The document discusses the significance of social media, particularly Facebook, in modern marketing and customer engagement. It highlights statistics regarding Facebook usage in Australia and the growing demographic of older users, emphasizing the importance of creating valuable content to capture attention. Additionally, it offers advice for businesses on utilizing social media effectively, including understanding audience interaction and leveraging insights for brand loyalty.

1. www.twitter.com/IAmSimonDellwww.facebook.com/SimonDellwww.slideshare.net/SimonDell

2. You can buy attention (advertising);you can beg for attention from the media (PR).You can bug people one at a time to get attention (sales).Or you can earn attention by creatingsomething interesting and valuableand then publishing it online for free.”David Meerman Scott

3. About Me and why I think I'm qualified to talk on this subject..Director of TwoCents GroupCreative marketing & advertising agency Branding Graphic Design Marketing Consultancy Advertising Campaigns Social Media Background Consumer behaviour FMCG goods Retail Promotions Social networking

4. What is social media?Accessible.Scalable.Interactive.Usability.Recency.Creation & exchange of user-generated content.Technology + social interaction = value

5. Social Media IllusionsIt's free.Build it and they will come. My customers want to engage with my businessI don't have a message.Just for kids.It's the answer to my business woes.It can stand on its own as a communication tool.Fool-proof.

6. Some Facts About FacebookFounded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26. 2nd most popular website in the world (Alexa.com) 500 million active users; if Facebook were a country it would be the 3rd most populated in the world50% log-in on any given dayAverage user has 130 friends500 billion minutes per month are spent on FacebookAverage user is connected to 60 pages or groups or eventsAverage user creates 70 pieces of content per month70 translations availableOne million external websites are integrated with Facebook70% users are outside US7.7 million users in Australia; 44% male, 56% femaleFacebook accounts for 29% of all time spent online by Australians, In October 2009, Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45 million ‘status updates’. Australia leads the world in time spent on social media sites. "The web is at a really important turning point right now. Up until recently, the default on the web has been that most things aren’t social and most things don’t use your real identity. We’re building toward a web where the default is social.” Mark Zuckenberg

7. Important Facts About Facebook7.7 million users in Australia; 44% male, 56% femaleFacebook accounts for 29% of all time spent online by Australians, Oct 09: Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,Oct 09: Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ + 45 million ‘status updates’. Australia leads the world in time spent on social media sites.

8. Just for Young People?Top age demographics in Australia: 29.3% are 25-34; 28.8% are 18-24. 15% are over 45.Between April 2009 & May 2010, social networking use among internet users ages 50-64 grew by 88% from 25% to 47%.During the same period, use among those ages 65 and older grew 100% - from 13% to 26%.One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.1 in 10 users ages 50+ now say they use Twitter or another service to share updates about themselves or see updates about others.

9. Why Is Facebook So Important?

11. People Trust Their Friends http://www.helphive.com/business-central/tag/customer-recommendations/

12. My FriendsMy infoMy WallAdvertsChat

13. News FeedNavigationMy friendsUpdateEvents

14. What is a Business Page?Businesses, organisations and brands can reach consumer base without the detail of a personal pageDifferent from personal page – communication balancePages can ‘share to all’ via a wall

15. Send messages via an ‘update’

16. Insights available on follower profiles

17. Page can’t see personal details

18. Much more customisable

19. Linkable to actual locations via Facebook Places Pages are created by anyone or anything:Major brandsCompaniesCelebritiesDo NOT use a personal page as a business page:Facebook WILL delete you!

21. Linked to PlacesWhat we like

22. PlacesControl your business profile

23. Geo-location

24. Develop offers

25. Smartphone required

26. Find out where your friends are

27. Share experiences

28. DealsOffer deals across multiple locations

29. Control centrally

30. Individual deals

31. Loyalty deals

32. Friend deal

33. Charity deal

35. Why Do People Interact?70% of fans don’t think that becoming a fan equates to opting in to marketing40 percent to receive discounts and promotions39 percent to show my support for the company to others34 percent to stay informed about the activities of the company33 percent to get updates on future products30 percent to get updates on upcoming sales29 percent for fun or entertainment25 percent to get access to exclusive content21 percent to learn more about the company

36. When Do People Interact?65% access site when not at work or school:i.e. early morning or evening.CTR by sex:Female: 56%Male: 44%CTR by age: 13-17: 40% 18-24: 30% 25-34: 14%35-44: 10%45-54: 4%55-plus: 2%These numbers might be higher. ViTrue CEO Reggie Bradford explained in August, "If a site has 100 fans and your wall post gets five clicks, that's a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it's really a 20% click-through rate.

37. Number of comments and likes per impressionNumber of times it appeared to an eyeball on your wall and wall of fans

38. ROI

45. The Result Of A Good Page

46. The Result Of A Good Page

47. The ResultsMoney: fans spend more!Longevity: 28% more likely to continue using a specific brandLoyalty (Dessert Gallery, Houston)Made 36 percent more visits to DG’s stores each month.

48. Spent 45 percent more of their eating-out $ at DG.

49. Spent 33 percent more of their TOTAL $ at DG’s stores.

50. Had 14 percent higher emotional attachment to the DG brand. Data: contacts and info; insights and demographicsBrand AwarenessFeedback & Reputation ManagementRecommendations41% more likely than non-fans to recommend a product they are a fan of.

51. Average fan = participate with a brand 10 times a year + will make 1 recommendation

52. Active fan = participate 30 times + make 10 recommendations.Data from Syncapse & Rice University’s Jones Graduate School of Business

53. Insights

57. 12 TipsHave a Plan! Set Objectives!Know Your MessageHelp People Find YouConstant & Relevant CommunicationGet Everyone InvolvedListen! And Reply! “A vocal minority, but an audible majority” Be a ResourceWelcome PageDevelop TabsBIG QUESTION: How often do I post?

