Professional Mentoring to Accelerate Your Marketing Success

Struggling to make sense of your marketing options and opportunities?

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

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

mentoring

INDIVIDUAL, ONE-TO-ONE MENTORING

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

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

FORTNIGHTLY CALLS

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

sign up now

 

WEEKLY CALLS

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

sign up now

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

ABOUT US

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

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

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

WHAT HAPPENS NEXT

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

The Council and the Redback Spider

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

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

What, we wondered, was all the fuss about?

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

redback

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

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

Other Popular NZ Facebook Pages

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

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

AGI Education

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

hossack

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

thieves

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

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

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

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

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

WHO SHOULD TAKE THIS FACEBOOK COURSE?

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

COURSE CREATION AND TUTORING

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

COURSE CONTENTS

LESSON ONE: AUDIT AND MAKEOVER

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

LESSON TWO: ENGAGEMENT

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

LESSON THREE: PLANTING VIRAL SEEDS

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

LESSON FOUR: ADS AND SPONSORED STORIES

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

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

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

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

LESSON SIX: SOCIAL SHOPPING

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

LESSON SEVEN: THE SOCIAL GRAPH

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

TIMING

This online training course begins on Wednesday 05 April, 2017.

INVESTMENT

This seven-part Facebook course is available for $497 +GST. However we offer a $100 Early Bird Booking Discount — the course is just $397 +GST for bookings made and payment received by Wednesday 29 March, 2017.

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

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

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

WHAT HAPPENS NEXT?

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

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

The Continuing Devolution of LinkedIn

devolution-of-linkedin

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

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

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

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

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

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

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

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

But Wait, There’s Less

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

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

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

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

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

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

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

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

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

So what can be done?

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

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

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

1 IN-PERSON WORKSHOPS

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

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

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

 

2 ONLINE TRAINING COURSE

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

linkedin-banner

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

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

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

About the Course

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

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

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

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

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

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

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

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

COURSE CONTENTS

Lesson One: How To Set Yourself Up Effectively On LinkedIn

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

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

Lesson One also covers:

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

Lesson Two: How To Use LinkedIn For Business

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

Topics covered in Lesson Two include:

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

Lesson Three: How To Use LinkedIn To Find A Job

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

In Lesson Three, we talk about:

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

Lesson Four: How To Use LinkedIn To Generate Business

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

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

Lesson Five: How To Use LinkedIn’s Paid Services

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

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

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

Lesson Six: How To Use LinkedIn To Promote Your Business

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

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

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

Lesson Seven: How To Use LinkedIn For Recruiting

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

In this lesson, we consider:

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

TIMING

The next “How To Use LinkedIn Effectively” course begins on Monday 03 April, 2017.

————————

INVESTMENT

This seven-part online training course is available for $497 +GST. However we offer an Early Bird Discount of $100 — the course is just $397 +GST for bookings made and payment received by Monday 27 March, 2017.

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

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

Register Now for the next course

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

WHAT HAPPENS NEXT?

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

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

Outsourcing Your Social Media Marketing Activities Effectively

outsourcing your social media activities effectively

Now that Social Media has evolved from being “nice to have” to becoming an essential digital marketing tool, more and more businesses are outsourcing their social media.

However, to outsource your Social Media effectively — or even to brief others within your organisation — you need to be able to prepare an effective social media brief.

Most marketers are confident in their ability to prepare a brief for a poster or a billboard or a television commercial. But there’s a whole lot more required if you’re going to achieve success in Social Media.

So how do you prepare an effective social media brief?

The need for a comprehensive answer to that question has led us to evolve and expand our online training course covering the topic.

brief-banner

Here’s what the course covers:

Module One: Setting Social Objectives

What exactly do you and your organisation want to achieve through social media? We review possible answers to that question — taking into account not merely the obvious communications objectives that organisations typically set, but also those distinctly social attributes that most marketers overlook.

