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Adtechuni-Social Media Marketing

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Yes, social media is littered with fads & fails. And, yes, there are a few too many experts & evangelists. But there’s no denying it is also the true environment for engagement; truly connecting you ...

Yes, social media is littered with fads & fails. And, yes, there are a few too many experts & evangelists. But there’s no denying it is also the true environment for engagement; truly connecting you with the hearts & minds of your consumers. In this module finally find out what Twitter, and trolls mean and why they matter to you.
The shift: in the hands of your consumers
Opportunities
Challenges

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  • Full Name Full Name Comment goes here.
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  • Hi Emily
    I use Alterian SM2. Its much more flexible than Radian 6 and not flash based so you can export data and do your own types of graphs.
    Daniel Lodge is the person to talk to at Alterian in Sydney - he can get you a demo.
    cheers
    Tip
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  • Hi Tiphereth,

    Great preso, thanks so much for sharing.

    Who do you use for listening? The Kit Kat graphs don't look like they are from Radian6. Who would you recommend for brand such as this?

    Thanks again,

    hello_emily
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Adtechuni-Social Media Marketing Adtechuni-Social Media Marketing Presentation Transcript

  • Agenda
    • The shift: why social media matters
    • Opportunities
      • How does social media work?  Where do you start?
      • Where are your audience?
      • How do you manage and measure conversations with your consumer?
    • Challenges
      • Management buy-in
      • Resourcing
      • Integration
      • Messaging
  • WHY SHOULD YOU CARE ABOUT SOCIAL?
    • Time spent in social is growing at 3x the overall internet rate, accounting for ~10% of all internet time.
  • TRADITIONAL MARKETING IS ONE WAY COMMUNICATION
  • SOCIAL MEDIA = CONVERSATION
  • SOCIAL = PEOPLE NOT PLATFORMS
  • BUILDING A SOCIAL BRAND Advertising: “I assert” Brands Markets Assertions flow one way Social Brands Markets Trust Social community building: “We discuss” Two way discussion Transparent Authentic Conversations Traditional marketing Social Influence marketing
  • SOCIAL IS AMPLIFIED WORD OF MOUTH
  • SOCIALLY CONNECTED CONSUMER = DEEPER RELATIONSHIP
    • Millward Brown says “digital consumers” have 15% stronger relationships with brands.
  • SOCIAL BRAND EXPERIENCES CREATE CUSTOMERS
    • 97% report increased brand awareness
    • 98% show increased consideration
    • 97% will more likely purchase a product
    • 96% may recommend the brand to their friends
  • SOCIAL = THE NEW WATER COOLER
  • FREE CONTENT GENERATES SALES
  • Opportunities
    • How does social media work?  Where do you start?
    • Where are your audience?
    • How do you manage and measure conversations with your consumer?
  • THERE ARE MANY PLACES TO SOCIALIZE theconversationprism.com
  • Facebook, YouTube, MySpace and Twitter make up 71% of the Social Networks and Forums industry.
  • Australia leads the world in time spent Country Time per Person (hh:mm:ss) Unique Audience (000) Australia 6:52:28 9,895 United States 6:09:13 142,052 United Kingdom 6:07:54 29,129 Italy 6:00:07 18,256 Spain 5:30:55 19,456 Brazil 4:33:10 31,345 Germany 4:11:45 28,057 France 4:04:39 26,786 Switzerland 3:54:34 2,451 Japan 2:50:21 46,558 Source: The Nielsen Company January 2010
  • YouTube
    • 79.1% of internet users in Australia view online video.
      • Universal McCann, July 2009
    • YouTube receives 6.17 million monthly Australian visitors.
      • ComScore, 2009
    • Skews GenY & male
  • MySpace
    • 1.9m people in AU
    • 55 minutes per month
    • They return 5.6 times a month
    • 28.5% of MySpace users are aged 12-17
    • Myspace has just reinvented itself as a social entertainment-based destination for 13 to 35 year-olds with real-time functionality.
  • Twitter
    • Twitter growth in the past 12 months in Australia equates to 1150%.
      • November 2009
    • Twitter’s power lies in real time & searchable interaction
    • Organic search benefits
  • Facebook challenging Google
  • Facebook number 1 social
    • Facebook is currently the second most visited website behind Google Australia (the week ending 17 October 2009), and… it is not unprecedented that Facebook could become the number one website in Australia.
      • Experian Hitwise Asia Pacific, November 2009
    • Facebook now accounts for 29 per cent of all time spent online by Australians – this has seen research group Nielsen define the trend as “Facebook Time” and “Non-Facebook Time”.
      • Nielsen, November 2009
  • Facebook
    • 7 million active Australian users
    • 25-34 yr. is the fastest growing segment in Australia with a 201% YOY increase in unique visitors
