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

2. THE SOCIAL MEDIA
LANDSCAPE IN AUSTRALIA

3. 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

4. Social media landscape
My favourite definition:
“social media is
word of mouth on steroids”

5. Social media landscape
The power is shifting back to the people
United Breaks Guitars
Click to watch video
United breaks David Carroll's guitar and makes little effort to compensate him. So David does
what's natural to him: he makes a music video. Four days after the videos release, United
Airline's stock price dropped 10%, costing stockholders over $180m in value. The video has
had over 12 million views.

6. Social media landscape
In the social media world...
“People are no longer targets for
your marketing, they are part of
your marketing”

7. Social media landscape
It’s complex!

8. Social media landscape
Social is emerging as a
starting point for content
distribution
Mary Meeker, The State of the Web, 2012

9. 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

10. 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

11. 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

12. 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

13. Social media landscape
But there are a few new kids
on the block...

14. 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

15. Social media landscape
How can you use Instagram?
Just Car Insurance Instagram Cover Car Promotion
Click to watch video

16. Social media landscape

17. Social media landscape
Why would I use Google+
1. Maximise competitive advantage in SEO
2. Content distribution channel

18. 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

19. 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

20. 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

21. BUILDING A SOCIALLY
ENABLED BUSINESS

22. 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

23. 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

24. 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

25. Socially enabling your business
Make people part of your campaigns
Just Car Insurance - Rate My Ride Social Media Campaign
Click to watch video

26. 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

27. 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

28. WHO’S DOING IT WELL?

29. 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

30. 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.

31. 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

32. 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.

33. 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

34. Socially enabling your business
AMEX
SMALL BUSINESS SATURDAY - now a movement
Click to watch video

35. Socially enabling your business
AMEX
COUPON-LESS DEALS
Click to watch video

36. Socially enabling your business
The future of social media
• Mobile
• Big data (business intelligence)
• Social Commerce
• Social CRM
• Shift to content marketing