This document provides an overview of using social media for marketing. It discusses how the internet has transformed from a one-way message to real-time dialogue. It then summarizes key statistics on social media usage in Australia and how businesses can use different social media platforms like Twitter, Facebook, YouTube to engage with customers, gain insights and promote their brand. The document outlines some best practices and risks to consider when developing a social media strategy and recommends starting small with clear objectives.

1. Kicking Goals for Australia Day Australia Day National Conference, 2011 Using Social Media for Marketing ©Beth Powell bethiepowell@gmail.com Bethiep on Twitter Beth Powell on LinkedIn

2. Agenda Overview Strategic Approach Social Media Tools Organisational Challenges

3. “ …the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 2010 “

4. Transformation of the Web Web 1.0Web 2.0 Publishing Sharing Static pages Conversations Collaborating Real time Counting Hits Conversions

5. Transformation of appliances

6. Context Audience and media fragmentation Anywhere access to information Growth of web-enabled socialising Consumers’ preference for authenticity & focus on trust

7. How can organisations be sustainable and profitable in this environment? Build relationships around relevance

8. What do people do online? Connect Create Enjoy Learn Trade Source: Pew Research (Internet & American Life 2009) 8

9. Social Media in Australia 86% of Australians online are looking to other Internet users for opinions and information about products, services and brands. Where are they looking? Forums (tripadvisor, Australiaforum.com, Australiancountryevents.com, etc) Twitter Facebook You Tube Blogs Websites Nielsen’s 2010 social media report

10. Social Media in AustraliaConsumer focus 17 million Australians are connected to Internet (Aug/2009), that is 80% of the population 10 million Australians use Facebook 2.5 million Australians on Twitter 2 million Australians on LinkedIn -

11. Facebook, MySpace, Twitter in Australia The majority of Twitter users in Australia are aged 35 to 49. Facebook’s key demographic is 25-34 year olds, who make up 32% of it’s user base. And the sweet spot for MySpace is 12-17, which is the age of 28.5% of its users. Nielsen Netview Jan 2009

12. Social Media in AustraliaBusiness Focus Source:The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011 21% of SMEs Twitter 13% You Tube 8%

13. Social Media in AustraliaBusiness Focus Top 6 things SMEs are doing on social networks Having a presence Responding/interacting with comments Tracking/monitoring what is said Gaining consumer insights/research tool Adding a Facebook “Like button” on your website Online display advertising on a social network Source: Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011

14. Social Media in AustraliaBusiness Focus 54 % of Australian businesses agree they should be asking how to do social media rather than if they should do it. 42% said they risk losing touch with their customers if they don’t employ social media. Source:The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011

15. “I know everyone is.. BUT I just don’t know how WE would get into social media ” Developing the strategy

16. Simple Strategic Process

17. Strategic Goals product developmentvolunteers engagement Marketing & promotions customer relationship marketing customer service and support public relationscustomer research

18. Objectives

19. Process

20. Microblogging 140 characters in response to the question “what are you doing?” “But why would we?”

22. Data source: searchable conversations

23. Network and brand advocates

24. Reputation management

27. Twitter How To Use # and key word to search Use # and key word to collect data Use tools such as www.twitadder.com to help build communities Use www.hootsuite.com for account management Use www.tweetdeck.com for dashboard Use www.tweetie.com or tweetdeck or Hootsuite for mobile 1,000 of apps developed for use with Twitter. Check out www.twitdom.com

28. YouTube Video is a third of Web traffic. By 2013, it will be 90%. (Cisco) Almost 1 Billion online videos are watched every month in Australia, reaching 10.3 million Australians in 2009. (Comscore 2010) YouTube has 6.7 million monthly visitors and is the world’s 2nd largest search engine. (Comscore 2010) The above 40s made up 41% of Australian YouTube users and 61% said they were not tech-savvy. Research International on behalf of Google, Oct 2009

30. Why Use Facebook? Increase awareness and reach Target distinct markets: user demographics and network behaviour to target niche markets. Promote new products, events, activities and ideas: using fun approaches to generate engagement. Forge relationships: build user communities in connection with brands.

32. Summary “Join the conversation, mingle with people important to you, make sure that you’re sending out valuable information and be there consistently.”

33. What are the Risks? Missing out on employees or volunteers? Spread of negatives/misinformation? Missing your target market? Employee behaviour online Policy Rules of engagement Clear purpose and objectives Monitoring & Evaluation Appropriate resourcing http://www.flickr.com/photos/myvector/

34. Getting over the speed hump Take it slowly at first Start with a small, measurable project with clear objectives Start with a group of motivated people Create some ambassadors Show how it gets results

35. What can social media achieve? Jeffrey W Hayzlett, Chief Marketing Officer, Eastman Kodak Company

36. ©Beth Powell bethiepowell@gmail.com Bethiep on Twitter Beth Powell on LinkedIn