Driving more Business & reducing marketing costs using Facebook, Twitter and Social MediaInnovationCentre, Bentley Tech Park, Oct 29th 2009Charlie Gunningham

using Facebook, Twitter and Social Media

InnovationCentre, Bentley Tech Park, Oct 29th 2009

- Goals/Intro, Definitions - Blogs, Facebook, - Twitter, Youtube, - LinkedIn, - Policy, Conclusion, and Takeaways

OBJECTIVES3 things you want to get out of today?

CAR PARKthings that may have to be handled later

HISTORY

ARPANET, 1968

Net EFFECTS 1. How many of you have purchased something on the Internet in the last 6 months? 2. How many times have you used the Internet as an information source, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down?

Net EFFECTS

TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk

Major shifts happen slowly- the frog in hot water - climate change- ageing process

1994 Age ofSurf1998 Age ofSearchNOW Age ofSocial (media)

1960-2000Golden Ageof Advertising

Fragmentationof all media

Demise of tradmedia

Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”

Ad Spend in Australia - 09/101. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009

INTERNET USE – Globally/Australia_ Created 1990, Web Sites 1994, Search 1998_ Total World Pop (09) 6.7bn, Internet Users 1.7bn (25%)_ Aus: Pop 21mn, Net 17mn (81%) (user growth 156% since 2000)

SOCIAL MEDIA in Aus (Jun09)_ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ Twitter the fastest growing

Facebook Stats _ 540,000+ in Perth are on Facebook _ more over aged 40 (150k) than under 20 (143k)It’s not a question of WHETHER, it’s a question of HOW you are there(very similar to “The Internet” in 1999?)

SOCIAL MEDIA – defined Social media is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. http://en.wikipedia.org/wiki/Social_mediaincl blogs, youtube, facebook, twitter, flickr, slideshare, …

Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

TV clips…OLD Media – controlled “gates of distribution “but not anymore

“Markets are conversations”conversations among humans sound humannatural, uncontrived, honestpublic switch quicklytell us something! (then we might speak to you)business is only part of our lives, it’s all of yoursThe Cluetrain Manifesto: The End of Business as Usualby Christopher Locke, Rick Levine, Doc Searls, David WeinbergerPub 1999 : read it for free at www.cluetrain.com

… people want to talk!

“Markets are conversations”Every ‘deal’ is a series of conversations

So – have a conversation with your mkt- WIIFT- contribute, join in, - have a clear company policy

Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine

BLOGGING SOFTWARE1. Blogger.com (Google)2. Wordpress.org (popular, purists) 3. DotNetBlogEngine(Microsoft)? Who wants to do one right now?

THE RULES…not expensive in $’sBlog often, blog interestingShow yourpassionEncourage staff to blogBe authenticIdeas spreadAllow publicto comment

BENEFITS? you’re asking the wrong question, but …Better Traffic & SEO to your siteFun, empowering for you/staffListen + Learn from your publicGather interesting contentWhat goes around comes around“Markets are conversations”= the future of marketing?

Look at blogs, read loads of themIf you had a soap box, what you speak about? Start one today? THINK NOW –how might you use this?

PODCASTING- audio file (usually)- record interview, testimonial…- have them downloadablewww.byoaudio.com

FORUMS- interactive, Q&A- opinions, learn from customers?- you/they post question points- comments ‘thread’ / link thru’>> seabreeze.com.au Platforms: BeeHiveForum.net …

Mark Zuckerberg, Founder, Facebook

Do your own FACEBOOK Pagefree ‘n’ easy to set uppeople find youyou’re in control540,000 in Perthmore > 40 than < 20500+/day in Perth join

Facebook.com/gunninghamUpdate words/photosWall/Info, News FeedComments/LikesFriending PolicyPrivacy SettingsControls for ads/pages

Set up a FACEBOOK Group/Business PageInvite ‘fans’publish events, goings oninteractive shop windowWalls, Photos, discussionsImport blog feed, apps

FACEBOOK Business PageLink from emails/web siteRun it like your siteFeed from page to your siteUpload videosBuild a community

Post your own FACEBOOK AdsDirect + targettedSet a budgetEasy to set up, edit, cancel + monitor16mn+ views ($2300)

Post your own FACEBOOK AdsBid / BudgetImpressionsClicksClick Thru RateCost per ClickCost / Thousand Imp’s

TWITTER in Plain Englishhttp://www.youtube.com/watch?v=ddO9idmax0o

Biz Stone, Founder, Twitter.com

TWITTER! (your own)55mn monthly UBsGrowing fastVery easy to update‘micro-blogging’Word out, top of mindOwn thoughts, profiling

TWITTER! (your own)Own domain extension – grab it!Link and retweetPost your own newsUse tr.im to shorten linksFollow everyone?Link back to your site

TWITTER! (company)Own domain extension – grab it!Same concept, but companyBackgroundsThemes/#Saved searchesTweetdeckUpdate from mobiles

TWITPIC.comApp that synchs with twitterTake photo, upload +then it becomes a tweetwith a link to the photoCan be done from mobilehttp://twitpic.com/photos/chazgunningham

Chad Hurley, Cofounder, Youtube.com

Upload movies to Obama did 1,67887 mn viewsAv age 45-55 yrstag ‘perth real estate’DIY, free

www.youtube.com/aussiehometvCreates online vidCode for you to use‘testimonial mountain’Draws in viewer

LINKEDIN.comProfessional networkingMakes connections visibleWorth being thereEst 200340 mn membershttp://www.youtube.com/watch?v=IzT3JVUGUzM

LINKEDIN.comProfessional networkingMakes connections visibleWorth being thereEst 200340 mn members

Flickr.comEst 2004Photo sharingGalleries, commentsCompany web address3.6bn imagesBought by Yahoo!

Flickr.comTag photosOrganise into setsStorage for blog pixCreate your own spaceNeed yahoo email (free)

USED TOGETHER – rinse and recycle - use tr.im and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates

SOCIAL MEDIA POLICY- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)

Social Media OptimisationLower ad coststargetted, effective marketingRaise Traffic + improved rankingsFun, empowering; learn & interactDrive client loyaltymore sales and profitsMOST powerful when you mix them

Conclusions from today_ what are they - for you?Take-Aways from today_ what are you going to do about this … as of tomorrow?

THANK YOU! - contact me for web work- contact Netway for IT support- and all the best with social media!- for these slides, contact me…charlie@aussiehome.com0411 092 669