Digital Marketing Landscape Overview

all right everyone we're gonna get cracking because we've got a massive day today so first of all uh welcome everyone to digital adelaide um am i allowed to call it the inaugural digital adelaide no okay thanks for just sort of bursting my bubble i really appreciate that um yeah so obviously um there's a couple of people missing today from previous events uh and they are jen and robina about um i'm not

real good with time but i'd say nine months ago um they both came to me and said that they would be otherwise occupied in july um and that we couldn't do social media day this year and cue the the sad trombone i think everybody would be really really sad if we didn't do that um hopefully 150 of you bought tickets for today so you must have been pretty sad um it didn't

feel right to do social media without those social media day without those two um but we've had so much feedback in the last couple of years about when are you gonna include more digital marketing content please will you include more digital marketing content so we did and as soon as we put that out there somebody on facebook went why are you doing digital media content why isn't it all about social media

and um to that we said um but uh we decided to we decided to do a digital marketing focus and we went all right well if we're going to do this and we're going to do it effectively and we're going to be able to continue to do it at the price point that allows everyone to be able to attend uh unisa have to be in or we can't do it so we

rang up leanne gleny our own personal cheerleader at unisa and she took about an hour to say yes but i'll need to check with the school and i think that's a real indicator of the links that unisa are trying to build into industry um and the esteem that they hold the connection that they get with all of you on the day so it took leanne about about an hour um and then

leanne has um gone off to the school of creative industries and our friend paula who's going to be addressing you all in a minute said we're we're going to do social media today again but a bit of digital marketing focus do we still want to be involved and i think it took paula 24 hours to say yes um so we were thrilled um and then we thought all right well who do

we want to speak let's start with everybody's favorite lawyer paul all here yet no signing autographs out the front i'm guessing okay uh we said to paul you want to come and play and uh we got a we got a yes within uh within a couple hours um really exciting but it also went yes but can walman sponsor the event ah yeah if you have to paul like you're twisting my arm

but okay um so i think i i just want to say thank you to everybody who booked a ticket when we didn't even have a complete lineup organized like there were 50 75 tickets before we'd even um we've even uh announced a speaker um and i think that's really indicative of how valuable this kind of knowledge sharing exercise is um we're really pleased with the speaker lineup that we've got today um

and we think this is a good opportunity for the adelaide industry to share knowledge between all of you so i encourage you to share knowledge with each other on the breaks catch up introduce yourselves we made the names on the name tag absolutely ginormous so that you can read each other's names without looking creepy um and we think that'll be really uh it'll be a really good way to continue to network

if you haven't realized by now there are coffee vouchers in your bag the espresso room you can go over and get your coffee until about afternoon tea and there's also a lunch voucher in there we're pretty excited this is one of those things that jen organized before she was unavailable um we go we've got honky tonk doing the catering this year so that should be pretty exciting for something a bit different

i also encourage you to go and harass leanne or anyone else who is at the unisa table about further career opportunities and just inquiring about the industry links and the ways that that we as an industry can help the people that are um teaching the next wave of marketers last thing is if you need anything during the day uh the refuel team are around with these fancy blue staff lanyards so lena's

down the front here mats up the back on the camera you would have met uh met andrea at the counter and if you see a really tall guy and a white shirt with one of those that's adam um don't hesitate to reach out to somebody on the team if there's anything that we can do to help now i would like to start by just handing over to paula um to give a

quick welcome yeah not that loud yes all right so um good morning everybody my name is paula geldens i'm head of the school of creative industries and i am delighted to be have been invited to to welcome you here today on what i think again promises to be a rich opportunity for sharing of knowledge and expertise what i'd like to do is acknowledge that we are meeting this morning on soil upon

which the exchange of knowledge and expertise has happened for thousands of years i'd like to acknowledge that we meet upon the traditional lands of the ghana people the custodians of the greater adelaide region and recognize and respect that their cultural and heritage beliefs are as important to the ghana people today as they ever have been as in the past the program today looks really great um are you a hugger bro all

right so this bloke needs a hug seriously so as he's described his two conspirators when often made small people and he's made this so um i hope that we all rejoice in ryan's baby um and that we share the joy of it coming to life and i'm going to stop now yeah just yeah it's revolting all right just give him a hug at some point uh that might be the creepiness that

he was referring to earlier um it's our great pleasure for the university of australia of australia we're now the university of australia happened here everybody tweet that the university of south australia normally i have to stop myself saying the university of adelaide oh [ __ ] at this um it's our great pleasure to be involved again we have taken a very serious turn to making sure that we are developing and nurturing

