Your SlideShare is downloading. ×
Part 2 of UniSA Social Media Talk May 21, 2010
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Part 2 of UniSA Social Media Talk May 21, 2010

522
views

Published on

This is second and final part of a lecture on Social Media for the UniSA School of Marketing. Industry benchmarks, case studies, research and other insights are used to illustrate and explore the …

This is second and final part of a lecture on Social Media for the UniSA School of Marketing. Industry benchmarks, case studies, research and other insights are used to illustrate and explore the importance of social media and provides an overview on how it can be used.

Published in: Education

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
522
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. UniSA School of Marketing Social Media Lecture by Gavin Klose 21 May 2010
  • 2. SOCIAL MEDIA: JUST ANOTHER MARKETING TOOL?
  • 3. SOCIAL MEDIA: 1. HOW IS IT DIFFERENT? 2. HOW IS IT IMPORTANT? 3. HOW IS IT USED?
  • 4. SOCIAL MEDIA: 1. HOW IS IT DIFFERENT?
  • 5. 64
  • 6. 64
  • 7. SOCIAL MEDIA: “...the type of media that is based on conversation and interaction between people online.” en.wikipedia.org/wiki/Social_media
  • 8. Westfield Gift Card, Dec 2009 369,000 users in 5 days (for $20k) M&C Saatchi (Mark), Nov 2009
  • 9. SOCIAL MEDIA: less about “Media” more about “Social”
  • 10. SOCIAL: from Latin ‘socius’: friend ‘socialis’: allied
  • 11. SHIFT: "...there is no ‘them’ out there. It’s just an awful lot of ‘us’." Douglas Adams on the internet, 1999
  • 12. “US” “THEM” BUY ME
  • 13. WHO DO WE TRUST? BUY ME
  • 14. Trust Trust recommendations advertisements 78% 14% Trust in Advertising, Nieslen, Oct 2007
  • 15. Love Brand Find Use Fail
  • 16. 4 PHASES OF EXPERIENCE Love Find Use Fix
  • 17. Love EXPERIENCES
  • 18. SOCIAL MEDIA: the sharing of experiences
  • 19. SHARE MEDIA: the sharing of experiences
  • 20. People share things they care about.
  • 21. People don’t care about you - but they do care about the great and bad experiences they associate with you.
  • 22. These experiences are the things people share with others.
  • 23. Your brand is what people say (and share) about you.
  • 24. Search Browse Upload PRody99 Sign Out Unboxing the iPad ihnatko 19 videos Subscribe Apple iPad Stress Tests 91,997 views PCWorldVideos Featured Video 4:34 Apple iPad - In Hand First look after unboxing 124,262 views 2:23 samsam344 iPad Unboxing/Review 111,876 views jgregorio62 5:33 The NEW Apple 'iPad' Tablet (unboxing) - The ... 172,480 views 8:00 iphonehelps Apple iPad Unboxing 16,081 views yourtechgeek 5:33 Apple iPad Unboxing Part 2 12,184 views raynicolini 7:35 ihnatko — March 31, 2010 — Yes! Is the marvelous epic glory of a consumer device being 621,288 Apple iPad ! UNBOXING removed from its packaging! Brought to you in living... views AND GIVEAWAY! 45,858 views tristan119 Like Save to Share <Embed> Official Apple iPad Unboxing!! As Seen On: appleinsider.com 155,207 views http://www.youtube.com/watch?v=xrqKVKhNNx4&feature=related blake3one6
