Melbourne Social Co Celebrates Nine Years In Business
Did you know that this month Melbourne Social Co celebrates our ninth year in business?
With a traditional fashion editorial background, our Director Shelley Friesen began forging a career in social media over ten years ago – establishing Melbourne Social Co in 2011. While pursuing IT wasn’t a stylish choice for a child of the 80’s, Shelley’s intuition to pursue social media was bang on (much like Olivia Newton John’s leotard in Let’s Get Physical!) “I got into digital marketing through identifying a need for businesses to embrace it. From my experience working in the editorial department of a fashion magazine and as a Marketing Manager for an Australian fashion and accessories label, I could see that social media was a tool businesses could adopt and utilise to connect with their consumers. Despite people’s hesitance at the time to take a leap of faith on such an emerging field, I decided to start my own digital marketing agency!”
Now a team of fifteen, most of whom can’t remember a world without selfies and Snapchat, Melbourne Social Co has been instrumental in building the digital presence of some of Australia’s biggest brands.
While 2020 has certainly presented its’ challenges for both our business and our wonderful clients, the power of digital and social media is greater than ever and we’re excited to be able to continue to assist small business owners in navigating this difficult time. (Read our top tips on using social media in times of crisis here.)
Want to get to know our team a little better? Click here.
Need assistance in navigating social media during the COVID-19 crisis? Our team of experts at Melbourne Social Co are here to help you. We can provide a range of services to assist your needs including virtual consulting sessions, copywriting, ad hoc graphic design, digital marketing campaign management and more.
We have a full team with all hands-on deck available to support you.
Our agency is also offering 50% off our online training resources during this time, should you be looking to upskill in social media management, strategy or content creation during your time at home. You can access our online courses here: courses.thesocialco.com.au and use the coupon code: upskillathome to redeem your discount.
How to get the most out of Instagram
Tackling the Instagram algorithm, stories and IGTV
There's not a lot of solid evidence out there as to how Instagram’s algorithm actually works. But we do know a few ways to help improve your impact on Instagram!
1. Utilise all of Instagram’s platforms. Post to IGTV, use interactive stickers on your stories and post video and photo content in galleries
2. Change your password! The amount of people / third party apps that are logged into your account can have an impact on which algorithm stream you’re put into
3. Give a little to get a little. Behind the scenes content performs great on Instagram. Whether it’s a peek into your production line or industry tricks, this content is clickable, likeable, shareable and saveable!
Nowadays, Instagram is so much more than just a newsfeed. We have the introduction of IGTV, the explore page, and of course stories which means you have so many avenues to display your content and the opportunity to expand your audience.
And it is no secret that Instagram stories now need to play a significant part in your social media content strategy.
Here are some of the major benefits to utilising Instagram stories:
- Increases visibility
When you post a story, it appears at the top of everyone’s screens. People are more likely to check stories before they start scrolling. This means stories are your best bet in being seen.
- Different type of content
Stories are a great way to capture real-time content. Behind the scenes, event coverage and everything else in between. This makes your brand seem real and relatable, which people love to see. They are more likely to engage when they think you’re approachable, instead of only seeing the retouched, flawless content that we post on our feed.
- You can get creative
With the array of colours, GIFs and stickers, you can really express your brand in an abundance of different ways. You can also interact with your audience through the use of the Polls, Questions, Location, and Quiz stickers. These tools are also an easy way to get engagement, which is also a win in digital marketing! When you use these stickers, people are not only more likely to interact with your story, but also your story is more likely to be seen. Stories are now visible on the Explore page, and when you use Instagram’s features, they will reward you by sharing your content with more and more people – how good is that?
Start posting more stories to your business accounts and see if you see any changes to your stats, you could be surprised!
IGTV – what is it, and why should businesses be using it?
IGTV is the latest Instagram trend that has taken the social media platform by storm. Although IGTV has been around since June 2018, it is only now gaining some momentum - this could be because Instagram finally allowed previews on your feed. When this happened back in 2019, views skyrocketed, and IGTV became an integral part of every social media campaign.
IGTV was originally introduced as an app where you could watch long-form, vertical videos from Instagram creators – basically a new competitor of YouTube! Before IGTV, you were only able to post videos that were 60 seconds long to Instagram. This was great for teaser content and short explainer videos, but now, you are able to post videos that are between 1 minute and an hour long! This opens up opportunities for really engaging content for your business, which means more traffic and a greater chance of expanding your audience.
Still wondering why you should use IGTV? There are some major benefits, here are just a few!
- When you use IGTV on stories, you can get access to the “Swipe Up” feature
This feature was only available to verified accounts and accounts with over 10,000 followers. Now, when you share your IGTV to your story, you’re not only opening yourself up to more views, you’re also giving yourself the ability to send your audience to your desired link.
- Able to post longer videos
As discussed, IGTV videos can be from one minute, to an hour. This means the possibilities are endless when it comes to posting videos on this platform. No more editing out great visuals and information to get your videos down to 1 minute! Create your first IGTV, and post EVERYTHING you want – not just what you can fit in to 60 seconds!
- Get ahead of the algorithm!
As we mentioned above, the best way to get in Instagram’s good graces, and make sure your getting the most out of the app, is to use all of its services. Be sure to post stories, use location tags, hashtags and start creating content for IGTV.
IGTV is very quickly becoming a must-use feature on the app, and it’s important you jump on board now!
What to learn the in's and out's of social media management from the comfort of your couch? Visit courses.thesocialco.com.au to enrol in our famous social media masterclass!
A Guide to User Generated Content
What is User-Generated Content?
User-Generated Content (UGC) is any content—text, videos, images, reviews, etc.—created by people, rather than brands, featuring or discussing branded content. In its most organic form, UGC isn’t paid for by a brand, it is a genuine and honest recommendation being shared by followers and fans.This not only exposes your product to their audience; it provides a source of content to post on your page, website or other marketing channels. Being mentioned or having content shared by a brand is often fun and exciting for consumers or a source of income and products for influencers. It is a symbiotic relationship, a win-win for both parties when done correctly.
Why is it important?
When it comes to social media marketing, UGC is becoming increasingly valuable to brands. It promotes authenticity and trust, as consumers are more likely to perceive user-generated content as authentic and trustworthy, over brand-created content. Seeing another consumer enjoy the product or service eliminates risk in the minds of consumers – it’s a visual positive review. Increasing trust and authenticity greatly influences consumers’ purchase intentions; the more trust a consumer has the more likely they are to purchase the product. As UGC increases awareness, it reinforces the products’ different applications, stylings, adaptions, and uses in “real world” situations and increases the viability of consumers of making that final purchase.
How to Use It Successfully?
Now that we know why it is so important – how can your business be successful in using user-generated content? Let us tell you.
Bring Purpose and Value to Your Customers
All content you post must have a purpose, especially user-generated content - whether that’s being inspirational, showcasing how to use a product, sharing in-real-life reviews, or helping your followers decide on their product choices. UGC isn’t a sales pitch, you need to think of it as a stand-alone piece of content that can really be of benefit to your audience.
For example, if you were a make-up brand you could use your USG posts as an opportunity to educate your customers on what products were used in the look to showcase what your products look like in action.
Create a Sense of Community
What do all your followers have in common? They follow you! User-generated content is a great way to create a sense of community amongst your followers by stimulating discussions and connecting with your current and future customers. This is best illustrated by camera brands,who set challenges for their followers to take a photo with a set brief. The camera brand then shares entries, showcasing what their products can do and stimulating discussion and creativity amongst their followers. By sharing tricks and tips from on a post to get that photo - what camera did they use, which lenses, which settings – can stimulate discussion and provides value to your followers. This is a great way to engage with your followers and create brand loyalty as a bonus.
Create an Incentive
It is important to encourage and remind your followers to create and tag you in content that features your products. The incentive you pick depends on the type of followers you have, for example: if you’re a company that sells art supplies, then sharing followers’ art is incentive enough. Whereas, other followers may need more of a push. For example, to get followers to showcase your product in their posts you may want to offer a gift or promotional code.Whichever method you choose, it’s important to acknowledge the original source, and thank the creator to make sure they feel appreciated.
Need help?
Do you want some help creating an amazing user generated content campaign for your brand? Get in touch with our team today!
Want to learn how to become a digital marketing pro? Check out our social media masterclass.
