Social Shopping at Media140

One billion shoppers

Media140, Perth

Thomas Tudehope

BACKGROUND

• Online adviser to Malcolm Turnbull • Journalist at Sky News • 2008 US Presidential election• Principal at iSocial Consulting • Authoring a book with Mia Freedman • Not a GEEK!

Why Social Media Matters

• If you’re not there someone else is

• It is the consumer coal face

• New audience, new markets and new consumers

• Mitigate against online risk

Social Media Trends

• Social search is taking over the web• Consumers now wants news, views, reviews and

more to be powered by what their friends think rather than what marketers can tell them

• New platforms emerge daily that seek to penetrate and promote all aspects of every day life from photos to video

• Significant ramifications for business - adapt or wither

Why Social Media MattersSocial media is word of mouth on steroids

Social Media in AustraliaWhich sites are Australians using the most?1. Facebook – over 10 million users2. Twitter – over 4 million users 3. Pinterest – fastest growing 4. Google+ - struggling to attract mass market

attention5. Instagram – popular photo sharing app for

iPhones6. FourSquare – popular geo-locational tool

Facebook’s Australian Popularity

Australian’s are using Facebook more than ever: • 88% of people know about Facebook • 40% of users follow a brand• 40% login every day • Facebook is now used for

– Online shopping – Brand reviews – Community activism

• Facebook is now valued at over $100 billion

Australian Companies Online

Are Australian companies using social media?• Yes but not particularly well compared to

international standards• Some sectors like retail have been early

adopters whilst government and finance remain reluctant

• There is a thirst from consumers for a better online service that is not reciprocated by the average business

Social Media ReluctanceWhy are companies so reluctant to engage online?• Social media may just be a fad• How do you value social media interactions?• Its just too hard to measure • We don’t have the resources • Our competitors aren't doing it• We don’t have the skills to execute it

Who is doing it well?

Social Media in AustraliaO

vera

ll B

usin

ess I

mp

act

of

Socia

l M

ed

iahig

her

low

er

Australian business laggards

Businees aquire a brand presence on social media sites and

customers adopt the use of social media platfoms

Mass market Australian

consumers

Australian early adoptors/Gen Yers

Majority of Australian

businesses

Best-in Breed businesses

Business and consumers begin to provide and share user generated

content

Business and consumers collaberate to provide tangible

benefits to both

UK, US consumers

Content & LearnConnect & Listen Collaborate & Innovate

Case Study: Qantas

Case Study- Comm Bank• Reluctant social media adopters• External promotions but banned internally• Immediate and severe criticism• Employees are champions• Education first

Case Study - Gerry Harvey • Sought to preach to an online audience without

any online presence.• Campaign was all offline and nothing online. • No understanding of users or space.

Case Study – Census 2011• There is an online conversation

for every brand and product • Awareness about the Census

changed from a boring data drive exercise to something that was human and humorous

• Resulted in increased media exposure and interest from the average user

• Demonstrates how important tone is

Building an Online Community

The key to social media success is building an online community around your brand, product or idea.• A social media profile allows consumers to coalesce around your product or brand. • By facilitating and moderating online conversations you can foster greater awareness and loyalty. • But, it takes time, resources and good judgment

Online Community Building


MOST USERS


AUDIENCEAUDIENCE LOYALTYLOYALTY CHAMPIONSCHAMPIONS

FANS

FANS

TI

ME

TI

ME

HITS

HITS

TOOLS

TOOLS

Creating Digital ValueUnderstanding the value of digital output can be difficult. Are fans customers? Is awareness the only measurable activity? Each business has a different digital value proposition. Some factors to consider: • Who is your audience and where are they• Are they well organized with key influencers?• How can you contact and convert them • What can you measure – fans, gender, location, interaction

The more you measure the more you will understand about your digital footprint and what that means for your business.

Creating Digital ValueHow can social media add value to your business? 1.Sales

– Drive sales in-store and online

2.Awareness – About your products, staff and brand

3.Relationships – With and between consumers

4.Competitive advantage – A dynamic social media presence will set you aside from competitors

5.Internally – Allow for staff to communicate internally and champion the business

Creating Digital ValueHaving fans on Facebook is fine but what does it mean? How do you accurately measure value: 1.Cost cutting

– Can social media reduce costs in other areas of the business?

