Ministerial Council for Suicide Prevention Social Media Proposal

corporate profile

Australia’s leading social media agency.

Why Socialite Media?Why Socialite Media?

• Pre-Government Approval under CUA to provide

social media services

• Government and Community experience

• Leading national social media agency with highly

skilled qualified staff

• A team of account managers that execute social

media daily, allowing us to know the latest

information to apply to your brand

• We build Facebook applications

• Specialised IPhone Application Development

• Software Integration into social media platforms

• Software Development to any specification with

leading edge technologyexperts

Complete social media solutionsComplete social media solutions

Socialite Media helps companies stand out and go beyond their potential,

they can deliver the entire solution. We have highlighted the ones

applicable to your organisation.

Complete Social Media Solution

Social Media Strategy

Brand/Campaign

Mngt

Ad Campaign Mngt

Software Developing

Analytics and Reputation Monitoring

Training and Education

solution

understanding the social landscape

It’s not IF you use social media, it’s how well you execute it.

Enhancing Customer LoyaltyEnhancing Customer Loyalty

• 73% of users prefer to interact with their favourite brands through social media

• 7.8 hours average time spent per week on social media sites

• 2 Brands number of additional brands selected to like/follow each week

• 9 out of 10 consumers in OECD “trust” earned media more than any other.

Organisations have an average tenure of just three to four years in

which to make their mark

Enhancing customer loyalty is their focus in the digital age

landscape

Future of Digital Buying in Government

The Consumer gets most of the information from the internet, whereas the current marketer spends most of the budget on print.

digital

consumer

marketer

Clearly shows WA population increasing but newspaper readership decreasing....their new source of news and information? It’s social media.

Newspaper Readership Vs Population

news

Social Media Reach Vs Mainstream Media

reach

government campaign examples

provide direction and engage.

The Line CampaignMulti Million Dollar Campaign

Four year social marketing campaign aimed at :

• changing violence-supportive attitudes in an effort to effectively reduce the incidence and impact of violence

• Primary prevention focus

campaign

Channels• Magazines, Radio• Public Relations program

Heavy digital and online focus• Central website –

www.theline.gov.au• Social media• Website advertising • Search engine optimisation

Results• Over 65,000 fans• Status updates• Cross link to website • FAQs and polls• Discussions tab

The Line Campaign

campaign

Campaign is having positive impact on the behavior and intentions on those it reached:

• 79% claimed it improved their understanding of the kind of

behavior considered ‘crossing the line’

• 76% intend to do something as a result of the campaign e.g.

reduce/stop behavior

• Significant decline in ‘crossing the line’ behavior amongst 12-

24yos reached by the campaign

• Self-confessed bullying behavior declined amongst 12-24yos

• 84% identify campaign message that ‘Respect is the basis of

all good relationships’

The Line Campaign Results

campaign

Community Engagement

Actively using twitter hashtags to engage with their community. Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.

#mythbuster

NSW and QLD Forces have successfully used Twitter and Facebook to quickly squash rumour and misinformation.

#feedback

Both forces are able to gain valuable and often instant insights into what their audiences like, don’t like and want.

campaign

“We can sell the good work my police are doing. A lot of stuff we do people don’t see. Traditionally we had to rely on local newspapers and traditional media to put a story in. Now we can put those stories on our own Facebook page. Having the two-way communication helps to increase the public’s perception of police and what we do”

Gary Merryweather - NSW Police Superintendent

http://www.twowebfeet.com.au/blog/facebook-case-study-police/

Enhance Public Perception

campaign

How do you stand out from the rest?

Social Strategy “The foundation of organisational success”

Social Campaigns “Management of social pages, creative campaigns and daily building of market”

Social Advertising “Targeted Advertising through social media”

Synergistic Advertising “Working Traditional and Social campaigns together”

social strategy

the foundation of organisational success

The AB © Social StrategyThe AB © Social Strategy

When an organization embarks on a strategy it should have

already decided that it wants to embark on a journey into the

social media space or deepen its knowledge and

understanding of the space through an evidence and

systematic based approach. The aim of the strategy is define

a methodical approach to developing a comprehensive

strategy that will reduce time and effort and produce great

results.

strategy

• Developed by Dr. Clare Allen and Tenille Bentley.

• Clare has over 20 years experience in strategy, people and

leadership and has taken organisations to achieve great

success

• Tenille Bentley is the MD of the largest social media agency in

Western Australia

Why the strategy?

In this decade of rapid social media use, companies are

competing for brand loyalty to increase sales; recruit staff or

make people aware of what they offer.

