Australian Twitter Landscape Report
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The document discusses Twitter and social media in Australia. It provides statistics on Twitter growth in Australia in 2011 and user demographics. It also outlines strategies for companies to use Twitter effectively for marketing and customer service, including case studies. Key takeaways are focusing content to be interesting and relevant to the target audience, and encouraging sharing through contests or responding to customer needs.
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Australian Twitter Landscape Report
- 1. @mab397 Start @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 2. Making an impact @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 3. THE ESSENTIALS @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 4. Grew 800, 000 new users in 2011 (almost doubling numbers) Australians send an average 234 million tweets per month. Twitter is the 3rd most popular network amongst social media users- Facebook= 97%; LinkedIn= 16% and Twitter= 14% @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Source: Sysomos http://www.sysomos.com/insidetwitter/geography
- 5. Sensis Social Media Report [pdf] @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 5
- 6. Customer service Celebrities @stephenfry @telstra @qantasairways Television @eleven_tv Promotion @dan_harmon @RexonaAU Business @iSpyLevis @stevieenglish Personal/Networking Broadcast @servantofchaos @theage @ozdj @vicroads Dell Follow Dell on Twitter @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 7. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 7
- 8. Sensis Social Media Report [pdf] @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 9. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 9
- 10. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 10
- 11. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 11
- 12. namechk.com @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 13. Upload a profile image (stylised Secure a username logo, photo, hero pic) Write a bio and link to a page with more information Write an introductory tweet (acknowledge if you’re in for a slow start) @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 14. For multiple search terms, put quotations around exact phrases Search by location @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 15. Enter search query and hit enter Save the search to your dashboard @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 16. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 17. Retweet interesting and relevant information Follow other accounts Start conversations Share your information Have some fun! @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 18. A Twitter account is part of your digital footprint, regardless of activity, so make sure it’s a step in the right direction #OMXMel2012 About 2 minutes ago via OMX Melbourne 2012 @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 19. MAKING AN IMPACT @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 20. - Dick Costello , Chief Executive of Twitter @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 20
- 21. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 21
- 22. Sensis Social Media Report [pdf] @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 23. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 23
- 24. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 24
- 25. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 25
- 26. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 26
- 27. 70% of online Consumer reviews 61% of people 67% of consumers are nearly 12 rely on user shoppers spend trust opinions of times more reviews for more online after unknown users trusted than product recommendation descriptions from information or s from online manufacturers research before community of buying friends @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Econsultancy July 2009, eMarketer Feb 2010, Razorfish 2008, Internet Retailer September 2009
- 28. Challenge Encourage trial and create social buzz amongst the target audience for TRESemmé Glimmer Approach Mindshare monitored Twitter for mentions of “bad hair day” and @TRESemmeInsider contacted relevant targets to surprise them with a free hair care pack. Facebook advocates were also rewarded with ad hoc surprise gift packs. Results Through tweets, Instagram and Facebook posts, each Surprise & Delight target generated an average of 700 positive WOM impressions about their TRESemmé Glimmer experience @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 29. Find a reason for your audience to talk about you by asking yourself why would they care and why would they share #OMXMel2012 About 2 minutes ago via OMX Melbourne 2012 @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 30. TWITTER MEDIA @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 31. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 31
