1.October 2011

2. Todays Presentation THE IMPORTANCE OF SOCIAL BUSINESS THE PARADIGM SHIFT SOCIAL BUSINESS BEST PRACTICE SOCIAL BUSINESS TOOLS TWITTER FACEBOOK AND GOOGLE+ BLOGS SOCIAL BUSINESS MEASUREMENT CASE STUDY MARTELL HOME BUILDERS 3. DISTRIBUTION-driven BRAND-drivenINTEGRATEDINTEGRATEDCOMMUNICATION COMMUNICATIONCOMMUNICATIONSCONSUMER/PR-driven 4. The relative importance of BOEBOUGHT OWNEDEARNED 5. Nielsen Study agreesEarnedTwitterOwnedForumsBOUGHTFacebook Blogs 6. Benefits of BOE integrationhttp://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms/ 7. Social Business is no longer optional3%22%3% 80%http://www.jeffbullas.com/2009/10/30/6-questions-to-ask-the-ceo-when-he-says-social-media-wont-work-for-his-company/ 8. Social is growing stronger and stronger % of brand reputation attributed to socialhttp://www.webershandwick.com/resources/ws/flash/FINAL_NA_SocialBrand_ExecSummary.pdf 9. Todays Presentation THE IMPORTANCE OF SOCIAL BUSINESS THE PARADIGM SHIFT SOCIAL BUSINESS BEST PRACTICE SOCIAL BUSINESS TOOLS TWITTER FACEBOOK AND GOOGLE+ BLOGS SOCIAL BUSINESS MEASUREMENT CASE STUDY MARTELL HOME BUILDERS 10. Traditional Media Approach 11. Social Business Approach 12. You need both to succeed 13. What happens in 60 seconds?http://gizmodo.com/5813875/what-happens-in-60-seconds-on-the-internet 14. Current State of Social in Australia Only 42%48% have no presence in the spaceof Australianorganisations are Only 16%embracing social media of respondents feel it is important to have a clearly defining a social media strategyOnly 14% consider allocating dedicatedstaff and measuring socialmedia engagement asimportant Only 2%find dedicating funding a priority Source KMPG 2011Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game 15. Benefits of getting it righthttp://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf 16. Todays Presentation THE IMPORTANCE OF SOCIAL BUSINESS THE PARADIGM SHIFT SOCIAL BUSINESS BEST PRACTICE SOCIAL BUSINESS TOOLS TWITTER FACEBOOK AND GOOGLE+ BLOGS SOCIAL BUSINESS MEASUREMENT CASE STUDY MARTELL HOME BUILDERS 17. Social Business Best Practice Tactics/Shop front Strategyhttp://www.intersectionconsulting.com/blog/ 18. The single biggest challengehttp://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/ 19. Social Business Best Practice Inevitable ShiftCLOSED COLLABORATIVEOPENSilos, separate andFreely sharing information Connecting internal andinformation hoarding and knowledge internally external communities formutual gain 20. Social Business has a knock on effect 21. Social Brand vs Social Business 22. Social Process YES PositiveCasePositive EngageAssess OutcomeClosedin Public?YESNO YESForward toPositiveMonitor Is it EngageNegative relevant OutcomeConversations legitimate?in Privatedepartment ?NO NO LISTEN, ASSESS, ENGAG E MODEL FOR COMMUNITY MANAGERS AssessBY FRANk media AssessNeutral 23. Todays Presentation THE IMPORTANCE OF SOCIAL BUSINESS THE PARADIGM SHIFT SOCIAL BUSINESS BEST PRACTICE SOCIAL BUSINESS TOOLS TWITTER FACEBOOK AND GOOGLE+ BLOGS SOCIAL BUSINESS MEASUREMENT CASE STUDY MARTELL HOME BUILDERS 24. There are thousands of tools 25. Todays Hero Tools 26. TwitterReal-time public micro-blogging in 140 characters 27. Twitter1.1m Australian users 100m + global users200 m tweets/ day globally 28. Twitter can be confusing@ # RT 29. @ symbol 30. # symbol 31. RT-ing 32. Now all together! 33. How can brands use Twitter? 34. Update customers about new product 35. Offer customer support + gain insights 36. Build relationships with customers 37. Promote the brands personality + products 38. What else can you do on Twitter?Track emerging trendsand conversations 39. Twitters core benefitsBuilding relationshipscustomers and business partners Sharing information compelling news and content Real-time insight market intelligence, feedbackand customer service 40. Most popular social network globally 41. Global StatisticsNo. of Facebook No. of Facebook users Pages (active)If Facebook were a country it wouldAverage value per be the 3rd most fanpopulated in theworldNo. of FacebookNo. of users who Likethings daily apps 70% of users engage with apps each monthhttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07 42. Facebook in Australia FEMALE MALE 10.4m users = 49% of the population45%55% = 61% of the online population Australian Facebook use and penetration is one of the highest in the world Facebook represents 1 in every 5 web pages Australians view 6.6m Australians check Facebook daily (1/3 of the population!)http://www.checkfacebook.com/http://thesocialskinny.com/australians_and_the_internet/http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif 43. Get ready for the new Facebook 1. Tickerdisplays likes andcomments2. Timeline displays activities 44. What this means for marketers (1)The pressure is