0
Businessin the age ofsocial media
Doing what you have  always done will nolonger get you what you    have always got
!"##$%&()&*+,$-.(/&+0($102++3&+14)%#.5+677-.5+#)(8.5+9(,+:)6%9&-.2;
“By 2011 90% of yoursales will come fromword of mouth ordigital promotion”Seth Godin, 2009
Social media    = #1
Source:
h*p://www.its‐elementary‐watson.com
To reach 50 million           people  Radio took 38 years• TV took 13 years• Internet took 4 years• Facebook took less tha...
Social media facts• Social networking site usage grew 88 percent among  Internet users aged 55-64 between April 2009 and M...
In Australia• 9.8 million on facebook• >1 million on LinkedIn• 1.1 million on twitter• MySpace decreasing numbers• Faceboo...
Old communication was one-way
Now communication is two-wayAnd conversations are with many
Media is now about creating an    environment for convening and          supporting groups.And enabling them to talk to ea...
ANDyou
have
to
give
up
control
to
enable
a
   conversa6on
It’s no longer B2B.It’s no longer B2C.    It’s now P2P. Person 2 Person.
Use online channels toinspire offline behaviourchange and ACTION
Social media is:• Instant• Interactive• Accessible• Measurable• User generated content
Listen
Be relevantand interesting
Share
Congratulatepeople   • 5. Congratulate people
Ask andanswerquestions
• 2. Let others know you are listening
What
does
this
mean
     for
you?
Social
media
is
a
fundamental
shift
in
how
we
do
business
WHY?
WHY?• Allows you to engage and connect with  your customers
WHY?• Allows you to engage and connect with  your customers• Gives you a greater online presence
WHY?• Allows you to engage and connect with  your customers• Gives you a greater online presence• Gives you greater brand ...
WHY?• Allows you to engage and connect with  your customers• Gives you a greater online presence• Gives you greater brand ...
WHY?• Allows you to engage and connect with  your customers• Gives you a greater online presence• Gives you greater brand ...
Twitter facts
Twitter facts• 87% of all people are aware of twitter
Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts
Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day
Twitter facts•   87% of all people are aware of twitter•   200 million registered accounts•   140 million tweets per day• ...
Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,00...
Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,00...
Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,00...
Twitter facts•   87% of all people are aware of twitter•   200 million registered accounts•   140 million tweets per day• ...
Changing boundaries
www.twi*er.com  GET STARTED NOW!
Who do I follow?•   Other artists•   Your clients•   People who might refer clients to you•   Art gallerys, dealers, peopl...
What do I  say?
Tools to make it easier• 3rd party applications - Tweetdeck,  Hootsuite• Mobile apps - Twitter, facebook,  LinkedIn• Co-tw...
LinkedIn facts• A new member joins every second• Over 100m members• 56% outside of USA• Nearly 2 billion people searches i...
www.LinkedIn.com
Benefits• A way of connecting with other  professionals• Find, be introduced to and collaborate• Join groups• Be found for ...
Me   My
connec9ons
=
522    2
degrees
=
69,700+3
degrees
away
=
4,637,000+
Groups
Recommendations
Jobs
Facebook facts•   500m users (about 9.8m in Aust)•   54% women, 46% men•   70% users outside the US•   40% users aged 25 o...
Business pages•   Less detail than a personal page•   GREAT way for business to reach consumers•   Can advertise•   Can cu...
• Share where you are• Connect with friends nearby• Find local deals
Facebook dealsTry new things   Get together.   Find deals with friends.   Get rewards.    on the go.
Business pages
Online shopping - with facebook
Analytics
Users
How
do
I
create
a
social
   media
strategy
?
Integrate
it
into
ALL
your
        marketing
SOCIAL
MEDIA
DOES
 NOT
STAND
ALONE
Promote
yourself
Measure what you do• Qualitative vs Quantitative• How often you engage• Number and nature of comments• Visits from links t...
How to win...•   Take it seriously•   Choose the right platforms•   Do what you are comfy doing•   Be interesting•   Don’t...
