NZME & Fairfax Merger: Should It Have Been Rejected?

NZME/Fairfax merger - should it have been rejected?

The CommComm axe has fallen on yet another media merger, as the Commerce Commission rules that the proposed deal between NZME and Fairfax is null and void.

The argument against the merger, as articulated in the Commerce Commission decision, revolves around two factors, loss of plurality and quality:

PLURALITY
“The fundamental detriment we described in the Draft Determination – and again here – concerns the likely loss of media plurality. Plurality ensures that there is a diversity of viewpoints available and consumed across and within media enterprises. Plurality helps safeguard against concentrating influence over public opinion and the political agenda. A loss of plurality cannot be quantified in a mathematical sense.

“The merged entity would have direct control of the largest network of journalists in the country, employing more editorial staff than the next three largest mainstream media organisations combined. Its news media business would include nearly 90% of the daily newspaper circulation in New Zealand and an overwhelming majority of traffic to online sources of New Zealand news. Including its radio network, the merged entity would have a monthly reach of 3.7 million New Zealanders.”

QUALITY
“We also consider that the proposed merger would be likely to cause a loss of quality. This loss is also unquantifiable. However, the Commission considers that there would be a reduction in quality in reader markets due to a loss in competition. While we were conscious not to double count plurality and quality detriments in reaching our decision, our view is that quality detriments from the merger would be significant, in particular for consumers of online New Zealand news.”

In terms of the commercial challenges faced by the two organisations without the cost efficiencies and savings of the proposed merger, the Commerce Commission was unconvinced:

“On 25 November 2016, following the Draft Determination and before the Conference, the Applicants presented the Commission with a significantly altered prediction as to the likely future for each of their businesses without the merger. The details of this submission are confidential. In this decision we reject that these are likely scenarios without the merger.”

All in all, the Commerce Commission seems to have given credence to the notion of “loss of plurality” as the most important consideration — even though, at least in our view, NZME and Fairfax have very little geographic overlap (with one exception, the Sunday newspaper market) and there are plenty of other competing editorial voices, most notably online and on television.

WHERE’S THE MONEY?
We live in interesting times, as the old curse has it, and newspapers more than any other medium have felt the pain of digital competition. If we look back five years to 2012, NZ newspaper advertising revenues stood at $553 million whilst interactive stood at $366 million.

By the end of 2016, newspaper ad revenues had dropped to $417 million (excluding digital revenues) but interactive had grown to $783 million (digital only), $891 million if you include the digital dollars earned by traditional media (ASA figures).

It’s difficult to argue that four hundred million dollars plus change is just one step away from the poorhouse. Still, a print revenue decline of 24.6% over five years, whilst your biggest competitor has grown by 143%, is cause for concern for any CFO.

Worse, according to IAB/PwC NZ data, most of the growth in digital dollars is happening in social media, mobile and online video — channels where newspaper are underrepresented.

iab-q42016

Factor in the news that Google and Facebook between them now siphon up one-fifth of global ad revenue and that’s a scenario no business operator wants to see.

REVIEWING THE ISSUE OF PLURALITY

We are obviously not privvy to the arguments mustered by NZME and Fairfax in response to the Commerce Commission’s concerns. However, if it were us debating the case, we might point to two pieces of research that should be taken into consideration.

The first, US Pew Center research from 2016, points out that newspapers are no longer the journals of record they once were:

source-of-news

  • As of early 2016, just two-in-ten U.S. adults often get news from print newspapers. This has fallen from 27% in 2013.
  • This decrease occurred across all age groups, though the age differences are still stark: only 5% of 18- to 29-year-olds often get news from a print newspaper, whereas about half (48%) of those 65 and older do.
  • Compared with print, nearly twice as many adults (38%) often get news online, either from news websites/apps (28%), on social media (18%) or both. (81% of adults ever get news on these online platforms.)
  • Still, TV continues to be the most widely used news platform; 57% of U.S. adults often get TV-based news, either from local TV (46%), cable (31%), network (30%) or some combination of the three. This same pattern emerges when people are asked which platform they prefer – TV sits at the top, followed by the web, with radio and print trailing behind.

Secondly, as 2016 NZ On Air research points out, newspapers now only reach a third of Kiwis Under 40 on a daily basis:

daily-reach

In other words, our argument would be that plurality is no longer an issue because there are now so many other sources of news (and only the Over 65s rely heavily on printed newspapers for their news).

Marketing Insights NZ 2017 Presentation Series

Following on from the success of our Marketing Insights for 2017 trends presentation (which is still available here), we’re launching a new monthly Marketing Insights NZ 2017 Presentation Series which focusses in on some of the hottest and most important NZ marketing topics and trends for 2017, 2018 and beyond.

marketing-insights-2017-nz-presentation-series

These presentations look ahead at what marketers should expect and plan for in 2017 and 2018 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Marketing Insights as we accelerate through 2017. All presentations are unbranded, so you can add your own branding and comments.

Each presentation consists of at least 150 slides, dealing with as many key insights.

We’ve settled on six of the most important topics of the year ahead, starting with a comprehensive look at the New Zealand consumer:

1 NZ Consumer Trends 2017 (to be published late-May 2017)

consumer-trends-nz-2017

This presentation starts with a helicopter-level overview of the New Zealand consumer, drawing on local research to get an understanding of current Kiwi demographics, interests and behaviours.

Then, based on McKinsey research, we explore the dynamics (and the marketing implications) of five prevailing forces that are likely to have a lasting impact on Kiwis over the next few years — and which you need to factor into your marketing plans:

  • the changing face of the consumer
  • evolving geopolitical dynamics
  • new patterns of personal consumption
  • technological advancements
  • structural industry shifts

From there, we turn our attention to some of the specific trends influencing NZ consumer behaviour today. Here are just a few of the key issues covered in this Consumer Trends presentation:

The Longevity Economy
We’ve been warned about it for what seems like a very long time. Now it’s here: the baby boomer age wave has finally arrived, bringing with it all sorts of changes, not just for that generation but also for their children and grandchildren (and, needless to say, for marketers as well).

Kids in Charge
At the other end of the spectrum, we see younger children having a much greater influence on the household and its purchasing behaviours. What are the implications for your carefully crafted brand persuasion campaigns?

If They Don’t Know You By Now
One of the unintended consequences of the carefully curated, infinitely personalised Internet experience is that, as MINTEL notes, “many consumers find themselves in a perpetual cycle of being exposed only to ideas, beliefs, opinions and services with which they already identify“. When search results, social media posts and video suggestions are all tailored “just for you”, you’re unlikely to be served serendipitous content that doesn’t reflect your worldview. That’s true of brands and marketing messages as well. So how do you break through and get noticed?

Right Here, Right Now
Kiwi consumers, in common with their peers in other parts of the world, have moved to an expectation of instant gratification. With their trusty smart phones in their pockets or purses, they head out into the world confident that whenever they need food, fuel or shopping satisfaction, such delights are merely a swipe or a tap away. It’s a significant challenge for marketers, to rearrange their data geolocationally to meet consumer needs — and to make sure that the information is available in formats that our digital intermediaries Google, Microsoft, Apple, Facebook and Amazon (and their voice-activated minions Alexa, Google Assistant & Home, M, Siri and Cortana) can understand.

Shopping Glocal
As the Internet caught on down under, Kiwi online shopping was quick to go global, especially for those products unavailable in New Zealand (or too expensive to source locally, for a variety of reasons). Even so, the perceived complexity of global shopping limited its adoption amongst the tech-timid.

Times have changed, particularly because leading US retailers have come to recognise the potential revenues to be gained from global audiences. Over the last few years, famous brands such as Macy’s and Neiman Marcus have been welcoming Kiwi visitors to their websites with the news that they are:

  • now shipping to New Zealand
  • displaying prices in Kiwi dollars
  • offering low international shipping rates
  • calculating duties and taxes at checkout
  • providing guaranteed landing costs

All in all, it’s an attractive mix — but it is now becoming even more so, as global retailers move into the neighbourhood. Already, many of the biggest sellers on Trade Me are now international operators. H&M, Top Shop, David Jones and Zara have begun colonisation of local shopping precincts. And Amazon is about to open distribution centres across the Tasman, reducing shipping costs even further.

“Glocal” (Global+Local) is a horrible neologism — and an even worse reality for Kiwi retailers. We examine the trend, its implications and possible solutions.

Other Shopping trends we review include:

  • Fashion for “Real bodies” — clothing tailored for real people, not just supermodels
  • Healthwear — clothing that monitors (and sometimes helps with) health conditions
  • Fashion’s fast lane — leading fashion designers are slashing the timelag between runway shows and getting products instore

What other topics do we cover in this NZ Consumer Trends presentation?

