FRANkademy September 2011


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FRANkademy is our free social media workshop in Melbourne. We discuss the importance of social business and explain the paradigm shift that his happening in the media and advertising world.
If you have any questions and/or comments please find our details via

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  • from 360 degree marketing, toward 365 days a year marketing.
  • Source: KMPG report in B&T article:
  • From an eMarketing survey of US marketing execs what they felt were the main benefits of marketing through social media
  • Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
  • You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
  • Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
  • Ning = platform for creating social websites
  • Stats from Comscore and
  • Provides exclusive content for Twitter followers, giving people an incentive to follow the brand.
  • Jetblue also provides the customer support employee’s name currently on duty.
  • Replying to customers’ tweets and retweeting what they have said about your brand makes them feel special & gives your brand a human side that people want to bond with
  • Twitter offers a new channel and outlet for your brand’s personality and humanityTweeting ‘sharable’ content can spread retweets by your followers to help you gain more followers and awareness.Use hashtags to show personality and also create/ join conversations
  • Use Twitter searches for trends, hashtags, most shared links and join the conversation – this gives your brand greater awareness and shows that you aren’t just about the hardsell but about talking with people as well
  • Twitter users are more likely to impact your brand than other social networks because most users have their own personal agenda to gain an audience and want to influence others. Those active daily on Twitter are more likely to make blog posts, comment on blogs, write product reviews, and post videos online – what it means is that what happens on Twitter doesn’t stay on Twitter. Discussions that begin on the platform are more likely to appear elsewhere
  • Average value of a fan calculated from asking how much fans of a particular brand spent in a year compared to non-fans - $136 value varies depending on how active a given fan isThe economics of the ecosystem (Facebook) slide
  • Source:
  • NFP
  • Automotive
  • Food/bev
  • Home furnishings
  • Retail/small biz
  • Small biz
  • Education
  • d
  • Facebook is following suit however with Facebook
  • Introduced in March, the +1 sharing button debuted with little incentive for web surfers to click on it. If you +1-ed a story on a website that embedded the button, your profile picture would display next to the URL when a friend of yours ran a search with results that included that URL.Google will study the clicks on +1 buttons as a signal that influences the ranking and appearance of websites in search results,The purpose of any ranking signal is to improve overall search quality. For +1's and other social ranking signals, as with any new ranking signal, we'll be starting carefully and learning how those signals are related to quality
  • Nuffnang Australia Survey 2011, 594 respondents
  • What tool suits your business and your objectives?
  • Facebook is a step by step process in building engagement. Many give up when they don’t see the desired result immediately such as increase in sales. But patience pays off on Facebook and after building interest, trust and engagement, traffic and sales follow easily.
  • We have heard many times that social media cannot be measured but it is quite the contrary. It is highly accountable and can be measured a lot better than traditional media. For example: A magazine will tell you that it prints 1m copies and has 500k subscribers. How do you know how many actually read the magazine though? And how do you know what articles they exactly read? If you had a blog however, you know the answers to all those questions... Image source:
  • Traffic to site, reactions to articles (tweets, retweets, likes, +1 etc), time spent on site, most popular content, sentiment, who mentions your brand on Facebook the most, how writes on your brand fan page the most, what are your competitors doing, etc.Often social media metrics are sales, Awareness, Lead Generation, Loyalty etc. which are takes time to build with social media but not impossible Image source:
  • Image source: 58614856
  • FRANkademy September 2011

    1. 1.<br />
    2. 2. September 2011<br />
    3. 3. Today’s Presentation<br /><ul><li>The Importance of Social Business
    4. 4. The Paradigm Shift
    5. 5. Social Business Best Practice
    6. 6. Social Business Tools
    7. 7. Twitter
    8. 8. Facebook and Google+
    9. 9. Blogs
    10. 10. Social Business Measurement