We show you how to review your own brand’s story and personality and how that will colour your social media efforts. We encourage you to re-examine your existing customers and prospects and determine what they might hope to hear from you through social media (and how frequently). And we take a look at social media objectives set by other organisations, for inspiration and guidance (and, in a few cases, as cautionary tales of what not to do in social media).

As a result of this module, you’ll be able to provide those who will be operating your social media programme with clear, agreed social objectives that (a) reflect your organisation, its heritage and the interests of its customers; and (b) take advantages of the rich possibilities inherent in social media.

Module Two: Agreeing Social Strategies & Tactics

Once your objectives are in place, it’s time to consider possible strategies to communicate through social media. Strategy in this context means figuring out what you want to be different after you’re done implementing your social media marketing — and that evaluation process should NOT be left to those carrying out the programme (because they’re seldom in a position to determine the relative priorities for an organisation).

Is the appropriate primary strategy based around reputation management, customer service or just getting people talking about your products? Or are you looking for specific leads or even sales (and how should you do that in social media without offending everyone)?

Once the strategic possibilities have been winnowed down to a chosen few, then it’s time to look at tactics to turn those strategies into reality. Most of the tactical decisions can be carried out at an operational level — but it’s still very much worth your while understanding the sorts of tactics that are relevant in the social space. That information may shape your views on decisions such as who is the most appropriate team to implement your social media programme as well as identifying the people within your organisation who should be points of contact for the programme (it won’t be just you).

Decisions on tactics will lead in turn to decisions on which social tools should be used: Twitter, Google Plus, Facebook, YouTube, Snapchat, Pinterest, Instagram, LinkedIn, YouTube, Slideshare, the list goes on.

From Module Two, you’ll develop a solid base with which to have constructive discussions (and even perhaps robust debates) with your social media implementation team.

Module Three: Planning your Programme

What should you talk about in social media? One thing you shouldn’t be is merely reactive, responding to situations and comments as they happen.

Perhaps the most neglected part of the whole social media process is planning an effective, proactive social media communications schedule. Not only do you have to provide killer content that’s relevant and engages your constituents — you also need to plan out what you’re going to say in advance, tied in to topical events, matters of the moment and your own communications programme. That’s not something that can simply be left to that nephew of the CEO who’s running your Facebook page in his spare time.

In this module, we step you through the processes you’ll need to consider when developing an effective INTEGRATED social media schedule that’s linked into your other promotional efforts. We’ll also encourage you to talk to your implementation team about Content Optimisation — identifying your customers’ hottest topics and using the most popular keywords in their posts.

Module Four: Effective Facebook Posts

Facebook is New Zealand’s most popular social network by far, so it gets a module all to itself.

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

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

We also discuss twenty different creative approaches that really work on Facebook (and show you how to determine which might be most relevant to your own organisation), so that you can brief your people accordingly.

Module Five: Images

Images continue to be a vital part of the Social Web. In Module Five, find out what you need to know about Instagram, Pinterest and other leading players, including:

  • How leading brands are winning with the image-based networks
  • how you can make the most of rich pins on Pinterest
  • how to use Instagram to its full potential
  • smart content strategies across the image-based networks

At the end of this module, you’ll know the visual content assets you need to use to take maximum advantage of image-based social media.

Module Six: Video

At the end of 2014 Facebook hosted approximately one billion video views per day. By the close of 2015, that figure had grown to over eight billion. While there’s still some debate about what qualifies as a video view (3 sec vs. 10 sec. vs. 30 secs?), the overall trajectory of Facebook video consumption is undeniable.

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”.

In this Module, we discuss exactly what you now need to know about video and social media, so that you can brief your suppliers accordingly.

Module Seven: Implementation

Finally, we turn to the processes required to make all this happen. We provide you with an appropriate framework for briefing your social media supplier, allocating internal and external resources and responsibilities and agreeing how the effort will be measured.

We also suggest a timetable for reviewing and adjusting your campaign, and how to evaluate the campaign effectively — do “likes”, “+1s” and “retweets” matter, how do you measure social engagement and what does it all mean?

