UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
Friday gpt social mediapresentation
1. GPT Social Media Presentation 2013
Social Media Workshop
GPT 2013
Monday, 1 July 2013
2. GPT Social Media Presentation 2013
What you will learn today (tactical)
‣ What people and communities want from their social visits
‣ What experience social media fans expect from brands
‣ An understanding of current social trends
‣ Popular and emerging platforms and how they work
Monday, 1 July 2013
3. GPT Social Media Presentation 2013
What you will learn today (content)
‣ What is content?
‣ How is content consumed?
‣ Content creation
‣ Time-saving tips
‣ Inspiration
‣ Content strategy
‣ Calendars
Monday, 1 July 2013
4. GPT Social Media Presentation 2013
What you will learn today
(advertising, apps and competitions)
‣ How does advertising work across each platform
‣ Facebook focus: sponsored stories, offers, promoted posts
‣ Sandbox, creating advertisements
Monday, 1 July 2013
5. GPT Social Media Presentation 2013
What you will learn today
(monitoring, measurement and ROI)
‣ What does success look like?
‣ Defining realistic and tangible goals
‣ Outlining the different measurement options available
‣ What are the available tools?
Monday, 1 July 2013
6. GPT Social Media Presentation 2013
How will we learn today?
‣ Video
‣ Social Apprentice
‣ Measurement & ROI tools
‣ Monitoring tools
Monday, 1 July 2013
8. GPT Social Media Presentation 2013
At the end of the day, you’re not
really welcome.
‣ 90% of people primarily use social media to catch
up with family and friends
‣ Only 26% use social media to engage with brands
Monday, 1 July 2013
9. GPT Social Media Presentation 2013
Why do people follow brands on social media?
Monday, 1 July 2013
10. GPT Social Media Presentation 2013
‣
66% of people who
follow businesses on
social media follow
for discounts
Why do people follow brands on social media?
‣ 56% for giveaways
‣ 49% product info
‣ 48% tips and advice
‣ 35% company info
‣ 34% feedback forums
‣ 32% industry info
‣ 38% invitations (and decreasing)
Monday, 1 July 2013
11. GPT Social Media Presentation 2013
‣
10% of people are seeing your content
‣ Often the same people over and over again
‣
Interestingly, new content rises to the top
of Facebook
‣
Adding a paid boost sees this go a lot further
Monday, 1 July 2013
12. GPT Social Media Presentation 2013
Facebook and brands
‣
40% of brands/businesses
followed on Facebook are
fashion-related
Monday, 1 July 2013
13. GPT Social Media Presentation 2013
‣ Like Google, Facebook uses a complex, secret algorithm
to work out which content it promotes
‣ Facebook’s algorithm promotes certain types of content
based on three metrics:
‣ weight
‣ affinity
‣ recency
‣ = edge rank
Monday, 1 July 2013
14. GPT Social Media Presentation 2013
Put simply:
The content that you see on Facebook
belongs to the people and brands you
engage with the most.
Monday, 1 July 2013
15. GPT Social Media Presentation 2013
‣ 7% of brands/businesses
followed on Twitter are
fashion-related with
Sporting clubs and
professionals being
the most followed
Twitter
‣ Users are after fast news and fast
conversations
‣ Follow back is the most effective method
of growth for non-influencers.
‣ Replying is the best method of starting a
conversation
‣ Joining conversations on trending topics is
an effective way of growth
‣ Offers work well on Twitter, short and
highly shareable
Monday, 1 July 2013
16. GPT Social Media Presentation 2013
‣
Personal-life
curation
Pinterest
‣ Users are after aspirational and
inspirational content
‣ Sharing is very high with 80 percent of
new pins being re-pins
‣ Themed collections and boards do well.
Quality of images and videos traditionally
higher than Facebook
Monday, 1 July 2013
17. GPT Social Media Presentation 2013
‣
Visual content is
viewed 70% more
than written content
Pinterest
‣ Follow works really well and brands
would do well to flatter pinners with
a follow
‣ Content leads users to specific sites
making Pinterest one of the top 3
referral sites on the web
Monday, 1 July 2013
18. GPT Social Media Presentation 2013
‣ Witchery's Instagram
account is now the
source of 25% of
Witchery's sales
Instagram
‣ Sharing is limited. Possible to tweet
to a twitter account, or display on
Facebook page providing Facebook
page has Instagram tab installed
‣ Engagement is confined to likes and
comments from within the app
Monday, 1 July 2013
19. GPT Social Media Presentation 2013
‣ Popular Instagram tags:
‣ #love, #instagood, #me,
#cute, #tbt, #eyes,
#statigram,
#throwbackthursday,
#photooftheday
Instagram
‣ Content that works well on
Instagram:
‣ Close up of faces (wide shots of
people are too small for detail)
‣ Fashion
‣ Quotes and word art
‣ And yes, pictures of your food:
#food, #foodporn, #yum,
#instafood, #yummy, #foodie.
