Are You FAILING in Social Media?

nz-biz-failing

Facebook and Other Social Media Can Be Highly Effective for Marketing …

… But Most NZ Businesses are Failing with Social Media

If you’re a Kiwi business, you need to read this NOW.

Unfortunately, too many businesses — in New Zealand, as elsewhere around the world — have the wrong idea about social media.

They spend most of their time on Facebook (and the other social networks) talking about themselves and their products.

If that’s you, sorry, you’ve got it wrong.

It’s called SOCIAL media for a reason.

Your followers are interested in a conversation, not a constant sales pitch.

THE REALITY

We track the performance of around 25,000 NZ Facebook pages on an ongoing basis.

More than two-thirds (69.5%) of those pages have NO engagement with 98% of their Facebook followers in a typical week.

Look at these three (sadly, all too typical) statistics for NZ businesses on Facebook. Hundreds and even thousands of followers, but hardly anyone’s talking:

Why no engagement?

Because too many posts are one-way broadcasts that get nobody talking or sharing, like this example:

victoria-khoss

Just 7 likes, and NO comments or shares, from a New York retailer with 7,088 Facebook followers!

(We’ve used an American example because we didn’t want to embarrass any of our local colleagues — but, as you’ll probably see from your own Facebook browsing, this is completely typical in New Zealand as well).

There is a solution.

Are Your Posts Actually Getting Seen by Your Followers?

Of course, we  shouldn’t ignore the elephant in the room — Facebook has dialled back on the percentage of your followers who will actually see your posts, with the result that (across the more than 25,000 NZ Facebook pages we track), on average just half a percent (0.55%) of those pages’ followers will engage with their posts.

Appalling? Yes. But YOU can do better.

In fact, our online training courses are all about teaching you how to use social media more effectively, so that you can dramatically improve on your performance on Facebook and other social networks.

Check out our online courses today:

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.

HANDS-ON WITH OUR SOCIAL MEDIA ACCELERATOR PROGRAM

Some people prefer more direct, sometimes-personalised assistance.  We offer what we call our Social Media Accelerator Program.

ABOUT US

We’ll tell you more about the Program in a moment, but first let’s talk a little about us.

The Social Media Accelerator Program has been created and is administered by Michael Carney, Managing Director of Netmarketing Services Limited.

Michael is a longtime NZ marketer, who has been employed in various marketing roles since 1971. He’s a real technology Early Adopter: online since 1987, involved with digital marketing since the mid-90s.

Michael has been creating and tutoring online training courses about Social Media Marketing (and other digital marketing topics) since 2010. You’ll find Michael’s profile at http://linkedin.com/in/michaelcarney and you can see our current range of courses at https://socialmedia.org.nz.

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

He is also the author of the book Trade Me Success Secrets, the top-selling book about New Zealand’s leading online auction website.

In other words, Michael knows a thing or two about Social Media and Digital Marketing.

Don’t just take our word for it:

Now let’s talk about the Program:

The Social Media Accelerator Program

One of the most common challenges for any organisation or brand that is active in social media is deciding what to talk about.

Yes you can talk about yourself and your products, but you can’t do that all the time or your followers will simply switch off — and anyway, social networks like Facebook just won’t show those self-obsessed posts to many of your followers (unless you pay).

So what should you talk about?

There are plenty of answers to that question — and those answers are changing all the time. So we’ve drawn on our seven years of expertise, training Kiwis on the various aspects of social media — oh, and our 40+ years of marketing experience across both digital and traditional media — to put together an ongoing program that is specifically designed to help your marketing work more effectively in social media.

That program, the Social Media Accelerator Program for NZ Businesses, is offered at three different levels (Gold, VIP and Mentor), one of which might suit your specific needs.

WEEKLY PROGRAM

Our Social Media Accelerator Program is a weekly program, because Social Media requires regular attention (if you’re going to make the most of the program).

To join us and learn what you need to know about Social Media, all you have to do is sign up for a monthly subscription to the Social Media Accelerator Gold, VIP or Mentor Program, whichever one suits.

(Don’t worry, you can cancel at any time — there are no long term commitments — and you won’t have to pay any more than you’ve already paid).

Here’s what’s included:

1. NEW ZEALAND SOCIAL MEDIA CONTENT CALENDAR
(for all levels)

Wouldn’t it be wonderful if you knew exactly what was coming up over the next month or so, both locally and nationally, so you could talk about topics near and dear to the hearts of your followers?

It was that thinking that led us to create our Social Media Content Calendar. It’s a six-week rolling listing of significant upcoming NZ events that can form the basis of many of your social media posts — and with enough notice that you can actually post something meaningful.

For example, if you know that your followers are likely to be interested in golf, check out Friday March 10. That’s when the NZ Golf Open begins in Queenstown — and a few minutes googling should see you find out enough information to write about the topic.

Similarly, if your followers are into (for example) music, sports, business or home and garden care, the Social Media Content Calendar will alert you to what’s happening over the next six weeks.

And its a rolling six weeks, because each week we delete the week just completed, add a new week and update any last-minute changes.

2. MOST EFFECTIVE SOCIAL MEDIA POST TYPES
(for all levels)

effective-social-media-posts

There’s more to Social Media than just talking about What’s On, of course, which is why we also provide you with our Most Effective Social Media Posts, a weekly report listing seven types of posts that really work (along with real Social Media examples, which can instruct and inspire you).

In our weekly report, we talk about seven such approaches, provide examples of organisations using similar techniques and show you exactly how you might leverage such tactics for your own use.

3. SOCIAL MEDIA CONTENT IDEAS
(for all levels)

Next we provide you with our special Social Media Content Ideas report, weekly suggestions of seven content ideas (with examples) that you can quickly adapt and use to promote your own organisation.

4. MARKETING NEWS ALERTS
(for VIP & Mentor program levels)

Breaking News happens at inconvenient times, usually, so we’ve supplemented the basic service with Marketing News Alerts, which covers relevant information as it comes to hand. That might be new Facebook or LinkedIn developments, or reports on how an innovative brand is using marketing in a new different way.

5. FORTNIGHTLY TELESEMINAR
(for VIP & Mentor program levels)

VIP and Mentor program participants will also get exclusive access to our fortnightly Teleseminar, during which we discuss current marketing challenges faced by NZ real estate agents just like you.

These are fortnightly audio seminars which are driven by what YOU need to know and talk about.

In advance of the Teleseminars, we invite our participants to submit their challenges, issues and questions and then dig deep.

6. PRIORITY EMAIL ACCESS
(for VIP & Mentor program levels)

VIP and Mentor program participants will also get Priority Email Access to program convenor Michael Carney, who will provide quick opinions on your marketing concerns and challenges.

Need advice from a marketing expert? Now’s your chance.

7. MONTHLY FACEBOOK COMPETITIVE DATA
(for Mentor program participants)

Mentor program participants will also receive monthly Facebook Competitive Data for their own product or service category. As we noted above, we track more than 25,000 New Zealand business pages (and around 120,000 global pages) on Facebook and will provide you with useful active intelligence, including:

  • Who’s getting talked about
  • What consumers are sharing
  • Who’s performing best, in terms of both follower numbers and engagement

8. INDIVIDUAL ONE-TO-ONE MENTORING
(for Mentor program participants)

This is the gold standard of our Mentor program: we offer you a fortnightly 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 the company’s principal, Michael Carney.

The SOCIAL MEDIA ACCELERATOR program is a comprehensive service that’s intended to offer ongoing, rich information to accelerate the effectiveness of your business.

It draws on the more than forty years of marketing experience and expertise of one of New Zealand’s leading marketers, Michael Carney (see more details about Michael above).

Choose from one of these three programs to meet your specific needs.

GOLD PROGRAM

Sign up for the Social Media Accelerator Gold Program and each week we will send you:

  • The latest Social Media Content Calendar, a rolling six week listing of upcoming NZ events that can form the basis of many of your social media posts
  • The Most Effective Social Media Posts, a weekly listing of seven types of posts that really work
  • Social Media Content Ideas, weekly suggestions of seven content ideas that you can quickly adapt and use to promote your own organisation

The Social Media Accelerator Gold Program can be yours for just:

$97 per month

VIP PROGRAM

Sign up for the Social Media Accelerator VIP Program and each week we will send you:

  • The latest Social Media Content Calendar, a rolling six week listing of upcoming NZ events that can form the basis of many of your social media posts
  • The Most Effective Social Media Posts, a weekly listing of seven types of posts that really work
  • Social Media Content Ideas, weekly suggestions of seven content ideas that you can quickly adapt and use to promote your own organisation
  • Marketing News Alerts covering relevant information as it comes to hand

PLUS

As a Social Media Accelerator VIP you’ll also receive:

  • Exclusive access to our fortnightly Teleseminar, during which we discuss current marketing challenges faced by Kiwis like you (and to which you’ll be invited to contribute your own issues)
  • Priority email access for quick opinions on your marketing concerns

The Social Media Accelerator VIP Program can be yours for just:

$197 per month

MENTOR PROGRAM

Sign up for the Social Media Accelerator Mentor Program and each week we will send you:

  • The latest Social Media Content Calendar, a rolling six week listing of upcoming NZ events that can form the basis of many of your social media posts
  • The Most Effective Social Media Posts, a weekly listing of seven types of posts that really work
  • Social Media Content Ideas, weekly suggestions of seven content ideas that you can quickly adapt and use to promote your own organisation
  • Marketing News Alerts covering relevant information as it comes to hand

PLUS

As a member of the Social Media Accelerator Mentor Program you’ll also receive:

  • A fortnightly 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 the company’s principal, Michael Carney
  • Exclusive access to our fortnightly Teleseminar, during which we discuss current marketing challenges faced by Kiwis like you (and to which you’ll be invited to contribute your own issues)
  • Priority email access for quick opinions on your marketing concerns
  • Monthly Facebook Competitive Data for the primary competitors in the real estate category

The Social Media Accelerator Mentor Program can be yours for just:

$497 per month

 All prices include GST

NB You will be billed monthly for whichever Social Media Accelerator Program you choose, but you’re not making a long-term commitment, you can cancel at any time.

