Don’t use social media Rough ideas, perspectives and diagrams about the coolest thing since pirate radio www.markpollard.net www.twitter.com/markpollard

You tell me

Write down some examples

TV? Radio? Newspaper?

My take ‘ Social media’ is simply: Places where people interact on the public record

‘ Social media’ is simply: Places where people interact on the public record

So what?

Where we spend our time Source: Hitwise – website visits - week ending 02/05/2009

Some more numbers Brand or channel unique audience: Facebook 4,979,000 MySpace 2,179,000 Blogger 2,029,000 WordPress 832,000 Twitter 679,000 Bebo 543,000 Yahoo!7 Groups 391,000 Six Apart TypePad 326,000 Google Groups 266,000 LinkedIn 258,000 Source: Nielsen Online NetView, March 2009

Brand or channel unique audience:

Facebook 4,979,000

MySpace 2,179,000

Blogger 2,029,000

WordPress 832,000

Twitter 679,000

Bebo 543,000

Yahoo!7 Groups 391,000

Six Apart TypePad 326,000

Google Groups 266,000

LinkedIn 258,000

And finally... Source: Forrester Three-quarters of Australian online adults use social technologies One-quarter of Australian online adults create their own content Almost half of Australian online adults are members of social networks

7 fairly random thoughts

Slingshots and paintbrushes Read this for more info: www.markpollard.net/slingshots-and-paintbrushes-joe-trippi/

We are what we share

Search is becoming social

Centralised and portable personal data

eCRM and e-commerce via social media

Stalkernomics Eaves-dropping for profit

The impact of Twitter Fast, short talk More stranger-friends The stream More innocent, timely search (with Facebook) Online body language

Fast, short talk

More stranger-friends

The stream

More innocent, timely search

(with Facebook) Online body language

The marketer’s dilemma

5 Rs Risk Reward Resources Results Response What if it goes wrong? Will it work? How much? Who’s best do to it? How do I measure them? How do I engage with people?

Listen Join Guide Lead Conversation Community Management

Creators Critics Collectors Joiners Spectators Inactives Outreach to bloggers Contests to solicit content Encourage spoofing Solicit comments Encourage voting Social bookmarking Encourage forward to friend Offer RSS feeds Snaggable Widgets Download Podcasts Viral videos/websites Create groups & communities Social applications Portable, original content Optimize content findability Forrester Social Technographics Ladder Common Tactics Source: www.forrester.com/Groundswell/profile_tool.html

From the trenches

www.huggies.com.au

www.earthhour.org

Kieran Ots 1. Involvement relates to care factor and effort 2. Mischief happens 3. Predictability is unlikely Digital creative director, Leo Burnett

www.spottedforreal.com

Ben Phillips Loosening control has pros and cons 2. Create and leverage advocacy 3. Allow people to mould direction Digital strategist, Euro RSCG

Loosening control has pros and cons 2. Create and leverage advocacy

3. Allow people to mould direction

www.daredallion.com.au

Ian Lyons Understand what a profitable customer looks like 2. Internal stakeholder management key 3. Draw clear lines to business benefit Head of Social Media, Amnesia | Razorfish

Understand what a profitable customer looks like 2. Internal stakeholder management key

3. Draw clear lines to business benefit

Julian Cole Companies are not investing much in social media 2. Social media needs to be part of bigger strategy 3. Social media strategy should follow ‘the idea’ Social Media Strategist, The Population

Companies are not investing much in social media

2. Social media needs to be part of bigger strategy

3. Social media strategy should follow ‘the idea’

Gavin Heaton Customer battery often trigger 2. Change management is critical 3. It’s hard to be human SAP and prominent blogger: servantofchaos.com

Customer battery often trigger

2. Change management is critical

3. It’s hard to be human

Natalie Tran Offline interaction around YouTube growing 2. Half: visit YouTube once a week, & share 3. First few seconds count One of Australia’s most-watched YouTubers

Offline interaction around YouTube growing 2. Half: visit YouTube once a week, & share

3. First few seconds count

www.mumbrella.com.au

Tim Burrowes Start 2. Get team to use it to understand it 3. Over-listen when you’re starting Mumbrella.com.au

Start 2. Get team to use it to understand it

3. Over-listen when you’re starting

www.greatestathlete.com.au

Ross Raeburn Invest in content and community manager 2. Respond to interact-ers 3. Negativity is opportunity to converse Digital strategist, Soap

Invest in content and community manager 2. Respond to interact-ers

3. Negativity is opportunity to converse

Final thoughts

Start your strategy with the phrase: “We can help people by...”

Start your strategy with the phrase: “We can help people by...”

Don’t use social media Let it use you

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