Using social media to market your services

Andrew Cavallaro Digital Strategist Australian Business Consulting & Solutions p. 02 9458 7915 e. andrew.cavallaro@australianbusiness.com.au w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing

Overview Setting the scene Getting started Know your audience Social media strategy The big players Tips & tricks Analytics

SETTING THE SCENE

Changes affecting you Reduction of regulatory red tape Provision of faster access to services More choices for people to stay at home longer More decision making power for consumers agedcare.health.gov.au

Why online is important 92% of Australians use the internet 46% go online more than once a day 70% go online with a mobile phone 50% go online with a tablet device 9.1 million Australians made a purchase online acma.gov.au: 2014

Last month in Australia 15 million Facebook active users 5 million Instagram active users 2.8 million Twitter active users 2 million Snapchat active users 14.5 million YouTube video views SocialMediaNews.com.au: 2016

For millennials only? SocialMediaNews.com.au: 2015

The internet has changed how we buy & consume goods

GETTING STARTED

What is social media? Interaction amongst like-minded users online Content: create, share, engage Part of the overall marketing mix Requires its own unique communication style Brands and businesses need to be engaging and resonate with their fans

You re familiar with these, right?

What about these?

And these?

The digital world changes quick!

KNOW YOUR AUDIENCE

Buyer personas

Who are you targeting?

The average consumer sees 3,500 marketing messages each day. 99% is ignored. Guardian Research

SOCIAL MEDIA STRATEGY

Strategic plan Who are we hoping to engage? Why will they join? How will we engage them? What is our social media purpose? What are our content pillars? What are our content themes? What is our unique tone of voice? What is our personality/character on social media? What are we FOR and what are we AGAINST? What are our rules of engagement?

Action steps Set targets and objectives Identify channels Agree frequency Allocate resources Plan on a page

Communicating on social media Targeted communications: inspire, inform, engage and convert Create an emotional pull Tone of voice: project your brand personality

THE BIG PLAYERS

Online advertising Brands and businesses in Australia spend more advertising dollars online, than in any other channel 45% of all adspend in Australia is spent online almost $6 billion annually 56% of large sized Australian businesses and 32% of medium sizes Australian businesses have a social media presence Just over a third of these advertise on social media

Social media marketing

LinkedIn Launched in 2003 Bought by Microsoft in 2016 for USD $26.2 billion Over 106 million monthly active users

LinkedIn Sponsored Content Sponsored InMail Dynamic Ads Text Ads

YouTube Launched in 2005 Bought by Google in 2006 for USD $1.65 billion Over 3 billion searches per month 2 nd largest search engine in the world (after Google) In 2015 YouTube launched 360-degree videos

The Good Life

YouTube Display Ads In-Video Ads Pre-Roll Video Ads

Facebook Founded in 2004; Mass launched in 2006 Worth USD $350 billion Over 1.8 billion monthly active users The most popular social networking site in the world (by number of active users) In 2016 Facebook launched Facebook Live and 360- degree photo

Bupa

Facebook Page Post Engagement Page Likes Clicks To Website Website Conversions App Installs App Engagement Event Responses Offer Claims Video Views Local Awareness Slideshows Carousel Adverts Dynamic Ads Lead Ads

Twitter Launched in 2006 Over 310 million monthly active users Growth declined in 2015 In 2016 Twitter changed its character limit no longer counts links and images

Twitter Followers Campaign CPA Website Card CPC App Card CPD Promoted Tweets CPE Video Views CPV Leads Campaign CPL

Instagram Launched in 2010 Bought by Facebook in 2012 for USD $1 billion Over 500 million monthly active users 90% of Instagram users are younger than 35 In 2015 Instagram launched Boomerang, and in 2016 Instagram Stories was launched

Instagram

Melanoma Patients Australia

https://youtu.be/agl3pz_98xq

Instagram Photo Ads Video Ads Carousel Ads

Snapchat Launched in 2011 Over 150 million daily active users 73% of current Snapchat users are Millennials By 2018 the 35-44 year olds will be on Snapchat, and the over 55s will be starting to join

Snapchat Snap Ads Sponsored Geofilters Sponsored Lenses

Pinterest Launched in 2010 Over 150 million monthly active users 85% of Pinterest users are female Advertising options coming soon

Google + Launched in 2011; Several redesigns since Over 111 million monthly active users 60% of Google+ users are male

Google My Business

Periscope Launched in 2015; Owned by Twitter 10 million + accounts In 2016 Periscope launched GoPro live streaming

TIPS & TRICKS

Content Use hashtags to increase content presence and reach new audiences Encourage user generated content people trust people, not brands

Designed posts Use online tools like Canva to create professional looking cover images and designs posts Source high quality images from Shutterstock Use the Facebook Image Text Check (facebook.com/ads/tools/text_overlay) to check whether your post images pass the 80/20 rule

When to post

Facebook newsfeed rankings

Social media tools

ANALYTICS

Analytics

Reporting Fans/followers Reach Engagement (incl. including engagement rate) Customer response Trends & content learnings

Analyse & perfect

NEXT STEPS

Additional Resources MarketingSuccess.com.au Offer: 2 hour consultation ($450 + GST)