Using Social Media to Market your services

1. Using social media
to market your
services

2. Laila Hage-Ali
Senior Manager, Marketing Consulting
p. 02 9458 7812
e. laila.hage-ali@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing

5. Overview
• Setting the scene
• Getting started
• Know your audience
• Social media strategy
• The big players
• Tips & tricks
• Analytics

6. SETTING THE SCENE

7. Changes affecting you
• Reduction of regulatory red tape
• Provision of faster access to services
• More choices for people to stay at home longer
• More decision making power for consumers
agedcare.health.gov.au

8. Why online is important
• 92% of Australians use the internet
• 46% go online more than once a day
• 70% go online with a mobile phone
• 50% go online with a tablet device
• 9.1 million Australians made a purchase online
acma.gov.au: 2014

9. Last month in Australia…
• 15 million Facebook active users
• 5 million Instagram active users
• 2.8 million Twitter active users
• 2 million Snapchat active users
• 14.5 million YouTube video views
SocialMediaNews.com.au: 2016

10. For millennials only?
SocialMediaNews.com.au: 2015

11. The internet has changed how
we buy & consume goods

12. GETTING STARTED

13. What is social media?
• Interaction amongst like-minded users online
• Content: create, share, engage
• Part of the overall marketing mix
• Requires its own unique communication style
• Brands and businesses need to be engaging and
resonate with their fans

14. You’re familiar with these, right?

15. What about these?

16. And these?

17. The digital world changes quick!

20. KNOW YOUR AUDIENCE

21. Buyer personas

22. Who are you targeting?

23. The average consumer sees
3,500 marketing messages
each day.
99% is ignored.
Guardian Research

26. SOCIAL MEDIA STRATEGY

27. Strategic plan
Who are we hoping to engage?
Why will they join?
How will we engage them?
What is our social media purpose?
What are our content pillars?
What are our content themes?
What is our unique tone of voice?
What is our personality/character on social media?
What are we FOR and what are we AGAINST?
What are our rules of engagement?

28. Action steps
• Set targets and objectives
• Identify channels
• Agree frequency
• Allocate resources
• Plan on a page

29. Communicating on social media
• Targeted communications: inspire, inform, engage
and convert
• Create an emotional pull
• Tone of voice: project your brand personality

30. THE BIG PLAYERS

31. Online advertising
• Brands and businesses in Australia spend more
advertising dollars online, than in any other channel
• 45% of all adspend in Australia is spent online –
almost $6 billion annually
• 56% of large sized Australian businesses and 32% of
medium sizes Australian businesses have a social
media presence
• Just over a third of these advertise on social media

32. Social media marketing

34. LinkedIn
• Launched in 2003
• Bought by Microsoft in 2016 for USD $26.2 billion
• Over 106 million monthly active users

35. LinkedIn
• Sponsored Content
• Sponsored InMail
• Dynamic Ads
• Text Ads

37. YouTube
• Launched in 2005
• Bought by Google in 2006 for USD $1.65 billion
• Over 3 billion searches per month
• 2nd largest search engine in the world (after Google)
• In 2015 YouTube launched 360-degree videos

39. The Good Life

40. YouTube
• Display Ads
• In-Video Ads
• Pre-Roll Video Ads

42. Facebook
• Founded in 2004; Mass launched in 2006
• Worth USD $350 billion
• Over 1.8 billion monthly active users
• The most popular social networking site in the
world (by number of active users)
• In 2016 Facebook launched Facebook Live and 360-
degree photo

43. Bupa

44. Facebook
• Page Post Engagement
• Page Likes
• Clicks To Website
• Website Conversions
• App Installs
• App Engagement
• Event Responses
• Offer Claims
• Video Views
• Local Awareness
• Slideshows
• Carousel Adverts
• Dynamic Ads
• Lead Ads

46. Twitter
• Launched in 2006
• Over 310 million monthly active users
• Growth declined in 2015
• In 2016 Twitter changed its character limit – no
longer counts links and images

47. Twitter
• Followers Campaign – CPA
• Website Card – CPC
• App Card – CPD
• Promoted Tweets – CPE
• Video Views – CPV
• Leads Campaign – CPL

49. Instagram
• Launched in 2010
• Bought by Facebook in 2012 for USD $1 billion
• Over 500 million monthly active users
• 90% of Instagram users are younger than 35
• In 2015 Instagram launched Boomerang, and in
2016 Instagram Stories was launched

50. Instagram

51. Melanoma Patients Australia

52. https://youtu.be/AGL3Pz_98xQ

53. Instagram
• Photo Ads
• Video Ads
• Carousel Ads

55. Snapchat
• Launched in 2011
• Over 150 million daily active users
• 73% of current Snapchat users are Millennials
• By 2018 the 35-44 year olds will be on Snapchat,
and the over 55s will be starting to join

56. Snapchat
• Snap Ads
• Sponsored Geofilters
• Sponsored Lenses

58. Pinterest
• Launched in 2010
• Over 150 million monthly active users
• 85% of Pinterest users are female
• Advertising options coming soon

60. Google +
• Launched in 2011; Several redesigns since
• Over 111 million monthly active users
• 60% of Google+ users are male

61. Google My Business

63. Periscope
• Launched in 2015; Owned by Twitter
• 10 million + accounts
• In 2016 Periscope launched GoPro live streaming

64. TIPS & TRICKS

65. Content
• Use hashtags to increase content presence and
reach new audiences
• Encourage user generated content – people trust
people, not brands

66. Designed posts
• Use online tools like Canva to create professional
looking cover images and designs posts
• Source high quality images from Shutterstock
• Use the Facebook Image Text Check
(facebook.com/ads/tools/text_overlay) to check
whether your post images pass the 80/20 rule

67. When to post

68. Facebook newsfeed rankings

69. Social media tools

70. ANALYTICS

71. Analytics

72. Reporting
• Fans/followers
• Reach
• Engagement (incl. including engagement rate)
• Customer response
• Trends & content learnings

73. Analyse & perfect

74. NEXT STEPS

75. Additional Resources
• MarketingSuccess.com.au
• Offer: 2 hour consultation ($450 + GST)

76. Laila Hage-Ali
Senior Manager, Marketing Consulting
p. 02 9458 7812
e. laila.hage-ali@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing