FRANkademy September 2011

http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later




September 2011

Today’s 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 – Goodness Superfoods

BRAND-driven

CONSUMER/PR-driven

DISTRIBUTION-driven

INTEGRATED

COMMUNICATIONS

INTEGRATEDCOMMUNICATIONINTEGRATEDCOMMUNICATION

BOUGHT OWNED

EARNED

The relative importance of BOE

Twitter

Forums

Facebook

Blogs

Earned

Owned

BOU

GH

TNielsen Study agrees

Please farewell the funnel

CONSIDER MANY BRANDS

BUY

FINAL CHOICE

FEWER BRANDS

EVALUATION & ADVOCACY MORE VITAL ENROUTE & AFTER

PURCHASESource ; Mckinsey global digital marketing strategy practice 2010

CONSIDER

ADVOCATE

BUY

EVALUATE

BOND

ENJOY

THE LOYALTY LOOP

… and welcome the Loyalty Loop

S O C I A L B U S I N E S S

Acting then measuring needs to be replaced with listening then responding

The Thinking behind media needs to shift

www.gapingvoid.com






• Twitter


• Blogs



AUDIENCE

BRAND

Traditional Media Approach

DISRUPTIVE

SHORT TERM

1 WAY COMMUNICATION

Social Business Approach

AUDIENCE

BRAND

ENGAGING

LONG TERM

CONVERSATION

Current State of Social in Australia

Source KMPG 2011

Only 42% of Australian

organisations are embracing social media

48% have no presence in the space

Only 16% of respondents feel it is

important to have a clearly defining a social media strategy

Only 14% consider allocating dedicated

staff and measuring social media engagement as

important

Only 2% find dedicating funding a

priority

Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game

Traditional marketing is coming to an end

“Transmitting messages is insufficient. You are going to have to work out how to drive participation. You are going to have to bring marketing a lot closer to IT and start building platforms which your customers can participate.”

Source: http://www.production.bandt.com.au/news/comm-bank-names-new-ceo

Social Media 2011

It is time to join the conversation...

http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011

Benefits of getting it right

Improved Search - organic Google juice

More focused use of resources

Platform for new initiatives

Improved customer service

Demonstrate brand leadership

Site traffic

Real time consumer insight

More time spent with brand

Become the category – free media and PR value

24/7 audience connection

Sustainable competitive advantage

Facebook Fans

Twitter Followers

Positive Sentiment

Recent US figures agree

Case Study: VW

The opportunity lies in the integration

Source: Nielsen Australian Online Consumer Report 2010

• 60% surf the web while watching TV (up from 49% in 2009)

• 40% listen to radio while online • 10% use TV and radio simultaneously






• Twitter


• Blogs



Social Business Best Practice

Tactics/Shop front

Strategy

http://www.intersectionconsulting.com/blog/

The single biggest challenge

http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/

Social Business Best Practice

CLOSEDSilos, separate and information hoarding

COLLABORATIVEFreely sharing information and knowledge internally

OPENConnecting internal and external communities for mutual gain

Inevitable Shift

CLOSEDSilos, separate and information hoarding

COLLABORATIVEFreely sharing information and knowledge internally

OPEN CULTUREConnecting internal and external communities for mutual gain

Social Business has a knock on effect

Top 5 Tips

Invest in a strategy: it is not about the tools but how you use them

Invest in resources: social media is not free unless your time is free

Listen and learn: the more you know about your audience the better

Don’t be socially inept and force conversations about your brand

Building a community is not a campaign; build a community to help your campaign






• Twitter


• Blogs



There are thousands of tools

Today’s Hero Tools

Twitter

Real-time public micro-blogging in 140 characters

1.1m Australian users

Twitter

100m + global users

200 m tweets/ day globally

@

RT#

Twitter can be confusing

‘@’- is how you communicate with each other.

