This document discusses the rise of social media and its importance for businesses. It provides statistics on social media usage in Australia and discusses how social media has shifted communications from one-way to two-way interactions. The document emphasizes that businesses need to engage customers on social media where they are already active online. It highlights several major social media platforms like Facebook, Twitter, and Foursquare and provides tips for businesses to effectively utilize each platform through content, promotions, and analytics.
6. “By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”
Seth Godin, 2009
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Thursday, 17 November 2011
10. 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
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Thursday, 17 November 2011
11. 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
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Thursday, 17 November 2011
12. 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
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Thursday, 17 November 2011
13. Not only for kids...
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14. Risk of
NOT
using
social
media
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15. 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
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17. What does this mean
for you?
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18. Social media is a
fundamental shift in
how we do business
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19. Old communication was one-way
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20. Now communication is two-way
And conversations are with many
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21. Business is no longer B2B.
It’s no longer B2C.
It’s now P2P.
Person 2 Person.
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22. Social media is:
• Instant
• Interactive
• Accessible
• Measurable
• User generated content
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23. From a small business perspective
• Education
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY
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24. 4 P’s of Marketing
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25. 4 P’s of Marketing
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26. 4 C’s of marketing
and social media...
1. Customers
2. Content
3. Channel
4. Community
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27. Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
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28. Brand facts
• Facebook: 40% follow a brand. 51% of these
will purchase brand
• Twitter: 25% follow a brand, 67% will purchase
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31. 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...
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32. 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
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33. 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
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36. Mobile phone is the greatest piece
of persuasive technology of all time.
Location-specific
Contextual
Timely
Immediate
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37. By 2012
As many connected
mobile phones
as there are people.
(PhoneCount)
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38. Mobile
• >250m facebook users access via mobile
• Mobile facebook users are twice as active
• 15 billion downloads from Apple’s App
Store
• Geotagging - FourSquare, Facebook Places
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47. 2. Create a special
• Discount on a purchase - e.g. spend $50 get
$10 off
• Something for free - e.g. free glass of wine
with main course
• Special treatment - e.g. Westfield West
Lakes
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49. Tell people about your special
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50. 3. Track and measure
• Real time data
• Total daily check-ins over time
• Most recent visitors
• Most frequent visitors
• Gender breakdown
• Time and day of checking
• Twitter and facebook broadcast of check-ins
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53. Facebook facts
• 750m users worldwide (over 500m are active users)
• 50% active users log on every day
• Average user
• 130 friends
• Connected to 80 community pages, groups, events
• Creates 90 pieces of content every month
• 40% users aged 25 or under, 37% aged 35 or over
• Fastest growing category, women aged 55-65
• 40% follow a brand. 51% of these will purchase brand
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56. Business pages
• Reach your customer base/target
market
• Pages can ‘share to all’
• Send messages via ‘update’
• Detailed analytics
• Can’t see fan personal details
• Can customise
• Can link to locations (places)
• Engage and listen to customers
• Monitor your page for spam
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59. Facebook places
• Control your business profile
• Geo-location tool
• Create offers
• Smartphone or tablet required
• Find out where friends are
• Share experiences
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63. Make the most of specials
• Run 2 at once - 1 for new customers and
1 for loyal customers
• Track the performance of your specials
• Run a Swarm Special
• Run specials on “slow” days
• Offer deals on special days or holidays
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64. • Domino’s UK - increased by 29% or
$26m
• 32.7% all orders are online
• Starbucks - drove 1m new visitors in
store with Free pastry day
• McDonalds - increased foot traffic 33%
with foursquare promotion. Cost $1000
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68. Twitter facts
• 200 million registered accounts
• 140 million tweets per day
• 460,000 - average no. new accounts PER DAY
• 27% log in every day and 37% log in via a
mobile device
• 52% update their status every day
• 52% women
• 25% follow a brand, 67% will purchase
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70. Who do I follow?
• Others in your industry
• Your clients
• Journalists
• People who might refer clients to you
• People who interest you! Food, wine, sport,
business people, celebrities...
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79. Congratulate
people
• 5. Congratulate people
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80. Ask and
answer
questions
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81. • 2. Let others know you are listening
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82. Case study: @capitalwines
• Small winery outside ACT
• Increased production from 2,000 cases in 2010 to 5,000
cases in 2011
• Regularly chats to wine and food identities
• Most stockists, all interstate restaurants, east coast and
WA distributors all from twitter
• Building friendships leads to an emotional investment
in your brand.
• No selling, just talking. Sometimes rubbish, always fun.
www.melkettle.com.au @melkettle
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83. Tools to make it easier
• 3rd party applications - Tweetdeck,
Hootsuite
• Mobile apps - Twitter, facebook
• Co-tweet
• Shorten links - bit.ly, tiny.url
• Add photos - twitpic, plixi.com
• Lists
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96. 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
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97. 75% of SMEs
don’t have a
social media policy
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101. • 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, 17 November 2011
102. How to win...
• Take it seriously
• Choose the right platforms
• Do what you are comfy doing
• Be interesting
• Don’t just talk about YOU
• Move quickly
• Be interactive
• Invest time and money
• Integrate social media with all your marketing
www.melkettle.com.au @melkettle
Thursday, 17 November 2011