Tag Archives: Social Media Marketing

The three E’s of social media: Educate, entertain and engage

The first time I heard about the three E’s was when I was interning with Ivy Social. I attended Social School, which is a workshop hosted by the legendary Queens of Ivy Social and Good Day PR, focusing on all things social media. I had already learned so much in the first few weeks of my internship but this? This really laid the foundations for me (…and everyone else in attendance).

All too often, we’re seeing brands being on Facebook or Instagram just for the sake of it or because they think they have to be… which, to be honest, isn’t ideal in any shape or form. It’s like playing professional tennis and knowing that the backhand is one of the strokes you can use but not fully understanding how really important it is in the game. If you know just how critical your backhand is, then wouldn’t you train yourself to have a killer one and in turn, get pretty far in a tournament? Yes, yes you would. 🎾

Think of social media like you think of tennis. When you play tennis, you need to understand the game, its rules and the purpose of each stroke in order to get to a particular place, where you’ll likely reap the benefits – social media is no different.

…yeah, I just tried to use tennis as a metaphor. 😂


Educate

No matter your industry, your business, your brand, your personality; you have something to offer. So, why not share it?

Why not educate your audience?

Why not show them that you know what you’re talking about?

Why not tell them why you do what you do?

Don’t get me wrong, you have a product or service to sell. That’s important. The reality is that your audience isn’t going to care, they’re not going to listen to you, they’re not going to use your product or service if all you do is sell, sell and always sell. People don’t always like being marketed to so be creative in how you do it through all the platforms available to you.

For example, one of my clients is a sports technology company with the vision to help athletes reach their goals and become their best through velocity-based training. Rather than consistently sell their product to our audience, we tell them about this type of training and how this product can help them. ⚡️

Why? Because not every athlete is going to understand velocity-based training, let alone the purpose of this particular device. So, we provide valuable content that people are likely to read. The idea is that it gets them thinking about how they train, which leads to them considering purchasing the device, which results in a positive experience that they share with others.


Entertain

I’ll keep this one short and sweet: don’t be boring. 💥

The easiest way to do this is to make use of what each platform offers you. Use photos and videos but make them interesting by putting your brand personality at the forefront of all that you do. Use polls, ask questions – use it all if you really want to!

Take Public Bar as an example. It’s just another bar in Canberra, right? I’m clearly biased but I think it’s one of the best bars in town. There are so many great qualities to the place but the downside is that the hospitality industry here is booming. At the surface, every bar in Canberra is just like the next one: an awesome set of staff, cool cocktails, great wine list, delicious food – even Happy Hour. Everyone has Happy Hour. You just need to dig a little deeper and pull out that brand personality that I keep going on about.

If you humanise your business, you’ll connect with your loyal customers or reach a new pool of people that are likely to convert into loyal customers.

So, how do I do this with Public?

  1. I put names to faces, especially the staff that have been working there for years. People love to see people that they recognise. Actually, they love to see people in general.
  2. I create a subtle and friendly competition between two managers using the polls feature on Instagram. I’ve asked who does better latte art or who’s going to make the most Espresso Martinis. People froth over this kind of stuff.
  3. I write captions in a conversational manner. Similar to my last blog post, ‘How to write content for social media’, steer clear from one-liners (…because they’re boring).

Find ways to entertain your audience to keep them looking for more instead of feeling like they’re constantly being sold to.


Engage

Given that social media is actually called social media, then it makes all the sense in the world to do just that: be social. Surprisingly enough, there are businesses out there who receive a decent amount of comments and don’t respond to them. 🚫

Would you ignore a compliment in person?

What about a complaint?

How about a question?

Would you ignore a customer?

No, you wouldn’t. And you definitely shouldn’t. The same goes for your online activity. Respond to every comment, like every photo you’re mentioned or tagged in – you can even share photos to your Instagram stories if you want to. The more you engage, the more a platform likes you, the more your content is visible, the more people see your stuff, the more you grow. Get it now? 🙌


Just like your backhand in tennis, the three E’s of social media will get you to a place where you continuously progress. If you educate your audience, entertain and engage with them – then your presence will soar.

Facebook vs. Instagram

Social media is a powerful marketing tool. Not only does it promote your product or service offering, but it also allows you to connect with your audience.

I’ve read a few articles that have predicted the decline of organic content (creative agencies too), which I personally find hard to believe. Don’t get me wrong, social media advertising campaigns are very effective but would you prefer a one-time customer or one that continues to make use of your offering?

If we put this into the perspective of the people that you meet, you might develop a deep relationship with one person and speak two words to the other. My guess would be that you’d maintain your relationship with the first person over the second.

