Social Media ndash Ins and Outs

1

Agenda

1 Social media evolution amp state of play

2 Modern Media Mix

3 Statement of Purpose

4 Lifecycle management

5 Audience profiling

6 Tools

7 SM Eco System

8 Case studies

9 Context

10ROI

11Social Media Disasters

12Resources

2

Fleshing out the many facets of social

Strategic planning tool

Irsquoll fill your head with social media stuff asking more questions than answering and emphasising that therersquos no silver bullet but if you learn how to see yoursquore in with a

chance at social media success

Timings

bull 1000 to 1130

bull Break

bull 1145 ndash 100

bull Lunch

bull 145 ndash 300

bull Short break

bull 315 ndash 400

3

Letrsquos log on

4

Denis Masseni (denismsponsor-edcomau 1300 755 010)

5

6

7

60 seconds on you

amp social media backgroundambitions

8

Workshop 1

Exercise Write down in one sentence (2 tops) lsquowhat is social mediarsquo

Please share

Wersquore going to do the same at the end of the day

9

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

12

13

1 Social media evolution amp state of play

14

Warning

There will be stats

15

16

17

18

We live in the most information rich times where we create and contribute to content rate it share it view it literally bump into it all

day long

But itrsquos now the most complex world for

professional communicators

19

With the opportunities to meet face-to-face limited you now build community through

content

20

ldquoContent today is like

playing bdquopass the

parcel‟ in reverse

Each person adding

value as it moves

through the

communityrdquo

21

Wersquove gone digital

22

Digital Trivia

Name the company

myspace

23

Digital Trivia

What year was the ipod launched

October 23 2001

24

Digital Trivia

How old is youtube

February 2005

Sold ndash November 2006 $165 billion

25

Digital Trivia

What was the first item sold on ebay

A broken laser pointer - 1995

26

27

28

29

30

31

32

33

34

35

October 2013

36

37

Social Media at its best

38

39

40

Zappos and the lsquolikersquo

41

42

1

Itrsquos all about driving traffic to websiteshelliphellipstill is but

43

Itrsquos now about pushing out content

44

45

Social Media does not workLike saying art is a canvas and paint

Creativity is the key

Learning quicker than anyone else ndash new prcomms mantra

Draw from the advertising world

46

2 Modern Media Mix

47

48

The greatest misunderstanding amongst social media skeptics is a lack

of understanding between ownedand earned spaces

49

Bought

Advertisinghelliphelliphellip a bit today

50

51

52

Google vs Facebook adswhich one would you use

53

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

54

55

56

The best programs are integrated across the entire mix

3 Statement of Purpose

57

To sell more beer

58

59

Workshop 2

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

60

Statement of Purpose

Why have you implemented social media

61

62

SEO

63

4 Social Media Member Lifecycle Management

64

65

Constant nurturing

Retention

Activation

Acquisition

66

Campaign to grow members

Get them involved ndash polls are good

Answer this question why would they stay

The challenge finding a content mix that satisfies LCM

Acquisition

Use SM to acquire an audience reach

Activation

Use SM to activate an audience engage

Retention

Use SM to retain and audience value

67

3rd Party apps ndash facebook insists

68

Used to

69

5 Audience Profiling

70

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Is your lsquostatement of purposersquo in synch with what your audience wants

71

What do you know about your target audience

72

A Demographic

bull Age

bull Gender

bull Suburb

bull Income

bull Every element is absolute ndash all completely scientific ndash no ambiguity

73

Psychographics

bull Psychographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion

ndash Health

ndash Environmental

ndash Music

ndash Brands

74

Psychographic Segmentation

Demographic segmentation

75

76

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 77

Itrsquos never just one type buying from you

bull Primary secondary and tertiary market

bull Nike runners

serious weekend guilt by association

78

Understanding your audiencersquos propensity to consume social media is critical to your social

media success

Workshop 3

Exercise create 3 audiences for your organisation demographically and pyschographically

80

NIMBY

81

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

82

Want to know what your audience wants

Just ask them

83

6 Tools

84

85

Your planner ndash which platform what content what frequency

86

Org FB Tw Blog E-news LinkedIn G+ Pi Yout

87

So much to choose from

88

1 Facebook ndash 13000000 users (according to Ad tool)2 YouTube ndash 12400000 UAVs3 WordPresscom ndash 65000004 Tumblr ndash 49000005 LinkedIn ndash 33000006 Blogspot ndash 30000007 Twitter - 2500000 Active Australian Users (see calculation)8 Instagram - 1600000 Active Australian Users (see calculation)9 TripAdvisor ndash 120000010 Snapchat - 1070000 Active Australian Users (see calculation)11 Flickr ndash 81000012 Pinterest ndash 44000013 Yelp ndash 20000014 MySpace ndash 19000015 Reddit ndash 17000016 Google Plus ndash approx 65000 monthly active Australian users (my estimation revised)17 StumbleUpon ndash 6200018 Foursquare ndash 3500019 Digg ndash 2700020 Delicious ndash 20000

89

Can you name another organisation in Australia that has 13 million members

90

Irsquom very convincedcentral to almost every social media

program

91

92

93

94

95

96

Worksop 4

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

97

98

99

100

Irsquom just not sure

101

25 million accounts

bull One fifth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

102

103

104

105

106

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

107

108

Hashtags

109

110

111

Twitter upside

bull PR Journalists follow those of interest on twitter

112

113

Email me denismsponsor-edcomau and Irsquoll dropbox the content

114

115

Groups ndash big tick

116

117

118

119

120

0

2000000

4000000

6000000

8000000

10000000

12000000

14000000

Facebook Linkedin Twitter Instagram Google+

Chart Title

121

122

123

124

125

126

127

128

129

130

131

132

Why are these Australiarsquos most popular blogs

133

Mummy Bloggers

134

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

135

Blog followers are seeking a deeper engagement with the content either

through entertainment causal or information

136

137

138

Itrsquos not dead

139

140

141

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

142