  • 25. Search Browse Upload PRody99 Sign Out Unboxing the iPad ihnatko 19 videos Subscribe Apple iPad Stress Tests 91,997 views PCWorldVideos Featured Video 4:34 Apple iPad - In Hand First look after unboxing 124,262 views 2:23 samsam344 iPad Unboxing/Review 111,876 views jgregorio62 5:33 The NEW Apple 'iPad' Tablet (unboxing) - The ... 172,480 views 8:00 iphonehelps Apple iPad Unboxing 16,081 views yourtechgeek 5:33 Apple iPad Unboxing Part 2 12,184 views raynicolini 7:35 ihnatko — March 31, 2010 — Yes! Is the marvelous epic glory of a consumer device being 621,288 Apple iPad ! UNBOXING removed from its packaging! Brought to you in living... views AND GIVEAWAY! 45,858 views tristan119 Like Save to Share <Embed> Official Apple iPad Unboxing!! As Seen On: appleinsider.com 155,207 views http://www.youtube.com/watch?v=xrqKVKhNNx4&feature=related blake3one6
  • 26. Brand
  • 27. PAID MEDIA TAKE WATCH POST Brand READ LISTEN VISIT CALL
  • 28. EARNED MEDIA FEED REVIEW TAKE WATCH VOTE CONTRIBUTE LIKE POST UPLOAD Brand RATE READ COMMENT PUBLISH LISTEN VISIT JOIN TAG CALL
  • 29. EARNED MEDIA FEED REVIEW TAKE WATCH VOTE CONTRIBUTE LIKE POST UPLOAD Brand RATE READ COMMENT PUBLISH LISTEN VISIT JOIN TAG CALL
  • 30. forrester.typepad.com/groundswell/2008/10/new-2008-social.html
  • 31. SOCIAL MEDIA: 2. HOW IS IT IMPORTANT?
  • 32. SOCIAL MEDIA IS USED BY Marketing PR Service/Support IT HR
  • 33. MAJOR BENEFITS OF USING SOCIAL MEDIA More brand awareness 73 Increased customer engagement 71 Better brand reputation 66 Increased communication / networking with key influencers 62 More online brand mentions 58 Increased direct traffic to website 56 Increased indirect traffic 46 Higher customer satisfaction / advocacy / NPS 44 Increased leads 43 Increased sales 29 More offline brand mentions 29 Increased profitability 24 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 34. MAJOR BENEFITS OF USING SOCIAL MEDIA More brand awareness 73 Increased customer engagement 71 Better brand reputation 66 More about branding. Increased communication / networking with key influencers More online brand mentions Increased direct traffic to website 58 56 62 Less about direct $. Increased indirect traffic Higher customer satisfaction / advocacy / NPS 46 44 Increased leads 43 Increased sales 29 More offline brand mentions 29 Increased profitability 24 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 35. engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  • 36. Figure 4: Engagement Correlates to Financial Performance 20% - 20% - 20% - 10% - 10% - 10% - 0% - 0% - 0% - -10% - -10% - -10% - Wall- Select- Butter- Wall- Select- Butter- Wall- Select- Butter- 4 flowers 3 ives 2 flies 1 Mavens 4 flowers 3 ives 2 flies 1 Mavens 4 flowers 3 ives 2 flies 1 Mavens engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  • 37. INTERNET PENETRATION RATES % OF POPULATION (DEC 2009) 0 Norway 90.9 Sweden 89.2 Netherlands 85.6 Denmark 84.2 Finland 83.5 New Zealand 83.1 Australia 80.1 Korea 77.3 United Kingdom 76.4 United States 76.3 Switzerland 75.5 Japan 75.5 Germany 75.3 internetworldstats.com/top25.htm
  • 38. INTERNET PENETRATION RATES % OF POPULATION (DEC 2009) 0 Australia 7th. Norway 90.9 Sweden 89.2 Netherlands 85.6 Denmark 84.2 Finland New Zealand Australia UK 8th. 83.5 83.1 80.1 USA 9th. 77.3 Korea United Kingdom 76.4 United States 76.3 Switzerland 75.5 Japan 75.5 Germany 75.3 internetworldstats.com/top25.htm
  • 39. SOCIAL NETWORKING REACH AND ENGAGEMENT BY AUSTRALIANS ONLINE FOR MONTH OF FEB, 2010 89.6% reach 8 minutes per day comscore.com/Press_Events/Press_Releases/2010/4/Social_Networking_Across_Asia-Pacific_Markets/(language)/eng-US
  • 40. Socialnomics, 2009
  • 41. SOCIAL MEDIA: 3. HOW IS IT USED?
