Are You Listening to Your Customers and Prospects?

People have always talked their friends and colleagues, to share their opinions (positive or negative) and to seek or give advice before significant decisions. It used to be face to face, but now the talking is far more likely to take place in social media.

Which is one of the reasons why, in a recent survey of marketers, Social Listening was cited as the single most important trend of the year ahead.

importance-of-social-listening

So are YOU listening to what people are saying on social media?

Why should you? Because, alas, consumers (especially Millennials and Generation X) are far more likely to turn to friends, family, colleagues and even online reviewers for their purchase recommendations. Sorry, marketers, but we did it to ourselves with endless hype, puffery and interruption marketing over far too many years.

trusted-sources

So how can you listen to what consumers are saying in social media?

Well, one possibility (but not for a little while) is to take advantage of Facebook’s newest experiment. Advertising Age reports:

Facebook is experimenting with letting brands study people’s posts and comments on the network in an effort to better inform their marketing.

The beta test, an extension of Facebook’s Audience Insights API marketing tech platform, isn’t expected to be widely available until next year, according to people familiar with the offering who spoke on condition of anonymity to discuss something Facebook hasn’t announced yet. Early ad partners, which include top agencies and media companies, are searching Facebook’s vast history of public posts to see what topics, themes, brands and products are being discussed. Users’ identities are withheld.

It’s the first time that Facebook, where room for ads in the main News Feed is almost maxed out, is making it possible for advertisers to mine what users post. The new insights tool could help marketers see the social network in a whole new dimension, and even give them a broader understanding of their businesses, with data that informs them about trends in the industry and the consumer mindset.

“On Facebook, you know everything about a person from their profile, what they liked and who they connect with,” says one agency executive in the test. “But Facebook is not good at knowing what people are saying, what they’re posting.”

Advertisers involved said that Facebook has been taking its time developing the new data products because it’s trying to balance privacy of users with what it can offer marketers.

Alternatively, you could use some of the tools out there like SocialMention, which scours Twitter, Reddit and various websites for any mention of your brand.

Or you might be interested in our newest product, our Social Media Monitor, which is a snapshot of NZ social media activity for the previous month, across Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn, for the major players in a specific industry.

socialmediamonitor-900

The Social Media Monitor reports on:

  • How the major players are using each medium
  • The major themes for the previous month
  • Comparative performances

The Social Media Monitor is intended to be both a record of what’s been happening and a way to identify opportunities for future social media usage.

The data is gathered using various software tools we’ve had developed, and then commentary and observation is added (based on our forty-plus years’ experience in advertising and marketing, working on virtually every business sector).

We’ve developed a prototype report about the banking industry in New Zealand, which you can download here (NB this is a prototype, for demonstration purposes), so only some of the data is real; the rest is placeholding content to illustrate the concept).

banking-social-media-monitor-nz

Social Media Monitor reports can be created for any highly-competitive industry sector in any country. A few other sectors we’ve identified include:

  • Automotive Manufacturers
  • Major Retail Chains
  • Airlines
  • Fuel Companies
  • Power Companies
  • Telecommunications
  • Beverages (non-alcoholic)
  • Hardware/Home Improvement
  • Fast Food (Quick Service Restaurants)
  • Appliance Manufacturers
  • Health & Beauty
  • Clothing
  • Financial Services
  • IT providers
  • Charitable Organisations
  • Insurance Companies
  • Real Estate Agencies
  • Travel & Tourism

Social Media Monitor pricing is based on the number of brands analysed, at $250 (+GST) per brand, plus $495+GST for industry overview and analysis.

As a introductory special for October, however, we are making a special offer of just $1495+GST for analysis of up to five brands (this offer applies only until October 31). Additional brands may be included for $200+GST per brand.

If you would like to know more about the Social Media Monitor, email us at [email protected]. Or simply take advantage of our special October offer by clicking here to pay via PayPal:

sign up now

Then we will be in touch to confirm your industry and other requirements.

BILLING OPTIONS
If you would prefer to pay by bank deposit or require an invoice before making payment, please send an email to [email protected] with details of your request. (The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

NEW: Influencer Marketing Course

influencer-marketing

There’s a new breed of celebrity in town – the influencer (and also the micro-influencer).

The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers — “celebrities” with thousands (or sometimes just hundreds) of followers on their chosen social media channels, 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.

In this course, we consider the importance of Influencer Marketing, determine the smartest and most effective strategies — and explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

Lesson One: Why Use Influencer Marketing

In this lesson, we talk about exactly what Influencer Marketing is, why it matters to you and when and how you should tap into the power of Influencer Marketing. 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”.

Lesson Two: 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.

We also examine:

  • the top Power Words to use
  • creative ways to incentivize influencers
  • 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 signing up Influencers
  • twenty trends that will shape Influencer Marketing in the next year

Lesson Three: Choosing Influencers

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.

Lesson Four: 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.

And we also also help you to brief your chosen influencers, identifying the key information you should provide to Influencers to ensure that they will promote your brand safely, legally and effectively.

Lesson Five: Finding Kiwi Influencers

There are surprising numbers of influential New Zealanders who have attracted a wide following through their efforts on YouTube, Pinterest, Facebook, Instagram, Twitter, LinkedIn, Snapchat and elsewhere.

In this lesson, we take a look at some of New Zealand’s most-followed influencers on the social networks, including (just one example) the NZ-based YouTube channels with most subscribers:

  • Shaaanxo
  • Wacky Wednesday
  • Jamie’s World
  • Rainbow Learning
  • AzzMan

(and we rate them in terms of whose following is growing — and whose is not).

We also draw on our extensive databases of NZ users on Instagram, Twitter and YouTube to identify potential Influencer partners (and tell you how to find them — and how to evaluate them properly):

YOUTUBE
An in-depth look at NZ’s top consumer YouTubers, their overall performance, their most recent videos, what categories they cover and how to contact them

INSTAGRAM
An in-depth look at NZ’s top consumer Instagrammers, their overall performance, their most recent images posted, what topics they talk about and how to contact them

TWITTER
An in-depth look at NZ’s top consumer Tweeters, their overall performance, their most recent tweets, what topics they talk about and how to contact them

Lesson Six: Influencer Marketing Measurement & ROI

In this section we explore exactly what you can and should measure in order to ensure that your Influencer Marketing campaigns are as effective as they should be.

Lesson Seven: Influencer Marketing Cautions

We discuss the reality of fake influencers – those with fake followers who will happily take your money – and how you can identify them. We then concern ourselves with the importance of Disclosure (ensuring that your chosen Influencers are transparent about the fact that they are being rewarded for their participation).

And we discuss:

  • why Influencer campaigns fail
  • the fastest way to destroy your Influencer Marketing efforts

Lesson Eight: Influencer Marketing Tools & Resources

No need to reinvent the wheel. We tell you what you need to know to create and manage Influencer Marketing campaigns, including suggested formats, frameworks and processes. And we share plenty of case studies to inform and inspire.

Lesson Nine: Influencer Marketing Trends

Finally, we discuss twenty emerging Influencer Marketing Trends and how they might impact on your activities going forward.

WHO WILL BENEFIT FROM THIS COURSE?
Any Kiwi marketer, or anyone who is responsible for marketing for their organisation, who is considering using influencers to promote their products/services will benefit from this carefully-structured approach to Influencer Marketing.

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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

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TIMING

This course begins on Wednesday 01 November, 2017.

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INVESTMENT

This seven-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 25 October, 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 Principles & Practice of Influencer Marketing online training course.

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

Marketing Trends for 2018

NZ Marketing Insights 2018

It’s that time again, when we dust off the crystal ball and peer into the future of New Zealand Marketing for the year ahead.

Then we wrap our findings up into a comprehensive slide presentation and make it available for you to present to your clients and colleagues as a preview of what to expect in 2018.

Launch 2018 with a comprehensive presentation to your team or your clients

Our NZ MARKETING INSIGHTS FOR 2018 presentation and slide deck,will be available in early December [but see below for a special pre-publication offer available only during October].

Recent US research gives us a few hints about what we should (and do) cover:

importance-of-social-listening

Some of the key topics featured in our NZ MARKETING INSIGHTS FOR 2018 presentation include:

Social Listening
Consumers, as they do, may well already be talking about you and your brand online, and if you don’t know what they’re saying, they could do significant brand damage. We consider what to listen for, how to listen and what to do next.

Influencer Marketing
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.

In this report, we consider the importance of Influencer Marketing — and explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

Amazon’s Arrival Down Under
What happens when the online shopping giant arrives in your neighbourhood? We look at the good, the bad and the ugly implications for NZ retailers and marketers.

Machine Learning & AI
The machines are taking over. All hail our new robot overlords. No, it’s not Skynet — but when you ask Google a question, the answers are powered by RankBrain, machine-learning algorithms that are getting smarter every day.

And then there’s chatbots, which are making a big difference for both customer service and sales conversion funnels. We bring you up to speed on this significant technology.

Google Goes Mobile-First
In early 2018, Google is expected to launch its mobile-first search algorithm, which will give priority to mobile-ready results (hardly surprising, given the high proportion of searches now conducted exclusively on mobile devices). So what does that mean for Kiwi marketers?

Dark Social
It’s a catchy name — typically describing consumers talking to each other via messaging apps, email and other non-social channels — and it’s now a major force to be reckoned with.  With dark social reported to be responsible for 84% of outbound sharing it’s an area that marketers can’t afford to ignore in 2018.

But Wait, There’s More

Now let’s look at some of the other marketing trends that will impact on Kiwi marketers in 2018.

The Big Picture
This first section of the presentation takes a look at what we can expect in 2018 from an economic and political perspective, in the wake of NZ First’s decision.

Who We Are
Then we review our demographic and behavioural profile, based on the latest consumer lifestyle studies and statistics.

New Zealand Media
We delve deeply into the new breed of television offerings as the medium continues its inexorable migration online. We examine new Internet-delivered services from Sky and Vodafone TV and consider the potentially-far-reaching implications for marketers.

We then turn our attention to newspapers and explore what might happen as a result of the Fairfax/NZME merger High Court appeal — if it succeeds or if it fails.

The latest Radio and Out of Home developments come next, closely followed by what’s new in Magazines.

We look at up-and-coming movie blockbusters for 2018.

Then we turn our attention to Experiences, review their importance (especially for millennials) and run through upcoming major events for the year.

Then it’s time to turn our focus to digital.

We review some of the staggering statistics as a majority of New Zealand opts for unlimited data and consider the implications for NZ marketers now that Mobile dominates Internet usage.

We delve into the latest developments in Social Media, covering Facebook, Pinterest, LinkedIn, Twitter, Instagram, Snapchat and Google Plus.

We update the latest online video numbers and then dig deep into Messaging Apps.

A roundup of key marketing technology trends follows, including Personalisation, the Internet of Things, Augmented Reality, AI, Programmatic, Virtual Reality, Drones, Context Brokering, Blockchain and Wearables.

And we close with a brief look at Future Technology trends that will impact in later years.

Purchase your copy today

As we mentioned, our MARKETING INSIGHTS FOR 2018 presentation (comprising at least 150 slides) will be published in early December. It’s unbranded, for you to present as you see fit to your clients.

This presentation looks ahead at what marketers should expect and plan for in 2018, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2018 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 towards 2018.

The NZ MARKETING INSIGHTS FOR 2018” report and slide deck will be available for just $597+GST.

However we have a special pre-publication offer for bookings and payment received by Tuesday October 31st:

Pay just $397+GST and SAVE $200!

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=F38UV54BEUHCW

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

Once we receive your payment, we’ll drop you a quick email confirming your order. Then in early December we will send you download details for your copy of the NZ MARKETING INSIGHTS FOR 2018 report & slide deck.

