6. “If you want to be successful,
find someone who has achieved the results
you want and copy what they do
and you’ll achieve the same results.”
~Tony Robbins
7. Big brands on social media
70% of global brands don’t engage
with consumers on social media*
*according to Social Bakers
http://www.socialbakers.com
/blog/655-70-of-fans-are-being-ignored-by-companies-now-what
8. Corporates & social media
Big budgets, so enjoy a well-resourced team devoted to social
media to quite simply “go for it” with a variety of content
produced in-house
Conservative and expect miracles from the one person or
small team who manage it amongst a greater portfolio of
work – yet don’t know how to engage and fear of not being
“on brand”
Don’t see the relevance of social media and generally avoid it.
9. Managing social media
Know your audience/s
Know your competitors
Social Media Strategy (inc. key areas of business)
Guidelines (style, resourcing, moderating)
Content schedule & policy (sourcing, set time boundaries)
Branding / Creative
Necessary tools (bufferapp, bit.ly,Tweetdeck)
Crisis communications plan
Analytics & SEO
Think about mobile
Time & effort!
10. Which one is your business?
A brand will be doing either one of three things:
1. Connecting with one of your passions and/or interests. –
eg Nike, Red Bull,Adidas
2. Entertaining you with their engaging personality. – eg.
Oreo, Skittles,Absolut
3. Providing interesting and/or important information to
you. – eg. IBM
http://mashable.com/2013/02/22/social-media-marketing-strategy/
11. Brands on social media
“The most important thing is for a brand to stay true to
their DNA, identify what they are best at, what they can
offer the consumers the most of, and focus on that.That
will be their strongest play.”
http://mashable.com/2013/02/22/social-media-marketing-strategy/
12. Campaigns
“A social campaign should ask questions that cause
consumers to stop, reflect and respond.”
Create memorable community experiences.
http://www.socialmediaexaminer.com/social-media-community-management/
13. Oreo: Not just a cookie
32M+ on Facebook
82K+ onTwitter
87K+ on Instagram
14M+ onYouTube
17. Learnings from Oreo
Be timely & topical
Promote consistently & frequently
Use graphics and simple concepts
Have fun! Use humour in good taste
Also ->
Be original
Be creative
Be genuine & honest
Be targeted
Listen & respond
They’re delicious … !
http://www.shopify.com.au/blog/7589919-the-secret-behind-oreos-social-media-
marketing#axzz2X8olS3MO
18. #FAIL
Focusing only on Facebook
Thinking one size fits all
Broadcasting, fail to interact with audience
Fail to grasp the “social” component of social media
Posting only marketing/company updates
Not understanding audience
Assume correlation between‘likes’ and sales
Have a token social media presence OR none at all
Keep social media in a silo OR outsource your social media
Paying celebrities to tweet!
See further reference links, and also: http://www.bigdotmedia.co.uk/blog/industry-news/oops-five-mistakes-
brands-make-when-using-social-media/
19. #FAIL
Don’t take advantage of a national disaster
Gap tweeted:“All impacted by #Sandy, stay safe!We’ll be doing
lots of gap.com shopping today. How about you?”
Don’t be ignorant of current events
NRA tweeted:“Morning Shooters- Happy Friday!Weekend
plans?”
Don’t leave the door open for backlash
#McDStories
http://www.loudinteractive.com/the-top-3-worst-social-media-mistakes/
20.
21. 2013 Australian Open
History of innovation – first Grand Slam
onTwitter!
Used social media to engage with a massive
global fanbase
Set a new digital benchmark for future sporting
events
“the most digitally connected major sporting event of all
time” (Mashable)
Robust social offering
Enhance fan experience, offer unique experiences
"Our overriding goal is to increase interest in tennis;
it always come back to that.”
http://www.australianopen.com/
22. AO digital presence
Website:
Scoreboard & Slamtracker (IBM)
e-Newsletter
Players to watch
Social Leader Board
KIAVote for your favourite fan
Daily Poll (Mount Franklin)
Schedule, news, photos, video, radio, tickets
23. AO social presence
Social:
Social media hub Fan Centre
24/7 live updates
Facebook (/australianopen)
Twitter @australianopen
(and @AOSOS hotline)
Hashtags #ausopen; #popcorntennis;
#sleepisfortheweak; #TeamAusOpen
Instagram @australianopen
Pinterest
Google+
Chinese social networking
24. AO social presence
Caption It
Pick‘Em competition
PopcornTennis blog
Daily poll
@AustralianOpen:Today's #AusOpen poll:
Whose is ur favourite celebration?
ow.ly/gV7To #Nadal #Hewitt #Tsonga
#Sharapova #Azarenka #Ivanovic…
Video coverage:
YouTube
Live streaming (Optus)
Time lapse video
AO Radio
25. AO mobile & sponsors
iPhone app (IBM)
iPad app x 2
2013 Official program featured on iPad as an app purchased via
iTunes.
Open Shutter was a commemorative edition ofAO 2012 ahead
of the 2013 event.
