L-R Michael Byrnes (Clayton Utz), The Hon. Patricia Forsythe (Sydney Business Chamber), Yianni Konstantopoulos (GMD Social@Ogilvy), Mathew Jones (MD Parker & Partners) at the Sydney Business Chamber Corporate Affairs lunch in Sydney on 12th September.
During the lunch we heard from Yianni Konstantopoulos on how companies are leveraging social media to better engage consumers, build brand advocacy among their most empassioned audiences, and find trigger points and social moments to really drive sales. Yianni shared with the group an overview of how some of the world’s most progressive firms are leveraging digital technology and tactics to understand as close to real time how their brands are performing, but also outlined a number of tactical things that even the most conservative organisations could do to dip their toes into the social media landscape. Above all, Yianni stressed that social media can no longer be seen as a campaign by campaign add on, but something that organisations need to commit to see results.
Ogilvy Public Relations is a proud and long-time sponsor of the lunch series, which invites speakers from a broad range of fields and backgrounds to address an audience of corporate affairs professionals from Australia’s largest and only truly global city.
Ogilvy Public Relations Australia works with its partner agencies across the region on behalf of international and Australian organisations looking to undertake cross-border activity that requires communications, public affairs and public relations support. For more information about our work in Australia and Asia please contact David Bell or Mat Jones on 02 8281 3200.
In the recent edition of Boss Magazine in the AFR an article entitled ‘How to avoid social media death’ explored the reticence behind social media adoption and provided a few handy tips on getting started and mastering the art of social communication in the digital age.
According to the article, only four of the top 100 ASX listed companies had CEO or MDs who had an active Twitter presence – News Corp’s Rupert Murdoch, Wesfarmer’s Richard Goyder, Bank of Queensland’s Stuart Grimshaw and Atlas Iron’s Ken Brinsden.
As the article rightly points out, social media isn’t just about brand awareness stating that “those who get involved in Twitter and other social media will reap intangible but real benefits from being closer to their customers base and ahead of the curve on emerging trends. They will also have the chance to elevate their personal brand and their company’s reputation by displaying a human face”.
So, why such unwillingness amongst Australia’s key business decision makers? The single biggest obstacle for executives looking to become more socially savvy is having the appropriate social media knowledge, time or technical skills. Too often executives will simply put social media in the too hard basket – “it’s not for me”, “there isn’t any value in it”, “I just don’t have the time to tweet”, “people don’t want to know when I’m brushing my teeth”.
A degree of reluctance is understandable. Social media is not the easiest medium to understand not least of all because of constant state of change, new and emerging tools and the omnipresent risk of doing significant organisational and personal brand damage.
As a Queensland recruiting executive recently found out, it is very difficult to divorce a personal account from your professional career. The recruiter posted abusive messages on Twitter directed at radio personality Wendy Harmer. The executive was forced to publicly apologise and his online ‘spat’ resulted in news coverage across a variety of online outlets.
Through knowledge sharing, training and a companywide adoption, CEOs can ingrain social media into their everyday business thinking and activities.
Social media training should be a mandatory requirement for executives and senior management. It does not necessarily need to be a precursor to establishing a presence but at the very least it will give those who are charged with critical decision making the basic knowledge on how social media can affect a business from sales to thought leadership and everything in between.
Those executives who have mastered the art of social media communication have usually undertaken some form of training or digital eminence course.
Executives can undertake a simple three pronged approach to better understand and utilise social media tools:
- Understand the landscape – who is your audience, where are they and what are they saying
- Create content that is relevant to the audience – what insight can I provide that will add value to the audience and properly reflect my business and position
- Begin to engage with the audience through informed and friendly dialogue, providing personal experience and business insight
Social media is not the natural domain of Australia’s business elite. But those who master it sooner, undertake the necessary training and seek to readily engage with the community, will quickly find a competitive advantage and some very addictive tools!
By Thomas Tudehope social@ogilvy
SYDNEY, February 4, 2013 – Ogilvy Public Relations (Ogilvy PR) today announced the launch of a new global digital influence service called Digital Influence for B2B, designed to help business-to-business (B2B) companies adapt to the changes that have occurred in how B2B buyers are seeking information and opinions of others when considering a purchase.
The new service for driving awareness and sales consideration is led by an integrated, global team of specialists including:
- B2B communications experts
- Social media experts
- Sales enablement experts
“B2B companies, especially B2B technology companies, are inherently sales-driven organisations. Social media has undeniably changed the B2B buying process as much as it has impacted the B2C process,” said Graham White, Managing Director of Howorth, the Australian technology specialist agency at Ogilvy PR.
“Globally, we saw a need to evolve and expand our existing B2B social media efforts into an integrated offering that reflects today’s B2B buyer behaviors and puts brands in the best possible position to be considered at a variety of touch-points along the customer journey.”
The Digital Influence for B2B buyer journey-based service launches with six solutions:
- Content driven thought leadership
- Search and content optimisation
- Socially enabled sales force
- Community marketing
- Influencer engagement and activation
- Social product marketing
“We know that B2B buyers are seeking information, opinions and the experiences of others before they initiate contact with sales teams. With today’s B2B buyer journey it is critical that communications, sales and marketing come together and use innovative social practices to build profitable customer relationships,” said John Bell, Global Managing Director, Social@Ogilvy. “With our new, integrated B2B social communications team, we have methods and tools to effectively connect socially-enabled communications with meaningful sales-related goals.”