NZ Influencer Marketing Presentation

Find out a whole lot more about NZ Influencer Marketing in our forthcoming presentation, Influencer Marketing 2017 (to be published mid-October 2017):

influencer-marketing-nz-2017

Our next special report/presentation 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.

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.

Case Studies, Case Studies, Case Studies
Want ideas you can use in your own Influencer Marketing? We share examples of highly successful Influencer Marketing campaigns (along with a failure or two) to help you on your way.

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.

Influencer Marketing Tools and Resources
No need to reinvent the wheel. We tell you what you need to know to create and manage Influencer Marketing campaigns, including suggested contract formats, frameworks and processes.

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, Twitter, LinkedIn, Snapchat and elsewhere.

We take a look at some of New Zealand’s most-followed influencers on the social networks, including (just one example) the NZ-based YouTube channels with most subscribers:

  • Shaaanxo
  • Wacky Wednesday
  • Jamie’s World
  • Rainbow Learning
  • AzzMan

(and we rate them in terms of whose following is growing — and whose is not).

We also draw on our extensive databases of NZ users on Instagram, Twitter and Pinterest to identify potential Influencer partners (and tell you how to find them — and how to evaluate them properly).

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 signing up Influencers
  • 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 October.

The Influencer Marketing 2017 presentation looks 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 what remains of 2017. All presentations are unbranded, so you can add your own branding and comments.

All of our presentations in this Marketing Insights series consist of at least 150 slides, dealing with as many key insights.

Each Marketing Insights presentation is available to purchase and reuse, for $597 plus GST (with volume discounts available for purchases of multiple Marketing Insights presentations).

To purchase Influencer Marketing 2017 by credit card via PayPal, please click here:

sign up now

BILLING OPTIONS
If you would prefer to pay by bank deposit or require an invoice before making payment, please send an email to [email protected] with details of your request. (The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

WHAT HAPPENS NEXT
Your purchase will be confirmed by email, usually within a few hours. Once the presentation is available (in mid-October) download instructions will be provided to you by email.

Reviewing the NZ 2017 Election Online Efforts

nz-election-ads

The now-thankfully-behind-us 2017 NZ Elections were the first elections where political advertising on the Internet could be funded by NZ electoral allocations — money provided by the Government to fund such advertising in the lead-up to general elections.

For decades, NZ public funding of electoral advertising has been legislatively restricted to paying for “broadcast” advertisements — defined in law as radio and television advertising (and the production thereof).

In a dramatic turnaround, a mere thirty years after the Internet arrived in New Zealand via CompuServe, the politicians in mid-March 2017 saw fit to allow electoral funding to encompass Internet advertising as well.

As the Broadcasting (Election Programmes and Election Advertising) Amendment Act notes, public monies may now be applied to fund radio and television and also:
all or part of the publishing costs incurred in relation to the publication of election advertisements on the Internet during the election period; and all or part of production costs, whenever incurred, in relation to election advertisements published on the Internet

Allocations to the four major parties for the 2017 Election were as follows:

NZ National Party $1.37 million
NZ Labour Party $1.10 million
NZ Green Party $530,656
NZ First $420,102

So which of these worthy bodies spent up large on the Internet?

The official answer will have to wait upon the filing of returns by the various party organisations, but we have done our own highly unofficial evaluation and have concluded that the NZ Labour Party was the organisation that devoted most effort (and money) to the World Wide Web.

YouTube
The NZ Labour Party’s Internet initiatives were most evident on YouTube, with 30 videos posted since early August 2017, cumulatively attracting 2,112,006 views. A single video, the “Let’s Do This” 15 second commercial, attracted more than half of those views (1,131,477). Given the Party’s small channel subscriber base (2,242) such viewership numbers are only possible with paid promotion.

In comparison, over the same period the NZ National Party also posted 30 videos. Their cumulative total: 78,441 views. The NZ National Party would have spent a little bit on paid promotion — one video (“Keep NZ Moving Forward”) managed 31,990 views whilst a second (the “Let’s Tax This” attack video) chalked up a total of 16,225 views across two iterations. YouTube has clearly not been a priority medium for National — their channel has no subscribers at all.

The NZ Green Party, with rather less public funds at their disposal, have devoted only limited attention to YouTube. Over the August/September period, they posted just 12 videos, attracting a total of 4,924 views.

And NZ First? There were no new videos on their channel in this election cycle.

Facebook
The NZ Labour Party was also very active on Facebook, encouraging plenty of engagement. The party’s post that attracted the most interaction: a video on 15 September entitled “Setting the record straight on National’s scaremongering about tax”, which attracted 363,976 video views, 7062 likes, 3802 shares and 1573 comments.

The NZ National Party was much less in evidence on Facebook. The party’s most engaging post, on 12 September, was a static image reporting the results of the Newshub Reid Research poll for that day (which showed National nearly 10 points ahead). That post attracted 11,279 likes, 1,690 shares and 1,827 comments.

And the NZ Green Party’s most engaging post during the lead up to the election: a video entitled “it’s time to legalise cannabis”, which attracted 182,938 views, 2416 likes, 3720 shares and 253 comments.

NZ First was rather more active on Facebook, perhaps in keeping with the demographics of its core supporters. The party’s most popular post in the lead up to the election: an image of the party’s “Had Enough?” billboard, posted on September 7, which has attracted 1391 likes, 297 shares and 164 comments.

Instagram
Finally, we took a quick look at Instagram. The NZ Labour Party had only half a dozen posts on this network over the August/September period, of which the most popular was an August 21 image of Jacinda Ardern greeting Helen Clark, which attracted 950 likes and 32 comments.

The NZ National Party was much more in evidence on Instagram, with some 90 posts over the August/September period, although all attracted low levels of engagement (which suggests organic reach rather than paid promotion). The most popular National post: a photo posted on 16 August of Bill English alongside the freshly-knighted Sir John Key, which attracted 269 likes and 5 comments.