75% of SMEs   don’t have asocial media policy
Case study - Clare Bowditch• Singer/songwriter. Social commentator. Mother.• Active and frequent social media user• Talks ...
http://www.facebook.com/clarebowditch
http://www.myspace.com/clarebowditch
https://twitter.com/ClareBowditch
Thank you.    @melkettlewww.melkettle.com.au
Social Media for Biz, QAC, March 2011
Social Media for Biz, QAC, March 2011
Social Media for Biz, QAC, March 2011
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  • \n
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  • The world is changing!\n
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  • A couple of years ago Marketing Guru Seth Godin said that by 2011 90% of your sales will come from word of mouth or digital promotion by 2011. Well guess what. It’s now 2011. And this is the now the reality. \nParticularly important when you consider that 78% consumers trust peer recommendations, Only 14% trust ads. \n\nThe most important thing for me about twitter is that it’s about communicating in real time. It allows you to get your message across without a delay and it allows you to engage with your customers, your suppliers and your target market without a time lag. A time lag that can leave you exposed and that can damage your reputation and your business. \nSocial media - and I’m focusing today on twitter - allows you to tell the story of your business minute by minute in real time. \nLet me put this in context. \nIn nearly 2 years on twitter I’ve tweeted more than 24,000 times. An average of about 36 times a day. At about 10 seconds per tweet, that’s about 6 minutes a day. Add to that the time I spend reading tweets, and it probably is about 30-45 minutes a day on average. Or about 3.5-5 hours a week. And some of that time is when I’m doing boring stuff - in the checkout line at the supermarket, stuck on hold on the phone, waiting for friends or clients. \nI follow just under 2,000 people and just under 3,000 people follow me. This doesn’t include the thousands of people who see what I tweet when my followers re-tweet what I’ve said. \n\n
  • Social media is the #1 activity on the web\nAnd your competitors are allocating budgets to manage it\n
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  • this is actually the most important part of social media. We’ve been given two of these (ears) and one of these (mouth) so please, use them in proportion. And no, I don’t need to be told we have 10 fingers for typing. That’s not the point. \n\n
  • Don’t be shy, start your own conversations\n\n
  • Word of mouth marketing is becoming world of mouth marketing. 25% of search results for the world's top 20 largest brands are links to consumer generated content. \n\n78% consumers trust peer recommendations, Only 14% trust ads. \n\nWhat is your advertising spend for the next 12 months? Compared to your social media spend? \nJetstar announced that 40% of their marketing spend will be on social media \nOnly 18% of traditional TV campaigns generate a positive ROI\n90% of people who can skip TV ads do. \n
  • Share\nShare. Don’t hoard. Anyone here in BNI? Remember giver’s gain? Sharing is something that so many organisations do poorly. And it’s something a lot of businesses are scared of because ooh their competitors might find out what they are doing. Seriously, if you are that worried about your competitors, then you’re in the wrong game. Share information on twitter - it’s a great way of making you look clever. And people want to do business with clever people. \n\n
  • Congratulate people\n\n
  • Ask and answer questions\n
  • Say thank you. Even when people are bagging you. Once you’ve said thank you THEN you can work out what to do with the criticism. Which might be to ignore it, or listen to it or to do something about it. \n\n
  • it means you need to get engaged, connect with your clients and your target market, communicate, collaborate, listen and share. \n
  • And it’s being integrated into traditional marketing activities. \n
  • Recent American research shows that 70% of local businesses are using Facebook to market their business and 37% of these rated Facebook as their most effective marketing tool \n\n
  • Recent American research shows that 70% of local businesses are using Facebook to market their business and 37% of these rated Facebook as their most effective marketing tool \n\n
  • Recent American research shows that 70% of local businesses are using Facebook to market their business and 37% of these rated Facebook as their most effective marketing tool \n\n
  • Recent American research shows that 70% of local businesses are using Facebook to market their business and 37% of these rated Facebook as their most effective marketing tool \n\n
  • Recent American research shows that 70% of local businesses are using Facebook to market their business and 37% of these rated Facebook as their most effective marketing tool \n\n
  • If facebook is for catching up with people you used to know, Twitter is for networking with people you want to know \nTwitter is a real-time information network powered by people all around the world that lets you share and discover what’s happening now in 140 characters or less. \n\nFor example, at the moment between 7.30-8.30pm twitter is all about Masterchef. \n\n80% of twitter usage is outside twitter\n