Sign up by Monday, 27 February, and we have a very hot bonus for you:

We have a very important webinar coming up, on Friday March 10, which covers twenty of the most effective types of social media posts.

This will show you exactly you need to know to finally start getting noticed in Social Media. You can join us LIVE or watch the replay in your own time.

Access to this webinar is yours FREE if you sign up for one of our Social Media Accelerator Programs by Monday February 27.

 

Warning: if you don’t clean up your act in Social Media, you’ll just continue to be ignored. Nobody will see your posts. You might as well not bother.

But if you really want to improve your Social Media activity, and turn your followers into advocates for your products or services, choose one of our Social Media Accelerator Program options and SIGN UP TODAY.

PS Don’t forget, SIGN UP BY MONDAY FEB 27 and get access to our upcoming BONUS webinar!

PPS If you’re comfortable that you know what you’re doing in Social Media but would like a refresher on what’s new in Social Media for 2017, check out our SOCIAL MEDIA MARKETING ESSENTIALS course.

Social Media Marketing Essentials

Don’t Post to Facebook at Weekends? Opportunity Lost

not-posting-at-weekends

If you’re like most organisations, you probably don’t post to Facebook — or indeed, any social medium — on Saturdays or Sundays.

Sadly, you’re missing out on the opportunity to engage with a large slice of your prospects and customers, while your competitors are snoozing their way through the weekend.

Mobile has changed everything

Sure, many people don’t go near their computers at the weekend. But did you know that the vast majority of consumers now access Facebook through their smartphones and tablets?

An incredible 1.74 billion Facebook users access the social network through their mobile device in a typical month (February 2017 data) — and more than a billion of us ONLY connect with Facebook via mobile.

And mobiles are always with us — and always on.

And, Facebook being where so many of peoples’ friends are, it’s easy to see why we spend so much time on our Facebook feeds, especially during the weekend when our time is not so taken up with work and other distractions.

 

Higher Engagement at the Weekends

So what exactly can you expect if you post at the weekends?

32% higher engagement, for one. Take a look at this data, drawn from a 2016 infographic summarising 16 research studies.

best-times-to-post-on-facebook

A 2016 study by Hubspot ranked 12-1 p.m. on Saturday and Sunday as one of the best three windows to post on Facebook.

That makes sense, of course, since life does still go on at the weekends. We still have things to do. But checking Facebook over (a later) breakfast and lunch is typical behaviour.

 

What Brands Actually Do at Weekends

This consumer behaviour isn’t new, of course — we’ve seen similar behaviour over the last seven years that we’ve been creating social media courses.

So have brands been paying attention?

Not enough, it seems.

Everypost shared the results of Marketing analytics firm TrackMaven analyzed 4,618 blogs published by brands over a year and evaluated which days of the week actually generated the most engagement across social media. Here is what they found, which may come as a surprise to social media marketers who focus mainly on posting content during the weekdays.

Average Posting Frequency by Day of the Week
Mondays: 17.2%
Tuesdays & Wednesdays: 18%
Thursdays: 17.9%
Fridays: 15.9%
Saturdays: 6.3%
Sundays: 6.8%

Average Social Shares by Day of the Week
Mondays: 12.5%
Tuesdays, Wednesdays & Thursdays: 14.1%
Fridays: 12.7%
Saturdays: 18%
Sundays: 14.6%

So what does this tell us? Even though most brands are posting content during the week, the 13% of posts that were published on Saturdays and Sundays actually generated the most social shares overall.

So here’s our recommendation: post at the weekends* (doh!), as well as during the week.

You’ll have less competition from other brands, and more engagement from consumers. Win win.

*You don’t actually have to be at your computer at the weekends. Social posting tools such as Hootsuite, and even Facebook itself, allow you to pre-prepare and pre-schedule your posts.

Are Your Posts Actually Getting Seen by Your Followers?

Of course, we  shouldn’t ignore the elephant in the room — Facebook has dialled back on the percentage of your followers who will actually see your posts, with the result that (across the more than 23,000 NZ Facebook pages we track, just half a percent (0.55%) of those pages’ followers will engage with their posts.

Appalling? Yes. But YOU can do better.

In fact, our online training courses are all about teaching you how to use social media more effectively, so that you can dramatically improve on your performance on Facebook and other social networks.

Check out our online courses today:

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.

Unsure what to post to Social Media? Now you can stop worrying

unsure-what-to-post-in-social-media

One of the most common challenges for any organisation or brand that is active in social media is deciding what to talk about.

Yes you can talk about yourself and your organisation, but you can’t do that all the time or your followers will simply switch off — and anyway, social networks like Facebook just won’t show those self-obsessed posts to many of your followers (unless you pay).

So what should you talk about?

