Economic Gardening

@leighjewiss

Illawarra

What Will We Learn Tonight?

• The 5 W’s • Who - deep dive to understand who are your customers• What - the content - how to find it and make it • When – creating the maximum impact• Where - understanding social media and where your

customers are so your not wasting your time• Why - what is the purpose and outcome of businesses

using social media/having an online presence, trying to achieve.

• Future Trends in Digital and Retail Marketing• The Digital Enterprise Program

WHY

Then and Now – Why you need an online presence

WHY YOU need an Online Presence?

30%

12%

28%

56%

0%

10%

20%

30%

40%

50%

60%

Small Business using social media

Small Business using social believe it will

help to increase sales in the next 12 month

Discounts and giveaways are the key reasons why consumers follow brands

however only 28% of small businesses that have social media sites offer such incentives

SMEs using social media were likely to see a revenue rise**

Source: 2013 Yellow Social Media Report – Sensis , **MYOB Business Monitor

Why use Social Media?

• Why you should be using social media?• Source for new customers

• Can increase your business’ reputation

• Provides Social Proof

• Showcase your products/services

• Bring in more traffic (web/store)

• Connect and communicate with your clients/customers

• Provides another communication platform for people to use that they are comfortable with egteens/Instagram, business people/LinkedIn/Twitter,

Focus On The WHY People Buy From YOU!

Inspired by: http://johngreathouse.com/spilling-the-beans/

Q’s to Ask About the Why - What to Do Next?

• Why do people use your service/buy your products?• What makes you different from your competitor?• What is your experience/skills?• What ‘perception’ do you want to portray?• What will be your voice? Your tone? (Business/Personal)• What will you look like? (Bright, Professional, Strong, Soft,

Caring, Inspiring, Bold)• Does this match your ideal audience? Your target market? • What are you trying to achieve?

• Awareness• Engagement• Purchasing• Advocacy

WHERE

The Social Media Landscape

Where of Social Media

Name the Top 5 Social Media Platforms(in Australia, based on users)

Source: Frank Media – Social Media Statistics Australia – May 2014

FACEBOOK – 13,200,000

YouTube – 12,750,000

WordPress.com – 6,200,000

LinkedIn – 3,650,000

Tumblr – 4,850,000

Social Media - The Next Top 14

6. Blogspot – 2,900,000

7. Twitter - 2,500,00 Active Australian Users

8. Instagram - 1,600,000 Active Australian Users

9. TripAdvisor– 1,400,000

10. SnapChat – 1,070,00,

11. Flickr – 760,000

12. Pinterest – 390,000

13. Yelp – 185,000

14. MySpace – 175,000

15. Reddit – 170,000

16. Google Plus – approx 65,000

17. StumbleUpon – 55,000

18. Foursquare – 33,000

19. Digg – 22,000

Source: http://frankmedia.com.au/2014/06/02/social-media-statistics-australia-may-2014/

Where are your customers?

Here are some of our surprising findings:

• Facebook still skews young, but the 45 to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per cent of Facebook’s users are outside the U.S.

• Instagram: 60-eight per cent of Instagram’s users are women.

• Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.

• LinkedIn is international and skews toward male users. NOTE: B2B

• Google+ is the most male-oriented of the major social networks. It’s 70% male.

• Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.

• Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $US75,000 use Tumblr.

Source: Business Insider Australia, 2014

WHAT

Content Generators

What is Content?

• Articles

• Books/eBooks

• Brochures/manuals

• Case Studies

• Information Guides

• Microsites/Web Pages

• Online Courses

• Podcasts/Videocasts

• Presentations

• Product Data Sheets

• Reference Guides

• Resource Libraries

• RSS/XML Feeds

• Videos

• Visual Content

• Webinars/Webcasts

• White Papers

• Workbooks

• Status Updates

• Comments

• Events/Marketing

Rule: Content should to be able to communicate and engage with your customers

Who Does the WHAT Well?

• What Lorna Jane does better than most brands is live (and effectively communicate) its philosophy, or reason for being - 'Move Nourish Believe'; so much so it has become a key content driver for the company.

• Its standalone Move Nourish Believe website essentially acts as the brand's content hub - it features heaps of articles of interest and relevance to its target audience (i.e. it doesn't just bang on about Lorna Jane products but covers topics such as healthy eating, skincare, lifestyle and motivation, plus profiles of Lorna Jane 'active living advocates'); plus forums,videos, healthy recipes and details regarding Lorna Jane events.

• Social media platforms such as Facebook (close to 900,000 likes), Twitter (23,500 followers), YouTube(where its videos continue to rack up multiple of thousands of views), Tumblr (for daily doses of inspiration and motivation), Instagram (180,000+ followers) and Pinterest (17,000 followers).

• The brand also has a free iPhone app that "Track your runs, walks and cycles via your iPhone GPS while you move to live an active life".

Source:http://prwarrior.typepad.com/

Creating a Community

Online Stores Done WELL

https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot

Be careful with Social Media, the WHAT not to do’s..

…think about how it could go wrong….

