2. Who is Lara Solomon?
• Author of Brand New Day – The Highs & Lows
of Starting a Small Business
www.BrandNewDay.com.au
• Chief Rabbit at Social Rabbit
www.SocialRabbit.net
• Winner of Telstra NSW Micro Business Award
2008
• Fi li t i T l t Y
Finalist in Telstra Young B i
Businesswoman
Award in 2005 and 2008
• Blogger for www.SmartCompany.com.au,
www.socialnomics.net, www.flyingsolo.com.au
www socialnomics net www flyingsolo com au
3. • Introductions by you
• What social media is
• What Aussie’s are up to....
• Facebook
• T itt
Twitter
• YouTube
• Li k dI
LinkedIn
• Blogging
• FourSquare
• Pinterest
• Case Studies
• Strategy Time
5. What is Social Media?
Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing
techniques. Social media uses Internet and web-based
web based
technologies to transform broadcast media monologues (one to
many) into social media dialogues (many to many). It supports the
democratization of knowledge and information, transforming people
from content consumers into content producers…… Businesses
f t t i t t t d B i
also refer to social media as user-generated content (UGC) or
consumer-generated media (CGM). Social media utilization is
believed to be a driving factor in the idea that the current p
g period in
time will be defined as the Attention Age. Source: Wikipedia.com
OR…. a way to have a conversation with your audience
12. Are you convinced yet?
People use the internet to make
purchase decisions and
recommendations to others
13. “36% have engaged
36%
with government or
ith t
politicians on a social
liti i i l
networking site”
ki i ”
Source: Nielsen | Community Engine Social Media
Business Benchmarking Study 2011
14. Social Media Strategy
Source: Nielsen | Community Engine Social Media
Business Benchmarking Study 2011
15. Source: Nielsen | Community Engine Social Media
Business Benchmarking Study 2011
16. Source: Nielsen | Community Engine Social Media
Business Benchmarking Study 2011
17. Do You Google Your
Organisation?
O i ti ?
Find out what is being
said....
20. Why have a page?
To promote your organisation and it s services
To promote your organisation and it’s services
To increase awareness
To reach people globally
To increase the number of people you reach
To increase the number of people you reach
To tell customers about new products/services
To get feedback on products/services
To create a community for your organisation
T t it f i ti
To engage your customers
To build a relationship with your audience
To make your customers feel loved!
53. What is LinkedIn?
• Professional social network with 150 million members
• 3 m in Australia
• Average age of 37 years old
• Average income of $108,000
• An online network to build your reputation
• A place to find a job
• A place to find staff
• A place to do research
• A place to find answers
• A place t promote events
l to t t
68. What is a Blog?
A blog (a blend of the term web log) is a type of website or part of
a website. Blogs are usually maintained by an individual with regular
entries of commentary, descriptions of events, or other material such as
ti f t d i ti f t th t i l h
graphics or video. Entries are commonly displayed in reverse-
chronological order. Blog can also be used as a verb, meaning to
maintain or add content to a blog.
blog
Most blogs are interactive, allowing visitors to leave comments and
even message each other via widgets on the blogs and it is this
interactivity that distinguishes them from other static websites.
Many blogs provide commentary or news on a particular subject; others
function as more personal online diaries. A typical blog combines text,
images, and links to other blogs, Web pages, and other media related
to its topic. The ability of readers to leave comments in an interactive
format is an important part of many blogs. Most blogs are primarily
textual, although some focus on art (Art blog), photographs
(p
(photoblog), videos (video blogging), music (MP3 blog), and audio
g), ( gg g), ( g),
(podcasting). Microblogging is another type of blogging, featuring very
short posts. Source: wikipedia.com
75. How FourSquare Works…
• You create a deal
• When people check into your place they can claim the deal
Why Use it?
• P
People h
l have t go t your venue to claim it
to to t l i
• People can recommend your venue to others’
• FourSquare can be linked up to Facebook for users
76.
77. Pinterest is a virtual Pin board
• Organize and share photos and videos you find on the web!
• Browse pin boards created by others and find your way through
vertical subjects
• “Repin” (repost) items on your pin board that you find on others
Repin othersʼ
• Create groups & contribute to othersʼ groups
80. You Should know that
Social Media is
is….
