Social media - fad or revolution video
Tracey Voyce <ul><li>Over two decades - IT, marketing industries </li></ul><ul><li>5 x business owner </li></ul><ul><li>Bu...
50 Million Tweets on Twitter per day
500 Million The number of users on Facebook
1 Billion The number of YouTube videos viewed every day
The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University
 
 
Interesting facts <ul><li>Pepsi dropped advertising on the super bowl.  </li></ul><ul><li>Dell has attributed $6.5 million...
New Zealand  Facts <ul><li>83% of New Zealanders use the Internet </li></ul><ul><li>1.7million read consumer reviews onlin...
New Zealand   Business Opportunity
 
 
When Social Media goes bad
<ul><li>Page created by fans </li></ul><ul><li>Suggests Jim’s will be into prostitution and drugs next </li></ul>
<ul><li>Taken over by fans </li></ul><ul><li>Links to viruses </li></ul><ul><li>No responses </li></ul>
<ul><li>Song about United Airlines ‘Breaking guitars’ after crew spotted throwing it. </li></ul><ul><li>11 million views <...
<ul><li>Suggested boycott of Radisson over stolen laptop </li></ul><ul><li>Involving 15 people  </li></ul><ul><li>No org. ...
<ul><li>Multiple product complaints – no org. comments </li></ul><ul><li>Huge fan base with no interaction </li></ul>
<ul><li>100k+ fan base </li></ul><ul><li>No interaction </li></ul><ul><li>Fans organising a product boycott </li></ul>
Objectives <ul><li>Lead Generation </li></ul><ul><li>Customer Relationships </li></ul><ul><li>Direct Communication </li></...
<ul><li>Lots of interaction </li></ul><ul><li>Complaints dealt with </li></ul><ul><li>Positive outcome </li></ul>
 
 
Digital Marketing Lab The best job in the world
 
“ Instead of a customer retweeting a single tweet, or replying with something random (in Facebook), they really got into i...
 
 
 
 
Social Marketing ROAD Map <ul><li>R esearch - Gather intelligence on target audiences, social uses and competition </li></...
Establish your  Policy & Standards <ul><li>Nobody is anonymous online </li></ul><ul><li>Be transparent and honest </li></u...
Engaging Content <ul><li>Relaxed </li></ul><ul><li>Engage and interact with users </li></ul><ul><li>Add value </li></ul><u...
 
 
Old spice video
Old Spice <ul><li>Possibly the best social media campaign ever </li></ul><ul><li>200 short videos in 2 days in response to...
 