    11. 11. Case Study – Goodness Superfoods</li></li></ul><li>OWNED<br />BOUGHT<br />DISTRIBUTION-driven<br />INTEGRATED<br />COMMUNICATIONS<br />BRAND-driven<br />INTEGRATED<br />COMMUNICATION<br />INTEGRATED<br />COMMUNICATION<br />CONSUMER/PR-driven<br />EARNED<br />
    12. 12. The relative importance of BOE<br />OWNED<br />BOUGHT<br />EARNED<br />
    13. 13. Nielsen Study agrees <br />Earned <br />Twitter<br />Owned<br />BOUGHT<br />Forums<br />Facebook<br />Blogs<br />
    14. 14. Please farewell the funnel<br />CONSIDER MANY BRANDS<br />FEWER BRANDS<br />FINAL CHOICE<br />BUY<br />
    15. 15. … and welcome the Loyalty Loop<br />CONSIDER<br />EVALUATE<br />SOCIAL BUSINESS<br />THE LOYALTY LOOP<br />BOND<br />ENJOY<br />ADVOCATE<br />BUY<br />EVALUATION& ADVOCACY<br />MORE VITAL ENROUTE & AFTER PURCHASE<br />Source ; Mckinsey global digital marketing strategy practice 2010<br />
    16. 16. The Thinking behind media needs to shift<br />Acting then measuring needs to be replaced with <br />listening then responding<br /><br />
    17. 17. Today’s Presentation<br /><ul><li>The Importance of Social Business
    18. 18. The Paradigm Shift
    19. 19. Social Business Best Practice
    20. 20. Social Business Tools
    21. 21. Twitter
    22. 22. Facebook and Google+
    23. 23. Blogs
    24. 24. Social Business Measurement
    25. 25. Case Study – Goodness Superfoods</li></li></ul><li>Traditional Media Approach<br />BRAND<br />DISRUPTIVE<br />SHORT TERM<br />1 WAY COMMUNICATION<br />AUDIENCE<br />
    26. 26. Social Business Approach<br />BRAND<br />ENGAGING<br />AUDIENCE<br />LONG TERM<br />CONVERSATION<br />
    27. 27. Current State of Social in Australia<br />48% have no presence in the space <br />Only 42%<br />of Australian organisations are embracing social media<br />Only 16%<br />of respondents feel it is important to have a clearly defining a social media strategy<br />Only 14%<br />consider allocating dedicated staff and measuring social media engagement as important<br />Only 2%<br />find dedicating funding a priority <br />Source KMPG 2011<br />Source: KMPG report in B&T article:<br />
    28. 28. Traditional marketing is coming to an end<br />“Transmitting messages is insufficient. You are going to have to work out how to drive participation. You are going to have to bring marketing a lot closer to IT and start building platforms which your customers can participate.”<br />Source:<br />
    29. 29. Social Media 2011<br />It is time to join the conversation...<br /> <br />
    30. 30. Benefits of getting it right<br />More focused use of resources<br />Real time consumer insight<br />24/7 audience connection <br />Demonstrate brand leadership<br />Facebook Fans<br />Positive Sentiment<br />Twitter Followers<br />Improved customer service<br />Site traffic<br />Platform for new initiatives<br />More time spent with brand<br />Improved Search - organic Google juice<br />Sustainable competitive advantage<br />Become the category – free media and PR value<br />
    31. 31. Recent US figures agree<br />
    32. 32. Case Study: VW<br />
    33. 33. The opportunity lies in the integration<br /><ul><li>60% surf the web while watching TV (up from 49% in 2009)
    34. 34. 40% listen to radio while online
    35. 35. 10% use TV and radio simultaneously</li></ul>Source: Nielsen Australian Online Consumer Report 2010<br />
    36. 36. Today’s Presentation<br /><ul><li>The Importance of Social Business
    37. 37. The Paradigm Shift
    38. 38. Social Business Best Practice
    39. 39. Social Business Tools
    40. 40. Twitter
    41. 41. Facebook and Google+
    42. 42. Blogs
    43. 43. Social Business Measurement
    44. 44. Case Study – Goodness Superfoods</li></li></ul><li>Social Business Best Practice<br />Tactics/Shop front<br />Strategy<br /><br />
    45. 45. The single biggest challenge<br /><br />
    46. 46. Social Business Best Practice<br />Inevitable Shift<br />CLOSED<br />Silos, separate and information hoarding<br />COLLABORATIVE<br />Freely sharing information and knowledge internally<br />OPEN<br />Connecting internal and external communities for mutual gain<br />CLOSED<br />Silos, separate and information hoarding<br />COLLABORATIVE<br />Freely sharing information and knowledge internally<br />OPEN CULTURE<br />Connecting internal and external communities for mutual gain<br />
    47. 47. Social Business has a knock on effect<br />
    48. 48. Top 5 Tips<br />Invest in a strategy: it is not about the tools but how you use them<br />Invest in resources: social media is not free unless your time is free<br />Listen and learn: the more you know about your audience the better<br />Don’t be socially inept and force conversations about your brand <br />Building a community is not a campaign; build a community to help your campaign<br />
    49. 49. Today’s Presentation<br /><ul><li>The Importance of Social Business
    50. 50. The Paradigm Shift
