Case StudiesDelivering

Branded Content, Brands & Contentusing

Social Media

Brad Keeling@bradatslice

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#inclasswithbradDoes Anyone Use Social Media?

In Australia over 3 million people use Twitter and more than six and half million use Facebook. we are ranked 4th in the World – USA 1st, UK 2nd, Canada 3rd

the average age of a Twitter user is 39.1 years 64% of Twitter users are over 35 Twitter users are 53% Male 47% Female

More than 70% of Internet users in Australia visited a social networking site in June 2011, up 29% from the previous year

Australian Internet users spend on average 7 hours and 17 minutes per week on social media sites

63.4% of marketers say they are planning to increase their focus on social media over the next 12 months.

Sources: comscore.com & marketingprofs.com

"I wonder, O wall, that you have not fallen in ruins from supporting the stupidities of so many scribblers.“

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"I wonder, O wall, that you have not fallen in ruins from supporting the stupidities of so many scribblers.“

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Pompeii 79AD

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Electoral inscription from Pompeii depicting Mercury. Officina of Verecundus IIvir(um) i(ure) d(icundo) d(ignum) r(ei) p(ublicae) o(ro) v(os) f(aciatis)

This translates as “I ask you to elect Holconius Priscus duovir. He is worthy of holding office”.

PoliticsPompeii 79AD

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PoliticsSydney 2011 AD

Electoral inscriptions from Sydney depicting slogans “Keep Carmel” and “Keep Verity” featuring Carmel Tebbutt and Verity Firth

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PoliticsSydney 2011 AD

@Keep_Carmel Case Study

Identical campaigns in many ways with one glaring difference. Carmel used Twitter and Verity didn’t.

Carmel won by a few hundred votes. Verity lost by a few hundred.

#inclasswithbradJust as it was with politics, marketing used to get people talking about their product, service or brand by… ‘Yelling and Selling’

#inclasswithbrad‘Communities’ used to gather in the ‘Community’ Hall. We’d talk

about everything from the weather to where to eat…

#inclasswithbrad… and the word would spread in real-time by engaging in

conversation

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Social Media is real-time internet conversations.

Google and similar alert systems cannot keep pace with these conversations because…they are happening in real-time 24 hours a day, 7 days a week

… so who’s talking about your brand now?

#inclasswithbrad… and what are they saying?

Social media is not a game of ‘Simon Says’

#QantasLuxury#McDstories

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#inclasswithbradAnd as recently as this weekend…

This was posted on Facebook at about 5.00PM Friday and within an hour this social media train wreck was well underway

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Control is not as successful as influence

Embrace what people are saying about you

Be a committed listener

Engage

@theashes is a real life, tangible example of the power of social media and successful use of branded content and…

…it all started with a tweet

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#gettheashestotheashesA quirky hash tag and the players that made it…

@onesmallplanet@mikestuchbery @unsungsongs

@ljLoch

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Branded Content

QANTAS @QantasAirways brought her to Australia Travelscene American Express @travelsceneaus provided a hotelVodafone @Vodafone_au provided a phoneFord @FordCastleHill to provided local transport in a Ford FiestaHarts Pub @HartsPub put on a backyard cricket match and a BBQHoly Cow @SailingAus a tour on Sydney HarbourShe visited The Bradman Museum with @crickethof The Prime Minister @JuliaGillard welcomed @theashes to Australia http://video.au.msn.com/watch/video/ashes-to-ashes/xvxk9uk?

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Branded Twitter Promotion

Another quirky hash tag conveyed a message and became compelling subject matter in an engaging Twitter promotion

The reach for @Vodafone_au alone…

Tweets that mentioned the brand and the tag got nearly double the reach from nearly half the tweets

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“Reach and Frequency”…and the power of one tweet

Some time before lunch on January 12th 2011 the tweet reach for Taronga Zoo’s Twitter account was 1,455 Going back over the past seven days there were only three tweets , two retweets and one @reply

then…Some time just after noon the same day @theashes tweeted one tweet about visiting @tarongazoo The one tweet generated retweets and @replies and within two hours increased tweet reach to 24,384 with just under 30,000 impressions

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Live Tweeting a Book Signing - Case Study September 1st 2011From a quiet book store in Beaumont Street, Hamilton came a tweet from @onesmallplanet

One Small Planet reported live from a book signing in a suburban book store in Hamilton, Newcastle, NSW, with about 40 people in attendance.

However, with a live Twitter feed, One Small Planet was able to expand the audience of potential book buying customers to more than 25,000.

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#inclasswithbradLive Tweeting a Newcastle Craft Beer Week - Case Study November 2011

Over two weeks beginning 17 November, One Small Planet drove a social media campaign aimed at amplifying the event primarily through its @AusBeerFestival Twitter account.

Key to social media is sociability

It is the engagement with individuals that gives social media its power.

Can it be outsourced?

Should it be outsourced?

… and what’s next?

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Case Studies can be found at www.onesmallplanet.com.auhttp://www.onesmallplanet.com.au/index.php/case-study/keep_carmel-case-study/

http://www.onesmallplanet.com.au/index.php/case-study/the-ashes-case-study/http://www.onesmallplanet.com.au/index.php/case-study/price-of-life-case-study/http://www.onesmallplanet.com.au/index.php/case-study/harts-pub-case-study/

http://www.onesmallplanet.com.au/index.php/uncategorized/newcastle-craft-beer-week-2011/