OUTCOMES

By the end of this course:

  • you should be confident that you can effectively brief a supplier on your social media requirements
  • you should be able ensure that the results you are achieving don’t just “seem” good — they meet a concrete set of objectives consistent with your overall organisational goals

TIMING

The next seven-module programme begins on Tuesday 04 April, 2017.

PROGRAMME CREATOR
The “How to Prepare An Effective Social Media Brief” programme has been developed by Michael Carney

INVESTMENT

This programme is available for $497+GST.  However we offer an Early Bird Booking Discount of $100 — the course is just $397 +GST for bookings made and payment received by Tuesday 28 March, 2017.

To register and pay by credit card through PayPal, please click here

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?
1. Your booking will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email [email protected]).
2. On the first day of the course you will be supplied by email with the first part of your How to Prepare An Effective Social Media Brief programme.
3. Follow-up lessons will be sent out over subsequent weeks (but please note that you take the course at your own pace).

NZ Politicians Finally Discover The Information Superhighway

interwebs

For decades, NZ electoral allocations — money provided by the Government to fund political advertising in the lead-up to general elections — have 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 CompuSerce, the politicians last week (March 15) saw fit to allow electoral funding to encompass Internet advertising as well.

As the Broadcasting (Election Programmes and Election Advertising) Amendment Bill (approved by 108 votes to 12 and now just awaiting Royal Assent to become law) 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

Politicians (and their advertising agencies) should now brace themselves. Inevitably, they can expect to be inundated by approaches from any and every New Zealand digital medium, now that there’s a bucket of money just waiting to be spent.

(If that’s you, may we recommend you familiarise yourself with some of our online training courses, which will help you to understand the most effective ways to use digital media).

Opening & Closing Broadcasts Gone
The revised legislation also removes the compulsion on Television New Zealand and Radio New Zealand to screen opening and closing broadcasts.

Finally.

As Chris Hipkins (Labour—Rimutaka) noted during the debate about the legislation:

“When the rule around opening and closing broadcasts for election campaigns was introduced, there were two TV channels in New Zealand—only the two. If you were sitting at home watching TV and the opening and closing broadcasts were broadcast on both of those channels, as they were back in those days, you had no choice other than to watch them or turn off the TV. The reality now is that that is simply not the medium any more. People can be watching live-streamed content on Netflix, they can be using MY SKY or any other type of device, they could be watching all sorts of other things, or they could be accessing content via social media.

“The idea that we have these opening and closing broadcasts, which are expensive to produce because they are quite long-form and very few people watch them, and the idea that we should lock that into law and lock political parties into spending some of their broadcast allocation to do that simply does not make sense. It is not good for the broadcasters either. Let us be really frank about this. TVNZ had 25 percent fewer viewers in the timeslot that it set aside for the opening and closing broadcasts at the last election campaign [in 2014] than it would normally have had during that timeslot.”

Welcome to the 21st Century, esteemed leaders. Glad you could join us.

Marketing Insights 2017: Call for Participants

Back in May 2016, we published our first Marketing Insights Special Report (if you didn’t receive it or would like another copy, simply download it for free here: http://marketinginsights.co.nz/wp-content/uploads/2016/05/Marketing-Insights-NZ-Issue-1-2016.pdf).

Or you can view the first issue here:

Here are just a few of the unsolicited comments we received about #1:

  • 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 marketing

NZ MARKETING INSIGHTS ISSUE 2: 2017

Now we’re back with a new edition, due to be published in late May 2017.

nz-marketing-insights-2017

This is a sponsored Thought Leadership project for NZ marketers who provide marketing services to Kiwi businesses – and we invite you to join us.

Why you should participate

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.

MARKETING INSIGHTS provides 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 second edition will be published in May 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 April 30 2017. However this fee reduces to $995+GST for payment in full received by March 31 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 official booking deadline is April 20 (although you need to check with us to ensure that your choice of topic is still available) and our deadlines are Monday May 1 (if you wish us to write the copy) or Monday May 15 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.

