The Benefits Of A Boutique Agency
Thinking of outsourcing your brand's marketing requirements? Tossing up between working with a large or boutique agency? We're sharing a few tips on why boutique is the way to go!
When it comes to sourcing an agency to best represent your brand, its no secret there is a bit of an oversaturation in the world of marketing and social media.
More than often, it’s tempting to choose a large, well-known company to meet your marketing needs - but what about the alternatives? There HAS to be another option for value, satisfaction and success.
Here lies the secret weapon that is the Boutique Creative Marketing Agency.
With an intimate team of professionals directly at hand, the benefits of choosing a boutique agency are endless.
Direct access to the owner, specialist team members and closer client relationships
Too often the hierarchy at big agencies resembles more of a monarchy than an efficient, innovative space for creativity and client relations to flourish.
In larger businesses, strict structures and reporting protocol limit the contact and input a client can have when it comes to the services provided to them.
At a boutique agency, a smaller team of handpicked professionals can offer a more personal service and creative space for successful client relationships. Your creative team are able to position themselves as an extension of your business, leading to a more authentic content creation process.
Owners and senior members of staff have the ability to directly oversee projects within a smaller team, allowing a client’s input and best interests to be at the forefront of their minds; ultimately producing higher quality work that is the best representation of your business’ vision.
Lower Cost
Instead of the cost of overheads including extra support staff, lavish workspaces and expense accounts that you would find integrated into proposed quotes by larger agencies, outsourcing a boutique agency to market your business can be a much more cost effective option.
With a boutique agency, clients pay only for the team that actually works on a job, meaning no unjustified or hidden costs. Generally a Melbourne Social Co monthly retainer is equivalent to, or less than, the cost of a full time junior salary - a fee that gives you direct access to the experience of an entire creative team.
Faster turn around
Another major benefit when it comes to choosing a boutique agency over a larger competitor is the quick turn around time for projects and content.
Boutique agencies carefully hand-pick a manageable amount of clients they believe they can deliver genuine results to, so your project wont be put on hold or lost in the crowd. This tailored approach smaller agencies employ ensures your campaign will be given the attention and dedicate it deserves, leading to better results!
These are but a few benefits we can recommend when it comes to going ahead with a smaller, boutique marketing agency. For any queries, or additional information on how we at Melbourne Social Co can provide the very best service for your business or project, contact us today - [email protected]
The Latest Instagram Algorithm Changes
Want to know how Instagram's latest algorithm will decide what photos and videos show up in your feed? We’ve got all the answers!
Done in an effort to refresh the app and improve chronology, Instagram is opening up about what’s new and why.
A personalised feed
The new algorithm places a focus on ensuring everyone’s feed is unique and relevant to the user. This personalisation is done through monitoring who you interact with and past behaviors. Basically, a users level of engagement with certain accounts will determine how much or how little they will see of that content.
A big part of this new and improved personalised feed is to prioritise posts from your ‘friends and family’. The updated algorithm claims that users will now see 90% of the posts from their ‘friends and family’ (as determined by Instagram), as opposed to 50%, which was the percentage prior to the algorithm change.
Breaking it down - interest, timeliness and relationship
To help us further understand the new algorithm, Instagram has broken it down into three important determining classifications: interest, timeliness and relationship.
Interest = how interested they think you’ll be in the post
If Instagram thinks you’ll be interested in a post, they will prioritise it and it will appear higher in your feed. How do they determine what they think you will like? Well, they base this on your past behavior and engagement with similar content.
Timeliness = relating to how recently a photo was posted
This new aspect of the algorithm intends to limit how often users are seeing ‘old’ posts from weeks ago and helps keep users feeds more recent and up to date.
Relationship = determining the ‘friends and family’ category
Instagram is taking more notice of users relationships with other users. For example, if you frequently comment or are tagged in a person’s photos instagram takes that to mean you have some sort of a relationship with them and they will be categorised as your ‘friends and family’.
So what can your business do to make sure your posts are being seen and heard in the Instagram feed? Why not pencil in a chat with our team to discuss your Instagram strategy.