on for marketers to come up withcompelling content and integrate themselves further intousers livesE.g. brands with boring or irrelevant updates will have lower visibility in thecontentnews feed integration 45. Open Graph Facebook Apps 46. How Open Graph Brand Apps workPeople can take People can add socialOpen Graph apps to their Timelines actions within theapp. E.g. I cooked itYour AppNews FeedTickerUsers Timeline 47. What this means for marketers (2)Its not all about chasing Likes anymore -marketers need to plan forengagement and getting people to take social actionsenabled by the brand to earn their place in the News FeedBrands cant rely on Page traffic through driving LikesE.g. New public metric: People Talking About This shows how compelling a brand engagePage issocial actions 48. New Facebook Engagement MetricTalking about thisLikes, comments, photoupload, video upload, RSVPto event, answer to pollin the last 7 days 49. Industry BenchmarksIndustry CompanyEngagement RateConsumer Products Harris Scarfe 20.7%RetailTypo 6.9%B2B SAP3.7%Group Buying Groupon 3.8%FurnitureDomayne 3.0% 50. Harris Scarfe Content: Current events e.g. Spring Racing Customer Service Engagement 20.7% 51. Typos Facebook Page Content: Fun posts Customer Service Engagement 6.9% 52. SAP Facebook Page Content: Education News Engagement 3.7% 53. GrouponContent: Questions Deals Customer ServiceEngagement3.8% 54. Domaynes Facebook page Content: Like it? Win it! Competition Customer Service Engagement 3% 55. Facebook brand page mock up 56. Getting the most out of Facebook DELIVER:ENGAGEMENT CONTENT RESULTS COMMENTS2 VALUE LIKES PERSONALITY3 SHARES USING APPSBRAND RESOURCESNEWS FEED1 STRATEGYVISIBILITY4 COMMUNITYREACHMANAGEMENT AWARENESS CUSTOMER SERVICE ADVOCACY TRAFFIC ONLINE AND CONVERSIONS6OFFLINE SHARING SALES RECOMMENDATIONS5 BRAND REPUTATION 57. The other social network: Google+ 58. Google+ best functionality 59. Google+ best functionality 60. The +1 Button 61. Blogshttp://www.flickr.com/photos/hawaii/2089328125/ 62. Blogs are highly influential78%93%87% Haveconsidered aHave made a brand/learn of a newpurchase of abrand/product/serviceproduct/service aproduct/service as blogas a result of reading avia blog advertisingresult of reading a blogNuffnang Australia Survey 2011, 594 respondents 63. But blogs also generate Google Juice 64. Top Ten Company Blogs https://blog.facebook.com http://www.bbc.co.uk/blogs/theeditors http://ebayinkblog.com http://fastlane.gmblogs.comhttp://www.thecleanestline.comhttp://mystarbucksidea.force.comhttp://brandflakesforbreakfast.com http://blog.twitter.comhttp://blog.wholefoodsmarket.comhttp://blogs.hbr.org/http://www.simplyzesty.com/ 65. Summary of toolshttp://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475 66. Todays Presentation THE IMPORTANCE OF SOCIAL BUSINESS THE PARADIGM SHIFT SOCIAL BUSINESS BEST PRACTICE SOCIAL BUSINESS TOOLS TWITTER FACEBOOK AND GOOGLE+ BLOGS SOCIAL BUSINESS MEASUREMENT CASE STUDY MARTELL HOME BUILDERS 67. Social Business Monitoring 68. ROI of Social BusinessBuild Build Build trustBuild traffic Build salesinterest engagement 69. Social ROI: You get out what you put inwww.allfacebook.com/facebook-wall-posts-brands-2011-10 70. Social Business Metrics 71. Clearly define your objectiveshttp://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/ 72. What should you measure?http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf 73. Popular Free Tools for Measurement Twitter Advanced Search 74. Sample Report: SCOOPONOverall Sentiment31%74%4% 75. Sample Report: Facebook Overview 76. Sample Report: Competitor Analysis FACEBOOK MENTIONS140012001000 800 Groupon 600 Spreets 400 Scoopon FACEBOOK SENTIMENT 200 0 Mentions 77. Top 5 key take outs:SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MOREIMPORTANTINTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ONEFFECTA SOUND STRATEGY AND RESOURCES ARE KEYIT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEMWHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY 78. Todays Presentation THE IMPORTANCE OF SOCIAL BUSINESS THE PARADIGM SHIFT SOCIAL BUSINESS BEST PRACTICE SOCIAL BUSINESS TOOLS TWITTER FACEBOOK AND GOOGLE+ BLOGS SOCIAL BUSINESS MEASUREMENT CASE STUDY MARTELL HOME BUILDERS 79. Case Study 80. Key Objectives1. BUILD A RELATIONSHIPWITH CUSTOMERS2. CUT OUT MIDDLE MAN 81. Strategy1. CREATE AN EXPERIENCE FOR CUSTOMERS2. TRANSPARENCY &OPENESS 82. Social ToolsWEBSITE AND BLOG CONTENT TAILORED TOHOMEBUYERSDAILY TIPS AND TRICKS + DIALOGUEEVENTS, CHARITY PROJECTS, NEWSSHOWCASE HOMES AND INTERNALCULTURE AT MARTELL 83. ResultsIN 2007 MARTELL SOLD 16 HOUSESIN 2010 THE COMPANY SOLD 200!THATS AN INCREASE OF 1250% 84. So, at what stage is your business? 85. PLEASE LET US KNOW IF YOU WOULD LIKE A NOOBLIGATION REPORT ON YOUR BRANDS SOCIALFOOTPRINTTHANK YOU!