RMIT 2013 sm1 evening

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    03-Jul-2015
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2 hour lecture on social media to RMIT students - 8 week program. Emphasis on writing.

Transcript of RMIT 2013 sm1 evening

  • 1. Social Media Writing1

2. WritingEngagementGoalstheres so much that will screw withyour content2 3. Denis Masseni([email protected] 1300 755 010)3 4. 30 seconds on you& social media background4 5. My Perspective on Social Media I get frustrated by the focus on content I believe most social media returns very little I get excited about multi-dimensional strategy5 6. social media mimics talk back radio 7. Not everyone contributes but canshare, view, absorb, engage 8. 8 9. 1: Social media evolution& state of play9 10. Content today islike playing passthe parcel inreverse.Each person addingvalue as it movesthrough thecommunity.10 11. 11 12. 12 13. April 2013131. Facebook 11,534,540 Australian users/accounts (up approx 45,160).2. YouTube 11,250,000 UAVs (up 250,000)3. WordPress.com 3,200,000 (up 300,000)4. Blogspot 2,900,000 (down 100,000)5. Tumblr 2,900,000 (up 100,000)6. LinkedIn 2,900,000 (up 200,000)7. Twitter - 2,167,849 Active Australian Users (see calculation from last month)8. Instagram - 1,083,924 Active Australian Users (see calculation last month)9. Flickr 880,000 (up 20,000)10. TripAdvisor 810,000 (down 20,000)11. Pinterest 610,000 (down 20,000)12. MySpace 290,000 (down 10,000)13. Yelp 220,000 (steady)14. Reddit 185,000 (up 5,000)15. Google Plus approx 100,000 (my estimation *revised*)16. StumbleUpon 95,000 (steady)17. Foursquare 51,000 (steady)18. Digg 33,000 (steady)19. Delicious 31,000 (steady) 14. 14AUSTRALIAN 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 siteweeklyAverage number of friends, followers and fans is 258Read more: http://www.news.com.au/technology/sensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-lives/story-e6frfro0-1226647077558#ixzz2UZRgFyZT 15. 15 16. 16 17. Social Media at its best17 18. 18 19. 1: Pushing out19 20. Its now about pushing out content20 21. 21 22. Websites have been repurposed frominfotainment to searchbut remain the hub for the longstory22 23. 2: Modern Media Mix23 24. 24 25. BoughtAdvertising a bit today25 26. 26 27. Google vs Facebook adswhich one would you use?27 28. 28 29. You may be your organisations community manager soyour focus is social media, but your organisation ismanaging the total mix29 30. 30 31. 31 32. 3: Statement of Purpose32 33. To sell more beer33 34. 34 35. 35 36. WorkshopAnswering the question why are we doing thisand what do we hope to get out of it?Exercise: Attempt to answer that question onbehalf of your organisation.36 37. Statement of Purpose Why have you implemented social media?37 38. 3.1 SEO38 39. Mastering Google Chase for page 1 ranking Google makes 500 to 600 algorithmchanges/yr. Major change too! If youre understanding of Google hasnt beenrecalibrated over the last year or two..39 40. Google aims to be the most relevantsearch engine40 41. Black hat SEO and buying your wayinto relevance no longer works Websites for schools Facebook for schools41 42. SEO42 43. Adwords43 44. BiddingPart 1: Maximum Bid 45. BiddingPart 2: Quality score Scale from 1 to 10 Based on click through rate (CTR) Landing Page Relevance 46. BiddingPart 3: AD ranking 47. BiddingPart 4: Calculating the bid 48. 48 49. 49 50. 4: Social Media MemberLifecycle Management50 51. 51 52. Constant attentionRetentionActivationAcquisition52 53. Writing Content for each phase of theLife Cycle Management53RetentionActivationAcquisition Campaign your job is to sell the bibles noteducate the heathensProvoke an action: like, share, commentAsk a q, run a poll, be timelyGive them what they expected you to deliver.Info, edge, cool, status, collegiate.. 54. 3rd Party apps facebook insists54 55. 5. Audience Profiling55 56. Its not all about you You may want to grow your social mediamembershipbut why would someonefollow you? Its the nexus between you and them yourneeds their needs56 57. What do you know about your targetaudience?57 58. Psychographics Physcographics are determined by lifestyleand/or personality Attributes Fashion conscience Health conscience Environmentally conscience Music Brand conscience etc58 59. Psychographic SegmentationDemographic segmentation59 60. 60 61. Roy Morgan Values Segments For information on each segment: http://www.roymorgan.com/products/values-segments/values-segments.cfm 61 62. One of the classic failings in social mediais never (really) speaking to your targetaudience. Instead, most keep throwingdifferent types of content at the target inthe hope something will stick. If/when itdoes, more of the same is thencatapulted, again, in the hope thatengagement nirvana has been reached.62 63. Want to know what your audiencewants?Just ask them63 64. 