really strong industry partnerships so i'm going to do a bit of a shameless sell in a moment but before i get there i want to share a little bit with you so in the lead up to today i asked dr leanne glenny this is a bit of a leanne fest at the start so can you just wave your arms around beautiful so i asked leanne if she could put together a bit

of a briefing set of briefing notes for me for today and as our in-house champion of this event um i was pretty confident that she put something decent together she sent me through probably the most comprehensive briefing i've ever had um it was full of tables and links and seriously seriously cool infographics the document for me was an outstanding example of how important it is to be able to communicate effectively to

get cut through and to meet your audience our audience is where they sit and for me that was with a crap ton of stuff to do and no time to do it and leanne managed to get cut through in in the midst of all of that so i think the challenge for us is understanding an audience and reaching them in a context where we've got massive volumes of data being generated every

minute of every day it's an exciting challenge but it is a massive challenge for all of us in in whatever work uh we've got going on in a week that's held the dubious promise of meth gators and then the shocking revelation that that was in fact fake news that was disappointing to me i don't know about you we've seen insta likes disappear just do know that if facebook goes anywhere near the

likes i will write because my entire being is validated through people liking what my two-year-old is doing so they cannot take that from me and i got this one from leanne this one's gold the royal canadian mounted police inadvertently streaming a press conference regarding a double homicide using a filter that added cat ears and whiskers to a police officer holy crap all right so um it's timely for us to come together

to discuss how we can deliver on our goals how we can best reach the audiences that we want that we seek to reach um so i'm going to leave you with the shameless plug if you are looking to enhance your own cv or you know someone that you work with who could do with a little extra edge we've got some executive certificates that we'd like you to take a look at if

you know someone who's thinking about getting into the industry and they haven't yet embarked on their undergraduate experience push them our way a little bit get them to take a look at what we've got on offer we've got a new masters program launching next year that those of you who are thinking about postgraduate study might want to take a look at so leanne will be around for the duration and you can

certainly have a chat with her about all of the educational offerings we've got equally we've got some stellar researchers amongst us so if you're looking to do some scholarly research have a chat with leanne kerry lee lockyer who's hiding in that row there he's one of our other um academics is damien spry here yet damian is so sacked all right so damien um is one of our new recruits and a really

substantial superstar in the social media research space so keep an eye on his work um we've mentioned the industry focus if you're interested in partnering in any way if you are in need of some interns just come and have a chat um we're one of a number of providers in town i'm not pretending that the others don't do great stuff we just want to be in the mix which is why we're

here so that's more than enough for me um i hope you walk away today with a broader network and some new ideas and before i go i would like to redo the great uh experience of last year where i took a selfie with you guys in the background can we do that again yeah that was my first ever instagram post so i'd really like to do it again as you can tell

i have no idea what i'm doing all right so if we could do that again that would be ace those of you who aren't so keen just put something in front of your face that's all right all right thank you thank you quick quick oh all right thank you paula and we won't be offended that you're now leaving us yes thank you um okay so uh we are about to have a

short audio intermission because things always break at events like this um i just want to mention um uh one last sponsor and find your complete insta snap base thing um and you won't be in the running uh and we will draw that we'll make a couple of selections at morning tea we'll look at afternoon tea and lunch and and we'll announce that after paul is finished today and for those of you

who follow the schedule really closely we have our debrief at the west oak hotel when we finish here at five o'clock all right so um what i'd like to do now is introduce simone douglas from social media a okay and simone is going to be presenting about the digital marketing landscape in australia at the moment so thanks simone welcome you guys hear me okay yeah of the back all right so i

know that some of us may be slightly under caffeinated this early in the morning and i'm talking about myself so we're going to see how this goes i'm usually on coffee number six by now so bear with me so i'm gonna start off by talking to you a little bit about what's happening in australia because most of the stats that come out and are released all the time are quite often global

and that doesn't help us in the local landscape so um first off all of these are taken from hootsuite we are social report that they launch out usually once every six months so these were released not that long ago even though it says january so as the data up to that quarter in january and we're literally looking at the advertising audience growth on these platforms this doesn't talk to organic users but

it talks to how many people i can reach on these platforms with paid advertisement okay so you can see that facebook's currently pretty static in terms of that so we've got more and more people who are navigating off the direct platform onto facebook messenger as their preferred platform and that's why you see more and more messenger ad formats coming out on facebook so whilst the base is static they still have the