Three Easy Ways to Increase Office Productivity
Feeling like you need to boost your productivity? You know the feeling. It’s just after 2pm and you’re left staring into the abyss that is your iMac screen, wishing reports would magically write themselves and you had a time turner to push 5pm that little bit closer.
Don’t feel guilty, we’ve all been there- boredom and distraction happens to even the most dedicated employees. Luckily for you, we’ve popped together three of our favourite tips to increase office productivity and keep you occupied and focused all shift long!
Keep Things Tidy
We know the last thing you feel like doing is giving your desk a once over with the Windex when you have piles of work to be and major writer’s block. But, trust us, this little tip could make all the difference!
Recent studies have confirmed the correlation between increased anxiety levels and a messy environment (at home or in the workspace). Clutter and untidiness can subconsciously affect mental clarity, making it all the more difficult to focus on an urgent task at hand.
We recommend keeping a small dustbin close by so you can manage your disposable mess, whilst adhering to a clear and simple organisational structure for files and documents. Even if this means spending an extra 5 -10 minutes at the end of the day tidying and putting things back into place, you and the quality of your work will be so much better for it!
Stay Nourished and Hydrated
Hitting the snooze button on a chilly winter’s morning instead of getting up 15 minutes early to grab something quick to eat is a common occurrence for many of us. Whilst you may run out the door feeling full, once you’ve properly awoken and arrived at work, hunger will soon rear its ugly head.
Hunger can drastically affect mood and concentration, so instead of you (and your work) suffering until lunchtime, be sure to leave some healthy snacks in your handbag or office drawer to snack on and keep your energy levels on track.
Eating small amounts regularly fuels our metabolism and largely contributes to our blood sugar and energy levels, equalling increased concentration and motivation.
We recommend foods high in ‘good’ fats such as almonds and avocados and berries and green vegetables rich in vitamins K & C. These kinds of Superfoods promote healthy brain function and minimise bodily stress through the benefits of antioxidants.
Stretch Your Legs
Although the thought of an afternoon stroll sounds entirely counterproductive when you have serious deadlines looming, taking a quick break can actually improve concentration. Even if it’s just five minutes around the block, up and down the stairs, or to the local coffee shop and back, moving around every few hours is very important for those with a desk job and sedentary lifestyle.
Studies have found that those who take short, regular breaks in the workspace maintain a more constant level of performance than those who don’t. Plus, moving around increases blood flow, which promotes good cardiovascular health, and all in all increases cognitive awareness and mental clarity. Plus, who would say no to an extra coffee break?!
So there you have them, our tried and tested, simple yet sure-fire ways to increase productivity, stay focused and motivated during your daily grind, courtesy of the team at Melbourne Social Co.
Want to know more about our strategy or content creation services? Send us an email today to [email protected]
Finding The Best Stock Images for Content Creation
If you’re running a social media page set up for success, we understand that you want everything you post to look amazing. We also understand the struggle achieving this if you don’t have access to a photographer or stylist, or content readily available. Here is a list of our favourite royalty-free stock image sites, as well as a summary of the Copyright Act for Australian content creators, to help you create stunning posts for your business or personal pages.
Created by yours truly, we have a collection of styled and edited photos available for purchase, which you can adapt to your brand’s needs. Take a browse through everything available here. These photos are particularly tailored for lifestyle, business, blogging, decor and design.
Pexels have a variety of photos and videos, which don’t require any attribution. They have a wide range of images, with some premium options available for purchase. There is no login required, so download is convenient and easy!
Similar to Pexels, Unsplash has a variety of artistic photos available for free download, however this site does not include stock video. The creators also don’t need to be credited, and best of all, everything on the website is free.
Unlike some of the free sites, Stocksy includes several less traditional image options, such as prints and animations, photos of families, workplace and site photos, photo collections and a range of videos. These pieces require an account and payment, and the site includes the ability to search with JPG files.
Another paid site, SC Stockshot provides stylised images which have been used by Vogue Bridal and a wide variety of wedding sites. You can also access 20 images for free by signing up to the newsletter, and the site is unique in categorising various images by colour palettes, along with traditional category groupings.
