Social media 101. Fuse Social Media Content Development Brand Experience

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1 Social media 101 Fuse Social Media Content Development Brand Experience OMD Building, 33 College Hill, Auckland 1011, New Zealand E: P: W:

2 About Genevieve Lyttle

3 Social Media 101 Section 1.0 Section 2.0 Section 3.0 Section 4.0 Section 5.0 Section 6.0 Section 7.0 Section 8.0 Section 9.0 Global Social Media Social Media Strategy Social Media in Education Knowing the negative: How to deal with negative feedback Points on Posting Timing & regularities Best practices across industries Social Media on a budget Top Tips Questions

4 Section 1.0 Global Social Media The who and the where of Social Media

5 Top 10 Ranked by active number of users Section 1.0 Facebook QZone LinkedIn Google + Instagram China * 300

6 Section 1.0 Baidu Tieba China Twitter Snapchat Sina Weibo VK China Russia, Ukraine, Belarus, Kazakhstan

7 Social messaging services Section 1.0 China

8 Section 1.0 ENGAGEMENT INTERACTION SHARE

9 Section 1.0

10 Section 1.0 Used in 200 countries and territories Average spend of 17 minutes monthly per user 40 percent of users check daily Over 39 Million students and recent grads

11 Section ,000 active Twitter users in New Zealand Twitter users are 3 times more likely to follow brands than Facebook users 288 million active users worldwide 53% of Twitter users never post any updates. This means half your customers may not be tweeting or retweeting but they are watching, reading, and clicking 30 of the Interbrand Top 100 Brands currently operate a dedicated customer service Twitter feed

12 Section 1.0 Instagram users are: 59% of the world s top brands are present on in Captions Receive 56% More Engagement 58 times more likely to like, comment, or share a brand s post than Facebook users & 120 times more likely than Twitter users

13 Section Hrs of video uploaded to YouTube per minute This means there is almost 8 years of content uploaded to Facebook everyday 55% Of 16-24s watch online videos daily 40% watch online videos several times a day YouTube is localized in 75 countries and available in 61 languages Top YouTube creators were found to be more popular than mainstream celebrities among U.S. teenagers (Variety U.S)

14 Section % of Snapchat users are under 25 Globally, around 400 million snaps are now sent via the app each day Brands in NZ using Snapchat Snapchat is the fastest growing app so far in 2015! 77% Of college students use SnapChat daily

15 Section 1.0

16 Section 1.0

17 Study in New Zealand Section 1.0

18 Study in New Zealand Section 1.0

19 Study in New Zealand Section 1.0

20 Study in New Zealand Section 1.0

21 Section 1.0 TASK 1.0 In groups of 3, select any of the above channels (except for Facebook) and discuss the content which you are creating for this channel and why. Each team member should discuss a different channel if possible, and take short notes on the - Type of content - The success of this content so far - What you think you can do better on this channel

22 Section 2.0 Social Strategy The following pages look at the objectives, requirements and measurement tools used to create success in your chosen channels.

23 Section 2.0 Understand the Culture You need to analyse and understand the culture of your target audience. Every customer segment has its own culture identify this. In order to develop an efficient social media presence, you have to analyse the deep - seated motivations, fears, concerns and hopes of the customer segments you are targeting.

24 Section 2.0 Find the platform Just because a social media platform like Facebook is king, does not necessarily mean it is the right platform for your customer group or all of/most of your content. Based on the understanding of your customers cultural identity, you can determine the places where they hang out and are willing to engage in meaningful ways.

25 Section 2.0 Evaluate Constantly evaluate the ways the ways you are reaching out globally. You need to engage with statistics and up to the minute information allowing you to shift your focus when you need to.

26 Facebook Section 2.0 Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Promote upcoming events Engage with influencers

27 Facebook Section 2.0 You ll need to Set up sponsored posts and ads Set up Facebook tabs that sync to your marketing automation platform Key Metrics X number of posts per day Page follows Likes Engagement and comments Referring traffic Shares Lead generation/new customers

28 Facebook tab Section 2.0

29 LinkedIn Section 2.0 Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Promote upcoming events Engage with influencers

30 LinkedIn Section 2.0 You ll need to Create and join relevant groups Encourage employee participation Monitor and participate in Q&A Set up sponsored posts and ads Key Metrics X number of posts per day Page follows Comments, likes, and shares Group participation Referring traffic Lead generation/new customers