- HARD WORK
- PART OF MARKETING
- NOT A SILVER BULLET
- A WAY TO PROMOTE
- SOMETHING THAT TAKES TIME
81. Case Studies
Arizona Office of Tourism Facebook Campaign
AOT created a variety of Facebook Ads for different
promotions, giveaways,
promotions giveaways and local events They ran ads to
events.
promote their Facebook Page and to specific destinations
on their website depending upon the initiative. In each case,
they created excitement about the promotion in the ads and
followed through with consistent messaging in the landing
pages
Results
• 8 times more clicks to the landing page than paid search
efforts
• 27% conversion rate for Arizona Visitors Guide requests
• 17% conversion for email newsletter opt-in
• Overall, 89% of the total online marketing traffic comes to
promotions from Facebook Ads
http://ads.ak.facebook.com/ads/FacebookAds/AOT_CaseStudy.pdf
82. Case Studies
One of the Entries
http://www.youtube.com/watch
?v=xUFm8CJWJ14
Queensland Best Job in The World
Using Facebook, Twitter, YouTube, newspaper classifieds and their
website to generate the interest.
Results
• 34 680 j b applications f
34,680 job li ti from 197 countries
ti
• $390 Million AUD of publicity
• Australia tourism down, but Queensland tourism up 20%
• 82% increase in resort bookings
• 50% of Australia trips now include a Queensland component
83. Case Studies
Victorian Bushfires
- Twitter provided accounts of the fires
- Prime Minister Kevin Rudd directed followers to
donate blood and cash to the Red Cross appeal
- T itt had unauthorised scraping of C
Twitter h d th i d i f Country Fi
t Fire
Authority (CFA) updates
- Google created a mashup of the CFA fire map
- A bushfire housing website was developed to match
people in need of emergency accommodation with
those willing to offer somewhere to stay
84. Case Studies
Get the community involved in reporting problems, and give them
access to the info to provide fixes
86. Integrating Social Media
1. Add your social media icons to:
1. Your email signature & your team’s
2. Your website – on every page, not just on one
2. Promote other social media links on your social media, eg Twitter on
Facebook
3. Promote your social networks in your current marketing
4. Integrate your on and off line marketing
5. Make it easy for people to contact you online
6. Use your online marketing materials offline and vice versa
7. Look at what you have already created, eg newsletters, posters,
flyers etc. and reuse them
8. Make
8 M k it part of your marketing plan
t f k ti l
9. Make someone responsible for it
10. U
10 Use it t build relationships
to b ild l ti hi
92. How to Research
www.google.com/trends
www.google.com - blogs
93. How to Research
Other ways…..
1. Ask your audience what they use
2. Do a quick survey
3. See what your competitors are using
4. Forrester chart
4 F t h t
http://www.forrester.com/empowered/tool_consumer.html
94. Which One?
1. Where are your audience?
2. What are your goals?
3.
3 How much time?
4. What else are you doing to promote & market?
5. What do you enjoy?
95. Set Goals
Examples:
- Post x times a week
- To get a LIKE or comment on
each post
- T have x tweets retweeted a
To h t t t t d
week
- To contact x people a week &
interact with them
- To get x visitors to the website
- To get players checking for
updates
- To get x newsletter subscriptions
98. Content
VERY IMPORTANT
1.
1 Develop a content calendar
2. Add Value
3. Be Consistent
4. Stick to your purpose
5. Story Tell
6. Be real
7. Be authentic
99. Integrating Social Media
1. Add your social media icons to:
1. Your email signature & your team’s
2. Your website – on every page, not just on one
2. Promote other social media links on your social media, eg Twitter on
Facebook
3. Promote your social networks in your current marketing
4. Integrate your on and off line marketing
5. Make it easy for people to contact you online
6. Use your online marketing materials offline and vice versa
7. Look at what you have already created, eg newsletters, posters,
flyers etc. and reuse them
8. Make
8 M k it part of your marketing plan
t f k ti l
9. Make someone responsible for it
10. U
10 Use it t build relationships
to b ild l ti hi
100. Other Resources for Ideas & Tips
Websites
www.hubspot.com
www.mashable.com
h bl
www.socialmediaexaminer.com
www.allfacebook.com
Social media management tools
www.tweetdeck.com
www tweetdeck com
www.hootsuite.com
www.ping.fm
www.sendible.com
www sendible com
www.postplanner.com
www.bufferapp.com