ITEC workshop - Online Marketing & Advertising presented on the 30th October 2015 by Leigh Jewiss

1. Online Marketing
&
Advertising
@LEIGHJEWISS
AU.LINKEDIN.COM/IN/LEIGHJEWISS
JEWISSTRAINING@GMAIL.COM
LEIGHJEWISS.BRANDED.ME

2. Today we are going to learn…
 Understanding what content marketing is and how to
produce it – creating the reason for people to follow
and buy from your business
 Using paid online advertising – discovering paid
channels like Facebook to reach new audiences
 Creating a digital strategy and the tools to make it
easier

4. Driving Traffic & Engagement –
Social Media
PaidOrganic

5. Organic vs Paid Examples
Organic (Free) Paid
Content Marketing
Blogs
Promotions
Campaigns
Google Adwords
Search Engine Marketing (SEM)
- Search Engine Optimisation (SEO)
Facebook
- Advertising
- Boosted Posts
Social Media Banner Advertising

6. Driving Traffic & Engagement
PaidOrganic

7. Let’s start with Social Media
Source: thepaperglow.wordpress.com

8. Let’s start with the Why go Online
Source: https://think.storage.googleapis.com/docs/consumer-barometer-insights-from-australia.pdf

9. Let’s start with the Why go Online
Source: https://www.consumerbarometer.com/en/insights/?countryCode=AU

10. Let’s start with the Why go Online
Source: https://www.consumerbarometer.com/en/insights/?countryCode=AU

11. Let’s start with the Why go Online
Source: https://www.consumerbarometer.com/en/insights/?countryCode=AU

12. Monthly Active Users
Source: http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/

13. Know Your Audience

14. Know Your Audience

15. Who is your customer?
Introducing the Customer Persona
Source: https://blog.kissmetrics.com/minds-of-saas-customers/

16. Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

17. Facebook

18. Why Facebook?

19. The Decline in Reach
Source: http://fd842fe78bbffbb85cab-70874e0f3da6c64a981fba9d7d1347cc.r64.cf1.rackcdn.com/Heyo_Facebook%20Reach%20Survival%20Guide.pdf

20. The Facebook Formula
Source: embededsocial.com

21. Adding some love
 Posts with lots of comments
 Posts with lots of likes
 Post types that users seem to prefer more
than others (e.g., photo, video, or status
update)
 Posts that reference a trending topic
 Posts that receive a high volume of likes,
comments, or shares in a short time
 Link posts
 Videos uploaded to Facebook that receive
a large number of views or extended viewing
duration
 Posts that tag other pages within the text
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm
 Posts that are liked or commented on by
one’s friends
 Posts from pages that one interacts with
often
 Post types that one interacts with often
 Posts from pages with complete profile
information
 Posts from pages where the fan base
overlaps with the fan base of other known
high-quality pages
 Images and videos that have not
previously appeared in the Open Graph
 Links that have not been posted before

22. But avoid…
 Clickbait
 Frequently circulated content and
repeated posts
 Like-baiting
 Posts that include spammy links
 Text-only status updates from pages
 Posts that are frequently hidden or
reported (a sign of low quality)
 Posts that contain the words “like,
comment, or share”
 Posts with unusual engagement patterns (a
like-baiting signal)
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm
 Posts that receive negative feedback
categorizes as “meme content”
 Posts that are classified as memes by
Facebook’s visual analysis of overlayed
text on image
 Passive fans of a particular Facebook
page may see that page’s posts bundled
together in the News Feed, such that the
user would need to click a link to see
more from the page.
 Overly promotional content from
pages—pushing people to buy an app or
service, pushing people to enter a contest
or sweepstakes, posts that reuse the same
text from ads

23. Creating the Perfect Facebook Post
A perfect Facebook post:
1. is a link
2. is brief—40 characters or fewer, if you can
3. gets published at non-peak times
4. follows other posts on a regular schedule
5. timely and newsworthy
Source: https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post

24. The NEW Tactics – bases on 500m
Facebook posts
Source: https://blog.bufferapp.com/facebook-data-study-insights

25. The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

26. The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

27. The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

28. The NEW Tactics

29. Oh no! Were using the Back Up Slide

30. Scheduling the When

31. Be Aware of the WHEN
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876
http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/

32. …& think about how it could go wrong..
Source: http://mashable.com/2015/02/16/1-800-flowers-valentines-day/?utm_cid=mash-com-fb-main-link
1-800-Flowers is doing major damage control after a Valentine's Day fail

33. really think about how it could go wrong
Source: http://www.news.com.au/lifestyle/food/kkk-wednesday-promotion-backfires-for-krispy-kreme/story-fneuz8zj-1227223812426

34. Be Aware of the message…..
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187d
http://greenpeaceblogs.org/wp-content/uploads/2012/11/Hurricane-Sandy-aftermath.jpg
• At least 53 people died in New York as a
result of the storm.
• Thousands of homes and an estimated
250,000 vehicles were destroyed during the
storm.
• Economic losses across New York were
estimated to be at least $18 billion
http://en.wikipedia.org/wiki/Effects_of_Hurricane_Sandy_in_New_York

