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Case studies uts 0213


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Delivering Branded Content, Brands & Content using Social Media

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Case studies uts 0213

  1. 1. DeliveringBranded Content, Brands & Content using Social Media Brad Keeling @bradatslice
  2. 2. #inclasswithbradA year ago we might have asked… Does Anyone Use Social Media?Do you use Twitter, Facebook, Tumblr, Instagram, Pinterest, ?? Join in the conversation Follow the presentation @bradatslice
  3. 3. #inclasswithbradDoes Anyone Use Social Media? In Australia as at January 2013 1. Facebook – 11,784,460 2. YouTube – 11,000,000 – unique visitors 3. Blogspot – 3,400,000 4. Tumblr – 2,900,000 5. – 2,700,000 6. LinkedIn – 2,400,000 7. Twitter – 2,200,000 - probably more 8. Instagram - 990,000 9. Flickr – 830,000 10. Pinterest – 660,000 11. Google Plus – approx 340,000 12. MySpace – 320,000 13. Yelp – 220,000 14. Reddit – 165,000 15. StumbleUpon – 100,000 16. Foursquare – 56,000 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. #inclasswithbradSocial Media is real-time internet conversations. …be prepared to act and act swiftly…
  14. 14. #inclasswithbrad@theashes is a real life, tangible example ofthe power of social media and successful useof branded content and… …it all started with a tweet
  15. 15. #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
  16. 16. #inclasswithbradRemember…Google and similar alert systems cannot keep pace with today’ssocial media conversations because…they are happening inreal-time 24 hours a day, 7 days a week … so who’s talking about your brand now?
  17. 17. #inclasswithbrad… and what are they saying?
  18. 18. #inclasswithbrad Social media is not a game of ‘Simon Says’#QantasLuxury#McDstories
  19. 19. #inclasswithbradThis open-ended question was posted onFacebook on a Friday and within an hour thissocial media train wreck was well underway…
  20. 20. #inclasswithbradOpen-ended questions can be very engagingBut monitor and moderate responses
  21. 21. #inclasswithbradCompetitions using Facebook apps…… jointly branded with an incentive to enter
  22. 22. #inclasswithbradConsider using social media to amplify your messageLive from a book signing in a suburban book store in Hamilton, Newcastle, NSW, there wereabout 40 people in attendance.With a live Twitter feed the audience of potential book buying customers was expanded tomore than 25,000.
  23. 23. #inclasswithbradA business’s social media presence canbecome another sales or customer service rep
  24. 24. #inclasswithbradKey to social media issociabilityControl is not as successfulas influenceEmbrace what people aresaying about youBe a committed listenerEngage
  25. 25. #inclasswithbrad Dashboards and tools to make it easier HootsuiteTweetDeck SproutSocialTweetReach Tweepi
  26. 26. #inclasswithbrad… and mobileAlmost all servicesare available onmobile and some likeOsfoora are builtspecifically formobile only.
  27. 27. #inclasswithbradHootsuite, TweetDeck, SproutSocial and more Hootsuite is dashboard that supports most social platforms. It allowsyou to monitor and post live, filter topics, schedule posts, upload photos,shorten links and more. TweetDeck is another dashboard that operates quitea lot like Hootsuite however supporting fewer platforms with fewer featureswhile SproutSocial is also a dashboard with similar features to Hootsuite andTweetDeck however with very useful analytical tools.TweetReach, TweetStats, Klout and more There are dozens of analytical tools that range from giving you theability to see depth of impressions of posts, topics or accounts through toinfluence and sentiment.Tweepi, ManageFlitter and more Tools for finding accounts to follow and monitor by variouscriteria and useful for tidying up the timeline by unfollowing or managingaccounts into lists or groups.
  28. 28. #inclasswithbradSo now it’s time to test the WiFi
  29. 29. #inclasswithbrad
  30. 30. #inclasswithbradCase Studies can be found at And this presentation at http://