The new offering is firmly grounded in the B2B customer journey, and an appreciation of how it has changed with the advancement of digital communications and social media. One dramatic change for sales organisations is that the average B2B IT buyer needs to consume five pieces of content before they are ready to speak to sales. (source: IDG Enterprise Customer Engagement Research, 2012). This speaks to the critical nature of quality content that is optimised for organic search.
In addition, 82 per cent of B2B technology decision makers say colleagues within their organisation influence their purchase decision-making process. (source: Forrester Research, Inc., 2011 Social Technographics for Business Technology Buyers, October 2011). This highlights an untapped opportunity for many B2B organisations to expand development of advocacy programs in social media to share the opinions of employees, customers and partners.
The interdisciplinary team includes Ogilvy PR’s technology agency, Howorth, Social@Ogilvy and OgilvyOne. The team’s combined experience provides clients with unmatched understanding of the roles that content, customer sentiment and endorsement, and channel uniquely play within B2B environments.
Ogilvy’s Digital Influence for B2B service is unique and valuable to clients because it offers:
- The Social Media Engagement Approach refined by Social@Ogilvy over the last eight years.
- A Deep Understanding of the Unique B2B Marketing and SalesEnvironment honed over 25 years of work in B2B across Ogilvy PR’s Technology Practice, Howorth and OgilvyOne.
- A Global Network of Social and B2B Expertise with Ogilvy PR and Social@Ogilvy professionals.
- A Content Strategy to align marketing and sales content with customer needs along the buyer journey.
Ogilvy PR is a joint venture between WPP and STW Group, Australia’s leading marketing content and communications service group.
For further information, please contact:
Rebecca Tilly, STW PR on 0410 501 043
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 offices across six continents. In 2011, Ogilvy won more Cannes PR Lions than any other agency worldwide, was named Global Digital/Social Consultancy of the Year by the Holmes Report, won Specialist Agency of the Year in Asia Pacific (Campaign Asia), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fourth time in five years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. For more information, visit our Web site at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
Not long ago, a research report from Forrester made headlines when it claimed that less than 1% of online transactions reviewed in the study could be traced to a specific social media post. Despite all the hype, the report concluded, social media was failing to generate any results, and businesses were being lured by the bright lights and shiny new platforms only to end up empty handed.
So I suppose I should pack up my things and leave my pass and snake oil certificate with reception?
Well, maybe not just yet.
As my colleagues in the US have identified, there is much more to social media than getting people to click through to buy from a single post. As they correctly identified, the report from Forrester was based on 30 days’ worth of data – not much when you consider that 2.5 quintillion (two and a half billion billion, or 25 followed by 17 zeros…) bytes of data are created every day – which presents two problems in my eyes, and two core principles behind business success in social media that this report fails to address.
Firstly, social media is not a 30-day campaign, or a 60-day one for that matter. Social media requires a long-term view and commitment to develop tangible results. There is no switch to flick which will lead to instant business success. Unfortunately it’s not just Forrester that is critical of the short-term pipeline issue around social media, with many Australian businesses adopting the perception that a Facebook page will result in increased revenue. Why? Will having a website without a clear strategy and mapped user journey lead more people to buy your product?
We need to move our thinking away from ‘what can I get from social media?’ to ‘what potential can I unlock by integrating social media as part of my broader communications and business activities?’ and we are starting to mature in our approach. This attitude is beginning to shift, with marketers locally beginning to understand the importance of developing a relationship before earning the opportunity to sell to customers. In fact, a recent report from iStrategy revealed almost 50% of marketers have ‘engagement only targets’ for social media, while one in five had already implemented ROI targets for their businesses. For me, this indicates that marketers are still struggling to pin down the exact measures for their social media activities, but it also suggests there is work to be done in developing a clear understanding of customers’ needs and how to use social media channels to engage them.
For Aveeno Australia, the brand was looking to drive awareness of a new product launch while also activating brand ambassadors and driving word-of-mouth around its product suite. It understood its customers and prospective customers, knowing there was a disconnect between awareness and consideration. However, once the product was tested, customers were convinced and converted to using the product. Based on this insight, Aveeno developed a campaign targeting Facebook users to drive consideration and purchase, seeing a 7% increase in sales as a result of the campaign. While the sales increase was welcomed, the CRM benefits of capturing an audience of potential advocates to engage with around future product launches and brand activities was a valuable secondary outcome.
Secondly, social media requires investment in building and nurturing relationships, understanding stakeholder needs and meeting them wherever possible. You may not produce an instant sale or conversion, but you will develop stronger ties to those with whom you will do future business, both in the B2C and B2B environments. Social media provides the opportunity for businesses to connect with people where previously impossible. While your enewsletter or direct mailer may not make it past the trash, engaging in conversation via a LinkedIn Group with your target audience affords you the opportunity to showcase expertise and value with an audience where no formal working relationships previously existed.
