2013 08-07-social media

Social Media

Alex Makin Syneka Marketing

Copyright Syneka Marketingwww.synekamarketing.com.au

Introduction

• Syneka Marketing– Marketing plans– Social media– Website design – Professional

speaking services• Full service

marketing agency

About Alex Makin

• Community Involvement– Amnesty International– North Ringwood

Community House– Maroondah Citizens

Advice Bureau– Croydon Conservation

Society– Public Transport Users

Association• Manager of Marketing,

Eastern Volunteers• Former Councillor –

Maroondah City Council (2005-2012)

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Overview

• A Marketing Approach

• Websites • Social Media• Safeguards• Conclusion

What is Marketing?

• Various definitions exist:–Marketing is the process of planning and

executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals.

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What does it mean?

• Marketing considers how you reach your target markets

• Its more than customers/clients– Personal branding– Reach volunteers– Reach stakeholders– Encourage donations– Support members

• You will have multiple target markets

How Do You Use Marketing?

• What marketing currently exists in your organisation?– Websites/social media– Brochures/leaflets– Newsletters– Media releases– Information sessions– Events– Telephone/email

correspondence• Every form of contact

leaves an impression

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Begin with a Marketing Plan

• What is a marketing plan– Supports the vision

of the organisation– Identifies objectives

to achieve this vision– Outlines actions that

will fulfil these objectives

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An Example

• Eastern Volunteers Building Fund– Aim: Secure

independent funding

– Objective: Easily facilitate donations

– Actions: online donations, media launch, promotion

Know Your Strengths

• Identify your strengths – The things you do well– Existing capacity within

the organisation– Potential value you can

offer to partners

• Know your target market– Establish key messages– Demonstrate value

• Build on strengths

• Eastern Volunteers• Strengths– Networking– Reach through

community organisations

– Individuals– Partnerships– History and credibility– Strong governance

Know Your Target Market

• The target market–Who are they?–Why target them?–Where are they?– How do you reach them?

• Connect target market to strengths

• This creates the value proposition

• Eastern Volunteers– Regional businesses– Small/medium

businesses– Local autonomy

• Businesses that have an interest in community

• Current clients• Wider community and

volunteers

Key Messages

• Consistency is critical– Inconsistent messages

create confusion– Branding and message

must be consistent

• What do you want to achieve?–What are the benefits in

achieving this?– How will the target

market respond?

• Demonstrate tangible value

• Eastern Volunteers• Key message– Reach of networks– Ongoing service

delivery– Accessibility– Governance and

financial stability

• Align target markets

Demonstrate Value

• How do you demonstrate value?– Quantify the benefits– Establish parameters

for success

• What tools do you use to communicate?

• Eastern Volunteers– Demographics– Approximately 400

organisations

• 900 volunteers per annum

• 4,000 views per month– Ongoing engagement

with the website

The role of technology

• Do not view technology in isolation–Websites are a marketing tool – Not just technology– Social media is a marketing

exercise

• Technology is actively being used across all generations

• Online Communication must reinforce your marketing plan

• Need to be competitive in search results

Using Websites

• The Internet should reinforce your marketing presence– Ensure consistency– Branding– Colour schemes– Language

• Keep your website and social media up-to-date

Content Management Systems

• Separates design from content– Enables instant updates– Social media integration– Security and

permissions

• Similar to a letterhead• Reduces the burden

updating websites

Leverage Resources

• Utilise available tools– Google Maps provides SEO

benefits– Google Alerts can advise on

new topics

• Keep your website updated– Content influences SEO– Google favours sites that are

frequently updated

• Use newsletters for content– Adjust for the web– Use individual articles rather

than a downloadable PDF

Critical Success Factors

• Consistent messages and branding

• Connecting with stakeholders

• Integrate with other Internet tools– Email newsletters– Social media– Create one message and

replicate

• Measure results

Extend Reach with Social Media

• A website is one method of reaching stakeholders on the Internet

• Social media is another method

• Use the strengths of each tool– Facebook enables

communities around pages– Twitter is useful for quick

updates– Youtube can engage via

video– Email tools can deliver

regular updates• Integrate each tool

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Social Media Tools - Blogging