Written By Ebony Jones
Quality Instagram Content Over Vanity Metrics
If you run a business or work in marketing you've no doubt heard the news - Instagram has removed visible 'likes' in Australia, in a new trial to combat mental health issues, making the sharing of high quality Instagram content more important than ever.
What does this Instagram change mean for business?
Don't worry, it's not the game changer you may think it is. Take a step back and remember why you're marketing your business on social media. Is it so that others can see how many likes you have? No, of course it's not! It's to promote your brand, and achieve your business objectives, such as driving traffic to your website, sharing your company's culture, and selling your product and/or service.
Instagram content is still king.
When it comes to digital strategy, we always encourage our clients to focus on high quality, engaging content, over chasing vanity metrics such as cheap likes or follows.
Yes, your stats may look like they've gone down a little this month. We have seen a bit of a drop-off in engagement across the board following this platform change. But that being said, we're still seeing strong conversions across our portfolio of clients. The things that really matter, such as taps through to website, purchases on shoppable products, story views and more are as strong as they've always been.
Is removing visible ‘likes’ actually a positive for business?
It may be too early to tell, but the general consensus at Melbourne Social Co HQ is that there are some serious positives we can take from this move, particularly for small business. By removing the ability for people to see how many likes a post has achieved, smaller accounts will be able to better compete with established accounts that have built up large followings already. The focus will now shift back towards the quality of your Instagram content, and the real conversations you create with your community. Your business will now no longer have to compete with businesses who buy ‘fake’ likes for appearances sake, and you'll be able to request more transparency with the influencers you engage with, by potentially having access to their back-end analytics.
Want to chat to our team about the latest social media trends and what they mean for your business? Get in touch with our team today.
Want to learn how to master social media marketing from the comfort of your couch? Check out our social media masterclass here.
Creative Agency VS In-House Employee
Creative Agency VS In-House Employee - What is the right fit for your business?
Are you looking to recruit a marketing and social media superstar? Take a minute to consider if an in-house employee is the right fit, or if you should instead, consider hiring a creative agency.
Did you know, that the cost of working with a premium boutique agency such as Melbourne Social Co is generally equal to, or sometimes even less than, that of a junior in-house employee?
Melbourne Social Co’s team of fifteen is made up of specialist digital marketers, brand strategists, content creators, social media managers, web developers and PR gurus. Our team is increasingly sought after by businesses seeking a dedicated digital employee – because we’re able to provide the creative skills and expertise of an entire team at rates comparable to a single employee.
In our experience, it's really difficult to find one employee who can cover all aspects of the marketing and social media space, from strategy, through to creating content (photography, videography and graphic design,) managing online communities, running ad campaigns, engaging influencers, analysing results and more. (If you do happen to find this person, hold on to them!)
As part of your monthly package with Melbourne Social Co, you gain access not only to our entire team and knowledge base, but to our industry connections, our software programs, our training platform, our studio and extensive props department and more. We can also extend our service to you well beyond the traditional 9-5 confines, meaning you have coverage across the clock on social media and your brands’ digital assets.
When you engage our team, you work closely with a dedicated Account Manager, who position themselves as an extension of your team. Coffee date? Count them in. A quick text message to run an idea past them? Fire away! Weekly phone catch-ups to discuss progress? Of course! Your Account Manager will get to know your business like it’s their own, and will become a passionate advocate for your brand.
Here at Melbourne Social Co, we don’t waste time. As a creative agency, we know how to work efficiently and productively, as every hour we work is accounted for. We’re used to working in a fast-paced environment, we buzz with creativity and we love to get results. We genuinely love building relationships with our clients, and enjoy nothing more than being a part of, and celebrating their successes.
Because you only pay for the work you commission, what you won’t find us doing on your time is; sitting behind a desk in your office from 9-5, scrolling online shopping sites, taking extended lunch breaks, calling in sick every month – the list goes on! (And yes of course we scroll online shopping sites and we love to lunch in our own time, we’re Melburnians after all!)
Almost convinced? We’d love to shout you a coffee and chat further about why a creative agency is the way to go - reach out to us and we’ll pencil it in.
The difference between Paid and Earned Media
If you own a brand or business, it’s likely (we hope) that you’ve ventured into the world of social media to advertise it. All the while, you’ve probably been exposed to ‘paid media’ and ‘earned media’, while having limited understanding of what these terms mean.