31 Instagram & Snapchat Section 2.0 Objectives Brand awareness Engagement with visual assets Showcase products Showcase company culture Showcase marketing events Link back to website, blog, and other content assets

32 Instagram & Snapchat Section 2.0 Action Items Determine ownership of photo sites Decide on general branding guidelines for photos Encourage employees to participate and share their own photos Key Metrics Referral traffic Shares and comments View of photos Page rankings on key terms from photo sharing sites

33 Twitter Objectives Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Communicate issues from social media to support team and ensure follow-up Listen and respond to relevant conversations Build reputation Section 2.0

34 Twitter Section 2.0 You ll need to Utilize promoted tweets Key Metrics X number of posts Followers Mentions Retweets Number of lists Hashtag usage Influence of Twitter followers Lead generation or customer acquisition Referring traffic Favorited tweets

35 YouTube Section 2.0 Objectives Brand awareness and engagement Viral sharing Showcase company culture Post product videos and demos Create a video series to share You ll need to Determine ownership of video execution Choose a production agency Determine distribution channels Create social strategy for promotion Get customers, partners, and influencers involved in video creation

36 YouTube Section 2.0 Key Metrics Views Shares Referral traffic Pages ranking on key terms from YouTube

37 Section 2.0 Goals how social media will help you reach them Schedule how often you ll post and when Audience demographics who you re trying to reach, including age, location, gender, interests Targets influencers you want to notice you, including individuals and publications Voice the tone you ll use to share your message Tools what tools you ll need to succeed both paid and free Competition what they do well online that you might want to mimic Outreach how you ll let your community know about your channels

38 Section 2.0 TASK 2.0 In groups of 3, create a mini Social strategy. This should include content ideas for channels which you think best suit your message and audience. You should discuss 1. The content you will be publishing 2. How you intend to push content 3. How you will evaluate the success of this

39 Section 2.0 Education establishments embracing social Let s take a look at content in action on social in the case of education

40 Section 3.0

41 Section 3.0

42 Section 3.0

43 Section 3.0

44 Section 3.0

45 Setting up Social Section 4.0

46 Top Tips for setting up you Social Media accounts Section Create your artwork and get it all measured up to suit your channel. For example, a logo image that fits onto your Facebook profile image will not fit into your Instagram profile image. 2. Define your audience and your target. Finding out where the buzz is on Social Media and if your content will fit with this type of buzz is important. Don t create a YouTube channel if you have never had or intend to have video content to share with your audiences there s nothing worse than a stale Social Media Channel. 3. Optimise your URL! Most channels allow you to optimise your web address but be careful, in the case of Facebook you are only permitted to do this once so select a web address that s relevant.

47 Section 5.0. Knowing the negative: How to deal with negative feedback

48 Section 5.0 Respond It s vitally important that the complaints and issues your fans post on your Social Media channels are addressed. Inactivity on your part will appear as though you re trying to ignore the issue. Being unresponsive does nothing more than incite more anger and increase the chance the user will come back with even more angry wall posts, tweets or comments. Not responding ensures your community sees you are unconcerned with support, this will be detrimental to your reputation. A response that illustrates respect and understanding for customers concerns will indicate your intention to rectify any problems.

49 Section 5.0

50 Section 5.0 Don t play the blame game In dealing with upset customers, just like in all areas of customer care - you must remember that you are closer to your industry, products and services than they are. What may seem like basic, common knowledge to you is often foreign to the end user. Place yourself in your customer s shoes. It may not be your company s fault that the customer is upset. Whether or not the fault lies on your end, a simple apology will go a long way in keeping the customer s business. Instead of trying to figure out where the blame lies, turn upset fans into loyal customers by making their experience better.

51 Section 5.0

52 Section 5.0 Communicate Privately Sometimes you or the customer will want to move a personal discussion away from the public to a more private, 1:1 environment. Carrying out an entire exchange in public is not ideal. Here are some other options a. Redirect the conversation. Point your fans to a tab or application that is separate from your social feed. You can also share your phone number or a Twitter account with your fans if you re better equipped to answer them there. b. Request an . Respond publicly to a post/comment from your brand account, asking the customer to send a followup message to a particular address and pledging a prompt, personal review and response.

53 Section 5.0

54 Points on Posting Timing & regularities Section 6.0

55 Section 6.0 Informative Vs Annoying Good content can be found in a multitude of places, and once you find it all, the next question you may ask yourself is how often you can share. You want to be informative, finding the balance between informative and annoying is a challenge. As a general rule, Socialbakers found that posting once per week on Facebook was so low as to lose connection with your audience and posting more than twice per day was crossing the line into annoying.

