marketing to the rural sector in new zealand using social media
TRANSCRIPT
CONFERENZ / MARKETING TO THE RURAL SECTOR
Conferenz Marketing to the Rural Sector V1.1
Some Brands We’ve Worked With
Agenda:• The Platforms• Setting Objectives & Measuring Success• Etiquette & Protocols• Content Planning• Advertising• Campaigns
Right, Lets Do Some Work
Setting Objectives & Measuring Success
Owned
?
Rented
?
WEBSITE
FIND ANAGENT
Campaign Ecosystem
DONATE
FUNDRAISE
VOLUNTEER
NEWSLETTER
SIGNUP
SUBSCRIBE APP
VOLUNTEERAPP
BLOG
2X
1X
3X
GOOGLEADWORDS
(SEM)GOOGLESEARCH(SEO)
ADS
ADS
WEBSITE CUSTOM AUDIENCES
PAGE LIKE ADS
POST BOOSTS
CUSTOM AUDIENCES
ADS
GOOGLEANALYTICS
WEBSITE
SNIPPETS
SOCIAL SHARING
BLOG
ECOSYSTEM
Conversion Goals
Influencers
Company Page
Influencers
Email Database
Etiquette & Best Practice
7060505040302010
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1.0
0
ENG
AG
EMEN
T %
(PER
CO
MM
UN
ITY
MEM
BER)
FREQUENCY (AVERAGE POSTS PER MONTH)
AREA OF CIRCLE REPRESENTS COMMUNITY SIZE
YOUI (2,286)
NZ TAX REFUNDS (88,680)
AMP (15,263)
TOWER (10,316)
ASB(128,803)
COCA COLA(246,466)
AMP SCHOLARSHIPS(17,952)
ANZ (68,298)
COMM. BANK(604,477)
AIR NEW ZEALAND(951,713)
AAMI(106,170) XERO
(53,835)
ALL STATE (422,513)
GEICO(404,920)
ALL STATE MAYHEM(1,829,400)
LIBERTY MUTUAL(1,963,228)
CONTENT PILLARS: CONTENT TOPICS: CONTENT TRIGGERS:
Social media training Workshops (versus lectures)
Our training offerings
Attendees
Businesses using social media
Social media accountability
Who should attend?
Best practices
Businesses using social media
Latest tools for businesses
Analytics
Advertising
ROI
So, what are we going to talk about?
Ads - You Need To Feed The Beast
FACEBOOK IS NOT A WEBSITE1 Nov - 31 Jan 2015 we had 12,836
visits to the Page, and 8,848,684
total impressions.
That means less than 0.15% of our
total exposure on Facebook was
people visiting the Page.
Client Example:
“Beginning in January 2015,
people will see less of this type of content
in their News Feeds. Pages that post
promotional creative should expect their
organic distribution to fall significantly
over time.”
WHAT DOES THAT MEAN FOR US?Client Case Study: HELL Pizza.
Posts to the Newsfeed that are too promotional will flop (ie no Reach):
SO:- We can’t push specials through the newsfeed
- We can push specials using ads
BUT WE STILL WANT TO SELL PIZZAS!?- It’s not all about specials and offers
- It’s about using BRAND to connect with people, and stay top of mind
“If people believe they share values
with a company, they will stay loyal
to the brand.”
- Howard Schultz, CEO of Starbucks
BRANDING
1ST TIMERS
REPEATS
Being ECCO.
Ordering online is easyLow barrier specials
Hyper-TargetedDemographicsDatabase segments
BRANDING
1ST TIMERS
REPEATS
Being ECCO.
Ordering online is easyLow barrier specials
Hyper-TargetedDemographicsDatabase segments
POST
SAD
S
CAMPAIGN
ALWAYS ON
Results:
1. Customer ROI: 57x
2. Non-customer ROI: 18x
Campaigns
Pillars of Good Social:• Depth over breadth - match objectives with
platforms, don’t be on everything
• Creativity + structure - social media will waste resources without good ideas and sound processes
• Integrated - social media is a great amplifier
• Platform agnostic - know what you own, and know what you rent
• Authenticity - don’t manipulate, give people a reason to care!