The NZ Green Party was also very active on Instagram, as you might perhaps expect given their target audience. Their most engaging post: a video uploaded on September 8 which featured party leader James Shaw speaking to university students about climate change, which attracted 1050 views and two comments.

NZ First had a low-key presence on Instagram, posting around a dozen images over the August/September period to the “winstonpetersnzfirst” account. Most popular post: Winston Peters paying a visit to his old school, Whananaki School, on September 7 (84 likes, 5 comments).

In Summary
This certainly wasn’t the first election to be contested with the assistance of social media, but it was the first where Internet advertising was publicly funded. In our view, only the NZ Labour Party really devoted significant resource to the medium this time round. We expect to see rather more effort spent online in the future.

YouTube Influencer: Jamie’s World

We’ve been commissioning a number of new software tools recently, the better to analyse today’s digital marketing activities.

One of our newest and most interesting tools: a YouTube analytics tool, so that we can review NZ-based YouTube channels and see how well they’re performing.

For example, we’ve just taken a closer look at the NZ channel which (based on the data we’ve analysed so far) is NZ’s third most popular YouTube channel.

Jamie's World on YouTube

If you’re not familiar with Jamie’s World, you can check out the channel here:
https://www.youtube.com/user/theJamiesWorld

The channel is run by young New Zealander Jamie Currie, has been around since July 2012, and as at 26 September 2017 hosts 96 videos that have collectively attracted 63,046,445 views. And yes, Jamie can be approached for business deals: her email is available on the About page of her channel.

Getting back to those numbers: the Jamie’s World channel has 1,321,591 subscribers, which puts it at #3 on our list of the NZ-based channels with most subscribers.

Over the last 12 months, on average, Jamie’s videos have attracted 95,889 views — well down on 2014-2016, when her videos averaged 399,994 views. Part of the reason for the declining viewership is the irregular Jamie’s World posting schedule: although the channel description suggests “I attempt to make weekly video’s but fail every time”, posts have averaged just once a month over the last year.

Unfortunately, YouTube’s 2017 algorithms favour those who post daily (!), which penalises those video creators like Jamie who only post occasionally. And subscribers aren’t happy either: a sad fan’s comment “Can u stay with us on yt this time and not desert us again pls and thanks” attracted 213 likes.

We need to look back to July 2013 to find Jamie’s most popular video, “My First Ball”, which has attracted 2,823,707 views. Feel free to add to that count by viewing the video here:

In summary: Jamie’s World is still well worth considering as an influencer worth cultivating. An average of 95,889 views ain’t chickenfeed. But the channel needs work to maintain and rebuild its audience.

PS If you’re considering Influencer Marketing but need assistance evaluating appropriate influencers, we can help (not only with YouTube but also with Instagram, Twitter and Pinterest). Drop us an email and let us know.

Revised & Updated: Social Media Marketing online training course

We’ve just revised and updated our Social Media Marketing online training course for 2017/2018. Here are the details:

 

social-media-marketing-online-training-course

The Principles & Practice of Social Media Marketing

Now that social media is the place where most Kiwis spend a large amount of time online, there is a very real need for NZ businesses to learn how to make more effective use of Social Media Marketing to reach existing and prospective customers.

Here are a few of the reasons why NZ businesses need to know more about Social Media Marketing:

  • Two out of three Kiwi Internet users visit social network sites every day. If you’re not active in their favourite forum, will they think of you when they decide to purchase the types of goods or services that you sell?
  • Through those sites, they talk about what they need to buy and they ask their friends for recommendations. Are you listening?
  • They follow brands and organisations on the social networks, so that they can be in the know about what’s new, what’s hot and what special deals are available. If they care enough about your brand to follow you on Facebook or Instagram or the like, what are you doing for them?
  • They share stuff with their friends — the good, the bad and the ugly. If you’re being talked about and you don’t know what is being said about you and your products & services (and customer service successes and failures) in social media, you won’t have a chance to respond and fix any problems before they go toxic.

To help meet the needs of Kiwi businesses, we have revised and updated our well-established (since 2010) online training course which covers both the principles and practices of Social Media Marketing in New Zealand.

This is a thirteen-part online training course providing a comprehensive introduction to Social Media Marketing, from the Basics to comprehensive information on the leading social media networks relevant to New Zealand marketers.

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 thirteen 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 previous Social Media Marketing online training course Participants

  • “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
  • “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
  • “Rapt with what I have seen of the course” — Julia R, fashion editor
  • “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
  • “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
  • “I was already engaging with social media and have been doing so for about 6 years or so. Remembering the days when all of my friends were on Bebo and MySpace and seeing how this has now shifted so dramatically. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer

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

WHO SHOULD TAKE THE COURSE
Any Business Owner, Marketing, Advertising, PR or Communications professional who, while they may have a fair knowledge of what social media options are out there, don’t know how to use them effectively (and have a perfectly reasonable fear of doing the wrong thing in a very public arena).

WHAT YOU SHOULD LEARN AS A RESULT OF THE COURSE:

  • The principles of effective marketing in social media
  • Which social networks are strongest in New Zealand, who uses them and what works best on each network
  • What social media can do for your (or your clients’) business
  • The best tools and techniques for monitoring social networks
  • How to really understand and engage with the consumer
  • How to create relevant, informative, killer content for your social media programme
  • How to define and measure meaningful numbers to determine the success (or otherwise) of your social media activities
  • Answering those questions that (if you’re not prepared) could kill your career
  • How to watch for, and adapt to, the Next Big Thing in Social Media (whatever that is)

COURSE CONTENTS

SMM-Lesson1

INTRODUCTION:
WHY SOCIAL MEDIA SILENCE IS DEADLY

In which we put Social Media in context in the modern world; discuss the reality that the medium is a runaway success (regardless of whether marketers choose to participate or not); deal with marketers’ biggest fears about the medium; and discuss the key principles of effective marketing in social media.

