Communication is Dead. Right? What does it mean to say that communication is dead? Surely this can’t be true? Let’s take a closer look… Part of the philosophy behind what we do at POMO is the idea that certain types of communication are now in a state of decline and because of this, a new form of communication is emerging – what we call engagement. Take one example – the newspaper industry. It’s a fact that the newspaper publishing industry is shrinking globally. As Christopher Zara says of the situation in Amercia, “the hemorrhaging of advertising revenue has been the greatest challenge for newspaper publishers. According to the Newspaper Association of America, or NAA, total advertising revenues have declined by more than 50 percent in just five years, going from $49.3 billion in 2006 to $23.9 billion last year.” [2011] We believe that underlying this decline is a recognition by marketers that today there are more effective ways to communicate a message than placing an ad in a newspaper. Newspaper ads are, generally speaking, a classic example of a one-way communication. TV ads are another. Both reach a wide range of people from diverse backgrounds with many different interests. It is often only a small fraction of these people who may be interested in the message contained in the ad and a smaller fraction still who are motivated to act because of it. Marketers have realised that there are far more effective ways to pinpoint markets and deliver messages to people who are genuinely interested. In our video about engagement we state that the audience has been replaced by the individual. Communities of individuals who we know and understand are ready to engage with brands in ways that were simply not possible just a few years ago. Our philosophy at POMO is that one way communication is dead. Customer engagement is everything. Create, engage, succeed. This is published by POMO – a creative agency specializing in customer engagement based in Brisbane and the Sunshine Coast, Queensland Australia

1. with LISA HARRISON
DIGITAL MEDIA
STRATEGIST
IS
COMMUNICATION
DEAD?

3. Traditional forms of
Communication are dieing!

4. Connecting and building
communities who are
prepared to stand up for
your brand
is ENGAGEMENT!

5. The INTERNET has had
a tremendous impact
on many aspects
of our lives, from
daily relations to our
business practices.
But one of the most
dynamic changes
are how businesses
and consumers
COMMUNICATE.

6. The future of marketing integrates traditional and social tools,
connected by successful, ongoing relationships with media,
influencers, and people.
That’s right…it’s about relationships and it’s about people.
Relationships serve as the foundation for everything, whether its
traditional or new media, and the constant reminder that we’re
reaching people, and not audiences, will keep us on a path to
relevance.
Brian Solis 2007
International publisher in new media.

7. 3 Tips for creating
an ENGAGING BRAND

8. Connect with me
@secretstomedia
#smm

9. Passionate about
media + internet + relationships
= DIGITAL MEDIA STRATEGIST!
MY mission
“Create safe, supportive and
structured social communities
online.”
A little about Lisa.

10. Think of the strongest brands
you know.

11. 1 2
3 4 5
Top five brands on FACEBOOK

12. What do they have
in common?
They deliver well on
VALUE PROPOSITION.
That is, they do what
they say they will, and
most likely do it better
than others in their
industries.

13. The success of these brands is
due to the PEOPLE behind the
successful delivery of those value
propositions.
It’s everyone from senior
leadership to the most
junior staff, and even the
consumers.

14. So, how then, do you become
a strong brand, too?
With a story that others
want to tell.

15. TIP 1: CLARITY

16. Focus on Your Benefits,
Not Your Feature
What problem do you help to solve?
What critical service do you provide?
Ask yourself the same
question 5 times:
Why do you do what you do?
why? why? And so on.

17. Know your target.

19. Demographics
Gender
Age
Education level
Income level
Marital status
Occupation
Religion
Size of a family
Geographic
etc.

20. Psychographics

21. TIP 2: CULTURE

22. Internal Culture/Leadership
You cannot hope to drive change unless the
leadership team is convinced that change is
necessary.
If that has not yet occurred, you’re not ready.
At this point, you don’t need a engagement,
you need internal education.

23. Rethink Marketing.
OUTBOUND MARKETING.
Interrupt consumers
•• Telemarketing
•• Trade Shows
•• Direct mail
•• Email Blasts
•• Print ads
•• TV/Radio ads

24. OUTBOUND MARKETING.
Interrupt consumers
•• Telemarketing
•• Trade Shows
•• Direct mail
•• Email Blasts
•• Print ads
•• TV/Radio ads
V’S
INBOUND MARKETING.
Permission to communicate
•• SEO/SEM
•• Blogging
•• Social Media
•• RSS
•• Free tools/trials
•• Viral videos
Rethink Marketing.

25. CONSIDER
LIKE
ENGAGED
READY
TO BUY
BUY
LOYAL
ADVOCATE
CUSTOMER CUSTOMER
CUSTOMERCUSTOMER
CUSTOMER
Strong
WOM
accelerates
the sales
cycle

26. TIP 3:
METHOD

27. Hear and understand your customers.
PHONE
EMAIL
SOCIAL MEDIA
FACE-TO-FACE
ONLINE CHAT

28. Social Media
- the biggest
opportunity in
history to
ENGAGE

29. Tell you Brand story
What is Social Media?
Social - a two-way communication
Media - a one-way communication
=
Turning communication into interactive dialogues.

30. Todays Social Media landscape.
•• Right now Facebook has global dominance in
the social networking realm.
•• Web 3.0 will mature
•• Reputation Management
•• The influencer will become more influencing
•• Social Media ROI
•• Video

31. Nearly 11 million users
51% penetration of the Australian population
64.26% in relation to the number of internet users.
54% of Australian users are female
26% of Australian users aged 25 - 34
75% of Australian users engage with the platform at least once
a day, with 54% using it several times a day.

32. Plan your media strategically.

33. 1. PUBLISH
Everyone can publish anything for everyone
• publish everything you have anywhere you
can,
• monitor what others publish, promote it
3 Ways we use SOCIAL Networking.

34. 2. SHARE
Anyone can promote anything to everyone
• monitor what’s being shared about you
• find where your audience hangs out
• promote your content and other content
• share content your audience with love

35. 3. NETWORK
Anyone can connect with
everyone from anywhere
• find your existing
connections
• network through groups
• be helpful - answer
questions, share
interesting content
• make new connections

36. with Social Media strategies.
Ultimately its about your audience
feeling connected to you and wanting
to spread your brand story.
CREATE COMMUNITY

37. Personalisation

39. Entertain
and Compel

42. Credibility

44. Value

46. Ideas / Solve a problem

48. BONUS TIP
Obtaining feedback to
improve Social media
campaign activities
Analytics
Subscribers, Customers
Colleagues
In person
Competitors

49. THE “AGE OF STRATEGY”
Communication now needs to be
an interactive dialogue
ENGAGE

50. Become a SOCIAL MEDIA MANAGER
Join me at Social Media Mastery
Certificate IV in Business
BSB40207 The training is fully accredited

51. Brisbane training dates
Next session 8-9 July 2013
North Sydney training dates
Session One, 15-16 July 2013
The how much
Session One: $800 Non-members, $720 Members*
Full qualification: $4,000 Non-members,
$3,600 CCIQ Members and NSW Business Chamber members.*
For further information on Social Media Mastery
or to book please call 1300 572 349, or visit
www.secretstosocialmediamastery.com.au
Where, when, how and how much

52. THANK YOU!
Email: lisa@pomo.com.au
Subscribe to our newsletter at www.pomo.com.au
www.secretstosocialmediamastery.com.au
Blog: www.pomo.com.au/blog/