Social media 101 - Social media landscape● Social networks – Facebook, Google Plus, Orkut, LinkedIn● Online advocacy – Get Up! Change.org, Causes● Video sharing – YouTube, Vimeo, Daily Motion● Blogging – Blogger, Word Press● Microblogging - Twitter, Tumblr, Facebook● Social tagging (bookmarking) – Delicious, StumbleUpon, Google Reader● Social news – Reddit, Digg● Virtual worlds – Second Life, Playstation Network, World of Warcraft● Photography and art sharing – Flickr, Instagram, Pintrest● Community Q+A – Wikipedia, Yahoo! Answers, Whirlpool
Australian media landscape●Monthly active users Time per visit ○ Facebook – 11,500,000 25mins 43secs ○ YouTube – 11,000,000 17mins 35secs ○ Blogspot – 3,800,000 6mins 40secs ○ LinkedIn – 2,200,000 8mins 50secs ○ Twitter – 2,114,000 11mins 20 secs●Traditional print ○ Herald Sun – 515,500 ○ The Daily Telegraph – 374,395 ○ The Courier-Mail – 216,638
Strategy One > Listen ○ Google Alerts ○ Twitter advanced search ○ Tweetdeck ○ Social mention ○ Hootsuite ○ Beevolve ○ Dialogix ○ Radian6 ○ BuzzNumbers
Strategy One > Listen > Outcome● Define issues and opportunities● Map stakeholders● Manage keywords● Listen beyond your trademarks● Select a listening tool that best fits your needs● Measure influence and outreach
Strategy Two > Prepare● Social media policy● Build capacity● Reputation management● Escalation planning● Insights
Strategy Two > Prepare > Outcomes● Do more than write a social media policy: engage● Knowledge at all levels● Mainstream media will adapt, not disappear● Journos manage their own reputations online now● Be prepared – don’t wait for the issue or opportunity
Strategy Three > Connect ● No short cuts – build one conversation at a time ● Editorial team ● Curation v creation ● Thought leadership ● Advice-based content ● Give something, offer value ● Above all – BE USEFUL!
Strategy Three > Connect > Outcomes● Cannot leverage a network which does not exist● No shortcuts – one conversation at a time● Identify creators and curators● Begin editorial team● Prepare a content schedule● Consider online persona/s
Social media strategy – Enhance● Viral campaigns ○ Everyone wants their campaign to go viral ○ Be realistic in what you’re promised / what you promise● Competitions, incentives, special offers ○ Highlight a new service line or offer ○ Encourage followers to share stories● Webcasting ○ AGM or media call● Video/animation ○ UGC ○ Tell ‘the people’s story’
Strategy Four > Engage > Integrated campaignsPAIDEARNEDSHAREDOWNED
Strategy Four > Engage > Integrated campaignsResults:● Twitter reach: +1 Million in one day● Earned media: 30 Million *OTS● 95% media coverage featured references / links to Website, Facebook or App● Underdog Day: 7,000 engagements● 168,000 bowls of dog food donated● Dog‐A‐Like was #1 App in iTunes● 1000 mobile downloads every day● 173,000 new Facebook Likes● 5.8 million Dog‐A‐Like Facebook users
Strategy Four > Engage > Integrated campaigns● More importantly…● More than 6,200 dogs saved in three months!
Strategy Four> Enhance > Outcomes● Viral vs sharable● Engaging content still the goal● Integrated campaigns ○ Paid ○ Earned ○ Shared ○ Owned● Digital assets the new ‘hero’ assets