LESSON ONE: THE BASICS
I’VE JUST ARRIVED FROM OUTER SPACE. TELL ME ABOUT THESE “SOCIAL NETWORKS”.

For those a little fuzzy on the basics: we introduce the concept of social networks; talk about the main players; show you how to check out and claim your digital identity at key online sites and services; and (if you’re not already there) invite you to sign yourself up to the primary social sites.

SMM-Lesson2

Lesson Two: Facebook

In Lesson Two, we examine what really works on Facebook for NZ businesses. We spell out the characteristics of successful Facebook posts and identify 20 different posting formats that get noticed and get shared.

We look at:

  • What you should talk about most of the time on Facebook (hint: it’s not endlessly flogging the products that you sell)
  • The 10 most important factors that consumers look for when deciding whether or not to buy from you (and how you can improve each aspect)
  • The four most important services you can provide that will have consumers recommending you to their friends
  • What you need to know about the new Facebook Marketplace (before it gets swamped)
  • What Facebook Remarketing is all about (and why it can almost miraculously improve your online business)

Then we review the types of posts worth sharing, accompanied by a wide range of examples, including:

  • Plenty of stories from local and international businesses who are using Facebook effectively
  • The hotel chain that has twice as many people talking about it as the chain has followers
  • The radio station that has truly mastered the art of Facebook
  • Examples of posts that really tug at the heartstrings
  • The Facebook page that had 247,756 Facebook likes but managed to get 775,600 people talking and 160,000 people sharing
  • Practical posts that get people sharing

And many many more.

SMMROS-Lesson3-online-video

Lesson Three: Online Video

Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”. we’re not quite there yet, but 2019 isn’t very far away at all — and already online video is becoming dominant.

One of the reasons why video is so important for business: after watching a video, 64% of users are more likely to buy a product online.

In this lesson, we discuss exactly what you need to know about online video (especially on Facebook, Instagram and YouTube), including:

  • How much more likely people are to watch live video (compared to video which is not live)
  • The dramatically-increased performance of Facebook video posts compared with photo posts
  • The perceived benefits (and barriers) of live-streaming video and how live streaming is currently being used by businesses
  • Success secrets of online video – including the exploding watermelon video that reached more than 10 million people

Along the way, we explore:

  • 11 steps to creating an effective video content strategy
  • Essential tips and techniques from the YouTube Creator Playbook
  • Video marketing tips from the experts
  • 30 practical tips to help you create the best live-streamed videos
  • The surprising legal ramifications of live content streaming (what you don’t know could cost you bigtime)

SMMROS-Lesson4-400

Lesson Four: Instagram

Despite the newfound popularity of social video, images continue to be a vital part of the Social Web. In Lesson Four, find out what you need to know about Instagram, including:

  • What we know about Kiwi Instagram users
  • How leading brands are winning with this image-based network
  • How to use Instagram to its full potential
  • Smart visual content strategies
  • What you should include in your Instagram profile
  • Creative ideas for using Instagram for marketing
  • The importance of hashtags (but how NOT to overuse them)
  • Using Instagram for instant feedback (for better or for worse)
  • How often you should post to Instagram (and what NOT to post)
  • The vital intelligence you can gain, just by tracking Instagram usage
  • Five tips for amazing visual content

SMM-Lesson5-400

Lesson Five: Social Media Advertising

As the social networks limit organic reach — the numbers of your followers who might see your social media posts just because they follow your page — organisations have turned to advertising to communicate their messages. In this lesson we examine how to make the most of your advertising options across various social media networks — and how to really take advantage of the enhanced targeting opportunities that social media provides.

We also explore:

  • how to take best advantage of Carousel Ads, Lead Ads and other Facebook and Instagram options
  • Facebook’s Canvas, full-screen mobile ad experience
  • using Calls to Action more effectively
  • how leading advertisers are using social media
  • using your existing customer and prospect lists to develop custom audiences

SMMROS-Lesson6-pinterest

Lesson Six: Pinterest

If your target audience is female, you really should include Pinterest as one of your social media marketing tools. Here’s how Pinterest describes itself:

Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.

In this lesson, we explore:

  • The latest local and international statistics
  • How marketers are using Pinterest
  • Pinterest’s Business Pages
  • Pinterest case studies, best practices and inspirational guides
  • What you simply must know about Pinterest’s Secret Boards
  • how you can make the most of rich pins on Pinterest

SMM-Lesson7

Lesson Seven: Google Plus

Google Plus is strategically important, even though it really isn’t much of a social network (and has, not unreasonably, been described as a ghost town). Still, that doesn’t mean you shouldn’t use it. In this lesson, we cover:

  • Google Plus stats and demographics
  • Why Google Plus is so important for SEO — and for your online credibility
  • The implications of Google blending Google Plus with Google Shopping
  • Why Google Plus matters more than ever for local businesses
  • The controversial Google Plus sharing policies

SMM-Lesson8-400

Lesson Eight: LinkedIn

It’s the world’s leading network for business professionals — and if you don’t know how to use LinkedIn effectively, to conduct research, get introduced to warm prospects and to close sales, you could be leaving a lot of potential B2B revenue on the table. In this lesson, we share the latest developments and strategies for LinkedIn, including:

  • the marketing implications of Microsoft’s US$26.2 Billion purchase of LinkedIn
  • the importance of LinkedIn social selling
  • the three simple secrets of effective LinkedIn prospecting
  • what you need to know to close more sales through LinkedIn
  • five ways in which you (if you’re not careful) can ruin your LinkedIn profile
  • getting the most out of LinkedIn’s sponsored content options
  • why your organisation should have LinkedIn guidelines for employees

Plus Action Steps for each section.

SMM-Lesson9-400

Lesson Nine: Community Management and Influencer Marketing

Great! You have an enthusiastic following on your chosen social network. But how do you engage effectively with these followers? And how do you reach out to influencers — those who have significant communities of their own?

