Social media marketing can appear deceptively simple, and is commonly misunderstood. It isn’t intentional, but sometimes, our own social media and digital marketers are to blame for these common misconceptions. If there’s one thing we know for certain, it’s that social media marketing is not simple and requires comprehensive planning, and a great deal of creativity. It’s about time we shed light on anything, and everything people don’t tell you about social media marketing. It’s time every social media and digital marketer gets the credit they deserve. In this webinar we are diving into: - Best kept social media marketing secrets - Exposing social media marketing misinformation - The truth about successful social media marketing

1. 8 Things People Don’t Tell You
About Social Media
#FalconEd #growwithsocial

2. Your Presenters.
Gigi Silk
Digital Communications Manager
Zoos Victoria
Marissa Nardi
Community Marketing Coordinator
Falcon.io
@gcsilk
#FalconEd
#growwithsocial
@marissanardi

3. Best kept social media marketing secrets
Exposing social media marketing misinformation
The truth about successful social media marketing
Q&A
Today’s Agenda.

4. (Housekeeping)
rules help control the fun!
- Monica Geller
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5. Cast your vote on-screen.
Q: Do you use TikTok as a part of your
social media strategy?

6. Exposing Social Media Marketing
The truth behind the myths.

7. 1Expectations vs. Reality
Not always as glamorous as it seems.

8. Source: Sweet Social
• Big ideas require a big budget.
• The more employees the better.
• Quantity is more important than quality.
• Number of followers is the most important metric.
Expectations.

9. Navigating Smaller Budgets.
Being creative doesn’t need to break the bank.
• Repurpose existing creative assets
• Think outside the box
• Be your own content hub
• Utilize what you already have

10. Quality Over Quantity.
70%
of B2B content marketers
prioritize quality over quantity
• What you post means more than how often you post
• Spend more time creating content
• Utilize social media algorithms
• Choose channels wisely
• Feature real people
• Create a schedule
Source: Laire Digital

11. Focus on
engagement
rates.
The reach of your audience is more
important than how many people make
up your audience.
• Quantity of followers can be misleading
• Quality of followers establishes brand loyalty
• Avoid vanity metrics
• Social media engagement works both ways

12. 2Content
There’s something more powerful than your own content.

13. User
Generated
Content.
• UGC is content customers create featuring a
brand that can later be used in that brand’s
marketing strategies.
• UGC comes naturally and can be encouraged
through marketing campaigns.
• UGC can be free, or of little cost to the brand or
business.
• UGC is popular for in
fl
uencer marketing.
Source: Ra
ffl
ePress

14. 93%
of consumers trust content
created by customers more
41%
of marketers rank
engagement as their
top KPI
75%
of marketers agree adding
UGC makes brand content
more authentic
60%
of marketers agree
authenticity and quality are
equally important
66%
of consumers think
transparency is a brand’s most
attractive qualities
Source: Tint
User
Generated
Content.

15. In
fl
uencer
Marketing. of US marketers use micro or macro
in
fl
uencers for paid or unpaid brand
partnerships.
Source: eMarketer
2/3

16. Which in
fl
uencer is better for your brand?
Micro-in
fl
uencer: Macro-in
fl
uencer:
• Has a wide range of followers and not a celebrity
• Can specialize in anything
• Most are experts in a speci
fi
c niche
• Followers
fi
nd them more authentic and trustworthy
• Closer and more personal relationship with followers
• Cost e
ff
ective
• Has large following
• Celebrity or developed a strong personal brand
• Known internationally
• Reach a larger and broader audience
• High price tag

17. 3Advertising
Paid and organic both have a home.

18. Organic Social
Free content posted on social media that all
users, including brands and businesses,
share with each other on their feeds.
Paid Social
Online advertising which the brand or
business pays for.
• What make good organic social
• What makes good paid social
• Where organic social excels
• Where paid social excels

19. Organic Social = Organic Reach.
The number of people who have seen or interacted with your content through unpaid distributions.
Your followers
Algorithms promise a
certain percentage of
your followers will see
your posts in their
feed
Your followers’ followers
T h r o u g h s h a r e s a n d
reactions, your posts will
re a c h y o u r f o l l ow e r s
audience and timelines
Hashtag followers
Extra exposure based upon
individual searches or
follows. Try a hashtag
generator.