There are plenty of answers to that question — and those answers are changing all the time. So we’ve drawn on our seven years of expertise, training Kiwis on the various aspects of social media — oh, and our 40+ years of marketing experience across both digital and traditional media — to put together an ongoing program that is specifically designed to help your marketing work more effectively, in social media and elsewhere.

social-media-accelerator-banner

That program, the Social Media Accelerator Program, includes:

1. NEW ZEALAND SOCIAL MEDIA CONTENT CALENDAR

Social-Media-Content-Calendar

Wouldn’t it be wonderful if you knew exactly what was coming up over the next month or so, both locally and nationally, so you could talk about topics near and dear to the hearts of your followers?

It was that thinking that led us to create our Social Media Content Calendar. It’s a six-week rolling listing of significant upcoming NZ events that can form the basis of many of your social media posts — and with enough notice that you can actually post something meaningful.

For example, if you know that your followers are likely to be interested in the New Zealander of the Year Awards, check out Wednesday, 22 February. That’s when the gala night is on in Auckland — and a few minutes googling should see you find out enough information to write about the topic.

Similarly, if your followers are into (for example) music, sports, business or home and garden care, the Social Media Content Calendar will alert you to what’s happening over the next six weeks.

And its a rolling six weeks, because each week we delete the week just completed, add a new week and update any last-minute changes.

2. MOST EFFECTIVE SOCIAL MEDIA POST TYPES

most-effective-social-media-posts

There’s more to Social Media than just talking about What’s On, of course, which is why we also provide you with our Most Effective Social Media Posts, a weekly report listing the seven types of posts that really work (along with real Social Media examples, which can instruct and inspire you).

For example, here are three types of posts that really resonate with consumers:

posts2

In our weekly report, we talk about seven such approaches, provide examples of organisations using similar techniques and show you exactly how you might leverage such tactics for your own use.

3. SOCIAL MEDIA CONTENT IDEAS

CONTENT-IDEAS

Next we provide you with our special Social Media Content Ideas report, weekly suggestions of seven content ideas (with examples) that you can quickly adapt and use to promote your own organisation.

For example, Trade Tools Australia uses Crowdsourcing to gather and share pictures and videos of tradies doing silly or questionable things (and attracts thousands of likes, comments and shares):

tradetools

Sign up for the Social Media Accelerator Program and each week we will send you:

  • The latest Social Media Content Calendar, a rolling six week listing of upcoming NZ events that can form the basis of many of your social media posts
  • The Most Effective Social Media Posts, a weekly listing of seven types of posts that really work
  • Social Media Content Ideas, weekly suggestions of seven content ideas that you can quickly adapt and use to promote your own organisation

The Social Media Accelerator Program can be yours for just:

$97+GST per month

($111.55 including GST)

sign up now

NB Your credit card will be billed monthly through PayPal, but you’re not making a long-term commitment, you can cancel at any time and have nothing more to pay.

ABOUT US

The Social Media Accelerator 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.

He is also the author of the book Trade Me Success Secrets, the top-selling book about New Zealand’s leading online auction website.

 

Today Only: Save $200 on Any Online Training Course

Sorry, this promotion has now closed. But check out our courses for yourself and don’t miss our Early Bird Special Discounts saving you $100 on each course.

 

 

Why Ad Blockers Are A Very Real Threat – And What You Can Do About Them

600-million-devices-now-block-ads

If you’ve ever wondered if you should worry about Ad Blockers, the answer is now Yes.

The Next Web reports:

Last year, some 11 percent of all internet users globally used ad-blocking software to thwart digital advertising on their favorite websites. All told, that equates to approximately 600 million devices ranging from smartphones, to tablets, to desktop computers. This figure represents a 30 percent increase annually, according to a new report published by PageFair.

Closer to home, Marketing Magazine Australia confirms that the ad-blocking menace is well-represented down under as well:

Almost 30% of Australian consumers are now using ad blocking technology on one of their devices (IAB Australia and Pureprofile ‘IAB AdBlocking in Australia’, November 2016).

The same study also found ad blockers are used primarily on desktops and laptops, with only 6% of people having ad blockers on mobile devices (and, even then, the vast majority of time spent on mobile is in-app, where ad blockers don’t reach).

The fact that consumers want to avoid ads if they can is hardly new. All of us have plenty of personal experience with annoying, intrusive, irrelevant commercial messages. That’s why so many of us have “No Junk Mail” notices on our letterboxes, are on the “Do Not Call” register, use spam filters on our email and skip merrily through commercials thanks to Personal Video Recorders like MySky.

Ipsos UK did a study in 2016 to gain a better understanding of why consumers block ads. No surprises with the results:

Why-consumers-block-ads

Ad blocking technology, unfortunately, is a baby & bathwater approach – every ad is blocked, our own wonderful creations along with everybody else’s rubbish.

So, if you’re a marketer, what can you do about Ad Blockers?

1 Create better, more relevant ads

Research about Personal Video Recorders found that relevant, entertaining TV ads (particularly movie trailers and big brand story-type ads) were least likely to be skipped.

No, we don’t all have Hollywood- or Air-New-Zealand-sized marketing budgets, but we can still be creative on a shoestring — and, thanks to the many digital targeting tools available to us, we can really focus in on our target audience.

