This document summarizes Des Walsh's presentation on social media and the future of business. It discusses how social media allows direct communication between brands and customers, bypassing traditional middlemen. It also outlines five key points for businesses to strategically engage with social media: understand new generations of customers, listen to online conversations, join discussions transparently, focus on one platform before expanding, and experiment with social media marketing. The presentation emphasizes that engaging with social media takes ongoing work but is important for businesses to survive and grow in this new environment.

1. Social Media - the Future We're
In
Des Walsh
Business Coach & Social Media Strategist
deswalsh.com @deswalsh
Aquafutures International Conference
Seaworld, Gold Coast, Australia 2013

2. Social marketing eliminates the middlemen,
providing brands the unique opportunity to have a
direct relationship with their customers.
Bryan Weiner, CEO at Digital Agency 360i
deswalsh.com

3. Disclaimer
With the new social business environment, we
are all learners.
These are my thoughts.
They do not constitute legal or business advice.
The social media landscape is changing as we
speak and will continue to do so.
Longer version at the end of this slide deck.
deswalsh.com

4. Australians online - demographic percentages
2-17 8.1%
18-24 14.7%
23-34 17.5%
35-49 28.6%
50+ 31.1%
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5. deswalsh.com

6. Only 30% of Australian small businesses
have a social media presence - so far
65% of Australians use social media
- what are they saying about you and your
centre, business, quality of service?
- if you know, how are you responding?
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7. The Way Forward -
Your 5 Point Plan
1. Understand “Generation C”
2. Be Strategic
3. Create Great User Experiences
4. Manage the Risk
5. Experiment deswalsh.com

8. 1. Generation C
“They live and breathe in social networks and
use mobile devices as their windows to the
world.”
Brian Solis, What's the Future of Business?
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9. 2. Be Strategic - 5 Key Points
Assess: where are your customers?
Listen: what are they saying?
Join the conversation - share, respond
Be transparent - (we're all learning!)
Get good at one platform, then add
another
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10. What Platforms ?
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11. 3. Create Great User Experiences
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12. 4. Manage the Risk
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13. 5. Experiment
In this new environment of social business, we
are all learners
But it's the future we're in - so if we want to
survive, let alone win, we don't have a choice
So we are all experimenting - time to dive in if
you haven't, time to swim if you have
Keep the focus on your business goals and
creating great experiences
deswalsh.com

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15. Recap: The Way Forward
1. Understand “Generation C”
2. Be Strategic
3. Create Great User Experiences
4. Manage the Risk
5. Experiment
deswalsh.com

16. One More Thing: It Takes Work
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17. Links
Books, Reports, Guides
What's the Future of Business? Changing the way businesses create
experiences - Brian Solis wtfbusiness.com
What’s The Future Of Business? Brian Solis Tells Us In A Fireside
Chat http://bit.ly/11fSZKc
The Yellow Social Media Report May 2013: What Australian people and
businesses are doing with social media http://bit.ly/10K5KyP
Australian Online Landscape Review February 2013 - Neilsen
http://bit.ly/122gXdp
Social Media Marketing Industry Report 2013 (from Social Media
Examiner - US focus, but good value) http://bit.ly/18e2nWu
Social media glossary of terms (none of these is perfect, but this
one is pretty good) http://socialstrand.com/glossary/
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18. And More Links
deswalsh.com
Social media policy for your business
Every business needs its own policy guidelines,
developed to fit the company's purpose, structure and
culture. To help while developing that, on my website Des
Walsh dot Com there is a basic template (feel free to
borrow and adapt) with some links to other companies'
guidelines.
Guidelines for social media participation
http://deswalsh.com/guidelines-social-media-participation/
Good websites for keeping informed:
Social Media Today - socialmediatoday.com
Social Media Examiner - socialmediaexaminer.com

19. Image Credits
Social platforms wordcloud - wordle.net
Wylie's Baths, Coogee, NSW - by kind permission of the
management
Rainbow Bay, flags up, Coolangatta, Qld - Des Walsh
Swimming kickboard - by Sam2857, flickr, CC BY-SA
http://bit.ly/18adAHC
Diving - by Ruth Buchanan, flickr, BY-
SAhttp://bit.ly/11mWWLG
Logos are copyright to the respective companies.
deswalsh.co
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20. Disclaimer - Longer Version
deswalsh.com
The data included in this presentation are to the best of the
presenter's knowledge accurate and up to date.
Opinions and commentary about social media and business
strategies are drawn from the presenter's observation, study and
experience and are provided for information and general
education purposes only.
The social media landscape changes on a daily basis and any
reputable social media strategist or consultant will tell you we are
all learning as we go.
Strategic and tactical social media decisions should not be made solely on
the basis of the commentary and suggestions in this presentation and
should be tested against the specific businessess's or individual's
business goals, resources, values, culture, and market context: it
is recommended that this be done in consultation with a suitably
qualified/experienced social media specialist.

21. Des Walsh dot Com
deswalsh.com | @deswalsh
Advanced coaching for the new social business environment
Call or email if you have a question now or later - meter will not be
running for short calls!
Call or email to discuss having a complimentary, no-obligation 30
minute exploratory consultation (speaker phone for your team is ok)
International: 61 413 089 355 | Australia: 0413 089 355
or email des@deswalsh.com
deswalsh.com