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FRANkademy October 2011

Learn the basics of social business from our free social business seminar FRANkademy in October 2011.
We cover the basics such as
- Why you should care about “Social”
- The new opportunity provided by integrating social media into your current business strategy
- The benefits of getting social right
- The best practices and tips for social business
- The potential and application of hero tools: – Twitter, Facebook, Google+ and blogs-
- How to engage your market better through effective use of the tools
- How to use the right metrics and tools for measuring social business success
- How the principles of social business strategy and engagement have been effectively applied (case studies)

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FRANkademy October 2011

  1. 1. October 2011
  2. 2. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  3. 3. DISTRIBUTION- driven BRAND-driven INTEGRATED INTEGRATED COMMUNICATION COMMUNICATION COMMUNICATIONS CONSUMER/PR-driven
  4. 4. The relative importance of BOEBOUGHT OWNED EARNED
  5. 5. Nielsen Study agreesEarned TwitterOwned Forums BOUGHT Facebook Blogs
  6. 6. Benefits of BOE integrationhttp://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms/
  7. 7. Social Business is no longer optional 3% 22% 3% 80%http://www.jeffbullas.com/2009/10/30/6-questions-to-ask-the-ceo-when-he-says-social-media-wont-work-for-his-company/
  8. 8. Social is growing stronger and stronger % of brand reputation attributed to socialhttp://www.webershandwick.com/resources/ws/flash/FINAL_NA_SocialBrand_ExecSummary.pdf
  9. 9. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  10. 10. Traditional Media Approach
  11. 11. Social Business Approach
  12. 12. You need both to succeed
  13. 13. What happens in 60 seconds?http://gizmodo.com/5813875/what-happens-in-60-seconds-on-the-internet
  14. 14. Current State of Social in Australia Only 42% 48% have no presence in the space of Australian organisations are Only 16% embracing social media of respondents feel it is important to have a clearly defining a social media strategy Only 14% consider allocating dedicated staff and measuring social media engagement as important Only 2% find dedicating funding a priority Source KMPG 2011Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
  15. 15. Benefits of getting it righthttp://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
  16. 16. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  17. 17. Social Business Best Practice Tactics/Shop front Strategyhttp://www.intersectionconsulting.com/blog/
  18. 18. The single biggest challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
  19. 19. Social Business Best Practice Inevitable ShiftCLOSED COLLABORATIVE OPENSilos, separate and Freely sharing information Connecting internal andinformation hoarding and knowledge internally external communities for mutual gain
  20. 20. Social Business has a knock on effect
  21. 21. Social Brand vs Social Business
  22. 22. Social Process YES Positive Case Positive Engage Assess Outcome Closed in Public ? YES NO YES Forward to Positive Monitor Is it Engage Negative relevant OutcomeConversations legitimate? in Private department ? NO NO LISTEN, ASSESS, ENGAG E MODEL FOR COMMUNITY MANAGERS Assess BY FRANk media Assess Neutral
  23. 23. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  24. 24. There are thousands of tools
  25. 25. Today’s Hero Tools
  26. 26. TwitterReal-time public micro-blogging in 140 characters
  27. 27. Twitter 1.1m Australian users 100m + global users200 m tweets/ day globally
  28. 28. Twitter can be confusing@ # RT
  29. 29. @ symbol
  30. 30. # symbol
  31. 31. RT-ing
  32. 32. Now all together!
  33. 33. How can brands use Twitter?
  34. 34. Update customers about new product
  35. 35. Offer customer support + gain insights
  36. 36. Build relationships with customers
  37. 37. Promote the brand’s personality + products
  38. 38. What else can you do on Twitter? Track emerging trends and conversations
  39. 39. Twitter’s core benefits Building relationships customers and business partners Sharing information compelling news and content Real-time insight market intelligence, feedback and customer service
  40. 40. Most popular social network globally
  41. 41. Global Statistics No. of Facebook No. of Facebook users Pages (active) If Facebook were a country… it would Average value per be the 3rd most fan populated in the world No. of Facebook No. of users who Like things daily apps 70% of users engage with apps each monthhttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
  42. 42. Facebook in Australia FEMALE MALE 10.4m users = 49% of the population 45% 55% = 61% of the online population Australian Facebook use and penetration is one of the highest in the world Facebook represents 1 in every 5 web pages Australians view 6.6m Australians check Facebook daily (1/3 of the population!)http://www.checkfacebook.com/http://thesocialskinny.com/australians_and_the_internet/http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