Old spice video 2
Summary <ul><li>It is here to stay, most New Zealander Consumers are using it </li></ul><ul><li>It is changing marketing a...
Blend it Video
Social Media What is it for businesses , Webinar Watch and listen to Bloomtools  Webinar  here http://www.bloomtools.com/w...
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  • Lets start with some facts
  • Show them how to use this tool
  • Show them how to use this tool
  • Show them how to use this tool
  • Now it is not necessary a case of looking at these figures and deciding where you need to have a presence. These figures are there to demonstrate how strong it is in the market and you need to start participating. And then with the strategies that are follwing you can decide which of the social media options you should be working on
  • http://image.wetpaint.com/image/1/odAIq99WhHLSQc59MiQTZQ76277/GW375H295 http://comm215.wetpaint.com/page/New+Zealand:+Social+Media+-+Channels
  • Pepsi dropped advertising on the super bowl. Instead they are investing $20 million on social media (that is after 23 years of advertising at the super bowl)‏ Dell has attributed $6.5 million revenue from Twitter campaigns Social media played its part in holiday shopping – US 2009 – 28% shoppers said that Social Media influenced their purchases 46% of all Facebook users say they have talked about or recommended a business or product on their facebook 44% of Twitter users have recommended a product 58% said that if they had Tweeted about bad experience, they would like the company to respond to their comment Source for the other stats came from http://www.slideshare.net/schoeny/social-media-for-business-31-stats-and-anecdotes
  • A third of all regular internet users are not using facebook Of the 72% of all facebook users, they spend a lot more time online than non facebook users (3.26 times longer, 25.8 hours vs 9.91 hours for non facebook users)‏ These users are serious about the internet and using it as a communication, networking, shopping and research tool That has grown from 34% in 2007 and 72% in 2008 They spend an average 8 hours a month on Facebook – 7.5 times more than its closest rival YouTube Smart Phones are changing how people are accessing their social networks with over 26% currently participate via mobile – this will massively grow over this year Over half off all Twitter followers use their mibile phone to view their data daily, in comparison to 36% of Facebook users Twitter’s audience levels grew by more than 400% in 2009 and nearly one quarter of online Australians (23%) read ‘tweets’ in the past year, 14 percent ‘followed’ companies or organizations via Twitter (up from 5% in 2008) and 13 percent posted ‘tweets’ (up from 4% in 2008). Wikis continued to grow as a popular form of online content – close to three quarters of Australian Internet users (73%) read a wiki in the past year compared to 61 percent in 2008 and just 37 percent in 2007. Nearly two in five online Australians are now interacting with companies via social networking sites, reinforcing notions that Australians are open to engaging with brands and companies online. “ The opportunities for brands and companies to tap into the social media phenomenon are really just beginning to emerge and to date we’ve only seen the tip of the iceberg,” states Melanie Ingrey, Research Director for Nielsen’s online business. “Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands, and Australians’ engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making.” http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/
  • The reality is that not only are Australians spending the most time on social media they also have the highest population percentage using Social Media – Yet the % of businesses using it is not comparable. Remember Australians are using social media to communicate, connect, ask questions – they are asking each other, and using it as a source of where and what to buy. So the businesses that are capitalising on it are doing better than those who are not. Another recent study ( ). And don’t just think it is B2C market, it is also the B2 B market as well
  • The reality is, that we are only talking about a few social mediums – there are so many out there, so depending on your niche target markets will determine which one/s you will use. This one only shows some of the top ones, but even this gives you an idea that there are a lot out there.
  • Pepsi dropped advertising on the super bowl. Instead they are investing $20 million on social media (that is after 23 years of advertising at the super bowl)‏ Dell has attributed $6.5 million revenue from Twitter campaigns Social media played its part in holiday shopping – US 2009 – 28% shoppers said that Social Media influenced their purchases 46% of all Facebook users say they have talked about or recommended a business or product on their facebook 44% of Twitter users have recommended a product 58% said that if they had Tweeted about bad experience, they would like the company to respond to their comment Source for the other stats came from http://www.slideshare.net/schoeny/social-media-for-business-31-stats-and-anecdotes
  • Fan page created by fans Suggesting Jims will be into prostitution and drugs next
  • Taken over by fans Links to malware and viruses Mixture of good and bad comments No responses and apologies to complaints
  • Suggested boycott of Radisson involving 15 people as one person believes their laptop was stolen by staff No involvement from Radisson
  • Multiple product quality complaints – no comments from Snap on Tools Huge fan base but no interactions
