This document provides an overview of social business and best practices. It discusses the paradigm shift from traditional marketing to social business approaches. Key aspects include moving from one-way communication to engagement and conversations. It highlights the importance of social media integration and having a clear social business strategy. Various social media tools like Twitter, Facebook, blogs and Google+ are examined. Metrics for measuring social media success and ROI are also covered. A case study of Goodness Superfoods demonstrates how shifting to more social approaches helped increase engagement and traffic. The presentation emphasizes listening to customers and responding through social platforms.
14. Please farewell the funnel CONSIDER MANY BRANDS FEWER BRANDS FINAL CHOICE BUY
15. … and welcome the Loyalty Loop CONSIDER EVALUATE SOCIAL BUSINESS THE LOYALTY LOOP BOND ENJOY ADVOCATE BUY EVALUATION& ADVOCACY MORE VITAL ENROUTE & AFTER PURCHASE Source ; Mckinsey global digital marketing strategy practice 2010
16. The Thinking behind media needs to shift Acting then measuring needs to be replaced with listening then responding www.gapingvoid.com
27. Current State of Social in Australia 48% have no presence in the space Only 42% of Australian organisations are embracing social media Only 16% of respondents feel it is important to have a clearly defining a social media strategy Only 14% consider allocating dedicated staff and measuring social media engagement as important Only 2% find dedicating funding a priority Source KMPG 2011 Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
28. Traditional marketing is coming to an end “Transmitting messages is insufficient. You are going to have to work out how to drive participation. You are going to have to bring marketing a lot closer to IT and start building platforms which your customers can participate.” Source: http://www.production.bandt.com.au/news/comm-bank-names-new-ceo
29. Social Media 2011 It is time to join the conversation... http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011
30. Benefits of getting it right More focused use of resources Real time consumer insight 24/7 audience connection Demonstrate brand leadership Facebook Fans Positive Sentiment Twitter Followers Improved customer service Site traffic Platform for new initiatives More time spent with brand Improved Search - organic Google juice Sustainable competitive advantage Become the category – free media and PR value
45. The single biggest challenge http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
46. Social Business Best Practice Inevitable Shift CLOSED Silos, separate and information hoarding COLLABORATIVE Freely sharing information and knowledge internally OPEN Connecting internal and external communities for mutual gain CLOSED Silos, separate and information hoarding COLLABORATIVE Freely sharing information and knowledge internally OPEN CULTURE Connecting internal and external communities for mutual gain
48. Top 5 Tips Invest in a strategy: it is not about the tools but how you use them Invest in resources: social media is not free unless your time is free Listen and learn: the more you know about your audience the better Don’t be socially inept and force conversations about your brand Building a community is not a campaign; build a community to help your campaign
71. Twitter’s core benefits Building relationships customers and business partners Sharing information compelling news and content Real-time insight market intelligence, feedback and customer service
73. Global Statistics No. of Facebook Pages 1,500,000+ (active) Average value per fan $136.68 No. of Facebook users 750,000,000+ If Facebook were a country… it would be the 3rd most populated in the world No. of users who Like things daily 65,000,000 No. of Facebook apps 850,000+ 70% of users engage with apps each month http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
74. Facebook “Likes” The Like button is clicked 91m times/month (brand pages) 50% of all the people on Facebook have clicked the "Like" button on a brand page in the last 30 days. 1 Like on Facebook equals 20 more visits to your website The average “liker” has 2.4x more friends that the typical user more connected
75. Facebook in Australia FEMALE MALE 10.4m users = 49% of the population = 61% of the online population Australian Facebook use and penetration is one of the highest in the world Facebook represents 1 in every 5 web pages Australians view 6.6m Australians check Facebook daily (1/3 of the population!) http://www.checkfacebook.com/ http://thesocialskinny.com/australians_and_the_internet/ http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
76. Top Australian/NZ Facebook pages # Fans Source: www.famecount.com Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans
77. Australian brands with high engagement Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans
78.
79. Tips on how to support the anti- racing charities Passionate Community: Engagement based on Likes & Comments: 129%
80. Mazda Australia Facebook page Content: News Customer Service Passionate Community: Engagement based on Likes & Comments: 14.6%
81. Goodness Superfoods Facebook page Content: Tips and Tricks Customer Service Nutrition News Engaged Community: Engagement based on Likes & Comments: 13.8%
82. Typo Facebook page Content: Fun posts Customer Service Passionate Community: Engagement based on Likes & Comments: 10.6%
83. Domayne Facebook page Content: Like it? Win it! Competition Customer Service Engaged Community: Engagement based on Likes & Comments: 6%
84. Small Business: Alpha 60 Facebook page Content: Mainly the new collection Customer Service Passionate Community: Engagement based on Likes & Comments: 4.9%
85. St Edmonds Facebook page Content: Mainly the weekly changing menu Reservations service Passionate Community: Engagement based on Likes & Comments: 3.7%
86. SAP Facebook page Content: Education News Engaged Community: Engagement based on Likes & Comments: 3.7%
87. Open Universities Facebook page Content: Tips and Tricks Help Service Asking questions Engaged Community: Engagement based on Likes & Comments: 3.4%
88. Census 2011 Facebook page Content: Community News Great sense of humour Engaged Community: Engagement based on Likes & Comments: 1%
89.
90. The other social network: Google+ Users own their own information (unlike Facebook) Brands are not allowed on Google+ yet No advertising (yet) on Google+ Function to integrate LinkedIn, Twitter and Facebook personas into Google+
94. +1s from among one’s circle will show up next to search results
95.