largest database out of all of the platforms i'll cover that off soon is interestingly there's a minor increase in instagram in terms of the uptake um and that has excuse me has a lot to do with the older people starting to get their heads around instagram so just like we saw on facebook it started off being all the young people these days yes ryan you've got pdf yeah brian will email everyone

that registered properly um the slides so as i was saying instagram when you look at that um what happens with these kinds of social um platforms is that people over the age of 40 and i can say that because i'm 44 we wait to see if it will go away before we actually get our heads around it okay so we just we'll just wait for a minute you know snapchat again is

a good example of that twitter's advertising base is in on the decrease in australia however that said the active user base in terms of their numbers has gone up slightly okay so that's where it gets a little bit confusing now snapchat 99 of my clients in business i will tell them not to bother with the platform all right and the reason that i say that is because 99 of my clients are

in really boring industries like financial planning health all of those kinds of things they're not doing the really cool stuff that young people would be interested in in order to be successful on snapchat you need to have really good organic cut through you need to be entertaining you need to be able to package the content on the platform the way that people like to digest it and i'll be honest most marketing

managers suck at that okay myself included it's really hard to be entertaining on a platform that you don't live and breathe on natively so that's one of the challenges as marketers these days my favorite platform though is linkedin when it comes to business to business and often creative business to consumer markets if you're really clear about where your referral partnerships come from and be really successful on linked now their organic capacity

is really solid right now because they've adopted a lot of facebook-esque type things but you'll also see for those of you that jump into the advertising side of that it has come a very long way in the last three months okay so they've again integrated a whole heap of ad formats that weren't previously available that are again very much like facebook okay so moving right along if we look at instagram itself

so they're basically saying 46 of australians over the age of 13.

if you want to put your ads in front of them and you have a big enough budget you'll be able to do it um quarter on quarter growth like set up 2.1 it's skewed predominant female but there's no surprises there either so it's a platform that is built for fashion and aspirational living and travel and all of those things but if you dig deep enough you'll actually find some really good accounts

for construction and blowing things up lifting heavy things and cars so again it just comes down to user base linkedin 11 million users 56 population penetration funnily enough if you really dig down into the platform itself what you will find is that in the older demographics on linkedin so 45 and up massively skewed predominant male which is reflective of the corporate landscape okay if you go down into the lower age group

so 20 and up what you'll find is it's almost 50 50 uptake the platform all right so when you're talking to people and building relationships with people using your digital content you need to be really aware that you're talking to the people that are coming through my golden rule with linkedin is i will connect with anyone now or some type sorry anyone now that may have the capacity to use my services

or recommend me to someone that can use my services anytime between now because we don't know where people are ending up some of my best clients and inbound inquiries came from a guy that used to sell insurance seven years and now he's the national operations manager for a global fertilizer company out of south africa i didn't know he was going to turn into my dream client and the whole process was one

linkedin message on sunday at eight o'clock at night going sign what's your mobile number little bit freaked out but then then he told me the back story and i very quickly ponied up the detail that he needed so linkedin's really you need to be strategic you need to understand that you're telling a story which i'm going to talk about a bit more so i won't get bogged down these are just the

stats so twitter 2.56 million back in january so like i said it has had some growth massively skewed predominant mail so the biggest segment on twitter is men 44 and up and they use it for news and sports results and politics so they read and digest the content a lot but they don't engage with the content so they don't let you know that you're actually being very successful the only um feedback

you're going to get is eyes on things as opposed to actually engagement if you work in the ag sector twitter is huge if you ever want to get your head around that just look at ag chat and ag chat oz that are on all of the time like weekly um every time i run regional training and there are like wineries and they're like in the courses they're like oh you can keep

your facebook and your instagram stuff i just use twitter and they they do it because they're on a tractor for like eight hours and it's just simple you get all of their content and digest all of their content okay all right so like i said snapchat's here i don't love it it's a great platform if you if you're in the entertainment industry or things like that and if you're really entertaining um

and if you're good at that immediate ephemeral content which is where everything's going anyway skewed slightly predominant female advertising reach has reduced so we're getting a little bit bored with the platform what's happening so facebook's still static at 16 million um pretty even split one of the other things that people don't realize often is on facebook you can talk to people over the age of 65.

