South City Square Promotional Video
I was given the amazing opportunity to attend and participate in a photo shoot/promotional video for one of FLAMANKO’s clients, South City Square.
South city Square is described as ‘Brisbane’s new lifestyle destination‘. It is a space which will include apartments, hotels, supermarkets, cafes, barbers and other boutique shops. Below is the projection of what the project will look like once completed.
The day’s team consisted of myself, Rachel (director of FLAMANKO), James (Videographer) and 3 male talents.
Client 1- The Emporium Barber
The emporium barber is a barbershop that is located within the precinct. I was given the opportunity to watch and learn how James films and directs footage (which will be used for the promotional video).
Client 2- Tuckshop Time
My role was to pretend to be a customer. This included me walking to and from The Tuckshop, chatting with friends, meeting with other friends and enjoying some of their products.
South City Square Advertisement
Throughout my internship I was given multiple topics to write blogs on. It was essential to ensure that they were not only informative and useful to FLAMANKO’s users, but also reflected FLAMANKO’s brand persona. The writing style, types of images/videos used, colour palette, font and structure all had to be consistent with previous blog posts.
Blog 1
First attempt.
“A goal without a plan is just a wish”
Antoine de Saint-Exupéry
With 3.773 Billion internet users around the world and 2.789 Billion active social media users it’s hard to deny that the future isn’t digital. The days of flicking through a newspaper to find a local electrician or watching TV ads to see the latest and greatest products are coming to an end as 2016 marked the first time Digital ad spend transcended traditional spend. With increasing amounts of people turning off the TV and radio and switching their attention to their mobile phones, it’s no surprise that this trend continued to increase. A unrestricted mobile phone user touches their device around 5,500 times in a single day, and with people spending increased amount of time on mobile devices it is doubtful that this trend will ever be reversed.
Did you know? 50% of organisations don’t have a social media strategy in place. How can an athlete expect to win a race without first setting a goal? It is vital for organisations to develop and invest in a social media strategy which is monitored, evaluated and continuously updated in order to ensure optimal success. Here at FLAMANKO, social media strategy is a plan which aims to create a consistent online brand persona and #GetTonguesWagging about our client’s brand. This plan includes events, content, collaborations, competitions, influencer marketing, social media advertising and the visual portrayal of the brand. When these elements are used collaboratively, we get the best possible results for our clients.
The top 5 strategies that you can use to #GetTonguesWagging and see results have been summarised below.
1.Content
Content is single handedly the most important part of a social media strategy. Social media platforms are unique in the fact that they enable a two-way dialogue between the client and their followers. Content is the information and experiences that are directed towards an end-user or audience and can be in the form of video, graphics, blogs, articles, photos or other text. Creating content that #GetsTonguesWagging starts with understanding your audience. This can be achieved through conducting research that targets the audience’s demographics, psychographics, geographics and their digital behaviour. When you understand the ins and outs of what makes your audience tick, targeted content can be created in an effort to resonate and cut through competitor’s noise.
2.Collaboration
Collaborating with other like-minded organisations not only increases engagement with audiences but also is a great way to #GetTonguesWagging. It’s a way of reaching more people, people who may not have known about your brand before. The key to a successful collaboration is choosing someone who shares the same brand synergy to ensure the partnership comes across as authentic and genuine to the followers. To have a mutually beneficial partnership, it is vital to choose a partner who shares the same values and be clear about campaign objectives.
3.Competitions
Competitions are a great way to increase your following and engagement and #GetTonguesWagging. Whether it be a ‘tag a friend for your chance to win’ or ‘share this post to be in the running’ type of competition, both are effective in broadening your following, attracting new users and rewarding loyal users. We like to run competitions every 1-2 months with our clients, as they’re such a great tool to boost results. Often the most successful competitions are the simplest. Just make sure you’ve got a great offer!
4.Influencer Marketing
Influencers have the potential to play a big role in promoting and increasing brand awareness. While historically, macro influencers or celebrities were often considered the ideal brand advocates. However, these days the focus has turned to micro influencers (people with 10,000+ followers who invest in expanding and engaging with their following.)
For more information on micro influencers and how to #GetTonguesWagging about your brand, visit our previous blog post!
When researching micro influencers, as with collaborations, make sure they share the same values as your brand.
5.Visuals
Before posting any content on social media it is vital to have a brand theme, font and colour pallet chosen. All must be relevant to the brand and used consistently throughout social media. This helps provide a seamless, professional looking platform which in turn, will increase customer engagement.
How can we help you?
Here at FLAMANKO we specialise in social media management. If you need help developing a social media strategy that #GetsTonguesWagging follow this link!
Differences between my first attempt and published attempt.. What did I learn?
- Only have one introductory paragraph
-Facts are important but blogs need to be more succinct to ensure the reader doesn’t lose interest. - Change title to incorporate a number
-If people think the blog is going to give them a list of ways to do something they are more likely to click. - Include images as examples
– Keeps readers engaged
– Creates a link back to FLAMANKO
Final Attempt
“A goal without a plan is just a wish” –
Antoine de Saint-Exupéry
Did you know? 50% of organisations don’t have a social media strategy in place. How can an athlete expect to win a race without first setting a goal? It is vital for organisations to develop and invest in a social media strategy which is monitored, evaluated and continuously updated in order to ensure optimal success. Here at FLAMANKO, social media strategy is a plan which aims to create a consistent online brand persona and #GetTonguesWagging about our client’s brand. This plan includes events, content, collaborations, competitions, influencer marketing, social media advertising and the visual portrayal of the brand. When these elements are used collaboratively, we get the best possible results for our clients.
Our top 5 strategies that you can use to #GetTonguesWagging and see results have been summarised below.
1. Content
Content is single handedly the most important part of a social media strategy. Social media platforms are unique in the fact that they enable a two-way dialogue between the client and their followers. Content is the information and experiences that are directed towards an end-user or audience and can be in the form of video, graphics, blogs, articles, photos or other text. Creating content that #GetsTonguesWagging starts with understanding your audience. This can be achieved through conducting research that targets the audience’s demographics, psychographics, geographics and their digital behaviour. When you understand the ins and outs of what makes your audience tick, targeted content can be created in an effort to resonate and cut through competitor’s noise.
2. Collaboration
Collaborating with other like-minded organisations not only increases engagement with audiences but also is a great way to #GetTonguesWagging. It’s a way of reaching more people, people who may not have known about your brand before. The key to a successful collaboration is choosing someone who shares the same brand synergy to ensure the partnership comes across as authentic and genuine to the followers. To have a mutually beneficial partnership, it is vital to choose a partner who shares the same values and be clear about campaign objectives. Here at FLAMANKO we’ve used collaboration strategies with our client 12RND Fitness and seen consistently good results!
3. Competitions
Competitions are a great way to increase your following and engagement and #GetTonguesWagging. Whether it be a ‘tag a friend for your chance to win’ or ‘share this post to be in the running’ type of competition, both are effective in broadening your following, attracting new users and rewarding loyal users. We like to run competitions every 1-2 months with our clients, as they’re such a great tool to boost results. Often the most successful competitions are the simplest. Just make sure you’ve got a great offer! Take a look at 12RND recent competition for example, I mean who wouldn’t want to win return flights and accommodation to Fiji?!
4. Influencer Marketing
Influencers have the potential to play a big role in promoting and increasing brand awareness. While historically, macro influencers or celebrities were often considered the ideal brand advocates. However, these days the focus has turned to micro influencers (people with 10,000+ followers who invest in expanding and engaging with their following). When researching micro influencers, like with collaborations, make sure they share the same values as your brand.
For more information on micro influencers and how to #GetTonguesWagging about your brand, visit our previous blog posts!
5. Visuals
Before posting any content on social media it is vital to have a brand theme, font and colour pallet chosen. All must be relevant to the brand and used consistently throughout social media. This helps provide a seamless, professional looking platform which in turn, will increase customer engagement.
How can we help you?
Here at FLAMANKO we specialise in social media management. If you need help developing a social media strategy that #GetsTonguesWagging contact us today!
Blog 2
First Attempt.
No matter your goal, whether you want to increase your brands following, engagement or website traffic, social media advertisements can help you achieve results!
Not sure where to start? Here are our top 3 social media advertisements used to #GetTonguesWagging.
1. Awareness Advertising
If your brand is new to the digital world and you are wanting to increase brand and product recognition amongst target users then Awareness Advertising is for you! The main goal for this type of ad is to increase your following in some way, whether that be an increase in Facebook page likes or an increase in Instagram followers, both are effective ways of measuring success.
2. Consideration Advertisements
Do you want to increase engagement on your brands social? Look no further, Consideration Advertisements do just that! These ads push for greater user interaction through comments, shares, and reactions and directs users to the brands desired online platform. Through using Facebook and Instagram apps, brands are able to promote the post they believe aligns best with their brand in an effort to increase engagement. With 88% of people putting their trust into online forms of word of mouth, it is vital for brands to encourage engagement and #GetTonguesWagging.
Here at FLAMANKO we regularly utilize post boost ads for our clients and have been seeing some seriously good results!
3. Conversion Advertisements
If you are wanting more traffic on your website then Conversion Ads are for you! They work by prompting action from the user through providing a compelling link accompanied by an image of their product/service which directs users to their website where they can purchase the advertised product. Website conversion ads encourage and drive traffic, sales and brand recognition. Example of these ads can be seen through carousel, retargeting and Instagram story advertisements.
If you have multiple products you wish to advertise, try out a carousel Conversion Advertisement. This type of ad can be used to showcase specific products to tell a story through imagery or show one long image over several swipes. An example of one we recently did for our client, Colonial Warehouse can be seen below.
Still unsure which ad would best suit your brand? No worries! Here at FLAMANKO, we specialise in all things social media management. If you have any questions contact us today!
Publishing my blog
Rachel and I went through my blog, making any final changes necessary before publishing. It feels really rewarding to have a piece of my work published and to be trusted enough to represent FLAMANKO’s business.
Published Blog
Differences between my first attempt and published attempt.. What did I learn?
Name change
-After doing research on top Google search questions Rachel and I discovered that “Which Facebook and Instagram ads work?” was actually one of them. So we decided it would be a stronger angle for the blog and increase clicks and engagement as it is a frequently searched question.
– Be succinct and stay true to FLAMANKO brand persona
Blog 3
First Attempt.
So… what is an Influencer?
An influencer is someone who people aspire to be like. They have the power to persuade or convince an audience simply based off their word of mouth. With 74% of consumers identifying word of mouth as a determinant when making a purchase decision, the success of a brand is reliant on what the influencer has to say about the product or service. Influencer marketing helps you increase brand exposure, establish credibility and engage with new audiences. It gives brands access to an already established and trusting following so if it is done successfully, it has the ability to increase site traffic and boost sales.
Why should your brand use influencer marketing?
Influencer marketing is becoming the fastest growing channel for brands, and with the industry projected to be worth $10 billion by 2020 (that’s an $8 billion increase since 2017) this growth is showing no signs of slowing down. With 49% of consumers depending on influencer recommendations, brands will need to get onboard otherwise they will be left behind. Recent studies have shown that businesses can expect a 6-to-1 return on investment, that means they are getting $6.50 for every dollar spent on influencers. It is an industry worth investing in so here’s a couple of steps to help you get into influencer marketing and #GetTonguesWagging.
Step 1- Know your budget
Partnering with an influencer can come at an expense. If funds are running low look into micro-influencers. 84% of micro-influencers charge $250 or less for sponsored Instagram posts, and 97% charge no more than $500 so there are affordable options. To see more on micro influencers check this out!
Step 2- Do your research
It is vital to find an influencer who shares the same brand synergy to ensure the partnership comes across as genuine to the followers. Choosing an influencer who has different values and beliefs could do more harm than good. The aim is for the partnership to look as authentic as possible, followers relate more to genuine recommendations rather than those that are obviously sponsored.
Step 3- Reach out to an influencer
Remember to talk to an influencer like a person not a company! It is vital for the success of a partnership to ensure the relationship between the customer, brand and influencer is unique, honest and genuine. When brands commit to influencers, they are also committing to being long-term advocates for their audience and customers. Discuss how your partnership will be mutually beneficial.
