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HEAT UP YOUR SOCIAL
MARKETING THIS SUMMER
MEL STEWART – HYPER SOCIAL
OCEAN GROVE
OCEAN GROVE
OCEAN GROVE
OCEAN GROVE
OCEAN GROVE
OCEAN GROVE
SUMMER OF 1993
SUMMER OF 1993
SUMMER OF 1993
VISIBLE AT THE RIGHT TIME
TO THE RIGHT PEOPLE
CHALLENGE STILL EXISTS
CHALLENGE STILL EXISTS
TECH + BEHAVIOUR
HAS CHANGED
WELCOME TO THE
SPONTANEITY FACTOR
BEFORE
Consumers are
moving through
phases quicker.
DURING
Consumers are
highly influenced
and looking for
things to do.
AFTER
Retention is easier
than acquisition.
What other’s say
about your brand
is ALWAYS more
powerful than
what you say.
KEY THOUGHTS: BEFORE
Be visible to the right
audience, at the right
time, on the right channel.
KEY THOUGHTS: DURING
This is the opportunity to
influence their purchases.
ie. Make more money.
KEY THOUGHTS: AFTER
Treat the customer (and
their details) like an asset.
Protect it. Use it.
Don’t abuse it.
THE ELEPHANT IN
THE ROOM…
DECLINING TIME SPENT
ON FACEBOOK.
CLICK BAIT, SPAM,
IRRELEVANT CONTENT.
USERS POSTING
LESS CONTENT
PRIVACY
ISSUES
HUGE DOWNTURN IN
FACEY USERS.
DECLINING REACH
FOR BUSINESSES
PRIVACY
ISSUES
PR NIGHTMARE THEY
CHANGE THE ALGORITHM
SHOULD WE BE EXITING?
PR NIGHTMARE THEY
CHANGE THE ALGORITHM
2018 I’LL MAKE FACEY
GREAT AGAIN
THE THINGS THAT MADE IT
GREAT STILL EXIST
15… NO MAKE THAT 16
MILLION AUSSIES!
2 BILLION GLOBALLY
People are still invested (addicted).USERS ARE STILL USING IT
It still has the biggest data set… in the world.WORLD’S BIGGEST DATA SET
No other platform offers its targeting.
NO OTHER PLATFORM
OFFERS THE SAME
TARGETING
It’s still a HUGE opportunity for business.HUGE
BLUE PRINT FOR
THIS SUMMER…
BEFORE. DURING. AFTER.
BEFORE (in just 3 steps)
1/ SPRING CLEAN YOUR PRESENCE
Facebook: About Us, cover image, pinned post,
events, deals and offers, correct dates, times, website, links
Instagram: Bio, bio link, content
Google Business Listing: Website, address, opening
hours, contact details, address
Website: Images, information/text, links, content, video
ABSOLUTE MUST-DOS: PIXEL YOUR SITE
2/ DEVELOP YOUR SUMMER STRATEGY
Who has a social marketing or
marketing strategy?
Hands up...
Tactics without strategy is just the noise before defeat.
Sun Tzu
Strategy without tactics = the longest route to victory.
Sun Tzu
Strategy + Tactics = Success
Strategy = Thinking
Tactics = Doing
GOAL:
To win the war
STRATEGY:
Divide and conquer
TACTICS:
Gather intelligence, secure airports,
cut off supplies, take down
communication tower.
GOAL: To sell out my nightly outdoor cinema
experience over summer.
STRATEGY: High frequency and high visibility
on digital channels – to local and visiting families -
creating multiple brand touchpoints. Get families
to return for multiple experiences through
incentives.
TACTICS: Create individual Facebook events,
use Facebook Ads for retargeting locals, use
Facebook ads to target visitors to the region,
ensure business listing is up to date in Google
(location, contact, operating hours) create
Facebook live videos at each event, create loyalty
card incentive.
2/ DEVELOP YOUR SUMMER STRATEGY
What am I trying to achieve?
How will I achieve this?
Who is my audience(s)?
What are my message(s)?
How will you reach them?
YOU CAN DEVELOP YOUR STRATEGY IN 15 MINUTES!
3/ STOP THE RANDOM ACTS
OF KINDNESS CONTENT
The great brands are consistent and committed.
Not random.
3/ STOP THE RANDOM ACTS
OF KINDNESS CONTENT
DURING (in just two steps)
WAIT FOR IT…
THIS IS MINDBLOWING!
1/ CONTINUE TO BE CONSISTENT
Schedule your content.
Invest in (and create) content.
Mix up your content.
Just keep consistent content coming.
2/ SET UP YOUR FACEBOOK ADS
1 Audience.
3 Ads.
Sales.
Let me explain.
1 Audience.
3 Ads.
Sales.
Let me explain.
Demographic + Location + Interest + Behaviour
= HIGHLY TARGETED
1 Audience.
3 Ads.
Sales.
Let me explain.
The more we use Facebook.
The more data they have.
Your WebsiteRealEstate.Com E-Harmony
Family Page
Book Tickets Page
FAQsPage
And the data isn’t just from Facebook…
Remember… the pixel?
Custom Audiences: Based on what they do, or how long they spend on your site!
RUN AN AWARENESS AD (1)
Find our audience on Facebook… families, parents,
singles, couples, married, travellers, people living in a
location, people visiting a location, age demo etc.
RUN A CONSIDERATION AD (2)
Anyone who engaged with my ad, went to my website,
looked at an event/movie. Now I want to show them a new
ad – with a little more information.
RUN A CONVERSION AD (3)
Booking CTA. Last chance to book. Almost sold out.
Give them a sense of urgency.
AWARENESS AD (1)
CONSIDERATION AD (2)
CONVERSION AD (3)
FAMILY MARKET
AFTER (Don’t stop here)
1/ CONTINUE THE BUZZ
Use and share your new content
Curate user generated content
Drive traffic back to your website (from social)
2/ GATHER ADVOCACY
Request reviews (Facebook, Google, Testimonials)
Make shareable content
Ask audiences to connect (social, email)
3/ CREATE DEEPER CONNECTION
Move your audiences between your different
channels… by personalising… adding value and
solving their pain points.
FINAL THOUGHT:
THE TIME IS NOW.
NO EXCUSES.
NO DELAYS.
GET ONTO IT.
