1111 toowoomba

Social Media

www.melkettle.com.au @melkettle
Monday, 14 November 2011

www.slideshare.net/melkettle


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


Doing what you have
always done will no
longer get you what you
have always got


“By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”

Seth Godin, 2009


Socialnomics 2011


Social media use
In Australia:
• Facebook - 10.6m users
• Blogspot - 5.6m
• Wordpress - 2.3m
• LinkedIn - 2m
• Twitter - 1.9m
• FourSquare - 63,000

June 2011, UAV, www.socialmedianews.com.au


Mobile communication


Mobile phone is the greatest piece of
persuasive technology of all time.

Location-speciﬁc
Contextual
Timely
Immediate


By 2012

As many connected
mobile phones,
as there are people.

(PhoneCount)


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


Teenagers prefer texting to talking


Source: http://blog.lab42.com/


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


Not only for kids...


Brand facts

• Facebook: 40% follow a brand. 51% of these
will purchase brand
• Twitter: 25% follow a brand, 67% will purchase


Changing perceptions


What does this mean
for you?


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


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


From a small business perspective
• Education
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY

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


Business pages


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!


Analytics


Users


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


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...


What do
I say?


Listen


Be relevant
and interesting


Share


Congratulate
people

• 5. Congratulate people


Ask and
answer
questions


• 2. Let others know you are listening


Tools to make it easier
• 3rd party applications - Tweetdeck,
Hootsuite
• Mobile apps - Twitter, facebook
• Co-tweet
• Shorten links - bit.ly, tiny.url
• Add photos - twitpic, plixi.com
• Lists


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.LinkedIn.com


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


Me

My connections
= 692

2 degrees = 100,300+

3 degrees away = 4,175,000+


Groups


Recommendations


Jobs


Security and risk


External risk
• Phishing
• Hackers
• Spammers
• Other idiots who want your info... don’t
let them get it!


Internal risk
• General carelessness
• Ego
• Staff leaks - deliberate and accidental
• Blur between personal and professional
• Increased use of smart phones


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


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


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


Consider...
• Boundaries
• Transparency
• Conﬁdentiality
• Financials
• Consequences
• Work use


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


Privacy - facebook


Privacy - LinkedIn


Privacy - twitter


Risk of
NOT
using
social
media


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


Social media is a
fundamental shift in
how we do business


Old communication was one-way


Now communication is two-way
And conversations are with many


Business is no longer B2B.

It’s no longer B2C.

It’s now P2P.

Person 2 Person.


Social media is:
• Instant
• Interactive
• Accessible
• Measurable
• User generated content


4 P’s of Marketing


4 C’s of marketing
and social media...

1. Customers
2. Content
3. Channel
4. Community


Customers

• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them


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...


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


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


Case Study: Michelle Bridges


• Australian personal trainer
• Trainer on tv show The Biggest Loser
• Online training program - 12 Week Body
Transformation
• Author of 3 best selling books


Facebook


Twitter


Forums


Personal plan


Video


YouTube


Blogging


Monitoring
http://www.google.com/alerts


http://search.twitter.com/


http://technorati.com/


http://www.socialmention.com/


• 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


How do I create a
social media
strategy ?


Social media does not
stand alone


Integrate it into ALL
your marketing


Promote yourself


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

75% of SMEs
don’t have a
social media policy


What’s next???


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


Thank you.

@melkettle
www.melkettle.com.au

1111 toowoomba

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