58. ApplicationsApplications are a massive growth area for Facebook pageshttp://tcrn.ch/12bestwaysSome of the best:MiproApps – customise your landing pageTabfusionNorthSocialStatic520PageModoWildfire – quizzes, contests, coupons, sign-up formsPayvment – online shop

60. Events!

62. How Many Fans Should I Have?Dessert Gallery had 13,000 active visitors in a month and attracted 5% as fans on Facebook.Quality over quantity – Objectives?Aim is to build VALUABLE relationships, not just relationships“It’s more difficult to unsubscribe from a relationship.”David AlmanoIf you focus on numbers,you’re missing the point.

63. Top Brands On FacebookCurrentFacebookYouTubeCoca-ColaStarbucksDisneyOreoMTVRed BullSkittlesConverse All StarsVictoria’s SecretConverseiTunesWindows Live MessengerPringlesPlaystationMonster EnergyZarahttp://fanpagelist.com

67. Super ButcherPedigree AdoptionLe Black Book BoutiquePenguin Books Australiahttp://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

68. Facebook ConnectOne million external websites use Facebook connect to log-in!

69. Best local example includes TrueLocal.com.auGames!Games INCREASING = more significant You can play in a community They're continuous. You can use REAL money in them.Farmville (Zynga) there are more active Farmville accounts than there are Twitter users!Fronterville (Zynga)Fifa Superstars (EA) EA Sports Fifa franchise SOLD 90 million units in its lifetime; now available for free on Facebook.Zynga has 215 million active monthly users,33 million active users,1300 employees across 13 studios.Founded in 2007.Revenue of $600 million, valued at $5.51 billion.

71. Cascadian Farm is now the brand behind the game’s new organic blueberries cropBecame available in the FarmVille Market in August 2010Has been purchased by more than 1 million players for 20 credits each. In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players.100 credits = approximately AUD$11.00$2.2million earned

72. Facebook AdvertsChoose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page.Include calls to action.Keep your offers up to date.Less is more when it comes to text/copy and graphics.Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head.Contests may appeal more to social media users who aren’t in buying mode.Geotarget your campaigns well. Segment your campaigns by gender if necessary. Split test your adsInteresting images create clicks!

78. Is the investment worth it?Qualitative Data: the opinions.Quantitative Data: the numbers.ROI: the return.

79. How To WIN!Take It SeriouslyObjectivesDon’t Be BoringMove QuicklyInteractive.Invest Time; Invest MoneyConnect to Other Marketing AvenuesFailed first time? Jump Back InSelective in Your Communication

80. "Advertising on the Web is less about justhitting someone with a message... It's about engagement." Mark Z

82. AgendaLinkedInFourSquareYouTubeFlickrGoogle Buzz/WaveThe Others: DiggMeet-UpGowalla & YelpOrkutQuoraYahoo Answers – Facebook AnswersChatRoulette

83. LinkedInFormed in May 2003, based in California

84. 70 million members in 200 countries – bigger than the UK’s population

85. One new member every second

86. 50% of members outside the US

87. Executives from all Fortune 500 companies are members on LinkedIn

88. ‘Social Networking for Business’FourSquareLocation based social networking

89. Just over one year old

90. 1.3 million users in June 2010; 2 million+ venues

91. Users your location to allow you to ‘check-in’ at venues; multiple check-ins allow you to become ‘mayor’ of a particular venue.

92. Various badges are awarded based on movements, visits and check-ins

93. Add friends and follow them

94. Venues can make special offers available to people within the vicinity.Site parodiesPleaseRobMe.comYouTubeOwned by Google; bought for $1.65 billion

95. Ten minute and 2Gig limit on videos; partner accounts can get more

96. 103 million monthly UNIQUE visitors in May 2010

97. 24 hours of video uploaded every minute

98. 1.12 hours per month spent on YouTube every month

99. 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide

100. 47% of the global internet population visited YouTube in April 2010

101. Countries that have banned YouTube: China, Iran, Libya, Tunisia, TurkeyCompetitorsVimeo (16,000 new videos uploaded daily)

102. Hulu (600 million videos streamed)Ways to engageCreating your own channel; commenting on videos

103. Share, embed videos; create contentFlickrImage and video hostingCreated in Feb 2004Claimed to host 4 billion images3-5 million photos uploaded dailyWidely used by bloggers to host imagesFree users have limits on their accountsTags, Organizr, Picnik, Access controls, licensing, geotagging,Partnership with Getty Images

104. Buzz & Wave & MeBuzzSocial networking intergrated into Gmail. Users can share links, videos and so onNothing new, nothing originalWaveMore of an online software applicationDesigned to intergrate email, instant messaging, wikis and social networkingNumerous extensionsOpen source platform Google MeWhat’s next for Google?Rumours only a month old: http://techcrunch.com/2010/06/29/google-me-facebook/

105. Everything ElseDiggMeet-Up (www.MeetUp.com)Gowalla & Yelp (much like Foresquare, Yelp is US only)Orkut (owned by Google, mainly used in India and Brazil, 100 million users)Quora (questions and answers)Icanhazcheezburger

106. Make Your Own NetworkThree types of companiesHosted solutions (see below)Downloadable software!00% personalised serviceHosted solutions: Ning, KickApps, CrowdVine, GoingOn, CollectiveX, Me.com, PeopleAggregator, Haystack, and ONEsiteDownloadable: phpFoxPersonalised: Social PlatformOf these, Ning is by far the biggest – means ‘peace’ in Chinese76,000 hosted networksKickApps – www.kickapps.comUse your own network as a platform for your website or business: http://techcrunch.com/2007/08/14/34-more-ways-to-build-your-own-social-network/