frankademy 2009 - a social media strategy session from frankvizeum
DESCRIPTION
FRANkademy is a social media strategy session we presented in 2009. FRANkademy has three parts: 1. twitter for brands. 2. Blog networks eg. Nuffnang. 3. Social business strategy case study - Melbourne's GPO. Feel free to check our blog: http://frankvizeum.com.au/ and twitter: http://twitter.com/FRANkVizeumTRANSCRIPT
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2009 Finale
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Today’s presentation
• WTF is Social Media?
• Blogs
• Melbourne’s GPO – A working case study
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Audience
Brand
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Audience
Brand
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World media has fundamentally changed in just 2 years…
http://www.flickr.com/photos/haglundc/3298648381/
Our target audience behaviour is changing
The shift is permanent
Media definitions are evolving
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Counting mouthscommunity = mouths = lovers
Counting eyeballsUnique browsers = eyeballs = viewers
A shift in measurement
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Brand Communicatio
n Platform
Brand Communicatio
n Platform
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Aligning Bought, Owned and Earned
YOUR BRAND
newsletterBlog
BannerPackaging
Brochure
Website
Mobile
TV ad
Sponsorship
Radio
Outdoor
Customer service
Promotions
YouTube
…and many more
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BOUGHTBOUGHT OWNEDOWNED
EARNEDEARNED
Bought, Owned and Earned should be integrated.
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Brands are enticed by fancy technology
Three reasons why social play fails
http://blogs.wsj.com/biztech/2008/07/16/why-most-online-communities-fail/
A lack of proper management
The wrong measurement metrics
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share, talk, answer, engage, give something for free, have a personality, be different
Most brands are socially inept.
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There are thousands of tools
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Real-time micro-blogging
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A public conversation in 140 characters
Australian users
13,000 800,00012 months to June ‘09 (Comscore)
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Create Profile Page in 5 mins!
Choose an ID
Upload a photo
Short Bio
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Finding People To Follow
Search for people / brands
Follow who they follow
Search.twitter.com
Follow them
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twitterlingo
tweet
re-tweet
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Following and
followers
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tweet
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RT =
re-tweet
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Reply with
@username
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Direct
messages
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Shortened
URLs
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hashtag
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Trending topics
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Tools that work
with Twitter
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Twitter’s core benefits
Building relationships
Real-time insight
Sharing information
customers and business partnerscustomers and business partners
market intelligence, feedbackmarket intelligence, feedbackand customer serviceand customer service
compelling news and contentcompelling news and content
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EG.
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Announcements & updates
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Driving site traffic
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Events
Global Green Challenge
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Loyalty through usefulness
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Personal service
Over 80 accounts = relevant content
Sharing information
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Winning over grumpy customers!
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Howdy #mktgnow attendees and @armano, we are going Web2.0 in a week or 2, will annouce via Twitter when we turn it on for you to try4:24 PM Sep 22nd from web
#mktgnow We use Social Media for getting crucial feedback, informing customers of new products and helping people out with issues4:39 PM Sep 21st from web
A question for #mktgnow - are people typically "following" companies/products they are interested in or just run a search when needed?4:46 PM Sep 21st from web
How about an application for Twits #mktgnow - if you could Twit-A-Cab would you use it to book a taxi?5:46 PM Sep 22nd from web
Special Deal 4 #mktgnow If u need a cab home, ph 13CABS 132227 and quote code "twitter" and u will get extra high priority pickup @Sofitel10:44 PM Sep 22nd from web
Driving sales by joining in
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Korean BBQ Taco Truck in L.A36,000 followersHundreds line up daily
Twitter-only deals: "Twares"Last-minute deals that are available only
via@UnitedAirlines
$3 million in sales since Jun ’07@DellOutlet Refurbs and excess inventory
More on selling stuff…
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http://www.flickr.com/photos/hawaii/2089328125/
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Number of bloggers
in the world
133 million blogs?