    51. 51. Social Business Best Practice
    52. 52. Social Business Tools
    53. 53. Twitter
    54. 54. Facebook and Google+
    55. 55. Blogs
    56. 56. Social Business Measurement
    57. 57. Case Study – Goodness Superfoods</li></li></ul><li>There are thousands of tools<br />
    58. 58. Today’s Hero Tools<br />
    59. 59. Twitter<br />Real-time public micro-blogging in 140 characters<br />
    60. 60. Twitter<br />1.1m Australian users<br />100m + global users <br />200 m tweets/ day globally <br />
    61. 61. Twitter can be confusing<br />@<br />#<br />RT<br />
    62. 62. # campaigns<br />‘@’- is how you communicate with each other. <br />
    63. 63. # campaigns<br />‘#Hashtagging’<br />Is how you start a conversation around a certain topic<br />
    64. 64. RT-ing<br />‘RT’ –<br />Re-tweeting is when you pass on another person’s tweet throughout your network.<br />
    65. 65. All at once!<br />Then sometimes you get all aspects in a single Tweet!!!<br />
    66. 66. Update customers about new product<br />Dell: computers and laptops <br />
    67. 67. Offer customer support + gain insights<br />Telstra: Telco<br />
    68. 68. Build relationships with customers<br />Ben & Jerry: ice cream<br />
    69. 69. Promote the brand’s personality + products<br />Census: Government <br />
    70. 70. Track emerging trends and conversations<br />
    71. 71. Twitter’s core benefits<br />Building relationships<br />customers and business partners<br />Sharing information<br />compelling news and content<br />Real-time insight<br />market intelligence, feedback<br />and customer service<br />
    72. 72. Most popular social network globally<br />
    73. 73. Global Statistics<br />No. of Facebook Pages 1,500,000+ (active)<br />Average value per fan $136.68<br />No. of Facebook users 750,000,000+<br />If Facebook were a country… it would be the 3rd most populated in the world<br />No. of users who Like things daily<br />65,000,000<br />No. of Facebook apps 850,000+<br />70% of users engage with apps each month<br /><br />
    74. 74. Facebook “Likes”<br />The Like button is clicked 91m times/month (brand pages)<br />50% of all the people on Facebook have clicked the "Like" button on a brand page in the last 30 days.<br />1 Like on Facebook equals 20 more visits to your website<br />The average “liker” has 2.4x more friends that the typical user more connected<br />
    75. 75. Facebook in Australia<br />FEMALE MALE<br />10.4m users<br />= 49% of the population<br />= 61% of the online population<br />Australian Facebook use and penetration is one of the highest in the world<br />Facebook represents 1 in every 5 web pages Australians view<br />6.6m Australians check Facebook daily (1/3 of the population!)<br /><br /><br /><br />
    76. 76. Top Australian/NZ Facebook pages<br /># Fans<br />Source:<br />Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans<br />
    77. 77. Australian brands with high engagement<br />Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans<br />
    78. 78. NFP: Greyhound Racing- don’t bet on it<br />Content:<br /><ul><li>News around greyhounds racing
    79. 79. Tips on how to support the anti- racing charities </li></ul>Passionate Community:<br />Engagement based on Likes & Comments: 129%<br />
    80. 80. Mazda Australia Facebook page<br />Content:<br />News<br />Customer Service<br />Passionate Community:<br />Engagement based on Likes & Comments: 14.6%<br />
    81. 81. Goodness Superfoods Facebook page<br />Content:<br />Tips and Tricks<br />Customer Service<br />Nutrition News<br />Engaged Community:<br />Engagement based on Likes & Comments: 13.8%<br />
    82. 82. Typo Facebook page<br />Content:<br />Fun posts <br />Customer Service<br />Passionate Community:<br />Engagement based on Likes & Comments: 10.6%<br />
    83. 83. Domayne Facebook page<br />Content:<br />Like it? Win it! Competition <br />Customer Service<br />Engaged Community:<br />Engagement based on Likes & Comments: 6%<br />
    84. 84. Small Business: Alpha 60 Facebook page<br />Content:<br />Mainly the new collection <br />Customer Service<br />Passionate Community:<br />Engagement based on Likes & Comments: 4.9%<br />
    85. 85. St Edmonds Facebook page<br />Content:<br />Mainly the weekly changing menu<br />Reservations service<br />Passionate Community:<br />Engagement based on Likes & Comments: 3.7%<br />
    86. 86. SAP Facebook page<br />Content:<br />Education<br />News<br />Engaged Community:<br />Engagement based on Likes & Comments: 3.7%<br />
    87. 87. Open Universities Facebook page<br />Content:<br />Tips and Tricks<br />Help Service <br />Asking questions<br />Engaged Community:<br />Engagement based on Likes & Comments: 3.4%<br />
    88. 88. Census 2011 Facebook page<br />Content:<br />Community News<br />Great sense of humour<br />Engaged Community:<br />Engagement based on Likes & Comments: 1%<br />
    89. 89.
