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The beautiful things numbers can tell you about social media


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An Australian-centric glimpse at the social media landscape and some insights that numbers can tell you about formulating your social media strategies. This presentation was given at the Beauty …

An Australian-centric glimpse at the social media landscape and some insights that numbers can tell you about formulating your social media strategies. This presentation was given at the Beauty Directory Digital Seminar in July 2011 by Zuni Strategic Planner Jacki James.

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  • AudienceSpending an average of nearly 7 hours every month 41% (6mill) connect with brands 74% (10million) tap into other consumers opinions found on social media30% use social media every day (Sensis)Facebook #2YouTube #4Blogger #13
  • Universe – 14,932,485 online australiansMember communities – all social media & blogsFacebook – just under 10million or 67% of all online AustraliansYouTube – 7,576,000 unique views per monthLinked In & Twitter neck & neck each month – June closer to 2million AUV’sFlickr – 1.5million AUV’s ~ approx 10% online populationMySpace – 1million AUV’s & falling 100k p/monthFourSquare – 693,000
  • 64% of teenagers50% of 30 year oldsNote: 2 x different data sources means variation in figures
  • Google – Australian data6% growth in 5 months!!
  • Primary reason for using social media is to connect with friends & family.Source: Sensis Social Media Report May 2011
  • Social Media Report May 2011
  • Facebook appears to be bulletproof in its domination of Australian audience & continues to enjoy steady growth month-on-month (approx 2.6%)Avderage visits per month 27 according to Nielsen on 16 per week according to SensisYouTube not included in Sensis & Neilsen dataData sources - NeilsenNetView – April 2011 & Sensis social media report 2011
  • At an event in the US, Facebook’s head of U.S. agency relations Sarah Personette shared some statistics about Facebook usage. CEO of Buddy Media Michael Lazerow shared the slide, which tells us that over 10 million Australians are active Facebook users, with 66% of them logging in daily. That’s 44% of the total Australian online population.Source credit
  • Data source : Facebook ad platformData compiled by Amodiovalerioe Verde- amodiaovalerio.verde@gmail.com45% Female 53% male 2% unknown
  • businesses able to grow a fanbase of 501 to 1,000 fans have 3.5 times more traffic than those with 1 to 25 fans. Moreover, businesses with over 1,000 fans had 22 times more traffic.businesses with 501 to 1,000 fans saw 4 times as many leads as those with 1 to 25 fans and businesses with over 1,000 fans saw 12 times more leads.
  • The holy grail of Facebook is to get into the news feed of other Facebook users and get those users to comment, “like’, and share those updates.NFO - The SEO for facebookSimilar to Google, there is an algorithm that determines what others see in their news stream. That algorithm is called EdgeRank.EdgeRank is for Facebook’s news stream, what PageRank is for google search results.The 3 components of EdgeRank1) Affinity/Relationship Score – this is the weight given between the user who is viewing a wall update, and the creator of the update.  The more frequent a “viewer” and “creator” have interacted in the past, the higher the affinity score will be between the creator’s wall update and the viewer. 2)  Edge Type –Anytime something happens in (or derived from) a wall, it’s called an “Edge”. When you send out an update from your Facebook Fan Page, that update is called an “Edge”. When someone “comments”, “likes”, or “shares” your update, those interactions are called an “Edge”. From the perspective of the algorithm, not all “Edges” are created equal. Photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps.So the richer the content, and the deeper the interaction, the higher the weight score. Both volume and quality count towards weight. Post multimedia content that is likely to get a response from your audience to maximise your weight score..3)  Time – The older the edge, the less important it becomes. The most recent edges score highest. The longer your audience engages with a post, the longer your time score remains high.Note: The Facebook mobile application currently only uses the “Live Feed” or ‘most recent’ version of the news feed so it is still possible to get visibility from those most active on FacebookKey difference with Facebook NFO & typical search algorithms is that it is unique for each & every person. Whereas on Google you can optimise your site so it appears at the top, no matter who is searching, appearing at the top of the Facebook newsfeed is very much down to ENGAGEMENT.
  • Your content on Facebook, within one hour and 20 minutes, will have half the likes that it's ever going to get.Within two hours and 15 minutes, 60%. Up to four hours now, it's 70%. Within seven hours, it's 80%. By 22 hours, your post has gotten 95% of the likes it's ever going to get.
  • US research from ExactTarget
  • Blogs that post daily will generate 4x more leads than blogs that post weekly or less
  • Source: Neilsen | Community Engine Social Media Business Benchmarking Study 2011
  • Healthy level of effort into monitoring & conversationsIntegrating social into own websitesSource: Neilsen Community Engine Social Media Business Benchmarking Study 2011
  • Business are starting to realise the importance of rich media (with 21% offering this type of content)Only 9% business optimising content for mobile phonesSource: Neilsen Community Engine Social Media Business Benchmarking Study 2011
  • Transcript

