Social media is … a web of old and emerging technology that is merging with word of mouth, public relations, transparent public access, rights, advocacy, opinion, trading and communication. @BlackglassAU #PerthPBM
Interesting Statistics In 2011 ….. Consumer Land• In 10 years over 40% of the Fortune 500 will no longer be here.• Australians are the number 1 consumers of Social Media in the World.• Facebook tops Google for weekly traffic in the U.S.• 1 in 5 couples meet online.• 1 in 5 divorces are blamed on Facebook.• What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…• 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction.• If Facebook were a country it would be the world’s 3rd largest and 2x the size of the U.S. population.• 80% of US companies now use social media for recruitment; 95% of these using LinkedIn.
More than More than More than More than 650 million 10 million 300 million 1 billion Active Australian active users worldwide users Active users Tweets sent per week More than More than 7.5 hours 140 million 46% Average time spent per Average tweets per day 47% 54% Australian user monthly 53% More than More thanFacebook users by Gender 200 million 26 million Twitter users by Gender Daily global users accessing via mobile Mobile usersMore than More than More than More than 3 billion 5 million 572,000 35% Photos uploaded every Average number of new Users between 18-25 month globally Business pages accounts per day follow a brand
Social Media is an ongoing commitment not a campaign driven medium. http://www.youtube.com/watch?v=U7ty_crRjTg @BlackglassAU #PerthPBM
Ensure the Company is Social Media Ready! @BlackglassAU #PerthPBM
Need to Understand the Value of Content and Continuity
With All This Comes.................. A Shift In Trust A Shift In Privacy Boundaries
As A Consequence ............. The Development of Multiple The Need to Have People in e-Dentity Disorder the Organisation Plugged In * multiple emails * multiple usernames * multiple network profiles * multiple twitter feeds * multiple messenger logins * multiple news aggregators
Important to Set Company Guidelines and Roles 1. Keep it Simple 2. Be Realistic 3. Empower Employees 4. Set Policies and Guidelines 5. Be Careful on Sharing Information 6. Select Internal Community Manager
“Topic 1- Starting Metrics and Methodology” @BlackglassAU #PerthPBM
Methodology and Approach – The 4 Ls LIKERS Typical Question From Marketing LOVERS Managers is “I want 10,000 Likes”….. LEADS My Answer is Why!!!! LOYAL CUSTOMERS @BlackglassAU #PerthPBM
Methodology and ApproachLike any good communication strategy you need to plan properly and have a dedicated focus towards SocialMedia and not treat it as a campaign driven medium. • Observe *** Many Examples on Not How To Do It In • Plan Recent Times • Engage • Analyse @BlackglassAU #PerthPBM
Metrics / Goals / ROI Examples#1 Number of Likes#2 People who filled a form#3 Mentions from influential users#4 Unique/repeated visits – Level of Engagement and Participation#5 New insights on your customers#6 Sales#7 Increased spend from Social audience @BlackglassAU #PerthPBM
“Topic 2 - Social Media Tools of the Trade and Methodology” @BlackglassAU #PerthPBM
Blackglass Tools and Platforms – Identify / Target and ConvertBlackglass uses two of the best breed tools to monitor online conversations. These tools allow us to provideclients with detailed reports on: • Brand health • Brand sentiment • Brand share of voice • Campaign buzz BuzzNumbers monitors the natural conversation happening between users on all web 2.0 platforms and allows us to provide clients with detailed reports on brand health, brand sentiment, campaign buzz and more. Monitored websites include: • Blogs • Forums • Twitter (sampled) • News websites • Photo & Video Sharing websites
Social Media Monitoring - IndustryWe looked at how many times and where keywords relevant to Callaway were mentioned in the past 6 months. We monitored allonline conversations by tracking keywords such as: golf, golf gear, golf clubs, golf equipment, golf clothing, golf balls, golf shoes,etc…Mentions in the past 6 months • Blogs: ≈ 761,000 • Forums: ≈ 1,220,000 7% • Twitter: ≈ 655,000 (sample) 27% • News: ≈ 186,000 23% Blogs Forums Twitter 43% News @BlackglassAU #PerthPBM
Geo-Targeting We are able to drill down into where in Australia the relevant conversations around Callaway and its products are happening. This opens up data to help with geo-targeting your marketing efforts and promotions, depending on what is happening in different parts of Australia.
Share of Voice — Competitors Share Of Voice 3.71% While Callaway has the highest share of voice, the 27.16% Australian arm of the brand is not yet taking part in these conversations. This is a huge 48.11% opportunity for Callaway to further dominate the online space by driving more conversations around the brand & showing its thought leadership in the industry. 21.01% Callaway Ping Titleist Cobra
Community Engagement – Competitive Analysis (Example)RELATIVE SHARE OF FAN PAGE COMPARISON: TOTAL ENGAGEMENT ENGAGEMENT Total Engagement Engagement as % of Fans Fan Interactions (Posts+Comments+Likes) Australian Power & Gas 140 9% 10% 120 9% 0% 8% 100 6% 117 7% 115 energex 80 6% 5% 60 4% 40 3% 47% 47% 20 1% 2% 15 0% 1% - - 0% originenergy 6% lumo.energy
Competitors – Competitive AnalysisColes is clearly leading the way in terms of engagement on their Facebook page, with more comments pushingthem into the lead between the two competitors.
Performance Based Marketing “HTC Case Study” @BlackglassAU #PerthPBM
Case Study: HTC – Likes & Engagement 35000 HTC CHACHA & HTC SALSA CAMPAIGN 30000 LAUNCH 60,000 25000 HTC DESIRE S CAMPAIGN LAUNCH 20000 HTC INCREDIBLE S CAMPAIGN LAUNCH 15000 HTC DESIRE HD CAMPAIGN LAUNCH 10000 5000 0 Lifetime Total Likes — Total number of people who have liked HTC Australia Daily New Active Users — Number of unique users who have interacted with or viewed the HTC Australia page or its posts
To celebrate the launchof the new Facebook-friendly HTC ChaChaand HTC Salsa, welaunched a Facebookapplication thatmeasures how much doour Fans use the socialnetworking platform.Based on the number offriends, updates, likes, comments, check-ins, etc. we placed ourfans in a leaderboardthat constantly updatesbased on their activity.
30Campaign Results – Key Influencers and Advocates 39% of entrants returned 9,244 to check their ranking NEW PAGE 1,045 LIKES RETURNING USERS 169 1,031 279 9,435 2,670 SENT REFERRED REFERRED ENTRIES INVITES VISITS ENTRIES VISITS 1,245 SHARED ON FACEBOOK 852 89 COMMENTS SHARED ON TWITTER 478 27,123 LIKES 24 PAGEVIEWS TOTAL 265 ENTRIES ESTIMATED REACH: ENTRIES 315,000 UNIQUE USERS HTC Confidential