Case Studies UTS


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Case Studies UTS

  1. 1. Case Studies DeliveringBranded Content, Brands & Content using Social Media Brad Keeling @bradatslice
  2. 2. #inclasswithbradJoin in the conversationFollow the presentation @bradatslice
  3. 3. #inclasswithbrad Does Anyone Use Social Media? In Australia  over 3 million people use Twitter  and more than six and half million use Facebook.  we are ranked 4th in the World – USA 1st, UK 2nd, Canada 3rd  the average age of a Twitter user is 39.1 years  64% of Twitter users are over 35  Twitter users are 53% Male 47% Female More than 70% of Internet users in Australia visited a social networking site in June 2011, up 29% from the previous year Australian Internet users spend on average 7 hours and 17 minutes per week on social media sites 63.4% of marketers say they are planning to increase their focus on social media over the next 12 months. Sources: &
  4. 4. #inclasswithbrad"I wonder, O wall, that you have not fallenin ruins from supporting the stupidities ofso many scribblers.“
  5. 5. #inclasswithbrad"I wonder, O wall, that you have not fallenin ruins from supporting the stupidities ofso many scribblers.“
  6. 6. #inclasswithbrad Pompeii 79AD
  7. 7. #inclasswithbrad Politics Pompeii 79ADElectoral inscription from Pompeiidepicting Mercury. Officina ofVerecundusIIvir(um) i(ure) d(icundo) d(ignum) r(ei) p(ublicae) o(ro) v(os) f(aciatis)This translates as “I ask you to electHolconius Priscus duovir. He isworthy of holding office”.
  8. 8. #inclasswithbrad Politics Sydney 2011 ADElectoral inscriptions from Sydneydepicting slogans “Keep Carmel”and “Keep Verity” featuring CarmelTebbutt and Verity Firth
  9. 9. #inclasswithbrad Politics Sydney 2011 AD@Keep_Carmel Case StudyIdentical campaigns in many wayswith one glaring difference. Carmelused Twitter and Verity didn’t.Carmel won by a few hundredvotes. Verity lost by a few hundred.
  10. 10. #inclasswithbradJust as it was with politics, marketing used to get people talking about their product, service or brand by… ‘Yelling and Selling’
  11. 11. #inclasswithbrad‘Communities’ used to gather in the ‘Community’ Hall. We’d talk about everything from the weather to where to eat…
  12. 12. #inclasswithbrad… and the word would spread in real-time by engaging in conversation
  13. 13. #inclasswithbrad Social Media is real-time internet conversations.Google and similar alert systems cannot keep pace with theseconversations because…they are happening in real-time 24hours a day, 7 days a week … so who’s talking about your brand now?
  14. 14. #inclasswithbrad… and what are they saying?
  15. 15. #inclasswithbrad Social media is not a game of ‘Simon Says’#QantasLuxury#McDstories
  16. 16. #inclasswithbradAnd as recently as this weekend…This was posted on Facebook at about 5.00PM Fridayand within an hour this social media train wreck waswell underway
  17. 17. #inclasswithbradControl is not as successfulas influenceEmbrace what people aresaying about youBe a committed listenerEngage
  18. 18. #inclasswithbrad@theashes is a real life, tangible example of thepower of social media and successful use ofbranded content and… …it all started with a tweet
  19. 19. #inclasswithbrad
  20. 20. #inclasswithbrad#gettheashestotheashes A quirky hash tag and the players that made it… @onesmallplanet @mikestuchbery @unsungsongs @ljLoch
  21. 21. #inclasswithbrad Branded Content QANTAS @QantasAirways brought her to Australia Travelscene American Express @travelsceneaus provided a hotel Vodafone @Vodafone_au provided a phone Ford @FordCastleHill to provided local transport in a Ford Fiesta Harts Pub @HartsPub put on a backyard cricket match and a BBQ Holy Cow @SailingAus a tour on Sydney Harbour She visited The Bradman Museum with @crickethof The Prime Minister @JuliaGillard welcomed @theashes to Australia
  22. 22. #inclasswithbrad Branded Twitter PromotionAnother quirky hash tag conveyeda message and becamecompelling subject matter in anengaging Twitter promotionThe reach for @Vodafone_aualone…Tweets that mentioned the brandand the tag got nearly double thereach from nearly half the tweets
  23. 23. #inclasswithbrad “Reach and Frequency” …and the power of one tweetSome time before lunch on January 12th 2011 the tweetreach for Taronga Zoo’s Twitter account was 1,455Going back over the past seven days there were onlythree tweets , two retweets and one @reply then…Some time just after noon the same day @theashestweeted one tweet about visiting @tarongazooThe one tweet generated retweets and @replies andwithin two hours increased tweet reach to 24,384 withjust under 30,000 impressions
  24. 24. #inclasswithbrad Live Tweeting a Book Signing - Case Study September 1st 2011From a quiet book store in Beaumont Street, Hamilton came a tweet from @onesmallplanetOne Small Planet reported live from a book signing in a suburban book store in Hamilton,Newcastle, NSW, with about 40 people in attendance.However, with a live Twitter feed, One Small Planet was able to expand the audience ofpotential book buying customers to more than 25,000.
  25. 25. #inclasswithbrad Live Tweeting a Newcastle Craft Beer Week - Case Study November 2011Over two weeks beginning 17 November, One Small Planet drove a social media campaignaimed at amplifying the event primarily through its @AusBeerFestival Twitter account.
  26. 26. #inclasswithbrad Key to social media is sociabilityIt is the engagement with individuals that gives social media its power.Can it be outsourced?Should it be outsourced?… and what’s next?
  27. 27. #inclasswithbrad
  28. 28. #inclasswithbrad
  29. 29. #inclasswithbradCase Studies can be found at