it's one of the largest growing segments because as families we get our grandparents on the platform so they can keep connected with us so they can see what we're doing that we don't have to feel guilty when we don't ring them every week to say hello all right so if you have a brand that wants to talk to the older generations it's a really good way to get cut through in santara

will be because they're new to the platform they often don't realize that they're getting served ads they don't understand how the platform works have you ever seen a grandparent who actually posts something on your wall but they thought they were sending you a private message it's that kind of stuff okay all right so in the moment content at the end of the day is how you win the game of organic reach

right and this is something that makes um ceo is very uncomfortable okay because in the moment comment content doesn't lend itself well you're getting three levels of sign off before you post it yeah it doesn't lend itself well to that at all okay so there's been a lot of major updates in 2018 it continues to be major updates to the stories format available in groups they have 150 million daily active users

globally that's only going to continue to grow as people get their heads around the stories format it's a really great way to start conversations with your customers particularly if you can get your heads around the slider poles and the things like that so start having conversations with your customers as opposed to yelling at them so um like i said so it's exploded instagram and facebook is pretty much there um it's even

being tested by linkedin so you'll expect that to roll out reasonably soon i'll be honest i'm a little bit scared about the stories format getting rolled out on link i like linkedin for business the more it turns into instagram and facebook the lesson for that um okay so consulting firm block party found that sharing via this method so the stories method is growing 15 times faster than feed based sharing so more

and more we're grabbing stuff out of other people's stories and throwing it into our own and that's how we're having conversations all of this stuff is fabulous but if you don't have a brand narrative like a core story for what it is that you're trying to achieve and who it is that you are you're not going to get very far okay so the content marketing institute says 65 of the most successful

content marketers have a documented strategy for their brand narrative so that's not a documented strategy that says i will post five times a week on facebook and this many times on twitter okay or that we're going to include three sales posts one no feel good post is a strategy around who you are as a business what's the emotional context what is it that you make your customers feel and how do they

then continue that experience when they walk in the door all right so if you have a larger story like that you're going to connect and you're going to debunk the myth that facebook and or social media is a pay-to-play model okay so i have been that person that has stood up in front of a large audience and said organic reach is dead you must pay money to reach all of the people

it's a lie what it really boils down to is if you post crap content your organic reach is going to be dead you spend all of your time selling to people whereas i like to say story selling instead of storytelling then you're not going to get very far if you get it right though you will actually get a lot of reach and i'll show you some examples of that in a minute

so quality and creativity over quantity is where it's all at and what i mean by that is not highly polished photos you ever want to see an example of something that would be cringe-worthy to most marketers or photographers just look at some of my social accounts i can't take photos to save myself but i get really good cut through because it's raw and authentic here's a good example of one of my

really bad photos okay so you need to be capturing the moments and experiences that happen in your businesses you need to tell your story through people okay and engage with the faces that are in and around your business you can still sell by telling a story it's just an implied sales methodology that's all here's an even better example okay so this is pretty straightforward because i get easily bored i also own

a pub and that's fun because i get to break all the rules so we bought two change tables for the pub it was pretty much throwaway thing as you can see from the post we said with so many families coming in we bought two one for the men's toilets one for the ladies toilets dads need to change now i didn't think that was such a big deal it seemed a very logical

thing to do for me within 12 hours it had gone in front of 71 000 people all by itself you can see there the amount of likes and shares and post clicks it went around the country into dad's groups and bums groups all of those kind of things all right because it was important to them now i still successfully told everyone that if they had kids my pub was probably the best

pub to go to because mum wasn't gonna have to stop drinking her martini yeah okay and i smile every time i see a dad go into the toilets with a baby over his shoulder it's brilliant so it's about having the right emotional context you need to put a human face or faces to your brand and this can be really difficult if the person at the top of the food chain doesn't like

the camera okay so one of the conversations that i have quite often with my clients some of whom would fall into the male pale and stale category okay is realistically if you're not prepared to be uncomfortable in front of the camera how can you expect your team to do the same thing in this modern age in this digital age you have to be prepared to support all of your sales teams by

being prepared to be one of the faces shouldn't be the only face because no business rests on one person okay but you need to start with your six word story this is my new favorite thing to do with clients okay so the most famous six word story was written by ernest hemingway you'll see it's the first one up there and it pretty much sums it up baby shoes for sale never worn

okay so you get where that's going you have an immediate emotional reaction to it whether you like it or not social media aok's six word story is building seriously social businesses every day now it's not as exciting or as emotional and it's not quite right yet we're still working on it but if you talk about the pub six word story it is the outside world doesn't matter here and what that does

is it lends itself every piece of content that we do every engagement that we have has to fit that story has to give you the same emotional context so when you're working on this for your own businesses or organizations or even for yourself okay there are some clues does it create an immediate felt sense of what it is you do for your customer and what i mean by what it is you

do i probably really mean what it is that you actually make them feel how do i feel when i engage with your business or your brand when you tell your six word story to somebody else does their demeanor change now you know when you get something right people's eyes will light up their body language will change they'll shift in their state you can tell that you've got cut through okay so when

you get your six-word story right you will see a physical representation of that great example is there's a cleaning company we did this with and we were in a business master class and he said his six-word story which ended up only being five words i think was enter a world of clean every single woman around that table collectively took an in-breath and went yes that's what okay because if you've ever been

a busy professional your favorite day of the week is the day you come home after your cleaner and you can see that they've cleaned the entire house okay so work on your six words story be prepared to put human faces on things you can still again fell by telling this story we were still selling here this was the week after the pub went 100 gluten free in the kitchen we got bombarded

we went from doing 350 meals a week to a thousand meals a week overnight and nobody booked so we didn't very nearly die um so that said we've literally illustrated all of that we've got a photo that's my second chef over there adam he was exhausted he'd worked about 85 hours that way okay but in the end of that we've also said by the way if you guys could start ringing this

phone number and booking your tables so we can staff it appropriately that would be great okay but it makes the business feel approachable and real and when you do that people connect people we do business with people we like know and trust but you need to be transparent in that as well okay so sprout study found that only 55 of customers found brands to be transparent more importantly and i love this

millennials expected more transparency out of brands than politicians friends or family so what they're basically saying is we know that our friends and family are going to lie to us politicians is a given but you guys you guys are meant to be honest and to actually let us know who you really are and what you're all about so when you look at this stuff though the things that consumers want brands to

be transparent about on social media company values is right up there okay and business practices all of those kinds of things now you can tell all of those stories through images and through video and through people without saying our vision and values is blah blah blah blah blah okay i don't know how many of you have ever been inducted into a large-scale organization when they give you their vision statement that you're

meant to live and die by i used to work for foster's a long time ago it was a very long statement so what you want to ask yourself is how can you show who you really are on digital how is it that you get that cut through what types of content answer the questions consumers have to your company's motives or ethics because really 60 of your digital content should answer this question

on like all the time to be telling this story so that people start to feel fully connected with your business all right and let people get to know you now we've talked a little bit about being in front of the camera selfie videos and branding are a thing for businesses you don't really get a choice because we spend hours watching our friends videos on all those platforms and they're raw okay they're

not rehearsed someone's not reading a teleprompter in the process so the reality is that as a brand we need to look for ways to incorporate this first person selfie type video at the same time now i have really short arms not built for selfie first per person videos so i bought a smooth has anyone got one of those it's like a uh camera well it's a camera gimbal campbell camera stabilizer but

for 250 dollars i think it cost me it has built-in face recognition and it will follow you so you hold the stick you walk you talk and that thing refocuses it does everything that it needs to do and while you're doing that it's stable like you just paid someone a million dollars to film you on like a big us feel okay so you don't get this like bobbing of death but that's

number one so you need to have a half decent kit in this kind of stuff you need to really be clear one in nine of your posts when it comes to social in particular should be all right and live streaming needs to form a part of that okay we've got youtube we've got instagram tv you've got facebook watch you've got all of these different things the reality is now if you're not

creating video content you have already been left behind not about to be left behind and what you need to do is fix that so you can scramble and change that but you need to be prepared to fix it and get people in front of the phone smartphones have come a long way there are a lot of built-in apps like the one that works with smooth so keep it simple but have a

good internal kit okay so i think all up i set up the kit that we have at the office for about 2 000 it has everything it has led lights it has a green screen not that i know how to use that but it has one um we have a meevo live streaming camera that can stream to multiple sources all at once so if you want to actually film something like today

and send it straight to facebook to instagram to youtube you can like just with one camera okay so all of these things make content creation easier okay and you can see that smaller companies realistically they that you have to do it smarter you can't afford to be playing a videographer every five minutes come out and film us talking about our new product that said forbes um says that 90 of customers say

video helps them in making buying decisions which we kind of know and video marketers get 66 more qualified leads per year according to aberdeen now i don't know about you but i would like 66 more qualified leads that would solve a lot of problems for me um so also they increase your conversion on your landing pages so for those either running google ads or facebook ads or anything else and you're pushing

people to a landing page you would know how low the click-through rate is on those things and how difficult it is then to convert on them you're spending all this money to push these people to the stage so if you can put a video in that's going to increase your conversions by that much we're split testing fully yeah all right so just think about those things use the same video cross platform

