Slide deck from a presentation for the Denison Electorate of the Liberal Party on May 2, 2011.

2. ME!

5. SHINY !
OBJECT !
SYNDROME!

6. In our DNA!

7. “Everything will be
great once we get
Facebook”!
ull of it...!

8. FACEBOOK FATIGUE!
19% left / use
it less

9. FACEBOOK FATIGUE!
19% left / use
it less
45% lost interest

10. FACEBOOK FATIGUE!
19% left / use
it less
16% parents are there
45% lost interest

11. FACEBOOK FATIGUE!
19% left / use
it less
14% too many adults
16% parents are there
45% lost interest

12. FACEBOOK FATIGUE!
19% left / use
it less
13% privacy
14% too many adults
16% parents are there
45% lost interest

13. LIKE IS LAME!

14. 70% of consumers
donʼt think a like
equates to opting-in to
marketing!

15. DEPTH!

16. THERE IS NO
AUDIENCE!

17. ITʼS NOT THIS!

18. OR THIS!

19. ITʼS THIS!

20. MODEL PLANES!

21. ROLLER DERBY!

23. STORY!
What we
believe and
do!

24. STORY + NEEDS!
What we What
believe and audience
do! believe and
do!

25. = VOTES!
What we What
believe and WIN WIN! audience
do! believe and
do!

26. PAID MEDIA!
Renting marketing assets!
• Brochures!
• Print ads!
• Banner ads!
• Google AdWords!

27. EARNED MEDIA!
Building marketing assets!
• Email list!
• Great reviews!
• A great website that works!
• Social media presence that works!
• Search engine rank!

28. Active evaluation!
Consideration!
Loyalty loop! Sale!
Trigger!
Post-purchase experience!
80% of digital spend is here
80% of influence is here

30. MEASUREMENT!
Measuring

31. MEASUREMENT!
Measuring Listening

32. MEASUREMENT!
Measuring Listening Stalking

33. ACTION!
Signup to Google Analytics and get www.google.com/analytics!
tracking code in your website!
Visit your Google Analytics account!
- ask “so what?”!
Set up Google Alerts for your brand,
www.alerts.google.com!
your competitors, key areas of interest!
Measure social impact of your www.howsociable.com!
website and your closest competitors! www.socialmention.com!
Discover media habits of customers,
and where they hang out on the web! www.google.com/adplanner!

35. Google Buzz
OLD! YouTube
Kaixin001 (China)
Yammer
Facebook (High School Networks) Plurk
Xanga (SNS relaunch)
Yahoo! 360
Cyworld (China)
Ning Foursquare
Skyblog
Couchsurfing Bebo Gowalla
MySpace AsianAvenue, BlackPlanet (relaunch)
Tribe.net Gather.com Tumblr
Fast.FM Loopt Ravelry
Hi5 Renren (China)
LinkedIn Facebook (corporate networks)
Open BC/Xing Cyworld (US)
Netlog (Europe) MyChurch
MyHeritage QQ (everyone)
Windows Live Spaces
Cyworld Flickr, Piczo, Mixi Facebook (everyone)
Ryze Facebook (Elite Unis) Twitter
StumbleUpon Dodgeball Cafe Mom
Meetup.com Orkut, Dogster Nasza-Klasa (Poland)
Multiply, aSmallWorld Odnoklassniki (Russia)
LiveJournal
Friendster Catster Vkontakte (Russia)
BlackPlanet
Fotolog Hyves
Plaxo Yelp
Care2 MyLife Vimeo
Xanga Taringa (Argentina)
MiGente Basecamp
Mixi (Japan)
(SixDegrees closes)
SixDegrees.com
AsianAvenue
Classmates.com
Craigslist

36. ENGAGEMENT!

37. VALUE !
People! Context! Passions!

38. HOW?!
listen! attract! activate! learn! harvest!
Listen carefully.
What are your
opportunities?!
• SocialMention.com!
• Google Alerts!
• HowSociable.com!

39. Listen -
www.socialmention.com!

40. Listen -
www.search.twitter.com!

41. Where do people talk about
stuff? www.howsociable.com!

42. LISTEN!

43. HOW?!
listen! attract! activate! learn! harvest!
Listen carefully. Attract your
What are your audience – like
opportunities?! busy restaurant!
• SocialMention.com! • Strong common
• Google Alerts! interest!
• HowSociable.com! • Whatʼs valuable?!
• Incentives to join!

44. CASE STUDY!
Attract – create value!

45. Attract – create value!

46. HOW?!
listen! attract! activate! learn! harvest!
Listen carefully. Attract your Get people
What are your audience – like engaged and
opportunities?! busy restaurant! active!
• SocialMention.com! • Strong common • Give them stuff to
• Google Alerts! interest! play with!
• HowSociable.com! • Whatʼs valuable?! • Ask questions!
• Incentives to join! • Have conversations!

