WMC19: The Importance of Digital Marketing and Why We Are All Doing It Wrong

What are best practices in digital marketing? This session will guide you through an effective digital marketing program, including strategy, implementation and analysis. Discover how to create goals, what tools to use to implement your program and how to evaluate the results to make sure you are on track. Presented by Trish Barry, Mastermind Consulting

Transcript

1. Rethinking your social media presence @TrishBarry from @Mastermindconsulting
2. BY WAY OF INTRODUCTION… OUR FAMILY
3. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e Are you leveraging social media effectively to connect with your tribe?
4. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e THE WEB IS CONSTANTLY CHANGING 1996 2004 2005
5. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e IT’S STILL RELATIVELY EARLY DAYS ….
6. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e PLATFORM EVOLUTION Facebook continues to reign supreme in terms of user numbers. They also control the social space and are planning on more integration
7. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e WHO FINDS IT HARDER TO CUT THROUGH?
8. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e
9. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2004
10. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2004 – FACEBOOK WANTS TO TAKE ON GOOGLE Source: Michael Stelzner – Social Media Marketing World 2019
11. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e SOCIAL SHARING WAS A PRIORITY
12. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2006 – FACEBOOK CHANGES NEWSFEED!
13. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e SEPTEMBER 2006 • “You've probably noticed that Facebook looks different today.” • “We've added two cool features: News Feed and Mini-Feed.”
14. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e NOVEMBER 2007 – BRAND PAGES INTRODUCED
15. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e GAMING THE SYSTEM IN THE EARLY DAYS WAS EASIER
16. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2012 – FACEBOOK STARTS SHOWING ADS (FEATURED POSTS) • Ads are generally for pages that friends have engaged with
17. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e APRIL 2012 – INSTAGRAM ACQUIRED FOR $1 BILLION
18. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e THE GAME THEN CHANGED AGAIN More changes….
19. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e Todays organic reach!
20. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e
21. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2014 – WHATSAPP BOUGHT FOR $19 BILLION
22. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2015 – FACEBOOK GOES AFTER YOUTUBE
23. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2015 – THE PLATFORM IS BECOMING LESS OPEN
24. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e JAN 2018 – CONTENT DEPRIORITISED… “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” Mark Zuckerberg
25. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2018 – EVERYTHING CHANGED video consumption declined social sharing declined Referral traffic plummets
26. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e
27. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e
28. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e WHAT DOES THE FUTURE HOLD FOR FACEBOOK?
29. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e WHAT DOES IS MEAN FOR HOW WE MANAGE SOCIAL?
30. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 1) ABANDON ALTOGETHER
31. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 2. KEEP DOING THE SAME
32. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e 3. TAKE A DIFFERENT PATH
33. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e THE WAY WE MEASURE SOCIAL HAS CHANGED… Making a big impact on a smaller number of people is more important than making a small impact on many people
34. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e WHAT YOU NEED TO DO FOR SOCIAL SUCCESS 1. Be social 2. Create great content 3. Pay to play 4. Test and trial new things 5. Build a strong digital home base
35. 1. BE SOCIAL
36. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e TELL AN AUTHENTIC STORY
37. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e RESPOND TO MENTIONS AND MANAGE RESPONSES SHOW YOU CARE
38. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e SET UP SOME AUTOMATION FOR RESPONSES
39. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e DEFINE YOUR AUDIENCE – UNDERSTAND THEIR NEEDS
40. 2. CREATE GREAT CONTENT
41. GOOD VISUALS MATTER
42. INSTAGRAM IS ALL ABOUT THE VISUAL FEED
43. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e YOUR PHONE HAS A CAMERA WITH A POWERFUL VISUAL TOOL
44. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e Perfect for beginner designers, this tool is great for creating artwork for social media. Preset formats and templates make it easy create content quickly, without stress. CREATIVE TOOLS: CANVA
45. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e A USEFUL APP: TOUCH RETOUCH
46. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e VIDEO APP: INSHOT
47. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e VIDEOS DON’T HAVE TO BE MOVIE QUALITY… AUTHENTICITY
48. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e GO LIVE – GIVE PEOPLE BEHIND THE SCENES ACCESS • Keep the live sessions long enough for people to join • Pre-announce live sessions so that people know to tune in. • Turn off notifications on your camera - minimise distractions • Have a clean camera lens.
49. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e USE YOUR POP SOCKETS!
50. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e ORGANIC REACH IS NOT DEAD YET…
51. 3. PAY TO PLAY
52. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e TO BE SUCCESSFUL, SOCIAL AND DIGITAL SHOULD INCORPORATE A MIX OF PAID, OWNED AND EARNED MEDIA Paid Owned Earned 1. Display 2. Pay per click (PPC) 3. Performance 4. Affiliation 5. Paid Social Websites, SEO, email, video widgets/apps, social networks, communities, content, service extension, Cellar Door, Events Organic SEO, Facebook Likes, digg, YouTube views, comments, Twitter, Flickr, epinions, blogs, forum, email Strangers Customers Advocates
53. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e DON’T BOOST POSTS
54. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e BE SPECIFIC AND TARGET AUDIENCES/PLACEMENT
55. 4. TEST AND TRIAL NEW THINGS
56. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e FOUR AREAS TO FOCUS ON: STORIES VIDEO GROUPS MESSENGER
57. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e PEOPLE WHO CONSUME INSTAGRAM STORIES DAILY Source: Facebook
58. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e MANY STILL NOT LEVERAGING LIVE VIDEO Data source: 2019 Social Media Marketing Industry Report
59. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e GO LIVE – BUILDS TRUST AND HUMAN CONNECTION
60. 5. BUILD A STRONG DIGITAL HOMEBASE
61. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e INVEST: YOUR WEBSITE IS YOUR DIGITAL HOME
62. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e DON’T NEGLECT THE ROLE OF EMAIL
63. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e CONTENT NEEDS TO BE ENGAGING, SEO OPTIMISED AND RELEVANT
64. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e BUILDING A GOOD DIGITAL INFRASTRUCTURE REQUIRES ONGOING INVESTMENT Infrastructure set up Ongoing implementation Enhance and optimise • Responsive Website built • Email infrastructure established • Video strategy • Email acquisition • Copy written • SEO audit • Regular photography/ video • Email Marketing • Paid adwords/ social • Blog posts written • Paid social • Community management • video strategy • In person events • Campaign evaluation • New tools trialed
65. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e Your digital strategy is like planting a vineyard. You have to get the infrastructure right first and then the fruits of your labour will take time to reap rewards
66. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e QUALITY OVER QUANTITY
67. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e LEVERAGE THE ANALYTICS IN THE PLATFORMS YOUTUBE STUDIO
68. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e RECAP ON WHAT WE’VE COVERED • Social is changing – shifting to be more personal and this creates opportunities for small business to connect • It does not need to be polished to be authentic! Use your phone and the tools available to you to plan, create and manage but remember good images are essential • Remember the six steps to social success 1. Be social 2. Quality content 3. Pay to play 4. Test and trial new things 5. Build a strong digital home base • Building a tribe and love for your brand will take time!
69. © M A S T E R M I N D C O N S U L T I N G 2 0 1 9 2 0 1 9 W i n e M e d i a C o n f e r e n c e CONNECT WITH MASTERMIND EMAIL Trish@mastermindconsulting.com.au PHONE 0411 440 168 or 02 9818 7142 WEB www.mastermindconsulting.com.au facebook.com/MastermindConsult/ @mastermindconsulting @mastermindtb