To help you understand how ‘paid media’ and ‘earned media’ impact your digital marketing strategy, we’ve decided to break down and compare these two terms. Wondering what they mean? Read on below:
Paid Media:
Paid media can be considered the more traditional form of advertising – that is, as conventional as it can be when it comes to digital marketing. Paid media involves paying social media platforms to advertise your brand in the form of sponsored and targeted ads. More specifically, the channel is able to target specific groups that will be interested in your brand.
Paid media and social media are a match made in marketing heaven. The use of user data and analytics by social media platforms means that these channels are able to effectively target your audience in ways that traditional paid media can’t. Paid media also allows you to reach your audience in ways that you cannot achieve independently, and provides you with accurate and easy ways to measure your impact.
We all know that you get what you pay for, so if you’re looking for unmatched reach and control, paid media should be a vital element of your digital marketing strategy.
Earned Media:
Earned media refers to the publicity gained through engagement from your audience. The people who engage with your brand are given a microphone, which provides you with free publicity in the form of comments, likes, shares, reviews and mentions.
This may seem like a daunting prospect for all of you out there striving to put your brand on the radar, but rest assured knowing that earned media is reflective of the quality of your brand.
Earned media allows your brand's exposure to grow beyond the traditional boundaries of advertising, and have its voice wedged into every nook and cranny of the social media platforms it inhabits. With this being said, earned media simply can't operate on its own - consumers responsible for the creation of earned media need to react to paid and earned media.
What makes earned media attractive for brands and businesses is that it’s completely free. However, the payment that you make for earned media is the inability to control it and measure its effectiveness. Although this prospect is daunting, if your brand continually produces well-curated content, earned media will most likely reflect the same quality.
And the winner is...
Paid media and earned media are two sides of the same stone; one is unable to exist without the other. On one hand, paid media provides excellent targeting and control. On the other, earned media allows your brand to gain exposure in new and unconventional areas of social media, and enter the consciousness of the consumer from a peer perspective. Each format functions most effectively when the other is also in use. Therefore, to perfect your digital marketing mix, it’s best to include both paid and earned media.
Do you need help shaping a social media strategy or managing your social media accounts? Here at Melbourne Social Co we have an expert team of social media specialists ready to help your business!
Get in touch with us today by sending us an email at [email protected] or calling us on: 1300 386 165.
Melbourne Social Co celebrates our 7th Birthday
We’re excited to be celebrating our 7th birthday at Melbourne Social Co this month!
Director Shelley Friesen began forging a career in social media over ten years ago – establishing Melbourne Social Co in 2011. While pursuing IT wasn’t a stylish choice for a child of the 80’s, Shelley’s intuition to pursue social media was bang on, and now seven years later the digital marketing world is as thriving as ever.
Being in the industry this long has allowed us to evolve over time and be able to offer more than just standard social media management. We know that there is “no one-size-fits-all” approach when it comes to amplifying a brand’s presence online.
The evolution of Melbourne Social Co is something our team is truly proud of. Moving into our 8th year now, our agency’s focus is on creating innovative and game-changing digital content for our wonderful portfolio of clients.
“The business we founded in 2011 is very different to the agency we operate today, such is the fast-paced and ever evolving digital marketing landscape. That being said, this evolution has been a wonderful journey to go on, from humble beginnings as a social media management team, to our positioning today as brand strategists and premium content creators. It’s such a rewarding industry to be a part of, and a pleasure to work with a creative, dynamic team who are incredibly passionate about what they do.” Shelley Friesen - Director, Melbourne Social Co
Want to know more about our team? Get in touch today.
How to strategically use graphic quotes on Instagram
It’s time to debunk the stereotype that graphic quotes on Instagram are only used as a last resort, as filler content when you’ve run out of original content ideas.
We think brands need to embrace the quote, the info-graphic, the text template, and we are here to tell you why!
They help generate engagement
Text images or graphic quote are very to the point, they are a great tool to utilise when you want to draw attention to something specific, for example a sale, or a big campaign. Breaking up your feed with quotes and text means that the message will be more obvious and not hidden in a caption underneath a pretty picture. Additionally, posting inspirational, humorous or thought provoking quotes is engaging to your followers because it’s something new and different in terms of branded content.