One of the best examples of this investment in relationships comes from American Express who, through its OPEN Forum online community, provides a unique value proposition to small businesses online. Rather than trying to generate immediate sales, Amex has developed a collaborative forum offering advice and insight to SMBs, providing them with the tools and expertise to do their jobs more effectively. Far from being a one-trick pony, this community engagers influencers, showcases real business success stories, ties in offline campaigns (like the Small Business Saturday movement), and ultimately directs users to Amex products and experts for conversion. I wouldn’t be surprised if there was a comprehensive social media listening and monitoring process ticking away in the background as well. This concerted effort to have a conversation with stakeholders rather than push product ensures Amex better understands their needs and provides an enhance service as a result.
Ultimately, if the only value social media provides for business is driving less than one per cent of sales, I expect corporate investment will rapidly taper off and companies like LinkedIn and Facebook should probably start jettisoning stock immediately. But if businesses use social media channels to develop a clear understanding of (and engagement with) their customers, choose the environments or platforms they are active in, communicate via compelling and engaging content, and create a sound social strategy based on listening to customer needs and wants, there is no reason why they can’t drive not only sales but valuable, lasting business relationships.
Published 26 October, 2012, in Marketing Magazine
By Roger Christie.
Friday June 29, 2012, will mark the day that LinkedIn and Twitter decided that they are just not right for each other. After a three year relationship starting in 2009, direct integration between the two platforms has ended.
The relationship remains on friendly terms with Twitter users still able to tweet through LinkedIn via the optional ‘Share’ button. The way I see it, LinkedIn is just too mature for typical Twitter content and the younger platform has stated that it wants some space from websites and apps “that mimic or reproduce the mainstream Twitter consumer client experience”. Twitter has announced that new guidelines will be introduced over the coming weeks and they will begin to more thoroughly enforce their developer rules of the road, in relation to Twitters API. Will you be keeping an eye out to see which apps will be on the chopping block?
I believe that Twitter now wants users to read and use Twitter via its own platform, not on third party apps and sites using its API. This is possibly due to that fact that Twitter makes most of its revenue from mobile ads. Twitter also has some 500 million users compared to LinkedIn’s 150 million, who are also most likely on Twitter, which begs the question – do they really need LinkedIn?
Has Twitter simply decided to focus their efforts on someone else more suited to their needs? Twitter continues to increase its Facebook integration with better hash-tag, picture and user name support which was introduced just over a month ago. Twitter “needs” Facebook, the cooler, bigger platform, with over 1 billion active users. Twitter is still utilising the lead generation from Facebook to create awareness of its brand through connected tweets and posts, which have the potential to be seen by half a billion more people.
It seems as though Twitter does not want LinkedIn anymore, maybe it was LinkedIn’s ‘slip up’ where up to 161 million users keys were stolen by hackers, but is this the wisest choice for Twitter? The social skinny points out that every second, two new users join LinkedIn, and that 49% of users have an income over $100,000, cha ching!
As Twitter grows over the coming years, will we see it dump other connections like the new Amex integration program? Perhaps we will see Twitter emerge from the shadows of Facebook where it simply buys its integrated connections if it feels a slight threat *cough* Instagram. Although Twitter wishes to remain pure to its online user experience perhaps removing a relationship with a company which is fast growing after just a short three years will see a missed opportunity of user growth surpass them.
Joel West is a third year public relations and marketing student at the University of Wollongong, currently completing an internship with Social@Ogilvy.
By Joel West.
Social media historically has been the method in which a customer can forge a relationship with a brand. Since it’s inception as a popular customer service channel, brands have been under increased scrutiny with their products, how they deal with customers and whether or not they trade in an ethical manner. It’s interesting then, to note that we’re witnessing a reversal. The uptake so far has not been huge, however we’re seeing brands begin to push back on their customers. The largest footstep in this direction has recently been from the popular American cookie brand Oreo.
Oreo boast one of the largest Facebook communities in existence with nearly 27 million fans. That’s a lot of fans to be worrying about; it’s a lot of fans to be worrying about if you loved each and every one of your fans equally.
Let’s change tack for a second and think about that. Are all Facebook fans and Twitter followers created equal? Or, for that matter, are customers in general always right, especially when it comes to complaints and customer service related issues on Twitter?
Recently, a colleague of mine mentioned that her mother was currently going through some issues with an Australian bank. The advice was to immediately set up a Twitter account and tweet the bank in order to progress her complaint. Her mother did and her complaint was escalated and was hurriedly resolved.
But, doesn’t this reveal something behind the mindset of customers who simply wish to get something out of a brand? The public nature of social media offers great power to honest customers, and in some instances, more to the dishonest. The spotlight can be shone easily on a disgruntled customer’s issue, and brands – tending to get nervous in the spotlight – tend to back down and shrink away.
I’m aware that all I’ve done is ask questions of you so far, but think of them as rhetorical. We now return to Oreo. Oreo took the big step of posting a rainbow centred Oreo onto their Facebook page and boldly captioned it ‘Pride’. With Barack Obama recently coming out (if you’ll excuse a pun) in support of gay marriage, it seemed only a matter of time that a brand with similar social clout did the same.