  43. 43. Get ready for the new Facebook 1. Ticker displays likes and comments 2. Timeline displays activities
  44. 44. What this means for marketers (1)The pressure is on for marketers to come up withcompelling content and integrate themselves further intousers’ livesE.g. brands with boring or irrelevant updates will have lower visibility in the contentnews feed integration
  45. 45. Open Graph Facebook Apps
  46. 46. How Open Graph Brand Apps work People can take People can add social Open Graph apps to their Timelines actions within theapp. E.g. I cooked it Your App News Feed Ticker User’s Timeline
  47. 47. What this means for marketers (2)It’s not all about chasing “Likes” anymore -marketers need to plan forengagement and getting people to take social actionsenabled by the brand to earn their place in the News FeedBrands can’t rely on Page traffic through driving LikesE.g. New public metric: “People Talking About This” shows how compelling a brand engagePage is social actions
  48. 48. New Facebook Engagement Metric “Talking about this” Likes, comments, photo upload, video upload, RSVP to event, answer to poll…in the last 7 days
  49. 49. Industry Benchmarks Industry Company Engagement RateConsumer Products Harris Scarfe 20.7% Retail Typo 6.9% B2B SAP 3.7% Group Buying Groupon 3.8% Furniture Domayne 3.0%
  50. 50. Harris Scarfe Content: • Current events e.g. Spring Racing • Customer Service Engagement 20.7%
  51. 51. Typo’s Facebook Page Content: • Fun posts • Customer Service Engagement 6.9%
  52. 52. SAP Facebook Page Content: • Education • News Engagement 3.7%
  53. 53. Groupon Content: • Questions • Deals • Customer Service Engagement 3.8%
  54. 54. Domayne’s Facebook page Content: • Like it? Win it! Competition • Customer Service Engagement 3%
  55. 55. Facebook brand page mock up
  56. 56. Getting the most out of Facebook DELIVER: ENGAGEMENT • CONTENT RESULTS • COMMENTS2 • VALUE • LIKES • PERSONALITY 3 • SHARES • USING APPS BRAND RESOURCES • NEWS FEED1 • STRATEGY VISIBILITY 4 • COMMUNITY • REACH MANAGEMENT • AWARENESS • CUSTOMER SERVICE ADVOCACY • TRAFFIC • ONLINE AND • CONVERSIONS6 OFFLINE SHARING • SALES • RECOMMENDATIONS 5 • BRAND REPUTATION
  57. 57. The other social network: Google+
  58. 58. Google+ best functionality
  59. 59. Google+ best functionality
  60. 60. The +1 Button
  61. 61. Blogshttp://www.flickr.com/photos/hawaii/2089328125/
  62. 62. Blogs are highly influential 78% 93% 87% Haveconsidered a Have made a brand/ learn of a new purchase of a brand/product/service product/service a product/service as blog as a result of reading a via blog advertising result of reading a blogNuffnang Australia Survey 2011, 594 respondents
  63. 63. But blogs also generate Google Juice
  64. 64. Top Ten Company Blogs https://blog.facebook.com http://www.bbc.co.uk/blogs/theeditors http://ebayinkblog.com http://fastlane.gmblogs.com http://www.thecleanestline.com http://mystarbucksidea.force.com http://brandflakesforbreakfast.com http://blog.twitter.com http://blog.wholefoodsmarket.com http://blogs.hbr.org/http://www.simplyzesty.com/
  65. 65. Summary of toolshttp://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475
  66. 66. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  67. 67. Social Business Monitoring
  68. 68. ROI of Social Business Build Build Build trust Build traffic Build salesinterest engagement
  69. 69. Social ROI: You get out what you put inwww.allfacebook.com/facebook-wall-posts-brands-2011-10
  70. 70. Social Business Metrics
  71. 71. Clearly define your objectiveshttp://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/
  72. 72. What should you measure?http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
  73. 73. Popular Free Tools for Measurement Twitter Advanced Search
  74. 74. Sample Report: SCOOPON Overall Sentiment31% 74% 4%
  75. 75. Sample Report: Facebook Overview
  76. 76. Sample Report: Competitor Analysis FACEBOOK MENTIONS140012001000 800 Groupon 600 Spreets 400 Scoopon FACEBOOK SENTIMENT 200 0 Mentions
  77. 77. Top 5 key take outs: SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANTINTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT A SOUND STRATEGY AND RESOURCES ARE KEY IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY
  78. 78. Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS
  79. 79. Case Study
  80. 80. Key Objectives1. BUILD A RELATIONSHIP WITH CUSTOMERS2. CUT OUT MIDDLE MAN
  81. 81. Strategy1. CREATE AN EXPERIENCE FOR CUSTOMERS 2. TRANSPARENCY & OPENESS
  82. 82. Social ToolsWEBSITE AND BLOG CONTENT TAILORED TOHOMEBUYER’SDAILY TIPS AND TRICKS + DIALOGUEEVENTS, CHARITY PROJECTS, NEWSSHOWCASE HOMES AND INTERNALCULTURE AT MARTELL
  83. 83. ResultsIN 2007 MARTELL SOLD 16 HOUSESIN 2010 THE COMPANY SOLD 200!THAT’S AN INCREASE OF 1250%
  84. 84. So, at what stage is your business?
  85. 85. PLEASE LET US KNOW IF YOU WOULD LIKE A NO OBLIGATION REPORT ON YOUR BRAND’S SOCIAL FOOTPRINT THANK YOU!

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