Monday, 1 July 2013
20. GPT Social Media Presentation 2013
‣ It’s possible to reach
people who are outside
of your circles and
followers by pushing
a post ‘public’
Google Plus
‣ Similar to Facebook, but more
about discovering new connections
with similar interests and sharing
content of value than Facebook,
which is more focused on existing
relationships
Monday, 1 July 2013
21. GPT Social Media Presentation 2013
‣ 4 million Australians use
LinkedIn.
That’s 4 out of 5
professionals in
Australia
LinkedIn
‣ Increasingly targeted advertising
useful for assets with professional
demographics
‣ Effective to advertise an offer to a
large business in the area
Monday, 1 July 2013
22. GPT Social Media Presentation 2013
‣ YouTube is a great home
for your videos before
posting Youtube link to
Facebook and Twitter
YouTube
‣ Highly shareable
‣ Added bonus is impact on SEO
and search engines
‣ HD performs better
‣ If you have the tools, add a call to
action at the end
‣ If you are uploading an ad, or
scripted piece of content include
the script in the description
‣ Lots of video is good
Monday, 1 July 2013
24. GPT Social Media Presentation 2013
‣ More people logging on during work day with increase
of smartphone access
‣ Heaviest loads first thing in the morning, after work,
and just before bed
Monday, 1 July 2013
26. GPT Social Media Presentation 2013
What platforms do people use?
Monday, 1 July 2013
27. GPT Social Media Presentation 2013
‣
Vine:
Six seconds of video
and audio bites
Emerging platforms worth knowing about
‣ Integrated tightly with Twitter
‣ Highly shareable / disposable
linear video content.
‣ Sportsgirl are using it at the
moment, and are doing some
interesting things
Monday, 1 July 2013
28. GPT Social Media Presentation 2013
‣
Tumblr:
Most popular social
network among <16
demographic
Emerging platforms worth knowing about
‣ Highly visual, personalised content collection
‣ Users follow Tumblrs they like and repost
content
‣ Advertising is in its infancy and is min
$25,000 with only approved ‘sponsors’
‣ A brand’s Tumblr page needs to post highly
visual content as well as be seen to be
reposting and following users’ Tumblrs
Monday, 1 July 2013
30. GPT Social Media Presentation 2013
What we’ll look at:
‣ What is content?
‣ How is content consumed?
‣ Content creation
‣ Time-saving tips
‣ Inspiration
‣ Content strategy
‣ Calendars
Monday, 1 July 2013
31. GPT Social Media Presentation 2013
Content
Creation
Social
Participation+
Adding value via your platform
Events | Face-to-face activity
Media Relations
Be interesting
Be human Be relevant
Be relentless
Monday, 1 July 2013
32. GPT Social Media Presentation 2013
Content is fire.
Social media is fuel.
Monday, 1 July 2013
33. GPT Social Media Presentation 2013
What do we mean when
we say “content”?
Monday, 1 July 2013
34. GPT Social Media Presentation 2013
To be effective, content needs to:
E N T E R T A I NE D U C A T E
E M P O W E R
I N F O R M
It must be relevant
to the audience.
Be timely.
And have context.
Monday, 1 July 2013
35. GPT Social Media Presentation 2013
Content is information.
Content is experience.
Monday, 1 July 2013
36. GPT Social Media Presentation 2013
1. Content is Information (practical, functional, tactical)
‣ “Compelling information that informs,
engages or amuses.”
— Joe Pulizzi
‣ “Content is: engaging, relevant,
reliable, interesting, entertaining or
enlightening in the form of text,
image, video or audio”
— @MeetTheBossTV
‣ “Think of your brand as having legs.
The left leg, content, makes people
care. The right leg is delivering on
your brand promise.”
— @jillvan
‣ “Information that is useful, has a
context, easy to consume, device
agnostic, shareable and non
intrusive.”
— @contenttribe
Monday, 1 July 2013
37. GPT Social Media Presentation 2013
2. Content is Experience (Useful, Purposeful, Outcome Oriented)
‣ “Content is anything that adds value to the reader’s life. It can add
value by making them smarter, making them laugh, making them
do their job better, rush to their child to share the video, make a
contribution to a charity.”
— Avinash Kaushik (Digital Marketing Evangelist at Google)
‣ “Content is anything created to be engaging, clever, insightful,
beautiful and intelligent, and should fundamentally connect with
your target audience.”
— Andrew Johnson
Monday, 1 July 2013
38. GPT Social Media Presentation 2013
“Information designed for
consumption, seasoned for
enjoyment, and packaged
to share.”