Copyright law
Understanding Australia’s copyright law can be broad and complicated, so here’s a brief summary of how it works for content creators.
Copyright law applies automatically to every piece of work, regardless of where it was made, provided it is being used in Australia. This applies to unpublished content, regardless of whether it has a copyright notice included, including work you find on the internet.
To use someone else’s work, you need to gain permission, and may need to pay for a licence. You are also legally required to credit the work’s creators, unless they have explicitly waived this right. If the work is in the public domain, or author has explicitly denied the rights of use through Creative Commons Licensing, you may use their work without permission, however it is still polite to credit them. Other exceptions for using material without permission are listed under ‘fair dealing’ in the Copyright Act, which primarily applies to educational, legal and journalist organisations.
For content creators, you may use a portion of someone else’s work without permission, provided it is not an important, integral or distinctive part of their work, and the guideline for this is 10% of the piece. The wording on this clause is very broad, so we recommend seeking permission and licenses for whatever you use to avoid infringement.
If you’d like to know more about content creation and how we can help, contact us at [email protected]
How to choose a digital influencer to work with
There are so many reasons why using influencers is a great marketing tool for your brand, including creating brand awareness, fostering consumer trust, and an excellent ROI (return on investment) compared to other media investments. With influencer marketing, you’re effectively investing in quality content, media costs and celebrity endorsement in the one go, and if you choose the right influencers to work with, you can see some great results.
Here are our top tips for choosing influencers for your brand:
Followers, Engagement & Budgeting
The size of your brand and your budget will determine whether you partner with micro or macro influencers. A micro influencer has between 1000-10,000 followers, and generally yields an 8% engagement rate. While your content is reaching a smaller audience, this audience is generally highly targeted. Micro-influencers are generally cheaper, and some may even promote your brand for free in exchange for samples, however this is not the norm. Macro influencers have 10,000-100,000 followers, with an average engagement rate of 4%. These influencers will reach a larger audience, which may not be as targeted as your micro influencers, however can perform excellently if you choose an influencer who matches your brand target audience.
Budgeting for influencer campaigns can be tricky, as each influencer sets their own rates, which aren’t necessarily consistent across the market. As a general guide, between $25-75 per thousand followers is standard.
The Warning Signs
The biggest concern with consumer marketing is that the money you invest won’t turn into brand conversions or customers, and the biggest risk of this is if the ‘influencer’ has bought their likes or followers. To avoid making a poor investment:
- Take a look at their likes and comments, and compare these to the average engagement rates for their followers. If they’re only getting 100-200 likes with 50,000 followers, it’s almost guaranteed their followers aren’t organic.
- Take a look at their content. Is this an account you’d follow? Is their content original? If an influencer’s content doesn’t meet this criteria, it’s worth wondering whether you want to pay them to represent your brand. If you’re not interested in what their posting, chances are your audience won’t be either.
- What brands have they partnered with in the past? The value of consumer marketing can be lost if they’re promoting your brand directly alongside your competitors. One of the advantages of using micro-influencers is the reduced risk of existing sponsorships.
If you’re interested in influencer marketing or would like to plan your digital campaign, contact us at [email protected]
A Day In The Life Of A Digital Marketer
A Day In The Life Of A Digital Marketer
Our Director Shelley recently chatted to the team at Fashion Journal about the digital marketing industry and what a typical day looks like.
(Hint, it's not all pretty flatlays and watching cat videos.)
Want to know more about joining our team at Melbourne Social Co? Visit our careers page to see our available positions.
Why Facebook algorithm changes aren’t as scary as we think
On January 11th, Mark Zuckerberg announced a series of changes to the Facebook algorithm, designed to reduce excessive news and business related content and promote interaction between family and friends, dubbed ‘meaningful interactions.’ By returning to their social roots, the shift has alarm bells ringing for many businesses and organisations – shares in the site immediately fell four percent, effectively wiping over $3 billion from Zuckerberg’s net worth.
