High Tea with Ruby Connection
Meet Holly…
Holly is friendly & easygoing
Holly is very social
How does she find the time you ask?
Testra predicts 80+% of it’s customers will be on     a smart phone by the end of this year.
Holly is very powerful as an advocate
Or your worst nightmare
The challenge for Aussie businesses is developing  a meaningful strategy to engage and win Holly’s              trust - vi...
Paul Wilson           Paul@blocksglobal.com               Paul@sct.com            Paul_wilson1 [skype]           Paul_wils...
I don’t know much about social media
Wikipedia :: “…Social media is the use of web-based and mobile technologies to turn communication into                inte...
So why should you care about social media
Either inspire or diffuse  Empower or terrify
Australian trends on social media
Nearly one quarter (23%) of online consumers      have read tweets in the past year
14% followed companies or organisations via Twitter up from 5% in 2008
13% posted tweets - up from 4% in 2008
73% of consumers read a wiki
83% say Facebook is their main social networking platform         spending more than 8hrs/month on it
26% participating in mobile social networking, and this is growing   fast with the availability and affordability of smart...
86% of internet users look to the online community for opinions              on products, services and brands.
Nearly two in five people are interacting with  companies via social networking sites
61% of businesses already use social media to achieve brand building, however,  29% do not measure ROI from social media a...
What this means for business
Social media is playing an increasingly important role in   guiding the consumer decision making process.
The launch pad for an effective social media strategy is a     great website, as our examples will demonstrate
So, what are businesses doing about it…
Australian companies have a low social media presence -     40% relative to global average of 79% in 2010.
Most used form of social media is     + 30% use microblogs    + 20% use video sharing
Australian companies trail on social media
15% of business profiles were inactive
Use as a way of disseminating information instead of         engaging in 2-way communication
Tend to portray a soft corporate image so as not to invoke    2 way communication or a negative commentary
Blackmores   Sportsgirl      Dell    LinkedInEagle Boys Pizza
Case Study 1: Online Health Communities :: Blackmores
Blackmores
Registration profile helps to tailor information to your interests
Community for each area of interest
Case Study 2: Brand & Lifestyle Communities Sportsgirl
CaseStudy 3: Social Media Marketing Campaign :: DellDell encourages swarmers to use Facebook, Twitter and other social    ...
Case Study: Eagle Boys Pizza        Eagle Boys Pizza will scale back its social media spend until                    it ha...
Case Study : The Ruby Connection
Other companies to watch       Australia        Supre        Virgin          OS        Zappos       Amazon       Apple etc
So what do I need to know about engaging social media
Technology has changed
People Haven’t
Hands up who saw the Superbowl VW ad or old spice
Who spoke about it or shared it?
Start a conversation that’s interesting
#1 mistake
Its free, so let do everything
Wrong
A successful Social Media Strategy is generally;                   Time consuming                        DifficultCan be d...
So ensure you have the skills, motivation and energy
Work out what you are trying to achieve    + Brand awareness/advocacy          + Brand activation         + Customer insig...
Work out what you have that may be interesting for the online community.                              + Comment           ...
Work out what Social Media you feel fits your company and offer
Facebook - Fan Page [cool brands] with APPS [Supre]
Twitter - regular and relevant regular updates, specials, releases promotions
Linked-in - Business Development / Recruitment :: The Ruby connection
Be prepared for open dialogWork out what and how to manage negative comment & benefit from it
Be aware SM means you will be easily compared      and judged trusted by online piers
Work out your SM measurement          + Buzz        + Sentiment
Work it back into your mainstream PR and communications
I would imagine this conversation should now be taken online @             http://www.therubyconnection.com.au/
Thanks                  Paul@blocksglobal.com                      Paul@sct.com                  paul_wilson1 [linkedIn]Tw...
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Ruby 2.3

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Slides from a talk with The Ruby Connection, a women's network group managed by Westpac.

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  • Met Holly on the side of a road sitting in a bus stop abandoned by her boyfriend and My wife insisted we take her home\nshe then started Nannying\nThe came to work for me as our blogger\nI continue to follow holly as the new market\n
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  • Bars, friends\n
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  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe industry is 2-3 years old much like SEO was 5-10 years ago\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
  • I have a confession, I don’t know much about Social Media\nThe good news is I seem to know more than most \n
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  • - This lag in ability to measurement is a barrier to entry for \nbusinesses, as you will see with Eagle Boys Pizza case study\n
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  • Multi channel retailing\n
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  • The site itself is the centre for social interaction for its 308,000 members \n creation of online health ‘communities’. \n \n
  • 2-way engagement with health professional of your choice. \n Community blog for each area of interests that is updated regularly.\n \n
  • Chat with health professionals\n
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  • common mix of FB & Twitter\nTwitter fresh updates\nFB apps and fans\n
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  • The website is like an online magazines profiling Sportsgirl’s fashion range as well as information on trends, events, editor’s picks and sneak peaks. \nAll these things encourage people to revisit the site.\n
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  • online communities about brand and lifestyle - 58k Facebook fans can’t be wrong! \n\n\n
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  • Dell created a group buying tool called SWARM\nThe tool was launched via an ongoing marketing campaign on Facebook.\nTypically, a 'swarm' is a group of up to 15 people who commit to buying a Dell computer at an increasingly reduced price over a 72-hour period. \nAs the 'swarm' increases in size, so does the group discount \nThe value of the initiative is the natural tendency of peers and online communities to influence purchase.\n
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  • Suggestions - customer insights\n
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  • In this examples, social media is better as a support\n to mainstream brand and sales activities. \n
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  • Facebook style page\nForums/Events/Comps ALL interesting\n
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  • Yellowtail\n
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  • SxSW there are a bunch of new ones\n\n\n
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  • Ruby 2.3

