Engage Bali Part 3

Perth People I Met In Bali

I wanted to wrap up my writing about #EngageBali 2016 by telling you about some cool Perth ladies I met in Bali, and what their thoughts on the conference were. So I interviewed them, and here’s how it went!

Sasha Ioppolo is the director of her own Marketing Agency, Fanfare Media based in North Beach. Helen Cripps is the Digital Marketing Strategist & Advisor; Research Expert and Data Analyst for Edith Cowan University.

What was the one thing that made you decide to attend Engage Bali?

Helen:

I was interested in finding out more about the Socialbakers software. I was also keen to hear the lineup of speakers as I teach social media marketing.

Sasha:

For some time I have wanted to attend an international social media summit, and on reading about what Engage Bali had to offer in terms of speakers, I thought it was a great opportunity to attend in a location close to home. Plus it was a great opportunity for myself and Jae (our content marketing assistant) to mix it with the best in the biz!

My 2 Cents:

Like Sasha I had been longing to attend an International Social Media conference for some time, but could not justify the expense and the time it would take to travel to the US or Europe. Since Socialbakers decided to put on a Bali event I thought – why not! Plus I wanted to hear from LEGO, Twitter and NASA speakers

Was this reason delivered upon?

Helen:

The speakers – yes they were fantastic, and you got to mix with them. The speakers were very friendly and happy to chat with conference attendees. The software has been an ongoing project due to my lack of experience with such software and my not knowing what I want. It is a problem as there are very few software firms with an office in Perth.

Sasha:

Absolutely. The line-up of international speakers lived up to my hopes as did the organisation of the event. And the venue at the Grand Hyatt was spectacular too!

My 2 Cents:

YES! I had a fantastic time, not only with the conference content, but the people that attended, and the Socialbakers team really looked after me!

What was your favourite part of Engage Bali (and why)?

Helen:

The workshops as I got to work with people from around Asia and see things from other cultural perspectives.

Sasha:

The second day of the event was definitely the highlight. Hearing about best practice from the likes of Lego, NASA and MGM Hotel Group, ( just to name the big ones), was invaluable. I couldn’t stop scribbling notes and tweeting the key points. I also really valued the opportunities for networking, both with other attendees and the speakers from around the world. Having the opportunity to talk with other people in the industry in a one on one setting was a highlight and I hope to to keep in contact with many on a professional level.

My 2 Cents:

I loved the main conference event, but if I’m honest it was getting to meet and chat to the attendees, speakers, and the Socialbakers team at the function afterwards that I really enjoyed the most. Also I was so impressed with the amount of fantastic women speakers and attendees!

What was your least favourite part of Engage Bali (and why)?

Helen:

I think that is was so short. Would have liked it over 2.5 days so more time to get know the other attendees.

Sasha:

If I had to pick a least favourite part, it would be that the workshops on the first day were focussed on activities that were not particularly relevant to the clients that I work with, being small to medium business.

My 2 Cents:

Probably that I didn’t spend enough time in Bali. It was all very rushed.

What were your major takeaways?

Helen:

How social media can be used for customer service.
Insights into how social media marketing is different across Asia.
How to build community and engagement with social media.

Sasha:

Engagement and the power of user generated content. Many speakers told us about how they use stories and user generated content to engage social media audiences. In a work where we are fighting to gain the attention of our viewers online, we need to be increasingly relevant and engaging to our audiences. Hearing how the big players are doing that was very motivating and thought provoking. Another key takeout was how as social media professionals; we need to be all over the latest in the available technologies and techniques so that we can to measure and improve campaigns in terms of engagement and revenue benchmarks.

My 2 Cents:

That everyone faces the same challenges, and there’s a few key answers: know your audience as intimately as possible, and create content for them they’ll love. And track your data, test and repeat. There’s no tricks! If you nail these 2 things you’ll be able to win at Social.

How will you be applying these takeaways to your business/clients/students?

Helen:

I am currently working on service recovery using social media as a result of the Cathay Pacific presentation. The presentations provided me with great insights and examples that I can now use with my students.

Sasha:

As an outcome of Engage Bali, at Fanfare we are now even more actively looking for new and exciting ways to deliver exceptional content to our client’s audiences. We are working on a new concept that will enable small business clients have easier access to video to create more engaging and therefore more profitable campaigns. We are also looking deeper into the Socialbakers platform to ensure that we are providing a unique and premium service to our Perth clients, in terms of reporting on return on investment and benchmarking engagement.

My 2 Cents:

The outcomes I discussed won’t really change how approach my client work as such, but more strengthen my resolve to stay true to these 2 key elements of Social Media Marketing.

Who was your favourite speaker and why?

