Melbourne Social Co Celebrates Our 10th Birthday!
This year, Melbourne Social Co is celebrating 10 years in business.
I’m so incredibly proud of our business journey, from humble beginnings to now being recognised as one of Australia’s leading content-driven creative agencies.
I started Melbourne Social Co from my spare bedroom, as most start-ups begin, with one client and a lot of determination. As a person in my mid-20s at the time and of course, pre-kids - I loved working 60 hour weeks and throwing myself into the entrepreneurial game.
My client list quickly grew, and then so did my team, with my first hire being Rebekah Pickett, who has stuck with me (thanks Bek!) and now leads the team of 15+ creatives both here in Melbourne and around Australia. We’ve had 3.5 offices, a few different logos, many office plants (that sadly have not survived the journey) and an incredible predominately-female team of creatives over the journey. We have worked across almost every state in Australia (as well as a few ventures into NZ and Singapore) and have produced incredible work for household names like Fitbit, PETstock, BiC and more.
We’ve worked with SO many different businesses over the journey, from start-ups to global powerhouses, with both ends of the spectrum being equally rewarding.
While I understand that for many business owners, 2020 and now 2021 have been incredibly difficult, I am so proud to say that our team has gone from strength to strength over the past year in particular. Not only have our team adapted to working predominately remotely, but they have upskilled, hustled and continued to deliver incredible results over the pandemic period for our clients. In addition, we have on-boarded some of our biggest campaigns to date this year and are so excited to be working with some really great brands, such as Koko Black, Sass Clothing and Jenny Craig.
I’m so proud of our female-lead business, where we have been, where we are now, and where we are headed. Here’s to an exciting next 10 years!
Shelley
Latest News - Support Small Business
Hey guys, Shelley here.
Like many small businesses, we’re already seeing the effect that the current climate is having on the economy and in-turn, our business. And while we’re not sure what the short term future might bring, what we do know is that for small business, now is not the time to fall silent. With more and more Australians spending time on their phones consuming news and social media content, now is the time to capture this audience with thoughtful, engaging content - not only to let your consumer know how you’re handling this crisis, but to stay front of mind and to encourage them to shop local and support your business.
While we understand that many businesses need to look at where they can scale back costs at the moment, marketing, and in particular social media content creation and distribution, needs to be viewed as business-critical. Your social media communication is now more important than ever - it is the most effective tool you have to promote your business in these highly reactive, times of uncertainty.
With that in mind, our agency is offering a range of different packages and resources to support your business through this crisis. I’ve created a coupon code upskillathome to offer you 70% off our online training resources, 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
We’re also offering reactive content packages to help you craft the right messaging for your consumer, and are able to quickly turn around graphics, copy, video and imagery to get the message out to your audience in a professional and timely manner. If you’d like some more info, please reach out to me - shelley@staging.project-progress.net and let’s pencil in a chat.
I’m personally supporting as many small businesses as I can at the moment, and I urge you to as well. We’re all in this together!
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.
Instagram removes 'likes' function
From today, Instagram users in Australia will no longer be able to see how many “likes” a post has a received.
The trial is underway for Australian Instagram users, after a movement towards “removing pressure” on the digital platform’s users.
Instagram will begin rolling out the trial update today, removing the total number of likes on photos and viewings of videos on user feeds and profiles, and permalink pages.
Users will still be able to see a list of likes on their posts, just not the overall number.
But don't worry, the change won’t affect measurement tools for businesses and creators on Instagram, and all likes and engagement metrics will still be available in those tools.
Facebook Australia and New Zealand director of policy Mia Garlick said Instagram should be a place where people feel comfortable expressing themselves, rather than judged.
“We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love,” she said in a statement.
We look forward to reviewing how this impacts businesses on social media over the coming weeks, and in particular the relationship with business and influencers, who rely on social media metrics to prove the value of their content.
Want to chat to our team about your Instagram strategy? Get in touch today.
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 info@staging.project-progress.net or calling us on: 1300 386 165.
Who runs the world? Girls!
2018 was truly a big year for women, with the year seeing plenty of incredible moments of female activism and empowerment. From the foundation of new movements and celebrations of important milestones, there is no denying that 2018 was the Year of the Woman.
So, in honour of International Women’s Day, here’s a round-up of inspirational women we believe excelled in their industries in 2018.
1. Abisoye Ajayi-Akinfolarin was named one of ten CNN heroes of the year.
Twitter: @AbisoyeAjayi
Abisoye Ajayi-Akinfolarin, 34, is a Nigerian Women and Girls Advocate Social Entrepreneur. A graduate of Business Administration from the University of Lagos, Ajayi-Akinfolarin began her career working for E. D. P Audit and Security Associates. Soon she realised the large gender gap in the tech field and started a non-profit organisation, Pearls Africa Foundation, focused on minimising the gender gap in technology and encouraging more women to gain relevant technological skills.