  • Australian social technographics 63% Spectators • Read blogs • Listen to podcasts • Watch video from other users • Read online forums • Read customer ratings/reviews 24% Inactives 45% Joiners 35% Critics 26% Creators 16% Collectors • Publish a blog • Publish your own Web pages • Upload video you created • Upload audio/music you created • Write articles or stories and post them • Post ratings/reviews of products or services • Comment on someone else’s blog • Contribute to online forums • Contribute to/edit articles in a wiki Use RSS feeds • “Vote” for Web sites online • Add “tags” to Web pages or photos • Maintain profile on a social networking site • Visit social networking sites
  • Gen Y are super social 75% Spectator 12% inactive Gen Y 63% Spectators 24% Inactives AU Population 35% Creator 43% Critic 21% Collector 63% Joiner 45% Joiners 35% Critics 26% Creators 16% Collectors
  • Listening Tools
    • Radian6
    • Lithium (formerly ScoutLabs)
    • Buzz Numbers
    • Alterian SM2
    • People Browsr
    • Facebook Search
    • Twitter Search
    • Blogpulse
    • Google blogsearch
  • Case Study: Kit Kat Greenpeace Palm Oil lobbying
  • Greenpeace takes 33% of the conversation
  • Kit Kat 926 mentions – Jan to July 2010
  • Kit Kat Mentions – Jan to July 2010 Initial launch of Greenpeace video and campaigning Success of Greenpeace campaign
  • Kit Kat-Greenpeace – Sentiment
  • Kit Kat – Sentiment is influenced by Greenpeace campaign 247 of very negative & 44 of somewhat negative are the Greenpeace related negative campaign
  • Twitter is the primary channel for mentions (Kit Kat)
  • Twitter is the primary channel for mentions (Greenpeace)
  • MANAGEMENT BUY IN
  • Defining success
    • On the one hand, you can develop an in depth, concrete social media strategy
      • on the other hand, you can just leap in and see what happens (not recommended!)
    • Proving social is of “value” relates to how much its linked to the overall business objectives
    • Measuring (and reporting) success also helps
    • Success is different for every case
      • E.g. Better customer relationships, increase in positive sentiment, share of voice against defined competitors
  • Strategy
    • Social is a means to an ends
    • What is/are the ends?
  • Implementation process continuous monitoring & conversations
  • SOCIAL IS NOT FREE
  • Return on Investment Before we start, this line represents baseline activity We know that this is the base of sales e.g. 7% YOY growth This represents the uplift due to social
  • SOCIAL = LONG TERM COMMITMENT
  • Resourcing
    • Social media is always on
    • 24/7 if you’re running a global business
    • Decide on your “SLAs”
    • Is it a team effort? e.g. customer service with marketing
    • Who does what? Define responsibilities
  • Integration
    • Social is not something you do in isolation
    • What’s the rest of your marketing mix?
    • Must integrate with the rest of your digital channels
    • Cross promote!
    • Social aggregation
  • SOCIAL = LISTENING + TALKING
  • Managing conversations
    • What are your chosen platforms?
    • Platform/channel specific tools
    • Multiple administrators (team effort)
    • APIs – Twitter (CoTweet, Hootsuite, Tweetdeck)
    • Facebook Page admins
    • Blog comment platforms
      • e.g. Disqus can be commenter and moderator in one profile
  • Messaging
    • Putting a push or advertising message on a social channel is not social
    • Messaging should be mindful of the channel you are participating in
    • Two way conversations
    • Don’t be frightened of feedback
    • Is there a reason for people to engage?
    • Co-creating
  • BEWARE OF HIJACKING
  • BP Twitter
  • BP Twitter
  • BP Twitter
  • Homework
    • Try a new social platform
    • i.e. if you’re on Twitter, try Foursquare or Tumblr, or if you’re on Facebook try Twitter
    • Find/join/create a community of interest
    • Become a (public) social content creator
    • Tag your posts (something unique helps)
    • Link it to your other social profiles
    • See if you can publish automatically
    • Measure and report on your impact
  • ANY QUESTIONS?
    • Thank you
  • Photo Credits
    • http://www.flickr.com/photos/luc/1824234195/
    • http://www.flickr.com/photos/zoutedrop/2317065892/
    • http://www.flickr.com/photos/djfoobarmatt/2590025080/in/photostream/
    • http://www.flickr.com/photos/ktylerconk/2163760529/
    • http://www.flickr.com/photos/guiguibu91/2889883615/
    • http://www.flickr.com//photos/alosojos/338099901/
    • http://www.flickr.com/photos/thegoodbyeletter/2590857221/
    • http://www.flickr.com/photos/vauvau/3989766534/
    • http://www.flickr.com/photos/pup/372937504/
    • http://www.flickr.com/photos/kplanz/2568385457/
    • http://www.flickr.com/photos/eelssej_/401919914/
    • http://www.flickr.com/photos/50841708@N00/408909324/
    • http://www.flickr.com/photos/fantasyfan/49614509/
    • http://www.flickr.com/photos/pasukaru76/3660499966/
  • Tiphereth Gloria Social Media Strategist, GPYR Sydney http://twitter.com/tiphereth http://www.digitaltip.com.au http://www.gpyr.com.au/blog/