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We were invited to present at Fresh Event 2010, the annual conference for the fresh produce industry of Australia and New Zealand. We were asked to talk on social media, specifically the ways that fresh produce business could use it as a tool to compete with the best. The audience spanned the full spectrum from 'Farm to Fork' with a corresponding range of social media experience. We structured the content accordingly.
Citation preview
How can we use
social networkingas a marketing tool to
compete against the
best?
Social media is an umbrella term that defines the various activities that integrate technology, social interaction,
and the sharing of words, pictures, videos, and audio.
It is the term used to describe the type of media that is based on conversation and interaction between people online.
http://www.wikipedia.org
SOCIAL MEDIA CAN BE BROKEN DOWN INTO
6 MAIN AREAS:
1. BLOGS2. SOCIAL NETWORKS3. MICRO-BLOGS4. BOOKMARKING5. VIDEO SHARING6. IMAGE SHARING
A BLOG IS A TYPE OF WEBSITE WITH REGULAR ENTRIES OR COMMENTARIES.BLOGS ARE USED PRIMARILY FOR
KEEPING CUSTOMERS UP
TO DATE WITH WHAT THE
BRAND IS DOING
BLOGS
MICRO BLOGSMICROS BLOGS ARE SIMILAR TO BLOGS WITH MUCH SMALLER ENTRIES. THE MOST FAMOUS MICRO-BLOG IS TWITTERTWITTER ADOPTION IS HIGHEST IN THE
30+ GROUPIT IS USED TO SHARE & PROMOTE THINGS.
SOCIAL NETWORKSSOCIAL NETWORK SERVICES ALLOW PEOPLE ONLINE TO
COMMUNICATE, SHARE AND INTERACT WITH ONE ANOTHER
SOCIAL NETWORKS SUCH AS FACEBOOK
INCLUDE BLOGGING, INSTANT AND INTERNAL MESSAGING AND DISCUSSION BOARDS.
SOCIAL BOOKMARKINGTHESE SITES ALLOW USERS TO COLLECT LINKS TO
SITES AND CONTENT WHICH THEY FIND USEFUL OR ENTERTAINING.
ALSO USEFUL FOR SEARCHING & SHARING LINKS.
THE BIGGEST PLATFORMS ARE DIGG, REDDIT, DELICIOUS AND STUMBLE UPON.
VIDEO SHARINGTHESE SITES ARE USED FOR HOSTING AND SHARING VIDEOS ONLINE.
THEY ARE MORE OF A BRANDING AND BROADCAST TOOL, ALSO USED TO INCREASE ENGAGEMENT BY ASKING USERS TO SUBMIT VIDEOS.
THE TWO BIGGEST PLAYERS ARE YOUTUBE AND VIMEO
IMAGE SHARINGTHESE SITES ALLOW USERS TO HOST, SHARE AND COMMENT ON IMAGES & PHOTOS.
THE BIGGEST DEDICATED PHOTO SHARING SITE IS
FLICKR.
USER PARTICIPATION CAN BE ENCOURAGED
THROUGH SHARING PHOTOS OF A PARTICULAR EVENT OR ACTIVITIES, SUCH AS PEOPLE USING A PRODUCT.
WHY BOTHER?
BECAUSE TIME SPENT ON SOCIAL
NETWORKS IS GROWING AT
3 TIMES THE OVERALL
INTERNET RATE
Nielson, Global Faces & Networked places, 2009
93% OF SOCIAL MEDIA
USERS BELIEVE A COMPANY SHOULD HAVE A
PRESENCE IN SOCIAL MEDIA
Cone, Business in Social Media Study
BECAUSE THE AMOUNT OF TIMEIT TOOK TO REACH AN AUDIENCE OF
50 MILLION:
RADIO 38 YEARS
TV 13 YEARS
INTERNET 4 YEARS
FACEBOOK HAD
OVER 200
MILLION USERS
IN LESS THAN
A YEAR
BECAUSE SOCIAL MEDIA HASOVERTAKEN PORNOGRAPHY
AS THE #1 ACTIVITY ON THE WEB
BECAUSE FACEBOOK
TOPS GOOGLE FOR
WEEKLY TRAFFIC IN THE U.S
BECAUSE IF FACEBOOK WERE A COUNTRY IT
WOULD BE THE 3RD LARGEST
BECAUSE 78% OF CONSUMERS TRUST
PEER RECOMMENDATIONS ONLY 14% TRUST ADVERTISING
BECAUSE ONLINE SPENDHAS OVERTAKEN TV SPENDIN THE UK. AND IT IS PREDICTED AUSTRALIA WILL FOLLOW THIS TREND.
BECAUSE WE WILL NO LONGERSEARCH FOR PRODUCTS & SERVICES,
THEY WILL FIND US VIA SOCIAL MEDIA
THE AUSTRALIAN SOCIAL MEDIA AUDIENCE IS ESTIMATED AT
9.9 MILLION
Neilson Study
WHERE HAS IT COME FROM?
CONSUMER’S TRUSTED INFORMATION SOURCES HAVE SHIFTED
They trust each other more than brands
PEOPLE TALK ABOUT COMPANIES.