Helen:

Nina from Canon as I think she did a fabulous job of should how to build community and customer loyalty through storytelling.

Sasha:

We loved Nina Spannari from Canon Australia. Hearing how Canon have utilised user generated content and brand ambassadors for their campaigns, and the success that they have had, was thought provoking. We have already told some of her stories to our clients to inspire them to work with us to create more interesting content.

My 2 Cents:

Tough question! I actually loved Pitor Jakubowski from GO JEK. I knew nothing of his brand, and not much about Indonesia in general and his ad creative evoked a very emotional response I wouldn’t have expected. Plus he really appealed to the local crowd, which was nice. I mean, I actually enjoyed most of them but he was a stand out.

What was your favourite workshop and why?

Helen:

Customer Journey, it required use to create a marketing plan for a challenger brand to a market incumbent. I really enjoyed working with the group as they were all really interesting people. Great to exchange ideas with people from very different backgrounds.

Sasha:

I really enjoyed hearing from Alex from Medibank Private on how they deal with the trolls and other customer complaints.

My 2 Cents:

I enjoyed the Dual Brand Strategy with Holly from Seek. It was good to see how a large brand approaches their Social strategy, and Holly was very good.

If Socialbakers have another Engage Bali event would you return?

Helen:

Most definitely I would return as I think it was better than most academic conferences. Both the speakers and the attendees were very interesting and very engaged. I have even thought that I would see if my students would be willing to come to the conference as part of their studies as I think exposure to the Asian region is really important for their global outlook. It was great to meet some really cool women, as often I find in tech I meet only men. I enjoyed hear their career paths, though different to my path I always gain from hearing from others.

Sasha:

I would certainly consider returning but that would depend on the line-up of speakers and the content of the workshops. If they had more content suited to small to medium business, I would be there with bells on.

My 2 Cents:

ABSOLUTELY! I had a great time, even outside the event schedule, which means the Socialbakers team know how to run an event, so I would definitely be back. I think it’s awesome to get an APAC perspective, and Bali is very convenient to Perth! Maybe some of the speakers would even fly that little bit further and do some events in Perth too!

November 15, 2016October 31, 2018

Engage Bali by Socialbakers: Part Two – The Main Event

Engage Bali Day Two

If you just want a “feel” for what Engage Bali was like I recommend you watch the video above.

In the below sections I’m summarising what I thought the main points of each speaker was, and it’s quite long, since there were so many. I have included as many links to videos and slideshows if you want to drill down into any of the speakers content. And I’ll update as more becomes available.

Strap yourself in – we’re going to Bali![/fusion_text][fusion_text]Day Two of Engage Bali started pretty much the same as the previous day, waking up in paradise and having a quick breakfast. I wish now I had’ve taken photos of the breakfast options! I’ve been to a lot of different countries around the world but never before seen a breakfast spread like this one. I was missing normal coffee though…

Day Two of Engage Bali was to be made up of 17 speakers and 4 panel discussions, followed by networking and dinner. On a humid Saturday, when your body clock is telling you you can take it easy (not saying I don’t work Saturdays – I freelance after all, which includes regular weekend work) this was going to be a long day!

I chose a seat in the second row and got prepared to get down to business! First up was Jan Rezab, founder of Socialbakers. The crowd loved him – and so did I![/fusion_text][fusion_text]

Jan Rezab – Founder, Socialbakers

Jan had a treasure trove of stats, tips and tricks for a Social Media nerd like me! Here’s my key takeaways from Jan’s wonderful presentation:

The state of Social:

Brands are growing on Social Media – but Media companies are killing it!

Media companies know how to create great content, but you also need to be an ad specialist to get your content seen.
Monitor the top 5 Media companies in your market for content trends.

Photos are still the dominant content type.

Even with the rise of video, it hasn’t taken over – yet.

Frequency is important:

Impressions – Reach = Frequency.

Make sure you stay informed about changes to the Facebook algorithm

Tips, Tricks and Facts:

Make beautiful content

Instagram has regional scale and can kill Snapchat

Video,Video, Video – but don’t measure it but the views!

A view is not a good metric. Measure Viewthrough rate (VTR). Organic Vs Paid video have around the same viewthrough rate.
Average Snap 1-2 secs. Average FB Video 3-5 secs. Unlink YouTube video no waiting for the ad to finish.
85% of video is played without sound and 95% are autoplays. Not putting captions on your video is a missed opportunity.
Brands are beating Media at video VTR

There’s no such thing as a yearly marketing plan anymore.

Accept changes/new features and adjust as you go.
You can’t fail if you are looking after Customer Care and Engagement. People want help with their issues and problems, they want information.

Jan sees an opportunity for Twitter to become THE customer service channel.