Yes, the 11% who are using ad blockers won’t see our ads — but the remaining 89% will, and if we can improve our performance with the majority, we won’t even notice the missing 600 million.

2 Consider Native Advertising

More and more publishers and marketers are turning to Native Advertising as a way to avoid the Ad Blockers.

So what exactly is Native Advertising? It is (says Wikipedia) a type of advertising, usually online but feasibly elsewhere, that matches the form and function of the platform upon which it appears. In the old days, we would have called it Advertorial.

The notion is simple enough: if your advertising mimics the style and format of the other content on a platform, the Ad Blockers have no way of identifying what is advertising and what is editorial.

That should do the trick, at least until the ad blocking companies develop AI that’s smart enough to tell the difference.

3 Connect With Influencers

As Shawn Fergus of Ambassador notes:

Word-of-mouth is perhaps the oldest and most effective type of marketing. Consumers are always going to react more positively to recommendations from people they know than they are to brands. Ad blockers are no match for referrals from those we trust. It’s why we rely on recommendations from advocates, be they customers, employees, partners or influencers.

Influencer Marketing is catching on, not just in response to Ad Blockers, but because the advent of Social Media has seen the rise and rise of Influencers whose utterances are treated like words of wisdom by the tribes (both big and small) that follow them.

NB For a whole lot more about Influencer Marketing, check out Lesson Eight of our Social Media Marketing Essentials course.

4 Implement Content Marketing

If you’re a B2B marketer, RUN, DO NOT WALK and find out more about Content Marketing.

Why?

Because 87% of B2B buyers now conduct their own research BEFORE they make any contact with potential suppliers.

What sorts of research? Prospects gather information about your product or service category, read white papers, watch slide presentations and videos and read reviews. All the while, they’re deciding exactly what product or service they need – and, through their research, determining exactly who should be on their shortlist.

If you’re not contributing meaningful thought leadership content, but are instead relying on advertising or cold-calling to carry your message to prospective customers, sorry, that’s no longer good enough. Just 3% of B2B sales now come from cold calls (DemandGen 2010).

You should be creating thought leadership pieces that shape prospects’ opinions as they go through their research processes. Through such contributions, you’ll be able to help define the agenda when prospects move into the buying phase — and you’ll also be establishing yourself as an expert, someone to add to the shortlist of possible suppliers.

We’ve created a sponsored Thought Leadership project for NZ marketers who provide marketing services to Kiwi businesses – and we invite you to join us.

It’s an opportunity to reinforce your position as a thought-leader in your category (and get seen by prospects for your products and services as they conduct their research).

Here are the details:

MARKETING INSIGHTS
from New Zealand’s Leading Marketers

As the title suggests, MARKETING INSIGHTS is a special report collecting advice and opinion from leading NZ marketing professionals, enabling them to demonstrate Thought Leadership in their category. This is a content marketing project featuring sponsored contributions from many of New Zealand’s leading marketers.

The first edition was published in May 2016 and you can download a free copy here.

Here are just a few of the unsolicited comments we received about the first edition:

  • What an amazing amount of information! Ian C, general manager
  • Some really insightful stuff in there! Really appreciate you sharing this with us. Aaron S. business development director
  • I found it an awesome read. Tony, senior account director
  • Really helpful info! Andre D, sales manager
  • Wow that’s a beast of a report! Lots to digest and looks terrific. Adrienne B, general manager sales and marketingThe second edition will be published in April 2017 and will be distributed free of charge in electronic form to a wide range of New Zealand marketing decision-makers, from small, medium and large organisations.

Topics which marketers are invited to contribute include:

Marketing Trends, Challenges & Opportunities in 2017

Marketing Insight topics

 

CONTENT PARTICIPATION

This is a sponsored Content Marketing project. Marketers are invited to sponsor an article on one of the above topics and provide 500-1000 words on the agreed topic. All topic selection is subject to availability at time of booking. Relevant images are welcomed (high-resolution please).

A fee of $1295+GST applies for each sponsored contribution, due March 31 2017. However this fee reduces to $995+GST for payment in full received by February 28 2017.

All sponsored articles will include:

  • Author Credit
  • A sponsorship box at the end of the article, featuring the name & logo of your organisation, along with phone, email and website details.

The article can be written on your behalf, based on the topic you choose and featuring any key copy points that you wish to specify. Writing fees are $400+GST for 500 words, $750+GST for 1000 words.

Limited advertising may also be available in the publication.

Topics shown above are available on a first-come, first-served basis. Other topics may be proposed by sponsors and will be considered by the publishers.

The booking deadline is February 28 (if you wish us to write the copy) or March 22 if you are providing complete copy.

DISTRIBUTION

This book will be distributed initially as an ebook, offered free of charge via email, to New Zealand marketing decision-makers on our 1600-strong marketing database, to 3000+ current and former participants in our online marketing courses, and also via marketing blogs and social media and through participating industry associations and trade media. It will also be made available to members of at least a dozen NZ LinkedIn business and marketing groups with a combined membership of more than 50,000 Kiwi business people.

The ebook will also, of course, be available for contributing sponsors to distribute freely to clients and prospects.