  • Who thinks its just about breakfast?\n\n
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  • Introduce yourself\nSay hello to new followers - especially if you would like to know them - use their name, refer to one of their previous tweets - this will show you’re not spamming. DO NOT send out auto generated direct messages to new followers! You will be unfollowed very quickly! \n\n
  • Getting started\n
  • Fill out your profile\nYou get 160 characters - use them wisely!\nLink to a website \nUse an appropriate image - either personal or biz\n
  • Start to follow people. \nStart with your friends, clients, suppliers and competitors and their friends, clients and suppliers\nLook to see who interests you - follow your interests and your target market\n\nFor example, if you are a cafe in Brisbane look at following other cafes, your suppliers - of food, coffee, wine, tea etc, your customers, people in Brisbane such as food bloggers, people who tweet about food, journalists who write about food (start with @nataschamirisch)\n\n\n
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  • Don’t make it all about you\nDon’t be offensive, \nRemember your reputation can be quickly broken\nTwitter is public\nTwitter is searchable \nPeople do listen to what you say. And they judge you on it\n\n
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  • 100 million members in over 200 countries and territories around the world\nOver 1 million Australians\nWhen you join you create a profile that summarizes your skills and experiences. \nYou can invite people you know and trust to connect with you. Your network is your connections, your connection’s connections and the people they know. \n80% of companies using LinkedIn as a primary tool to find employees\n\n\n
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  • \nExecutives from all Fortune 500 companies are LinkedIn members\n\nWhen you join you create a profile that summarizes your skills and experiences. \n\nYou can invite people you know and trust to connect with you. Your network is your connections, your connection’s connections and the people they know. \n
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  • My connections are in 64 industries but: \n25% are in marketing and advertising\n12% in PR\n7% in IT\n\nit allows you to find, be introduced to, and collaborate with people in your industry who can help you professionally. \n\nI can look at the people my connections are connected with – and see who of their connections I might be wanting to do business with, or perhaps have pitched to. \n\nAnother practical way – if you are pitching for business don’t just google the person/company you are pitching too, do a LinkedIn search. See who of your connections has a connection to the people you want an intro to. \n\nThis also can work when recruiting. In fact, in the US, 80% of companies use LinkedIn is the #1 tool for recruitment today. \n \n
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  • Facebook \n8 million are in Australia\n53% are female\nFastest growing category is women aged 55-65\nFacebook gets more hits than any other website. Including google. \n\nMost people know facebook as a way of sharing information with friends but it also has excellent business applications - facebook is about connecting with people, many to many (vs one to one) . \nAverage user has 130 friends - think about this from a business perspective in terms of word of mouth\n\n
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  • Basically the same as any marketing strategy but you do need to decide what you want to use each for. EG I only use facebook for personal. \n\nSocial media is most effective when you:\nIntegrate it into your marketing mix - social media is not a strategy it is a tool \nUse a variety of social media tools for your online presence \nAs all social media is now picked up by Google spiders, look at how you can optimise content for keywords. \nSet objectives and measure its effectiveness – like any marketing activity, you should expect to receive a return on investment. \nPromote your social media presence to your networks and clients \nBe yourself, be authentic and be true to your brand \nEngage with your followers – don’t give them the hard sell\nSuccessful users of social media don’t constantly flog their products. They engage with their followers to share information, talk about achievements, offer incentives and prizes, share a “sneak peek” of a new product or feature to make users feel valued. \nFollow the 80:20 rule: 80% of your social media content should be about engaging –\nUpdate regularly\nShare your knowledge\n\n
