The document discusses effective social media strategies, emphasizing the importance of distinguishing between campaigns and broader strategies, and highlights successful and unsuccessful case studies from various brands. It addresses the risks associated with social media engagement, including hasty decisions, content planning, and user interaction, and offers guidelines for maximizing engagement and managing crises. Additionally, it outlines five ways businesses can leverage social media for public relations, customer management, research, sales, and crisis handling.

1. How to avoid being poked on Facebook Thomas Tudehope Director, SR7 Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

2. Today Social media trends Why most social media ‘campaigns’ fail Risk mitigation How to protect your brand/company online Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

3. Background SR7 – reputation and risk management Press Secretary for Malcolm Turnbull US Elections Sky News Not a GEEK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

4. Will Facebook kill off Google? Not now but soon. The power of personal search. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

5. Why social media? Ten most popular sites on the web: Facebook YouTube Google GMAIL Hotmail Twitter Tumbler Yahoo Skype MSN Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

6. It’s all about LOVE & TRUST Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

7. Facebook… some statistics 500 million users worldwide. 10 million in Australia. 88% of people know about Facebook. 40% of users follow a brand. 40% login everyday. Valued at $50 billion. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

8. Twitter… some statistics 25% of users follow a brand. 67% of brand followers purchase that brand. 37% login via mobile. 53% of users post an update every day. 2 million Australian users. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

9. Social Media Campaign v Strategy Too often social media campaigns are confused with a broader strategy. Campaigns should represent a peak in strategy. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

10. CASE STUDIES THAT WORK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

11. Queensland Police How to manage social media in a crisis. Mainstream media relied on social media for breaking news. Quashed rumours and misinformation. Regularly updated and maintained. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

12. NAB Innovative for the industry. Right tone and language. Newsworthy. Failed to capitalise. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

13. Twitter – Westfield UK Competitions Informative Engagement Branding Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

14. Facebook – Ikea Innovative Allowed personalisation and ownership Tangible benefit Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

15. YouTube – Witchery Man The hook – a model poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind. Immediate brand recognition undone by dishonesty. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

16. A Whopper Facebook Sacrafice Hook – Hungry Jacks asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled. Tapped into a sentiment that users could resonate with. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

17. CASE STUDIES THAT DON’T WORK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

18. Gerry Harvey’s Online Tax Sought to preach to an online audience without any online presence. Campaign was all offline and nothing online. No understanding of users or space. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

19. Australian Defence Force No culture of online responsibility. No education or training for social media. No presence. No ongoing monitoring. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

20. Qantas No presence on Twitter. Crisis broke online, offline response could not mitigate virality of online misinformation. Share price dropped. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

21. Commonwealth Bank Attempted to govern social media usage through banning it. Immediate and severe criticism from many sectors. Sends wrong message. Employees as champions. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

22. Vegemite iSnack 2.0 Poorly run competition. Met with widespread condemnation online. Lasting damage to the brand. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

23. Toyota Yaris Stunts rarely work on social media – authenticity is the key. Took online communities for granted. All preach and no listen. You can’t buy viral. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

24. Twitter - BigPond Jumped into the medium without knowing what to do. Wrong tone and language. Didn’t handle criticism well. Took people off the medium. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

25. Twitter – Coles Ran multiple competitions on twitter. Built a sizeable database of people. New Twitter account No link on their website. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

26. SOCIAL MEDIA RISK WHAT CAN GO WRONG AND WHY Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

27. Social Media Risk - 1 Rushing into action Hasty decisions and knee jerk reactions. One-off approach. Focus on the wrong platforms. Misunderstanding the requirements and recourses. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

28. Social Media Risk - 2 Measurement Defined measurable objectives. Metrics that link to those objectives. Having the right tools. Methodology to calculate ROI. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

29. Social Media Risk - 3 Content Can often be an afterthought. Requires Planning Approval Guidelines Formatting. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

30. Social Media Risk 4 Failure to engage About listening and interacting, not shouting. Hurdles to good engagement: Interesting content. Self focused content. Too much self promotion. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

31. Social Media Risk 5 Limited reach Need a large audience. Build over time. Without reach there is no ROI. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

32. SOCIAL MEDIA ENGAGEMENT GETTING THE MOST BANG FOR YOUR BUCK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

33. Maximising engagement -1 Tone The right tone is paramount to long term success on social media platforms. Tailor your tone to your (target) audience. Speak to people rather than at them, above them, or below them. Simple conversational. Genuine. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

34. Maximising Engagement - 2 Peer to peer Build relationships with like minded users Join groups Become known to “field leaders” Supporting not raiding Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

35. Social Media Engagement - 3 Play by the rules External Too much broadcast Online etiquette Internal Set effective parameters for staff utilising social networks. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

36. Maximising Engagement - 4 Getting the balance right; Broadcast Social search. Going to lunch what should I have? Distribution of external links. Conversation. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

37. Maximising Engagement – 5 Control your message Consistency of message. Staff limitations – restrict multiple authors. Track the time of day you see maximum engagement and adjust flow accordingly. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

38. Maximising Engagement - 6 Use existing platforms: I didn’t know you were on Twitter… Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc. Website, email. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

39. How to measure engagement Reach – how many people saw your activity Exposure – how many people read conversations Sentiment – how (un)popular was your message. Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

40. How to handle dissent Be responsive – take it on board. Create an online culture where dissent becomes a rarity. Cushion dissenting remarks with supportive, constructive feedback. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

41. FIVE WAYS YOUR BUSINESS COULD USE SOCIAL MEDIA Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

42. 1. Public Relations New and unique opportunity to deliver a message en-masse. Interactive. Audience reach. Low cost. Buy in from employees. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

43. 2. Customer Support/Management Human interaction that is personal and direct. Social media is the new talk-back radio. Real time. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

44. 3. Research Access to thousands of supporters and consumers who can provide direct and instantaneous feedback. Social media users give away more personal data than all other users. What are consumers saying about you and or your competitors. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

45. 4. Sales New avenue to target consumers in new markets. Enhance and existing experience. Leverage existing online sale points. Consumer data. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

46. 5. Crisis Management How would you respond to a social media crisis tomorrow? Could you correct the record? Could you interact with journalists online? Could you recall a product? Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

47. FIRST STEPS IN SOCIAL MEDIA? Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

48. Audit your assets Undertaking an audit of your social media assets is the first and best step towards social media engagement. What are people saying about your brand online. What are your employees saying online. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

49. Develop a presence Start an account on Facebook, Twitter, YouTube or even a blog. Start a conversation or join an existing one. Find some friends. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

50. QUESTIONS… Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140