AUSSIES AND
SOCIAL MEDIA
2013
SOCIAL MEDIA IN AUSTRALIA
WHAT IS SOCIAL MEDIA?
Social media
Interactive
Shareable
Conversational
Dynamic
Many-to-many
Traditional media
Detached
Di...
WHAT IS SOCIAL MEDIA?
Favourite definition:
SOCIAL MEDIA IS WORD OF
MOUTH ON STEROIDS
THE MARKETING GAME HAS CHANGED
In the social media world:
!
“PEOPLE ARE NO LONGER TARGETS FOR
YOUR MARKETING, THEY ARE PAR...
IT’S COMPLICATED!IT’S COMPLICATED!
45%of Australian
social users access
social at least once
per day
65%of
Australians use social
media
95%of Australian
soci...
FREQUENCY OF USING SOCIAL
“How often do you
use social media?”
17%
28%
5%
6%
9%
More than 5 days per day
Everyday
Most day...
MALES VS. FEMALES
“Females are more likely than males to use
social media and are also more likely to be
frequent users”
S...
WHEN DO WE USE SOCIAL?
Source: YellowTM Social Media Report, 2013
INSIGHT
“Test when your posts result in the most reach
and engagement. Have you tried posting late
at night or early in th...
WHICH SITES DO WE USE?
Source: YellowTM Social Media Report, 2013
TOP 5 SOCIAL NETWORKS IN AUSTRALIA
Source: Social Media News, March 2014
1. FACEBOOK
2. YOUTUBE
3. LINKEDIN
4. TWITTER
5. ...
INSIGHT
“There’s plenty of hype around new social
networks such as Pinterest and Instagram, but
the reality is that Facebo...
WHICH SITES HAVE WE STOPPED USING?
Source: YellowTM Social Media Report, 2013
INSIGHT
“Measure success across different social
media networks. If you are not getting results,
invest your time elsewher...
FACEBOOK
AVG TIMES USED PER WEEK
LINKEDIN
TWITTER
2011
16
2011
8
2011
23
2012
21
2012
5
2012
23
2013
24
2013
8
2013
13
Sou...
INSIGHT
“Not only is Facebook the dominant network
based on number of users, it also wins out
based on frequency of use an...
NUMBER OF TIMES USED PER WEEK BY
LOCATION
Source: YellowTM Social Media Report, 2013
AVG NUMBER OF FRIENDS OR
FOLLOWERS
14-19 years
453
40-49 years
250
20-29 years
366
50-64 years
146
30-39 years
200
65+ yea...
DEVICES USED TO ACCESS SOCIAL
Source: YellowTM Social Media Report, 2013
INSIGHT
“For the first time in Australia smartphones
are the most popular device to access social
with. Make sure your cam...
WHERE IS SOCIAL BEING USED?
PLACES
WHERE
SOCIAL IS
BEING USED
Source: YellowTM Social Media Report, 2013
BAR/PARTY
26%
HOM...
TOP 5 REASONS FOR USING SOCIAL?
Source: YellowTM Social Media Report, 2013
1. To catch up with family and friends
2. To sh...
INSIGHT
“The most common reason for people using
social is catching up with friends and family.
Remember this when you pla...
TOP 5 THINGS PEOPLE WANT FROM BRANDS
Source: YellowTM Social Media Report, 2013
1. Discounts
2. Giveaways
3. Product infor...
INSIGHT
“Discounts and giveaways are the most
common items wanted from brands on social
and this has been increasing for t...
TYPES OF BRANDS FOLLOWED ON FACEBOOK
Source: YellowTM Social Media Report, 2013
SHOULD I BE USING GOOGLE+?
“According to Social Media News, Google
+ only has 65,000 active users in
Australia.
!
Think ab...
AUSSIE BRANDS & SOCIAL MEDIA
PROPORTION OF BUSINESSES THAT USE SOCIAL
Source: YellowTM Social Media Report, 2013
SMALL
30%
MEDIUM
47%
LARGE
79%
WHICH NETWORKS ARE WE USING?