Only 16% of questions asked by consumers on Facebook pages are public!

2016 is the year of Bots!

No-one wants new apps!

65% of people did not open the app store/Google Play store in 2015. That means NO NEW APPS were downloaded.

Can we please stop using fan counts as a metric! It’s 2016 FFS!

Define your goals

Look for the big moments in your Social journey and analyse why they worked.

Watch the video of Jan’s keynote below, or you can also see the slideshare HERE.

Robert Lang – SEO, Socialbakers

Next was Robert Lang, CEO of Socialbakers. Here are my takeaways from Robert’s presentation:

Is the term “Social Media” outdated?

I think so, although I’ve been thinking about it for ages and I haven’t come up with an alternative I think covers the whole scope of what Social Media means to us.

Did you know Facebook’s 2015 revenue was $80 BILLION?

Whoa.

AND they have 60% of the market share! Measuring “time in platform” Facebook is leading the game.

Is Tinder a Social Media platform?

I don’t consider it one – but I haven’t used it so I’m open to feedback from others.

Will 2016 see the end of free Social Media?

I mean, it’s already happening…but I think we’ve got a little bit longer to go on some platforms.

Facebook judges the quality of your content every time you post or advertise.

How RELEVANT is your content to the target market? We know ds have relevancy scores, but we can assume ALL content have this same hierachy to reach the newsfeed. Content is rated by Facebook (and perhaps also Instagram) uy the first 100 impressions. Has anyone interacted with it? Clicked, reacted, commented, shared…? If not it’s not likely to be shown to any more people as your content is deemed to be of low quality.

Don’t boost bad content! EVER.

If you think you’ll get more engagement by boosting awful posts or making terrible ads – you’re incorrect. You will actually damage your pages overall relevancy score. Maybe it’s time to spring clean your history?

Connect Social Media to your business objectives

Period. Otherwise what is the point?

Focus on producing quality content and posting it at the correct times (Socialbakers can help you with that)

Be Bold and invest in things that work with your audience.

You can see the slideshare of Roberts presentation HERE

Sabeen Ahmad, Director of Digital Strategy – Publicis

Sabeen Ahmad was next. Sabeen is the Director of Digital Strategy at Publicis, and she had a lot to share. This is probably why she had to talk so fast to fit it all in!

I really enjoyed Sabeen’s presentation and meeting her afterwards! She was one of the wonderful examples of women smashing it in the digital marketing field, which is an inspiration to me personally.

Think Social, Act Global.

Sabeen took as through the AT&T campaign #catchjeremy as an example of how you can stage a stunt, with Social Media as the hub, and use it as advertising that’s global, relatable and effective.

Here are my main takeaways, but as I said there was a LOT of content covered – so please check out the slideshare which I’ll link to at the bottom of this section.

Everything is a business problem.

What is my brand trying to achieve?

The 5 Questions make an appearance again:

Why are you doing this?
Who is your audience?
Where are they?
What do they like?
How do you reach them?

Make a plan – use all the tools at your disposal.

Step into your customers life. The more you understand the better you can market.
Track the customer journey
Use influencers
Decide on the metrics you’ll measure
Create content that achieves your goals

Keep your efforts Efficient and effective.

Check out the slideshare HERE.

Daniel Morel, Chairman & Global CEO – Wunderman (retired)

Daniel Morel, retired Chairman & Global CEO of Wunderman was next up – and although his presentation wasn’t strictly about Social Media it was definitely one of my favourites! He’s a veteran of business strategy, and had some awesome insights!

Daniel’s favourite number is nine and so he made nine points in his speech.

Do you want to be RIGHT or do you want to be ELECTED?

1- Aim low and say yes to everything

2- The formula – don’t make (too many) enemies!

S = 100 – (Nb year x P)

P < 1%

S > 80%

For those of us not mathematically inclined – For every year of business you can piss off 1% of your colleagues and still work with 80% of them.

3- If you aren’t the lead dog, the view is always the same (bums of the lead dogs)

4- Out of many – one

E pluribus unum. “we must hang together, or we will assuredly hang separately.” Ben Franklin on signing the declaration of independence. Build consensus, otherwise you can’t win.

5- Don’t be a Lady Mary

This is a Downton Abbey reference that was a bit lost on me, but the meaning is business MUST be predictable.

6- Amateurs discuss strategy. Professionals study logistics.

I love this one! It’s all well and good to have a grand plan – but it has to be able to work.

7- Leadership is not about being liked

Leadership is defined by results, not attributes. People follow results.

8- Leading from the front

Leadership doesn’t kill you. Engage – give your pound of flesh.

9- Data Monster

Be aware of the amount of data, and who’s feeding the data monster.