Through GirlsCoding, a free programme run by her Pearls Africa Foundation, Ajayi-Akinfolarin seeks to educate — and excite— girls about computer programming. GirlsCoding has boosted the girls’ self-esteem. They now have a voice and know their rights. Since starting the initiative, Girlscoding has reached more than 400 beneficiaries, including girls from orphanages and correctional homes, in addition to young women fleeing the Boko Haram insurgency.
On November 1, 2018, Ajayi-Akinfolarin was named one of ten CNN Heroes of the year. Later that month she was listed as one of BBC's 100 Women.
Credit: Abisoye Ajayi-Akinfolarin / International Women’s Day
2. Zoe Foster Blake also published a book! Have you heard of the Break-Up Boss?
Instagram:@zotheysay
Website: http://www.zotheysay.com
Zoë Foster Blake is an Australian author, columnist, magazine editor, and cosmetics entrepreneur. She has now she delivered us Break-up Boss, a rather light-hearted but realistic pocket guide to break-ups and its companion piece, an eponymous app.
it has a singular goal: to help women handle, heal and move on from their breakup in a healthy, positive way. Also, 10 per cent of every purchase goes to the Safe Steps Family Violence Response Centre in Victoria.
Credit: Wikidata / International Women’s Day
3. Michelle Akhidenor made the list for her outstanding hardship in starting the Peer Project in 2018!
Instagram:@michakhidenor
Website: https://thepeersproject.com
Melbourne born, Michelle Akhidenor is considered as one of the most energetic millennials around. A multilingual entrepreneur and coach, she is the founder of a global podcast which interviews some of the world's most outstanding millennial entrepreneurs. She offers guidance and helps young millennials challenge their assumptions and align their passion.
While there is still a way to go, the progress made so far marks the beginning of a new wave of activism, empowerment, and change. It’s this sense of celebration of the past and determination for the future which highlights why 2018 was a great year for women!
Credit: Hotsta / International Women’s Day
4. Cardi B for becoming the first female solo artist to win Best Rap Album
Instagram:@iamcardib
Okay, you caught us. Yes, Cardi B was the first female solo artist to win Best Rap Album at the 2019 Grammy Awards in 2019, but surely this needs to be in the top five!
Cardi B became the first solo woman to win best rap album for "Invasion Of Privacy" at the 2019 Grammy Awards. According to Time Magazine, Best Rap Album only became an official Grammy category in 1996 and has typically been won by male artists, with the exception of Lauryn Hill (won as a member of the hip-hop group Fugees in 1997).
This marks Cardi’s first Grammy win, and she spoke about the challenges of creating the album while pregnant during an emotional acceptance speech.
Credit: Vogue Australia / International Women’s Day
Happy International Women’s day, there is no denying that 2018 was the Year of the Woman. Here at Melbourne Social Co, we're proud to be a team of 15 creative and wonderful women. Learn more about us here.
Five Digital Trends That Will Stick Around For 2019
Digital Trends to look out for in 2019.
As we head into the new year, we find many businesses consider that it might be time to rethink their social media strategy for 2019. Around this time of year, we hear resolutions and goals being thrown around such as “This year I want to double my following” or “I’m going to much more ahead of my social media planning”, but how do you actually go about doing that?
To help our clients, we’ve pin pointed a few trends that are likely to stick around this year. Based on our own research and professional experience, below are a few digital marketing trends we suggest taking a look at for the upcoming year;
Content Will Still Reign
Content marketing will continue to be a crucial component of digital marketing. The quality is always going to be the focal point, but there’s also an increased interest in who the intended audience is. Having a more in depth understanding of a targeted market, and the ability to target that market more precisely is a rising trend in creating effective marketing.
While general content for the mass audience will always be important, specialised content for specific industries can also produce impressive results. A combination of specific content and constantly improving techniques for measuring content effectiveness, content marketing remains relevant and essential in 2019.
Video Marketing Continues To Rise
Video marketing will be the leader of digital trends in 2019. It is predicted that 80% of the online content will take up the form of visual representation. The videos will be the focal point of any marketing strategy as these will distribute the message in a better way while providing entertainment to the viewers.
Video has become a favourite form of communication since the rapid adoption of smartphones and social media apps. More than ever, we are seeing that video content does not have to have a high production value. Don’t shy away from pulling your smartphone out and recording a message to your potential customers about a recent win or to share some insights that will be valuable to them!
