METCASH ONE - Fastly · Metcash - IGA Metcash - IGA Social Media Manual | April 2015 Social Media...

METCASH ONESocial Media Manual

Version 1 - May 2015

Metcash - IGA

Metcash - IGA

Social Media Manual | April 2015

Social Media Manual | 2

1 Introduction........................................................................................................................................ 4

2 What is it and how can it help my business?....................................................................................... 5

3 Where do I start? ................................................................................................................................. 6

4 Which social media platforms do I need to be using?....................................................................... 7

5 How to set-up your pages ................................................................................................................. 9

5.1 Facebook ....................................... .......................................................................................... 9

5.2 Twitter ............................................................................................................................................ 10

5.3 Instagram ................................................................................................................................. 1 2

6 Speaking to your community via social media ................................................................................... 13

6.1 Plan ahead ................................................................................................................................ 13

6.2 Best practice ............................................................................................................................... 13

6.3 Tone of voice and language ..................................................................................................... 15

6.4 Metcash Assets Library ................................................................................................................. 15

6.5 Content examples ........................................................................................................................ 15

7 Responding to your community............................................................................................................ 18

7.1 Principles of moderation & community management .................................................................. 18

7.2 Community guidelines ................................................................................................................ 18

7.3 Internal guidelines ..................................................................................................................... 19

7.3.1 Moderation process .................................................................................................................. 19

7.3.2 Roles & Responsibilities ............................................................................................................ 21

8 Everything you need to know about Facebook ................................................................................. 22

8.1 Facebook key specs ................................................................................................................... 22

8.2 Creating a Facebook post ....................................................................................................... 23

8.3 Text ............................................................................................................................................ 23

8.4 Monitoring and responding on Facebook ................................................................................... 23

9 Everything you need to know about Twitter ...................................................................................... 24

9.1 Twitter key specs ....................................................................................................................... 24

9.2 Purpose of channel .................................................................................................................. 25

9.3 Sourcing content and monitoring for replies............................................................................. 25

9.4 Creating a tweet ...................................................................................................................... 25

9.5 Visual media ............................................................................................................................ 25

9.6 Creating a Tweet - Advanced .................................................................................................... 26

9.6.1 Text for broadcast tweets ....................................................................................................... 26

9.6.2 Conversational tweets and replies ........................................................................................ 26

9.7 Monitoring and responding on Twitter ...................................................................................... 26

Contents

Metcash - IGA

Metcash - IGA



10 Everything you need to know about Instagram .............................................................................. 27

10.1 Instagram key specs ............................................................................................................... 27

10.2 Creating an Instagram post ................................................................................................... 28

10.3 Visual media .......................................................................................................................... 28

10.4 Text ......................................................................................................................................... 28

10.5 Location ................................................................................................................................. 29

10.6 Monitoring and responding on Instagram.............................................................................. 29

11 Growing your audience ................................................................................................................ 30

11.1 Facebook (organic)............................................................................................................... 30

11.2 Facebook (paid) ................................................................................................................... 30

11.3 Twitter (organic) .................................................................................................................... 32

11.4 Twitter (paid) ......................................................................................................................... 33

11.5 Instagram (organic and paid) .............................................................................................. 33

12 Glossary ........................................................................................................................................ 34

Contents

Metcash - IGA

Metcash - IGA



As a respected member of the Metcash One family, we thought we’d share with you some

helpful tips and hints about engaging your customer base via social media.

Social media has become an essential part of doing business. Being where your customers

expect to find you, speaking to them on their ground and in their language and living up to

the responsibility and potential that this threshold space enables can be a challenge, but it

is one that will be rewarded with loyalty, an always open window of communication and a

time and cost effective path for customer service.

Whether you’re just starting to use social media for your business or you’ve been active

for a while, this guide aims to assist you in using social media to promote your business,

increase your customer base and further engage with the local community. As well as

providing key information regarding current best practice, tips for creating content,

managing and responding to queries or criticisms, and how best to utilise social media for

crisis management.

We have also created an asset library with logos, images and recipes to share with your

local audience. You can choose to utilise this resource as much or as little as you need to,

and we will continue to build up this library of content over time.

Instructions for accessing the portal

1. Keep your username and password somewhere handy and secure.

2. Log into the portal.

3. You’ll see three options:

1. Content

2. Blogs

3. Email templates

4. Click 1. Content. Click download on any files you’d like to use and save them to a

specific folder on your desktop.

1. Introduction

Welcome to the Metcash Social Media Guide.

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Metcash - IGA



Social media presents a great opportunity for businesses of all sizes to connect with customers. It’s a great way of getting key sales messages to customers in real-time, as well as allowing you to respond to queries, criticisms and requests from customers.

2. What is it and how can it help my business?

Key reasons social media is great for business:

• Direct: Learn about customers, their habits, preferences and needs

• Free or low-cost: Social media is substantially cheaper (and more measurable) than traditional media

• Fast: Quickly share information/sales messages

• Responsive: Answer customer queries or respond to criticisms quickly

(example of a score)

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Metcash - IGA



Here’s a checklist to get you started.

1. Choose your platforms (See p07)

2. Set-up accounts (See p09)

3. Establish your brand voice and identity (See p13)

4. Plan your content calendar (See p16)

5. Create and post content (See p23, 25, 28)

6. Monitor your Instagram accounts and respond to your

customers (See p23, 25, 29)

7. Build a social media crisis management plan (See p19)

8. Measure your results (See p30, 33)

9. Grow your audience organically (See p30, 33)

10. Use advertising to reach new audiences (See p30, 33)

3. Where do I start?

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Metcash - IGA



There are a number of social media platforms that can be used to promote your business. This guide focuses on Facebook, Twitter and Instagram as these platforms have the highest penetration in the grocery-buying audience.

