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Sustain Expo Melbourne - Sustainable Social Media

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Sustainable Social Media for Business - Trends, Tips, Tricks and Process for leveraging social media in a sensible, sustainable fashion for business.

Sustainable Social Media for Business - Trends, Tips, Tricks and Process for leveraging social media in a sensible, sustainable fashion for business.

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  • Incitec Pivot SM Presentation – Release 2 (3 December 2012)
  • Agenda
  • Agenda
  • Questions
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  • Influence
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  • SalesForce - Social Enterprise Model
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  • Section Four – Platforms
  • Questions
  • Transcript

    • 1. Sustain Traders Oceania Social Media Session Presentation 18 October 2013 Digital Greenfields Pty Ltd Social Media for Sustainable Business Growth – 18 October 2013 | Page 1
    • 2. Overview / Agenda Simple yet proven social media strategies that you can implement in your business today. • Trends • Insights • ‘The Cast’ • Asset Plan • Sustainability • Supporting Tools • Questions Social Media for Sustainable Business Growth – 18 October 2013 | Page 2
    • 3. Trends Social Media for Sustainable Business Growth – 18 October 2013 | Page 3
    • 4. Social Media for Sustainable Business Growth – 18 October 2013 | Page 4 Source wallblog.co.uk
    • 5. Australian Social Media Landscape Monthly Unique Active Visitors September 2013 Trajectory Facebook* 12,000,000 Slowing YouTube 11,750,000 Plateau WordPress 5,100,000 Growing Tumblr 4,200,000 Plateau LinkedIn 3,400,000 Growing Blogspot 3,200,000 Declining Twitter* 2,167,849 Growing Instagram* 1,469,000 Growing Flickr 840,000 Declining TripAdvisor 830,000 Growing Pinterest 510,000 Fast Growing MySpace 230,000 Declining Yelp 220,000 Plateau Reddit 160,000 Declining Google Plus* 75,000 Plateau Source StumbleUpon 73,000 Declining socialmedianews.com.au Foursquare 46,000 Plateau *self reported or calculated from channel advised data Social Media for Sustainable Business Growth – 18 October 2013 | Page 5
    • 6. Social Media for Sustainable Business Growth – 18 October 2013 | Page 6
    • 7. Social Media for Sustainable Business Growth – 18 October 2013 | Page 7
    • 8. Insights Social Media for Sustainable Business Growth – 18 October 2013 | Page 8
    • 9. Insights (Mega Trends) Nearly universal literacy is a defining characteristic of modern civilization. Nearly universal authorship will shape tomorrow's! Denis Pelli & Charles Bigelow A Writing Revolution http://seedmagazine.com/ Where is a brand built? Social Media for Sustainable Business Growth – 18 October 2013 | Page 9
    • 10. More Insights Social Media Use and Behaviours Australians are amongst the largest users of Social Media – 70+ percent reach, 7+ hours per month Age is the largest correlation to use (Gen Y - 83%, Gen X – 70%, Boomers – 51%, Pensioners – 30%) Gender influences use and specific channels (overall reach Females – 73%, Males – 64%) English speaking groups have higher participation rates Income not a strong correlation (slightly higher at high and low income, although unemployed are lowest) Education not a strong correlation, and neither is location (urban, regional and rural are all similar) Profession has a significant correlation to channel preferences Social Media users are likely to use more that one channel and multiple devices (esp. in Australia) Social Media for Sustainable Business Growth – 18 October 2013 | Page 10
    • 11. More Insights (Consumer Preferences) Australians use Social Media to search online for information relating to … *2012 study by Nielsen and Marketing Magazine Social Media for Sustainable Business Growth – 18 October 2013 | Page 11
    • 12. More Insights (Business Content) Tutorials Examples Testimonials Inspiration Images Staff Store/Premises Events Awards News Thoughts Products/Services Advice Social Media for Sustainable Business Growth – 18 October 2013 | Page 12
    • 13. ‘The Cast’ Social Media for Sustainable Business Growth – 18 October 2013 | Page 13
    • 14. Facebook (+ LinkedIn and Google+) Social Media for Sustainable Business Growth – 18 October 2013 | Page 14
    • 15. Twitter Social Media for Sustainable Business Growth – 18 October 2013 | Page 15
    • 16. Pinterest (+ Instagram and Flickr) Social Media for Sustainable Business Growth – 18 October 2013 | Page 16
    • 17. Youtube (+ Vimeo) Social Media for Sustainable Business Growth – 18 October 2013 | Page 17
    • 18. Blog (+ Forums and Seeding) Social Media for Sustainable Business Growth – 18 October 2013 | Page 18
    • 19. Confusing? Social Media for Sustainable Business Growth – 18 October 2013 | Page 19
    • 20. Social Media for Sustainable Business Growth – 18 October 2013 | Page 20
    • 21. Asset Map Short format Core Channel Supporting content Social Media for Sustainable Business Growth – 18 October 2013 | Page 21 Long format
    • 22. Asset Plan (Online Business Channels) Social Media for Sustainable Business Growth – 18 October 2013 | Page 22
    • 23. Sustainability Social Media for Sustainable Business Growth – 18 October 2013 | Page 23
