Social Media Australia 2012

7/30/2019 Social Media Australia 2012

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THE SOCIAL MEDIA

LANDSCAPE IN AUSTRALIA


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Social media landscape

If you ask different people,Whatis Social Media?

...they will allgive you a different answer...

Social media is;

InteractiveShareableConversationalDynamicMany-to-many

Traditional media is;

DetachedDifficult to sharePromotionalStaticOne-to-many


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My favourite definition:

social media is

word of mouth on steroids


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The power is shifting back to the people

United breaks David Carroll's guitar and makes little effort to compensate him. So Daviwhat's natural to him: he makes a music video.Four days after the videos release, Unit

Airline's stock price dropped 10%, costing stockholders over $180m in value. The videhad over 12 million views.

Click to watch video

United Breaks Guitars
http://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozo


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In the social media world...

People are no longer targets fo

your marketing, they are part ofyour marketing


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Its complex!


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Social is emerging as astarting point for contentdistributionMary Meeker, The State of the Web, 2012


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We love social media

Australians are the most social media engaged audience in the world

Australians spend more time on social media sites than any other nation

Half of Australias population is on Facebook

On average 5.9 hours per week are spent on Facebook

48% of Australian brands have a Facebook page with an average of 40k fans

Source: Nielsen, Interbrand,


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Frequency of using social sites

30%

10%

8%

5%

4%

3%

2%

38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Everyday

Most days

A few times a week

About once a week

A few times a month

About once a month

Less than once a month

Never

Average = 12.4 per monthSource: Sensis Social Me


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Frequency of using social sites

Almost all of those aged under 30 (93%) are using social sites and the majority are usinthem everyday.

Source: Sensis Social Me

14-19 20-29 30-39 40-49 50-64 65+

Everyday 70% 52% 39% 14% 15% 5%

Most days 15% 20% 9% 11% 5% 3%

A few times a week 7% 12% 10% 7% 7% 5%

Once a week 1% 6% 6% 5% 5% 8%

Less than weekly 0% 4% 9% 22% 5% 10%

Never 7% 7% 27% 41% 64% 69%

Avg p/week 24.9 21.4 15.2 7.9 6.5 3.1


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Which sites?


97%

9%

8%

4%

3%

0% 20% 40% 60% 80% 100% 120%

Facebook

LinkedIn

Twitter

Myspace

Other


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But there are a few new kidson the block...


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Who are they?

What does it do? Australian member

Its a fast, beautiful and fun way to share yourphotos with friends and family

1,510,000

Virtual pinboard. Allows you to organise andshare all the beautiful things you find on the

web. Fastest growing site in history.650,000

Intregrated social networking and identityservice from Google 377,550

Source: Social Media Ne

S i l di l d


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How can you use Instagram?


Just Car Insurance Instagram Cover Car Promotion

S i l di l d


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S i l di l d


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Why would I use Google+

1. Maximise competitive advantage in SEO

2. Content distribution channel

S i l di l d


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Social is directly tied to search results

Both people and pages and +1 counts show for logged-outusers in search results



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Why do we use social media?

Reasons for using social networking TotalTo catch up with family and friends 93%

To share photographs and videos 56%

To coordinate parties or shared activities 32%

To find out about entertainment such as bands, shows or movies 26%

To play games 24%

To meet new friends 18%

To follow or find out about businesses 15%

To find people with the same interests 14%

To research holiday destinations or travel offers 12%

To research products or services you might want to buy 12%




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What do they want from us?


57%

45%

41%

41%

36%

32%

32%

30%

0% 10% 20% 30% 40% 50% 60%

Discounts

Give-aways

Invitation to events

Product information

Coupons

Information about brand

Feedback forums

None of these


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BUILDING ASOCIALLY

ENABLED BUSINESS

Socially enabling your business


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Five pillars you need to cover

1. SOCIAL

STRATEGY

- Social strategy andopportunityidentification

- Development ofsocial bespoke

programs andcampaigns

2. SOCIAL

MONITORING

- Listening reportingand insights

- Developmentdashboards

- Campaign reporting

3. COMMUNITY

& CONTENT

- Communitymanagement and

moderation- Identifyinginfluencers

- Issues management- Content strategy and

planning- Content scheduling

4. GOVERNANCE

& TECHNOLOGY

- Development ofsocial guidelines,

response frameworks,crisis frameworks and

SLAs

- Social monitoring,management and

reporting platforms

5. EDUCA

INNOVA

- Developeducationa

and ses- Regula

communic

shar- Educ

- Local antren

- Compmonito



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Social strategy process

LISTEN

- Identify

conversation themes

- Identify issues

- Key insights

PLAN

- Create governance

& SLAs

- Key stakeholders

- Training

ENGAGE

- Content scheduling

- Management tools

- Community

management

AMPLIFY

- Distribute content

- Campaigns

- Build awareness of

channels

OPTI

- Repor

insig

- Lear

- Adjust s



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Key considerations Social impacts all areas of your business