To participate, email us at michael (AT) netmarketingservices.co.nz

7 Social Media Pitfalls to Avoid in 2017

pitfalls

Social Media Marketing can be a disaster just waiting to happen.

If you’re not careful, Social Media can be a forum for very public brand failures. Even veteran marketers have been known to stumble.

So what can you do? Take a note of these 7 social media pitfalls to avoid.

Firstly, as suggested by Bower Web Solutions:

1. Using a hashtag without understanding what it really means

After the Twitter hashtag, #WhyIStayed, began trending in order to promote awareness and speak out against domestic violence, Digiorno Pizza tweeted this…

pitfall1

ALWAYS do your due diligence on the significance and purpose of hashtags before trying to use them in your post. This is one of the more offensive social media pitfalls- pay attention!

2. Poorly relating or being insensitive to holidays and special events

Often companies create cheesy posts for holidays that are ineffective. However, sometimes they can be extremely offensive if they do not respect the meaning of the holiday. In the example below, where an advertiser sought to leverage Martin Luther King day for commercial purposes, the post was outright ignorant and a Facebook user shamed this as another one of the worst social media pitfalls.

pitfall2

3. Using images without fully knowing their source and meaning

To celebrate July 4th, American Apparel posted a picture their social media administrator believed to be a cloud or some type of firework, but in reality was a picture of the Challenger exploding.

pitfall3

4. Faiing to respond to and resolve customer feedback

Smuckers has donated and supported the production of GMO crops, which they use in some of their products, and received questions from their followers on their Facebook page about it. Instead of responding to the post and explaining their position and belief on the situation, they resorted to deleting the negative posts and in turn created an uproar on social media. One of the easiest social media pitfalls to fix is to simply be nice in your comment section.

pitfall4

5. Only talking about yourself and your products

The purpose of your business for utilizing a social media platform should be deeper than simply adding another medium for generating business sales. It should be a way for you to create truly loyal fans and followers, by giving them an insider’s look into your company. Below is an all too common example of businesses’ social media accounts that lack a deeper purpose and are therefore ineffective.

pitfall5

10 likes from 1,459,815 page followers

Circles Studio adds:

6. Having an intern or assistant do it all

While it’s fine for interns to help execute your social media, it’s vital that there is someone from management that is driving the strategy, planning and content. If not, then your social media marketing can quickly become unaligned with your brand. Just like you wouldn’t send an intern alone to a tradeshow or press conference, you shouldn’t have them posting content online without strategic guidance and oversight.

pitfall6

7. Not engaging with followers

Social media should not be a one-way street. To be successful and build a following that matters, you have to be social! Share others’ posts on Facebook. Ask questions. Answer questions. Retweet. Share articles. Thank people for retweeting your posts. Repin. Like others’ posts. These are all ways to be involved in social media. The more engagement, the better; so don’t forget the social in social media!

pitfall7

Such are the common pitfalls of Social Media Marketing.

If you want to know what you should do in social media marketing, take a look at our online training courses, which will help you to succeed in Social Media.

For those new to Social Media Marketing:

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The Principles & Practice of Social Media Marketing is a seven-part online training course providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

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

For those who want to dig into Social Media Marketing in more detail:

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The Advanced Social Media Marketing online training course is designed to drill down into the specific details of the major Social Media channels, including Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, Google Plus and others.

For more details of the Advanced Social Media Marketing programme, please click here.

For those who want to upskill themselves on Social Media Marketing for 2017:

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 online training 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.

We also offer detailed courses about Facebook and LinkedIn – see the listings under “eCourses” in our top menu.

Is Facebook Working for You?

is-facebook-working-for-you

It’s New Zealand’s most popular social network, with more than 2.5 million monthly Kiwi visitors (Nielsen Online Ratings September 2016), but Facebook isn’t necessarily meeting the marketing needs of NZ businesses.

For the last several years, Facebook has been dialing back on what’s called Organic Reach — the percentage of your followers who actually see what you’ve posted on your Facebook page.

According to our latest analysis, in January 2017 on average just 0.46% of NZ Facebook followers – less than half a percent – were engaged with posts on pages they follow.

Look Who’s Not Being Talked About

Of the 23,859 NZ Facebook pages in our January 2017 sample:

  • 8,260 pages (34.6% of our total) had no-one talking about them
  • 8,622 pages (36.1%) had between 1 and 10 people talking
  • 3,653 pages (15.3%) had between 11 and 50 people talking
  • 1,205 pages (5.1%) had between 51 and 100 people talking
  • 835 pages (3.5%) had between 101 and 200 people talking
  • 597 pages (2.5%) had between 201 and 500 people talking
  • 274 pages (1.1%) had between 501 and 1000 people talking
  • 318 pages (1.3%) had between 1001 and 5000 people talking
  • 53 pages had between 5001 and 10,000 people talking
  • 20 pages had between 10,001 and 20,000 people talking
  • 19 pages had between 20,001 and 100,000 people talking
  • 3 pages had more than 100,000 people talking: NZ Herald, Stuff and Hokonui

So how are you doing? Want to do better? We can help.

