You don't have to be a large company with a huge marketing budget to be successful in social. This session provides affordable tips n hints, action points, social media best practices for business with small budgets.
3. Facebook YouTube Twitter
What gave us the likes, shares and comments?
3.2 million engaged
Coke Zero
fans | followers | subscribers Optimising Video SEO to drive over 1 million incremental views of
content
like | comment | share
UNCLE TOBYS Swim Kids
95,000 reactions to a FB post, demonstrating affiliation with
15,000 Posts/Responses sponsorship assets
Averaging 40 questions per day like | comment | share
Allenʼs
Used SM to spread the CCI across the nation- 1 million smiles
like | comment | share
Updated 83 communities
Pure Blonde
Now the number 1 Alcohol band in Australia on Facebook
like | comment | share
Across 7 categories
FMCG, Retail, Travel and Leisure, Alcohol
Boost Mobile
Entertainment, Not-For-Profit, Telecommunications Facebook now Boost Mobileʼs key CRM channel
like | comment | share
National Geographic
Uploaded 100ʼs videos Listening and optimising based on real time conversations
upwards of 20 million views like | comment | share
4. LAST TIME...
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5. SOCIAL PLANNING PROCESS
EARNED OWNED
SOCIAL INSIGHTS
& BEHAVIOURS FILM / AV
PAID SHARED
ENVIRONMENTAL ANALYSIS CONNECTION
CREATE (LEAD) Channel, role, message DIGITAL INTERACTIVE
COMPETITORS / AUDIENCE
& call-to-action
BUSINESS /
MARKETING Strategy Ideas Planning Execution
OBJECTIVES
BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN
ASSETS / EXPERIENCE Creative Development
TCO PROPRIETARY BROADCAST EXPERIENCE
TYPOGRAPHY
TOOLS /EXPERIENCE
DIGITAL
MEASUREMENTS & INSIGHTS
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6. 5 STEPS TO MAKE A START
SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY)
SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY)
ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT)
SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)
TOOLS TO PLAY WITH
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7. BY THE END OF TODAY...
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8. Brand:
Unlocking social potential Name:
SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY) SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY)
Who are my main customers (gender, age, income, location)?
How does my product or service deliver?
What do they do online (behaviour: sharing, liking, questions, comments)?
Why does my product or service make a difference to people?
What is their mindset and how do they interact with people/friends and family?
What dream am I ultimately selling?
What insights can I summarise from all the above and how can I use these to communicate a relevant message all fans
get value from?
ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT) SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)
What are the conversations happening (Facebook, Linkedin, Twitter, Pinterest etc… check you might be surprised) What interests cutovers about your brand… the benefit it gives them?
Based on your social media proposition and brand which environments feel right? How does your brand character (social media proposition) allow you to comment on relevant cultural/topical themes?
What are your competitors doing? Do you have on-Facebook events across the year to talk about?
What is the role for your brand in each of these channels? Do you have offline-Facebook events across the year to talk about?
What value can your brand bring to the table in each of these environments?
TOOLS POINTS TO DISCUSS FURTHER
Contact carly.o@theconscience.org to redeem your complimentary session
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9. SOCIAL MEDIA PROPOSITION (YOUR
NICHE / OFFER / WHY)
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10. TOOL: THE GOLDEN CIRCLE
SIMON SINEK:
HOW GREAT LEADERS
INSPIRE ACTION
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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11. But first a little something...
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12. ALLENS SOCIAL MEDIA PROPOSITION
Why: We exist to make more smiles
between people
How: Through every interaction with our
brand or product we transform moments
into playful connection’s between friends and WHAT HOW WHY
family, that spark smiles
What: Allen’s make smiles with their range of
lollies
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13. SOCIAL VALUE PROPOSITION (YOUR NICHE /
OFFER / WHY)
Q “HOW DOES MY PRODUCT OR SERVICE DELIVER ON ITS PROMISE?”
Q “WHY DOES MY PRODUCT OR SERVICE MAKE A DIFFERENCE TO PEOPLE?”
Q “WHAT DREAM AM I SELLING ULTIMATELY?”
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14. SOCIAL INSIGHTS & BEHAVIOUR (WHO
INTERACTS WITH YOU?)
