Facebook has been putting a huge emphasis on video content. From the metrics offered in ads manager and the reported insights in Creator Studio, to the layout of the Facebook feed and the Watch section, it is clear that video is this is a form of content which marketers have to understand and leverage. Who better to talk to about the power of video on social media than local Brissie viral video star, Dan Lee.

Daniel Lee is the Principal Agent at Plum Property, and does all his own stunts. The videos Plum Property creates for their clients go above and beyond the industry standard, leveraging social media in a unique and engaging way that has led to selling multi-million-dollar homes.

We’re so excited to share this bumper episode with you which digs into what makes these videos so successful!

EPISODE NOTES:

TIPS

- Placement is key: Facebook and Instagram in particular are news and entertainment platforms, not advertising platforms. Plum Property videos fulfill their purpose of displaying a property and promoting it in a way which gives people what they want when they go to these platforms.

- Video View Time is one of your best indicators of the quality/suitability of the content. There is no definite industry average, but Facebook reported waaay back in 2016 that just under half of people who watch the first 3 seconds of a video (which is the minimum time for a ‘view’ to be counted) watch up to 30 seconds. That number is still a solid indication that people are intentionally consuming your video content. But now Facebook only has metrics for up to 10 seconds, and has percentages for measuring the watch time beyond that. Which is a pretty good indication that if your videos are being viewed for 10 seconds on average, you’re doing a good job.

There is some more info on metrics for measuring the success of videos here according to Facebook and how they are measured.

- Pick the right medium for your purpose: video can show things that photography can’t, so what do you want to focus on?

- “Entertaining” doesn’t mean distracting or concealing. Entertaining can mean getting your audience onside and making them feel something, as well as presenting facts. Dan’s tongue-in-cheek honesty wins people over, creating trust which converts.

- Touchpoints:A correction thatit takes 33 touchpoints to convert a cold lead to make a purchase.

- KPIs: Landing Page Views is what Dan looks out for when monitoring the success of an ad, 2-3 thousand landing page views being a sign it’s a good ad.

- Repurpose content: Repurpose your video content by cutting it into smaller clips for Stories or your feed so you can get as much out of is as possible.

Check out what stunts and homes Dan is showing off by following him on Instagram, and Facebook, and checking out Plum Property’s Youtube channel and website.

We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting and content creation to campaign...

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This week’s episode is a bonus, and a little different: We’re going to be stepping out the timeline of current events are disrupting, shaping and threatening the social media landscape.

As we mention in the beginning, we are not experts in the political aspects of these issues. We don’t want to detract from the importance of the Black Lives Matter movement, or in any way diminish it and the implications it has.

We are engaging with the topic within the context of our professional expertise, and examining the repercussions within the confines of the social media and digital marketing industry.

EPISODE NOTES:

Key Points:

Section 230 is important because it means that websites and platforms like Facebook cannot be held accountable for the comments that people post on artcles hosted on that platform.

Trump wants this protection taken away, he doesn’t want websites to be able to restrict or delete any information shared on them, and he wants to free up government ad spednign around freedom of speech, and state and federal to have oversight onto the reviewing of what data is shared, restrictred, deleted etc.

All of this comes as Facebook and Instagram in particular have been cracking down on what content can be shared and putting more in place to keep the user experience safer and happier. Plus FB has been doing heaps to restrict political spending on it’s platform in light of the Cambridge analytica scandal that was tangled up in the 2016 us election.

RESOURCES:

Australian Laws around comments and Liability:

Here is a recent article about that case that went before the Supreme court of NSW about media companies and their liability to third party comments, and here is an article from last year with a bit more detail about it.

TikTok:

This is their response to the news.

Snapchat:

Here is Snapchat CEO Jason Spiegel calling for reparations to address racial injustice

This is a recent article about Snapchat kicking Trump off their discover feed.

This is an article discussing the implications of Snapchat wiping Trump from the discovery feed regarding young voter turn-out.

Facebook:

The New York Times has got a great overview of the Jack Dorsey (Twitter CEO) vs. Trump fight here.

Here is more information on Talk Space backing out of their deal with Facebook

This is the open letter from the Facebook employees who created the community guidelines.

And

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This week we had the great pleasure of interviewing podcast expert, producer, and adviser Zane C Weber! Zane talks us through the basics of starting a podcast, the lay of the land, and give some insights on what value it could offer your business.

This week’s question is from Ash, who asks:

Is having a podcast an effective and cheap way to promote my business?

EPISODE NOTES:

Podcasting, like social media, is a way to personalise your connection with your audience, and strengthen your brand voice. It can create rich content which can be used across multiple channels. It’s often a more intimate experience for your community because they hear your voice… literally. A great case study Zane mentions is earth.offline.

TIPS

- The types of business podcast are: advice, interview, profile/thought leader.

- It can be a networking tool, to showcase case studies of your success stories.

- Making money directly off podcasting: is hard, this is a long game. You can sell ad space, create promotions from other businesses, and collaborate.

- Making indirectly off podcasting: easier. It’s great for client retention, strengthening your relationship with your current audience, networking, branding, content creation, and establishing yourself within your industry.

- Podcasting is relatively cheap in terms of equipment and running costs, but is very time consuming and labour intensive.

- Podcasting can be compared to influencer marketing int hat it’s the engagement rate that counts, not the follower numbers.

- Podcasting is great for content creation, and create ever-green content.

- Zane mentions “hosting” a podcast- this refers to hosting the data and audio on a website and linking is to podcast hosts. Sounds scary, it isn’t that bad.

- Podcasts don’t offer great data capture or analytics at the moment.

- There is reason to believe that podcasts may start going the way of TV: there will be free to air, and there will be Foxtel and Netflix equivalents.

We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting and content creation to campaign activation, and anything in between) ask us here!

www.socialcut.com.au

Subscribe to us on ITUNES, STITCHER, SPOTIFY, or your podcatcher of choice.

Find us on FACEBOOK, TWITTER or INSTAGRAM.

Become a Patron of That’s Not Canon Productions at Patreon!

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This week we talk about how you can get free (good) press! That’s right, there is a way you can collaborate with big names in media, no matter who you are. We also get to share that our passion project, Shop Brisbane, is up and running! Check out the website if you want the inside scoop on Brisbane’s Makers, Shakers, and Risk-Takers. You can also find it on Instagram and Facebook.

This week’s question is from Jaimie, who asks:

I’ve just launched a new product, and I want to get more exposure. What can I do?

EPISODE NOTES:

Media outlets and journalists want your stories, and you want the attention they attract. Here’s how you can pitch and begin to build a relationship with media outlets.

TIPS

- Your media pitch = a short punchy message to entice journalists to work with you and share your story.

- This is not an ad.

- Identify your target audience, and where they consume their media.

- Create a list of media outlets which both attract your target audience, and fit your tone and the product or service you are trying to get exposure for.

- Put the bulk of information at the top of your pitch.

- Have a hook and a catchy subject line (if it’s an email).

- Think of what barriers a journalist may have to sharing this, and remove them.

- Sourcebottle is great for practice.

- Don’t be afraid to follow up your pitch.

We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting and content creation to campaign activation, and anything in between) ask us here!

www.socialcut.com.au

Subscribe to us on ITUNES, STITCHER, SPOTIFY, or your podcatcher of choice.

Find us on FACEBOOK, TWITTER or INSTAGRAM.

Become a Patron of That’s Not Canon Productions at Patreon!

Hosted on Acast. See acast.com/privacy for more information.

Social Cut has always been about collaboration and supporting our community in any way we can. This week we got a question about mental health, and as none of us are mental health experts, we brought one in! This is a special extended episode with Peter Doyle, a counselling and coaching psychologist. He is the founder of Guidelight psychology, and shares some great tips on how we can take of ourselves as individuals and within the workplace.

This is our first Zoom podcast recording, the sound isn’t as crisp as usual and we’ll be continuing to improve the quality as we navigate a different way of doing things in between our usual (responsibly distanced) recordings.

This week’s question is:

This whole pandemic thing is really affecting my productivity. I find myself endlessly scrolling on my phone, and everyone on socials is somehow living their best life? Even the friends I have who have unfortunately lost their jobs seem to be feeling okay, and not like everything is a huge effort. How can I take better care of myself, but also use this to build my brand on social media seeing as I sort of have the time?

EPISODE NOTES:

Here are Peter’s top 6 tips to calm the mind, calm the body, and shrink the worries.

TIPS

- Question it. Is it true? Is this glossy insta post reality or is it pretend? Is this negative thought factual or fearful?

- Journaling and putting down the dot points of what is bothering you.

- Exercise and moving your body to release physical and neurochemical tension.

- Laughing, relieving the stress on a chemical level by engaging with something that make you laugh.

- Distancing yourself (from the stressful thoughts, sometimes by projecting into the future in a )

- Stop Sign technique: hold the negative thought, take a deep breath in, and tell yourself to stop, to let this thought go because it does not serve you. Some people like to visualise a red stop sign as they do this, or a glass shattering etc.

- Positive brand messaging, particularly right now, is about seeking to be of service without looking to push people through a sales funnel. Operate from a place of loving kindness, and find ways you can contribute right now. It sounds counterintuitive, but establishing an authentic connection by offering help without any kind of hook or

If something we talked about today interested you, check out the Guidelight website for free resources on workplace psychology. They’re useful both for individuals, as well as teams.

We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting and content creation to campaign activation, and anything in between) ask us here!

www.socialcut.com.au

Subscribe to us on ITUNES, STITCHER, SPOTIFY, or your podcatcher of choice.

Find us on FACEBOOK, TWITTER...

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Social media is an excellent way to market your business on a budget, and deciding where and how to invest your time will be a big part of determining your success. This week, the Social Cut team talk about the pros and cons of Facebook, Instagram, Snapchat, Tiktok, LinkedIn, Twitter and Pinterest.

This week’s question is:

I’m just starting out as a business but I have no idea what channels I should be on. How should I choose? What’s best for what?

P.S. This episode was recorded in early March before the restrictions on gatherings came into play, and since then the whole Social Cut team have been working from home and observing physical distancing. We’ve also been creating content to get you through, so follow us on Instagram to see what we’re up to!

EPISODE NOTES:

If you haven’t seen Gourmet Makes, here is the full video series (it is HIGHLY addictive).

Here is that list of Australian user stats for each platform that we mention, this is the report for January and here are the stats for March. The number of users on each platform and their demographics haven’t shifted significantly, if at all. This means people aren’t changing what platform they engage on right now, but spending much more time than usual on there. Scroll down to the trends section for more info.

Tiktok is the latest young fun platform, and content travels more widely and “democratically” than Instagram or Facebook. However, there are some downsides (of course). We briefly mention the privacy issues that are associated with using Tiktok, which you can read more about here. If you’re interested in big data and how it’s used, Four Corners has done a great episode on Amazon which is available to stream right now on iview. And here is a resource if you want to know more about Tiktok ads.

Snapchat and Snapchat TV, like all social media platforms, has seen record breaking numbers during March as the world immerses itself in the internet. Here is a quick look at the trends within the app’s usage. If this is the platform for you, it might be time to make and buy time for a custom filter.

TIPS

- Your business accounts social media accounts are different to your personal accounts

- Still be authentic and bring your personality to your social media accounts though

- You kinda have to have a Facebook page for your business, but you don’t have to invest a whole lot in it if it’s not going to help you.

- Ditto Linked In for your personal profile.

- You do not have to be on every platform on the internet, but you do have to invest time and effort into the ones you put your name on. Choose well, and don’t over stretch yourself

We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting, to content creation, to campaign activation and anything in between) ask us here!

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This week the SC team give you the run down on how to organically grow your Instagram account. From copy writing to content tips and outreach strategies, this a great introduction for beginners, with plenty of tips for the more seasoned iger.

This week’s question is:

I can’t afford to run any ads so I need to really leverage my organic content as much as possible. Do you have any tips around growth hacking and copywriting which really converts?

P.S. This episode was recorded in early March before the restrictions on gatherings came into play, and since then the whole Social Cut team have been working from home and observing social distancing. We’ve been creating content to get you through, so follow us on Instagram to see what we’re up to!

EPISODE NOTES:

You can help the RSPCA by fostering or adopting an animal during this strange and uncertain time. Get in touch with your local RSPCA to find out more.

What is growth hacking and is it legit? As an area within marketing, “growth hacking” is very closely connected to the user experience, so it’s an expansion on those funnels we talked about a little while ago. While there’s not a lot you can do to “hack” growth, it is certainly important to have a growth strategy. And there are people who have entire jobs dedicated to this area; it’s done through A/B testing, data analysis, and working with product teams. Read more here.

TIPS

- Spend time in your account. There is no getting around this part, you just have to do the thing.

- Engagement KPI: other accounts, hashtags, like comment organic story reacts discussion

- Try and gamify it if you can

- DO NOT GET A BOT

- Keep copy (the writing) simple and short

- You are your own best litmus test

- Identify a pain point your customers have, and offer value through your social media accounts

- Move your key info to the front of the copy.

- Use your hashtags wisely

- Don’t post just for the sake of posting

- Light and bright content for organic content, and show the people behind the brand

- Your outreach strategy should include online and in person networking with people and accounts who share a common customer base.

We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting, to content creation, to campaign activation and anything in between) ask us here!

www.socialcut.com.au

Subscribe to us on ITUNES, STITCHER, SPOTIFY, or your podcatcher of choice.

Find us on FACEBOOK, TWITTER or

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