Selecting the mix of channels you use is really important and will determine how you plan content, how you mange resourcing and the audience you can reach. To help you decide, you require three major pieces of information:

You need to know your customers

You need to know what they want from you and when

You need to know what you want from them

4. Which social media platforms do I need to be using?

Broadly speaking, there are demographic trends that can tell you where your customer base is likely to be spending time, where they’re looking for information you can provide and if they’ll be receptive to your messages. If you are creating accounts for your business for the first time, perhaps start with a Facebook account. You’ll have access to the widest and deepest pool of customers and it’s where people expect to find information online.

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Metcash - IGA



Metcash - IGA

Metcash - IGA



It’s important to have accurate and consistent information across all of your platforms. Different platforms have different functionality built in, and they often set up the parameters for activity further down the track. Some of this is common sense, but it’s always good to check that you’re following best practice.

5.1 Facebook

You can set up your Facebook page by visiting https://www.facebook.com/pages/create.php. We recommend setting up your page as a Local Business or Place – it will give you access to features such as opening hours and map integration that are extremely valuable to your customers. You can change this at a later date, if you find you need to. One thing to remember about Facebook in particular is that layout and requirements change on a frequent basis, and that access to various functions can be inconsistent. So if the below options don’t appear appear or aren’t where you last saw them, keep checking back or searching Facebook Help for an answer: https://www.facebook.com/business/resources/.

NB: When you’re making changes to profile images, cover images or milestones, you will create Newsfeed Stories. To avoid this, visit the setting tabs and Unpublish your page before making the change. Leave it unpublished for at least 4 hours (we advise doing this late at night, so you don’t disrupt your audience or interfere with your calendar).

Important sections

AboutYour ‘About’ description should be short and concise. In your Short Description (155 characters) you should describe simply what your store does, and the reason that people should Like your Page. In your Long Description, you can tell a more personal story about your store – you can include details such as when the business was founded and touch on the personality of the owners and managers.

5. How to set up your accounts

URLThis should be the URL of your store’s website.

Facebook web addressIn some cases, Facebook will give you the option to choose a customised Facebook URL, known as a vanity URL. Click “Create a web address for this page”, and follow the instructions on the next page. In the field on the next page, enter your chosen username. This should be the name of your store.

Profile picture This should be the IGA icon, including the store name (See page 11 for detailed specs). Once you’ve set this up, you can add detailed information by visiting the ‘About’ tab. Here you can add Hours, Parking and Contact Details. Cover imageChoose a cover image that is seasonally or national campaign appropriate, and works well in landscape format. We recommend changing the cover image once every 3-6 months.

Call-to-action button on cover imageThe call-to-action button is a powerful tool. If you choose to use it, we recommend using the ‘Contact Us’ option, and linking to your local store or national contact page on the website.

RolesAppoint admin roles to the people in your team who will need to use the Facebook page. It’s important to only give these roles to people who you trust to represent your store in public. We advise limiting this to three people initially – each extra person is a potential risk. To add an admin, go to the settings tab. Select Page Roles. Enter the email of the person you would like to be in control of the Page. This is the email address they use to log into Facebook. That person will need to accept the admin privileges to gain access to the admin dashboard.

NB: Do not set up a dummy account. Facebook regularly scans for these and deactivates fake accounts, meaning you may lose access to your Page.

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Metcash - IGA



Security settingsFacebook offers a range of security settings that allow you to minimise the risks of having an always on social media presence. See our recommended settings here:

In addition, you might want to think about any specific concerns you have regarding negative behaviour on the page. If your concern is around a recurring subject, you can add keywords to the “Page Moderation” section (as per example above). This will prohibit any comment containing these words from appearing on your page.

Examples of words to add to the filter include:

• Swear words

• Halal

• Coles, Woolworths, Aldi

NotificationsYou can also select how frequently you receive notifications about activity on your page. If you check Facebook regularly, we advise using the “On Facebook” notification option. However, if you don’t spend much time on the platform, use the option for email notification.

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Metcash - IGA



5.2 Twitter

You can set up your Twitter profile by visiting www.twitter.com. The sign up process for Twitter ismuch simpler than Facebook – this reflects the difference in relevant features. The overall lesson for Twitter is to keep it brief, so keep this in mind as you go through the steps below.

Important sections

Twitter handleOn Twitter, your handle is your user name, and it needs to be as memorable as possible (within 15characters). It features an @ at the front. Your Twitter handle should follow the model @IGAlocation as closely as possible.

Profile pictureSimilarly to Facebook, you need to think about how this will look as a tiny thumbnail. We advise using the IGA logo with your store’s name visible below. If you’d prefer, you could also use a picture of store signage, or the faces of employees (with their permission).

Security settingsTwitter offers a range of security settings that allow you to minimise the risks of having an always on social media presence. See our recommended settings here:

Security

Privacy

BioThis is similar to Facebook’s short About description. Bear in mind that this is the only place you can feature your contact phone number and your opening hours.

URLThis is the URL of your store’s website.

Header imageThis can be the same as your Facebook cover image – something current, aesthetically appealing and representative of your store.

Pinned TweetYou can choose to pin a tweet to the top of your Timeline. This means it will be the first updatepeople see when they visit your profile.

