Social Media ndash Writing

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WritingEngagement

Goals

therersquos so much that will screw with your content

2

Denis Masseni (denismsponsor-edcomau 1300 755 010)

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30 seconds on you

amp social media background

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My Perspective on Social Media

bull I get frustrated by the focus on content

bull I believe most social media returns very little

bull I get excited about multi-dimensional strategy

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social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

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1 Social media evolution amp state of play

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Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

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April 2013

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1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

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AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

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Social Media at its best

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1 Pushing out

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Itrsquos now about pushing out content

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Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

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2 Modern Media Mix

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Bought

Advertisinghelliphelliphellip a bit today

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Google vs Facebook adswhich one would you use

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You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

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3 Statement of Purpose

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To sell more beer

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Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

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Statement of Purpose

bull Why have you implemented social media

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31 SEO

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Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

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Google aims to be the most relevant search engine

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Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

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SEO

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Adwords

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Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

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4 Social Media Member Lifecycle Management

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Constant attention

Retention

Activation

Acquisition

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Writing Content for each phase of the Life Cycle Management

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Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

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5 Audience Profiling

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Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

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What do you know about your target audience

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Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

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Psychographic Segmentation

Demographic segmentation

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Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

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Want to know what your audience wants

Just ask them

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6 Tools

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So much to choose from

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1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

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Used to

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Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

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21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

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Ouch

005 of all twitter accounts (US) drives 50 of the traffic

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Twitter upside

bull PR Journalists follow those of interest on twitter

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Groups ndash big tick

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Mummy Bloggers

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Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

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Blog followers are seeking a deeper engagement with the content either

through entertainment or information

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Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

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Part 2

7 The Model

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8 Case Studies

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Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

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Whatrsquos the nugget (hook)

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High Need

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39045 members

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High Passion

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The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

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Ego

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1137158

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Identity

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Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

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First mover advantage - marketing

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High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

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Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

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The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

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Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

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Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

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Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

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Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

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Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

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Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

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Same message different context

different engagement

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10 Content Planner

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Michael Grose

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Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

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