But what does this mean for them? This means that they can take back some power. An update such as that allows the brand to see the quality of the fans that are attached to them. Oreo clearly want fans who are open to gay marriage, who aren’t homophobic and aren’t afraid of sexual alternatives. They don’t want to associate with people who have a bigoted attitude toward same-sex relationships, and, as a brand they don’t want to sell their products to people who do.
The update received 207,824 likes, 62,670 shares, 32,729 comments and their Facebook Wall was flooded with well wishers and thanks from existing and new fans alike; many having joined the page simply to thank Oreo for having the courage (as a highly visible brand in social media) to make the statement.
As for those who don’t align themselves with Oreo’s latest statement on gay pride, the update likely resulted in a percentage of fans ‘unliking’ their page. And yet, I believe that’s exactly what they wanted.
By Koby Geddes.
One Direction’s recent Australian tour turned into a social media phenomenon, especially for tweens on Twitter – who took to Twitter in droves, professing their unending “advocacy” for the band throughout the month of April.
The traffic on Twitter was huge and it became patently obvious… Tweens love Twitter …and this presents a great opportunity for youth marketers.
An analysis of data drawn form social media monitoring tool, Radian6, clearly showed the impact on social media of One Direction’s Australian tour. In one short month, here’s what happened:
- There were 2,061,902 mentions of One Direction (full list of keywords used for this research below)
- Of these, 2,059,822 occurred on Twitter (99.9% of all conversations)
- These Twitter mentions achieved 1,557,446,086 Twitter impressions (yes – 1.5 billion impressions)
While a total reach of 1.5 billion on Twitter is surprising, it is perhaps less startling that roughly 50,000 tweets about One Direction also contained the acronym “OMG”.
What’s more, Tweens are uber content creators. A closer look at Radian6 revealed that 61% of all of conversations were by users under the age of 20 – meaning they were responsible for 1.2 million mentions of One Direction.
When Tweens are on Twitter, they’re really, really active. In the past, we often talk about how the user demographic of Twitter skews older (53% of Australian Twitter users are aged between 35 – 53 years of age). The “One Direction” phenomenon then raises an interesting question – so if only 17% of Australian Twitter users are under the age of 18 (Source: SocialMediaNews.com.au), how could there have been so much conversation from them on the micromedia platform? Just a year and a half ago, US headlines read that youth “prefer Facebook to blogging, Twitter”. How times have changed!
So what exactly does this mean? It’s a great opportunity for youth marketers – with young users (and tweenage #1Directioners) obviously becoming increasingly active on Twitter, it’s prime time for brands to think about what they will do to engage with these users. What kind of content will they produce? Who will they build partnerships with? And how will it be different?
Some businesses have already cottoned on to this. Two of the most popular hashtags that co-occurred with mentions of One Direction in Australia were Channel Nine’s #TheVoiceAU and Nova’s #SmallzysSurgery. Both were Twitter hashtags that achieved some decent reach by talking about and partnering with One Direction – makes you wonder about the potential of branded content.
And more importantly, will regulations need to be put in place for Twitter in line with the Code for Advertising and Marketing Communications for Children? Facebook has a minimum required age of 13, and there is currently no age requirement to be a member of the platform.
For perspective, there are 22,328,800 people currently living in Australia (a 2010 statistic by the World Bank), 5.7 million Australians under 20 years of age and 1.1 million Australians are on Twitter. That means, in April:
- If you take the number of cumulative Twitter impressions achieved, divided by the entire Australian population, mentions of One Direction would have reached every individual Australian seventy times.
- If you take the number of cumulative Twitter impressions achieved, divided by the entire Australian population under 20 years of age, mentions of One Direction would have reached each individual 273 times.
- If you divide the number of cumulative Twitter impressions achieved, divided by the number of Australians on Twitter, mentions of One Direction would have reached every Australian on Twitter a total of 1,416 times. One thousand, four hundred and sixteen times. Each.
You have to wonder if this means that with all the changes to Facebook, are younger users getting tired of worrying about privacy settings and moving to Twitter? Maybe, but it’s interesting to see how a previously overlooked audience is increasing in size and conversation on Twitter.
So what does this all mean? No one can profess to have all the answers, but as the impact of One Direction’s Australian tour indicates, we have seen an emerging class of Twitter uber content creators, and marketers will have to think about what their progression across multiple social media platforms means for them.
I say…let’s not ‘watch this space’; the smart marketers among us are already engaging with these users and considering their next Twitter strategy.
By Greg Tan.
Q1: Apart from advertsing, what do you think is the best way of increasing fans?
A: Using a structured approach for engagement with conversation calendars that tie into your event calendar and competitions. During these periods you will find a higher engagement with the brand and more opportunities to drive traffic to your community. Additionally cross promotion from other social platforms such as Twitter and YouTube channels can drive more fans to your Facebook page. Have a look through a previous webinar we hosted on “Facebook for Business” which outlines some ways in which you can increase fans through non-paid means.
Q2: How often should we change the cover photo?