Try these:

  • Authenticity and its importance in a world of fake news, overblown hype and unsubstantiated promises
  • The expectations (and the perils) of Personalisation
  • Subscription Everything — curation meets recurring revenue
  • Fitness on display — “look at me” sportwear
  • Experiential Digital — what Pokemon Go taught us about blending real and virtual
  • Gone Incognito — hiding in plain sight, consumers rebel against the death of privacy
  • The Ethical Consumer — we won’t pay more but we expect brands to behave
  • Addiction in your pocket or purse — the smartphone breeds subservience
  • Always On, unlimited — the connected majority
  • Streaming Video changes us all — bingewatching, your programmes whenever and wherever
  • Adblocking goes mainstream — display ads are under threat as adblocking gets built into browser software
  • AI everywhere — Skynet takes over, one “OK Google” at a time
  • Voice input ascendant — voice recognition software is now faster and more efficient than keyboard entry
  • Biometric ID — your face, your eye or your fingerprint is now your password (and much easier to remember)
  • The Sharing Economy — cars, bikes, accommodation: what else can we share?
  • P2P Financing — why should the banks make all the money?
  • Maori Cuisine — coming to a restaurant near you
  • Back to Traditional Products & Tastes — a return to authentic values
  • V Power — plant-focused formulations wow the mainstream
  • Night Foods — food ingredients designed to help us sleep

All that and plenty more (many of which we’re keeping under our hats for now), in the NZ Consumer Trends 2017 report and slide presentation, to be published in May 2017. To order this presentation, see the available packages below.

 

2 Influencer Marketing 2017 (to be published June 2017)

influencer-marketing-nz-2017

Our second special report/presentation of the year deals with the fast-growing topic of Influencer Marketing.

If you’re not sure exactly what Influencer Marketing is, allow TapInfluence to explain:

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay Influencers to get out the word for you.

Influencer Marketing has evolved from humble origins to end up as the preferred buzzword to describe the current iteration of a well-established and familiar marketing tool: using “celebrities” to promote your products.

There’s a bit more to Influencer Marketing than just plunking a few celebrities into a TV commercial, however. Today’s definition of “celebrities” (Influencers) has broadened to encompass those who are, in the words of Andy Warhol, “famous for 15 minutes”.

At the same time, the number of celebrity followers that an Influencer might attract has shrunk from hundreds of thousands to, sometimes mere hundreds (whose celebrity leaders have been accordingly dubbed micro-influencers).

The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers, whose hustling on behalf of a product can encourage many of their followers to actually purchase said product.

Why? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.

Anyway, here’s how Google Trends depicts Influencer Marketing’s growth in search popularity over the last few years:

im-trends

How hot is Influencer Marketing, really?

Here’s one indicator: 84% of US marketers are planning to use Influencer Marketing this year (according to Acorn Influence).

So, to bring you up to speed with Influencer Marketing, we’re producing this special presentation, whose topics include:

The Seven Most Effective Influencer Marketing Strategies
As it turns out, there’s a bit more to Influencer Marketing than simply tracking down people who seem to have a lot of followers in social media. We share proven strategies which will help lessen potential heartache.

How to Choose the Influencers Who are Right for You
Not all Influencers are created equal (and there are more than a few pretenders to the throne out there). We discuss what to look for (and what to avoid) — and why you should proceed slowly as you assemble your Influencer team.

Best Practices on Connecting with Influencers
Once you’ve determined the most appropriate Influencers for your brand, it’s time to reach out and connect. If you’re not careful though, and haven’t thought through the right approach, you might be turned down — or end up paying too much. We share lessons from others that will help ease the way.

Where and How to Find Kiwi Influencers
There are surprising numbers of influential New Zealanders who have attracted a wide following through their efforts on YouTube, Pinterest, Facebook, Instagram, Snapchat and elsewhere. We show you how to find them — and also sound a few cautionary notes.

In the Influencer Marketing NZ Presentation, we also examine:

  • the top Power Words to use
  • creative ways to incentivize influencers
  • Influencer Marketing measurement, KPIs & ROI
  • the four Rs of effective Influencer Marketing
  • how to run successful Influencer Marketing campaigns
  • what Google’s purchase of Famebit tells us about the future of Influencer Marketing
  • why major players are now buying Influencers
  • Influencer Case Studies
  • Influencer Marketing Tools
  • why Influencer campaigns fail
  • the fastest way to destroy your Influencer Marketing efforts
  • twenty trends that will shape Influencer Marketing in the next year

All that and of course much more, in the Influencer Marketing NZ 2017 report and slide presentation, coming out in June. Again, to order this presentation, see the available packages below.

 

3 Online Video Marketing 2017 (to be published July 2017)

online-video-nz-2017

Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

And the statistics show that it’s working its socks off, especially with younger audiences:

video-by-device

The 2016 Nielsen New Zealand Multi-Screen Report, covering trends of Kiwi video viewing, reveals that around a quarter (26%) of New Zealanders watch TV content through other devices (not a TV set) in an average week. Besides the TV set, the most popular devices for watching video content across a week are desktops/laptops (39%), smartphones (27%) and tablets (18%).

We offer a training course covering Online Video Marketing, but the topic has become so important that we’re also creating this special report/presentation to bring you up to speed with the latest developments in Online Video.

In the presentation, we cover:

Google Loves Video
It’s not always evident down our way, but Google gives priority in search results to those that include videos. Which spells opportunity: add videos to your pages, optimised for relevant keywords, and feel the Google love.

Customers Now Expect Moving Pictures
When you realize that 25% of consumers will lose interest in your brand if you don’t have a video explaining your product or service, you’ll quickly decide the videos are really important for your brand as well.

The Transformative Nature of Live Video
Facebook and YouTube have gone all-in on live video, giving live content pride of place on their respective networks. If you can create relevant, entertaining live video for your brand, this just could be the most effective weapon in your marketing arsenal.

One Size No Longer Fits All
Gone are the days when you could make one video on Youtube and share it all over social media. Nowadays, it’s vital to create content that’s relevant to each platform.

Vertical Videos Are A Thing
The near-universal adoption of smartphones, as both capture and viewing mechanism, means that Vertical Video is now a valid — and desirable — format. But you do need to develop content that’s optimised for that format.

More Videos Will Be Designed to Play Without Sound
According to Digiday, 85 percent of Facebook video is watched without sound. Suddenly, that stark statistic underlines the necessity of providing effective captions for your videos. In this section we reveal a surprisingly easy way to create captions for Facebook.

Other topics featured in this presentation include:

  • the steady growth of VR and 360 degree videos
  • how brands have already started integrating videos into their website design
  • the unexpected value of video voicemail
  • skyrocketing Video Advertising budgets
  • the accelerated growth of Video Retargeting
  • Increase in A/B Video Testing
  • Crisis Management and Video
  • the viral ingredients of successful videos

All that and the latest breaking news and trends, in the Online Video Marketing NZ 2017 report and slide presentation, coming out in July. Again, to order see the available packages below.

 

4 Messaging Apps 2017 (to be published August 2017)

messaging-nz-2017

According to Evan Wray, Co-Founder and VP of Swyft Media:

Messaging today is very similar to where traditional social media was in 2007/08. Brands know that there are hundreds of millions/billions of highly engaged users, but these same brands are also still trying to figure out exactly how to engage these users effectively. This is a massive opportunity for first movers in the messaging space, just like there was in 2007/08 for those brands that took advantage of social.”

Well, we’ve been there done that in the social media space, so we know an opportunity when we see it — and we’re more than happy to share it with you through this Messaging NZ 2017 presentation.

The presentation covers:

Users Getting Older
In the early days of messaging, early adopters were largely drawn from younger generations. Now, as they usually do, the grown-ups are getting into the act. By mid-2016, 29% of those aged 30-49 used messaging apps compared with 42% of 18-29s (US data).

Chatbots becoming useful
Chatbots have been around a whole lot longer than you think (since 1994, according to Wikipedia, when they were first described as chatterbots). But they’ve only really gone mainstream in the last couple of years, thanks to messaging apps in general — and Facebook Messenger particular. At the Facebook f8 developer conference in April 2017, Facebook announced that Messenger has grown to support 100,000 developers who have made 100,000 bots. Most don’t do much — but the technology has now moved from novelty to utility, especially in terms of enhanced customer service and truly personalised results thanks to machine learning.

The Top 5 Chatbot Capabilities
According to a study by the US interactive advertising bureau, these are the top five capabilities that chatbots make possible:

  • personal connection
  • discovery
  • curation
  • utility
  • online to off-line connection

What Else Might Messaging Apps Do?
To peek into the future of messaging apps, turn our attention to China’s own WeChat.
WeChat provides what several different apps would normally provide – text messaging, voice messaging, group messaging, video conferencing, video games, content sharing, location sharing, payment options and more. You can perform almost any task within the WeChat app – buy a mortgage, trade a stock and even grocery shop. Most recently, WeChat announced that users will be able to pay for Starbucks via the app’s payments.

Brands Will Embrace A2P (application-to-person) Messaging
Received a text message with an appointment reminder or an authentication code whilst banking online? That’s A2P, and is a great opportunity for brands to enhance their offerings and communicate more effectively, one-to-one, with customers.

Minimum Effort
Many of the development opportunities within messaging and machine learning are embodied in the notion of “minimum effort”. In a nutshell, when communicating with a company, consumers want their interactions to be made easier because the company already “knows” certain things about them (such as their clothing and shoes sizes, for example, or their preferred pizza flavours). Such knowledge is not typically available to front desk staff in the real world — but should be available in the virtual world once the customer identifies himself or herself.

Effective Enterprise Messaging
The majority of workers today prefer and expect to communicate with colleagues and receive company-related content on their mobiles.

Other topics that this presentation will cover include:

  • Chat-based commerce and payments
  • Security issues and opportunities
  • and the latest developments in messaging trends when the presentation is released

This presentation is due to be published in August 2017. Scroll down for ordering details.

 

5 Content Marketing 2018 (to be published September 2017)

content-marketing-nz-2018

Content Marketing continues to blossom, especially in New Zealand, as more and more brands realise that consumers are doing their own homework online rather than seeking advice from salespeople (who may — how can we put this delicately? — not be entirely objective).

