People don’t buy what you do; people buy WHY you do it. The reality is that everyone else sells the same thing as youBusinesses can easily tell customers what they do and even how they do it, but many business struggle to explain WHY they do it. How we make friends chartMake sure the visual representation of your brand matches your beliefs and ideas
Director of TwoCents Group Branding Graphic Design Marketing Consultancy Advertising Campaigns Social Media Digital Focus on: SMEsWrite for Marketing MagazineBackground Lion Nathan, Heineken Consumer behaviour FMCG goods Retail Promotions Social networking
You can buy attention (advertising);you can beg for attention from the media (PR).You can bug people one at a time to get attention(sales).Or you can earn attention by creatingsomething interesting and valuableand then publishing it online for free.”David Meerman Scott
Social vs. Traditional vs. One-way Interactive 2,000 to 3,000 messages a day One or two messages
What is Social Media?• Accessible.• Scalable.• Interactive.• Usability.• Recency.
What is Social Media? Facebook Blogs Google Social LinkedIn + Media YouTub Twitter e
Social Media Illusions• Its free.• Build it and they will come.• My customers want to engage with my business• I dont have a message.• Just for kids.• Its the answer to my business woes.• It can stand on its own as a communication tool.• Fool-proof.
Important Facts About Social Media• 10million+ Australian users on Facebook• 190 million Tweets per day• Flickr hosts 5 billion images• Wikipedia hosts 17 million articles• Google+ has 25 million users already• 2.5million websites integrated with Facebook• 30 billion pieces of content is shared via Facebook every day• 490 million users visit YouTube every month
We’re Doing It Wrong!• 2 of 10 SMEs have a social media presence• 37% of female business operators have implemented social media activities, vs. 16% of males• Those with social media presence, only 1 in 4 monitors it every day, 1 in 4 just once a week.• 5% say they never provide updates• 48% believe social media has had no impact on their business.• 5% SMEs developed a mobile-specific siteBUT• 82% of 30- to 39-year-olds use social media, 47% of 40- to 49- year-olds and 45% of 50- to 64-year-olds• half of Australians in their forties connect via mobile and a third of those in their 50s• 12% of consumers purchasing online have made purchases using a mobile.
Top TipsUse Technology Video Content Branding Platforms Connect Measure
By 2012There will be as many connected mobile phones, as there are people. (PhoneCount)
By 2015 50% of the worldwill have an internet connection. (AMD)
By 2020 Internet of THINGSNumber of interconnected things will reach 50 billion: six per person (CISCO)
What’s Next?• Internet of Things: 50 billion thing: six per person• 2015: 91% of all internet data will be video• The Cloud• Next Net: internet speed has improved 170,000 times since 1990; next 10 years is expected to increase speed of 10 million times.• Solar power – 25 super solar sites, each 36square miles could fulfill entire global power needs. 3 years to complete.• 3D Printing• Virtual humans; IBM’s Blue Brain project• Humans entering self-designed evolution
Augmented RealityA live direct or a indirect view of a physical, real-world environment whose elements are augmented by computer- generated sensory input, such as sound or graphics.
YouTube• Owned by Google; bought for $1.65 billion• Ten minute and 2Gig limit on videos; partner accounts can get more• 103 million monthly UNIQUE visitors in May 2010• 24 hours of video uploaded every minute• 1.12 hours per month spent on YouTube every month• 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide• 47% of the global internet population visited YouTube in April 2010Ways to engage• Creating your own channel; commenting on videos• Share, embed videos; create content
Instructional Video Webinars Wecome Video PersonableVideo testimonials Success stories Product demos Product reviews Training Commercials Viral video
CASE STUDYGreat description ofcompanyPhilosophy on Info pageAppealing use of “photo ofthe day”Keeps customers returningthrough mystery trips(“surprise and delight”element) and an interactivegameCreates customercommunity on Meet Otherspage
Content• Constant repetition will KILL your followers• Relevant to current events• Be Creative• If you can’t be creative, EMPLOY someone to be creative for you
How Many Fans &Followers Should I Have?Quality over quantityAim is to build VALUABLE relationships,not just relationships“It’s more difficult to unsubscribe from arelationship.”David AlmanoIf you focus on numbers,you’re missing the point.
Complaints• How do you normally deal with complaints?• You CAN delete negative feedback• BUT take opportunity to apologise& address in public• We ACCEPT falibility
LinkedIn• Formed in May 2003, based in California• 100 million members+ as of March 2011• One new member every second• 50% of members outside the US• 2 million members in Australia• 7,840,000 shares of common stock at a price to the public of $45.00• Executives from all Fortune 500 companies are members on LinkedIn• 2 million companies have LinkedIn pages• ‘Social Networking for Business’
Twitter• 100 million active users every month• 50 million users every day• 9th busiest website in the world• $140 million revenue• Processes 1.6billion searches a day• Valued at $7.8billion• Revolutions organised via Twitter: Egypt, Tunisia, Iran Election protests, Moldova Civil unrest• Steve Job’s death brought Twitter down
Top Tips• Have a Plan! Set Objectives!• Know Your Message• Stay On Brand BIG QUESTION:• Help People Find You• Constant & Relevant Communication How often do I post?• Get Everyone Involved• Listen! And Reply!• “A vocal minority, but an aural majority”• Be a Resource• Develop Tabs