DIMA Conference - Social Media Slides

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Slide deck for David Warwick from bwired presentation on Unleashing the Power of Social Media at the Melbourne Digital Imaging Marketing Association DIMA #tds2012 conference on 25 May 2012.

Technology Business

Unleashing the power of Social Media
David Warwick
DIMA – Digital Image Marketing Association
25 May 2012

@drwarwick

Experience. Capability. Technology bwired.com.au

Agenda
Structure and History

TRENDS
What’s happening – search and social media drivers

METHODS
Discovery strategies and real-world examples

CONTROL
Using Social Media – frameworks to optimize controland deliver outcomes

QUESTIONS

Experience. Capability. Technology bwired.com.au

Experience. Capability. Technology bwired.com.au

DISCOVERY
ENGAGEMENT
INTERACTION

Experience. Capability. Technology bwired.com.au

What is Social Media doing?
Structure and History

Nearly universal literacy
is a defining characteristic of modern civilization.

Nearly universal authorship
will shape tomorrow's!

Denis Pelli& Charles Bigelow
A Writing Revolution
http://seedmagazine.com/

Experience. Capability. Technology bwired.com.au

Growth in authorship
Structure and History

People are trading privacy for influence!

Trends
Books: x10 per century for 6 centuries | New media: x 10 per year for 6 years

Source: Denis Pelli& Charles Bigelow … http://seedmagazine.com/

Experience. Capability. Technology bwired.com.au

Assets
Structure and History

SEARCH

SOCIAL

Experience. Capability. Technology bwired.com.au

Sydney
Structure and History

SEARCH

SOCIAL

Experience. Capability. Technology bwired.com.au

Pagerank
Structure and History

Experience. Capability. Technology bwired.com.au

Search context
Structure and History

Experience. Capability. Technology bwired.com.au

TOOLS
&
LANGUAGE OWNERSHIP

Experience. Capability. Technology bwired.com.au

Listening Post
Structure and History

Experience. Capability. Technology bwired.com.au

Persona
Structure and History
Steven is a 38 year old, third generation farmer in
Geraldton WA. He grows wheat, barley and canola as a break
crop. He has been using a laptop since 2008 and upgraded to
a Smart Phone in 2011.
Managing over 3,000 hectares, studied agricultural science
and then travelled before returning to the family farm. He takes
agronomic advice but likes to back up major decisions with his
own research and often makes suggestions to his agronomist
and farm staff that is well informed and progressive. Steven is
a pragmatic and opportunist user of online services.
Steven only accesses the Internet as required for the farm or
in connection with hobbies, travel and sports. He has however
developed an online routine that includes some combination of
morning (mostly email), evenings (general use and finance)
and wet days (more broadly exploratory).
In an instance where Steven is searching for information, he
Gender = Male immediately defaults to Google as a practical and practical
Age = 38 pathway to crop, product and most other ‘non-routine’ online
Location = Rural content.
Education = Bachelor Degree (40%)
Internet = Broadband
Time Online = 6hrs per week

Experience. Capability. Technology bwired.com.au

Persona
Structure and History

Experience. Capability. Technology bwired.com.au

Lexicon
Structure and History

Experience. Capability. Technology bwired.com.au

Protocol
Structure and History

Experience. Capability. Technology bwired.com.au

Measure
Structure and History

Experience. Capability. Technology bwired.com.au

What is happening with mobile?
Structure and History

Some other things are changing …

Experience. Capability. Technology bwired.com.au

Facebook
Structure and History

Experience. Capability. Technology bwired.com.au

Channel (SM) Understanding
Structure and History

NETWORK
Is about equity, reciprocation and respect

PENETRATION
Is about value and interest

VALUE
Is about strength of network, quality of connections and resulting action

TIMEFRAME
Networking is a slow build, long burn activity that needs ongoing effort

Experience. Capability. Technology bwired.com.au

Siemens
Structure and History

Experience. Capability. Technology bwired.com.au

Getting Outcomes
Structure and History

WORKSHOP Information discovery and object setting

PERSONA(S) Target audience descriptions (key behaviours)

LEXICON Corporate discoverylanguage resource

SEARCH SET Volumetric SEO and SEM key phrase set

TEMPLATE Content drafting and editing framework

POLICY Short-form policy statement and/or review

ROADMAP Recommended deployment strategy (channels)

Experience. Capability. Technology bwired.com.au

Questions

davidw@bwired.com.au | 0411 411 555

Experience. Capability. Technology @drwarwick … #tds2012 bwired.com.au

END
David Warwick
Director of Technology and Services

davidw@bwired.com.au
M: 0411 411 555
P: 1300 780 566
@drwarwick
May2012

Experience. Capability. Technology bwired.com.au

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DIMA Conference - Social Media Slides

1. Unleashing the power of Social Media David Warwick DIMA – Digital Image Marketing Association 25 May 2012 @drwarwick Experience. Capability. Technology bwired.com.au