— Scott Hepburn
Monday, 1 July 2013
39. GPT Social Media Presentation 2013
Content
‣ Video
‣ Illustrations
‣ Graphs
‣ Charts, Infographics
‣ Blog posts
‣ Mobile apps
‣ Case studies
‣ Articles
‣ Webinars
‣ Podcasts
‣ Photos
‣ Tweets
‣ FB Updates
‣ Round tables
‣ Hangouts
‣ Ebooks
‣ White papers
‣ Listen
‣ Respond
‣ Transparency
‣ Humility
‣ Relevant
‣ Retweet
‣ Reposts
‣ Comments
‣ Spotlights on others
‣ Interview other
professionals
‣ Like others on FB /
LinkedIn
‣ +1 others on Google
Participation
Your Brand
Monday, 1 July 2013
40. GPT Social Media Presentation 2013
Broadly, what content is
going to be right for GPT?
(and what social media channels should we use?)
Monday, 1 July 2013
41. GPT Social Media Presentation 2013
Facebook
Twitter
Instagram
Pinterest
YouTube
Monday, 1 July 2013
42. GPT Social Media Presentation 2013
a) Woolworths
b) JayJays
c) BHP
d) Kmart
Monday, 1 July 2013
43. GPT Social Media Presentation 2013
a) Woolworths
b) JayJays
c) BHP
d) Kmart
Why is it good?
‣ If you’re not doing it well, don’t do it
at all.
‣ Woolworths are not managing their
twitter just yet. They have no tweets
and merely a placeholder account
directing you to Facebook.
Monday, 1 July 2013
46. GPT Social Media Presentation 2013
Social Local Mobile
SoLoMo
Facebook Places FourSquare
Monday, 1 July 2013
47. GPT Social Media Presentation 2013
Becoming a
content machine.
Monday, 1 July 2013
48. GPT Social Media Presentation 2013
Match the content to the brand.
Monday, 1 July 2013
49. GPT Social Media Presentation 2013
a) Kodak
b) K Mart
c) Threadless
d) Innocent Drinks
Monday, 1 July 2013
50. GPT Social Media Presentation 2013
a) Kodak
b) K Mart
c) Threadless
d) Innocent Drinks
Why is it good?
‣ Creative post, unique and funny
‣ They sell this product
Monday, 1 July 2013
51. GPT Social Media Presentation 2013
a) Lord of the Fries
b) Burger King / Hungry Jacks
c) McDonald’s
d) KFC
Monday, 1 July 2013
52. GPT Social Media Presentation 2013
a) Lord of the Fries
b) Burger King / Hungry Jacks
c) McDonald’s
d) KFC
Why is it good?
‣ Great photo with a clever use of their product
‣ Corporate having fun with their brand
‣ Photo isn’t high quality, looks like a quick
snap. Human did it without much thought.
‣ Better than posting a picture of your product
with a description of it.
Monday, 1 July 2013
53. GPT Social Media Presentation 2013
a) Innocent Drinks
b) McDonald’s
c) Nestle
d) Coles
Monday, 1 July 2013
54. GPT Social Media Presentation 2013
a) Innocent Drinks
b) McDonald’s
c) Nestle
d) Coles
Why is it good?
‣ It’s not - this is a very boring post
from Nestle
‣ Not all company news needs to
be shared on all social profiles.
Remember who the audience is.
Monday, 1 July 2013
55. GPT Social Media Presentation 2013
a) Innocent drinks
b) RSPCA
c) McDonald’s
d) Coles
Monday, 1 July 2013
56. GPT Social Media Presentation 2013
a) Innocent drinks
b) RSPCA
c) McDonald’s
d) Coles
Why is it good?
‣ It’s a dog with a mustache - how
are you not retweeting that?
‣ Enhanced content with a photo
‣ Again brand with personality
Monday, 1 July 2013
57. GPT Social Media Presentation 2013
a) Motorcross Australia
b) Yamaha
c) Red Bull
d) X Games
Monday, 1 July 2013
58. GPT Social Media Presentation 2013
a) Motorcross Australia
b) Yamaha
c) Red Bull
d) X Games
Why is it good?
‣ Brilliant photo that stands out
Monday, 1 July 2013
59. GPT Social Media Presentation 2013
a) JayJays
b) A Creative Agency
c) Red Bull
d) Innocent Drinks
Monday, 1 July 2013
60. GPT Social Media Presentation 2013
a) JayJays
b) A Creative Agency
c) Red Bull
d) Innocent Drinks
Why is it good?
‣ Insight into their company
‣ Gives company a personality
‣ Fun post
Monday, 1 July 2013
61. GPT Social Media Presentation 2013
a) Innocent Drinks
b) Taronga Zoo
c) Sega
d) Nintendo
Monday, 1 July 2013
62. GPT Social Media Presentation 2013
a) Innocent Drinks
b) Taronga Zoo
c) Sega
d) Nintendo
Why is it good?
‣ Emotional response, they’re cute.
