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A SPOTLIGHT ON SOCIAL MEDIA
NICOLLETTE - BACKGROUND
• Studied a Bachelor of Business double majoring in Advertising and Marketing.
• First Class Honours in Marketing.
• Honours Project - “Shared Customer Experiences in Social Media”.
NICOLLETTE – DIGITAL MARKETING EXECUTIVE• Helping to develop strong digital marketing and social media
strategies for our clients. • Current marketing agency for 20th Century Fox NZ where we
help develop strategies and promotions for all of their new film releases. • My role includes working with the international social media
strategy and re-developing it for the New Zealand market. • This includes using copy, imagery and visual materials to
create a solid brand story for each new film, over a number of different social media platforms.
EXCITING RECENT RELEASES
DEADPOOL (Feb 2016)
Huge social campaign with access to all
international content
X-MEN: APOCALYPSE (May 2016)
New frontier with UGC in our first Snapchat
campaign
ICE AGE: COLLISION COURSE (July 2016)
Partnership with Antarctica NZ and Ice
Age
NICOLLETTE – A SOCIAL NATIVE
• Social Media Consultancy based in Auckland, run alongside my full time position.• Working with small business owners to understand the power
of social media and its need in their marketing plans.• Started from an Instagram account, in June 2014, that posted
social media tips.
SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA IS…
“is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration.”
WHATIS.TECHTARGET.COM- 2016
QUICK FACTS
91% of mobile Internet access is for social activities!
• Facebook – The current market leader. 23% of Facebook users check their account at least 5 times a day.
• Instagram – A community of over 300 million users, sharing over 60 million photos per day.
• Snapchat – Over 400 million snaps shared per day.
• YouTube – Over 1 billion users.
• Pinterest – More than 14 million articles are pinned a day.
SPROUT SOCIAL - 2016
SOCIAL MEDIA PLATFORMS
Photos, videos, text + links
71% of adult internet users are on Facebook
77% of adult women and 66% of adult men
High usage for 18-29 and 30-49 age groups
👩👨
Photos + small videos
26% of adult internet users are on Instagram
29% of adult women and 22% of adult men
Over 2x the amount of 18-29 than 30-49
👩👨
Text (140 characters)
23% of adult internet users are on Twitter
24% of adult men and 21% of adult women
Higher usage in the 18-29 over other age
groups
👨
SPROUT SOCIAL - 2016
SOCIAL MEDIA PLATFORMS
Images (associated with a link)
28% of adult internet users are on Pinterest
42% of adult women and 13% of adult men
Very similar usage 18-64 age groups
👩
Snapchat
Photos + Videos (for 10 seconds)
70% of adult women and 30% of adult men
Under 25 age group the largest users
👩
YouTube
Video
Very even split of male vs. female users
Largest demographic of users is 25-34
👩👨
SPROUT SOCIAL - 2016
WHY USE SOCIAL MEDIA?
WHY USE SOCIAL MEDIA?
• Online Reputation Management: To be active in building and managing your reputation online.
• Build an Audience: To build a dedicated audience for your current film and your future projects.
• Community Engagement: To be able to develop an engaged community that inspires, encourages and collaborates.
What do the next four social media success case studies have in common?
EXAMPLES OF SOCIAL MEDIA SUCCESSES
Kim Kardashian
West
THE GROAN
@iPadLetteringDeadpool and
Ryan ReynoldsHunt For The Wilderpeople
THE NICHE THE BLOCKBUSTER THE CLOSE TO HOME
KIM KARDASHIAN WEST – THE GROAN
• A celebrity and social media superstar aka. ’The undisputed queen of social media'. • Has a strong presence on Instagram,
Snapchat and Facebook, showing off her extravagant every day life to her millions of followers.
• Facebook – 28.8 million likes• Instagram – 77.2 million followers
@IPADLETTERING – THE NICHE
• A calligraphy/typography artist located in Auckland who found a niche product/area on Instagram and went about building a devoted community.
• Instagram – 25.5k followers• Website - 5000+ session per week
DEADPOOL AND RYAN REYNOLDS – THE BLOCKBUSTER
• Was the first real movie campaign of its kind where the actor got so behind the promotion of the film and created endless amounts of additional content.
• Deadpool Movie Facebook Page – 6 million likes• Ryan Reynolds Instagram – 5 million
followers
HUNT FOR THE WILDERPEOPLE – THE CLOSE TO HOME
• A New Zealand film that is blowing up all over the world and has continued dominating their social media campaign throughout the launch in multiple countries.
• Facebook – 61,248 likes• Instagram – 7,147 followers
Of those four examples, what do they have in common?
ANSWER
All four examples:
• Know their audience and engage with them on a regular basis. • Test and measure content.• Learn from those engagements.• Are prepared (i.e. with content in the bank).
Which I believe is the key to being successful on social media.
BUILDING A SOCIAL MEDIA PRESENCE
MESSAGE – THE WHAT
• Get specific.
• What makes your message different and unique?
• In other words, why should people consume your content?
MY EXAMPLE
I want to be known as a leader in my field of social media marketing, for small businesses and creatives
entrepreneurs.
REASON – THE WHY
• Dig deep.
• Get specific.
• Limit.
• Write them down.
MY EXAMPLE
• To generate new leads.• To build brand
awareness.• To build a loving and
supportive community.
AUDIENCE – THE WHO
• Get specific.
• Drill down.
• Keep drilling.
What social media platforms are they active on?
MY EXAMPLE
• Small business owners.• In their 30’s-40’s.• Who have limited social
media/online knowledge but who know they WANT to be there.
PLATFORMS – THE WHERE
• Based on where your audience is active.
• Also influenced by the type of content you will be using.
• Images – Instagram?• Videos – YouTube?• Quotes – Twitter?• Mixture – Facebook?
MY EXAMPLE
• Facebook• LinkedIn• Instagram
CONTENT – THE SECOND WHAT
• You don’t need to reinvent the wheel…. What content do you already have access to?
• Stills/Images• Short clips/Video• Quotes
MY EXAMPLE
• My own blog posts• Sharing articles with my
comments attached• Client testimonials• Social media tips
PUT IT ALL TOGETHER AND YOU GET…
A well thought out, tailored and unique social media strategy!
Message Reason Audience Platforms Content
THE EXTRAS – SCHEDULING TOOLS
• Social media scheduling tools.
• Make your life a heck of a lot easier when you have other things going on too, like your full time job!
• Free tool Hootsuite or natively on Facebook.
THE EXTRAS – SOCIAL MEDIA ADS
Facebook and Instagram Ads
• Start from $1 a day.• Are EXTREMELY targeted.• Measurable and trackable.• Start and stop when you please.• Pick the content that will work best (limits i.e. text).
THE EXTRAS – SOCIAL MEDIA AD EXAMPLES
THE HIGHS + LOWS
THE LOWS
• Understanding that it does take time and that you do have to be patient.
• Understanding that there is no secret weapon or magic pill. That what works for one person might not work for you.
• Understanding that you will need to put in the time, effort and maybe a little bit of cash to be successful (as is the same with life!).
THE HIGHS
But what happens if you get it right?
• Success like from our case studies.• Achieving your social media goals, whether it be building an
audience, increasing sales or finding new leads. • Having a community that supports you and that you can
communicate with and learn from.• You’re able to build an engaged audience that want to see
what you produce.
REMEMBER – KEEP IN MIND – DON’T FORGET
The Don’ts: • Don’t give up too early
• Don’t be scared of failing
• Don’t try to be everywhere
• Don’t overwhelm yourself
AND GOOD LUCK FOR THE LAUNCH OF YOUR FILMS!