One of the solutions: provide helpful, relevant content online so that when consumers do their homework, you’re able to shape their thinking accordingly.

That’s why Content Marketing has earned its place as one of the topics we cover in this year’s Marketing Insights Presentation Series.

Here are some of the issues we feature:

The power of Nearby and Micro-Moment Marketing
The ubiquitous smart phone continue to change the game. Where once longform content was king, now snackable snippets — served up in answer to queries like “restaurant near me” — have become the new currency. We explore the trend and its implications.

Content Marketing as Defensive Mechanism
So many people are talking — not always positively — about brands and companies online, and organisations don’t always get the chance to present their own point of view as part of that conversation. As a result, many are turning to Content Marketing as a means to get their message out there.

Talking to Your Own
Content marketing has also seen itself become an internal PR tool, used to communicate in a planned and more effective manner with staff, dealers and suppliers. How are you ensuring that your own people know what they should about your organisation?

Overcoming “Content Shock”
Even when marketers do invest in Content Marketing, there are challenges. One of the biggest challenge: getting heard out there, amongst the ever-increasing cacophony of social media posts, blogs, video and all. It’s been dubbed “Content Shock” — and we look at how to deal with it.

Content Will Get useful or Get Ignored
Smart marketers will begin to invest in bigger content projects such as creating free and robust online tools, writing the go-to books in their industries, and creating environments where their customers can build a community to share knowledge

Accountability
content marketers will be held accountable not just for how much content they create, but what it does for the business (much like demand generation teams).

Other topics that will feature in this presentation include:

  • Personalisation
  • Engagement
  • Data-driven Insights
  • Interactive Experiences
  • Face-to-face Opportunities & Live Events
  • challenges of developing engaging visual content
  • the talent shortage
  • Algorithm-driven content distribution
  • Live video
  • compelling content experiences
  • the emergence of AI journalism
  • Immersive Content Formats
  • Science-based content marketing
  • The rise of the Content Librarian
  • The continuing rise of paid promotion and the decline of organic reach

Scroll down to order.

 

6 Search Marketing 2018 (to be published October 2017)

search-marketing-nz-2018

Last but by no means least of the current series: an examination of Search Marketing Trends as we head towards 2018.

In this presentation, we’ll wax lyrical about a wide ranging collection of topics, including:

Mobile Really Must Be First
In May 2015, Google reported that mobile searches had surpassed desktop searches on its search engine. Since then, the company has taken many steps which signal that mobile, not desktop, should be considered as the default user experience. Google is moving towards giving priority to mobile-centric indexing, which means that your website must as well.

Three Seconds is the New Fast
According to a study Google presented in late 2016, website that gain priority in search results will be expected to load in three seconds or less. That’s simply a recognition by Google of the impatience of mobile-wielding web surfers. As you might imagine, that has direct implications for your website structure — and whether or not you opt for accelerated mobile pages (AMP) or Progressive Web Apps (PWA), which allow a website to work as if it were an app.

How Machine Learning is Revolutionising Google Search
Google CEO Sundar Pichai laid out the corporate mindset: “Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything. We are thoughtfully applying it across all our products, be it search, ads, YouTube, or Play. And we’re in early days, but you will see us — in a systematic way — apply machine learning in all these areas.”

Perils of the Google Answer Box
In 2017/18, brands will need to place value on optimizing their digital content based on intent rather than specific keywords. As you have no doubt noticed, Google has become more and more likely to offer up specific answers rather than simply links to search results.

For example, here’s Google’s answer to the query “what is the height of mt egmont”:

google-height

So how do you get chosen to be the answer to such a query? We explore the options.

Google Shopping Now in NZ
Google Shopping has arrived in New Zealand and is likely to play a larger and larger role in commerce-based search queries. We look at the players so far and examine the possibilities.

Big Data + Search = Attribution Challenges
Today’s conversion paths are extremely complex and as a result, micro-moments matter more than ever. Engaging with customers’ days, weeks, and even months before they’re ready to convert is going to be the new norm.

Reconsider Bing
Bing is a big player amongst the new breed of digital assistants. It’s fueling the search of Apple’s Siri and Amazon’s Alexa, apart from being the default search engine of Microsoft’s Cortana. Ignore it at your peril.

The Move to Natural Language Queries
Why does Google have this irresistible interest in natural language? Sure, on an ideal level, it’s because Google wants “to provide the better answer to users’ needs,” and to do that, Google must:

  • Understand what each web document is about (semantics);
  • Understand what users are actually searching for, now that more and more using their voice to search

Voice Search
Already 20% of mobile queries are Voice Search (and will be 50% in 2020, according to Microsoft). Voice Search is going above and beyond voice recognition and evolving into voice understanding. This involves several changes with respect to:

  • previous searches
  • location-based context
  • context based on frequently used apps
  • personalised information
  • keyword research based on spoken queries

How should marketers modify their content to cope with those new search parameters?

The Search Marketing presentation also looks at:

  • the big challenges of cross-channel marketing
  • getting to know Google RankBrain
  • image recognition searches
  • Key SEO Stats
  • Google’s top 3 ranking signals
  • User Experience Optimisation
  • Content Marketing That Impacts SEO
  • and, of course, a whole lot more

 

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How To Find Kiwi Influencers

According to SimpliLearn, Influencer Marketing (using influencers to promote your brand) is the most effective customer acquisition channel of all.

That makes perfect sense in today’s social-centric, famous for 15-megabytes world – if you’re an influencer with a community who dwell on your every word, you can gently encourage your fans to follow your advice and buy the products you recommend. Think Oprah Winfrey, but on a very small scale.

However, unless you’re already a world-renowned YouTuber, Instagrammer or Tweeter, chances are that you don’t have many following you.

Instead, you’re going to want to track down key influencers relevant to your market sector, so that they can share your brand messages with their devoted followers.

Whilst there are a few tools such as Klout and PeerIndex that track influencers, they’re inevitably US- or UK-centric and aren’t particularly useful for identifying NZ digital celebrities.

So how exactly do you find local heroes-with-a-following?

A. Traditional Media

We would be remiss if we didn’t first point you in the direction of good old-fashioned Kiwi print and broadcast media. The media world may be in transition but newspapers, magazines, radio and television still have more readers/listeners/viewers than their digital counterparts.

The barriers between church and state (i.e. journalists and advertisers) is lower than it ever was — note, for example the prominent position of the “Brand Insight” native advertising section on the front page of nzherald.co.nz — but as the wall comes down, prices go up.

It’s no longer so difficult to get journalists to write about you, as long as you’re willing to pay. If not, then the barriers are as high as ever.

 

B. NZ Influencer Marketing Agencies

As you might expect, where there are buyers and sellers who don’t necessarily know each other, intermediaries have sprung up to connect the two groups.

Here are some of the influencer marketing agencies that will help Kiwi marketers find and connect with Kiwi influencers:

1. Populr

Here’s how Populr describes itself:

Populr is a world-class platform built to connect both influencers and brands looking to take advantage of influencer marketing.

What makes us different? Simple. Our purpose built platform works hand-in-hand with some of the smartest creative, digital and social media minds in the country to create effective marketing campaigns that will ensure your brand, product or service is part of the online conversation. We have the ability to produce a series of authentic conversations and content that’s created, overheard, shared and interacted with on a mass scale across all major social media networks.

Populr is the largest influencer marketing platform in the country with over 1,000 movers and shakers from the biggest names in sport to actors, musicians, entertainers, through to bloggers and content creators. We work closely with brands to ensure they have the right mix of influencers, create the right conversations for their audience and ensure they’re maximising their return on investment.

2. The Social Club

And The Social Club’s self-description?

Our mission is to bring authenticity, consistency & transparency to Influencer Marketing.

Much of the inspiration for The Social Club came from our own experience within the industry. Coming from marketing and digital backgrounds, we had all worked extensively with both influencers and brands. We’d seen just how successful these collaborations could be, but we’d also all noticed just how much could be done to make the influencer marketing process more transparent, efficient & effective.

A lot of great stuff was happening, but we recognised that the process just wasn’t quite right, and most people seemed to focus too heavily on large scale influencers, forgetting about the reach and connection that smaller, more localised influencers can harvest. So, over a beer and a few yarns, The Social Club was hatched, and here we are.

We’re committed to helping New Zealand and global brands scale the storytelling process: by bringing efficiency, fairness & transparency to influencer advertising.

Our community of influencers are working alongside brands, as well as agencies, to help with brand awareness, new product releases, event promotion, sponsorship arrangements and subtly amplifying existing campaigns & competitions.

Whether you’re representing a New Zealand household name or a local cafe, in Auckland or Te Awamutu, touch base with us and see how our community can help.

3. We Are Anthology

What you need to know about “We Are Anthology”:

What is WAA?

We Are Anthology is more than just an agency, it’s also home to thousands of leading lifestyle bloggers, vloggers and social influencers. The #WAAHouse is also a shared space we manage in Ponsonby. It allows us to have strategy, project management, content creation, and social media expertise in house, and to utilise the branding/graphic design, copy writing, photography, and PR companies that hang out with us every day.

Who is the WAA woman?

Meet the #WAA woman – or as we like to call her, the influenced mind. She’s the digital and physical embodiment of our brand. She represents your target audience and how we use social media and influencer marketing to talk to, share with, and ultimately, influence the end user’s mind to think positively about your brand, and perform an action from that influence.