Metcash - IGA

Metcash - IGA



5.3 Instagram

Instagram is a bit different to Facebook and Twitter – it’s primarily a mobile platform, and some settings can only be accessed via mobile. To set up Instagram, you’ll need to download the Instagram app from here: https://itunes.apple.com/au/app/instagram or herehttps://play.google.com/store/apps/details?id=com.instagram.android. You’ll be prompted to sign up with your email.

Instagram account nameChoose an Instagram account name – ideally it follows the model “IGAlocation”.

Profile photoAs per Facebook and Twitter, use a profile image that’s simple and recognisable as a thumbnail. We recommend using the IGA logo with your store’s name below.

URLThis is the URL of your store’s website. Or if you like, change the URL each time an above the line campaign is live, i.e. iga.com.au/easter.

Security settingsInstagram doesn’t have many account settings. So it’s advised to make your account public and to allow tagging.

Metcash - IGA

Metcash - IGA



Your social media pages should reflect the helpful, confident and friendly way that you do business. Keeping in mind that your business is appearing in an area that your audience sees as its own – always be respectful and remember that for your audience, you’re seen as a guest in this space.

Feeding an active social media presence with content that suits the message, the channel and the audience can be a time consuming, but worthwhile, process.

• 93% of the most engaging Facebook posts include images

• Videos on Facebook are shared 12x more than text posts and links combined

• Images are one of the first entry points – help the user decide whether to read on

• Articles containing high-quality, relevant images get 94% more total views than blogs with no or poor quality images

• Images are six times more memorable than text

• The brain processes visuals 60,000 times faster than text

6.1 Plan ahead

In order to make the most of your social media presence, it’s a good idea to plan your content ahead of time. We advise creating a weekly content calendar – it’s good to keep it fresh, as well as organised. To create a content calendar start by thinking about the different types of things you can talk about to your audience. This could include:

• Product-based – new range in-store, exclusive products

• Promotions – specials, competitions

• Occasions – Mother’s Day, Father’s Day, Easter

• Seasonal – winter warmer recipes, summer salads, Back to School

• Local – events, charities

• Store specific – meet the team

6.2 Best practice

There are a number of ways to source and create content and it’s important to consider some basicrules to ensure that content you are producing and sharing is appropriate, relevant, informative and ultimately, engaging.

Be relevant

• Post only what people would expect to hear from your store.

• Be topical. Talk about what your audience is talking about. You can see trending topics in the right pane of your Facebook page and the left pane of your Twitter page.

• If in doubt, read it aloud to yourself. If you think it sounds at all confusing or off the subject, rethink.

Add value

• By knowing your audience and what they will engage with, you can check what people are responding to by using Facebook Insights and Twitter Analytics.

• Quality of posts over quantity – don’t post for the sake of it

• Give each update an interesting hook, even the more salesy ones. Look for interesting things to say that will get people talking.FOR EXAMPLE: “Have you been dreaming of a tropical holiday lately? we have mangoes on special for $3.99 each!.”

• Spark interest by being conversational. Instead of: ‘XX Sourdough on sale this week’, give people a reason to buy. Consider something more along the lines of ‘Indulge in sweet and delicious French Toast this weekend, made with xx sourdough. $2 off this week only.’).

6. Speaking to your community via social media

Be visual

• Cut through the noise by using engaging, properly sized visuals to stand out from the crowd.

• Browse the Metcash Asset Library to find suitable images or source your own.

Metcash - IGA

Metcash - IGA



> Cadburys

> Arnott’s Tim Tams

> Campbell’s Kitchen Australia

• View the newsfeed as your Page on a regular basis, to stay informed on the Facebook activity of similar pages to identify useful content.

• Remember to check the value of your content against the measure: “will my audience care?”.

• Provide context to the content – for example,‘Recipe X is perfect for people who Y’ [linked content].

AttributionCopyright and attribution can be tricky and potentially damaging if ignored in social media.Key things to remember are: By using somebody else’s images without their permission, you areinfringing on their copyright.

To avoid doing this, try the below:

• Use assets supplied via the content portal

• Take the photo yourself (and take interesting photos of things whenever you get a chance, to build up an image library)

• Commission the photo (with proper licences in place)

• Ask the author’s permission (you might be surprised how often people will say yes)

• Search for free image libraries such as www.pixabay.com or www.unsplash.com to use in accordance with the image’s licence conditions, ensuring you can use them for your business. If you source an image independently, it must have commercial usage rights. Images with these rights freely available can be sourced via creative commons or using the Google image search with the appropriate usage rights selected. Include a reference (via @____) in the text of any post that uses an unaltered image supplied by an external party.

Be varied

• Don’t just talk about the product all the time – balance it out with other content too.

• Suggested topics could include:

> Local community – Meet our regulars, community events

> Meet the team – i.e. Deli Manager Di shares her family’s favourite pasta recipe

> Seasonal events – Australia Day, Mother’s /Father’s Day, Back to School

> A content calendar can help you find the

right balance

Be brief

• Be concise and always have a point

• Use the Active Voice

• Say less with more

• Speak like a real person – use simple language

• Avoid jargon

• Be single-minded. One idea per tweet, sentence and paragraph.

• If you’re using punctuation to introduce more ideas, it may be too long.

• Keep it short but still be clear

• Use complete sentences

• Avoid abbreviations

• Read your words aloud before you publish. Does it make sense?

• Write updates like headlines. Keep them under 90 characters, as a rule (this includes spaces).

CurationCuration is the process of gathering content from internal and external sources. IGA is a household name and has a responsibility to provide useful, and trustworthy information that is accurate and credible.