56 Section 6.0 Informative Vs Annoying Sadly there are no exact formula for everyone. Predict Take a look at your competitors and see what they are doing on each channel. Mimic this. Measure Find out how successful your posts were and at what times. Repeat If something is wrong, amend it and start the cycle again.

57 Section 6.0 Facebook Quicksprout insights show the best days for posting on Facebook are Thursday and Friday. M T W T F S S

58 Section 6.0 Facebook 1pm is reported as being the best time to get the most shares, the best time to receive clicks and broader suggestion time of anywhere between 9am to 7pm.

59 Section 6.0 Twitter B2B twitter posting times are said to be more successful from Monday to Friday whilst B2C twitter posting times are said to be more successful from Wednesday to Sunday. B2B M T W T F S S B2C

60 Section 6.0 Twitter 12pm and 6pm sees the highest CTR and 5pm has the highest retweet count.

61 Section 6.0 Instagram TrackMaven studied Instagram interaction habits on posts made by Fortune 500 companies and found that it didn't exactly matter what time the posts were on Instagram -- users interacted regardless of the time they were posted. Choosing specific times to post didn't make much of a difference in interaction results.

62 Section 6.0 Top Tips Mornings, 7am - 9am: Morning hours are a good time to post, because everyone is just waking up. Most people can't resist checking their phones to see what they missed while they were asleep. Midday, 11am - 2pm: Around the lunch hour is when people get a break to do what they want, and that often includes checking social media. Evenings, 5pm - 7pm: After school and work, people get the chance to relax. People may start checking their phones while they sit in transit or in front of the TV just before dinnertime.

63 Social media on a budget Section 7.0

64 Section 7.0 Invest in Tools Buffer is the easiest way to save time on social media. Simplify your social routine by scheduling posts on all of your social media networks. Hootsuite's social media analytics give you an in-depth view of how well your social media efforts are being received, so you can run with what's working or change directions. Sprout Social is a social media management system (SMMS) with functionality for multiple person teams and a focus on engagement, publishing and analytics.

65 Section 7.0 Target and refine Targeting is about really reaching out to your audience and refining that pool. These days it s amazing what target advertising can do, you can target people in college who graduate in a specific year, in a specific geographic area. Test & review

66 Section 7.0 Make use of free engagement 1.Join Groups 2.Contribute 3.Ask questions 4.Answer questions 5.Join Forums 6.Build a community 7.Never stop creating content

67 Free information socialmediarush.com designtaxi.com socialmediaexaminer.com postplanner.com socialmouths.com canva.com

68 Reuse content Section 7.0

69 Section 7.0 Tips for a successful budget in 2015 Set measurable goals that support your business strategy. Focus on networks you re already established on. Be flexible, review the numbers to see what s working, and what s not.

70 Top Tips Section 8.0

71 Section 8.0 Keep it Social Sometimes brands and businesses struggle to find the right tone of voice for Social. This is understandable after all, you are stepping outside your comfort zone and learning how to interact with your customers in a street that is very much two way. Don t let this intimidate you. Take the bad with the good, you will get trolls and spam and this is to be expected. Don t let this stop you from interacting and getting social with your audience.

72 Section 8.0 Create a content calendar Creating a content calendar will keep you organised, forbid you from both risking under activity and from over sharing. It s vitally important to stay in the loop and maintain social relationships, posting too often, whether it s photos, status updates or frequent Tweets, can turn off your audience. They ll stop listening and you will become spam that falls on deaf ears.

73 Section 8.0

74 Sometimes being able to publish every whim that scans across your brain is the best thing in the world. Sometimes, it can become a real problem. The killer is this: when it is a problem, you re usually the last to know and the damage is done. Mitch Joel Section 8.0

75 Section 8.0 Always respond Respond to the good and the bad. Positive feedback is great and when you receive this through social it s time to boast. Negative feedback is less exciting but it is a part of the Social Marketing sphere and one which you need to address, regardless of your industry.

76 Section 8.0 Where to go from here 1. Evaluate your current activity 2. Make a reasonable plan for change 3. Create a content calendar and make use of free tools 4. Evaluate your progress make changes where necessary 5. Never stop creating content

77 #QUESTION? Section 9.0

78 Section 9.0

79 Thank you

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