Delivering Branded Content, Brands & Contentusing Social Media

1. Delivering
Branded Content, Brands & Content
using Social Media
Brad Keeling
@bradatslice

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A year ago we might have asked… Does Anyone Use Social Media?
Do you use Twitter, Facebook, Tumblr, Instagram, Pinterest, ??
Join in the conversation
Follow the presentation
@bradatslice

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Does Anyone Use Social Media?
 In Australia as at January 2013
1. Facebook – 11,784,460
2. YouTube – 11,000,000 – unique visitors
3. Blogspot – 3,400,000
4. Tumblr – 2,900,000
5. WordPress.com – 2,700,000
6. LinkedIn – 2,400,000
7. Twitter – 2,200,000 - probably more
8. Instagram - 990,000
9. Flickr – 830,000
10. Pinterest – 660,000
11. Google Plus – approx 340,000
12. MySpace – 320,000
13. Yelp – 220,000
14. Reddit – 165,000
15. StumbleUpon – 100,000
16. Foursquare – 56,000
Sources: http://www.socialmedianews.com.au/social-media-statistics-australia-january-2013/

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"I wonder, O wall, that you have not fallen
in ruins from supporting the stupidities of
so many scribblers.“

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"I wonder, O wall, that you have not fallen
in ruins from supporting the stupidities of
so many scribblers.“

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Pompeii 79AD

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Politics
Pompeii 79AD
Electoral inscription from Pompeii
depicting Mercury. Officina of
Verecundus
IIvir(um) i(ure) d(icundo) d(ignum) r(ei) p(ublicae) o(ro) v(os) f(aciatis)
This translates as “I ask you to elect
Holconius Priscus duovir. He is
worthy of holding office”.

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Politics
Sydney 2011 AD
Electoral inscriptions from Sydney
depicting slogans “Keep Carmel”
and “Keep Verity” featuring Carmel
Tebbutt and Verity Firth

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Politics
Sydney 2011 AD
@Keep_Carmel Case Study
Identical campaigns in many ways
with one glaring difference. Carmel
used Twitter and Verity didn’t.
Carmel won by a few hundred
votes. Verity lost by a few hundred.

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Just as it was with politics, marketing used to get people talking
about their product, service or brand by… ‘Yelling and Selling’

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‘Communities’ used to gather in the ‘Community’ Hall. We’d talk
about everything from the weather to where to eat…

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… and the word would spread in real-time by engaging in
conversation

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Social Media is real-time internet conversations.
…be prepared to act and act swiftly…

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@theashes is a real life, tangible example of
the power of social media and successful use
of branded content and…
…it all started with a tweet

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Branded Content
QANTAS @QantasAirways brought her to
Australia
Travelscene American Express
@travelsceneaus provided a hotel
Vodafone @Vodafone_au provided a phone
Ford @FordCastleHill to provided local
transport in a Ford Fiesta
Harts Pub @HartsPub put on a backyard cricket
match and a BBQ
Holy Cow @SailingAus a tour on Sydney
Harbour
She visited The Bradman Museum with
@crickethof
The Prime Minister @JuliaGillard welcomed
@theashes to Australia
http://video.au.msn.com/watch/video/ashes-to-ashes/xvxk9uk?

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Remember…
Google and similar alert systems cannot keep pace with today’s
social media conversations because…they are happening in
real-time 24 hours a day, 7 days a week
… so who’s talking about your brand now?

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… and what are they saying?

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Social media is not a game of ‘Simon Says’
#QantasLuxury
#McDstories

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This open-ended question was posted on
Facebook on a Friday and within an hour this
social media train wreck was well underway…

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Open-ended questions can be very engaging
But monitor and moderate responses

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Competitions using Facebook apps…
… jointly branded
with an incentive to enter

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Consider using social media to amplify your message
Live from a book signing in a suburban book store in Hamilton, Newcastle, NSW, there were
about 40 people in attendance.
With a live Twitter feed the audience of potential book buying customers was expanded to
more than 25,000.

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A business’s social media presence can
become another sales or customer service rep

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Key to social media is
sociability
Control is not as successful
as influence
Embrace what people are
saying about you
Be a committed listener
Engage

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Dashboards and tools to make it easier
Hootsuite
TweetDeck
SproutSocial
TweetReach
Tweepi

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… and mobile
Almost all services
are available on
mobile and some like
Osfoora are built
specifically for
mobile only.

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Hootsuite, TweetDeck, SproutSocial and more
Hootsuite is dashboard that supports most social platforms. It allows
you to monitor and post live, filter topics, schedule posts, upload photos,
shorten links and more. TweetDeck is another dashboard that operates quite
a lot like Hootsuite however supporting fewer platforms with fewer features
while SproutSocial is also a dashboard with similar features to Hootsuite and
TweetDeck however with very useful analytical tools.
TweetReach, TweetStats, Klout and more
There are dozens of analytical tools that range from giving you the
ability to see depth of impressions of posts, topics or accounts through to
influence and sentiment.
Tweepi, ManageFlitter and more
Tools for finding accounts to follow and monitor by various
criteria and useful for tidying up the timeline by unfollowing or managing
accounts into lists or groups.

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So now it’s time to test the WiFi

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Case Studies can be found at www.onesmallplanet.com.au
And this presentation at http://