as well all right so if you have a featured video on your facebook page for your business make sure it's the same one that is on your corporate website give me some brand congruence when i bounce from platform to platform i need to know that i've found the same place okay interestingly when we look at length of top performing videos in seconds per facebook reaction you can see that our tolerance for

length has dramatically gone down is that a bell to tell me to be quiet no i'm just checking um okay so and this is hard because facebook partly wants us to post videos that are longer than three minutes so that they can get some ad breaks into them because that makes facebook happy the downside is that no one's really going to watch them past a minute and a half and let's be

honest if you get 30 seconds out of me you're doing really well so one of the things that we need to be aware of is with our video content try and stick to one or two key messages okay because what happens is we're not the society just sits down and reads an entire book anymore okay we're lucky if we sit through an entire movie anymore so one of the things that you

need to be aware of is that with digital everything is a sound bite even the way that you write your blogs and your articles you need to write them in sentences not in paragraphs because nine percent of the time we're reading them on a phone if you look at the screen on your phone how many sentences actually fit into that when you're reading a blog that's how we package the content that

comes into our brains now key sentence with pauses in between and images so that you keep us our attention where it needs to be all right so live streaming isn't going anywhere it's increased by 50 in the last year particularly on facebook facebook live videos are watched from three times longer during the actual live than they are during the replay and it's because we're scared we might actually miss something that's interesting

for us so one of the things that we need to be really aware of is coming up with ideas to go live on stuff but the challenge is a live video needs to go for between 10 and 20 minutes to get any real traction and a normal video needs to go for 30 and a half so it's much easier to do lives if you find a friend my point okay so if

you're going to go live have a think about who's aligned with your business who's attached to it do you have suppliers do you have people who do interesting things around you go live with them talking about their business because it might be interesting to your customers but you've also further cemented that relationship that you've got on that side which is equally important okay i know you guys have a presenter on podcast

today which is awesome because podcasts have really become come into their own and i don't think um not that i don't think what you want to make sure of is that if you've got the resources or if you have the budget to do a podcast now is a really good time to do a really good time um one of the things that you want to bear in mind though is have a

purpose don't be that podcast that waffles on needlessly for like half an hour i'm of the opinion that a good podcast runs for no more than 10 minutes answers three key questions in the process and starts with a really clear intro but that's just me and i don't do waffles i'm that high g on the disc profile so there are other people that will listen to it all the way to the

end we're going to talk really briefly about hyper targeted personalization so you need to step up with your targeted ads people often will say to me um i'll give you a good example the company shall remain nameless i'll get in trouble very large well-established company that spends a hundred thousand dollars a year on facebook ads 100 000 a year did not know what a facebook did not have one yeah yeah and

that was just the beginning so they were a consumer product very popular consumer product and their facebook ads were targeting the whole of south australia but they're a storefront product right we're not talking online um whole of south australia anyone between the ages of 18 and 65.

100 000 a year i nearly cried i was like just give me 20 of that and i'll go do something really exciting for you and you can spend the rest of it on the ads it'll be amazing so you know a lot of you guys in the room are reasonably well educated just understand that the platforms are at a point where you can stalk your ideal clients legally within an inch of

their life and what the trick is is to be creative with your messaging so again we're starting to become a little bit more discerning the product so if it's an immediate purchase type decision that's fine okay so we have a skin care brand it's vegan cruelty free cruelty free all those kind of things organic you know fragrance free that's an easy win purchase price is thirty dollars okay just smash out the

ads and off you go it's not going to be hard so long as the process once you get to the website is easy two clicks seven seconds thanks for coming very different when you're trying to sell soil remediation okay another client very different process long tail 12 months of getting to know them you're talking million dollar purchase takes a lot of time so you have to be creative about how you tell

your stories with your retargeting and your remarketing so the biggest mistake that people make is that they smash someone in the face with the ads and then they move on as opposed to if i clicked on that ad and i went to that website then what did you because i got distracted my kids grabbed like my coat or tipped over something on the floor and i got where i was and so

having a remarketing plan is good understanding your customer journey is really important don't just serve them the same ad that you served them to get them there in the first place all right give them a different story a different point another reason and then send them back to a different page on your website okay so that their journey is always forward moving what's really important okay so voice search i'm going to

cover this a little bit so it's estimated by click that by the year 2020 30 of web browsing will be done without touching the screen okay i'm not so confident of that siri doesn't seem to understand me when i'm in the car so but 50 of searches will be conducted through voice command so the reason that this is important to understand is pretty much nobody's websites are built for voice search all

