MostPopular Platforms

» Founded: Feb2004

» Description: SocialNetwork. Consumerweb

» Users: Over 350Million (global).Over 8 Million(AUS)

» 54% of users log indaily

» Founded: Sep 2005» Description: Video and

Entertainment share.Consumer web.

» Users: Over 5.8 Million(AUS)

» Over 120,000 videos arebeing watched every 10seconds

» 2nd largest search engine

» Founded: Mar 2006» Description: Social

Network. Microblogging» Users: 1.2 Million (AUS)» Over 500 tweets every

10 seconds

PLATFORM

Facebook OpenGraph

Fanbecomes Like

Activitiesand preferencesintegrateeverywhere

Easyto add…

Permissions

Theprivacy fuss

http://www.eff.org/deeplinks/2010/04/facebook-timeline

Whatstarted allthe fuss

Thecurrent status(as ofMay2010)

http://www.eff.org/deeplinks/2010/05/facebooks-new-privacy-improvements-are-positive

Workingwith Facebook “Brand”pages

Top “myths” about Facebook• http://www.slideshare.net/soapcreative/soap-creative-10-facebook-myths-

busted

• It’s the silver bullet of digitalcommunicationand is great for buildingadatabaseto talk at– Email can often be far more effective, and

Facebook is better at 2 way comms thanbroadcast

• It’s free to build a massive fan base– Very few brand pages build a big following

without Facebook advertising or offline trafficdriving

Workingwith Facebook “Brand”pages

Top “myths” about Facebook• Size matters

– Often the total number of fans doesn’t matter, it’sthe level of engagement that counts

• Every post makes an impression– Often posts only get seen by 1/3 of the fan base

• Good posts grow fan numbers– People “liking” your posts doesn’t get new

members, and little behaviour of “reposting”

• Some Australian examples :-http://www.soapcreative.com/facebook/

Gettingyour postsnoticedTop tips for gettingin front of your fanshttp://blog.wildfireapp.com/2010/06/02/6-clever-tricks-to-double-the-effectiveness-of-your-fan-page-

status-updates/

• Ask fans to “like” your update• Encouragec ommentsby asking yes/no

questions• Don’t use the Facebook Links box• Do use Facebook video• Target your messagesto different

segments of your audience(targeting toolin status updates)

• Make it worthwhileto watch for updates –offers, promos,giveaways etc.

ResourceCentre• Facebook timeline - http://www.eff.org/deeplinks/2010/04/facebook-timeline• Facebook Privacy Improvements -

http://www.eff.org/deeplinks/2010/05/facebooks-new-privacy-improvements-are-positive

• Facebook Myths – http://www.slideshare.net/soapcreative/soap-creative-10-facebook-myths-busted

• Australian Facebook Examples - - http://www.soapcreative.com/facebook/• Top tips for getting in front of your fans -http://blog.wildfireapp.com/2010/06/02/6-clever-tricks-to-double-the-

effectiveness-of-your-fan-page-status-updates/

• Buzz Metrics is our ‘listening’platform. It scans ConsumerGenerated Media (CGM). Resultsare indexed and stored foranalysis.

• ‘Buzz’ volume: assessperformance of specific or on-going campaigns and generationof

– WOM– Level of ‘buzz’– Campaign reach

• Consumer / brand sentiment• Acquire comments from

consumer– Direct source/ hub– About competitors– Brand feedback

WeListenWeListen -- BuzzMetricsBuzzMetrics

WhyListen?WhyListen?• Through Buzz Metrics identify ‘discussion hubs’

– Understand what people are talking about when they discuss thebrand / product / competitors

– Who is talking

• Grasp a better understanding of the audience and createtopic for dialogue– Identify the creators, conversationalists and critics. The opinion

leaders who influence other within communities– This is real-time and interactive market research

• Assess the situation and then strategise– Set objectives for social media and definition of success– Example: to engage enthusiasts or to come up with a better

product feature

AggregatedTrend: BMWAggregatedTrend: BMW

• Brand mention is trending on a average of 400-500 mentions per weekSource: Nielsen BuzzMetrics 2010

BMWand CompetitorsBMWand Competitors

• This graph shows BMW is most mentioned amongst competitors. BuzzMetrics allowsthe user to click onto these bars and read the comments, identify who and where itcame fromSource: Nielsen BuzzMetrics 2010

BMW:CGM ComparisonBMW:CGM Comparison

• On the graph: it is determined that the majority of buzz was generated from publicboards with blogs coming a far second

Source: Nielsen BuzzMetrics 2010

BMW:Top BoardsBMW:Top Boards

• The top sites are mainly car enthusiast forums• Top site is the European Car Club of Australia

Source: Nielsen BuzzMetrics 2010

MINI:Aggregated TrendMINI:Aggregated Trend

• Mini’s brand mentions stands on average between 40-50 per weekSource: Nielsen BuzzMetrics 2010

MINI:Top BoardsMINI:Top Boards

• The top forum is AusMiniSource: Nielsen BuzzMetrics 2010

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare

Foursquare• Currently in infancy in AU however

certainly one to watch• Could be used for loyalty marketing

initiatives– NYC Bar example

• Could be useful for locationbasedmarketing– Sporting events– Music festivals

http://www.nyconvergence.com/2010/04/time-out-new-york-bar-hops-with-foursquare.html

Foursquarecase studies

• Wynn Las Vegas Hotel– Tips about quirky facts about the hotel– Specials for checked in guests – free champagne at

bar– Better customer service

• City of Chicago– 3 unique badges gained by exploring the city– Tips and info to tap into the “hidden city”

• Starbucks– Badge for checkin, soon to expand to rewardshttp://mashable.com/2010/04/02/foursquare-brands/

Facebook casestudy :- SamboyIsBack• Leveraged Gen X + Gen Y nostalgia of

favourite chip brand• Contacted group owner of “Bring Back

Samboy Chips” and recruited to pre launchproduct

• Develop competition off the back to grow fansand awareness

• http://www.pusher.com.au/index.php/site/work/samboy_is_back

CaseStudies• The Sims3 -

http://www.split5ways.com.au/thesims3/– Leveraging brand advocates

• Toohey’s Extra Dry 5Seedshttp://5seeds.awards.hollersydney.com.au/– Blogger engagement and real world cross

over• Adidas Originals House Party• http://www.viceland.com/au/aohp/

– Crowd sourcing and viral