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http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later<br />

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September 2011<br />

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Today’s Presentation<br /><ul><li>The Importance of Social Business

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The Paradigm Shift

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Social Business Best Practice

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Social Business Tools

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Twitter

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Facebook and Google+

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Blogs

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Social Business Measurement

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Case Study – Goodness Superfoods</li></li></ul><li>OWNED<br />BOUGHT<br />DISTRIBUTION-driven<br />INTEGRATED<br />COMMUNICATIONS<br />BRAND-driven<br />INTEGRATED<br />COMMUNICATION<br />INTEGRATED<br />COMMUNICATION<br />CONSUMER/PR-driven<br />EARNED<br />

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The relative importance of BOE<br />OWNED<br />BOUGHT<br />EARNED<br />

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Nielsen Study agrees <br />Earned <br />Twitter<br />Owned<br />BOUGHT<br />Forums<br />Facebook<br />Blogs<br />

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Please farewell the funnel<br />CONSIDER MANY BRANDS<br />FEWER BRANDS<br />FINAL CHOICE<br />BUY<br />

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… and welcome the Loyalty Loop<br />CONSIDER<br />EVALUATE<br />SOCIAL BUSINESS<br />THE LOYALTY LOOP<br />BOND<br />ENJOY<br />ADVOCATE<br />BUY<br />EVALUATION& ADVOCACY<br />MORE VITAL ENROUTE & AFTER PURCHASE<br />Source ; Mckinsey global digital marketing strategy practice 2010<br />

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The Thinking behind media needs to shift<br />Acting then measuring needs to be replaced with <br />listening then responding<br />www.gapingvoid.com<br />

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Today’s Presentation<br /><ul><li>The Importance of Social Business

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The Paradigm Shift

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Social Business Best Practice

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Social Business Tools

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Twitter

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Facebook and Google+

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Blogs

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Social Business Measurement

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Case Study – Goodness Superfoods</li></li></ul><li>Traditional Media Approach<br />BRAND<br />DISRUPTIVE<br />SHORT TERM<br />1 WAY COMMUNICATION<br />AUDIENCE<br />

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Social Business Approach<br />BRAND<br />ENGAGING<br />AUDIENCE<br />LONG TERM<br />CONVERSATION<br />

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Current State of Social in Australia<br />48% have no presence in the space <br />Only 42%<br />of Australian organisations are embracing social media<br />Only 16%<br />of respondents feel it is important to have a clearly defining a social media strategy<br />Only 14%<br />consider allocating dedicated staff and measuring social media engagement as important<br />Only 2%<br />find dedicating funding a priority <br />Source KMPG 2011<br />Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game<br />

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Traditional marketing is coming to an end<br />“Transmitting messages is insufficient. You are going to have to work out how to drive participation. You are going to have to bring marketing a lot closer to IT and start building platforms which your customers can participate.”<br />Source: http://www.production.bandt.com.au/news/comm-bank-names-new-ceo<br />

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Social Media 2011<br />It is time to join the conversation...<br />http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011 <br />

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Benefits of getting it right<br />More focused use of resources<br />Real time consumer insight<br />24/7 audience connection <br />Demonstrate brand leadership<br />Facebook Fans<br />Positive Sentiment<br />Twitter Followers<br />Improved customer service<br />Site traffic<br />Platform for new initiatives<br />More time spent with brand<br />Improved Search - organic Google juice<br />Sustainable competitive advantage<br />Become the category – free media and PR value<br />

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Recent US figures agree<br />

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Case Study: VW<br />

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The opportunity lies in the integration<br /><ul><li>60% surf the web while watching TV (up from 49% in 2009)

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40% listen to radio while online

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10% use TV and radio simultaneously</li></ul>Source: Nielsen Australian Online Consumer Report 2010<br />

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Today’s Presentation<br /><ul><li>The Importance of Social Business

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The Paradigm Shift

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Social Business Best Practice

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Social Business Tools

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Twitter

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Facebook and Google+

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Blogs

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Social Business Measurement

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Case Study – Goodness Superfoods</li></li></ul><li>Social Business Best Practice<br />Tactics/Shop front<br />Strategy<br />http://www.intersectionconsulting.com/blog/<br />

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The single biggest challenge<br />http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/<br />

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Social Business Best Practice<br />Inevitable Shift<br />CLOSED<br />Silos, separate and information hoarding<br />COLLABORATIVE<br />Freely sharing information and knowledge internally<br />OPEN<br />Connecting internal and external communities for mutual gain<br />CLOSED<br />Silos, separate and information hoarding<br />COLLABORATIVE<br />Freely sharing information and knowledge internally<br />OPEN CULTURE<br />Connecting internal and external communities for mutual gain<br />

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Social Business has a knock on effect<br />

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Top 5 Tips<br />Invest in a strategy: it is not about the tools but how you use them<br />Invest in resources: social media is not free unless your time is free<br />Listen and learn: the more you know about your audience the better<br />Don’t be socially inept and force conversations about your brand <br />Building a community is not a campaign; build a community to help your campaign<br />

