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FRANkademy September 2011

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FRANkademy is our free social media workshop in Melbourne. We discuss the importance of social business and explain the paradigm shift that his happening in the media and advertising world. …

FRANkademy is our free social media workshop in Melbourne. We discuss the importance of social business and explain the paradigm shift that his happening in the media and advertising world.
If you have any questions and/or comments please find our details via http://frankmedia.com.au/

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  • MASSIVE RATIONAL SUPERIORITYWE HAVE THE MOSTIT JUST WORKS
  • BLOCK THAT METAPHORCONSUMERS TAKE A MORE ITERATIVE THAN REDUCTIVE JOURNEYTOUCHPOINTS HAVE CHANGEDTHE OLD WAY OF MARKETING IS UNSUSTAINABLE
  • http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011www.gapingvoid.comMove from 360 degree marketing, toward 365 days a year marketing.
  • Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
  • http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011
  • From an eMarketing survey of US marketing execs what they felt were the main benefits of marketing through social media
  • Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
  • You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
  • Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
  • Ning = platform for creating social websites
  • http://www.iconshock.com/halloween-social-icons/
  • Stats from Comscore and blog.twitter.com
  • Provides exclusive content for Twitter followers, giving people an incentive to follow the brand.
  • Jetblue also provides the customer support employee’s name currently on duty.
  • Replying to customers’ tweets and retweeting what they have said about your brand makes them feel special & gives your brand a human side that people want to bond with
  • Twitter offers a new channel and outlet for your brand’s personality and humanityTweeting ‘sharable’ content can spread retweets by your followers to help you gain more followers and awareness.Use hashtags to show personality and also create/ join conversations
  • Use Twitter searches for trends, hashtags, most shared links and join the conversation – this gives your brand greater awareness and shows that you aren’t just about the hardsell but about talking with people as well
  • http://thenextweb.com/twitter/2011/08/18/twitter-users-are-more-likely-to-impact-your-brand-than-any-other-social-network/ Twitter users are more likely to impact your brand than other social networks because most users have their own personal agenda to gain an audience and want to influence others. Those active daily on Twitter are more likely to make blog posts, comment on blogs, write product reviews, and post videos online – what it means is that what happens on Twitter doesn’t stay on Twitter. Discussions that begin on the platform are more likely to appear elsewhere
  • Average value of a fan calculated from asking how much fans of a particular brand spent in a year compared to non-fans - $136 value varies depending on how active a given fan isThe economics of the ecosystem (Facebook) slidehttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
  • http://www.emarketer.com/Article.aspx?R=1008444 http://www.rohitbhargava.com/2011/07/the-marketing-truth-which-surprised-mark-zuckerberg.html http://www.facebook.com/note.php?note_id=150630338305797
  • http://www.checkfacebook.com/http://thesocialskinny.com/australians_and_the_internet/http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
  • Source: Famecount.com
  • NFP
  • Automotive
  • Food/bev
  • Home furnishings
  • Retail/small biz
  • Small biz
  • Education
  • d
  • Facebook is following suit however with Facebook
  • Introduced in March, the +1 sharing button debuted with little incentive for web surfers to click on it. If you +1-ed a story on a website that embedded the button, your profile picture would display next to the URL when a friend of yours ran a search with results that included that URL.Google will study the clicks on +1 buttons as a signal that influences the ranking and appearance of websites in search results,The purpose of any ranking signal is to improve overall search quality. For +1's and other social ranking signals, as with any new ranking signal, we'll be starting carefully and learning how those signals are related to quality
  • http://www.flickr.com/photos/inju/278659657/sizes/o/in/photostream/
  • Nuffnang Australia Survey 2011, 594 respondents
  • What tool suits your business and your objectives?