4. Bloggers Club

And the Bloggers Club (now better known as BC.) description:

BC. is a social influence marketing and digital talent management agency. We work with brands to help them achieve their objectives, and create meaningful impact, through the use of digital channels and influencers.

BC. was started by digital entrepreneur, Jenene Crossan, in 2014 to provide support to the growing New Zealand blogging community. The moral and personal support Bloggers Club provided quickly expanded to include commercial support – Bloggers Club, the agency, was born. Nowadays, BC. still provides support to digital talent, assisting them to build their brand, creativity, professionalism, reach, engagement and commercial potential.

At the heart of everything we do are our values and purpose. Our purpose is to connect brands and people, we do this through building relationships. Our values speak for themselves, see them below or reach out to a team member to discuss how these impact you.

 

C. Social Media

Social Media, of course, is where most non-traditional Kiwi Influencers hang out. It’s beyond the scope of this article to step you through how you can find Kiwi Influencers on Twitter, Facebook, Instagram and YouTube (although Lesson Eight of our Social Media Marketing Essentials course does just that). But we encourage you explore for yourself.

 

Sooner rather than later, you’ll find yourself looking for advocates and evangelists for your brand. Influencer Marketing just might be the answer.

The Dangers of Relying on Sports Rights

Back in February, the NZ Commerce Commission declined clearance for the proposed merger between Sky and Vodafone, citing in particular its concern that:

Specifically, the Commission cannot exclude a real chance that the merged entity would leverage its market power over premium live sports content, foreclosing competition in the relevant broadband and mobile services markets over the medium to long term.

Turns out that Sky’s “market power over premium live sports content” may not be as “long term” as the Commission thought.

How so?

Last year, Twitter scored online streaming rights for ten US National Football League (NFL) games for around $5-$10 million.

As the NFL observed at the time:

For the NFL, this is a chance to experiment. The league is aware that a growing number of households are comfortable streaming video over the Internet, and this is an opportunity to appeal to so-called cord-cutters, as former cable-TV subscribers are known. The NFL has streamed selected games, but this is its first season-long streaming deal.

That was 2016, this is now. Earlier this month, Variety reported that NFL streaming rights for those ten games for 2017 had been picked up by Amazon for a cool $50 million:

The 2017 NFL games will be available to Amazon Prime subscribers, on the Amazon Prime Video app for TVs, game consoles, set-top boxes and connected devices. The ten games will also be available to Prime Video members internationally in over 200 countries.

As always, Amazon is playing the long game. Its Amazon Prime service already has at least 66 million subscribers, each paying around $100 a year for a bundle of benefits that include free shipping and plenty of free streaming video content. That’s 6.6 billion dollars worth of income, much of it from the US. Bound to be a few dollars spare to overpay for sporting rights.

In late 2016, Amazon expanded Prime Video globally, largely on the back of the ex-Top-Gear renegades, Jeremy Clarkson & co. And what drives video? Sports and movies. So we can expect Amazon to be on the prowl for even more sporting rights, not just in the US but globally as well.

Down our way, Amazon is scaling up in Australia, reportedly opening up distribution centres across the ditch for a full-scale launch in 2018. Major retailers in both Australia and New Zealand are gearing up to compete with the ecommerce giant when it steps up its efforts down under.

And our broadcasters need to prepare as well. SANZAAR (South Africa, New Zealand, Australia and Argentina Rugby) broadcast rights deals reportedly expire in 2020, which is just around the corner.

This time, the bidders won’t just be broadcasters. As streaming becomes ever more entrenched, Amazon, Netflix, Facebook, Google and Apple just might be looking for fresh video content.

New Course: Digital Marketing 101

digital-marketing-101

Too many NZ businesses still aren’t online (47% of small businesses, according to a recent MYOB “State of the Digital Nation” Special Report). And even those who are online have only a limited understanding of Digital Marketing and how they can promote their business through digital activities.

That’s unfortunate, because Digital Marketing is now New Zealand’s most important advertising medium.

According to the NZ Interactive Advertising Bureau, New Zealand digital advertising revenue generated $890.86m for the full year in 2016, leapfrogging expenditure levels for traditional media.

Most dramatic growth was seen in the following digital categories:

iab-q42016

In other words, Digital Marketing is now the most important skill to master.

So we’ve drawn on our (gulp!) 30 years of online experience to introduce our first ongoing course, DIGITAL MARKETING 101, to take participants from a standing start (knowing very little about Digital Marketing) through to more advanced topics building on earlier lessons.

DIGITAL MARKETING 101 runs weekly across six months, and covers:

  1. Introduction to digital marketing
    The basics of Digital Marketing and what you need to know to promote your organisation and your brand online. In this lesson, we cover Digital Marketing Options available in the NZ marketplace and discuss which are the most important (based on your target market and your brand objectives).
  2. Developing a web presence
    In Lesson Two we discuss the various ways in which you can build your presence online (we assume that, like most NZ businesses, you’re operating on a shoestring so mostly we talk about free or low-cost options). We also look at the key online elements you should claim to ensure that you own your brand identity online.
  3. Claiming your Google My Business page
    In Lesson Three we cover the strategic importance of your Google My Business page — it’s how you tell Google your key information — and exactly what you need to do to claim that page.
  4. Understanding the customer journey
    The customer journey (also Customer Journey Experience, Customer Engagement Cycle) refers to the stages customers travel through in their relationship with a specific brand (as defined by DJS Research). In this lesson, we step you through what you need to know to map out your brand’s customer journey and market accordingly.
  5. Creating a digital marketing calendar
    As you market online, you’ll quickly realise that you constantly need to create fresh content, to feed your web pages, your emails, your social media posts, press releases and other online information — Google loves fresh and so do your customers. But what can you talk about (you can’t only talk about yourself, as you’ll soon discover). In this lesson, we talk about how to create a digital marketing calendar (and what to talk about).
  6. Secrets of effective outsourcing
    If you don’t already have existing arrangements with marketing suppliers, don’t miss Lesson Six. In this lesson, we talk about where you can turn for effective (and cost-efficient) marketing assistance, how to choose reliable suppliers and exactly what you should outsource to propel your business forward.
  7. Mastering email marketing
    It’s the oldest digital marketing tool of all, but it’s still the most effective for most target audiences. In this lesson we talk about email marketing strategies and best practices, and the tools you should use to promote your business as effectively as possible through email.
  8. Lead generation principles
    Generally speaking, as a business marketing online, you either want online buyers, online followers or online leads (those prospects who will convert into buyers later). In this lesson, we listen to highly-experienced digital marketers and draw on their collective wisdom to understand the best ways to generate leads (and turn them into buyers, consistently and efficiently).
  9. Search engine optimisation (SEO)
    Turns out that there’s quite a science to being found online (and an industry has grown up around the challenges of what’s now known as Search Engine Optimisation). In essence, if you want your prospects to find your web pages, those pages need to contain content that prospects are looking for. In Lesson Nine, we explore the How, What, When, Where & Why of SEO.
  10. Pay per click search advertising
    Not every page can be Number One on Google. So if you want to hit the top of the search engine rankings (especially for the most popular search phrases), sometimes you have to pay. In this lesson, we talk in detail about AdWords and other Pay Per Click advertising tools.
  11. Social media marketing explained
    Once upon a time — up until about 2012 — if you had a Facebook page and posted content to that page, all of your followers would see it. Sorry, not any more. In this lesson we explore exactly what you need to do to build an effective presence in social media.
  12. Creating effective Facebook posts
    What really works on Facebook these days? We spell out the characteristics of successful Facebook posts and identify 20 different posting formats that get noticed and get shared. Then we review the types of posts worth sharing, accompanied by a wide range of examples.
  13. Conversion optimisation
    In Lesson Eight, we talked about Lead Generation. In this lesson, we focus on what you need to do to convert those leads into sales. Every little improvement turns into extra dollars, so it’s definitely worth the effort optimising your conversion rates.
  14. What you need to know about Content Marketing
    According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. It’s particularly relevant to B2B marketers, but it’s important for B2C as well. In this lesson we explore the principles of content marketing, including Creation, Curation and Content Pillars.
  15. Finding Kiwi influencers to promote your products
    Influencer Marketing has come from nowhere to become a hot buzzword these days, as more and more businesses turn to “influencers” — those who have already developed their own followers, especially in social media — and sponsor posts to promote their products. In this lesson, we explore the Dos & Don’ts of Influencer Marketing, and how to find Kiwi Influencers.

