FRANkademy October 2011

October 2011

Today’s Presentation• THE IMPORTANCE OF SOCIAL BUSINESS• THE PARADIGM SHIFT• SOCIAL BUSINESS BEST PRACTICE• SOCIAL BUSINESS TOOLS • TWITTER • FACEBOOK AND GOOGLE+ • BLOGS• SOCIAL BUSINESS MEASUREMENT• CASE STUDY – MARTELL HOME BUILDERS

DISTRIBUTION- driven BRAND-driven INTEGRATED INTEGRATED COMMUNICATION COMMUNICATION COMMUNICATIONS CONSUMER/PR-driven

The relative importance of BOEBOUGHT OWNED EARNED

Nielsen Study agreesEarned TwitterOwned Forums BOUGHT Facebook Blogs

Benefits of BOE integrationhttp://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms/

Social Business is no longer optional 3% 22% 3% 80%http://www.jeffbullas.com/2009/10/30/6-questions-to-ask-the-ceo-when-he-says-social-media-wont-work-for-his-company/

Social is growing stronger and stronger % of brand reputation attributed to socialhttp://www.webershandwick.com/resources/ws/flash/FINAL_NA_SocialBrand_ExecSummary.pdf

Traditional Media Approach

Social Business Approach

You need both to succeed

What happens in 60 seconds?http://gizmodo.com/5813875/what-happens-in-60-seconds-on-the-internet

Current State of Social in Australia Only 42% 48% have no presence in the space of Australian organisations are Only 16% embracing social media of respondents feel it is important to have a clearly defining a social media strategy Only 14% consider allocating dedicated staff and measuring social media engagement as important Only 2% find dedicating funding a priority Source KMPG 2011Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game

Benefits of getting it righthttp://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf

Social Business Best Practice Tactics/Shop front Strategyhttp://www.intersectionconsulting.com/blog/

The single biggest challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/

Social Business Best Practice Inevitable ShiftCLOSED COLLABORATIVE OPENSilos, separate and Freely sharing information Connecting internal andinformation hoarding and knowledge internally external communities for mutual gain

Social Business has a knock on effect

Social Brand vs Social Business

Social Process YES Positive Case Positive Engage Assess Outcome Closed in Public ? YES NO YES Forward to Positive Monitor Is it Engage Negative relevant OutcomeConversations legitimate? in Private department ? NO NO LISTEN, ASSESS, ENGAG E MODEL FOR COMMUNITY MANAGERS Assess BY FRANk media Assess Neutral

There are thousands of tools

Today’s Hero Tools

TwitterReal-time public micro-blogging in 140 characters

Twitter 1.1m Australian users 100m + global users200 m tweets/ day globally

Twitter can be confusing@ # RT

@ symbol

# symbol

RT-ing

Now all together!

How can brands use Twitter?

Update customers about new product

Offer customer support + gain insights

Build relationships with customers

Promote the brand’s personality + products

What else can you do on Twitter? Track emerging trends and conversations

Twitter’s core benefits Building relationships customers and business partners Sharing information compelling news and content Real-time insight market intelligence, feedback and customer service

FRANkademy October 2011

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