• Like the pages of products that are stocked in your store (on behalf and as your page) that post relevant and informative content. For example:

Metcash - IGA

Metcash - IGA



6.3 Tone of voice and language

Make sure that you keep communications as brief as possible, that you take care to make sure youavoid spelling and grammatical errors and any language that could be misconstrued.

• Your tone should be:

> conversational

> confident

> understanding

> friendly, yet professional

> clear and concise – no jargon

> informative

• When speaking about your store, refer to the business in the first person plural – we, our, us. Don’t refer to your store by its name – it’s like talking about yourself in the third person.

• Use inclusive language as much as possible.

• Use terms like share, inspire and community.

• Build engagement hooks such as questions into

your posts.

• Avoid asking more than one question in a post - it confuses the reader.

• Always respond to comments and reviews with at least one sincerely positive sentiment, such as “Thank you for taking the time to let us know.”

• Freely thank the community and express positivity toward commenters, likers and offline supporters.

• Be honest. A response of ‘we’ll find out for you’ is more valuable than silence or an irrelevant answer.

• Avoid colloquial abbreviations unless it’s an accepted usage, or in the context of a campaign.

• Use Australian spelling. If you are unsure of local usage, google the spelling within Australia

• Don’t use emoticons in any communications, avoid excessive use of exclamation marks and always use sentence case, including in recipe titles.

Metcash - IGA

Metcash - IGA



6.4 Metcash Assets Library

Example Content calendar - Week 1

Example Content calendar - Week 2

Monday

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

TBC

Monday

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Copy line

Tuesday

Tuesday

Thursday

Thursday

Friday

Friday

Satuday

Satuday

Sunday

Sunday

Wednesday

Wednesday

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Metcash - IGA



InstagramTwitter

Facebook

Metcash - IGA

Metcash - IGA



As well as posting content, it is also important to monitor and respond to customers in a timelymanner. Keeping a close eye on your social media profiles is important and you will need to do this in the following ways:

1. Answer questions – show you’re there to help, correct misinformation

2. Respond to comments – create a bond and rapport between the store and customers

3. Remove offensive content – ensure a positive experience for your customers

7.1 Principles of moderation & community management

The best part about having a social media presence is that it provides an always open door for your community to walk through. In 99% of situations, that’s a positive thing. But you do have to plan for the 1%. Moderation refers to how you treat negative or controversial comments, whereas community management is moderation plus the positive conversations you have on your Pages.

It’s the lawRecent legal decisions in Australia, especially in relation to advertising codes and consumer law, have treated social media channels as a form of marketing. That means they need to comply with many laws.

7.2 Community guidelines

Guidelines are essential to set an expectation with your customers. These are ‘House Rules’ for the channels where your followers can post content, like your Facebook profile. They define how your community should act, and under what circumstances you’ll remove their post – or the person – from the community. They should be publicly visible, so you can point people to them if necessary. On a Facebook profile, for example, they can be placed in the About section.

7. Responding to your community

Importantly, you’re not just responsible for complying with the things you say, but also the things other people say on your pages. Brands are responsible for user-generated content that appears on their social media pages.

It’s an opportunitySocial media is about conversation, not a one-way broadcast. Demonstrating that you’re open to that, instead of shutting yourself off from criticism – or compliments – is an essential part of getting social media right. Social media shows the human side of your business. Embrace it, and have fun with it, and you’ll be several steps closer to using social media to create customer loyalty and advocacy.

House Rules:All conversations and posts on our Facebook page should be constructive, respectful, and containlanguage that is appropriate for all groups and ages. We may remove comments that:

• contain threats or personal attacks of any kind – no trolling, no bullying

• are defamatory - this means to falsely or unjustly damage someone's reputation

• are obscene, indecent, profane, or vulgar

• contain offensive terms that are directed towards ethnic or racial groups

• are false, misleading or deceptive

• promote or endorse a product or service

• are excessively repetitive or spam

• repeat offenders will be blocked from the page.

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Sample guidelines

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Metcash - IGA



At its simplest, the process looks like this:

7.3 Internal guidelines

Making sure that you have the right guidelines in place is an essential part of taking part in socialmedia. You might know what to do, but what if something arises and you need to delegate managing it to a staff member? You’ll need to have an agreed process that aligns with the website and national processes.

MonitorHow often will social media channels be checked? We suggest at least twice a day.What will be checked? There are various ways users can interact with each platform – these areoutlined in the section on each platform.

7.3.1 Moderation process

The moderation process explains what to do with any type of content the online community will post, and in particular when something needs to be deleted or escalated to an area manager or head office for their input.

Assess and actionEach incoming comment, reply or mention should be classified according to a ‘traffic light’ system.

Monitor Assess

No Repsonse

ClassificationAction

Green

Orange

Red

Black

Respond

Escalate

Delete

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Metcash - IGA



Traffic lights classification

Green - Positive or neutral post, easy to answer question. These posts require no involvement orapproval from Area Managers or Head Office.

Response is required when:

• Replying banter, thanks, or other positive statements that encourage and reward customer comments.

• Answering a question based on FAQs or other content to hand – please see response manual in Metcash One Retailer Portal for answers to FAQs.

Response is not required:

• When the comment is neutral and can be left as is.

• If a community member has responded and you’ve nothing to add

• If the comment happened a while ago and it’s not timely to respond.

Orange - Contentious posts or ones outside of stock answers – affects only your store. Posts require escalation if they are a question outside of FAQs, or a complaint that should be fed back to the wider team.

• Questions: A suggested response is drafted and submitted to the store manager for checking and approval prior to posting.

