presentation to kenmore chamber of commerce, july 2011

www.melkettle.com.au @melkettle

Social Media:Do you act or react?

Monday, 25 July 2011

http://www.melkettle.com.au



www.slideshare.net/melkettle




http://www.slideshare.net/melkettle

http://www.slideshare.net/melkettle

www.melkettle.com.au @melkettle Monday, 25 July 2011




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.





“By 2011 90% of your sales will

come from word of mouth or

digital promotion”

Seth Godin, 2009





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





In Australia:

• Facebook - 10.4m 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


• Instant

• Interactive

• Accessible

• Measurable

• User generated content

Social media is:





Changing perceptions





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





How often do I update?

• Twitter - 2-3 times a day

• Facebook/LinkedIn - 4-5 times a week

• Blog - 2-4 times a month

• YouTube - 2-4 times a month

• Website content - 1-2 times a month





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





How do I create a social media

strategy ?





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





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





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





Thank you.

@melkettlewww.melkettle.com.au