In this lesson we explore strategies, techniques and best practice, including:

  • taking full advantage of Facebook Groups
  • Influencer marketing strategies that work
  • the vital importance of customer service through social media
  • tips and wisdom from leading community managers
  • foibles and failures to avoid
  • identifying and connecting with Kiwi influencers

SMM-Lesson10-400

Lesson Ten: Twitter

Twitter has come under fire recently, with several potential buyers of the struggling social network operator seemingly turning up their noses and declining to bid. Even so, Twitter can still be a powerful marketing medium if you use it correctly.

In Lesson Ten, we bring you up to speed with Twitter, including:

  • what Twitter includes (and no longer includes) in its 140-character message limit
  • 7 tips for maximizing Twitter as a marketing and engagement tool
  • the best brands on Twitter (and why they’re so successful)
  • Twitter’s new people tagging and multiple photo sharing options
  • Twitter tools that will boost your productivity
  • Twitter and video: what you need to know

SMM-Lesson11-400

Lesson Eleven: Tools & Tips

Next, we take a look at the latest tools that will help you manage your social media needs effectively.

In this lesson, you’ll learn:

  • what you can and should measure as you use social media to market your products and services
  • the top tools recommended by leading social media experts
  • smart strategies for best engagement with your followers
  • new social media trends to watch for

SMM-Lesson12-monitoring

Lesson Twelve: Monitoring

DON’T SAY A THING. JUST LISTEN FIRST (EVEN FOR JUST 10 MINUTES A DAY), THEN THINK ABOUT WHAT YOU’RE HEARING. MAYBE THEN YOU CAN TALK.

We know you want to get your teeth into Social Media fast, but you need to start by just listening. And yes, you can do it for just ten minutes a day (if you’re very focussed). In this lesson, we show you where and how to listen (and where to find the mostly-free tools to do so); what to listen for; who to listen to (identifying opinion leaders); and we talk about how things can go wrong and how to react to problems when they arise. In this lesson, we also cover NZ’s Harmful Digital Communications Act and why it’s so essential to monitor your social media properties on a daily basis. Your homework will involve listening, listening, listening.

SMM-Lesson13-metrics

Lesson Thirteen: Metrics & ROI

OVERCOMING THOSE QUESTIONS THAT KILL MARKETING CAREERS

Social Media in its early stages avoided those awkward issues about Return on Investment and whether it really delivered value for the time and money involved. Now times are tougher, the budgets are tighter and CFOs are asking the hard questions. In this lessons we look at the metrics that are nice to have but more importantly at the ones that matter. We also identify strategies you can follow to develop useful, meaningful measures that satisfy the C-suite. You can guess what your homework is.

CONCLUSION:
WHERE DO WE GO FROM HERE, AND WHO’S DRIVING?

Social Media (it seemed) arrived faster than a speeding bullet. What’s next for the medium, how do you tell, and what can you do to prepare? We look at the trends and offer some advice.

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TIMING

The next course begins on Monday 30 October, 2017.

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INVESTMENT

This thirteen-part online training course is available for $697 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $597+GST for bookings received by Monday 23 October, 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 Social Media Marketing online training course.

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

The Power and Influence of Instagram

We’ve been spending a lot of time lately analysing Instagram — we have assembled a database of some 61,000 New Zealand Instagram users as we develop Instagram monitoring software (about which, more in due course) — and we just came across a stunning example of the power of the medium.

This post — shared by Instagram itself to its 226 million followers — has racked up 209,412 likes in less than an hour.

the-power-of-instagram

The photographer, New Zealand’s sophiejanephoto, must be thrilled with the exposure.

That sort of serendipity — being featured by the medium’s biggest influencer — is not something that you can plan for, of course. But, like every success on Instagram, you can prepare for unexpected discovery by doing a number of things right.

Exactly what sorts of things? To answer that question properly, may we direct you to our two newest Social Media Marketing courses:

Lesson Four of each course tells you what you need to know to succeed on Instagram.

BTW, we mentioned that Instagram monitoring software that we are developing. If your organisation monitors Social Media, we would love to ask you a couple of questions about what you currently monitor — and what you wish you could monitor. Please just drop us an e-mail and we will email you back with those questions.

 

Interruption Marketing is Dead

interruption-marketing-is-dead

Interruption marketing is dead — though too many advertisers (and media owners) still haven’t noticed.

Consumers have had enough. They’ve been bombarded by mass media marketing since birth, and they just won’t put up with it any more.

Consumers are avoiding ads altogether wherever they can.

  • They’re fast forwarding through TV ads thanks to their MySky devices.
  • They’re subscribing to Netflix and other adfree subscription television services in record numbers.
  • They’re paying every month for Spotify, to enjoy their favourite music without endless commercials.
  • Their mailboxes are plastered with “No Junk Mail” signs.
  • Their computers are protected by ad blocking software.
  • And even six seconds seems too long to wait to skip ads on YouTube.

If they want to find out something about a product or service category, they ask Google. Or Siri. Or their friends. Or informed non-experts (via social media). They’ve learned from bitter experience that if they ask a marketer (or a sales-person), they can’t expect an objective answer.

Here’s where consumers now turn for product information:

trusted-sources

You really can’t blame Kiwi consumers. After all, we’re them, too. We’d rather gather our own information than be harassed by a sales-person with KPIs to meet.

So how do consumers find out about your products and services, if they’re avoiding and ignoring your advertising?

Alas, as Seth Godin put it (nearly twenty years ago), “finding new ways, more clever ways to interrupt people, doesn’t work“.

Short answer: you need to identify the sorts of things that consumers want to know about your product or service category — and provide that information to them, objectively, in formats that they like to consume, and in as neutral an environment as possible (without necessarily demanding contact details in exchange).

