This document provides an overview of key concepts for developing an effective social media program, including examples and case studies. It discusses the social media ecosystem model, engagement metrics from Ford's viral marketing campaign, and factors that influence user engagement like content type, frequency, and time of day posted. The document also addresses measuring return on investment, analyzing social media disasters, and outlines the targets and resources of a hypothetical company called The Greater Group for building their social media program.

1. Part 2

2. 7: The Model
2

4. 8: Case Studies
4

5. Success Profiles…….you can learn from
others. It’s best to learn how to see
rather than copy. The Social Media
Ecosystem model is your map for
seeing.
5

6. 6

7. 7

8. What’s the nugget (hook)?
8

9. High Need
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10. 39,045 members
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11. High Passion
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12. ?
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15. 15

16. The Results
•11 million Social Networking impressions
•5 million engagements on social networks (people sharing and receiving)
•11,000 videos posted
•15,000 tweets.. not including re-tweets
•13,000 photos
•50,000 hand raisers who have seen the product in person or on a video who said
that they want to know more about it when it comes out and 97% of those don’t
currently drive a Ford vehicle
•38% awareness by Gen Y about the product, without spending a dollar on traditional
advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being
out in production and yet it has received hundreds of millions of dollars in traditional
marketing spend).

17. Trust
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18. 18

19. Ego
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20. 1,137,158
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21. 21

22. 22

23. Identity
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24. Tran has 281 videos available on her YouTube
channel and is the most-subscribed user of all
time in Australia,[3] the 26th most subscribed of
all time on YouTube,[6] and the 7th-most
subscribed director worldwide
24

25. 25

26. ?
26

27. First mover advantage - marketing
27

28. High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing
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29. What’s Cannon’s nugget?
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30. Introducing

31. Workshop 5
• One has 7 times the ‘likes of the other, but the
other has 40 times the engagement. Why?
• Compare KFC v FoxFM
(page 5)

32. 32

33. 430,000
68,000
33

34. Workshop 6
The Victoria Police has 68,000 fb likes and the
Queensland Police 430,000 – why?
34

35. 9: Context
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36. The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
36

37. 37

38. 38

39. Context Rule 1: engagement strength
varies by content accessorising
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40. 72%

41. click here
13%

42. A reminder about
Friday’s trivia night
9%

43. 6%

44. Frequency is ‘context’
2 choices;
to deliver 2,000 words every 2
weeks or
deliver 200 words per day, which has
the best engagement?
44

45. L Frequency
H
Frequency is ‘context’
L
Volume
H
45

46. Frequency is ‘context’
Ad-hoc vs Cyclical
46

47. Time of the day is ‘context’
Several thousand subscribers
Open rate 40%
Highest open rates occurred on Sundays
emails sent from 6 a.m. to 7 a.m. are about three
times more likely to be opened than emails sent at
4 p.m
47

48. Time of the day is ‘context’
• Most brands post during the week
• Best engagement is on weekends
What does ‘best’ mean? It’s not about
posting (sending), it’s about engagement
http://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/
48

49. Variations by content type
http://www.jamesamartin.com/so
cial-media/when-to-post-onfacebook
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50. Same message,
different context,
different engagement
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51. 10: ROI
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52. ROI
• At some time some will ask “what are we
getting out of our social media programs?”
• There are many ways of answering the ROI
question – here’s 2.

53. Cost of Reach
• Compare cost of reach vs other
media; radio, print etc
Cost of Social Media / Reach
Cost of Prnt / Reach

54. Reach as a % of base
• Consider the council with 100,000 residents,
what penetration rate do you need to justify
the effort?

55. ROI
• Social Media return on investment
55

56. Google Analytics
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58. 11: Social Media Disasters
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59. Let’s look at a PR disaster played out
through social media

60. 12: Build a SM Program
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61. The Greater Group
• Targets
– National retail organisations (design/refit)
– Interior architect/designers (recruitment)

62. Resources
62

63. socialmedianews.com.au
allfacebook.com
mashable.com
socialmediaexplorer.com
digitalministry.com.au
63