  • Facebook is a step by step process in building engagement. Many give up when they don’t see the desired result immediately such as increase in sales. But patience pays off on Facebook and after building interest, trust and engagement, traffic and sales follow easily.http://weblogs.hitwise.com/robin-goad/2011/06/1_facebook_fan_20_additional_v.html
  • We have heard many times that social media cannot be measured but it is quite the contrary. It is highly accountable and can be measured a lot better than traditional media. For example: A magazine will tell you that it prints 1m copies and has 500k subscribers. How do you know how many actually read the magazine though? And how do you know what articles they exactly read? If you had a blog however, you know the answers to all those questions... Image source:http://shuaism.com/2009/10/the-final-word-on-social-media-roi/
  • Traffic to site, reactions to articles (tweets, retweets, likes, +1 etc), time spent on site, most popular content, sentiment, who mentions your brand on Facebook the most, how writes on your brand fan page the most, what are your competitors doing, etc.Often social media metrics are sales, Awareness, Lead Generation, Loyalty etc. which are takes time to build with social media but not impossible Image source: http://www.mediabistro.com/mediajobsdaily/office-gossip-aint-all-that-bad_b1671
  • Image source: shutterstock.com. 58614856
  • www.intersectionconsulting.com/blog

Transcript

  • 1. http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later
  • 2. September 2011
  • 3. Today’s Presentation
    • The Importance of Social Business
    • 4. The Paradigm Shift
    • 5. Social Business Best Practice
    • 6. Social Business Tools
    • 7. Twitter
    • 8. Facebook and Google+
    • 9. Blogs
    • 10. Social Business Measurement
    • 11. Case Study – Goodness Superfoods
  • OWNED
    BOUGHT
    DISTRIBUTION-driven
    INTEGRATED
    COMMUNICATIONS
    BRAND-driven
    INTEGRATED
    COMMUNICATION
    INTEGRATED
    COMMUNICATION
    CONSUMER/PR-driven
    EARNED
  • 12. The relative importance of BOE
    OWNED
    BOUGHT
    EARNED
  • 13. Nielsen Study agrees
    Earned
    Twitter
    Owned
    BOUGHT
    Forums
    Facebook
    Blogs
  • 14. Please farewell the funnel
    CONSIDER MANY BRANDS
    FEWER BRANDS
    FINAL CHOICE
    BUY
  • 15. … and welcome the Loyalty Loop
    CONSIDER
    EVALUATE
    SOCIAL BUSINESS
    THE LOYALTY LOOP
    BOND
    ENJOY
    ADVOCATE
    BUY
    EVALUATION& ADVOCACY
    MORE VITAL ENROUTE & AFTER PURCHASE
    Source ; Mckinsey global digital marketing strategy practice 2010
  • 16. The Thinking behind media needs to shift
    Acting then measuring needs to be replaced with
    listening then responding
    www.gapingvoid.com
  • 17. Today’s Presentation
    • The Importance of Social Business
    • 18. The Paradigm Shift
    • 19. Social Business Best Practice
    • 20. Social Business Tools
    • 21. Twitter
    • 22. Facebook and Google+
    • 23. Blogs
    • 24. Social Business Measurement
    • 25. Case Study – Goodness Superfoods
  • Traditional Media Approach
    BRAND
    DISRUPTIVE
    SHORT TERM
    1 WAY COMMUNICATION
    AUDIENCE
  • 26. Social Business Approach
    BRAND
    ENGAGING
    AUDIENCE
    LONG TERM
    CONVERSATION
  • 27. Current State of Social in Australia
    48% have no presence in the space
    Only 42%
    of Australian organisations are embracing social media
    Only 16%
    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 2011
    Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
  • 28. Traditional marketing is coming to an end
    “Transmitting messages is insufficient. You are going to have to work out how to drive participation. You are going to have to bring marketing a lot closer to IT and start building platforms which your customers can participate.”