• Complaints: A suggested response is drafted and submitted to the store manager for approval prior to posting.

Red – Serious issue potentially affecting many stores, or requiring corporate affairs or legalinvolvement. Comments should be immediately escalated if they are:

Risks to the business such as:

• Legal threats

• Customer service issues gaining traction e.g. pictures of store cleanliness

• Any other potential PR crisis

• Health risks such as contaminated food. The Nanna’s Frozen Berries recall is a good example of this.

Risks to customers such as:

• Depression or intent to self-harm

• Intent to commit or inciting a crime

Black – Comments to be deleted - only do this if you have to. We would advise against this in most scenarios.

• Comments on Facebook and Instagram should be immediately removed if they fall outside of the community guidelines.

• The post should be screengrabbed before removal for future reference, and noted in a report to the store manager.

• Where appropriate, write back to the customer saying their post has been removed and why. Point to existing rules. For example on Facebook you’d say, “Hey [Name], keep it clean – we’ve removed your post because it wasn’t in line with our House Rules: [link to About page]”

• Personal information being shared in public, such as phone numbers, should also be removed.

Metcash - IGA

Metcash - IGA



7.3.2 Roles & Responsibilities

Who is accountable for each part of the process? Monitor, Assess, Respond, Delete these tasks are normally handled by the same person, often called a Community Manager (or in larger companies, the same Community Management team). Think of each mention as a customer service assignment. Practically, the Community Manager who picks up the mention or comment owns that assignment and, even after escalation, will be responsible for responding.

Escalation pointsIt’s important to know who to go to for Orange or Red escalations. For stores, the escalation issimple:

Community Manager > Store Manager > Area Manager

The Area Manager can triage escalations to Corporate Affairs, Legal, and so on if necessary.Response times from escalation points should be:

• Four hours for Orange

• One hour for Red

If a resolution can’t be achieved in that timeframe, instruction should be given on a holding statement that can be made in the meantime. This is important to show that the store is aware of the issue and working through it. You can get advice on this from Corporate Affairs.

FAQsAs you go on, you’ll start to get the same questions over and over. Pull the most common ones into a list of standard responses and guidelines for how to answer them. Avoid using the same script – mix up the language to keep things fresh. You can use the response manual as a basis if you like.

Deleting posts – a last resortReasonable and constructive criticism should be allowed to remain on your pages. Because social media is a conversation and dialogue, getting involved means being open to receiving complaints. This is not necessarily a bad thing. Why? Because it allows the store to show that they are listening and that they value customer opinions. More importantly, the store has the right of reply. The store can:

• Set things right – correct misinformation

• Reinforce that they care for customers – show the action you’re taking

• Display excellent customer service – by closing the loop in a public channel

• Turn a negative experience into a positive one

While the store should assert its position, always be positive and respectful, never defensive oraggressive.

Metcash - IGA

Metcash - IGA



8. Everything you need to know about Facebook

9.1 Facebook key specs

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Metcash - IGA



People don’t really use hashtags on Facebook, so as a rule, don’t use hashtags in the copyunless there is a topical hashtag that your customers are actively using.

8.4 Monitoring and responding on Facebook

Use this as a checklist of things to watch on Facebook. Aside from keeping a general eye on these things, specifically check in at least twice a day. Aim to respond to people within 6 hours, where possible.

What to monitor:

• The Reviews section

• The Posts to Page section

• Notifications section – this is where you can

see comments and shares of your posts

• Messages

8.2 Creating a Facebook post

1. Source content for posting - either from the assets library, or by looking at in-store specials or new items in stock.

2. Write or edit the copy as a concise and impactful couple of sentences.

3. Tag relevant local community pages or suppliers/brands in the post

4. Add visual media like a photo. Always do this, unless you can’t source an appropriate image.

8.3 Text

If your post is about an event, community organisation or figure, or product/supplier thathas a Facebook presence, you can tag them by typing @[page name]. For example, to tagthe Tim Tams page, which is called “Arnott’s Tim Tam”, start typing @Arnott’s Tim Tam andselect the page from the list that pops up.

<screen grab will be replaced by screen grab from dummy page>

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Metcash - IGA



9. Everything you need to know about Twitter

9.1 Twitter key specs

Metcash - IGA

Metcash - IGA



9.4 Creating a tweet

The simple process:

1. Source content for tweets - either from Head Office, or by monitoring relevant hashtags/topics of conversation

2 Write or edit the tweet as a concise and impactful headline

• Add visual media (like an image) and hashtags. Always do this

9.5 Visual media

• Always include an image, YouTube video, or Vine video

• The image must be in the ratio 2:1

• Make sure the service you use embeds the picture in the tweet, not just the link – Instagram doesn’t, but YouTube and Vine do

• If RT/MTing a tweet that does not have a visual and it’s not easy to source one, consider not RT/MTing that tweet

9.2 Purpose of channel

Twitter is used for:

• Finding content to share and interact with, particularly trending or topical content

• Reaching new customers in the local community by using the hashtags they use

• Multiple short posts per day

• Being conversational, not just broadcasting

9.3 Sourcing content and monitoring for replies

In addition to the Metcash Asset Library, you can use Twitter to source content and topics. Certainfunctions are built into Twitter, to allow for this conversational use.

ListsTwitter lists allow you to split your normal feed into lists of people of your choosing. This allows us tocreate curated feeds on certain topics. IGA stores could set up their own list with local media,businesses and personalities. (NB: include a ‘how to’ guide here.)

