©Beth Powellbethiepowell@gmail.comBethiep on TwitterBeth Powell on LinkedIn

Kicking Goals for Australia Day

Australia Day National Conference, 2011

Using Social Media for Marketing

Agenda

Overview

Strategic Approach

Social Media Tools

Organisational Challenges

…the Internet has turned what used to be a controlled, one-way message into

a real-time dialogue

with millions. DANIELLE SACKS

THE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010

““

Transformation of the Web

Web 1.0 Web 2.0

Publishing Sharing

Static pages ConversationsCollaborating

Real timeCounting Hits Conversions

Transformation of appliances

Context

• Audience and media fragmentation• Anywhere access to information • Growth of web-enabled socialising• Consumers’ preference for authenticity &

focus on trust

How can organisations be sustainable and profitable in this environment?

Build relationships around relevance

8

What do people do online?

ConnectCreate EnjoyLearnTrade

Source: Pew Research (Internet & American Life

2009)

Social Media in Australia

86% of Australians online are looking to other Internet users for opinions and information about products, services and brands.

Where are they looking? Forums (tripadvisor, Australiaforum.com, Australiancountryevents.com,

etc) Twitter

FacebookYou Tube

BlogsWebsites

Nielsen’s 2010 social media report

Social Media in AustraliaConsumer focus

17 million Australians are connected to Internet (Aug/2009), that is 80% of the population

10 million Australians use Facebook

2.5 million Australians on Twitter

2 million Australians on LinkedIn

-

Facebook, MySpace, Twitter in Australia

The majority of Twitter users in Australia are aged 35 to 49.

Facebook’s key demographic is 25-34 year olds, who make up 32% of it’s user base.

And the sweet spot for MySpace is 12-17, which is the age of 28.5% of its users.

Nielsen Netview Jan 2009

Social Media in AustraliaBusiness Focus

Source:The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011

21% of SMEs

Twitter 13%

You Tube 8%

Social Media in AustraliaBusiness Focus

Top 6 things SMEs are doing on social networks

• Having a presence• Responding/interacting with comments• Tracking/monitoring what is said• Gaining consumer insights/research tool • Adding a Facebook “Like button” on your website• Online display advertising on a social network

Source: Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011

Social Media in AustraliaBusiness Focus

54 % of Australian businesses agree they should be asking how to do social media rather than if they should do it.

42% said they risk losing touch with their customers if they don’t employ social media.

Source:The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study, May 2011

“I know everyone is.. BUT I just don’t know how WE would get

into social media ”Developing the strategy

Simple Strategic Process

P• People: who is it you want to reach

O• Objectives: measurable statements of what

you are trying to achieve

S• Strategy: what is it that you are going to do to

reach your objectives

T• Technology: decide where online is the best

place to reach your objectives

Strategic Goals

Marketing & promotionscustomer relationship marketing

customer service and support

public relationscustomer research

product developmentvolunteers engagement

Objectives

S specific clear & well-defined

M measurableachieve what by

when

A achievableset a realistic

path to achievement

R realistic resources

T Timely set a timeframe

Processte

chno

logy Which one or

which combination of technologies is best suited to our purpose

Use

r man

ual Guidelines

PasswordsAccount namesUse of imagesEditorial themesEditorial Calendar

Microblogging

140 characters in response to the question “what are you doing?”

“But why would we?”

Why Use Twitter?

Research: what does your community care about now?

Data source: searchable conversations

Network and brand advocates

Reputation management

Hashtag, keywords, influencers, following &followers

Twitter Skills

Tell your story - frequently

Respond and Retweet

Persuasive writing to your community in 140 characters

Link to a landing page

Call to action

Twitter How To

Use # and key word to searchUse # and key word to collect dataUse tools such as www.twitadder.com to help build communitiesUse www.hootsuite.com for account managementUse www.tweetdeck.com for dashboardUse www.tweetie.com or tweetdeck or Hootsuite for mobile • 1,000 of apps developed for use with Twitter. Check out

www.twitdom.com

YouTube

• Video is a third of Web traffic. By 2013, it will be 90%. (Cisco)

• Almost 1 Billion online videos are watched every month in Australia, reaching 10.3 million Australians in 2009. (Comscore 2010)

• YouTube has 6.7 million monthly visitors and is the world’s 2nd largest search engine. (Comscore 2010)

• The above 40s made up 41% of Australian YouTube users and 61% said they were not tech-savvy.

Research International on behalf of Google, Oct 2009

Why Use Facebook?

• Increase awareness and reach

• Target distinct markets: user demographics and network behaviour to target niche markets.

• Promote new products, events, activities and ideas: using fun approaches to generate engagement.

• Forge relationships: build user communities in connection with brands.

Summary

“Join the conversation, mingle with people important to you, make sure that you’re sending out valuable information and be there

consistently.”

What are the Risks? Missing out on employees or volunteers? Spread of negatives/misinformation? Missing your target market?Employee behaviour online

PolicyRules of engagement Clear purpose and objectives Monitoring & Evaluation Appropriate resourcing

http://www.flickr.com/photos/myvector/

Getting over the speed hump

• Take it slowly at first

• Start with a small, measurable project with clear objectives

• Start with a group of motivated people

• Create some ambassadors

• Show how it gets results

What can social media achieve?

Engagement Education Excite Evangelise

Jeffrey W Hayzlett, Chief Marketing Officer, Eastman Kodak Company

©Beth Powellbethiepowell@gmail.comBethiep on TwitterBeth Powell on LinkedIn