Lars Silberbauer – Global Director of Social Media & Search, LEGO

Everyone knows of LEGO. We all know the pleasure of creating with it, and the pain of stepping on one. Their Social Media is amazing, and a fantastic case study for marketers who are looking to entertain and delight their audience, and encourage fans to share photos and become brand advocates.

Lars Silberbauer was definitely a big drawcard for me to attend EngageBali. I wanted to know more about LEGO’s Social strategy, and the man who was behind it. You can watch the video below – his slides are really good, and well worth the watch!

LEGO, Lars explained, produce a lot of content, they’d want to- they’re the world’s most watched brand (on YouTube)! The aim of this content is to engage the creativity of people, and prompt them to share it. LEGO are a 24/7 operation who have diversified their team around the globe to make sure they are always available to their fans. Lars also explained that one of the reasons this works so well is that global brand need diversity. We are a mixed bunch, us humans – and you’ve heard the saying “takes one to know one” right? When building teams make sure you have diversity in mind. They also don’t let people loose on their Social channels without them first gaining their Social Media Drivers License.

Lars explained that having a connection to your customers was like a relationship. LEGO wants to hold you! They aren’t here for a fling. They want to be in your life. He has an interesting definition of Social Media: “Social media is nothing…but a set of technologies that enhances our social nature” It’s all about PEOPLE.

When people build with LEGO, they want to share their pride in their creations. Lucky LEGO, having an awesome, long standing brand people just love to love.

But what are their goals? LEGO has a two-pronged approach, Monetisation & Brand Strategy, and Lowering Cost & Minimising Risk.

Lars then took us through his $100 marketing campaign. He decided to spend $100 to prove that even as a market leader you need paid Social as part of your strategy. I won’t go into the strategy of this campaign, you can see the video if you’re interested in finding out what happened to George.

Then he went on the explain the Kronkiwongi. What an excellent example of getting people to change the way they think of and use your product! I loved hearing about this campaign!

Parents were thinking of LEGO as a set you buy, with instructions of how to build the bricks inside the package, into the picture on the outside of the package. Because, as Lars explained, once you’re 3 years old, your creativity levels only decrease. Our imagination gets stale, because we stop using it as much. But kids know better! LEGO asked children to build a Kronkiwongi. And they did. You have to see the video, even if it’s just for this part (it starts at 17.49) LEGO worked closely with Facebook on this campaign, and sent Kronkiwongi kits to influencers in the space. This was a very successful campaign, but at the end of the day, it’s not all about metrics, or money. It’s about PEOPLE.

Lars’ top tips on Social Media:

It’s about creating relationships – no one night stands!
There’s no trick or short cuts
It’s a lot of hard work that needs to be:

Timely

Relevant

Brave

Personal

Don’t just invest your money – invest yourself.

I’d thoroughly recommend following LEGO’s Social accounts, and seeing how they engage their fans. This was truly one of my favourite parts of the day, and indeed of the whole conference!

You can also see him appear on the Panel Discussion too.

Nina Spannari – Head of Digital, Canon (Australia)

Firstly – Nina is just like the rest of us (a LEGO fan) and presented Lars with a Canon camera made from LEGO! Marketing genius.

I really enjoyed Nina’s presentation. Another wonderful woman in the digital field, doing inspiration work for a global brand!

Whether you are aware of Canon Australia’s Social accounts, one look will show you there’s a lot of success there. They have an engaged fan base, who love the product and love to interact with the brand. But its more than that. If you are a bit of a photog, you’ll know camera brands are very important to people. If your Australian think Holden V Ford, people have a favourite and they’ll defend their choice – and I don’t think this has waned much with the rise of smartphone cameras. Nina addressed people’s constant access to photo taking technology (I’m not calling your phone’s camera a camera, it just isn’t) by saying “the best camera is the one that’s on you” Fair enough!

So since mobile technology is stealing our “quiet times” what a great strategy to position your SLR camera as a way of getting them back! Switch off, disconnect, and let your lense follow a rabbit into wonderland. Canon is your companion in this, nurturing the creative process.

They focus (lol!) on the post purchase experience, develop (another lol) love, skills and the relationship you have with your camera – and the brand! The 3 key pillars of Social Media according to Nina are:

Inspire
Enable
Celebrate

She then discussed some of their campaigns. The first was about content Curation.

“No one sees it like you” doubled their Instagram following in 12 months, adding around 8k each month during the campaign, eliciting an average of 9k interactions per day on Instagram alone, and 1k views on YouTube every hour (With Jan’s advice from earlier in the day it would be interesting to see the VTR for this) so I’d say that was pretty effective! If you haven’t seen it you should check out their Instagram, it’s pretty bloody good!