20. Stay up to date with social media platform
algorithms. Put your trust in them verse by
chance.
Encourage and utilize user generated
content to reach more people.
Generate conversation through likes and
reactions.
Provide forum for customer care.

21. Save the sales talk for
your ads.

22. Save The Sales
Talk For Your Ads.
Successful advertisements feature a photo, video or
carousel with a short caption that leads to a CTA.
• Facebook feed
• Twitter
• Instagram feed
• Instagram story

23. Paid Advertising
Worth Trying.

24. 4Comments & Trolls
Because it’s not all rainbows and butter
fl
ies.

25. Negativity and Internet Trolls.
Members of an online community who post irrelevant, in
fl
ammatory or insincere content.
• Inappropriate content
• Repeat o
ff
enders
Trolls are not upset customers and are not looking for a resolution.
• Negative posts
• Negative reviews

26. One size does not
fi
t all when it
comes to trolling.
And neither should your marketing strategy.
Things to consider:
• Establish a company policy
• Respond with facts
• Ignore them
• Defuse with humor
• Block or ban them
• Establish a positive community
• Don’t get baited

27. Cast your vote on-screen.
Q: Have you given up your personal FB or
IG since working in social media?

28. 5The Good in Social Media
Because it isn’t all trolls and bullying.

29. Social media is
naturally a
place to share
good news
Fact
Ever noticed how
resistant Facebook was
to introducing anything
except the ‘like’ button?
And how Instagram only
has a ‘heart’ option? It’s
because they want good
news shared.

30. When push comes to shove, social media is a place
to unite local, national and global communities.
From the Boston Bombings to the Black Summer
Bushfires, social media helps people care.

31. Information Sharing
Over the past two years, has social
media been a place for spreading
misinformation or is it a place to keep
everyone connected?
Fact
According to a WHO
study, close to 60% of
Gen Z and Millenials are
“very aware” of fake news
and can easily spot it.
They just don’t care
about countering it.

32. Remember
➔ Be kind online
Be part of the movement of good on the
internet. There’s enough negativity
➔ Join in the positivity
Social media is an excellent platform to
show the softer side of your brand to a
big audience
➔ But also, people are assholes
Don’t try and change someone’s opinion
online, just acknowledge them and
move on

33. 6Crisis Comms 101
What to do on social media when catastrophe strikes.

34. F#*&! Something has just blown up at your business
COVID exposure site?
Employee tweeting something rogue?
Faulty product?
Scandal?
Viral negative online review?

35. 1.Act Quickly
Your social media is a place people will turn to
for information. Even just acknowledging
something has happened and you’ll update
everyone shortly can go a long way.
Also, think about scheduled posts, ads that
are running (should they be paused?) and
turning off comments.
Tip
We prepare for the good
but often not the bad.
It’s worth spending a
few hours once every
few months
brainstorming what
could go wrong and
preparing some
statements.

36. While Twitter is
the natural
place journalists
turn to for info,
but don’t forget
about your
other channels

37. 2.
Be humble.
Be honest.
Be a human being.
Tip
It’s easy to forget that
real humans are behind
even the biggest brands
so showing your
customers this will likely
soften their anger a bit.

38. Your customers may feel angry, let down, frustrated,
scared or any other negative emotions.
Hear them out. Acknowledge their feelings are real.
Then remind them that you’re human.

39. 3. Put all the information
on your social media
Drip-feeding things only
prolongs that pain
Tip
You want to contain this
to the 24-hour news cycle
by making sure there is
no new info coming out
tomorrow or next week…
wish our politicians could
remember this!

40. It’s not news
if it’s not new.

41. 4. Monitor, monitor,
MONITOR!
Keep an eye on things at the time
and assess the good, bad and
ugly afterwards.
Tip
Keep an eye on your
social channels, use
social listening tools,
respond to people. When
in crisis mode, do not let
anything fester away.