NOW YOU CAN GET INVOLVED IN THE CONVERSATION.
WHO USES SOCIAL MEDIA?
PEOPLE WITH A
PASSION
10,474 PEOPLE
THAT LIKE AUSRTALIAN
BANANAS
HOW CAN BRANDS USE SOCIAL MEDIA?
THE FIRST TASK IS TO IDENTIFY YOUR AUDIENCE AND THEN
WORK OUT WHY YOU WANT TO CONNECT WITH THEM
The Social Hierarchy
Source: trendspotting
The Social Hierarchy
The Social Hierarchy
Case Studies
OBAMA CASE STUDYCase Study: Obama/Biden Presidential Campaign
http://www.youtube.com/watch?v=LOE-jctrk4Y
RULES OF ENGAGEMENTWHERE TO START
1. LISTENLISTEN TO YOUR CONSUMERS ANDJOIN IN THE CONVERSATION
2. ENGAGEGET ACTIVE IN PLATFORMS THAT YOUIDENTIFY ARE ACTIVE FOR YOU
3. MEASUREMEASURE THE EFFECTIVENESS OFLOYALTY AND ENGAGEMENT
USING SOCIAL MEDIA IS ABOUT LISTENING TO WHAT
PEOPLE ARE SAYING ABOUT YOUR BRAND AND PRODUCT
‘MEASUREMENT’ IS THE VOLUME
OF THE BUZZ IN THE WORLD, WHERE
AS ‘MONITORING’ IS WHAT IS
BEING SAID
PAID SOCIAL MEDIA MONITORING TOOLS
1. Neilson Buzz MetricsGIVES YOU A PICTURE OF YOUR BRAND’S ONLINE HEALTH OVER A SPECIFIC TIME PERIOD. NIELSEN BUZZMETRICS SCORE CARD SHOWS YOU HOW YOUR BRAND STACKS UP AGAINST YOUR COMPETITION.
2. Radian6 RADIOAN6 DASHBOARD ENABLES MONITORING ALL FORMS OF SOCIAL MEDIA WITH RESULTS APPEARING IN REAL-TIME, AS DISCOVERED. IT GIVE USERS THE ABILITY TO UNCOVER INFLUENCERS, TRACK AND MEASURE ENGAGEMENT AND DETERMINE WHICH CONVERSATIONS ARE HAVING AN IMPACT ONLINE.
3. Buzz NumbersBUZZ NUMBERS IS THE LEADING AUSTRALIAN SOCIAL MEDIA INTELLIGENCE PLATFORM ENABLING BRANDS AND BUSINESSES TO MONITOR AND REPORT WORD-OF-MOUTH CONVERSATIONS IN SOCIAL MEDIA.
FREE SOCIAL MEDIA MONITORING TOOLS
1. Social MentionSOCIAL MENTION IS A SOCIAL MEDIA SEARCH PLATFORM THAT AGGREGATES USER GENERATED CONTENT FROM ACROSS THE UNIVERSE INTO A SINGLE STREAM OF INFORMATION
2. TechnoratiTECHNORATI IS A BLOG AND SOCIAL MEDIA SEARCH ENGINE
3. Google AlertsGOOGLE ALERTS IS A CONTENT MONITORING SERVICE THAT AUTOMATICALLY NOTIFIES USERS WHEN NEW CONTENT FROM NEWS, WEB, BLOGS, VIDEO AND DISCUSSION GROUPS MATCHES A SET OF SEARCH TERMS SELECTED BY THE USER
DEFINE YOUR STRATEGY&
CHOOSE YOUR PLATFORMS
CREATE SOME EXCITEMENT TO SHARE WITH THE
WORLD. SHARE THE
EXCITING THINGS YOUR BRAND IS DOING.
WHEN YOU PARTICIPATE IN SOCIAL MEDIA FOLLOW THESE BASIC GUIDING PRINCIPLES:
1. STICK TO YOUR AREA OF EXPERTISE AND PROVIDE UNIQUE, INDIVIDUAL PERSPECTIVES
2. RESPECT PROPRIETARY INFORMATION AND CONTENT, AND CONFIDENTIALITY.
3. TALK TO YOUR FOLLOWERS LIKE YOU WOULD TALK TO REAL PEOPLE IN REAL SITUATIONS; REMEMBER IT’S A CONVERSATION.
WHEN YOU PARTICIPATE IN SOCIAL MEDIA FOLLOW THESE BASIC GUIDING PRINCIPLES:
4. POST MEANINGFUL, RESPECTFUL COMMENTARY—IN OTHER WORDS, NO SPAM AND NO REMARKS THAT ARE OFF TOPIC OR OFFENSIVE.
5. ALWAYS PAUSE AND THINK BEFORE POSTING. THAT SAID, REPLY TO COMMENTS IN A TIMELY MANNER, WHEN A RESPONSE IS APPROPRIATE.
6. IF YOU MAKE A MISTAKE, ADMIT IT. BE UPFRONT AND BE QUICK WITH YOUR CORRECTION.
SOCIAL MEDIA ISN’T A FAD, ITS A
FUNDAMENTAL SHIFT IN THE WAY WE
COMMUNICATE