For news sites, this Facebook algorithm shift will also involve the prioritisation of news sources deemed ‘trustworthy’, while celebrities and influencers can also expect to see less of their posts in followers’ feeds. In terms of hard data, Zuckerberg committed to reducing news content in users’ feeds from five to four percent. The changes have been deeply concerning for organisations – entire social media strategies have been plunged into jeopardy and many businesses are searching for viable solutions.
However, Facebook algorithm changes and calls for more user tailored feeds are nothing new. In fact, Facebook made a strikingly similar commitment back in August of 2014. Back then, the site pledged to show less promotional and recycled content, causing similar uproar among content creators, businesses and influencers. However, as these previous changes have demonstrated, organisations providing quality content and genuine engagement with users have emerged unscathed from algorithm shifts.
Crucially, data shows actual page engagement declined over 20% in 2017, highlighting overall user fatigue caused by clickbait pages and duplicated, poor quality content. The removal of low quality pages from users’ feeds is therefore a positive for the site overall. By creating an environment that favours meaningful content tailored to a user’s tastes, Facebook is effectively creating a more trustworthy and reliable site for both individuals and businesses.
While the changes won’t perhaps be as catastrophic to existing marketing strategies as first thought, algorithm changes are a timely reminder as to the importance of a dynamic and meaningful content plan.
So - what can you do to make sure your business content is seen and heard in 2018?
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Quality Content
It underpins any successful marketing strategy. Users don’t want to feel spammed or overwhelmed by the pages they follow. Be mindful in the regularity of your postings and enforce a standard tone and length to your content. Remember, poorly written and untailored content is the main target of the Facebooks algorithm changes.
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Prioritise building a genuine and targeted following
By creating content which users consistently click on, you can take advantage of the new algorithm which notes who is clicking on your content, and what they're clicking on, and knowingly promotes those pages.
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Embedding Posts
Pinning key posts to your business’ page is a practical method of making sure your content isn’t lost in the fray amidst newsfeed changes. Make sure that as soon as a user clicks on your page, they are presented with the most relevant content as opposed to merely your most recent posts.
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Facebook advertising
As actual page engagement declines, the importance of exploring a paid Facebook advertising campaign is continually increasing. Banners, page promotion, email opt ins and targeted viewers – advertising with Facebook is a multifaceted means of reaching your desired audience. Crucially, the algorithm for Facebook advertising is currently not being changed in tandem with these new shifts.
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Broaden advertising to Facebook’s additional features
Increasingly, younger users are engaging less with the traditional Facebook interface in favour of the dedicated messenger app. Take advantage of changing user habits and target your advertising to within the messenger app. Similarly, Facebook live is an emerging method which promotes active user engagement, with endless opportunities for business promotion.
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Like and share… and unfollow!
Promotions and competitions imploring users to like, share and tag your posts are set to be another casualty of the Facebook algorithm changes. Data suggests such competitions are a poor means of building an engaged audience, and worse, alienate your existing audience. In fact, many such competitions actually break Facebook’s community guidelines, running the risk of post or even entire page deletion. Choose your promotions and competitions wisely.
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Influencers
According to Forbes, influencers are not currently bound by the same restrictions placed on businesses amid these new algorithm changes. For the time being at least, collaborating with influencers is more important than ever, especially if your business is currently not engaging in a paid promotion with Facebook. The key to a successful influencer collaboration is choosing an influencer that has a genuine link to your product or service or desired audience.
Want to chat to our team about your Facebook strategy for 2018? Get in touch today!
Top digital trends for 2018
2017 saw Instagram prevail, augmented reality grew in popularity and sponsored ads became a huge brand priority. What digital trends will we see in 2018? We want you to be ahead of the curve so here are some digital trends we think you should keep an eye on in 2018:
- Video
Video content is huge. It was last year and it will be this year too with most consumers preferring to consume content in video format. All social media platforms are investing in video content to help generate engagement and increase followers. It is expected that by 2020, 80% of consumer internet traffic will be made up of video content, so if video isn’t already in your social plan, put it in there folks. You’ll thank us later!