Lists can be private and used simply as a way to curate content and track influencers or competitors. Public lists can be used to demonstrate credibility and standing in the community.

Hashtag/keyword searchesColumns can be set up to monitor for any hashtags or keywords. This is really valuable for keeping track of:

• Mentions of your store that don’t explicitly mention your @username – for example a tweet written about “IGA Surry Hills” instead of @igasurryhills

• Mentions of competitors and other organisations you want to monitor

• Any event, trending topic, or other hashtag you want to track and/or potentially source content from.

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9.6 Creating a Tweet - Advanced

9.6.1 Text for broadcast tweets

• If it’s a RT/MT or link to an external article, the tweet we publish must be more than just the article’s headline. It must have an original comment that adds your own voice.

• In all tweets, your comment comes first.

• Hashtags on popular keywords should be used. The idea is to use the hashtags that your target audience is using, so that new customers will discover your profile. An example would be a hashtag for a local event.

• Use hashtagify.me to compare similar keywords and pick the most popular. Add hashtags to keywords in quoted copy where appropriate.

• In summary, the format to use is: [your comment] MT [edited tweet] [link] [image]

• Use hashtags within the sentence of a tweet and not at the end (i.e. the opposite of Instagram).

• If not a re-tweet, cite the source at the end of the tweet by using the Twitter handle of the site and/or author. Use “via”, “HT” or “by” as appropriate. If you have more space, be conversational with the citation, e.g. “Great point, @author!”

• Format for these links is generally: [your comment] [link] [citation] [image]

9.7 Monitoring and responding on Twitter

Use this as a checklist of things to watch on Twitter. Aside from keeping a general eye on these things, specifically check in at least four times a day. Aim to respond to people within 3 hours, where possible.

What to monitor:

• Responses to your tweets/mentions of your username

• Mentions of your store name

• Direct Messages

> Note, you won’t be able to receive Direct Messages or DMs unless you are following the user

> So if the user would like to DM their contact details, you will first need to follow them

9.6.2 Conversational tweets and replies

What is this type of tweet?

• A tweet that is not broadcast so all followers see it, but a reply to a tweet we’ve picked up in a stream/list/column we are monitoring, such as something someone’s written about #oweek.

• Before posting, ask yourself:

> Does it add value to the recipient?

> Does it demonstrate thought leadership?

> Is it professional whilst being human and light – Tone of Voice applies here too

• Copy

> Replies should generally begin with an @ username. They should rarely be broadcast tweets. Starting with “Hey @ username” or even “@username” will broadcast to all your followers – not ideal for something like a 1-to-1 customer service query.

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Metcash - IGA



10. Everything you need to know about Instagram

10.1 Instagram key specs

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Metcash - IGA



10.2 Creating an Instagram post

The simple process:

1. Source images or video - either from head office, by taking them yourself, or by monitoring relevant hashtags

2. Crop the image or video if needed, add filters if your app has that feature.

3. Write the text as a concise and impactful caption.

4. Add up to 30 relevant and popular hashtags. Always do this.

5. Add a location.

10.3 Visual media

• Instagram and some third-party apps have filters and effects that can be added to images. Use these with restraint. Photos should look bright and colourful, but not unnatural.

10.4 Text

• Similar to Facebook, if your post is about an event, community organisation or figure, or product/supplier that has an Instagram presence, find their username and tag it by adding @username to your caption.

• Unlike Twitter (hashtags) and Facebook (page tags), hashtags on Instagram come after the caption’s text.

• You can have up to 30 hashtags, so they quickly become somewhat illegible. In a sense, they’re not meant to be read – they’re simply tags so that people searching for relevant images can discover yours.

• Create a separate paragraph for them so they don’t get in the way of the caption text.

• Format:

> [caption]

> [hashtags]

• Hashtags to use fall into many categories which can be combined into the hashtags of one post:

> Locations, e.g. #sydney or #richmond

> Event hashtags as above, e.g. #mardigras

> Describing the photo, e.g. #cheese or #burgers

> Related topics, e.g. #picnic, #summer, #beach

> Online themes and memes, e.g. #tbt (‘Throwback Thursday’/‘throwback to’)

> Type of post, e.g. #regram or #nofilter

• Many people use hashtags on Instagram in a very tenuous way. To maintain credibility it’s important that you use hashtags that are somewhat relevant to the photo you’re uploading. Be authentic, not spammy.

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10.5 Location

Tag each picture you upload with the location it was taken at, such as your store. To do this in themobile app, follow the prompts below the caption entry.

• Turn ‘Add to your Photo Map’ on

• Tap ‘Name this location’

• Find your store, or add it if it’s not there

10.6 Monitoring and responding on Instagram

Use this as a checklist of things to look out for on Instagram. Aside from keeping a general eye onthese things, specifically check in at least four times a day. Aim to respond to people within 3 hours, where possible.

What to monitor:

• Instagram notifications

> Responses to your posts

> Mentions of your handle

> Direct Messages

• Photos taken at the store

> This is done by going to one of your own photos and tapping on the locationExample: On the below screen, tapping ‘IGA TEST LOCATION’ will show you all photos on Instagram that were taken at the GPS coordinates tagged as IGA TEST LOCATION.

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Metcash - IGA



When social media platforms first appeared, they promised a great way to reach an audience thatwas completely free - apart from the time you needed to invest in content and communitymanagement. But as social media platforms became more and more successful, the ability to reach a large audience for free began to change. Nowadays, it’s essential to treat Facebook as a ‘pay-to-play’ platform that can yield great results with the right investment. Twitter and Instagram are still maturing and don’t yet have the same issue – but it’s safe to assume that this will change in time.

