A presentations that give an overview of the current state of play for the social media world. Latest stats, examples of ROI formulas and definitions of the major aspects of your social media strategy.
Thanks Well Katie has talked about how you get the most from communicating with staff and members within the club and I am going to look at how you can make the most of the tools now available to reach members when they are not in the club. One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity.
Toowoomba 2011 Social Media Friend or Foe
Social Media: Friend or Foe For Your & Your Business
1752 First newspaper published 1970 Computers 2010 & beyond? 1930’s TV 1916 Radio
<ul><li>Resources: Online Marketing Stats for Australia, 2010 </li></ul><ul><li>This aggregation of facts & figures was first posted by digitalmarketinglab.com.au </li></ul><ul><li>eCommerce & General Internet Usage </li></ul><ul><li>Online Internet Usage in Oz - According to Nielsen, Australians spend an average of 17.6 hours a week online, making up 33 per cent of their total media time. </li></ul><ul><li>2. Online retail spend in Australia - eBay-owned payment company PayPal predicts online retail spending to reach $33.8 billion in Australia by 2012 – a significant increase on the $24 billion generated during 2009. </li></ul><ul><li>3. Loss of online sales to international providers - 40% of Australians online spend is going to overseas stores. Compare this to the US who are losing 10% to overseas counterparts and this crystalises the impact of delayed online investment by Australian retailers. </li></ul><ul><li>4. Average consumer online spend Australia - According to Frerk-Malte Feller, Managing Director, PayPal - in the last six months alone the average consumer spent $1,223 online, an increase of $130 from the second half of 2009.” </li></ul><ul><li>5. Retailer online investment in 2010 - According to a Forrester report released in July “online retailing in Australia 2010: Marketing, merchandising and customer service”, 69% of retailers are planning to invest in improved site content and 66 per cent will spend more time on online marketing to drive sales & growth. </li></ul><ul><li>6. Online purchasing frequency - According to the ACRS’ latest report: “Value and Optimisation in Multi-Channel Retailing”, approx 36% of Australians are making purchases online at least once a month and 6% are buying online once every week </li></ul><ul><li>7. Online / Offline Channel Effect - According to the ACRS by 2012, nearly half of all retail transactions are expected to be executed by consumers crossing channels - making multi-channel retailing essential. </li></ul><ul><li> </li></ul>
<ul><li>Social Media </li></ul><ul><li>8. Social Network & Forum Usage - According to Hitwise Australia social networking and forum usage increased 36.1% in the past year and overtook search engines as the most visited industry by Australian Internet users in March 2010. </li></ul><ul><li>9. The power of online WOM - According to a survey conducted by RightNow 16% of Australian consumers said they had stopped doing business with a company because of a social media discussion they had seen about how the company treats customers. Another 16% stated they had also seen a positive consumer discussion about a company and had gone on to make a purchase. </li></ul><ul><li>10. Influence of Online Reviews - A study by RightNow found more than half of respondents (58 per cent) deemed customer reviews and feedback online to be the most important source to influence decision making, of least importance was advertising in any shape or form. </li></ul><ul><li>11. Online Community Usage – Australians look to communities of interest such as parenting or sports sites as a key channel for social media discussion – 62 percent of Australian Internet users visited a message board or forum in 2009. </li></ul><ul><li>12. Online Video Usage - Australians have a huge interest in online videos and this continues to grow. In January 2010 alone, Australians consumed 33 million videos online daily. </li></ul><ul><li>13. LinkedIn Members - LinkedIn has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience numbers increasing by 99 percent from July 2009 to May 2010. </li></ul><ul><li>14. Twitter Users - According to Tribalytic Twitter subscribers in Australia are estimated to stand at 2.5 million. </li></ul><ul><li>15. FourSquare Members - According to socialmedianews.com.au Sydney FourSquare users have reached the 60,000 mark. </li></ul>
<ul><li>Mobile Statistics </li></ul><ul><li>16. Australian Mobile Internet Usage - Australians’ ownership of internet enabled phones now sits at 43 per cent, with 29 per cent regularly using it to search, email, find maps and share their lives on Facebook, Twitter and MySpace. </li></ul><ul><li>17. Mobile Internet Behaviour - Internet searches are the most popular online activity on the phones. Some 73 per cent of mobile internet users users conduct online searches by mobile now, compared with 30 per cent a year ago. </li></ul><ul><li>18. Mobile Device Share - Nokia has 35% share of handsets in Australia vs Apple’s at 28%. Apples share is expected to reach 61 per cent this year, according to MediaSmart. </li></ul><ul><li> </li></ul><ul><li>Search </li></ul><ul><li>19. Search Engine Market Share - According to Hitwise for the week ending the 10th of July 2010, Google’s market share in Australia equated to 92.52%, Bing was 3.44% and Yahoo was 2.39%. </li></ul><ul><li>20. Political Term Search Growth – Given the upcoming election this last one is a timely. Political related search terms are on the rise - Yahoo recorded a 6829.44% rise on the search term ‘Julia Gillard,’ a huge 8164.49% increase on the term ‘Julia Gillard biography’ and a 2600% increase on ‘Julia Gillard pics,’ from Wednesday 23 June until Friday 25 June. Additional search terms on the rise at Yahoo! included, ‘Australian Labor Party’ (2597.72%), ‘Tony Abbott’ (3107.65%), ‘Kevin Rudd’ (3106.67%), ‘Kevin Rudd biography’ (2042.72%) and ‘Julia Gillard MP’ (1334.60%). </li></ul>
The old communication model to customers was a monologue that we shouted to them.
