Social Media 501 Case Studies

What’s the current norm in Social Media? We know…. Social Media changes rapidly, driven by the social media platforms and…. Consumer and customer sophistication is evolving ‘Socialnomics’ is real Instagram is king of ‘Social Engagement’

Three Current Social Media Attributes 1. Links to increase brand awareness and web traffic 2. Videos Coffee Supreme teaser 3. Photos Top Paddock Melbourne

How IKEA use Instagram http://www.digitalbuzzblog.com/ikea-the-instagram-catalogue-website/ They created an Instagram account similar to a website Using the hashtags to cross link in other specific instagram products to build out microsites for those individual pieces Users generate their own by taking pics and tagging them with the product’s Each product has it owns hashtag for product information Tips for instagram

Facebook and Twitter case studies Kea NZ Little Giant Digital https://www.facebook.com/keanewzealand Pik Pok Games The largest gaming company in New Zealand Have worked with: Dreamworks Cartoon Network https://www.facebook.com/pikpokgames/timeline They create content and inspire ideas by creating conversations and use a multitude of platforms that their audience is engaged in

Social Media Lessons through Fun! Buy My Barina Started as a blog http://junkee.com/some-legend-has-created-a-blockbuster-style-trailer-to-sell- their-crappy-old-barina/38019 Moved to Twitter https://twitter.com/search?q=buy%20my%20barina&src=typd Then to Marketing Content experts! http://mashable.com/2014/07/14/barina-1999-car/

Content Marketing for NFP Three Key Elements 1.Information and Story Telling Stories that compel supporters to act within the organisation and its main supporters Create discussion and gather feedback 2. Organising Let supporters spread the word through their social media networks i,.e. Facebook and Twitter. Using your Facebook calendar allows supporters to invite others – the building of an organic following. 3. Fundraising – e.g. Give a little Hard to be “social” and ask for money. BOTTOM LINE: Engagement around the NFP mission; organising supporters and promoting fundraising efforts.

Social Media for SME’s Typically short on resources Know how and finding out where their customers are talking and sharing information. How would you suggest that SME owners find out this information? Once the media platform is decided then: 1. strategy 2. timing 3. maintenance

Key Tips for SME Social Media Timing of posts – daily, weekly, year. Watch for algorithms that have been set by the platform creators. “Like” or “Share” creates social credibility. Ensure that: In return for email address and likes etc that the follower receives something of value, e.g. Tips Promotion/Give Away (gathers information for direct marketing) Create leverage through social sharing and using different mediums. Social Media doesn’t direct conversation by using open ended questions, the role is to monitor and make comment or develop according to overheard conversations. NOTE: Consumers are sophisticated and social media is transparent so accountability is everything and respond to mistakes with integrity.

SME Example ‘Good as Gold’ on Facebook Independent retailer in Wellington uses Facebook.. Utilises website link Uses Facebook hashtags to create other pages Created a “cool group” with GAG newsletter Events at the shop, DJ on Friday nights for the cool group Facebook promotions and code for monitoring/tracking Consistent posting; photos and content Consistent Branding http://www.goodasgold.co.nz/

Passive and Active Supporters A passive supporter may “like” a page which will appear on their feed and then be seen by their followers. The key: Initially give the “passives” something to do or have the message interesting enough that they want to get engaged. They are still in the “pipe line” and may have the purpose of extending reach. Active supporters are enthusiastic as they have: Seen the results of a promotion/competition Can recognise that their conversation has been “overheard” which has lead to product development; communicated by you!!!