Social media for business

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Presentation given at a Terri Cooper Workshop in Brisbane, November 2011

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Social media for business

  1. 1. Social Mediawww.melkettle.com.au @melkettleThursday, 17 November 2011
  2. 2. www.slideshare.net/melkettlewww.melkettle.com.au @melkettleThursday, 17 November 2011
  3. 3. Doing what you have always done will no longer get you what you have always gotwww.melkettle.com.au @melkettleThursday, 17 November 2011
  4. 4. www.melkettle.com.au @melkettleThursday, 17 November 2011
  5. 5. www.melkettle.com.au @melkettleThursday, 17 November 2011
  6. 6. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009www.melkettle.com.au @melkettleThursday, 17 November 2011
  7. 7. www.melkettle.com.au @melkettleThursday, 17 November 2011
  8. 8. Socialnomics 2011www.melkettle.com.au @melkettleThursday, 17 November 2011
  9. 9. www.melkettle.com.au @melkettleThursday, 17 November 2011
  10. 10. 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 @melkettleThursday, 17 November 2011
  11. 11. 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 @melkettleThursday, 17 November 2011
  12. 12. 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 @melkettleThursday, 17 November 2011
  13. 13. Not only for kids...www.melkettle.com.au @melkettleThursday, 17 November 2011
  14. 14. Risk of NOT using social mediawww.melkettle.com.au @melkettleThursday, 17 November 2011
  15. 15. 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 @melkettleThursday, 17 November 2011
  16. 16. www.melkettle.com.au @melkettleThursday, 17 November 2011
  17. 17. What does this mean for you?www.melkettle.com.au @melkettleThursday, 17 November 2011
  18. 18. Social media is a fundamental shift in how we do businesswww.melkettle.com.au @melkettleThursday, 17 November 2011
  19. 19. Old communication was one-waywww.melkettle.com.au @melkettleThursday, 17 November 2011
  20. 20. Now communication is two-way And conversations are with manywww.melkettle.com.au @melkettleThursday, 17 November 2011
  21. 21. Business is no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person.www.melkettle.com.au @melkettleThursday, 17 November 2011
  22. 22. Social media is: • Instant • Interactive • Accessible • Measurable • User generated contentwww.melkettle.com.au @melkettleThursday, 17 November 2011
  23. 23. From a small business perspective • Education • Recruitment • Industry trends and legislation • Branding • Community • Networking • BE AWARE OF CONFIDENTIALITYwww.melkettle.com.au @melkettleThursday, 17 November 2011
  24. 24. 4 P’s of Marketingwww.melkettle.com.au @melkettleThursday, 17 November 2011
  25. 25. 4 P’s of Marketingwww.melkettle.com.au @melkettleThursday, 17 November 2011
  26. 26. 4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Communitywww.melkettle.com.au @melkettleThursday, 17 November 2011
  27. 27. Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with themwww.melkettle.com.au @melkettleThursday, 17 November 2011
  28. 28. Brand facts • Facebook: 40% follow a brand. 51% of these will purchase brand • Twitter: 25% follow a brand, 67% will purchasewww.melkettle.com.au @melkettleThursday, 17 November 2011
  29. 29. Source: www.marketingprofs.comwww.melkettle.com.au @melkettleThursday, 17 November 2011
  30. 30. www.melkettle.com.au @melkettleThursday, 17 November 2011
  31. 31. 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 @melkettleThursday, 17 November 2011
  32. 32. 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 @melkettleThursday, 17 November 2011
  33. 33. 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 @melkettleThursday, 17 November 2011
  34. 34. Changing perceptionswww.melkettle.com.au @melkettleThursday, 17 November 2011
  35. 35. Mobile communicationwww.melkettle.com.au @melkettleThursday, 17 November 2011
  36. 36. Mobile phone is the greatest piece of persuasive technology of all time. Location-specific Contextual Timely Immediate www.melkettle.com.au @melkettleThursday, 17 November 2011
  37. 37. By 2012 As many connected mobile phones as there are people. (PhoneCount)www.melkettle.com.au @melkettleThursday, 17 November 2011
  38. 38. 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 @melkettleThursday, 17 November 2011
  39. 39. Teenagers prefer texting to talkingwww.melkettle.com.au @melkettleThursday, 17 November 2011
  40. 40. Source: http://blog.lab42.com/www.melkettle.com.au @melkettleThursday, 17 November 2011
  41. 41. www.melkettle.com.au @melkettleThursday, 17 November 2011
  42. 42. How often do consumers access the internet on their smartphonewww.melkettle.com.au @melkettleThursday, 17 November 2011
  43. 43. www.melkettle.com.au @melkettleThursday, 17 November 2011
  44. 44. www.melkettle.com.au @melkettleThursday, 17 November 2011
  45. 45. 1. Claim your venue https://foursquare.com/business/merchants/claimingwww.melkettle.com.au @melkettleThursday, 17 November 2011
  46. 46. www.melkettle.com.au @melkettleThursday, 17 November 2011
  47. 47. 2. Create a special • Discount on a purchase - e.g. spend $50 get $10 off • Something for free - e.g. free glass of wine with main course • Special treatment - e.g. Westfield West Lakeswww.melkettle.com.au @melkettleThursday, 17 November 2011
  48. 48. Westfield West Lakeswww.melkettle.com.au @melkettleThursday, 17 November 2011
  49. 49. Tell people about your specialwww.melkettle.com.au @melkettleThursday, 17 November 2011
  50. 50. 3. Track and measure • Real time data • Total daily check-ins over time • Most recent visitors • Most frequent visitors • Gender breakdown • Time and day of checking • Twitter and facebook broadcast of check-inswww.melkettle.com.au @melkettleThursday, 17 November 2011
  51. 51. Track and measurewww.melkettle.com.au @melkettleThursday, 17 November 2011
  52. 52. www.melkettle.com.au @melkettleThursday, 17 November 2011
  53. 53. 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 @melkettleThursday, 17 November 2011
  54. 54. Business pageswww.melkettle.com.au @melkettleThursday, 17 November 2011
  55. 55. www.melkettle.com.au @melkettleThursday, 17 November 2011
  56. 56. Business pages • Reach your customer base/target market • Pages can ‘share to all’ • Send messages via ‘update’ • Detailed analytics • Can’t see fan personal details • Can customise • Can link to locations (places) • Engage and listen to customers • Monitor your page for spamwww.melkettle.com.au @melkettleThursday, 17 November 2011
  57. 57. www.melkettle.com.au @melkettleThursday, 17 November 2011
  58. 58. www.melkettle.com.au @melkettleThursday, 17 November 2011
  59. 59. Facebook places • Control your business profile • Geo-location tool • Create offers • Smartphone or tablet required • Find out where friends are • Share experienceswww.melkettle.com.au @melkettleThursday, 17 November 2011
  60. 60. www.melkettle.com.au @melkettleThursday, 17 November 2011
  61. 61. Analyticswww.melkettle.com.au @melkettleThursday, 17 November 2011
  62. 62. Userswww.melkettle.com.au @melkettleThursday, 17 November 2011
  63. 63. Make the most of specials • Run 2 at once - 1 for new customers and 1 for loyal customers • Track the performance of your specials • Run a Swarm Special • Run specials on “slow” days • Offer deals on special days or holidayswww.melkettle.com.au @melkettleThursday, 17 November 2011
  64. 64. • Domino’s UK - increased by 29% or $26m • 32.7% all orders are online • Starbucks - drove 1m new visitors in store with Free pastry day • McDonalds - increased foot traffic 33% with foursquare promotion. Cost $1000www.melkettle.com.au @melkettleThursday, 17 November 2011