  • Swedish furniture chain IKEA wanted to earn some money last year but didn&apos;t have a huge marketing budget, so it set up a simple Facebook page. For awhile the site remained quiet as its moderators updated it with pictures of various pieces of furniture. But then it dropped the word that the first user able to &amp;quot;tag&amp;quot; his or her name to a picture would win the corresponding piece of furniture. Word got out, and the company managed to gain thousands of fans within a short amount of time and quickly gained a reputation for respecting users through its unique and simple campaign – much like the furniture. Users were eventually begging the company to upload more photos – flooding the page with activity. Engage your customers - Target do this well by encouraging participation on certain topics, such what was in fashion – getting customers to send their images in Pay/ Bid for your ads by impression or click throughs – many are getting greater results through this form of advertising than adwords (paid ads on Google) – niche targetted vs keyword targetted
  • RESULTS Some quantifiable measures that illustrate the impact of the campaign to date include: Global news coverage, from CNN stories to BBC documentaries, and Time magazine articles and everything in between. Estimated media coverage is valued at over AUD$400 million. To date, the campaign has reached an audience of approximately 3 billion through media coverage. The campaign was ranked 8th on the international list for the world&apos;s top 50 PR stunts of all time by international PR company, Taylor Herring. 34,684, one minute video job applications from 197 countries. It&apos;s safe to say that at least one person from every country in the world applied. Over 475,000 votes for Wild Card applicants. Web stats of 8,465,280 unique visits, 55,002,415 page views with an 8.25 minutes average time spent *Value of media overage estimated by Tourism Queensland at 16/7/09 **Web-coded countries (only 195 countries are recognised by the UN)‏ http://www.ourawardentry.com.au/bestjob/execution-of-media.html generate over 203 million euro’s worth of PR globally from a spend of 570,000 euro’s. The competition drew 34,000 video entries from over 200 countries. - $800,000 Aus
  • Only started in November last year, watched and noticed customers were participating on Facebook and Twitter, researched for a couple of months before diving in. The free pizza started as a temporaty thing – keeping it going as it was creating advocates, loyalty, but also discussion in the market. Currently have 5000 facebook and 3000 Twitter – not bad within a short time frame. We started looking at our social media policy in November last year, and it really came to prominence then. We did notice that our customers were talking about us on Facebook and Twitter, so we spent quite a bit of time, a couple of months, researching the sort of platforms we wanted to use. Twitter and Facebook came back as those with the core demographics. initially started with the Free Pizza Friday as a temporary thing. It was supposed to just be a few weeks, but we&apos;ve decided to extend it indefinitely because it&apos;s gone from strength to strength. It&apos;s allowed us to work on creating brand advocates, creating a sense of brand loyalty. Decided to use Twitter, as felt there was more happening from their customers on this medium – and would be a greater way to virally market At the moment, we have over 3,000 followers on Twitter and 5,000 on Facebook, and that&apos;s pretty good considering we were amateurs in the online space six months ago. The earliest signs of success we saw were just the sheer amount of conversation being generated. We saw the recruitment rate rise, in terms of people on our pages, and we found people were not only commenting on the competition but on the business in general and we have continued to converse with them. It&apos;s gone beyond the competition. And that&apos;s continued, and we&apos;re still doing it because it&apos;s been so successful. It&apos;s had people talking about the business and that&apos;s a good thing. Were you able to contact certain customers you couldn&apos;t before? We shifted about 18 months ago to target the female consumer, introducing our healthy and gluten-free range, and we thought that&apos;s an area that no one had looked at. But we&apos;ve sort of tried to target the young, single demographic as well. We found we weren&apos;t engaging with them as much, and social media has enabled us to do that. We&apos;re trying to cover all of our base demographics here, and that&apos;s why we moved into that area. What other benefits has the business experienced as a part of the competition? Part of the success of having a beneficial social media strategy is that you&apos;re conversing with your customers, and need to be talking to them on a daily basis. It&apos;s like calling a friend – if they don&apos;t answer, you ring them back, but after awhile you just stop. So we&apos;re able to talk with them, talk about issues, or whatever. It&apos;s more than a reputation thing, it allows us to directly talk with customers whereas before the internet through mail it would have taken days or even weeks. What this has done for us, is that we&apos;ve been able to communicate to our customers not only about our competition, but also listen to them about different topics and we&apos;ve been able to respond to them in real-time.
  • They ran this promotion for 20 days. The contest timings were random and entries were only accepted 30-45 minutes per contest
  • This is a 2009 stat and we all know it’s growing every day
  • Keynote speech fanz slideshare

