Presentation given by Damien Eames of Agent Sydney to the National Association for Information Destruction ANZ in Sydney on 19th February 2013.

1. Social Media Basics
to Strategy
Damien Eames
Agent Sydney
19th February 2013

2. Agent Sydney
• A social media & marketing agency
• Marketing strategies that get the most
from new social & digital media
• Coupled with traditional
communications expertise – branding,
PR, events, advertising, etc.
• Social training, audits & strategy

3. Once upon a time…

4. Holy social!

5. Feeling like a dinosaur

6. Just don’t get it?

7. Is this it?

8. We say…
“Get your head out of the
sand. The biggest danger is
ignoring it.”
“Love the enthusiasm. Just
make sure you’re spending
your time and money
wisely.”
“Social isn’t for everyone, but
don’t get put off by all the cat
videos.”

9. Today

10. Today
• Intro…

11. Today

12. Today
• Why is social relevant?
• Which bits?
• What are the must-dos?
• Fundamentals you need to get
right?
• The easy wins (for the time poor)?
• The big opportunities (for the
ambitious)?

13. Why is social
relevant?

14. Getting closer to the
customer

15. Your customer is
social
62%
of Australians on social media
and increasingly quickly especially
amongst older people

16. Social & your sales
pipeline
ENCOURAGING
RESEARCH MARKET BUILD IDENTIFYING STAYING SHARING OF
& DECISION- RELATIONSHIP BY THE RIGHT ON TOP OF THEIR GOOD
MAKERS, ADDING VALUE MOMENT TO CURRENT EXPERIENCE
TARGET ADS, (CONTENT, HELP, STRIKE NEEDS & TO THEIR
CONTENT, HUMOUR) CONCERNS; SOCIAL
MESSAGES BEING ON NETWORKS
RADAR

17. Word of mouth
matters
68%
of social media users read
reviews online before
making a major purchasing
decision.

18. Why bits of
social are
relevant?

19. Not all networks are
equal

20. The networks

21. Put another way…

22. The playing field
B2B
B2C
Niche Mainstream

23. What are the
must-dos?

24. Clear priorities
B2B
B2C
Niche Mainstream

25. Facebook
• 54% of Australians are on there.
• Low cost to have a minimal presence
• If you are targeting the consumer/
residential market then Facebook is the
obvious place to go
• Facebook fan pages are built to
encourage businesses to promote
themselves
• Facebook mentions increasingly effect
how you appear in search results

26. Linkedin
• 3 million users in Australia
• Mainly professionals
• Your customers are there (or getting
there)
• It is built to support business
development
• Linkedin has deep pockets and will get
more and more effective

27. Why not Twitter?
• Relatively niche interest
• Difficulty in finding your target audience
• Limited medium (140 characters)
• Not evolving that fast
• Except:
– Your target customers are on Twitter in
large numbers and easily identified
– if you are a high profile figure already, have
a celebrity spokesperson or access to one

28. Facebook
fundamentals

29. Fan Page
• Easy to set up
• This is the core of a brand’s Facebook
presence
• Important because this is how some
types of people will find you
• A way to communicate to your real-
world fans, existing customers
• A way to target new customers, but
don’t underestimate the challenge

30. The challenge

31. Not every brand can
be Coke

32. 4 ways to market your
Facebook page
1. Everything else you do:
website, ads, business
cards, etc.
2. Incentives
3. Facebook advertising
4. Great content that
people will share $

33. 1. Put it on everything

34. 2. Incentivise

35. 2. Facebook advertising
1. Great content that people will
share
2. Facebook advertising
3. Everything else you do

36. Go local?
If you have a well-defined geographical market it
may well be cost-effective to use targeted local ads.

37. 4. Content
Do you have big
ambitions and a
strong story to
tell?

38. 4. The Dollar Shave Club

39. 4. Content
• Cost very little
• 9 million views
• 12,000 customers in first 48 hours
• Helped build an increasingly global
business

40. 4. Content
• Identity theft is a very important
issue that can touch just about
anyone
• Finding a way to tell the story that
doesn’t turn people off is the
challenge

41. 4. Content
• Is this something the industry should
be considering to influence
Australians to take information
destruction more seriously?

42. And then…

43. It’s not easy

44. It’s not cheap

45. Facebook engagement
Post sparingly.
Monitor regularly.

46. Post sparingly
• Unless you have a ton of amazing content & are
making a big consumer push…
• It’s about being there and showing you’re still
there
• Think in terms of once a week or fortnight – or
even month
• Plan ahead
• Try to be topical
• Make it easy to interact with – questions,
opinion
• Use your team to come up with ideas
• If it’s still hard use a specialist

47. Don’t stress

48. Monitor regularly
• Treat it as you would your letter box or
voicemail
• If a customer wants to interact with you
via Facebook you should respond as
quickly as you would through other
channels…
• …or more quickly because it’s public.

49. Linkedin
fundamentals

50. Why Linkedin?
• 3 million Australians
• 4 out of 5 ‘drive business decisions’
• Average household income $150k
• B2B and B2C relevance?

51. Why are they there?
• 75% for networking
• 70% to keep up with
industry news

52. Why Linkedin?
• 71% say they are confident about
professional information they read
on Linkedin
• Compared to 23% on Facebook and
33% on Twitter.

53. Why Linkedin?
Visit to lead generation almost 4x higher than
Facebook.

54. Linkedin tools
• Personal pages
• Company pages
• Groups

55. Personal pages

56. Personal pages
• Get your team online
• Linkedin is part of the job for any
serious sales professional
• Provide training for those that need
it
• Expand their networks
• Use it to search
• Get professional Linkedin accounts

57. Recommendations

58. Company pages

59. Company pages
• A hub for your team’s personal
pages
• Allows you to present your products
or services
• A repository for your content
(‘insights’)
• A recruitment tool
• Recommendations
• More to come…

60. Groups
• 53% of Linkedin users are members
of 10+ groups

61. Linkedin group content
• Business focus (but that doesn’t
mean boring)
• Think like a publisher: think audience
not customer
• Re-use what you have
• Invest in bringing content to life

62. Not like this…

63. Like this…

64. Promoting yourself
• The company, your
team, your group
• On your website
• On your collateral
• Everywhere you can
think of
• Linkedin ads

65. Linkedin Ads
• Target by region
• Target by industry
and role
• Test, measure,
evaluate, re-test

66. Final
thoughts

67. Takeaway
•Facebook pages and Linkedin pages
are increasingly as important as your
website
•The other platforms are far less
important (probably)
•For B2B companies Linkedin should
be a huge focus

68. Don’t lose sight of…
•Other social media
• Message boards
• Blogs “Social media” do
not exist in
• Phonecalls
isolation & the
• Meetings best strategy is
• Events holistic and
• Emails platform-neutral
• Newsletters
• Etc.

69. Expect a return…
• You should expect a return on
investment from your social activity.
• Don’t expect it necessarily to be
immediate. Give it time.
• Value your time.
• Set targets.
• Measure.

70. Thank you!
damien@agentsydney.com.au
Follow us on Linkedin or at
facebook/agentsydney