Adtechuni-Social Media Marketing

www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
10 November 2010, Sydney
Agenda
• The shift: why social media matters
• Opportunities
– How does social media work? Where do you start?
– Where are your audience?
– How do you manage and measure conversations with your consumer?
• Challenges
- Management buy-in
- Resourcing
- Integration
- Messaging

WHY SHOULD YOU CARE ABOUT SOCIAL?

Time spent in social is growing at 3x the overall internet rate,
accounting for ~10% of all internet time.

TRADITIONAL MARKETING IS ONE WAY COMMUNICATION

SOCIAL MEDIA = CONVERSATION

SOCIAL = PEOPLE NOT PLATFORMS

BUILDING A SOCIAL BRAND
Traditional
marketing
Social
Influence
marketing
Advertising: “I assert”
Brands MarketsAssertions flow one way
Social Brands MarketsTrust
Social community building: “We discuss”
Two way
discussion
Transparent
Authentic
Conversations

SOCIAL IS AMPLIFIED
WORD OF MOUTH

SOCIALLY CONNECTED CONSUMER = DEEPER RELATIONSHIP
Millward Brown says “digital consumers”
have 15% stronger relationships with
brands.

SOCIAL BRAND EXPERIENCES CREATE CUSTOMERS
• 97% report increased brand
awareness
• 98% show increased
consideration
• 97% will more likely
purchase a product
• 96% may recommend the
brand to their friends

SOCIAL = THE NEW WATER COOLER

FREE CONTENT GENERATES SALES

Opportunities
• How does social media work? Where do you start?
• Where are your audience?
• How do you manage and measure conversations
with your consumer?

THERE ARE MANY PLACES TO SOCIALIZE
theconversationprism.com

Facebook, YouTube, MySpace and Twitter make up 71%
of the Social Networks and Forums industry.

Australia leads the world in time spent
Country Time per Person (hh:mm:ss) Unique Audience (000)
Australia 6:52:28 9,895
United States 6:09:13 142,052
United Kingdom 6:07:54 29,129
Italy 6:00:07 18,256
Spain 5:30:55 19,456
Brazil 4:33:10 31,345
Germany 4:11:45 28,057
France 4:04:39 26,786
Switzerland 3:54:34 2,451
Japan 2:50:21 46,558
Source: The Nielsen Company January 2010

YouTube
• 79.1% of internet users in Australia view online
video.
– Universal McCann, July 2009
• YouTube receives 6.17 million monthly Australian
visitors.
– ComScore, 2009
• Skews GenY & male

MySpace
• 1.9m people in AU
• 55 minutes per month
• They return 5.6 times a month
• 28.5% of MySpace users are aged 12-17
• Myspace has just reinvented itself as a social
entertainment-based destination for 13 to 35 year-
olds with real-time functionality.

Twitter
• Twitter growth in the past 12 months in Australia
equates to 1150%.
– November 2009
• Twitter’s power lies in real time & searchable
interaction
• Organic search benefits

Facebook challenging Google

Facebook number 1 social
• Facebook is currently the second most visited website behind Google
Australia (the week ending 17 October 2009), and… it is not
unprecedented that Facebook could become the number one website
in Australia.
– Experian Hitwise Asia Pacific, November 2009
• Facebook now accounts for 29 per cent of all time spent online by
Australians – this has seen research group Nielsen define the trend as
“Facebook Time” and “Non-Facebook Time”.
– Nielsen, November 2009

Facebook
• 7 million active Australian users
• 25-34 yr. is the fastest growing segment in Australia
with a 201% YOY increase in unique visitors

Australian social technographics
45% Joiners
35% Critics
26% Creators
16% Collectors
63% Spectators
• Publish a blog • Publish your own Web
pages • Upload video you created • Upload
audio/music you created • Write articles or
stories and post them
• Post ratings/reviews of products or
services • Comment on someone else’s blog
• Contribute to online forums • Contribute
to/edit articles in a wiki
Use RSS feeds • “Vote” for Web sites online •
Add “tags” to Web pages or photos
• Maintain proﬁle on a social networking site
• Visit social networking sites
• Read blogs • Listen to podcasts • Watch
video from other users • Read online
forums • Read customer ratings/reviews24%
Inactives

Gen Y are super social
35% Creator
43% Critic
21% Collector
63% Joiner
75% Spectator
12% inactive
Gen Y
45% Joiners
35% Critics
26% Creators
16% Collectors
63%
Spectators
24%
Inactives
AU Population