# campaigns

# campaigns

‘#Hashtagging’Is how you start a conversation around a certain topic

‘RT’ –Re-tweeting is when you pass on another person’s tweet throughout your network.

RT-ing

Then sometimes you get all aspects in a single Tweet!!!

All at once!

Update customers about new product

Dell: computers and laptops

Offer customer support + gain insights

Telstra: Telco

Build relationships with customers

Ben & Jerry: ice cream

Promote the brand’s personality + products

Census: Government

Track emerging trends and conversations

Twitter’s core benefits

Building relationships

Real-time insight

Sharing information

customers and business partners

market intelligence, feedbackand customer service

compelling news and content

Most popular social network globally

No. of Facebook

apps 850,000+

70% of users engage with apps each

month

No. of Facebook Pages

1,500,000+ (active)

Average value per

fan $136.68

No. of Facebook users

750,000,000+

If Facebook were a country… it would

be the 3rd most populated in the

world

Global Statistics

No. of users who Like things daily

65,000,000

http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07

The Like button is clicked 91m times/month (brand pages)

50% of all the people on Facebook have clicked the "Like" button on a brand page in the last 30 days.

1 Like on Facebook equals 20 more visits to your website

The average “liker” has 2.4x more friends that the typical user more connected

Facebook “Likes”

10.4m users

= 49% of the population= 61% of the online population

Australian Facebook use and penetration is one of the highest in the world

Facebook in Australia

Facebook represents 1 in every 5 web pages Australians view

FEMALE MALE

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

Top Australian/NZ Facebook pages# FansEngagement

0.6%

0%

1.2%

0.7%

0.4%

0.3%

3.4%

0.2%

2.8%

1.1%

Source: www.famecount.com

Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans

Australian brands with high engagementINDUSTRY BRAND ENGAGEMENT

NFP Greyhound Racing- Don’t bet on it 129%

Automotive Mazda Australia 14.6%

Food Goodness Superfoods 13.8%

Retail Typo 10.6%

Home Furnishings Domayne Australia 6%

Small Business Alpha 60 4.9%

Restaurant/Cafe St Edmonds Café 3.7%

B2B SAP 3.7%

Education Open Universities Australia 3.4%

Government Census 2011 1%

Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans

NFP: Greyhound Racing- don’t bet on it

Content:

• News around greyhounds racing

• Tips on how to support the anti- racing charities

Passionate Community:

Engagement based on Likes & Comments: 129%

Mazda Australia Facebook page

Content:

NewsCustomer Service


Engagement based on Likes & Comments: 14.6%

Goodness Superfoods Facebook page

Content:

Tips and TricksCustomer ServiceNutrition News

Engaged Community:


Typo Facebook page

Content:

Fun posts Customer Service



Domayne Facebook page

Content:

Like it? Win it! Competition Customer Service

Engaged Community:


Small Business: Alpha 60 Facebook page

Content:

Mainly the new collection Customer Service



St Edmonds Facebook page

Content:

Mainly the weekly changing menuReservations service



SAP Facebook page

Content:

EducationNews

Engaged Community:


Open Universities Facebook page

Content:

Tips and TricksHelp Service Asking questions

Engaged Community:


Census 2011 Facebook page

Content:

Community NewsGreat sense of humour

Engaged Community:


Users own their own information (unlike Facebook)

The other social network: Google+

Brands are not allowed on Google+ yet

No advertising (yet) on Google+

Function to integrate LinkedIn, Twitter and Facebook personas into Google+

Google+ best functionality

The +1 Button

• Allows bookmarking and sharing of content

• Share content directly to circles on Google+ network

• +1s from among one’s circle will show up next to search results

• +1s are being used to re-order Google search rankings

http://www.flickr.com/photos/hawaii/2089328125/

Blogs

Blogs are highly influential

http://bloghub.com.au/492/2011-07-16/blogs-influence-purchase-decisions-nuffnang-survey