The average person is exposed to over 3000 advertising messages per day – how do they remember any?
The new communication model that customers want is a dialogue (& no shouting!).
Nike CEO Mark Parker explained the theme “The Consumer Decides”: “ The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers. The ability we have to connect with consumers is the single most important competitive advantage in business today.”
BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009
Because visiting social media sites is now the 4 th most popular on-line activity ahead of personal email! Nielsen, Global Faces & Networked Places, 2009
<ul><li>And in Australia we know this . . . </li></ul><ul><li>75% of people haven’t used Yellow Pages in the last 12 months </li></ul><ul><li>80% of consumers do their research on-line </li></ul><ul><li>Only 58% of SME’s have a website </li></ul><ul><li><5% have used search engine marketing </li></ul><ul><li><40% use websites to sell </li></ul><ul><li>85% of Australian Households are internet-enabled </li></ul><ul><li>95% of SME's have internet access </li></ul><ul><li>91% of Australians own a mobile phone – 25% have access to the internet </li></ul>
And in Australia we know this . . . 1. Google.com.au - 10.7 million Google visitors in June 2010 2. Facebook 3. Google 4. Youtube 5. Yahoo 6. Windows Live 7. ebay.com.au 8. Wikipedia 9. Ninemsn 10. Blogger.com 11. News.com.au 12. Twitter
<ul><li>And in Australia we know this . . . </li></ul><ul><li>1. 7% of ALL Australians visited a social network in June 2010 </li></ul><ul><ul><li>6.6 million Facebook Users over the age of 18 </li></ul></ul><ul><ul><li>5.5 million check their Facebook status every day </li></ul></ul><ul><ul><li>800,000 Twitter Users in June </li></ul></ul><ul><ul><li>750,000 LinkedIn Users </li></ul></ul>
Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).
Facebook Enhanced Reporting Engagement report Lexicon measures ‘buzz’ and sentiment on Facebook Page report Pulse Data reports the interests of your fans
Measuring Your Audience Stranger Doesn’t know your brand at all Aware Knows of the brand, not a follower and not engaging Passive Follower, does not engage Active Follow, low-level engagement Inquisitor Follower, high-level engagement, conversational Evangelist Follower, high-level engagement, conversational, syndicator
In Summary . . . 1. Research the complete social media forum 2. Listen to what is being said 3. Where will you participate and where are your competitors participating 4. Goal – what is your objective/strategies for being in this space? 5. How will you measure your success 6. Join the conversation by giving back, sharing and leading 7. Measure your success
<ul><li>So today the plan is . . . </li></ul><ul><li>9am to 10:30 Social Media: friend or foe for your business? </li></ul><ul><li>10:50 to 11:30 Your Website Q & A </li></ul><ul><li>11:30 to 12:15 The Facebook Phenomenon </li></ul><ul><li>12:15 to 1pm To Tweet or Not To Tweet </li></ul><ul><li>1pm to 2pm Lunch </li></ul><ul><li>2pm to 3pm You Tube: Everyone can be a movie star </li></ul><ul><li>3:20 to 4pm Blogging: what is the fuss? </li></ul><ul><li>4pm to 5pm Your Social Media Plan! </li></ul>
Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] o r 0438 015 677 Follow JT on Twitter: @JTActiveMgmt To read JT’s blog: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement And for more information on Active Management helping your business go to: www.activemgmt.com.au "What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others." Pericles