Step 4- Create a plan
Carefully consider your approach in influencer marketing and find out what works best for both parties. Develop a social media schedule with the influencer which also integrates your PR schedule.
Step 5- Watch your following boost!
Starting an influencer marketing strategy can be daunting. If you don’t know where to start, no worries we’re here to help! Contact us to find out more!
Differences between my first attempt and published attempt.. What did I learn?
Name change
-It is really important for the title of a blog to not only be catchy but viewers need to feel like they will benefit from reading/clicking on the blog. Incorporating numbers and making a summary of ideas gets peoples attention and encourages them to read the entire blog.
Cover image change
-Rachel believed the cover image that was in the published version was more on brand with FLAMANKO which is why we went with that rather than the original.
Images
-Using images is a great tool to keep readers attention. I went through FLAMANKO’s clients social media platforms to find examples to include in the blog. Using content made by FLAMANKO helps remind readers of what they do and how they can help. It also provides evidence to readers proving to them that FLAMANKO are trusted by professionals and produce results for their clients.
Publishing my blog
Published Blog
FLAMANKO advertising my blog on their social media platforms.
General top tips I learnt for blogging
- No matter the subject of the blog it is vital to incorporate a call to action
– i.e. how can FLAMANKO help your business? - Utilise catchy headlines- have a headline that uses numbers.
– i.e. 3 considerations before starting a social media campaign or Our top 5 tips to expanding your following increases click-bait - Keep blog as succinct as possible
- Use supporting facts
- Try and link back to previous FLAMANKO blogs
- Use content FLAMANKO has created for clients as examples
- All images used must be true to brand persona
Being a Social media marketing agency, the FLAMANKO team are experts on how to effectively create user-targeted content that increases engagement and reflects their clients brand persona. For me to succeed in this agency it was vital for me to understand the ins and outs of content creation.
Throughout my internship, I have created content for multiple FLAMANKO’s clients. This has allowed me to create content that targeted many different demographics which resulted in me learning how to adjust content based on a client’s individual colour palette, brand persona, requirements and upcoming events/product launches. To do this, Rachel gave me access into their social media planning system so I could be consistent with their templates and so they could access my work if need be. Throughout my time at FLAMANKO I created several weekly content plans for clients to ensure they were ready for scheduling. This process included:
- Find an image
- Create a relevant caption
- Create relevant hashtags
- Choose post time that will allow for maximum performance
- Create a visual planner for the weeks content
- Create client social media stories
1. Find an image
This process differed depending on the assigned client and brand persona. For example, Colonial Warehouse (FLAMANKO client) does not provide us with any images of their products so we generally use Pinterest to find images. Their Instagram persona is very #inspo so using beautiful, high-quality images from Hamptons style homes appeal to the clients target audience.
We source content for clients such as Classpass very differently. Being a gym based business it is vital for a high quantity of their Instagram to include user generated content such as testimonials from gym members to show a) that a lot of people use the Classpass program and b) why they use it. A screenshot of the 2 clients Instagram feeds and methods of image sourcing have been included below for comparison.
It was vital to source all the images that we used whether they be from Pinterest or from an Instagram user. Giving credit to the owner of the material is like saying please and thank you, it’s basic online etiquette.
Once the image was found and sourced, to make it easier in the scheduling stage it is necessary to use Adobe Spark to square off the images so they are ready for posting and are consistent with the clients Instagram feed.
2. Create a relevant caption
Similar to finding an image, the way in which captions are created are dependent on the clients brand persona. For example, the type of language used i.e. formal or informal, slang, the type of information i.e. serious or relaxed will all differ depending on the client. As mentioned previously, FLAMANKO has a wide range of clients ranging from real-estate, sustainably made timber joinery and gyms. Examples of captions I’ve made for clients can be seen below.
3. Create relevant hashtags
If used effectively hashtags have the potential to drive traffic to a brand’s Instagram platform, which in turn, can increase their following, engagement and sales. The FLAMANKO team had already created a multitude of general hashtags relevant to each client which are used in every social media post. It is important however to add ones that are specific to a post. In order to continue to benefit from hashtags it is vital to be on top of what’s currently trending, continuously updating hashtags is an easy (and free) way of increasing brand recognition and engagement. Below are some examples of the hashtags used in my posts.