So many companies are experiencing a lack of preparedness to

manage the social media arena, having the right advice is crucial

to success.strategy

The AB © Social StrategyThe AB © Social Strategy

The AB © Social Strategy FrameworkThe AB © Social Strategy Framework

The End Result……The End Result……

We will ignite, provide direction and inspire your council

to effectively use a social media strategy as a platform

to build trusting relationships with your community.

result

Social Media & Politics

Australia’s leading social media agency.

Why should the Liberal Partyof Western Australia Invest in

Social Media?

The New Paradigm: Owned, Bought & “Earned Media”

3.5 million social media accounts in Western Australia

Estimate according to Social Media News Australiahttp://www.socialmedianews.com.au/social-media-statistics-australia-april-2012/

Social Media Mothership: Facebook

• 1.1 million Western Australian’s between the ages of 18-65 active on Facebook.

• Represents a significant pool of voters.• Completely untapped resource, no party has attempted any significant

push.

Voters expect political parties to be on Social Media

• As social media becomes more widespread, the voting public will us Social Media to engage.

• Use Social Media to elicit campaign contributions, volunteers, new members.

• Encourage members, supporters to actively engage on Social Media with members and

candidates• Encourage these advocates to invite their

contacts into the conversation

Grow Your Base

Activate supporters

• Use Social Media to activate current party supporters• Organize conservatives• Encourage conservatives on the sidelines to engage.• Use Paid Social Media to micro-target.

Social Listening

• Use Social Media to gather intelligence for campaign/party decision makers.

• More cost effective than traditional polling.• Allows deeper analysis within 24hr news cycle• Track trends over time

A Direct Line to the People

• Leap the mainstream news media; avoid Journalists who may be unsympathetic to conservative message.

• Use social media to outline policy positions effectively, in an engaging ecosystem.

• Exclusive launch of new policies, announcements etc on social media.

Tell great stories

• Use social media to tell positive stories about the Liberal Party, celebrate the community, Western Australia and success.

• How has a policy helped a family, individual or organization to achieve success?

• Use video, pictures to tell compelling stories on Youtube. • Leverage these stories on traditional media, provide edited

version as 30 second TV commercials. Invite viewers to see full video online social media.

• Leave the attack ads to radio, TV, print.

Engage

• Leverage current events, government announcements to engage with your constituents.

• Build community by being consistent with content and receptive to feedback.

• Encourage Liberals to engage via Social Media and undertake a content strategy that will energize and stimulate discussion.

The Social Media Objective

The goal throughout these campaigns is to transform public perception of the Liberal Party as a positive & inclusive political party.

Using effective social media campaigns to build brand awareness and a welcoming, engaging social ecosystem aimed at swing voters aged 18-45.

objective

Facebook Twitter Youtube

Execution 1 – 2 posts per day on main business page wall15 conversations daily on other targeted pages

15 Tweets or more per day25 Conversations daily with other influential twitter users.

Uploading any video’s produced and then finding other youtube videos that we can place on our channel wall.

Engage Localised commenting & create discussions around each post made

Connecting to individuals who are like minded

Upload any TV appearances, showcasing client testimonials, educational videos and spread them through other social media platforms (Facebook and Twitter)

Represent your organisation on other Facebook pages engaging in conversations with targeted groups to encourage them across to the pages

Find key influencers in the twitter space to connect with and encouraging retweets and mentions

Find other YouTube videos that could compliment the youtube channel

Risk Mngt Respond within 2 hours of any negative feedback (within business hours)

Review any comments daily and ensure appropriate response times

Review any comments daily and ensure appropriate response times

Listening Respond to all comments on the wall, if unsure of the query will contact you directly to source dictation.

Engaging in retweets (forwarding messages) and mentions as well as conversations

Respond to any comments made on the wall

social media execution explained

connect

Ever tuned into your radio? On your head? What would it play or say if it could?

Example of wall postings.

One Life...

Main Banner with key

message or campaign message

One Life

Facebook

Social Media Influence Strategy

Social PlatformKey Influencers

Facebook

Twitter

Blogs

Youtube

Strategies

CampaignsDaily Posts

IncreaseInfluencers

By using Facebook, Twitter and Youtube the campaign manager will create targeted daily posts and implement the strategies and campaigns all with the approach to gain support from the key influencers in this channel.

If we focus our efforts on influencers through these channels we increase the market penetration and therefore increase support and extended brand awareness.

