Craig Somerville AIMM, Director of Reload Media and Chair of the AIM Young Manager Advisory Board, presented at Management House in Brisbane on 2 May on determining social media objectives, strategies and tactics, and dispelled the myths of social media.

1. PUTTING
SOCIAL MEDIA
TO WORK
Presented by Craig Somerville AIMM
Director of Reload Media
at the Australian Institute of Management – Qld & NT
Thursday 2 May 2013
#AIMevents

2. 2
About Reload Media
 Reload Media is a specialist digital agency working across
social media, search engines and digital advertising.
– 500 clients across Australia, NZ and the UK

3. 3
About Tonight
 Social Media Overview
 Australian Social Media Landscape
 What Should You Be Doing?
 What Shouldn‟t You Be Doing?
 Case Studies
 Tips on Getting the Most out of Social Media
#AIMevents

4. 4
Before We Begin…
@Reload_Media
@aimqld
#aimevents
#AIMevents
gplus.to/craigsomerville
#aimevents
facebook.com/ReloadMedia
facebook.com/aimqld

5. 5
To Get You Started…
Craig from @Reload_Media encourages tweeting of
“tweetable tweets” at #AIMevents
#AIMevents

6. 6
Social Media Explained (kind of)
Myth: “No one
uses Google+”
#AIMevents

7. 7
Social Media Overview
“To find something
comparable, you have to go
back 500 years to the printing
press, the birth of mass
media… Technology is
shifting power away from
editors, the publishers, the
establishment, the media
elite. Now it‟s the people who
are taking control.”
Rupert Murdoch, Wired
Magazine, July 2006
#AIMevents

8. 8
Zero Moment of Truth
#AIMevents
View video at:
https://www.youtube.com/watch
?v=g40rrWBx2ok

9. 9
Social Media in Australia
 Over 60% of the adult population has a Facebook account
– The fastest-growing segment is Over 55
 Australia has one of the highest adult usage rates of social
media in the world.
#AIMevents

10. 10
Social Media Landscape
 Facebook is top for visits, Twitter top for conversions
Source: Optify
#AIMevents

11. 11
Social Media Landscape
 Facebook fans spend 24% more than non-fans. (Source:
Play.com)
 In the UK, £3bn in sales is expected to be influenced by
social media in some way in 2014 (Source: eBay study)
 Most SEO experts claim that Google+ is impacting on
search results, rankings, traffic and sales.
#AIMevents

12. 12
Social Media Landscape
 70% of small Australian businesses now have some form of
social media investment.
 94% of medium/large Australian businesses have some
form of social media investment.
#AIMevents
Yellow Pages Study, 2012

13. 13
Why Should You Be on Social Media?
…94% of people trust word of mouth
but only 14% of people trust
adverts…
Forrester, 2012
#AIMevents

14. 14
Why Should You Be on Social Media?
Conversations about your brand are
happening whether you’re involved
or not…
#AIMevents

15. 15
Why You Shouldn‟t Be on Social Media
It’s popular right now!
#AIMevents

16. 16
Define Your Social Media Objectives
 Is it customer service?
 Is it recruitment?
 Is it showcasing your expert knowledge?
 Is it branding?
 Is it sales driving?
#AIMevents

17. 17
So, the Big Question…
How do you make it work for your
business?
#AIMevents

18. 18
Putting Social Media to Work
1. What is your business objective?
2. What social channels should you be active on? (register on
them all anyway)
3. How does it tie in with your other marketing activities?
4. Who can you appoint to pioneer the initiative? (In house
representative or outsourced)
5. What are your competitors doing?
6. What plan do you have in place if something „goes wrong‟?
#AIMevents

19. 19
IKEA Case Study - Branding
#AIMevents

20. 20
Applebees Case Study
#AIMevents

21. 21
Reload Case Study
#AIMevents

22. 22
Social Media Tips
 Dedicate some time and resources to making social media
work.
 Set targets
 Develop a company wide social media policy and educate
all staff
 Set up accounts to monitor activity (start with Hootsuite – it‟s
free)
 Integrate your social media with other marketing activities
(use Google Analytics to help measure)
#AIMevents

23. PUTTING
SOCIAL MEDIA
TO WORK
Craig Somerville www.reloadmedia.com.au
AIM Qld & NT www.aimqld.com.au
#AIMevents