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NCB Quarterly Event

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My presentation to the National College of Businesses Quarterly Event.

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NCB Quarterly Event

  1. 1. www.twitter.com/IAmSimonDell<br />www.facebook.com/SimonDell<br />www.slideshare.net/SimonDell<br />
  2. 2. Director of TwoCents Group<br />    Branding<br />    Graphic Design<br />    Marketing Consultancy<br />    Advertising Campaigns<br /> Social Media<br /> Digital<br /> Focus on: SMEs<br />Write for Marketing Magazine<br />Background<br /> Lion Nathan, Heineken<br /> Consumer behaviour<br /> FMCG goods<br /> Retail<br /> Promotions<br /> Social networking <br /> <br />
  3. 3. You can buy attention (advertising);<br />you can beg for attention from the media (PR).<br />You can bug people one at a time to get attention (sales).<br />Or you can earn attention by creating<br />something interesting and valuable<br />and then publishing it online for free.”<br />David Meerman Scott<br />
  4. 4. Areas To Focus Today<br />What is Social Media?<br />Facebook<br />Facebook Adverts<br />Twitter<br />LinkedIn<br />
  5. 5. Mobile phone is the greatest piece of<br />persuasive technology of all time.<br />Location-specific<br />Contextual<br />Timely<br />Immediate <br />
  6. 6. By 2012<br />As many connected<br />mobile phones,<br />as there are people. <br />(PhoneCount)<br />
  7. 7. What’s Next?<br />Internet of things: 50 billion thing: six per person<br />2015: 91% of all internet data will be video<br />The Cloud<br />The Next Net: internet speed has improved 170,000 times since 1990; next 10 years is expected to increase speed of 10 million times.<br />Solar power – 25 super solar sites, each 36square miles could fulfill entire global power needs. 3 years to complete.<br />3D Printing<br />Virtual humans; IBM’s Blue Brain project<br />Medical advancements<br />Humans entering self-designed evolution<br />
  8. 8. We’re Doing It Wrong!<br />2 of 10 SMEs have a social media presence<br />37% of female business operators have implemented social media activities, vs. 16% of males<br />Those with a social media presence, only 1 in 4 monitors it every day, 1 in 4 just once a week.<br />5% say they never provide updates, and 48% believe social media has had no impact on their business.<br />5% SMEs developed a mobile-specific site<br />BUT<br />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<br />half of Australians in their forties connect via mobile and a third of those in their 50s<br />12% of consumers purchasing online have made purchases using a mobile.<br />
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  10. 10. People are discovering websites using social media: almost 30% of Gen Y, almost 20% of Gen X<br />
  11. 11. Social vs. Traditional<br />vs.<br />Interactive<br />One or two messages<br />One-way<br />2,000 to 3,000 messages a day<br />
  12. 12. What is Social Media?<br />Accessible.<br />Scalable.<br />Interactive.<br />Usability.<br />Recency.<br />
  13. 13. What is Social Media?<br />Facebook<br />Blogs<br />Social<br />Media<br />LinkedIn<br />Google+<br />YouTube<br />Twitter<br />
  14. 14. Social Media Illusions<br />It's free.<br />Build it and they will come. <br />My customers want to engage with my business<br />I don't have a message.<br />Just for kids.<br />It's the answer to my business woes.<br />It can stand on its own as a communication tool.<br />Fool-proof.<br />
  15. 15. Important Facts About Social Media<br />10million+ Australian users on Facebook<br />190 million Tweets per day<br />Flickr hosts 5 billion images<br />Wikipedia hosts 17 million articles<br />Google+ has 25 million users already<br />2.5million websites integrated with Facebook<br />30 billion pieces of content is shared via Facebook every day<br />490 million users visit YouTube every month<br />
  16. 16. People Trust Their Friends<br /> <br /> <br /> <br />http://www.helphive.com/business-central/tag/customer-recommendations/<br />
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  18. 18. Facebook Pages<br />Businesses, celebrities,organisations and brands can reach consumer base<br /><ul><li>Pages can ‘share to all’
  19. 19. Send messages via ‘update’
  20. 20. Insights available on fans
  21. 21. Can’t see fan personal details
  22. 22. More customisable
  23. 23. Linkable to actual locations</li></ul> Do NOT use a personal page as a business page<br />
  24. 24. Places<br /><ul><li>Control your business profile
  25. 25. Geo-location
