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FRANkademy September 2011

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 http://frankmedia.com.au/

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FRANkademy September 2011

  1. 1. http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later<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 />www.gapingvoid.com<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: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game<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: http://www.production.bandt.com.au/news/comm-bank-names-new-ceo<br />
  29. 29. Social Media 2011<br />It is time to join the conversation...<br />http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011 <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 />http://www.intersectionconsulting.com/blog/<br />
  45. 45. The single biggest challenge<br />http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/<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 />http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07<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 />http://www.checkfacebook.com/<br />http://thesocialskinny.com/australians_and_the_internet/<br />http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif<br />
  76. 76. Top Australian/NZ Facebook pages<br /># Fans<br />Source: www.famecount.com<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 />http://www.flickr.com/photos/hawaii/2089328125/<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 />http://bloghub.com.au/492/2011-07-16/blogs-influence-purchase-decisions-nuffnang-survey<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 />http://abeachcottage.com<br />http://karencheng.com.au<br />http://sassisamblog.com<br />http://childhood101.com<br />http://www.planningwithkids.com<br />http://grabyourfork.blogspot.com<br /> <br />http://www.cravingtech.com<br />http://www.violetlebeaux.com.au<br />http://www.insideoutstyleblog.com <br />http://theorganisedhousewife.com.au<br />
  100. 100. Popular Company Blogs<br />https://blog.facebook.com<br /> <br />http://ebayinkblog.com<br />http://www.bbc.co.uk/blogs/theeditors<br />http://fastlane.gmblogs.com<br />http://www.thecleanestline.com<br />http://mystarbucksidea.force.com<br />http://brandflakesforbreakfast.com<br />http://blog.twitter.com<br />http://blogs.hbr.org/<br />http://blog.wholefoodsmarket.com<br />http://www.simplyzesty.com/<br />
  101. 101. Summary of tools<br />http://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475<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 />http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/<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 />
  119. 119. Top 5 key take outs: <br />SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANT<br />INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT <br />A SOUND STRATEGY AND RESOURCES ARE KEY<br />IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM<br />WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY<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 />www.intersectionconsulting.com/blog<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 />
  137. 137. Where do you begin?<br />INTERNAL<br />SYSOMOS<br />EXTERNAL<br />LISTEN & LEARN<br />SOCIAL SEARCH<br />MEASURE<br />INDUSTRY BEST PRACTICE<br />KEY SBS INGREDIENTS<br />BESPOKE SOCIAL MEDIA TRAINING<br />SBS RECOMMENDATION<br />IMPLEMENT<br />MANAGE<br />CONTENT PLAN AND PRODUCTION<br />DESIGN<br />COMMUNITY MANAGER<br />SBS= Social Business Strategy<br />
  138. 138. THANK YOU! <br />

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