Promotions/Testimonials
Promoting the amazing comments, reviews and testimonials your brand receives through graphic quotes is an amazing way to promote your business. Consumers love to hear what people are saying about products their considering buying – so what better way to grab their attention than through snappy, succinct quote posts on your socials?
Conversation Starters
Posting thought provoking quotes or question graphics is a great way to engage and start a conversation with your audience. A branded graphic asking followers “what’s your favourite product of ours” and prompting them to respond in the comments is a great way to create relationships with your followers and keep them engaged.
Building Brand Awareness
One of the best things about implementing the use of quotes or text images into your feed is the ability to make them branded. You have the ability to choose the colour scheme, the appropriate text and also the opportunity to put your logo on these templates. In doing all this, you’re generating more awareness for your brand and keeping it at the forefront of your followers mind - all while maintaining that gorgeous Instagram grid!
Want a little help creating gorgeous graphic quotes for your brand? Contact our team today to find out what we can do for you.
Or, perhaps you'd like to browse our range of graphic templates we've created via The Social Files.
Tips for starting a creative career
The creative industry is thriving right now, with the rise of digital marketing, Instagram influencers and the world’s obsession with all things social; a creative career is the popular choice right now.
While a creative career doesn’t necessarily require academic studying, there are things you need to learn before delving into the creative world. When embarking on any career, it is important you arm yourself with as much knowledge as you can, and the same goes for starting your creative career. Here are some tips to ensure the success of your big career move!
Find a course that’s right for you!
Just because a creative career doesn’t necessarily require a university degree, doesn’t mean there’s not a lot to learn! Our sister brand The Social Co Academy has amazing online courses on offer. Their amazing courses were recently featured in Fashion Journal as a course to help kick-start your creative career. The courses will help you learn how to master social media marketing from the comfort of your home, teaching you everything you need to know!
Take inspiration from those with established creative careers!
Scroll through instagram and get inspired by the people who are doing it right. It can be hard to find the right balance on social media; so don’t be afraid to look to your fellow creators for inspiration and ideas. Establishing a creative career doesn’t come easily, so be sure to keep up with the latest trends and content appearing in your career space!
Be flexible!
Social media is ever changing, and you should be to! Learning to be flexible in any career will help you stay at the top of your game. Adapting and changing, as you need, will help keep your content and ideas fresh and ensure you stay relevant in the fast paced creative world.
Want to know more about The Social Co Academy?
Perhaps you'd like to book in a consulting session with our team?
Or, maybe you're looking for the perfect internship to get your foot in the door at a creative agency.
Melbourne Social Co's tips to create a happier and more exciting workplace!
Here at Melbourne Social Co we've put together our top tips to create a happier and more exciting workplace!
Don’t put up with a dull workplace that stifles your creativity, considering how much time we spend at work each week. A happy and exciting workplace is important to boost productivity and workplace pleasure.
Inspirational quotes and messages
Why not surround yourself with words that inspire and motivate you to do your best. The workplace can get a little dull so adding anything that stimulates employees and pushes them to be their best is a great way to improve and strengthen a workplace. Check out some of our fave inspo quotes here at Melbourne Social Co.
Desk plants and flowers
Bring some Zen to the office! Here at Melbourne Social Co we love adding some gorgeous greenery or fresh blooms to the workplace. It's good for the soul and the mind. Studies have shown that plants can boost office productivity and happiness, so why not brighten up the workplace!
Personalise your workspace
Your workplace is essentially your second home; with the amount of time spent at work it should reflect you! Add some personal touches to your workspace to make yourself more comfortable and at home.
Get an office mug that will make your day, everyday
Stop using the generic workplace provided mugs and get yourself a mug that’ll make you smile! Even something as small as having groovy mug can improve your mood at work and in turn will help to create a happier workplace.
De-clutter
Clutter creates stress, and there is no place for unnecessary stress in the workplace. Do yourself a favour and remove the clutter and mess from your workplace to ensure you can be as efficient as possible!
Want to chat to our team about your digital strategy? Or would you like to learn more about careers at Melbourne Social Co?
Get in touch today!