  26. 26. Develop offers
  27. 27. Smartphone required
  28. 28. Find out where your friends are
  29. 29. Share experiences</li></li></ul><li>
  30. 30. Deals<br /><ul><li>Offer deals across multiple locations
  31. 31. Control centrally
  32. 32. Individual deals
  33. 33. Loyalty deals
  34. 34. Friend deal
  35. 35. Charity deal</li></li></ul><li>
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  38. 38. Why Do People Interact?<br />40% want discounts and promotions<br />39% to show my support for the company to others<br />34% to stay informed about the activities of the company<br />33% want updates on future products<br />30% want updates on upcoming sales<br />29% for fun or entertainment<br />25% want to access to exclusive content<br />21% to learn more about the company<br />
  39. 39. ROI<br />
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  45. 45. Top Tips<br />Have a Plan! Set Objectives!<br />Know Your Message<br />Stay On Brand<br />Help People Find You<br />Constant & Relevant Communication<br />Get Everyone Involved<br />Listen! And Reply! <br />“A vocal minority, but an aural majority” <br />Be a Resource<br />Develop Tabs<br />BIG QUESTION:How often do I post?<br />
  46. 46. How Many Fans & Followers Should I Have?<br />Quality over quantity<br />Aim is to build VALUABLE relationships,<br />not just relationships<br />“It’s more difficult to unsubscribe from a relationship.”<br />David Almano<br />If you focus on numbers,<br />you’re missing the point.<br />
  47. 47. Complaints<br />How do you normally deal with complaints?<br />You CAN delete negative feedback<br />BUT take opportunity to apologise & address in public<br />We ACCEPT falibility<br />
  48. 48. CASESTUDY<br />Great description of company<br />Philosophy on Info page<br />Appealing use of “photo of the day”<br />Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game<br />Creates customer community on Meet Others page<br />
  49. 49. Facebook Adverts<br />Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page.<br />Include calls to action.<br />Keep your offers up to date.<br />Less is more when it comes to text/copy and graphics.<br />Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head.<br />Contests may appeal more to social media users who aren’t in buying mode.<br />Geotarget your campaigns well. <br />Segment your campaigns by gender if necessary. <br />Split test your ads<br />Interesting images create clicks!<br />
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  55. 55. How To WIN!<br />Take It Seriously<br />Set Objectives<br />Don’t Be Boring<br />Move Quickly<br />Interact<br />Invest Time + Money<br />Connect to Other Marketing Avenues<br />
  56. 56. "Advertising on the Web is less about just<br />hitting someone with a message... <br />It's about engagement.” <br />Mark Zuckenberg<br />
  57. 57. LinkedIn<br /><ul><li>Formed in May 2003, based in California
  58. 58. 100 million members+ as of March 2011
  59. 59. One new member every second
  60. 60. 50% of members outside the US
  61. 61. 2 million members in Australia
  62. 62. 7,840,000 shares of common stock at a price to the public of $45.00
  63. 63. Executives from all Fortune 500 companies are members on LinkedIn
  64. 64. 2 million companies have LinkedIn pages
  65. 65. ‘Social Networking for Business’</li></li></ul><li>
  66. 66. Twitter<br /><ul><li>100 million active users every month
  67. 67. 50 million users every day
  68. 68. 9th busiest website in the world
  69. 69. $140 million revenue
  70. 70. Processes 1.6billion searches a day
  71. 71. Valued at $7.8billion
  72. 72. Revolutions organised via Twitter: Egypt, Tunisia, Iran Election protests, Moldova Civil unrest
  73. 73. Steve Job’s death brought Twitter down</li></li></ul><li>
  74. 74. Google +<br />
  75. 75. YouTube<br /><ul><li>Owned by Google; bought for $1.65 billion
  76. 76. Ten minute and 2Gig limit on videos; partner accounts can get more
  77. 77. 103 million monthly UNIQUE visitors in May 2010
  78. 78. 24 hours of video uploaded every minute
  79. 79. 1.12 hours per month spent on YouTube every month
  80. 80. 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide
  81. 81. 47% of the global internet population visited YouTube in April 2010</li></ul>Ways to engage<br /><ul><li>Creating your own channel; commenting on videos
  82. 82. Share, embed videos; create content</li></li></ul><li>
  83. 83. Measuring Investment<br />Qualitative Data: the opinions.<br />Quantitative Data: the numbers.<br />ROI: the return.<br />

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