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Presentation on social media given to a group of small businesses in Toowoomba.
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www.melkettle.com.au @melkettle
Social Media
Monday, 14 November 2011
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www.slideshare.net/melkettle
Monday, 14 November 2011
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Today• What social media is
• Getting set up on facebook
• Getting set up on twitter
• How to limit risk
• How to incorporate social media into your marketing
Monday, 14 November 2011
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Doing what you have always done will no
longer get you what you have always got
www.melkettle.com.au @melkettle Monday, 14 November 2011
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And age old idioms have been redefined
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“By 2011 90% of your sales will
come from word of mouth or
digital promotion”
Seth Godin, 2009
www.melkettle.com.au @melkettle Monday, 14 November 2011
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Socialnomics 2011
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In Australia:
• Facebook - 10.6m users
• Blogspot - 5.6m
• Wordpress - 2.3m
• LinkedIn - 2m
• Twitter - 1.9m
• FourSquare - 63,000
Social media use
June 2011, UAV, www.socialmedianews.com.au
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Mobile communication
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Mobile phone is the greatest piece of persuasive technology of all time.
Location-specificContextual
TimelyImmediate
Monday, 14 November 2011
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By 2012
As many connectedmobile phones,
as there are people.
(PhoneCount)
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Mobile• >250m facebook users access via mobile• Mobile facebook users are twice as
active• 15 billion downloads from Apple’s App
Store• Geotagging - FourSquare, Facebook
Places
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Teenagers prefer texting to talking
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Source: http://blog.lab42.com/
Monday, 14 November 2011
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In Australia• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google• Average user spent 28 minutes and 58 seconds on
facebook• 77% watched video content in Oct 2010 - 26% on
mobile• 36% access internet via mobile phone in 2010• 9% use their mobile phone to purchase• 5% total retail sales online in 2010, increasing by 12%
on 2009http://digitalmarketinglab.com.au
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Not only for kids...
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Brand facts
•Facebook: 40% follow a brand. 51% of these will purchase brand
•Twitter: 25% follow a brand, 67% will purchase
Monday, 14 November 2011
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Changing perceptions
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What does this mean for you?
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Twitter FacebookLinkedIn
TumblrFlickr
WordpressBlogger
0% 20% 40% 60% 80%
10%22%
13%11%
30%75%
78%
Social networks used by Small Business
Source: www.prdaily.com
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• 2 of 10 SMEs have a social media presence• 37% of female business operators have implemented social media activities
v 16% of males• Those with a social media presence, only 1 in 4 monitors it every day, 1 in 4
just once a week.• 5% say they never provide updates, and 48% believe social media has had
no impact on their business.• 5% SMEs developed a mobile-specific siteBUT• 82% of 30- to 39-year-olds use social media, 47% of 40- to 49-year-olds and
45% of 50- to 64-year-olds• 50% of Australians in 40s connect via mobile and a 33% of those in their 50s• 12% of consumers purchasing online have made purchases using a mobile.
We’re Doing It Wrong!
Source: Simon Dell
Monday, 14 November 2011
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• Education
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY
From a small business perspective
Monday, 14 November 2011
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Facebook facts• 750m users worldwide (over 500m are active users)
• 50% active users log on every day
• Average user
• 130 friends
• Connected to 80 community pages, groups, events
• Creates 90 pieces of content every month
• 40% users aged 25 or under, 37% aged 35 or over
• Fastest growing category, women aged 55-65
• 40% follow a brand. 51% of these will purchase brand
Monday, 14 November 2011
www.melkettle.com.au @melkettle
In Australia• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google• Average user spent 28 minutes and 58 seconds on
facebook• 77% watched video content in Oct 2010 - 26% on
mobile• 36% access internet via mobile phone in 2010• 9% use their mobile phone to purchase• 5% total retail sales online in 2010, increasing by 12%
on 2009http://digitalmarketinglab.com.au
Monday, 14 November 2011
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Business pages
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Business pages• Less detail than a personal page• GREAT way for business to reach consumers• Can advertise• Can customise • Make it interesting• Add links• Engage and listen to customers• Monitor your page for spam• Don’t use a personal page for business!
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Analytics
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Users
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Twitter facts• 200 million registered accounts• 140 million tweets per day • 460,000 - average no. new accounts PER DAY• 27% log in every day and 37% log in via a
mobile device• 52% update their status every day• 52% women • 25% follow a brand, 67% will purchase
Monday, 14 November 2011
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Changing perceptions
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• Others in your industry
• Your clients
• Journalists
• People who might refer clients to you
• People who interest you! Food, wine, sport, business people, celebrities...
Who do I follow?
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What do I say?