Source: YellowTM Social Media Report, 2013
FACEBOOK
87%
TWITTER
64%
LINKEDIN
34%
GOOGLE+
9%
B...
WHY BRANDS USE SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
Invite online comments,
ratings and reviews 73%
Use...
PROPORTION OF BUSINESSES THAT
ADVERTISE ON SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
SMALL
11%
MEDIUM
17%
LA...
AVG PROPORTION OF MARKETING BUGET
ALLOCATED TO SOCIAL
Source: YellowTM Social Media Report, 2013
HOW TO BUILD A SOCIAL BUSINESS
BUILD CAPABILITY IN THESE AREAS
• SOCIAL STRATEGY
• SOCIAL MONITORING
• CONTENT & COMMUNITY
• GOVERNANCE & TECHNOLOGY
• ED...
THE SOCIAL STRATEGY PROCESS
• LISTEN (DATA & INSIGHTS)
• PLAN (CHANNELS & STRATEGY)
• GROW (PROMOTION & CAMPAIGNS)
• ENGAG...
THANKS!
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Social Media Statistics & Insights Australia 2013

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This presentation covers the social media landscape in Australia and includes statistics on users, social media channels and how businesses are usings social media. It also provides some insights into how to build a socially enabled business. If you want to talk about how we can help your business with social media then get in touch at info@inlight.com.au

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Social Media Statistics & Insights Australia 2013

  1. 1. AUSSIES AND SOCIAL MEDIA 2013
  2. 2. SOCIAL MEDIA IN AUSTRALIA
  3. 3. WHAT IS SOCIAL MEDIA? Social media Interactive Shareable Conversational Dynamic Many-to-many Traditional media Detached Difficult to share Promotional Static One-to-many
  4. 4. WHAT IS SOCIAL MEDIA? Favourite definition: SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS
  5. 5. THE MARKETING GAME HAS CHANGED In the social media world: ! “PEOPLE ARE NO LONGER TARGETS FOR YOUR MARKETING, THEY ARE PART OF YOUR MARKETING”
  6. 6. IT’S COMPLICATED!IT’S COMPLICATED!
  7. 7. 45%of Australian social users access social at least once per day 65%of Australians use social media 95%of Australian social media users use Facebook Australian social media users have an average of 258 friends or followers 67%of Australian social users access social sites on a smartphone The typical Australian Facebook user spends 7hours per week on the site AUSSIES LOVE SOCIAL MEDIA Source: YellowTM Social Media Report, 2013
  8. 8. FREQUENCY OF USING SOCIAL “How often do you use social media?” 17% 28% 5% 6% 9% More than 5 days per day Everyday Most days A few times a week Less than a few times per week 35% Never Source: YellowTM Social Media Report, 2013
  9. 9. MALES VS. FEMALES “Females are more likely than males to use social media and are also more likely to be frequent users” Source: YellowTM Social Media Report, 2013
  10. 10. WHEN DO WE USE SOCIAL? Source: YellowTM Social Media Report, 2013
  11. 11. INSIGHT “Test when your posts result in the most reach and engagement. Have you tried posting late at night or early in the morning when usage on social media peaks?”
  12. 12. WHICH SITES DO WE USE? Source: YellowTM Social Media Report, 2013
  13. 13. TOP 5 SOCIAL NETWORKS IN AUSTRALIA Source: Social Media News, March 2014 1. FACEBOOK 2. YOUTUBE 3. LINKEDIN 4. TWITTER 5. INSTAGRAM 13,200,000 12,600,000 3,650,000 2,500,000 1,600,000
  14. 14. INSIGHT “There’s plenty of hype around new social networks such as Pinterest and Instagram, but the reality is that Facebook is the dominant player Australia.”
  15. 15. WHICH SITES HAVE WE STOPPED USING? Source: YellowTM Social Media Report, 2013
  16. 16. INSIGHT “Measure success across different social media networks. If you are not getting results, invest your time elsewhere.”
  17. 17. FACEBOOK AVG TIMES USED PER WEEK LINKEDIN TWITTER 2011 16 2011 8 2011 23 2012 21 2012 5 2012 23 2013 24 2013 8 2013 13 Source: YellowTM Social Media Report, 2013
  18. 18. INSIGHT “Not only is Facebook the dominant network based on number of users, it also wins out based on frequency of use and time spent.”
