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Ruby 2.3

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Slides from a talk with The Ruby Connection, a women's network group managed by Westpac.

Slides from a talk with The Ruby Connection, a women's network group managed by Westpac.

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  • fffff\n
  • Met Holly on the side of a road sitting in a bus stop abandoned by her boyfriend and My wife insisted we take her home\nshe then started Nannying\nThe came to work for me as our blogger\nI continue to follow holly as the new market\n
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  • Bars, friends\n
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  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe industry is 2-3 years old much like SEO was 5-10 years ago\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
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  • - This lag in ability to measurement is a barrier to entry for \nbusinesses, as you will see with Eagle Boys Pizza case study\n
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  • Multi channel retailing\n
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  • The site itself is the centre for social interaction for its 308,000 members \n creation of online health ‘communities’. \n \n
  • 2-way engagement with health professional of your choice. \n Community blog for each area of interests that is updated regularly.\n \n
  • Chat with health professionals\n
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  • common mix of FB & Twitter\nTwitter fresh updates\nFB apps and fans\n
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  • The website is like an online magazines profiling Sportsgirl’s fashion range as well as information on trends, events, editor’s picks and sneak peaks. \nAll these things encourage people to revisit the site.\n
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  • online communities about brand and lifestyle - 58k Facebook fans can’t be wrong! \n\n\n
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  • Dell created a group buying tool called SWARM\nThe tool was launched via an ongoing marketing campaign on Facebook.\nTypically, a 'swarm' is a group of up to 15 people who commit to buying a Dell computer at an increasingly reduced price over a 72-hour period. \nAs the 'swarm' increases in size, so does the group discount \nThe value of the initiative is the natural tendency of peers and online communities to influence purchase.\n
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  • Suggestions - customer insights\n
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  • In this examples, social media is better as a support\n to mainstream brand and sales activities. \n
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  • Facebook style page\nForums/Events/Comps ALL interesting\n
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  • Yellowtail\n
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  • SxSW there are a bunch of new ones\n\n\n
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  • Transcript

    • 1. High Tea with Ruby Connection
    • 2. Meet Holly…
    • 3. Holly is friendly & easygoing
    • 4. Holly is very social
    • 5. How does she find the time you ask?
    • 6. Testra predicts 80+% of it’s customers will be on a smart phone by the end of this year.
    • 7. Holly is very powerful as an advocate
    • 8. Or your worst nightmare
    • 9. The challenge for Aussie businesses is developing a meaningful strategy to engage and win Holly’s trust - via social media.
    • 10. Paul Wilson Paul@blocksglobal.com Paul@sct.com Paul_wilson1 [skype] Paul_wilson1 [linked-in] FacebookTwitter [paul_wilson1, @blocksglobal, @sct] Foursquare Dailymile GroupMe SlideShare
    • 11. I don’t know much about social media
    • 12. Wikipedia :: “…Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.”
    • 13. So why should you care about social media
    • 14. Either inspire or diffuse Empower or terrify
    • 15. Australian trends on social media
    • 16. Nearly one quarter (23%) of online consumers have read tweets in the past year
    • 17. 14% followed companies or organisations via Twitter up from 5% in 2008
    • 18. 13% posted tweets - up from 4% in 2008
    • 19. 73% of consumers read a wiki
    • 20. 83% say Facebook is their main social networking platform spending more than 8hrs/month on it
    • 21. 26% participating in mobile social networking, and this is growing fast with the availability and affordability of smart phone
    • 22. 86% of internet users look to the online community for opinions on products, services and brands.
    • 23. Nearly two in five people are interacting with companies via social networking sites
    • 24. 61% of businesses already use social media to achieve brand building, however, 29% do not measure ROI from social media activity or dont know how to.
    • 25. What this means for business
    • 26. Social media is playing an increasingly important role in guiding the consumer decision making process.
    • 27. The launch pad for an effective social media strategy is a great website, as our examples will demonstrate
    • 28. So, what are businesses doing about it…
    • 29. Australian companies have a low social media presence - 40% relative to global average of 79% in 2010.
    • 30. Most used form of social media is + 30% use microblogs + 20% use video sharing
    • 31. Australian companies trail on social media
    • 32. 15% of business profiles were inactive
    • 33. Use as a way of disseminating information instead of engaging in 2-way communication
    • 34. Tend to portray a soft corporate image so as not to invoke 2 way communication or a negative commentary
    • 35. Blackmores Sportsgirl Dell LinkedInEagle Boys Pizza
    • 36. Case Study 1: Online Health Communities :: Blackmores
    • 37. Blackmores
    • 38. Registration profile helps to tailor information to your interests
    • 39. Community for each area of interest
    • 40. Case Study 2: Brand & Lifestyle Communities Sportsgirl
    • 41. CaseStudy 3: Social Media Marketing Campaign :: DellDell encourages swarmers to use Facebook, Twitter and other social platforms and tools to spread word of their sale. The campaign has been a huge success!
    • 42. Case Study: Eagle Boys Pizza Eagle Boys Pizza will scale back its social media spend until it has found a cost-effective model They have switched to search marketingEagle Boys increased its digital marketing spend by more than 100% in 2010, including investments in search engine optimisation (SEO), enhancements to its website and online ordering facilities This has resulted in a surge in online sales of more than 300% in just 12 months and also seen visits from various search engines increase by 164%.
    • 43. Case Study : The Ruby Connection
    • 44. Other companies to watch Australia Supre Virgin OS Zappos Amazon Apple etc
    • 45. So what do I need to know about engaging social media
    • 46. Technology has changed
    • 47. People Haven’t
    • 48. Hands up who saw the Superbowl VW ad or old spice
    • 49. Who spoke about it or shared it?
    • 50. Start a conversation that’s interesting
    • 51. #1 mistake
    • 52. Its free, so let do everything
    • 53. Wrong
    • 54. A successful Social Media Strategy is generally; Time consuming DifficultCan be damaging to your brand and can be hit and miss.
    • 55. So ensure you have the skills, motivation and energy
    • 56. Work out what you are trying to achieve + Brand awareness/advocacy + Brand activation + Customer insights
    • 57. Work out what you have that may be interesting for the online community. + Comment +IP + Competition
    • 58. Work out what Social Media you feel fits your company and offer
    • 59. Facebook - Fan Page [cool brands] with APPS [Supre]
    • 60. Twitter - regular and relevant regular updates, specials, releases promotions
    • 61. Linked-in - Business Development / Recruitment :: The Ruby connection
    • 62. Be prepared for open dialogWork out what and how to manage negative comment & benefit from it
    • 63. Be aware SM means you will be easily compared and judged trusted by online piers
    • 64. Work out your SM measurement + Buzz + Sentiment
    • 65. Work it back into your mainstream PR and communications
    • 66. I would imagine this conversation should now be taken online @ http://www.therubyconnection.com.au/
    • 67. Thanks Paul@blocksglobal.com Paul@sct.com paul_wilson1 [linkedIn]Twitter [paul_wilson1, @blocksglobal, @squarecircletriangle]

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