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Listen
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Be relevant and interesting
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Share
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• 5. Congratulate people
Congratulatepeople
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Ask and answerquestions
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• 2. Let others know you are listening
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Tools to make it easier• 3rd party applications - Tweetdeck,
Hootsuite
• Mobile apps - Twitter, facebook
• Co-tweet
• Shorten links - bit.ly, tiny.url
• Add photos - twitpic, plixi.com
• Lists
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• A new member joins every second
• Over 100m members
• 56% outside of USA
• Nearly 2 billion people searches in 2010
• 80% of companies using LinkedIn as a primary tool to find employees
• 69 of the Fortune 100 companies use LinkedIn as a hiring tool
• More than 1 million Company Pages
LinkedIn facts
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www.LinkedIn.com
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• A way of connecting with other professionals
• Find, be introduced to and collaborate• Join groups• Be found for opportunities• Recruitment - find a job, find employees• Discover connections• Give and receive recommendations
Benefits
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Me
My connections = 692
2 degrees = 100,300+
3 degrees away = 4,175,000+
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Groups
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Recommendations
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Jobs
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Security and risk
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External risk
• Phishing
• Hackers
• Spammers
• Other idiots who want your info... don’t let them get it!
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Internal risk
• General carelessness
• Ego
• Staff leaks - deliberate and accidental
• Blur between personal and professional
• Increased use of smart phones
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Mitigation...
• Strong network security including anti-virus, anti-spyware, anti-spam, firewall,
• Choose unique logins and passwords
• Keep your browser up to date
• Dodgy sounding emails
Monday, 14 November 2011
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More mitigation...• Have a clear social media policy in place
• Confidentiality agreements
• Training and education
• Acceptable and proper behaviour
• Make sure ALL staff know
• Monitor staff use of social media
Monday, 14 November 2011
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Social media policy• Link to Code of conduct, IT, business policies
• Provides structure
• Outlines what can and can’t be done online
• Who represents your company?
• Empowers employees but sets limits
• Crisis management
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Consider...• Boundaries
• Transparency
• Confidentiality
• Financials
• Consequences
• Work use
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A few tips• Have a social media policy
• Think before you post
• Don’t click on short links eg ow.ly/i/jUvU
• Beware of messages from people you don’t know - especially DM with twitter
• Be careful of geolocation apps such as Foursquare
Monday, 14 November 2011
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Privacy - facebook
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Privacy - LinkedIn
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Privacy - twitter
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Risk of NOT using social media
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You can buy attention (advertising).
You can beg for attention from the media (PR).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating something interesting and valuable and then publishing it
online for free.
David Meerman ScottMarketing legend
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Social media is a fundamental shift in how we do business
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Old communication was one-way
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Now communication is two-wayAnd conversations are with many
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Business is no longer B2B.
It’s no longer B2C.
It’s now P2P.
Person 2 Person.
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• Instant
• Interactive
• Accessible
• Measurable
• User generated content
Social media is:
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4 P’s of Marketing
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4 P’s of Marketing
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4 C’s of marketing and social media...
1. Customers
2. Content
3. Channel
4. Community
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Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
Monday, 14 November 2011
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Content
• Content is king - words, video, photos
• Provide information that is valuable to your customers
• Be consistent with content
• It’s not all white papers...
Monday, 14 November 2011
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Channel• Which social media channel is right for you?
• Go where your customers go - know your target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations
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Community• Engage with customers
• Encourage and provide tools for them to engage with each other
• People WANT to interact
• Customer generated content - for customers by customers in the way customers want to receive information
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Case Study: Michelle Bridges
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• Australian personal trainer• Trainer on tv show The Biggest Loser• Online training program - 12 Week Body
Transformation• Author of 3 best selling books
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Forums
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Personal plan
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Video
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YouTube
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Blogging
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Monitoringhttp://www.google.com/alerts
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http://search.twitter.com/
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http://technorati.com/
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http://www.socialmention.com/
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• Engage and connect with your customers• Get a greater online presence • Gain greater brand credibility• Be ahead of your competitors • Be a part of the conversation - they are happening
about your business and your industry whether you are there or not
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How do I create a social media
strategy ?
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Social media does not stand alone
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Integrate it into ALL your marketing
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Promote yourself
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Measure what you do• Quality vs quantity
• ROI vs ROE
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other business benefits
• Increased word of mouth
Monday, 14 November 2011
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75% of SMEsdon’t have a
social media policy
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What’s next???
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• Engage and connect with your customers• Get a greater online presence • Gain greater brand credibility• Be ahead of your competitors • Be a part of the conversation - they are happening
about your business and your industry whether you are there or not
Monday, 14 November 2011
www.melkettle.com.au @melkettle
How to win...• Take it seriously• Choose the right platforms• Do what you are comfy doing• Be interesting • Don’t just talk about YOU• Move quickly• Be interactive• Invest time and money• Integrate social media with all your marketing
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Thank you.
@melkettlewww.melkettle.com.au
Monday, 14 November 2011
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