Category Archives: 2017

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 08 August, 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 01 August, 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.

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.

Can You Answer These 7 Digital Marketing Questions?

digital-marketing-questions

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

Here are seven questions to test your digital marketing knowledge:

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

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

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

4 Snapchat recently released what new type of video?

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

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

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

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

 

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

Available Courses

 

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

SOCIAL MEDIA MARKETING COURSES

Social Media Marketing Essentials

Social Media Marketing Essentials

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

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

 

Advanced Social Media Marketing course
advanced-banner-large

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

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

Facebook Accelerator Programme
fba-banner

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

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

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

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

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

The Complete Facebook Marketing Course
completefb-banner

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

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

How to Prepare an Effective Social Media Brief
brief-banner

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

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

How to Use LinkedIn Effectively – For Your Business And Your Career
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.

How To Create Effective Facebook Posts

Creating Effective Facebook Posts

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

So we’ve created a four-part online training course for New Zealand organisations that tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

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

ONLINE VIDEO MARKETING COURSE

Online Video Marketing - Short Course

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

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

So let’s cut to the chase.

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

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

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

 

ECOMMERCE COURSES

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

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

Advanced Selling on Trade Me
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.

MOBILE MARKETING

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.

Are You Making These Facebook Marketing Mistakes?

facebook-mistakes

Just how well are YOU really doing on Facebook? Are you making classic mistakes like these:

1. Too much self-promotion

Do your Facebook posts only talk about You, You, You?

As Jeff Bullas notes:

It is okay to share your achievements with your loyal followers but you should never overdo it. If you are not offering value to your visitors or are not providing them with the information they are looking for, you’re missing out a lot. People spend time on Facebook to get entertained, inspired and interact with like-minded people. So in order to promote your brand, you should find innovative ways that inspire visitors and give them a reason to connect.

If you become too promotional, you will soon see the ‘Likes’ turning into ‘Dislikes’.

Here’s a typical example, from Acer Australia & New Zealand:

acer

The local page has more than 50,000 total likes, but this post (a typical recent example) could only attract one thumbs-up.

We’re not picking on Acer — it’s just a typical big brand example, seeing Facebook as yet another broadcast mechanism rather than a chance to interact with customers.

 

2.  Being Boring or Predictable

As Leyl Master Black observes:

When they’re thinking about marketing, some business owners forget that Facebook is a social place where people share things they find funny, interesting or useful with their friends. Think about what kind of content your fans would actually want to share when planning your posts.

Peter Shankman, social media consultant, entrepreneur and author of “Customer Service: New Rules for a Social Media World”, also cautions against becoming too predictable. “Status updates by themselves get boring. But then again, so do photos, videos and multimedia as a whole. Your job is to mix it up. The moment you become predictable, boring or annoying, they’ll hide you from their feed. So keep it varied and personal—a video here, a photo here, a tag of one of your fans here.”

Creating too much “filler” content by auto-publishing content from your blog or Twitter feed can also derail your efforts. Joseph Manna, community manager at Infusionsoft, recommends using Facebook’s native publishing tools to gain the most benefit from Facebook.

“Whatever you do, don’t automate everything,” says Manna. “It’s nice to ‘set and forget,’ but the risk is two-fold: publishing systems sometimes have issues, and Facebook places low-priority on auto-published content.”

Here are a couple of GOOD examples of a local driving school changing things up and providing interesting content while still staying relevant to their product category:

alert1

And:

alert2

Some more common mistakes, as identified by Dummies.com:

3. TLDR

A study by BuddyMedia found that status updates of less than 80 characters received a 27 percent higher reaction than longer updates. This makes sense when you think about how you use Facebook and how fast the News Feed flies by.

Too Long:

too-long

Posting lengthy paragraphs as a status update is like giving your Facebook fans homework. On the other hand, short updates such as questions and short polls get a higher reaction simply because the barrier to participation is very low.

Much better:

cancer2

4. Ignoring Comments

Facebook fans are people, like you. If they make the effort to leave a comment or reply within a thread on your Facebook Page, they want to know that you’re listening. Pages that consistently ignore posts by fans aren’t as successful as Pages that participate in comment threads. Fans are less likely to return if they don’t feel heard.
The other reason why you want to reply to posts from fans is that Facebook sends that fan a notification, bringing him back to your Page!