  16. What you need to know when writing for the web
    Writing online copy has become more important than ever — but there are processes to follow, and structures and formats that are forced on us by the various digital media channels. This lesson covers the key facts that you need to know when writing for the web, including the seven deadly sins you need to avoid.
  17. Mastering Visual Marketing
    Images and visual concepts are processed 60,000 times faster in the brain than text, according to 3M Corporation research. Add in our seven-second attention span (shorter than goldfish now) and it’s quickly obvious why visual marketing has become so important online. In this lesson, we explore how you can use visuals to multiply the effectiveness of your online content (and free and low-cost tools you can use).
  18. The basics of video marketing
    Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. This lesson introduces you to the basic principles and explores some of the available tools.
  19. Moving to Mobile First
    In his book “The Third Screen“, Chuck Martin points out that “the world gone mobile is not a simple story of technological change, it is a story of fundamental shifts in consumer behaviour that are forever changing the practice of marketing and how you should view its application with your business”. In this lesson, we talk about why “Mobile First” — ensuring that your content looks good on mobile devices, even before you see how it looks on a desktop device — is now essential.
  20. The principles of selling online
    More than half of New Zealand (58%) now buys products online! Seven out of ten Kiwi internet users aged 25-44 purchase online — and 94% of NZ web users who research products and services online (even if they eventually buy the products offline). In this lesson, we introduce you to the principles and practices of effective ecommerce.
  21. Mastering Google Analytics
    It’s free, and it’s packed full with information that can transform your digital marketing efforts. We’re talking Google Analytics, and a great many online marketers use the free Analytics service to track the performance of their digital marketing. In this lesson, you’ll discover exactly what you can learn from Google Analytics and how to master it (even if you hate maths and stats).
  22. Considering native advertising
    The technology known as Adblocking can cause havoc for digital marketers, with ads stripped from web pages before users can see them. Native advertising — ads that mimic the editorial format of the pages on which they appear — is one of the more powerful ways to combat Adblocking. Of course, it’s not new. In the old days, we would have called it Advertorial. But these days it’s more prevalent, and more valuable, than ever.
  23. Marketing through messaging apps
    Messaging Apps, also known as Dark Social, have gone from strength to strength in recent years, with Facebook’s own Messenger and WhatsApp leading the way. In this lesson, we explore Messaging Apps and tell you what you need to know to use them effectively for marketing purposes.

  24. The new importance of consumer reviews
    The customer has gone from being always right to now always having an opinion — and, through social media and specialist services such as TripAdvisor, Yelp and even Trade Me, now having a direct and powerful influence on their peers. Look no further than Amazon.com, where one-star and two-star reviews can quickly kill a product. In this lesson, we look at customer input, how you should monitor it and what you can do about negative ratings.
  25. When to use marketing automation
    Marketing Automation — software tools designed to handle repetitive tasks such as emails and web actions — can improve your efficiency and even (if used effectively) enable you to take actions that would otherwise not be possible. In this lesson, we explore the capabilities of marketing automation platforms and consider if and how you might use them in your business.
  26. Key new marketing technologies
    In this lesson, we peek into the digital marketing technologies of today and tomorrow, including such topics as programmatic advertising, voice search, chatbots & Artificial Intelligence. The digital tools are getting smarter and smarter, and you need to keep track of what’s possible (and what’s inevitable).

Please note: all materials are online and can be accessed anytime 24/7, so you don’t have to make yourself available at a specific time to take this course.

At the end of DIGITAL MARKETING 101, you’ll be given the opportunity to move on to DIGITAL MARKETING 201, which covers even more advanced topics.

WHO SHOULD TAKE THIS COURSE

Any NZ marketer or business owner who needs to understand and master Digital Marketing.

————————

WHAT CUSTOMERS ARE SAYING ABOUT OUR COURSES

Here’s a sampling of the feedback we’ve received from those who’ve taken our courses:

  • Thanks for an informative and interesting [Facebook Accelerator] course. Your presentation held a good balance of theoretical and practical information and was clear and simple enough for a non IT Facebook novice like me to follow. There are many ideas that I have gained that I will attempt to incorporate in the overall marketing plan my team is currently developing for our brand. Facebook can offer so much more than I thought as a medium for communicating with our current and prospective customers. Julie D
  • I found this course fantastic, i started off knowing very little about facebook (just how to run my own personal page) to now having a thorough understanding of ALL the things you can (and there is a lot). The course format was great and allowed knowledge to be built up over time. Course length was great and this will definetly be something i come back to constantly as we develop our facebook pages more within my company. Aleisha H
  • I have really enjoyed the course and the way it was structured. It was informative and interesting – liked the way you incorporated slide-shows, video, statistics and different forms of media to provide information. Lisa C

————————

COURSE CREATION AND TUTORING
This course has been created and is tutored by Michael Carney.

Michael is a veteran marketer with an insatiable passion for whatever’s new, different, exciting or interesting in the world of communications (and especially in the digital space). Michael has been in the marketing game since 1971, online since 1987 — and can be variously described as a digital marketing trainer, adman, media director, strategist, researcher, copywriter, consultant, playwright and dad.

He is probably best known for his many years as Media Director of a number of leading NZ advertising agencies, including MDA Mackay King (now Saatchi & Saatchi) and HKM Rialto (since merged with Colenso BBDO). More recently he worked in strategic roles with MediaCom New Zealand and Grey Worldwide and was Strategic Planning Director for the Media Counsel before setting up Netmarketing Services Limited.

Michael is also the author of “Trade Me Success Secrets: How To Buy and Sell Effectively on NZ’s Favourite Auction Site”, now in its second edition.

Michael was chairman of the NZ Marketing Association’s Network of Digital Marketers from 2009 until March 2013.

————————

TIMING

This course begins on Wednesday 07 June, 2017.

————————

INVESTMENT

This ongoing online training course is available for $397 +GST per month (and you can cancel at any point). However we offer an EARLY BIRD DISCOUNT of $100 +GST — pay just $297+GST ($341.55 including GST per month) for bookings received by the end of Wednesday 31 May, 2017.

Bookings are confirmed on receipt of payment. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

sign up now

Your credit card will be billed monthly by PayPal for six months.

If you require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Digital Marketing 101 online training course.

If you have any questions, or would like more information, please email us at [email protected]

Writing for the Web – new online training course

writing-for-the-web-online-training-course

It has been apparent for some time that effective writing has become an absolutely core competency when communicating online. We’ve moved away from the pseudo-words beloved of text messaging and are now at a stage where true wordcraft is vital to communication.

Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won’t fit within the constraints of Facebook or Instagram character counts.

And the few seconds that represent the average time-on-site for typical web browsers means that we simply don’t have the luxury of indulging in long paragraphs.

Yes, writing for the web requires a whole different approach — and you can either learn that the hard way, by discovering it for yourself, or learn from us.

A couple of years ago, in response to this need, we developed a popular half day workshop to take marketers through the requirements of writing for the web.

Now, in response to demand from New Zealand businesses, we have repurposed that workshop as a full-blown online training course, complete with content that’s been refreshed and updated to reflect today’s needs.

Writing for the Web – online training course

Here’s what the course covers:

Introduction

Why writing for the web requires different approaches to writing for traditional media (and how this course takes you through the key elements you need to know).

Lesson One: Understanding the Essentials

1. WHO
Who are You Writing To? Before you create a single sentence, you need to understand your target consumers — otherwise your words may be wasted.

In this part of Lesson One, we cover:

  • Profiling your ideal customers
  • Determining their motivations and attitudes
  • Reviewing their media habits
  • Understanding their preferred communications formats
  • Determining their needs & wants
  • Identifying their concerns, goals & challenges
  • Shaping your solutions accordingly

2. WHAT
What are you writing about? Take a closer look at your self and your organisation, so that your communications reflect exactly who you are. We review:

  • Understanding your brand personality
  • Staying true to your brand values
  • The importance of authenticity and credibility

3. WHERE
Where should you promote your products and services? Not all digital media are alike. For every Trade Me that has more than 700,000 visitors a day, there are a million websites that have 1 visitor or less. Don’t waste your time putting your content where no-one will see it. Instead, take a look at this section of the course, where we discuss:

  • Selecting the most appropriate digital media vehicles
  • Reviewing the performance of your own digital assets
  • Evaluating traditional media website offerings
  • Determining the most appropriate social media options

4. WHEN
When are consumers most likely to be exposed to your messages? With consumers bombarded by messages all day every day, you need to know exactly when your followers are online and most likely to see what you’ve written.

In this section, we show you:

  • What you should know about your email open rates, by day and by time
  • How to identify when your Facebook followers are online
  • How to determine the most appropriate times to use messaging apps

5. HOW
What format(s) should you use for your messages? Not every format is equally popular. We explore which formats are right for your followers, and identify:

  • Average shares by content type
  • The most popular content formats
  • the importance of pictures
  • The runaway popularity of video

 

Lesson Two: The Content Formula

What should you talk about online? Too many organisations are too busy talking about themselves to even notice that their followers just aren’t bothering with them anymore.

In Lesson Two, we share:

  • The content sweet spot
  • The seven attributes of effective content
  • Google’s Zero Moment of Truth formula and why it matters to marketers
  • The new importance of listening
  • Seven consumer comment types and what they mean

Lesson Three: Keywords

How can you make your writing insanely popular? The answer, as you’ve probably guessed from the title of this lesson, is Keywords.

But not just any keywords. There’s an Art and a Science to effective keyword usage, and in Lesson Three, we’re going to tell you:

  • What you need to know about keyword search patterns
  • The importance of longtail keywords
  • The hotlist of buyer keywords
  • The essential knowledge that you can learn from the Google Keywords Planner

 

Lesson Four: SEO

How can you shape your content so that Google will notice that you exist — and will give you priority over your competitors?

Lesson Four tackles Search Engine Optimisation — more popularly known as SEO — from a writer’s perspective, and tells you:

  • How to analyse your competitors’ keywords
  • Best practices for optimising your content for search engines
  • Headline length, keyword density, using alternative wording and other key strategies to get noticed by Google

 

Lesson Five: Seducing Your Digital Visitors

How can you best lure visitors to your content? In this Lesson, we discuss the gentle practice of luring interested prospects to you, which involves:

  • Crafting an effective description
  • Teasing your story
  • Capturing the essence of your offering
  • Placing keyword phrases as effectively as possible
  • Avoiding duplication
  • Developing unique descriptions
  • Using SEO plug-ins

 

Lesson Six: Sharing

How can you get people to share your content?

