6. “By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”
Seth Godin, 2009
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
9. Social media use
In Australia:
• Facebook - 10.6m users
• Blogspot - 5.6m
• Wordpress - 2.3m
• LinkedIn - 2m
• Twitter - 1.9m
• FourSquare - 63,000
June 2011, UAV, www.socialmedianews.com.au
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
10. In Australia
• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google
• Average user spent 28 minutes and 58 seconds on
facebook
• 77% watched video content in Oct 2010 - 26% on
mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12%
on 2009
http://digitalmarketinglab.com.au
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
11. Not only for kids...
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
12. Brand facts
• Facebook: 40% follow a brand. 51% of these
will purchase brand
• Twitter: 25% follow a brand, 67% will purchase
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
14. What does this mean
for you?
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
15. Social networks used by Small Business
Twitter 78%
Facebook 75%
LinkedIn 30%
Tumblr 11%
Flickr 13%
Wordpress 22%
Blogger 10%
0% 20% 40% 60% 80%
Source: www.prdaily.com
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
16. From a CPA perspective
• Education- tax, super, etc
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
18. Networking by finance professionals
• 45% written communications (emails, letters)
• 28% primarily network face-to-face
• 15% via social media.
• 46% use social sites to network with both personal
and business contacts
• 25% approached about a career opportunity via
social networking (68% LinkedIn)
• 42% research a company’s social media as part of
company research
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
19. Financial services and social media
• 72% have a social media account
• 88% facebook
• 58% LinkedIn
• 24% twitter
• 20% YouTube
• 6% blog
• Mostly facebook to connect with family/friends
• LinkedIn preferred for recruitment
Source: www.mergisgroup.com
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
21. Case study: @FletcherTax
Accountant specialising in tax compliance for
micro and small business
• Passion for business owners to take control of their finances
• Increased traffic to website/blog = new prospects and clients
• 20% of leads via twitter
• Keep up to date with latest industry news
• Make connections with complimentary advisors
• Australia wide PR opportunities
• No specific time allocated - 20 minutes 2 x a day, when on
hold to the ATO
• Tax is a dry subject - mix it with practical tips
• People connect with people - great introduction/filter for
prospects
• Facebook and LinkedIn are less used - prefers twitter
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
25. External risk
• Phishing
• Hackers
• Spammers
• Other idiots who want your info... don’t
let them get it!
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
26. Internal risk
• General carelessness
• Ego
• Staff leaks - deliberate and accidental
• Blur between personal and professional
• Increased use of smart phones
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
27. Mitigation...
• Strong network security including anti-
virus, anti-spyware, anti-spam, firewall,
• Choose unique logins and passwords
• Keep your browser up to date
• Dodgy sounding emails
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
28. More mitigation...
• Have a clear social media policy in place
• Confidentiality agreements
• Training and education
• Acceptable and proper behaviour
• Make sure ALL staff know
• Monitor staff use of social media
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
29. Social media policy
• Link to Code of conduct, IT, business policies
• Provides structure
• Outlines what can and can’t be done online
• Who represents your company?
• Empowers employees but sets limits
• Crisis management
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
30. Consider...
• Boundaries
• Transparency
• Confidentiality
• Financials
• Consequences
• Work use
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
31. A few tips
• Have a social media policy
• Think before you post
• Don’t click on short links eg ow.ly/i/jUvU
• Beware of messages from people you don’t
know - especially DM with twitter
• Be careful of geolocation apps such as
Foursquare
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
36. Risk of
NOT
using
social
media
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
37. You can buy attention (advertising).
You can beg for attention from the media (PR).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating something
interesting and valuable and then publishing it
online for free.
David Meerman Scott
Marketing legend
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
39. Old communication was one-way
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
40. Now communication is two-way
And conversations are with many
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
41. Business is no longer B2B.
It’s no longer B2C.
It’s now P2P.
Person 2 Person.
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
42. Social media is:
• Instant
• Interactive
• Accessible
• Measurable
• User generated content
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
43. Social media is a
fundamental shift in
how we do business
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
44. 4 P’s of Marketing
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
45. 4 P’s of Marketing
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
46. 4 C’s of marketing
and social media...
1. Customers
2. Content
3. Channel
4. Community
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
47. Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
49. Content
• Content is king - words, video, photos
• Provide information that is valuable to
your customers
• Be consistent with content
• It’s not all white papers...
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
50. Channel
• Which social media channel is right for you?
• Go where your customers go - know your
target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
51. Community
• Engage with customers
• Encourage and provide tools for them
to engage with each other
• People WANT to interact
• Customer generated content - for
customers by customers in the way
customers want to receive information
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
53. Monitoring
http://www.google.com/alerts
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
54. • Engage and connect with your customers
• Get a greater online presence
• Gain greater brand credibility
• Be ahead of your competitors
• Be a part of the conversation - they are happening
about your business and your industry whether you
are there or not
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
55. How do I create a
social media
strategy ?
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
56. Social media does not
stand alone
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
57. Integrate it into ALL
your marketing
www.melkettle.com.au @melkettle
Thursday, 27 October 2011
60. Measure what you do
• Quality vs quantity
• ROI vs ROE
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other
business benefits
• Increased word of mouth
www.melkettle.com.au @melkettle
Thursday, 27 October 2011