7. Poll Question:
Do You Have a Profile on Any of These
Social Media Tools:
LinkedIn
Facebook
Twitter
Friendster
QQ
8. What is Social Media
Mobile
s s
Se ngi
es og
E
in /Bl
ar ne
s
ch s
Bu ites
S
Social Social Media IT Sites/
Blogs
Networks Landscape
Br
in -
ar ia
an
g
Entertainmen
Sh ed
d
M
Si
te
s
t
10. Why Does Social Media Matter?
Social Media is Now Mainstream
• 450 million people across APAC
use social media
(Source: OgilvyOne)
• 1 in 4 Facebook Users Come
From Asia or the Middle East
(Source: O’Reilley Research)
• 8.6 million Australians are on
Facebook (nearly 3x more than 12
months ago)
(Source: Nielsen Online)
• 35.8 million use LinkedIn each
month to connect with colleagues
(Source: Quantcast)
11. Why Does Social Media Matter?
Social Media is Now Mainstream
12. Why Does Social Media Matter?
Less Frightening Than You’d Think
on trol
C
13. Why Does Social Media Matter?
Less Frightening Than You’d Think
3,000+ Comments!
Only a handful couldn’t
be published
14. Why Does Social Media Matter?
Gather Insights to Improve Marketing
15. Why Does Social Media Matter?
Gather Insights to Improve Marketing
16. Why Does Social Media Matter?
Boost Search “Share of Voice”
Intel Blogs
Facebook
LinkedIn Events
Wikipedia
17. Anatomy of an Event Planner Circa NOW
(PR Pro figure)
20. TRUTH:
Social Media is Going Mainstream
• Facebook has more than 175 million members, and the
fast growing segment are users over 30 years old.
• Nearly three-quarters of baby boomers use a video
sharing site, like YouTube, multiple times every month.
• More than four out of five online users are active in either
creating, participating in or reading some form of social
content at least once a month – Forrest/August 2009.
21. Myth # 2 – Social
Media Doesn’t
Apply to Business
22. TRUTH:
Word of Mouth Has Always Been Important
– Social Media Makes it Visible
• In 2007, 15% of B2B Marketers said they used social media.
• Today that number has nearly quadrupled as 57% of B2B
marketers are currently using some form of social media to
connect customers, create leads, and tap into new sources of
innovation.
• In 2009, 51% of B2B Communicators cited brand
building/brand management as the primary objective for social
media adoption.
23. Myth # 3 – Social
Media is Obscure,
Niche Content
24. TRUTH:
Social Media is a trusted source for many purchase
decisions and product opinions – especially in B2B.
25. Myth # 4 – Social
Media is Not Relevant
to Conversion
26. TRUTH:
There is Broad Applicability All Along the
Sales Funnel
Sample Metrics Business Value
Total Visits, Page Views, Visitors,
Tells us a story about the universe
Exposure Segment by channel / media
exposed to the campaign
tactic, Repeat visitors
Organic Search (by Engine /
ONLINE ENGAGEMENT
Keyword), Referring Site Traffic, Tells us a story about how many of the
Response Organic vs. Driven traffic %, Top audience are raising their hands to start
Content Viewed, Web Content a relationship with the brand
Analysis
Pictures created, number of
Tells us how many of the campaign
Interaction creations, Sends to Friends,
Store Searches, Product
respondents are showing us that they
are more than interested in the brand
Views/Interactions
Registrations, Shared creations,
Tells us how many of our universe are
Participation ‘Depth’ of Conversation, Repeat
Usage, Demographic
showing a longer term relationship
commitment to the brand
Segmentation
Opinions Gathered, External Blog Shows us how the campaign is
Discussion Comments, Conversation progressing by observing digital chatter
Sentiment sentiment for the brand
Helps us to identify brand advocates
Advocacy Conversation Chains, Maven
who could open up new campaign
Identification
tactics
28. TRUTH:
For Most Businesses, the Benefits Far
Outweigh the Risks
• Social media has became a critical component in building
positive relationships.
• All of this is built into search results, increasing visibility and
promoting thought leadership to prospective customers.
30. #1: Setup a Listening Post Before an Event
• Monitor for the name of your event & key speakers
• Track popular topics and spot any concerns ahead of time –
listen to what people are saying
• Top Five Links for Listening:
• Google Alerts: http://alerts.google.com
• Twitter: http://search.twitter.com
• Blogs: http://blogsearch.google.com
• Social Mention: www.socialmention.com
• Radian6 (Paid Service): http://www.radian6.com
34. #3: Let Influencers Know About Your Event
• Identify influential bloggers,
media, others who talk a lot
about relevant issues
• Create a social media press
release and do outreach
• Toolbox:
• www.pitchengine.com
• www.prweb.com
36. #4: Consider Targeted Advertising
• LinkedIn and Facebook
advertising
• Target ads based on a
variety of criteria:
Title
Occupation
Location
Interest
Age
More...
LinkedIn.com
37. #5: Publish Thought Leadership to Build Buzz
• White Paper on what people
are saying about the
Shanghai World Expo
• Media coverage generated
buzz in social media
• Report is promoted on Ogilvy
blogs, LinkedIn, Slideshare
and Twitter
39. #7:Hashtag Every Event!
• Hashtags make it easier to
follow what’s being said about
an event on Twitter
• Keep them short (they count
toward the 140 character
limit!)
• Set it Up in Advance & Post
Signage Everywhere
Search.Twitter.com
40. #8: Enlist an Official “Content Creator”
Live blog key sessions
Take photos (for Flickr)
Video interviews (for YouTube)
Audio podcasts (for iTunes)
Live Tweet
Post daily “wrapups” on Facebook
41. #9: Make it Easy for Attendees to Create Their Own
Content
46. #12: Prepare Yourself for Foursquare.com!
• Foursquare is currently one of
the most buzzed about location-
based, mobile social networks
• A branded Foursquare page
featuring customized locations
and tips
• Custom badges for check-in’s to
events
• “Special offers” for all check-in’s
to the Las Vegas Convention
Center, encouraging CES
attendees to visit the Intel booth
50. “ One company that goes with this online-
initiated flow is Ogilvy.
” THANK YOU!
“ Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter. ”
Brian Giesen
Director | 360° Digital Influence
“
25 China Experts you should follow on
Twitter… Thomas Crampton.
” Ogilvy PR
p 61 2 8281 3853
e brian.giesen@ogilvy.com.au