right so you need to start thinking about it now research suggests that 62 of market is unlikely to implement a voice search strategy in the coming year because they don't understand voice search okay so one of the simplest ways to explain it is when we have to type something in we go chiropract chiropractor adelaide when we can ask somebody else to go look for it we'll go hey pick a platform i

just don't want to wake my phone up that's in my pocket um where's the best chiropractor in adelaide that specializes in x okay so those long tail search terms and pages being clear about what it is stand out for will also be important chat bots are a thing the only thing i'm really going to say about this because i'm sure there'll be someone talking about it today is that try not to

finish the entire conversation with a customer using a robot okay so dr fiona kerr who's reasonably well known in adelaide and specializes in neuroscience and ai um he will say that you can't remove the peace that human beings do best which is read the emotion of this they're working towards it but we will we will see the opportunity as it comes and the biggest mistake that businesses make is we try and

complete the entire transaction my favorite story around this was a guy who i had a coaching session with he sold jumping castles to busy moms who wanted them for their kids birthdays okay and he had become a victim of the internet in that he had watched all these youtube videos done all this stuff he came in he's like i understand scaling up and growth hacking and i'm doing this and i'm doing

that and about 20 other buzzwords that i didn't even understand but when i got to his chat bot on his facebook page and i went i clicked yes please i'm interested or whatever it was it came up with three options said website something else something else to get all the way to the end where i could actually request a quote just 26 steps we all know none of us were going there

right then i said to them what are the things that you actually need from your customers do they want a jumping castle what date do they want it and what's their phone number yes because after that i'm gonna have to like ask them how big their yard is and everything else and have a conversation and they're probably not gonna know how big their yard is so he'd made the mistake of just

trying to do the whole transaction and take every box for him and that's what we do we make our customers jump through too many hoops and we forget that we're just a blip on their radar all right so we can either be a happy blip or we can be a speed bump right i'd rather be the happy blip that they're like oh someone gave me free coffee while i was stopped at

the traffic lights so think about that when you're doing it ibm predicts that chat bots are expected about 85 customer service interactions by the end of the year for their company right so i think one of the tricks is to just make sure that in that process it eventually gets palmed off to a human being if it's not an faq we've talked a lot about advertising it's not a might do if

you really want to get sales um ad spends increasing you need to think about customer saturation think about multi-platform which i think i might get to um and understand your right target audience repurpose your top performing organic content because if it's working really well use that to tell your story even if it isn't branded up and even if you didn't spend a thousand dollars on the video it's getting cut through it's

doing it for a reason embrace new formats don't put the same message on every platform okay we're not on instagram to do the same things that we're on facebook on linkedin you have to adapt your message make it fit um sales enablement is a thing facebook and instagram are still king of the hill okay so that path of discovery is really important 55 percent of people who discovered a product through social

proceeded to purchase it later on i think that this is one of the things as a social media marketer that i'm challenged with is first click versus last click attribution so when somebody has a socially assisted conversion so they've come back the website through an ad often i have to argue with the client who thinks that they would have bought it anyway okay think about your omni channel journey so what people

are actually going through so one of the things that you need to be clear of is as we take people through social media and email marketing and the website and we've got digital advertising don't forget print print still works i used to say print didn't work i was that marketer too um and then i got my face in the advertiser for going gluten free and my phone started ringing off the book

and everyone that ranks that i saw this article in the advertiser like oh print works again if it's right paid ads don't work but editorial works public relations is a thing um influencer marketing i'm that person that doesn't really like influencer marketing much mostly because i don't think businesses hold their influences to account with kpis that's all i'm a very conversion driven owner and i like to yes if you're going to

do this post that's great how much traffic am i going to get to my website how many sales what's my claw back if you're not successful okay so anyone that works in commissions has heard of clawbacks before it means if you don't perform i get my money back so think of those things messaging's going to continue to grow how am i going for time right we're good okay i can talk with

a mouthful of marbles underwater so i get concerned um so it's going to continue to grow 9 out of 10 consumers would like to use messaging to communicate with businesses and again the mistake that people make is we make it hard for them to do this all right if someone messages me and says can i book a function for 55 people on the 28th of august x y and said a lot

of hotel businesses and i know because i run training for them a lot of hotel businesses go back yes can you please call the venue on this number and ask to speak to our functions manager no can you just tell me how much that's going to cost me and whether or not that date's free so again we make it hard if a customer wants to talk to us on facebook talk to

them on facebook if they want to talk to us on instagram via direct message talk to them there if it's on linkedin what's important is get a mechanism to track all those conversations okay because otherwise it's going to hurt i know because i have that many personal and professional social media accounts of my own that someone will go you didn't get back to me about that thing that i asked you about