Liberals working theSocial Media space

it all begins with the idea.

campaign concepts

it all begins with the idea.

“Our Future” Campaign

Social Media Townhall

• Ask Chris!

Ask the Minister

Youtube Q. of the Week

• Live from Parliament: Budget Day

• Colin Barnett Live

LiveStream Team Liberal

Western AustralianOf the Year

Awards

First Term, Second Term.

educate

Educational Webisodes

“Just signed up to the WA Liberals. Help us work to build our future. Volunteer, Donate, Join“

Built-in Facebook Page Apps

Poll the People ?

synergistic advertising

traditional and social working in synergy

Synergistic Advertising

This technique is getting traditional (print media, tv campaigns, billboard, radio) to work in synergy with the social media campaigns.

Using effective campaigns together allows us to capture the traditional market and convert them to a social media asset in the social pages. This allows for continued engagement that wouldn’t get through traditional advertising.

objective

social media advertising

Australia’s leading social media agency.

Facebook Ads & Sponsored stories to reach people you are connected to AND THEIR FRIENDS

Facebook Advertising

advertise

Facebook Advertising

ads

Targeted Facebook Advertising

target

Targeted advertising like never before through social

media.

Facebook Advertising & Sponsored Stories

Sponsored Stories

Highlights activity of a user's friends interaction with a given brand; liked the page, checked in or posted to the page wall.

Facebook Ads

Create ads from scratch, upload a picture, enter your own copy. Or create an ad from a business page post

stories

Stories with engaging content far greater chance of driving user action Photos, polls, videos & strong copywrite are good tactics to increase engagement by up to 2x

Use Facebook ads when you have an important, timely message that needs a lot of reachProduct launch, upcoming sale

Use bold visuals and simple images with a clear focal pointSaturated colors help the creative stand out against the site’s white background

Top performing ads feature close-up images and a single color that stands out

Best practices for Facebook Ads

advertise

experience

experts in the industry

“I found her presentation skills to be excellent and her knowledge of the topic to be very thorough, further demonstrated by her ability to comprehensively answer questions.- Principal Project Officer, Public Sector Commission

“I found her presentation skills to be excellent and her knowledge of the topic to be very thorough, further demonstrated by her ability to comprehensively answer questions.- Principal Project Officer, Public Sector Commission

Tenille was a very inspirational and motivational speaker , feedback from guests was the speaker was outstanding and spoke from the heart.- Principal, Magnificent Seven

Tenille was a very inspirational and motivational speaker , feedback from guests was the speaker was outstanding and spoke from the heart.- Principal, Magnificent Seven

“Tenille has spoken at a number of digital courses. She is lively and engaging speaker with a lot of social media knowledge and some good anecdotes. I highly recommend her as a speaker- Digital Business Consultant, Collaboraid

“Tenille has spoken at a number of digital courses. She is lively and engaging speaker with a lot of social media knowledge and some good anecdotes. I highly recommend her as a speaker- Digital Business Consultant, Collaboraid

“Tenille was an excellent presenter and her high energy and strong interpersonal skills were very well received by the audiences.- Economic Development Manager, City of Perth

“Tenille was an excellent presenter and her high energy and strong interpersonal skills were very well received by the audiences.- Economic Development Manager, City of Perth

Tenille was flown to Canberra to speak at Social Media in Government recently and was a keynote for the event.

Tenille was flown to Canberra to speak at Social Media in Government recently and was a keynote for the event.

Socialite Media’s commentary and advice is regularly sought by leading industry

bodies across the finance, mining, small business, retail, charity, entrepreneurial, and

government sectors

Amongst the organisations to have sought her commentary are;

 • MLC

• The Australian Financial Review

• CHOGM

• Synergy

• Australian Government – ACT

• Association of Development and Alumni

Professionals in Education

• City of Perth

• Media140

• Financial Planners Association

• Association of Financial Planners

• 92.9 and 94.5 staff

• International Hair Dresser Association

• Sensis

• Fundraising Institute Australia WA State

Conference

• Spinal Research Association – DGE

• The Chamber Of Minerals and Energy of

Western Australia

• The Franchising Council of Australia

• CPA Congress

• Legal Wise – Lawyers Association

• Department of Communities

• The West Australian Club

• Curtin University

• Australian Human Resources Institute

• HLB Mann Judd

• University of Western Australia

• Bankwest

• City of Rockingham

• Canberra Government

• WA Government Agencies

 

tenille@socialitemedia.com.au www.socialitemedia.com.au

facebook.com/socialitemediafbtwitter.com/socialite_media