- Messaging apps (chatbots)
A chatbot is a software application built to stimulate human conversation. Many brands are utilising this software to assist in responding to consumer enquiries. Some consumers prefer this form of communication over email and phone calls because you get instantaneous updates and answers. But proceed with caution! Automated chatbots can take away from the connections you're building with your fans on social media and can make your brand appear less genuine.
- Augmented reality (VR)
Augmented reality is a fascinating trend. From Google Glass and Pokémon Go to face filters, consumers are intrigued by the idea. Snapchat and Instagram have capitalised on this trend, with consumers loving their AR capabilities (most in the form of face filters). You’ve no doubt seen Snapchat’s dancing hot dog too...1.5 billion other people have too. With new phones like the iPhone X using facial recognition and augmented reality technology, there’s no doubt that this trend will continue to grow.
- Live streaming and ephemeral content
Live streaming started its surge in 2017 and will continue to grow this year. 82% of consumers would rather watch a live video over reading a blog or written social media update. Instagram and Facebook both support the format with their ‘live stories’ making it easy for your brand to jump on board the trend. Ephemeral content is also growing in popularity. This is short-lived content that disappears (usually after 24 hours). Audiences like ephemeral content because it’s more authentic than planned content.
- Influencer marketing
Influencer marketing is one of the fastest growing marketing channels and it’s not hard to see why. Did you know that 49% of Instagram users rely on recommendations from influencers? Building relationships with influencers is something brands should be focusing on in 2018 as influencers become more selective about who they work with.
Before you start addressing these new digital trends and implementing them into your digital plan, it’s important to take time to reflect and learn what worked and what didn’t last year. If you’d like some help analysing your digital performance last year or would like to set up a new digital plan for 2018, shoot us an email, or enquire about a consulting session.
Ten tips to leading a more productive life
Do you find yourself clicking your pen an hour after you sit down at your desk? Do you take a few too many coffee breaks just so you can escape the office? Here are ten tips to help you lead a more productive life both in the office and at home.
- To-do lists (tackle the toughest to-do first)
To-do lists help organize our chaotic lives, so start writing friends! Even better, write tomorrow’s to-do list today. Before you go to bed each night, jot down the list of jobs you want to complete tomorrow. You’ll have a head start for the following day! #winning
- Switch off
A good nights sleep is super important if you want to be a fully functioning adult the following day. Switching off your mobile phone will stop you from checking Instagram at 2am, leading to an amazing sleep. If you’re feeling daring, you could even leave your phone outside your bedroom (gasp!)
- Exercise regularly
Exercise is great because it gives us more energy (yay!) When you exercise, the brain releases serotonin, which stimulates positive moods and emotions. Exercise also increases blood flow to the brain, sharpening awareness and alertness.
- Set goals
Setting goals that are achievable yet difficult will help push you to greater success. Writing goals down on a piece of paper and making them visible everyday means you’re more likely to focus on achieving them!
- Start your day early
Okay so waking up at 5:30am might be a hard ask, but getting up when the sun does has its benefits. Completing tasks early in the day leaves you feeling accomplished by 10am and gives you the confidence to tackle the rest of the day. Not to mention you have the whole evening to relax!
- Organize your office space
Your environment is important factor when it comes to productivity. Try de-cluttering your desk, adding some plants and perhaps burning a candle. This will create an environment that makes you feel positive and creative.
- Stop multi-tasking
As much as we’d love to believe otherwise, it’s near impossible to do more than one thing at a time. Free your mind (and your desktop) of distractions so you can focus on one task at a time.
- Eat well
Eating well and drinking plenty of water is important for both our physical and mental health. A study by the British Journal of Health Psychology highlighted that the more fruits and vegetables people consumed, the happier, more engaged, and more creative they tended to be.
- Take frequent breaks
We’re all guilty of thinking we’re superhuman and that we’re able to sit at our desk working for four hours straight. Our brains can only function for so long so remember to take breaks throughout the day; stretch, grab a coffee, have a snack, or walk around the block. You’ll feel refreshed and ready to conquer the next task!