A: I think there are two things involved in getting the cover photo right. One is to change it when you are changing the “big story” that you’re telling via your Timeline. That could mean quarterly, or monthly or somewhere in between. Secondly, if you have a large community and lots of brand activity happening throughout the year, you might consider changing things up on a weekly basis – again mapping to the story you’re looking to tell through the Facebook page. Tourism Australia’s Facebook Page was featuring a fan photo of the week, so that’s a great example. I wouldn’t recommend changing it more frequently than once a week, however.
Q3: What’s your feedback on the app? As the comments on the app store are not very positive.
A: We’ve recently tested the app on a few brand pages and it works quite well. It’s a great tool to be engaging on the go, however it shouldn’t be viewed as an outright replacement for web-based Community Management. You can download the Facebook Page Manager app from itunes.
Q4: Any info on how many brands on average a user will engage with on FB on a regular basis?
A: Whilst there’s no info on how many brands a fan regularly engages with, an Infographic from Kiss metrics shows FB users are, on average, connected to 80 community page, groups and events. That’s a lot of clutter to cut through, making it essential to go the extra mile and be really compelling with the content you share. Take a look at the Kiss Metrics Infographic.
Q5: Hi, I was just wondering why some posts can rise above newer posts on the timeline if they run in chronological order? Thank you Verity #FBTL
A: All posts in Timeline will be placed in chronological order, with the except of pinned posts, which will remain at the top of the Timeline for up to 7 days.
Q6: Do you think the introduction of the compulsory timeline is a bit too intrusive for individual users?
A: It has always been Facebook’s way to ensure that all users are accessing the same platform when it comes to both news feed and personal pages. Facebook are typically quite accommodating by offering lengthy ‘trial periods’ where users are told of the upcoming changes, and given the option to change to the latest version when they feel comfortable. Ultimately it is a choice to be on Facebook and Timeline can be utilised as much or as little as users feel comfortable.
Q7: Can you think of any brands that have executed successful competitions using the new FBTL format?
A: There’s a great case study on Red Bull who launched a great scavenger hunt and worked well to stay within FB Guidelines to create a really compelling experience and contest for their fans and new visitors. Check out the Red Bull Case Study.
Q8: How useful is Timeline in f-commerce?
A: F-Commerce is definitely an emerging trend and something that marketers need to understand to determine if it fits their overall sales strategy moving forward. The social proof of your Facebook connections ‘liking’ and purchasing products via Facebook can have strong benefits in generating positive word-of-mouth for brands.
Q9: More on copyright – can you use google images on the feed as part of a post?
A: We would recommend against using Google images in your posts. Try to use sites such as Flickr where you can search for images that have Creative Commons licensing selected by the image owner. These are images you can use freely. Additionally, sites such as Getty Images have huge archives of either free or fairly cheap images. The best advice is to approach the image owner to state your desired use for their image to see if you can gain their permission for use.
Q11: The 90 piece of content on facebook seems high – is this all new content?
A: This stat was reported on by Facebook itself. There’s a great infographic from kiss Metrics that shows this and many other great stats here.
Q12: Is the size of the profile picture adjustable?
A: No, the display size is 180 x 180. For this reason, it’s recommended that you make it as recognisable to fans to make your posts stand out in their news feeds. If you need more detailed information about the specs of the cover photo and an explanation of the other elements of the new Timeline layout, Facebook has a great Facebook Pages Guide (pdf).
Q13: How will it work…reach generator. Is it part of the facebook ad structure?
A: Facebook Reach Generator is a new ad product from Facebook designed to get your updates out to more of your fans. Reach Generator is not yet available here in Australia and will be available only to pages with more than 50,000 fans.
Q14: Hi. When I post on the timeline of my business page it doesn’t appear in the newsfeed of my business page, but it does appear in the newsfeed of my profile page. do you know why? thanks
A: As a community manager, you have access to two versions of Facebook – one as you, one as the business. If you are posting on your business page and using Facebook as the business, you will only see newsfeed content from the pages your business likes. When you post as the business, and you go to the business newsfeed, the content you see there will be from other pages.
Q15: if you are a community organization – without a budget- so cannot afford the ‘reach generator’ – if a key post will only rech 16% of your audience, should you post it more than once?
A: No, we would not recommend posting the same thing multiple times during the day. The key to success is to know when your fans are most active on the Facebook page and to time your posts accordingly. Also, keep in mind that the 16 percent is an industry average, so it might be that your Facebook updates will reach more people. Jeff Bullas wrote a great post that included a tip around the best time to post on Facebook.
Q16: Hi there – can you pin more than one post per week?
A: Yes, you can change the pinned post as often as you like. There can only be one pinned post at a time, and after 7 days it will effectively ‘expire’ with the next post taking the place at the top of the news feed.
Q17: We post 5 messages accompanied with 5 images per day – is that too much?
A: In general, we believe that “everyday engagement” is what is needed in order to cultivate an active and engaged fan community. So that means, in most cases, posting at least once per day. From our experience, we have observed that more than two posts per day begins to have a negative impact on the community – you may begin to see people unlike the Page if you post too frequently. However, if you have a large community of over 100,000 “likes” you could look at geo-targeting your posts so that fans in only certain areas see the customised posts… in which case posting five geo-targeted updates reaching different people per day might be OK!