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That makes the blogosphere the
9th largest population
in the world
8th - Nigeria 9th - Blogs 10th - Japan
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62%62%20082008
55%55%20072007
21%21%20062006
More Australians are reading blogs
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Facebook 4.97m
MySpace 2.02m
Blogger 1.83m
Twitter 752k
Wordpress 736k
Bebo 442k
Unique Audience (May 2009)
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Brands
Current ApproachCurrent Approach
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BrandsUsing blog networks
to engage the community.
A Network
ApproachA Network
Approach
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Leading blog marketing networks
Over 100,000 bloggers in 4 markets Asia Pacific region
250,000 US bloggers22,000 female bloggers
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Over 1,200Australian Bloggers
have joined Nuffnang since Nov ‘08
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Nuffnang have the most influential bloggers in Australia
Parenting and PersonalKarencheng.com.auKarencheng.com.au263,500 monthly blog views
FoodThefoodpornographer.comThefoodpornographer.com124,600 monthly blog views
FashionLadymelbourne.com.auLadymelbourne.com.au41,500 monthly blog views
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Nuffnang Australian bloggers command
3,028,755blog views last 4 weeks (Oct 2009)
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Ways to integrate with
bloggersWays to integrate with
bloggers2. Sponsored conversations
A way for brands to be part of the conversation1. Display Advertising
100% SOV banner ads
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4. Events
Reach out to bloggers with Nuffnang hosted events
5. Product sampling
Product engagement with the bloggers and their
readers
3. Competitions
Engage your brands with the bloggers and their readers
Ways to integrate with
bloggersWays to integrate with
bloggers
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“The key to a successful blog campaign is that the conversation does not have to be ABOUT the
brand, but that the brand be PART of the conversation.
”
Why do most brands fail in
blog marketing?Why do most brands fail in
blog marketing?
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Case studiesCase studies
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Village Roadshow – Blogger participation
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Coles Group & MyerColes Group & Myer
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
Objective:
To generate awareness and buzz for the Coles Group & Myer gift card within the blogosphere.
Campaign Overview
Nuffnang ran a 3 week challenge for Nuffnang bloggers:How do you turn $10 into $100? Bloggers were sent a $10 Coles Group & Myer gift card and asked to partake in one of two challenges. The winner of each challenge to win a $100 Coles Group & Myer gift card.
Challenge 1:Be the Nuffie that spends $10 in the most creative, interesting or fun way. It is totally up to you what you choose to do with it, you just have to impress the Nuffnang team here with your shopping skills.
Challenge 2:Most frugal Nuffie award. How far can you stretch $10 and what can you make it do?
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Seeding MechanicsSeeding Mechanics
Competition is seeded through Nuffnang’s blog post, email and twitter.
This is seeded to over 1000 bloggers within the Nuffnang database.
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
+ Campaign Reach & Impact
TOTAL NUMBER OF BLOGGERS
PARTICIPATED
25TOTAL NUMBER OFBLOG COMMENTS
CAMPAIGN REACTIONS
142
EST. TOTAL NUMBER OF CAMPAIGN
REACHBLOG READS44,512
TOTAL NUMBER OFUSER GENERATED PHOTOSFOR THE CAMPAIGN
258
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
+ The Response
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
+ The Response
I thought $3.47 for two chicken breasts was a bargain. Then, I
discovered chicken wings for $2.09 - - - Bewdy, Mate! And . . . I ended
up getting more for my money, too.
I thought $3.47 for two chicken breasts was a bargain. Then, I
discovered chicken wings for $2.09 - - - Bewdy, Mate! And . . . I ended
up getting more for my money, too.
It was interesting to shop in a different supermarket. The lanes
are different but most products sold are the same. Actually, the lanes
are wider at Coles.
It was interesting to shop in a different supermarket. The lanes
are different but most products sold are the same. Actually, the lanes
are wider at Coles.