‣ Humanises the brand
‣ Boosts Facebook's algorithm for
future posts
Monday, 1 July 2013
64. GPT Social Media Presentation 2013
‣ The more you do it, the easier it becomes
‣ Keep the radar on for story opportunities
‣ Consider using apps like Evernote
Monday, 1 July 2013
65. GPT Social Media Presentation 2013
Five tips to get you started
1. Take people behind the velvet rope
2. Shine a spotlight on retail tenants
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66. GPT Social Media Presentation 2013
3. Highlight retailer deals and promotions
Monday, 1 July 2013
68. GPT Social Media Presentation 2013
4. Cover events at the centre
Monday, 1 July 2013
69. GPT Social Media Presentation 2013
5. Retweet and Facebook ‘share’ retailers’ content
Monday, 1 July 2013
70. GPT Social Media Presentation 2013
Your tools of the trade
Monday, 1 July 2013
71. GPT Social Media Presentation 2013
Tips for successful videos on YouTube
‣ Success is relative
‣ Set your camera up to capture the highest quality picture and sound possible
‣ Keep it simple
‣ Have a hook
‣ Take a lighthearted approach when appropriate
‣ Short is good — no epics please
‣ Give people something to look forward to — stick to a schedule
‣ Create a signature sign off
Monday, 1 July 2013
72. GPT Social Media Presentation 2013
Tips for successful videos on YouTube
‣ Use annotations to add URLs to link to microsites, social media and other videos
‣ Try to shoot live to tape
‣ Use tags... a lot
‣ Don't worry too much about subscribers
‣ Make playlists
‣ Complete your YouTube profile
‣ Ignore “trolls” — everyone knows they are idiots
Monday, 1 July 2013
73. GPT Social Media Presentation 2013
Why we
streamline...
Monday, 1 July 2013
74. GPT Social Media Presentation 2013
Shoot video Upload to computer
Twitter
Facebook
Upload to YouTube
Monday, 1 July 2013
75. GPT Social Media Presentation 2013
Take a photo with
your smartphone
using Instagram
Caption it correctly
for Instagram
Twitter
Facebook
Pinterest
Monday, 1 July 2013
76. GPT Social Media Presentation 2013
Examples of content
marketing in action.
Monday, 1 July 2013
77. GPT Social Media Presentation 2013
Waffling at The Waffle Shop
Nestled on a corner on the east side of
Pittsburgh, The Waffle Shop broadcasts
a live-streaming talk show with their
customers.
The Waffle Shop’s editorial calendar
includes an “Open Talk,” a show called
“CookSpeak,” and a program called
“Waffle Wopp.”
Monday, 1 July 2013
78. GPT Social Media Presentation 2013
Lauren Luke instructional videos
Video categories
484,000 subscribers
Monday, 1 July 2013
92. GPT Social Media Presentation 2013
Social Apprentice: Activity 1
Create a social event, along with
three supporting social posts.
www.loudclear.com.au/sandbox/gpt
‣Select your team
‣View the EDM content and use the worksheets to create three posts
on three different platforms to support it
Monday, 1 July 2013
93. GPT Social Media Presentation 2013
Introducing...
The Content Calendar
Monday, 1 July 2013
94. GPT Social Media Presentation 2013
‣ Schedule how you’re
going to produce and
distribute content via
social media channels
‣ Regular content planned in advance that
relates to your core pillars (i.e. fixed topics
etc) is where milestone activity can be
planned for
‣ e.g. Father’s Day + content that doesn’t ‘date’
‣ Leave room for creativity and opportunity
and ideas will spring to mind!
Monday, 1 July 2013
95. GPT Social Media Presentation 2013
Why should I use a content calendar?
It gives you clarity.
It helps you work
out what’s working
and what’s not.
It gives you a
simpler process
for collaboration
It gives you a bank
of content ideas.
Monday, 1 July 2013
96. GPT Social Media Presentation 2013
How often should you update?
Facebook Twitter
Monday, 1 July 2013
97. GPT Social Media Presentation 2013
The power of
listening online.
(content opportunities)
Monday, 1 July 2013
98. GPT Social Media Presentation 2013
Look for content
opportunities offline.
(What’s happening in your backyard?)
Monday, 1 July 2013
99. GPT Social Media Presentation 2013
If all else fails...
Use a post planner,
but use it sparingly.
Monday, 1 July 2013
100. GPT Social Media Presentation 2013
Advertising, apps
& competitions
Monday, 1 July 2013
101. GPT Social Media Presentation 2013
What we’ll look at:
‣ How does advertising work across each platform
‣ Facebook focus:
‣ sponsored stories, offers, polls etc, overview of popular apps
‣ Sandbox, analytics, creating advertisements
Monday, 1 July 2013
102. GPT Social Media Presentation 2013
How does advertising
work across each
platform?
