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Adtechuni-Social Media Marketing

Yes, social media is littered with fads & fails. And, yes, there are a few too many experts & evangelists. But there’s no denying it is also the true environment for engagement; truly connecting you with the hearts & minds of your consumers. In this module finally find out what Twitter, and trolls mean and why they matter to you. The shift: in the hands of your consumers Opportunities Challenges

1 of 53
Download to read offline
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
Agenda
• The shift: why social media matters
• Opportunities
– How does social media work? Where do you start?
– Where are your audience?
– How do you manage and measure conversations with your consumer?
• Challenges
- Management buy-in
- Resourcing
- Integration
- Messaging
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
WHY SHOULD YOU CARE ABOUT SOCIAL?
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
Time spent in social is growing at 3x the overall internet rate,
accounting for ~10% of all internet time.
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
TRADITIONAL MARKETING IS ONE WAY COMMUNICATION
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
SOCIAL MEDIA = CONVERSATION
www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
SOCIAL = PEOPLE NOT PLATFORMS

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Adtechuni-Social Media Marketing

  • 1. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Agenda • The shift: why social media matters • Opportunities – How does social media work? Where do you start? – Where are your audience? – How do you manage and measure conversations with your consumer? • Challenges - Management buy-in - Resourcing - Integration - Messaging
  • 2. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney WHY SHOULD YOU CARE ABOUT SOCIAL?
  • 3. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Time spent in social is growing at 3x the overall internet rate, accounting for ~10% of all internet time.
  • 4. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney TRADITIONAL MARKETING IS ONE WAY COMMUNICATION
  • 5. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL MEDIA = CONVERSATION
  • 6. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = PEOPLE NOT PLATFORMS
  • 7. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BUILDING A SOCIAL BRAND Traditional marketing Social Influence marketing Advertising: “I assert” Brands MarketsAssertions flow one way Social Brands MarketsTrust Social community building: “We discuss” Two way discussion Transparent Authentic Conversations
  • 8. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL IS AMPLIFIED WORD OF MOUTH
  • 9. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIALLY CONNECTED CONSUMER = DEEPER RELATIONSHIP Millward Brown says “digital consumers” have 15% stronger relationships with brands.
  • 10. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL BRAND EXPERIENCES CREATE CUSTOMERS • 97% report increased brand awareness • 98% show increased consideration • 97% will more likely purchase a product • 96% may recommend the brand to their friends
  • 11. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = THE NEW WATER COOLER
  • 12. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney FREE CONTENT GENERATES SALES
  • 13. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Opportunities • How does social media work? Where do you start? • Where are your audience? • How do you manage and measure conversations with your consumer?
  • 14. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney THERE ARE MANY PLACES TO SOCIALIZE theconversationprism.com
  • 15. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Facebook, YouTube, MySpace and Twitter make up 71% of the Social Networks and Forums industry.
  • 16. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Australia leads the world in time spent Country Time per Person (hh:mm:ss) Unique Audience (000) Australia 6:52:28 9,895 United States 6:09:13 142,052 United Kingdom 6:07:54 29,129 Italy 6:00:07 18,256 Spain 5:30:55 19,456 Brazil 4:33:10 31,345 Germany 4:11:45 28,057 France 4:04:39 26,786 Switzerland 3:54:34 2,451 Japan 2:50:21 46,558 Source: The Nielsen Company January 2010
  • 17. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney YouTube • 79.1% of internet users in Australia view online video. – Universal McCann, July 2009 • YouTube receives 6.17 million monthly Australian visitors. – ComScore, 2009 • Skews GenY & male
  • 18. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney MySpace • 1.9m people in AU • 55 minutes per month • They return 5.6 times a month • 28.5% of MySpace users are aged 12-17 • Myspace has just reinvented itself as a social entertainment-based destination for 13 to 35 year- olds with real-time functionality.