In this lesson we explore the types of content that people love — and love to share. You’ll learn about:

  • Why people share
  • The 20 types of sharing styles that are most effective in social media
  • Finding and using hash tags effectively
  • How you can help your content travel

 

Lesson Seven: Content Structure

How can you best plan out your content so that you don’t end up staring at a blank page and wondering what to write about?

In Lesson Seven, we cover:

  • How to create an effective content calendar
  • Optimal sizes and word lengths, by medium
  • Most popular lengths for blog & social media posts
  • What you need to know about email subject lines

 

Lesson Eight: Online Advertising

What should you know about online advertising now that it’s become New Zealand’s most popular advertising medium?

All these and more:

  • How to create an effective AdWords advertisement
  • The secrets of dynamic ads
  • What you need to know about Facebook advertising
  • All about Pinterest Promoted Pins
  • Video advertising explored and explained

 

Lesson Nine: Content Curation

Much of your online activity can, and often should, involve sharing other people’s content. So how do you find and share that content?

In Lesson Nine, we reveal:

  • Curation tools you can use
  • Where to find trending topics
  • How best to share

 

Epilogue

We close with a warning, as we reveal the seven deadly sins of writing for the web.

————————

WHO WILL BENEFIT FROM THIS COURSE?
Every organisation and every person who needs to prepare online content, whether for your website, for your blog, for social media or for video.

————————

WHAT CUSTOMERS ARE SAYING ABOUT OUR COURSES

Here’s a sampling of the feedback we’ve received from those who’ve taken our courses:

  • Thanks for an informative and interesting [Facebook Accelerator] course. Your presentation held a good balance of theoretical and practical information and was clear and simple enough for a non IT Facebook novice like me to follow. There are many ideas that I have gained that I will attempt to incorporate in the overall marketing plan my team is currently developing for our brand. Facebook can offer so much more than I thought as a medium for communicating with our current and prospective customers. Julie D
  • I found this course fantastic, i started off knowing very little about facebook (just how to run my own personal page) to now having a thorough understanding of ALL the things you can (and there is a lot). The course format was great and allowed knowledge to be built up over time. Course length was great and this will definetly be something i come back to constantly as we develop our facebook pages more within my company. Aleisha H
  • I have really enjoyed the course and the way it was structured. It was informative and interesting – liked the way you incorporated slide-shows, video, statistics and different forms of media to provide information. Lisa C

————————

TIMING

This course begins on Wednesday 07 June, 2017.

————————

INVESTMENT

This nine-part online training course is available for $597 +GST. However we offer an EARLY BIRD DISCOUNT of $100 +GST — pay just $497+GST for bookings received by the end of Wednesday 31 May, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here.

Register Now for the next course

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Writing for the Web online training course.

 

Hottest Facebook Categories: NZ April 2017

hottest-nz-facebook-categories

As we do from time to time, we’ve taken a deep dive into our database of 24,836 New Zealand Facebook pages to see what we can learn.

This time, we’ve sliced and diced by category to determine which are the most popular Kiwi categories on Facebook.

CAVEAT

There are a couple of cautions we wish to issue before we get into the details, however, just so you know why some of your favourite categories aren’t represented in these top 20 lists.

Firstly, you should know that before we started any number-crunching we removed most of the top 50 “most liked” NZ Facebook pages. That’s because those pages, typically NZ variants of international brands such as McDonald’s, KFC, Walt Disney, Nivea, Nissan, Cadbury and even Facebook itself, are displaying cumulative global likes rather than merely local numbers. As a result, total likes are somewhat out of alignment with local performances. It’s great that Facebook has 186 million likes, but such numbers tend to skew the averages.

For example, if we leave the global data in place, the average New Zealand Facebook page is rated as having 39,037 followers — a number that’s only surpassed by the top 500 or so Kiwi Facebook pages (out of our nearly 25,000 total).

Once we’ve stripped out most of the global pages, however, we arrive at a far more realistic and attainable average of 5,075 likes.

In the last seven days, just 146 people were talking about the average NZ Facebook page, an engagement percentage of 2.88%.

CAUTION: STATISTICAL ANOMALIES MAY LIE AHEAD

Secondly, we did want to point out the statistical dangers involved once we drill down into individual categories.

For this report, we have separated our database into the 700 different categories that Facebook offers (all of which are self-selected choices when a business creates a page).

As a result, more than a third of the available categories feature only one or two businesses — which, as you would imagine, means that the success or failure of the category depends on the performance of individual Facebook pages.

So, for example, if we look at the category “automotive storage facility“, that category tops the list of best performing Facebook pages in terms of engagement.

That category, however, represents a single business: Storage King Riccarton, which had a blinder of a pre-Easter promotion (requiring likes and comments to win a box of Easter treats).

storage-king

So, with those warnings in place, let’s take a look at some numbers.

1 Facebook Likes

Firstly, let’s look at the categories that have attracted the most overall likes:

NZ FACEBOOK PAGES BY CATEGORY: AVERAGE LIKES APRIL 2017

fb-categories-april-2017-most-liked

The top category, “Society/Culture Website”, is again skewed by a single page, for Oh! Baby — but, in this case, the page’s performance is steady across multiple posts and reflects effective use of Facebook. Take a look at the Oh! Baby page and see what you can learn for yourself.

2 Facebook Talks

Our second view of our category averages is by talks — the average number of people talking about pages in the category over the last seven days.

Results are very similar to likes:

NZ FACEBOOK PAGES BY CATEGORY: AVERAGE TALKS APRIL 2017

fb-categories-april-2017-most-talks

3 Facebook Engagement

Finally, if we examine the Facebook page categories by Engagement (which we define as the number of talks compared to the total number of likes, expressed as a percentage), we see quite a different picture:

NZ FACEBOOK PAGES BY CATEGORY: MOST ENGAGEMENT APRIL 2017

fb-categories-april-2017-most-engagement

Again, as we noted above, the results will be skewed by individual page performances (and we don’t have time to dig much deeper right now). Still, the results give us an interesting perspective when we consider that:

  • dry cleaners are more interesting than government organizations
  • car dealers get a better rap than the public service
  • dog walkers are more popular than psychics (who should have seen that coming

(Of course, if you’d like to know more about Facebook, and how to perform as well as some of these marketers, check out our courses):

Facebook Accelerator Programme
fba-banner

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
completefb-banner

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

If you want to improve your performance beyond Facebook, check out our Social Media Marketing Essentials course:

Social Media Marketing Essentials

Social Media Marketing Essentials

Social media is an ever-changing environment and unless you’re involved on a day to day basis you’re unlikely to stay up-to-date with the latest developments in the medium. So we’ve devised this social media marketing essentials course to capture the latest developments across the expanding world of social media for 2017.

For more details of the Social Media Essentials course, please click here.

Professional Mentoring to Accelerate Your Marketing Success

Struggling to make sense of your marketing options and opportunities?

Marketing these days is more complicated than ever. How do you make sense of it all?

We can help, with professional mentoring from a highly-skilled marketer with more than forty years’ experience in New Zealand advertising and marketing.

mentoring

INDIVIDUAL, ONE-TO-ONE MENTORING

Here’s our offer (and it’s not complicated): we offer you an individual mentoring phone call of up to an hour’s duration, during which you can discuss your marketing issues and concerns on a private and confidential basis with Michael Carney, CEO of Netmarketing Services Limited.

You can either sign up to receive a mentoring call on a fortnightly basis (for just $297+GST a month) or on a weekly basis (for $497+GST a month).

FORTNIGHTLY CALLS

The Fortnightly Advanced Mentoring Program can be yours for just $297+GST per month ($341.55 including GST). Use the button immediately below (or click here) to sign up via PayPal, using your credit or debit card.

sign up now

 

WEEKLY CALLS

The Weekly Advanced Mentoring Program can be yours for just $497+GST per month ($571.55 including GST). Use the button immediately below (or click here) to sign up via PayPal, using your credit or debit card.

sign up now

NB You will be billed monthly for whichever Advanced Mentoring Program you choose, but you’re not making a long-term commitment, you can cancel at any time and you’ll pay no more.

ABOUT US

The Advanced Mentoring Program has been created and is administered by Michael Carney, Managing Director of Netmarketing Services Limited.

Michael is a longtime NZ marketer. Michael has been employed in various marketing roles since 1971, online since 1987, involved with digital marketing since the mid-90s. He has been creating and tutoring online training courses since 2010. You’ll find Michael’s profile at http://linkedin.com/in/michaelcarney

From 2009 to 2013, Michael was Chairman of the Network of Digital Marketers, the digital special interest group of the NZ Marketing Association.

WHAT HAPPENS NEXT

Once you sign up for the weekly or fortnightly Advanced Mentoring Program, you’ll be sent a short questionnaire to answer, so that Michael can begin to understand the challenges you’re seeking to overcome. Then he will schedule your first mentoring session at a mutually-convenient time, via either Skype or telephone.

The Council and the Redback Spider

As we’ve mentioned a time or two on this blog before, we regularly monitor around 25,000 New Zealand Facebook pages, taking particular note of the pages getting most talked about.