92% have used a search engine to find out more about a brand after reading

about it on a blog post

90% pass on blog information to family and friends

But blogs also generate Google Juice

Google Juice = Page RankThe value Google gives to your site

• More links there are to and from your site better page ranking

• More frequent updates to content better page ranking

• Blogs are excellent for getting great organic search results

Popular Consumer blogs

http://abeachcottage.com

http://sassisamblog.com

http://childhood101.com

http://www.planningwithkids.com

http://grabyourfork.blogspot.com

http://www.cravingtech.com

http://www.violetlebeaux.com.au

http://www.insideoutstyleblog.com

http://karencheng.com.au

http://theorganisedhousewife.com.au

Popular Company Blogs

http://ebayinkblog.com

http://www.bbc.co.uk/blogs/theeditors

http://fastlane.gmblogs.com

http://mystarbucksidea.force.com

http://brandflakesforbreakfast.com

http://blog.twitter.com

https://blog.facebook.com

http://www.thecleanestline.com

http://blog.wholefoodsmarket.com http://blogs.hbr.org/

http://www.simplyzesty.com/

Summary of tools

http://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475






• Twitter


• Blogs



Social Business Monitoring

Build interest Build trust Build

engagement Build traffic Build sales

ROI of Social Business

Social Business Metrics

Clearly define your objectives

http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/

What should you measure?

What are your competitors doing?

What content do they like and share?

What is the sentiment in the community?

How many people are listening to you?

Do consumers respond to your content?

What is the best time to publish content?

Who are your top fan and followers?

Twitter Advanced Search

Popular Free Tools for Measurement

Sample Report: Activity Overview

Demographics

Sentiment

Top 5 key take outs:

SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANT

IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM

A SOUND STRATEGY AND RESOURCES ARE KEY

INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT

WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY






• Twitter


• Blogs



Goodness Superfoods

Case Study

FROM TO

DIALOGUEMONOLOGUE

MASS APPEAL

“STATIC” WEBSITE

SOCIALLY POSITIVECSIRO/BARLEY

MAX

WEB-BASED MARKETING TOOL

SPECIALIST/REMEDY

Objective: Build a community

Shift from Monologue to Dialogue

275 Fans 455 Followers 626 Readers/Day

75- 100 “Interactions” per month

Shift from static site to blog

TRAFFIC HAS INCREASED BY 4296%

Jan 2011

Feb 2011

March 2011

April 2011

May 2011

June 2011

July 2011

02000400060008000

100001200014000160001800020000

425

3883

1727 10902743

5366

18262

Traffic Jan - July 2011

Shift from specialist to mass appeal

Shift from CSIRO to socially positive

The results…

3884

18262

Visits to the blog

Feb-11Jul-11

February 2011July 2011

11652

91310

Engagement Feb-11Apr-11

Jun-11Aug-11

89 144

389 412 423 444 468

3784

112 125 147236

275

FacebookTwitter

Time spent on blog

3 min 5 min Feb 11 Jul 11

Goodness Superfoods’ Strategy Approach:

www.intersectionconsulting.com/blog

80%-90% of brands

So, at what stage is your business?

We have a community manager who regularly

engages with our growing community.

Social Business Strategy isn’t just for

Christmas

We’re not sure where to start or whether we

need to.

We have Facebook and Twitter but no one

wants to be our friend or talk to us

“WE’VE MADE A START” “WE GET IT!”“WE ARE NOWHERE”

SB

S

RE

CO

MM

EN

DAT

ION

Where do you begin?

KEY SBS INGREDIENTS

LISTEN & LEARN

IMPLEMENTMANAGE

MEASURE

INTERNAL

EXTERNAL

DESIGNCOMMUNITY MANAGER

SYSOMOS

SOCIAL SEARCH

CONTENT PLAN AND PRODUCTION

INDUSTRY BEST PRACTICE

BESPOKE SOCIAL MEDIA TRAINING

SBS= Social Business Strategy

THANK YOU!