• A blog is a website– Contains regularly

updated posts• Media Releases• Newsletters• Advice

– Can be written by many people in your organisation

– Allows comments– Integrate with social

media07/25/12

Social Media Tools - Facebook

• Facebook– 11.6 million

Australians– Build an online

community• Events• Announcements

– Branded pages for organisations

• www.facebook.com07/25/12

Inside a Facebook Page

• Organisations must use Pages

• Pages are linked to individual accounts

• Official comment should be from the page not individuals

• Can include photos• Respond to

comments

Social Media Tools - Twitter

• Twitter– 2.5 million

Australians– Good for quick

announcements• Can feed into

Facebook

– Hashtags enable conversation

• www.twitter.com

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Connecting through Twitter

• The Connect Page highlights recent interactions

• Thank people for Retweets

• Participate in relevant discussions

• Use TweetChats

Social Media Tools - LinkedIn

• LinkedIn– Used by 3 million

Australians

– Connect with business partners• Events

• Announcements

• Groups

• www.linkedin.com

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Inside LinkedIn Groups

• LinkedIn groups enable discussion

• Find groups with common interests

• Share events and other activities

Social Media Tools - YouTube

• YouTube– 3rd most viewed

website – 72 hours of video

uploaded every minute

– 3% of these videos are Australian

– 62% Australians visit at least once a week

• www.youtube.com

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Social Media Tools - Pinterest

• Pinterest– Third largest social

media tool– Pin items of interest– Highly visual tool– Direct links back to

website

• www.pinterest.com

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Social Media Tools - Google+

• Google+– Google's social

media tool– Integrates with

Google Search

– Like content

– Google Hangouts

• Plus.google.com

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Inside Google+ Pages

• Businesses use pages – Status updates– YouTube integration– Google Maps

integration

• SEO benefits

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Instagram

• Photos and Videos – Mobile based– Instantly upload

photos or videos– Uses hashtags

• Designed for quick updates

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Tumblr

• Multimedia based blog– Includes photos

and video– Pictorial

representation– Links back to

source websites• Useful for graphic

based content

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Other Tools

• Foursquare– Location based– Reviews

• Vine– Twitter for video– Short video content

• Vimeo– Upload video content– Targets artists and creatives

• Many other tools exist• Use the tools to reach the right

markets• Integrate where possible

Social Media Tools - Email

• Email is still important– Can automatically

send content from your website to subscribers

– Can reach people using several methods

– Include sharing options in email

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Using Email

• Include key message in the body of email

• If using attachments then send as a PDF

• Subject line must include essential detail

• Use an email campaign service

• www.mailchimp.com

Online 'Word of Mouth'

• 'Word of mouth' advertising is extremely powerful– Sharing content is

the online equivalent– Encourage sharing

and dialogue

• Remember email is also effective

Safeguards on Social Media

• Social media is interactive

– People can respond to your messages

– Sometimes this will not always be positive

• Media and Communications Policy

– Cover traditional media and social media

– Designate an official spokesperson

– Policy should be supported by entire organisation

• Encourage responsible social media usage

• Make sure the policy is readily available

Role of Spokesperson

• Official voice of the organisation

– Coordinate with traditional media

– Will have access to the social media accounts

• Should be the first to make official announcements (eg event)

– Other board, staff, volunteers

– Utilise their own social media accounts

– Respond to comments from the spokesperson

– Discuss their experiences

• Coordinate social media

Managing Negativity

• How do you respond?– Identify processes for

reporting comments– Utilise official spokesperson– Similar to managing the media

• Be responsive– Utilise notifications– Act quickly– Engage offline (via phone or

email)– Provide public feedback

• Be part of the conversation

Offensive vs Negative

• Negativity is different to offensiveness

– Remove offensive comments immediately

– Understand why the comment is offensive

• Clear posting guidelines prohibiting offensive comments

– Be responsive

– Page owners are responsible for content

• Have policies publicly available

The Internet is Measurable

• What do you want to achieve?– Awareness– Donations– Volunteers

• The Internet is measurable–Measure visits–Measure sharing

Conclusion

• Ensure consistency– Identify key messages–Maintain consistent branding

• Identify what you want to achieve– Utilise the Internet to extend your reach–Maintain up-to-date Internet presence– Integrate website with social media

• Use the tools that are right for you• Be responsive and engage

Further Information

• Syneka Marketing–Web: www.synekamarketing.com.au– Phone: 1300 965 989

• Alex Makin–Mobile: 0409 136 213– Email: alex@synekamarketing.com.au

2013 08-07-social media

Business

Transcript of 2013 08-07-social media

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