Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Adtechuni-Social Media Marketing

4,212 views

Published on

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

Published in: Education, Technology, Business

Adtechuni-Social Media Marketing

  1. 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. 2. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney WHY SHOULD YOU CARE ABOUT SOCIAL?
  3. 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. 4. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney TRADITIONAL MARKETING IS ONE WAY COMMUNICATION
  5. 5. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL MEDIA = CONVERSATION
  6. 6. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = PEOPLE NOT PLATFORMS
  7. 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. 8. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL IS AMPLIFIED WORD OF MOUTH
  9. 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. 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. 11. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = THE NEW WATER COOLER
  12. 12. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney FREE CONTENT GENERATES SALES
  13. 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. 14. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney THERE ARE MANY PLACES TO SOCIALIZE theconversationprism.com
  15. 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. 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. 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. 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. 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. 20. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Facebook challenging Google
  21. 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. 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. 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. 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. 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. 26. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Case Study: Kit Kat Greenpeace Palm Oil lobbying
  27. 27. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Greenpeace takes 33% of the conversation
  28. 28. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Kit Kat 926 mentions – Jan to July 2010
  29. 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. 30. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Kit Kat-Greenpeace – Sentiment
  31. 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. 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. 33. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney Twitter is the primary channel for mentions (Greenpeace)
  34. 34. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney MANAGEMENT BUY IN
  35. 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. 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. 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. 38. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL IS NOT FREE
  39. 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. 40. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = LONG TERM COMMITMENT
  41. 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. 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. 43. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney SOCIAL = LISTENING + TALKING
  44. 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. 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. 46. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BEWARE OF HIJACKING
  47. 47. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BP Twitter
  48. 48. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BP Twitter
  49. 49. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney BP Twitter
  50. 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. 51. www.ad-tech.com/uni @adtechANZ #atuni ad:tech university 10 November 2010, Sydney ANY QUESTIONS? Thank you
  52. 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. 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/

×