  • Basically the same as any marketing strategy but you do need to decide what you want to use each for. EG I only use facebook for personal. \n\nSocial media is most effective when you:\nIntegrate it into your marketing mix - social media is not a strategy it is a tool \nUse a variety of social media tools for your online presence \nAs all social media is now picked up by Google spiders, look at how you can optimise content for keywords. \nSet objectives and measure its effectiveness – like any marketing activity, you should expect to receive a return on investment. \nPromote your social media presence to your networks and clients \nBe yourself, be authentic and be true to your brand \nEngage with your followers – don’t give them the hard sell\nSuccessful users of social media don’t constantly flog their products. They engage with their followers to share information, talk about achievements, offer incentives and prizes, share a “sneak peek” of a new product or feature to make users feel valued. \nFollow the 80:20 rule: 80% of your social media content should be about engaging –\nUpdate regularly\nShare your knowledge\n\n
  • Basically the same as any marketing strategy but you do need to decide what you want to use each for. EG I only use facebook for personal. \n\nSocial media is most effective when you:\nIntegrate it into your marketing mix - social media is not a strategy it is a tool \nUse a variety of social media tools for your online presence \nAs all social media is now picked up by Google spiders, look at how you can optimise content for keywords. \nSet objectives and measure its effectiveness – like any marketing activity, you should expect to receive a return on investment. \nPromote your social media presence to your networks and clients \nBe yourself, be authentic and be true to your brand \nEngage with your followers – don’t give them the hard sell\nSuccessful users of social media don’t constantly flog their products. They engage with their followers to share information, talk about achievements, offer incentives and prizes, share a “sneak peek” of a new product or feature to make users feel valued. \nFollow the 80:20 rule: 80% of your social media content should be about engaging –\nUpdate regularly\nShare your knowledge\n\n
  • A few other things:\n\nIe tell everyone you know you are now using twitter, etc\nAdd your twitter, LinkedIn and facebook details to email signatures, \nUse your contact list to find people to follow (twitter) and to invite others to connect with you (LinkedIn)\nCross promote what you do eg tweet about a blog post, invite twitter followers to connect on LinkedIn and vv\nJoin groups on LinkedIn\n
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  • What does this mean? Regardless of whether you are going to use sm, if you have staff you need a sm policy. It needs to at the least, spell out who can say what and when regardless of whether they are using company or personal social media outlets. \n- responsible engagement\n- what you say will be public for a LONG TIME\n- full disclosure\n- don’t cite others without approval and respect copywrite\n- respect your audience\n- logo use (ie not without permission)\n\n
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  • No point banning social media - it’s mostly mobile!\n Keep it simple\n Link it to a code of conduct or media policy\n Who is approved to officially speak?\n Who is authorised to create social media accounts\n Set boundaries for personal content\n Guidelines on incorporating work into personal \n What is off limits? \n What can staff discuss on their networks?\n
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  • Transcript of "Social Media for Biz, QAC, March 2011"

    1. 1. Businessin the age ofsocial media
    2. 2. Doing what you have always done will nolonger get you what you have always got
    3. 3. !"##$%&()&*+,$-.(/&+0($102++3&+14)%#.5+677-.5+#)(8.5+9(,+:)6%9&-.2;
    4. 4. “By 2011 90% of yoursales will come fromword of mouth ordigital promotion”Seth Godin, 2009
    5. 5. Social media = #1
    6. 6. Source:
h*p://www.its‐elementary‐watson.com
    7. 7. To reach 50 million people Radio took 38 years• TV took 13 years• Internet took 4 years• Facebook took less than 6 months• On twitter Charlie Sheen took 24 hours
    8. 8. Social media facts• Social networking site usage grew 88 percent among Internet users aged 55-64 between April 2009 and May 2010• In 2009, social gamers bought $2.2 billion in virtual goods; Predicted to increase to $6 billion by 2013• 53.5% marketers use social media as part of their marketing strategy. Increased from 45% in 2009• average Facebook user has 130 friends• More than 30% twitter users access twitter via their mobile phone• 77% of Internet users read blogs• 133 million blogs• MOBILE IS EXPLODING
    9. 9. In Australia• 9.8 million on facebook• >1 million on LinkedIn• 1.1 million on twitter• MySpace decreasing numbers• 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 2009http://digitalmarketinglab.com.au
    10. 10. Old communication was one-way
    11. 11. Now communication is two-wayAnd conversations are with many
    12. 12. Media is now about creating an environment for convening and supporting groups.And enabling them to talk to each other.
    13. 13. ANDyou
have
to
give
up
control
to
enable
a
 conversa6on
    14. 14. It’s no longer B2B.It’s no longer B2C. It’s now P2P. Person 2 Person.
