your customer purchase can lead to better marketing spend and more targeted campaigns. Media Mix Modelling - Media mix modelling allows us to predict future sales using a media model based on historical media investment data. Dashboards and Reporting - Working with a team that knows how to model and visualise your data helps you see how the data analytics is contributing to your business strategies so we can help you make smart business decisions based on solid business intelligence. Social Media Analytics - Social media analytics tools are a great way to measure the value of social engagement and align it to business objectives and marketing KPIs. Likes on Facebook are worth little if you don t what they are telling you about your social media strategy. Data Visualisation - Data visualisation is simply the creation or representation of data in a visual form. It is simply a means of getting the user to understand the information quickly and more easily.

7 THE PLATFORMS Facebook Put simply... Engage with over half the Australian population. Facebook Advertising is the most potent customer acquisition tool for business. We ll develop a solid social media strategy that will build a targeted fan base and drive traffic to your website through advertising that s based on your customers location, demographics and interests. Facebook Ads are: run on per-impression or per-click basis, which means there s no chance of blowing your budget. have powerful targeting parameters, it s easy for you to create targeted ads based on a particular location, age group, likes and interests. let you customise your ads so they target a particular group like pregnant mums to be for instance let customers provide feedback as to why they closed your ad, providing an invaluable insight into why an ad is not performing. Reporting We include detailed monthly reports so you have full transparency over your social media platforms and conversion rates. Why your brand can t afford to be without Facebook With more than 50% of Australians active on Facebook, why not be where your consumers are? A business Facebook page allows you to deliver: The smartest, most engaging content Tailored advertising and PR strategies Effective community management, Deliver social engagement that is relevant to your brand. Twitter Twitter brings people closer to the things they care about 140 characters at a time. With over 2 million active Australian tweeters its important to harness the power of this dynamic platform, to create awareness, build relationships with current customers and aquire new cusomters. Twitter is a community of people actively discussing everything from politics to food to fashion to technology. Users incorporate Twitter into their daily lives as a way to connect with their interests and discover useful information. It s a real-time conversation about what matters to each of us brands and businesses included. It s the ideal customer retention tool, as it allows you to spot unhappy customers and solve their problems quickly. Instagram In a world that has experienced a massive shift to Visual Social Media, where we communicate in pictures and images, lives Instagram and its highly engaed community. Most businesses should consider a presence on this platform. With 200 million monthly users, chances are, your target market and ideal client are on Instagram (or about to be, if it continues to grow at the rate it is). It s the ideal medium for giving customers a birds-eye view of your organisation, team, products and services. Instagram is a mobile only platform and is owned by Facebook, which means its integration with the world s largest social media platform is seamless

8 THE PLATFORMS YouTube YouTube has a range of uses and benefits for business that can complement those offered by other communication channels. Demonstrating products YouTube lets businesses show their products in action. This is particularly useful for companies with limited physical distribution channels. Creating community Businesses that have a following or are part of a community can use YouTube as a tool to share and engage with customers. Examples include specialty bicycle retailers and running shops that share produce launches, event footage, video blogs and customer footage via video. Demonstrating expertise Some business people use YouTube to build their reputation as an expert in a field. This might include uploading video tutorials or short video tips, as well as linking to other experts videos that relate to their area of interest. Showing your brand s personality YouTube is a chance to add colour and movement to your business image. For example, a coffee supplier can not only post footage of coffee tasting events and video tutorials, they can also share video footage from the point of origin of the beans and interviews with the people who choose the varieties they use. Leveraging events or promotions YouTube gives you the ability to revisit successful events by showing video footage of them to people who weren t there or who want to recall what happened. YouTube Ads YouTube ads can drive video shares, new channel subscriptions and create opportunities to communicate with your customers. Zero in on the right people based on who they are, where they re located, and what they re interested in. Pinterest Pinterest is a virtual pin board incorporated within a social network, effectively it s a digital scrapbooking platform. Individuals are able to pin or like images of items that they have interest in. Pinterest is the social platform that allows consumers to promote products and services for free. They can categorise their pins into categories that are of interest to them. Recently, companies have started to explore the benefits of Pinterest. Can you blame them? Just recently Pinterest reported having over 10 million unique visitors. In the past six months alone Pinterest has growing over 4000%. There is marketing potential with Pinterest, but it s really all in how you approach it. Just like any social networking, if you are only joining to promote rather than be beneficial to users you will only rack it up as another social media failure. You can also use it as a tool for your own market research, what colors people are drawn too and what products are being repinned. This information can create inspiration for additional product development. Two things you should know about Pinterest 1. Women Far Out-Pin Men According to the study, women make up approximately 80 percent of pinners. Additionally, women post 92 percent of all pins on the site. 2. Prime (Pinning) Time There are clear seasonal trends in the types of pins that users are sharing. Holiday-themed pins begin taking an upward spike in August, gardening pins start in December, and health and fitness trends begin moving up in the early part of the year (New Year s resolutions, anyone?).

