social media success - practice success conference

www.melkettle.com.au @melkettle

Social MediaSUCCESS

Monday, 11 July 2011

http://www.melkettle.com.au



www.slideshare.net/melkettle




http://www.slideshare.net/melkettle

http://www.slideshare.net/melkettle


Doing what you have always done will no

longer get you what you have always got

www.melkettle.com.au @melkettle Monday, 11 July 2011




“By 2011 90% of your sales will

come from word of mouth or

digital promotion”

Seth Godin, 2009





And age old idioms have been redefined





Socialnomics 2011





In Australia:

• Facebook - 10.4m users

• Blogspot - 5.6m

• Wordpress - 2.3m

• LinkedIn - 2m

• Twitter - 1.9m

• FourSquare - 63,000

Social media use

June 2011, UAV, www.socialmedianews.com.au




http://www.socialmedianews.com.au

http://www.socialmedianews.com.au


Facebook facts• 750m users worldwide (over 500m are active users)

• 50% active users log on every day

• Average user

• 130 friends

• Connected to 80 community pages, groups, events

• Creates 90 pieces of content every month

• 40% users aged 25 or under, 37% aged 35 or over

• Fastest growing category, women aged 55-65

• 40% follow a brand. 51% of these will purchase brand





In Australia• Facebook - 19.3% pages viewed in Sept 2010.

Compared to 7.4% Google• Average user spent 28 minutes and 58 seconds on

facebook• 77% watched video content in Oct 2010 - 26% on

mobile• 36% access internet via mobile phone in 2010• 9% use their mobile phone to purchase• 5% total retail sales online in 2010, increasing by 12%

on 2009http://digitalmarketinglab.com.au





http://digitalmarketinglab.com.au

http://digitalmarketinglab.com.au


Business pages





Business pages• Less detail than a personal page• GREAT way for business to reach consumers• Can advertise• Can customise • Make it interesting• Add links• Engage and listen to customers• Monitor your page for spam• Don’t use a personal page for business!





• Share where you are

• Connect with friends nearby

• Find local deals





Facebook dealsTry new things with friends.

Get together. Get rewards.

Find deals on the go.





Analytics





Users





Twitter facts• 200 million registered accounts• 140 million tweets per day • 460,000 - average no. new accounts PER DAY• 27% log in every day and 37% log in via a

mobile device• 52% update their status every day• 52% women • 25% follow a brand, 67% will purchase






Changing perceptions





• Information

• Motivation

• Encouragement

• Show respect

• BE AWARE OF CONFIDENTIALITY

From a health perspective





• Others in your industry

• Your clients

• Journalists

• People who might refer clients to you

• People who interest you! Food, wine, sport, business people, celebrities...

Who do I follow?





What do I say?





Listen





Be relevant and interesting



Share





• 5. Congratulate people

Congratulatepeople



Ask and answerquestions





• 2. Let others know you are listening





Tools to make it easier• 3rd party applications - Tweetdeck,

Hootsuite

• Mobile apps - Twitter, facebook

• Co-tweet

• Shorten links - bit.ly, tiny.url

• Add photos - twitpic, plixi.com

• Lists





• A new member joins every second

• Over 100m members

• 56% outside of USA

• Nearly 2 billion people searches in 2010

• 80% of companies using LinkedIn as a primary tool to find employees

• 69 of the Fortune 100 companies use LinkedIn as a hiring tool

• More than 1 million Company Pages

LinkedIn facts






www.LinkedIn.com




http://www.LinkedIn.com

http://www.LinkedIn.com


• A way of connecting with other professionals

• Find, be introduced to and collaborate• Join groups• Be found for opportunities• Recruitment - find a job, find employees• Discover connections• Give and receive recommendations

Benefits





Me

My connections = 692

2 degrees = 100,300+

3 degrees away = 4,175,000+





Groups





Recommendations





Jobs





Old communication was one-way





Now communication is two-wayAnd conversations are with many





Business is no longer B2B.

It’s no longer B2C.

It’s now P2P.

Person 2 Person.





• Instant

• Interactive

• Accessible

• Measurable

• User generated content

Social media is:





Social media is a fundamental shift in how we do business





4 P’s of Marketing





4 C’s of marketing and social media...

1. Customers

2. Content

3. Channel

4. Community





Customers

• Customer is #1

• Know who they are!

• Go where they go

• Engage and converse with them





Content

• Content is king - words, video, photos

• Provide information that is valuable to your customers

• Be consistent with content

• It’s not all white papers...





Channel• Which social media channel is right for you?

• Go where your customers go - know your target market

• Facebook is not for everyone

• What suits your personality?

• Time and money considerations





Community• Engage with customers

• Encourage and provide tools for them to engage with each other

• People WANT to interact

• Customer generated content - for customers by customers in the way customers want to receive information





Case Study: Michelle Bridges





• Australian personal trainer• Trainer on tv show The Biggest Loser• Online training program - 12 Week Body

Transformation• Author of 3 best selling books





Facebook





Twitter





Forums





Personal plan





Video





YouTube





Blogging





What does this mean for you?





• Engage and connect with your customers• Get a greater online presence • Gain greater brand credibility• Be ahead of your competitors • Be a part of the conversation - they are happening

about your business and your industry whether you are there or not





How do I create a social media

strategy ?





Social media does not stand alone





Integrate it into ALL your marketing





Promote yourself





Measure what you do• Quality vs quantity - it’s not all about

numbers• How often you engage • Number and nature of comments• Visits from links to your sites• Sales or new opportunities or other business

benefits• Increased word of mouth





How to win...• Take it seriously• Choose the right platforms• Do what you are comfy doing• Be interesting • Don’t just talk about YOU• Move quickly• Be interactive• Invest time and money• Integrate social media with all your

marketing





75% of SMEsdon’t have a

social media policy





What’s next???





Mobile communication





Mobile• >250m facebook users access via mobile• Mobile facebook users are twice as

active• 15 billion downloads from Apple’s App

Store• Geotagging - FourSquare, Facebook

Places





Teenagers prefer texting to talking





Source: http://blog.lab42.com/




http://blog.lab42.com

http://blog.lab42.com


Thank you.

@melkettlewww.melkettle.com.au