Chatbots Are Here To Stay
This AI based tech uses instant messaging to chat in real time, 24/7 with your customers or site visitors. Chatbots are here to stay as many customers prefer interacting with a chatbot as they are responsive, give answers almost immediately, they recall your entire buying history and best of all, they never lose patience.
Sephora is the perfect example of an advanced business. You can get all kinds of make-up tips if you chat to Sephora using the Kik App. The personal assistant feature also provides you with product reviews when you’re shopping in a store.
Email Is Getting More Personalised
Email continues to be a strong contender as a channel of communication with billions still using it for work, personal and commercial purposes. In fact, “Email remains a significantly more effective way to acquire customers than social media- nearly 40 times that of Facebook and Twitter combined”- McKinsey & Company.
In 2019, a combination of automation and more importantly, personalisation will make email marketing effective.
If you feel stuck on gaining a customer database, the easiest thing to do is run a competition. The old age marketing trick of attracting people to your brand by giving something away still works!
Storification
The stories format has boomed in 2018 on platforms such as Facebook, Instagram and Whatsapp. It is even being tested by Linkedin!
Brands need to consider that although posts with high resolution and quality production values are still important, less polished, more intimate content performs better in the stories format. Consumers often feel more comfortable with brands when to see raw but authentic, in the moment views into the backgrounds of brands.
It’s not too late to start planning your digital marketing strategy for 2019, and our sister company The Social Co Academy can help brush up those skills! Check out their training resources here.
Thinking about outsourcing your digital marketing strategy to an agency? Contact us today for more information.
Creative ways to get into the Christmas spirit
It’s nearly Christmas time and that means it’s time to add some festive cheer to your brands' social media calendar!
Christmas is all around us and it’s important to adjust your online presence to reflect the season.
Give your profile some Christmas flare!
Now that December is here, everyone’s mind turns to Christmas, so go with the flow and spruce up your profile with some Christmas cheer. You don’t have to go overboard and flood your profile with Christmas themed tweaks, but think about giving your profile picture some snow flakes, or some festive baubles. Put a cheery Christmas greeting in your bio; adding a festive touch to your profile will make sure your audience is feeling the Christmas vibe from you.
Christmas Offers
Music to the ears of Christmas lovers! Christmas discounts, December offers, it’s all part of the festive season, and it is definitely something your brand should consider. Whether that is discounts, buy one get one free, contests or any sort of offer prompted by the festive season, it’s a great way to generate excitement and festivity over the Christmas period.
Embrace the spirit of giving
Christmas is about giving, and this should be embraced by brands wanting to celebrate this festive season. Christmas is a time where sales can sky rocket, where audience engagement will rise, but it is also important to embrace the spirit of giving back this Christmas, and doing so to your followers. Giving back to your loyal followers is an amazing way to embrace the spirit of Christmas.
Having the Christmas spirit present in your social media is so important. Christmas is such a big part of social (and shopping) culture of today that you would be foolish not to use this joyful time to your brands advantage!
Want to chat to our team about a seasonal promotional strategy? Get in touch today.
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.
Four Ideas To Inspire Great Content
This Week We're Sharing Four Ideas To Inspire Great Content
Content is the driving force behind all aspects of communications. Whether it be social media, public relations, marketing campaigns; content is at the heart of every strategic approach. Coming up with content ideas is so important, but it’s no surprise that coming up with new ideas all the time can sometimes be a struggle!
Don't worry, we're here to help! This week, we've put together four helpful ideas to help inspire and stimulate your content ideas.
Check out what your competitors are doing and find opportunities to create even better content
Cut down the time you spend coming up with new ideas and look to your competitors, because they’re handing them to you! They’re your competitors for a reason, so sift through their content and find some content opportunities that you could do better!
Review what you’re currently doing and improve upon it
There is always room to improve, so be sure to always review your current and past content to see where there is room for improvement. Making sure you’re always refining and tweaking your content will keep it fresh and the best it can be.
Look at your analytics to see what content is doing well and then create more of it
This tip is important; statistics don’t lie, so trust in them and use them as a guide for what is working and what isn’t. Review the content that has done well statistically, assess why it’s been successful and apply this knowledge to future content, this will in turn ensure that your future content is engaging and well received by your audience.
Make sure you create content of significance for your audience
An obvious one, making sure your content is geared towards your audience will help your content to be valuable and specific. Keeping your audience in mind at all times will help spark idea that your audience will love!
Repackage your existing content
Make the old new again by revamping some past content! There’s no rule that says you cant reuse content, so when your lacking inspiration, sift through the archives and repackage some vintage content.
Would you like to know more about our Content Creation services? Contact us today.