Pasta bows and nail-polish?? Only you Angela!You are so incredibly creative.Love, Blaire xx
Pasta bows and nail-polish?? Only you Angela!You are so incredibly creative.Love, Blaire xx
Luckily, Coles had some good specials, including these 98c crackers!! Bargain:Luckily, Coles had some good specials, including these 98c crackers!! Bargain:
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
+ Highlights: Iron Chef Shellie
Iron Chef Shellie used $10 to create a beetroot stack and in memory of her grandfather.
8 Comments
Blog URL: http://ironchefshellie.blogspot.com/2009/08/turning-10-into-100.html
Iron Chef Shellie used $10 to create a beetroot stack and in memory of her grandfather.
8 Comments
Blog URL: http://ironchefshellie.blogspot.com/2009/08/turning-10-into-100.html
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
http://ironchefshellie.blogspot.com/2009/08/turning-10-into-100.html
+ Highlights: Iron Chef Shellie
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
20 Fun at home kids activities for under $10
8 Comments
Blog URL: http://childhood101.blogspot.com/2009/08/20-fun-at-home-kids-activities-for.htm
20 Fun at home kids activities for under $10
8 Comments
Blog URL: http://childhood101.blogspot.com/2009/08/20-fun-at-home-kids-activities-for.htm
+ Highlights: Childhood 101
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
http://childhood101.blogspot.com/2009/08/20-fun-at-home-kids-activities-for.html
+ Highlights: Childhood 101
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
+ Highlights: Violet – Tales of Ingénue
Violet turned $10 to an amazing dress.
25 Comments
Blog URL: http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html
Violet turned $10 to an amazing dress.
25 Comments
Blog URL: http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html
2 pink flannelet pillow cases and 1 cream scarf. Wait not
what you expected? Well keep reading!
2 pink flannelet pillow cases and 1 cream scarf. Wait not
what you expected? Well keep reading!
+ Highlights: Violet – Tales of Ingénue
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Nuffnang Case Study:
Coles Group & MyerNuffnang Case Study:
Coles Group & Myer
http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html
+ Highlights: Violet – Tales of Ingénue
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Inspired by GippslandInspired by Gippsland
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Destination Gippsland - an alternative to traditional media thinking
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Nuffnang PA:
Destination GippslandNuffnang PA:
Destination Gippsland
Objective:
To increase awareness and consideration of Gippsland as a destination for family and short breaks.
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+ Campaign Reach & Impact
TOTAL NUMBER OF
BLOG POSTENTRIES26
TOTAL NUMBER OFBLOG COMMENTSCAMPAIGN REACTIONS41
EST. TOTAL NUMBER OF
CAMPAIGN REACHBLOG POST READS168,877
Destination Gippsland:
Key NumbersDestination Gippsland:
Key Numbers
TOTAL NUMBER OFBANNERCTR0.17%
TOTAL NUMBER OFBLOG POST URLCLICKS219
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+ The Response
Nuffnang PA:
Destination GippslandNuffnang PA:
Destination Gippsland
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These comments show how influential bloggers are,
illustrating intent to travel to the area as a result of reading
the Gippsland post
Sounds fabulous! My husband and I can’t wait to take our kids to the snow but we were thinking we would have to wait years until it was managable. It is great to see you doing it with young ones. By Michelle on 08.04.09 7:32 pm |
Sounds fabulous! My husband and I can’t wait to take our kids to the snow but we were thinking we would have to wait years until it was managable. It is great to see you doing it with young ones. By Michelle on 08.04.09 7:32 pm |
I’ve never heard of Rawsons Village but now I know - looks gorgeous! Also, its great to finally find a mum who has come back from holiday feeling refreshed! I think I need to get to Rawsons!By ickle Kids on 08.04.09 6:53 pm
I’ve never heard of Rawsons Village but now I know - looks gorgeous! Also, its great to finally find a mum who has come back from holiday feeling refreshed! I think I need to get to Rawsons!By ickle Kids on 08.04.09 6:53 pm
I love Walhalla too. So nice and peaceful. Not to mention interesting to see how people used to live (and some still do).By Leanne on 08.05.09 10:57 am
I love Walhalla too. So nice and peaceful. Not to mention interesting to see how people used to live (and some still do).By Leanne on 08.05.09 10:57 am
Sounds wonderful. I’ve wondered what Rawson Village was like, as hubby would like to take the kids to Baw Baw or St Gwyneer (sp?) for a snow experience. Glad you were able to unwind By Leanne on 08.03.09 8:55 pm
Sounds wonderful. I’ve wondered what Rawson Village was like, as hubby would like to take the kids to Baw Baw or St Gwyneer (sp?) for a snow experience. Glad you were able to unwind By Leanne on 08.03.09 8:55 pm
Destination Gippsland –
Some CommentsDestination Gippsland –
Some Comments
•Comment by Deb — August 3, 2009 @ 1:18 pm Jho - what an amazing trip you guys had!!! This is the kind of thing my family and I like to do. I think our next destination will have to be the Gippsland area (we’ve only ever been there once for a wedding and to visit friends who had moved there).