Nina showed us some video I have been unable to locate about Canon’s collaboration with Perth prominent photographer Jarrad Seng, and a beautiful campaign where photographers are briefed to create a scene from either a child’s imagination or a dream (I cant quite remember which)

I also had the pleasure of meeting Nina, who’s a lovely lady that was also missing “proper” coffee 🙂

See the slides here, and if the video goes up I’ll update to include that too!

Veronica McGregor – News and Social Media, NASA

Veronica McGregor is the brains behind the Social of NASA. Let’s just stop and think about what that means. Do you follow NASA on Twitter, Instagram, Facebook or elsewhere? If the answer is no then you should definitely open another tab and check them out, right now! Unless amazing photos from the depths of space aren’t your thing.

NASA is obviously in a world of its own as far a content goes. No-one else has images of Jupiter’s moons, and their content is never going to be stale either, it’s always advances in their technology, or their missions so their content team is probably spoilt for choice!

There’s so much great information in this presentation, and I’m sure you’ll want to watch it for yourself, so I’m going to keep my wrap-up brief. I’m just going to tell you the two things that really stood out to me about what Veronica shared with us, and that is:

100% of NASA’s Social is Organic.

One. Hundered. Percent. Now even with what I said earlier about their unique content that’s still pretty amazing. Their Social is ALL in-house and none of it is sponsored. The sheer scale of their accounts are amazing, and to have not ever paid a dollar – well, that’s awesome.

People Power took over during the Government Shutdown

During the Government shutdown NASA was one of the departments that had to stop working. So they were unable to update their Social channels, so what happened? Their fans took over, and posted on their behalf! You know you’ve got an engaged audience when they’re willing to step up and fill the void!

You can find out more about how this happened in the video. It’s pretty amazing.

On a personal note Veronica was a lovely lady, another fantastic example of women in our field being awesome. She stood for selfies, (a LOT of them, including one with me) gave out stickers, (yep! I got one) and made herself available to everyone. I invited her to Perth and have said I’ll drive her to GinGin Observatory, (which she knew of, apparently they had helped out from time to time when they need someone in the Southern Hemisphere) if she takes up my offer.

The you can see the slides here!

Piotr Jakubowski – Chief Marketing Ojek, GO-JEK

Piotr Was fantastic! I don’t know that much about Indonesia, but the examples of the campaigns his business was running really touched me. They were emotional, but not in a sickly sweet way. They showed what seemed to be a very real side of life in Indonesia, and told the story of GO-JEK, a service similar to Uber.

There’s not a lot of relevant facts and figures for you to take away from this one. It more cuts to the heart of what good marketing is – and that’s real. They develop a real connection, to real people. They know their market so they aren’t afraid to be open and honest about who they are.

You can check out the slides here.

Beverly Jackson – VP, Social Media Marketing and Content Strategy, MGM Resorts International

Beverley Jackson is another fine example of females leading the way in the business of Social Media. She explained through her presentation the logistics of one of MGM’s current marketing challenges. Shifting demographics. She told us about a hotel that MGM is redeveloping, that has an older market – but the refurbishment will attract a much younger one with different interests. The challenge of keeping both groups engaged while the build is complete so they can continue to trade during the transformation is a tough one!

She explained a campaign they had done where they made a group of young Scottish lads enjoying a birthday trip, where they completely made the trip with free concert tickets, and other surprises to make the birthday a trip to remember, and gain customer advocacy for life!

There’s some amazing nuggets of wisdom in Beverly’s speech. Including that you can die from lack of entertainment, and her content mixologist recipe is pretty awesome too! But the main takeaways from her presentation are to define your goals, purpose and objective – and create your campaigns around them.

Be true to your brand, and over-communicate to your fans.

And finally – credibility silences noise.

Dennis Owen – Group Manage Social Media, Cathay Pacific

Time to get serious for a minute, do you have a Social Media Crisis Management Plan? Well, you’re going to wish you did, and probably make it an agenda item in your next marketing meeting after reading about the presentation from Dennis Owen from Cathay Pacific.

Dennis explained to us an issue that happened on board a Cathay Pacific plan. All ended well, but it doesn’t always – which is why you need your plans in place to kick in the minute a crisis starts.

He explained how Social Media has changed the game when it come to crisis management, where you used to issue a press release, or hold a press conference – now you must be social-first. The reason for this is that people involved in the crisis will most likely be publicising the event live. Your crisis or communications team might not even know about the issue until your Social Media monitoring picks it up! So you start already on the back foot.

So here’s some things to know from Dennis:

The crisis will pass – but the Social proof that it happened never will. What’s on the internet stays on the internet.

