1111 toowoomba

www.melkettle.com.au @melkettle

Social Media

Monday, 14 November 2011

http://www.melkettle.com.au



www.slideshare.net/melkettle




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Today• What social media is

• Getting set up on facebook

• Getting set up on twitter

• How to limit risk

• How to incorporate social media into your marketing





Doing what you have always done will no

longer get you what you have always got

www.melkettle.com.au @melkettle Monday, 14 November 2011




And age old idioms have been redefined





“By 2011 90% of your sales will

come from word of mouth or

digital promotion”

Seth Godin, 2009





Socialnomics 2011





In Australia:

• Facebook - 10.6m users

• Blogspot - 5.6m

• Wordpress - 2.3m

• LinkedIn - 2m

• Twitter - 1.9m

• FourSquare - 63,000

Social media use

June 2011, UAV, www.socialmedianews.com.au




http://www.socialmedianews.com.au

http://www.socialmedianews.com.au


Mobile communication





Mobile phone is the greatest piece of persuasive technology of all time.

Location-specificContextual

TimelyImmediate





By 2012

As many connectedmobile phones,

as there are people.

(PhoneCount)





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





Teenagers prefer texting to talking





Source: http://blog.lab42.com/




http://blog.lab42.com

http://blog.lab42.com


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 2009http://digitalmarketinglab.com.au





http://digitalmarketinglab.com.au



Not only for kids...





Brand facts

•Facebook: 40% follow a brand. 51% of these will purchase brand

•Twitter: 25% follow a brand, 67% will purchase





Changing perceptions





What does this mean for you?





Twitter FacebookLinkedIn

TumblrFlickr

WordpressBlogger

0% 20% 40% 60% 80%

10%22%

13%11%

30%75%

78%

Social networks used by Small Business

Source: www.prdaily.com




http://www.prdaily.com

http://www.prdaily.com


• 2 of 10 SMEs have a social media presence• 37% of female business operators have implemented social media activities

v 16% of males• Those with a social media presence, only 1 in 4 monitors it every day, 1 in 4

just once a week.• 5% say they never provide updates, and 48% believe social media has had

no impact on their business.• 5% SMEs developed a mobile-specific siteBUT• 82% of 30- to 39-year-olds use social media, 47% of 40- to 49-year-olds and

45% of 50- to 64-year-olds• 50% of Australians in 40s connect via mobile and a 33% of those in their 50s• 12% of consumers purchasing online have made purchases using a mobile.

We’re Doing It Wrong!

Source: Simon Dell





• Education

• Recruitment

• Industry trends and legislation

• Branding

• Community

• Networking

• BE AWARE OF CONFIDENTIALITY

From a small business perspective





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





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 2009http://digitalmarketinglab.com.au








Business pages





Business pages• Less detail than a personal page• GREAT way for business to reach consumers• Can advertise• Can customise • Make it interesting• Add links• Engage and listen to customers• Monitor your page for spam• Don’t use a personal page for business!





Analytics





Users





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






Changing perceptions





• Others in your industry

• Your clients

• Journalists

• People who might refer clients to you

• People who interest you! Food, wine, sport, business people, celebrities...

Who do I follow?





What do I say?





Listen





Be relevant and interesting



Share





• 5. Congratulate people

Congratulatepeople



Ask and answerquestions





• 2. Let others know you are listening





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





• A new member joins every second

• Over 100m members

• 56% outside of USA

• Nearly 2 billion people searches in 2010

• 80% of companies using LinkedIn as a primary tool to find employees

• 69 of the Fortune 100 companies use LinkedIn as a hiring tool

• More than 1 million Company Pages

LinkedIn facts






www.LinkedIn.com




http://www.LinkedIn.com

http://www.LinkedIn.com


• A way of connecting with other professionals

• Find, be introduced to and collaborate• Join groups• Be found for opportunities• Recruitment - find a job, find employees• Discover connections• Give and receive recommendations

Benefits





Me

My connections = 692

2 degrees = 100,300+

3 degrees away = 4,175,000+





Groups





Recommendations





Jobs





Security and risk





External risk

• Phishing

• Hackers

• Spammers

• Other idiots who want your info... don’t let them get it!





Internal risk

• General carelessness

• Ego

• Staff leaks - deliberate and accidental

• Blur between personal and professional

• Increased use of smart phones





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





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





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





Consider...• Boundaries

• Transparency

• Confidentiality

• Financials

• Consequences

• Work use





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





Privacy - facebook





Privacy - LinkedIn





Privacy - twitter





Risk of NOT using social media





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 ScottMarketing legend





Social media is a fundamental shift in how we do business





Old communication was one-way





Now communication is two-wayAnd conversations are with many





Business is no longer B2B.

It’s no longer B2C.

It’s now P2P.

Person 2 Person.





• Instant

• Interactive

• Accessible

• Measurable

• User generated content

Social media is:





4 P’s of Marketing





4 C’s of marketing and social media...

1. Customers

2. Content

3. Channel

4. Community





Customers

• Customer is #1

• Know who they are!

• Go where they go

• Engage and converse with them





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...





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





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





Case Study: Michelle Bridges





• Australian personal trainer• Trainer on tv show The Biggest Loser• Online training program - 12 Week Body

Transformation• Author of 3 best selling books





Facebook





Twitter





Forums





Personal plan





Video





YouTube





Blogging





Monitoringhttp://www.google.com/alerts




http://www.google.com/alerts

http://www.google.com/alerts


http://search.twitter.com/




http://search.twitter.com

http://search.twitter.com


http://technorati.com/




http://technorati.com

http://technorati.com


http://www.socialmention.com/




http://www.socialmention.com

http://www.socialmention.com


• 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





How do I create a social media

strategy ?





Social media does not stand alone





Integrate it into ALL your marketing





Promote yourself





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





75% of SMEsdon’t have a

social media policy





What’s next???





• 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





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





Thank you.

@melkettlewww.melkettle.com.au