i'm like was it on linkedin or was it on facebook did you send me a private message to the page or was it to my personal platform so now i'm at a point where i literally take a screenshot of it whatever it is that's happening and send it to my admin person so that's not a very good methodology there are better ones unified inboxes on your listening platforms and things like that

will help you with that but yeah we don't want to talk to a real person until we get there and even then some of us don't really want to talk to the real people anyway okay so using direct messaging and messaging apps helps with customer service having a facebook chat plug-in on your website i personally think is a really good idea okay because if you have a chat pop-up like the normal

ones once that person ends that conversation they're gone you can't start that conversation again but with a facebook chat plugin i can go back to that message through my facebook page and restart the conversation okay so it allows me to keep in touch with those people they can't get away from me in the same way you can run campaigns that incorporate messaging apps experiment with facebook messenger ads there are a lot

of customers where they'll say to me that they will increase their close rate on a transaction if they can engage the person in a conversation within the first three interactions all right often plumbers electricians building companies those kinds of things really really big for that so we don't run traffic to website ads we run message to page ads and then we don't try and complete the transaction we get the person who

is best equipped to do that i.e the electrician that knows everything about electrical stuff because he'll jump on ask the right questions book the person in and service the job which is what matters um employees are our most trusted influencers but you have to empower them to actually be those people um here are some great examples of my team doing just that okay so you've got to give them the skills and

the knowledge so they feel safe to share and that's not giving them a 20-page policy document because these are all things you can't do on social media right if you sit down and you actually teach them how to share your content flick them emails if it's a corporate environment with my guys we just have a closed facebook group for the pub and i will post a thing and there says hey guys

we're in the paper again it's on the page and then you'll get stuff like this that happens so adam my second chef is helping me recruit somebody that's dave who's my head chef kylie is dave's wife then dave's auntie shared it then dave's uncle so on and so forth so i use the pub a lot because there's a really good example of a grassroots social campaign that i spent zero money on

that got a ridiculous amount of viral organic so you need to de-hustle it for yourself and encourage them and reward them when they do it okay so one of the things that i like to do is we have a treasure hunt i go here are the four things you need to achieve on social media this week okay get someone to write a recommendation on the facebook page that names you okay so

that i know that you're awesome all right have somebody share the content and tag the page in okay or engage with one of the customers so one of the biggest ways that we get cut through with the pub is when people comment on things i don't respond as the page i respond as me but they're talking to me okay likewise i mean all of the closed facebook groups for celiacs and gluten-free

people so i will respond when they give positive or negative feedback as me it gives you a lot more um cut through you need to look at your analytics you're all my favorite bits so have you got smart analytics goals set up now if any of you are lucky enough to win scout digital's surprises today erica is the only person that i recommend to my clients when they are looking for google

analytics amazing so if you want to learn how to do that stuff properly sorry eric get booked out wherever you are now but it's it really is very good and you need to understand it so that you can track success okay utm tags and conversion tracking codes old-fashioned lead tracking get you people in the habit of asking where they heard about you how they came to you and when they say the

internet maybe ask one more question all right don't be creepy and ask 10 more questions but ask one like where on the internet was it social or was it the website that kind of thing so to finish people matter and i'm belaboring this point because i'm very passionate about it you just get back to the way that we have the way we do business hasn't changed okay we do business with people

that we like know and trust we do business with people that are important to us i can't start liking knowing and trusting you if all you're doing is yelling at me on social media about how good you are that doesn't help me it's like when you get stuck next to someone at a dinner party you want to escape from all alright so use your social proofing have a review strategy have a

strategy to encourage customer reviews make sure that you respond to said customer reviews whether they're good or bad if i give you a five star review or a great recommendation and somebody doesn't take the time to say thanks for taking time out of your busy life to tell me how good i am and then that's kind of had a missed opportunity yeah humanistic automation secret my point is you can only automate

so far um health check your content and then refine it to get that cut through and make sure that it aligns with your six word story i hope that you enjoy the rest of your day this really great event thank you for listening thank you my pleasure um we've got time for a couple of questions okay lena looks like she's got her running shoes on so um let me run the mic

to you has anyone got any questions for simone so either you did a really good job of explaining it people haven't had enough coffee i don't know i haven't definitely didn't suck so that's all right we'll take that one off no questions for simone no we're good all right okay i need more coffee oh good that is definitely yours so don't forget that and that's yours good luck with your coaching session