42. Remember:
➔ Act quickly
Followers, fans and journalists will turn to your social
media for info and comment
➔ Put out all your dirty washing
If all the info is out there, the media will move on
➔ Admit it when you’ve stuffed up
Humility goes a long way and remember that lies
always come unstuck
➔ Monitor everything
Not only to ensure no more fires start but also so
you can look back and assess what worked with your
response and what didn’t.

44. 7Is my phone listening to me?
How social media is just an exercise in data mining.

45. No.
Can you imagine your
data bill if it was?

46. This Is What Google Knows About You:
Your age, gender, sexuality, likes and dislikes
Everything you’ve ever Googled, and deleted
Every place you’ve ever searched on Google Maps and every place
you’ve ever visited (if you have an Android and location turned on)
Every video you’ve watched on YouTube
Every email you’ve ever sent, drafted, downloaded or read (if you
use Gmail)
And so, so, so, so, SO MUCH MORE
Fact
If you download the data
Google has stored on
you, you can expect it to
be the equivalent of
1.5-3.5 million Word
Documents.

47. Case Study
You’re staying at your mum’s house for
the week. She has Colgate Optic
Whitening toothpaste in the bathroom
which you use for the week.
Suddenly, you start getting served ads for
Colgate Optic Whitening toothpaste. How?

48. So basically Zuckerberg doesn’t need
to listen to you.
He already knows
everything about you.
Tip
When a number is too
large or too small to
easily comprehend,
clarify it with a
comparison to
something familiar.

49. As a marketer, you
can use this data to
your advantage.
Facebook, Twitter, TikTok etc want
your ads to work. The more your ads
work the more money you’ll spend
with them.
Tip
If you’re serious about
using social media to
market your product or
business, get an expert
to set it up. It’s not rocket
science, but it is still an
art form.

50. Remember:
➔ Social media knows everything
about not only you, but also your
customers
Don’t be afraid to exploit this
➔ Delivering the right message at the
right time is key
Social media will do a lot of the work here,
but it’s worth using an expert to nail the
timing and location of the message
➔ Always think really carefully about
the target audience
Keep it narrow!

51. 8Building Street Cred & Trust
You’ve got a voice. Be careful how you use it.

52. Know what your
brand’s identity is
and develop a
strong voice.
Tip
It’s likely your brand’s
identity and voice is
different to your social
media manager’s voice.
Remember this!

53. Journey to Getting Someone to Follow You:
Content
piece 1
“That’s cool”. Keeps scrolling
Notices content, *lingers for a few
extra seconds*
Stops scrolling, might even click on
content
“Oh I remember this page”, *likes
content piece*
Content
piece 2
Content
piece 3
Content
piece 4
Content
piece 5
Content
piece 6
Tags friend in post
Likes/follows page

54. Be consistent:
Posting
Try and be consistent about
what time of day you post
content. But also remember
quality over quanity.
Tone of voice
Are you funny, factual,
sarcastic, serious etc?
Type of content
Do you post candid content,
memes, visually beautiful
content, graphs, links?

55. Know that there’s an area that could
become an issue for you in the future?
USE YOUR FOLLOWERS
AND EDUCATE THEM
IN CASE OF A
RAINY DAY IN
THE FUTURE
Tip
Your followers can
become the defenders of
your brand - but you
need to build up trust
with them and then
teach them about why
your brand is the best.

56. Remember:
➔ Know your brand
Don’t be someone you’re not
➔ Be consistent
Your tone, content and time of posting
matter
➔ Your followers are your army
Build up trust and educate them over
time.

57. In Summary
Social media is a good place. Add to the
goodness
When things go wrong, your social media
channels are your number 1 comms tool
Social media is all about data - use it wisely
Building trust should be a priority

58. @Falcon.io @ZoosVictoria
#FalconEd #growwithsocial

59. 1. Be resourceful
2. Quality over quantity
3. Establish a company policy
4. Focus on engagement
5. Think carefully about your target audience
6. Know your brand
7. Be consistent
do try this at home
Key Takeaways.

60. November 18th - So You Think You Can…UGC
November 30th - Achtung! Stolperfallen auf Social Media (German) @Falcon.io
#FalconEd
#growwithsocial

62. @falconIO
falcon.io welcome@falcon.io