Loads of sponsor-generated
activity!
KIA, IBM, NikeTennis,
LacosteTennis, Jacob’s Creek
26. AO Aces
Clear digital & social strategy
(with marketing strategy)
Well resourced internally
Organised!
High level of engagement with
audience
Made effective use of multiple
platforms/channels
Worked in sync (internally and front-facing)
Consistent branding
Leveraged sponsor relationships to benefit both parties
Creative, original, genuine, listen/respond
= a brilliantly engaging & informative
digital / social presence!
27. Your checklist
Get internal team on board
Understand who you are as a brand, how you’re perceived, &
how you want to be perceived
Understand your audience (use data)
Review your social activity to date
Review your SEO program
Define your social goals moving forward
Forget -> increase of followers and fans
Focus on -> engagement, conversion, community
http://mashable.com/2012/12/07/corporate-social-media-marketing/
33. Know your community
Key to knowing your community is knowing yourself
Know your purpose, state it clearly and often
Which channels do they use daily/weekly?
Why do they engage with your brand?
How do they engage with your brand?
35. Know your community
Never stop learning, there are always new insights to gain
Words of wisdom:
You don’t need to be on every channel, just the same one as your
community
36. Grow your community
Gather information
about current status
Set clear goals
Make a structured
plan
Monitor success
Gather relevant data
Re-evaluate
Repeat
40. Grow your community
Share engaging content
Refine posts to suit the
channel
Bonus points if content
is user generated
Double bonus points if
cats are involved
47. Personal
Social
Media
Jess
Genevieve
Brown
@JessGenevieve
www.makingjgb.com
www.facebook.com/MakingJGB
48. Ambient
Awareness
A
new
form
of
peripheral
awareness.
This
awareness
is
propagated
from
relaBvely
constant
contact
with
one’s
friends
and
colleagues
via
social
networking
plaForms
on
the
internet.
The
term
essenBally
defines
the
sort
of
omnipresent
knowledge
one
experiences
by
being
a
regular
user
of
these
media
outlets
that
allow
a
constant
connecBon
with
one’s
social
circle.
55. Tips
• Don’t
post
for
no
reason.
• Be
mindful
of
emoBonal
posBng.
• Don’t
make
personal
conversaBons
public
conversaBons.
• Be
mindful
of
career
limiBng
maneuvers
• Be
mindful
of
white
lies
• Be
mindful
of
3rd
Party
ApplicaBons
57. Make
Your
Own
Content!
Create
wriUen
content
(blogs)
or
video
content:
– Tutorials/How
Tos
– CreaBve
Pieces
– Opinion
Pieces
– Reviews
– Feature
Pieces
58. Share
• What
you
know
(experBse,
skills)
• What
you’re
learning
(course,
workshop)
• What
you’re
reading
(book
review,
summary)
• What
you’re
watching
(reviews,
opinion
pieces)
• What
you’re
experiencing
(life
moments,
travel)
• What
you’re
doing
(how
you’re
applying
yourself,
events
you’re
aUending)
61. Determine
your
personal
and
professional
goals.
Work
on
projects
that
apply
the
skills
you
want
to
develop.
Set
a
challenge
to
complete
a
project
and
share
this
challenge
with
your
social
networks
for
support.
62. Projects
• Want
to
be
a
writer?
Write
a
short
story.
• Want
to
be
an
editor?
Edit
a
short
film.
• Want
to
work
in
sound
producBon?
Find
a
Youtube
video
and
cut
it
with
a
new
soundtrack.
• Want
to
be
a
video
journalist?
Go
out
and
film
yourself
covering
a
news
piece.
• Want
to
host
a
tech
web
series?
DIY!
64. CVs
are
a
thing
of
the
past!
We
live
in
a
day
and
age
of
doing
and
showing.
We
have
the
tools
to
show
off
what
we’re
doing.
If
you
want
experience,
show
people
that
you’re
commiUed
to
working
towards
it
yourself.
Networking
leads
to
creaBng
opportuniBes.
Go
out
there
and
meet
people
in
person
so
that
they
can
then
follow
and
get
to
know
you
through
ambient
awareness.
65. In
Conclusion
By
leveraging
your
personal
brand
through
social
media,
you
have
the
ability
to
share
not
only
your
individuality
and
personal
skills
but
also
your
hard
work,
your
drive
and
your
desire
to
succeed.
Social
media
is
a
viable
tool
for
se`ng
challenges
and
showcasing
the
story
of
your
personal
and
professional
development.
68. Thank you
for your attendance
and participation!
• Stay tuned to Meetup.com for follow up email with links and slides
from tonight’s workshop!
• #GGDMelb
• Follow us onTwitter, ask questions OR come and say hello to us
tonight before you leave!
69. Thanks
to
our
sponsors!
Food
Sponsor
Drink
Sponsor
Megan
Sayers
megan.sayers@envato.com
Mark
Henrickson
mark@sideracket.com
