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Slide deck from Castleford Media's presentation at ad:tech Sydney, March 2011. How original content can help you exploit the marketing opportunities presented by social media.
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Social Media Marketing and Original Content
A look at the marketing opportunities presented by popular social media platforms; how you can exploit them with
original content; and what you can learn from brands that have already gone social.
Castleford Media Pty Ltd
Sydney-based Custom News Provider
10 years experience in the UK, US and Australia
Full-time, local editorial teams
In-house SEO, Social Media, Online Marketing expertise
Exclusive, original articles published in-full on client websites
Diverse client base (commercial, government, non-profit)
Supporting full-range of online marketing objectives
Our Custom News Model
Custom News and Your Marketing Activities
About This Session
• Part 1: Social media opportunities
• Part 2: Exploiting original content
• Part 3: Famous examples
• Q&A
• Bookmarks
Part 1
Social Media Opportunities
9.2 million Australians use Facebook(Opinionway / DDB)
65,000 new users in the past six months
600 million users worldwide
Over 50% log in every day (Facebook.com)
2.5 million Australians use Twitter
100 million new accounts globally
25 billion tweets sent worldwide in 2010 (Sysomos)
1 million Australian members
90 million members worldwide
1 million company pages
700,000 LinkedIn groups (LinkedIn.com)
InMails to reach out to any fellowmember
YouTube
700 billion videos viewed globally in 2010
13 million hours of video uploaded
Marketing material accounted for 6 ofAustralia’s top 10 most viewed videoslast year
Majority of Australia’s most searched-for queries were brands or products(YouTube Australia)
Part 2
Exploiting Original Content
Gaining a foothold on popular platforms
Building followers, fans and contacts
Driving engagement
Brands on Facebook
Brands on Facebook
Brands on Facebook
Brands on Facebook
Brands on Facebook
Dwell Time
Meeting consumers on their own turf
(Neilson Net Ratings)
Facebook is the No.2 site in Australia(Alexa.com)
Users stay on Facebook longer than other popular sites(Opinionway / DDB)
Facebook Engagement
84% use brands they follow on Facebook
36% want to buy more from brands they follow
30% say frequency of information is key to following a brand
38% of followed brands are found in Facebook search(Opinionway / DDB)
Original Content on Facebook
Original content gives visitors something to engage with
Premium content can be hidden behindLike buttons
Sell within Facebook environment
Canvass your followers
Drive traffic to your site
600 million users voting for content, products, services and brands
Engage customers on their home turf
Twitter: More Users
Recently valued at $10bn
Massive growth in 2010
More detailed bios
More links to websites
More location sharing
Twitter: More Detail
69% have a detailed bio
73% reveal their location
45% point to a URL (Sysomos)
Original Content and Twitter
21% of Twitter users followmore than 100 accounts(Sysomos).
Evidence that social media buzz influences SERPs.
Retweeting can have animmediate impact onrankings.
Marketing messages needdiluting with differentcontent types.
News is the biggest driver ofre-tweeting activity (HP).
Original Content, LinkedIn and Foursquare
Point at relevant white papers and reference material via LinkedIn Answers, Groups and InMails
Share articles, blogs and tweets on your Company Page
Reward Foursquare users for visiting physical locations with premium or pre-release content
Original Content, YouTube and Quora
Share original product demos or narrated slide shows
Embed them in your landing pages for up to 80% improved conversion (SEOMoz)
A/B testing of television ads
Build a reputation as an expert in your field and engagewith people who share your professional interests
Social Media and Mobile Users
• Twitter and Facebook apps pre-loaded on popular smartphones
• YouTube has 200 million mobile views every day (Eric Schmidt, 2011)
• Mobile share of internet searches increased from 10% to 15% in the second half of last year (Google, 2011)
• Search spike during Superbowl ad break was x38 on desktops and x315 on mobile devices (Eric Schmidt, 2011)
Part 3
Famous Examples
Old School
Man-up: Old Spice v Dos Equis
1.7 million hits29 million hits
Bricks to Clicks
Offline Facebook Likes with RFID wristbands
Clicks to Bricks
Real world discounts for Barista Badge holders
Free Media
$10 million in free advertising for Mentos (ABC News)
Listening
From Dell Hell to IdeaStorm
Letting GoDove inspires YouTube parodies
Dove Evolution Slob Evolution
Dove vThe BeautyIndustry
Dove v Axe
Social Media Lessons
• Lower barriers to entry
• Less controllable campaigns
• Conversations can happen without you
Bookmarks
Exploring the use of Twitter around the world (Sysomos.com)Twitter Statistics for 2010 (Sysomos.com)Facebook and Brands (DDB / Opinionway)Facebook Statistics (Facebook.com)LinkedIn Facts (LinkedIn.com)YouTube Statistics (YouTube.com)YouTube Rewind: 2010 Year in Review (YouTube Australia Blog)Top Sites: Australia (Alexa.com)Trends in Social Media: Persistence and Decay (HP Labs)12-step Landing Page Rehab Programme (SEOMoz)A Tweet's Effect on Ranking (SEOMoz)Eric Schmidt at IAB Annual Leadership Meeting (Google / YouTube)Think Mobile 2011 (Google)The Mentos and Diet Coke Sensation (ABC News)All video clips used in the presentation are available on YouTube
Contacts
Company Website: castleford.com.au
Search and Social Blog: castleford.com.au/blog
Twitter Feed: twitter.com/castlefordmedia
Facebook Page: Facebook.com/castlefordmedia
Email Contact: [email protected]