    Source: http://www.production.bandt.com.au/news/comm-bank-names-new-ceo
  • 29. Social Media 2011
    It is time to join the conversation...
    http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011
  • 30. Benefits of getting it right
    More focused use of resources
    Real time consumer insight
    24/7 audience connection
    Demonstrate brand leadership
    Facebook Fans
    Positive Sentiment
    Twitter Followers
    Improved customer service
    Site traffic
    Platform for new initiatives
    More time spent with brand
    Improved Search - organic Google juice
    Sustainable competitive advantage
    Become the category – free media and PR value
  • 31. Recent US figures agree
  • 32. Case Study: VW
  • 33. The opportunity lies in the integration
    • 60% surf the web while watching TV (up from 49% in 2009)
    • 34. 40% listen to radio while online
    • 35. 10% use TV and radio simultaneously
    Source: Nielsen Australian Online Consumer Report 2010
  • 36. Today’s Presentation
    • The Importance of Social Business
    • 37. The Paradigm Shift
    • 38. Social Business Best Practice
    • 39. Social Business Tools
    • 40. Twitter
    • 41. Facebook and Google+
    • 42. Blogs
    • 43. Social Business Measurement
    • 44. Case Study – Goodness Superfoods
  • Social Business Best Practice
    Tactics/Shop front
    Strategy
    http://www.intersectionconsulting.com/blog/
  • 45. The single biggest challenge
    http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
  • 46. Social Business Best Practice
    Inevitable Shift
    CLOSED
    Silos, separate and information hoarding
    COLLABORATIVE
    Freely sharing information and knowledge internally
    OPEN
    Connecting internal and external communities for mutual gain
    CLOSED
    Silos, separate and information hoarding
    COLLABORATIVE
    Freely sharing information and knowledge internally
    OPEN CULTURE
    Connecting internal and external communities for mutual gain
  • 47. Social Business has a knock on effect
  • 48. Top 5 Tips
    Invest in a strategy: it is not about the tools but how you use them
    Invest in resources: social media is not free unless your time is free
    Listen and learn: the more you know about your audience the better
    Don’t be socially inept and force conversations about your brand
    Building a community is not a campaign; build a community to help your campaign
  • 49. Today’s Presentation
    • The Importance of Social Business
    • 50. The Paradigm Shift
    • 51. Social Business Best Practice
    • 52. Social Business Tools
    • 53. Twitter
    • 54. Facebook and Google+
    • 55. Blogs
    • 56. Social Business Measurement
    • 57. Case Study – Goodness Superfoods
  • There are thousands of tools
  • 58. Today’s Hero Tools
  • 59. Twitter
    Real-time public micro-blogging in 140 characters
  • 60. Twitter
    1.1m Australian users
    100m + global users
    200 m tweets/ day globally
  • 61. Twitter can be confusing
    @
    #
    RT
  • 62. # campaigns
    ‘@’- is how you communicate with each other.
  • 63. # campaigns
    ‘#Hashtagging’
    Is how you start a conversation around a certain topic
  • 64. RT-ing
    ‘RT’ –
    Re-tweeting is when you pass on another person’s tweet throughout your network.
  • 65. All at once!
    Then sometimes you get all aspects in a single Tweet!!!
  • 66. Update customers about new product
    Dell: computers and laptops
  • 67. Offer customer support + gain insights
    Telstra: Telco
  • 68. Build relationships with customers
    Ben & Jerry: ice cream
  • 69. Promote the brand’s personality + products
    Census: Government
  • 70. Track emerging trends and conversations
  • 71. 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
  • 72. Most popular social network globally
  • 73. Global Statistics
    No. of Facebook Pages 1,500,000+ (active)
    Average value per fan $136.68
    No. of Facebook users 750,000,000+
    If Facebook were a country… it would be the 3rd most populated in the world
    No. of users who Like things daily
    65,000,000
    No. of Facebook apps 850,000+
    70% of users engage with apps each month
    http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
  • 74. Facebook “Likes”
    The Like button is clicked 91m times/month (brand pages)
    50% of all the people on Facebook have clicked the "Like" button on a brand page in the last 30 days.
