PIER TO PEER. Social media and seafood WORKSHOP. Conducted by Ben Hale

Transcription

1 PIER TO PEER Social media and seafood WORKSHOP Conducted by Ben Hale

2 WHAT IS SOCIAL MEDIA? Platforms that let us share things with each other. It s always been here, but back then it was known as building relationships or great customer service.

3 WHAT IS IT GOOD FOR? Create a direct line between you, customers and the rest of the world. Bypass the expensive ways of marketing Discovering and sharing interesting relevant content Better customer service Support and extend any marketing or media

4 WHAT SOCIAL CAN T DO Be your only marketing method Deliver quick success Succeed with half an effort Promise a following Hide who you really are Save you!

5 THE MAIN PLATFORMS Each has its purpose, but you don t need them all. Best to pick one and get to know it well.

6 FACEBOOK The 800 pound gorilla. 12,000,000 Australians have accounts. 23% check more than 5 times a day If you only do one thing Contains all the tools to showcase your business, connect with others and advertise. Check-ins for bricks and mortar businesses Billion Users

7 TWITTER Unless you re a celebrity, use Twitter to listen more than spruik. Not a standalone platform. Follow the influential people in your industry, publications, journalists, peak bodies other companies - look for lists. Real time - great for links something you can say in a sentence. Longer formats need a home. 500 Million total users. 288 million monthly active.

8 LINKED IN Used to be just a bunch of resumes. Now focus is on content, but ultimately personal branding. alerts and other notifications allow your posts here to achieve great cut through. Best for B2B and thought leadership. Can buy ads and other ways of connecting. 238 Million Users

9 GOOGLE PLUS Great for visibility across web and search. Pulls in content like reviews from elsewhere, so if you re a bricks and mortar shopfront - watch closely. Replicates a lot of functionality of Facebook plus some nifty things like hangouts and circles. 70% male audience, but changing. Sleeping giant - early mover advantage if you re active now. No harm in setting up and checking occasionally - stake your claim. 500 Million Users

10 PINTEREST More than 69% of users are female. Only 6% have connected their Facebook accounts. Food is the top category with 57% discussing food related subjects. 70 Million Users

11 INSTAGRAM More than 5,000,000 photos uploaded every day 1,000 comments a second Facebook paid $1B for it - expect greater integration with Facebook in future. 5,000,000 videos shared within 24hr of launch 130 Million Users

12 THE DIGITAL ECOSYSTEM How does it all fit together? Website is mission control. Everything should lead back to here. It is the home of all content. Facebook - where fans can interact and discuss all things MW. Run by page admins but Mark pops in occasionally. New content posted to the website is always announced on FB, some tweets and some exclusive FB content also posted. Twitter is where Mark would interact most with his global audience. The real Mark - keeping it authentic and straight from him. Mark should tweet as much or as little as he likes about all that inspires, amuses or interests him, but also can choose to tweet or retweet content and links from monthly or weekly content suggestions created specifically for him. These, can then be scheduled to roll out over time. Tweets should also go out when there s new content on FB to help grow global FB presence. AussieGrit YouTube Channel Videos posted here and embedded into the MW site. Video should then be also be posted Facebook and link (to FB page) then tweeted by Mark. Good video = great reach. Other platforms (Instagram, Pinterest, Google +, LinkedIn and others have their place, but it s important not to spread too thin - as managing all can be time consuming. When new content is posted Mark or an authorised admin tweets the link with a short comment.

13 SETTING UP Invest in images. You ll need them anyway. What will you call home? - website, Facebook page, blogging platform, wordpress G+ - doesn t matter which, but you need somewhere to keep your content. Go with FB if you don t know. Don t forget the most powerful social tool is already in front of you - your existing customers - send them s to practise. Use Mailchimp or another manager for this.

14 SETTING UP (CONT) Don t be afraid to start - it s easier than you think. Fill in everything you can at the time, you can always go back and add more later. Once set up, start following everyone you know in your supply chain/industry. Don t encourage friends to like your page unless they do business with you. Make sure you know the difference between a brand page and a personal page. Get everyone involved and bake social into everything.

15 LET S DO IT. Set up alerts. Set up a brand page on Facebook. Start building followers. Create a campaign on Facebook - Likes, posts, external links

16 TIME SAVING HINTS Use alerts and searches, hashtags. Use a 3rd party app to manage such as Tweetdeck/Hootsuite. Turn it off while you re working. Binge compose and schedule out. During business hours, only use FB as your brand page. Less distracting. More focussed. Bookmark each admin page. Create your content then copy paste URL with custom comment.

17 HOW TO RUN A PAID CAMPAIGN ON FACEBOOK Campaign total budget. $100 per month. Grow Send Give your Branding Likes traffic to posts reach sorry - try your (why are harder. Be website you useful. Call us posting?) Go niche. Go specific. Create, iterate, analyse, repeat.

18 Give staff admin (content) access and share the load Follow your supply chain all the way to the consumer and connect with everyone you can find along the way. Time your posts. Not when inspiration strikes, but when people are on. Think in images Don t try to be popular, try to be useful. Keep your opinions for your personal accounts. Create once, share many - put effort into your content, then use little effort to publicise it. Why are you posting this? Can you do more online? What do people who don t know your business find interesting about it?

19 Here are the 10 major benefits to going platform-native:! 1. Social media budgets become more manageable. Your organisation will no longer leak dollars with a half-hearted attempt to be, and post everywhere.! 2. Brands and businesses will gain a more authentic voice. It s difficult to develop a genuine, humanized voice on every platform. Attention to a single network will help brands cultivate a more persuasive personality.! 3. Become more efficient. Many companies on social media see a great deal of success on one platform, but still grind away at others. Why not focus resources on where your engagement is deepest?! 4. Improve your chances at earned media and viral success. These grow out of a deep understanding of a social network s idiosyncrasies, not by throwing everything at the wall to see what sticks.! 5. Develop a knack for avoiding social media gaffes and bloopers. Many of the social media foot-in-mouth moments of recent years grow out of a lack of comprehension for what makes each network tick.! 6. Users have developed sophisticated network-specific cultures. They can spot a poser from a mile a way.! 7. Creative freedom: This may sound counter-intuitive, since choosing to focus energies on a single platform would seem to close off options. But focus actually opens up opportunities. Ideas come more easily once a single primary platform is chosen.! 8. Avoid top-down strategies that try to fit round pegs into square holes. Ideas for posts and campaigns will be driven by a more bottom-up thought process. And not by the nebulous question, What s our social media strategy?! 9. Drive better recruiting and contracting decisions. If a single platform is prioritised, the search for social media talent becomes clearer. Different kinds of expertise are required for each network.! 10. Finally, a deliberate platform-centric approach allows for more straightforward testing and tracking of results. If one platform focus doesn t work, another emphasis can be tried. But data will be cleaner and priorities will be easier to rearrange. 10 REASONS To go platform native.