8. The conversation has become two way –
anyone can be a contributor, facilitator,
creator or observer
9. The social networking phenomenon is a
digital manifestation of the basic human
need for community and for sharing
common interests
10. ‘Member Communities’ have
overtaken personal Email to become the
world’s fourth most popular online
sector after search, portals and PC
software applications. Neilsen Data
17. The Social Media Pyramid
The Social Media Pyramid
Less
control
Dialogue / comments
Creating a “community”
environment eg.
facebook page
Creating “distributable”
content
videos, podcasts, widgets
Gather insights by
monitoring conversations
More about your business &
control people
18. Why consider social media?
As in the real world,
long-lived business
relationships are
created through
personal interaction,
trust, respect,
regular contact and
delivering quality
results and
outcomes
19. Unquestionably: technology has
changed the way we interact
Simply put, people have
more opportunity to
research, discuss, network
and review each other, and
companies or locations
20. Not just
for the
YOUTH
"22% of all grandparents in the UK are using social
networks. The study showed that 71% of grandparents
who use a social network use Facebook, 34% are on
Twitter and 9% use the business social network20
LinkedIn." (Mashable via Social Media Today)
21. Social media is trusted as a source of
information because of peer review
versus
22. What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
24. Popular mainstream sites
Facebook: Connect to friends
Tumblr / Wordpress: Blogging sites
YouTube: Upload and share videos
Flickr / Instagram: Upload and share photographs
Twitter: Send and read grabs, share links
Linkedin: Professional networking
Google +: Challenged facebook, however a key link from google
search
Pinterest: Newest photo / content sharing site
Tripadvisor: travel / restaurant reviews and links to booking
25.
26. Facebook – July statistics
11,008,520 Aus
users (steady)
– 13 million UAVs
according to Google
Adplanner (users
logging in from
multiple locations –
home, work, etc).
Source: http://www.socialmedianews.com.au
27. People spend
21 MINUTES
40 SECONDS
per day here
Source: http://www.socialmedianews.com.au
31. So why do it?
Reach & frequency
Personal interaction
Target adspace / promote post
Integrate with other marketing
Customer feedback
Low cost of entry
32. Targeting is
the clear
WINNER
here
Postcode, gender, interests,
age, profession etc
33. Remember, addiction to technology is
considered more powerful than
addictions to caffeine, alcohol &
chocolate
Ref: TeleNav, Aug 2011
34.
35. Manage your professional profile
Connect and create contacts (current & past
colleagues, clients & suppliers)
Join groups that are relevant to your work
Job postings relevant to your skillset
Join discussions and have a dialogue with
peers (new or established)
36. Linkedin – July statistics
2,200,000 Aus users
(up 100,000)
Avg. 8 minutes
50 seconds
per visit
Source: http://www.socialmedianews.com.au
37. Linkedin is the most prominent professional
site in social media
38. And it’s public. People can review what my
previous colleagues have said about me…
Although I can
approve or deny
to post their
comments
39. I can also see who’s been looking at my profile
54. Everything you ever wanted to say in 140
characters or less – the premise being ‘what
are you doing?’
55. Twitter – July statistics
2,114,000 Aus users
(steady)
Avg. 10 minutes
50 seconds
per visit
Source: http://www.socialmedianews.com.au
56. More likely to connect with people you’ve
never met: strangers, celebrities,
politicians, executives
57. Journalists look for stories here
Big opportunity to share links, engage on
issues, learn something new
Customer relations, crisis management, thought leadership,
event activation, promotional offers, brand engagement
62. Twitter versus facebook
Facebook has three times as many accounts as
Twitter, and 20 percent of Twitter's users produce at
least 80 percent of the site's content. (Problogger)
62
63. So why do it?
Reach & frequency
Listen to your audience
Quick promotions
Relationship marketing
Demonstrate your expertise
Google search results
64.
65. An essential tourism / hospitality site
Customer reviewed
Preference ranked
Search categories vary
Professional & customer photos
Costs nothing to set up a basic account
66. Trip Advisor – July statistics
1,060,000 Aus
users (+160,000)
Avg. 8 minutes
50 seconds
per visit
Source: http://www.socialmedianews.com.au
67. "25% of hotels
[are] still
ignoring social
media."
