FRANkademy 2009 - A social media strategy session from FRANkVizeum


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FRANkademy is a social media strategy session we presented in 2009.
FRANkademy has three parts:
1. twitter for brands.
2. Blog networks eg. Nuffnang.
3. Social business strategy case study - Melbourne's GPO.
Feel free to check our blog:
and twitter:

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  • Source: Technorati – State of the blogosphere / 2008
  • Source:
  • UM Social Media Wave 3 Report 2008
  • Nielsen NetRatings May 2009
  • 04/23/09 04/09/09
  • 04/23/09 04/09/09
  • 04/23/09 04/09/09
  • Because social media it doesn’t mean you do it yourself.
  • FRANkademy 2009 - A social media strategy session from FRANkVizeum

    1. 1. 2009 Finale
    2. 2. Today’s presentation <ul><li>WTF is Social Media? </li></ul><ul><li>Twitter </li></ul><ul><li>Blogs </li></ul><ul><li>Melbourne’s GPO – A working </li></ul><ul><li>case study </li></ul>
    3. 3. Marta Kagan -
    4. 4. Audience Brand
    5. 5. Audience Brand
    6. 6. <ul><li>World media has fundamentally </li></ul><ul><li>changed in just 2 years… </li></ul> Our target audience behaviour is changing The shift is permanent Media definitions are evolving
    7. 7. Counting mouths community = mouths = lovers Counting eyeballs Unique browsers = eyeballs = viewers A shift in measurement
    8. 8. Brand Communication Platform
    9. 9. Aligning Bought, Owned and Earned YOUR BRAND newsletter Blog Banner Packaging Brochure Twitter Website Mobile TV ad Sponsorship Radio Outdoor email Customer service Promotions Facebook YouTube … and many more
    10. 10. Bought, Owned and Earned should be integrated. BOUGHT OWNED EARNED
    11. 11. <ul><li>Brands are enticed by fancy technology </li></ul>Three reasons why social play fails A lack of proper management The wrong measurement metrics
    12. 12. <ul><li>share, talk, answer, engage, give something for free, have a personality, be different </li></ul>Most brands are socially inept.
    13. 13. There are thousands of tools
    14. 14. Real-time micro-blogging
    15. 15. A public conversation in 140 characters Australian users 13,000  800,000 12 months to June ‘09 (Comscore)
    16. 16. Create Profile Page in 5 mins! Choose an ID Upload a photo Short Bio
    17. 17. Finding People To Follow Search for people / brands Follow who they follow Follow them
    18. 18. twitterlingo tweet re-tweet
    19. 19. Following and followers
    20. 20. tweet
    21. 21. RT = re-tweet
    22. 22. Reply with @username
    23. 23. Direct messages
    24. 24. Shortened URLs
    25. 25. hashtag
    26. 26. Trending topics
    27. 27. Tools that work with Twitter
    28. 28. Twitter’s core benefits Building relationships Real-time insight Sharing information customers and business partners market intelligence, feedback and customer service compelling news and content
    29. 29. EG.
    30. 30. Announcements & updates
    31. 31. Driving site traffic
    32. 32. Events Global Green Challenge
    33. 33. Loyalty through usefulness
    34. 34. Personal service Over 80 accounts = relevant content Sharing information
    35. 35. Winning over grumpy customers!
    36. 36. Howdy #mktgnow attendees and @ armano , we are going Web2.0 in a week or 2, will annouce via Twitter when we turn it on for you to try 4:24 PM Sep 22nd from web #mktgnow We use Social Media for getting crucial feedback, informing customers of new products and helping people out with issues 4:39 PM Sep 21st from web A question for #mktgnow - are people typically &quot;following&quot; companies/products they are interested in or just run a search when needed? 4:46 PM Sep 21st from web How about an application for Twits #mktgnow - if you could Twit-A-Cab would you use it to book a taxi? 5:46 PM Sep 22nd from web Special Deal 4 #mktgnow If u need a cab home, ph 13CABS 132227 and quote code &quot;twitter&quot; and u will get extra high priority pickup @ Sofitel 10:44 PM Sep 22nd from web Driving sales by joining in
    37. 37. Korean BBQ Taco Truck in L.A 36,000 followers Hundreds line up daily Twitter-only deals: &quot;Twares&quot; Last-minute deals that are available only via@UnitedAirlines $3 million in sales since Jun ’07 @DellOutlet Refurbs and excess inventory More on selling stuff…
    38. 41.
