The document discusses strategies for engaging audiences on social media. It provides tips for using different social platforms like Facebook, email, and microblogging. It emphasizes starting conversations and interactions that build trust, loyalty, and reputation. It also notes that audiences have different preferences depending on whether they are more email-first or Facebook-first in their social media habits. Brands need to understand audience motivations and how likely they are to actively share content.

1. voyeurism and other random experiments

3. ME!

4. ME!

5. ME!

7. 50
YEARS TO REACH 50
40
MILLION USERS!
30
20
38 years
10
Year 1 Year 38

8. 50
YEARS TO REACH 50
40
MILLION USERS!
30
20
13 years
38 years
10
Year 1 Year 38

9. 50
YEARS TO REACH 50
40
MILLION USERS!
30
4 years
20
13 years
38 years
10
Year 1 Year 38

10. 50
YEARS TO REACH 50
40
MILLION USERS! 3 years
30
4 years
20
13 years
38 years
10
Year 1 Year 38

11. FACEBOOK
ADDED OVER
200 MILLION
USERS IN LESS
THAN A YEAR!

12. In our DNA!

13. Why?!
•
Measurable
and
accountable,
testable,
itera1ve
–
test
it,
tweak
it,
refine
it,
op1mise
•
Targeted
and
tailored
•
Cost-­‐effec1ve
•
Interac1ve,
engaging,
immersive,
dynamic,
immediate,
real-­‐1me
(challenges?)
•
Community,
social,
bi-­‐direc1onal,
conversa1onal
–
listen
•
Ubiquitous
–
empowered
users
•
You
can
implement
it!
•
But,
the
consumer
has
all
the
power

14. First!
•
Fit?
•
Strategic
alignment
•
Commitment
and
resources

16. MEASUREMENT!
Measuring

17. MEASUREMENT!
Measuring Listening

18. MEASUREMENT!
Measuring Listening Stalking

19. MEASUREMENT!
Measuring Listening Stalking

23. Email!
•
It
works
•
Built
on
trust,
value
and
relevancy
–
poor
execu1on
can
hurt

25. Email
–
golden
advice
1. Deliver
value
–
trade
something
–
make
a
posi7ve
social
impact
2. Be
regular
/
consistent
• Balancing
act
between
mindshare
and
bugging
people
• Fortnightly
or
monthly
work
best
3. Be
on-­‐7me
• B2B:
Tues
–
Thurs,
9:30am
1ll
3pm
• B2C:
Fri
–
Sun,
5pm
1ll
8pm
4. From
name
-­‐
#1
factor
in
whether
people
open
• Familiar,
and
keep
it
consistent
5. Subject
–
Capture
interest,
don’t
trigger
spam,
and
keep
consistent
formaJng
• 20
–
50
characters
• Follow
deliverability
rules
(70%
-­‐
80%
don’t
make
it)
•
Smart
copy
–
avoid
spammy
language
(‘sale’,
‘fee’,
‘bonus’,
‘crazy
deal’
etc)
•
Get
added
to
recipients’
address
books
•
Check
out
an1-­‐spamming
regula1ons
(ADMA)
• 2
components
–
variable
+
consistent
6. Don’t
forget
plain
text
(otherwise
5%
won’t
see
it)
7. Feed
your
list
• Segment
8. Respect
yourself
• No
unsolicited
mail
• Stay
on
topic
–
what
they
signed
up
for
• Add
a
permission
footer
to
explain
why
you’re
contac1ng
them
• Preferences
-­‐
Give
people
choices
in
how
o`en
they’re
contacted
and
what
for

26. Value!
• Stop sending everyone everything!
• Stuff people are interested in
• First-name basis • Exclusivity
• Insight • Their eyes only
• First to know

29. Google Buzz
OLD! YouTube
Kaixin001 (China)
Yammer
Facebook (High School Networks) Plurk
Xanga (SNS relaunch)
Yahoo! 360
Cyworld (China)
Ning Foursquare
Skyblog
Couchsurfing Bebo Gowalla
MySpace AsianAvenue, BlackPlanet (relaunch)
Tribe.net Gather.com Tumblr
Fast.FM Loopt Ravelry
Hi5 Renren (China)
LinkedIn Facebook (corporate networks)
Open BC/Xing Cyworld (US)
Netlog (Europe) MyChurch
MyHeritage QQ (everyone)
Windows Live Spaces
Cyworld Flickr, Piczo, Mixi Facebook (everyone)
Ryze Facebook (Elite Unis) Twitter
StumbleUpon Dodgeball Cafe Mom
Meetup.com Orkut, Dogster Nasza-Klasa (Poland)
Multiply, aSmallWorld Odnoklassniki (Russia)
LiveJournal
Friendster Catster Vkontakte (Russia)
BlackPlanet
Fotolog Hyves
Plaxo Yelp
Care2 MyLife Vimeo
Xanga Taringa (Argentina)
MiGente Basecamp
Mixi (Japan)
(SixDegrees closes)
SixDegrees.com
AsianAvenue
Classmates.com
Craigslist