Over the last week, the Northland Regional Council‘s Facebook page has popped up on our radar, achieving 9,312 Engagements (what Facebook calls “People Talking About“) despite having just 3,840 followers.

What, we wondered, was all the fuss about?

Turns out that it’s Redback Spiders. Here’s the post that got most of the attention, talking about an Australian illegal immigrant:

redback

Apart from the 2,855 shares and 842 likes/reactions, the post also attracted 725 comments, many asking about the Council’s observation that “there are established red back populations in New Zealand”.  (Yes, notes the Council, “Red back spiders have been recorded as established in New Zealand since the 1980’s. There are populations in Otago, New Plymouth and most recently, Taupo.“)

Congrats, Northland Regional Council, for getting so much attention to your post. An important public service message (though we wish the topic wasn’t quite so disturbing).

Other Popular NZ Facebook Pages

Other high-performing Kiwi Facebook pages at the moment include:

AGI Education, celebrating the official opening of AGI’s new Epsom campus (9,012 Engagement, 2,240 followers):

AGI Education

Hossack Station Trophy Hunting (2,641 Engagement, 1,987 followers):

hossack

Zero to Five Baby Quality Baby and Kids Gear (5266 Engaged, 4916 followers)

thieves

(Sadly, this post also fell into the Public Service category, for the worst of reasons).

If you’d like to improve the performance of your Facebook posts, check out our Facebook Accelerator course:

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level and make this social sensation really work for you?

Introducing our Facebook Accelerator seven-part online course that will lead you through the steps necessary to supercharge your Facebook presence. Through this Facebook course you’ll learn:

  • how to take a cold, hard look at what you’ve achieved on Facebook so far (warning, icy water and a brisk dose of reality may lie ahead!)
  • how to pick yourself up, reboot your (brand) personality online and (it may be necessary!) give your Facebook outpost an urgent and extreme makeover
  • the importance of Facebook’s algorithms (what?) and how they shape your posts and comments
  • why consumers really bother engaging with brands — and the Number One most important secret you need to know to connect with them effectively
  • smart thinking (stolen from others’ successes!) that will help you reach out to key influencers and tap into the magic of viral
  • how a blend of old media habits and new social strategies can work wonders for you
  • the growing importance of social gaming — and how you can start to cash in as Facebook rolls out new tricks
  • selling stuff on Facebook directly — can you do it, should you do it and how can you do it?
  • why social shopping is so influential and how you can tap into this latest craze (without discounting the shirt off your back)
  • going social outside Facebook – and why it matters

WHO SHOULD TAKE THIS FACEBOOK COURSE?

Anyone who’s already developed a presence on Facebook and wants to make it grow.

COURSE CREATION AND TUTORING

This Facebook course has been created and will be tutored by Michael Carney. Michael is a veteran marketer with an insatiable passion for whatever’s new, different, exciting or interesting in the world of communications — and particularly in the social media marketing space.

COURSE CONTENTS

LESSON ONE: AUDIT AND MAKEOVER

In this first lesson we invite you to audit your current Facebook presence. Who have you attracted so far to your Facebook page, how much are they interacting with you and what do they get to see when they arrive at your Facebook Fan Page anyway? Then we show you some of the ways that leading brands and organisations have set themselves up on Facebook and identify the key elements you’ll need to include if you want to increase your success on Facebook. You may even find yourself rethinking your current Facebook activity entirely.

LESSON TWO: ENGAGEMENT

Know anything about Facebook’s algorithms? These not-very-well-known formulae determine exactly how visible you are on Facebook, especially to those who say they like you. We peek under the covers and show you exactly what you need to do to prosper under the algorithms — and how important it is to engage in particular ways with your fans and followers. A word of advice: don’t post anything more to Facebook until you’ve completed Lesson Two.

LESSON THREE: PLANTING VIRAL SEEDS

“Viral” is one of those magic qualities to which most marketers aspire. Alas, many are called but few are chosen. In this lesson we look at the principles behind some of the most effective viral campaigns of recent time — and show you how to harness those concepts to reach out to influencers and consumers alike. We’ll also discuss how you can (legally and legitimately!) make Other Peoples’ Content actually work for you!

LESSON FOUR: ADS AND SPONSORED STORIES

In Lesson Four we explore Facebook Ads and Sponsored Stories. They’re more accessible than you think, and they’re socially primed to drive fans to your page. Time to dig deep and find out what can be done, even on small budgets. In this lesson we also talk about Social Gaming and virtual currencies and how marketers are using them to good effect on Facebook.

LESSON FIVE: CREATING EFFECTIVE FACEBOOK POSTS (NEW FOR 2017)

The biggest challenge for any business using Facebook pages these days? Creating Facebook posts that get noticed and get shared.

So this lesson tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

LESSON SIX: SOCIAL SHOPPING

There’s a whole lot more to social shopping than just offering a drop-dead, deeply discounted deal and ending up with bargain shoppers who won’t spend a penny more than their coupons allow. We take a serious look at some of the best practices in this space and identify smart ways to help your customers spend more of their hard-earned money with you. Along the way we’ll discuss pre-commerce, augmented recommendations and how to turn existing customers into advocated (without them having to do anything). And we also take a look at Facebook Apps and how they can be of use to you.

LESSON SEVEN: THE SOCIAL GRAPH

Finally, we look at the increasing number of ways that your consumers can connect with their friends outside Facebook, how you can help the process along and why it matters (hint: these days people trust their friends more than they trust you — nothing personal). Along the way, we’ll identify a few simple protocols that you (or your IT folk) can add to your own website to sharpen your social results.

TIMING

This online training course begins on Wednesday 07 June, 2017.

INVESTMENT

This seven-part Facebook course is available for $497 +GST. However we offer a $100 Early Bird Booking Discount — the course is just $397 +GST for bookings made and payment received by Wednesday 31 May, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this Facebook course, please pay by credit card through PayPal by clicking here.

(The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

WHAT HAPPENS NEXT?

Your booking will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email info (at) socialmedia.org.nz).

On the first day of the course you will be supplied by email with login details.

The Continuing Devolution of LinkedIn

devolution-of-linkedin

We’ve seen it happen with Facebook, so we really shouldn’t be too surprised as LinkedIn continues to move in the same direction: the steady erosion of once-free services, all aimed at improving the social network’s bottom line.

B2B marketers have been spoiled for many years by the free availability of information on LinkedIn that allows the more astute among us to research prospects and competitors and to promote ourselves and our organisations using the professional social network.

Over time, however, we’ve seen a number of free services fall by the wayside as LinkedIn has refocused itself to concentrate on those products and services that actually make money for the company.

We can’t actually blame them — it’s their sandbox, after all — but it can be intensely frustrating, especially when core capabilities, those that organisations have relied upon heavily, are arbitrarily removed or placed beyond paywalls.

Take, for example,Tags, once a simple way to filter and organise your connections on LinkedIn (e.g. tagging customers, prospects and suppliers so that you could sort them easily).

Earlier this year, LinkedIn announced that “we’re removing the Relationship Section of your profile, which allowed you to add Reminders, Notes and Tags to your connections. If you want to download your existing Notes and Tags, you’ll have the option to do so through May 31, 2017.”

Brutal, for those who relied on the tagging system to make sense of their hundreds or thousands of connections.

There is a (paid) alternative: “if you are looking for similar functionalities, consider our Sales Navigator or Recruiter Lite products that allow you to transfer and view your existing notes and tags”.

But Wait, There’s Less

Late February/early March 2017 saw even more change, with the release (for most) of a whole new look for LinkedIn. We’ll let Fatima Williams describe what she calls “The Day of Disaster“:

Yes, I got switched to the new interface and it won’t let me do anything. You hide everything . I can’t see images they are so tiny, my eyes are fine.

The stickers to make work a little fun while sending messages is removed. I can’t see candidates who are outside my network. I know I can’t connect with them but if I don’t see them how am I to even connect with them???

The hope’s of one finding a job by anybody is now gone. Don’t tell me try premium — been there, done that No Thank you!

Should I start an online petition to get them to get us back to the old interface so I can help those candidates out of my reach!

” The new interface is of no use to poor unemployed job seekers who have no hope and cannot afford the premium membership. Forget the premium members who are now asked to pay for features they lost. Your customers/users (job-seekers) are the source of your revenue – Fatima Williams

A few other comments from some of the 1356 mostly-disgruntled LinkedIn users who responded to the post:

  • Less functional and certainly not user friendly! please back to previous one – Didier Bassleer
  • Innovation shall not mean regression. We are humans and have our habits of humans. Previous visual was friendly enough to find our way easily and get what we were needing quickly.-Patrick LR Le Guirriec
  • The new one is only cosmetic, less organized and less functional. – Marco Koelink
  • The removal of the ability to view one’s news feed in reverse chronological order (i.e., ‘recent first’) was a devastating loss. Extremely useful for tracking one’s news from login to login; a user could “pick up where he/she left off”, but now it’s gone. Too bad – Jim Kracht
  • I’m OK with the new design. It’s the removal of functionality that bothers me. Just like FB, they now tell me what they think I want to see in my news feed Denny Russell
  • How about posting suggestions here for other platforms we can each explore, evaluate, and migrate over to if they seem better? I acknowledge the scope of my network on here is broad, and that any competing platforms are likely to need our support to power up to an equivalent reach. But holding onto the tail of a dying dinosaur is perilous. And with Microsoft’s inevitable strangling of service in pursuit of forced extraction of profits, they have signaled the slow death of this beast. So what else is out there for us to explore? – Erik Van Lennep
  • I agree this latest version is one of the worst they have put out over the past 8 yearsShane Null
  • Is anybody at LinkedIn listening to the Voice Of the Customers? So much efforts fostering the sharing of professional content and so little walking the talking… – Sergio Berna
  • YES. The new LinkedIn stinks! I used to log on and get notifications telling me when someone had replied to my posts. Now I no longer do. Nor is there any other way to easily find my way back to the conversations I’ve been involved in in the forums. So I hardly bother logging on at all anymore. – Andrew Horn
  • Leave it to Microsoft to take away the networking component of a networking site. – Ronald Regnier

Heartfelt angst, right there (although many LinkedIn members won’t actually know what Fatima and the other correspondents are talking about, because they simply don’t use LinkedIn that much).