What you are doing is:

  • meeting consumers’ information needs
  • building trust and credibility (by being objective)
  • paving the way for a future relationship, so that when consumers are ready to buy you’re already within their consideration set

Marketers call this Content Marketing (PR professionals call it “Digital Storytelling“). Whatever the name, it’s been identified as one of the most important trends in communications today.

importance-of-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 become increasingly more and more important for B2C as well.

That’s why we’re now releasing our Content Marketing online training course, a nine-part course designed to show you how, when, where and why to use Content Marketing to provide relevant, useful resources to your prospective customers, in accordance with their wants and needs.

The Content Marketing course covers:

Lesson One: Customers & Convergence

In this lesson, we discuss the importance of content marketing and show you how the whole Customer Buying Journey has evolved. We point out how effective content creation can provide massive Search Engine Optimisation (SEO) benefits and — provided that your content is designed properly around appropriate keywords — content marketing can help you more easily get found in search engines.

We also discuss:

  • The power of organic search (rather than paid search)
  • How Google has become the kingmaker
  • Why you must avoid at all costs being an invisible brand (online)

Lesson Two: Micro-Moments

These days, more Internet searches are made via mobile devices than by desktop. That change, which happened in 2016, has significant implications in terms of the types of content that consumers are now looking for online.

In most instances, shorter is better — and images and videos are more important than ever.

In this lesson, we discuss what Google calls “micro-moments” — occasions when consumers are looking for immediate gratification — and what sorts of content is most appropriate to fulfil those needs.

We also discuss:

  • The search implications of “near me” queries
  • why consumers buy local (and how you can shape your content accordingly)
  • the times when appearing in Google’s Featured Snippets is a good idea (and when it isn’t)
  • if/why size matters
  • ideal durations of content
  • most appropriate headlines

Lesson Three: Search Intent

As IgniteRock observes, your audience has a specific intention when they search online and it is up to you to meet that intent with your content.

When you are coming up with a content idea, put yourself in the mind of your audience and think about what they really want to see on your site. Then give them what they want.

In this lesson, we discuss how to identify exactly what audiences want (which varies, of course, depending on exactly where they are in their Customer Buying Journey).

We also discuss the ways that search intent varies between devices, especially if searches are generated using voice search (which tends to be much more conversational in nature) and how you can cater to those different needs.

Lesson Four: Overcoming Content Shock

As more and more marketers crowd into the content marketing space, eager to re-connect with their prospects, they’ve started flooding cyberspace with (often trivial and salesy) information, overloading their unfortunate recipients. This information overload has been dubbed “Content Shock”, and it’s a real problem for marketers trying to get noticed with real, valuable, relevant content.

In Lesson Four, we discuss how to navigate around content shock, and how to gain a better understanding of your audience in order to do so.

We also discuss:

  • why people share
  • the 22 types of content most likely to be shared
  • the power of personalisation to cut through the clutter

Lesson Five: Visual & Video Content

Lesson Five is devoted to pictures, both moving and otherwise. In this lesson, we explore why visual content matters (especially to younger audiences) and share statistics that indicate that pictures are worth rather more than that legendary 1000 words.

We also discuss the dramatic increase in online video usage — driven by improved technology, unlimited Internet data plans and deliberate encouragement from the likes of Google and Facebook — and exactly what that means for the content you create.

Along the way, we talk about:

  • style predictions
  • making memories
  • time spent with online video

Lesson Six: Mobile First

New Zealand has gone mobile with a vengeance — NZ smartphone penetration is nearly universal for the under 50s — and so has most of the rest of the world.

Google is in the process of switching its search index to mobile first: the search giant plans to reorder its rankings to evaluate websites based on how they load and look on mobile devices. From a content perspective, that means you need to consider how your content looks and feels on mobile devices.

We explore what that means in this lesson, including whether or not you should opt for accelerated mobile pages or even mobile apps.

Lesson Seven: Artificial Intelligence

Artificial intelligence is now more pervasive than ever. Google now uses a suite of algorithmic AI routines (known collectively as RankBrain) to deliver most search results.

And AI-driven content is now nearly commonplace, with AI creating news and sports stories (based on templates) fed by results from sporting and other events (eg election results).

And then there are “chatbots” — steadily increasing numbers of automated programs that respond to common consumer queries with answers drawn from standard databases.

In this lesson we review the types of commonly available AI that can streamline your content marketing efforts, and examine the key attributes of effective AI.

Lesson Eight: Content Optimisation

The top priority of any content that you might create is that it is relevant to, and interesting for, your prospective audience.

The second priority, however, is that the content is optimised for the search engines (whilst not sacrificing any readability amongst human consumers).

In this lesson, we discuss what Google and Bing are looking for when they examine your content, and how that differs across text, images and video.

Lesson Nine: Accountability

Finally, as always, it comes down to money. Is the time and effort that you devote to content marketing delivering a decent return on your investment?

How do you track that? What metrics should you be measuring? We look at your options.

Then we consider what makes a successful content marketer.

And we close by reviewing content marketing trends for the near and slightly more distant futures.

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WHO WILL BENEFIT FROM THIS COURSE?
Every Kiwi business wanting to promote and sell products or services online. If you want your customers to trust you, and buy products or services from you, you need to demonstrate your credentials by providing relevant, objective information first.

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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

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ABOUT US

This course has been created and is tutored by Michael Carney, the principal of Netmarketing Services Limited.

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.

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TIMING

This course begins on Monday 30 October, 2017.

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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  Monday 23 October, 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:

sign up now

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 Content Marketing online training course.

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

Are You Ready for Amazon’s Arrival Down Under?

amazon-down-under

As you may have heard, the online shopping gorilla Amazon will be arriving in Australia soon (perhaps as early as February 2018, according to some sources).

According to the NZ Herald:

After much speculation on its first Australian site, online retail giant Amazon appears to have settled on Melbourne, reportedly leasing its first distribution centre in the outer southeastern suburbs.