•Comment by Deb — August 3, 2009 @ 1:18 pm Jho - what an amazing trip you guys had!!! This is the kind of thing my family and I like to do. I think our next destination will have to be the Gippsland area (we’ve only ever been there once for a wedding and to visit friends who had moved there).
Esz said... I've never been to Gippsland - Looking forward to your posts :-D It's really great to get out and see country Vic - We went to Ballarat a little while back. Not sure where we'll go next - but Gippsland is sure on the list. The trains are great too and not even expensive. :-D4 August 2009 6:05 PM
Esz said... I've never been to Gippsland - Looking forward to your posts :-D It's really great to get out and see country Vic - We went to Ballarat a little while back. Not sure where we'll go next - but Gippsland is sure on the list. The trains are great too and not even expensive. :-D4 August 2009 6:05 PM
Polecat said... Great work Claire on the Gippsland reviews. I will look out for those places next time I'm down there17 August 2009 12:04 PM
Polecat said... Great work Claire on the Gippsland reviews. I will look out for those places next time I'm down there17 August 2009 12:04 PM
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One Red Robin Winner
Destination Gippsland:
Competition WinnersDestination Gippsland:
Competition Winners
Hey Jho,
Thank you so much for those wonderful write ups on the Gippsland region. It is great to know such beautiful attractions exist only 1 hour out of Melbourne, and this is such a viable alternative to the usual tourist attractions (e.g. Grampians, Great Ocean Road), which are much further away.
For the crafter, it sounds like a haven as well with lots of artistic and crafty things to keep you occupied. In fact, I think it would be a perfect destination to spend a week - one could take advantage of the peace and quiet to work on their hobbies, and also take short trips to visit the attractions.
For the family, I think there would be plenty of interesting things such as horses and alpacas to keep the little ones entertained.Anyway, Gippsland is definitely on the todo list - thanks again!
Julian
“Why do you want to visit Gippsland?”
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It’s not about the tools. It’s how you use them.
http://www.flickr.com/photos/ontario_wanderer/3496185271/
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FRANkVizeum Case Study
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We don’t need a “new website”. We need a website that will act as a marketing tool.
Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost
GPO website before
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GPO website after
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STATS
24 August – 11 September 2008 24 August – 11 September 2009
2,107 Visits 3,150 Visits
3,945 Pageviews 10,212 Pageviews
Up 50%
Up 159%
1.87 Pages/visit 3.24 Pages/visit Up 73%
72.90% Bounce rate 32.95% Bounce rate Down 55%
00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150%
496 followers467 fans
1000 photos55 videos
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What steps should we take?
Listen and learn
Develop our ‘earned’ strategy
Manage and measure
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Goal: Become a fashion and lifestyle destination
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MGPO ‘LOVERS’ survey findings
Sample+ 311 GPO database ‘lovers’ responded+ Email method+ Incentive = thirty double pass tickets to the movie ‘Mary & Max’+ Survey sent 10am Monday 20th April+ Data collected & competition closed 5pm Thursday 23rd April
Respondents+ 311/5057 lovers with email addresses = 6.14% (completed
survey) response rate
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We asked them to tell us three words that describe Melbourne's GPO…
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Nu
mb
er
of
resp
on
den
ts
Approx 79% of our lovers use Facebook and 54% use YouTube
Where do they spend their time?