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Today’s Presentation<br /><ul><li>The Importance of Social Business

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The Paradigm Shift

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Social Business Best Practice

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Social Business Tools

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Twitter

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Facebook and Google+

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Blogs

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Social Business Measurement

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Case Study – Goodness Superfoods</li></li></ul><li>There are thousands of tools<br />

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Today’s Hero Tools<br />

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Twitter<br />Real-time public micro-blogging in 140 characters<br />

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Twitter<br />1.1m Australian users<br />100m + global users <br />200 m tweets/ day globally <br />

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Twitter can be confusing<br />@<br />#<br />RT<br />

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# campaigns<br />‘@’- is how you communicate with each other. <br />

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# campaigns<br />‘#Hashtagging’<br />Is how you start a conversation around a certain topic<br />

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RT-ing<br />‘RT’ –<br />Re-tweeting is when you pass on another person’s tweet throughout your network.<br />

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All at once!<br />Then sometimes you get all aspects in a single Tweet!!!<br />

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Update customers about new product<br />Dell: computers and laptops <br />

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Offer customer support + gain insights<br />Telstra: Telco<br />

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Build relationships with customers<br />Ben & Jerry: ice cream<br />

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Promote the brand’s personality + products<br />Census: Government <br />

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Track emerging trends and conversations<br />

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Twitter’s core benefits<br />Building relationships<br />customers and business partners<br />Sharing information<br />compelling news and content<br />Real-time insight<br />market intelligence, feedback<br />and customer service<br />

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Most popular social network globally<br />

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Global Statistics<br />No. of Facebook Pages 1,500,000+ (active)<br />Average value per fan $136.68<br />No. of Facebook users 750,000,000+<br />If Facebook were a country… it would be the 3rd most populated in the world<br />No. of users who Like things daily<br />65,000,000<br />No. of Facebook apps 850,000+<br />70% of users engage with apps each month<br />http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07<br />

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Facebook “Likes”<br />The Like button is clicked 91m times/month (brand pages)<br />50% of all the people on Facebook have clicked the "Like" button on a brand page in the last 30 days.<br />1 Like on Facebook equals 20 more visits to your website<br />The average “liker” has 2.4x more friends that the typical user more connected<br />

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Facebook in Australia<br />FEMALE MALE<br />10.4m users<br />= 49% of the population<br />= 61% of the online population<br />Australian Facebook use and penetration is one of the highest in the world<br />Facebook represents 1 in every 5 web pages Australians view<br />6.6m Australians check Facebook daily (1/3 of the population!)<br />http://www.checkfacebook.com/<br />http://thesocialskinny.com/australians_and_the_internet/<br />http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif<br />

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Top Australian/NZ Facebook pages<br /># Fans<br />Source: www.famecount.com<br />Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans<br />

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Australian brands with high engagement<br />Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans<br />

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NFP: Greyhound Racing- don’t bet on it<br />Content:<br /><ul><li>News around greyhounds racing

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Tips on how to support the anti- racing charities </li></ul>Passionate Community:<br />Engagement based on Likes & Comments: 129%<br />

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Mazda Australia Facebook page<br />Content:<br />News<br />Customer Service<br />Passionate Community:<br />Engagement based on Likes & Comments: 14.6%<br />

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Goodness Superfoods Facebook page<br />Content:<br />Tips and Tricks<br />Customer Service<br />Nutrition News<br />Engaged Community:<br />Engagement based on Likes & Comments: 13.8%<br />

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Typo Facebook page<br />Content:<br />Fun posts <br />Customer Service<br />Passionate Community:<br />Engagement based on Likes & Comments: 10.6%<br />

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Domayne Facebook page<br />Content:<br />Like it? Win it! Competition <br />Customer Service<br />Engaged Community:<br />Engagement based on Likes & Comments: 6%<br />

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Small Business: Alpha 60 Facebook page<br />Content:<br />Mainly the new collection <br />Customer Service<br />Passionate Community:<br />Engagement based on Likes & Comments: 4.9%<br />

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St Edmonds Facebook page<br />Content:<br />Mainly the weekly changing menu<br />Reservations service<br />Passionate Community:<br />Engagement based on Likes & Comments: 3.7%<br />

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SAP Facebook page<br />Content:<br />Education<br />News<br />Engaged Community:<br />Engagement based on Likes & Comments: 3.7%<br />

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Open Universities Facebook page<br />Content:<br />Tips and Tricks<br />Help Service <br />Asking questions<br />Engaged Community:<br />Engagement based on Likes & Comments: 3.4%<br />

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Census 2011 Facebook page<br />Content:<br />Community News<br />Great sense of humour<br />Engaged Community:<br />Engagement based on Likes & Comments: 1%<br />

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The other social network: Google+<br />Users own their own information (unlike Facebook)<br />Brands are not allowed on Google+ yet<br />No advertising (yet) on Google+<br />Function to integrate LinkedIn, Twitter and Facebook personas into Google+<br />

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Google+ best functionality <br />

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The +1 Button<br /><ul><li>Allows bookmarking and sharing of content