    1. 2. Social media - fad or revolution video
    2. 3. Tracey Voyce <ul><li>Over two decades - IT, marketing industries </li></ul><ul><li>5 x business owner </li></ul><ul><li>Business Coach and Trainer </li></ul><ul><li>Website Standards Board Member </li></ul><ul><li>Bloomgroup Director (including Bloomtools ) </li></ul><ul><li>Franchisor </li></ul>
    3. 4. 50 Million Tweets on Twitter per day
    4. 5. 500 Million The number of users on Facebook
    5. 6. 1 Billion The number of YouTube videos viewed every day
    6. 7. The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University
    7. 10. Interesting facts <ul><li>Pepsi dropped advertising on the super bowl. </li></ul><ul><li>Dell has attributed $6.5 million revenue from Twitter </li></ul><ul><li>Social Media influenced 28% of holiday shopping </li></ul><ul><li>46% of all Facebook users talk about or recommended a business or product on their facebook </li></ul><ul><li>44% of Twitter users have recommended a product </li></ul><ul><li>58% said that if they had Tweeted about bad experience, they would like the company to respond to their comment </li></ul>
    8. 11. New Zealand Facts <ul><li>83% of New Zealanders use the Internet </li></ul><ul><li>1.7million read consumer reviews online </li></ul><ul><li>1.6 million consumers involved in social media </li></ul><ul><li>49% read blogs </li></ul><ul><li>31% submit product reviews online </li></ul>(Figures adapted from The Broadband Report 2008, Nielson)‏ (Sample size of New Zealand Internet Users, n= 2059)‏
    9. 12. New Zealand Business Opportunity
    10. 15. When Social Media goes bad
    11. 16. <ul><li>Page created by fans </li></ul><ul><li>Suggests Jim’s will be into prostitution and drugs next </li></ul>
    12. 17. <ul><li>Taken over by fans </li></ul><ul><li>Links to viruses </li></ul><ul><li>No responses </li></ul>
    13. 18. <ul><li>Song about United Airlines ‘Breaking guitars’ after crew spotted throwing it. </li></ul><ul><li>11 million views </li></ul>
    14. 19. <ul><li>Suggested boycott of Radisson over stolen laptop </li></ul><ul><li>Involving 15 people </li></ul><ul><li>No org. involvement </li></ul>
    15. 20. <ul><li>Multiple product complaints – no org. comments </li></ul><ul><li>Huge fan base with no interaction </li></ul>
    16. 21. <ul><li>100k+ fan base </li></ul><ul><li>No interaction </li></ul><ul><li>Fans organising a product boycott </li></ul>
    17. 22. Objectives <ul><li>Lead Generation </li></ul><ul><li>Customer Relationships </li></ul><ul><li>Direct Communication </li></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Sellers </li></ul></ul><ul><ul><li>franchisees </li></ul></ul><ul><li>Recruitment </li></ul><ul><ul><li>internal </li></ul></ul><ul><ul><li>franchise </li></ul></ul><ul><li>Building the brand, product / service awareness </li></ul><ul><li>Overcome business challenge </li></ul>
    18. 23. <ul><li>Lots of interaction </li></ul><ul><li>Complaints dealt with </li></ul><ul><li>Positive outcome </li></ul>
    19. 26. Digital Marketing Lab The best job in the world
    20. 28. “ Instead of a customer retweeting a single tweet, or replying with something random (in Facebook), they really got into it and talked about why they liked the product, why it’s a good product, why they love Moosejaw” – Gary Wohlfeill, Creative Director Result – 15% increase in Sales + Increased their Twitter followers by 45% and Facebook fans by 31% Moosejaw
    21. 33. Social Marketing ROAD Map <ul><li>R esearch - Gather intelligence on target audiences, social uses and competition </li></ul><ul><li>O bjectives - Define objectives aligned with target audiences and social metrics </li></ul><ul><li>A ctions - Create a social marketing strategy with a tactical plan of action </li></ul><ul><li>D evices - Select platforms that fit social marketing architecture and tactics </li></ul><ul><li>Source: Marketing Sherpa 2010 Social Media Marketing Benchmark Report </li></ul>
    22. 34. Establish your Policy & Standards <ul><li>Nobody is anonymous online </li></ul><ul><li>Be transparent and honest </li></ul><ul><li>Make good judgements – statements must be true and not misleading </li></ul><ul><li>Perception is reality – People think that a person that works for your brand speaks for your brand </li></ul><ul><li>Add value to the discussion </li></ul><ul><li>Personal vs Work details – eg: I’m working with a franchisee who is in such pain. </li></ul><ul><li>Posts can potentially be seen by anyone, and wont disappear if you want them to. </li></ul>
    23. 35. Engaging Content <ul><li>Relaxed </li></ul><ul><li>Engage and interact with users </li></ul><ul><li>Add value </li></ul><ul><li>Entertain </li></ul>
    24. 38. Old spice video
    25. 39. Old Spice <ul><li>Possibly the best social media campaign ever </li></ul><ul><li>200 short videos in 2 days in response to questions directed to Twitter, Reddit, and Facebook. </li></ul><ul><li>Involved a team of writers, art directors, producers, editors and social media strategists </li></ul><ul><li>Fans even started their own websites in relation to the promotion </li></ul><ul><li>115, 000, 000 YouTube views </li></ul>
    26. 41. Old spice video 2
    27. 42. Summary <ul><li>It is here to stay, most New Zealander Consumers are using it </li></ul><ul><li>It is changing marketing and communications from how we knew it </li></ul><ul><li>Start (ROAD)‏ </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Action (identify your architecture)‏ </li></ul></ul><ul><ul><li>Devices </li></ul></ul><ul><li>Leverage current tools to facilitate content (eg. Your Bloomtools websites - RSS feed, Blog RSS, Article Tweets; and then the social media sites own integration eg. Get your Tweets to appear on your facebook page etc)‏ </li></ul><ul><li>Watch and particitate (focusing on giving)‏ </li></ul><ul><li>First objective to get all your current clients, and database to follow you, like you, link to you etc </li></ul><ul><li>Write your policy and guidelines for staff, franchisees </li></ul><ul><li>Start monitoring your brand etc </li></ul>
    28. 43. Blend it Video
    29. 44. Social Media What is it for businesses , Webinar Watch and listen to Bloomtools Webinar here http://www.bloomtools.com/webinars

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