  • 19. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Twitter • Twitter growth in the past 12 months in Australia equates to 1150%. – November 2009 • Twitter’s power lies in real time & searchable interaction • Organic search benefits
  • 20. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Facebook challenging Google
  • 21. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Facebook number 1 social • Facebook is currently the second most visited website behind Google Australia (the week ending 17 October 2009), and… it is not unprecedented that Facebook could become the number one website in Australia. – Experian Hitwise Asia Pacific, November 2009 • Facebook now accounts for 29 per cent of all time spent online by Australians – this has seen research group Nielsen define the trend as “Facebook Time” and “Non-Facebook Time”. – Nielsen, November 2009
  • 22. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Facebook • 7 million active Australian users • 25-34 yr. is the fastest growing segment in Australia with a 201% YOY increase in unique visitors
  • 23. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Australian social technographics 45% Joiners 35% Critics 26% Creators 16% Collectors 63% Spectators • Publish a blog • Publish your own Web pages • Upload video you created • Upload audio/music you created • Write articles or stories and post them • Post ratings/reviews of products or services • Comment on someone else’s blog • Contribute to online forums • Contribute to/edit articles in a wiki Use RSS feeds • “Vote” for Web sites online • Add “tags” to Web pages or photos • Maintain profile on a social networking site • Visit social networking sites • Read blogs • Listen to podcasts • Watch video from other users • Read online forums • Read customer ratings/reviews24% Inactives
  • 24. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Gen Y are super social 35% Creator 43% Critic 21% Collector 63% Joiner 75% Spectator 12% inactive Gen Y 45% Joiners 35% Critics 26% Creators 16% Collectors 63% Spectators 24% Inactives AU Population
  • 25. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Listening Tools • Radian6 • Lithium (formerly ScoutLabs) • Buzz Numbers • Alterian SM2 • People Browsr • Facebook Search • Twitter Search • Blogpulse • Google blogsearch
  • 26. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Case Study: Kit Kat Greenpeace Palm Oil lobbying
  • 27. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Greenpeace takes 33% of the conversation
  • 28. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Kit Kat 926 mentions – Jan to July 2010
  • 29. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Kit Kat Mentions – Jan to July 2010 Initial launch of Greenpeace video and campaigning Success of Greenpeace campaign
  • 30. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Kit Kat-Greenpeace – Sentiment
  • 31. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Kit Kat – Sentiment is influenced by Greenpeace campaign 247 of very negative & 44 of somewhat negative are the Greenpeace related negative campaign
  • 32. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Twitter is the primary channel for mentions (Kit Kat)
  • 33. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Twitter is the primary channel for mentions (Greenpeace)
  • 34. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney MANAGEMENT BUY IN
  • 35. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Defining success • On the one hand, you can develop an in depth, concrete social media strategy – on the other hand, you can just leap in and see what happens (not recommended!) • Proving social is of “value” relates to how much its linked to the overall business objectives • Measuring (and reporting) success also helps • Success is different for every case – E.g. Better customer relationships, increase in positive sentiment, share of voice against defined competitors
  • 36. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Strategy • Social is a means to an ends • What is/are the ends? Customer Service Community involvement & thought leadership Retail Sales & offers Recruitment Business to business Sponsorship & events
  • 37. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney continuous monitoring & conversations Implementation process 1. objectives 2. audit 3. listen 4. develop 5. outreach 6. converse 7. monitor & report 8. threat & crisis management
  • 38. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL IS NOT FREE
  • 39. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Return on Investment Before we start, this line represents baseline activity We know that this is the base of sales e.g. 7% YOY growth This represents the uplift due to social
  • 40. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = LONG TERM COMMITMENT
  • 41. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Resourcing • Social media is always on • 24/7 if you’re running a global business • Decide on your “SLAs” • Is it a team effort? e.g. customer service with marketing • Who does what? Define responsibilities
  • 42. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Integration • Social is not something you do in isolation • What’s the rest of your marketing mix? • Must integrate with the rest of your digital channels • Cross promote! • Social aggregation
  • 43. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = LISTENING + TALKING
  • 44. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Managing conversations • What are your chosen platforms? • Platform/channel specific tools • Multiple administrators (team effort) • APIs – Twitter (CoTweet, Hootsuite, Tweetdeck) • Facebook Page admins • Blog comment platforms – e.g. Disqus can be commenter and moderator in one profile
  • 45. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Messaging • Putting a push or advertising message on a social channel is not social • Messaging should be mindful of the channel you are participating in • Two way conversations • Don’t be frightened of feedback • Is there a reason for people to engage? • Co-creating
  • 46. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BEWARE OF HIJACKING
  • 47. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BP Twitter
  • 48. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BP Twitter
  • 49. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BP Twitter
  • 50. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Homework • Try a new social platform • i.e. if you’re on Twitter, try Foursquare or Tumblr, or if you’re on Facebook try Twitter • Find/join/create a community of interest • Become a (public) social content creator • Tag your posts (something unique helps) • Link it to your other social profiles • See if you can publish automatically • Measure and report on your impact
  • 51. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney ANY QUESTIONS? Thank you
  • 52. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Photo Credits http://www.flickr.com/photos/luc/1824234195/ http://www.flickr.com/photos/zoutedrop/2317065892/ http://www.flickr.com/photos/djfoobarmatt/2590025080/in/photostream/ http://www.flickr.com/photos/ktylerconk/2163760529/ http://www.flickr.com/photos/guiguibu91/2889883615/ http://www.flickr.com//photos/alosojos/338099901/ http://www.flickr.com/photos/thegoodbyeletter/2590857221/ http://www.flickr.com/photos/vauvau/3989766534/ http://www.flickr.com/photos/pup/372937504/ http://www.flickr.com/photos/kplanz/2568385457/ http://www.flickr.com/photos/eelssej_/401919914/ http://www.flickr.com/photos/50841708@N00/408909324/ http://www.flickr.com/photos/fantasyfan/49614509/ http://www.flickr.com/photos/pasukaru76/3660499966/
  • 53. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Tiphereth Gloria Social Media Strategist, GPYR Sydney http://twitter.com/tiphereth http://www.digitaltip.com.au http://www.gpyr.com.au/blog/

Editor's Notes

  1. what I’m going to talk about today is how you can use social channels to communicate with your audience. the term for this is social media marketing or social influence marketing or just plain social When I talk about brand – I mean brand, product or service – anything that you are advertising or promoting in other channels Firstly, lets find out who’s social. Hands up who has a personal blog? Personal twitter account? Has watched anything on YouTube this week? Who has a Facebook account? Photo Credit: http://www.flickr.com/photos/luc/1824234195/
  2. Nielsen, Global Faces & Networked Places, 2009 social is now more popular than porn that means that other website visits and other media and offline activity is being sacrificed for social time Photo Credit: http://www.flickr.com/photos/zoutedrop/2317065892/
  3. Its broadcast. Photo Credit: http://www.flickr.com/photos/djfoobarmatt/2590025080/in/photostream/
  4. Photo Credit: http://www.flickr.com/photos/ktylerconk/2163760529/ People are talking about your brand, product. service or program whether you are there and participating or not
  5. Its about behaviour Social means everyone has become a content creator You are competing with every tweet and blog post on your subject matter Is almost enough argument for participation Photo credit: http://www.flickr.com/photos/guiguibu91/2889883615/
  6. Social media is about engaging in 2 way conversations and eliciting feedback and thoughts
  7. the technology has enabled the circle of friends to grow far far bigger than ever before lots of small online interactions have just as much impact as the deeper ones face to face friends – look to peers for recommendations people are connecting with each other to do business on their terms third party endorsement – same principle as PR or the dating wingman has more clout if you hear it from someone else social’s definition of friends is much looser – you may never have met them in real life but their influence is just as great as if you knew them personally Photo: http://www.flickr.com//photos/alosojos/338099901/
  8. Getting To The Bottom Of Brand Engagement Everyone is chasing after a metric to define brand engagement. The Altimeter Group attempts to correlate social media activity to financial performance, citing Dell, Starbucks and eBay as leaders. The Question is: does a deeper relationship constitute more spending? Photo: http://www.flickr.com/photos/thegoodbyeletter/2590857221/
  9. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly : So how do you engage with people on the social web? FEED:The 2009 Razorfish Digital Brand Experience Report In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*: Broadband access Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.) Visited a community site (MySpace, YouTube, Facebook, Yelp, etc.) Consumed or created some form of digital media such as photos, videos, music or news Photo: http://www.flickr.com/photos/vauvau/3989766534/
  10. social is the virtual water cooler instead of congregating around the water cooler at work, spontaneous communities form around topics, tv, movies, sport, conversational pieces Marketing, PR and advertising industries have grasped the opportunities early and social influence marketing is a recognised strategy Spontaneous communities form around great content - doesn’t matter whether its branded or not Reminders of a shared experience Symbols for shared memberships or beliefs Photo: http://www.flickr.com/photos/pup/372937504/
  11. Monty Python watched their content being uploaded by users for 3 years Until they started their own YouTube channel and upload all their catalogue in HD format – making it available to everyone for free. They asked their fan base directly to buy their DVDs – so they could make money. The channel has had more than 3 million views and more than 115,000 subscribers In January 2009, Monty Python’s DVDs climbed to No. 2 on Amazon’s Movies & TV bestsellers list, with increased sales of 23,000 percent.
