Increasing the size of the Social Media Marketing pie
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Presentation given by Craig Thomler of Social Media Planner at the CEBIT 2016 Digital Marketing Conference in Sydney.
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Increasing the size of the Social Media Marketing pie
- 1. iNCREASING the size of the digital marketing pie Craig Thomler
- 7. 44-57% Small businesses using social media Clutch 2015 eMarketer 2015 36%BIS Research 2015
- 8. Australian small businesses using social media 30%Sensis 2015
- 12. 67% male Aged 45 – 54 1,345,600 33% female Aged 35 – 44 671,300 Australian business owners ABS Count of Business Owners by selected characteristics
- 14. The Far Side® and the Larson® signature are registered trademarks of FarWorks, Inc. Copyright © 2007 FarWorks, Inc. All Rights Reserved.
Notes de l'éditeur
- Slide 1: Hi and thanks for coming today.
- Slide 2: In a market there's two ways to compete - fight hard for part of the existing pie, or work to increase the size of the overall pie.
- Slide 3: Now I'm a digital dinosaur, having worked in the area for 20 years. This means I’ve seen a lot of the change that’s occurred and have some perspective to reflect on where we are today.
- Slide 4: So this is PlayNOW. Back when I started working in the area, this was cutting edge for digital marketing. It was a time where the first online-focused marketers struggled to convince businesses they needed to go online. PlayNOW, which I produced and edited, was selected as one of the six Australian desktop buttons for Internet Explorer 4.0. it was the only 'fun and edgy' button, with the others being large media services like Yahoo7, ABC and NineMSN. We convinced Microsoft to take a chance on us to provide a service for the early web adopters, gamers, and built the site after they agreed to the button - in under six weeks. It became the most popular site on Telstra's hosting service, with hundreds of thousands of visits per month, for several years.
- Slide 5: Part of the reason businesses were slow onto the internet was how people saw digital. This is a Telstra ad for the Wireplay service, which I did online marketing for in the late 1990s. The full ad, which you can watch online, demonstrates how advertising agencies then saw digital, and how it was portrayed to the public – a dark and edgy experience, that wasn’t really friendly to businesses.
- Slide 6: In 2006 I stepped out of the digital and start-up space and went to work in and with government for ten years - so when I stepped back into the private sector last year I was able to look at the state of digital with new eyes.
- Slide 7: What I saw was that small businesses still were not that active in adopting digital marketing for their businesses. In the US it was only up to 57% of small businesses, and only 36% in the UK.
- Slide 8: In Australia we're even further behind, with Sensis reporting in 2015 that only 30% of small businesses were using social media in their marketing. Even fewer had a plan for their digital marketing.
- Slide 9: So do you want to focus on eating just 30% of the potential pie, or help grow the addressable market to 100% of the pie?
- Slide 10: The first thing to ask, is why are businesses not yet using digital and social media marketing.
- Slide 11: Here's the four reasons usually given. Business owners aren't comfortable with the technology, they are too busy on other parts of their business, they don't believe their customers are online and they aren't seeing a return on their investment. All of these relate to how highly they prioritise digital, and to understand why they don't prioritise it we need to understand Australian business owners.
- Slide 12: However there’s also a deeper story. The median age of Australian business owners is 47, with two-thirds being male and the majority being used to pre-internet technologies, normalised on newspapers, TV and radio. While female business owners are slightly younger, they still tend to reflect pre-internet technology preferences. This means that business owners in Australia are not digital natives and may at times feel uncomfortable with digital technology and the speed it changes.
- Slide 13: Next the digital marketing space has become incredibly complex. It's hard for experts to keep up with the latest platforms and techniques, let alone for a busy business owner for whom technology is an enabler rather than a passion. This is a map of marketing technology for 2016.
- Slide 14: Finally the language used by digital marketing professionals has been developed, as most professions do, to communicate a lot of information in a few words. However that also makes it harder for 'outsiders' - people who aren't digital specialists - to understand. So when a 20-something digital specialist talks to a 40-something business owner, to provide expert digital advice, often they simply don't understand the language.
- Slide 15: So what needs to be done to help business owners recognise the benefits of digital marketing and social media for their businesses?
- Slide 16: I believe it involves thinking differently rather than simply impressing on business owners the growth of online and showing them success stories. If that had worked, all businesses would be marketing digitally now.
- Slide 17: Digital Marketers need to step away from their computers.
- Slide 18: Digital Marketers must meet business owners where they ‘live’, rather than where the Marketer feels comfortable.
- Slide 19: We need tools that connect the digital and physical worlds - that are understandable and usable to business owners and empower them to feel in control of their digital journey.
- Slide 20: These tools will allow business owners and Digital Marketers to get onto the same page, overcoming the hurdles of language and technology.
- Slide 21: Now there's been many types of tools developed to try to help people conceptualise and understand the digital landscape, and physical tools, games and infographics all help bridge the understanding gap.
- Slide 22: Here's where I have to provide a gratuitous plug. Over the last eight years I've also developed a tool for bridging this gap, trialling it with hundreds of people across six countries.
- Slide 23: Called Social Media Planner, it provides a gamified way for individuals and groups to design and test social media and digital strategies around a table - using cards. No extra technology required.
- Slide 24: This approach works because people understand how to use cards. It adds a tactile dimension where groups can organise and sort the different digital tools and feel comfortable asking questions. It's hard to achieve the same outcome using a computer screen or formal document. People feel too daunted in many cases to have the right conversations.
- Slide 25: This type of physical tool helps connect people with different levels of experience and expertise with digital, acting as a translator in conversations. It also helps people physicalise digital platforms and content, engaging different parts of the brain and helping people to be creative and innovative.
- Slide 26: Social Media Planner works - I've used it widely with businesses, but it's only an example of the type of tool that helps grow the digital marketing pie by engaging business owners. There's a few other tools out there - such as this free one (feel free to give it a try). https://social-media-game.wikispaces.com/October+2009
- Slide 27: So thank you for your time, and keep in mind that if you're trying to engage business owners and senior managers with digital, try to use techniques that reflect the paradigms and platforms they are used to - such as decks of cards. Thank you, and if you want to take a look at Social Media Planner – as an example, or a tool you might use with your clients, managers and colleagues, visit smplanner.com