BuzzNumbers Presentation<br />iStrategy Social Media Workshop<br />
About Us<br />About Us<br />
About Me<br />Nick Holmes à Court<br />Twitter: @nickhac<br />Executive Director & CTO,  BuzzNumbers<br />Marketing, Techn...
About BuzzNumbers Software & Services<br />Social Media Intelligence<br />Social Media Monitoring<br />Social Media, News,...
Australian Corporates who use BuzzNumbers<br />
A fat boy slim video you say?<br />Lets Get Excited!<br />
Australian Social Media<br />Australian Social Media & Online Usage<br />
Internet Usage In Australia<br />
Australians are sharing experiences online<br />2.3 Million Australians have created a blog<br />1.6 Million Australians o...
Australians talk and listen online…<br />84% of Australian internet users using Web for sharing content such as photos, li...
Market Growth<br />
75% Australians spent an average 7 hrs a month on Social Media<br />
The decline of Newspapers<br />*Audit Bureau of Circulation data / Australian Bureau of Statistics - 2010<br />
Consumers trust online information<br />
Corporate Social Media<br />Why Build a Social Media Platform?<br />
Before Social Media & The Web<br />
How Social Media Changes Communications<br />
What is a Social Media Platform?<br />  People, Processes and Products<br /> Strategy & Objectives<br /> Research, Monitor...
The future of consumer insights<br />Lessons Learned from Social Media Platforms<br />
Why Social Media Programs Fails<br />Too many tactics, not enough objectives<br /> Unrealistic expectations<br /> No such ...
What works<br /> Focus on existing corporate processes<br /> Market Research & Customer Insights <br /> Advertising<br /> ...
Walking the Talk<br /> Listening & Learning	<br />Media Monitoring <br />Market Research<br /> Engaging the Community<br /...
Successful Tactics<br />Case Studies<br />
Major Insurance Company<br />Issues Analysis<br />
Unilever<br /> Market feedback<br /> Product development<br /> “Co-creation” <br /> The rise of “Pro-Ams”<br /> Share rath...
Big 4 Accounting Firm<br /> Graduate Recruitment<br /> Customer Insights<br /> Market Analysis<br /> Communications   Mana...
Get Up!<br />Campaign Purpose: Encourage young Australians to enroll and vote for 2010 federal Election as well as raising...
Get Up! - Results<br />“Election 2010 Spoof Trailer” surpassed 800,000 aggregative views<br />$350,000 was raised from don...
Absolut Vodka<br />Brand promotion through:<br />Special one day event “pop up event” at a secret and exclusive location –...
Absolut Vodka<br />
Dell<br />Campaign Purpose: Uses twitter to hand out coupon codes (increase sales) <br />Coupon codes used as a discount (...
Vitamin Water<br />Promotion Purpose: Product awareness and customer engagement  <br />Fans were able to vote on flavor, i...
Taronga Zoo<br />Consumer Engagement<br />Online images<br />Flickr<br />Blogs<br />Social Media<br />Geographic Targeting...
Ford Motors<br />Demand Analysis<br />Inventory Planning<br />Market Analysis<br />Geographic Analysis<br />Product discus...
Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagem...
Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagem...
Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagem...
Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagem...
Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagem...
Ticketmaster Failure<br />
Workshop<br />Workshop: Social Media Platform<br />
Hands On Workshop<br />Today’s Workshop<br />Audit – 3 Mins<br />Objectives – 5 Mins<br />Measurement – 5 Mins<br />Tactic...
Audit<br />Objective: <br />To identify your company’s existing position within social media and online.<br />Outcome: <br...
Define Corporate Objectives <br />Objective: <br />To define what we want to achieve from any Social Media and Online Acti...
Define Monitoring & Measurement<br />Objective: <br />To define how we measure the level of activity on social media relat...
Tactics to Achieve Objectives<br />Objective: <br />To explore and brainstorm some possible tactics using social media tha...
Upcoming SlideShare
Loading in …5
×

Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbers | iStrategy Sydney 2010

1,222 views
1,140 views

Published on

Discover how Social Media and Online Social Networking are transforming our business and personal lives. Presented by Nick Holmes a Court, Executive Director/Founder of Buzznumbers during iStrategy Sydney 2010.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,222
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
31
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbers | iStrategy Sydney 2010

  1. 1. BuzzNumbers Presentation<br />iStrategy Social Media Workshop<br />
  2. 2. About Us<br />About Us<br />
  3. 3. About Me<br />Nick Holmes à Court<br />Twitter: @nickhac<br />Executive Director & CTO, BuzzNumbers<br />Marketing, Technology, Finance<br />
  4. 4. About BuzzNumbers Software & Services<br />Social Media Intelligence<br />Social Media Monitoring<br />Social Media, News, Blogs, ForumsVideo, Websites, Search Engines<br />Analytics & Reporting<br />Online Influence, Location Analysis, <br />Sentiment Analysis, Issue Analysis<br />Research, Engagement, Social CRM, Data<br />
  5. 5. Australian Corporates who use BuzzNumbers<br />
  6. 6. A fat boy slim video you say?<br />Lets Get Excited!<br />
  7. 7. Australian Social Media<br />Australian Social Media & Online Usage<br />
  8. 8. Internet Usage In Australia<br />
  9. 9. Australians are sharing experiences online<br />2.3 Million Australians have created a blog<br />1.6 Million Australians ongoingly update their blog since creating it<br />7.1 Million Australians read one or more blogs regularly<br />Source: January 2009 Nielsen Media National Readership Survey<br />
  10. 10. Australians talk and listen online…<br />84% of Australian internet users using Web for sharing content such as photos, links and video<br />83% consume Consumer Generated Media content<br />39% of Australians create online content in the form of uploading video and music <br />Source: January 2009 Nielsen Media National Readership Survey<br />
  11. 11. Market Growth<br />
  12. 12. 75% Australians spent an average 7 hrs a month on Social Media<br />
  13. 13. The decline of Newspapers<br />*Audit Bureau of Circulation data / Australian Bureau of Statistics - 2010<br />
  14. 14. Consumers trust online information<br />
  15. 15. Corporate Social Media<br />Why Build a Social Media Platform?<br />
  16. 16. Before Social Media & The Web<br />
  17. 17. How Social Media Changes Communications<br />
  18. 18. What is a Social Media Platform?<br /> People, Processes and Products<br /> Strategy & Objectives<br /> Research, Monitoring & Measurement<br /> Tactics to Achieve Objectives<br /> ROI Analysis<br /> Constant Process Improvement<br />
  19. 19. The future of consumer insights<br />Lessons Learned from Social Media Platforms<br />
  20. 20. Why Social Media Programs Fails<br />Too many tactics, not enough objectives<br /> Unrealistic expectations<br /> No such thing as a free lunch<br /> Too much focus on Viral<br /> Being all things to all people = mediocrity<br /> Lack of alignment with corporate objectives<br />
  21. 21. What works<br /> Focus on existing corporate processes<br /> Market Research & Customer Insights <br /> Advertising<br /> CRM<br /> Sales Lead Generation<br /> Corporate Communciations<br /> Customer Service<br /> Listen, Learn, Engage<br />
  22. 22. Walking the Talk<br /> Listening & Learning <br />Media Monitoring <br />Market Research<br /> Engaging the Community<br /> Lead Generation & CRM<br /> Sharing the good news<br />Customer reviews <br />Online PR<br />News / Media Syndication<br />
  23. 23. Successful Tactics<br />Case Studies<br />
  24. 24. Major Insurance Company<br />Issues Analysis<br />
  25. 25. Unilever<br /> Market feedback<br /> Product development<br /> “Co-creation” <br /> The rise of “Pro-Ams”<br /> Share rather than tell<br />Social Networks<br />Open Networks<br />Closed Networks<br /> Marketing analysis<br />
  26. 26. Big 4 Accounting Firm<br /> Graduate Recruitment<br /> Customer Insights<br /> Market Analysis<br /> Communications Management<br /> Program design<br />
  27. 27. Get Up!<br />Campaign Purpose: Encourage young Australians to enroll and vote for 2010 federal Election as well as raising funds for the political activist group<br />Videos were channeled primarily through Youtube including the ‘Election 2010 Spoof Trailer’, <br />The video, which superimposed the likenesses of Tony Abbott and Julia Gillard into several action movie scenes had the right elements of simplicity, humour and novelty to make it a hit on the web.<br />
  28. 28. Get Up! - Results<br />“Election 2010 Spoof Trailer” surpassed 800,000 aggregative views<br />$350,000 was raised from donations<br />370 000 members were subsequently recruited <br />Successfully launch a High Court constitutional challenge that put an extra 98,138 voters on the roll;<br />Built Australia’s first online enrolment website to allow Australians to enrol online in just minutes rather than using fax or delivering enrolment forms by hand;<br />Win a Federal Court challenge to ensure Australians will be able to enrol online in elections to come<br />Produce a hilarious ‘action-hero’ election video encouraging Australians to enrol that was seen by well over 1 million people online;<br />Support over 7,000 GetUp volunteers distributing issue scorecards, and outnumbering the major parties on many polling booths in marginal electorates<br />
  29. 29. Absolut Vodka<br />Brand promotion through:<br />Special one day event “pop up event” at a secret and exclusive location – 72 different locations worldwide<br />Special limited edition bottle <br /> <br />Background info<br />Promotions began with microsites - extended to using a blog by Justin Broadbent, an outreach program, a teaser campaign including viral videos, a facebook profile page acting as an event teaser and a twitter account to engage users for real time updates.<br />Twitter was essential since precise information (exact place and time) about the event would only be provided within a few hours before the event<br />Case study: Toronto Canada <br />For the limited edition bottle design, entries from local artists were taken through Facebook and twitter with a $120,000 prize.<br />For users wanting information about the event, users must first register for the event for the guestlist on twitter/facebook<br />Guest list at Toronto filled up within 48 hrs of campaign launch <br />Over 1600+ facebook fans<br />The pop up event served as a platform to announce the introduction of a limited edition ABSOLUT® Vancouver bottle.<br />
  30. 30. Absolut Vodka<br />
  31. 31. Dell<br />Campaign Purpose: Uses twitter to hand out coupon codes (increase sales) <br />Coupon codes used as a discount (between 5-10% discount)<br />Result<br />Provides a direct measure of ROI <br />Over Twitter 11,000 followers in the US<br />Twitter alone made over US1 million during the Christmas holidays 2008-2009 by alerting Twitter followers for sale items <br />Revenues exceeded $3 million December 2009<br />
  32. 32. Vitamin Water<br />Promotion Purpose: Product awareness and customer engagement <br />Fans were able to vote on flavor, ingredients, packaging, and naming for an entirely new drink - The winning flavor was black cherry-lime.<br />The person who created the winning name getting a $5,000 prize.<br />All traffic from vitaminwater.com is now directed to Facebook, where visitors can easily become a fan and interact more deeply with the brand.<br />Result: <br />Facebook fan base from 400,000 to 981,000 in just one month<br />Now surpasses at more than 1.3 million fans. <br />Participation was tremendous, with nearly 10 percent (116,000) of its fans taking part and showcasing the enormous power of crowd-sourcing actual customer market research. <br />To cap off the flavor's launch in March, Vitaminwater gave away 100,000 free bottles of Connect to the first 100,000 fans who signed up for the coupon.<br />
  33. 33. Taronga Zoo<br />Consumer Engagement<br />Online images<br />Flickr<br />Blogs<br />Social Media<br />Geographic Targeting<br />Media planning<br />
  34. 34. Ford Motors<br />Demand Analysis<br />Inventory Planning<br />Market Analysis<br />Geographic Analysis<br />Product discussions'<br />
  35. 35. Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagement<br />
  36. 36. Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagement<br />
  37. 37. Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagement<br />
  38. 38. Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagement<br />
  39. 39. Geographic Analytics<br />Demand Analysis<br />Issue Analysis<br />Campaign messaging <br />Media planning<br />PR Engagement<br />
  40. 40. Ticketmaster Failure<br />
  41. 41. Workshop<br />Workshop: Social Media Platform<br />
  42. 42. Hands On Workshop<br />Today’s Workshop<br />Audit – 3 Mins<br />Objectives – 5 Mins<br />Measurement – 5 Mins<br />Tactics – 10 Mins<br />Budget & ROI – 5mins<br />Interactive, Q&A<br />Share with your Table, Share with Everyone<br />Outcome: A Social Media Framework for your company<br />
  43. 43. Audit<br />Objective: <br />To identify your company’s existing position within social media and online.<br />Outcome: <br />A defined baseline position from which all future strategy, tactics and results can be built upon and measured against.<br />
  44. 44. Define Corporate Objectives <br />Objective: <br />To define what we want to achieve from any Social Media and Online Activities<br />Outcome: <br />A clear & focused list of objectives from any social media and online activity. These outcomes should be aligned with existing business activities and objectives with a view to measure the ROI and effectiveness against other comparable initiatives.<br />
  45. 45. Define Monitoring & Measurement<br />Objective: <br />To define how we measure the level of activity on social media relating to Our Brands, Our Competitors, Industry Issues. <br />Outcome: <br />A clear & focused list to define what we will measure, how we will measure, what benchmarks we are working against and the reporting process. <br />
  46. 46. Tactics to Achieve Objectives<br />Objective: <br />To explore and brainstorm some possible tactics using social media that meet our company’s objectives<br />Outcome: <br />A defined list of tactics that can be implemented. An understanding of how to create, define social media tactics that meet real business objectives.<br />
  47. 47. Some Ideas?<br />Facebook for Product Development?<br /> Video Content Creation? <br /> Blogger Outreach?<br /> Twitter Customer Support?<br /> Twitter Lead Generation?<br />LinkedIN for Recruiting Talent?<br /> Forums for Competitor Research?<br />
  48. 48. Budget & ROI<br />Objective: <br />To indentify costs and resources associated with Social Media and Online activities, and to estimate the Return on Investment or expected value of online activities<br />Outcome: <br />An ability to determine the high level feasibility, costs, and returns associated with Social Media and to understand which budgets in the organisation should be used. <br />
  49. 49. Stay in contact for more Information<br />Connect with us<br />Be sure to signup to our Twitter/Blog<br />Twitter: @BuzzNumbers<br />Twitter: @nickhac<br />Blog: www.BuzzNumbers.com.au/Blog<br />Email: nick@buzznumbershq.com<br />Phone: 1300 886 192<br />

×