8. AC Nielsen “reveals 73% of internet-connected Australians
are using some sort of social networking site, and many do
so to communicate with their friends about their opinions
on certain brands.”
9.
10. We measure social media in old media
terms - reach and frequency – the focus
is on likes, re-tweets, followers, and
recommendations. We need to define
success not by social media volume, but
rather by customer value and
engagement….
11.
12. The importance is focusing on the customer and not
the channel…. it starts with, and ends with, the
audience.
13.
Behaviour is T- shaped – broad, shallow with some depth…..
14.
Audience, channel and content integration
15. Facebook Facebook
YouTube Twitter
Blog LinkedIn Awareness &
Content sales
idea
Google+ YouTube
Brand equity and word of mouth within
community
Pinterest Blog
Content Idea Choose the Consider a range of Generates brand equity within platforms and drives Members of
that has value relevant platforms relevant platforms word-of-mouth within community – assisting community become
for community deliver idea to share idea growth of community engaged customers
30.
Distribution of half-lifes over four different referrer types. Facebook, twitter and direct link (links
shared via email, instant messengers etc.) half lifes follow a strikingly similar distribution.
http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
31.
32. Implications of proposed new privacy legislation
• New bill includes a prohibition on direct and digital marketing that will restrict the way businesses can
communicate with their customers through both traditional marketing channels as well as digital
channels such as online and social media.
• Also will require opt‐outs to be included in marketing and advertising messages
• “Imagine a world where twitter messages include an opt‐out?”
• Interestingly, the review of the privacy act started six years ago at a time when Facebook and Twitter
didn’t even exist….
• Could have significant impact on marketers and the direct to customer marketing activities.