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Social media as a marketing tool


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We were invited to present at Fresh Event 2010, the annual conference for the fresh produce industry of Australia and New Zealand.

We were asked to talk on social media, specifically the ways that fresh produce business could use it as a tool to compete with the best.

The audience spanned the full spectrum from 'Farm to Fork' with a corresponding range of social media experience. We structured the content accordingly.

Published in: Business, Technology
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Social media as a marketing tool

  1. 1. How can we use<br />social networking<br />as a marketing tool to<br />compete against the<br />best? <br />
  2. 2. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the sharing of words, pictures, videos, and audio.<br />It is the term used to describe the type of media that is based on conversation and interaction between people online.<br /><br />
  3. 3. Social Media Can be <br />broken down into 6 main areas:<br />BLOGS<br />SOCiAL NETWORKS<br />MICRO-BLOGS<br />BOOKMARKING<br />VIDEO SHARING<br />IMAGE SHARING<br />
  4. 4. Blogs<br />A blog is a type of website withregular entries or commentaries.<br />Blogs are used primarily for keeping customers up to date with what the brand is doing<br />
  5. 5. Micro Blogs<br />Micros blogs are similar to blogs with much smaller entries. <br />The most famous micro-blog is Twitter<br />Twitter adoption is highest in the30+ group<br />It is used to share & promote things. <br />
  6. 6. SocIal Networks<br />Social network services allow people online to communicate, share and interact with one another <br />social networks such as Facebookinclude blogging, Instant and internal messaging and discussion boards.<br />
  7. 7. SocIal Bookmarking<br />THESEsites allow users to collect links to sites and content which they find useful or entertaining.<br />Also useful for searching & sharing links. <br />The biggest platforms are Digg, Reddit, Deliciousand Stumble Upon. <br />
  8. 8. Video Sharing<br />These sites are used for hosting and sharing videos online. <br />They are more of a branding and broadcast tool, also used to increase engagement by asking users to submit videos. The two biggest players are YouTubeand Vimeo<br />
  9. 9. IMAGE SHARING<br />These sites allow users to host, share and comment on images & photos. <br />The biggest dedicated photo sharing site iSFlickr.<br />user participation CAN BE ENCOURAGED THROUGH sharing photos of a particular event or activities, such as people using a product. <br />
  10. 10. WHY BOTHER?<br />
  11. 11. Because time spent on social networks is growing at<br />3 times the overall internet rate<br />Nielson, Global Faces & Networked places, 2009<br />
  12. 12. 93% of social media users believe a company should have a presence in social media<br />Cone, Business in Social Media Study<br />
  13. 13. Because the amount of TIMEit took to reach an audience of 50 million:<br />
  14. 14. Radio 38 years<br />
  15. 15. TV 13 Years<br />
  16. 16. Internet 4 years<br />
  17. 17. Facebook HAD<br />Over 200<br />Million users<br />in less than <br />a year<br />
  18. 18. Because social media has<br />overtaken pornography<br />as the #1 activity on the web<br />
  19. 19. Because facebooktops Google for weekly traffic in the U.S<br />
  20. 20. Because if facebook were a country it would be the 3rd largest<br />
  21. 21. Because 78% of consumers trust<br />peer recommendations <br />Only 14% trust advertising<br />
  22. 22. Because online spend<br />HAS OVERTAKEN TV SPEND<br />IN THE UK. And it is predicted australia will follow this trend. <br />
  23. 23. Because we will no longersearch for products & services, they will find us via social media<br />
  24. 24. The Australian social media audience is estimated at <br />9.9 million<br />Neilson Study<br />
  25. 25. Where has it come from? <br />
  26. 26. Consumer’s trusted information sources have shifted <br />They trust each other more than brands<br />
  27. 27. People talk about companies. <br />Now you can get involved in the conversation. <br />
  28. 28. Who uses Social Media?<br />
  29. 29. PEOPLE WITH A<br />PASSION<br />
  30. 30. 10,474 PEOPLE<br />THAT LIKE AUSRTALIAN<br />BANANAS<br />
  31. 31. HOW CAN Brands Use Social Media?<br />
  32. 32. The first TASK is to identify YOUR audienceand THEN work out why YOU want to connectwith them<br />
  33. 33. The Social Hierarchy<br />
  34. 34. Source: trendspotting<br />
  35. 35. The Social Hierarchy<br />
  36. 36.
  37. 37. The Social Hierarchy<br />
  38. 38. Case Study: Obama/Biden Presidential Campaign<br />OBAMA CASE STUDY<br />Case Studies<br /><br />
  39. 39. Rules of Engagement<br />Where to start<br />
  40. 40. 1. Listen<br />Listen to your consumers and<br />join in the conversation<br />2. Engage<br />get active in platforms that you<br />identify are active for you<br />3. Measure<br />measure the effectiveness of<br />loyalty and engagement<br />
  41. 41. Using social media <br />is about listening to what<br />people are saying about <br />Your brand and product <br />
  42. 42. ‘Measurement’ is the volume of the buzzin the world, where as ‘Monitoring’ is what is being said<br />
  43. 43. PAID SOCIAL MEDIA MONITORING TOOLS<br />Neilson Buzz Metricsgives you a picture of your brand’s online health over a specific time period. Nielsen BuzzMetrics score card shows you how your brand stacks up against your competition. <br />Radian6 Radioan6 dashboard enables monitoring all forms of social media with results appearing in real-time, as discovered. It give users the ability to uncover influencers, track and measure engagement and determine which conversations are having an impact online. <br />Buzz NumbersBuzz Numbers is the leading Australian social media intelligence platform enabling brands and businesses to monitor and report word-of-mouth conversations in social media. <br />
  44. 44. FREE SOCIAL MEDIA MONITORING TOOLS<br />Social MentionSocial Mention is a social media search platform that aggregates user generated content from across the universe into a single stream of information <br />TechnoratiTechnorati is a Blog and social media search engine <br />Google AlertsGoogle Alerts is a content monitoring service that automatically notifies users when new content from news, web, blogs, video and discussion groups matches a set of search terms selected by the user<br />
  45. 45. Define Your Strategy<br />& <br />Choose your platforms<br />
  46. 46. Create some<br />excitement <br />to share with the<br />world. SHARE The<br />exciting things<br />your BRAND <br />IS doing.<br />
  47. 47. When you participate in social media follow these basic guiding principles:<br />Stick to your area of expertise and provide unique, individual perspectives<br />Respect proprietary information and content, and confidentiality.<br />Talk to your followers like you would talk to real people in real situations; remember it’s a conversation.<br />
  48. 48. When you participate in social media follow these basic guiding principles:<br />4. Post meaningful, respectful commentary—in other words, no spam and no remarks that are off topic or offensive.<br />5. Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.<br />6. If you make a mistake, admit it. Be upfront and be quick with your Correction.<br />
  49. 49. Social media isn’t a fad, itS A <br />fundamental shift <br />In the Way we <br />communicate<br />
  50. 50. JULES HALL<br /><br /><br />