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Social Media briefing at the Australian Trade Commission VIetnam's Australian Education Agent Briefing on January 17, 2014.
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THE IMPACT OF SOCIAL MEDIA
Australian Educa9on Agent Briefing JANUARY 17, 2014
Dragon Social Media We provide businesses with public rela4ons and social media consultancy and support, including: • Social Media strategy & policies for your brand; • Content Management of social media pages & campaigns; • Branding consultancy; • Social Media adver4sing; • Crisis communica4ons; • Media liaising; • Public rela4ons; • Marke4ng; • Social media training.
We work across mul4ple industries including news, broadcast media, ter4ary educa4on, non-‐profit, marine and civil and more.
If you had to give yourself a mark out of 10 for your level of comfort/confidence with social media PERSONALLY, what would it be?
If you had to give yourself a mark out of 10 for your level of comfort/confidence with social media PROFESSIONALLY, what would it be?
Impact of social media
• Why use social media? • How to use social media • Knowing your audience • What’s your brand proposi4on? • Measuring success: What’s the return on investment?
• Case study: Future Unlimited
Why use social media? • Your target audience is using it • Brand exposure & reputa4on • Word-‐of-‐mouth marke4ng • Recruitment • Engagement: students, ter4ary providers • Builds your sphere of influence • Lead genera4on • Search rankings & website traffic • Customer service & connec4on with clients
How to use social media
• Define your business goals
• Understand what social media plaTorms are most relevant to your business and objec4ves
• Know your audience
• Ask yourself – what do I really know about social media? You won’t know everything so seek to learn more with training from third par4es
• Consider resource implica4ons – how many people will it take to run social media or a par4cular campaign? Consider outsourcing to agencies
Know your audience
Half of Vietnam’s popula4on is under 30 è your target audience
Facebook & ZingMe are most popular social media sites
Average Vietnam ne4zen watches 140 videos per month
Vietnam internet penetra4on 30-‐40
million people = 39% à 5th highest in SEAsia
Social media & chat are the most popular forms of online
ac4vi4es
ZingMe demographic skewed to 25-‐34 yo
Facebook demographic skewed to 18-‐24 yo
Source: Internet WorldStats Mindshare, Facebook
Facebook penetra4on 22% = 20 million ac4ve users
Vietnam: Social Media Usage
Source: GlobalWebIndex
0% 20% 40% 60% 80% 100%
Twiier
Faebook
Any social network
Social media is the most emo9onal channel
How can you collaborate with the audience?
Brand proposi9on
You are what you Tweet… And what everyone else Tweets about you
• Uncover
content ideas • Find
communi4es online
• Iden4fy brand advocates
Importance of listening
Social media and ROI
• Forget about tradi4onal ROI measurement
• Measure your brand via -‐ Lead Genera4on: Get regular analy4cs from your social profiles, measure cost per lead -‐ Brand Awareness & Reputa4on: listen to what people say about you
return on investment (%) = (Net profit / Investment) × 100
BLOG POST
Case Study
FUTURE UNLIMITED DIGITAL CAMPAIGN Win your Future Unlimited www.futureunlimited.com.au
Brand proposi9on • June 2011 -‐ new brand launched for the promo4on of
Australian educa4on interna4onally – Future Unlimited.
• Campaign aimed to show è Australian educa4on generates real outcomes, delivering a return on investment to students in the shape of future professional and personal success
• Campaign sought to change percep4ons of Australian educa4on -‐ moving the conversa4on away from lifestyle and environmental features, to focus on higher order benefits, such as the quality, global outlook, research success and innova4on of Australia’s ins4tu4ons and the value of these to students.
Campaign promo9on • Global push by AusTrade networks, campaign sponsors and
allies such as DFAT, ABC Interna4onal, Tourism Australia • Toolkit included promo4onal video, online banner ad, press
release, social media conversa4on calendar etc. • Facebook: sponsored posts and ads • Facebook: Australian Embassy VN page, posts on group
pages Vietnamese Graduates from Australia Club Study in Australia Facebook page
• YouTube video • Posts on local forums for students, IT, educa4on, design • Tradi4onal channels: Online news, Media release via
Australian Consulate-‐General, Electronic Direct Mail
Results
• 31,000 + entries from 180+ countries from a target of 20,000
• Vietnam 5th country in terms of # of entries
• Almost 1 million site visits over the course of 7 week-‐campaign
Conclusions
• Social media increases your reach & can compliment tradi4onal PR and communica4ons
• Set your objec4ves and goals
• Know your audience
• Know your social media channels
• Understand the resources needed to implement social media
• Get started -‐-‐-‐ > now
Thank you Follow us
Twi_er: @Dragon_Ind_Asia
Facebook/DragonIndustriesAsia
Linkedin.com/company/dragon-‐industries-‐asia