Social helps amplify marketing and activity and conversions

Customer service enquires are inevitable and require continuous optimisation

Social is often used by customers as the channel of last resort

Social helps reveal key business issues

Community management and content development is resource intenstive

Content is king - but it must be the right content

Third part listening and management tools are essential

Social media and content are going to play a greater role in determining

search rankings



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Make people part of your campaigns


Just Car Insurance - Rate My Ride Social Media Campaign

http://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCwhttp://www.youtube.com/watch?v=t7Bevh_wjCw


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What about f-commerce?

Most consumers dont see Facebook as a place to buy things...yet! JCPenney, Gap and Nordstrom all closed down their Facebook storefronts in

favour of re-directing funds into traditional e-commerce channels

For most businesses the ROI isnt there yet

Generally, people prefer to talk about products on Facebook rather than

buy products

Perceived security is an issue - only 26% of consumers think Facebook

storefronts are secure against fraud

Its not all bad news, Australian fashion entrepreneur MIISHKA has built a

sustainable business entirely on Facebook, generating 1,000 unique buyers in

the first six months



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and measuring ROI?There is no uniform approach to calculating ROI from social media. In fact,most marketers dont know how to measure at all. However, there are a numberof ways to quantify value from social media

CUSTOMER SERVICE

- Deflected contacts = (number of new queries) x

(estimated deflection rate)

- Savings = (number of deflected contacts) x (avg costper call)

EARNED MEDIA

- Estimated value of social impressions

- Estimated value of engagements

- Impression benchmarking against paid channels

ACQUISITION/RETENTION

- Number of enquiries resolved

- Number of customers saved

- Number of customers acquired

METRICS

- Referral site conversions

- Leads generated

- Sentiment index- Number of fans and estimated value

- Engagement index


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WHOS DOING IT WELL?



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Telstra

STRATEGY: CUSTOMER SERVICE

Local pioneers / innovators

Buy in from the top

60 trained staff

Cross channel / cross platform

RESULTS:

reduction in call volumes, combined with some of the lowest churn rates in the

world for mobile and fixed line services - David Thodey, CEO



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AAMI


Leveraging from core brand proposition

Buy in across the organisation

12 trained staff

Marketing programs social by design

AAMIs Rhonda goes viral

RESULTS:

High customer resolution via social media and significantly increased reach and

and engagement of existing marketing campaigns. Winner of Best Use of

Social Media at 2012 AB+F Awards.



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Soc a y e ab g you bus ess

DELL


Social informs business decisions

3,000 trained staff, decentralised model

Social certification program

Cross channel / cross platform

RESULTS:

The sales benefit to Dell of running a social media program runs into the tens

of millions - Dave Rishi, Executive Director of Online



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y g y

But it took this for inspiration...

THE NOW INFAMOUS DELL HELL

Gizmodo published this photo of an exploding Dell laptop. The image spread like wildfire across the internet, causingDell to eventually recall over four million laptop batteries.

Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "DellHell." Should have responded sooner.



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AMEX

STRATEGY: CUSTOMER SERVICE & MARKETING ENGAGEMENT

Small Business Saturday (now a movement)

2.8 million Facebook fans

Surprise and delight program

Listens and asks for feedback from community

Strong integration between products and social e.g. couponless deals via

Facebook and Twitter



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AMEX

SMALL BUSINESS SATURDAY - now a movement


http://www.youtube.com/watch?v=wBJJUWt47rkhttp://www.youtube.com/watch?v=wBJJUWt47rkhttp://www.youtube.com/watch?v=wBJJUWt47rk


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AMEX

COUPON-LESS DEALS


http://www.youtube.com/watch?v=0B-Km9vAIwohttp://www.youtube.com/watch?v=0B-Km9vAIwo


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The future of social media

Mobile

Big data (business intelligence)

Social Commerce

Social CRM

Shift to content marketing


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Documents

Social Media Australia 2012