So what can be done?

Well, LinkedIn is simply going to continue to change (especially as new owners Microsoft start to implement their own plans).

You can either (A) turn your back on LinkedIn (except as a CV-replicating tool); or (B) learn how to master the new, “improved” LinkedIn.

If Plan B sounds like you, we can help, with a couple of options:

1 IN-PERSON WORKSHOPS

For larger organisations, we’ve developed a couple of hands-on Workshops for you and your teams:

  • LinkedIn Masterclass, half-day sessions designed to help participants re-work and develop their LinkedIn presence to really sell themselves and their organisation
  • Using LinkedIn as a Sales Tool, a two-hour workshop specifically designed to help B2B sales-people use LinkedIn to sell their goods and services

If you’re interested in in-person Workshops, email us at michael (AT) netmarketingservices.co.nz or phone 021 1492 403.

 

2 ONLINE TRAINING COURSE

Alternatively, you should certainly consider our online training course “How to use LinkedIn Effectively, updated to reflect the latest changes:

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LinkedIn operates the world’s largest professional network on the Internet with (as of January 2017) more than 467 million members in over 200 countries and territories.

New Zealand now boasts more than 1,540,000 LinkedIn members, according to the latest LinkedIn data. Yet far too many of those members simply don’t know how to use LinkedIn effectively to promote themselves or their organisations.

In response to this need, we’ve developed a course that will show you how to use LinkedIn to best advantage, taking account of the developments being rolled out regularly by the LinkedIn team.

About the Course

This is a seven-part online training course providing a comprehensive introduction to LinkedIn, from the Basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation and even make sales.

This online training course is conducted on a web-based e-learning software platform, enabling course participants to proceed at their own pace, accessing materials online. This particular online training course provides content in a variety of multimedia forms, including videos, slideshows, flash-based presentations and PDF files. No special software is required to participate.

Course lessons will be provided in seven parts, for participants to access in accordance with their own timetables. Interaction with the course tutor is enabled through the platform software tools (with telephone backup if required).

Feedback from those who have previously taken one of our courses:

  • “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
  • “thought the information within was outstanding” – Ed P, General Manager
  • “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
  • “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
  • “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
  • “I completed the first lesson today and found it really interesting and love the interaction already! I am so looking forward to the second lesson already …” — Annette B, public relations director

COURSE CREATION AND TUTORING
This “How to use LinkedIn Effectively” programme has been created and is tutored by Michael Carney. Michael has been in the marketing game since 1971, online since 1987 and keeps tabs on a wide range of trends and developments, locally and around the world. He is the author of “Trade Me Success Secrets” (now in its Second Edition) and a regular magazine columnist. Michael is also the creator of a number of online training courses, covering social media, eCommerce and other aspects of digital marketing.

WHO SHOULD TAKE THE “HOW TO USE LINKEDIN EFFECTIVELY” COURSE

Any business professional who wants to master LinkedIn, whether to further their own career or to develop their business presence on the world’s leading Social B2B network.

COURSE CONTENTS

Lesson One: How To Set Yourself Up Effectively On LinkedIn

You’re probably one of the hundreds of millions who already have a profile on LinkedIn — but is it just a transplanted CV? We show you how to turn your basic profile into a living, selling document that:

  • showcases your unique talents and experience to best advantage
  • reinforces your personal brand with a compelling headline that’s the first thing any visitor will see
  • highlights your achievements, not just your history
  • provides a platform for your future success

Lesson One also covers:

  • The most effective ways to ask for recommendations and endorsements
  • How to use the principle of Reciprocity to sharpen your profile
  • Trojan Horse Marketing and how it can really work for you
  • How to claim your name on LinkedIn (and why it matters)
  • How to optimize your profile for SEO
  • How to use LinkedIn’s Mobile Apps and how you can ensure that your profile stands out on every platform
  • The power of an effective profile summary
  • How to re-shape your profile to make it sizzle (and show off your best bits)

Lesson Two: How To Use LinkedIn For Business

Once you have your own personal profile up and sizzling, it’s time to turn your attention to your organisation (especially if you operate in the B2B space). LinkedIn has now surpassed Twitter as the most popular social medium for distributing B2B content, with 83% of B2B marketers using LinkedIn to promote their organisations. So where do you begin? We start with Company Pages (which were recently redesigned to make it easier for LinkedIn users to find, follow and engage with companies of interest).

Topics covered in Lesson Two include:

  • How to use LinkedIn Banner Images to showcase your company brand and really bring your page to life
  • How to attract keen followers to your company pages (and what that does for your organisation’s visibility on LinkedIn)
  • What you can now say about your company’s products and services
  • How to harness social proof to best effect
  • Why you must make your updates valuable, relevant and interesting (and what that really means)

Lesson Three: How To Use LinkedIn To Find A Job

You’ve probably heard that LinkedIn is very useful when you’re looking for a new job — but where do you start?

In Lesson Three, we talk about:

  • How to use LinkedIn to get the word out that you’re in the market
  • How to polish your LinkedIn profile even further, to highlight your best (and most employable) characteristics
  • How to find out where people with your skillset are working
  • How to check if a company is still hiring
  • How to identify new recruits (and perhaps pick their brains)
  • How to find out who’s who in your target industry
  • How to network shamelessly to future-proof your career
  • How to build your personal brand
  • How to enhance your Resume with LinkedIn Testimonials
  • How to find (and capitalise on) inside connections at potential employers
  • How to search the hidden job market for opportunities
  • How to use LinkedIn to prepare for your job interview

Lesson Four: How To Use LinkedIn To Generate Business

Can you actually use LinkedIn to create business? Yes, indeed you can, and we’ll show you how. Along the way, we’ll talk about:

  • How to use LinkedIn to find business opportunities
  • How to Use LinkedIn Groups to build relationships with prospects and attract new leads
  • How to decide who you should connect with (and who doesn’t make the cut)
  • The power of a clear Call To Action
  • LinkedIn Special Offers (and where it’s appropriate to make them)
  • How LinkedIn’s Advanced People Search feature can be your very best prospecting friend
  • How to use LinkedIn for sales success

Lesson Five: How To Use LinkedIn’s Paid Services

You’ve probably noticed that, whilst many of LinkedIn’s services are free, you are occasionally encouraged to buy some stuff there. Reportedly, around 2% of LinkedIn members have paid-for subscriptions. So should you dip into your pocket?

In Lesson Six, we evaluate the pros and cons of:

  • LinkedIn paid advertising — how it works, what you can expect to pay and what results to aim for
  • The surprising response rates of LinkedIn InMails (and when using them is worthwhile)
  • How to use LinkedIn’s Profile Organizer
  • The LinkedIn paid account options and what they provide

Lesson Six: How To Use LinkedIn To Promote Your Business

So far we’ve looked at how to use LinkedIn to make sales and build your reputation. But LinkedIn is also an ideal vehicle for promoting your organisation to other businesses.

In Lesson Six we’ll look at the promotional potential of LinkedIn, including:

  • How (and how often) to craft status updates that will appeal to your target customers and clients
  • Best practices for sending out mass messages and invitations (without being a pest)
  • How to use Groups to build your authority and keep in regular touch with your prospects
  • How to connect from LinkedIn to the rest of the web, using widgets and plugins and other automated services
  • How to share useful articles and resources without overdoing it
  • How to add videos and presentations to LinkedIn
  • How to use the right tools to manage your LinkedIn content to avoid getting overwhelmed

Lesson Seven: How To Use LinkedIn For Recruiting

We’ve already covered using LinkedIn to find a new job. In Lesson Seven we look at the flip side of the coin — how to use LinkedIn to find the most appropriate candidates for vacancies within your organisation.

In this lesson, we consider:

  • why LinkedIn is a fertile ground within which to find perhaps 80% of your prospective employees
  • How to use LinkedIn to tap into the most effective recruiting source of all
  • The crowd-sourced accuracy of LinkedIn profiles
  • LinkedIn’s job-posting facilities (and whether you should use them)
  • Soliciting introductions: the appropriate protocols
  • How to use LinkedIn to search and compare

TIMING

The next “How To Use LinkedIn Effectively” course begins on Monday 05 June, 2017.

————————

INVESTMENT

This seven-part online training course is available for $497 +GST. However we offer an Early Bird Discount of $100 — the course is just $397 +GST for bookings made and payment received by Monday 29 May, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in our “How To Use LinkedIn Effectively” course, please pay by credit card through PayPal by clicking here.

Register Now for the next course

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the “How To Use LinkedIn Effectively” online training course.

If you have any questions, or would like more information, please email us at [email protected]