Monday, 1 July 2013
103. GPT Social Media Presentation 2013
Twitter
‣ Twitter advertising isn't currently available in Australia
‣ They do allow you to have a promoted tweet and also
a promoted trend
Monday, 1 July 2013
104. GPT Social Media Presentation 2013
LinkedIn
‣ LinkedIn advertising appear at the bottom of the ride hand side
navigation box.
‣ LinkedIn ads gives you the opportunity to target individuals in
business based on locations, company sizes and even job titles
‣ Locations (down to state level)
‣ Company (by name or by categories)
‣ Job Title (by title or job function)
‣ School (by name)
‣ Skill sets
‣ LinkedIn Groups they belong to
‣ Gender
‣ Age
Monday, 1 July 2013
105. GPT Social Media Presentation 2013
LinkedIn
‣ LinkedIn can be done on both cost per click (CPC) or Cost per 1000
impressions (CPM). Recommended to always select CPC as you’re
only paying for action. Clicks will range between $1–$3 per click
‣ The ads themselves can have 25 characters in the title, 68 characters
in the body and have a 50x50 px image
‣ Use case might be an offer to a large employer in the assets region
Monday, 1 July 2013
106. GPT Social Media Presentation 2013
‣
Facebook is by far the
most advanced social
advertising platform
Facebook
Monday, 1 July 2013
107. GPT Social Media Presentation 2013
‣ There are three types of
ads, which represent your
content in different ways
and generate different
results
Facebook
‣ Standard ads:
The ones that appear on the right
hand side
‣ Page Post Ads (Promoted Posts):
Pushing your post beyond the wall
‣ Sponsored Stories:
Bragging about how popular you are
Monday, 1 July 2013
108. GPT Social Media Presentation 2013
Standard ads:
‣ Original Facebook ads
‣ Found on right-hand side
‣ Used to get off-site traffic or traffic
to a Facebook page
‣ Typically have very low click-
through rate
‣ There are cheaper and more
efficient ways to advertise
Monday, 1 July 2013
109. GPT Social Media Presentation 2013
Page post ads (promoted posts)
‣ Pushing your post beyond the wall
Monday, 1 July 2013
110. GPT Social Media Presentation 2013
Page post ads (promoted posts)
‣ Page post ads aim to increase reach and engagement for your content
‣ The original post does not change in appearance only in the method of
distribution
‣ You should be using page post ads to amplify your posts to the right
audience
‣ You can pay either per click (CPC) or per 1000 impressions (CPM)
Monday, 1 July 2013
111. GPT Social Media Presentation 2013
Sponsored stories
‣ Bragging about how popular you are
Monday, 1 July 2013
112. GPT Social Media Presentation 2013
Sponsored stories
‣ The functionality of Facebook that sponsored stories exists for,
used to be free for brands and organic in Facebook
‣ Sponsored stories are different from ads
‣ The content is created by Facebook users and not advertisers
‣ The simplest way is to think that you are paying to brag to your
fans friends about how much they like you
Monday, 1 July 2013
113. GPT Social Media Presentation 2013
How to set these ads up
1. Start by creating a new post, or having an idea of the
post you want to create
2. Package it correctly
‣ This is how it will appear on your Facebook timeline
‣ Be fun with your written content
‣ Enhance the post with an image, video or link
Monday, 1 July 2013
114. GPT Social Media Presentation 2013
Making your advertising pretty
‣ Use a square image
Monday, 1 July 2013
115. GPT Social Media Presentation 2013
Making your advertising pretty
‣ Crop for emotion
Monday, 1 July 2013
116. GPT Social Media Presentation 2013
Making your advertising pretty
‣ Turn the brightness and contrast up
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117. GPT Social Media Presentation 2013
Making your advertising pretty
‣ Add text to the image, but don’t cover more than 20% of the image
Monday, 1 July 2013
119. GPT Social Media Presentation 2013
Create an ad
‣ Go to Facebook
‣ Login: cassowary.plaza@loudclear.com.au
‣ Password: fnwtdmgi
Monday, 1 July 2013
120. GPT Social Media Presentation 2013
‣ Select the page
‣ Copy the page URL
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121. GPT Social Media Presentation 2013
‣ Enter the copied
URL or select the
page
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122. GPT Social Media Presentation 2013
3. Create the ad
‣ In the top right hand corner there is a button “Adverts manager”
‣ Select the page you wish to promote
‣ Select “Promote Page posts”
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123. GPT Social Media Presentation 2013
‣ Choose the page post you want to promote from the drop down
‣ URL tags will allow you to add campaign tracking via an analytics program
Monday, 1 July 2013
124. GPT Social Media Presentation 2013
‣ Select the tick boxes on Sponsored Stories to enhance the ‘organic’
reach of the post
Monday, 1 July 2013
125. GPT Social Media Presentation 2013
4. Choose your audience
Monday, 1 July 2013
126. GPT Social Media Presentation 2013
This is where the
magic of Facebook
page ads happens
Monday, 1 July 2013
127. GPT Social Media Presentation 2013
‣ So let’s say your post is pushing the launch of a new centre
Monday, 1 July 2013
128. GPT Social Media Presentation 2013
‣ So let’s say your post is pushing the Launch of a new centre
Monday, 1 July 2013
129. GPT Social Media Presentation 2013
‣ Find more interests by using Google, Thesaurus,
Wikipedia and One Look Dictionary
‣ Don't get too broad, keep it narrow.