(TravelClick via Econsultancy)
68. “Guests who read
reviews prior to
booking are happier
with their stay, are
more likely to
recommend the hotel
after their stay and are
more likely to return in
the future”
Ref: Marketmatrix
69. Just because
YOU’RE
not talking
about your
business,
doesn’t meant
other people
aren’t
72. So why do it?
Trust – tourists don’t know you
Listen to your clientele
Quick promotions
Raise company profile
Positive customer referral
Free for a basic account
73. What are the implications of social media?
People are able to review, research, interact and
question more than ever before: they will do it with
or without your participation
74. Scary statistic: The
University of Maryland
study asked students
not to use media for 24
hours. A large
percentage of the
students experienced
symptoms similar to
drug and alcohol
withdrawal
Ref: onlineeducation.net Aug 8th 2011
75. Social media is about participation,
not disruption or intrusion
76. What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
88. Objectives
Reaching retirement plan
participants and sponsors
Creating conversations about
retirement planning
Building a reputation as an industry thought leader
Gathering insights in a short timeframe
89. How?
Prudential Retirement used ads to promote the poll
to employees at companies with at least 1,000
employees, as well as plan sponsors – for instance,
human resources and benefits executives.
91. “Not only did we
receive answers to our
specific questions, but
we started a
conversation with
people whose opinion
we value”
Kara Segreto
Chief Marketing Officer,
Prudential Retirement
92. Results
More than 11,000 poll responses
More than 230 comments from LinkedIn members
Poll feedback improves product development
Greater awareness of thought leadership position
93.
94. Special offer bursts, engage in
current events, respond to
customers, celebrity diners
108. Social media is an opportunity for
engagement
Strengthen brand personality
Offers/instant redemption
Reputation
Engage existing customers,
reach new customers
109. What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
110. Define the personality of your
business
Understand your audience
Consider what an interaction with your live business
provides your customers
Ask yourself why people would want to connect
with you? Offers? Local area news? Fashion tips?
Recipes? Handyman hints? Tax advice? Ways to
save money?
111. Establish a reason to connect
Use your existing marketing to drive people to
connect with your social media platforms
Remember that social media is always on, its not
something to update once a month
By the same token, don’t post crap
112. Create Content
Remember that people don’t want to be sold to!
Best social media practice is sharable content –
something people will want to pass on
Encourage feedback
Respond and interact
Rule of thumb: Would it interest you? If not, its
probably not going to be of interest to anyone else
113. Create Community Hubs
VIP memberships, local communities
Offers and events – link this in with your
regular marketing activity
Think about ‘companion businesses’
114. Ensure your website is linked
Quick buttons from your website to link people back
to your social media
Allow people to share content through their own
accounts
115. Integrate your marketing
Your current database for eDM, Direct Mail, print
advertising etc also can connect in social media
Different mediums serve different purposes
Don’t forget to ask people to connect with you
Consider your promotions,
how might you be able to
use location based services?
116. Manage negative feedback
Do not delete it! Transparency and honesty
is imperative in social media
Address negative concerns, and show your
willingness to make amends
People will forgive errors that are rectified
117. Connect with the competition
Find our what they’re doing – follow
them on twitter, facebook etc.
Accept that they will be doing
likewise with you
121. Ask your customers
to CONNECT
Ask for the review,
the like, the follow, the referral
Include it on your other marketing collateral
122. The marketing
LOOP
can be closed
both ways
Use social media as a referral back to your
website
123. Social Media CHECKLIST
LISTEN STRATEGISE CONTENT DISTRIBUTION MEASUREMENT
Start listening
An over- Is this
to the
arching Personal? Post/farm
communities
strategy that Referral? content that
relevant to Performance
provides a will engage
your interest – What sort of metrics that
roadmap for (and not
when you get presence do show what has
participation alienate)
more we want to been achieved
in social audiences and
advanced, use have? How through social
media linked influencers
a social media will we get media
with your
dashboard to people to Buying ads
other
monitor share us?
marketing
conversations
124. Websites to help you out:
Brandmakernews.com
Mashable.com
Hubspot.com
Slideshare.net
Remember
The social media sites themselves – they all
want you to achieve best possible outcomes
