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Presentation on social media given to a group of small businesses in Toowoomba.

Presentation on social media given to a group of small businesses in Toowoomba.

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  • 1. Social Mediawww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 2. www.slideshare.net/melkettlewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 3. Today • What social media is • Getting set up on facebook • Getting set up on twitter • How to limit risk • How to incorporate social media into your marketingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 4. Doing what you have always done will no longer get you what you have always gotwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 5. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 6. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 7. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 8. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 9. Socialnomics 2011www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 10. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 11. Social media use In Australia: • Facebook - 10.6m users • Blogspot - 5.6m • Wordpress - 2.3m • LinkedIn - 2m • Twitter - 1.9m • FourSquare - 63,000 June 2011, UAV, www.socialmedianews.com.auwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 12. Mobile communicationwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 13. Mobile phone is the greatest piece of persuasive technology of all time. Location-specific Contextual Timely Immediate www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 14. By 2012 As many connected mobile phones, as there are people. (PhoneCount)www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 15. Mobile • >250m facebook users access via mobile • Mobile facebook users are twice as active • 15 billion downloads from Apple’s App Store • Geotagging - FourSquare, Facebook Placeswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 16. Teenagers prefer texting to talkingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 17. Source: http://blog.lab42.com/www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 18. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 19. In Australia • Facebook - 19.3% pages viewed in Sept 2010. Compared to 7.4% Google • Average user spent 28 minutes and 58 seconds on facebook • 77% watched video content in Oct 2010 - 26% on mobile • 36% access internet via mobile phone in 2010 • 9% use their mobile phone to purchase • 5% total retail sales online in 2010, increasing by 12% on 2009 http://digitalmarketinglab.com.auwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 20. Not only for kids...www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 21. Brand facts • Facebook: 40% follow a brand. 51% of these will purchase brand • Twitter: 25% follow a brand, 67% will purchasewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 22. Changing perceptionswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 23. What does this mean for you?www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 24. Social networks used by Small Business Twitter 78% Facebook 75% LinkedIn 30% Tumblr 11% Flickr 13% Wordpress 22% Blogger 10% 0% 20% 40% 60% 80% Source: www.prdaily.comwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 25. We’re Doing It Wrong! • 2 of 10 SMEs have a social media presence • 37% of female business operators have implemented social media activities v 16% of males • Those with a social media presence, only 1 in 4 monitors it every day, 1 in 4 just once a week. • 5% say they never provide updates, and 48% believe social media has had no impact on their business. • 5% SMEs developed a mobile-specific site BUT • 82% of 30- to 39-year-olds use social media, 47% of 40- to 49-year-olds and 45% of 50- to 64-year-olds • 50% of Australians in 40s connect via mobile and a 33% of those in their 50s • 12% of consumers purchasing online have made purchases using a mobile. Source: Simon Dellwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 26. From a small business perspective • Education • Recruitment • Industry trends and legislation • Branding • Community • Networking • BE AWARE OF CONFIDENTIALITYwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 27. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 28. Facebook facts • 750m users worldwide (over 500m are active users) • 50% active users log on every day • Average user • 130 friends • Connected to 80 community pages, groups, events • Creates 90 pieces of content every month • 40% users aged 25 or under, 37% aged 35 or over • Fastest growing category, women aged 55-65 • 40% follow a brand. 51% of these will purchase brandwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 29. In Australia • Facebook - 19.3% pages viewed in Sept 2010. Compared to 7.4% Google • Average user spent 28 minutes and 58 seconds on facebook • 77% watched video content in Oct 2010 - 26% on mobile • 36% access internet via mobile phone in 2010 • 9% use their mobile phone to purchase • 5% total retail sales online in 2010, increasing by 12% on 2009 http://digitalmarketinglab.com.auwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 30. Business pageswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 31. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 32. Business pages • Less detail than a personal page • GREAT way for business to reach consumers • Can advertise • Can customise • Make it interesting • Add links • Engage and listen to customers • Monitor your page for spam • Don’t use a personal page for business!www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 33. Analyticswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 34. Userswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 35. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 36. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 37. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 38. Twitter facts • 200 million registered accounts • 140 million tweets per day • 460,000 - average no. new accounts PER DAY • 27% log in every day and 37% log in via a mobile device • 52% update their status every day • 52% women • 25% follow a brand, 67% will purchasewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 39. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 40. Changing perceptionswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 41. Who do I follow? • Others in your industry • Your clients • Journalists • People who might refer clients to you • People who interest you! Food, wine, sport, business people, celebrities...www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 42. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 43. What do I say?www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 44. Listenwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 45. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 46. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 47. Be relevant and interestingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 48. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 49. Sharewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 50. Congratulate people • 5. Congratulate peoplewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 51. Ask and answer questionswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 52. • 2. Let others know you are listeningwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 53. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 54. Tools to make it easier • 3rd party applications - Tweetdeck, Hootsuite • Mobile apps - Twitter, facebook • Co-tweet • Shorten links - bit.ly, tiny.url • Add photos - twitpic, plixi.com • Listswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 55. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 56. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 57. LinkedIn facts • A new member joins every second • Over 100m members • 56% outside of USA • Nearly 2 billion people searches in 2010 • 80% of companies using LinkedIn as a primary tool to find employees • 69 of the Fortune 100 companies use LinkedIn as a hiring tool • More than 1 million Company Pageswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 58. www.LinkedIn.comwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 59. Benefits • A way of connecting with other professionals • Find, be introduced to and collaborate • Join groups • Be found for opportunities • Recruitment - find a job, find employees • Discover connections • Give and receive recommendationswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 60. Me My connections = 692 2 degrees = 100,300+ 3 degrees away = 4,175,000+www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 61. Groupswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 62. Recommendationswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 63. Jobswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 64. Security and riskwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 65. External risk • Phishing • Hackers • Spammers • Other idiots who want your info... don’t let them get it!www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 66. Internal risk • General carelessness • Ego • Staff leaks - deliberate and accidental • Blur between personal and professional • Increased use of smart phoneswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 67. Mitigation... • Strong network security including anti- virus, anti-spyware, anti-spam, firewall, • Choose unique logins and passwords • Keep your browser up to date • Dodgy sounding emailswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 68. More mitigation... • Have a clear social media policy in place • Confidentiality agreements • Training and education • Acceptable and proper behaviour • Make sure ALL staff know • Monitor staff use of social mediawww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 69. Social media policy • Link to Code of conduct, IT, business policies • Provides structure • Outlines what can and can’t be done online • Who represents your company? • Empowers employees but sets limits • Crisis managementwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 70. Consider... • Boundaries • Transparency • Confidentiality • Financials • Consequences • Work usewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 71. A few tips • Have a social media policy • Think before you post • Don’t click on short links eg ow.ly/i/jUvU • Beware of messages from people you don’t know - especially DM with twitter • Be careful of geolocation apps such as Foursquarewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 72. Privacy - facebookwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 73. Privacy - LinkedInwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 74. Privacy - twitterwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 75. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 76. Risk of NOT using social mediawww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 77. You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free. David Meerman Scott Marketing legendwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 78. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 79. Social media is a fundamental shift in how we do businesswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 80. Old communication was one-waywww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 81. Now communication is two-way And conversations are with manywww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 82. Business is no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person.www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 83. Social media is: • Instant • Interactive • Accessible • Measurable • User generated contentwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 84. 4 P’s of Marketingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 85. 4 P’s of Marketingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 86. 4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Communitywww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 87. Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with themwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 88. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 89. Content • Content is king - words, video, photos • Provide information that is valuable to your customers • Be consistent with content • It’s not all white papers...www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 90. Channel • Which social media channel is right for you? • Go where your customers go - know your target market • Facebook is not for everyone • What suits your personality? • Time and money considerationswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 91. Community • Engage with customers • Encourage and provide tools for them to engage with each other • People WANT to interact • Customer generated content - for customers by customers in the way customers want to receive informationwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 92. Case Study: Michelle Bridgeswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 93. • Australian personal trainer • Trainer on tv show The Biggest Loser • Online training program - 12 Week Body Transformation • Author of 3 best selling bookswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 94. Facebookwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 95. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 96. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 97. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 98. Twitterwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 99. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 100. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 101. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 102. Forumswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 103. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 104. Personal planwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 105. Videowww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 106. YouTubewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 107. Bloggingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 108. Monitoring http://www.google.com/alertswww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 109. http://search.twitter.com/www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 110. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 111. http://technorati.com/www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 112. http://www.socialmention.com/www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 113. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 114. • Engage and connect with your customers • Get a greater online presence • Gain greater brand credibility • Be ahead of your competitors • Be a part of the conversation - they are happening about your business and your industry whether you are there or notwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 115. How do I create a social media strategy ?www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 116. Social media does not stand alonewww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 117. Integrate it into ALL your marketingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 118. www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 119. Promote yourselfwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 120. Measure what you do • Quality vs quantity • ROI vs ROE • Number and nature of comments • Visits from links to your sites • Sales or new opportunities or other business benefits • Increased word of mouthwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 121. 75% of SMEs don’t have a social media policywww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 122. Monday, 14 November 2011
  • 123. Monday, 14 November 2011
  • 124. What’s next???www.melkettle.com.au @melkettleMonday, 14 November 2011
  • 125. • Engage and connect with your customers • Get a greater online presence • Gain greater brand credibility • Be ahead of your competitors • Be a part of the conversation - they are happening about your business and your industry whether you are there or notwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 126. How to win... • Take it seriously • Choose the right platforms • Do what you are comfy doing • Be interesting • Don’t just talk about YOU • Move quickly • Be interactive • Invest time and money • Integrate social media with all your marketingwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 127. Thank you. @melkettle www.melkettle.com.auwww.melkettle.com.au @melkettleMonday, 14 November 2011
  • 128. www.melkettle.com.au @melkettleMonday, 14 November 2011