    1. 1. High Tea with Ruby Connection
    2. 2. Meet Holly…
    3. 3. Holly is friendly & easygoing
    4. 4. Holly is very social
    5. 5. How does she find the time you ask?
    6. 6. Testra predicts 80+% of it’s customers will be on a smart phone by the end of this year.
    7. 7. Holly is very powerful as an advocate
    8. 8. Or your worst nightmare
    9. 9. The challenge for Aussie businesses is developing a meaningful strategy to engage and win Holly’s trust - via social media.
    10. 10. Paul Wilson Paul@blocksglobal.com Paul@sct.com Paul_wilson1 [skype] Paul_wilson1 [linked-in] FacebookTwitter [paul_wilson1, @blocksglobal, @sct] Foursquare Dailymile GroupMe SlideShare
    11. 11. I don’t know much about social media
    12. 12. Wikipedia :: “…Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.”
    13. 13. So why should you care about social media
    14. 14. Either inspire or diffuse Empower or terrify
    15. 15. Australian trends on social media
    16. 16. Nearly one quarter (23%) of online consumers have read tweets in the past year
    17. 17. 14% followed companies or organisations via Twitter up from 5% in 2008
    18. 18. 13% posted tweets - up from 4% in 2008
    19. 19. 73% of consumers read a wiki
    20. 20. 83% say Facebook is their main social networking platform spending more than 8hrs/month on it
    21. 21. 26% participating in mobile social networking, and this is growing fast with the availability and affordability of smart phone
    22. 22. 86% of internet users look to the online community for opinions on products, services and brands.
    23. 23. Nearly two in five people are interacting with companies via social networking sites
    24. 24. 61% of businesses already use social media to achieve brand building, however, 29% do not measure ROI from social media activity or dont know how to.
    25. 25. What this means for business
    26. 26. Social media is playing an increasingly important role in guiding the consumer decision making process.
    27. 27. The launch pad for an effective social media strategy is a great website, as our examples will demonstrate
    28. 28. So, what are businesses doing about it…
    29. 29. Australian companies have a low social media presence - 40% relative to global average of 79% in 2010.
    30. 30. Most used form of social media is + 30% use microblogs + 20% use video sharing
    31. 31. Australian companies trail on social media
    32. 32. 15% of business profiles were inactive
    33. 33. Use as a way of disseminating information instead of engaging in 2-way communication
    34. 34. Tend to portray a soft corporate image so as not to invoke 2 way communication or a negative commentary
    35. 35. Blackmores Sportsgirl Dell LinkedInEagle Boys Pizza
    36. 36. Case Study 1: Online Health Communities :: Blackmores
    37. 37. Blackmores
    38. 38. Registration profile helps to tailor information to your interests
    39. 39. Community for each area of interest
    40. 40. Case Study 2: Brand & Lifestyle Communities Sportsgirl
    41. 41. CaseStudy 3: Social Media Marketing Campaign :: DellDell encourages swarmers to use Facebook, Twitter and other social platforms and tools to spread word of their sale. The campaign has been a huge success!
    42. 42. Case Study: Eagle Boys Pizza Eagle Boys Pizza will scale back its social media spend until it has found a cost-effective model They have switched to search marketingEagle Boys increased its digital marketing spend by more than 100% in 2010, including investments in search engine optimisation (SEO), enhancements to its website and online ordering facilities This has resulted in a surge in online sales of more than 300% in just 12 months and also seen visits from various search engines increase by 164%.
    43. 43. Case Study : The Ruby Connection
    44. 44. Other companies to watch Australia Supre Virgin OS Zappos Amazon Apple etc
    45. 45. So what do I need to know about engaging social media
    46. 46. Technology has changed
    47. 47. People Haven’t
    48. 48. Hands up who saw the Superbowl VW ad or old spice
    49. 49. Who spoke about it or shared it?
    50. 50. Start a conversation that’s interesting
    51. 51. #1 mistake
    52. 52. Its free, so let do everything
    53. 53. Wrong
    54. 54. A successful Social Media Strategy is generally; Time consuming DifficultCan be damaging to your brand and can be hit and miss.
    55. 55. So ensure you have the skills, motivation and energy
    56. 56. Work out what you are trying to achieve + Brand awareness/advocacy + Brand activation + Customer insights
    57. 57. Work out what you have that may be interesting for the online community. + Comment +IP + Competition
    58. 58. Work out what Social Media you feel fits your company and offer
    59. 59. Facebook - Fan Page [cool brands] with APPS [Supre]
    60. 60. Twitter - regular and relevant regular updates, specials, releases promotions
    61. 61. Linked-in - Business Development / Recruitment :: The Ruby connection
    62. 62. Be prepared for open dialogWork out what and how to manage negative comment & benefit from it
    63. 63. Be aware SM means you will be easily compared and judged trusted by online piers
    64. 64. Work out your SM measurement + Buzz + Sentiment
    65. 65. Work it back into your mainstream PR and communications
    66. 66. I would imagine this conversation should now be taken online @ http://www.therubyconnection.com.au/
    67. 67. Thanks Paul@blocksglobal.com Paul@sct.com paul_wilson1 [linkedIn]Twitter [paul_wilson1, @blocksglobal, @squarecircletriangle]

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