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www.twitter.com/IAmSimonDellwww.facebook.com/SimonDellwww.slideshare.net/SimonDell
Director of TwoCents Group
Branding Graphic Design Marketing Consultancy Advertising Campaigns
Social MediaDigital
Focus on: SMEs
Write for Marketing Magazine
Background
Lion Nathan, HeinekenConsumer behaviourFMCG goodsRetailPromotionsSocial networking
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 creatingsomething interesting and valuableand then publishing it online for free.”
David Meerman Scott
Social vs. Traditional
vs.
InteractiveOne or two messages
One-way2,000 to 3,000 messages a day
What is Social Media?
•Accessible.•Scalable.• Interactive.•Usability.•Recency.
What is Social Media?
SocialMedia
Blogs
YouTube
LinkedInGoogle+
Social Media Illusions
• It's free.• Build it and they will come. • My customers want to engage with my
business• I don't have a message.• Just for kids.• It's the answer to my business woes.• It can stand on its own as a communication
tool.• Fool-proof.
Important Facts About Social Media
• 10million+ Australian users on Facebook
• 190 million Tweets per day• Flickr hosts 5 billion images• Wikipedia hosts 17 million articles• Google+ has 25 million users already• 2.5million websites integrated with
Facebook• 30 billion pieces of content is shared
via Facebook every day• 490 million users visit YouTube every
month
People Trust Their Friends
http://www.helphive.com/business-central/tag/customer-recommendations/
New entrant!
• 2 of 10 SMEs have a social media presence• 37% of female business operators have implemented
social media activities, vs. 16% of males• Those with social media presence, only 1 in 4 monitors it
every day, 1 in 4 just once a week.• 5% say they never provide updates• 48% believe social media has had no impact on their
business.• 5% SMEs developed a mobile-specific site
BUT
• 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
• half of Australians in their forties connect via mobile and a third of those in their 50s
• 12% of consumers purchasing online have made purchases using a mobile.
We’re Doing It Wrong!
Top Tips
Use TechnologyVideo
ContentBrandingPlatformsConnectMeasure
TECHNOLOGY
Mobile phone is the greatest piece ofpersuasive technology of all time.
Location-specificContextual
TimelyImmediate
In 2009
29% of all mobile phone usersAccessed browser-based content
(Yankee Group)
NOW
5 billion mobile phones in use(BBC)
By 2012
There will be as many connected mobile phones,as there are people.
(PhoneCount)
By 2015
50% of the worldwill have an internet connection.
(AMD)
By 2020
Internet of THINGSNumber of interconnected things
will reach 50 billion:six per person
(CISCO)
• Internet of Things: 50 billion thing: six per person
• 2015: 91% of all internet data will be video• The Cloud• Next Net: internet speed has improved 170,000
times since 1990; next 10 years is expected to increase speed of 10 million times.
• Solar power – 25 super solar sites, each 36square miles could fulfill entire global power needs. 3 years to complete.
• 3D Printing• Virtual humans; IBM’s Blue Brain project• Humans entering self-designed evolution
What’s Next?
Augmented Reality
A live direct or a indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics.
VIDEO
The End of TV?
2015
YouTube• Owned by Google; bought for $1.65 billion
• Ten minute and 2Gig limit on videos; partner accounts can get more
• 103 million monthly UNIQUE visitors in May 2010
• 24 hours of video uploaded every minute
• 1.12 hours per month spent on YouTube every month
• 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide
• 47% of the global internet population visited YouTube in April 2010
Ways to engage
• Creating your own channel; commenting on videos
• Share, embed videos; create content
Instructional VideoWebinars
Wecome VideoPersonable
Video testimonialsSuccess storiesProduct demosProduct reviews
TrainingCommercialsViral video
10.3 million players worldwide
30 million players worldwide
CONTENT
CASESTUDY
Great description of company
Philosophy on Info pageAppealing use of “photo of the day”
Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game
Creates customer community on Meet Others page
• Constant repetition will KILL your followers
• Relevant to current events• Be Creative• If you can’t be creative,
EMPLOY someone to be creative for you
Content
BRANDING
How Many Fans & Followers Should I Have?
Quality over quantity
Aim is to build VALUABLE relationships,not just relationships
“It’s more difficult to unsubscribe from a relationship.”David Almano
If you focus on numbers,you’re missing the point.
Complaints
• How do you normally deal with complaints?
• You CAN delete negative feedback
• BUT take opportunity to apologise & address in public
• We ACCEPT falibility
CROSS PLATFORMS
LinkedIn• Formed in May 2003, based in California
• 100 million members+ as of March 2011
• One new member every second
• 50% of members outside the US
• 2 million members in Australia
• 7,840,000 shares of common stock at a price to the public of $45.00
• Executives from all Fortune 500 companies are members on LinkedIn
• 2 million companies have LinkedIn pages
• ‘Social Networking for Business’
Twitter• 100 million active users every month
• 50 million users every day
• 9th busiest website in the world
• $140 million revenue
• Processes 1.6billion searches a day
• Valued at $7.8billion
• Revolutions organised via Twitter: Egypt, Tunisia, Iran Election protests, Moldova Civil unrest
• Steve Job’s death brought Twitter down
Google +
CONNECT
Places
• Control your business profile
• Geo-location
• Develop offers
• Smartphone required
• Find out where your friends are
• Share experiences
Deals
• Offer deals across multiple locations
• Control centrally
• Individual deals
• Loyalty deals
• Friend deal
• Charity deal
MEASURE
Measuring Investment
Qualitative Data: the opinions.
Quantitative Data: the numbers.
ROI: the return.
ROI
Top Tips
•Have a Plan! Set Objectives!•Know Your Message•Stay On Brand•Help People Find You•Constant & Relevant
Communication•Get Everyone Involved•Listen! And Reply! •“A vocal minority, but an aural
majority” •Be a Resource•Develop Tabs
BIG QUESTION:How often do I post?