Q18: I wondered how I can add apps that are not just notes, events and videos… I’m interested in Competitions and additional info but couldn’t see how.
A: There are a range of 3rd party app suppliers that can do the above, and they range from free to quite expensive enterprise level offerings. You’ll have to do some digging to find out what works for you and the budget you have, but Buddy Media, Involver and Wildfire are great places to start, and Short Stack is a free one that might be handy. We also through our partners at DTDigital can develop custom contest apps for Facebook pages. You do get what you pay for!
Q19: Apart from advertsing, what do you think is the best way of increasing fans?
A: A solid content strategy. Engaging updates. Leveraging influencer engagement. Rewarding existing fans. Encouraging them to share the page to their own networks with incentives. Increasing awareness of social media channels on other assets e.g. websites, offline marketing material. The question is – why do you want to increase your fans? Once you have that rationale in mind, it’ll be easier to create a targeted, qualitative strategy rather than just growing the fan base for numbers’ sake.
Q20: As most people use Facebook on their phone these days, do you think that some of the energy creating engaging content is lost?
A: No. As CMs it’s thus now our opportunity to understand the mobile consumption of social media content because it’s only going to grow.
Q21: Most businesses haven’t been around for 100 years. Can you show some examples of young businesses using milestones effectively?
A: Spotify’s Facebook page and the history of music. Check out the Spotify Timeline.
Q22: When you highlight key content, it only changes how it appears on your page, not how it appears in your fan’s newsfeeds – is that right?
A: Yes – but you can then turn it into an ad if you want.
Q23: Hi guys, will the recording of this webinar be available for download?
A: Sure will be! You can download a copy of the presentation deck here on the Social@Ogilvy Australia Slideshare account. And you can view a recorded version of the Facebook Timeline Hidden Implications webinar here, thanks to GoToMeeting which powered the webinar.
Q24: Hi, wondering what the pros/cons are of having number of likes as one of 4 apps displayed?
A: It depends on what you’ve got available on the page in terms of the other apps. Most brands use the “number of likes” on the page for bragging rights – and to be fair, it’s an indicator of success that there are lots of people that like the page, because it means that there’s value in being a fan. That said, if you’ve got an app or campaign running that you’re trying to push your fans towards, you should probably give that precedence over the “number of fans” app.
Q25: For those tabs, any idea when custom tabs will be viewable on tablets and mobile?
A: That’s a question for Facebook, unfortunately! That said, we’ve been assured that it’s in the pipeline.
Q26: Confused if can still set up a welcome page for sign ups. If not, what’s the best alternative for timeline?
A: With the new Facebook timeline, you are no longer able to provide a “Welcome tab” that fan-gates content on the page. All users, whether or not they’re fans on the page, will arrive on to your brand page on the main timeline. That said, there’s a great opportunity for Timeline here in the sense that you can still “fangate” quality content or competitions, which makes brands think about creating quality content – but remember that you are not allowed to use a Facebook “Like” as the sole entry mechanic for Facebook competitions! You should check out the Facebook Promotions Guidelines.
Q27: Re cover page: Can you have keywords re your business?
A: You can have keywords, but they can’t be calls to action, or be about promotional activity – more details are available by Facebook Promotion Guidelines.
Q28: Wouldn’t you think the LV cover photo is a call to action which is against the new rules?
A: It’s a tenuous line, but it’s not strictly a “call to action’ because it’s not asking users to do anything. It’s simply letting them know that events were going to be taking place. You can read more about what’s allowed in cover images here.
Q29: Can you recommend a piece of software for pre-programming Facebook posts?
A: Hootsuite is a great free tool, but you should have a look at the other 3rd party tools available – as it really depends on your needs. Buddy Media is another great (paid) tool to consider!
Q30: Are you able to add a photo when you ask a question on your timeline through the event/milestone/question area?
A: You can for events (once you actually create the event, you can change the event photo after you create it). You can also definitely use photos for milestones. For questions, you won’t be able to use a photo for the official “Question” tool, but if you want to, you can post a regular status update asking a question, and insert a photo then. We’d recommend being clear and concise about the possible answers though, i.e. “Which do you prefer, apples or oranges?”
Q31: Have you heard of plans from FB that will allow brand admin features to be accessed on iphone/ipad FB app??
A: Yes – there is an app called ‘Facebook Pages Manager’ which allows admins to manage pages on their mobile device.
Q32: Hi There…I’ve done this but why can you only ‘pin’ once…I tried to do it a second time for a month-long promotion and it stayed in its original position. Thanks!
A: You can only pin posts for 7 days at a time, and once the 7 days pass, you’ll have to re-pin your post to the top of the page. Also, you’re only able to pin one post to the top of the page at a time.
Q33: should the profile pic change just as often as the cover photo?
A: While that’s really up to you, we’d recommend against it – the cover photo is meant to let you and your brand be creative and provides some “colour” to your Facebook page. Your profile picture tends to be more directly reflective of your brand, which is why they’re often logos. That said, you can consider changing the background of the display picture to match your cover photo (rather than having a plain white background behind your logo)! Check out Qantas’, which is a good example.
