FRANkademy October 2011

1. October 2011

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. DISTRIBUTION- driven BRAND-driven INTEGRATED INTEGRATED COMMUNICATION COMMUNICATION COMMUNICATIONS CONSUMER/PR-driven

4. The relative importance of BOEBOUGHT OWNED EARNED

5. Nielsen Study agreesEarned TwitterOwned Forums BOUGHT Facebook Blogs

6. Benefits of BOE integrationhttp://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms/

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. Social is growing stronger and stronger % of brand reputation attributed to socialhttp://www.webershandwick.com/resources/ws/flash/FINAL_NA_SocialBrand_ExecSummary.pdf

10. Traditional Media Approach

11. Social Business Approach

12. You need both to succeed

13. What happens in 60 seconds?http://gizmodo.com/5813875/what-happens-in-60-seconds-on-the-internet

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. Benefits of getting it righthttp://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf

17. Social Business Best Practice Tactics/Shop front Strategyhttp://www.intersectionconsulting.com/blog/

18. The single biggest challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/

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. Social Business has a knock on effect

21. Social Brand vs Social Business

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

24. There are thousands of tools

25. Today’s Hero Tools

26. TwitterReal-time public micro-blogging in 140 characters

27. Twitter 1.1m Australian users 100m + global users200 m tweets/ day globally

28. Twitter can be confusing@ # RT

29. @ symbol

30. # symbol

31. RT-ing

32. Now all together!

33. How can brands use Twitter?

34. Update customers about new product

35. Offer customer support + gain insights

36. Build relationships with customers

37. Promote the brand’s personality + products

38. What else can you do on Twitter? Track emerging trends and conversations

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. Most popular social network globally

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. 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. Get ready for the new Facebook 1. Ticker displays likes and comments 2. Timeline displays activities

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. Open Graph Facebook Apps

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. 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. 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. 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. Harris Scarfe Content: • Current events e.g. Spring Racing • Customer Service Engagement 20.7%

51. Typo’s Facebook Page Content: • Fun posts • Customer Service Engagement 6.9%

52. SAP Facebook Page Content: • Education • News Engagement 3.7%

53. Groupon Content: • Questions • Deals • Customer Service Engagement 3.8%

54. Domayne’s Facebook page Content: • Like it? Win it! Competition • Customer Service Engagement 3%

55. Facebook brand page mock up

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. The other social network: Google+

58. Google+ best functionality

59. Google+ best functionality

60. The +1 Button

61. Blogshttp://www.flickr.com/photos/hawaii/2089328125/

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. But blogs also generate Google Juice

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. Summary of toolshttp://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475

67. Social Business Monitoring

68. ROI of Social Business Build Build Build trust Build traffic Build salesinterest engagement

69. Social ROI: You get out what you put inwww.allfacebook.com/facebook-wall-posts-brands-2011-10

70. Social Business Metrics

71. Clearly define your objectiveshttp://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/

72. What should you measure?http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf

73. Popular Free Tools for Measurement Twitter Advanced Search

74. Sample Report: SCOOPON Overall Sentiment31% 74% 4%

75. Sample Report: Facebook Overview

76. Sample Report: Competitor Analysis FACEBOOK MENTIONS140012001000 800 Groupon 600 Spreets 400 Scoopon FACEBOOK SENTIMENT 200 0 Mentions

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

79. Case Study

80. Key Objectives1. BUILD A RELATIONSHIP WITH CUSTOMERS2. CUT OUT MIDDLE MAN

81. Strategy1. CREATE AN EXPERIENCE FOR CUSTOMERS 2. TRANSPARENCY & OPENESS

82. Social ToolsWEBSITE AND BLOG CONTENT TAILORED TOHOMEBUYER’SDAILY TIPS AND TRICKS + DIALOGUEEVENTS, CHARITY PROJECTS, NEWSSHOWCASE HOMES AND INTERNALCULTURE AT MARTELL

83. ResultsIN 2007 MARTELL SOLD 16 HOUSESIN 2010 THE COMPANY SOLD 200!THAT’S AN INCREASE OF 1250%

84. So, at what stage is your business?

85. PLEASE LET US KNOW IF YOU WOULD LIKE A NO OBLIGATION REPORT ON YOUR BRAND’S SOCIAL FOOTPRINT THANK YOU!