Social Media: Friend or Foe

For Your & Your Business

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

1752 First newspaper published

1970 Computers

2010 & beyond?

1930’s TV

1916 Radio

Resources: Online Marketing Stats for Australia, 2010 This aggregation of facts & figures was first posted by digitalmarketinglab.com.au

eCommerce & General Internet Usage1.Online Internet Usage in Oz - According to Nielsen, Australians spend an average of 17.6 hours a week online, making up 33 per cent of their total media time.

2. Online retail spend in Australia - eBay-owned payment company PayPal predicts online retail spending to reach $33.8 billion in Australia by 2012 – a significant increase on the $24 billion generated during 2009.

3. Loss of online sales to international providers - 40% of Australians online spend is going to overseas stores. Compare this to the US who are losing 10% to overseas counterparts and this crystalises the impact of delayed online investment by Australian retailers.

4. Average consumer online spend Australia - According to Frerk-Malte Feller, Managing Director, PayPal - in the last six months alone the average consumer spent $1,223 online, an increase of $130 from the second half of 2009.”

5. Retailer online investment in 2010 - According to a Forrester report released in July “online retailing in Australia 2010: Marketing, merchandising and customer service”, 69% of retailers are planning to invest in improved site content and 66 per cent will spend more time on online marketing to drive sales & growth.

6. Online purchasing frequency - According to the ACRS’ latest report: “Value and Optimisation in Multi-Channel Retailing”, approx 36% of Australians are making purchases online at least once a month and 6% are buying online once every week

7. Online / Offline Channel Effect - According to the ACRS by 2012, nearly half of all retail transactions are expected to be executed by consumers crossing channels - making multi-channel retailing essential. 

Social Media8. Social Network & Forum Usage - According to Hitwise Australia social networking and forum usage increased 36.1% in the past year and overtook search engines as the most visited industry by Australian Internet users in March 2010.9. The power of online WOM - According to a survey conducted by RightNow 16% of Australian consumers said they had stopped doing business with a company because of a social media discussion they had seen about how the company treats customers. Another 16% stated they had also seen a positive consumer discussion about a company and had gone on to make a purchase.10. Influence of Online Reviews - A study by RightNow found more than half of respondents (58 per cent) deemed customer reviews and feedback online to be the most important source to influence decision making, of least importance was advertising in any shape or form.11. Online Community Usage – Australians look to communities of interest such as parenting or sports sites as a key channel for social media discussion – 62 percent of Australian Internet users visited a message board or forum in 2009.12. Online Video Usage - Australians have a huge interest in online videos and this continues to grow. In January 2010 alone, Australians consumed 33 million videos online daily.13. LinkedIn Members - LinkedIn has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience numbers increasing by 99 percent from July 2009 to May 2010.14. Twitter Users - According to Tribalytic Twitter subscribers in Australia are estimated to stand at 2.5 million.15. FourSquare Members - According to socialmedianews.com.au Sydney FourSquare users have reached the 60,000 mark.

Mobile Statistics16. Australian Mobile Internet Usage - Australians’ ownership of internet enabled phones now sits at 43 per cent, with 29 per cent regularly using it to search, email, find maps and share their lives on Facebook, Twitter and MySpace.17. Mobile Internet Behaviour - Internet searches are the most popular online activity on the phones. Some 73 per cent of mobile internet users users conduct online searches by mobile now, compared with 30 per cent a year ago.18. Mobile Device Share - Nokia has 35% share of handsets in Australia vs Apple’s at 28%. Apples share is expected to reach 61 per cent this year, according to MediaSmart. Search19. Search Engine Market Share - According to Hitwise for the week ending the 10th of July 2010, Google’s market share in Australia equated to 92.52%, Bing was 3.44% and Yahoo was 2.39%.

20. Political Term Search Growth – Given the upcoming election this last one is a timely. Political related search terms are on the rise - Yahoo recorded a 6829.44% rise on the search term ‘Julia Gillard,’ a huge 8164.49% increase on the term ‘Julia Gillard biography’ and a 2600% increase on ‘Julia Gillard pics,’ from Wednesday 23 June until Friday 25 June. Additional search terms on the rise at Yahoo! included, ‘Australian Labor Party’ (2597.72%), ‘Tony Abbott’ (3107.65%), ‘Kevin Rudd’ (3106.67%), ‘Kevin Rudd biography’ (2042.72%) and ‘Julia Gillard MP’ (1334.60%).

The old communication model to customers was a monologue that we shouted to them.

The average person is exposed to over 3000 advertising messages per day – how do they remember any?

The new communication model that customers want is a dialogue (& no shouting!).

Nike CEO Mark Parker explained the theme “The Consumer Decides”:

“The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company.

Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers.

The ability we have to connect with consumers is the single most important competitive advantage in business today.”

BECAUSE 2/3 OF THE GLOBAL INTERNET

POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009

Because visiting social media sites is now the 4th most popular on-line activity ahead of personal email! Nielsen, Global Faces & Networked Places, 2009

And in Australia we know this . . .• 75% of people haven’t used Yellow Pages in the last 12 months

• 80% of consumers do their research on-line

• Only 58% of SME’s have a website

• <5% have used search engine marketing

• <40% use websites to sell

• 85% of Australian Households are internet-enabled

• 95% of SME's have internet access

• 91% of Australians own a mobile phone – 25% have access to the

internet

And in Australia we know this . . .1. Google.com.au - 10.7 million Google visitors in June 2010

2. Facebook

3. Google

4. Youtube

5. Yahoo

6. Windows Live

7. ebay.com.au

8. Wikipedia

9. Ninemsn

10. Blogger.com

11. News.com.au

12. Twitter

And in Australia we know this . . .• 1. 7% of ALL Australians visited a social network in June 2010

• 6.6 million Facebook Users over the age of 18

• 5.5 million check their Facebook status every day

• 800,000 Twitter Users in June

• 750,000 LinkedIn Users

Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).

Where do you start?

Facebook Enhanced Reporting

Engagement report

Lexicon measures ‘buzz’ and sentiment on Facebook

Page report

Pulse Data reports the interests of your fans

Measuring Your AudienceStranger Doesn’t know your brand at all

Aware Knows of the brand, not a follower and not engaging

Passive Follower, does not engage

Active Follow, low-level engagement

Inquisitor Follower, high-level engagement, conversational

Evangelist Follower, high-level engagement, conversational, syndicator

In Summary . . .1. Research the complete social media forum

2. Listen to what is being said

3. Where will you participate and where are your competitors

participating

4. Goal – what is your objective/strategies for being in this space?

5. How will you measure your success

6. Join the conversation by giving back, sharing and leading

7. Measure your success

http://www.baszurburg.com/category/Social-Media.aspx

So today the plan is . . .• 9am to 10:30   Social Media: friend or foe for your business?• 10:50 to 11:30 Your Website Q & A• 11:30 to 12:15 The Facebook Phenomenon • 12:15 to 1pm    To Tweet or Not To Tweet• 1pm to 2pm     Lunch• 2pm to 3pm     You Tube: Everyone can be a movie star• 3:20 to 4pm     Blogging: what is the fuss?• 4pm to 5pm     Your Social Media Plan!

Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact JT: jt@activemgmt.com.au or 0438 015 677

Follow JT on Twitter: @JTActiveMgmt

To read JT’s blog: www.justintamsett.com

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Pericles