Social Media in Australia 2012
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Social Media in Australia 2012

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This presentation covers the social media landscape in Australia and how it is impacting businesses and provides insights into how to build a sociall enabled business. If you want to talk more about ...

This presentation covers the social media landscape in Australia and how it is impacting businesses and provides insights into how to build a sociall enabled business. If you want to talk more about what we can do for your business, get in touch at info@inlight.com.au

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Social Media in Australia 2012 Social Media in Australia 2012 Presentation Transcript

  • THE SOCIAL MEDIALANDSCAPE IN AUSTRALIA
  • Social media landscape If you ask different people, “What is Social Media?”...they will all give you a different answer... Social media is; Traditional media is; Interactive Detached Shareable Difficult to share Conversational Promotional Dynamic Static Many-to-many One-to-many
  • Social media landscape My favourite definition: “social media is word of mouth on steroids”
  • Social media landscape The power is shifting back to the people United Breaks Guitars Click to watch video United breaks David Carrolls guitar and makes little effort to compensate him. So David does whats natural to him: he makes a music video. Four days after the videos release, United Airlines stock price dropped 10%, costing stockholders over $180m in value. The video has had over 12 million views.
  • Social media landscape In the social media world... “People are no longer targets for your marketing, they are part of your marketing”
  • Social media landscape It’s complex!
  • Social media landscape Social is emerging as a starting point for content distribution Mary Meeker, The State of the Web, 2012
  • Social media landscape We love social media • Australian’s are the most social media engaged audience in the world • Australian’s spend more time on social media sites than any other nation • Half of Australia’s population is on Facebook • On average 5.9 hours per week are spent on Facebook • 48% of Australian brands have a Facebook page with an average of 40k fans Source: Nielsen, Interbrand, Facebook, 2011
  • Social media landscape Frequency of using social sites 0% 5% 10% 15% 20% 25% 30% 35% 40% Everyday 30% Most days 10% A few times a week 8% About once a week 5% A few times a month 4% About once a month 3% Less than once a month 2% Never 38% Average = 12.4 per month Source: Sensis Social Media Report, 2011
  • Social media landscape Frequency of using social sites 14-19 20-29 30-39 40-49 50-64 65+ Everyday 70% 52% 39% 14% 15% 5% Most days 15% 20% 9% 11% 5% 3% A few times a week 7% 12% 10% 7% 7% 5% Once a week 1% 6% 6% 5% 5% 8% Less than weekly 0% 4% 9% 22% 5% 10% Never 7% 7% 27% 41% 64% 69% Avg p/week 24.9 21.4 15.2 7.9 6.5 3.1 Almost all of those aged under 30 (93%) are using social sites and the majority are using them everyday. Source: Sensis Social Media Report, 2011
  • Social media landscape Which sites? 0% 20% 40% 60% 80% 100% 120% Facebook 97% LinkedIn 9% Twitter 8% Myspace 4% Other 3% Source: Sensis Social Media Report, 2011
  • Social media landscape But there are a few new kids on the block...
  • Social media landscape Who are they? What does it do? Australian members It’s a fast, beautiful and fun way to share your 1,510,000 photos with friends and family Virtual pinboard. Allows you to organise and share all the beautiful things you find on the 650,000 web. Fastest growing site in history. Intregrated social networking and identity 377,550 service from Google Source: Social Media News, Oct 2012
  • Social media landscape How can you use Instagram? Just Car Insurance Instagram Cover Car Promotion Click to watch video
  • Social media landscape
  • Social media landscape Why would I use Google+ 1. Maximise competitive advantage in SEO 2. Content distribution channel
  • Social media landscape Social is directly tied to search results Both people and pages and +1 counts show for logged-out users in search results
  • Social media landscape Why do we use social media? Reasons for using social networking Total To catch up with family and friends 93% To share photographs and videos 56% To coordinate parties or shared activities 32% To find out about entertainment such as bands, shows or movies 26% To play games 24% To meet new friends 18% To follow or find out about businesses 15% To find people with the same interests 14% To research holiday destinations or travel offers 12% To research products or services you might want to buy 12% Source: Sensis Social Media Report, 2011
  • Social media landscape What do they want from us? 0% 10% 20% 30% 40% 50% 60% Discounts 57% Give-aways 45% Invitation to events 41% Product information 41% Coupons 36% Information about brand 32% Feedback forums 32% None of these 30% Source: Sensis Social Media Report, 2011
  • BUILDING A SOCIALLY ENABLED BUSINESS
  • Socially enabling your business Five pillars you need to cover 1. SOCIAL 2. SOCIAL 3. COMMUNITY 4. GOVERNANCE 5. EDUCATION & STRATEGY MONITORING & CONTENT & TECHNOLOGY INNOVATION - Social strategy and - Listening reporting - Community - Development of - Development of opportunity and insights management and social guidelines, educational material identification - Development moderation response frameworks, and sessions - Development of dashboards - Identifying crisis frameworks and - Regular team social bespoke - Campaign reporting influencers SLAs communication and programs and - Issues management - Social monitoring, sharing campaigns - Content strategy and management and - Education planning reporting platforms - Local and global - Content scheduling trends - Competitive monitoring
  • Socially enabling your business Social strategy process LISTEN PLAN ENGAGE AMPLIFY OPTIMISE - Identify - Create governance - Content scheduling - Distribute content - Reporting & conversation themes & SLAs - Management tools - Campaigns insights - Identify issues - Key stakeholders - Community - Build awareness of - Learnings - Key insights - Training management channels - Adjust strategy
  • Socially enabling your business Key considerations • Social impacts all areas of your business • Social helps amplify marketing and activity and conversions • Customer service enquires are inevitable and require continuous optimisation • Social is often used by customers as the ‘channel of last resort’ • Social helps reveal key business issues • Community management and content development is resource intenstive • Content is king - but it must be the right content • Third part listening and management tools are essential • Social media and content are going to play a greater role in determining search rankings
  • Socially enabling your business Make people part of your campaigns Just Car Insurance - Rate My Ride Social Media Campaign Click to watch video
  • Socially enabling your business What about f-commerce? • Most consumers don’t see Facebook as a place to buy things...yet! • JCPenney, Gap and Nordstrom all closed down their Facebook storefronts in favour of re-directing funds into traditional e-commerce channels • For most businesses the ROI isn’t there yet • Generally, people prefer to ‘talk about’ products on Facebook rather than ‘buy’ products • Perceived security is an issue - only 26% of consumers think Facebook storefronts are secure against fraud • It’s not all bad news, Australian fashion entrepreneur MIISHKA has built a sustainable business entirely on Facebook, generating 1,000 unique buyers in the first six months
  • Socially enabling your business and measuring ROI? “There is no uniform approach to calculating ROI from social media. In fact, most marketers don’t know how to measure at all. However, there are a number of ways to quantify value from social media” CUSTOMER SERVICE EARNED MEDIA - Deflected contacts = (number of new queries) x - Estimated value of social impressions (estimated deflection rate) - Estimated value of engagements - Savings = (number of deflected contacts) x (avg cost - Impression benchmarking against paid channels per call) METRICS ACQUISITION/RETENTION - Number of enquiries resolved - Referral site conversions - Number of customers saved - Leads generated - Number of customers acquired - Sentiment index - Number of fans and estimated value - Engagement index
  • WHO’S DOING IT WELL?
  • Socially enabling your business Telstra STRATEGY: CUSTOMER SERVICE • Local pioneers / innovators • Buy in from the top • 60 trained staff • Cross channel / cross platform RESULTS: “reduction in call volumes, combined with some of the lowest churn rates in the world for mobile and fixed line services” - David Thodey, CEO
  • Socially enabling your business AAMI STRATEGY: CUSTOMER SERVICE • Leveraging from core brand proposition • Buy in across the organisation • 12 trained staff • Marketing programs social by design • AAMI’s “Rhonda” goes viral RESULTS: High customer resolution via social media and significantly increased reach and and engagement of existing marketing campaigns. Winner of ‘Best Use of Social Media’ at 2012 AB+F Awards.
  • Socially enabling your business DELL STRATEGY: CUSTOMER SERVICE • Social informs business decisions • 3,000 trained staff, decentralised model • Social certification program • Cross channel / cross platform RESULTS: “The sales’ benefit to Dell of running a social media program runs into the tens of millions” - Dave Rishi, Executive Director of Online
  • Socially enabling your business But it took this for inspiration... THE NOW INFAMOUS “DELL HELL” Gizmodo published this photo of an exploding Dell laptop. The image spread like wildfire across the internet, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.
  • Socially enabling your business AMEX STRATEGY: CUSTOMER SERVICE & MARKETING ENGAGEMENT • Small Business Saturday (now a movement) • 2.8 million Facebook fans • Surprise and delight program • Listens and asks for feedback from community • Strong integration between products and social e.g. couponless deals via Facebook and Twitter
  • Socially enabling your business AMEX SMALL BUSINESS SATURDAY - now a movement Click to watch video
  • Socially enabling your business AMEX COUPON-LESS DEALS Click to watch video
  • Socially enabling your business The future of social media • Mobile • Big data (business intelligence) • Social Commerce • Social CRM • Shift to content marketing