35. Who has access to your Social Media?

36. Who has access to your Social Media?
British entertainment retailer HMV
lost complete control of its social
media team, when rogue members
used the account to childishly live-
tweet a massive firing at the
company.
http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-
media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5

37. What happens when things go wrong?
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b

38. Because it might (& probably will)
https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot

39. Consider these:
Social Media Policy/Playbook
◦ Employee Access
◦ Account Management
◦ Acceptable Use
◦ Conduct
◦ Content
◦ Security
◦ Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php

40. Moving onto Content Creation

41. Content Marketing
“Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers
Content marketing is focused not on selling, but on
simply communicating with customers and prospects.
The idea is to inspire business and loyalty from buyers
by delivering "consistent, ongoing valuable
information".
Source: http://en.wikipedia.org/wiki/Content_marketing

42. What is Content?
 Articles
 Books/eBooks
 Brochures/manuals
 Case Studies
 Information Guides
 Microsites/Web Pages
 Online Courses
 Podcasts/Videocasts
 Presentations
 Reference Guides
 Resource Libraries
 Videos
 Visual Content
 Webinars/Webcasts
 White Papers
 Product Data Sheets
 Workbooks
 Status Updates
Rule: Content should to be able to communicate and engage with your customers

43. Who Does Content Well?
 'Move Nourish Believe'; has become a key content driver for the company.
 Standalone Move Nourish Believe website essentially acts as the brand's content
hub - it features heaps of articles of interest and relevance to its target audience (i.e.
it doesn't just bang on about Lorna Jane products but covers topics such as healthy
eating, skincare, lifestyle and motivation, plus profiles of Lorna Jane 'active living
advocates'); plus forums,videos, healthy recipes and details regarding Lorna
Jane events.
 Social media platforms such as Facebook (close to 900,000 likes), Twitter (23,500
followers), YouTube(where its videos continue to rack up multiple of thousands of
views), Tumblr (for daily doses of inspiration and motivation), Instagram (180,000+
followers) and Pinterest (17,000 followers).
 The brand also has a free iPhone app that "Track your runs, walks and cycles via
your iPhone GPS while you move to live an active life".
Source:http://prwarrior.typepad.com/

44. Creating a Community

45. Online Store Doing Content Right

46. Understanding Your USP

47. What Makes Great Content
A recent study by researchers at Cornell university has
found that people share a content when it adds
information and it agrees with the community’s ways of
expression.
Three elements:
 value,
 relevance,
 consistency
makes content irresistible and impossible to ignore.
Source: twittercounter.com

48. What Makes Great Content - Value
 The greater your value proposition the more
likely your content is to get shared. Valuable
content is content that is useful, informational,
educational and of course entertaining.
 Creating value for your audience
requires knowing who your audience is, what
do they like and what they would find useful.
Source: twittercounter.com

49. What Makes Great Content - Relevance
 Understand the basic characteristics of your audience
and who they are – then figure out what type of
content would be relevant to them.
 Ensure your content is relevant to your audience and
your brand’s identity.
 Value and relevance will start attracting quality
audience that will help your business grow to the right
direction.
Source: twittercounter.com

50. What Makes Great Content - Consistency
 Content consistency means staying true to what you
and your brand stands for,
 Consistency is about how your content is presented,
maintaining your tone and voice and posting your
content on a frequent basis.
 Being consistent will help you build your brand’s
credibility and develop trust with your audience.
 You will meet expectations with people
understanding what your content is about and will keep
coming back for more.
Source: twittercounter.com

51. Creating Your Content - Ideas
◦Blog
◦ Write an article on your industry
◦ Write a how-to guide
◦Value give ways
◦ Create a worksheet/checklist
◦ eBook/PDF
◦ Step-by-Step Tutorial
◦ Resource Guide
◦ Video Content
◦ Lists – Top X
◦ Newsletter
◦ Infographic

52. Start your engines
◦Gmail Alerts
◦Google Trends
◦All Top
◦Online Forums
◦Industry Magazine Articles
◦Competitor
◦Your Fans/Followers
◦http://www.portent.com/tools/title-maker
◦http://buzzsumo.com/

53. Anatomy of a Good Blog Post
◦ Great Headline
◦ Eight out of 10 people will read your headline. Two
out of 10 will read the rest of what you wrote1
◦ Important for Search Engine Optimisation (Max. 65
characters)
◦ Create a Hook
◦ Let’s look at the masters - BuzzFeed
Source: 1 http://www.copyblogger.com/writing-headlines-that-get-results/
How to Wash a Dog
vs
20 Amazing Ways To Wash
Your Best Friend

54. Anatomy of a Good Blog Post
◦ Great Headline
◦ Relatable/Interesting Image
◦ Story/Content
◦ CTA – Call To Action
Source: 1 http://www.copyblogger.com/writing-headlines-that-get-results/

