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media platform Archives - Syneka Marketing

Putting Plans into Action

By | Advice for Businesses | No Comments

In March we covered the topic of putting plans into action.Sound planning is essential, but so is implementation as you need to achieve the results you have identified.

  • Firstly you need to undertake your research. Without research it is difficult to determine your position in the market and identify your value proposition.
  • Secondly, a plan requires resources. It is important to determine your requirements to implement the plan effectively and to consider how you can leverage personnel across your business effectively.
  • Lastly, make sure you commence implementing your plan. Results will only be seen if you turn your plan into action.

In March we explored some case studies that identified how plans were put into action. The Salvation Army South Africa and its domestic violence awareness campaign, through #thedress, is an example of sound campaign planning and implementation. While Seek’s #makeitcount campaign was an example of a great idea – inspiring Australians to go out there and find their dream job, it fell short in terms of implementation. Ultimately this campaign was off message and lacked the innovation that is often seen in Seek’s campaigns.

During March we also conducted our first Re-imaging Marketing workshop at the NAB Village. This workshop attracted a diverse range of participants and explored how business goals need to link to marketing outcomes. Planning should be undertaken prior to any tactical components.

In April we will be covering the topic of assessing marketing implementation. Stay tuned to our social media platforms, newsletter and blog to stay informed.

Presentation and Workshop on Social Media with Interchange

By | Advice for Not-for-profit Organisations and Charities, Presentations, Resources | No Comments

Interchange is a member organisation that provides family support and social opportunities for children and young people with a disability. As an organisation focused on younger people, the use of technology as a communication tool, is becoming increasingly important.

I was invited to discuss the role of social media, as a community engagement tool, where we explored both current and emerging platforms.

Platforms, such as Facebook, are utilised across all demographics, providing an opportunity to reach not only young people, but other family members. Facebook is useful in reaching a broad demographic through an organisational page or group. Instagram is an increasingly popular social media tool for under 30 year olds, and is a mobile based platform. Organisations that can document their activities through photos can extend their reach through Instagram and other targeted tools.

Each social media platform has its own target markets and use cases, it is imperative to use the right tools to reach your communities.

We also covered safeguards on social media. Topics included the need for policies that outline acceptable usage of social media and the need for consistent communication. An organisation is responsible for any content that is published on its social media pages. It is imperative there is a proactive response to managing and fostering communities.

Social media has the potential to extend the reach of organisations and foster the development of communities. Like any communication platform, social media requires a strategic approach to deliver positive outcomes to an organisation.

Social Media Training for Community and Not-For-Profit Organisations

By | Advice, Advice for Not-for-profit Organisations and Charities, News, Presentations, Resources | No Comments

Social media provides an opportunity to extend the reach of not-for-profit organisations and develop further dialogue with stakeholders. Far too many organisations, either ignore social media due to a lack of understanding, or rush into it while failing to recognize the need for an integrated marketing approach.

This morning I delivered a workshop for not-for-profit organisations based in the Yarra Ranges,  covering Melbourne’s outer eastern suburbs, as well as regional townships like Healesville and Warburton.  The workshop covered marketing fundamentals, ensuring that social media is seen as a potential marketing tool that requires a strategic approach.

Like other forms of marketing, there is a need for a consistent approach to social media. Each social media platform, has its own target demographics, and it is important to use the right tools to reach the right people. Platforms like Facebook, can be useful in establishing active communities around organisations. Twitter can be used to provide short and sharp updates on activities. LinkedIn however, enables the fostering of business connections and dialogue through its interactive groups.

Integrating social media with your website, saves time by replicating content across multiple channels, meaning that you are able to provide a consistent message, regardless of how someone connects with your organisation. Most websites support social media integration, with this approach providing time to foster communities, rather than manually adding content.

Like any form of external communications, there is a need to establish policies that guide the use of social media.  Spokespeople should be identified and charged with the responsibility of posting official content.  Other members of the organisation should be encouraged to discuss these topics and to interact with the community.

The official spokespeople should also manage any adverse commentary that may occur.  Organisations should engage negative comments, seeking to resolve complaints outside of social media while highlighting the resolution.  Offensive comments, however, should be immediately removed with an indication that the content violated the organisation’s policies.

Social media can be an extremely effective communication tool when it is used to complement other marketing activities.  It is critical that all marketing and communications is consistent to provide cohesive messages that cut-through and prompt a response.

Today’s workshop discussed the context of social media and delved into the practical components on Facebook and Twitter.  A subsequent course will be held at the Yarra Ranges to exclusively examine the practical elements of using social media.