‣ Connections
Monday, 1 July 2013
130. GPT Social Media Presentation 2013
6. Campaign and budget
‣ Name your campaign something descriptive
‣ Set your campaign budget. Change “per day” to “lifetime”
‣ Set up your campaign schedule**
Monday, 1 July 2013
131. GPT Social Media Presentation 2013
Offers
‣ In Store Only:
People can show these offers to the staff at your business by printing the
offer email or showing it on their smartphones
‣ In Store & Online:
People can redeem these offers at your business’s physical location or
website
‣ Online Only:
People can only redeem your offer by visiting your website
Monday, 1 July 2013
132. GPT Social Media Presentation 2013
Create an offer
‣ Go to Facebook
‣ Login: cassowary.plaza@loudclear.com.au
‣ Password: fnwtdmgi
Monday, 1 July 2013
133. GPT Social Media Presentation 2013
‣ Create a headline
that describes exactly
what your fans receive
‣ Set the amount of
claims available
‣ Include the expiry,
terms and a reminder
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134. GPT Social Media Presentation 2013
‣ Target your
locations, gender and
age groups
‣ 3 out of 4 claims are
friends of friends.
Sponosored stories
work!
‣Select when to post
Monday, 1 July 2013
135. GPT Social Media Presentation 2013
Competitions
‣ Running competitions on Facebook is a great way
to collect data and generate new fans
‣ However there are quite a few rules you need to
follow to ensure your page doesn't get deleted
Monday, 1 July 2013
136. GPT Social Media Presentation 2013
1. Use a third party app
‣ All competitions must run through Apps on Facebook
‣ A third party app we recommend you check out is:
‣ Shortstack
‣ Select a simple mechanic that's shareable & easily explained
Monday, 1 July 2013
137. GPT Social Media Presentation 2013
2. Give away a relevant prize
‣ Give away something valuable to your fans
‣ Prize doesn't need to be glamorous, but should
represent value to your demographic
‣ The dollar value of your prize should reflect the
effort participants need to make to enter.
Monday, 1 July 2013
138. GPT Social Media Presentation 2013
3. Promote your competition
‣ You need to promote your competition with page
post ads and even the standard ads of Facebook:
‣ Some places to promote
‣ Your Facebook wall
‣ Partners’ walls
‣ Page promoted posts
‣ Facebook ads
‣ Other social channels
‣ EDM list
‣ Website / Blog
‣ Competition website / microsite
Monday, 1 July 2013
139. GPT Social Media Presentation 2013
4. Select your winner
‣ This is social content
‣ Take a video of you selecting the winner
‣ Photo of the winner
‣ Video of the winner getting the prize etc
‣ Follow up with the entrants*
Monday, 1 July 2013
140. GPT Social Media Presentation 2013
Five types of competitions
These are the most common types of competition that GPT will undertake
Contest
‣ great for building
fans and followers
‣ great for user-
generated content
Sweepstakes
‣ great for building
fans and followers
‣ great for user-
generated content
Skill games
‣ great for building
fans and followers
‣ great for general
engagement
Timed Giveaways
‣ great for building fans
and followers
‣ great for general
engagement
Instant win
‣ great for building
fans and followers
‣ great for general
engagement
‣ great for driving
sales by giving
away coupons
Monday, 1 July 2013
141. GPT Social Media Presentation 2013
Why are there so many '25 words or less' comps?
Monday, 1 July 2013
142. GPT Social Media Presentation 2013
The rules
‣ Standard competition permits apply in each state
‣ As a rule of thumb, Games of Skill – competitions that require a user
to answer a question or submit something (Showing ‘Skill’ in order to
win) – don’t require Trade Permits within Australia
Monday, 1 July 2013
143. GPT Social Media Presentation 2013
State by state
Currently, trade Promotion Permits for Queensland, Tasmania and Western Australia are not required, however,
there are strict guidelines on how any trade promotion lottery is conducted.
Victoria
‣ A permit is required for
a trade promotion
lottery where the total
retail value of all prizes
is more than $5,000.
ACT
‣ A permit is required for
any trade promotion
lottery regardless of the
total prize pool.