Be social-first with your responses.

Know who was first to “break” the story and try to get to them. That’s where the media will be heading – so get there first and control the narrative as best you can.

Communicate, communicate, communicate! The comms are more important than the crisis itself (from a brand point of view, obviously not to the victims…)

Have a plan in place and implement it quickly.

Find an expert to advocate. They have more credibility than your brand in a crisis. Shut down speculation, it’s the enemy!

He also had some tips for building up your Social Media Crisis Toolbox:

Check how other businesses in your industry have dealt with crises.

Make a checklist. You will be busy and distracted at the time. You need to have a list!

Don’t create a second crisis with the handling of your crisis.

Hit Social first!

Monitor and respond in real time is appropriate

Test and learn!

Unfortunately there aren’t any slides or a video of Dennis’ presentation. But it got me thinking. How many of you have a crisis management plan?

Michael Bouda – Senior Brand Manager, Jägermeister

I’m not really going to go into this one in much detail as I found the content a bit too ‘dude-bro’ for me, which is not a reflection on the campaign, more than the fact that I am so far removed from this demographic.

The one thing I will state though is that I really liked the way this brand invented it’s own influencers. It’s a tough ask, advertising alcohol in Australia (compared with many other countries, and especially in WA) and I thought the invention of the cartoon “pack” and the positioning of them as influential was quite genius if intentional, and incredibly well handled if it happened by accident.

It would be interesting to see if this sort of campaign could work for other brands, and how it might have differed had it have been a female demographic with similar content.

Tanbir Rahman – Head of Digital, Huawei Technologies

Tanbir Rahman spoke to us about launching a product, the P9 Huawei smartphone – using Social Media. He had some excellent insights and the slides are also available here.

Paul Moore – Head Content Producer, Tennis Australia

Paul Moore talked about producing content for one of the world’s biggest sporting events.

Roy Simangunsong – Country Business Head, Twitter

Roy Simangunsong talks about how companies can use Twitter, and gives examples from the local Indonesian market. See the slides here.

Wrap up…

I hope you’ve enjoyed my wrap-up of the days speakers! There was so much going on that I haven’t covered absolutely everything – I just hope I’ve done the event justice. It really was an amazing few days in an amazing setting!

If you want to get some more info leave me a comment, or better yet – stay tuned to Socialbakers and make sure you go to their next conference, whether that’s #EngageBali (I would DEFINITELY go back if they do another Bali event) or one of their others.

I also wanted to say a quick thank you to the Socialbakers team for looking after me. Sometimes events can be a bit awkward when you’re by yourself, especially in between the formal schedule! The Socialbakers team made sure I was included in everything, and they were so nice and helpful that I really felt like we’d known each other for ages!

I also met some wonderful people, not just the speakers mentioned in this epically long blog post – but regular folks slogging it out in the Social realm for various agencies and businesses in different parts of the Asian Pacific region.

My next mission is to get some feedback from some of them to add to my own, so stay tuned!

I hope to see you in Bali 2017!

October 18, 2016July 5, 2019

Engage Bali by Socialbakers: Part One

Engage Bali by Socialbakers – Social Media Summit

Over the weekend I attended the #EngageBali Social Media Summit by Socialbakers, held at the Grand Hyatt in Nusa, Bali. #EngageBali was my first Social Media conference and I was really excited to attend and learn some new things, meet some social media professionals and enjoy the luxurious surroundings of the resort.

I was not disappointed!

I flew in late on Thursday night, and was lead through the expanse of the resort to my room. Wow!

We really were learning & networking in paradise!

Friday was our day of workshops. I had downloaded the Engage Bali app and after much deliberation signed up for “INCREASING YOUR SOV – HOW DUAL BRAND STRATEGIES CAN INCREASE MARKET SHARE” with Holly Stewart from Seek for the morning session and “FACILITATING DIGITAL TRANSFORMATION THROUGH SOCIAL MEDIA INTELLIGENCE” with Olivier Girard from Digimind for the afternoon session.

Armed with the sim card given to us by sponsor Telkomsel (super handy!) I managed to find breakfast, eat a quick bowl of noodles (I love embracing different breakfast cultures) and headed into the main conference area. The Telkomsel sim wasn’t the right size for my phone – so I went to see them and in 1 minute flat they had punched it into a microsim and fitted it to my phone. Yes! No data roaming fees 🙂

I picked up a free bubble tea and headed to my morning workshop.

Holly is clearly very knowledgeable about Social Media Marketing and the focus of the session was using a Dual Brand Strategy.

Dual Brand Strategy

For the non-marketers reading, this means creating or acquiring a secondary brand as a strategy to help you maintain share of voice (market share) that wouldn’t necessarily appeal to your main brand.