  65. 65. www.melkettle.com.au @melkettleThursday, 17 November 2011
  66. 66. www.melkettle.com.au @melkettleThursday, 17 November 2011
  67. 67. www.melkettle.com.au @melkettleThursday, 17 November 2011
  68. 68. 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 @melkettleThursday, 17 November 2011
  69. 69. www.melkettle.com.au @melkettleThursday, 17 November 2011
  70. 70. 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 @melkettleThursday, 17 November 2011
  71. 71. www.melkettle.com.au @melkettleThursday, 17 November 2011
  72. 72. What do I say?www.melkettle.com.au @melkettleThursday, 17 November 2011
  73. 73. Listenwww.melkettle.com.au @melkettleThursday, 17 November 2011
  74. 74. www.melkettle.com.au @melkettleThursday, 17 November 2011
  75. 75. www.melkettle.com.au @melkettleThursday, 17 November 2011
  76. 76. Be relevant and interestingwww.melkettle.com.au @melkettleThursday, 17 November 2011
  77. 77. www.melkettle.com.au @melkettleThursday, 17 November 2011
  78. 78. Sharewww.melkettle.com.au @melkettleThursday, 17 November 2011
  79. 79. Congratulate people • 5. Congratulate peoplewww.melkettle.com.au @melkettleThursday, 17 November 2011
  80. 80. Ask and answer questionswww.melkettle.com.au @melkettleThursday, 17 November 2011
  81. 81. • 2. Let others know you are listeningwww.melkettle.com.au @melkettleThursday, 17 November 2011
  82. 82. Case study: @capitalwines • Small winery outside ACT • Increased production from 2,000 cases in 2010 to 5,000 cases in 2011 • Regularly chats to wine and food identities • Most stockists, all interstate restaurants, east coast and WA distributors all from twitter • Building friendships leads to an emotional investment in your brand. • No selling, just talking. Sometimes rubbish, always fun.www.melkettle.com.au @melkettleThursday, 17 November 2011
  83. 83. 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 @melkettleThursday, 17 November 2011
  84. 84. www.melkettle.com.au @melkettleThursday, 17 November 2011
  85. 85. Monitoring http://www.google.com/alertswww.melkettle.com.au @melkettleThursday, 17 November 2011
  86. 86. http://search.twitter.com/www.melkettle.com.au @melkettleThursday, 17 November 2011
  87. 87. www.melkettle.com.au @melkettleThursday, 17 November 2011
  88. 88. http://technorati.com/www.melkettle.com.au @melkettleThursday, 17 November 2011
  89. 89. http://www.socialmention.com/www.melkettle.com.au @melkettleThursday, 17 November 2011
  90. 90. www.melkettle.com.au @melkettleThursday, 17 November 2011
  91. 91. How do I create a social media strategy ?www.melkettle.com.au @melkettleThursday, 17 November 2011
  92. 92. Social media does not stand alonewww.melkettle.com.au @melkettleThursday, 17 November 2011
  93. 93. Integrate it into ALL your marketingwww.melkettle.com.au @melkettleThursday, 17 November 2011
  94. 94. www.melkettle.com.au @melkettleThursday, 17 November 2011
  95. 95. Promote yourselfwww.melkettle.com.au @melkettleThursday, 17 November 2011
  96. 96. 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 @melkettleThursday, 17 November 2011
  97. 97. 75% of SMEs don’t have a social media policywww.melkettle.com.au @melkettleThursday, 17 November 2011
  98. 98. Thursday, 17 November 2011
  99. 99. Thursday, 17 November 2011
  100. 100. What’s next???www.melkettle.com.au @melkettleThursday, 17 November 2011
  101. 101. • 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 @melkettleThursday, 17 November 2011
  102. 102. 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 @melkettleThursday, 17 November 2011
  103. 103. Thank you. @melkettle www.melkettle.com.auwww.melkettle.com.au @melkettleThursday, 17 November 2011

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