SA
‣ A permit is required for: (1) a ‘major’ trade promotion lottery has
either of the following characteristics: (a) the total value (nationally)
of all prizes in the lottery exceeds $5,000; or (b) the prizes include
both instant prizes and drawn prizes (regardless of the value of the
prizes); and (2) instant prizes regardless of the total prize pool.
NSW
‣ A permit is required for
any trade promotion
lottery regardless of the
total prize pool.
NT
‣ A permit is only required for the
conduct of a ‘major’ trade lottery,
i.e. where the total prize value is
greater than $5000.
Monday, 1 July 2013
144. GPT Social Media Presentation 2013
Just to make it really easy, Facebook has rules as well:
‣ Promotions on Facebook must be administered within Apps
on Facebook.com
‣ You can’t condition registration or entry with Facebook
functionality other than liking or checking in
‣ You also can't use Facebook functionality as the only entry
method
Monday, 1 July 2013
145. GPT Social Media Presentation 2013
Creative Competitions
Contiki Vacations’
“Get on the Bus” Promotion:
An online experience rather
than “enter and win”
Monday, 1 July 2013
146. GPT Social Media Presentation 2013
‣ Select your perfect European adventure and invite
four Facebook friends to join your bus
‣ Bus personalities were displayed based on age,
gender and Facebook interests of the passengers
‣ Each bus was given their own page
Monday, 1 July 2013
147. GPT Social Media Presentation 2013
‣ Timing was everything. The comp dropped at the end of winter in the US
‣ The value was obvious, and entry page really simplified the process*
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The results?
‣ 127,000 unique visitors to the competition
‣ 10 million Facebook impressions
‣ 8,000 new likes
Monday, 1 July 2013
149. GPT Social Media Presentation 2013
It doesn’t always need to be a huge prize!
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150. GPT Social Media Presentation 2013
‣ Maybelline Switzerland released a new 24Hr Stay Lipstick
‣ “Be the face of the new product on Facebook”
‣ Entry mechanic? Take a picture of your lips
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151. GPT Social Media Presentation 2013
The results?
‣ 183 responses
‣ 9,000 votes
‣ At the start of the competition the page
had 3000 fans, at the end it had 13,000
‣ The prize was valuable to those who
entered, despite no dollar value
Monday, 1 July 2013
152. GPT Social Media Presentation 2013
Social Apprentice: Activity 3
Create a targeted advertisement for
a new mall using only a $50 budget
Monday, 1 July 2013
153. GPT Social Media Presentation 2013
Monitoring,
Measurement
& ROI
Monday, 1 July 2013
154. GPT Social Media Presentation 2013
What we’ll look at:
‣ What does success look like?
‣ Defining realistic and tangible goals
‣ Outlining the different measurement options available
Monday, 1 July 2013
155. GPT Social Media Presentation 2013
There is no magic formula or equation for social
media ROI
‣ It’s possible to put a figure on fan acquisition
‣ For offline retailers it becomes very difficult to measure ROI
unless we’re looking at check-ins, or offers collected
‣ How and when that fan acts and the effect social media had on
the action is very difficult to track without extensive customer
surveying
Monday, 1 July 2013
156. GPT Social Media Presentation 2013
A shift in how we measure ROI is required...
Monday, 1 July 2013
157. GPT Social Media Presentation 2013
1. Identify the Business Objectives
‣ Identifying the business objectives for your social media may
require a few conversations with the full team, and your leaders
‣ Break the business objectives into more manageable social
media related goals
‣ Increasing customer advocacy means we have to:
1. Activate fans (advocates) by increasing engagement
2. Improve existing fan perception of our product
3. Monitor and respond to negative feedback
‣ These become your goals
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158. GPT Social Media Presentation 2013
Doable
Understandable
Manageable
Beneficial
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159. GPT Social Media Presentation 2013
1. Identify the Business Objectives
Business Objectives
Generate engagement Highlight events
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160. GPT Social Media Presentation 2013
2. Identify goals for each objective
Business Objectives
Generate engagement Highlight events
Social media goal:
Get people talking about your brand
Social goal:
Engage community via events and
increase activity around events
Monday, 1 July 2013
161. GPT Social Media Presentation 2013
3. Identify Key Performance Indicators
You need to find the most relevant metric for each of your goals
Business Objectives
Generate engagement Highlight events
Social media goal:
Get people talking about
your brand
Social goal:
Engage community via events and
increase activity around events
KPI:
People talking about your brand
KPI:
Facebook check-ins
Monday, 1 July 2013
162. GPT Social Media Presentation 2013
4. Identify the targets
To measure success or failure, you need to set a pre-determined target
Business Objectives
Generate engagement Highlight events
Social media goal:
Get people talking about
your brand
Social goal:
Engage community via events and
increase activity around events
KPI:
People talking about your brand
KPI:
Facebook check-ins
Target:
1,000 people talking
Target:
120 check-ins
Monday, 1 July 2013
163. GPT Social Media Presentation 2013
5. Identify the segments
Determine the segments you will be applying to your targets
Business Objectives
Generate engagement Highlight events
Social media goal:
Get people talking about
your brand
Social goal:
Engage community via events and
increase activity around events
KPI:
People talking about your brand
KPI:
Facebook check-ins
Target:
1,000 people talking
Target:
120 check-ins
During June Q1
Monday, 1 July 2013
164. GPT Social Media Presentation 2013
ROI for digital previously
‣ Spend money on web, and then banner ads and eDMs to rush them toward
a digital or sales objective
‣ What you're doing with Facebook is fundamentally different, so your view
of ROI needs to change with it
‣ Your ROI is that your audience:
1. Love you and recommend you to their friends and
2. Remember to use your products/services when they might need them
Monday, 1 July 2013
165. GPT Social Media Presentation 2013
Differences in digital non-social and social ROI
Traditional online Social
‣ Time on site
‣ Bounce rate
‣ Page view
‣ Exit rate
‣ Time on page
‣ Source
‣ Average spend
‣ Reach
‣ Weekly total reach
‣ Friends of friends
‣ Talking about this
‣ Gender
‣ Click-through rate
Monday, 1 July 2013
166. GPT Social Media Presentation 2013
Okay, great.