    • 24. Sustainability (Digital Natives) Social Media for Sustainable Business Growth – 18 October 2013 | Page 24
    • 25. Sustainability (Utility) Some reasonable objectives for a digital communications strategy… CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis. TRAFFIC – Increase target audience discovery of key online content. BUSINESS – Have customers and prospects increase their business (sales). REPUBLISH – Leverage the reach of current communications material. INDUCTION – Provide product and business education for new customers, channels, partners. REDIRECTION – Point audiences to appropriate content in other channels. SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences. EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence. INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions. ADMINISTRATION – Provide great administrative control over marketing and communication channels. FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment) FREQUENCY – Provide greater frequency in communication. EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content. CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach. RESEARCH – Increase understanding of specific audience or market segments and behaviour. Program Model | Tone DISCOVERY | ENGAGEMENT | INTERACTION Social Media for Sustainable Business Growth – 18 October 2013 | Page 25
    • 26. Tools (How?) Social Media for Sustainable Business Growth – 18 October 2013 | Page 26
    • 27. Tools (How?) … differences from ‘Personal Social Media’ PLAN Simple strategy and approaches for implementation of Social Media program for your business. BUSINESS ONLINE TOOLKIT PERSONA(S) Definition of target audiences to guide thinking, tone, strategy and measures. LEXICON Know the language of discovery and conversion. What is the Language that that you want to own. CONTROLS Template for editorial management – marrying content (lexicon) to audience and channel. NETWORK Leverage your existing networks and strategy for progressive network growth online. ASSET MAP Strategically informed model for selection and deployment of online assets (channels). RESOURCING Plan for division of activity (internal and external) including content flows (re-use). MONITOR Decide methods (timing) for publishing, monitoring, reaction, management and reporting. Social Media for Sustainable Business Growth – 18 October 2013 | Page 27
    • 28. Plan Some reasonable objectives for a digital communications strategy… CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis. TRAFFIC – Increase target audience discovery of key online content. BUSINESS – Have customers and prospects increase their business (sales). REPUBLISH – Leverage the reach of current communications material. INDUCTION – Provide product and business education for new customers, channels, partners. REDIRECTION – Point audiences to appropriate content in other channels. SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences. EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence. INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions. ADMINISTRATION – Provide great administrative control over marketing and communication channels. FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment) FREQUENCY – Provide greater frequency in communication. EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content. CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach. RESEARCH – Increase understanding of specific audience or market segments and behaviour. Program Model | Tone Short format DISCOVERY | ENGAGEMENT | INTERACTION Social Media for Sustainable Business Growth – 18 October 2013 | Page 28 Long format
    • 29. Personas Social Media for Sustainable Business Growth – 18 October 2013 | Page 29
    • 30. Lexicon Social Media for Sustainable Business Growth – 18 October 2013 | Page 30
    • 31. Controls Social Media for Sustainable Business Growth – 18 October 2013 | Page 31
    • 32. Network Social Media for Sustainable Business Growth – 18 October 2013 | Page 32
    • 33. Resourcing Social Media for Sustainable Business Growth – 18 October 2013 | Page 33
    • 34. Monitoring Social Media for Sustainable Business Growth – 18 October 2013 | Page 34
    • 35. QUESTIONS … taking the next step … Social Media for Sustainable Business Growth – 18 October 2013 | Page 35
    • 36. CLOSE Thank you David Warwick BA MBA FAIM MAICD AACS Online marketing, design, corporate communication and social media. Clients include Bayer, Siemens, Nintendo, Westpac, NAB, Nufarm, CSR, L’Oreal, Arts Victoria, CFA, Carlton FC, ProVision and the Victorian Government. Qualifications include an MBA from Melbourne Business School and a Bachelor of Arts (English and Sociology) from Monash University. Senior roles in web development, corporate communications, design and technology industries since 1996. Publications include Marketing Magazine, Technology Spectator and speaking engagements on social media and digital marketing, including sessions for Sky Business News, KPMG, Siemens, L’Oreal and a host of marketing and technology conferences. david@wearegreenfields.com | Twitter @drwarwick | 0411 411 555 Social Media for Sustainable Business Growth – 18 October 2013 | Page 36