CSU Social Media Workshop 2011

Social Media Workshop

DIVISION OF MARKETING

Outline
1. Social media 101
2. Social media marketing
3. CSU and social media


What is social media?


Definitions
Social media
Websites and applications used for social networking
http://oxforddictionaries.com/definition/social+media
Social networking
The use of dedicated websites and applications to communicate
informally with other users, or to find people with similar interests to
oneself
http://oxforddictionaries.com/definition/social+networking


Definitions cont.
Social web
Currently used to describe how people socialize or interact with each
other throughout the World Wide Web.
http://en.wikipedia.org/wiki/Social_web

( Web 2.0
Commonly associated with web applications that facilitate interactive
information sharing, interoperability, user-centred design, and
collaboration on the World Wide Web
http://en.wikipedia.org/wiki/Web_2.0
)

All mean the same thing
social media = social networking = social web = web 2.0

„Social‟ is the current dominant paradigm for using
the internet.


Social media is communication
Social media is conversation


If it‟s online, its social media


Maybe a better question is…
What isn‟t social media?


The nitty gritty


Technologies
•RSS
•Blogs – comment,
share, tag, rate
•Wikis
•Proprietary technology
•Data integration


WUPHF?


Types of interactions
•Easy
•Participatory
•Conversation
•Sharing (bookmark,
review, rate)
•Collaborate/community


Buzz words
•Create
•Animate
•Share
•Profile
•Tag
•Comment
•Vote
•Rate


Websites
Site Size
Facebook 600 million users
Twitter 200 million users
LinkedIn 100 million users
Youtube 35hrs uploaded per minute
Flickr More than 5 billion images
Foursquare 7 million users


Other social media site types
•Bookmarking
•Media aggregation –
Digg
•Daily deals
•Location-based
•Niche e.g. fitness,
mommybloggers


Why should I care?


Social media is #1!
It is bigger than
•Porn
•Online dating
•Gambling
•… even Google!


Social media revolution
•96% of millennials have joined a
social network
•1 out of 8 couples married in the
US met via a social network
•Ashton Kutcher and Britney
Spears have more Twitter
followers than the populations of
Sweden, Israel, Switzerland,
Ireland, Norway and Panama.


Social media is the future
•More than „what‟s hot‟
•Bandwagons will
change
•Shift in thinking
•„Social‟ is here to stay
•Social = human
•Think social now


Everyone else is doing it
•„Like us‟ and „Follow us‟ is
mainstream
•10 million Australians
active on FB (50%). 6.6M
check FB every day!
•40% of Australian‟s online
interact with companies in
social media

2010 Social Media Business
Benchmarking Study
•Before 2009, 40% of AUS businesses were participating in
social media
•During 2009, 60% of AUS businesses participated
•During 2010, 71% of AUS businesses participated
•During 2011, what % will participate?

•A global study recently found that 66% of companies will
be investing in Social Media Marketing in 2010


Same study – Aus consumers
• 86% read online consumer reviews about products, services or
brands
• 75% belong to a social media site
• 63% interact with others via social networking sites
• 59% have a profile on Facebook
• Twitter saw 979% growth in audience levels in 2009
• Australians are global leaders in the time spent on social media
sites


Social media is our job
•90% indicate that social
media is important for their
business
•58% are using social media
for 6 hours or more each week
•Number 1 advantage of social
media marketing is generating
business exposure (88%)


Anyone still not convinced that
social media is important?


Social Media Marketing (SMM)


What SMM is NOT
•NOT a new channel
•NOT an advertising
opportunity
•NOT a campaign


The back story
•A call to action for businesses
to understand the „new‟
marketplace
•„Markets have become
conversations‟
•A powerful global conversation
has begun


How do you market in social media?

It happens naturally:
•Conversations
•Recommendations
•Community
•Shared experiences
and ownership


But what can a business do?
•Stop thinking like a marketer;
•Think like a publisher and
socialiser
•Look, listen, learn
•Know your audience
•Only then respond
•Quality is no longer a
differentiating factor
•Authenticity is the only real
unique message


Reality check: Influence!
1. Reciprocation
2. Commitment and
Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity


The law of social proof


To influence in social media
1. Give high-value content and be really nice
2. Be consistent in your activity. Reward committment
3. Show off followers
4. Target specific audiences with the right message
5. Dress for success. Use credentials
6. Limit your offers
http://www.socialmediaexaminer.com/6-powerful-social-media-persuasion-
techniques/

Practical simple step approach
1. Listen
2. Establish voice
3. Plan
4. Connect
5. Content strategy


Where in the marketing mix?


http://www.hubspot.com

Traditional marketing (outbound)


Inbound marketing (includes SMM)


SMM budgets
In 2010, budget airline Jetstar announced its
decision to redeploy 40% of its marketing
budget to social media

Reference:
http://mumbrella.com.au/jetstar-to-switch-40-of-
marketing-budget-into-social-media-21152


In 2009, 44% of large Aus businesses
reallocated budget to social media from…

Community Engine 2010 Social Media Business
Benchmarking Study


Among organisations wholeheartedly engaging
in social media, the majority say they will
allocate between 5 and 20 per cent of their
marketing budget in 2010 to social media.

Community Engine 2010 Social Media Business
Benchmarking Study


Return on investment
33% of all social media
marketers want to know
how to monitor and
measure the ROI
Reference: 2011 Social Media
Marketing Industry Report,
SocialMedia Examiner


Social media used by marketers


SMM tactics


SMM tools
http://www.cmo.com/social-media/cmos-guide-
social-media-landscape


SMM challenges


Loss of control
•Negative
•Unauthorised
•Not ours/theirs
•User-generated
•Not brand


How to manage
•Which department is
„social media‟?
•Social media is not for
marketing
•What is the cost/ROI?
•What is the cost of
inaction?


10 trends to watch for 2011
(Or „What the cool kids are doing)


1. Video 7. Gamification
2. Ubiquitous geo- 8. Data. Visualized.
location http://feltron.com
3. Always-on consumer 9. Virtual influence
4. Content curation impact
5. Cloud computing 10.Digital detox
6. e-Book readers


Gamification example
“We believe that the
easiest way to change
people's behaviour for
the better is by making
it fun to do. We call it
The fun theory”


Social media at CSU


2011 Online Marketing Plan


Currently doing Planning
Focusing on 3 sites Action plan
Daily publishing content Start blogging
Connecting Involve Contact Centre
Responding Create „portal‟
Listening Expanding (Flickr)
Creating presence Mobile


Facebook
6th most significant referring site of traffic to
csu.edu.au (April 2011)


Deferred campaign

Subscribe or „Like‟?
•14 subscribes
•52 „likes‟


Twitter
•http://twitter.com/#!/mentions

•http://twittercounter.com/compare/CharlesSturtUni/
3month/followers


Youtube
•21,000 total views
•40-50 views per day
•Discovery is 30% by youtube search, 26% by
youtube related videos, only 9% direct from
channel


How do we measure?
•Reach (followers, fans, views, members)
•Traffic (visits from social media to csu.edu.au)
•Conversions
•Buzz (mentions)

Monthly web activity report


CSU Social Media Workshop 2011

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