    39. 42. Number of bloggers in the world 133 million blogs ?
    40. 43. That makes the blogosphere the 9 th largest population in the world 8 th - Nigeria 9 th - Blogs 10 th - Japan
    41. 44. 62% 2008 55% 2007 21% 2006 More Australians are reading blogs
    42. 45. Facebook 4.97m MySpace 2.02m Blogger 1.83m Twitter 752k Wordpress 736k Bebo 442k Unique Audience (May 2009)
    43. 46. Brands Current Approach
    44. 47. Brands Using blog networks to engage the community. A Network Approach
    45. 48. Leading blog marketing networks Over 100,000 bloggers in 4 markets Asia Pacific region 250,000 US bloggers 22,000 female bloggers
    46. 49. Over 1,200 Australian Bloggers have joined Nuffnang since Nov ‘08
    47. 50. Nuffnang have the most influential bloggers in Australia Parenting and Personal 263,500 monthly blog views Food 124,600 monthly blog views Fashion 41,500 monthly blog views
    48. 51. Nuffnang Australian bloggers command 3,028,755 blog views last 4 weeks (Oct 2009)
    49. 52. Ways to integrate with bloggers 2. Sponsored conversations A way for brands to be part of the conversation 1. Display Advertising 100% SOV banner ads
    50. 53. 4. Events Reach out to bloggers with Nuffnang hosted events 5. Product sampling Product engagement with the bloggers and their readers 3. Competitions Engage your brands with the bloggers and their readers Ways to integrate with bloggers
    51. 54. “ The key to a successful blog campaign is that the conversation does not have to be ABOUT the brand, but that the brand be PART of the conversation. ” Why do most brands fail in blog marketing?
    52. 55. Case studies
    53. 56. Village Roadshow – Blogger participation
    54. 57. Coles Group & Myer
    55. 58. Nuffnang Case Study: Coles Group & Myer Objective: To generate awareness and buzz for the Coles Group & Myer gift card within the blogosphere. Campaign Overview Nuffnang ran a 3 week challenge for Nuffnang bloggers: How do you turn $10 into $100? Bloggers were sent a $10 Coles Group & Myer gift card and asked to partake in one of two challenges. The winner of each challenge to win a $100 Coles Group & Myer gift card. Challenge 1: Be the Nuffie that spends $10 in the most creative, interesting or fun way. It is totally up to you what you choose to do with it, you just have to impress the Nuffnang team here with your shopping skills. Challenge 2: Most frugal Nuffie award. How far can you stretch $10 and what can you make it do?
    56. 59. Seeding Mechanics Competition is seeded through Nuffnang’s blog post, email and twitter. This is seeded to over 1000 bloggers within the Nuffnang database.
    58. 61. Nuffnang Case Study: Coles Group & Myer + The Response
    59. 62. Nuffnang Case Study: Coles Group & Myer + The Response I thought $3.47 for two chicken breasts was a bargain. Then, I discovered chicken wings for $2.09 - - - Bewdy, Mate! And . . . I ended up getting more for my money, too. It was interesting to shop in a different supermarket. The lanes are different but most products sold are the same. Actually, the lanes are wider at Coles. Pasta bows and nail-polish?? Only you Angela! You are so incredibly creative. Love, Blaire xx Luckily, Coles had some good specials, including these 98c crackers!! Bargain:
    60. 63. Nuffnang Case Study: Coles Group & Myer + Highlights: Iron Chef Shellie Iron Chef Shellie used $10 to create a beetroot stack and in memory of her grandfather. 8 Comments Blog URL:
    61. 64. Nuffnang Case Study: Coles Group & Myer + Highlights: Iron Chef Shellie
    62. 65. Nuffnang Case Study: Coles Group & Myer 20 Fun at home kids activities for under $10 8 Comments Blog URL: + Highlights: Childhood 101
    63. 66. Nuffnang Case Study: Coles Group & Myer + Highlights: Childhood 101
    64. 67. Nuffnang Case Study: Coles Group & Myer + Highlights: Violet – Tales of Ingénue Violet turned $10 to an amazing dress. 25 Comments Blog URL:
    65. 68. Nuffnang Case Study: Coles Group & Myer 2 pink flannelet pillow cases and 1 cream scarf. Wait not what you expected? Well keep reading! + Highlights: Violet – Tales of Ingénue
    66. 69. Nuffnang Case Study: Coles Group & Myer + Highlights: Violet – Tales of Ingénue
    67. 70. Inspired by Gippsland
    68. 71. Destination Gippsland - an alternative to traditional media thinking
    69. 72. Nuffnang PA: Destination Gippsland Objective: To increase awareness and consideration of Gippsland as a destination for family and short breaks.