96. Blogs are highly influential 90% pass on blog information to family and friends 92% have used a search engine to find out more about a brand after reading about it on a blog post http://bloghub.com.au/492/2011-07-16/blogs-influence-purchase-decisions-nuffnang-survey
113. Clearly define your objectives http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/
114. What should you measure? How many people are listening to you? What content do they like and share? What is the sentiment in the community? Who are your top fan and followers? Do consumers respond to your content? What is the best time to publish content? What are your competitors doing?
119. Top 5 key take outs: SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANT INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT A SOUND STRATEGY AND RESOURCES ARE KEY IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY
129. Objective: Build a community FROM TO MONOLOGUE DIALOGUE WEB-BASED MARKETING TOOL “STATIC” WEBSITE SPECIALIST/REMEDY MASS APPEAL CSIRO/BARLEY MAX SOCIALLY POSITIVE
130. Shift from Monologue to Dialogue 275 Fans 626Readers/Day 455 Followers 75- 100 “Interactions” per month
136. So, at what stage is your business? Social Business Strategy isn’t just for Christmas “WE’VE MADE A START” “WE GET IT!” “WE ARE NOWHERE” We have a community manager who regularly engages with our growing community. We’re not sure where to start or whether we need to. We have Facebook and Twitter but no one wants to be our friend or talk to us 80%-90% of brands
137. Where do you begin? INTERNAL SYSOMOS EXTERNAL LISTEN & LEARN SOCIAL SEARCH MEASURE INDUSTRY BEST PRACTICE KEY SBS INGREDIENTS BESPOKE SOCIAL MEDIA TRAINING SBS RECOMMENDATION IMPLEMENT MANAGE CONTENT PLAN AND PRODUCTION DESIGN COMMUNITY MANAGER SBS= Social Business Strategy
MASSIVE RATIONAL SUPERIORITYWE HAVE THE MOSTIT JUST WORKS
BLOCK THAT METAPHORCONSUMERS TAKE A MORE ITERATIVE THAN REDUCTIVE JOURNEYTOUCHPOINTS HAVE CHANGEDTHE OLD WAY OF MARKETING IS UNSUSTAINABLE
http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011www.gapingvoid.comMove from 360 degree marketing, toward 365 days a year marketing.
Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
From an eMarketing survey of US marketing execs what they felt were the main benefits of marketing through social media
Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
Ning = platform for creating social websites
http://www.iconshock.com/halloween-social-icons/
Stats from Comscore and blog.twitter.com
Provides exclusive content for Twitter followers, giving people an incentive to follow the brand.
Jetblue also provides the customer support employee’s name currently on duty.
Replying to customers’ tweets and retweeting what they have said about your brand makes them feel special & gives your brand a human side that people want to bond with
Twitter offers a new channel and outlet for your brand’s personality and humanityTweeting ‘sharable’ content can spread retweets by your followers to help you gain more followers and awareness.Use hashtags to show personality and also create/ join conversations
Use Twitter searches for trends, hashtags, most shared links and join the conversation – this gives your brand greater awareness and shows that you aren’t just about the hardsell but about talking with people as well
http://thenextweb.com/twitter/2011/08/18/twitter-users-are-more-likely-to-impact-your-brand-than-any-other-social-network/ Twitter users are more likely to impact your brand than other social networks because most users have their own personal agenda to gain an audience and want to influence others. Those active daily on Twitter are more likely to make blog posts, comment on blogs, write product reviews, and post videos online – what it means is that what happens on Twitter doesn’t stay on Twitter. Discussions that begin on the platform are more likely to appear elsewhere
Average value of a fan calculated from asking how much fans of a particular brand spent in a year compared to non-fans - $136 value varies depending on how active a given fan isThe economics of the ecosystem (Facebook) slidehttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
Introduced in March, the +1 sharing button debuted with little incentive for web surfers to click on it. If you +1-ed a story on a website that embedded the button, your profile picture would display next to the URL when a friend of yours ran a search with results that included that URL.Google will study the clicks on +1 buttons as a signal that influences the ranking and appearance of websites in search results,The purpose of any ranking signal is to improve overall search quality. For +1's and other social ranking signals, as with any new ranking signal, we'll be starting carefully and learning how those signals are related to quality
What tool suits your business and your objectives?
Facebook is a step by step process in building engagement. Many give up when they don’t see the desired result immediately such as increase in sales. But patience pays off on Facebook and after building interest, trust and engagement, traffic and sales follow easily.http://weblogs.hitwise.com/robin-goad/2011/06/1_facebook_fan_20_additional_v.html
We have heard many times that social media cannot be measured but it is quite the contrary. It is highly accountable and can be measured a lot better than traditional media. For example: A magazine will tell you that it prints 1m copies and has 500k subscribers. How do you know how many actually read the magazine though? And how do you know what articles they exactly read? If you had a blog however, you know the answers to all those questions... Image source:http://shuaism.com/2009/10/the-final-word-on-social-media-roi/
Traffic to site, reactions to articles (tweets, retweets, likes, +1 etc), time spent on site, most popular content, sentiment, who mentions your brand on Facebook the most, how writes on your brand fan page the most, what are your competitors doing, etc.Often social media metrics are sales, Awareness, Lead Generation, Loyalty etc. which are takes time to build with social media but not impossible Image source: http://www.mediabistro.com/mediajobsdaily/office-gossip-aint-all-that-bad_b1671