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2 hour lecture on social media to RMIT students - 8 week program. Emphasis on writing.
Social Media ndash Writing
1
WritingEngagement
Goals
therersquos so much that will screw with your content
2
Denis Masseni (denismsponsor-edcomau 1300 755 010)
3
30 seconds on you
amp social media background
4
My Perspective on Social Media
bull I get frustrated by the focus on content
bull I believe most social media returns very little
bull I get excited about multi-dimensional strategy
5
social media mimics talk back radio
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
WritingEngagement
Goals
therersquos so much that will screw with your content
2
Denis Masseni (denismsponsor-edcomau 1300 755 010)
3
30 seconds on you
amp social media background
4
My Perspective on Social Media
bull I get frustrated by the focus on content
bull I believe most social media returns very little
bull I get excited about multi-dimensional strategy
5
social media mimics talk back radio
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Denis Masseni (denismsponsor-edcomau 1300 755 010)
3
30 seconds on you
amp social media background
4
My Perspective on Social Media
bull I get frustrated by the focus on content
bull I believe most social media returns very little
bull I get excited about multi-dimensional strategy
5
social media mimics talk back radio
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
30 seconds on you
amp social media background
4
My Perspective on Social Media
bull I get frustrated by the focus on content
bull I believe most social media returns very little
bull I get excited about multi-dimensional strategy
5
social media mimics talk back radio
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
My Perspective on Social Media
bull I get frustrated by the focus on content
bull I believe most social media returns very little
bull I get excited about multi-dimensional strategy
5
social media mimics talk back radio
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
social media mimics talk back radio
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Not everyone contributeshelliphellip but can share view absorb engage
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
8
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
1 Social media evolution amp state of play
9
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Content today is like playing lsquopass
the parcelrsquo in reverse
Each person adding value as it moves
through the community
10
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
11
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
12
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
April 2013
13
1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
14
AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258
Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
15
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
16
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Social Media at its best
17
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
18
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
1 Pushing out
19
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Itrsquos now about pushing out content
20
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
21
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Websites have been repurposed from infotainment to search
helliphellipbut remain the hub for the long story
22
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
2 Modern Media Mix
23
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
24
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Bought
Advertisinghelliphelliphellip a bit today
25
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
26
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Google vs Facebook adswhich one would you use
27
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
28
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
You may be your organisations community manager so your focus is social media but your organisation is
managing the total mix
29
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
30
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
31
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
3 Statement of Purpose
32
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
To sell more beer
33
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
34
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
35
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Workshop
Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo
Exercise Attempt to answer that question on behalf of your organisation
36
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Statement of Purpose
bull Why have you implemented social media
37
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
31 SEO
38
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Mastering Google
bull Chase for page 1 ranking
bull Google makes 500 to 600 algorithm changesyr Major change too
bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip
39
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Google aims to be the most relevant search engine
40
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Black hat SEO and buying your way into relevance no longer works
bull Websites for schools
bull Facebook for schools
41
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
SEO
42
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Adwords
43
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Bidding
Part 1 Maximum Bid
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Bidding
Part 2 Quality score
Scale from 1 to 10
Based on click through rate (CTR)
Landing Page
Relevance
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Bidding
Part 3 AD ranking
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Bidding
Part 4 Calculating the bid
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
48
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
49
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
4 Social Media Member Lifecycle Management
50
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
51
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Constant attention
Retention
Activation
Acquisition
52
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Writing Content for each phase of the Life Cycle Management
53
Retention
Activation
Acquisition Campaign ndash your job is to sell the bibles not educate the heathens
Provoke an action like share commentAsk a q run a poll be timely
Give them what they expected you to deliverInfo edge cool status collegiatehellip
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
3rd Party apps ndash facebook insists
54
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
5 Audience Profiling
55
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Itrsquos not all about you
bull You may want to grow your social media membershiphelliphellipbut why would someone follow you
bull Itrsquos the nexus between you and them ndash your needs their needs
56
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
What do you know about your target audience
57
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Psychographics
bull Physcographics are determined by lifestyle andor personality
bull Attributes
ndash Fashion conscience
ndash Health conscience
ndash Environmentally conscience
ndash Music
ndash Brand conscience etc
58
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Psychographic Segmentation
Demographic segmentation
59
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
60
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Roy Morgan ndash Values Segments
bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing
different types of content at the target in the hope something will stick Ifwhen it
does more of the same is then catapulted again in the hope that
engagement nirvana has been reached
62
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84
85
Twitter upside
bull PR Journalists follow those of interest on twitter
86
87
88
89
Groups ndash big tick
90
91
92
93
94
95
96
97
98
99
Mummy Bloggers
100
Good bloggers can write
bull You donrsquot need to know how to write well on fb just write appropriately for the medium
bull Tone of voice
101
Blog followers are seeking a deeper engagement with the content either
through entertainment or information
102
103
104
105
106
Feeding CRM
bull Modify campaigns to opens nonrsquos and to individual links
107
Part 2
7 The Model
109
8 Case Studies
111
Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for
seeing
112
113
114
Whatrsquos the nugget (hook)
115
High Need
116
39045 members
117
High Passion
118
119
121
The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle
bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)
Trust
123
124
Ego
125
1137158
126
127
128
Identity
129
Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide
130
131
132
First mover advantage - marketing
133
High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing134
135
Whatrsquos Cannonrsquos nugget
Introducing
bull Qantas stand out
9 Context
137
The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
138
139
140
Frequency is lsquocontextrsquo
2 choices
to deliver 2000 words every 2 weeks or
deliver 200 words per day which has the best engagement
141
Frequency is lsquocontextrsquo
L Volume H
L
Fre
qu
en
cy
H
142
Frequency is lsquocontextrsquo
Ad-hoc vs Cyclical
143
Time of the day is lsquocontextrsquo
Several thousand subscribers
Open rate 40
Highest open rates occurred on Sundays
emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm
144
Time of the day is lsquocontextrsquo
bull Most brands post during the week
bull Best engagement is on weekends
httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read
What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement
145
Variations by content type
httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook
146
Same message different context
different engagement
147
10 Content Planner
148
Michael Grose
150
Resources
socialmedianewscomau
allfacebookcom
mashablecom
socialmediaexplorercom
digitalministrycomau
151
Want to know what your audience wants
Just ask them
63
6 Tools
64
65
So much to choose from
66
1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)
Can you name another organisation in Australia that has 12 million members
67
68
69
70
71
72
Used to
73
Worksop
bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success
74
75
76
77
21 million accounts
bull One sixth that of facebook
bull Many organisations have Twitter and not Facebook
ndashWhy
78
79
80
81
82
Ouch
005 of all twitter accounts (US) drives 50 of the traffic
83
84