A basic overview on Social Media

1. Social Media
An overview of the Holistic Digital approach to Social

2. Social Media facilitates a
two-way relationship with
your customers.

3. What is Social Media?
Where Technology & People
meet to:
• have a discussion
• share information
• sell
• make friends & network
• create content, self-expression
• entertain, or to be entertained

4. What is Social Media?
• forums
– eg Whirlpool forums, Essential Baby
• blogs
– eg Blogger, Wordpress, Livejournal
• microblogging
– eg Twitter, Tumblr
• ‘traditional’ social networking
– eg Facebook, MySpace, LinkedIn, Google +
• visual platforms
– eg YouTube, Instagram, Vimeo, Vine
• location-based “check-in” services
– eg Foursquare, Miso, Facebook Places
• “real-time” platforms
– Snapchat, Periscope, Meerkat, Vine

5. The Big 6 in Social Media
Twitter
• Over 500 million active registered users
• Australia accounts for 3% of worldwide Twitter Traffic
• equates to top rating television show ie AFL Grand Final.
• Conversation-based. Heavy emphasis on interaction.
• Own Vine & Periscope
Facebook
• 14 million Australians are on Facebook, 50% log on every day.
• Rapidly changing, highest engagement.
• Ability to target specific demographic groups with Advertising,
remarketing & custom audiences
• Own Instagram, Whatsapp

6. The Big 6 in Social Media
LinkedIn
• 4 million Australian LinkedIn users
• business & networking focus, with a “virtual CV”
• Connect in a professional setting outside of “social” media
• Company profiles & discussion groups
Google+ & YouTube
• Prioritised by Google Search
• Important to not look at any Google tool in isolation.
• Every Google tool (eg My Business, YouTube, G+ & Paid Advertising)
are integrated into search.

7. The Big 6 in Social Media
Pinterest
• “Visual” sharing platform – photos, videos
• 80% women, average household income $100k pa+
• 40% of women are on the platform
• Highest referral source for online retailers
Instagram
• Photo sharing app that syndicates to other networks, plus in-
house interactions (Like, Comment)
• Over 4 million active users in Australia

8. Notable Mentions
• MySpace - music & entertainment
• Foursquare - location-based ‘check-ins’
• Periscope – real-time video broadcast
• Spotify - streaming music, potential ‘iTunes killer’
• Reddit – “Ask Me Anything”, threaded forum, sharing
• Snapchat – time-limited multimedia sharing

9. Benefits of Social Media
• Increased Brand recognition
• Increased Brand Loyalty & Authority
• Increased conversion, especially
when combined with email & above
the line
• Increased traffic to your site

10. • Higher ROI & more measurable than
traditional media
• Integrated, holistic approach that
includes media, email, print &
social is the ‘sweet spot’
• It’s fun!

11. • Greater insights into customers to
improve the overall customer
experience
• Yates are already on it, but Scotts
can do a better job J

12. The best way forward
• Social Media planning workshop
• Competitor Analysis (what are your competitors doing and how can you learn from them?)
• In-depth listening & monitoring (see what conversations are happening & plan accordingly)
• Plan for Social for 3, 6, 12 months (which platforms to set up, when, who, what, how – start
with the 3 month plan & revise)
• Content Strategy (determine positioning, tone of voice, what you are going to post, which formats)
• Competitions & Campaign planning
• Post Calendar (what to post, when & deadlines for production)
• Policy & Governance (both internal & external)
• Risk planning & mitigation (any potential ‘grenades’ that may blow up?)
• Plan for day-to-day management of channels (this can be fully or partially outsourced)
• Identify any other needs to support the strategy (website redesign, YouTube videos,
photography, copywriting, mobile app)

13. There are thousands
of social networks.
If there is a niche, there is an online
community for it.

14. For the best results,
you have to choose
the right platforms, to
reach the right
people.

15. Every network
requires a different
approach to be
successful.

16. Success on one
platform does not
guarantee success on
others.

17. There are no
guarantees, but you
can maximise your
chances.

18. Strategic planning for
social will maximise
your chances of
success.

19. YOU NEED TO HAVE
A PLAN
Before thinking about the “What” – ask yourself… “Why?”

20. IT NEEDS TO BE
MANAGEABLE

21. YOU NEED TO CONTINUALLY
REVIEW, MEASURE &
ADAPT.

22. Why have a workshop?

23. Social Media is like the
wild west, but with
some planning, is
completely under your
control.

24. UNDERSTAND
YOUR POSITION
By knowing where you stand in the market, what
people are saying about you and which platforms
have the greatest opportunity, you can focus
resources in areas that only support the strategy.

25. PERSONA
DEVELOPMENT
If you give your customers a face, it becomes easier
to empathise & connect with them in an authentic
way & build better relationships with influencers.

26. WHAT IS
SUCCESS?
If we do not know where we want to be, how do we know
when we get there?
A workshop helps you to define your goals upfront &
identify what success looks like, so you can work towards
it & help you track progress.

27. WHAT ARE THE
CONSTRAINTS &
LIMITATIONS?
Strategic planning helps you to consider factors unique to
social networks, that be risky on social media. Identifying
these upfront & planning for negative feedback will help you to
avoid the infamous “social media crisis”.

28. REPORTING
& REVIEW
The power of social media is to allow you to have insight
into your audience like never before. Measurement helps
you to review & adapt in a rapidly changing landscape.

29. A CLEAR & COMPREHENSIVE
ROADMAP
A strategy helps you stay on-target, plan your content
ahead of time and know what to talk about on social
media. At least 50% of your content can be pre-planned
and scheduled ahead of time.

30. MANAGED
SOCIAL MEDIA
We can plan your content, post on your behalf, take care of
all creative. All you have to do is approve.