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15. ALLENS: SMILE MAKERS
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16. TOOL: LADDER OF PARTICIPATION
YOUR SOCIAL FOLLOWING IS MADE UP OF:
FANS THAT LOVE YOU SO MUCH THEY POST
PICTURES, WRITE COMMENTS AND UPDATE BLOGS
WITH CONTENT ABOUT YOUR PRODUCT OR THEM
ENJOYING YOUR PRODUCT OR SERVICE
FANS THAT ARE LESS KEEN BUT BUY YOUR
PRODUCT SOMETIMES
PEOPLE IN THE MARKET FOR YOUR PRODUCT OR
SERVICE BUT DON’T REALLY KNOW ABOUT YOU OR
WHETHER YOU DELIVER TO THEIR NEEDS
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17. SOCIAL INSIGHTS & BEHAVIOUR
CREATORS: People that love lollies & love making
people smile
COLLECTORS: Families that like making
more of their family occasions & look for
inspiration to do this
SPECTATORS Families with
kids
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18. SOCIAL INSIGHTS & BEHAVIOUR (WHO
LOVES YOU AND WHY)
Q “WHO ARE MY MAIN CUSTOMERS (GENDER, AGE, INCOME, LOCATION)?”
Q “WHAT DO THEYMINDSET AND(BEHAVIOUR: SHARING, LIKING, QUESTIONS,FRIENDS AND FAMILY?”
“WHAT IS THEIR
DO ONLINE
HOW DO THEY INTERACT WITH PEOPLE /
COMMENTS)?”
Q “WHATFROM?” CAN I SUMMARISE FROM THE ABOVE AND HOW CAN I USE THESE TO COMMUNICATE A RELEVANT MESSAGE ALL FANS WILL GET
VALUE
INSIGHTS
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19. ROLE OF PLATFORM (WHAT CHANNELS
FEEL RIGHT)
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20. TOOL: BROWSING
Connected Network Connected Community Hub
Publish / Direct / Transact
Alert / Inform / Educate /
Inform / Engage / Educate / Entertain / Inform / Connect
Outreach
Entertain / Inspire
Open Forum / Credible Mass / Good for Insights / CRM /
Discovery & Research key influencers loyalists / advocacy
Micro-text 140 Characters Moving goal posts
Compelling reason to revisit
Connected Community Hub Publishing Aggregator
Entertain / Inform / Connect Engage / Inform / Educate Engage / Entertain
Niche interests Media / Fashion Great for SEO visually cool & trendy
Relatively low penetration Needs commitment supplementary & niche
Creation / Community House Video Content Aggregator
Inspire / Entertain / Engage Inform / Entertain / Educate Inspire / Engage / Inform
Aggregration / Filtering Shareable / Familiar / Data Customizable
Relies heavily on fresh frequent Poorly executed / not a
content destination Non broadcast
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21. ROLE OF PLATFORM (WHAT CHANNELS
FEEL RIGHT)
Q “WHERE ARE THE CONVERSATIONS HAPPENING ((FACEBOOK, LINKEDIN,TWITTER, PINTEREST ETC... CHECK,YOU MIGHT BE SURPRISED)?”
Q “BASED ARE YOUR SOCIAL MEDIA PROPOSITION AND BRAND,WHICH ENVIRONMENTS FEEL RIGHT (FACEBOOK, LINKEDIN,TWITTER... ETC)?”
“WHAT
ON
YOUR COMPETITORS DOING?”
Q “WHAT VALUE ROLEYOURYOUR BRAND INTO THEOF THESE EACH OF THESE ENVIRONMENTS?”
“WHAT
IS THE
CAN
FOR
BRAND BRING
EACH
TABLE IN
CHANNELS?”
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22. SOCIAL D.N.A (WHAT CAN WE CHAT
ABOUT)
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23. TOOL: SOCIAL D.N.A
BRAND COMMS DNA
NIKE #MAKEITCOUNT
Brand, Product, Social, Cultural,
Functionality Topical
Talk to functionality and Social by design, relevant
occasions for product use and current
On Platform Off Platform
Drive participation for
Drive participation for off
promotions / digital
platform activity (e.g.
interactive activity
Grassroots, The Academy)
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24. SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)
BRAND, PRODUCT, FUCNTIONALITY SOCIAL, CULTURAL, TOPICAL
Q “WHAT INTERESTS CUSTOMERS ABOUT YOUR BRAND...THE
BENEFIT IT GIVES THEM RIGHT?” Q “HOW DOES YOUR BRAND CHARACTER (SOCIAL MEDIA CULTURAL/
PROPOSITION) ALLOW YOU TO COMMENT ON RELEVANT
TOPICAL THEMES?”