    71. 74. + The Response Nuffnang PA: Destination Gippsland
    72. 75. These comments show how influential bloggers are, illustrating intent to travel to the area as a result of reading the Gippsland post Sounds fabulous! My husband and I can’t wait to take our kids to the snow but we were thinking we would have to wait years until it was managable . It is great to see you doing it with young ones. By Michelle on 08.04.09 7:32 pm | I’ve never heard of Rawsons Village but now I know - looks gorgeous! Also, its great to finally find a mum who has come back from holiday feeling refreshed! I think I need to get to Rawsons! By ickle Kids on 08.04.09 6:53 pm I love Walhalla too. So nice and peaceful. Not to mention interesting to see how people used to live (and some still do). By Leanne on 08.05.09 10:57 am Sounds wonderful. I’ve wondered what Rawson Village was like, as hubby would like to take the kids to Baw Baw or St Gwyneer (sp?) for a snow experience. Glad you were able to unwind By Leanne on 08.03.09 8:55 pm Destination Gippsland – Some Comments <ul><li>Comment by Deb — August 3, 2009 @ 1:18 pm </li></ul><ul><li>Jho - what an amazing trip you guys had!!! This is the kind of thing my family and I like to do . I think our next destination will have to be the Gippsland area (we’ve only ever been there once for a wedding and to visit friends who had moved there). </li></ul><ul><li>Esz said... </li></ul><ul><ul><li>I've never been to Gippsland - Looking forward to your posts :-D It's really great to get out and see country Vic - We went to Ballarat a little while back. Not sure where we'll go next - but Gippsland is sure on the list. The trains are great too and not even expensive. :-D </li></ul></ul><ul><ul><li>4 August 2009 6:05 PM </li></ul></ul><ul><li>Polecat said... </li></ul><ul><ul><li>Great work Claire on the Gippsland reviews. I will look out for those places next time I'm down there </li></ul></ul><ul><ul><li>17 August 2009 12:04 PM </li></ul></ul>
    73. 76. One Red Robin Winner Destination Gippsland: Competition Winners Hey Jho, Thank you so much for those wonderful write ups on the Gippsland region. It is great to know such beautiful attractions exist only 1 hour out of Melbourne , and this is such a viable alternative to the usual tourist attractions (e.g. Grampians, Great Ocean Road), which are much further away. For the crafter, it sounds like a haven as well with lots of artistic and crafty things to keep you occupied. In fact, I think it would be a perfect destination to spend a week - one could take advantage of the peace and quiet to work on their hobbies, and also take short trips to visit the attractions. For the family, I think there would be plenty of interesting things such as horses and alpacas to keep the little ones entertained. Anyway , Gippsland is definitely on the todo list - thanks again! Julian “ Why do you want to visit Gippsland?”
    74. 78. It’s not about the tools. It’s how you use them.
    75. 79. <ul><li>FRANkVizeum Case Study </li></ul>
    76. 80. We don’t need a “new website”. We need a website that will act as a marketing tool. Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost GPO website before
    77. 81. GPO website after
    78. 82. STATS <ul><li>24 August – 11 September 2008 </li></ul>24 August – 11 September 2009 2,107 Visits 3,150 Visits 3,945 Pageviews 10,212 Pageviews Up 50% Up 159% 1.87 Pages/visit 3.24 Pages/visit Up 73% 72.90% Bounce rate 32.95% Bounce rate Down 55% 00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150% 496 followers 467 fans 1000 photos 55 videos
    79. 83. What steps should we take? Listen and learn Develop our ‘earned’ strategy Manage and measure
    80. 84. <ul><li>Goal: </li></ul><ul><li>Become a fashion and lifestyle destination </li></ul>
    81. 85. MGPO ‘LOVERS’ survey findings <ul><li>Sample </li></ul><ul><li>311 GPO database ‘lovers’ responded </li></ul><ul><li>Email method </li></ul><ul><li>Incentive = thirty double pass tickets to the movie ‘Mary & Max’ </li></ul><ul><li>Survey sent 10am Monday 20 th April </li></ul><ul><li>Data collected & competition closed 5pm Thursday 23 rd April </li></ul><ul><li>Respondents </li></ul><ul><li>311/5057 lovers with email addresses = 6.14% (completed survey) response rate </li></ul>
    82. 86. We asked them to tell us three words that describe Melbourne's GPO…
    83. 87. Number of respondents Approx 79% of our lovers use Facebook and 54% use YouTube Where do they spend their time?