Think of Coke and Mount Franklin. Coke know not everyone drinks Coke, but they can still drink Coke brands when they’re drinking water – ie. Mount Franklin. They maintain market share, it doesn’t hurt the main brand (not sure if anything could in this example) and they can reach new audiences who would have dismissed Coke.

Clever, right?

Background

There are some challenges involved in running a dual brand strategy. The main one is not to cannibalise the main brand in building the secondary one. But we’ll get back to that in a bit.

Seek is a transactional brand. People looking for work go to Seek to find job ads. So who are their target demographic? EVERYONE.

Ugh. That’s tough! How do you appeal to everyone? According to Holly at any given time there are:

So at any given moment up to 75% of people are looking for work!

To further complicate this: Low skilled jobs are easy to fill, and high skilled jobs much harder to fill she said. Makes sense.

Traditionally Seek has been among a small field in the online jobseeker realm and has occupied 80% of the market. A great place to be for a brand! But they were starting to face increased competition from new players.

How would they maintain their share of the market? This is where the dual brand strategy comes into play.

How does the Dual Brand Strategy Work?

Since people wanted to make sure they were getting all the available information users were looking at more than one job site. Seek had to make sure they weren’t losing ground to one of the others that “scrapes” jobs from all over the web. They stopped these scraping sites being able to access Seek – so if you visited them, you could get all the other jobs – but not the ones from the biggest jobs marketplace and would have to look there separately.

Seek introduced JORA, their secondary brand. JORA was able to scrape the job websites, but it also had access to the Seek.com jobs – meaning it had ALL THE JOBS, which when you’re job hunting is what you want. One site to rule them all.

But you can’t just launch a secondary brand on a whim.

Holly explained the following phases:

Engagement
Traffic & Conversion
Segmentation & Relevancy

Your brand has to be ready. Listen before you launch! She said that with 30b pieces of content fighting for your attention in the newsfeed, it’s not easy to gain attention for your brand. In Australia 1 in 3 internet minutes belong to Facebook owned sites (Facebook, Messenger, What’s App, Instagram…) and that a dual brand strategy can help open up new segments.

It was all about mapping your customer journey, and using what data you have to either include or exclude potential customers.

I think this is where we lost some people.

I’m not sure everyone was fully across segmentation and the ability to exclude audiences via pixels and custom audiences. I have some photos of Holly’s slides (which aren’t very good quality photos, but it might help me explain the strategy)

So here goes – you can use the data your brand has to grow your supporting brand through targeting and exclusion.

If you were a bank and someone had been to your main site to look at credit cards (which would know because of the segmentation set up on your site) you could target them with a credit card offer from your supporting brand.

Then follow them through the customer journey, making sure the secondary brand is seen as the alternative voice at each touch point through the journey.

You’re drowning out your competitors, and with this the chance of losing your market share to them decreases.

Pretty simple concept, right? It’s a bit more complicated to implement – but the idea is a simple one!

How do you measure it?

Holly identified the metrics to use to measure if your dual brand strategy was working:

1. Increase your brand share (growing secondary brand)

Measure: share of visits/share of wallet/share of attention

2. Decrease competitors share

Measure: Measure: share of visits/share of wallet/share of attention

3. Brand Health (don’t cannibalise your primary brand)

Measure: Brand study metrics

4. Brand Lead

Measure: share of visits/share of wallet/share of attention

You can see the slideshare of Holly’s presentation HERE.

After Holly’s presentation we moved on to an exercise in groups where we came up with a strategy using what we had just learned to create a pitch for the brans we were allocated, which was a good way to cement the learning.

I learned a lot from this session, even though I don’t currently work with any multi-brand clients – to know how one group of marketers can go about finding market segments is always interesting!

And the negative targeting, and the workflows associated with this process means it’s a well established method in Seek’s repertoire, which we can assume means if set up correctly it works!

What I also found interesting was seeing how diverse the APAC region is. Although I think Australia is still an emerging market for Social Media, with many brand still resisting or implementing their strategy like it’s 2012, there are some people (like Holly) obviously leading the pack too. But we’re very different from Asia! Their population density means they have huge audiences that devour content and these content machines need to be fed! Some of the small teams in attendance had audience numbers and publishing schedules that would make an Aussie marketer choke!

Morning session done, we headed to lunch, and the hotel had not let us down!

After lunch (and another bubble tea) we proceeded to our afternoon sessions. As I mentioned in the beginning – I had chosen after much deliberation on the Digimind session about Data Intelligence.

I did not find this session as in-depth as the morning session, and think it was more of an overview of what Data Intelligence is and a little bit of background.