    1 Like on Facebook equals 20 more visits to your website
    The average “liker” has 2.4x more friends that the typical user more connected
  • 75. Facebook in Australia
    FEMALE MALE
    10.4m users
    = 49% of the population
    = 61% of the online population
    Australian Facebook use and penetration is one of the highest in the world
    Facebook represents 1 in every 5 web pages Australians view
    6.6m Australians check Facebook daily (1/3 of the population!)
    http://www.checkfacebook.com/
    http://thesocialskinny.com/australians_and_the_internet/
    http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
  • 76. Top Australian/NZ Facebook pages
    # Fans
    Source: www.famecount.com
    Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans
  • 77. Australian brands with high engagement
    Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans
  • 78. NFP: Greyhound Racing- don’t bet on it
    Content:
    • News around greyhounds racing
    • 79. Tips on how to support the anti- racing charities
    Passionate Community:
    Engagement based on Likes & Comments: 129%
  • 80. Mazda Australia Facebook page
    Content:
    News
    Customer Service
    Passionate Community:
    Engagement based on Likes & Comments: 14.6%
  • 81. Goodness Superfoods Facebook page
    Content:
    Tips and Tricks
    Customer Service
    Nutrition News
    Engaged Community:
    Engagement based on Likes & Comments: 13.8%
  • 82. Typo Facebook page
    Content:
    Fun posts
    Customer Service
    Passionate Community:
    Engagement based on Likes & Comments: 10.6%
  • 83. Domayne Facebook page
    Content:
    Like it? Win it! Competition
    Customer Service
    Engaged Community:
    Engagement based on Likes & Comments: 6%
  • 84. Small Business: Alpha 60 Facebook page
    Content:
    Mainly the new collection
    Customer Service
    Passionate Community:
    Engagement based on Likes & Comments: 4.9%
  • 85. St Edmonds Facebook page
    Content:
    Mainly the weekly changing menu
    Reservations service
    Passionate Community:
    Engagement based on Likes & Comments: 3.7%
  • 86. SAP Facebook page
    Content:
    Education
    News
    Engaged Community:
    Engagement based on Likes & Comments: 3.7%
  • 87. Open Universities Facebook page
    Content:
    Tips and Tricks
    Help Service
    Asking questions
    Engaged Community:
    Engagement based on Likes & Comments: 3.4%
  • 88. Census 2011 Facebook page
    Content:
    Community News
    Great sense of humour
    Engaged Community:
    Engagement based on Likes & Comments: 1%
  • 89.
  • 90. The other social network: Google+
    Users own their own information (unlike Facebook)
    Brands are not allowed on Google+ yet
    No advertising (yet) on Google+
    Function to integrate LinkedIn, Twitter and Facebook personas into Google+
  • 91. Google+ best functionality
  • 92. The +1 Button
    • Allows bookmarking and sharing of content
    • 93. Share content directly to circles on Google+ network
    • 94. +1s from among one’s circle will show up next to search results
    • 95. +1s are being used to re-order Google search rankings
  • Blogs
    http://www.flickr.com/photos/hawaii/2089328125/
  • 96. Blogs are highly influential
    90% pass on blog information to family and friends
    92% have used a search engine to find out more about a brand after reading about it on a blog post
    http://bloghub.com.au/492/2011-07-16/blogs-influence-purchase-decisions-nuffnang-survey
  • 97. But blogs also generate Google Juice
    Google Juice = Page Rank
    The value Google gives to your site
    • More links there are to and from your site  better page ranking
    • 98. More frequent updates to content  better page ranking
    • 99. Blogs are excellent for getting great organic search results
  • Popular Consumer blogs
    http://abeachcottage.com
    http://karencheng.com.au
    http://sassisamblog.com
    http://childhood101.com
    http://www.planningwithkids.com
    http://grabyourfork.blogspot.com
     
    http://www.cravingtech.com
    http://www.violetlebeaux.com.au
    http://www.insideoutstyleblog.com
    http://theorganisedhousewife.com.au
  • 100. Popular Company Blogs
    https://blog.facebook.com
     
    http://ebayinkblog.com
    http://www.bbc.co.uk/blogs/theeditors
    http://fastlane.gmblogs.com
    http://www.thecleanestline.com
    http://mystarbucksidea.force.com
    http://brandflakesforbreakfast.com
    http://blog.twitter.com
    http://blogs.hbr.org/
    http://blog.wholefoodsmarket.com
    http://www.simplyzesty.com/
  • 101. Summary of tools
    http://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475
  • 102. Today’s Presentation
    • The Importance of Social Business
    • 103. The Paradigm Shift
    • 104. Social Business Best Practice
    • 105. Social Business Tools
    • 106. Twitter
    • 107. Facebook and Google+
    • 108. Blogs
    • 109. Social Business Measurement
    • 110. Case Study – Goodness Superfoods
  • Social Business Monitoring
  • 111. ROI of Social Business
  • 112. Social Business Metrics
  • 113. Clearly define your objectives
    http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/
  • 114. What should you measure?