The ebook will also be available for purchase via Amazon.com. The book may also be available in printed form on an on-demand basis.

To participate, email us at michael (AT) netmarketingservices.co.nz or phone 021 1493 403

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.

For those new to Social Media Marketing:

social-media-banner

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:

advanced-banner-large

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.

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
linkedin-banner

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.

 

What You Need to Know About Using Video in Your Social Media Marketing

using video in your social media marketing

As you’ve probably heard, video is becoming more and more important for Social Media Marketing.

Want some numbers? Try these (from MediaKix):

  • Globally, traffic from online videos will constitute over 80% of all consumer internet traffic by 2020 (Cisco).
  • By 2019, the total U.S. digital video advertising spend is projected to eclipse $14 billionnearly 50% of that figure ($6.86 billion) is attributed to mobile video.
  • The number of videos published by U.S. users has exploded, increasing by 94% from January 2014 to January 2015. For international Facebook users, the increase in Facebook videos published is a still-impressive 75% annual growth rate (AdAge).
  • In November 2015, Facebook hit 8 billion video views daily (TechCrunch), doubling its figure of 4 billion from April just 6 months earlier. Each video view is counted after 3 seconds of watch time. At a linear rate, Facebook was expected to eclipse 16 billion video views by May 2016.
  • Facebook Videos have increased 360% across everyone’s News Feeds

And here are a few more stats, from Social Media Today:

  • One-third of all online activity is spent watching video
  • The average user is exposed to 32.3 videos in a month
  • 75% of online video viewers have interacted with an online video ad this month
  • 75% of executives watch work related videos on business websites at least once a week
  • 36% of online consumers trust video ads

So video is becoming more and more important in social media marketing. What does that mean for you?

We’ll tell you what that doesn’t mean: you can’t just add your TV ad to Facebook and call it a day. Sorry.

Unless you’re Air New Zealand, of course, and have the mighty All Blacks for your talent pool, in which case you can simply get three million people to watch and 67,000 to share your inflight safety video …

men-in-black

For us mere mortals, however, we’ve got to try a different angle.

Social Media Examiner offers up some timely advice:

#1: Produce the Right Video for Each Social Platform

Each social network has its own opportunity for video content. Before attempting to post videos on every platform, commit to mastering video on one or two networks first. You can easily incorporate video into your social media content by featuring your business’s best content for each platform.

Facebook

As a social media giant, Facebook is among the essential video platforms.

When you plan video content for Facebook, understand what Facebook viewers actually enjoy. Captions are essential to Facebook video because most Facebook users watch video without sound.

According to Digiday, almost 9-in-10 Facebook videos are consumed without sound, a signal that brands should consider producing video content that can still be engaging, even in silence (Facebook). To that point, Facebook found that adding captions to videos increases the watch time by 12%, on average.

captioned

Facebook users also enjoy live video. Facebook Live video is watched three times as much as regular video content and continues to gain popularity. Viewers expect live video to be less polished, so you can produce it without a big-budget production team.

live-olympics

Instagram

On Instagram, you can add video to your story or post video to your feed. With Instagram Stories, you can stream live video or post a 10-second clip. Either way, your video stays on your story for 24 hours. Videos posted to your Instagram feed can be up to 1 minute long.

Because Instagram limits video length, planning for brief videos is important. This emphasis on short videos is different from other social media video networks. On Instagram, make your videos captivating, quick to digest, and direct.

This directness applies to your Instagram captions, too. Ensure your call to action is clear and concise and your captions support the story in your video content, not compete with it.

ben-and-jerrys

Ben & Jerry’s are regular users of Instagram video, to mouthwatering effect

Twitter

Twitter’s feed moves quickly, making it hard for organic Twitter content to stick. But when Twitter video connects with users, it can spread far and wide.