Want better engagement with your followers? Check out our Facebook online courses today:

Facebook Accelerator Programme
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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
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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.

How To Create Effective Facebook Posts

Creating Effective Facebook Posts

How To Create Effective Facebook Posts

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

So we’ve created a four-part online training course that 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.

For more details of the How To Create Effective Facebook Posts short course, 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.

Can You Answer These 7 Digital Marketing Questions?

digital-marketing-questions

So how knowledgeable are you about what’s happening in digital marketing in New Zealand?

Here are seven questions to test your digital marketing knowledge:

1 Which is expected to grow more strongly in NZ in 2017, digital or non-digital spend?

2 What are Facebook Instant Articles and why are they important?

3 What are the names of the digital voice assistants belonging to Apple, Google, Microsoft and Amazon — and which was the one most in evidence at the 2017 Consumer Electronics Show in Las Vegas?

4 Snapchat recently released what new type of video?

5 Who recently purchased LinkedIn and how much did they pay?

6 How many Kiwis belong to Facebook, according to their latest membership data?

7 There are now at least 600 million AMP pages on 700,000 domains. But what exactly is AMP and what does it do?

(Email us with your answers at info (at) socialmedia.org.nz — all correct answers will go into a draw to win a free course)

 

PS If you feel you’re falling short, upskill yourself in Digital Marketing for 2017 with our online training courses – SAVE $100 with our Early Bird Rates

Available Courses

 

Here are the current courses (click on the links for more details about each course):

SOCIAL MEDIA MARKETING COURSES

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.

 

Advanced Social Media Marketing course
advanced-banner-large

This course is designed to drill down into the specific details of the major Social Media channels, including Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, Google Plus and others.

For more details of the Advanced Social Media Marketing programme, please click here.

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 Principles & Practice of Social Media Marketing
social-media-banner

This is a seven-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, 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.

How to Prepare an Effective Social Media Brief
brief-banner

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

How to Use LinkedIn Effectively – For Your Business And Your Career
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This is a seven-part online training eCourse 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, find a job, recruit prospective employees and even make sales.

For more details of the How to Use LinkedIn Effectively programme, please click here.

How To Create Effective Facebook Posts

Creating Effective Facebook Posts

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

So we’ve created a four-part online training course for New Zealand organisations that 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.

For more details of the How To Create Effective Facebook Posts short course, please click here.

ONLINE VIDEO MARKETING COURSE

Online Video Marketing - Short Course

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.

Remember the old cliche that a picture is worth a thousand words? According to an estimate by Dr James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words.

So let’s cut to the chase.

It’s well past time for you to upskill yourself in online video marketing.

That’s why we’re launching our newest short course on the topic.

For more details of the Online Video Marketing course, please click here.

 

ECOMMERCE COURSES

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Our online course, “Mastering eCommerce”, tells you what you need to know about selling effectively online in a seven-week programme that steps you through the principles and practices of eCommerce in New Zealand.

For more details of the Mastering eCommerce programme, please click here.

Advanced Selling on Trade Me
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This is a seven-week eCourse providing a comprehensive masterclass on selling on Trade Me. The course presumes you are already familiar with the basics of selling on Trade Me.

For more details of the Advanced Selling on Trade Me programme, please click here.

MOBILE MARKETING

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Smartphone usage has hit the tipping point, in New Zealand as elsewhere. According to Google’s Consumer Barometer (July 2015), three-quarters of New Zealanders now have smartphones — and these devices are dramatically changing consumer behaviour, with significant implications for Kiwi businesses.To help you master this challenging mobile environment, we’ve created a dedicated online training course about Mobile Marketing.

For more details of the Principle & Practice of Mobile Marketing course, please click here.

Air New Zealand Hits One Million Mobile App Downloads

Air-NZ-one-million-mobile-app-downloads

If you’re looking for impressive local numbers in the mobile app space, look no further than the nation’s flag carrier, which just chalked up a massive download total.

Air New Zealand’s mobile app is proving a hit with customers, clocking up its one millionth user download in late January. At the same time, the app’s popular coffee ordering function has just registered its two millionth coffee order.

The ability to order a coffee from the app while visiting many of the airline’s lounges was added in 2014, and is one of the app’s most used features. The app remembers the customer’s coffee preference and invites them to order a coffee at the touch of a button whenever they enter the lounge. The customer receives another mobile alert when the coffee is ready to collect from the barista. Of the two million orders placed to date, almost half were for Flat Whites.

Air New Zealand Chief Digital Officer Avi Golan says a million downloads is an important milestone for the airline which is very focused on delivering great mobile experiences for customers.

“We first launched our mobile platform in 2008, then relaunched in 2013 with enhanced functionality, and have continued to add new features as we build up its functionality.

Customer satisfaction with the app is high. Customers who participated in research groups told us they use it almost every time they fly with us, with many commenting about how it makes travel easier,” Mr Golan says.

Air New Zealand’s mobile app offers a range of features to enhance the check-in, lounge, and boarding experiences for customers, including the ability to check-in for flights, manage bookings on the go, track Airpoints balances and receive real-time flight information.