- 32. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 33. Challenge Encourage Australian sports fans to cheer on their team with #noquit hashtag on Twitter. Approach Mindshare created the @RexonaAU account to generate positive mentions of support during F1, State of Origin and other key sporting moments. Sponsored tweets extend the reach of activity to users searching for relevant sporting terms and friends of existing followers Results The 3 month campaign generated 533,000 impressions with over 7,000 retweets, replies, mentions and clicks from Australian Twitter users. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 34. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 34
- 35. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 36. Targeted by interest: Interests algorithmically determined by the accounts a user currently follows Advertisers refine algorithmic targeting with interest-based keywords Geo-targeting available at the country-level Cost per follow (CPF) pricing: Pay only when a user becomes a follower Second price auction pricing build loyalty | grow incremental earned media | increase exposure @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 36
- 37. Targeting: In search results leveraging real-time intent In timelines to your followers or users who are similar to your followers Coming soon in profiles Uses a built-in ad quality filter combining relevance, engagement and the age of a tweet Cost per engagement (CPE) pricing: Pay only when a user engages – defined as a click, favourite, retweet or reply @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 37
- 38. Fixed Placement: Exclusive unit in the Trends module on the user’s home timeline page 797,500 average daily AU impressions Average engagement rate is .30% on the Trend 5% - 7% on the related Promoted Tweet Increased demand: One advertiser per 24 hour day Fixed price for AU Promoted Trend reserved on a first come, first served basis for a given date @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 38
- 39. Know how your audience uses Twitter to create your own opportunities #OMXMel2012 About 2 minutes ago via OMX Melbourne 2012 @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 40. What about me? DO’s DON’Ts 1. Be consistent. 1. Don’t be a spammer. 2. Be targeted. 2. Don’t be neglectful. 3. Be a follower. 3. Don’t be disrespectful. 4. Be a team player. 4. Don’t be shy. 5. Be interesting. 5. Don’t be fake. 6. Be careful. 6. Don’t be scared. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 41. Connect with me @mab397 mandibateson Sydney, Australia (+61) 2 9287 8400 Mindshare Australia mab397.wordpress.com @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Editor's Notes
- http://www.sysomos.com/insidetwitter/geography
- Twitter works best with an always-on strategy which is able to adapt (or at least appear to adapt) to the world around it. This isn’t a place to set up an account just for the one campaign
- What type of brand suits Twitter?The content creators like Nike, communities like Huggies, opportunists like RexonaNotice I’m not talking about the product but the intention and purpose – I wouldn’t say Twitter is perfect for a deodorant brand but I can say that Twitter suits Rexona’s strategy for the #noquit campaign
- If your audience expects you to be on Twitter you may find yourself fielding customer service queries. While it may be faster than you anticipated, it would be worse to have an incident like Qantas and their engine over Singapore bring you into social
- Success with promoted products comes from using relevant hashtags. It’s harder to create interest around your own hashtag so take the opportunity to use existing interest in other hashtags.
- ChallengeEncourage Australian sports fans to cheer on their team with #noquithashtag on Twitter. ApproachMindshare created the @RexonaAU account to generate positive mentions of support during F1, State of Origin and other key sporting moments. Sponsored tweets extend the reach of activity to users searching for relevant sporting terms and friends of existing followers. ResultsThe 3 month campaign generated 533,000 impressions with over 7,000 retweets, replies, mentions and clicks from Australian Twitter users.
- ChallengeEncourage Australian sports fans to cheer on their team with #noquit hashtag on Twitter. ApproachMindshare created the @RexonaAU account to generate positive mentions of support during F1, State of Origin and other key sporting moments. Sponsored tweets extend the reach of activity to users searching for relevant sporting terms and friends of existing followers. ResultsThe 3 month campaign generated 533,000 impressions with over 7,000 retweets, replies, mentions and clicks from Australian Twitter users.
- Be consistent – keep your avatar, images are strong, don’t change your name oftenBe targeted – ok to have separate accounts if you can be botheredBe a follower – don’t just broadcast, more cut through if you interactBe a team player – attribute links and thoughts, RT/HT/viaBe interesting – whatever that means to your audienceBe careful – Twitter machine can spread inaccurate info fastDon’t be a spammer – if you have a message to get across do it wellDon’t be neglectful – if you forget about Twitter it will forget about youDon’t be disrespectful – if you’re hot tempered don’t fire off something without thinking of the consequencesDon’t be shy – start a conversationDon’t be fake – you will be caught out. EventuallyDon’t be scared – it’s ok to be new to Twitter and to make mistakes