Q34: Do you have to pay for conversation calendar? Where do we find it?
A: The creation of conversation calendars is a service that we provide here at Ogilvy, and we’d be more than happy to help you out. That said, you should be able to create a conversation calendar by keeping in mind what’s going on in your industry and region, as well as what’s going on I your regular marketing calendar.
Q35: where do we find out more about the rules and restrictions using a facebook page to ensure we aren’t shutdown?
A: You should be able to find most of the information you’ll need here.
Q36: Why wouldn’t these creative efforts be put towards a brand’s own website? What is the benefit to putting all this creative time into Facebook versus a tailored and credible site?
A: Brands should definitely put a similar amount of creative effort into their own website, but it’s probably come to a point in the conversation now where it’s not an either/or question. The reason why brands are on Facebook is because that’s where the people – their customers – are, and it’s a great opportunity to provide another immersive brand touchpoint with fans and advocates of the brand and interact and continue to build the relationship with the brand and company.
Q37: Do updates with previous dates come up in current news feeds when they are posted? Or do they just get posted into the timeline without going into fans feeds, to be seen by readers viewing back in your timeline?
A: Milestones do not post to the News Feed, only to your page’s Timeline. You can, however, “Pin to Top” a Milestone, if you like.
Q38: Can we have contact details in the profile pic (125×125) square? I work at an automotive dealer and can’t have two sets of locations in my “About” section, so I have these details in the profile pic.
A: The profile pic at 125×125 is very small, and it probably wouldn’t look very good to have both your logo as well as contact details in that small square. Would it be possible to include both address details in your “about” section and say at the top of the “About” section that you have two locations, one in X and one in Y? Users will then know that the address in “Location” is for only one of your locations.
Q39: Would it be against the cover photo rules to add an arrow pointing at the ‘Like’ button (assuming you didn’t make any reference to it in text)?
A: It’s a tenuous line, but probably not. That said, Facebook intended the cover photo to enable brands to have more control over using their Facebook brand pages as part of a larger brand narrative, moving the purpose and conversation away from merely generating “Likes”. Would recommend having a look at something of the examples we highlighted during the webinar as best practice and brainstorm similar ideas, rather than going with simply encouraging users to Like the page. You should also be asking yourself what you’re trying to get out of the fans on the page, and using the answer to that question to inform a broader content strategy – it isn’t always about quantity!
Q40: Are there any initiatives as part of the new timeline feature that will help brands?
A: Completely understand where you’re coming from, but that’s a question many have asked. The reach generator was created for large brands with large fan following to reach more of their fanbase – but Facebook’s regular advertising model has still proven immensely helpful for follower acquisition, especially when it’s centred around a campaign or competition, or other compelling incentive.
Q41: While the ‘important dates in history’ is a nice feature of timeline, is there any evidence to suggest that fans actually have a look at this information or get any benfit from it?
A: Because the “important dates in history” functionality is so new, there hasn’t been a whole lot of research or data as yet that shows actual industry averages. That said, it’s sure to vary from industry-to-industry. Realistically, the historical timeline will not be something that all your fans will spend the time to look through, but is a fantastic opportunity to create an immersive brand experience for the true brand advocates that you have on your page to have a better understanding – and build a stronger relationship with – your brand.
Q42: reach generator – how does this work? Are brands paying to mees with my feed?
A: Reach generator is a tool that Facebook has created for brand pages with more than 50,000 fans and who post more than 7 times a week. Facebook has a great Reach Generator Guide, which is worth checking out. These brands aren’t messing with your feed, they’re trying to increase the volume of engagement that they have with their existing fanbase, and you’ll only see it if you already “like” the brand page. As a consumer and user of Facebook, you ultimately make the decisions over the types of branded content you see on your news feed – and it keeps brands and organisations on their toes to make sure that they deliver the best quality content they can to their fans!
Q43: How much does it cost for a community manager per month for a site like MILO?
A: Unfortunately, this question is very much a “how long is a piece of string” one, as it depends on the size of the community, the strategy behind the Facebook page, what you’re trying to achieve and what’s required of the community manager’s time. If you’d like for us to give you a clearer quote for your needs, feel free to get in touch for a chat!
Authors – Brian Giesen and Mitch Phillips
Well, that’s what US chat show host Conan O’Brien reckons. He also thinks social media is good for nothing “time waster”.
Sara James, Dateline NBC journalist and MC at the recent sell-out PRIA Women in PR Forum in Melbourne, certainly put his notion to bed. She, in fact, blew it out of the water.
“Social media is not just changing how we report the news, it’s changing the news and the world,” James enthused.
“It’s fair to say that there would not have been the Arab Spring nor would there have been the Occupy movements seen across the world had there not been a world wide web and all the social media devices we count on today.”
Lelde McCoy, founder of the annual event and Managing Director of Ogilvy Public Relations Melbourne, welcomed 250 senior PR professionals to the forum and said that the ever-changing media landscape provides new opportunities for public relations professionals.
“Social media certainly is not new, however the platforms in which it’s delivered and the integration of these platforms into traditional media channels continues to evolve,” McCoy said.