    84. 88. See if they’re willing to engage with you
    85. 89. Ask them what they need or want “ Get a Twitter account & have Twitter-exclusive offers. ” “ Create an online forum and viewable fashion community.” “ Using online social networks to keep us informed on the latest happenings in GPO. ” “ More tailored communication please - less of the one-size-fits-all approach. ” “ An information person downstairs to ask questions. ”
    86. 90. Darren, Niocolangela “ 6,000? Lets make it 60,000!” (number of lovers) GPO in 3 words: We love it! But the brand needs to be flogged. Ask your employees, contractors and collaborators what they think
    87. 91. Bianca, FAT “ We trade our nuts off!” GPO in 3 words: Iconic, beautiful, confused. How can you help them?
    88. 92. What should we measure? More time spent with brand Links, mentions, blog posts, Google juice Increased unique visitors Community size - lovers, followers Content produced Retailer satisfaction and retention Free mentions in media / PR value New retailer enquiries Lovers’ satisfaction and engagement and OMG… even sales!
    89. 93. Not all customers have equal value “ MARKET TO THE OBSESSED” SETH GODIN Passive viewer Active fan Engaged evangelist
    90. 94. 171,568 Unique Browsers per month! Where is your audience hanging?
    91. 95. What are they doing?
    92. 96. What is written about you?
    93. 97. Any videos with your name on them?
    94. 98. Any images?
    95. 100. What are your competitors doing?
    96. 101. How much are they ‘Earning’?
    97. 102. Retailers communication blog editorial social media profiles Users Community Liaising with organisation Monitor buzz & website analytics Blogger relations Content production Liaising with outside suppliers (PR, Events) Implementing web-tools Employee education Who will do this? How? Do you have the management resource?
    98. 103. Analytics Analytics Analytics Site dev Community LMFF Spring racing/MVRC Xmas MSFW MF&WF Annual timeline + events SEM+ SEM+ SEM+ Site dev Site dev Site dev Analytics GNO Site dev Community Events SEM+ Analytics Display Display Display Display May June July August Sep Oct Nov Dec Jan Feb March April
    99. 104. Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than 920 photos already!
    100. 105. MGPO red carpet competition 20 entries in 3-4 days. It’s only the start of our dialogue with our audience. It’s genuine interest.
    101. 108. 1000 500 100 1000 100
    102. 109. Communication with retailers taking shape Our retailer communication has also improved as we now use a friendlier MGPO email template for regular updates
    103. 110. Benefits of Earned – GPO’s first week Improved Search - organic Google juice More focused use of resources Platform for new initiatives Improved customer service Demonstrate brand leadership Site traffic (UBs) Real time consumer insight More time spent with brand Become the category – free media and PR value 24/7 audience connection We can tick a few of these boxes already. Some not 100% but we’ll get there 
    104. 111. Home base
    105. 112. The consumer journey starts here <ul><li>Who does google think you are? </li></ul>
    106. 113. <ul><li>Option 1: </li></ul><ul><li>An old corporate video/hate group on facebook </li></ul><ul><li>Option 2: </li></ul><ul><li>Relevant content and someone real they can talk with </li></ul>Be in control of what people will find online when they search for your product/service.
    107. 114. Decide it’s important enough to take seriously
    108. 115. Think first build later - 3 step planning process: Talking with your organization Marketing, sales, customer service. Outcome: Understanding the opportunity and in-house resources. Talking to target audience A quick Survey or Face to face talk with real consumers. Outcome: Getting genuine insights. Market analysis What's happening online in your industry. Outcome: Making implementable recommendations. 1 2 3
    109. 116. We practice what we preach
    110. 117. Marta Kagan - Need help? I need more direction I need more training
    111. 118.