The Power of Social Marketing: Not Just For Big Brands


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Do you think social media is just for experts, ninjas and guys with coloured socks? We’ll show you how social media gives every business the opportunity to accelerate growth, expand reach and build strong customer relationships. Director of Product Marketing, Derek Laney, shares practical tips on how you can assess your current social media plan and a model for crafting a killer social media marketing program. Special guest Angela Tangas from Sensis also reveals the fresh results of this year's Yellow Social Media Report and explains how small businesses are embracing social. For more visit

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The Power of Social Marketing: Not Just For Big Brands

  1. 1. The Power of Social MarketingNot Just for Big BrandsDerek LaneyDirector Product Marketing@derektweets
  2. 2. Got one of these?
  3. 3. Today’s ObjectivesToday’s Learning Objectives:Update on Social Media in AustraliaPractical Strategy to Get Started and Rock it
  4. 4. Update on Social Media in AustraliaTop Takeaways:New normal mobile connected consumerSocial now part of the path to purchaseSmall business adoption growing fastNot all small businesses can keep up
  5. 5. Angela TangasSenior Commercial Partnerships Manager@a_tangas
  6. 6. Researching products and services is on the rise20%74%58%Of Social Media users use Social Media to research products andservicesOf Social Media users read an online review before they make apurchase decisionOf Social Media users research results in a purchase18% increase on 201265%Of online Australiansuse social media45%Of internet usersuse social mediaevery daySocial is a businesses 24/7 customercommunication gatewayBe where your customers are spendinga significant amount of their time
  7. 7. What do social media users want from businesses?66%49%DiscountsProduct Information48% Tips & Advice4Social media usersread reviews/blogsbefore making apurchasing decision9Social media usersposted blogs/reviews
  8. 8. 88%Facebook22%Twiiter21%LinkedIn10%Google+Where are they?The ‘resistance’ factor, getting on the social bandwagonSocial uptake is slower than for medium and large sizedbusinessesDon’t think you shouldn’t be thereAll major segments/industries are leveraging the power ofsocial mediaMeasuring success - Its not just about leadsDeeper customer relationshipsImproved customer satisfactionDigital word of mouth
  9. 9. Reputation ManagementUsers read up to 4 reviews/blogsbefore making a purchase decisionCustomer Service and SatisfactionInstant response mechanismLoyalty + Connection44% of social media users are lookingfor Coupons/Offers
  10. 10. 39%Don’t Invest29%Have no strategy*22%Update their presence daily“Free” platformA social presence wont succeed by relying solely on organicgrowthMaking it up as they go alongA social presence forms part of an overall marketingstrategy planLow frequency = low valueFresh, rich, relevant and engaging content is critical82%Run by Owner or ManagerI’ve got a business to runManaging an effective presence and keeping across changescan take time
  11. 11. QUICK TIPSFind a NinjaWhen in doubt, engage an expertFlexibilityLet your social marketing evolve as yourbusiness growsKnow your AudienceIncrease reach and word of mouthEngagement & ConversationContent is KING, use it wiselySuccess CriteriaPaid vs. Owned – your path to growth
  12. 12. QUICK TIPSKnow your audienceTop 5 &executeRegularcheck ins
  13. 13. 6 steps to build a killer strategy6Steps
  14. 14. Align Social Goals with Business Goals1Step
  15. 15. Listen /AnalyzePublish /MeasureYour Brand Your Competitors YourCustomer’s World1 2 34 5 67 8 9EngageListen to Your Customers World2Step
  16. 16. Find Your Interesting Story“The Caterpillar brand is built on the backs of great relationships”Briant R. Stokoe, Social Media Program Manager for Caterpillar3Step
  17. 17. Exec SummaryGoals, Objectives & MetricsTarget Audience PersonasRoles and ResponsibilitiesTheme, Topics and TypesWorkflow, Optimization & DistributionFind Your Interesting Story4Step
  18. 18. Use the Whole Kitbag5Step
  19. 19. Test, Measure and Repeat What Works6Step
  20. 20. want more?50More
  21. 21. and just in case …