• J.P. Morgan thought it could engage its consumer base through an enlightening Twitter Q&A session. Except they were completely ignorant of what their brand represented to the trolling masses of the Internet. Even respected journalists joined in on six hours of harassment fun.

http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#3-jp-morgan-thought-it-could-engage-its-consumer-base-through-an-enlightening-twitter-qa-session-except-they-were-completely-ignorant-of-what-their-brand-represented-to-the-trolling-masses-of-the-internet-even-respected-journalists-joined-in-on-six-hours-of-harassment-fun-8

…… ensure your sincerity……

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187d

http://greenpeaceblogs.org/wp-content/uploads/2012/11/Hurricane-Sandy-aftermath.jpg

• At least 53 people died in New York as a

result of the storm.

• Thousands of homes and an estimated

250,000 vehicles were destroyed during the

storm.

• Economic losses across New York were

estimated to be at least $18 billion

http://en.wikipedia.org/wiki/Effects_of_Hurricane_Sandy_in_New_York

…...because others will notice!

Cooking site Epicurious

thought they could help

people chill out about the

Boston Marathon bombing by

promoting some recipes on

Twitter. Brands have made

inappropriate marketing jokes

on Twitter before, but

Epicurious raised the bar.

'Whole-grain cranberry

scones!'

http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#2-cooking-site-epicurious-thought-they-could-help-people-chill-out-about-the-boston-marathon-bombing-by-promoting-some-recipes-on-twitter-brands-have-made-inappropriate-marketing-jokes-on-twitter-before-but-epicurious-raised-the-bar-whole-grain-cranberry-scones-9

Fine Tuning the What & the Where

4.3 times more likes than the average post (of the 100 posts we analysed on the Caterpillar page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

Fine Tuning the What & the Where

Fine Tuning the What & the Where

5 times more likes than the average post (of the 100 posts we analysed on the Stobart Group page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

Fine Tuning the What & the Where

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

16 times more likes than the average post (of the 100 posts we analysed on the Simply Business page)

Fine Tuning the What & the Where

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

12 times more likes than the

average post (of the 100 posts we

analysed on the Screwfix page)

Discounts

Recommendations

Rule of Thumb – The Schedule

Focus your Social Media on…..

• Become THE expert in your field

• Create by:• Create a blog

• Create a newsletter

• Can you make an ebook?

• Can you make a video review?

• Can you create a community?

Add value to your customers

(give them a reason to connect, follow and become your marketing army for your brand)

Where to Find the What

• Gmail Alerts

• All Top

• Online Forums

• Industry Magazine Articles

• Competitor

• Your Fans/Followers

WHO

Who are your social media customers?

• Describe your customer persona• What you they look like?

• Demographic, Gender

• What do they like?• Style, Trends

• What are their hobbies?

• What do their lives look like?

• Who is actually using your product?• Are you marketing to the

decision maker/influencer?

Oh no! Were using the Back Up Slide

Meet Gordon

WHEN

Is this your current digital strategy?

Scheduling the When

Kapost’ Content Pillar Approach

When - the Digital Strategy?

Be Aware of the WHEN

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/

Be very aware!!

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001877

BONUS Who

WHO(Company’s Edition)

Who – Company’s Edition

Who has access to your Social Media?

British entertainment retailer HMV

lost complete control of its social

media team, when rogue members

used the account to childishly live-

tweet a massive firing at the

company.

http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5

What happens when things go wrong?

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b

Because it might (& probably will)

https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot

Who – Company’s Edition

• Social Media Policy/Playbook • Employee Access

• Account Management

• Acceptable Use

• Conduct

• Content

• Security

• Legal IssuesCHECK OUT: http://www.marketo.com/trust/social-media-policy.php

Future Trends

NOT Future Trends But NOW Trends

Your Mobile will control the world

• Second screen engagement• Examples Ikea, American Apparel,

Disney

• Integrated Shopping Experience• Walmart’s Scan and Go• Apple’s iBeacon

• Geo-fencing - Location base triggers eg McDonalds offering a offer

• Audi Self-Parking Car

NOT Future Trends But NOW Trends

Integration

NOT Future Trends But NOW Trends

Individualism

10 Tips for Understanding Social Media

1. It takes time and patience to build a Social Media audience –it does not happen overnight

2. Social Media is not free – it takes time and effort

3. Understand different channels have different audiences

4. Use social media for social proofing

5. Numbers don’t matter – content is king!

Tips for Understanding Social Media

6. Update regularly, give me a reason to visit/follow you

7. Decide how public or private you want to be

8. A picture says a thousand words – be visual

9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media

10. There is no such thing as temporary on Social MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

WECAP

• Have a clear understanding of what you want your online presence to be

• Understand your goals

• Sales, updates, promotion, engagement, brand awareness

• Understand your communication channels

• Where are your customers? Not sure – ask them?

• Where are your new customers?

• Think how to ‘Feed the Hungry Beast’

• What are you strengths?, Your knowledge?, Your experience?

• Why do people buy from you and how can you highlight that? Capture and transfer that online?

• Do don’t join every social media channel!

• Social media = two way conversation

WECAP – Part 2

Source: www.marketo.com

Where to find this presentation

Where to find more information

www.digitalbusiness.gov.au

Why You Should be Online

• Internet Live Stats

• http://www.internetlivestats.com/

WHO?

Thank YouLeigh Jewiss

Digital Enterprise Program Coordinator

Regional Development Australia Illawarra

Ph: 4227 4500

Eml: leigh@rdaillawarra.com.au

@leighjewiss @rdaillawarra

au.linkedin.com/in/leighjewiss/