Here’s an unfortunate  Twitter example (dating back to 2013 and hopefully resolved these days) of customer service only during working hours:

wpid-baa-2

Need help to avoid these Facebook mistakes? Check out our Facebook online training courses:

Facebook Accelerator Programme
fba-banner

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

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

The Complete Facebook Marketing Course
completefb-banner

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

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

Avoid these Marketing Mistakes in 2017

marketing-mistakes-to-avoid-in-2017

So here we are in 2017, plunging ahead and (for many of us) starting to make marketing plans for fiscal 2017/2018.

Just because it’s a new year, however, doesn’t mean that we are any more likely to have a trouble-free time than we were in 2016.

In the interests of helping you minimise the common problems that we all face, here are a few pitfalls to avoid (thanks to Business2Community.com for the thoughtstarters):

  1. Spreading yourself too thin
    Don’t try to be all things across all digital media. Focus, first and foremost, on the media most used by your target market.
  2. Not tracking your results regularly
    If youre not looking at your analytics on a regular basis, you’ll have no way of knowing if your digital marketing efforts are working as well as they should. How often you should check the numbers depends on your own particular circumstances — but we recommend at least weekly.
  3. Not posting regularly
    If youre using social media to reach out to your customers and prospects, then not having a plan, or posting inconsistently, is a mistake. Posting too much will lead people to stop following you. Not posting enough will leave people out in the cold because they will not know what’s going on. So, how often should you post? That’s up for you to decide for your own business, however, here are some general recommendations:
    • Facebook: 1-2 times/day
    • Twitter: 5-6 times/day
    • Pinterest: 5-6 pins/day
    • Instagram: 1-3 times/day (depending on your business)
    • LinkedIn Company Page: 3-5 times/week
    • Snapchat: TBD based on your business type
  1. Not Staying Up with the Latest Social Media Developments
    Social media is ever-evolving. Platforms change. Rules change. You cannot rely on articles and advice from two years ago. What everyone was suggesting in 2015 honestly is not applicable in 2017. When you seek advice or look at articles on Google, make sure to check the date of the article or source.

This last concern is probably why we’re seeing so many people signing up at the moment for our new SOCIAL MEDIA MARKETING ESSENTIALS course.

One of the biggest challenges for Kiwi marketers (as they told us in a recent survey) is keeping up with the constant changes in digital marketing.

To help, we’ve just released a new online training course which will bring you up to speed with the latest happenings in Social Media Marketing.

Are YOU ready to succeed with Social Media Marketing in 2017?

To succeed with Social Media, and to do so consistently, requires an effective, repeatable system that you can use time after time, post after post, to get noticed and liked and shared.

That’s why we’ve put together our latest course, SOCIAL MEDIA MARKETING ESSENTIALS, a step by step guide to the main social media networks, their newest features and what you need to do to succeed in social.

Social Media Marketing Essentials

Why this course? Why now?

We’ve been training Kiwi marketers in Social Media Marketing since 2010 (based on the knowledge we’ve gained over forty-something years in marketing and more than twenty years of digital marketing).

We’ve developed this new course because we see a desperate need for continuing digital education as social media continues to evolve. In fact, respondents to a subscriber survey we ran recently told us that their biggest challenge is simply keeping up with the constant changes in digital marketing.

Here’s what this new course covers:

Social Media Marketing Essentials Lesson One

Lesson One: Facebook

In Lesson One, we provide a simple, straightforward guide to what’s new, what’s different and what’s important on Facebook. The social giant’s teams are constantly hard at work developing and evolving their offerings. Here’s where you’ll find out what’s fresh, what’s tired and what’s expired.

In this lesson, we talk about:

  • the massive impact of Facebook video and how organisations are optimising video creative for the social experience
  • native advertising and its growing importance in social in a mobile, ad-blocking world
  • Facebook newsfeed content streams, instant articles and branded content and their implications for marketers
  • how consumers have stopped talking to each other so much on Facebook, and how the social giant is responding
  • the new Facebook Marketplace and its implications for marketers
  • new Call To Action buttons for Facebook pages and how marketers can use them effectively
  • what works (and what doesn’t) in today’s social networks
  • the push to minimise clickbait (“you won’t believe what these social networks are doing to spoil your fun!”)

At the end of this lesson (and each lesson in this course), we provide easy-to-implement Action Steps and a downloadable checklist of the key takeouts for each lesson.

Social Media Marketing Essentials Lesson Two

Lesson Two: Messaging — WhatsApp, Facebook Messenger, Snapchat, WeChat

As the mobile phone becomes the dominant communications mechanism, more and more consumers are connecting with each other through one or more specialist messaging applications. Now the top four messaging apps attract more eyeballs than the top four social networking apps. So what are the implications of consumers’ move to what’s become known as “Dark Social”?

