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The Social Media Phenomenon: How to leverage it to best effect


Presentation to Deakin University Alumni in Adelaide at the National Wine Centre, Monday 12 September 2010. …

Presentation to Deakin University Alumni in Adelaide at the National Wine Centre, Monday 12 September 2010.

Presentation provides an overview of social media, discussion of the various social media tools, and 23 principles for social media success

Published in Business
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  • Good evening ladies and gentlemen – thank you for the introduction and thank you very much for the opportunity to speak to you this evening.I hope that I am able to pass on some information that is of use to you.Before I get into the presentation proper, I’d like to show you a short introductory video and I hope that it will provide you with some context for what we’re going to talk about this evening.Sit back and relax – the video goes for about five minutes.
  • I’m sure you’ll agree that some of the statistics in that presentation are truly frightening. It ain’t going to stop – it’s only going to get quicker and quicker – the change has been so rampant, in fact, that some of the statistics in the presentation are now out of date and it’s only 2 years oldMySpace is no longer the social networking tool of choice – Facebook has taken that mantle with 500m users (3rd largest country in the world)There are clear implications for organisations and for businesses from all this change.Those organisations that keep abreast of the changes and adopt new technologies that are appropriate for their business, will give themselves the very best chance to thrive into the future.On the flip side, those organisations that choose to ignore these changes and go about their business in the same way that they have for decades – well, these businesses may not be around in 5-10 years time. It’s as simple as that.So today we’re going to talk about social media, which featured prominently in the video we have just seen, and we’re going to talk about how your organisation can leverage this new phenomenon to stay ahead of the game.
  • Stand up - I want to do a quick straw poll Sit down if you do not have a Facebook account Sit down if you have less than 50 friends Sit down if you have less than 100 friends Sit down if you have less than 200 friends Stand up Sit down if you do not have a Twitter account Sit down if you haven’t tweeted in the last 72 hours Sit down if you haven’t tweeted in the last 24 hours Sit down if you haven’t tweeted in the last six hours Sit down if you’re not tweeting as I am speaking right now
  • This is not a commentary on the little exercise that we have just done – I am not judging anybody here, but in my book, people in business typically fall into one of three categories in relation to social mediaAvoiders/Sceptics – these people are either oblivious to social media or pooh pooh it at every opportunity. They are usually very close-minded people who are not willing to think outside the square or try new things. They are averse to change and they think that if it ain’t broke, why fix it.  Exponents – these people have delved into the world of social media and are experimenting and using social media to good effect. They don’t let social media rule their life, but they recognise that people are consuming information differently in this day and age, and that social media is worth a go. They are contributing positively to the social media community. Wankers – these people think social media is it and a bit. They spend most of their day, and night, on social media websites. They believe there’s no need to interact face-to-face with people anymore, because everything can be achieved electronically. These people usually brag about the numbers of friends / followers they have on Facebook and Twitter (even though they’ve never met most of them). Despite their rampant online activity, they never seem to make any money.
  • A liberal progressive news website that covers politics, religion and world affairs. Over 300 individual bloggers
  • Most appropriate for individuals and musicians, but there are a number of brands on there – Starbucks, Coca Cola
  • Some of the brands that feature here include Bananas in Pyjamas, Billabong, Pringles, Hillsong and Bubble O’BillNotice that Stephanie Rice rounds out the top 20 – with the events of the past week, she’s probably lost a few friends.
  • Sponsored by OfficeMax
  • Even at the micro level…


  • 1. The social media phenomenon:How to leverage it to best effect
    Clayton Wehner
    This presentation can be found at:
  • 2. We live in exponential times…(4:56mins)
  • 3. The Scope
    Evolution of the web and the emergence of social media
    A social media methodology
    Social media tools – blogs, Facebook, Twitter, etc
    The risks of social media
    24 principles for social media success
    Lots of examples, screenshots and video
    Questions at the end
  • 4. Please stand up…
  • 5. Business People and Social Media
    Three types of ‘social media person’:
    Social Media Avoiders/Sceptics
    Social Media Exponents
    Social Media Wankers
    Which one do you think is the best one to be?
  • 6. Evolution of the web
    Web 1.0 = ‘one way web’; reading static web pages; ‘brochureware’
    Web 2.0 = ‘two way web’; interaction, community, collaboration
    Web 3.0 = The ‘semantic’ web; artificial intelligence; high levels of personalisation, individually-tailored web experience
  • 7. Social Media
    Belongs to the Web 2.0 movement
    Social media is ‘media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques’
    Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more
  • 8. Ch-ch-ch-changes…
    Over 70% of Australian internet users visited a social networking site in June 2009, up 29% on previous year
    Facebookaccounts for 29 per cent of all time spent online by Australians and this is increasing rapidly
    Australian Facebook users uploaded 80 million pictures, wrote 32 million wall posts and 45 million status updates in October 2009
  • 9. Australian business is lagging behind…
    75% of Australian SMEsDON’T do social media
    30% of Australian SMEs rarely update the content of their business website
    78% of Australian SMEs don’t use their websites for e-commerce (ie. selling stuff)
    Only 14% of SMEs use email marketing
    So what are we waiting for? Let’s get stuck into it…
  • 10. Steady on, tiger…
    ‘I need to be on Facebook because everybody else is’ – WRONG!
    Tendency to start with the ‘technology’ first
    Need to focus on the target audience, objectives and strategies, before considering the technologies…
    Why? Because the technologies might not be appropriate
  • 11. @KRuddPM becomes @KRuddMP
  • 12. POST Methodology
    P is for PEOPLE
    O is for OBJECTIVES
    S is for STRATEGIES
    This strategy framework was developed by Forrester Research – see
  • 13. Get your website right first…
    BUT before getting too creative with social media, get your website right first
    Your website is the core element of your web presence
  • 14.
  • 15. Are you awake – pop quiz, hot shot…
    Blog is the shortened form of what?
    How many characters can a tweet contain?
    What does RSS stand for?
    Facebook emanated from which US university?
    Who owns MySpace?
  • 16. The Answers
    Blog is the shortened form of what?
    How many characters can a tweet contain?
    What does RSS stand for?
    Facebook emanated from which US university?
    Who owns MySpace?
  • 17. Social Media Tools:Blogs
  • 18. Blogs in Plain English
  • 19. No.1 blog in the world
  • 20. No. 1 blog in Australia
    “I earn a six figure incomeeach year from my blogs…it’s probably creeping moretowards seven figures peryear now…”
  • 21. Blogs for business
    A great way to produce and distribute regular content about your organisation
    Can be setup within minutes online:
    But it takes writing flair, dedication and patience!
  • 22. Blogs for business
    What to blog
    Industry news and views
    Opinion pieces – controversialarticles are good
    ‘How to’ guides
    Free e-books and white papers
    ‘Top Ten’ articles
    Anything that is compelling andwill attract an audience
    How to blog
    Small contributions often
  • 23. – best choice
  • 24. Twitter
  • 25. Twitter in Plain English
  • 26. Most followed Twitter accounts?
  • 27. Twitter for business
    Tweet stuff people can ‘use’…
    Breaking news
    Links to your own topical blog posts
    Links to great articles that you found & want to share
    Special offers and time-sensitive deals
    Discuss topical issues relating to your industry
    Questions and answers
    Polls and surveys
    Tips and advice
    Quirky observations
    Feeds of information
    Customer service channel
  • 28. I’m entering @Crust_Pizza #CrustFreePizzaFriday
  • 29. Virgin Blue – deals / customer service
  • 30. Telstra – customer service
  • 31. Ocea Beauty Bar, College Park
  • 32. – job feed
  • 33. Insurance salesman – 29K followers!
  • 34. Facebook
  • 35. Facebook in reality (2:08mins)
  • 36. Facebook
    Who doesn’t have a Facebook account?
    Over 500 million users worldwide
    Has killed off MySpace in Australia
    ‘Facebook Pages’ for business
    Question: is this the right medium/demographic for your business?
  • 37. Michael Jackson – 19.4m+
  • 38. Coca Cola – 11.3m+
  • 39. SuBo – 1.6m+
  • 40. Boomerang Books – 1,400 fans
  • 41. Most followed Facebook Pages?
  • 42.
  • 43. LinkedIn
  • 44. LinkedIn
    Over 75 million users worldwide
    Unlike Facebook, it is a professionalnetwork
    Things you can do:
    Create a company profile (good for search engines)
    Create a group around your brand / product
    Actively ‘recruit’ people to link to you after you work with them – send a LinkedIn invite after a meeting, add a link button to your email signature
    Respond to Q&A and set yourself up as an expert in your field
    Recommend others and get recommended – good for your own individual ‘brand’
    Ask for introductions to key people via your network
  • 45.
  • 46. Online Video
  • 47. Online video
    Video is the biggest growth area
    Over 20 hours of video every minute is uploaded to YouTube
    Video can be done cheaply with a handheld camcorder
    Viral impact can bring thousands of visitors to a website in a short space of time
    How could your organisation use online video?
  • 48. Online video for business
    Here are some things that your business could do:
    Corporate profile video
    Recruitment videos
    Testimonial videos
    Case study videos
    How to use our product/service video
    Instructional videos (eg. CommonCraft videos)
    Clever viral videos…
  • 49. Elf Yourself
    • 36 million visitors at Christmas 2009
  • Where in the World is Matt? – 31m views
  • 50. The most popular online videos of all time
    1. Justin Bieber - Baby ft. Ludacris; 310,348,009 views
    2. Lady Gaga - Bad Romance; 272,359,281 views
    3.  Charlie bit my finger - again !; 225,711,262 views
    4.  Shakira - WakaWaka (This Time for Africa); 173,869,568 views
    5.  Miley Cyrus - Party In The U.S.A. - Official Music Video; 153,302,747 views
  • 51. Other social media tools that we don’t have time to cover today…
    Location-based social networking sites – eg. Foursquare
    Other social networking sites – eg. MySpace, Orkut, Hi5, Bebo
    Really Simple Syndication (RSS)
    Social bookmarking sites – eg. Digg, Delicious, Technorati
    Wikis – eg. Wikipedia
    Content sharing sites – eg. Flickr, Slideshare
    Discussion boards / forums – eg. Yahoo! Answers
    Crowdsourcing / outsourcing – eg. Elance, 99designs
    Virtual communities – eg. Second Life
    Voice over IP – eg. Skype
    Instant Messaging – eg. ICQ
    The mobile web – iPhones, Blackberry, Android, iPads, Kindles
  • 52. The Risks of Social Media
  • 53. It’s all out there…
    Who has googled themselves?
    Social media sites can be very insightful about individuals
    Ethical? Legal?
    Make sure that your own internet ‘footprint’ is ‘above board’
  • 54. "Kyle Doyle is not going to work, f*** it I'm still trashed. SICKIE WOO!"
  • 55. Total pervvy wanker
  • 56. Risks of social media for organisations
    While the decision to post videos, pictures, thoughts, experiences, and observations to social networking sites is personal, a single act can create far-reaching ethical consequences for individuals as well as organizations. Therefore it is important for executives to be mindful of the implications and to elevate the discussion about the risks associated with it to the highest levels of leadership.
    Sharon L. Allen, Chairman of the Board Deloitte LLP
  • 57. The big long list of risks for organisations…
    Breach of security
    Breach of privacy
    Compromised passwords / hack attempts
    Viruses / phishing
    Online harassment or cyber-bullying between workers
    Slander / libel / defamation
    Online fraud and deception
    Disgruntled former employees
    Not to mention hits to your brand…
  • 58. Domino’s
  • 59. Virgin’s ‘chavs’ (=‘bogan’)
  • 60. Catherine Deveny sacked by The Age for Tweets
    "Rove and Tasma look so cute ... hope she doesn't die, too"
    "I do so hope Bindi Irwin gets laid”
  • 61. The power of Twitter (5,000+ followers)
  • 62. The Dove example…
    Dove evolution
    Dove Onslaught(er)
    Dove Parody
  • 63. How do I monitor my online signature?
    Twitter Search –
    Google Alerts –
  • 64. 24 principles for social media success
  • 65. Principles for social media success
    1. You have a mandate from the boss
    2. You have organisational commitment at all levels
    3. Your strategy integrates with the business plan and wider marketing strategy
    4. Your strategy fits with the organisation’s website
  • 66. Australian Army goes social
  • 67. Australian Army FB Page – 53K+ fans
  • 68.
  • 69. Principles for social media success
    5. You understand your target audience
    6. You understand what your objectives are
    7. You are using the correct social media technologies
    8. You have a written usage policy in place
  • 70. Principles for social media success
    9. You have a staff training regimen in place
    10. You have an appropriate allocation of resources – people, time, money, equipment
    11. There is central coordination and accountability
    12. There is devolved responsibility
  • 71. Devolved responsibility
  • 72. Principles for social media success
    13. There are regular coordination meetings (but also spontaneity)
    14. There is a focus on sustainability and long-term results
    15. There is compelling content
    16. Content is well-written, error free and keyword-rich
  • 73. Compelling content
  • 74. Principles for social media success
    17. There is an appropriate frequency of content
    18. There is an appropriate tone and persona
    19. There is two-way conversation and engagement
    20. There is ‘authentic’ communication
  • 75. Frequency of content
    • Small contributions often – one per day
  • Tone and Persona – Ginger Rundle
  • 76. Two-way conversation
  • 77. Authenticity
  • 78. Principles for social media success
    21. KPIs are monitored
    22. There are contingency plans in place if something goes wrong
    23. There is constant learning about social media in the organisation – because it is constantly changing!
  • 79. KPI monitoring
  • 80. Final words
  • 81. What you should do now…
    Ssecureyour names on Twitter, Facebook, etc
    Sort out your website
    Check your competitors
    Dip your toe in – it’s free
    Set up profiles on main sites
    Do some tweeting
    Subscribe to/comment on industry blogs
    Connect with associates
    Read and learn
    Monitor brand & reputation
  • 82. Will social media help us?
    It’s not a ‘silver bullet’
    Like most things, it won’t happen overnight
    It’s not unlike ‘real’ networking!
  • 83. Benefits of social media if done well
    Engage with existing stakeholders
    Reach new ones
    Establish credibility
    Bigger ‘signature’ on the web
    Greater ‘openness’ and ‘accessibility’
    Be a part of the ‘revolution’ in the online world (what is the alternative?)
  • 84. And that’s it…
    This presentation can be found at:
    A quick plug for Boomerang Books:
    Get free shipping when you use promo code DEAKINUNIBOOKS
    My details:
    Twitter: @bluetrain
    Skype: bluetrainenterprises
    I’m also on Facebook, LinkedIn