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Impact of Social Media

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Social Media briefing at the Australian Trade Commission VIetnam's Australian Education Agent Briefing on January 17, 2014.

Social Media briefing at the Australian Trade Commission VIetnam's Australian Education Agent Briefing on January 17, 2014.

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  • 1.   THE  IMPACT  OF  SOCIAL  MEDIA   Australian  Educa9on  Agent  Briefing       JANUARY  17,  2014  
  • 2. Dragon  Social  Media     We  provide  businesses  with  public  rela4ons  and  social  media  consultancy  and   support,  including:     •  Social  Media  strategy  &  policies  for  your  brand;   •  Content  Management  of  social  media  pages  &  campaigns;   •  Branding  consultancy;   •  Social  Media  adver4sing;   •  Crisis  communica4ons;   •  Media  liaising;   •  Public  rela4ons;   •  Marke4ng;   •  Social  media  training.   We  work  across  mul4ple  industries  including  news,  broadcast  media,  ter4ary   educa4on,  non-­‐profit,  marine  and  civil  and  more.  
  • 3. If  you  had  to  give  yourself  a  mark   out  of  10  for  your  level  of   comfort/confidence  with  social   media  PERSONALLY,  what  would   it  be?   If  you  had  to  give  yourself  a  mark   out  of  10  for  your  level  of   comfort/confidence  with  social   media  PROFESSIONALLY,  what   would  it  be?  
  • 4. Impact  of  social  media   Why  use  social  media?   How  to  use  social  media     Knowing  your  audience   What’s  your  brand  proposi4on?   Measuring  success:  What’s  the  return  on   investment?   •  Case  study:  Future  Unlimited   •  •  •  •  • 
  • 5. Why  use  social  media?   •  •  •  •  •  •  •  •  •  Your  target  audience  is  using  it   Brand  exposure  &  reputa4on   Word-­‐of-­‐mouth  marke4ng   Recruitment   Engagement:  students,  ter4ary  providers   Builds  your  sphere  of  influence   Lead  genera4on     Search  rankings  &  website  traffic   Customer  service  &  connec4on  with  clients  
  • 6. How  to  use  social  media     •  Define  your  business  goals   •  Understand  what  social  media  plaTorms  are  most  relevant  to   your  business  and  objec4ves   •  Know  your  audience   •  Ask  yourself  –  what  do  I  really  know  about  social  media?  You   won’t  know  everything  so  seek  to  learn  more  with  training   from  third  par4es   •  Consider  resource  implica4ons  –  how  many  people  will  it  take   to  run  social  media  or  a  par4cular  campaign?  Consider   outsourcing  to  agencies  
  • 7. Know  your  audience  
  • 8.   Vietnam  internet  penetra4on  30-­‐40   million  people  =  39%    à  5th  highest  in  SEAsia       Facebook  &  ZingMe   are  most  popular   social  media  sites   Half  of  Vietnam’s  popula4on  is   under  30  è  your  target  audience   Average  Vietnam   ne4zen  watches  140   videos  per  month     Social  media  &  chat  are  the   most  popular  forms  of  online   ac4vi4es     ZingMe  demographic  skewed  to  25-­‐34  yo   Facebook    demographic  skewed  to  18-­‐24  yo   Facebook  penetra4on  22%  =   20  million  ac4ve  users     Source:  Internet  WorldStats    Mindshare,  Facebook      
  • 9. Vietnam:  Social  Media  Usage   Any  social  network   Faebook   Linkedin   Twiier   0%   Source:  GlobalWebIndex     20%   40%   60%   80%   100%  
  • 10. Social  media  is  the  m  ost  emo9onal  channel  
  • 11. How  can  you  collaborate  with  the   audience?  
  • 12. Brand  proposi9on   You  are  what  you  Tweet…     And  what  everyone  else  Tweets  about  you        
  • 13. Importance  of  listening         •  Uncover   content  ideas     •  Find   communi4es   online   •  Iden4fy  brand   advocates  
  • 14. Social  media  and  ROI   •  Forget  about  tradi4onal  ROI  measurement   return  on  investment  (%)  =  (Net  profit  /  Investment)  ×  100   •  Measure  your  brand  via   -­‐  Lead  Genera4on:  Get  regular  analy4cs  from  your   social  profiles,  measure  cost  per  lead     -­‐  Brand  Awareness  &  Reputa4on:  listen  to  what  people   say  about  you   BLOG  POST  
  • 15. Case  Study  
  • 16. FUTURE UNLIMITED DIGITAL CAMPAIGN Win your Future Unlimited www.futureunlimited.com.au
  • 17. Brand  proposi9on       •  June  2011  -­‐  new  brand  launched  for  the  promo4on  of   Australian  educa4on  interna4onally  –  Future  Unlimited.     •  Campaign  aimed  to  show  è  Australian  educa4on   generates  real  outcomes,  delivering  a  return  on  investment   to  students  in  the  shape  of  future  professional  and   personal  success     •  Campaign  sought  to  change  percep4ons  of  Australian   educa4on  -­‐  moving  the  conversa4on  away  from  lifestyle   and  environmental  features,  to  focus  on  higher  order   benefits,  such  as  the  quality,  global  outlook,  research   success  and  innova4on  of  Australia’s  ins4tu4ons  and  the   value  of  these  to  students.      
  • 18. Campaign  promo9on   •  Global  push  by  AusTrade  networks,  campaign  sponsors  and   allies  such  as  DFAT,  ABC  Interna4onal,  Tourism  Australia   •  Toolkit  included  promo4onal  video,  online  banner  ad,  press   release,  social  media  conversa4on  calendar  etc.   •  Facebook:  sponsored  posts  and  ads   •  Facebook:  Australian  Embassy  VN  page,  posts  on  group   pages  Vietnamese  Graduates  from  Australia  Club   Study  in  Australia  Facebook  page   •  YouTube  video   •  Posts  on  local  forums  for  students,  IT,  educa4on,  design   •  Tradi4onal  channels:  Online  news,  Media  release  via   Australian  Consulate-­‐General,  Electronic  Direct  Mail  
  • 19. Results   •  31,000  +  entries  from  180+  countries  from  a   target  of  20,000   •  Vietnam  5th  country  in  terms  of  #  of  entries   •  Almost  1  million  site  visits  over  the  course  of  7   week-­‐campaign  
  • 20. Conclusions     •  Social  media  increases  your  reach  &  can  compliment  tradi4onal   PR  and  communica4ons     •  Set  your  objec4ves  and  goals   •  Know  your  audience   •  Know  your  social  media  channels   •  Understand  the  resources  needed  to  implement  social  media   •  Get  started  -­‐-­‐-­‐  >  now  
  • 21. Thank  you   Follow  us     Twi_er:  @Dragon_Ind_Asia     Facebook/DragonIndustriesAsia       Linkedin.com/company/dragon-­‐industries-­‐asia  

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