4. Social media 101 - Social media landscape
● Social networks – Facebook, Google Plus, Orkut, LinkedIn
● Online advocacy – Get Up! Change.org, Causes
● Video sharing – YouTube, Vimeo, Daily Motion
● Blogging – Blogger, Word Press
● Microblogging - Twitter, Tumblr, Facebook
● Social tagging (bookmarking) – Delicious, StumbleUpon, Google Reader
● Social news – Reddit, Digg
● Virtual worlds – Second Life, Playstation Network, World of Warcraft
● Photography and art sharing – Flickr, Instagram, Pintrest
● Community Q+A – Wikipedia, Yahoo! Answers, Whirlpool
5. Australian media landscape
●Monthly active users Time per visit
○ Facebook – 11,500,000 25mins 43secs
○ YouTube – 11,000,000 17mins 35secs
○ Blogspot – 3,800,000 6mins 40secs
○ LinkedIn – 2,200,000 8mins 50secs
○ Twitter – 2,114,000 11mins 20 secs
●Traditional print
○ Herald Sun – 515,500
○ The Daily Telegraph – 374,395
○ The Courier-Mail – 216,638
12. Strategy One > Listen
○ Google Alerts
○ Twitter advanced search
○ Tweetdeck
○ Social mention
○ Hootsuite
○ Beevolve
○ Dialogix
○ Radian6
○ BuzzNumbers
13. Strategy One > Listen > Outcome
● Define issues and opportunities
● Map stakeholders
● Manage keywords
● Listen beyond your trademarks
● Select a listening tool that best fits your needs
● Measure influence and outreach
14. Strategy Two > Prepare
● Social media policy
● Build capacity
● Reputation management
● Escalation planning
● Insights
17. Strategy Two > Prepare > Outcomes
● Do more than write a social media policy: engage
● Knowledge at all levels
● Mainstream media will adapt, not disappear
● Journos manage their own reputations online now
● Be prepared – don’t wait for the issue or opportunity
18. Strategy Three > Connect
● No short cuts – build one conversation at a time
● Editorial team
● Curation v creation
● Thought leadership
● Advice-based content
● Give something, offer value
● Above all – BE USEFUL!
20. Strategy Three > Connect > Outcomes
● Cannot leverage a network which does not exist
● No shortcuts – one conversation at a time
● Identify creators and curators
● Begin editorial team
● Prepare a content schedule
● Consider online persona/s
21. Social media strategy – Enhance
● Viral campaigns
○ Everyone wants their campaign to go viral
○ Be realistic in what you’re promised / what you promise
● Competitions, incentives, special offers
○ Highlight a new service line or offer
○ Encourage followers to share stories
● Webcasting
○ AGM or media call
● Video/animation
○ UGC
○ Tell ‘the people’s story’
24. Strategy Four > Engage > Integrated campaigns
Results:
● Twitter reach: +1 Million in one day
● Earned media: 30 Million *OTS
● 95% media coverage featured references / links to Website, Facebook or App
● Underdog Day: 7,000 engagements
● 168,000 bowls of dog food donated
● Dog‐A‐Like was #1 App in iTunes
● 1000 mobile downloads every day
● 173,000 new Facebook Likes
● 5.8 million Dog‐A‐Like Facebook users
25. Strategy Four > Engage > Integrated campaigns
● More importantly…
● More than 6,200 dogs saved
in three months!
26. Strategy Four> Enhance > Outcomes
● Viral vs sharable
● Engaging content still the goal
● Integrated campaigns
○ Paid
○ Earned
○ Shared
○ Owned
● Digital assets the new ‘hero’ assets