This is the same with your online audience.

You want them to like your Facebook page or follow you on Instagram so that they’re exposed to your content, to your business. You want to create an online relationship with them.


Facebook vs. Instagram

You can’t go wrong in choosing which platforms will work best for you. I do think that delivering organic content across both is beneficial as they serve different purposes and you tend to reach different audiences between them.

Facebook is full of opportunity. It allows us to connect with people. We can share photos, videos and information. We can create events and be involved in discussion groups. It’s information-driven. You can click on links, which lead you to blog posts, news articles, podcast episodes – you name it.

Instagram, on the other hand, is driven by creativity… it’s a visual platform. Image first, caption later. Video first, information later. When a person looks at your account, they’re looking at your business. It provides a snapshot of your brand and while your aesthetic isn’t the be-all and end-all, it’s definitely a factor to consider.

When it comes to the content you publish on each platform, there are two ways to go about this:

  1. You can have the same content across Facebook and Instagram; or
  2. You can have different content across both.

Take Public, for example. I started with posting the same content across both but as I continue to manage its socials and the business evolves, I’m learning that community-related posts perform exceptionally well on Facebook and photos of the venue or cocktails do great on Instagram. You can always start off this way and see how you go, unless you already have a strategy in mind then, by all means, run with it.

Posts vs. Stories

Not sure if you should make use of Stories?

Do it. It’s a mix of content available to your audience.

Stories work pretty similar across Facebook and Instagram but I don’t think FB Stories have kicked-off just yet. The Digital Picnic actually described it to be “a ghost town” because everyone is on IG Stories (..maybe even more so than the traditional IG Feed). Instagram provides an option for you send your Story to Facebook as well, which is a quick and easy way to do so, but I’d probably hold off on creating story content specifically for Facebook… you feel?

When I post about the staff at Public, it skyrockets as a traditional Facebook post but plummets as a FB Story. It differs on Instagram based on what context I’m posting about the staff. For Valentine’s Day, they went around using a filter that guessed who their Valentine would be this year – it performed really well. This is because it was fun and light-hearted so naturally, I wouldn’t have posted that to the feed (..don’t think it would’ve performed great at all!).

Think of Stories as your best friend, the person you tell everything to. Posting to your feed differs in a way that’s more on-brand – “professional” if you will. You’d post a fancy cocktail on your feed but you’d film how to create that cocktail in your Stories. See the difference? 🙌

Engagement

You could have the best content ever but your stats aren’t red-hot.

What’s missing?

Engagement.

Reply to every comment. Follow an Instagram account back. Comment on other posts. Share posts that are about the business.

Engage often, engage well. ✔️

When I say “engage well”, I don’t mean interact with every single post on your feed. It wouldn’t make sense for Public to comment on a tradie’s photo out of the blue… but it would make sense if they commented on a tradie’s photo if the tradie was a regular customer who has already formed a relationship with the business. Better yet, it would make all the sense in the world if the tradie participated in the annual Nugg Off as it’s directly in line with the business (..the Nugg Off is a Menslink charity event to raise awareness in the mental health of males and it’s hosted at Public).

Plus, these kinds of platforms notice how active you are and it can actually help your social ranking, which in turn can push your content to more people.


Everyone has their own way of managing social media accounts.. to be honest, I don’t think there is a right or wrong way but there are definitely so many effective ways out there.

Try out a few things and see what works best for you. It’s also important to remember that social media is always changing so what works for you now might work in the next year… or it might not. All you need to do it keep up with the environment. ✨

Why I created a social media strategy for Public Bar

If I’ve learned anything from studying, interning and working in the field of marketing for the how-ever-many years… it’s that strategy is everything. ✔️

When I was offered the role of Public Bar‘s Marketing Coordinator, I was over-the-moon about it but I was also quite terrified. Confident (shock me lol), but terrified.

Why, you ask?

Well, this is going to sound super cheesy… but Public has actually been a significant part of my life.

I love working there. I’ve had fun, been angry and cried there. I learned a lot about what it means to respect a complete stranger as they’d often treat us bar staff like dirt. I learned how to control my temper (..sort of, kinda used to be worse 😇). I’ve also met some of the most incredible people while working there.

..should I add that the Venue Manager was (and still is) one of my closest friends at this point?

Plus, he’s one of the owners.

Yep, that’ll do it. Of course I was terrified. 😬

It all happened pretty quickly actually. I had ideas flowing through my head, so I decided to follow one route and roll with it. There you have it – Public’s very first social media strategy (at least I think so, I hadn’t seen any others before). The frequency, messages, images, captions, hashtags… all of the elements that you put into digital marketing was all in my head. Luckily, I had built momentum from my internship at Ivy Social, which helped me a lot.

