smart and skilled -...
TRANSCRIPT
SOCIAL MEDIA
#HeyThere
Agen
Time Item
Midday Social Media – How to do it well
1pm Question time
Short and sweet platform overview
1:30pm Facebook
1:45pm LinkedIn
2:00pm Instagram
2:15pm Twitter
Brendon WalkerSocial Media Lead
@BrendonWalker
linkedin.com/in/brendonwalker
Mark KeeversProject Manager – Digital Marketing…and lover of #selfies
@mmmmarcus
linkedin.com/in/markkeevers
Australia are one of the heaviest users of Social Media in the world
13,400,00012,900,0003,900,0002,791,3002,060,000
Why?
Conversation is at the heart of Social Media
Australians
to TALK
The conversation is going on independently of us…
Why not influence the conversation, learn from and listen to our customers?
The TAFENSW social framework
Kate CrockettWeb and Digital Marketing Coordinator
Bree FergusonWeb Communications Officer
Michael SmithWeb Services, Content and Social Media Coordinator
Melinda McDonaldMarketing and Business Relationships Manager
Joshua VincentGraphic Designer - Marketing & Media Relations Unit
Maryann BlackwellSocial Media Officer
Michelle LauSocial Media Strategist
Kirrily WeatherstoneDigital Marketing Officer
Gail KendellMarketing Team Leader
Margot SchoonmakerManager Public Relations & Media
Brendon WalkerSocial Media Lead
Bottom line?
Don’t be a d*ckhead, online.
How?
1. Clarity2. Order3. Regularity4. Listening5. Concise6. Maintenance7. Human
Clarity
• Have a purpose for your page• Content themes • Not always about yourself – use engaging
content to build trust• Collaborate and share – create a community
Clarity
• Purposeful post• Related to the business• Promotes community through
shared content• Reasonably quick to consume• Great use of visuals
Clarity
Order
• Chaos and anarchy cannot rule• Be THERE• Listen• Set boundaries
Order
Order
Regularity
• Develop a consistent publishing pattern• Stick to it• People like to see regular activity
Regularity
Regularity
Listening
• Social Media is a conversation• It’s not about YOU• Social Media is increasingly used as a
customer service portal. Make sure someone is standing at the counter, ready to serve!
Listening
Listening
Listening
Concise
• Social media is rapid (mostly)• Create content to be consumed quickly• Create content to be consumed easily• TLDR?
Concise
Concise
Maintenance
• Without maintenance…anarchy rules• SPAM havens look messy• Moderation is an ongoing activity
Maintenance
Maintenance
Human
• No-one likes a robot• Social Media is all about people• TAFE is all about people• Coincidence?
Human
<<image>>
How to succeed?
Don’t do the hard sell and push your
products
Be dedicated and committed to
building quality relationships and
trust
Own the problem or mistake and
admit fault
Seek out and engage with your
influencers
How to succeed?
Be relevant to your audience,
community, purpose and brand
Tailor your messages to each
channel
Give more thanyour receive(80/20 rule)
Listen and learn
Network Type of Site Number of
Australian
Users
No. of
Global
users
Australian Demographics
Type of
content
Number of posts for
best results
Time required
M - F 0-17
yrs
18-24
yrs
25-34
yrs
35-44 yrs 45-54 yrs 55-64
yrs
65 +
yrs
Social site, create a page,
share information, build a
community
10.8m + 950m 46%M
54%F
11.8%
-
23.7%
-
26.0% 17.2% 11.4% + 6.4% 3.6% Text, video,
images, links
Ideally 3-5 times a
week
30 minutes per day
after set up
YouTube
Video sharing site, upload
video, watch video, follow
channels, comment on videos
10m + 880m 55%M
45%F
34.0% 6.0% 10.0% 14% 28% + 7.0% 2.0% Video Ideally upload a video
at least once a week
1-5 hours a month
after set up
Professional networking site,
build your reputation, have a
company page, display your
expertise
3m + 150m 55%M
45%F
14.0% 6.0% 14% - 19% 33% + 11.0% 3.0% Text & links Status updates should
be done s at least 3
times a week
20 minutes per every
few days
Microblogging site – 140
characters to get your
message across in. Use for
networking, research,
connecting, building
relationships, marketing
1.6m + 170m 66%M
34%F
23% + 5.0% 10% - 19.0% 34% + 7% - 3.0% Text, video,
images, links,
3.5 per day plus
retweets and DMs
30min-1 hr per day
after set up, this is
not in one hit, but
spaced through the
day
Google+
Social site, create a page,
share information, build a
community.
1.4m + 90m 67%M
33%F
0.0% 44.9% 29.5% 13.9% 8.0% 3.7% 0.0% Text, video,
images, links,
podcasts
Ideally 3.5 times a
week
30 minutes per day
after set up
Online pin board, add images
to themed boards with
descriptions, people can
comment.
350k 31m 55%M
45%F
16.0% 4.0% 11.0% 26.0% 35.0% 6% 2.0% Images This site is about displaying your
products/thoughts/ideas/dislikes, pin images
regularly. Look at other pinners work and
comment on them, approx. 2-3 hours per
month
OBJECTIVES(what are you trying to achieve?)
AUDIENCE(S)(who are you talking to?)
STRATEGIC GOALS(what do you hope to achieve by accomplishing your objectives?)
DRIVERS(what are the internal &/or external forces forcing you to pursue those goals?)
TACTICS / TOOLS(what needs to be done, in what order, using which tools and resources?)
MEASUREMENT(what indicators will you track to measure your results and performance?)
Your quick one page plan
facebook.com/tmansw