But how do I convince my
senior management of the
value of social media?
Monday, 1 July 2013
167. GPT Social Media Presentation 2013
1. The activity you generate on social is valuable
‣ Likes / Applause Rate
‣ Brand Awareness / Word of Mouth / Amplification Rate
‣ Engagement / Conversation Rate
‣ Social is as or more measurable than print, TV, billboards
‣ Tie it to the bottom line
Monday, 1 July 2013
168. GPT Social Media Presentation 2013
2. The activity you generate on social delivers
business value, online or offline, and helps
produce profits
‣ The value here is:
‣ Visitors to your websites from your social
‣ Amount of visitors to tenants pages driven from yours
‣ Being front of mind when purchasing decisions are made
‣ Creating advocates who share positive word of mouth
Monday, 1 July 2013
169. GPT Social Media Presentation 2013
Measuring
‣ Facebook really pushes reach as a metric, it's similar to impressions
‣ The real measure of the success of your content is in
‣ Likes / Applause Rate
‣ Brand Awareness / Word of Mouth / Amplification Rate
‣ Engagement / Conversation Rate
Monday, 1 July 2013
170. GPT Social Media Presentation 2013
Likes / Applause Rate
‣ On Twitter:
Applause Rate = # of Favorite Clicks Per Post
‣ On Facebook:
Applause Rate = # of Likes Per Post
‣ On a Blog, YouTube:
Applause Rate = # of +1s and Likes Per Post (or video)
Monday, 1 July 2013
171. GPT Social Media Presentation 2013
Brand Awareness / Word of Mouth / Amplification Rate
‣ On Twitter:
Amplification = # of Retweets Per Tweet
‣ On Facebook:
Amplification = # of Shares Per Post
‣ On a Blog, YouTube:
Amplification = # of Share Clicks Per Post (or Video)
Just like applause, measure what works for you, and continually tweak it.
Your content will continue to be amplified.
Monday, 1 July 2013
172. GPT Social Media Presentation 2013
Engagement / Conversation Rates
‣ Conversation Rate = # of Audience Comments (or Replies) Per Post
‣ Print, Billboards, TVCs give us very little in the way of feedback.
‣ Companies that do engagement well are responsive and active
in real time
‣ Higher Conversation rates can be challenging as it requires a high
level of commitment and monitoring
Monday, 1 July 2013
173. GPT Social Media Presentation 2013
Social lets us listen.
Monday, 1 July 2013
174. GPT Social Media Presentation 2013
Free tools
‣ Facebook’s own page insights use this with Sprout Social
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180. GPT Social Media Presentation 2013
Spend a little bit of time every
two to three days analysing the
previous posts in order to get a
Social Media “sixth sense”.
Monday, 1 July 2013
181. GPT Social Media Presentation 2013
Monitoring
‣ Checking Sprout Social on your phone every
couple of hours is fine
‣ Monitoring from a negative sentiment & crisis
point of view is being looked after by Meltwater
‣ Respond first to direct questions where people
are looking for information that will impact their
visit on that day
Monday, 1 July 2013
182. GPT Social Media Presentation 2013
Finally
‣ Don’t be afraid to try new things. Worst case
scenario is a few unlikes
‣ Don’t be disheartened, keep creating your
content consistently and you’ll grow your
audience
‣ Respond first to direct questions where people
are looking for information that will impact their
visit on that day
Monday, 1 July 2013
183. GPT Social Media Presentation 2013
Thank you
GPT 2013
Monday, 1 July 2013