4. Choose post time
Choosing the right post time can increase engagement massively! FLAMANKO uses a program called iconosquare to analyse all their clients posts and show which ones did best, providing insight into the best time to post to maximise engagement.
Every client’s ideal post time will differ because their target audience differs. This means their target audience will have different online behaviours such as the amount of time they are active per day and what times of the day they are online. By looking at the above analysis of client’s post time it is clear that their target audiences have different online behaviours. For example, Colonial Warehouse is an Australian made business which sells high quality, sustainably produced timber joinery and is targeted at older male & females who have the money to renovate their homes. Therefore you could expect them to be online at different times than Classpass’s target audience, who are young males and females who are still studying at university or have only just started a career.
5. Create a visual planner for the weeks content
Every client has a strict colour palette which their brand image is centred on. It was essential that I maintained the brands colour pallet and created content that was consistent with their image. Creating a visual planner allowed us to see what the clients Instagram grid would look like after the weeks posts, allowing us to ensure consistency and avoid repetition (similar posts being posted right next to each other). Examples of visual planners I made for clients can be seen below.
ClassPass Visual Planner 
Explore Property Visual Planner
Below are all the weekly content creation plans I did for FLAMANKO clients.
6. Create social media stories
It is integral to ensure clients integrate Instagram stories into their marketing strategy to increase brand/product awareness, show behind the scenes, new products and to promote upcoming events or launches. With more than 400 million daily users enjoying Instagram stories, it would be a waste for brands not to utilise this feature.
The FLAMANKO team have templates on Adobe Spark that store all their clients logos and allows them to make stories that are consistent to the clients brand persona. Below are some of the stories I made for clients.
Client: Classpass Stories
Client: Colonial Warehouse Stories
As FLAMANKO is a team of 4 women and have over 10 clients which require content to be posted daily, they use Iconosquare to set up automatic scheduling for their clients. This program allows them to schedule content to automatically post at the client’s optimal time. FLAMANKO is a company which dedicates themselves to maintaining and creating content which engages with clients target audience so not having content be released when it was planned would be a detriment to the success of their business.
FLAMANKO Step by Step Guides
Some weeks involved creating content back-to-back so I created step-by-step guides to reaffirm my knowledge and act as a base for future interns to use. These guides can be seen below for content creation and scheduling.
Content Creation Guide
1.Find relevant images.
-Image sourcing will differ depending on the client. For example, FLAMANKO’s client, Colonial Warehouse uses a lot of Pinterest content whereas Classpass uses a lot of user generated/testimonial content.
Colonial Warehouse Image Sourcing 
Classpass tagged images from Instagram
2. Square images to fit Instagram using Adobe Spark.
3. Create a caption.
4. Create/ choose relevant hashtags .
5. Use Iconosquare to choose most effective post time.
6. Add time to content schedule.
Scheduling Guide
1.Open up the post scheduler in Iconosquare.
2. Iconosquare measures and tracks the reach, impression and engagement from each post and collates the data to determine the optimal post time.
3. Iconosquare also has the ability to show what times the clients followers are active online, which provides great influence in scheduling a post time.
4. Not only can you schedule photos, Iconosquare gives users the ability to schedule videos, carousals and stories.
5. Upload your media.
6. Edit/ crop the photo.
7. Paste the caption over from content plan.
8. Paste over relevant hashtags and emojis from content plan.
9. Schedule date/ time of post (based of Iconosquare data), post notifications and add geographical location.
10. Click that button!
FLAMANKO create an EDM to be sent out every fortnight to their clients and other interested subscribers. They use this channel to recap what is going on the the FLAMANKO world i.e. client updates, service updates as well as including relevant and current social media news. They also will always use this space to advertise their most current blog. The EDM is all about merging whats topical and whats important about FLAMANKO’s business.
The FLAMANKO team use a program called ‘Mailchimp’ to create all of their EDMs. They have coded their own template which they use every fortnight to ensure email structure and font are consistent with previous ones.
After Rachel gave me access to their template she sent me topics she would like me to cover in an EDM. With this information i was given i created the email that can be seen below.