ON PLATFORM OFF PLATFORM
Q “DO YOU HAVE ON-FACEBOOK EVENTSCOMMUNITY)? TO TALK
ABOUT (GIVING VALUE BACK TO YOUR
ACROSS THE YEAR
Q “DO YOUVALUE BACK TO YOUR COMMUNITY)?YEAR TO TALK ABOUT
(GIVING
HAVE OFFLINE EVENTS ACROSS THE
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25. TOOLS TO PLAY WITH
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26. TOOL: GOOGLE ANALYTICS
WHAT IT IS:
A FREE, EASY TO USE TRACKING TOOL THAT LETS YOU SEE EXACTLY WHAT IS HAPPENING ON YOUR WEBSITE AND
WHAT IS DRIVING PEOPLE THERE
HOMEWORK
TO SEE IF YOU HAVE IT ALREADY SET UP BY EITHER ASKING I.T. OR
GOING TO YOUR HOME PAGE, RIGHT CLICKING, SELECTING ʻVIEW
PAGE SOURCEʼ AND SCROLL TO THE BOTTOM OF THE HTML LOOKING
FOR THIS RIGHT AT THE BOTTOM
"google-analytics.com/ga.js
IF IT IS THERE, GREAT, IF NOT GET SET UP!
*YOUʼLL NEED A GOOGLE ACCOUNT BTW
IF YOU ARE SET UP, HAVE A PLAY AND READ SOME OF THIS
http://www.google.com.au/analytics/learn/setupchecklist.html
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27. TOOLS: FACEBOOK INSIGHTS
WHAT IT IS:
A BACKEND TOOL THAT HELPS YOU GAGUE THE PERFORMANCE OF YOUR FACEBOOK PAGES AND PAGE ACTIVITY
HOMEWORK
IF YOU HAVE A FACEBOOK PAGE GO HERE (SEE ALL):
IN THE NEXT SESSION WE WILL BE COVERING THIS TOOL IN DETAIL BUT WE
ENCOURAGE YOU TO HAVE A BROWSE AROUND THIS TOOL TO FAMILIARISE
YOURSELF PRIOR (IT’LL HELP)
IF YOU ARE SET UP, HAVE A PLAY AND READ SOME OF THIS (LOTS OF INFO)
https://www.facebook.com/help/search/?q=insights
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28. AND LASTLY...
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29. Brand:
Unlocking social potential Name:
SOCIAL MEDIA PROPOSITION (YOUR NICHE / OFFER / WHY) SOCIAL INSIGHTS & BEHAVIOUR (WHO LOVES YOU AND WHY)
Who are my main customers (gender, age, income, location)?
How does my product or service deliver?
What do they do online (behaviour: sharing, liking, questions, comments)?
Why does my product or service make a difference to people?
What is their mindset and how do they interact with people/friends and family?
What dream am I ultimately selling?
DON’T FORGET TO FILL THIS IN! What insights can I summarise from all the above and how can I use these to communicate a relevant message all fans
get value from?
ROLE OF PLATFORM (WHAT CHANNELS FEEL RIGHT)
SCAN & SEND IT TO:
SOCIAL D.N.A (WHAT CAN WE CHAT ABOUT)
carly.o@theconscience.org
What are the conversations happening (Facebook, Linkedin, Twitter, Pinterest etc… check you might be surprised) What interests cutovers about your brand… the benefit it gives them?
Based on your social media proposition and brand which environments feel right? How does your brand character (social media proposition) allow you to comment on relevant cultural/topical themes?
What are your competitors doing? Do you have on-Facebook events across the year to talk about?
What is the role for your brand in each of these channels? Do you have offline-Facebook events across the year to talk about?
What value can your brand bring to the table in each of these environments?
and we can have a chat ;)
TOOLS POINTS TO DISCUSS FURTHER
Contact carly.o@theconscience.org to redeem your complimentary session
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31. TCO Standard Terms
01: Appointment and Terms. The Client appoints TCO Pty Ltd ABN 69 125 933 637 (ʻTCOʼ) as consultant to provide the services set out in each estimate agreed between TCO and the Client (ʻServicesʼ).
