www.twitter.com/IAmSimonDellwww.facebook.com/SimonDellwww.slideshare.net/SimonDell

Director of TwoCents Group

    Branding    Graphic Design    Marketing Consultancy    Advertising Campaigns

Social MediaDigital

Focus on: SMEs

Write for Marketing Magazine

Background

Lion Nathan, HeinekenConsumer behaviourFMCG goodsRetailPromotionsSocial networking

 

You can buy attention (advertising);you can beg for attention from the media (PR).You can bug people one at a time to get attention (sales).Or you can earn attention by creatingsomething interesting and valuableand then publishing it online for free.”

David Meerman Scott

Areas To Focus Today

• What is Social Media?• Facebook• Facebook Adverts• Twitter• LinkedIn

Mobile phone is the greatest piece ofpersuasive technology of all time.

Location-specificContextual

TimelyImmediate 

By 2012

As many connectedmobile phones,

as there are people.

(PhoneCount)

• Internet of things: 50 billion thing: six per person

• 2015: 91% of all internet data will be video• The Cloud• The Next Net: internet speed has improved

170,000 times since 1990; next 10 years is expected to increase speed of 10 million times.

• Solar power – 25 super solar sites, each 36square miles could fulfill entire global power needs. 3 years to complete.

• 3D Printing• Virtual humans; IBM’s Blue Brain project• Medical advancements• Humans entering self-designed evolution

What’s Next?

• 2 of 10 SMEs have a social media presence• 37% of female business operators have implemented

social media activities, vs. 16% of males• Those with a social media presence, only 1 in 4 monitors

it every day, 1 in 4 just once a week.• 5% say they never provide updates, and 48% believe

social media has had no impact on their business.• 5% SMEs developed a mobile-specific site

BUT

• 82% of 30- to 39-year-olds use social media, 47% of 40- to 49-year-olds and 45% of 50- to 64-year-olds

• half of Australians in their forties connect via mobile and a third of those in their 50s

• 12% of consumers purchasing online have made purchases using a mobile.

We’re Doing It Wrong!

People are discovering websites using social media: almost 30% of Gen Y, almost 20% of Gen X

Social vs. Traditional

vs.

InteractiveOne or two messages

One-way2,000 to 3,000 messages a day

What is Social Media?

•Accessible.•Scalable.• Interactive.•Usability.•Recency.

What is Social Media?

SocialMedia

Blogs

Facebook

YouTube

Twitter

LinkedInGoogle+

Social Media Illusions

• It's free.• Build it and they will come. • My customers want to engage with my

business• I don't have a message.• Just for kids.• It's the answer to my business woes.• It can stand on its own as a communication

tool.• Fool-proof.

Important Facts About Social Media

• 10million+ Australian users on Facebook

• 190 million Tweets per day• Flickr hosts 5 billion images• Wikipedia hosts 17 million articles• Google+ has 25 million users already• 2.5million websites integrated with

Facebook• 30 billion pieces of content is shared

via Facebook every day• 490 million users visit YouTube every

month

People Trust Their Friends

   http://www.helphive.com/business-central/tag/customer-recommendations/

Facebook Pages

Businesses, celebrities, organisations and brands can reach consumer base

•Pages can ‘share to all’•Send messages via

‘update’•Insights available on fans•Can’t see fan personal

details•More customisable•Linkable to actual

locations 

Do NOT use a personal page as a business page

Places

• Control your business profile

• Geo-location

• Develop offers

• Smartphone required

• Find out where your friends are

• Share experiences

Deals

• Offer deals across multiple locations

• Control centrally

• Individual deals

• Loyalty deals

• Friend deal

• Charity deal

Why Do People Interact?

40% want discounts and promotions39% to show my support for the company to

others34% to stay informed about the activities of

the company33% want updates on future products30% want updates on upcoming sales29% for fun or entertainment25% want to access to exclusive content21% to learn more about the company

ROI

Top Tips

•Have a Plan! Set Objectives!•Know Your Message•Stay On Brand•Help People Find You•Constant & Relevant

Communication•Get Everyone Involved•Listen! And Reply! •“A vocal minority, but an aural

majority” •Be a Resource•Develop Tabs

BIG QUESTION:How often do I post?

How Many Fans & Followers Should I Have?

Quality over quantity

Aim is to build VALUABLE relationships,not just relationships

“It’s more difficult to unsubscribe from a relationship.”David Almano

If you focus on numbers,you’re missing the point.

Complaints

• How do you normally deal with complaints?

• You CAN delete negative feedback

• BUT take opportunity to apologise & address in public

• We ACCEPT falibility

CASESTUDY

Great description of company

Philosophy on Info pageAppealing use of “photo of the day”

Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game

Creates customer community on Meet Others page

Facebook Adverts

• Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page.

• Include calls to action.

• Keep your offers up to date.

• Less is more when it comes to text/copy and graphics.

• Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head.

• Contests may appeal more to social media users who aren’t in buying mode.

• Geotarget your campaigns well.

• Segment your campaigns by gender if necessary.

• Split test your ads

• Interesting images create clicks!

How To WIN!

• Take It Seriously

• Set Objectives

• Don’t Be Boring

• Move Quickly

• Interact

• Invest Time + Money

• Connect to Other Marketing Avenues

"Advertising on the Web is less about justhitting someone with a message... 

It's about engagement.” Mark Zuckenberg

LinkedIn

• Formed in May 2003, based in California

• 100 million members+ as of March 2011

• One new member every second

• 50% of members outside the US

• 2 million members in Australia

• 7,840,000 shares of common stock at a price to the public of $45.00

• Executives from all Fortune 500 companies are members on LinkedIn

• 2 million companies have LinkedIn pages

• ‘Social Networking for Business’

Twitter• 100 million active users every month

• 50 million users every day

• 9th busiest website in the world

• $140 million revenue

• Processes 1.6billion searches a day

• Valued at $7.8billion

• Revolutions organised via Twitter: Egypt, Tunisia, Iran Election protests, Moldova Civil unrest

• Steve Job’s death brought Twitter down

Google +

YouTube• Owned by Google; bought for $1.65 billion

• Ten minute and 2Gig limit on videos; partner accounts can get more

• 103 million monthly UNIQUE visitors in May 2010

• 24 hours of video uploaded every minute

• 1.12 hours per month spent on YouTube every month

• 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide

• 47% of the global internet population visited YouTube in April 2010

Ways to engage

• Creating your own channel; commenting on videos

• Share, embed videos; create content

Measuring Investment

Qualitative Data: the opinions.

Quantitative Data: the numbers.

ROI: the return.