Don’t use social media

Rough ideas, perspectives and diagrams about the coolest thing since pirate radio

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You tell me

Write down some examples

TV? Radio? Newspaper?

My take

‘Social media’ is simply:

Places where people interact on the public record

So what?

Where we spend our time

Source: Hitwise – website visits - week ending 02/05/2009

Some more numbersBrand or channel unique audience:

Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000

WordPress 832,000Twitter 679,000

Bebo 543,000Yahoo!7 Groups 391,000

Six Apart TypePad 326,000Google Groups 266,000

LinkedIn 258,000

Source: Nielsen Online NetView, March 2009

And finally...

Source: Forrester

Three-quarters of Australian online adults use social

technologies

One-quarter of Australian online adults create their

own content

Almost half of Australian online

adults are members of social networks

7 fairly random thoughts

Slingshots and paintbrushes

Read this for more info: www.markpollard.net/slingshots-and-paintbrushes-joe-trippi/

We are what we share

Search is becoming social

Centralised and portablepersonal data

eCRM and e-commerce via social media

StalkernomicsEaves-dropping for profit

The impact of Twitter• Fast, short talk• More stranger-friends• The stream• More innocent, timely search• (with Facebook) Online body language

The marketer’s dilemma

5 RsRiskRewardResourcesResultsResponse

What if it goes wrong?

Will it work? How much?

Who’s best do to it?

How do I measure them?

How do I engage with people?

Listen

Join

Guide

LeadConversation

Community Management

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Outreach to bloggersContests to solicit contentEncourage spoofing

Solicit commentsEncourage votingSocial bookmarkingEncourage forward to friend

Offer RSS feedsSnaggable WidgetsDownload PodcastsViral videos/websites

Create groups & communitiesSocial applications

Portable, original contentOptimize content findability

Forrester Social Technographics Ladder

Common Tactics

Source: www.forrester.com/Groundswell/profile_tool.html

From the trenches

www.huggies.com.au

www.earthhour.org

1. Involvement relates to care factor and effort

2. Mischief happens

3. Predictability is unlikely

Kieran OtsDigital creative director, Leo Burnett

www.spottedforreal.com

1. Loosening control has pros and cons

2. Create and leverage advocacy

3. Allow people to mould direction

Ben PhillipsDigital strategist, Euro RSCG

www.daredallion.com.au

1. Understand what a profitable customer looks like

2. Internal stakeholder management key

3. Draw clear lines to business benefit

Ian LyonsHead of Social Media, Amnesia | Razorfish

1. Companies are not investing much in social media

2. Social media needs to be part of bigger strategy

3. Social media strategy should follow ‘the idea’

Julian ColeSocial Media Strategist, The Population

1. Customer battery often trigger

2. Change management is critical

3. It’s hard to be human

Gavin HeatonSAP and prominent blogger: servantofchaos.com

1. Offline interaction around YouTube growing

2. Half: visit YouTube once a week, & share

3. First few seconds count

Natalie TranOne of Australia’s most-watched YouTubers

www.mumbrella.com.au

1. Start

2. Get team to use it to understand it

3. Over-listen when you’re starting

Tim BurrowesMumbrella.com.au

www.greatestathlete.com.au

1. Invest in content and community manager

2. Respond to interact-ers

3. Negativity is opportunity to converse

Ross RaeburnDigital strategist, Soap

Final thoughts

Start your strategy with the phrase: “We can help people by...”

Don’t use social media

Let it use you

Questions?

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