  • 42. VIEW DEMO PRICING FAQ HOW IT WORKS REGISTER Login Demo video 1:34 Like 21 people like this. AT A GLANCE We give you the tools to write surveys and send them to the members of our US consumer panel that match your target market. We deliver your responses in a matter of hours and help you to understand the data. ONE-STOP BUILT-IN TARGET SURVEYS GET YOUR SHOP RESPONDENTS DEMOGRAPHIC START AT $29.95 RESULTS FAST "AskYourTargetMarket is an exciting product! I think I'm going to use it to make sure I'm providing the type of THE ONLINE SURVEY TOOL WITH A BUILT-IN CONSUMER PANEL content to my listeners that they want to hear." Winston Edmondson CNN RADIO Innovation @ work With AYTM's innovative online survey tool, there is no need to find survey takers - our online survey "This price point is definitely creator comes with a built in consumer panel. Select your target market by age, gender, location, appealing considering how expensive income, and much more for an accurate representation of your target market. Best of all, results are it can be to conduct market fast. After using the online survey creator to build your survey, you can log into your online survey tool research." control panel and watch graphs and charts begin to take shape within minutes. askyourtargetmarket.com/home
  • 43. SHARE FACTORS 1. AMBASSADORS 2. EXPERIENCES 3. SHAREABLE 4. PARTICIPATE 5. LISTEN
  • 44. SHARE FACTORS 1. AMBASSADORS
  • 45. Harry Potter World of Wizardry Reached 350,000,000 by seeding to 7! Universal Orlando Resort, May 2007
  • 46. Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook
  • 47. 2. Homepage Ad with Social Context 1. Homepage Ad 3. Organic Impression Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook
  • 48. FACEBOOK HOMEPAGE EFFECTIVENESS 30 Ad exposure Ad + social advocacy Ad + organic 16 13 10 8 8 8 4 2 Ad Recall Awareness Purchase Intent Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook
  • 49. FACEBOOK HOMEPAGE EFFECTIVENESS 30 Ad exposure Ad + social advocacy Ads are more Ad + organic effective if your 16 13 friends like them 10 8 8 8 4 2 Ad Recall Awareness Purchase Intent Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook
  • 50. SHARE FACTORS 2. EXPERIENCES
  • 51. Trip Advisor tripadvisor.com
  • 52. Mini Xmas Promotion, Production cost < $5000 Euro UbachsWisbrun/ JWT Agency, Dec 2009
  • 53. SHARE FACTORS 3. SHAREABLE
  • 54. Thousands spread goodwill for IKEA Forsman & Bodenfors, Nov 2009
  • 55. Email Updates Conversion Calculator Contact Us Site Map GLNG Shaw River Gunnedah Procurement Home About Santos Our Activities Investor Centre People & Careers Our Responsibilities Search Sustainability at Santos Share | More Corporate Governance Safety Environment Santos Community Fund Community Blog Human Rights Directors' EHS Awards and Executive Vice President Technical Innovation Awards Australian Business & Climate Group Education Centre Previous page Santos engaged with over 3000 people Privacy ABOUT US OUR RESULTS WORK WITH US SUSTAINABILITY Search Disclaimer Videos/Webcasts Current Wells Job Opportunities Safety Site Information Annual Reports Quarterly, Interim Graduate Program Environment Site Map and Full-Year Presentations Vacation Program Community Report Timetable Fusion, Mar 2010
  • 56. SHARE FACTORS 4. PARTICIPATE
  • 57. Search Browse Upload PRody99 Sign Out Search Browse Upload Workers fired for Domino's prank video Workers fired for Domino's prank video swifttallon 40 videos Subscribe swifttallon 40 videos Subscribe Teabag experiment 1,293,832 views baynej Featured Video Dirty Dirty Dominos pizza 470,967 views Ramox3 you WILL piss your pants if you watch this video 5,816,039 views kylemonkey "Youtube" Domino's Pizza Workers Arrive In Cour... 24,184 views ebonygentleman79 7-11 Guy Loses His Mind Prank Call 432,547 views FridayNightCranks Prank Call To Mcdonalds - VERY FUNNY! 1,156,979 views Melbell101 swifttallon — April 17, 2009 — Two Dominos Pizza workers are fired and facing criminal 108,562 swifttallon — April 17, 2009 — Two Dominos Pizza workers are fired and facing criminal Domino's President 108,562 charges after posting a video on YouTube that showed the... views charges after posting a video Video Responds To Prank on YouTube that showed the... views 8,879 views swifttallon Like Save to Share <Embed> Like Save to Share <Embed> Prank Call Gone Wrong...But Gets Hilarious Respond to this video... 5,005,259 views Respond to this video... Dominos Pizza, April 2009 FridayNightCranks Disgusting Domino's Pizza REMOVED!!! 47,179 views feeish Highest Rated Comments Highest Rated Comments Source: MediaCurves there 30 years old. real losers humantestdummy dirtbags,! and Ghost Hunters Prank Call humantestdummy dirtbags,! and there 30 years old. real losers
  • 58. Search Browse Upload PRody99 Sign Out Domino's President Responds To Prank Video swifttallon 40 videos Subscribe Disgusting Dominos Pizza Prank Call 655,793 views FridayNightCranks Featured Video Domino's Pizza Apology Tested 4,366 views Mediacurves Dirty Dirty Dominos pizza 470,425 views Ramox3 Dominos CEO 1,169 views danielwilliam5190 "Youtube" Domino's Pizza Workers Arrive In Cour... 24,152 views ebonygentleman79 Workers fired for Domino's prank video 108,381 views swifttallon swifttallon — April 18, 2009 — President of Domino's,Patrick Doyle, responds to the video of 8,674 Domino's Pizza Employee's fired Domino's employees views UNSEEN FOOTAGE! 41,712 views andyharris729 Like Save to Share <Embed> Domino's Apology 832 views JustinGoldsborough Respond to this video... Dominos Pizza, April 2009 Uploader Comments (swifttallon) Source: MediaCurvesi will NEVER EVER order any food EVER Dominos Pizza on the Today Show - Workers fired... 251,308 views nautques4ever Former Domino's employee swifttallon sorry ,, but
  • 59. SHARE FACTORS 5. LISTEN
  • 60. QANTAS, July 2008
  • 61. QANTAS, July 2008
  • 62. Greenpeace, March 2010 greenpeace.org/australia/news-and-events/news/deforestation/nestle-170510
  • 63. HOW IS BUSINESS USING SOCIAL MEDIA?
  • 64. SOCIAL MEDIA TACTICS EMPLOYED (%) Use of Twitter / microblogging 78 Social network profile creation and management 65 Creation of video / use of video-sharing sites 60 Corporate or brand blog 47 Use of social bookmarking sites 39 Use of social news sites 31 Creation of podcasts 25 Creation of widgets 21 Virtual world creation and management 6 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 65. SOCIAL MEDIA TACTICS EMPLOYED (%) Use of Twitter / microblogging 78 78% Twitter. Social network profile creation and management 65 Creation of video / use of video-sharing sites 60 Corporate or brand blog 47 65% Facebook/Linked In. Use of social bookmarking sites Use of social news sites 31 39 60% Youtube/Vimeo. Creation of podcasts Creation of widgets 25 21 Virtual world creation and management 6 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 66. TOOLS USED TO MONITOR ONLINE B2B CONVERSATIONS (%) Twitter Search 60 Google Search 60 Google Alerts 59 Google Blog Search 36 Yahoo! Search 26 Bing Search 21 Yahoo! Alerts 17 Radian6 3 Back Type 3 IceRocket 2 Factiva 2 Nielsen BuzzMetrics 2 JD Power & Assoc 2 Other 10 business.com/info/b2b-social-media-benchmark-study
  • 67. TOOLS USED TO MONITOR ONLINE B2B CONVERSATIONS (%) Twitter Search 60 Google Search 60 Mainly Google Alerts 59 Google Blog Search 36 Yahoo! Search 26 Twitter & Bing Search 21 Yahoo! Alerts 17 Radian6 3 Back Type IceRocket Factiva 2 2 3 Google Nielsen BuzzMetrics 2 JD Power & Assoc 2 Other 10 business.com/info/b2b-social-media-benchmark-study
  • 68. DO YOU HAVE RESOURCES DEDICATED TO MANAGE YOUR SOCIAL MEDIA ACTIVITY (%) Digital marketing team 35 PR / communications team 21 Cross-functional team 19 We don’t do any social media 10 Customer service team 2 External agency 2 Work experience / student 2 Other 9 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 69. DO YOU HAVE RESOURCES DEDICATED TO MANAGE YOUR SOCIAL MEDIA ACTIVITY (%) 35% by digital Digital marketing team PR / communications team 21 35 marketing team. Cross-functional team We don’t do any social media 10 19 2% by work experience Customer service team External agency 2 2 person. Work experience / student 2 Other 9 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 70. PROPORTION OF DIGITAL MARKETING BUDGET SPENT ON SOCIAL MEDIA (%) 0% 31 1-5% 34 6-10% 15 11-20% 7 21-30% 4 31-40% 2 41-50% 1 51-60% 2 61-70% 1 71-80% 1 81-90% 91-100% Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 71. PROPORTION OF DIGITAL MARKETING BUDGET SPENT ON SOCIAL MEDIA (%) 0% 31 1-5% 34 6-10% 15 65% are spending 11-20% 21-30% 31-40% 2 4 7 5% or less 41-50% 1 51-60% 2 61-70% 1 71-80% 1 81-90% 91-100% Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 72. BIGGEST BARRIERS TO EFFECTIVE SOCIAL MEDIA ENGAGEMENT (%) Lack of resources 54 Lack of knowledge/understanding 34 Inability to measure success 24 Company culture 23 Fear of reputation issues 21 Lack of budget 21 Lack of senior buy-in 20 Lack of business case 18 Internal conflict 8 Skills level with extrernal agency 5 Industry regulation 2 Other 5
  • 73. BIGGEST BARRIERS TO EFFECTIVE SOCIAL MEDIA ENGAGEMENT (%) Lack of resources 54 Lack of knowledge/understanding 34 Inability to measure success 24 54% say because a Company culture Fear of reputation issues Lack of budget 21 21 23 lack of resources Lack of senior buy-in Lack of business case Internal conflict 8 18 20 Skills level with extrernal agency 5 Industry regulation 2 Other 5 Source: Social Media and Online PR Report, Nov 2009, Econsultancy
  • 74. “Its about the relationships we form with our customers, not marketing” Chris Buzzo, Social Media Team: 6 engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf: VP of Brand, Content and Online.
  • 75. “Together with our agency, we put together guidelines and best practices on customer engagement Denise Morrissey, Social Media Team: 3 engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf: Online Community Manager
  • 76. “we ... adopted a conversational approach culturally” Richard Binhammer, Social Media Team: 0 engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf: Senior Manager Corporate Affairs
  • 77. WHAT ROLE WILL YOU PLAY IN SOCIAL MEDIA?
  • 78. Experience Manager Online Reach Strategist Share Head Web Community Agent
  • 79. FUSION’S SHARE MANTRA Stay tuned...
  • 80. FUSION/UNISA SOCIAL MEDIA PRACTICUM Stay tuned...
  • 81. SOCIAL MEDIA: 1. Shift from “them” to “us” 2. Great for Brand building 3. Sharing experiences
  • 82. Adam Brown, The Coca-Cola Company Blog Council, April 2009 Note: see next slide for a shorter 19 minute edit version.
  • 83. fusion.com.au twitter: fusion_com_au facebook.com/sharefactor facebook.com/showyourlove gavin.klose@fusion.com.au