    15. 15. Use online channels toinspire offline behaviourchange and ACTION
    16. 16. Social media is:• Instant• Interactive• Accessible• Measurable• User generated content
    17. 17. Listen
    18. 18. Be relevantand interesting
    19. 19. Share
    20. 20. Congratulatepeople • 5. Congratulate people
    21. 21. Ask andanswerquestions
    22. 22. • 2. Let others know you are listening
    23. 23. What
does
this
mean
 for
you?
    24. 24. Social
media
is
a
fundamental
shift
in
how
we
do
business
    25. 25. WHY?
    26. 26. WHY?• Allows you to engage and connect with your customers
    27. 27. WHY?• Allows you to engage and connect with your customers• Gives you a greater online presence
    28. 28. WHY?• Allows you to engage and connect with your customers• Gives you a greater online presence• Gives you greater brand credibility
    29. 29. WHY?• Allows you to engage and connect with your customers• Gives you a greater online presence• Gives you greater brand credibility• Your competitors are there
    30. 30. WHY?• Allows you to engage and connect with your customers• Gives you a greater online presence• Gives you greater brand credibility• Your competitors are there• Conversations are happening about your business and your industry whether you are there or not
    31. 31. Twitter facts
    32. 32. Twitter facts• 87% of all people are aware of twitter
    33. 33. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts
    34. 34. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day
    35. 35. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,000 - average no. new accounts PER DAY last month
    36. 36. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,000 - average no. new accounts PER DAY last month• 27% log in every day and 37% log in via a mobile device
    37. 37. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,000 - average no. new accounts PER DAY last month• 27% log in every day and 37% log in via a mobile device• 52% update their status every day
    38. 38. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,000 - average no. new accounts PER DAY last month• 27% log in every day and 37% log in via a mobile device• 52% update their status every day• 52% women
    39. 39. Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day• 460,000 - average no. new accounts PER DAY last month• 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 purchase
    40. 40. Changing boundaries
    41. 41. www.twi*er.com GET STARTED NOW!
    42. 42. Who do I follow?• Other artists• Your clients• People who might refer clients to you• Art gallerys, dealers, people who buy art, listen to music, are patrons, media, co-ops,• People who interest you! Food, wine, sport, business people, celebrities...
    43. 43. What do I say?
    44. 44. Tools to make it easier• 3rd party applications - Tweetdeck, Hootsuite• Mobile apps - Twitter, facebook, LinkedIn• Co-tweet• Shorten links - bit.ly, tiny.url• Add photos - twitpic, plixi.com
    45. 45. 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 Pages
    46. 46. www.LinkedIn.com
    47. 47. 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 recommendations
    48. 48. Me My
connec9ons
=
522 2
degrees
=
69,700+3
degrees
away
=
4,637,000+
    49. 49. Groups
    50. 50. Recommendations
    51. 51. Jobs
    52. 52. Facebook facts• 500m users (about 9.8m in Aust)• 54% women, 46% men• 70% users outside the US• 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 that brand
    53. 53. 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!
    54. 54. • Share where you are• Connect with friends nearby• Find local deals
    55. 55. Facebook dealsTry new things Get together. Find deals with friends. Get rewards. on the go.
    56. 56. Business pages
    57. 57. Online shopping - with facebook
    58. 58. Analytics
    59. 59. Users
    60. 60. How
do
I
create
a
social
 media
strategy
?
    61. 61. Integrate
it
into
ALL
your
 marketing
    62. 62. SOCIAL
MEDIA
DOES
 NOT
STAND
ALONE
    63. 63. Promote
yourself
    64. 64. Measure what you do• Qualitative vs Quantitative• How often you engage• Number and nature of comments• Visits from links to your sites• Sales or new opportunities or other business benefits• Increased word of mouth
    65. 65. 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 marketing
    66. 66. 75% of SMEs don’t have asocial media policy
    67. 67. Case study - Clare Bowditch• Singer/songwriter. Social commentator. Mother.• Active and frequent social media user• Talks to her fans• Asks questions (and answers them!)• Gives personal information
    68. 68. http://www.facebook.com/clarebowditch
    69. 69. http://www.myspace.com/clarebowditch
    70. 70. https://twitter.com/ClareBowditch
    71. 71. Thank you. @melkettlewww.melkettle.com.au
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