Beth Powell


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  • Make a comment about attracting employees and also selling stuff.
  • Beth Powell

    1. 1. Kicking Goals for Australia Day <br />Australia Day National Conference, 2011 <br />Using Social Media for Marketing<br />©Beth Powell<br /><br />Bethiep on Twitter<br />Beth Powell on LinkedIn <br />
    2. 2. Agenda <br />Overview <br /> Strategic Approach <br />Social Media Tools<br />Organisational Challenges <br />
    3. 3. “<br />…the Internet has turned what used to be a controlled, one-way message into <br />a real-time dialogue with millions.<br />DANIELLE SACKS<br />THE FUTURE OF ADVERTISING<br />FAST COMPANY, NOVEMBER 17, 2010<br />“<br />
    4. 4. Transformation of the Web<br />Web 1.0Web 2.0 <br />Publishing Sharing <br />Static pages Conversations<br />Collaborating<br /> Real time<br />Counting Hits Conversions <br />
    5. 5. Transformation of appliances<br />
    6. 6. Context <br />Audience and media fragmentation<br />Anywhere access to information <br />Growth of web-enabled socialising<br />Consumers’ preference for authenticity & focus on trust<br />
    7. 7. How can organisations be sustainable and profitable in this environment? <br />Build relationships around relevance<br />
    8. 8. What do people do online?<br />Connect<br />Create <br />Enjoy<br />Learn<br />Trade<br />Source: Pew Research (Internet & American Life 2009)<br />8<br />
    9. 9. Social Media in Australia<br />86% of Australians online are looking to other Internet users for opinions and information about products, services and brands.<br />Where are they looking? <br />Forums (tripadvisor,,, etc) <br />Twitter<br />Facebook<br />You Tube<br />Blogs<br />Websites<br />Nielsen’s 2010 social media report<br />
    10. 10. Social Media in AustraliaConsumer focus<br />17 million Australians are connected to Internet (Aug/2009), that is 80% of the population<br />10 million Australians use Facebook<br />2.5 million Australians on Twitter <br />2 million Australians on LinkedIn<br />-<br />
    11. 11. Facebook, MySpace, Twitter in Australia <br />The majority of Twitter users in Australia are aged 35 to 49. <br />Facebook’s key demographic is 25-34 year olds, who make up 32% of it’s user base. <br />And the sweet spot for MySpace is 12-17, which is the age of 28.5% of its users.<br />Nielsen Netview Jan 2009 <br />
    12. 12. Social Media in AustraliaBusiness Focus<br />Source:The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011<br />21% of SMEs<br />Twitter 13%<br />You Tube 8%<br />
    13. 13. Social Media in AustraliaBusiness Focus<br />Top 6 things SMEs are doing on social networks<br />Having a presence<br />Responding/interacting with comments<br />Tracking/monitoring what is said<br />Gaining consumer insights/research tool <br />Adding a Facebook “Like button” on your website<br />Online display advertising on a social network<br />Source: Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011<br />
    14. 14. Social Media in AustraliaBusiness Focus<br />54 % of Australian businesses agree they should be asking how to do social media rather than if they should do it. <br />42% said they risk losing touch with their customers if they don’t employ social media.<br />Source:The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011<br />
    15. 15. “I know everyone is.. BUT I just don’t know how WE would get into social media ”<br />Developing the strategy <br />
    16. 16. Simple Strategic Process<br />
    17. 17. Strategic Goals<br />product developmentvolunteers engagement <br />Marketing & promotions<br />customer relationship marketing<br />customer service and support<br />public relationscustomer research<br />
    18. 18. Objectives<br />
    19. 19. Process<br />
    20. 20. Microblogging<br />140 characters in response to the question “what are you doing?” <br />“But why would we?”<br />
    21. 21. Why Use Twitter? <br /><ul><li>Research: what does your community care about now?
    22. 22. Data source: searchable conversations
    23. 23. Network and brand advocates
    24. 24. Reputation management
    25. 25. Hashtag, keywords, influencers, following &followers</li></li></ul><li>Twitter Skills <br />Tell your story - frequently<br />Respond and Retweet <br />Persuasive writing to your community in 140 characters<br />Link to a landing page<br />Call to action<br />
    26. 26.
    27. 27. Twitter How To <br />Use # and key word to search<br />Use # and key word to collect data<br />Use tools such as to help build communities<br />Use for account management<br />Use for dashboard<br />Use or tweetdeck or Hootsuite for mobile <br />1,000 of apps developed for use with Twitter. Check out<br />
    28. 28. YouTube<br />Video is a third of Web traffic. By 2013, it will be 90%. (Cisco)<br />Almost 1 Billion online videos are watched every month in Australia, reaching 10.3 million Australians in 2009. (Comscore 2010) <br />YouTube has 6.7 million monthly visitors and is the world’s 2nd largest search engine. (Comscore 2010)<br />The above 40s made up 41% of Australian YouTube users and 61% said they were not tech-savvy. <br />Research International on behalf of Google, Oct 2009<br />
    29. 29.
    30. 30. Why Use Facebook? <br />Increase awareness and reach<br />Target distinct markets: user demographics and network behaviour to target niche markets. <br />Promote new products, events, activities and ideas: using fun approaches to generate engagement.<br />Forge relationships: build user communities in connection with brands.<br />
    31. 31.
    32. 32. Summary <br />“Join the conversation, mingle with people important to you, make sure that you’re sending out valuable information and be there consistently.”<br />
    33. 33. What are the Risks? <br />Missing out on employees or volunteers? <br />Spread of negatives/misinformation? <br />Missing your target market?<br />Employee behaviour online<br />Policy<br />Rules of engagement <br />Clear purpose and objectives <br />Monitoring & Evaluation <br />Appropriate resourcing<br /><br />
    34. 34. Getting over the speed hump<br />Take it slowly at first <br />Start with a small, measurable project with clear objectives <br />Start with a group of motivated people <br />Create some ambassadors<br />Show how it gets results<br />
    35. 35. What can social media achieve? <br />Jeffrey W Hayzlett, Chief Marketing Officer, Eastman Kodak Company<br />
    36. 36. ©Beth Powell<br /><br />Bethiep on Twitter<br />Beth Powell on LinkedIn <br />