Key terms

Organic refers to activity that isn’t promoted via ad spend

Paid describes posts or content that you’ve supported by spending money throughFacebook or Twitter’s ad manager.

11.1 Facebook (organic)

When Facebook Business Pages first launched, the number of Likes your Page had equated to the number of people who would see your Posts. Now that so many people and businesses are using Facebook, Facebook has to choose how to prioritise the posts that people see – and while paying for your posts to be promoted is one way, there are other factors that determine the amount of new Likes your Page can attract and the number of people who will see your messages.

Ways to grow your Facebook audience organically

• Like the Pages of products, brand and local businesses that have a similar audience to yours. This tells Facebook that your page should be promoted as a suggested Page to Like to this audience.

• Tag other Pages where possible

11. Growing your audience

• Make sure you’re posting when you’re audience is online. If you can time it right, the feedback from your audience will tell Facebook that this Post is valuable content, and it will be prioritised accordingly.

Using reporting toolsThe main reporting tool for Organic Facebook results is called Facebook Insights. You can access Facebook Insights on the fourth tab in the top bar. The most important metrics to keep an eye on are:

• Overview / Post reach

• Overview / Engagement

• Posts / When your fans are online

• Posts / Post types

Use the data you collect from these Insights to inform your next content calendar and posting times.

11.2 Facebook (paid)

Facebook has a sophisticated ads platform that you can access from your personal account. To get access to Ads Manager, you need to spend around $250 ‘Boosting Posts’ from your Page.

‘Boosting Posts’ is the entry-level option available to businesses who advertise on Facebook. Once you’ve published a Post and revisited your Page, you’ll see a little button that says ‘Boost’. Tap it to see a range of fields that you can fill in to see how many people your Post will reach. Think about your most likely customer, and tailor the ad and targeting to them.

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Metcash - IGA



Once you’ve spent a certain amount of money (this amount tends to change, but it will be around $250), you’ll see an option called Ads Manager appear in the left hand column of your News Feed.

Once you have access to Ads Manager, you can spend quite a lot of time getting to know the full extent of your options. Below we’ve outlined some tips and tricks, but the best way to get the most out of this product is to trial different types of set ups with different types of creative. Keep a small budget allocated to this activity, and you’ll find it quickly pays off.

Once you’ve mastered Ads Manager, you might choose to used Power Editor instead. Power Editor is good when you’re running a lot of campaigns at once. You can access Power Editor from Ads Manager. We advise you do further research before using Power Editor, and unless you’re spending in excess of $1000 per week, it’s best to stick to Ads Manager.

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Metcash - IGA



Ways to grow your Facebook audience using ads

• Use ads manager for greater control over targeting, creative and placement

• Make sure you know what your campaign objective is. For the most part it should be either “Promote your Page” or “Boost your Posts”

• Keep your copy short (fewer than 25 characters for your headline fewer than 90 characters for the body text) and your image simple and attractive

• Target your ad to your audience. Aim to have a balance of specificity and still be targeting quite a large number.

• Try targeting your ads to your local area. You can do this by using the geographic filter, or by entering local events or communities into the Interests field.

• Give Facebook some time to find an audience. Often it takes more than ten hours for people to start responding, particularly when an audience is niche.

• Remember that Facebook won’t allow you to have text on any more than 20% of an image you are using as an ad. The best rule of thumb is to keep text to a minimum but you can always check it here: https://www.facebook. com/ads/tools/text_overlay Further reading on Facebook ads: https://www.facebook.com/business/learn/facebook-create-ad-basics/

Using reporting toolsThe main reporting tool for Facebook Ads is in Ads Manager. Use the Campaigns tab in Ads Manager to get an overview of how effective your ads are.

• Benchmark costs, specifically Costs per Engagement, CPM and Costs per View

• If you used more than one image, check which one performed best

• If you used more than one placement (mobile, desktop Newsfeed or Right column) check which performed best

For a deeper insight use the ‘report’ option. Export the data that you’re interested in measuring.

Use the information you’ve gathered here to check the performance of your next campaign and to help you decide on the best creative, placement and targeting.

11.3 Twitter (organic)

Currently, Twitter doesn’t rely on paid placement the same way that Facebook does. At the moment, everyone who is online at the right time and who is following you will see your Tweet (as will anyone who is following somebody that Retweets you). However, this might change. This puts extra importance on the time you choose to publish and the content that might motivate people to retweet you.

Ways to grow your Twitter following organically

• Follow people who may be interested in following you. When you do this, they receive a notification that includes your bio, which may get their attention.

• Use relevant, popular hashtags. Definitely do not use hashtags that you don’t recognise, or any that have an ambiguous meaning.

• Favourite other’s tweets (by touching the small star icon below their tweet.

Using reporting tools

• Use Twitter analytics (available by clicking on your profile picture top right in the desktop view) to see what types of posts are generating the most impressions and engagements.

• Use this to inform your content calendar.

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Metcash - IGA



11.5 Instagram (organic and paid)

Ways to grow your Instagram audienceAt the moment, Instagram ads are only available to a select number of advertisers with high budgets. On the plus side, it’s still possible to achieve great organic followings and reach on Instagram.

• Follow people who tag themselves in your location or who use any associated hashtags.

• Follow people who have public profiles and who tag local places or events.

• Consider targeting your audience by Interests / Family and parenting or Interests / Food and drink.

• Set a conservative daily budget.

• Bear in mind that a promoted Tweet will need to remain relevant for the duration of the ad campaign.