2.Sales – Is there a direct correlation between online activities and in-store traffic

3.Sentiment – Has social media improved the manner in which consumers converse

about our brand and products

4.Efficiency – Has it enabled our staff to engage more efficiently on an internal and

external basis?

How to spread ideas quickly

How do I get something to go viral? • Sadly, there is no set formula for making

something go viral. However, you can enhance the process by:

– Creating a content calendar – Connecting with field leaders – Ensure all your profiles are connected– Road test your ideas – Get creative – Be prepared for some bumps along the way

Making the most of Social Media

1. Public Relations • New and unique way to deliver a message en-masse• Interactive discussions • Significant audience reach • Low cost • Ongoing


2. Customer Support• Consumers now vent online

– reach them at the coal face

• A human interaction that is direct and personal

• Real time • Positive interactions can go

viral


3. Research • Access to thousands of

supporters and customers who can provide direct and instantaneous feedback

• Social media profiles are rich in personal data

• What are consumers saying about your own brand and that of your competitors?


4. Sales• New avenues to reach

consumers in new markets• Enhance your existing

purchasing experience • Leverage existing online sales

points • Collate greater consumer data


5. Crisis management • How would you respond if your

brand came under online attack on social media tomorrow?

• Could you correct the record?• Could you interact with

journalists online • Could you use it to recall a

product?• A perfunctory profile *should*

be a bare minimum

Why CEOs should use Twitter

• Achieve personal recognition • Insulate their own brand from

that of the company• Minimal presence is better than

no presence • Build connections and

networks • Project a technologically savvy

approach

How to manage LinkedIn

• Fill out all fields honestly • Corporate leakage – who needs

to know what and when?• Exert caution before connecting • Should you give an online

reference?

Social Media Risks

1. Rushing into action: • Hasty decision based on a knee jerk reaction• One-off approach to deal with a single issue • Focused on too many platforms or the wrong

platforms• Misunderstanding the resources and requirements

Social Media Risks

2. Measurement • Define measurable objectives • Clear metrics thank link back to those objectives• Have the right tools, free or paid, that will enhance

measurement• Correct methodology to calculate ROI

Social Media Risks

3. Content• Too often is an afterthought • Requires

– Planning – Approval – Guidelines – Formatting – Tone

Social Media Risks

4. Failure to engage • Listen, learn, interact and convert • Too much broadcast not enough engagement• Wrong tools, wrong platform• Why engagement fails

– Poor content creation – Too self focused – Wrong audience

Social Media Risks

5. Limited Reach• Right audience right place • Built over time through content • Updates matched to audience size • Reach = ROI

How to manage social media risk

• Understand the space • Facilitate education • Monitor regularly • Delegate properly• Execute through tone

Facebook campaigns

• Should represent a peak in activity • Highly targeted to a specific demographic • Have a key measurable on return • Offer a clear incentive for the audience • Conducted over a short time frame

How to handle criticism

• Be responsive – take it on board

• Create an online culture where dissent becomes a rarity

• Cushion dissenting remarks with supportive, constructive feedback


1. Facebook • Offensive comments should be removed

immediately• Negative or critical comments should be

responded to ASAP• Allow other users to intervene and respond on

your behalf• Block members from the page


2. Twitter • Monitor as often as possible• Respond to negative criticism but not

offensive material. Block users who are serial abusers

• In some circumstances it is useful to retweet an abusive remark to co-opt other users.

• Ensure high profile users are responded to

Social Media Rules

1. Showing up isn't enough 2. You cant be everywhere, nor should you3. Authenticity and transparency are nothing

without a connection4. Talking to people isn't a business strategy5. Keeping customers tuned in

Social Media Crisis Plan

1. Offensive post – courteous and informative response.2. User replies with another offensive remark – courteous reply

offering to take the conversation offline. 3. User again replies with another offensive comment – delete

post. Attempt to email/phone user. 4. User posts another offensive post – block from page. 5. Reiterate that the page is moderated and governed by ‘rules’.

DISCUSSION

Technology

Social Shopping at Media140