In Lesson Two, you’ll learn about:

  • The leading messaging contenders
  • how many people are using each app
  • customer service and messaging: natural partners
  • how marketers are already using messaging services to advertise themselves to their audiences
  • what chatbots are and how AI just might reinvent messaging and customer service

Each section includes clear, ready-to-implement Action Steps and a Checklist to guide you.

Social Media Marketing Essentials Lesson Three

Lesson Three: Live Video with Facebook Live, Periscope, Meerkat, Blab, YouTube

Live video has come from nowhere to represent a major development in social media. In Lesson Three we examine the key providers of live video services and show you how you can determine whether live video will meet your promotional needs.

We also cover:

  • Facebook’s new Live Video API (so that more and more devices can send live feeds to Facebook)
  • The surprising benefits of using live video within Facebook groups
  • what you should and shouldn’t do with live video
  • how marketers have already been using live video (examples and inspirations)
  • What YouTube is doing in response
  • What you need to know about 360 TV and augmented reality

Don’t forget our recommended Action Steps and a step-by-step Checklist to help you master Live Video.

Social Media Marketing Essentials Lesson Four

Lesson Four: Pictures: Instagram, Pinterest, etc.

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 the 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

All this and Action Steps and a comprehensive Checklist too.

Social Media Marketing Essentials Lesson Five

Lesson Five: Social Media Advertising

As the social networks limit organic reach — the numbers of your followers who might see your social media posts — 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

Plus Action Steps and your Lesson Five Checklist

Social Media Marketing Essentials Lesson Six

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

· what Twitter 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

All enhanced with Action Steps plus an easy-to-follow Checklist

Social Media Marketing Essentials Lesson Seven

Lesson Seven: LinkedIn

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, and your very own Checklist

Social Media Marketing Essentials Lesson Eight

Lesson Eight: 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 Lesson Eight we explore strategies, techniques and best practice, including:

  • taking full advantage of Facebook and LinkedIn 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

Again, with Action Steps and a Checklist

Social Media Marketing Essentials Lesson Nine

Lesson Nine: Tools, Tips & Measurement

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

In Lesson Nine, 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

Will these topics rate their Action Steps and Checklist? You bet.

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WHO WILL BENEFIT FROM THIS COURSE?
Every Kiwi marketer, or anyone who is responsible for marketing for their organisation, will benefit – Social Media is now embedded in the fabric of the NZ Internet environment, and if you haven’t mastered Social Media your 2017 marketing options will be severely limited.

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WHAT YOU WILL GAIN AS A RESULT OF THIS COURSE
After you’ve completed this course, you’ll receive a Certificate of Achievement. More importantly, however, you will have learned:

  • what works in each of the social media networks (and what doesn’t)
  • how leading brands and organisations are achieving success in each medium
  • step-by-step guides to new features that can greatly enhance the effectiveness of your efforts
  • how to engage effectively with your constituencies and their communities and influencers
  • tips and techniques that others are using to achieve better results
  • measurement tools to ensure you stay on top of your social media performance

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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 Monday 07 August, 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 31 July, 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.

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 Success Essentials online training course.

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

REALITY CHECK: 3 QUICK REASONS WHY YOU NEED THIS COURSE

1. Your customers are spending more time on social media than anywhere else online. If you want to reach them, you need to be where they are.

2. Most Kiwi marketers are failing in social media – more than half of the 24,673 Kiwi Facebook pages we follow have less than 400 likes and less than 10% have more than 100 people talking about them. Start getting Social Media right and you’ll immediately start to stand out.

3. Things change fast in Social Media – all the major networks keep developing new features, dropping old ones and competing with each other to grab customer share. If you’re not learning the latest tricks and techniques, you’re falling behind.

PS You really do need to stay up to date with Social Media, it’s now a significant part of every Kiwi marketer’s arsenal. SIGN UP FOR OUR SOCIAL MEDIA MARKETING ESSENTIALS COURSE TODAYgrab this EARLY BIRD SPECIAL saving you $100! Here’s the signup link via PayPal: https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=B9HZ9P972FJNL

Has Online Video Reached Its Peak?

peak-video

You’ve no doubt heard the statistics, here and elsewhere, that video is going to dominate everywhere online, any moment now.