    • 1. The beautiful things numbers can tell you about social media
      Beauty Directory Digital Seminar
      26 July 2011
    • 2. Australian’s love social media
      Most prolific users in the world
      Over 10 million tap into other consumers opinions
      Nearly 6 million connect with brands & organisation’s
      Roughly a third use social media every day*
      Social media brands are consistently amongst top 15 sites visited by Australians
    • 3. Australiansocial media landscape is less complex
      Unique Audience
      Source : Nielsen NetView April 2011
      R.I.P MySpace
      20% ahead of nearest social platform
      Not on the radar
      Source : Nielsen NetView June 2011
    • 4. 72% of people in their 20s use social media at least most days
      70% teenagers use every day
      64% people in their 30s use at least weekly
      The youngeryou are, the more frequentlyyou use social media
      Source: Sensis Social Media Report May 2011
    • 5. It’s tough for brandsto stand out amongst the crowd of friends & family
      Social media users average 217 friends
      The younger you are the more friends you have
      Source: Sensis Social Media Report May 2011
    • 6. The future of social media is mobile
      Social mobile has doubled, now at
      42% of all online Australians and a
      whopping 74% of 16-24 yrolds
      Source: Nielsen Online Consumer Report , March 2011
      Social Media Report 2011
    • 7. Get ready for the Mobile web
      of all Google searches in Australia are conducted on a mobiledevice
      It’s not just social that is going mobile
      Predictions that 50% of all access to the internet will be via mobile device:
      2014 predicted by Commscore
      2013 predicted by Google
      2012 predicted by Morgan Stanley
    • 8. 93% use social media to connect
      with family & friends
      Youth are most likely to connect with a brandor business
      Source: Sensis Social Media Report May 2011
    • 9. You need to design experiences that deliver tangible value in return for your audiences time, attention, endorsement & sharing
      Source: Sensis Social Media Report May 2011
    • 10. Facebook dominates
      • Used by 97% of social media participants
      • 11. Stickiest member community with active reach of 67%
      • 12. Average time per person 7hrs, 20 minutes p/month
      Social Media Report 2011
    • 13. 6.6 million Australians check Facebook daily
      Source: Facebook’s head of Agency Relations, Sarah Personette
    • 14. The averageage of an Aussie on Facebook is 30
      Approximate age breakdown
      Data compiled by AmodiovalerioeVerde from Facebook Ad Platform
    • 20. Bigger fan bases mean better results
      501fans is the tipping point
    • 21. Facebook News feed is the holy grail
    • 22. Engagementis vital for visibility
      • Photosget most visibility, followed by videos, links & status updates
      • 23. Posts manuallyto get a higher EdgeRank score
      • 24. Timing is key– monitor & learn to find your engagement sweet spot. You’ll get half the ‘Likes’ you’ll ever get in first 1hr 20 mins.
      • 25. Balance your frequency. Post too often & you’ll annoy people. Post to infrequently & you are invisible
      For more info on Facebook NFO read my blogpost:
    • 26. Reasons people unlike brands on Facebook
      ExactTarget |
    • 27. Over 60% of people under 50 read online reviews or blogs
      Males moreengaged with blogs
      But only 24% will ever
      post reviews or blogs
      People read an average of 6 blogs before making a purchase decision
    • 28. Blogs are under-utlisedby Australian business
      Whilst 50% of
      large businesses have a social media presence,
      only 25% of them
      maintain a blog
      Source: Sensis Social Media Report May 2011
    • 29. The more frequentlyyou blog, the more traffic& the more customersyou will get
      Businesses that post dailygenerate 5x more traffic than those that post weekly or less
      TIP: Post as frequently as feasible to outpace your competition & see great results.
    • 30. I wonder how Australian businessis using social media?
    • 31. Most of the budget is going towards advertisingon social sites & maintaining a Facebook page
      The portionof the marketing budget allocated to social media is growing
      During 2010
      of participating businesses allocated 10% or more of their marketing budget
      Allocated one fifth (20%) of their marketing budget to social media activities
      Neilsen | Community Engine Social Media Business Benchmarking Study 2011
    • 32. Healthy level of effort into monitoring & participating in conversations
      Businesses are investing in integratingsocial elements into their own websites
      Neilsen | Community Engine Social Media Business Benchmarking Study 2011
    • 33. Only 9% of businesses are optimising their content for mobile devices
      Businesses are starting to realise the importance of rich media
      Neilsen | Community Engine Social Media Business Benchmarking Study 2011
    • 34. 5 Key takeaways
      • Your customers are active in social media, even if you aren’t.
      • 35. Remember that people are primarily using social media for social purposes – not to be marketed to.
      • 36. Be mobile ready, your customers probably are.
      • 37. Engagement is vital but you need volume to deliver better results.
      • 38. Most Australian businesses are still finding their way too.
    • Jacki James
      Strategic Planner
      Thank you
      p 02 9516 5480
      Follow me @JackiJames
    • 39. Image credits
      Slide 1: Lustre-Creme Lotion Shampoo print ad
      Slide 2:
      Slide 4: Letting it all hang out. Picture by Megan Slade, Source: The Courier Mail
      Slide 6:
      Slide 7:
      Slide 9:
      Slide 11:
      Slide 13:
      Slide 15: Love Stinks, JG Geils Band album cover via
      Slide 17:
      Slide 18:
      Slide 20: Actual Business Letters, Dictated at Various speeds., Keane Records.
      Slide 21:
      Slide 23:
      Slide 24: Beauty Shop Beat, The Clark Sisters (Album cover), Coral Records via