rhealth indigenous health workshop

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Director of TwoCents Group

    Branding    Graphic Design    Marketing    Advertising

Social MediaWeb

Write for Marketing Magazine

Lion Nathan, HeinekenConsumer behaviourFMCG goodsRetailPromotionsSocial networking

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 creatingsomething interesting and valuableand then publishing it online for free.”

David Meerman Scott

People Trust Their Friends

   http://www.helphive.com/business-central/tag/customer-recommendations/

New entrant!

Social vs. Traditional

vs.

InteractiveOne or two messages

One-way2,000 to 3,000 messages a day

What is Social Media?

•Accessible.•Scalable.• Interactive.•Usability.•Recency.

Core Channels

SocialMedia

Blogs

Facebook

YouTube

Twitter

LinkedInGoogle+

30 million players worldwide

Important Facts About Social Media

• 10million+ Australian users on Facebook

• 190 million Tweets per day• Flickr hosts 5 billion images• Wikipedia hosts 17 million articles• Google+ has 25 million users already• 2.5million websites integrated with Facebook

• 30 billion pieces of content is shared via Facebook every day

• 490 million users visit YouTube every month

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

social media activities, vs. 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 site

BUT

• 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

• half of Australians in their forties connect via mobile and a third of those in their 50s

• 12% of consumers purchasing online have made purchases using a mobile.

We’re Doing It Wrong!

Why Do People Interact?

40%: discounts and promotions39%: show my support for the

company to others34%: stay informed about activities of

the company33%: updates on future products30%: updates on upcoming sales29%: entertainment25%: access to exclusive content21%: learn more about the company

When Do People Interact?

TECHNOLOGY

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

Location-specificContextual

TimelyImmediate 

NOW

5 billion mobile phones in use.

By 2012

There will be as many connected mobile phones,as there are people.

(PhoneCount)

By 2020

There will be six things connected to the internet

for every person on the planet.

(Cisco)

VIDEO

The End of TV?

2015

YouTube• Owned by Google; bought for $1.65 billion

• Ten minute and 2Gig limit on videos; partner accounts can get more

• 103 million monthly UNIQUE visitors in May 2010

• 24 hours of video uploaded every minute

• 1.12 hours per month spent on YouTube every month

• 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide

• 47% of the global internet population visited YouTube in April 2010

Ways to engage

• Creating your own channel; commenting on videos

• Share, embed videos; create content

Instructional VideoWebinars

Welcome VideoVideo testimonials

Success storiesProduct demosProduct reviews

TrainingCommercialsViral video

CONTENT

• DON’T BE BORING• Constant repetition will

KILL your followers• Relevant to current

events• If you can’t be creative,

EMPLOY someone to be creative for you

• Think ‘magazine’

MEASURE

Measuring Investment

ROI: the return.

Quantitative Data: the numbers.

Qualitative Data: the opinions.

Top Tips

•Have a Plan! Set Objectives!•Know Your Message•Stay On Brand•Help People Find You•Constant & Relevant

Communication•Get Everyone Involved•Listen! And Reply! •“A vocal minority, but an aural

majority” •Be a Resource•Develop Tabs

Indigenous Social Media Use

Dependent on a number of factors:

• Linked to age, education & use of a computer a work

• Smartphone ownership

• Local areas being serviced by sufficient broadband or 3G networks

• Poverty

• “Social detriments playing out in one’s life: survival rather than social media.”

Indigenous Social Media Use

FACTS

36 per cent of Aboriginal or Torres Strait Islander people had access to the Internet at home, compared with the national average of 67 per cent.

Australians were outraged when Libya, Egypt and other countries had their Internet cut as a bid to stop anti-government sentiments, yet in 2008, only 8% of indigenous Australians living in remote areas had access to the Internet at home. (In towns the number goes up to about 50 per cent.)

Indigenous Social Media Use

USAGE

• Keep in touch with family & friends

• Fight addiction

• Sustain endangered languages and practises

• Showcase Aboriginal arts and crafts

• Promote cultural identity

Indigenous Social Media Use

The Negatives

“the absence of geographic boundaries in communication technologies no longer provide for cultural distinction and way of life and these technologies continue the trend of western domination over Indigenous cultures.”

They go on to say that education within Aboriginal communities is highly complex and can not be expressed through technology; it is virtually impossible to present the “fluid and multivalent characteristics of Indigenous systems of knowledge in an authentic manner, respecting traditional cultural values”.

These perceptions are prevalent today despite the growing use of mobile technology and social media amongst Indigenous youth; the change of culture that is being brought by the advancement of technology can be perceived as domination and disrespectful.

Smith, Burke & Ward, 2000

Indigenous Social Media Use

The Positives (University of Toronto)

Aboriginal elders and leaders have been concerned that social media with undermine language and culture, but it appears the opposite is the case. This comment from an assistant professor at the University of Toronto:

“I am also seeing a growing trend of people using Facebook as a means of communicating cultural knowledge, using their status to inform people of what you should do when someone dies to show respect or using posts to elicit and discuss vocabulary. There are young people making a very concerted effort to learn the language while mother‐tongue speakers are still alive; these students use Facebook as a practice space.”

Suggested Sites

Live Longer: @LiveLonger_

ReachOut: @ReachOut_Aus

DeadlyChoices: @DeadlyChoices