1. www.twitter.com/IAmSimonDel
l
www.facebook.com/SimonDell
www.slideshare.net/SimonDell

2. Director of TwoCents Group
Branding
Graphic Design
Marketing Consultancy
Advertising Campaigns
Social Media
Digital
Focus on: SMEs
Write for Marketing Magazine
Background
Lion Nathan, Heineken
Consumer behaviour
FMCG goods
Retail
Promotions
Social networking

3. 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

5. Social vs. Traditional
vs.
One-way Interactive
2,000 to 3,000 messages a day One or two messages

6. What is Social Media?
• Accessible.
• Scalable.
• Interactive.
• Usability.
• Recency.

7. What is Social Media?
Facebook
Blogs
Google Social LinkedIn
+
Media
YouTub
Twitter
e

8. Social Media Illusions
• It's free.
• Build it and they will come.
• My customers want to engage with my business
• I don't have a message.
• Just for kids.
• It's the answer to my business woes.
• It can stand on its own as a communication tool.
• Fool-proof.

9. Important Facts About Social Media
• 10million+ Australian users on Facebook
• 190 million Tweets per day
• Flickr hosts 5 billion images
• Wikipedia hosts 17 million articles
• Google+ has 25 million users already
• 2.5million websites integrated with
Facebook
• 30 billion pieces of content is shared via
Facebook every day
• 490 million users visit YouTube every
month

10. People Trust Their Friends

11. New entrant!

12. We’re Doing It Wrong!
• 2 of 10 SMEs have a social media presence
• 37% of female business operators have implemented social
media activities, vs. 16% of males
• Those with social media presence, only 1 in 4 monitors it every
day, 1 in 4 just once a week.
• 5% say they never provide updates
• 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
• half of Australians in their forties connect via mobile and a third
of those in their 50s
• 12% of consumers purchasing online have made purchases
using a mobile.

13. Top Tips
Use Technology
Video
Content
Branding
Platforms
Connect
Measure

14. TECHNOLOGY

16. Mobile phone is the greatest piece of
persuasive technology of all time.
Location-specific
Contextual
Timely
Immediate

17. In 2009
29% of all mobile phone users
Accessed browser-based content
(Yankee Group)

18. NOW
5 billion mobile phones in use
(BBC)

19. By 2012
There will be as many connected mobile phones,
as there are people.
(PhoneCount)

20. By 2015
50% of the world
will have an internet connection.
(AMD)

21. By 2020
Internet of THINGS
Number of interconnected things
will reach 50 billion:
six per person
(CISCO)

22. What’s Next?
• Internet of Things: 50 billion thing: six per person
• 2015: 91% of all internet data will be video
• The Cloud
• Next Net: internet speed has improved 170,000 times
since 1990; next 10 years is expected to increase
speed of 10 million times.
• Solar power – 25 super solar sites, each 36square
miles could fulfill entire global power needs. 3 years to
complete.
• 3D Printing
• Virtual humans; IBM’s Blue Brain project
• Humans entering self-designed evolution

24. Augmented Reality
A live direct or a indirect view of a physical, real-world
environment whose elements are augmented by computer-
generated sensory input, such as sound or graphics.

26. VIDEO

27. The End of TV?
2015

28. YouTube
• Owned by Google; bought for $1.65 billion
• Ten minute and 2Gig limit on videos; partner
accounts can get more
• 103 million monthly UNIQUE visitors in May 2010
• 24 hours of video uploaded every minute
• 1.12 hours per month spent on YouTube every
month
• 5.8 billion videos streamed in June 2010 in US; 2
billion videos viewed PER DAY worldwide
• 47% of the global internet population visited
YouTube in April 2010
Ways to engage
• Creating your own channel; commenting on videos
• Share, embed videos; create content

30. Instructional Video
Webinars
Wecome Video
Personable
Video testimonials
Success stories
Product demos
Product reviews
Training
Commercials
Viral video

31. 10.3 million players worldwide

32. 30 million players worldwide

33. CONTENT

34. CASE
STUDY
Great description of
company
Philosophy on Info page
Appealing use of “photo of
the day”
Keeps customers returning
through mystery trips
(“surprise and delight”
element) and an interactive
game
Creates customer
community on Meet Others
page

35. Content
• Constant repetition will KILL your
followers
• Relevant to current events
• Be Creative
• If you can’t be creative, EMPLOY
someone to be creative for you

36. BRANDING

38. How Many Fans &
Followers Should I Have?
Quality over quantity
Aim is to build VALUABLE relationships,
not just relationships
“It’s more difficult to unsubscribe from a
relationship.”
David Almano
If you focus on numbers,
you’re missing the point.

39. Complaints
• How do you normally
deal with complaints?
• You CAN delete
negative feedback
• BUT take opportunity to
apologise& address in
public
• We ACCEPT falibility

40. CROSS
PLATFORMS

41. LinkedIn
• Formed in May 2003, based in California
• 100 million members+ as of March 2011
• One new member every second
• 50% of members outside the US
• 2 million members in Australia
• 7,840,000 shares of common stock at a
price to the public of $45.00
• Executives from all Fortune 500
companies are members on LinkedIn
• 2 million companies have LinkedIn pages
• ‘Social Networking for Business’

43. Twitter
• 100 million active users every month
• 50 million users every day
• 9th busiest website in the world
• $140 million revenue
• Processes 1.6billion searches a day
• Valued at $7.8billion
• Revolutions organised via Twitter: Egypt, Tunisia, Iran Election
protests, Moldova Civil unrest
• Steve Job’s death brought Twitter down

45. Google +

46. CONNECT

48. Places
• Control your business profile
• Geo-location
• Develop offers
• Smartphone required
• Find out where your friends are
• Share experiences

49. Deals
• Offer deals across multiple
locations
• Control centrally
• Individual deals
• Loyalty deals
• Friend deal
• Charity deal

53. MEASURE

54. Measuring Investment
Qualitative Data: the opinions.
Quantitative Data: the numbers.
ROI: the
return.

55. ROI

61. Top Tips
• Have a Plan! Set Objectives!
• Know Your Message
• Stay On Brand BIG QUESTION:
• Help People Find You
• Constant & Relevant Communication How often do I post?
• Get Everyone Involved
• Listen! And Reply!
• “A vocal minority, but an aural majority”
• Be a Resource
• Develop Tabs