This document summarizes the marketing opportunities presented by popular social media platforms like Facebook, Twitter, LinkedIn, and YouTube. It discusses how original content can be used to exploit these platforms by gaining followers, driving engagement, and supporting marketing objectives. Famous examples are provided of brands that have successfully used social media, like Old Spice's viral video campaigns and Dove's user-generated response to its Evolution video.

1. Social Media Marketing
and Original Content
A look at the marketing opportunities presented by popular
social media platforms; how you can exploit them with
original content; and what you can learn from brands that
have already gone social.

2. Castleford Media Pty Ltd
Sydney-based Custom News Provider
10 years experience in the UK, US and Australia
Full-time, local editorial teams
In-house SEO, Social Media, Online Marketing expertise
Exclusive, original articles published in-full on client websites
Diverse client base (commercial, government, non-profit)
Supporting full-range of online marketing objectives

3. Our Custom News Model

4. Custom News and
Your Marketing Activities

5. About This Session
• Part 1: Social media opportunities
• Part 2: Exploiting original content
• Part 3: Famous examples
• Q&A
• Bookmarks

6. Part 1
Social Media Opportunities

7. Facebook
9.2 million Australians use
Facebook
(Opinionway / DDB)
65,000 new users in the past six
months
600 million users worldwide
Over 50% log in every day
(Facebook.com)

8. Twitter
2.5 million Australians use
Twitter
100 million new accounts
globally
25 billion tweets sent worldwide
in 2010
(Sysomos)

9. LinkedIn
1 million Australian members
90 million members worldwide
1 million company pages
700,000 LinkedIn groups (LinkedIn.com)
InMails to reach out to any fellow
member

10. YouTube
700 billion videos viewed globally
in 2010
13 million hours of video uploaded
Marketing material accounted for 6 of
Australia’s top 10 most viewed videos
last year
Majority of Australia’s most searched-for
queries were brands or products
(YouTube Australia)

11. Part 2
Exploiting Original Content
Gaining a foothold on popular platforms
Building followers, fans and contacts
Driving engagement

12. Brands on Facebook

13. Brands on Facebook

14. Brands on Facebook

15. Brands on Facebook

16. Brands on Facebook

17. Dwell Time
Meeting consumers on their own turf
(Neilson Net Ratings)
Facebook is the No.2 site in Australia
(Alexa.com)
Users stay on Facebook longer than other popular sites
(Opinionway / DDB)

18. Facebook Engagement
84% use brands they follow on Facebook
36% want to buy more from brands they follow
30% say frequency of information is key to following a brand
38% of followed brands are found in Facebook search
(Opinionway / DDB)

19. Original Content on Facebook
600 million users voting for content, products, services and brands
Engage customers on their home turf
Original content gives visitors something to engage with
Premium content can be hidden behind
Like buttons
Sell within Facebook environment
Canvass your followers
Drive traffic to your site

20. Twitter: More Users
Recently valued at $10bn
Massive growth in 2010
More detailed bios
More links to websites
More location sharing

21. Twitter: More Detail
69% have a detailed bio
73% reveal their location
45% point to a URL (Sysomos)

22. Original Content and Twitter
21% of Twitter users follow
more than 100 accounts
(Sysomos).
Evidence that social media
buzz influences SERPs.
Retweeting can have an
immediate impact on
rankings.
Marketing messages need
diluting with different
content types.
News is the biggest driver of
re-tweeting activity (HP).

23. Original Content, LinkedIn and
Foursquare
Point at relevant white papers and reference material via
LinkedIn Answers, Groups and InMails
Share articles, blogs and tweets on your Company Page
Reward Foursquare users for visiting physical locations with
premium or pre-release content

24. Original Content, YouTube and
Quora
Share original product demos or narrated slide shows
Embed them in your landing pages for up to 80% improved
conversion (SEOMoz)
A/B testing of television ads
Build a reputation as an expert in your field and engage
with people who share your professional interests

25. Social Media and Mobile Users
• Twitter and Facebook apps pre-loaded on popular smartphones
• YouTube has 200 million mobile views every day (Eric Schmidt, 2011)
• Mobile share of internet searches increased from 10% to 15% in the
second half of last year (Google, 2011)
• Search spike during Superbowl ad break was x38 on desktops and x315 on
mobile devices (Eric Schmidt, 2011)

26. Part 3
Famous Examples

27. Old School
Man-up: Old Spice v Dos Equis
29 million hits 1.7 million hits

28. Offline to Social

29. Bricks to Clicks
Offline Facebook Likes with RFID wristbands

30. Clicks to Bricks
Real world discounts for Barista Badge holders

31. Free Media
$10 million in free advertising for Mentos (ABC News)

32. Listening
From Dell Hell to IdeaStorm

33. Letting Go
Dove inspires YouTube parodies
Dove Evolution Slob
Evolution
Dove v Dove v Axe
The Beauty
Industry

34. Social Media Lessons
• Lower barriers to entry
• Less controllable campaigns
• Conversations can happen without you

35. Bookmarks
Exploring the use of Twitter around the world (Sysomos.com)
Twitter Statistics for 2010 (Sysomos.com)
Facebook and Brands (DDB / Opinionway)
Facebook Statistics (Facebook.com)
LinkedIn Facts (LinkedIn.com)
YouTube Statistics (YouTube.com)
YouTube Rewind: 2010 Year in Review (YouTube Australia Blog)
Top Sites: Australia (Alexa.com)
Trends in Social Media: Persistence and Decay (HP Labs)
12-step Landing Page Rehab Programme (SEOMoz)
A Tweet's Effect on Ranking (SEOMoz)
Eric Schmidt at IAB Annual Leadership Meeting (Google / YouTube)
Think Mobile 2011 (Google)
The Mentos and Diet Coke Sensation (ABC News)
All video clips used in the presentation are available on YouTube

36. Contacts
Company Website: castleford.com.au
Search and Social Blog: castleford.com.au/blog
Twitter Feed: twitter.com/castlefordmedia
Facebook Page: Facebook.com/castlefordmedia
Email Contact: info@castleford.com.au