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Share content directly to circles on Google+ network

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+1s from among one’s circle will show up next to search results

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+1s are being used to re-order Google search rankings</li></li></ul><li>Blogs<br />http://www.flickr.com/photos/hawaii/2089328125/<br />

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Blogs are highly influential <br />90% pass on blog information to family and friends<br />92% have used a search engine to find out more about a brand after reading about it on a blog post<br />http://bloghub.com.au/492/2011-07-16/blogs-influence-purchase-decisions-nuffnang-survey<br />

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But blogs also generate Google Juice<br />Google Juice = Page Rank<br />The value Google gives to your site <br /><ul><li>More links there are to and from your site  better page ranking

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More frequent updates to content  better page ranking

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Blogs are excellent for getting great organic search results </li></li></ul><li>Popular Consumer blogs<br />http://abeachcottage.com<br />http://karencheng.com.au<br />http://sassisamblog.com<br />http://childhood101.com<br />http://www.planningwithkids.com<br />http://grabyourfork.blogspot.com<br /> <br />http://www.cravingtech.com<br />http://www.violetlebeaux.com.au<br />http://www.insideoutstyleblog.com <br />http://theorganisedhousewife.com.au<br />

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Popular Company Blogs<br />https://blog.facebook.com<br /> <br />http://ebayinkblog.com<br />http://www.bbc.co.uk/blogs/theeditors<br />http://fastlane.gmblogs.com<br />http://www.thecleanestline.com<br />http://mystarbucksidea.force.com<br />http://brandflakesforbreakfast.com<br />http://blog.twitter.com<br />http://blogs.hbr.org/<br />http://blog.wholefoodsmarket.com<br />http://www.simplyzesty.com/<br />

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Summary of tools<br />http://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475<br />

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Today’s Presentation<br /><ul><li>The Importance of Social Business

103.
The Paradigm Shift

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Social Business Best Practice

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Social Business Tools

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Twitter

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Facebook and Google+

108.
Blogs

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Social Business Measurement

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Case Study – Goodness Superfoods</li></li></ul><li>Social Business Monitoring<br />

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ROI of Social Business<br />

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Social Business Metrics<br />

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Clearly define your objectives<br />http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/<br />

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What should you measure?<br />How many people are listening to you?<br />What content do they like and share?<br />What is the sentiment in the community?<br />Who are your top fan and followers?<br />Do consumers respond to your content?<br />What is the best time to publish content?<br />What are your competitors doing?<br />

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Popular Free Tools for Measurement <br />Twitter Advanced Search<br />

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Sample Report: Activity Overview<br />

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Demographics <br />

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Sentiment <br />

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Top 5 key take outs: <br />SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANT<br />INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT <br />A SOUND STRATEGY AND RESOURCES ARE KEY<br />IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM<br />WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY<br />

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Today’s Presentation<br /><ul><li>The Importance of Social Business

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The Paradigm Shift

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Social Business Best Practice

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Social Business Tools

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Twitter

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Facebook and Google+

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Blogs

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Social Business Measurement

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Case Study – Goodness Superfoods</li></li></ul><li>Case Study <br />Goodness Superfoods<br />

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Objective: Build a community<br />FROM<br />TO<br />MONOLOGUE<br />DIALOGUE<br />WEB-BASED MARKETING TOOL<br />“STATIC” WEBSITE<br />SPECIALIST/REMEDY<br />MASS APPEAL<br />CSIRO/BARLEY MAX<br />SOCIALLY POSITIVE<br />

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Shift from Monologue to Dialogue<br />275 Fans<br />626Readers/Day<br />455 Followers<br />75- 100 “Interactions” per month<br />

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Shift from static site to blog<br />

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Shift from specialist to mass appeal<br />TRAFFIC HAS INCREASED BY 4296%<br />

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Shift from CSIRO to socially positive<br />

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The results…<br />Time spent on blog<br />3 min  5 min<br /> Feb 11  Jul 11<br />

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Goodness Superfoods’ Strategy Approach: <br />www.intersectionconsulting.com/blog<br />

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So, at what stage is your business?<br />Social Business Strategy isn’t just for Christmas<br />“WE’VE MADE A START”<br />“WE GET IT!”<br />“WE ARE NOWHERE”<br />We have a community manager who regularly engages with our growing community.<br />We’re not sure where to start or whether we need to. <br />We have Facebook and Twitter but no one wants to be our friend or talk to us<br />80%-90% of brands<br />

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Where do you begin?<br />INTERNAL<br />SYSOMOS<br />EXTERNAL<br />LISTEN & LEARN<br />SOCIAL SEARCH<br />MEASURE<br />INDUSTRY BEST PRACTICE<br />KEY SBS INGREDIENTS<br />BESPOKE SOCIAL MEDIA TRAINING<br />SBS RECOMMENDATION<br />IMPLEMENT<br />MANAGE<br />CONTENT PLAN AND PRODUCTION<br />DESIGN<br />COMMUNITY MANAGER<br />SBS= Social Business Strategy<br />

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THANK YOU! <br />