The document discusses Twitter and social media in Australia. It provides statistics on Twitter growth in Australia in 2011 and user demographics. It also outlines strategies for companies to use Twitter effectively for marketing and customer service, including case studies. Key takeaways are focusing content to be interesting and relevant to the target audience, and encouraging sharing through contests or responding to customer needs.

1. @mab397
Start
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

2. Making an impact
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

3. THE ESSENTIALS
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

4. Grew 800, 000 new users in 2011 (almost
doubling numbers)
Australians send an average 234 million
tweets per month.
Twitter is the 3rd most popular network
amongst social media users- Facebook=
97%; LinkedIn= 16% and Twitter= 14%
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Source: Sysomos http://www.sysomos.com/insidetwitter/geography

5. Sensis Social Media Report [pdf]
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Rexona - Australian Twitter Landscape 5

6. Customer service Celebrities
@stephenfry
@telstra
@qantasairways Television
@eleven_tv
Promotion @dan_harmon
@RexonaAU Business
@iSpyLevis @stevieenglish
Personal/Networking
Broadcast
@servantofchaos
@theage @ozdj
@vicroads
Dell
Follow Dell on Twitter
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

7. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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8. Sensis Social Media Report [pdf]
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

9. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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10. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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11. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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12. namechk.com
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

13. Upload a profile image (stylised Secure a username
logo, photo, hero pic)
Write a bio and link to
a page with more
information
Write an introductory tweet
(acknowledge if you’re in for a
slow start)
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

14. For multiple search
terms, put quotations
around exact phrases
Search by location
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

15. Enter search query
and hit enter
Save the search to
your dashboard
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

16. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

17. Retweet interesting and relevant information Follow other accounts
Start conversations
Share your information
Have some fun!
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

18. A Twitter account is part of your digital
footprint, regardless of activity, so make sure
it’s a step in the right direction
#OMXMel2012
About 2 minutes ago via OMX Melbourne 2012
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

19. MAKING AN IMPACT
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

20. - Dick Costello , Chief Executive of Twitter
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Rexona - Australian Twitter Landscape 20

21. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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22. Sensis Social Media Report [pdf]
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

23. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Rexona - Australian Twitter Landscape 23

24. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Rexona - Australian Twitter Landscape 24

25. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Rexona - Australian Twitter Landscape 25

26. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Rexona - Australian Twitter Landscape 26

27. 70% of online Consumer reviews 61% of people 67% of
consumers are nearly 12 rely on user shoppers spend
trust opinions of times more reviews for more online after
unknown users trusted than product recommendation
descriptions from information or s from online
manufacturers research before community of
buying friends
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Econsultancy July 2009, eMarketer Feb 2010, Razorfish 2008, Internet Retailer September 2009

28. Challenge
Encourage trial and create social buzz
amongst the target audience for
TRESemmé Glimmer
Approach
Mindshare monitored Twitter for mentions of
“bad hair day” and @TRESemmeInsider
contacted relevant targets to surprise them
with a free hair care pack. Facebook
advocates were also rewarded with ad hoc
surprise gift packs.
Results
Through tweets, Instagram and Facebook
posts, each Surprise & Delight target
generated an average of 700 positive WOM
impressions about their TRESemmé
Glimmer experience
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

29. Find a reason for your audience to talk about
you by asking yourself why would they care
and why would they share #OMXMel2012
About 2 minutes ago via OMX Melbourne 2012
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

30. TWITTER MEDIA
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

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32. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

33. Challenge
Encourage Australian sports fans to cheer
on their team with #noquit hashtag on
Twitter.
Approach
Mindshare created the @RexonaAU
account to generate positive mentions of
support during F1, State of Origin and other
key sporting moments. Sponsored tweets
extend the reach of activity to users
searching for relevant sporting terms and
friends of existing followers
Results
The 3 month campaign generated 533,000
impressions with over 7,000
retweets, replies, mentions and clicks from
Australian Twitter users.
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

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35. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

36. Targeted by interest:
Interests algorithmically determined by the
accounts a user currently follows
Advertisers refine algorithmic targeting with
interest-based keywords
Geo-targeting available at the country-level
Cost per follow (CPF) pricing:
Pay only when a user becomes a follower
Second price auction pricing
build loyalty | grow incremental earned media | increase exposure
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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37. Targeting:
In search results leveraging real-time
intent
In timelines to your followers or users
who are similar to your followers
Coming soon in profiles
Uses a built-in ad quality filter
combining relevance, engagement
and the age of a tweet
Cost per engagement (CPE) pricing:
Pay only when a user engages –
defined as a click, favourite, retweet or
reply
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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38. Fixed Placement:
Exclusive unit in the Trends module on
the user’s home timeline page
797,500 average daily AU impressions
Average engagement rate is .30% on
the Trend
5% - 7% on the related Promoted
Tweet
Increased demand:
One advertiser per 24 hour day
Fixed price for AU Promoted Trend
reserved on a first come, first served
basis for a given date
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
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39. Know how your audience uses Twitter to
create your own opportunities #OMXMel2012
About 2 minutes ago via OMX Melbourne 2012
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

40. What about me?
DO’s DON’Ts
1. Be consistent. 1. Don’t be a spammer.
2. Be targeted. 2. Don’t be neglectful.
3. Be a follower. 3. Don’t be disrespectful.
4. Be a team player. 4. Don’t be shy.
5. Be interesting. 5. Don’t be fake.
6. Be careful. 6. Don’t be scared.
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

41. Connect with me
@mab397
mandibateson
Sydney, Australia
(+61) 2 9287 8400
Mindshare Australia
mab397.wordpress.com
@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia