3. Today
• What social media is
• Getting set up on facebook
• Getting set up on twitter
• How to limit risk
• How to incorporate social media into
your marketing
www.melkettle.com.au @melkettle
Monday, 14 November 2011
4. Doing what you have
always done will no
longer get you what you
have always got
www.melkettle.com.au @melkettle
Monday, 14 November 2011
7. “By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”
Seth Godin, 2009
www.melkettle.com.au @melkettle
Monday, 14 November 2011
13. Mobile phone is the greatest piece of
persuasive technology of all time.
Location-specific
Contextual
Timely
Immediate
www.melkettle.com.au @melkettle
Monday, 14 November 2011
14. By 2012
As many connected
mobile phones,
as there are people.
(PhoneCount)
www.melkettle.com.au @melkettle
Monday, 14 November 2011
15. Mobile
• >250m facebook users access via mobile
• Mobile facebook users are twice as
active
• 15 billion downloads from Apple’s App
Store
• Geotagging - FourSquare, Facebook
Places
www.melkettle.com.au @melkettle
Monday, 14 November 2011
19. In Australia
• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google
• Average user spent 28 minutes and 58 seconds on
facebook
• 77% watched video content in Oct 2010 - 26% on
mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12%
on 2009
http://digitalmarketinglab.com.au
www.melkettle.com.au @melkettle
Monday, 14 November 2011
20. Not only for kids...
www.melkettle.com.au @melkettle
Monday, 14 November 2011
21. Brand facts
• Facebook: 40% follow a brand. 51% of these
will purchase brand
• Twitter: 25% follow a brand, 67% will purchase
www.melkettle.com.au @melkettle
Monday, 14 November 2011
23. What does this mean
for you?
www.melkettle.com.au @melkettle
Monday, 14 November 2011
24. Social networks used by Small Business
Twitter 78%
Facebook 75%
LinkedIn 30%
Tumblr 11%
Flickr 13%
Wordpress 22%
Blogger 10%
0% 20% 40% 60% 80%
Source: www.prdaily.com
www.melkettle.com.au @melkettle
Monday, 14 November 2011
25. We’re Doing It Wrong!
• 2 of 10 SMEs have a social media presence
• 37% of female business operators have implemented social media activities
v 16% of males
• Those with a social media presence, only 1 in 4 monitors it every day, 1 in 4
just once a week.
• 5% say they never provide updates, and 48% believe social media has had
no impact on their business.
• 5% SMEs developed a mobile-specific site
BUT
• 82% of 30- to 39-year-olds use social media, 47% of 40- to 49-year-olds and
45% of 50- to 64-year-olds
• 50% of Australians in 40s connect via mobile and a 33% of those in their 50s
• 12% of consumers purchasing online have made purchases using a mobile.
Source: Simon Dell
www.melkettle.com.au @melkettle
Monday, 14 November 2011
26. From a small business perspective
• Education
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY
www.melkettle.com.au @melkettle
Monday, 14 November 2011
28. Facebook facts
• 750m users worldwide (over 500m are active users)
• 50% active users log on every day
• Average user
• 130 friends
• Connected to 80 community pages, groups, events
• Creates 90 pieces of content every month
• 40% users aged 25 or under, 37% aged 35 or over
• Fastest growing category, women aged 55-65
• 40% follow a brand. 51% of these will purchase brand
www.melkettle.com.au @melkettle
Monday, 14 November 2011
29. In Australia
• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google
• Average user spent 28 minutes and 58 seconds on
facebook
• 77% watched video content in Oct 2010 - 26% on
mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12%
on 2009
http://digitalmarketinglab.com.au
www.melkettle.com.au @melkettle
Monday, 14 November 2011
32. Business pages
• Less detail than a personal page
• GREAT way for business to reach consumers
• Can advertise
• Can customise
• Make it interesting
• Add links
• Engage and listen to customers
• Monitor your page for spam
• Don’t use a personal page for business!
www.melkettle.com.au @melkettle
Monday, 14 November 2011
38. Twitter facts
• 200 million registered accounts
• 140 million tweets per day
• 460,000 - average no. new accounts PER DAY
• 27% log in every day and 37% log in via a
mobile device
• 52% update their status every day
• 52% women
• 25% follow a brand, 67% will purchase
www.melkettle.com.au @melkettle
Monday, 14 November 2011
41. Who do I follow?
• Others in your industry
• Your clients
• Journalists
• People who might refer clients to you
• People who interest you! Food, wine, sport,
business people, celebrities...
www.melkettle.com.au @melkettle
Monday, 14 November 2011
57. LinkedIn facts
• A new member joins every second
• Over 100m members
• 56% outside of USA
• Nearly 2 billion people searches in 2010
• 80% of companies using LinkedIn as a primary tool
to find employees
• 69 of the Fortune 100 companies use LinkedIn as a
hiring tool
• More than 1 million Company Pages
www.melkettle.com.au @melkettle
Monday, 14 November 2011
59. Benefits
• A way of connecting with other
professionals
• Find, be introduced to and collaborate
• Join groups
• Be found for opportunities
• Recruitment - find a job, find employees
• Discover connections
• Give and receive recommendations
www.melkettle.com.au @melkettle
Monday, 14 November 2011
60. Me
My connections
= 692
2 degrees = 100,300+
3 degrees away = 4,175,000+
www.melkettle.com.au @melkettle
Monday, 14 November 2011
65. External risk
• Phishing
• Hackers
• Spammers
• Other idiots who want your info... don’t
let them get it!