Digimind is a tech vendor, Olivier said, and has been in business for 18 years. That’s a lot of listening!

So what is Social Intelligence?

There’s a huge amount of data on Social Media that can be used to identify trends and support marketing teams. But there are also many challenges.

Anyone, anywhere – so much data!
All demographics – who are you looking for?
Influencers
New Platforms
People have choices & preferences

So he outlined some Digital Intelligence Best Practice tips:

1.Understand your audience (which will be a theme over the weekend)

What is their “digital maturity” how tech savvy are they?

2. Teamwork & Diversity

He said it was better to interpret data from a diverse base to be able to see the data from different approaches.

3. Make a contact person

If it’s one person’s responsibility they’ll be more engaged.

4. Apply SCIP principles (Strategic and Competitive Intelligence Professionals)

They are not hackers! There’s a limit to what they can access.

5. Focus on the right scope

There’s so much data – “let’s try to structure that”

6. Ask Questions

Find out more about what the data is for

7. Make your goals very specific

It’s easy to exclude irrelevant data in the scope, than after the data is collected. You can always expand the scope next time

8. Add your insights

And importantly –

9. Present the data in an interesting way

So, what can be measured?

The 5 Ws – What | When | Who – Influencers | Where – Platforms | Why – Sentiment

Something else I got from this session; whether you engage and the success of your engagement in crisis management is not only based on your content, but timing!

Olivier gave an example of how 2 brands that supply the same product fared in a crisis management situation. One brand chose to engage. The other decided to wait it out. Surprisingly the brand who did not engage came out unscathed. Now I do how some hesitation that ignoring crisis’s is ever a good idea from a Community Management point of view, but you can’t argue with data!

Again there was a workshop to reiterate the learning.

You can see the slidershare of Olivier’s presentation HERE.

And that was day one!

There was some networking, where I met up with Helen Cripps from ECU (who I had previously met at an SMPerth event), Sasha from Fanfare Media, and Matej and Claire from Socialbakers, among others. But the structured part of the day was done.

Time for some R&R!

I hope you enjoyed this first instalment! It’s been fun digesting it all and sharing it with you!

Stay tuned for Part Two – where I’ll get into the main event. I can’t wait to share with you the speakers insights! When you have the brains behind the Social Media of brands like LEGO, NASA, Canon Australia, MGM Hotels, Cathay Pacific and more – plus businesses who’ve achieved success by an in depth understanding of their audience, like Go Jek there’s no way you can’t pick up some valuable insight!

September 14, 2016November 19, 2019

2 of my all-time favourites: Social Media & Learning!

Engage Bali 2016 Social Media Summit

Engage Bali is a Social Media Summit by Socialbakers, who are a Social Media Management tool. I don’t currently use their tool for my client work, but I have often read their reports, especially to get Australian specific data!

One of their features that really interests me is their performance optimisation tool, that uses “predictive analytics” to determine how your content will perform! Thier announcement post has a detailed explanation of how it works.

One of the other things Socialbakers do that’s pretty rad is put on a summit for Social Media Marketers. Normally the big Social media Summits are either in Europe and the US, so it’s a big undertaking to make it when you’re from Perth.

Since the announcement of Engage Bali, I knew this time would be different! Being only 4 hours from Bali, with frequent and cheap(ish) flights this was much more realistic for me – and the idea to go along to my first Social Media Summit was hatched.

It’s very exciting! If you’ve read some of my previous blog posts, you’d know that I love my stats! I truly believe that good Social Media Marketers are equal parts creative and analytical. Also with my love for learning (I’m currently completing an Advanced Diploma of Business and the Digital Marketer courses, among others) this really appeals to me.

I can’t wait to see how the world’s top Social Media minds are using Social Media to reach, inform and delight their audiences! If you want to see them it’s all on the Engage Bali website.As a freelancer, I’m privileged to work with some very diverse people – but I am aware that we can easily become stale in our own little bubbles.

As a freelancer, I’m privileged to work with some very diverse people – but I am aware that we can easily become stale in our own bubbles. We are all occasionally guilty of doing things the way we think is right and not investigating new functionality or features. Sometimes we think that’s just the way things are, then you find out someone else has tackled the issue completely differently to you did!

I’m even more excited for Engage Bali because the amazing people at Socialbakers have allowed me to attend free of charge (bonus!) and also asked me if I would host one of their panel discussions – how terrifyingly wonderful!

I can’t wait to bring you updates of what I learn during the day of workshops on the Friday, and the full day event on Saturday. I’m going to be a busy girl!

Have you ever been to an industry conference? Do you have any tips for me – a conference noob? I’d love to hear them! You can leave a comment here of hit me up on my Socials.