3. Social media is …
a web of old and emerging
technology that is merging
with word of mouth, public
relations, transparent public
access, rights, advocacy,
opinion, trading and
communication.
@BlackglassAU #PerthPBM
4. Interesting Statistics In 2011 ….. Consumer Land
• In 10 years over 40% of the Fortune 500 will no longer be here.
• Australians are the number 1 consumers of Social Media in the World.
• Facebook tops Google for weekly traffic in the U.S.
• 1 in 5 couples meet online.
• 1 in 5 divorces are blamed on Facebook.
• What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
• 2009 US Department of Education study revealed that on average, online students
out performed those receiving face-to-face instruction.
• If Facebook were a country it would be the world’s 3rd largest and 2x the size of the
U.S. population.
• 80% of US companies now use social media for recruitment; 95% of these using
LinkedIn.
5. More than More than More than More than
650 million 10 million 300 million 1 billion
Active Australian
active users worldwide users Active users Tweets sent per week
More than More than
7.5 hours 140 million
46% Average time spent per Average tweets per day 47%
54% Australian user monthly 53%
More than More than
Facebook users by Gender
200 million 26 million Twitter users by Gender
Daily global users
accessing via mobile Mobile users
More than More than More than More than
3 billion 5 million 572,000 35%
Photos uploaded every Average number of new Users between 18-25
month globally Business pages accounts per day follow a brand
6. Social Media is an ongoing commitment not a
campaign driven medium.
http://www.youtube.com/watch?v=U7ty_crRjTg
@BlackglassAU #PerthPBM
10. With All This Comes..................
A Shift In Trust A Shift In Privacy
Boundaries
11. As A Consequence .............
The Development of Multiple The Need to Have People in
e-Dentity Disorder the Organisation Plugged In
* multiple emails
* multiple usernames
* multiple network profiles
* multiple twitter feeds
* multiple messenger logins
* multiple news aggregators
12. Important to Set Company Guidelines and Roles
1. Keep it Simple
2. Be Realistic
3. Empower Employees
4. Set Policies and Guidelines
5. Be Careful on Sharing
Information
6. Select Internal Community
Manager
14. Methodology and Approach – The 4 Ls
LIKERS
Typical Question
From Marketing
LOVERS Managers is “I
want 10,000
Likes”…..
LEADS
My Answer is
Why!!!!
LOYAL CUSTOMERS
@BlackglassAU #PerthPBM
15. Methodology and Approach
Like any good communication strategy you need to plan properly and have a dedicated focus towards Social
Media and not treat it as a campaign driven medium.
• Observe
*** Many Examples on
Not How To Do It In
• Plan Recent Times
• Engage
• Analyse
@BlackglassAU #PerthPBM
16. Metrics / Goals / ROI Examples
#1 Number of Likes
#2 People who filled a form
#3 Mentions from influential users
#4 Unique/repeated visits – Level of Engagement and Participation
#5 New insights on your customers
#6 Sales
#7 Increased spend from Social audience
@BlackglassAU #PerthPBM
17. “Topic 2 - Social Media Tools of the Trade and
Methodology”
@BlackglassAU #PerthPBM
18. Blackglass Tools and Platforms – Identify / Target and Convert
Blackglass uses two of the best breed tools to monitor online conversations. These tools allow us to provide
clients with detailed reports on:
• Brand health
• Brand sentiment
• Brand share of voice
• Campaign buzz
BuzzNumbers monitors the natural conversation
happening between users on all web 2.0 platforms and
allows us to provide clients with detailed reports on
brand health, brand sentiment, campaign buzz and
more. Monitored websites include:
• Blogs
• Forums
• Twitter (sampled)
• News websites
• Photo & Video Sharing websites
19. Social Media Monitoring - Industry
We looked at how many times and where keywords relevant to Callaway were mentioned in the past 6 months. We monitored all
online conversations by tracking keywords such as: golf, golf gear, golf clubs, golf equipment, golf clothing, golf balls, golf shoes,
etc…
Mentions in the past 6 months
• Blogs: ≈ 761,000
• Forums: ≈ 1,220,000 7%
• Twitter: ≈ 655,000 (sample) 27%
• News: ≈ 186,000 23%
Blogs
Forums
Twitter
43% News
@BlackglassAU #PerthPBM
20. Geo-Targeting
We are able to drill down into where in Australia the relevant conversations around Callaway and its products are
happening. This opens up data to help with geo-targeting your marketing efforts and promotions, depending on what is
happening in different parts of Australia.
23. Share of Voice — Competitors
Share Of Voice
3.71%
While Callaway has the
highest share of voice, the
27.16%
Australian arm of the brand
is not yet taking part in these
conversations. This is a huge 48.11%
opportunity for Callaway to
further dominate the online
space by driving more
conversations around the
brand & showing its thought
leadership in the industry.
21.01%
Callaway Ping Titleist Cobra
24. Community Engagement – Competitive Analysis (Example)
RELATIVE SHARE OF FAN PAGE COMPARISON: TOTAL ENGAGEMENT
ENGAGEMENT
Total Engagement Engagement as % of Fans
Fan Interactions (Posts+Comments+Likes)
Australian Power
& Gas 140 9% 10%
120 9%
0% 8%
100 6%
117
7%
115
energex 80 6%
5%
60 4%
40 3%
47% 47% 20 1% 2%
15
0% 1%
-
- 0%
originenergy
6%
lumo.energy
25. Competitors – Competitive Analysis
Coles is clearly leading the way in terms of engagement on their Facebook page, with more comments pushing
them into the lead between the two competitors.
27. Case Study: HTC – Likes & Engagement
35000
HTC CHACHA &
HTC SALSA CAMPAIGN
30000 LAUNCH 60,000
25000 HTC DESIRE S
CAMPAIGN LAUNCH
20000 HTC INCREDIBLE S
CAMPAIGN LAUNCH
15000
HTC DESIRE HD
CAMPAIGN LAUNCH
10000
5000
0
Lifetime Total Likes — Total number of people who have liked HTC Australia
Daily New Active Users — Number of unique users who have interacted with or viewed the HTC Australia page or its posts
29. To celebrate the launch
of the new Facebook-
friendly HTC ChaCha
and HTC Salsa, we
launched a Facebook
application that
measures how much do
our Fans use the social
networking platform.
Based on the number of
friends, updates, likes, c
omments, check-
ins, etc. we placed our
fans in a leaderboard
that constantly updates
based on their activity.
30. 30
Campaign Results – Key Influencers and Advocates
39% of entrants returned
9,244 to check their ranking
NEW PAGE 1,045
LIKES RETURNING
USERS
169 1,031 279
9,435 2,670 SENT REFERRED REFERRED
ENTRIES INVITES VISITS ENTRIES
VISITS
1,245
SHARED ON
FACEBOOK
852
89 COMMENTS
SHARED
ON
TWITTER
478
27,123 LIKES
24
PAGEVIEWS TOTAL 265
ENTRIES
ESTIMATED REACH: ENTRIES
315,000 UNIQUE USERS
HTC Confidential
32. THANK YOU
Building 1, Level 1, 85 O’Riordan
Street, Alexandria, Sydney NSW
Australia 2015
T +61 2 9151 4444
info@blackglass.com.au
www.blackglass.com.au
