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Presentation to Kenmore Chamber of Commerce, July 2011

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Mel Kettle
Mel Kettle
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Social Media: Do you act or react? www.melkettle.com.au @melkettle Monday, 25 July 2011
www.slideshare.net/melkettle www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
Old communication was one-way www.melkettle.com.au @melkettle Monday, 25 July 2011
Now communication is two-way And conversations are with many www.melkettle.com.au @melkettle Monday, 25 July 2011
Business is no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person. www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
“By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009 www.melkettle.com.au @melkettle Monday, 25 July 2011
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, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
Social media use In Australia: • Facebook - 10.4m users • Blogspot - 5.6m • Wordpress - 2.3m • LinkedIn - 2m • Twitter - 1.9m • FourSquare - 63,000 June 2011, UAV, www.socialmedianews.com.au www.melkettle.com.au @melkettle Monday, 25 July 2011
Social media is: • Instant • Interactive • Accessible • Measurable • User generated content www.melkettle.com.au @melkettle Monday, 25 July 2011
Changing perceptions www.melkettle.com.au @melkettle Monday, 25 July 2011
4 P’s of Marketing www.melkettle.com.au @melkettle Monday, 25 July 2011
4 P’s of Marketing www.melkettle.com.au @melkettle Monday, 25 July 2011
4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Community www.melkettle.com.au @melkettle Monday, 25 July 2011
Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with them www.melkettle.com.au @melkettle Monday, 25 July 2011
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, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
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, 25 July 2011
How often do I update? • Twitter - 2-3 times a day • Facebook/LinkedIn - 4-5 times a week • Blog - 2-4 times a month • YouTube - 2-4 times a month • Website content - 1-2 times a month www.melkettle.com.au @melkettle Monday, 25 July 2011
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, 25 July 2011
How do I create a social media strategy ? www.melkettle.com.au @melkettle Monday, 25 July 2011
Integrate it into ALL your marketing www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
Promote yourself www.melkettle.com.au @melkettle Monday, 25 July 2011
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, 25 July 2011
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 www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
Monitoring http://www.google.com/alerts www.melkettle.com.au @melkettle Monday, 25 July 2011
http://search.twitter.com/ www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
http://technorati.com/ www.melkettle.com.au @melkettle Monday, 25 July 2011
http://www.socialmention.com/ www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
www.melkettle.com.au @melkettle Monday, 25 July 2011
• 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, 25 July 2011
Thank you. @melkettle www.melkettle.com.au www.melkettle.com.au @melkettle Monday, 25 July 2011

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Presentation to Kenmore Chamber of Commerce, July 2011

  • 1. Social Media: Do you act or react? www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 2. www.slideshare.net/melkettle www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 3. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 4. Old communication was one-way www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 5. Now communication is two-way And conversations are with many www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 6. Business is no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 7. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 8. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 9. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009 www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 10. 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, 25 July 2011
  • 11. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 12. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 13. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 14. Social media use In Australia: • Facebook - 10.4m users • Blogspot - 5.6m • Wordpress - 2.3m • LinkedIn - 2m • Twitter - 1.9m • FourSquare - 63,000 June 2011, UAV, www.socialmedianews.com.au www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 15. Social media is: • Instant • Interactive • Accessible • Measurable • User generated content www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 16. Changing perceptions www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 17. 4 P’s of Marketing www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 18. 4 P’s of Marketing www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 19. 4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Community www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 20. Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with them www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 21. 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, 25 July 2011
  • 22. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 23. 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, 25 July 2011
  • 24. How often do I update? • Twitter - 2-3 times a day • Facebook/LinkedIn - 4-5 times a week • Blog - 2-4 times a month • YouTube - 2-4 times a month • Website content - 1-2 times a month www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 25. 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, 25 July 2011
  • 26. How do I create a social media strategy ? www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 27. Integrate it into ALL your marketing www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 28. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 29. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 30. Promote yourself www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 31. 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, 25 July 2011
  • 32. 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 www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 33. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 34. Monitoring http://www.google.com/alerts www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 35. http://search.twitter.com/ www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 36. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 37. http://technorati.com/ www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 38. http://www.socialmention.com/ www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 39. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 40. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 41. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 42. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 43. www.melkettle.com.au @melkettle Monday, 25 July 2011
  • 44. • 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, 25 July 2011
  • 45. Thank you. @melkettle www.melkettle.com.au www.melkettle.com.au @melkettle Monday, 25 July 2011