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See if they’re willing to engage with you
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Ask them what they need or want
“Get a Twitter account & have Twitter-exclusive
offers. ”“Create an online
forum and viewable fashion community.”
“ Using online social networks to keep us
informed on the latest happenings in GPO. ”
“ More tailored communication please -
less of the one-size-fits-all approach. ”
“ An information person downstairs to ask
questions. ”
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Darren, Niocolangela “6,000? Lets make it 60,000!” (number of lovers)
GPO in 3 words: We love it! But the brand needs to be flogged.
Ask your employees, contractors and collaborators what they think
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Bianca, FAT “We trade our nuts off!”
GPO in 3 words: Iconic, beautiful, confused.
How can you help them?
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What should we measure?More time
spent with
brand
Links, mentions, blog posts, Google juice
Increased unique visitors
Community size - lovers, followers
Content produced
Retailer satisfaction
and retention
Free mentions in media / PR
value
New retailer
enquiries
Lovers’ satisfaction
and engagement
and OMG… even sales!
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Not all customers have equal value
http://www.flickr.com/photos/stovak/1561603147/
http://www.flickr.com/photos/greenpeacefinland/2967630234/
“MARKET TO THE OBSESSED” SETH GODIN
Passive viewer Active fan Engaged evangelist
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171,568 Unique Browsers per month!
Where is your audience hanging?
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What are they doing?
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What is written about you?
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Any videos with your name on them?
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Any images?
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What are your competitors doing?
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How much are they ‘Earning’?
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Retailers communicati
on
blog editorial
social media profiles
UsersCommunit
y
Liaising with
organisation
Monitor buzz &
website analytics
Blogger relations
Content production
Liaising with
outside suppliers
(PR, Events)
Implementing web-
tools
Employee education
Who will do this? How?
Do you have the management resource?
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Analytics
Analytics
Analytics
Site dev
Community
LMFFSpring racing/MVRC Xmas
MSFW MF&WF
Annual timeline + events
May June July August Sep Oct Nov Dec Jan Feb March April
SEM+ SEM+ SEM+
Site dev Site dev Site dev
Analytics
GNO
Site dev
Community
Events
SEM+
Analytics
Display
Display Display Display
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Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than
920 photos already!
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MGPO red carpet competition
20 entries in 3-4 days.It’s only the start of our
dialogue with our audience.
It’s genuine interest.
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1000
500
100
1000
100
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Communication with retailers taking shape
Our retailer communication has also improved as we now use a friendlier MGPO email template for regular updates
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Benefits of Earned – GPO’s first week
Improved Search - organic Google juice
More focused use of resources
Platform for new initiatives
Improved customer
service
Demonstrate brand
leadership
Site traffic (UBs)
Real time consumer insight
More time spent with brand
Become the category – free media and PR value
24/7 audience
connection
We can tick a few of these boxes already. Some not 100% but we’ll
get there
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Home base
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The consumer journey starts here
Who does google think you are?
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Option 1:An old corporate video/hate group on facebook
Option 2:Relevant content and someone real they can talk with
Be in control of what people will find online when they search for your product/service.
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Decide it’s important enough to take seriously
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Think first build later - 3 step planning process:
Talking with your organizationMarketing, sales, customer service.
Outcome: Understanding the opportunity and in-house resources.
Talking to target audience A quick Survey or Face to face talk with real consumers.
Outcome: Getting genuine insights.
Market analysisWhat's happening online in your industry.
Outcome: Making implementable recommendations.
1
2
3
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We practice what we preach
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Need help?
I need more
directionI need more
training
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www.frankvizeum.com.au/blog www.frankvizeum.com.au/blog