Simon Dell is the director of TwoCents Group, which provides branding, graphic design, marketing, advertising, social media, and web services. He writes for Marketing Magazine and has experience working with large consumer brands such as Lion Nathan and Heineken. Dell's presentation discusses the importance of social media and earning attention organically by creating valuable content. He notes that people are more likely to interact on social media for discounts and promotions. Dell also emphasizes measuring the results of social marketing efforts and providing constant, relevant communications across multiple social channels. He suggests that video content can be an effective way to engage audiences if done creatively and instructionally.

1. www.twitter.com/IAmSimonDel
l
www.facebook.com/SimonDell
www.slideshare.net/SimonDell

2. Director of TwoCents Group
Branding
Graphic Design
Marketing
Advertising
Social Media
Web
Write for Marketing Magazine
Lion Nathan, Heineken
Consumer behaviour
FMCG goods
Retail
Promotions
Social networking

3. 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 creating
something interesting and valuable
and then publishing it online for free.”
David Meerman Scott

4. People Trust Their Friends

5. New entrant!

6. Social vs. Traditional
vs.
Interactive One-way
One or two messages 2,000 to 3,000 messages a day

7. What is Social Media?
• Accessible.
• Scalable.
• Interactive.
• Usability.
• Recency.

8. Core Channels
Facebook
Blogs
Google Social LinkedIn
+
Media
YouTub
Twitter
e

9. 30 million players worldwide

10. Important Facts About Social Media
• 10million+ Australian users on Facebook
• 190 million Tweets per day
• Flickr hosts 5 billion images
• Wikipedia hosts 17 million articles
• Google+ has 25 million users already
• 2.5million websites integrated with
Facebook
• 30 billion pieces of content is shared via
Facebook every day
• 490 million users visit YouTube every

11. We‟re Doing It Wrong!
• 2 of 10 SMEs have a social media presence
• 37% of female business operators have implemented social
media activities, vs. 16% of males
• Those with a social media presence, only 1 in 4 monitors it
every day, 1 in 4 just once a week.
• 5% say they never provide updates, and 48% believe social
media has had no impact on their business.
• 5% SMEs developed a mobile-specific site
BUT
• 82% of 30- to 39-year-olds use social media, 47% of 40- to 49-
year-olds and 45% of 50- to 64-year-olds
• half of Australians in their forties connect via mobile and a third
of those in their 50s
• 12% of consumers purchasing online have made purchases
using a mobile.

12. Why Do People Interact?
40%: discounts and promotions
39%: show my support for the company to
others
34%: stay informed about activities of the
company
33%: updates on future products
30%: updates on upcoming sales
29%: entertainment
25%: access to exclusive content
21%: learn more about the company

13. When Do People Interact?

14. TECHNOLOGY

17. Mobile phone is the greatest piece of
persuasive technology of all time.
Location-specific
Contextual
Timely
Immediate

18. NOW
5 billion mobile phones in use.

19. By 2012
There will be as many connected mobile phones,
as there are people.
(PhoneCount)

20. By 2020
There will be six things connected to the internet
for every person on the planet.
(Cisco)

21. VIDEO

22. The End of TV?
2015

23. YouTube
• Owned by Google; bought for $1.65 billion
• Ten minute and 2Gig limit on videos; partner
accounts can get more
• 103 million monthly UNIQUE visitors in May 2010
• 24 hours of video uploaded every minute
• 1.12 hours per month spent on YouTube every
month
• 5.8 billion videos streamed in June 2010 in US; 2
billion videos viewed PER DAY worldwide
• 47% of the global internet population visited
YouTube in April 2010
Ways to engage
• Creating your own channel; commenting on videos
• Share, embed videos; create content

25. Instructional Video
Webinars
Welcome Video
Video testimonials
Success stories
Product demos
Product reviews
Training
Commercials
Viral video

26. CONTENT

27. • DON‟T BE BORING
• Constant repetition will KILL
your followers
• Relevant to current events
• If you can‟t be creative,
EMPLOY someone to be
creative for you
• Think „magazine‟

28. MEASURE

29. Measuring Investment
ROI: the
return.
Quantitative Data: the numbers.
Qualitative Data: the opinions.

30. Top Tips
• Have a Plan! Set Objectives!
• Know Your Message
• Stay On Brand
• Help People Find You
• Constant & Relevant Communication
• Get Everyone Involved
• Listen! And Reply!
• “A vocal minority, but an aural majority”
• Be a Resource
• Develop Tabs

31. Indigenous Social Media Use
Dependent on a number of factors:
• Linked to age, education & use of a computer a
work
• Smartphone ownership
• Local areas being serviced by sufficient broadband
or 3G networks
• Poverty
• “Social detriments playing out in one‟s life: survival
rather than social media.”

32. Indigenous Social Media Use
FACTS
36 per cent of Aboriginal or Torres Strait Islander people had access
to the Internet at home, compared with the national average of 67
per cent.
Australians were outraged when Libya, Egypt and other countries had
their Internet cut as a bid to stop anti-government sentiments, yet
in 2008, only 8% of indigenous Australians living in remote areas
had access to the Internet at home. (In towns the number goes up
to about 50 per cent.)

33. Indigenous Social Media Use
USAGE
• Keep in touch with family & friends
• Fight addiction
• Sustain endangered languages and practises
• Showcase Aboriginal arts and crafts
• Promote cultural identity

34. Indigenous Social Media Use
The Negatives
“the absence of geographic boundaries in communication technologies no
longer provide for cultural distinction and way of life and these technologies
continue the trend of western domination over Indigenous cultures.”
They go on to say that education within Aboriginal communities is highly
complex and can not be expressed through technology; it is virtually
impossible to present the “fluid and multivalent characteristics of Indigenous
systems of knowledge in an authentic manner, respecting traditional cultural
values”.
These perceptions are prevalent today despite the growing use of mobile
technology and social media amongst Indigenous youth; the change of
culture that is being brought by the advancement of technology can be
perceived as domination and disrespectful.
Smith, Burke & Ward, 2000

35. Indigenous Social Media Use
The Positives (University of Toronto)
Aboriginal elders and leaders have been concerned that social media
with undermine language and culture, but it appears the opposite
is the case. This comment from an assistant professor at the
University of Toronto:
“I am also seeing a growing trend of people using Facebook as a
means of communicating cultural knowledge, using their status to
inform people of what you should do when someone dies to show
respect or using posts to elicit and discuss vocabulary. There are
young people making a very concerted effort to learn the
language while mother‐tongue speakers are still alive; these
students use Facebook as a practice space.”

36. Suggested Sites
Live Longer: @LiveLonger_
ReachOut: @ReachOut_Aus
DeadlyChoices: @DeadlyChoices