Twitter recently made live video available in the app, so you don’t need to use or download Periscope. This move shows the demand for live video within the native platform and the general need for video content on social channels. In fact, a Twitter report revealed that 82% of users watch video content on the platform.

Because 90% of users view Twitter videos on a mobile device, make your Twitter content mobile-friendly and watchable on the average smartphone.

kors

A Twitter video that’s part of a campaign by Michael Kors

YouTube

YouTube is a better place for evergreen content than news or instant video. In fact, YouTube should be the place where your premium video content shines. Although the platform does have live video streaming, at the end of the day, quality execution is more important for YouTube, especially because videos on your channel can be recommended to users watching similar content.

YouTube marketing videos often have high bounce rates because they’re too boring or dry. To improve your YouTube marketing, pique curiosity through storytelling.

On YouTube, content needs to keep users engaged until your sales pitch or call to action arises. You don’t have to rush with your time limit, but you always have to consider social engagement.

most-engaging

The most engaging videos on YouTube in 2016, according to research from ListenFirst Media.

Focus on ways to educate your audience before you start shooting. Rushed and poorly edited videos will drive users to the Back button. However, high-quality video can hold users’ attention and drive traffic to your most important pages.

Snapchat

Just like Instagram, Snapchat is all about visual content. To increase video on this platform for your marketing, start by being active and producing plenty of content. Snapchat reports its users watch 10 billion videos per day, and Business Insider reports that active users spend an average of 25-30 minutes a day on the platform.

#2: Define Goals for Your Video Content

When you start to craft your video content strategy, you should first know the purpose of video for your brand. Is it aimed at increasing brand awareness? Is there an educational component? Are you going to be heavily promotional or produce newsworthy content?

Before getting started, think about what you want to gain from investing time and resources in creating video content. Some of the most important metrics to consider include:

  • Site traffic
  • View count (video plays)
  • Shares
  • Video completion
  • Brand awareness
  • Lead generation
  • Customer retention

After you establish your goals, plan what types of content you’ll create to achieve those goals. Don’t think about videos as one-off projects. Instead, think through campaigns and themes you’ll cover and test over time. No matter what approach you choose, be consistent.

#3: Develop a Consistent Theme or Format

Building on the last tip, it’s great to have a social video theme or common message to your content. When you know the purpose of your content and the style you’re pursuing, think of a theme you can use to inform your video content.

#4: Invest in the Right Equipment for Your Budget

Most brands wanting to produce social media videos are stuck because of one major reason: cost. Cameras, microphones, lighting, editing equipment, and actors can add up quickly. If you’re not careful, video can cannibalize your content-creation funds.

However, you can be money-conscious without sacrificing quality. For starters, try to do as much in-house filming as possible, because production companies can be costly. Check out rental options or even better, use your own devices. For example, this video explains how to create your own lighting setup for about $100.

Here are the essentials of shooting quality video for your company:

  • An affordable camera: Cameras on smartphones are just as powerful as some recording equipment. Don’t waste your money on a brand-new camera when you have something highly useful in your pocket.
  • Simple lighting kit: Great lighting is essential when you’re filming video. Try to invest in a standard lighting kit or build your own.
  • Quality microphone: If you’ve seen a low-budget commercial that makes you cringe, it likely had poor lighting and cheap microphones. Purchase a quality mic. Don’t use the built-in mic on your smartphone.
  • Tripod: Your video needs to be stable and clear. Luckily, several tripods are built to fit your smartphone.
  • Editing software: Several affordable or free video-editing software options are available. Smartphone apps like Videoshop and Splice give you essential editing functions.

Social Media Today tells us about video marketing trends that matter in 2017. We’ve singled out these two as being of particular note:

1. The Rise of 360-Degree Videos

A recent case study by Magnifyre revealed something noteworthy about the 360-degree video format – the average percentage of people who viewed a 360-degree video was 28.81% higher than for the same video in a non 360-degree format. The case study also showed that twice the number of viewers watched the 360-degree video to completion.

