Brad Keeling presented on using social media for delivering branded content and promoting brands. He discussed statistics on social media usage in Australia and examples of case studies where social media was used successfully for politics and marketing. These included the Keep Carmel campaign, promoting the Ashes cricket series, live tweeting a book signing and craft beer week. Keeling emphasized social media is about engagement and influence rather than control.

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

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@bradatslice

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Does Anyone Use Social Media?
 In Australia
 over 3 million people use Twitter
 and more than six and half million use Facebook.
 we are ranked 4th in the World – USA 1st, UK 2nd, Canada 3rd
 the average age of a Twitter user is 39.1 years
 64% of Twitter users are over 35
 Twitter users are 53% Male 47% Female
 More than 70% of Internet users in Australia visited a social networking site in June
2011, up 29% from the previous year
 Australian Internet users spend on average 7 hours and 17 minutes per week on
social media sites
 63.4% of marketers say they are planning to increase their focus on social media
over the next 12 months.
Sources: comscore.com & marketingprofs.com

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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.
Google and similar alert systems cannot keep pace with these
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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And as recently as this weekend…
This was posted on Facebook at about 5.00PM Friday
and within an hour this social media train wreck was
well underway

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Control is not as successful
as influence
Embrace what people are
saying about you
Be a committed listener
Engage

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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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#gettheashestotheashes
A quirky hash tag and the players that made it…
@onesmallplanet
@mikestuchbery
@unsungsongs
@ljLoch

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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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Branded Twitter
Promotion
Another quirky hash tag conveyed
a message and became
compelling subject matter in an
engaging Twitter promotion
The reach for @Vodafone_au
alone…
Tweets that mentioned the brand
and the tag got nearly double the
reach from nearly half the tweets

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“Reach and Frequency”
…and the power of one tweet
Some time before lunch on January 12th 2011 the tweet
reach for Taronga Zoo’s Twitter account was 1,455
Going back over the past seven days there were only
three tweets , two retweets and one @reply
then…
Some time just after noon the same day @theashes
tweeted one tweet about visiting @tarongazoo
The one tweet generated retweets and @replies and
within two hours increased tweet reach to 24,384 with
just under 30,000 impressions

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Live Tweeting a Book Signing - Case Study September 1st 2011
From a quiet book store in Beaumont Street, Hamilton came a tweet from @onesmallplanet
One Small Planet reported live from a book signing in a suburban book store in Hamilton,
Newcastle, NSW, with about 40 people in attendance.
However, with a live Twitter feed, One Small Planet was able to expand the audience of
potential book buying customers to more than 25,000.

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Live Tweeting a Newcastle Craft Beer Week - Case Study November 2011
Over two weeks beginning 17 November, One Small Planet drove a social media campaign
aimed at amplifying the event primarily through its @AusBeerFestival Twitter account.

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Key to social media is sociability
It is the engagement with individuals that gives social media its power.
Can it be outsourced?
Should it be outsourced?
… and what’s next?

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Case Studies can be found at www.onesmallplanet.com.au
http://www.onesmallplanet.com.au/index.php/case-study/keep_carmel-case-study/
http://www.onesmallplanet.com.au/index.php/case-study/the-ashes-case-study/
http://www.onesmallplanet.com.au/index.php/case-study/price-of-life-case-study/
http://www.onesmallplanet.com.au/index.php/case-study/harts-pub-case-study/
http://www.onesmallplanet.com.au/index.php/uncategorized/newcastle-craft-beer-week-2011/