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Marcus Betschel
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• Why social media is important
• How you can use social media
• How you can measure social media
• What about content?
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The Convergence of Bought | Owned | Earned
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Digital Penetration
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Social Media Platform Growth
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Facebook | Australia
Facebook remains the dominant social media platform used by brands to engage consumers. A robust Facebook community is a good indicator of brand health.
Facebook continues to dominate as the most popular social media site, being used by 93% of social media users.
Facebook is also the dominant form of social media presence for businesses*
Australians spend an average of 1.7 hours per day on Facebook **
About 5 million
Australians watch a video on Facebook every day**
*Sensis Social Media Report 2015
** Neilsen Social Media Report 2015
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Social Media Usual Suspects
Facebook is the largest social media platform with 93% of Australian social users maintaining a Facebook profile. The platform is mostly used for status updates, photo and video sharing, events, messaging and keeping in touch with friends
LinkedIn has a 28% take up rate in Australia. As LinkedIn was designed specifically for the business community, articles and education/development content is the primary focus
Instagram is an online mobile photo-sharing, video-sharing and social networking service. It’s highly engaging content means that brands and especially retailers have been early adopters of leveraging Instagram content and advertising
Google+ has not seen prolific usage by brands in Australia yet, but it’s large penetration of 23% of Australian social media users positions it to be a major content platform in the future.
Twitter is often considered the second largest social media platform, however only 17% of Australian social media users maintain a Twitter account. It’s primarily an information network made up of 140-character messages. Its quick form of relaying information in small pieces means it is most often effective in live-event situations- ie sports, world news, crises, announcements etc.
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Emerging Social Media Platforms
Pinterest users can upload, save, sort, and manage images—known as pins—and other media content such as videos and images through collections known as pinboards. It is anticipated that a ‘Buy-Now’ button will be added soon to
Pinterest Pins
Snapchat is an application used to share photos, videos, text, and drawings. It's free to download the app and free to send messages using it. It has become hugely popular in a very short space of time, especially with young people.
Messages on Snapchat disappear after 10 seconds
Vine is a short-form video sharing service where users can share six-second-long looping video clips. It has attracted man y younger users and created ‘Vine-Celebrities’ out of prime content creators
Periscope is Twitter's new live-streaming video app, not to be confused with the recently launched Meerkat, also a live-streaming app. It allows you to watch and broadcast live video from all across the globe, meaning you could switch from watching a peaceful wander across the beaches of Cornwall to a protest in Egypt. It’s usage is already spreading fast with celebrities live-streaming their day to launch events being shared online.
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How could this be leveraged in your environment?
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What are your goals for each channel?
• Why am I introducing this platform?
• What do I think it can deliver?
• Will it drive sales/visitation or will it act as an information repository/disseminator?
• How will it leverage my advertising spend?
• Why would people come to my social platform?
• How much content will it require?
• Do I have the resource to populate it?
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Opportunity
Mobilise the community by giving them the ability of choice to choose what they want to watch in theatres.
Challenge
How can an organisation convert social media conversations into ticket
sales?
Solution
Tugg offers filmmakers tools to harness social networks to promote their films and build up demand for distribution. It also offers users the ability to demand for screenings in their local area.
Anyone can select a film and a theatre by becoming a Promoter for Tugg and if enough consumers buy tickets in advance, the film is shown.
Results
 Guaranteed bums on seats for participating theatres
 Consumers are transformed into strong advocates
 By its first year, 180 different films were screened in 300 cities.
 In Feb 2014, Tugg has hosted over 2,000 successful events
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Opportunity
Leverage social media to harness the power of word of mouth and get people talking about American Museum of Natural History (AMNH).
Challenge
How can AMNH develop a personal relationship with visitors that provides them with up-to-date happenings as well as giving them a opportunity to gather feedback?
Solution
Free tickets for a private viewing of AMNH’s “The Brain: The Inside
Story” exhibition was offered to a select group of visitors. All they have to do to be invited was to fill in an application and tweet about it.
Once at the exhibition, visitors posted updates to Twitter, check into
Foursquare and share images and video via Flickr, Youtube and
Facebook using a dedicated hashtag.
Results
 318 posts were counted by 92 Twitter users
 Potential audience of 200,000 people on Twitter alone
 AMNH have gone on to replicate this model for additional exhibits.
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Social Media Ad Spend for the last 8 Years in Australia
99 358
54 869
3 310
2007
13 362
15 034
2008 2009
25 186
31 803
39 676
2010 2011 2012 2013 2014
Source: SMI CY 2007 – 2014 / Jan-Dec | Social Networking
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Integration and The Consumer Journey
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• Social media is re-energising TV. In 2013, 36M people sent 990M
Tweets about TV according to Nielsen SocialGuide
• 44% of online Australians over the age of 16 are engaged in Social
TV and growing each year.
• Broadcasters are now integrating hashtags and other social interactive elements into programming with the increasing popularity of second screen interactivity.
• Today’s media owners and brands must continue to innovate in their quest to capitalise on dual-screening behaviour and deliver enhanced audience engagement with programs and advertising.
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How We Measure Social Media
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EXPOSURE
• Number of likes
• Number of unique visits
• Reach
• Search rank
• Share of online discussion
ENGAGEMENT INFLUENCE
• Comments
• Shares
• Click throughs
• Repeat visits
• Duration
• Video views
• Subscribe to feeds
• Message retention
• Purchase consideration
• Recommendations
• Reviews
ACTION
• Store visits
• Purchase
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Social Media Tools
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• Google Analytics is a free tool although is a must have tool for monitoring the impact of social and it’s impact on your website.
GA should be used in addition to any other Social Monitoring tools.
Top Metrics:
Landing Pages – Which social channels or posts drive the most traffic to your site?
Bounce Rate – How long do visitors coming from social media channels stay on your page?
Exit Pages
– What is the last page visitors are on when they leave your site?
Offers multiple tools that cover Engagement,
Publishing and Analytics.
Hootsuite is an industry leader that offers free versions with limited functionality rather than a 30 day trial.
Top Metrics:
Mentions – How many people are talking about your brand? Are the mentions negative or positive?
Share of Voice – Compared to your competitors, how often is your brand mentioned?
Reach – How many unique viewers has each of your posts reached?
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SproutSocial is a well made and easy to use tool that starts with a free 30day trial or from $59/month.
Sprout focuses on engagement features as well as a strong analytics tool.
Top Metrics:
Engagement – How many people who saw your post interacted with it in any way?
Growth – Compared to the last month/year, how many followers does each of your channels have?
Reach – How many unique viewers has each of your posts reached?

