Last week saw beautydirectory host its inaugural digital seminar, directed towards brands and PRs who are keen to broaden their knowledge about the ever-changing digital landscape. Five speakers addressed guests on a number of topics aimed to educate brands on how best to utilise digital platforms.
Jacki James – strategic planner, Zuni
Using a number of impressive statistics, James gave a comprehensive insight into the influence of social media in Australia. As the most prolific users of social media in the world, more than 10 million Australians use the Internet to tap into other consumers’ opinions. Key statistics from James’ presentation include:
- The future of social media is mobile: Social mobile has doubled, now at 42 per cent of all online Australians and 74 per cent of 16-24 year olds.
- When asked what they want from businesses or brands follows, 57 per cent of consumers said discounts, 45 per cent said giveaways, 41 per cent said invitations to events, and 41 per cent said product information.
- Facebook is the most dominant social-media platform, used by 97 per cent of social media participants. 6.6 million Aussies check Facebook daily.
- Engagement with Facebook is vital for visibility. Photos get the most visibility, followed by videos, links and status updates. Timing is key: you’ll get half the likes” you’ll ever get in the first hour and 20 minutes.
- Reasons people unlike brands on Facebook: 44 per cent of respondents said the brand posted too frequently, 43 per cent said their wall was becoming too crowded with marketing posts, and 38 per cent said the content became repetitive over time.
- People read an average of six blogs before making a purchase decision.
- Blogs are underutilised by Australian business.
- Only 9 per cent of businesses are optimising their content for mobile devices.
James’ five key points to take away:
- Your customers are active in social media, even if you aren’t.
- Remember that people are primarily using social media for social purposes – not to be marketed to.
- Be mobile ready, your customers probably are.
- Engagement is vital but you need volume to deliver better results.
- Most Australian businesses are still finding their way too.
Anna Adolfo – digital manager, NIVEA
Adolfo began her presentation by explaining what social media means to the brand, including public relations, customer service, loyalty building, collaboration and customer acquisition. Adolfo’s key points were:
- The allure of social media is its wide reach and resulting discussion on the brand through word of mouth.
- Facebook has provided a valid option to support NIVEA’s social media strategy. It also performs as the most cost-effective reach option.
- Facebook requires constant conversations (say, twice a week) to keep up contact with fans.
- It’s worth using an agency to manage social media if they have more knowledge than you.
- Take care of every detail to avoid negative feedback.
Debbie Selikman – editor, beautyheaven.com.au
The differences between traditional and online media are numerous, according to Debbie Selikman. As well as having very different editorial processes, online is a two-way conversation, with an emphasis based on levels of engagement. Selikman explained that brands can use digital to their advantage by utilising online promotion activity and giveaways, as well as using forums to leverage user-generated content. Her five tips for working with digital media are:
- Get to know your digital publishers.
- Capitalise on the immediacy of online publishing.
- Provide factually correct and concise information.
- Brands need to be prepared for feedback and ready to respond.
- Leverage your social media activity by engaging with other brands, media and consumers via social networking, blogs and forums.
Ian Thomas – director, Maxted Thomas PR
PR company Maxted Thomas isn’t one to shy away from engaging their brands using social platforms and online media. Thomas referred to the MTPR Blogger Day in 2010, which was the first event to officially recognise the importance of bloggers in the beauty industry and aimed to build up relationships between brands and bloggers. Thomas’ 10 rules on blogger relations:
- Research: Make sure you’re dealing with the right bloggers. Ask for traffic stats, check if visitors are engaging with them and see who gets regular comments.
- Network: Build networks with bloggers through social media.
- Conversation: Remember this is a conversation and the same etiquette and courtesy that applies in the real world applies in the e-world.
- Engage: Send time getting to know bloggers and develop relationships with them. Comment on their posts when you’ve got something to say.
- Take it easy: Don’t try to do everything. Be selective and work hard to build a relationship with a select few bloggers who are relevant to your brand.
- Make friends: Remember the beauty blogosphere is a relatively small world (for now). Make friends and the goodwill will take you a long way.
- Pitch: But pitch carefully – make it personal and relevant.
- Content: Content is king. Only offer something if it is genuinely interesting.
- Timing: manage timing and embargo information if necessary.
- Review: The beauty blogosphere is far from static. Don’t get complacent.
Nikki Parkinson – blogger, Styling You
Well-established and award-winning blogger Nikki Parkinson cites a Nuffnang survey, in which 78 per cent of respondents said they had purchased a product or service as a result of reading about it on a blog. Her tips for PRs and brands are:
- Get to know us: Follow us on Twitter, subscribe to our blogs and ask us for media kits.
- Read the blog of the blogger you’re pitching to.
- Consider whether your pitch will ad value to the blog you’re pitching to.
- Email the blogger personally.
- Include all relevant details and an image with the media release you email.
- Send us media releases at least one month prior to launch: yes, we can get a blog post up quickly if there is an urgency, but generally we’re fitting our blogging in around other things. I schedule one month in advance.
- Understand that for most people, their blog is a labour of love: most beauty bloggers have a day job or something that provides an income.
- Consider inviting us to your media events.
- Bloggers and their readers love giveaways.
- Value that bloggers are connected with their readers.