6: Tools64 65. 65 66. So much to choose from661. Facebook 11,489,380 Australian users/accounts (down approx 220).2. YouTube 11,000,000 UAVs (steady)3. Blogspot 3,000,000 (down 200,000)4. WordPress.com 2,900,000 (steady)5. Tumblr 2,800,000 (up 200,000)6. LinkedIn 2,700,000 ( down 57,000)7. Twitter - 2,167,849 Active Australian Users (see calculation below)8. Instagram - 1,083,924 Active Australian Users (see calculation below)9. Flickr 860,000 (up 10,000)10. TripAdvisor 830,00011. Pinterest 630,000 (down 10,000)12. MySpace 300,000 (steady)13. Yelp 220,000 (steady)14. Reddit 180,000 (up 10,000)15. Google Plus approx 100,000 (my estimation *revised*)16. StumbleUpon 95,000 (steady)17. Foursquare 51,000 (steady)18. Digg 33,000 (steady)19. Delicious 31,000 (steady) 67. Can you name another organisation inAustralia that has 12 million members?67 68. 68 69. 69 70. 70 71. 71 72. 72Used to 73. 73 74. Worksop Both of these fb campaigns were verysuccessful. Can you find the elements thatmay have contributed to their success?74 75. 75 76. 76 77. 77 78. 2.1 million accounts One sixth that of facebook Many organisations have Twitter and notFacebookWhy?78 79. 79 80. 80 81. 81 82. 82 83. Ouch!0.05% of all twitteraccounts (U.S) drives 50%of the traffic83 84. 84 85. 85 86. Twitter upside PR: Journalists follow those of interest ontwitter.86 87. 87 88. 88 89. 89 90. Groups big tick90 91. 91 92. 92 93. 93 94. 94 95. 95 96. 96 97. 97 98. 98 99. 99 100. Mummy Bloggers100 101. Good bloggers can write You dont need to know how to write well onfb, just write appropriately for the medium Tone of voice!101 102. Blog followers are seeking a deeperengagement with the content eitherthrough entertainment or information.102 103. 103 104. 104 105. 105 106. 106 107. Feeding CRM Modify campaigns to opens, nons and toindividual links107 108. Part 2 109. 7: The Model109 110. 8: Case Studies111 111. Success Profiles.you can learn fromothers. Its best to learn how to seerather than copy. The Social MediaEcosystem model is your map forseeing.112 112. 113 113. 114 114. Whats the nugget (hook)?115 115. High Need116 116. 39,045 members117 117. High Passion118 118. 119? 119. 121 120. The Results11 million Social Networking impressions5 million engagements on social networks (people sharing and receiving)11,000 videos posted15,000 tweets.. not including re-tweets13,000 photos50,000 hand raisers who have seen the product in person or on a video who saidthat they want to know more about it when it comes out and 97% of those dontcurrently drive a Ford vehicle38% awareness by Gen Y about the product, without spending a dollar on traditionaladvertising ( Fords model Fusion doesnt have that awareness after 2 years of beingout in production and yet it has received hundreds of millions of dollars in traditionalmarketing spend). 121. Trust123 122. 124 123. Ego125 124. 1,137,158126 125. 127 126. 128 127. Identity129 128. Tran has 281 videos available on her YouTubechannel and is the most-subscribed user of alltime in Australia,[3] the 26th most subscribed ofall time on YouTube,[6] and the 7th-mostsubscribed director worldwide130 129. 131 130. ?132 131. First mover advantage - marketing133 132. High NeedHigh PassionTrustEgoIdentityFirst mover advantage - marketing134 133. 135Whats Cannons nugget? 134. Introducing Qantas stand out 135. 9: Context137 136. The Power of ContextHuman behaviour is sensitive to andstrongly influenced by its environment138 137. 139 138. 140 139. Frequency is context2 choices;to deliver 2,000 words every 2weeks ordeliver 200 words per day, which hasthe best engagement?141 140. Frequency is contextL Volume HLFrequencyH142 141. Frequency is contextAd-hoc vs Cyclical143 142. Time of the day is contextSeveral thousand subscribersOpen rate 40%Highest open rates occurred on Sundaysemails sent from 6 a.m. to 7 a.m. are about threetimes more likely to be opened than emails sent at4 p.m144 143. Time of the day is context Most brands post during the week Best engagement is on weekendshttp://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/What does best mean? Its not aboutposting (sending), its about engagement145 144. Variations by content typehttp://www.jamesamartin.com/social-media/when-to-post-on-facebook146 145. Same message,different context,different engagement147 146. 10: Content Planner148 147. Michael Grose 148. 150Resources 149. socialmedianews.com.auallfacebook.commashable.comsocialmediaexplorer.comdigitalministry.com.au151