Social Media
We take social media very seriously. And how could we not?
With over 4.2 billion active social media users, it’s an area of marketing you can’t afford to ignore any more.
When we say we’re fluent in social media we mean it. Our native tongue comprises of: UGC, handles, hashtags, CTA, CTR, tags, captions, comments, reacts, likes, shares, reach, geotags, engagement, audience, impressions, and carousels – to name a few!
Find out how we can help.
The Service
The world of social media changes weekly, if not daily. Unless you’re across it, your brand is at risk of falling behind … publicly.
Enter our social media management service. Our team of social media experts can take the reigns of your accounts to get you back to the highest and best use of your time – rather than wondering ‘what should I post’?
We manage our social media accounts a few different ways to suit the level of involvement you’d like to have with them.
We can help you with:
- – Social Media Strategy
– Organic Social Media
– Paid Social Media
– All three
Given social media is fast becoming pay to play (or at least, pay to see real results), most of our clients prefer us to take the trilogy of social media services and deliver big on their results.
All social media services are accompanied by content planning meetings and monthly reporting so you’re never left wondering ‘what’s that content team up to?’.
The Process
1
strategy
Every social media account needs to be strategically driven – we’ll either create one for you or work with your existing strategy.
2
plan
We create a monthly overview of content themes aligned to your content pillars to ensure you’re seeing the breadth of your product or service across marketing materials.
3
create
Our team works a fortnight out in its content delivery so that there’s ample time to review all content before it goes live.
4
monitor
With your content live into the world, our team watch, optimise and community manage your page to ensure customer enquiries are responded to or escalated in a timely manner.
5
REPORT
At the end of each reporting period (for organic accounts, that’s monthly), we supply you with a real-time dashboard of results along with insights into what’s worked, and what needs improvement.
6
IMPLEMENT
Rather than leave reports to simply set and forget, we implement the learnings from the month before so you’re on the path to continued improvement.
See it in action:
Want a case study with that?
The Brief:
To manage the retail content function of the business on Facebook and Instagram, and build awareness of the retail offering, ultimately leading towards conversion. Together with the Airport’s social media team, we assist to:
1
Build
Awareness of the retail offering within the terminals
2
encourage
Brand advocacy and loyalty amongst frequent flyers
3
create
Content that taps into social media trends to position the Brisbane Airport as a social media leader
Our Response:
We started by refining our learnings from the previous year’s management of Brisbane Airport’s retail channels and introduced lo-fidelity vertical videos alongside organic multi-image posting to follow social media best practice.
In FY24 this included:
– Creating more vertical video to add into the feed to support static posts
– Mapping out a monthly content plan for social media to ensure all content pillars are hit and ensure a balance between proactive and reactive content
– Implementing learnings from monthly reporting and analysis
– Collaborating more with retailers and their marketing teams for cross-promotion
The Results:
We’ve seen the following growth rate across one year of management:
– 7 percent Facebook channel growth (new followers)
– 24 percent Instagram channel growth (new followers)
– 9,000 average reach per reel
– Increase in all core audience segments targeted
The Brief:
We were engaged by Carlsberg to restart their inactive social media channels and grow their following, while still contributing towards the brand’s overall goals of increasing awareness and driving trial of their products.
1
restart
Dormant social media channels
2
drive
Trial of products both in bars and via distributors (bottle shops)
3
increase
Awareness of the product in the international beer market
Our Response:
After creating a strategy, we looked at three major above-the-line activities they had planned, working out how to leverage further with their digital content. We provided the digital lens to the following campaign activities:
Carlsberg x Liverpool FC: Carlsberg reached 30 years sponsoring Liverpool FC and to celebrate this, they released limited edition cans. We aided in the announcement and release of these cans via social media competitions, social media ads and content calendars while ensuring all content was checked by the Alcohol Industry’s regulating body; ABAC.
Carlsberg 175th Anniversary: Carlsberg was celebrating a milestone – 175 years of operating. We identified this milestone created opportunities to grow the social media channels, generate awareness and drive trial via a social media campaign. To celebrate their birthday, we facilitated a giveaway of 175 items with the entry mechanics being to follow the account (grow the channel’s following) and tag a friend (use our followers as advocates to create awareness).
The Results:
Like all social media, it’s the marriage of organic and paid content that generates the best results. Accordingly, when paired together we were able to generate over one million impressions.
The competitions we ran held an engagement rate of 14% – social media gold for an account that hadn’t communicated with audiences for a significant period.
Over five months, we were able to achieve over 20% channel growth – so the brand has a larger warm audience to communicate with their always-on organic socials.
The Brief:
Western Downs was looking to grow brand reach and drive visitation to the region targeting domestic travellers located in the South East Queensland drive market. We were engaged to re/start Facebook and Instagram channels, and show audiences why they should #ExperienceWesternDowns.
1
create
A robust social media strategy for the regional destination
2
build
Awareness for the region amongst core audiences e.g. drive market
3
encourage
The audience towards the path to purchase
Our Response:
Media Mortar developed a social media strategy and content pillars to achieve Western Downs’ goals of growing brand reach and driving visitation by targeting their audience early in the customer travel cycle. We delivered:
– Always-on organic social media posts, reels and stories
– Monthly and quarterly reporting of social media results
– Ongoing collaboration with the Western Downs team, small businesses and operators
– Introduction of new content series e.g. The People Who Make It
The Results:
During our tenure, we achieved the following results:
– Grew Instagram by over 100% under our tenure (organic only)
– Grew Facebook by over 11x the original following through both organic and paid means
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Media Mortar Office
43 Gloucester St,
Highgate Hill QLD 4101
hello {@} mediamortar.com.au
0411 085 226