55. Tool Kit
◦Images - check for copyright
◦ Buffer’ 53+ Free Image Sources - cool list
◦The Making of Stuff – Canva
◦Newsletter – MailChimp
◦Infographic - Piktochart

56. Driving Traffic & Engagement
PaidOrganic

57. Types of PAID Advertising
 Facebook
 Post Boosting
 Advertising
 Twitter

58. Invest in Understanding Social Media
Facebook recently revised their guidelines: ads will not be approved for
placement in the News Feed because the ad image is more than 20%
text. Instead, use ad images that are mostly graphic with minimal text.
Source: http://www.amyporterfield.com/2013/03/7-tips-to-create-facebook-ads-that-convert/
Solution: Facebook Grid Tool

59. Understanding Your Advertising Purpose
How much are you willing to pay for advertising
◦ Understand conversation rate
Review your advertising
◦ Test, measure, review
Why are you advertising online
◦ Are you going to be like McDonald’s? (long term)
◦ Campaign driven (short term)
Know your advertising BUDGET!
Know your advertising PURPOSE!

60. Facebook Post Boost

61. Facebook Ads
What makes a good Facebook Ad?
◦ Relevant to your target audience
◦ Visual
◦ Provides value
◦ Clear & compelling Call To Action
Understanding the reason for Facebook Ads
◦ What are you trying to say?
◦ What are you hoping to achieve from your ad?
Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx

62. Facebook Ads - Examples

63. Facebook Ads – Let’s create one

64. Tool Kit
◦Images - check for copyright
◦ Buffer’ 53+ Free Image Sources - cool list
◦The Making of Stuff – Canva
◦Newsletter – MailChimp
◦Infographic - Piktochart

65. Facebook Ad Manager

66. Supporting Tools
 Design Tools
 Canva
 PicMonkey
 Images
 List of sites
 Social Image Resizer Tool
Source: twittercounter.com

67. Search Engine Optimisation –
The Basics
◦Can’t beat Google – each year Google updates their
search algorithm 500-600 times
◦Google ranks your page based on approx. 200 factors
◦Key Factors include:
◦Key Words/Relevancy
◦User experience and usability
◦Engagement (social shares/likes)
◦Authority (links, traffic)
◦Mobile-Friendliness (Optimisation)

68. Search Engine Optimisation
Source: http://www.webmarketinggroup.co.uk/blog/infographic-the-power-of-search/

69. Google Adwords

70. Google Adwords
Google Adwords
Google Adwords Video
Keyword Planner and Campaign builder

71. Advanced Tools
◦Facebook Apps – Quizzes, Polls, Photo Competions
◦ WooBox
◦ Heyo
◦EBook Recreation
◦ SimpleBooklet
◦Custom Audience Ads
◦ Facebook Pixel
◦List
◦ Social Media Today’s Brilliant List
◦ Boostlikes

72. Digital
Strategy

73. What do you want to achieve?
If you don’t know what you
want, you can’t decide what you
need to do, and you won’t know
if you’ve been successful after
you’ve done it.

74. Understand Your Purpose
 Understand Your Customers/Audience
 Create Your Goals/Outcomes
 Measure Your Results

75. How To Create Great Content
PIN
Problem Interest Need

76. Understand Your Purpose
 Understand Your Customers/Audience
 Create Your Goals/Outcomes
 Measure Your Results

77. Digital Strategy Weekly Theme
Monday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better
connection and
relationship with the
customer
Purpose
•Product/Service
Awareness
Purpose
•Better customer
experience
•Useable content
Purpose
•Build experience
Purpose
•Create content for
customers to return
Outcome
•Increase customer
loyalty
Outcome
•Sales
Outcome
•Reduce product return
•Reduce time allocated
for customer support
Outcome
•Key sales differentiator
to competitors
Outcome
•Fresh content supports
SEO

78. 30 Day Challenge
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of
your workspace
Interview a
customer
Share Content Share some
inspiration
Share an event
Ask a question Post a special Share an image Promote your
community
Post a Friday
Fun One
Promote your
other social
media channels
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

79. Understand Your Purpose
 Understand Your Customers/Audience
 Create Your Goals/Outcomes
 Measure Your Results

80. Cut once, Measure Twice

81. Other metrics to measure
 Likes
 Reach
 Engagement
 Views
 Subscribers
 Followers
 Impressions
 Engagement
 Conversion

82. TOOLS
 Hootsuite
 TweetDeck
 Buffer
 Twitter Analytics
 Gmail Alerts

83. 10 Tips for Understanding Social Media
1. It takes time and patience to build a Social Media audience – it
does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!

84. Tips for Understanding Social Media
6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if
you wouldn’t say it/do it in real life, don’t do it on Social
Media
10. There is no such thing as temporary on Social Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

85. Things to do next……
Goal Setting
Name the top five goals you want to achieve through
using social media.
Break down each goal and how you are going to achieve
them.
What tools and platform/s do you think are the most
suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social
media presences?

86. Thank You
@LEIGHJEWISS
AU.LINKEDIN.COM/IN/LEIGHJEWISS
JEWISSTRAINING@GMAIL.COM