Tips for creating EDMs
- Make sure the headings fit on one line
– The shorter the better. - All images must be consistent with FLAMANKO’s brand persona.
- Make sure the subject line is catchy
– We want to ‘tease’ our audience into opening the EDM and reading the contents.
Mobile View of EDM.
Publishing my EDM
Client Strategy Analysis
On my first day at my internship I was given the task which involved creating a detailed analysis of FLAMANKO’s current clients to ensure I had a thorough understanding of who their clients are and their brand persona. This was to help prepare me for the weeks to come and allowed me to participate in content creation and brand discussions. I was given 7 of FLAMANKO’s clients and had to analyse their social media platforms and online presence (Instagram, Facebook, Pinterest, Linked in) and write a detailed response to the provided questions:
– Which channels did they use and why
– Have they run any competitions? If so what type of competitions?
– Do they have any brand ‘Influencers’?
– Do they have ads?
– Have they collaborated with anyone?
– What kind of content do they post?
– What does their content mean?
– Do they have blog posts?
– Where do they source their content from/how?
– What is the brand’s visual look and feel?
– How often do they post/why?
– Who is their target audience?
A screen-grab of some of my work has been provided below.
Identifying Upcoming trends for 2019
Increase Organic Content
– With Instagram recently changing its algorithms to allows users to see more of their friends and families posts rather than sponsored/brand content. As a result, brands that had effective methods of organic reach set in place didn’t face extreme declines in views and engagement due to this algorithm change and brands that didn’t make use of organic reach found themselves at a greater loss. )This highlights a key area for growth and focus in 2019, perhaps one that marketers take for granted on social media, to increase their organic reach across social media platforms.
– See smartinsights for more information.
Utilize Bloggers and online influencers to promote your brand online
– The rise in influencers. Macro vs Micro (why are micro becoming more popular?)
– Most likely continue to grow a lot in 2019, is the use of augmented reality in social media.
“It’s a great opportunity for those who invest in this kind of technology to stand out from their audience and create fun, engaging experiences for their target audience: fun little branded games, branded filters for Facebook, interactive content, and maybe even AR-based social media ads.”
Lilach Bullock (Lead Conversion and Content Marketing Expert
Live video
– 45% of live audiences would pay to see a favourite athlete, team, or performer on an online stream.
– Traditional video will keep growing too
– Studies expect video to account for whopping 85% of total internet traffic by 2019. Further, 54% of internet users already watch video on a social media platform monthly, and that number will only grow over the coming years.
– Video ads are on the rise too… 65% of ad impressions on Instagram were the result of video content, and we’re expecting that number to grow even further.
– Marketers should consider adding video for their 2019 social media strategy. Some ways of doing this are by running video ads on YouTube and Instagram, creating video content in-house, or partnering with an influencer for paid product placement or endorsement in their videos.
– See the social report for more details.
Chatbots will become more widespread and usable
– Stay ahead of the curve and develop a chatbot for your brand.
– In an era of fake news, it’s important for CEOs and other top executives to be social. This boosts your company’s reputation, helps build trust with your users, and even makes your company more appealing to job applicants. In 2016 only 40% of CEOs were active on social media. Of those users, 70% only used LinkedIn. However, we expect this number to grow as distrust in the media continues, making people want to hear news right from the source.
– Chatbots will help consumers transition to social commerce, making it easy and seamless to discover products, ask questions, process digital payments, and see automatic updates on your order’s delivery date. By 2020, the novelty of chatbots will be gone. But for purchases such as choosing a smartphone package or planning a vacation, they’ll be helpful social shopping companions.
– See the social report for more details.
Social Goes Local
– With the interplay between social and geographical location technologies, allowing consumers, businesses and governments to connect and share on local issues.
Temporary Social Media
– Interactions are deleted after a specified time, thus enhancing user privacy.
Social Network Enables Public Safety
– Users have the ability to mark themselves as safe during times of danger.
Social TV
– Allow content creators to deliver customised content based on social media activity of the users.
– In this new world, leaders will also need to adapt their communication styles. Be personal, unscripted, and direct. For example, 57 percent of global consumers were more likely to believe a spontaneous speaker, versus 43 percent that would trust a speaker that sounded scripted and rehearsed.
– See study here
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