Overview of Social Media for business, including case study. Presented at Digital Strategies Seminar Brisbane July 2009 by Matt Forman from Traffika

1. SOCIAL MEDIA
FOR YOUR BUSINESS

2. Goals for tonight
• Understand what Social Media Marketing is
• Discover the importance of using Social Media in
partnership with Search
• Learn about using Facebook and Twitter for business
• Case Study: Getting results from Social Media
• Take away some Social Media Marketing tips you can
start using right away.

3. About Me
Matt Forman (@mattforman)
• Founder & Managing Director @traffika
• Previously CEO at one of Australia‟s fastest growing
niche social networks (LIMBO®)
• 12 years digital experience including senior online
leadership positions at The Perfume Connection and
FuelWatch
• Google Qualified Adwords Individual

4. What is Social Media Marketing
“The act of using social influencers, social media
platforms and online communities for marketing,
publication relations and customer service…”
Wikipedia Social Media Marketing definition

5. 3 “Es” of Social Media
Educate
Engage
Entertain

6. Search Engines & Social Networks
• Search Engines are not the only sites
capable of driving large volumes of traffic
anymore
• Same rules apply – CONTENT IS
STILL KING
• Well optimised content distributed
through social networks turbo charges
your SEO
Images from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914

7. Fishing Where The Fish Are

8. Aussies are a social bunch
Top 5 Australian Websites
Audience Share
Google, 2.2%
Google
ninemsn, 2.4%
Australia, 8.7%
Google Australia
Windows Live
Mail, 2.8% Facebook
Windows Live Mail
ninemsn
Facebook, 5.6% Google
*Source: Hitwise Top Websites report 13/07/09

9. We‟re even social in our searches
*Source: Hitwise Top Search Terms report 13/07/09

10. Social Networks We‟ll Discuss Tonight
Over 5.3 million adult Over 750,000
Australian members* Australian members**
*Source: Facebook Advertising13/07/09 **Source: Nielsen Netview, May 2009

11. Facebook
•More than 250 million active
users
•More than 100 million users
log on to Facebook at least
once each day
•The fastest growing
demographic is those 35
years and older
•More than 4 billion minutes
are spent on Facebook each
day
•More than 6 million users
become fans of Pages each
day

12. Would be the world‟s 5th largest country

13. Brisbane Is A Social City
Source: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008

14. Twitter
•More than 25 million users
•More than 2 million
„tweets‟per day
•55% Twitter users female /
45% male

16. Twitter bandwagon gains momentum
Source: Nielsen Netview, March 2009

17. Elements of a Successful Social Media Campaign
Understanding of your Knowing what to
The right strategy
audience measure
Properly resourced:
Content, content, content The right tools
people & budget

18. CASE STUDY:- The Triumphant Child
• Independent book & web publisher
• Specialist resources for parents & grandparents of
young children (new born to 5 years)
• Based in Australia but sells globally
• Online (direct-to-consumer) is largest distribution
channel

19. Goals
• Launch & build a new brand online
• Develop a trusted relationship with target market
• Build database of parents
• Sell books

20. Strategy
• Display ads on premium parenting websites for
branding
• Develop brand identities on the major social
platforms (Facebook, Twitter, Myspace)
• Microsite to support book launch
• Give away much of the content through blog
• Distribute blog content freely & virally

21. Facebook
• Regular content updates including
blog syndication & video
• Actively engaging fans by stimulating
conversations around parenting tips
& stories
• Viral competition – upload pic of your
child „being triumphant‟ to win
• Answering specific parenting
questions
• Crowd sourcing for content for a new
book

22. Twitter
• Regular content updates
including blog syndication
• Actively engaging fans by
stimulating conversations
around parenting tips
• Responding to every @reply
and DM personally
• Answering specific parenting
questions
• Crowd sourcing for content for a
new book

23. RSS Distribution
• Regular quality articles
• Giving away value creates value
• RSS syndication of content to
Twitter, Facebook + 12 other
social platforms
• Regular social bookmarking with
Digg, Delicious & Stumbleupon

24. SEO Boost
19 of top 20
Google results

25. Getting Started
1. Start listening to conversations. Do some searches
and listen to conversations your
prospects, customers and competitors are having
2. Protect your brand. Create profiles and register your
vanity URLs on the leading social sites
3. Get involved. Start contributing to the conversations.
Ask questions. Add value.

26. How We Can Help
FREE Social Media consult
(valued @ $300)

27. Connect With Us
facebook.traffika.com.au
twitter.traffika.com.au
www.traffika.com.au

28. More Info
• Video available from facebook.traffika.com.au
• Presentation available from slideshare.net/mattforman
• Tweet me @ twitter.com/mattforman
• Email me matt@traffika.com.au