“The Women in PR Forum, now in its eighth year, aims to discuss and provide answers to new issues faced by practitioners and to hear from some exemplary leaders in our field.”
To bring the point to life, on the panel of this year’s Women in PR Forum was Jeffrey Browne, Managing Director, Channel 9 and Linda Bracken, Head Multiplatform and Content Development at ABC Radio.
As consumers turn to the web for their daily news fix, online content is exploding through a variety of platforms including mobile, web and tablet.
Increasingly, we all want a piece of the action – our 15 gigabytes of fame. This is especially true for our clients and brands.
And now, audiences are heading to the web not to check dedicated online news sites, but to check their ‘feeds’ to see what is trending.
Earlier this week, photographs of Michael Clarke’s ‘secret wedding’ were posted by Michael himself on his Twitter page. The next morning, every newspaper in the country was leading with the story – the Herald Sun had it on its front page.
Consumers are actively searching for alternative and authentic sources of instant news and they’re looking to people they trust to provide it – their friends, their networks.
The creation of content and its dissemination through today’s maze of media channels has become an important part of public relations professional’s job, according to the PRIA.
The internet has changed the media landscape and it has certainly changed the job description of the public relations professional.
James explained: “The new media landscape is really the democratization of news. Of news, entertainment and the way we live our lives.
On the web you can find fact and fiction – so you need to be savvy to distinguish what is what. But also, it allows everyone to comment, to have a say and to be heard.”
Asked if the internet made it easier to know what audiences really wanted and who they really were, Nine’s Browne agreed it certainly made broadcasting decisions easier. However, there are a lot of people to listen to and therefore please.
Browne explained: “The Twitter opportunity is the chance to engage the audience in what was a previously static platform and make it a conversation.”
Take, for example, Channel Nine’s The Voice. The show currently has more than 200,000 Facebook ‘Likes’ and during the live shows, garners some 350,000 tweets a minute.
“It’s an amazing opportunity and definitely has contributed to the success of the show,” Browne continued.
“The Voice shows how free-to-air television has caught up. A lot of people think of the medium as an old fashioned medium and that no one is interested – but social media has breathed new life in TV and its audiences.”
Radio has had to adapt too – probably more so, explains the ABC’s Bracken, “Radio obviously has that captive audience where people might have it on in the background or while they are driving.
“To what we’ve been concentrating on is making our radio brand 360 degree multi-platforms. Triple J for example has been a great example of this given it is a brand people want to align themselves with even if they can’t listen to the station all of the time.”
Triple J has more than 500,000 Facebook fans and almost 100,000 Twitter followers. The station uses the channels to find talent, case studies and of course, distribute its news.
So how can PR’s harness the power of this platform explosion to give their clients the edge?
We need to cut through the clutter and information mushroom cloud with compelling stories that grab attention and can be told across a variety of mediums to a variety of audiences on a global scale.
And, as always, we need to stay one step ahead. Social media certainly doesn’t stop here.
By Melinda Varley
It always makes interesting, if unsurprising, reading. This year’s telephone poll, conducted with 651 Australians over the age of 14 on May 9 and 10 and released this week, again put nurses up the top with a 90 per cent rating for honesty and ethical standards, the 18th consecutive year the profession has led the standing. And, for the 31st year running, used car salesmen have occupied the bottom rung with a rating of 2 per cent – a drop of 1 per cent on the previous year and three points below the dizzying heights of their 5 per cent peak in 2003.
The advertising industry had a welcome rise, bouncing from 5 per cent in 2011 to 8 per cent this year to remain in second last place, just ahead of real estate agents (9%), and federal and state MPs (both 10%).
At the top, nurses were followed by pharmacists (88%) and doctors (83%) and it is interesting to try and extrapolate just what it is about those professions that stands them apart and what business executives (18%) could learn that might resurrect their profession in the community’s standing.
And executives should try to learn because honesty and ethical standards should be at the core of every company’s reputation.
We can talk about the caring nature of the top three professions and the life-enhancing nature of the work they perform – something most company executives can’t hope to emulate – but what they all have in common is face-to-face interaction with their customers. People know them. They know what they do and how they sound. They know and trust them to the extent that they will divulge their innermost secrets and fears to them and are willing to accept bad – sometimes the worst – news from them.
Yet very few company executives ever talk to customers especially customers with a problem (David Thodey, Telstra CEO being a notable exception)? Complaints are delegated to a front desk or a department, with the response being handed down from on high through that intermediary. How many executives invite cranky customers into their offices and sit down and discuss the problem with them? How many instruct the switch to send complaints directly to them for resolution?
One of the reason companies find themselves in trouble when a social media campaign goes badly awry is that few know what their company’s reputation actually is. I wonder if it’s because our company executives know the share price, the sales figures, the forward projections, but they don’t know what the public – their customers and potential customers – really feel about them.
Trust is not just automatically doled out to those in positions of traditional power and influence. The social media age has given power and influence to many disparate voices so it is imperative that trust is now earned through an authentic two-way conversation – the sort of heart-to-heart that you might have with your doctor or nurse or pharmacist.
And, just as with those conversations, the executive might not always like what he or she hears but it just might end up being good for your company’s health and reputation.
By Kieran Moore.