02: Services. In consideration of the payment of the fees set out in an estimate or as agreed between TCO and client p-lus GST (ʻFeesʼ) TCO will provide the Services. TCO will abide by any reasonable directions
given by the Client with respect to the manner of delivery of the Services.
03: Fees. TCO will provide a tax invoice to the Client for the Fees according to the payments set out in an estimate or if no estimate as agreed between TCO and Client. Fees payable 60% of estimate on
engagement and prior to commencement of work and remainder is payable on delivery of the product of the Services provided under this Agreement. TCO shall be entitled to charge interest at the rate of 2% p.a.
calculated daily on any overdue Fees. The Fees may be reviewed by TCO if the scope of the project changes and the Client will be given notice of any increase in the Fees.
04: Expenses. In addition to the Fees the Client will reimburse TCO the actual costs of disbursements reasonably incurred by TCO in carrying out the Services. Expenses are subject to prior approval by the Client.
05: Intellectual Property. Intellectual Property contributed by Client will remain owned by Client. Upon completion of the Services and final payment of all Fees TCO agrees to provide a royalty free perpetual license
to the Client of all intellectual property rights created by TCO in connection with the provision of the Services for use by the Client for the purposes of the Project. TCO shall retain all Masters, rushes and other
preparatory material and client (or third parties) will not be entitled to such originals, although client may request duplicate Masters to be provided at additional fees. Third party intellectual property will remain owned
by such third parties, and Client appoints TCO as agent to procure any use of third party intellectual property in relation to the Project.
06: Assistance. The Client will give TCO, its employees and contractors all assistance reasonably requested by TCO to enable TCO to carry out the Services.
07: Employees. The Client will not, from the date of this Agreement to twelve months after completion of the provision of services by TCO, solicit, employ or contract any employee or contractor of TCO. The Client
agrees that if it employs or engages any person directly, contrary to this clause it shall be liable to pay to TCO liquidated damages in a once off amount equal to 30% of such personʼs annual salary or annualised
contracted amount (if a contractor) at the time of departing TCO even if they have been employed or contracted by another organisation after departing TCO and prior to being engaged or employed by the Client.
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32. TCO Standard Terms
08: Confidentiality. Each party shall treat as confidential all information which comes into its possession, pursuant to or as a result of or in the performance of this Agreement, whether such information relates to the
business, sales, marketing or technical operations of the other Party or the clientele of the other Party or otherwise. Neither Party shall, without the written permission of the other, disclose such confidential information
to a third party.
09: Warranties. Except as set out herein all implied conditions, warranties and rights are excluded from this Agreement. Where the Trade Practices Act 1974 or other laws imply conditions or warranties or give other
rights in respect of this Agreement, TCOʼs liability for any breach of such a condition, warranty or right will (but only to the extent permitted by law) be limited:
(a) in the case of goods supplied, to the replacement or repair of the goods or the supply of equivalent goods, the payment of the cost of repairing or replacing the goods or of acquiring equivalent goods;
(b) in the case of services supplied, to the supplying of the services again or the payment of the reasonable cost of having the services supplied again.
10: Liability. TCO will not be liable to the Client or any persons claiming under it in contract, tort or otherwise for or in respect of any direct, indirect, or consequential loss, damage, expense or injury suffered by the
Client or any other person arising out of or relating to this Agreement or any delay, non‑performance or error in information supplied to the Client by TCO in connection with this Agreement or any services provided.
Without limiting the foregoing, TCO shall have no liability for circumstances beyond its control, including without limitation fire, theft, strike, lockout, force majeure, act of god, or act of terror.
11: Cancellation. In the event that Client cancels an event at which the Services are to be performed by TCO then TCO shall be entitled to charge the Client, as a genuine pre-estimate of TCOʼs loss, the greater of the
percentage of the Fees set out in the table below, and the amount of the budget relevant to the Services performed by TCO to the point of cancellation:
Notice period Minimum % Fees
24 hours or less 50%
48 Hours or less 35%
Greater than 48 Hours 25%
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33. TCO Standard Terms
12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will
automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, official manager, receiver and manager
or similar officer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this
agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied.
13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet
invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client.
14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales.
15: Definitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of
reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals.
16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms.
17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the
parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this
agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ.
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