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Social Media Marketing - Digital Strategies Seminar


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Overview of Social Media for business, including case study. Presented at Digital Strategies Seminar Brisbane July 2009 by Matt Forman from Traffika

Social Media Marketing - Digital Strategies Seminar

  2. 2. Goals for tonight• Understand what Social Media Marketing is• Discover the importance of using Social Media inpartnership with Search• Learn about using Facebook and Twitter for business• Case Study: Getting results from Social Media• Take away some Social Media Marketing tips you canstart using right away.
  3. 3. About Me Matt Forman (@mattforman) • Founder & Managing Director @traffika • Previously CEO at one of Australia‟s fastest growing niche social networks (LIMBO®) • 12 years digital experience including senior online leadership positions at The Perfume Connection and FuelWatch • Google Qualified Adwords Individual
  4. 4. What is Social Media Marketing“The act of using social influencers, social mediaplatforms and online communities for marketing,publication relations and customer service…”Wikipedia Social Media Marketing definition
  5. 5. 3 “Es” of Social Media Educate Engage Entertain
  6. 6. Search Engines & Social Networks • Search Engines are not the only sites capable of driving large volumes of traffic anymore • Same rules apply – CONTENT IS STILL KING • Well optimised content distributed through social networks turbo charges your SEOImages from Flickr & used under Creative Commons license: &
  7. 7. Fishing Where The Fish Are
  8. 8. Aussies are a social bunch Top 5 Australian Websites Audience Share Google, 2.2% Google ninemsn, 2.4% Australia, 8.7% Google Australia Windows Live Mail, 2.8% Facebook Windows Live Mail ninemsn Facebook, 5.6% Google *Source: Hitwise Top Websites report 13/07/09
  9. 9. We‟re even social in our searches *Source: Hitwise Top Search Terms report 13/07/09
  10. 10. Social Networks We‟ll Discuss Tonight Over 5.3 million adult Over 750,000 Australian members* Australian members***Source: Facebook Advertising13/07/09 **Source: Nielsen Netview, May 2009
  11. 11. Facebook•More than 250 million activeusers•More than 100 million userslog on to Facebook at leastonce each day•The fastest growingdemographic is those 35years and older•More than 4 billion minutesare spent on Facebook eachday•More than 6 million usersbecome fans of Pages eachday
  12. 12. Would be the world‟s 5th largest country
  13. 13. Brisbane Is A Social CitySource: and Facebook Advertising, Estimates taken on 19th of December 2008
  14. 14. Twitter•More than 25 million users•More than 2 million„tweets‟per day•55% Twitter users female /45% male
  15. 15. Twitter bandwagon gains momentum Source: Nielsen Netview, March 2009
  16. 16. Elements of a Successful Social Media Campaign Understanding of your Knowing what to The right strategy audience measure Properly resourced: Content, content, content The right tools people & budget
  17. 17. CASE STUDY:- The Triumphant Child • Independent book & web publisher • Specialist resources for parents & grandparents of young children (new born to 5 years) • Based in Australia but sells globally • Online (direct-to-consumer) is largest distribution channel
  18. 18. Goals• Launch & build a new brand online• Develop a trusted relationship with target market• Build database of parents• Sell books
  19. 19. Strategy• Display ads on premium parenting websites for branding• Develop brand identities on the major social platforms (Facebook, Twitter, Myspace)• Microsite to support book launch• Give away much of the content through blog• Distribute blog content freely & virally
  20. 20. Facebook • Regular content updates including blog syndication & video • Actively engaging fans by stimulating conversations around parenting tips & stories • Viral competition – upload pic of your child „being triumphant‟ to win • Answering specific parenting questions • Crowd sourcing for content for a new book
  21. 21. Twitter • Regular content updates including blog syndication • Actively engaging fans by stimulating conversations around parenting tips • Responding to every @reply and DM personally • Answering specific parenting questions • Crowd sourcing for content for a new book
  22. 22. RSS Distribution • Regular quality articles • Giving away value creates value • RSS syndication of content to Twitter, Facebook + 12 other social platforms • Regular social bookmarking with Digg, Delicious & Stumbleupon
  23. 23. SEO Boost 19 of top 20 Google results
  24. 24. Getting Started1. Start listening to conversations. Do some searches and listen to conversations your prospects, customers and competitors are having2. Protect your brand. Create profiles and register your vanity URLs on the leading social sites3. Get involved. Start contributing to the conversations. Ask questions. Add value.
  25. 25. How We Can Help FREE Social Media consult (valued @ $300)
  26. 26. Connect With Us
  27. 27. More Info• Video available from• Presentation available from• Tweet me @• Email me