30. ENGAGEMENT!

31. ENGAGEMENT!

32. HOW!
Op7ons
•
Use
exis1ng
social
plaaorms
like
Facebook,
Twiber,
LinkedIn,
YouTube
etc
•
Mix
exis1ng
social
plaaorms
with
your
content
•
Create
your
own
online
community
Rules
•
On
their
terms
–
the
customer
has
all
the
power
•
Sophis1cated
users
•
Humanised
brands,
real
conversa1ons
•
Trading
things
of
value

33. STRATEGY!
Attract the target
group to your
community
• Strong common interest
• Make it feel alive
• Incentives to join
• Critical mass

34. STRATEGY!
Attract the target Get them
group to your activated in the
community community
• Strong common interest • Creators (5%)
• Make it feel alive • Contributors (20%)
• Incentives to join • Lurkers (75%)
• Critical mass

35. STRATEGY!
Attract the target Get them Learn about your
group to your activated in the members in a
community community social context
• Strong common interest • Creators (5%) • Members’ preferences?
• Make it feel alive • Contributors (20%) • How can you participate?
• Incentives to join • Lurkers (75%) • Be close to them?
• Critical mass

36. STRATEGY!
Attract the target Get them Learn about your Communicate
group to your activated in the members in a and engage based
community community social context on information in
the community
• Strong common interest • Creators (5%) • Members’ preferences? • Gender, age – lame
• Make it feel alive • Contributors (20%) • How can you participate? • Company, job – ok
• Incentives to join • Lurkers (75%) • Be close to them? • Interests – good
• Critical mass • Behaviour – awesome!

39. TASPLAN!

40. Facebook

41. SOCIAL ADS!

43. GET MILEAGE!

44. GET MILEAGE!

45. GET MILEAGE!

46. GET MILEAGE!

48. WHAT SHOULD I BLOG!
Build trust,
loyalty,
engagement and
reputation

50. MICROBLOG!
•
Microblogging
–
send
tweets
(140
characters
or
less)
•
Live
stream
–
share
and
discover
what’s
happening
in
real-­‐1me
•
Listen
to
what
people
are
saying
about
topics,
compe1tors,
you,
your
brand
etc
•
Build
credibility,
network,
traffic
• Participating builds trust
• Listening builds trust

51. MICROBLOG!

54. WORK IT OUT!

55. WORK IT OUT!

56. WORK IT OUT!
• To receive discounts • Discounts
• I am a customer • Breaking news / info
• To show others that I • Exclusive content
support this brand • Only 2% of respondents
show their support

57. GETTING DEEP!

58. • Media strategy
• Tone of voice
• Value proposition / messages
• Task oriented / socially
oriented?
• Where and how your
customers want to engage
• How likely are they to share?
• How do they share?

59. EMAIL-FIRST!
• More utilitarian motives
• More interested in
product / promotional info
• Less interested in social
interaction / entertainment
• 39% use FB daily, but
motives for interacting with
brands closely mirror email
• Actively share stuff
• 5 x more likely through
email (65%) than FB (13%)
or Twitter (1%)

60. FACEBOOK-FIRST!
• Distinction between how
engage with brands via email
vs social platforms
• More likely to engage for fun,
social belonging, support or
entertainment
• 84% use email and top
motivations are like email-first
group
• More likely to share info
• Equally likely through FB
(40%) or Twitter (4%) as email
(43%)

61. FACEBOOK FATIGUE!
19% left / use
it less

62. FACEBOOK FATIGUE!
19% left / use
it less
45% lost interest

63. FACEBOOK FATIGUE!
19% left / use
it less
16% parents are there
45% lost interest

64. FACEBOOK FATIGUE!
19% left / use
it less
14% too many adults
16% parents are there
45% lost interest

65. FACEBOOK FATIGUE!
19% left / use
it less
13% privacy
14% too many adults
16% parents are there
45% lost interest

68. MEDIA!

69. NEW SCHOOL METRICS!

71. MOBILE!

72. MOBILE!

73. MOBILE!

74. IN-DESTINATION!

75. IN-STORE!

76. PULL IT TOGETHER!

77. "As we convince more of our
clients to invest money in online
tactics, we need to realise that the
more sophisticated we get, the
more sophisticated people will get
at filtering us out.”

78. FOLLOW ME!
•
Email:
swoodhouse@in-­‐tellinc.com.au
•
Twiber:
@scobywoodhouse
•
LinkedIn:
www.au.linkedin.com/in/swoodhouse
•
Hypescience:
www.hypescience.com.au