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Social Media - today’s agenda

                What is Social Media?




                 Why does it matter?




        ...
Media has changed
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass me...
Driven by …
Consumers have a voice
So what is Social Media?


“Open conversations that
encourage participation
and connect people”
Ian Farmer BULLSEYE
Social Networks

                  2.2 million
                  1 in 5



                  118000

                  7000
Biggest country in the world - MySpace
Blogosphere




              m
              23000
Wikis – collaborative

                        4m
Podcasts – niche / time shifting
Youtube Videos




                                                  m
  Bandwidth: 2007 YouTube = 2000 Internet
  1.2 mil...
And other content communities
More and more of us use it
It helps you express yourself
Review stuff, weigh up pro’s and cons
Share things easily
Social networks link us together
And through the wisdom of crowds
Allows us to discover new stuff
Social Media and the Conversational web

                 What is Social Media?




                 Why does it matter?

...
We now know the truth




76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich
Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.



Source: Nielse...
Who do we believe?
People like ourselves


                My friends
                Their friends
                Shared interest
Social media conversations are recorded
And influence “offline” behaviour
Of those who use used or buy bought
your product / service
For Good
And Not so good
Social media impacts your brands reputation


 34% post opinions about products and
   brands on their blog

 36% think mo...
So that’s why it matters !
Social Media and the Conversational web

                 What is Social Media?




                 Why does it matter?

...
Try and control this?




  Consumers are beginning in a very real sense to own our brands and
  participate in their crea...
Ignore it ?




     ... But this just eliminates you from the conversation
Bullseye’s Social Media action plan



    What is Social
      Media?
                              Listen
     Why does ...
How to listen to social media?
Search
• E.g. Technorati.com
Alerts
• E.g. www.google.com/alerts
Speed Feed reading
Blog Trends
Charting Live consumer sentiment
Listen
      ”The Development of a process
     to understand the conversations,
     and action the insights”
          I...
FORUMS
Real time feedback : Grad recruitment exposed !
Research your employees ?
Company reviews
Recorded Experiences
Opinions in real time
Finding consumer insights
Product feedback
The new Focus group?
Social Media Audit report
Monitoring solution
Bullseye Social Media services

                                    Listen
                                    Research : ...
Bullseye’s Social Media Action Plan

                 Listen

                Engage

               Influence
It’s PR Jim, but not as we know it!
Cicero’s 9 rules from “On Duties” in 44BC

1.   Speak clearly
2.   Speak easily, but not too much, give others their turn
...
Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp

Be credible
    Be acc...
“PARTICIPATION PARTICIPATION PARTICIPATION
 is the new LOCATION LOCATION LOCATION”

 Ian Farmer BULLSEYE
Social Media engagement policy?




                   or
GM’s FASTLANE blog




quot;These people have a great deal of
  influence, not just on what we read,
  but on the cars the...
Government Engagement



www.openaustralia.org
Identify where else to engage?
2752 Topics powered by
13188 people with help from
15 employees
Add value to the engagement

  • Post comments
  • Create & edit wikis
  • Join groups
Inviting engagement & integration
Engagement integration - Over 9000 ideas engaged
Crisis Response training
For when the Rats take over !!
Bullseye’s Social Media services
            Engage
            •   Feedback: discussion channels
            •   Increase...
Bullseye’s Social Media Action Plan

                 Listen

                Engage

               Influence
Social Media press releases
http://ford.digitalsnippets.com
Create some structure
Identifying key influencers
Hosting reviews – demonstrates transparency
Involve them & embrace them
• P&G's Pampers - 15 top quot;mommy bloggersquot;
  to the company's headquarters

• GM’s Fast...
FNBO recruits evangelists




http://www.pyfchallenge.com/winning_videos
Results in lots of ongoing +ve chatter
1000 entries, 5.5 million votes
FOX8 Gossip Girl
• 1300 advocates
• Viral word-of-mouth proliferation
  Recruited 154,000 or %10 of
  audience
Make it easy for people to tell others
Establish conversational metrics
Influence
   “Measuring the results of how you effect
   social media, then using that insight to
   stimulate conversatio...
Bullseye’s Social Media services

                         Influence
                         • Expand touchpoints
       ...
Bullseye’s Social Media action plan



    What is Social
      Media?
                              Listen
     Why does ...
More information
 Ian Farmer
 Ian.farmer@bullseye.com.au

 +61 2 8923 5028

 www.twitter.com/ifarmer


 Bullseye blog: htt...
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  • sir great ppt but it went over the top, didn't get most of the point,
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