    90. 90. The other social network: Google+<br />Users own their own information (unlike Facebook)<br />Brands are not allowed on Google+ yet<br />No advertising (yet) on Google+<br />Function to integrate LinkedIn, Twitter and Facebook personas into Google+<br />
    91. 91. Google+ best functionality <br />
    92. 92. The +1 Button<br /><ul><li>Allows bookmarking and sharing of content
    93. 93. Share content directly to circles on Google+ network
    94. 94. +1s from among one’s circle will show up next to search results
    95. 95. +1s are being used to re-order Google search rankings</li></li></ul><li>Blogs<br /><br />
    96. 96. Blogs are highly influential <br />90% pass on blog information to family and friends<br />92% have used a search engine to find out more about a brand after reading about it on a blog post<br /><br />
    97. 97. But blogs also generate Google Juice<br />Google Juice = Page Rank<br />The value Google gives to your site <br /><ul><li>More links there are to and from your site  better page ranking
    98. 98. More frequent updates to content  better page ranking
    99. 99. Blogs are excellent for getting great organic search results </li></li></ul><li>Popular Consumer blogs<br /><br /><br /><br /><br /><br /><br /> <br /><br /><br /> <br /><br />
    100. 100. Popular Company Blogs<br /><br /> <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
    101. 101. Summary of tools<br /><br />
    102. 102. Today’s Presentation<br /><ul><li>The Importance of Social Business
    103. 103. The Paradigm Shift
    104. 104. Social Business Best Practice
    105. 105. Social Business Tools
    106. 106. Twitter
    107. 107. Facebook and Google+
    108. 108. Blogs
    109. 109. Social Business Measurement
    110. 110. Case Study – Goodness Superfoods</li></li></ul><li>Social Business Monitoring<br />
    111. 111. ROI of Social Business<br />
    112. 112. Social Business Metrics<br />
    113. 113. Clearly define your objectives<br /><br />
    114. 114. What should you measure?<br />How many people are listening to you?<br />What content do they like and share?<br />What is the sentiment in the community?<br />Who are your top fan and followers?<br />Do consumers respond to your content?<br />What is the best time to publish content?<br />What are your competitors doing?<br />
    115. 115. Popular Free Tools for Measurement <br />Twitter Advanced Search<br />
    116. 116. Sample Report: Activity Overview<br />
    117. 117. Demographics <br />
    118. 118. Sentiment <br />
    120. 120. Today’s Presentation<br /><ul><li>The Importance of Social Business
    121. 121. The Paradigm Shift
    122. 122. Social Business Best Practice
    123. 123. Social Business Tools
    124. 124. Twitter
    125. 125. Facebook and Google+
    126. 126. Blogs
    127. 127. Social Business Measurement
    128. 128. Case Study – Goodness Superfoods</li></li></ul><li>Case Study <br />Goodness Superfoods<br />
    129. 129. Objective: Build a community<br />FROM<br />TO<br />MONOLOGUE<br />DIALOGUE<br />WEB-BASED MARKETING TOOL<br />“STATIC” WEBSITE<br />SPECIALIST/REMEDY<br />MASS APPEAL<br />CSIRO/BARLEY MAX<br />SOCIALLY POSITIVE<br />
    130. 130. Shift from Monologue to Dialogue<br />275 Fans<br />626Readers/Day<br />455 Followers<br />75- 100 “Interactions” per month<br />
    131. 131. Shift from static site to blog<br />
    132. 132. Shift from specialist to mass appeal<br />TRAFFIC HAS INCREASED BY 4296%<br />
    133. 133. Shift from CSIRO to socially positive<br />
    134. 134. The results…<br />Time spent on blog<br />3 min  5 min<br /> Feb 11  Jul 11<br />
    135. 135. Goodness Superfoods’ Strategy Approach: <br /><br />
    136. 136. So, at what stage is your business?<br />Social Business Strategy isn’t just for Christmas<br />“WE’VE MADE A START”<br />“WE GET IT!”<br />“WE ARE NOWHERE”<br />We have a community manager who regularly engages with our growing community.<br />We’re not sure where to start or whether we need to. <br />We have Facebook and Twitter but no one wants to be our friend or talk to us<br />80%-90% of brands<br />
    138. 138. THANK YOU! <br />