Mr Golan says customers can look forward to the airline continuing to evolve and develop the apps it offers to further enhance their travel experience – not only to manage their bookings and at the airport on the day of travel, but also earlier in the dreaming and planning phase.

In 2015, Air New Zealand also became one of the first airlines in the world to launch an app for the much anticipated Apple Watch. The airline’s app is also now available on Android Wear. These versions of the app allow customers to receive real-time flight information and notifications on their device. They also offer the ability to order coffee at certain lounges and act as an electronic boarding pass.

Congratulations, Air New Zealand.

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And as for other NZ marketers: if you’d like to do better in the Mobile App space, may we recommend that you take a look at our Mobile Marketing online training course. It’s way past time for you to get active in the Mobile space.

Five Tips to Make Your Marketing Headlines More Effective in 2017

the power of headlines

Long ago and far away, advertising legend David Ogilvy pointed out the importance of headlines, declaring “when you have written your headline, you have spent eighty cents out of your dollar“.

The point that Mr Ogilvy was making is that 80% of the value of an advertisement (or indeed any article or story) is in the headline. If you don’t catch a reader’s attention and interest then, you’ve lost the bulk of your audience.

Mr Ogilvy was writing in a pre-Internet world. Nowadays, we have cascades of data showing us the relative importance of powerful headlines.

For example (per Moz):

Traffic can vary by as much as 500% based on the headline: According to Upworthy co-founder Peter Koechley, tests show that traffic to content at Upworthy can vary by as much as 500% simply because of the headline. “The headline is our one chance to reach people who have a million other things that they’re thinking about, and who didn’t wake up in the morning wanting to care about feminism or climate change, or the policy details of the election,” he said.

And the New York Times shares the results of some of its headline split-testing:

The Times is using a tool that allows us to simultaneously present two different headlines for the same article on its home page. Half of readers on the page see one headline; half see the other. The test measures the difference in readers clicking on the article and lets us know if the numbers are statistically significant. If so, the winning headline goes on the home page for all readers.

And so, for a short while on March 15 [2016], one reader might have seen this:

$2 Billion Worth of Free Media for Trump

While another saw this:

Measuring Trump’s Media Dominance

Any guesses on which won the test, and by how much?

The top one got nearly three times as many readers, which underlines the crucial role of headlines in the digital age.

A story might be 1,000 words long, but tweaking the tiny handful of words that promoted this one on our home page gave us 297 percent more readers.

In other cases, headline tests have increased readership by an order of magnitude.

When this:

Soul-Searching in Baltimore, a Year After Freddie Gray’s Death

was paired against this:

Baltimore After Freddie Gray: The ‘Mind-Set Has Changed’

The test showed a 1,677 percent increase in readership for the second one.

More power to the headline, then.

So what can you do about improving your headlines?

Well, in our own headline we promised five tips to make yours more effective, so let’s dive right in:

  1. Use Numbers (and make them Odd Numbers)

    According to the book “Top 100 Growth Hacks” by Aladdin Happy (2015), headlines with numbers are twice as likely to generate clicks vs. “how to” headlines, according to research by Conductor. And a study of 150 000 headlines revealed that odd-numbered headlines have a 20% better Click-Through Rate (CTR) than headlines with even numbers.

  2. Use Brackets

    In an analysis of over 3 million headlines, Outbrain found using [brackets] in a headline bumped up CTR by 38%.

  3. Consider These Top Five Headline Types

    Moz analyzed a large sample set of headlines across multiple online publications and social networks to determine if there are general ways in which headlines are written. Moz determined there were five high-level headline types:
    Normal (Ways to Make Drinking Tea More Delightful)
    Question (What are Ways to Make Drinking Tea More Delightful?)
    How to (How to Make Drinking Tea More Delightful)
    Number (30 Ways To Make Drinking Tea More Delightful)
    Reader-Addressing (Ways You Need to Make Drinking Tea More Delightful)

    These were their results:
    headline-analysis

  4. Be Careful with Superlatives

    Moz also tested respondent tolerance for superlatives in a headline, showing consumers several different headlines that had between 0 and 4 superlatives in the headline and asking them to pick their favorite:The 27 Ways to Train a Dog (0 superlatives)

    The 27 Best Ways to Train a Dog (1 superlatives)
    The 27 Best Ways Ever to Train a Dog (2 superlatives)
    The 27 Best Ways Ever to Train a Perfect Dog (3 superlatives)
    The 27 Best and Smartest Ways Ever to Train a Perfect Dog (4 superlatives)

    The data shows more than half of respondents (51%) like the understated approach, preferring to click headlines with 0-1 superlatives. Interestingly, tolerance for superlatives tailed off until the headline packed with 4 superlatives, which had a full quarter of respondents stating they preferred it. These findings suggest readers prefer an understated approach or that the author shoot for the stars and tell the reader in strong terms why their content is worth reading, but the middle ground is to be avoided.

    superlatives

  5. Follow the advice of The Times of London (who know a thing or two about headlines)