  12. Blogs, wikis, forums, social channels for sharing music, video, photos, business networks, collaboration, crowdsourcing, reviews and ratings, social bookmarks, and now location based services
  13. Globally 82% increase year on year for time spent in social led by Facebook and Twitter
  14. Google & Bing both signed deals with Twitter in November 2009 to have live indexing
  15. Facebook beat Google over Christmas week 2009
  16. Active users – those who log in once a week
  17. http://groundswell.forrester.com/ http://www.forrester.com/empowered/tool_consumer.html
  18. http://groundswell.forrester.com/ http://www.forrester.com/empowered/tool_consumer.html
  19. http://www.radian6.com/ http://www.lithium.com/ http://www.buzznumbershq.com/ http://socialmedia.alterian.com/ http://www.peoplebrowsr.com/ http://www.facebook.com/search/ http://search.twitter.com/ http://www.blogpulse.com/ http://blogsearch.google.com.au/?hl=en&tab=wb
  20. 17th March 2010 - UK Greenpeace posted a gory parody video of the standard Kit Kat – Take A Break ad, showing an office worker gnawing on an orangutan’s finger instead of a Kit Kat bar, and the tag line “Kit Kat Killer” The aim was to get Nestle to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened The campaign took off globally, with many people posting boycott Kit Kat messages on Twitter, YouTube and Facebook. The Nestle Facebook page was overrun with people begging Nestle to stop using palm oil and killing the orangutans. Nestle deleted the messaging and responded with angry comments faced additional backlash for handling their social badly Greenpeace globally used other peaceful demonstrations on and offline By 20th May 2010, only 10 weeks later, Nestle announced it would stop sourcing the unsustainable palm oil, a huge victory for Greenpeace and social networking
  21. Using Alterian SM2, the keyword and brand searches related to Kit Kat and then isolating Kit Kat and Greenpeace mentions and putting them in a separate category showed that Greenpeace took over a third of the conversation around Kit Kat http://socialmedia.alterian.com/
  22. The volume of the keyword & brand searches in the timeframe http://socialmedia.alterian.com/
  23. When looking at the mentions over time, we can clearly track the peaks of mentions in the initial launch and then success of the Greenpeace campaign. http://socialmedia.alterian.com/
  24. When isolating the Greenpeace content, the sentiment toward Kit Kat and Nestle was categorised as either negative or very negative http://socialmedia.alterian.com/
  25. The blue bars included both Kit Kat and the Greenpeace mentions. The red bars show the impact of the Greenpeace mentions on the overall sentiment of Kit Kat. When mapping the negative or very negative Greenpeace commentary, the Greenpeace campaigning then affected Kit Kat’s overall sentiment directly (Greenpeace negative sentiment mapped in red) http://socialmedia.alterian.com/
  26. Twitter was the primary channel for mentions for the Kit Kat brand and product http://socialmedia.alterian.com/
  27. Twitter was the primary channel for Greenpeace mentions http://socialmedia.alterian.com/
  28. Photo credit http://www.flickr.com/photos/kplanz/2568385457/
  29. Even though the platforms are free, social media marketing involves People Time Requires resourcing Return on investment – So make sure you’re tracking what your results are. What are you measuring? Photo credit: http://www.flickr.com/photos/eelssej_/401919914/
  30. Can run short term “campaigns” But Takes time and effort to build a community Want you to keep talking to them Otherwise they will feel neglected need to manage expectations if its only short term e.g. the party is on from this time to this time Photo credit: http://www.flickr.com/photos/50841708@N00/408909324/
  31. http://www.wagonwheeels.com.au
  32. Its about listening as well as talkiing By listening you can: Find your influencers and advocates Product development Customer service Customer relationship management Research & Focus groups General feedback Industry share of voice Sentiment Photo credit: http://www.flickr.com/photos/fantasyfan/49614509/
  33. Moral of the story: Register your usernames across major channels whether you use them or not Photo credit: http://www.flickr.com/photos/pasukaru76/3660499966/