This worked for a while, and some of it still does despite the number of adjustments we’ve made to accommodate new launches and the new norm.

What became a concern of mine was that I have plans to move interstate after graduating from uni, which means that my time as Public’s Marketing Coordinator would most likely come to an end (..unless my boss lets me work remotely? 😏). I was worried that all the hard work that my boss and I had put in, all the social media presence that we built, all the online relationships I formed for the business, could easily slow down or even worse: come to a complete stop.

And that’s when I decided to put my thoughts onto paper.

This took me a while… five months, to be exact. I don’t even think my boss read the 18-page report from start to finish and to be honest, he didn’t really need to as we had already discussed all of it. He had that much faith in me that he practically gave me full reign of our social media platforms (not that I’ve ever done something without asking or telling him). Bless that human. ❤️

I certainly didn’t create a strategy that would work forever. Social media is an ever-changing environment and the hospitality industry is constantly on-the-go, so I created something that I could continue to build on, and the next person could build on, and the person after that.

Not to mention, I love to watch my friends succeed.. especially when I get to be part of their success.

VP ✨

Three tips to kick-start an online business

Today, we’re going to spice things up a bit and do some hypothetical role play. 🌶

Let’s say our dear friend, Nate, was about to launch an online store and asked us for our most valuable tips for social media marketing.

The first thing you’d probably ask would be “What kind of stuff will you be selling?”

To which Nate would tell us that he’d be selling sporting gear and equipment.

… I know what you’re thinking: Vanessa? Sports? 😂 #LolWot

It’s not really my style, but social media marketing is.

So what could our most valuable tips for Nate be?

  1. Keep your product at the centre of all that you do
  2. Get to know your brand, inside and out
  3. Select the right channel(s) and use it the right way

Keep on reading if you’d like to know what exactly these mean. 🤓

Tip #1: Keep your product at the centre of all that you do

It’s important for Nate to know that his product(s) need to lie at the centre of everything that he does – from the quality of the product to understanding consumer needs to advertising (Chaffey & Ellis-Chadwick, 2019).

Think cricket bats, basketballs, hiking boots, mouthguards – you name it.

… which actually makes me think that bundling may be a good option for Nate to offer his consumers, don’t you think?

In case you’re not sure what bundling is, it combines numerous products or services which you can offer to your consumers (Chaffey & Ellis-Chadwick, 2019).

It’s typically seen amongst information-based services like newspapers and magazines (Chaffey & Ellis-Chadwick, 2019), but it could be a good idea for Nate to develop bundles to appeal to specific sports which in turns provides his customers the chance to save a bit of money (Chaffey & Ellis-Chadwick, 2019).

For example, Nate could offer a tennis bundle (Image 1) that includes a tennis racket, tennis balls and a racket bag (Tennis Australia, 2019) at a lower price in comparison to buying these products separately. 🎾

Image 1: Tennis bundle (Unsplash, 2019)

Tip #2: Get to know your brand, inside and out

Technically, branding is a product variable within the traditional marketing mix (Chaffey & Ellis-Chadwick, 2019), but we’re not a traditional generation, are we? 😉 #Millennial

Branding has always been extremely important as it is what differentiates you from your competitors within your industry (Sinha, 2018; Chaffey & Ellis-Chadwick, 2019). It’s more than just your name and logo, it also includes your choices that you make as a business (Singha, 2918).

For Nate to be able to develop a brand, he should be able to identify his brand equity which are the elements that add value to your business (Sinha, 2018; Chaffey & Ellis-Chadwick, 2019). They make you shiny, if you will. ⭐️

These elements include the brand:

  • Domain;
  • Heritage;
  • Values;
  • Assets;
  • Personality; and
  • Reflection (Chaffey & Ellis-Chadwick, 2019).

The brand domain refers to the key target markets and the industry in which the company competes in (Chaffey & Ellis-Chadwick, 2019). For Nate, this market would include the sporting industry, athletes of all levels and individuals relevant to sport (e.g. coaches, managers, etc.). ⚽️

Brand heritage is all about the business’s history and culture (Chaffey & Ellis-Chadwick, 2019). We could ask questions like:

  • What got you involved in this type of business?
  • Why did you want to launch an online store for sporting gear and equipment?
  • What’s your mission?
  • What do you see in your company’s future?

The values of the brand are crucial, as these are the characteristics which help shape a brand (Chaffey & Ellis-Chadwick, 2019). This is all the nitty-gritty aspects of a product, so Nate should know what kind of pricing he’d like to ask for, the quality of his products and how well they perform (Chaffey & Ellis-Chadwick, 2019). Who’s going to want to spend $170 on a tennis racket (Rebel Sport, 2019) if it only lasts two weeks? Surely any racket that costs that much will last ages. 🙄

When we’re talkin’ brand assets, we’re talkin’ names, colours, logos, symbols, images (Sinha, 2018; Chaffey & Ellis-Chadwick, 2019) – the entire lot! It’s important for Nate to think about what his consumers will see, and how they will interpret this as a brand.

My personal favourite: brand personality. If you recall the blog post I wrote last week on Frank Body, the founders developed a persona that their target audience could connect with (Hum, 2018), and that’s just one successful example.

Nate doesn’t necessarily need to create a personality to reach his target market, but he should be able to identify certain characteristics that best define his company (Sinha, 2018; Chaffey & Ellis-Chadwick, 2019). Perhaps we should get him to think of some buzz words to help him out? 🤔

Brand reflection is how a customer sees themselves after purchasing from a business (Chaffey & Ellis-Chadwick, 2019). I personally believe that all of these elements lead up to this reflection, as you’d want your customer to feel positive about choosing to purchase from you.

Tip #3: Select the right channel(s) and use it the right way

It’s a no brainer that Nate would need to get a website set up but in terms of social media, I think the scary thing is that there are so many platforms out there and you’ve gotta be smart about which one you put your business on. #Yikes

It’s important for Nate to know where most of his intended audience spends their time; that way, he can tap into a market that is likely to appeal to his product offering (Ogweng, 2018). For example, if he’s going to be Canberra-based, then he should recognise that creating a Twitter account wouldn’t be ideal for a city that aren’t heavy users of the platform. 🤷🏻‍♀️

Understanding how to use social media is crucial for Nate. Instagram has a cool feature now where users can actually shop as they’re scrolling through their feed or going through Stories – see Image 2 (Instagram, 2019).

Image 2: Shopping feature on Instagram (Instagram, 2019)

If a potential customer was on Nate’s Instagram and saw a pair of footy boots that they really wanted, they could tap on the product tag or product sticker that would lead to his website to make a purchase (Instagram, 2019). And ultimately, increase website traffic. 👏 #DoubleWhammy

We could help Nate out with the content that he posts online by developing a set of content pillars to help guide him through content creation (Coates & Iannelli, 2019). Content pillars are the broad themes which will ensure that whatever he posts for his business, actually aligns with his brand and is the foundation of his strategy (Barnhart, 2018; Coates & Iannelli, 2019).

To be honest, there are so many tactics out there that could help Nate out, but I really do think these three tips are important to get right before going full steam ahead.

It’s all about planning, and planning again (Image 3). 💥 #TrialAndError

Image 3: Planning content is an important aspect of your social media strategy (Unsplash, 2019)

Now, that’s a wrap on my blog posts for Digital Marketing!

For those who have been with me since day one, I’d like to thank you for taking the time out of your day to read what I have to say. Hopefully I can continue this site as a way for me to share my learning and professional journey.

VP. ✨

References

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Coates, E. & Iannelli, R. (2019). Social School. Canberra: Ivy Social & Good Day PR.

Hum, S. (2018). How Frank Body Used Word-of-Mouth and $5,000 to Become a Multi-Million Dollar Skincare Brand [Web log post]. Retrieved from: https://www.referralcandy.com/blog/frank-body-word-of-mouth/

Instagram. (2019). About Shopping on Instagram [Website]. Retrieved from Instagram: https://help.instagram.com/191462054687226

Ogweng, S. (2018, December 27). The Ultimate Guide To Choosing The Best Social Media Channels For Your Business [Web log post]. Retrieved from Sked Social: https://skedsocial.com/blog/social-media-channels-for-your-business/

Rebel Sport. (2019). Head IG Challenge MP Tennis Racquet [Website]. Retrieved from Rebel Sport: https://www.rebelsport.com.au/p/head-ig-challenge-mp-tennis-racquet-M58105401.html?dwvar_M58105401_color=Black&cgid=REB012001#start=1

Sinha, A. (2018, May 14). Six Reasons Branding Is More Important Than Ever Before [Web log post]. Retrieved from Entrepreneur India: https://www.entrepreneur.com/article/313369

Tennis Australia. (2019). What equipment do I need to play tennis? [Website]. Retrieved from Tennis Australia: https://www.tennis.com.au/play/equipment/what-equipment-do-i-need-to-play-tennis