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60%
Through purchase decision before customers reach out directly 10
Pieces of content are consumed before a purchasing decision is made
Source: Zero Moment of Truth Study, Google
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89 % 74 % 63 %
Of Australian marketers currently use content marketing
Are producing more content now, than they were a year ago
Plan to increase their content marketing budget over the next
12 months

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% of Australian marketers who use each content marketing tactic
Social Media Content
Articles on Your Website eNewsletters
In-person Events
Videos
Case Studies
Blogs
Microsites 54%
Source: Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
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74%
72%
72%
68%
86%
85%
83%

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Google is King and Content is what he likes
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Facebook Instant Articles
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• Delivers news articles and media in a more polished and streamlined manner
• Direct to users' News Feeds
• Articles are filled with rich, interactive media. Loads up to 10 times faster than standard mobile web articles
• Users can explore photos and interactive maps in articles by tilting their phones
• They can watch auto-play videos or listen to audio captions in story streams.
• Like, Share and comment on each photo and video within each article https://vimeo.com/127539718
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NATIVE ADVERTISING DEFINITION:
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EVOLUTION OF NATIVE ADVERTISING:
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Contextual Interruptive Contextual Relevant Social
Targeted, bought and broadcasted
 Page real estate is limited by ad inventory
 Intrusive placement of brand messaging in the user experience
 ‘Banner blindness’ and other ad-avoiding behaviour is common
Targeted and social
 Content is ‘discovered’ rather than imposed
 Content delivery is aligned with publishing style and environment
 Mobile scale is possible
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EFFECTIVE NATIVE AD STRATEGY
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CONTENT
Shareworthy
Valuable
Transparent
DISTRIBUTION
Targeted
Relevant
Integrated
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Marcus Betschel
Head of Social Media
Mitchell & Partners Pty Ltd
03 9693 6334 marcus.betschel@mitchells.com.au
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