online marketing & advertising - leigh jewiss 301015
TRANSCRIPT
Online Marketing &
Advertising@LEIGHJEWISS
AU.LINKEDIN.COM/IN/LEIGHJEWISS
LEIGHJEWISS.BRANDED.ME
Today we are going to learn… Understanding what content marketing is and how to produce it – creating the reason for people to follow and buy from your business
Using paid online advertising – discovering paid channels like Facebook to reach new audiences
Creating a digital strategy and the tools to make it easier
Driving Traffic & Engagement –Social Media
PaidOrganic
Organic vs Paid Examples
Organic (Free) Paid
Content MarketingBlogsPromotionsCampaigns
Google Adwords
Search Engine Marketing (SEM)- Search Engine Optimisation (SEO)
Facebook- Advertising- Boosted Posts
Social Media Banner Advertising
Driving Traffic & Engagement
PaidOrganic
Let’s start with Social Media
Source: thepaperglow.wordpress.com
Let’s start with the Why go Online
Source: https://think.storage.googleapis.com/docs/consumer-barometer-insights-from-australia.pdf
Let’s start with the Why go Online
Source: https://www.consumerbarometer.com/en/insights/?countryCode=AU
Let’s start with the Why go Online
Source: https://www.consumerbarometer.com/en/insights/?countryCode=AU
Let’s start with the Why go Online
Source: https://www.consumerbarometer.com/en/insights/?countryCode=AU
Monthly Active Users
Source: http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/
Know Your Audience
Know Your Audience
Who is your customer?Introducing the Customer Persona
Source: https://blog.kissmetrics.com/minds-of-saas-customers/
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Why Facebook?
The Decline in Reach
Source: http://fd842fe78bbffbb85cab-70874e0f3da6c64a981fba9d7d1347cc.r64.cf1.rackcdn.com/Heyo_Facebook%20Reach%20Survival%20Guide.pdf
The Facebook Formula
Source: embededsocial.com
Adding some love Posts with lots of comments
Posts with lots of likes
Post types that users seem to prefer more than others (e.g., photo, video, or status update)
Posts that reference a trending topic
Posts that receive a high volume of likes, comments, or shares in a short time
Link posts
Videos uploaded to Facebook that receive a large number of views or extended viewing duration
Posts that tag other pages within the text
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm
Posts that are liked or commented on by one’s friends
Posts from pages that one interacts with often
Post types that one interacts with often
Posts from pages with complete profile information
Posts from pages where the fan base overlaps with the fan base of other known high-quality pages
Images and videos that have not previously appeared in the Open Graph
Links that have not been posted before
But avoid… Clickbait
Frequently circulated content and repeated posts
Like-baiting
Posts that include spammy links
Text-only status updates from pages
Posts that are frequently hidden or reported (a sign of low quality)
Posts that contain the words “like, comment, or share”
Posts with unusual engagement patterns (a like-baiting signal)
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm
Posts that receive negative feedback categorizes as “meme content”
Posts that are classified as memes by Facebook’s visual analysis of overlayed text on image
Passive fans of a particular Facebook page may see that page’s posts bundled together in the News Feed, such that the user would need to click a link to see more from the page.
Overly promotional content from pages—pushing people to buy an app or service, pushing people to enter a contest or sweepstakes, posts that reuse the same text from ads
Creating the Perfect Facebook Post
A perfect Facebook post:
1. is a link
2. is brief—40 characters or fewer, if you can
3. gets published at non-peak times
4. follows other posts on a regular schedule
5. timely and newsworthy
Source: https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post
The NEW Tactics – bases on 500m Facebook posts
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Oh no! Were using the Back Up Slide
Scheduling the When
Be Aware of the WHEN
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/
…& think about how it could go wrong..
Source: http://mashable.com/2015/02/16/1-800-flowers-valentines-day/?utm_cid=mash-com-fb-main-link
1-800-Flowers is doing major damage control after a Valentine's Day fail
really think about how it could go wrong
Source: http://www.news.com.au/lifestyle/food/kkk-wednesday-promotion-backfires-for-krispy-kreme/story-fneuz8zj-1227223812426
Be Aware of the message…..
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
Who has access to your Social Media?
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
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
Because it might (& probably will)
https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot
Consider these: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
Moving onto Content Creation
Content Marketing
“Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers
Content marketing is focused not on selling, but on simply communicating with customers and prospects.
The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information".
Source: http://en.wikipedia.org/wiki/Content_marketing
What is Content? Articles
Books/eBooks
Brochures/manuals
Case Studies
Information Guides
Microsites/Web Pages
Online Courses
Podcasts/Videocasts
Presentations
Reference Guides
Resource Libraries
Videos
Visual Content
Webinars/Webcasts
White Papers
Product Data Sheets
Workbooks
Status Updates
Rule: Content should to be able to communicate and engage with your customers
Who Does Content Well?
'Move Nourish Believe'; has become a key content driver for the company.
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/
Understanding Your USP
What Makes Great Content
A recent study by researchers at Cornell university has found that people share a content when it adds information and it agrees with the community’s ways of expression.
Three elements:
value,
relevance,
consistency
makes content irresistible and impossible to ignore.
Source: twittercounter.com
What Makes Great Content - Value
The greater your value proposition the more likely your content is to get shared. Valuable content is content that is useful, informational, educational and of course entertaining.
Creating value for your audience requires knowing who your audience is, what do they like and what they would find useful.
Source: twittercounter.com
What Makes Great Content - Relevance
Understand the basic characteristics of your audience and who they are – then figure out what type of content would be relevant to them.
Ensure your content is relevant to your audience and your brand’s identity.
Value and relevance will start attracting quality audience that will help your business grow to the right direction.
Source: twittercounter.com
What Makes Great Content - Consistency
Content consistency means staying true to what you and your brand stands for,
Consistency is about how your content is presented, maintaining your tone and voice and posting your content on a frequent basis.
Being consistent will help you build your brand’s credibility and develop trust with your audience.
You will meet expectations with people understanding what your content is about and will keep coming back for more.
Source: twittercounter.com
Creating Your Content - Ideas◦ Blog
◦ Write an article on your industry◦ Write a how-to guide
◦ Value give ways◦ Create a worksheet/checklist◦ eBook/PDF◦ Step-by-Step Tutorial◦ Resource Guide◦ Video Content◦ Lists – Top X◦ Newsletter◦ Infographic
Start your engines◦ Gmail Alerts◦ Google Trends◦ All Top◦ Online Forums◦ Industry Magazine Articles◦ Competitor◦ Your Fans/Followers◦ http://www.portent.com/tools/title-maker◦ http://buzzsumo.com/
Anatomy of a Good Blog Post◦ Great Headline
◦ Eight out of 10 people will read your headline. Two out of 10 will read the rest of what you wrote1
◦ Important for Search Engine Optimisation (Max. 65 characters)
◦ Create a Hook◦ Let’s look at the masters - BuzzFeed
Source: 1 http://www.copyblogger.com/writing-headlines-that-get-results/
How to Wash a Dog
vs
20 Amazing Ways To Wash
Your Best Friend
Anatomy of a Good Blog Post◦ Great Headline
◦ Relatable/Interesting Image
◦ Story/Content
◦ CTA – Call To Action
Source: 1 http://www.copyblogger.com/writing-headlines-that-get-results/
Tool Kit◦ Images - check for copyright
◦ Buffer’ 53+ Free Image Sources - cool list
◦The Making of Stuff – Canva
◦Newsletter – MailChimp
◦ Infographic - Piktochart
Driving Traffic & Engagement
PaidOrganic
Types of PAID Advertising
Facebook Post Boosting
Advertising
Invest in Understanding Social Media
Facebook recently revised their guidelines: ads will not be approved for placement in the News Feed because the ad image is more than 20% text. Instead, use ad images that are mostly graphic with minimal text.
Source: http://www.amyporterfield.com/2013/03/7-tips-to-create-facebook-ads-that-convert/
Solution: Facebook Grid Tool
Understanding Your Advertising Purpose
How much are you willing to pay for advertising◦ Understand conversation rate
Review your advertising◦ Test, measure, review
Why are you advertising online◦ Are you going to be like McDonald’s? (long term)
◦ Campaign driven (short term)
Know your advertising BUDGET!
Know your advertising PURPOSE!
Facebook Post Boost
Facebook AdsWhat makes a good Facebook Ad?
◦ Relevant to your target audience
◦ Visual
◦ Provides value
◦ Clear & compelling Call To Action
Understanding the reason for Facebook Ads
◦ What are you trying to say?
◦ What are you hoping to achieve from your ad?
Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx
Facebook Ads - Examples
Facebook Ads – Let’s create one
Tool Kit◦ Images - check for copyright
◦ Buffer’ 53+ Free Image Sources - cool list
◦The Making of Stuff – Canva
◦Newsletter – MailChimp
◦ Infographic - Piktochart
Facebook Ad Manager
Supporting Tools
Design Tools Canva
PicMonkey
Images List of sites
Social Image Resizer Tool
Source: twittercounter.com
Search Engine Optimisation –The Basics
◦ Can’t beat Google – each year Google updates their search algorithm 500-600 times
◦ Google ranks your page based on approx. 200 factors
◦ Key Factors include:
◦ Key Words/Relevancy
◦ User experience and usability
◦ Engagement (social shares/likes)
◦ Authority (links, traffic)
◦ Mobile-Friendliness (Optimisation)
Search Engine Optimisation
Source: http://www.webmarketinggroup.co.uk/blog/infographic-the-power-of-search/
Google Adwords
Google AdwordsGoogle Adwords
Google Adwords Video
Keyword Planner and Campaign builder
Advanced Tools◦ Facebook Apps – Quizzes, Polls, Photo Competions
◦ WooBox
◦ Heyo
◦ EBook Recreation◦ SimpleBooklet
◦ Custom Audience Ads◦ Facebook Pixel
◦ List◦ Social Media Today’s Brilliant List
◦ Boostlikes
Digital Strategy
What do you want to achieve?
If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
How To Create Great Content
PIN
Problem Interest Need
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
Digital Strategy Weekly ThemeMonday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better connection and relationship with the customer
Purpose
•Product/Service Awareness
Purpose
•Better customer experience
•Useable content
Purpose
•Build experience
Purpose
•Create content for customers to return
Outcome
•Increase customer loyalty
Outcome
•Sales
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Key sales differentiator to competitors
Outcome
•Fresh content supports SEO
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your workspace
Interview a customer
Share Content Share some inspiration
Share an event
Ask a question Post a special Share an image Promote your community
Post a Friday Fun One
Promote your other social media channels
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
Other metrics to measure
Likes
Reach
Engagement
Views
Subscribers
Followers
Impressions
Engagement
Conversion
TOOLS
Hootsuite
TweetDeck
Buffer
Twitter Analytics
Gmail Alerts
10 Tips for Understanding Social Media1. 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!
Tips for Understanding Social Media6. 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 MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
Things to do next……
Goal Setting
Name the top five goals you want to achieve through using social media.
Break down each goal and how you are going to achieve them.
What tools and platform/s do you think are the most suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social media presences?