- Utilize your commute
If you use public transport to get to and from work each day, use the journey wisely. Instead of spending half an hour in the office checking emails, why not go through them on your commute. If you’re stuck in traffic driving to work, put on a podcast! Try Girlboss Radio with Sophia Amoruso.
We hope these tips help you overcome that slump of productiveness we all go through every now and then.
Do you have any productivity pointers of your own? Share them with us in the comment section below.
How to create an engaging Instagram feed
Is your brand's Instagram account flatlining? It's no secret that Instagram is one of the hardest platforms to manage and grow at the moment, but there are a few things you can do to get your brand back on track.
Let's get back to basics
Upload an eye-catching profile pic
The profile pic real estate is limited, so use it well! Generally a logo, or an abbreviated version of your logo using block colour works well here
Write a catchy bio
A great Instagram bio should:
- Explain a bit about you / your brand and what you do
- Appeal to your target audience
- Showcase your tone of voice and brand personality to give fans a taste of what to expect
Make sure your contact details are correctly listed
Is your account set to business, and have you linked it with your Facebook page for seamless advertising campaigns?
Now that you've got the basics covered, it's time to develop your Instagram style guide.
Pay attention to your colour palette
Some of the most successful Instagram accounts tend to use a select colour palette for their photos, helping them to create a distinct style.
Keep your fonts consistent
Aspirational/quirky quotes and text overlays are all the rage on Instagram. To create a cohesive aesthetic, make sure you keep your fonts are consistent throughout your feed.
Now that you have your basic design guidelines, you can start creating some content. At this point, we suggest thinking about your feed as a whole, rather than working image by image
First impressions count, and when someone is checking your brand out on Instagram, they’ll most likely look at the first three rows of your grid first. Do your images all work well together? In today’s world, your feed is essentially your business card, so we suggest taking some time to make sure it’s the right representation of your brand.
Filters
If you’re using a filter, trying picking one, and sticking with it throughout the feed.
Using Apps to plan your content
What can you use?
There are heaps of programs on the market that you can use to schedule and plan your Instagram posts. Just make sure you aren’t using one which navigates around Instagram’s API.
Here’s a few programs you can use to plan your Instagram posts:
Later (previously Latergram)
- Re-directs posts through their app, at time you’ve scheduled
- Provides a series of tiered plans to choose from depending on the size of your business, and how many posts you plan to schedule
- Allows you to edit photos from inside the app
- Provides a grid view so you can preview your page before you post
- The media library allows you to store as many photos as you need to help make scheduling even easier
Plann
- Aimed at creatives, Plann is all about creating an aesthetically pleasing Instagram feed
- Grid view allows you to add multiple photos at a time and drag and drop them until they’re in the right place
- Add captions and store hashtags that will be copied to your dashboard when its time to post
- A push notification will alert you when it’s ready to go
So you've got a beautiful feed, but how can you make it engaging?
Only post high quality photos
It may seem like a no brainer, but as Instagram is such a visual platform, it’s important to make sure your image is high quality, and not blurry.
Post a variety of shots and content types
Variety creates interest, and interest translates to followers, and followers become customers. So before you post two coffee shots in a row, stop and think about how you can mix things up. And – avoid duplicating your content within your feed!
Create space within your feed
Creating space in your grid is important to helping the eye move freely throughout your feed. We’re not talking about old fashioned borders, but rather mixing up busy images with more minimal posts.
Pay attention to your captions!
Captions can sometimes be an afterthought on Instagram, but we’re here to tell you they’re still important! Keep them short, sharp and include your call to action within the first sentence.
Avoid overly promotional content
While you can still use Instagram to promote your brand and products, keep your sales content subtle, avoiding posting plain product shots or logos. Break up your branded content with aspirational imagery.
Mentioning an influencer or brand in your post? Tag them!
By sharing the love and tagging those influencers, you’re starting a conversation, which hopefully will lead to them supporting you right back!
What are you favourite Instagram tips and tricks? Share them with us @MelbourneSocialCo