9 THE PLATFORMS LinkedIn Reach the most affluent, influential, and educated audience on social media. In the 2013 Sales & LinkedIn Study, 84% of users say they ve generated several business opportunities from using LinkedIn. Some survey participants also noted that LinkedIn is their best source for new business. LinkedIn is the perfect social media network for B2B businesses. With a network of over 230 Million professionals, this is your social network for increasing connections and driving B2B business. Google+ Even though Google+ is a relatively new player in the social media game, it has a constantly evolving platform combined with unique features and important SEO capabilities that must not be overlooked. Google+ extends further than a social media platform in its abaility to make you seen, Google gives Google+ users priority and pushes up their ranking. Expect big things from Google+ in the future.

10 CORPORATE PACKAGE SUMMARY We manage your day to day presence across a medai mix from: Facebook Twitter LinkedIn Instagram Pinterest YouTube (Ads Only) Google+ & My Business Included in each package is: o Minimum required posts per week per platform o Included Paid Advertising** o Content curation and concept development o Cross platform Integration o Customised Reports o Dedicated Account Manager o Schedule for Pre-Post Approval o Daily Monitoring - React & Response Content When it comes to content for weekly posts, our team are experts in working with you to develop appropriate content that is not only relevant to your company, product, service or brand... but content that engages your target audience and generates interest with a long term view to building you a strong and loyal online community. We send out regular media schedules so that each client is aware and comfortable with the content that is being posted on their behalf. We welcome suggestions or directions on content which can be easily added by ing them through to your account manager. Paid Advertising Most ads run on per-impression or per-click basis, which makes better sense for your budget.they all have powerful targeting parameters, so it s easy for you to create targeted ads based on a particular location, age group, likes and interests. Before we begin an ad campaign, we will identify the best mix for your ad spend and often this is applying your weekly budget over a range of different platforms, however, it can often be dictated by who your target audience may be. **Included is $50 per week of Paid Ad Boosts, however, client may set their own budget amount based on recommendations by SMPA for optimum reach. Your Online Advantage

11 CREATIVE SERVICES In Platform Applications SMPA offer a wide range of promotions for our clients across a range of different industries. Facebook Apps and Promotions are installed on your brands Facebook page and are located underneath the Facebook timeline cover photo. They help engage users with your brand and also lead to new likes and potential sales. In platform applications can be utilised in all sorts of ways... for example... running competitions, displaying menus, store locations, promotions and event signups. Copy writing We believe good copywriting needs to really talk to people, that s the kind of copy we create. If you want your marketing to get the attention of your target market and get a response without actually saying Follow Me! or Like Us, then we can help. Graphic Design / Creative Development At SMPA, we have our own inhouse design studio to help with all your image and graphic needs. Our designers are experts when it comes to designing high impact and engaging graphics to compliment any message and make it REALLY STAND OUT! Your Online Advantage

12 CORPORATE - COST + TIMING Timing Area s Where Social Media Marketing delivers. To get the best results out of any campaign, we suggest a minimum 12 week period, however having a good social media strategy is an ongoing proposition that should be constantly reviewed and worked at. We recommend 12 weeks so we can gain strong reporting data and ensure we are getting the very best results for our clients in terms of gaining exposure, engaging a valid audience and building a strong online community. Costs Please contact us on and speak to one of our corporate account managers who can arrange a tailored quote... or contact@socialmediapa.com.au for more information. Your Online Advantage

13 With most marketing programs today, being able to position and then prove the success of your efforts is vital for not only informing business decisions and engagement strategies, but also showcasing your marketing impact. Understanding how platforms like Facebook, Twitter or Instagram are affecting what we do as brands is increasingly important as these have become the communication channels of choice for todays consumers. Have you? If not call us for a quote today. Contact Social Media Manager Social Media PA 1A Keys Street Beaumaris VIC 3193 Australia T: +61 (0) E: contact@socialmediapa.com.au socialmediapa.com.au