47. Activate !

48. HOW?!
listen! attract! activate! learn! harvest!
Listen carefully. Attract your Get people Learn about
What are your audience – like engaged and people – what
opportunities?! busy restaurant! active! do they like?!
• SocialMention.com! • Strong common • Give them stuff to • What stuff to they
• Google Alerts! interest! play with! engage with most?!
• HowSociable.com! • Whatʼs valuable?! • Ask questions!
• Incentives to join! • Have conversations!

49. Learn – what do they like?!

50. HOW?!
listen! attract! activate! learn! harvest!
Listen carefully. Attract your Get people Learn about Use what you
What are your audience – like engaged and people – what know to get
opportunities?! busy restaurant! active! do they like?! value!
• SocialMention.com! • Strong common • Give them stuff to • What stuff to they • Drive traffic to your
• Google Alerts! interest! play with! engage with most?! site!
• HowSociable.com! • Whatʼs valuable?! • Ask questions! • Do experiments – • Give tools for word
• search.twitter.com ! • Incentives to join! • Have conversations! not research! of mouth!
3 to 1 rule: !
• 3 conversational, interesting updates with no purpose other than creating
engagement (questions, links (not to your site) !
• Then go for a converting message – still interesting, but its goal is to convert!

51. Harvest – call to action!

53. WHAT A BLOG IS!
• A place for regular news, updates and value (at least weekly)
• Simple, relaxed, quick, easy and informal
• A platform to express thoughts, theories and opinions
• A place to build credibility and build a loyal readership
• Somewhere to invite discussion and feedback
• A powerful marketing channel – traffic, relationships, SEO etc
WHAT A BLOG ISNʼT!
• A hard sell

54. WHAT SHOULD I BLOG!
Build trust,
loyalty,
engagement and
reputation

55. MICROBLOG!

56. WORK IT OUT!
• To receive discounts • Discounts
• I am a customer • Breaking news / info
• To show others that I • Exclusive content
support this brand • Only 2% of respondents
show their support

59. EMAIL!
•
It
works
•
Built
on
trust,
value
and
relevancy
–
poor
execu8on
can
hurt

61. VALUE!
• Stop sending everyone everything!
• Stuff people are interested in
• First-name basis • Exclusivity
• Insight • Their eyes only
• First to know

62. EMAIL GOLD!
CREATE SOME URGENCY = 29% higher email open rate!
• i.e. 2 days till offer expires, registration ends today, todayʼs your last chance,
free webinar on Nov 11th !
MAKE IT EXCLUSIVE = 24% higher open rate!
• The word ʻexclusiveʼ or ʻprivateʼ, ʻVIPʼ, ʻfor past customers onlyʼ, exclusive offer!
TIME IT RIGHT = 100% higher open rate!
• 7am (best) till 9am (at worst)!
• After 12pm youʼll cut your open rate in half!!
• 2-touch works best – balance between mindshare and bugging people!
1 CALL TO ACTION = 40% higher response rate!
• Every link in email goes to same place, rather than multiple calls to action!
CASH IN ON FACEBOOK JUNKIES = 32% higher open rate!
• Just mention ʻFacebookʼ in subject line – thatʼs it!!

63. EMAIL GOLD!
FROM SOMEONE THEY TRUST = #1 factor in whether theyʼll open it!
• Whether itʼs your business name or a staff memberʼs name, use a ʻfromʼ name
that people will trust!
RESPECT YOURSELF = other people respecting you !
• No unsolicited mail!
• Only what people signed up for – no surprises!
STAY ON SUBJECT = #2 factor in whether theyʼll open it!
• 20 – 50 characters!
• Capture interest!
• Avoid ʻspammyʼ language – ʻfreeʼ, ʻcheapʼ, ʻcrazy dealʼ!
DELIVER TRUST & VALUE!!!

64. INSIGHTS!
• Who opened?!
• Who clicked?!
• Who bounced?!
• What times of day /
week work best?!
• Where did they
click?!
• What messages are
working?!

65. ACTION! www.mailchimp.com

66. PULL IT TOGETHER!

67. OLD SCHOOL!
PR!
Print! DM!
Comms
idea
TV!
Interactive!
Outdoor!

68. NEW SCHOOL!
STORY
ELEMENT!
STORY STORY
ELEMENT! ELEMENT!
STORY
ELEMENT!
STORY
ELEMENT!
STORY
ELEMENT!

69. TRANSMEDIA!

70. 2,000 VOTERS!

71. FOLLOW ME!
•
Email:
sco?@necessarygroup.com
•
Twi?er:
@sco?ywoodhouse
•
LinkedIn:
www.au.linkedin.com/in/swoodhouse
•
Hypescience:
www.hypescience.com.au