Social Media Marketing Tips

Social Media

www.melkettle.com.au @melkettle
Thursday, 17 November 2011

www.slideshare.net/melkettle


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


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


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...


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


What does this mean
for you?


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


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

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


Brand facts

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


Source: www.marketingprofs.com


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


Changing perceptions


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/


How often do consumers access the
internet on their smartphone


1. Claim your venue
https://foursquare.com/business/merchants/claiming


2. Create a special
• Discount on a purchase - e.g. spend $50 get
$10 off
• Something for free - e.g. free glass of wine
with main course
• Special treatment - e.g. Westﬁeld West
Lakes


Westﬁeld West Lakes


Tell people about your special


3. Track and measure
• Real time data
• Total daily check-ins over time
• Most recent visitors
• Most frequent visitors
• Gender breakdown
• Time and day of checking
• Twitter and facebook broadcast of check-ins

Track and measure


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
• Reach your customer base/target
market
• Pages can ‘share to all’
• Send messages via ‘update’
• Detailed analytics
• Can’t see fan personal details
• Can customise
• Can link to locations (places)
• Engage and listen to customers
• Monitor your page for spam


Facebook places
• Control your business proﬁle
• Geo-location tool
• Create offers
• Smartphone or tablet required
• Find out where friends are
• Share experiences


Analytics


Users


Make the most of specials

• Run 2 at once - 1 for new customers and
1 for loyal customers
• Track the performance of your specials
• Run a Swarm Special
• Run specials on “slow” days
• Offer deals on special days or holidays


• Domino’s UK - increased by 29% or
$26m
• 32.7% all orders are online
• Starbucks - drove 1m new visitors in
store with Free pastry day
• McDonalds - increased foot trafﬁc 33%
with foursquare promotion. Cost $1000


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


Case study: @capitalwines
• Small winery outside ACT

• Increased production from 2,000 cases in 2010 to 5,000
cases in 2011

• Regularly chats to wine and food identities

• Most stockists, all interstate restaurants, east coast and
WA distributors all from twitter

• Building friendships leads to an emotional investment
in your brand.

• No selling, just talking. Sometimes rubbish, always fun.


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


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


http://search.twitter.com/


http://technorati.com/


http://www.socialmention.com/


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???


• 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 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


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