1.
Using social media
to market your
services

2.
Laila Hage-Ali
Senior Manager, Marketing Consulting
p. 02 9458 7812
e. laila.hage-ali@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing

3.
Overview
• Setting the scene
• Getting started
• Know your audience
• Social media strategy
• The big players
• Tips & tricks
• Analytics

4.
SETTING THE SCENE

5.
Changes affecting you
• Reduction of regulatory red tape
• Provision of faster access to services
• More choices for people to stay at home longer
• More decision making power for consumers
agedcare.health.gov.au

6.
Why online is important
• 92% of Australians use the internet
• 46% go online more than once a day
• 70% go online with a mobile phone
• 50% go online with a tablet device
• 9.1 million Australians made a purchase online
acma.gov.au: 2014

7.
Last month in Australia…
• 15 million Facebook active users
• 5 million Instagram active users
• 2.8 million Twitter active users
• 2 million Snapchat active users
• 14.5 million YouTube video views
SocialMediaNews.com.au: 2016

8.
For millennials only?
SocialMediaNews.com.au: 2015

9.
The internet has changed how
we buy & consume goods

10.
GETTING STARTED

11.
What is social media?
• Interaction amongst like-minded users online
• Content: create, share, engage
• Part of the overall marketing mix
• Requires its own unique communication style
• Brands and businesses need to be engaging and
resonate with their fans

12.
You’re familiar with these, right?

13.
What about these?

14.
And these?

15.
The digital world changes quick!

16.
KNOW YOUR AUDIENCE

17.
Buyer personas

18.
Who are you targeting?

19.
The average consumer sees
3,500 marketing messages
each day.
99% is ignored.
Guardian Research

20.
SOCIAL MEDIA STRATEGY

21.
Strategic plan
Who are we hoping to engage?
Why will they join?
How will we engage them?
What is our social media purpose?
What are our content pillars?
What are our content themes?
What is our unique tone of voice?
What is our personality/character on social media?
What are we FOR and what are we AGAINST?
What are our rules of engagement?

22.
Action steps
• Set targets and objectives
• Identify channels
• Agree frequency
• Allocate resources
• Plan on a page

23.
Communicating on social media
• Targeted communications: inspire, inform, engage
and convert
• Create an emotional pull
• Tone of voice: project your brand personality

24.
THE BIG PLAYERS

25.
Online advertising
• Brands and businesses in Australia spend more
advertising dollars online, than in any other channel
• 45% of all adspend in Australia is spent online –
almost $6 billion annually
• 56% of large sized Australian businesses and 32% of
medium sizes Australian businesses have a social
media presence
• Just over a third of these advertise on social media

26.
Social media marketing

27.
LinkedIn
• Launched in 2003
• Bought by Microsoft in 2016 for USD $26.2 billion
• Over 106 million monthly active users

28.
LinkedIn
• Sponsored Content
• Sponsored InMail
• Dynamic Ads
• Text Ads

29.
YouTube
• Launched in 2005
• Bought by Google in 2006 for USD $1.65 billion
• Over 3 billion searches per month
• 2nd largest search engine in the world (after Google)
• In 2015 YouTube launched 360-degree videos

30.
The Good Life

31.
YouTube
• Display Ads
• In-Video Ads
• Pre-Roll Video Ads

32.
Facebook
• Founded in 2004; Mass launched in 2006
• Worth USD $350 billion
• Over 1.8 billion monthly active users
• The most popular social networking site in the
world (by number of active users)
• In 2016 Facebook launched Facebook Live and 360-
degree photo

33.
Bupa

34.
Facebook
• Page Post Engagement
• Page Likes
• Clicks To Website
• Website Conversions
• App Installs
• App Engagement
• Event Responses
• Offer Claims
• Video Views
• Local Awareness
• Slideshows
• Carousel Adverts
• Dynamic Ads
• Lead Ads

35.
Twitter
• Launched in 2006
• Over 310 million monthly active users
• Growth declined in 2015
• In 2016 Twitter changed its character limit – no
longer counts links and images

36.
Twitter
• Followers Campaign – CPA
• Website Card – CPC
• App Card – CPD
• Promoted Tweets – CPE
• Video Views – CPV
• Leads Campaign – CPL

37.
Instagram
• Launched in 2010
• Bought by Facebook in 2012 for USD $1 billion
• Over 500 million monthly active users
• 90% of Instagram users are younger than 35
• In 2015 Instagram launched Boomerang, and in
2016 Instagram Stories was launched

38.
Instagram

39.
Melanoma Patients Australia

40.
https://youtu.be/AGL3Pz_98xQ

41.
Instagram
• Photo Ads
• Video Ads
• Carousel Ads

42.
Snapchat
• Launched in 2011
• Over 150 million daily active users
• 73% of current Snapchat users are Millennials
• By 2018 the 35-44 year olds will be on Snapchat,
and the over 55s will be starting to join

43.
Snapchat
• Snap Ads
• Sponsored Geofilters
• Sponsored Lenses

44.
Pinterest
• Launched in 2010
• Over 150 million monthly active users
• 85% of Pinterest users are female
• Advertising options coming soon

45.
Google +
• Launched in 2011; Several redesigns since
• Over 111 million monthly active users
• 60% of Google+ users are male

46.
Google My Business

47.
Periscope
• Launched in 2015; Owned by Twitter
• 10 million + accounts
• In 2016 Periscope launched GoPro live streaming

48.
TIPS & TRICKS

49.
Content
• Use hashtags to increase content presence and
reach new audiences
• Encourage user generated content – people trust
people, not brands

50.
Designed posts
• Use online tools like Canva to create professional
looking cover images and designs posts
• Source high quality images from Shutterstock
• Use the Facebook Image Text Check
(facebook.com/ads/tools/text_overlay) to check
whether your post images pass the 80/20 rule

51.
When to post

52.
Facebook newsfeed rankings

53.
Social media tools

54.
ANALYTICS

55.
Analytics

56.
Reporting
• Fans/followers
• Reach
• Engagement (incl. including engagement rate)
• Customer response
• Trends & content learnings

57.
Analyse & perfect

58.
NEXT STEPS

59.
Additional Resources
• MarketingSuccess.com.au
• Offer: 2 hour consultation ($450 + GST)

60.
Laila Hage-Ali
Senior Manager, Marketing Consulting
p. 02 9458 7812
e. laila.hage-ali@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing