What are the top social media platforms I should think about using in New Zealand?

Each social media network has its distinguishing characteristics. We suggest you think about the priorities of your own business first in order to help you decide which platform would work best for you.

Some questions we ask our clients are:

▪   What are your core business objectives at the moment and how can social media create impact (Increase awareness to a new potential customer; drive website traffic; establish your business as a Thought Leader; improve customer retention, etc.)

▪   What does your ideal customer look like? What are their core demographic traits and what are their interests? Once you know this you can work to understand which social network(s) your target audience use the most; specifically which networks would they use to research questions related to your product or service?

▪   What resources do you have available for you to run social media? This is often a combination of current personnel you have in-house, as well as budget to outsource some aspects of your social marketing.

▪   Where have you had the most success in the past? Understanding which advertising formats have worked previously can really help to prioritise your social media strategy.

Confused? That’s what we’re here for. Contact us to provide you with professional advice to help you grow your business.

What is the difference between each social media platform?

Facebook: With the ability to reach over a billion potential customers on Facebook, this is a great space to build a community and reward them with your promotions. Facebook has tools to leverage this targeted audience, including brand pages, social plugins for your website and advertising. There’s a host of analytical tools to get insight into your audience, too.

Twitter: Fast paced, conversational and mobile, Twitter is a platform that is quickly growing, particularly the youthful audience. Develop a following and ensure your business is timely and personal on this platform.

Linkedin: Professionals love connecting with colleagues and networking within their industry. Linkedin allows businesses to target these audiences and run targeted B2B (Business to Business) campaigns. Build a brand page that highlights all your amazing work.

Google+: Google launched its social platform to link its gmail, SEO and app solutions in together. Leverage this platform to improve your website rankings.

Instagram: a visual library of brands and ‘everyday’ artists telling their stories through beautiful imagery. It’s a creative space for the smartphone user.

Pinterest: Aspirational and beautiful, this is a great place for businesses to target a largely female audience with beautiful visuals. As a content sharing site, it allows its audience to pin imagery to their personal boards.

Confused? That’s what we’re here for. Contact us to provide you with professional advice to help you grow your business.

What are the tasks that need to be done for social media success?

Page management: Creating content that is timely, relevant and interesting can be a challenge. Page posts and tweets need to be designed and created regularly. This process involves tailoring copy to be succinct and exciting to your audience, coupled with visuals and/or video that expresses your business.

Wall Monitoring: Your community will engage with you through comments, likes, shares and retweets. Be ready to respond to people and generate conversations where appropriate.

Crisis Plan: You will want to have an internal process to follow if people ask you questions on social media. Work out in advance who in your organisation can answer these questions and how you will contact people quickly.

Advertising: Social media often works best when you boost your content out to more people to see. On average 16% of your audience will see your posts organically, as they may not be at their computers or it may be the algorithms have shown them something else in preference. Advertising is also the quickest way to build new fans and to ensure the right audience is targeted.

Promotions: Be prepared to reward your community of customers and potential customers. Think about what you can offer and how you can best get those rewards to the right people.

Reporting: Social media platforms all provide wonderful data on your community and how your content is doing within the network. Ensure you understand where you can find the data, how to read it, and check it regularly to see if you can use it to improve your business.

Include social plugins on your website and mobile apps:  Think about how you can tailor your website experience so that people can share more and they can have a more seamless journey. Implementing the right social plugins for your business can be incredibly valuable. (Social plugins are the ‘like’, ‘pin’, and ‘tweet’ buttons you often see on websites, but also extend to logging in with Facebook). Media publications find social plugins are a key source of traffic to their online news articles, e-commerce sites see increases in sales when they place ‘like’ buttons in the right place. Travel websites that allow users to login with Facebook see more repeat business.

Confused? That’s what we’re here for. Contact us to provide you with professional advice to help you grow your business.

I want to run a competition on facebook, how should I go about doing that?

Competitions are great ways to build buzz and excitement around your offering, however they can be fraught with difficulties.  The key to running a successful competition is prioritising your objectives.

Recently Facebook altered their rules on competitions to make it easier and affordable for businesses to drive engagement of their brands. In the past the policy required a brand to create an application tab however, the policy now allows a competition to run on a page post.  People who see the post, can enter by hitting ‘like’ and/or ‘comment’.  (Sharing isn’t allowed, as Facebook don’t want entrants to be encouraged to spam all their friends.)

Grow Social recommends people run competitions off a page post now and invest in promoting that post through advertising to the key target audience.  There are several reasons for this:

  • More entrants – people are usually comfortable with liking and commenting.
  • Increased Virality – When people enter, their answer in the comment field will be shown to approx 5% of their friend base in their news feed.
  • Exclude competition hunters easier - allow the entrant comment on something related to the brand to encourage the right type of person to enter, rather than general competition hunters. e.g.: Local Ice Cream shop should say, “Tell us what your favourite branded ice cream is?” and go in the draw to win XXXX.
  • Low cost – Posting on a page is free, and all advertising on Facebook to promote that post is cost-efficient to get in-front on your ideal customer and let people know about your business.

You can still build application tabs where you wish to get user participation, such as videos and photos.  Also where you wish to build a database of emails, application tabs are ideal to place a form.

 

Confused? That’s what we’re here for. Contact us to provide you with professional advice to help you grow your business.

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