Social Illawarra Economic Gardening Prese

1. Economic Gardening
@leighjewiss
Illawarra

2. 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

4. WHY

5. Then and Now – Why you need an online presence

6. 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

7. 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 eg
teens/Instagram, business people/LinkedIn/Twitter,

8. Focus On The WHY People Buy From YOU!
Inspired by: http://johngreathouse.com/spilling-the-beans/

9. 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

10. WHERE

11. The Social Media Landscape

12. Where of Social Media

13. 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

14. 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/

15. 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

16. WHAT

18. Content Generators

19. 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

20. 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/

21. Creating a Community

22. Online Stores Done WELL

23. 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..

24. …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

25. …… 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

26. …...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-

27. 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

28. Fine Tuning the What & the Where

29. 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

30. 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)

31. 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)

32. Discounts

33. Recommendations

34. Rule of Thumb – The Schedule

35. 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)

36. Where to Find the What
• Gmail Alerts
• All Top
• Online Forums
• Industry Magazine Articles
• Competitor
• Your Fans/Followers

37. WHO

38. 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?

39. Oh no! Were using the Back Up Slide

40. Meet Gordon

41. WHEN

42. Is this your current digital strategy?

43. Scheduling the When

44. Kapost’ Content Pillar Approach

45. When - the Digital Strategy?

46. Be Aware of the WHEN
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876
http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/

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

48. BONUS Who
WHO
(Company’s Edition)

49. Who – Company’s Edition

50. 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

51. 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

52. Because it might (& probably will)
https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot

53. Who – Company’s Edition
• Social Media Policy/Playbook
• Employee Access
• Account Management
• Acceptable Use
• Conduct
• Content
• Security
• Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php

54. Future Trends

55. 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

56. NOT Future Trends But NOW Trends
Integration

57. NOT Future Trends But NOW Trends
Individualism

58. 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!

59. 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 Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

60. 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

61. WECAP – Part 2
Source: www.marketo.com

62. Where to find this presentation

63. Where to find more information
www.digitalbusiness.gov.au

64. Why You Should be Online
• Internet Live Stats
• http://www.internetlivestats.com/

65. WHO?
Thank You
Leigh Jewiss
Digital Enterprise Program Coordinator
Regional Development Australia Illawarra
Ph: 4227 4500
Eml: leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/