The document discusses strategies for businesses to engage with customers on social media. It provides examples of how companies like Blackmores, Sportsgirl, and Dell have successfully used platforms like Facebook, Twitter, and LinkedIn to build their brands and engage with customers. It emphasizes that developing a meaningful social media strategy requires identifying clear goals and metrics, regularly posting engaging content, and being prepared for two-way conversations to benefit from customer feedback and manage any negative comments.

1. High Tea with Ruby Connection

2. Meet Holly…

3. Holly is friendly & easygoing

4. Holly is very social

12. How does she find the time you ask?

14. Testra predicts 80+% of it’s customers will be on
a smart phone by the end of this year.

15. Holly is very powerful as an advocate

16. Or your worst nightmare

17. The challenge for Aussie businesses is developing
a meaningful strategy to engage and win Holly’s
trust - via social media.

18. Paul Wilson
Paul@blocksglobal.com
Paul@sct.com
Paul_wilson1 [skype]
Paul_wilson1 [linked-in]
Facebook
Twitter [paul_wilson1, @blocksglobal, @sct]
Foursquare
Dailymile
GroupMe
SlideShare

21. I don’t know much about social media

24. Wikipedia :: “…Social media is the use of web-based
and mobile technologies to turn communication into
interactive dialogue.”

25. So why should you care about social media

27. Either inspire or diffuse
Empower or terrify

28. Australian trends on social media

29. Nearly one quarter (23%) of online consumers
have read tweets in the past year

30. 14% followed companies or organisations via Twitter up from 5% in 2008

31. 13% posted tweets - up from 4% in 2008

32. 73% of consumers read a wiki

33. 83% say Facebook is their main social networking platform
spending more than 8hrs/month on it

34. 26% participating in mobile social networking, and this is growing
fast with the availability and affordability of smart phone

35. 86% of internet users look to the online community for opinions
on products, services and brands.

36. Nearly two in five people are interacting with
companies via social networking sites

37. 61% of businesses already use social media to achieve brand building, however,
29% do not measure ROI from social media activity or don't know how to.

38. What this means for business

39. Social media is playing an increasingly important role in
guiding the consumer decision making process.

40. The launch pad for an effective social media strategy is a
great website, as our examples will demonstrate

41. So, what are businesses doing about it…

42. Australian companies have a low social media presence -
40% relative to global average of 79% in 2010.

43. Most used form of social media is
+ 30% use microblogs
+ 20% use video sharing

44. Australian companies trail on social media

45. 15% of business profiles were inactive

46. Use as a way of disseminating information instead of
engaging in 2-way communication

47. Tend to portray a soft corporate image so as not to invoke
2 way communication or a negative commentary

48. Blackmores
Sportsgirl
Dell
LinkedIn
Eagle Boys Pizza

49. Case Study 1: Online Health Communities :: Blackmores

50. Blackmores

51. Registration profile helps to tailor information to your interests

53. Community for each area of interest

55. Case Study 2: Brand & Lifestyle Communities Sportsgirl

61. CaseStudy 3: Social Media Marketing Campaign :: Dell
Dell encourages swarmers to use Facebook, Twitter and other social
platforms and tools to spread word of their sale.
The campaign has been a huge success!

66. Case Study: Eagle Boys Pizza
Eagle Boys Pizza will scale back its social media spend until
it has found a cost-effective model
They have switched to search marketing
Eagle Boys increased its digital marketing spend by more than 100% in 2010,
including investments in search engine optimisation (SEO), enhancements to
its website and online ordering facilities
This has resulted in a surge in online sales of more than
300% in just 12 months and also seen visits from various
search engines increase by 164%.

68. Case Study : The Ruby Connection

72. Other companies to watch
Australia
Supre
Virgin
OS
Zappos
Amazon
Apple etc

73. So what do I need to know about engaging social media

75. Technology has changed

76. People Haven’t

77. Hands up who saw the Superbowl VW ad or old spice

78. Who spoke about it or shared it?

79. Start a conversation that’s interesting

81. #1 mistake

82. It's free, so let do everything

83. Wrong

84. A successful Social Media Strategy is generally;
Time consuming
Difficult
Can be damaging to your brand and can be hit and miss.

85. So ensure you have the skills, motivation and energy

86. Work out what you are trying to achieve
+ Brand awareness/advocacy
+ Brand activation
+ Customer insights

87. Work out what you have that may be interesting for the online community.
+ Comment
+IP
+ Competition

88. Work out what Social Media you feel fits your company and offer

90. Facebook - Fan Page [cool brands] with APPS [Supre]

91. Twitter - regular and relevant regular updates, specials, releases promotions

92. Linked-in - Business Development / Recruitment :: The Ruby connection

94. Be prepared for open dialog
Work out what and how to manage negative comment & benefit from it

95. Be aware SM means you will be easily compared
and judged trusted by online piers

96. Work out your SM measurement
+ Buzz
+ Sentiment

97. Work it back into your mainstream PR and communications

98. I would imagine this conversation should now be taken online @
http://www.therubyconnection.com.au/

99. Thanks
Paul@blocksglobal.com
Paul@sct.com
paul_wilson1 [linkedIn]
Twitter [paul_wilson1, @blocksglobal, @squarecircletriangle]