2. Agenda Structure and History TRENDS What’s happening – search and social media drivers METHODS Discovery strategies and real-world examples CONTROL Using Social Media – frameworks to optimize controland deliver outcomes QUESTIONS Experience. Capability. Technology bwired.com.au

3. Experience. Capability. Technology bwired.com.au

4. DISCOVERY ENGAGEMENT INTERACTION Experience. Capability. Technology bwired.com.au

5. Experience. Capability. Technology bwired.com.au

6. Experience. Capability. Technology bwired.com.au

7. What is Social Media doing? Structure and History Nearly universal literacy is a defining characteristic of modern civilization. Nearly universal authorship will shape tomorrow's! Denis Pelli& Charles Bigelow A Writing Revolution http://seedmagazine.com/ Experience. Capability. Technology bwired.com.au

8. Growth in authorship Structure and History People are trading privacy for influence! Trends Books: x10 per century for 6 centuries | New media: x 10 per year for 6 years Source: Denis Pelli& Charles Bigelow … http://seedmagazine.com/ Experience. Capability. Technology bwired.com.au

9. Assets Structure and History SEARCH SOCIAL Experience. Capability. Technology bwired.com.au

10. Sydney Structure and History SEARCH SOCIAL Experience. Capability. Technology bwired.com.au

11. Pagerank Structure and History Experience. Capability. Technology bwired.com.au

12. Search context Structure and History Experience. Capability. Technology bwired.com.au

13. Experience. Capability. Technology bwired.com.au

14. TOOLS & LANGUAGE OWNERSHIP Experience. Capability. Technology bwired.com.au

15. Dealing with confusion … Structure and History Problem Toolsenter emerging space en masse. Effect Complexity of market requires decisions on ‘where to play’ and ‘where to spend’. Action Market analysis and single point of management are required by both businesses and individuals. Outcome and solution Publishing, listening, measuring and management applications appear and have their own proliferation cycle! Source: Knowem … http://socialmediatoday.com/briansolis/109255/online-reputation-and-brand-management-starts-identity Experience. Capability. Technology bwired.com.au

16. Listening Post Structure and History Experience. Capability. Technology bwired.com.au

17. Persona Structure and History Steven is a 38 year old, third generation farmer in Geraldton WA. He grows wheat, barley and canola as a break crop. He has been using a laptop since 2008 and upgraded to a Smart Phone in 2011. Managing over 3,000 hectares, studied agricultural science and then travelled before returning to the family farm. He takes agronomic advice but likes to back up major decisions with his own research and often makes suggestions to his agronomist and farm staff that is well informed and progressive. Steven is a pragmatic and opportunist user of online services. Steven only accesses the Internet as required for the farm or in connection with hobbies, travel and sports. He has however developed an online routine that includes some combination of morning (mostly email), evenings (general use and finance) and wet days (more broadly exploratory). In an instance where Steven is searching for information, he Gender = Male immediately defaults to Google as a practical and practical Age = 38 pathway to crop, product and most other ‘non-routine’ online Location = Rural content. Education = Bachelor Degree (40%) Internet = Broadband Time Online = 6hrs per week Experience. Capability. Technology bwired.com.au

18. Persona Structure and History Experience. Capability. Technology bwired.com.au

19. Lexicon Structure and History Experience. Capability. Technology bwired.com.au

20. Protocol Structure and History Experience. Capability. Technology bwired.com.au

21. Measure Structure and History Experience. Capability. Technology bwired.com.au

22. Experience. Capability. Technology bwired.com.au

23. What is happening with mobile? Structure and History Some other things are changing … Experience. Capability. Technology bwired.com.au

24. Facebook Structure and History Experience. Capability. Technology bwired.com.au

25. Experience. Capability. Technology bwired.com.au

26. Channel (SM) Understanding Structure and History NETWORK Is about equity, reciprocation and respect PENETRATION Is about value and interest VALUE Is about strength of network, quality of connections and resulting action TIMEFRAME Networking is a slow build, long burn activity that needs ongoing effort Experience. Capability. Technology bwired.com.au

27. Siemens Structure and History Experience. Capability. Technology bwired.com.au

28. Getting Outcomes Structure and History WORKSHOP Information discovery and object setting PERSONA(S) Target audience descriptions (key behaviours) LEXICON Corporate discoverylanguage resource SEARCH SET Volumetric SEO and SEM key phrase set TEMPLATE Content drafting and editing framework POLICY Short-form policy statement and/or review ROADMAP Recommended deployment strategy (channels) Experience. Capability. Technology bwired.com.au

29. Questions davidw@bwired.com.au | 0411 411 555 Experience. Capability. Technology @drwarwick … #tds2012 bwired.com.au

30. END David Warwick Director of Technology and Services davidw@bwired.com.au M: 0411 411 555 P: 1300 780 566 @drwarwick May2012 Experience. Capability. Technology bwired.com.au

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