Listening Tools
• Radian6
• Lithium (formerly ScoutLabs)
• Buzz Numbers
• Alterian SM2
• People Browsr
• Facebook Search
• Twitter Search
• Blogpulse
• Google blogsearch

Case Study: Kit Kat Greenpeace
Palm Oil lobbying

Greenpeace takes 33% of the
conversation

Kit Kat 926 mentions – Jan to
July 2010

Kit Kat Mentions – Jan to July
2010
Initial launch
of
Greenpeace
video and
campaigning
Success of
Greenpeace
campaign

Kit Kat-Greenpeace –
Sentiment

Kit Kat – Sentiment is influenced
by Greenpeace campaign
247 of very negative
& 44 of somewhat
negative are the
Greenpeace related
negative campaign

Twitter is the primary channel
for mentions (Kit Kat)

Twitter is the primary channel
for mentions (Greenpeace)

MANAGEMENT BUY IN

Defining success
• On the one hand, you can develop an in depth,
concrete social media strategy
– on the other hand, you can just leap in and see what
happens (not recommended!)
• Proving social is of “value” relates to how much its
linked to the overall business objectives
• Measuring (and reporting) success also helps
• Success is different for every case
– E.g. Better customer relationships, increase in positive
sentiment, share of voice against defined competitors

Strategy
• Social is a means to an ends
• What is/are the ends?
Customer
Service
Community
involvement &
thought
leadership
Retail Sales &
offers
Recruitment
Business to
business
Sponsorship &
events

continuous monitoring &
conversations
Implementation process
1. objectives
2. audit
3. listen
4. develop
5. outreach
6. converse
7. monitor &
report
8. threat & crisis
management

SOCIAL IS NOT FREE

Return on Investment
Before we start,
this line represents
baseline activity
We know that this is the base of sales
e.g. 7% YOY growth
This represents the
uplift due to social

SOCIAL = LONG TERM COMMITMENT

Resourcing
• Social media is always on
• 24/7 if you’re running a global business
• Decide on your “SLAs”
• Is it a team effort? e.g. customer service with
marketing
• Who does what? Define responsibilities

Integration
• Social is not
something you do in
isolation
• What’s the rest of
your marketing mix?
• Must integrate with
the rest of your digital
channels
• Cross promote!
• Social aggregation

SOCIAL = LISTENING + TALKING

Managing conversations
• What are your chosen platforms?
• Platform/channel specific tools
• Multiple administrators (team effort)
• APIs – Twitter (CoTweet, Hootsuite, Tweetdeck)
• Facebook Page admins
• Blog comment platforms
– e.g. Disqus can be commenter and moderator in one
profile

Messaging
• Putting a push or advertising message on a social
channel is not social
• Messaging should be mindful of the channel you are
participating in
• Two way conversations
• Don’t be frightened of feedback
• Is there a reason for people to engage?
• Co-creating

BEWARE OF HIJACKING

BP Twitter

Homework
• Try a new social platform
• i.e. if you’re on Twitter, try Foursquare or Tumblr, or
if you’re on Facebook try Twitter
• Find/join/create a community of interest
• Become a (public) social content creator
• Tag your posts (something unique helps)
• Link it to your other social profiles
• See if you can publish automatically
• Measure and report on your impact

ANY QUESTIONS?
Thank you

Photo Credits
http://www.flickr.com/photos/luc/1824234195/
http://www.flickr.com/photos/zoutedrop/2317065892/
http://www.flickr.com/photos/djfoobarmatt/2590025080/in/photostream/
http://www.flickr.com/photos/ktylerconk/2163760529/
http://www.flickr.com/photos/guiguibu91/2889883615/
http://www.flickr.com//photos/alosojos/338099901/
http://www.flickr.com/photos/thegoodbyeletter/2590857221/
http://www.flickr.com/photos/vauvau/3989766534/
http://www.flickr.com/photos/pup/372937504/
http://www.flickr.com/photos/kplanz/2568385457/
http://www.flickr.com/photos/eelssej_/401919914/
http://www.flickr.com/photos/50841708@N00/408909324/
http://www.flickr.com/photos/fantasyfan/49614509/
http://www.flickr.com/photos/pasukaru76/3660499966/

Tiphereth Gloria
Social Media Strategist, GPYR Sydney
http://twitter.com/tiphereth
http://www.digitaltip.com.au
http://www.gpyr.com.au/blog/

Adtechuni-Social Media Marketing

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