    How many people are listening to you?
    What content do they like and share?
    What is the sentiment in the community?
    Who are your top fan and followers?
    Do consumers respond to your content?
    What is the best time to publish content?
    What are your competitors doing?
  • 115. Popular Free Tools for Measurement
    Twitter Advanced Search
  • 116. Sample Report: Activity Overview
  • 117. Demographics
  • 118. Sentiment
  • 119. Top 5 key take outs:
    SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANT
    INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT
    A SOUND STRATEGY AND RESOURCES ARE KEY
    IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM
    WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY
  • 120. Today’s Presentation
    • The Importance of Social Business
    • 121. The Paradigm Shift
    • 122. Social Business Best Practice
    • 123. Social Business Tools
    • 124. Twitter
    • 125. Facebook and Google+
    • 126. Blogs
    • 127. Social Business Measurement
    • 128. Case Study – Goodness Superfoods
  • Case Study
    Goodness Superfoods
  • 129. Objective: Build a community
    FROM
    TO
    MONOLOGUE
    DIALOGUE
    WEB-BASED MARKETING TOOL
    “STATIC” WEBSITE
    SPECIALIST/REMEDY
    MASS APPEAL
    CSIRO/BARLEY MAX
    SOCIALLY POSITIVE
  • 130. Shift from Monologue to Dialogue
    275 Fans
    626Readers/Day
    455 Followers
    75- 100 “Interactions” per month
  • 131. Shift from static site to blog
  • 132. Shift from specialist to mass appeal
    TRAFFIC HAS INCREASED BY 4296%
  • 133. Shift from CSIRO to socially positive
  • 134. The results…
    Time spent on blog
    3 min  5 min
    Feb 11  Jul 11
  • 135. Goodness Superfoods’ Strategy Approach:
    www.intersectionconsulting.com/blog
  • 136. So, at what stage is your business?
    Social Business Strategy isn’t just for Christmas
    “WE’VE MADE A START”
    “WE GET IT!”
    “WE ARE NOWHERE”
    We have a community manager who regularly engages with our growing community.
    We’re not sure where to start or whether we need to.
    We have Facebook and Twitter but no one wants to be our friend or talk to us
    80%-90% of brands
  • 137. Where do you begin?
    INTERNAL
    SYSOMOS
    EXTERNAL
    LISTEN & LEARN
    SOCIAL SEARCH
    MEASURE
    INDUSTRY BEST PRACTICE
    KEY SBS INGREDIENTS
    BESPOKE SOCIAL MEDIA TRAINING
    SBS RECOMMENDATION
    IMPLEMENT
    MANAGE
    CONTENT PLAN AND PRODUCTION
    DESIGN
    COMMUNITY MANAGER
    SBS= Social Business Strategy
  • 138. THANK YOU!