My workshop for Zurich's clients on 18th April 2012 on Social Media for business

1. www.twitter.com/IAmSimonDel
l
www.facebook.com/SimonDell
www.slideshare.net/SimonDell

2. Director of TwoCents Group
Branding
Graphic Design
Marketing
Advertising
Social Media
Web
Write for Marketing Magazine
Lion Nathan, Heineken
Consumer behaviour
FMCG goods
Retail
Promotions
Social networking

3. 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 creating
something interesting and valuable
and then publishing it online for free.”
David Meerman Scott

4. People Trust Their Friends

6. Social vs. Traditional
vs.
Interactive One-way
One or two messages 2,000 to 3,000 messages a day

7. What is Social Media?
• Accessible.
• Scalable.
• Interactive.
• Usability.
• Recency.

8. Core Channels
Facebook
Blogs
Google Social LinkedIn
+
Media
YouTub
Twitter
e

13. 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 180 million users
• 2.5million websites integrated with Facebook
• 30 billion pieces of content shared via Facebook every
day
• 490 million users visit YouTube every month
• Instagram sold for $1billion

14. 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 a social media presence, only 1 in 4 monitors it
every day, 1 in 4 just once a week.
• 5% say they never provide updates, and 48% believe social
media has had no impact on their business.
• 5% SMEs developed a mobile-specific site
BUT
• 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.

15. Social Media Illusions
• It's free.
• Build it and they will come.
• My customers want to engage with my business
• Just for kids.
• It's the answer to my business woes.
• It can stand on its own as a communication tool.
• Fool-proof.

16. Why Do People Interact?
40%: discounts and promotions
39%: show my support for the company to
others
34%: stay informed about activities of the
company
33%: updates on future products
30%: updates on upcoming sales
29%: entertainment
25%: access to exclusive content
21%: learn more about the company

17. When Do People Interact?

18. TECHNOLOGY

21. Mobile phone is the greatest piece of
persuasive technology of all time.
Location-specific
Contextual
Timely
Immediate

22. 2011
5 billion mobile phones in use.

23. By 2012
There will be as many connected mobile phones,
as there are people.
(PhoneCount)

25. VIDEO

26. The End of TV?
2015

27. 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 2010
Ways to engage
• Creating your own channel; commenting on videos
• Share, embed videos; create content

30. Instructional Video
Webinars
Welcome Video
Video testimonials
Success stories
Product demos
Product reviews
Training
Commercials
Viral video

31. CONTENT

32. CASE
STUDY
Great description of
company
Philosophy on Info page
Appealing use of “photo of
the day”
Keeps customers returning
through mystery trips
(“surprise and delight”
element) and an interactive
game
Creates customer
community on Meet Others
page

35. • DON‟T BE BORING
• Constant repetition will KILL
your followers
• Relevant to current events
• If you can‟t be creative,
EMPLOY someone to be
creative for you
• Think „magazine‟

36. CROSS
PLATFORMS

37. 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’

39. 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

41. CONNECT

42. Places
• Control your business profile
• Geo-location
• Share experiences

44. MEASURE

45. Measuring Investment
ROI: the
return.
Quantitative Data: the numbers.
Qualitative Data: the opinions.

46. Google Analytics

47. Facebook Insights

49. Top Tips
• Have a Plan! Set Objectives!
• Know Your Message
• Stay On Brand
• Help People Find You
• Constant & Relevant Communication
• Get Everyone Involved
• Listen! And Reply!
• “A vocal minority, but an aural majority”
• Be a Resource
• Develop Tabs