We’ve seen (and published) online video stats like these:

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

Here are some more numbers that really matter to marketers, as compiled by HubSpot:

  • Video in an email leads to a 200-300% increase in click-through rate
  • YouTube reports that mobile video consumption rises 100% every year
  • 92% of mobile video consumers share videos with others
  • After watching a video, 64% of users are more likely to buy a product online
  • Real estate listings that include a video receive 403% more enquiries than those without
  • video on a landing page can increase conversion rates by 80%
  • This year, video ad spending is expected to reach US$5.4 Billion
  • Video ads make up 30% of total US online ad spending
  • Enjoyable video ads increase purchase intent by 97% and brand association by 139%

B2B marketers aren’t immune to the online video trend

  • 50% of executives look for more information after seeing a product/service in a video
  • 65% of executives visit the marketer’s webside and 39% call a vendor after viewing a video
  • And 96% of US B2B organisations use video in some capacity in their marketing campaigns (ReelSEO survey)

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

Now, however, Ash Read (writing in PR Daily) dares to suggest that online video may be nearing its peak:

Five out of every six marketers said they’d like to create more video content [in 2017]. Also, 30 percent of marketers seek to focus specifically on Facebook video in 2017, with 28 percent looking to add YouTube to their marketing efforts.

Right now, video stands out in the Facebook News Feed. As video rises in popularity and more brands and individuals share it, getting noticed will become harder. Eventually, brands may have to pay for video reach, as many do for sponsored posts and ads.

The takeaway: 2017 could be a great time to grab attention before the video crush hits.

It’s a fair point. Whoever thought, once upon a year, that we’d have to pay to get our pages and posts noticed on Facebook?

Yes, it seems that we’re still a long way from video over-saturation here in New Zealand — but that won’t necessarily stop us from having to PAY to get our videos seen, once the Tipping-Over Point is reached in the US.

So what can marketers do?

Well, as Ash suggests (above), 2017 could be a great time to grab attention before the video crush hits.

Not comfortable with Online Video yet?

Good news — we have a course that can help:

Online Video Marketing - Short Course

Here’s what the course covers:

Lesson One: YouTube

There’s a bit more to YouTube than cat videos. It’s still the patriarch of online video (even though Facebook is pushing hard for prominence in that space).

In Lesson One, we review:

  • YouTube by the numbers (which are staggering. For example, 300 hours of video are uploaded to YouTube every minute).
  • How to use Google AdWords for Video effectively
  • Viral Videos: the good, the bad and the very very ugly
  • The new rules of video marketing
  • NZ YouTube Channels – which brands are using YouTube, and how are they doing?

Lesson Two: Facebook

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 lesson, we feature:

  • five key statistics which show the vital importance of video on Facebook
  • why ‘native’ Facebook video ads are so more effective than embedded ads (and how to go native successfully)
  • how to get more engagement and drive more traffic with your Facebook videos
  • why silent autoplay can see your videos either soar or flop
  • what you absolutely must do if you want your Facebook video ads to be watched
  • Best practices for Facebook video creative
  • Inspiring online video ad creative
  • 20 ways that brands can make the most out of Facebook video
  • 10 quick wins for getting started fast with Facebook Video

Lesson Three: Live Video with Facebook Live, Periscope, Meerkat, Blab, YouTube

Live video has come from nowhere to represent a major development in online marketing. In Lesson Three we examine the key providers of live video services and show you how you can determine whether live video will meet your promotional needs.

We also cover:

  • Facebook’s new Live Video API (so that more and more devices can send live feeds to Facebook)
  • The surprising benefits of using live video within Facebook groups
  • what you should and shouldn’t do with live video
  • how marketers have already been using live video (examples and inspirations)
  • What YouTube is doing in response
  • Should you choose landscape or portrait mode for your videos?

Lesson Four: Video Tips, Techniques & Tools

We close out the course by considering some of the tools and techniques you should use for your online video marketing.

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)

TIMING

This course begins on Monday 07 August, 2017.

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INVESTMENT

This four-part online training course is available for $397 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $297+GST for bookings received by Monday 31 July, 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:

https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=2VZ8UHUGZLY7E

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings [at[ socialmedia.org.nz 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 your online training course.

If you have any questions, or would like more information, please email us at the address above.

Outstanding Facebook Engagement: Eco Wanaka Adventures

Hats off to Eco Wanaka Adventures for their outstanding Facebook performance last week, when this dazzling post achieved 377% Engagement (compared with last week’s average of 0.55% Engagement across all 23,860 NZ Facebook pages we monitor).

This was the post that attracted all the attention:

eco-wanaka

The post attracted 6,600 reactions, 12 comments and 109 shares, more than enough to propel it into its preeminent position as perhaps the most engaging NZ post of the year so far.

Why Was This Facebook Post So Engaging?

Let’s face it, the photos are drop-dead amazing, so that helps.