Using reporting tools

• Use Twitter analytics and click into the Promoted tab.

• Benchmark costs of impressions and engagements and use them to inform your next ad campaign.

11.4 Twitter (paid)

Ways to grow your Twitter audience using paid adsAt the moment, most Twitter ads are expensive and they achieve mixed results. If you are interested in Twitter ads, we recommend a cautious trial. To activate your Twitter ads account, sign into your Twitter account and go to https://ads.twitter.com. Follow the process to get access to the Ads dashboard.

• Know what your objective is. For the most part this will be Followers or Tweet engagements.

• Select your target audience by postcode.

• Use relevant, popular hashtags. Definitely do not use hashtags that you don’t recognise, or any that have an ambiguous meaning.

• Like photos (by pressing the heart icon) that use the same hashtags, or that tag your store.

Using reporting toolsCurrently, Instagram doesn’t have an inbuilt reporting function. You can use external platforms (we’d recommend iconosquare.com), but for the most part it’s easy to track your progress in terms of Followers and Likes per picture.

Metcash - IGA

Metcash - IGA



12. Glossary<to be supplied once final copy has been determined>

Accounts Your account is your social media profile, any pages that control it, its associated

settings.

Admin Admins are people who create and manage activity in groups, Pages or accounts.

Best Practice Best-in-class examples of content and social media behaviour.

Blogs A website or web page that expresses the personality of the writer or business

through news, events, editorial and updates.

Call-to-action A short phrase that encourages the reader to take a specific action e.g Find out

more, or Shop now.

Candid Images Photos that are spontaneously captured; unposed and natural looking images.

Channels A channel is any kind of media (including social media) that you use to

communicate with your audience.

Check Ins A way of interacting with a geographic location via their Facebook Page. Checking

in means that you are tagged as present at that locations, and can access extra

functionality.

Comment a written statement that expresses an opinion about a social media post

Community Social media communities are the groups of people who Like, Follow or interact with

your store.

Copy Copy refers to the words in advertising communications

Cover Image, also

Head Image

A cover photo is the large image at the top of social media profile. This is a chance

to feature a unique image that represents who you

Direct Messages Private messages sent between accounts that are not visible to the public.

Escalation An escalation plan is a set of procedures set in place to deal with potential

problems in a variety of contexts.

Fans A "fan" is a user who "likes" a particular page or 'follows' an account to get updates

through their social media content.

Functionality The specific abilities of social media platforms that are built into the software.

Handle A social media user name.

Hashtags A hashtag is a type of label used on social platforms that make it easier for users to

find messages with a specific theme or content. The hastag is the pound sign (#)

and it turns all the characters following it into a serachable link as long as they are

not interrupted by spaces or punctuation.

Hide Post Hiding a story will remove a post from the timeline so that it is only visible to the

person who posted it and their friends, but it won't delete it.

Like The Facebook "Like" button is a feature that allows users to show their support for

specific comments, pictures, wall posts, statuses, or fan pages.

Notifications Notifications let you know when people take actions on Facebook related to you.

Platforms A social platform is a Web-based technology that enables the development,

deployment and management of social media solutions and services. It provides

the ability to create social media websites and services with complete social media

network functionality.

Post A post or “status update” is a comment, picture or other media that is published on

or by a Page or Person.

Profile Picture A profile picture is a featured image that is like an author picture, visible alongside all

of your content on Facebook.

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Metcash - IGA



12. Glossary<to be supplied once final copy has been determined>

Reviews A review is a type of post that users can make to your Facebook Page. They can

rate their experience out of five stars, and make comments. These cannot be

deleted or hidden.

Roles There are 5 different types of roles for people who manage Page: admin, editor,

moderator, advertiser, analyst. Only an admin can change someone's role.

Social Media Social media is the collective of online communications channels dedicated to

community-based input, interaction and content sharing.

Facebook Facebook is a social networking website that connect people, places and products.

Twitter Twitter is a social networking service that enables users to send and read short

140-character messages called "tweets".

Instagram Instagram is an online mobile photo-sharing, video-sharing and social networking

service that enables its users to take pictures and videos, and share them with

other users.

Organic Organic reach is the total number of unique people who were shown your post

through unpaid distribution.

Paid Paid reach is the total number of unique people who were shown your post as a

result of adspend.

Impressions Impressions are the number of times a post from your Page is displayed, whether the

post is clicked or not.

Reach Reach is the number of people who received impressions of a Page post.

Engagement The number of actions related to your Post as a result of your ad

Boosted Post A boosted post is a post from your business Page that, for a fee, can appear higher

up on your audience’s News Feeds.

News Feed News Feed is the constantly updating list of stories in the middle of your home page.

News Feed includes status updates, photos, videos, links, app activity and likes from

people, Pages and groups that a user follows.

Newsfeed Stories The stories that show in your News Feed are influenced by your connections and

activity, this can be a photo, video or status update

Engagement Rate Engagement rate is the percentage of people who saw a post that liked, shared,

clicked or commented on it.

Retweet A Retweet is a re-posting of someone else's Tweet. Twitter's Retweet feature helps you

and others quickly share that Tweet with all of your followers.

Favourite Favorites, represented by a small star icon in a Tweet, are most commonly used when

users like a Tweet

CPC Cost per Click. The average cost per click for these ads, calculated as the amount

spent divided by the number of clicks received.

CTR This is an abbreviation for Click Through Rate. It is the number of clicks on an

advertisement divided by the number of times the advertisement is displayed,

expressed as a percentage.

URL A URL is the website address, usually indicated by a prefix of http://www

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