The Australian Financial Review reported that Amazon has agreed to lease the 24,387sq m former Bunnings distribution centre from Pellicano Group, one of Melbourne’s largest privately owned construction, development and investment businesses.

The site in Dandenong South is described as “the best distribution centre available in Melbourne’s South Eastern suburbs”.

The building sits on 7.7ha and became empty when Bunnings moved to a new warehouse.

At the moment, the Amazon.com.au website is minimalist, essentially offering Kindle ebooks, audio files, photos & mobile apps — i.e. just digital files and not much else.

amazon.com.au

However once the Amazon Australian warehousing and distribution facilities are operational, the shopping giant intends to offer its full range:

Amazon confirmed in 2017 that it would be launching its full offering in Australia – including Amazon MarketPlace, Amazon Prime Now and eventually Amazon Pantry and Amazon Fresh.

The online giant, founded by Jeff Bezos in 1994, has promised cheaper prices, faster delivery times and access to a greater range of products.

Amazon’s arrival is a big, big deal — not just for Australian retailers but for Kiwi businesses as well.

In March 2016, Richard Goyder, managing director of Wesfarmers – which owns the likes of Bunnings, Kmart and Coles among others – grimly predicted Amazon’s arrival in Australia would “eat all our [retailers’] breakfasts, lunches and dinners”.

Kiwi commentators have also warned Amazon’s arrival will affect the country’s retail sales.

What’s the big deal? Why should Kiwi retailers and online sellers be concerned?

Because more than half of New Zealanders are already comfortable buying products online. Here’s why people shop online, according to a FoamyMedia graphic:

Why-people-shop-online

Amazon USA already ticks most of those boxes for Kiwi consumers. The only downside is the cost of shipping products from the US to New Zealand, which for some products can outweigh the fiscal benefits of lower purchase prices.

Once Amazon is set up in Australia, however, it should be much cheaper to ship products from there to New Zealand — and it’s entirely possible that Amazon will offer its Prime membership package (free shipping on every Amazon-warehoused product for $99 a year) to New Zealanders as well as Australians.

American consumers already know the score, and visit Amazon in ever-increasing numbers. 33.8% of retail website visits during November and December 2016 were on Amazon, according to Internet Retailer. Expect similar numbers down our way once the mega-shopping-destination sets up shop in Australia.

How Can Kiwi Businesses Compete With Amazon?

We answer this question in detail in the latest version of our Mastering eCommerce course, and in our new Social Media Marketing for Retailers and Online Sellers course, but here are some suggestions:

1 Don’t Beat Them, Join Them

Amazon will actually sell your products for you, if you list them on Amazon, and will even handle the fulfilment if you sign up for their FBA (Fulfilment by Amazon) program. Refer to our courses for details.

(NB You will need to have representation rights for your products in Australia as well as New Zealand, which may cause a problem for some).

2 Go Niche & Market Your Content

As Kissmetrics notes:

Amazon’s weakness is in its greatness. It has everything for sale. Amazon can’t be good at everything.

You? You don’t sell everything. You just sell a few things. (At least you should.)

You will have a much harder time trying to rank for a lot of different keywords, even if they are all sort of in the same niche. Whatever you sell, Amazon probably has a few more variations, sizes, colours, and features.

It’s extremely important to narrow your ecommerce niche and dominate it.

How do you dominate it? Through content marketing, of course.

Amazon.com doesn’t do content marketing. They buy PPC, they do conversion optimization, they do SEO, they release products, they claim more verticals, and they do a lot of other things.

But they don’t do content marketing very well at all. They don’t even do email marketing that great!

This leaves you with a huge opportunity to go into your niche, content market the heck out of it, and start to rank for all kinds of awesome keywords.

Need to know more about Content Marketing? Check out our presentation on the topic or our new Content Marketing course.

3 Focus on Speed & Convenience

Melbourne is close, but it’s not next door. Goods still take time to cross the ditch. If you’re a New Zealand retailer with bricks and mortar stores, remind your customers that they can buy online and pick up instore (which they can, right?)

VendHQ sums up this option:

Online shoppers almost always have to wait at least a couple of days for their purchases to arrive (or pay handsomely for overnight shipping).

As a brick-and-mortar merchant, you can use this to your advantage by highlighting your ability to provide instant gratification to customers. When communicating with shoppers, emphasize the fact that they can walk out of your store with their items instead of having to wait or pay for shipping.

When selling speed and convenience, the best people to market to are those who are right in your neighborhood–you know, those who are just a few minutes away from your store. Deborah Sweeney, CEO at MyCorporation.com, advises retailers to put themselves in front of local customers. “Brick and mortar stores in smaller cities and towns still have convenience on their side. Remember that even with Amazon Prime, free shipping still takes two days,” she says.

Make yourself a visible, local presence both in real life and online. That means using whatever traditional marketing tactics work to ensure people locally know about your company and updating your online presence so customers can easily find your store during the research phase of the purchase process.”

NZ Post, not unexpectedly, has launched a special unlimited shipping offer to begin its competitive response to the imminent Amazon threat. NZ Post has just announced the offer, in an email to customers of its YouShop international shopping service:

As a YouShop customer, we know you love shopping online, so we’d like to invite you to take part in an exclusive 2-month shipping trial with NZ Post’s new service Shipmate.

For a one-off payment of $12, you’ll enjoy unlimited shipping from four great New Zealand online retailers – The Warehouse, Warehouse Stationery, Torpedo 7 and Noel Leeming. This introductory price covers most parcels, but naturally some restrictions including weight, size and distance apply.

The trial runs from 14 August to 13 October and is only available to the first 5,000 Kiwis who sign up, so get in quick and pick up any items you’ve been saving in your online shopping cart.

It’s a start — although, in our view, if you’re already buying stuff from offshore stores and shipping them to New Zealand via YouShop, you’re probably not the best prospect for this new service.

For more tips on how to compete with Amazon, remember to check out: