Social media - what's the big deal?Presentation Transcript
SOCIAL MEDIA:WHAT‟S THE BIG DEAL?
YOU KNOW ALL THE BUZZWORDS
YOU KNOW ALL THE BUZZWORDS Gamification, viral, user-generated content, mash up, augmented reality, applications, community, engagement, blogosphere, Web 2.0, online influence
YOU WASTE AWAY HOURS ON IT
YOU WASTE AWAY HOURS ON IT(not during work hours of course)
Over 9 million Facebook users now in Australia &over 500 million globally.Facebook represents almost 1 in every 5 pagesviewed online by Australians during September 2010.77% of online Australians watched video content ontheir computer at least once in September 2010 anda further 26% watched video on their mobile phone.Online spending grew 12% in Australia in 2010.
BUT WHY IS ITIMPORTANT?
BUT WHY IS ITIMPORTANT? Social Media helps brandsachieve business objectives
526,400 Australian SMB‟s are already using socialmedia in their businesses.65% of companies plan to increase their use ofsocial media.In the past year, Australian shoppers have spent $10to $12 billion online, about 5% of total retail sales of$250 billion.The No.1 concern raised in AON‟s RiskManagement Benchmarking Survey was "brand andimage". Social media was singled out as a key risk.
Humanise the Brand
HOW DOES IT FIT INTO THE BIG PICTURE?
The Digital Approach Owned Media e.g. website, blog Earned Paid Media Media e.g. Facebook e.g. Twitter advertising mentions, SEO
HOW DO WE MAKE IT WORK?
Our social media approach.Research & Social Media Strategy Evaluation & Training &Monitoring Strategy Execution Measurement Development
We found an insight through listening: “People want an enduring relationship with the product purchased”
And developed an answer:
Facebook: the most popular platform• Over 15,000 Facebook Likes• Facebook posts reach 3x the number of Canon Australia „Likes‟• Evolved from an EOS brand focus to a Canon Australia focus
Twitter: branding & customer service• Over 5000 targeted followers, including @problogger & Ruby Rose• Appears on 281 lists, including “photography”, “My favourites” and “top Australian tweets”• Established presence
YouTube: inspiration & tutorials• Over 1 million upload views• 5000 channel subscribers• Established in 2008, then adopted a branded presence in 2010
World of EOS: a photographer‟s dream • A community to engage and inspire entry-level photographers • Developed by Leo Burnett’s • Won 11 Lion Awards • Canon EOS doubled sell- through in Dec 2010, compared to Dec 2009