Note the collection of hashtags, mostly themed around the Hobbit and Middle Earth.

Also, in our view, a certain amount of paid promotion was involved.

How Do You Make Your Facebook Posts Engaging?

You might like to check out our online course on the topic:

Creating Effective Facebook Posts

How To Create Effective Facebook Posts

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

So we’ve created a four-part online training course that tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

This short course covers:

Lesson One: The Changing Facebook Environment

Why do you need to change the way that you do business on Facebook? In this lesson we examine Facebook’s changes over the last several years and why they have direct implications for marketers.

We explore why those changes are actually good news.

We review Facebook’s latest guidelines for business pages.

And we learn what a 90-year-old book can teach us about effective social media posts.

Lesson Two: Best Practices for Facebook Posts

What exactly should you be talking about on Facebook? In this lesson we discuss best practices and share compelling examples of effective Facebook posts.

We examine the most engaging Facebook posts and discuss ideal lengths and formats.

We talk about Last Actor Engagement and what that means to you.

And we recommend how to shape effective Facebook posts.

Lesson Three: Viral Success Secrets

What really works on Facebook? We spell out the characteristics of successful Facebook posts. We identify 20 different posting formats that get noticed and get shared.

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

  • 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.

Lesson Four: Facebook Video

Did you know that Facebook loves live video – and gives it top priority when it comes to sharing?

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”. Facebook has been working hard in 2016 to cement that vision, especially in the areas of live video and VR.

In this lesson, we discuss exactly what you need to know about Facebook video, including:

  • How much more likely people are to watch live video on Facebook (compared to video which is not live)
  • The dramatically-increased performance of Facebook video posts compared with photo posts
  • Why live video matters to marketers
  • The perceived benefits (and barriers) of live-streaming video and how live streaming is currently being used by businesses
  • Ten effective ways in which live video can be used by marketers
  • Success secrets of online video – including the exploding watermelon video that reached more than 10 million people
  • The key steps you need to take to ensure you are making effective use of Facebook Live

WHAT TO EXPECT FROM THIS COURSE

By the end of this course you will know how to create the most effective Facebook posts for your organisation.

TIMING

This course begins on Wednesday 09 August, 2017.

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INVESTMENT

This four-part online training course is available for $397 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $297+GST for bookings received by Wednesday 02 August, 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 your online training course.

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

MORE FACEBOOK TRAINING OPTIONS

Alternatively, if you feel you need more comprehensive Facebook training, check out these two courses:

Facebook Accelerator Programme
fba-banner

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

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

The Complete Facebook Marketing Course
completefb-banner

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

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

Snapchat Adopts Circular Video

Snapchat adopts circular video

#3 OF SEVEN THINGS YOU SHOULD KNOW ABOUT SOCIAL MEDIA MARKETING IN 2017: SNAPCHAT CIRCULAR VIDEO

Snapchat is making sunglasses now. US$130 pairs of glasses with a camera inside, which takes ten-second video snaps of the world.

The clips can then be uploaded to Snapchat via an iPhone or Android phone paired through Bluetooth or Wi-Fi. Place the spectacles in the included case to recharge, AirPods-style.

Built into every pair of Snapchat Spectacles is a video camera with a 115-degree field of view. That’s almost exactly the same perspective you see with the human eye, and it gives the glasses the ability to capture circular video.

The benefit of this is that no matter what kind of device you play those snaps back on, you see them in full screen in any orientation. So you can turn your smartphone or tablet midway through, and the video automatically adjusts to provide a full screen image.

snapchat-circular-video

Want to know more about Social Media Marketing in 2017? Check out our online training courses — right now you can SAVE $100 on any course with our Early Bird Rates

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

SOCIAL MEDIA MARKETING COURSES

Social Media Marketing Essentials

Social Media Marketing Essentials

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

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

 

Advanced Social Media Marketing course
advanced-banner-large

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

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

Facebook Accelerator Programme
fba-banner

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

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

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

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

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

The Complete Facebook Marketing Course
completefb-banner

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

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

How to Prepare an Effective Social Media Brief
brief-banner

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

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

How to Use LinkedIn Effectively – For Your Business And Your Career
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.

How To Create Effective Facebook Posts

Creating Effective Facebook Posts

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

So we’ve created a four-part online training course for New Zealand organisations that tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

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

ONLINE VIDEO MARKETING COURSE

Online Video Marketing - Short Course

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

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

So let’s cut to the chase.

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

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

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

 

ECOMMERCE COURSES

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

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

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

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

MOBILE MARKETING

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

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