AIM Truth About Social Media for Business


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Adam Franklin & Toby Jenkins gave this presentation at the AIM Open House in Brisbane.

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  • 1-2-3 game.
  • Best stat – 14% vs 78%. Best form of marketing...? WOM + Referral. Social is WOM on STEROIDS. Social media is a bit like coming to a work function – some friends, you know some people, some are strangers but relationships evolve. Name people in audience.
  • Who’s on Twitter...? Everyone else can tune out for 30 secs.
  • Uses Social Media? Success with Social Media? Move country? WHO WANTS TO WIN BLUEWIRE WINE..? Pass bucket & add your card. STAND UP: Who uses Facebook? Blogs? YouTube? Twitter? LinkedIn?
  • Wasting time, say something wrong, start a fight, get fired, get sued, negative comments …
  •   21-year-old female college student in Seattle from Weiner's Twitter account Send lewd pic via twitter & there was a huge uproar. Natural reaction – ban Twitter – avoid potential embarrassment. What if Weiner had taken a knife and stabbed the girls??
  • Are the knives to blame? Are Auto Dealers to blame when someone dies on the road.
  • Don’t have enough time, employees might waste time, it’s often banned.
  • Jeff Jarvis, Computer warranty. Shocking customer service. Blogged + 253 comments. No response. Dell Hell. #1 on google for DELL. Share price dropped. Then they realised. (pre-twitter & facebook) Michael Dell came back, $1.5m to resurrect problem. Corporate Blog + Idea Storm.
  • 5 years ago: Twitter & Facebook didn’t exist, so faster now. Met @RichardatDELL Now DELL are leading the way!
  • What would software that prevented the fiasco from happening be worth? $1m for Dell? Free. Social Media monitoring tool? LINK on landing page!
  • Done properly can have a positive effect IF you know & follow the rules! Like a knife or a car – if you don’t know how to use you can chop off your finger or crash!
  • Social media is like one big cocktail party. Meeting new people, hanging out with people we like. LISTEN, ASK, NEVER SHOUT.
  • AIM
  • Sydney Opera Centre. Authentic + Honest
  • WHAT STEPS did you do with last marketing effort to make it “sharable?” We did this for our event. 42 retweets. Which reached ~20,000 extra followers (personally endorsed too) REACHED 40 x our 521 followers. Who bought tickets via TWITTER (not on our email list).
  • Facebook’s terms have changed slightly re: COMPETITIONS but the case study still stands as example of using existing features!
  • “ Take a Blog after breakfast” – a previous person.... Single Greatest Business Asset. National Publications, book deal & interactions with 100s of 1000s of small business owners. Significant Search Engine traffic, EVEN NONE TRUE, would still do it. Instrinscally rewarding. Makes better THINKER, WRITER, SPEAKER, SALESPERSON, and FOCUSED on LEARNING...
  • Blogging humanises your company too
  • BLANK OUT SCREEN. Many of you received our 1 st EDM. Toby & I in business 12 months & we wrote to everyone we knew. Written in, double, triple, quadruple checked the spelling, HIT SEND. Sit back, breath a sign of relief & wait for the email to arrive in Inbox --- DEAR ADAM. To all 700 people. Good for the 3 Adams but terrible for everyone else! For Bluewire – it is still our best form of social. 3Ps – people, participation, promotion. Mistakes – Dear Adam, WIIFM, Prizes, In This Issue
  • All marketers are for these 1-on-1 convos.
  • Imagine what that would cost on TV?
  • Hypothetical – Robert Scoble – mega blogger & the Internet’s 1 st TRUST AGENT – KDBi – late at night – doesn’t quite get the hang of it --- and because his daughter is sick he gives up, spits dummy & gives it a terrible review on his blog. He tweets about it, blogs & causes huge reputational damage for KDBi and the industry. HOW DO YOU RESPOND…?? Break into groups of 3 & 4 for a few minutes.
  • How to get on the front foot using social media Might have seen Play video
  • 4,859,919 followers! Question: think back to the last marketing activity you did... How did you personalise it???
  • 180 videos in 48 hours. Ashton Kutcher, Demi Moore, Christina Appelgate, Twitter founder, high profile bloggers, Starbucks (10m facebook fans) Twitter followers increase 1000% Facebook “LIKED” by 600,000
  • Imagine what that would cost on TV?
  • 55% increase in sales (3 months) 107% increase in sales (once @replys came out) --- but they ‘stopped’ their campaign rather than continued al the good work. 23 tweets since July 2010.
  • This is what
  • Save your questions….
  • Not SOCIAL bc POPULAR It’s SOCIAL because it BUILDS RELATIONSHIPS via GOOD CONTENT NOT CONTENT about you CONTENT That solves people’s problems Not WEB MARKETING on a whim It’s about a WEB STRATEGY that positions you as the only choice to do business with.
  • AIM Truth About Social Media for Business

    1. 1. The Truth About Social Media for Business <ul><li>Is it a Fad? </li></ul><ul><li>Your worst fears </li></ul><ul><li>Twitter, Facebook, Blogs, Email & YouTube </li></ul><ul><li>Your Social Strategy </li></ul><ul><li>Q&A </li></ul>Adam Franklin Toby Jenkins
    2. 3. Tweet Tweet! <ul><ul><li> </li></ul></ul><ul><ul><li> @Franklin_Adam </li></ul></ul><ul><ul><li>@Toby_Jenkins </li></ul></ul><ul><ul><li> @Bluewire_Media </li></ul></ul>
    3. 4. Show of hands show of hands?
    4. 6. Weiner-gate
    5. 7. Tools
    6. 8. Don’t have time? No time?
    7. 11. Monitor
    8. 12. Relax…
    9. 13. It’s just like real life!
    10. 16. 500 followers
    11. 17. Speaker Retweets
    12. 18. Delegate tweets
    13. 19. Win
    14. 21. Blogging
    15. 22. Blogging Attracts More Visitors Source: Data from over 1,500 businesses -
    16. 23. Email Marketing
    17. 25. Will It Blend? <ul><li>Cost? $50 </li></ul><ul><li>Views: 7,803,123 </li></ul><ul><li>Total Channel Views: 94,945,499 </li></ul><ul><li>700% </li></ul>Results?
    18. 26. <ul><li>Set up company pages </li></ul>Social Strategy - Beginner
    19. 27. <ul><li>Set up company pages </li></ul><ul><li>Secure your URL </li></ul>Social Strategy - Beginner
    20. 28. <ul><li>Set up company pages </li></ul><ul><li>Secure your URL </li></ul><ul><li>Good content & enable sharing </li></ul>Social Strategy - Beginner
    21. 29. <ul><li>Set up company pages </li></ul><ul><li>Secure your URL </li></ul><ul><li>Good content & enable sharing </li></ul><ul><li>Watch & listen </li></ul>Social Strategy - Beginner
    22. 30. <ul><li>Set up company pages </li></ul><ul><li>Secure your URL </li></ul><ul><li>Good content & enable sharing </li></ul><ul><li>Watch & listen </li></ul><ul><li>Join in </li></ul>Social Strategy - Beginner
    23. 31. Social Strategy - Intermediate Build (genuine) Relationships & share Drive visitors to website Good content to Inform, Entertain Persuade & Influence
    24. 32. What would you do?
    25. 37. Up 55% Up 107% (@replies) Sales
    26. 40. Enjoy yourself!
    27. 41.
    28. 42. Connect If you’d like a hand with your web strategy or a speaker at an event , please get in touch. @Franklin_Adam 1300 258 394 @Toby_Jenkins