  19. 19. NUMBER OF TIMES USED PER WEEK BY LOCATION Source: YellowTM Social Media Report, 2013
  20. 20. AVG NUMBER OF FRIENDS OR FOLLOWERS 14-19 years 453 40-49 years 250 20-29 years 366 50-64 years 146 30-39 years 200 65+ years 48 Male 304 Female 221 Source: YellowTM Social Media Report, 2013
  21. 21. DEVICES USED TO ACCESS SOCIAL Source: YellowTM Social Media Report, 2013
  22. 22. INSIGHT “For the first time in Australia smartphones are the most popular device to access social with. Make sure your campaigns and apps are optimised to work across all devices.”
  23. 23. WHERE IS SOCIAL BEING USED? PLACES WHERE SOCIAL IS BEING USED Source: YellowTM Social Media Report, 2013 BAR/PARTY 26% HOME 96% SPORT 19% WORK 34% CAR 18% TRANSPORT 32% SCHOOL 135
  24. 24. TOP 5 REASONS FOR USING SOCIAL? Source: YellowTM Social Media Report, 2013 1. To catch up with family and friends 2. To share photos or videos 3. To coordinate parties or shared activities 4. To get information on news and current events 5. To follow or find out about a brand or business
  25. 25. INSIGHT “The most common reason for people using social is catching up with friends and family. Remember this when you plan your content as you are competing against friends and family for share of voice. Always aim to add value.”
  26. 26. TOP 5 THINGS PEOPLE WANT FROM BRANDS Source: YellowTM Social Media Report, 2013 1. Discounts 2. Giveaways 3. Product information 4. Coupons 5. Tips & advices
  27. 27. INSIGHT “Discounts and giveaways are the most common items wanted from brands on social and this has been increasing for the past few years. Find a way to incorporate this into your social strategy. ”
  28. 28. TYPES OF BRANDS FOLLOWED ON FACEBOOK Source: YellowTM Social Media Report, 2013
  29. 29. SHOULD I BE USING GOOGLE+? “According to Social Media News, Google + only has 65,000 active users in Australia. ! Think about whether or not maintaining a Google+ profile is a wise investment.”
  30. 30. AUSSIE BRANDS & SOCIAL MEDIA
  31. 31. PROPORTION OF BUSINESSES THAT USE SOCIAL Source: YellowTM Social Media Report, 2013 SMALL 30% MEDIUM 47% LARGE 79%
  32. 32. WHICH NETWORKS ARE WE USING? Source: YellowTM Social Media Report, 2013 FACEBOOK 87% TWITTER 64% LINKEDIN 34% GOOGLE+ 9% BLOG 11% YOUTUBE 25%
  33. 33. WHY BRANDS USE SOCIAL MEDIA Source: YellowTM Social Media Report, 2013 Invite online comments, ratings and reviews 73% Use social for two way communication with customers Offer incentives to customers via social media 75% 38%
  34. 34. PROPORTION OF BUSINESSES THAT ADVERTISE ON SOCIAL MEDIA Source: YellowTM Social Media Report, 2013 SMALL 11% MEDIUM 17% LARGE 36%
  35. 35. AVG PROPORTION OF MARKETING BUGET ALLOCATED TO SOCIAL Source: YellowTM Social Media Report, 2013
  36. 36. HOW TO BUILD A SOCIAL BUSINESS
  37. 37. BUILD CAPABILITY IN THESE AREAS • SOCIAL STRATEGY • SOCIAL MONITORING • CONTENT & COMMUNITY • GOVERNANCE & TECHNOLOGY • EDUCATION & INNOVATION
  38. 38. THE SOCIAL STRATEGY PROCESS • LISTEN (DATA & INSIGHTS) • PLAN (CHANNELS & STRATEGY) • GROW (PROMOTION & CAMPAIGNS) • ENGAGE (CONTENT) • MEASURE & OPTIMISE (REPORTING)
  39. 39. THANKS!

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