www.melkettle.com.au @melkettle
Monday, 14 November 2011
66. Internal risk
• General carelessness
• Ego
• Staff leaks - deliberate and accidental
• Blur between personal and professional
• Increased use of smart phones
www.melkettle.com.au @melkettle
Monday, 14 November 2011
67. Mitigation...
• Strong network security including anti-
virus, anti-spyware, anti-spam, firewall,
• Choose unique logins and passwords
• Keep your browser up to date
• Dodgy sounding emails
www.melkettle.com.au @melkettle
Monday, 14 November 2011
68. More mitigation...
• Have a clear social media policy in place
• Confidentiality agreements
• Training and education
• Acceptable and proper behaviour
• Make sure ALL staff know
• Monitor staff use of social media
www.melkettle.com.au @melkettle
Monday, 14 November 2011
69. Social media policy
• Link to Code of conduct, IT, business policies
• Provides structure
• Outlines what can and can’t be done online
• Who represents your company?
• Empowers employees but sets limits
• Crisis management
www.melkettle.com.au @melkettle
Monday, 14 November 2011
70. Consider...
• Boundaries
• Transparency
• Confidentiality
• Financials
• Consequences
• Work use
www.melkettle.com.au @melkettle
Monday, 14 November 2011
71. A few tips
• Have a social media policy
• Think before you post
• Don’t click on short links eg ow.ly/i/jUvU
• Beware of messages from people you don’t
know - especially DM with twitter
• Be careful of geolocation apps such as
Foursquare
www.melkettle.com.au @melkettle
Monday, 14 November 2011
76. Risk of
NOT
using
social
media
www.melkettle.com.au @melkettle
Monday, 14 November 2011
77. You can buy attention (advertising).
You can beg for attention from the media (PR).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating something
interesting and valuable and then publishing it
online for free.
David Meerman Scott
Marketing legend
www.melkettle.com.au @melkettle
Monday, 14 November 2011
79. Social media is a
fundamental shift in
how we do business
www.melkettle.com.au @melkettle
Monday, 14 November 2011
80. Old communication was one-way
www.melkettle.com.au @melkettle
Monday, 14 November 2011
81. Now communication is two-way
And conversations are with many
www.melkettle.com.au @melkettle
Monday, 14 November 2011
82. Business is no longer B2B.
It’s no longer B2C.
It’s now P2P.
Person 2 Person.
www.melkettle.com.au @melkettle
Monday, 14 November 2011
83. Social media is:
• Instant
• Interactive
• Accessible
• Measurable
• User generated content
www.melkettle.com.au @melkettle
Monday, 14 November 2011
84. 4 P’s of Marketing
www.melkettle.com.au @melkettle
Monday, 14 November 2011
85. 4 P’s of Marketing
www.melkettle.com.au @melkettle
Monday, 14 November 2011
86. 4 C’s of marketing
and social media...
1. Customers
2. Content
3. Channel
4. Community
www.melkettle.com.au @melkettle
Monday, 14 November 2011
87. Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
www.melkettle.com.au @melkettle
Monday, 14 November 2011
89. Content
• Content is king - words, video, photos
• Provide information that is valuable to
your customers
• Be consistent with content
• It’s not all white papers...
www.melkettle.com.au @melkettle
Monday, 14 November 2011
90. Channel
• Which social media channel is right for you?
• Go where your customers go - know your
target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations
www.melkettle.com.au @melkettle
Monday, 14 November 2011
91. Community
• Engage with customers
• Encourage and provide tools for them
to engage with each other
• People WANT to interact
• Customer generated content - for
customers by customers in the way
customers want to receive information
www.melkettle.com.au @melkettle
Monday, 14 November 2011
92. Case Study: Michelle Bridges
www.melkettle.com.au @melkettle
Monday, 14 November 2011
93. • Australian personal trainer
• Trainer on tv show The Biggest Loser
• Online training program - 12 Week Body
Transformation
• Author of 3 best selling books
www.melkettle.com.au @melkettle
Monday, 14 November 2011
114. • Engage and connect with your customers
• Get a greater online presence
• Gain greater brand credibility
• Be ahead of your competitors
• Be a part of the conversation - they are happening
about your business and your industry whether you
are there or not
www.melkettle.com.au @melkettle
Monday, 14 November 2011
115. How do I create a
social media
strategy ?
www.melkettle.com.au @melkettle
Monday, 14 November 2011
116. Social media does not
stand alone
www.melkettle.com.au @melkettle
Monday, 14 November 2011
117. Integrate it into ALL
your marketing
www.melkettle.com.au @melkettle
Monday, 14 November 2011
120. Measure what you do
• Quality vs quantity
• ROI vs ROE
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other
business benefits
• Increased word of mouth
www.melkettle.com.au @melkettle
Monday, 14 November 2011
121. 75% of SMEs
don’t have a
social media policy
www.melkettle.com.au @melkettle
Monday, 14 November 2011
125. • Engage and connect with your customers
• Get a greater online presence
• Gain greater brand credibility
• Be ahead of your competitors
• Be a part of the conversation - they are happening
about your business and your industry whether you
are there or not
www.melkettle.com.au @melkettle
Monday, 14 November 2011
126. How to win...
• Take it seriously
• Choose the right platforms
• Do what you are comfy doing
• Be interesting
• Don’t just talk about YOU
• Move quickly
• Be interactive
• Invest time and money
• Integrate social media with all your marketing
www.melkettle.com.au @melkettle
Monday, 14 November 2011