2. Videos Watched on Multiple Devices

According to a Think with Google report, 85% of adults ages 18-49 use multiple devices at the same time. It also reports that two thirds of YouTube users watch YouTube on a second screen while watching TV. This tendency to watch videos across several devices (including TV) will probably increase.

It’s Time to Upskill in Online Video Marketing

With all this stuff going on in online video (and this is only the tip of the iceberg), we reckon it’s way past time for Kiwi marketers to upskill themselves in video marketing.

We have two courses that directly address the topic:

Online Video Marketing - Short Course

As you’d expect given the name of this course, that’s what it’s all about. It’s a four-part short course designed to bring you up to speed on online video marketing.

For full details of our Online Video Marketing course, please click here.

Social Media Marketing Essentials

This course, on the other hand, covers online video as just one of its topics as it delves into the most important social media developments of 2017.

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

Solving Your Biggest Marketing Challenge

challenge5

Back in October, we asked you about your biggest marketing challenge.

A common issue was the problem of keeping up with what’s new in digital marketing (which changes all the time).

That’s not exactly surprising – and we now offer more than a dozen courses (listed below) to help Kiwi marketers stay up to date.

Still, we get it – not everyone can afford to purchase as many courses as they might want.

So, for a very limited time, we’ve created a very special ALL-ACCESS VIP PASS.

Sign up for one of these and you’ll get unlimited access to all our courses for the next 12 months. All our social media courses, our ecommerce courses, our online video marketing course, our TripAdvisor course and anything else we come up with between now and the end of March 2018.

ABOUT US

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

All the courses we offer have 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 Digital Marketing.

Don’t just take our word for it:

Now let’s talk about the All Access Pass:

The pass offers you access to what will be a total of at least 14 courses (total value $5,558+GST), all for one low price – $1197+GST for individuals.  Access more than two courses and you’re already saving money!

all-access-individual-700

Just click here to sign up for our individual All Access pass for just $1197+GST:

That’s the link to make credit card payments by PayPal. If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

 

CORPORATE SPECIAL OFFER

all-access-corporate-700

We are also offering a similar very special offer for Corporate Buyers. Sign up for an All Access pass for your organisation for just $3,197+GST and we’ll provide access to all of our courses for up to 5 of your team. That’s potentially more than $25,000 worth of training for a fraction of the cost.

Pay just $3,197+GST for an All Access Corporate Pass for up to 5 staff.

That’s the link to make credit card payments by PayPal. If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

SIGN UP TODAY AND GET UNLIMITED ACCESS TO ALL OF THESE COURSES (AND ANY NEW COURSES WE RELEASE) UNTIL MARCH 31 2018:

For those new to Social Media Marketing:

social-media-banner

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:

advanced-banner-large

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.

Mobile Marketing course

mobile-header

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.

Mastering eCommerce
ecommerce-banner

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.

 

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.

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
linkedin-banner

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.

 

Advanced Selling on Trade Me
trademe-banner

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.

How to Use TripAdvisor to Promote Your Travel, Tourism or Hospitality Business

How to Use TripAdvisor to Promote Your Travel, Tourism or Hospitality Business - online training course

Online travel review site TripAdvisor is, says travel and tourism news site Tnooz, “becoming terrifyingly important in a traveller’s decision making process”. In fact, according to a late 2013 study by PhocusWright of 12,000 travellers across the globe, more than half are not willing to book a hotel until they read reviews about the property. And 93% of travellers worldwide say that their booking decisions are impacted by online reviews.

TripAdvisor, the biggest online review site on the planet, plays a huge role in helping travellers make travel purchasing decisions.

Our seven-week online training course, “How To Use TripAdvisor To Promote Your Travel, Tourism & Hospitality Business”, takes you step by step through the process of marketing your business effectively on the world’s leading travel review website.

For full details of this course, please click here

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.

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, please click here.

PS If right now you’re only interested in one of our courses, no problem. Just click on the link associated with that course, for more details and to sign up for just that course.

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
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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.

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.